Savour foods

"Savour Foods"
Friday, 30 November 2012
The Project:
We have been assigned to:
Choose the product and then we have to analyze the segmentation of the chosen
product. We have to give a detailed profile of the target marketing of the product.
After that, we have to analyze that the segmentation of the product is appropriate or
not.
Giving the opinion of two users of the selected product or service and also giving self-
opinion.
About the Project:
In this project we have chosen “Savour Foods” to analyze the segmentation of their
products. For this purpose, we have visited the “Savour Foods” to observe the
environment and targeted audience. We also got the opinion of their customers who
were there to dine inn. This market research of “Savour Foods” has helped us to
understand the segmentation of their products regarding the customers.
The Product/
Services:
“Savour Foods” is one of the famous eating places of Rawalpindi and
Islamabad. Most of the population of twin cities is aware of “Savour Foods”. It is
located in populated area of Rawalpindi and Islamabad.
Owner:
Mohammad Naeem Butt
Owner’s Profile:
Mohammad Naeem Butt is a Business Icon of the business community of Islamabad
and Rawalpindi. He is also involved in social activities. He started selling pulao at
cart at Gordon College Road Rawalpindi in early 80’s. This was the time when
Rawalpindi was developing as Business Hub and demand of ready to eat quality food
was emerging in population. Mohammad Naeem Butt realized the need of the emerging
customers at large. He started planning to develop the Dining place which may
fulfill the increasing demand of the customers. For this, he started to pool sources to
establish a proper dining place for his customers. The market research was made by
him based on his personal experience and result was positive with respect to future
growth of his business.

History:
Mohammad Naeem Butt as an owner of “Savour Foods” established a proper dining
place with sufficient sitting place at the location of Gordon college road in 1988. This
was the first branch of the owner bearing a proper selling name. The facility of “take
away” was also given in packing.
 Established 2nd branch of “Savour Foods” in Melody Food Park on 7th august
2001 to meet the demand of the customers of Islamabad.
 On 24th March 2005, a new branch of “Savour Foods” was opened at Blue Area to
meet the demand of officials of private offices located in Islamabad. Students were also
targeted by them.
Flourished 4th branch at Rawalpindi Cricket Stadium Food market on 14th august
2005. It was the first branch where a fast food sister brand was introduced with the
name of “Savour Krispo”.
Nature of Business:
“Savour Food” is providing Pakistani as well as fast food. The Pakistani food
includes Pulao kabab and Chicken roast while fast food
includes Burgers and fries. Ice cream is also sold at savour Foods branches.
Moto:
To provide quality and clean Pakistani food specially and fast food generally at
reasonable prices.
Mission Statement:
“To be leader in Quality food at most reasonable prices and preferred choice of
enthusiastic manpower”.
Main Product:
“Savour Food” provides wide range of 'Pakistani foods’ nutritious and hygienic
products at affordable rate. The basic stimulant of “Savour Foods” is the most
effective system of quality control. Beef, Chicken, Rice, Veggies and Spices are the
basic ingredients of our products. Freshness, fineness and cleanliness are always taken
into consideration. We will don’t compromise on our principles of providing good food.
The service is relaxed, very friendly and correct. We will hire the best people available,
training, motivating and encourage them, and thereby retaining the friendliest most
efficient staff possible. Our management team is comprised of individuals whose
backgrounds consist of experience in food, restaurant and hotel, catering, management,
finance, marketing, art and motion pictures.The main product of savour Foods is Pulao
Kabab. This is the oldest product of the Savour foods.
Maps:

Islamabad Branch (Blue Area):
Rawalpindi Gordan College Road:

Chicken Pulao
(Single)
Chicken Pulao (Single Choice)
Chicken Pulao (Single without Kabab)
Chicken Pulao (Single Lunch Box)
Chicken Pulao (Special)
Chicken Pulao (Special Choice)
Chicken Pulao
(Special without Kabab)
Chicken Pulao (Special Lunch Box)
Pulao Kabab
Pulao
Other Products:
Other products of Savour Foods are:
 Savour Krispo Burgers
 French fries
 Chicken Roast
 Savour Hot Shots
 Kheer
 Zarda
 Ice cream
: Since with the addition of the Rice Processing plant of ”Savour Foods”. They are
therefore very uncompromising on the issue of quality.
Technology:
Since 2002 with the introduction of mechanized rice plant system and rice combine
harvesters; today they have latest rice milling and processing facilities based upon
technology. They give importance to the state of the art technology to retain a lofty

production level their rice mill is set up with the latest technology. They have very
competitive engineers and technology system for the up gradation of plant. This
system and the dedicated team of quality control managers work hard to bring the
supreme quality rice to “Savour Foods”.
Field of concentration:
“Savour Foods” is concentrating on their main product Pulao Kabab. For this purpose
they have purchased their own Rice processing plant near kamoki in Gujranwala. They
also have installed a latest plant for making shami Kababs. These plants are maintained
properly under the supervision of very competitive engineers.
Benefits of their heavy investment in adoption of technology:
Since 2002 with the adoption of technology in the form of Rice processing plant they
have increased their output and it has helped them to minimize the cost of production
by controlling wastage. Shami kabab making plant helped them to make tasty shami
kababs with the same and great taste with the crispy touch. It is also saving time and
helping to manage the high demands of the customers Dish washer is saving time and
it also maintains the International hygienic standards.
 Methods adopted by foreign companies in term of hygienic environment are set as
benchmark.
Services:
 Premier dining experience in elegant setting around.
 High standard friendly environment.
 Delivery on demand at large scale.
 Packing according to convenience.
 Special orders are hosted prestigiously.
 Food arrangements on the seminars and other official meetings.
Facilities and rewards given to employees:
Following facilities and rewards are given by the Savour Foods to their employees.
 Free Medical services: Free Medical services are provided to all the employes whether
they are on duty or not.
 Provident fund is maintained for permanent employees: Those employees who are
permanent on the pay roll of Savour Foods will get the facility of Provident fund at the
time of retirement.
 Accommodation to the lower staff is provided: Lower staff of far areas those family is
not settled in Rawalpindi and Islamabad can also get the accommodation facilities
provided by the company.
 Transportation to the lower staff those use accommodation of company is also
provided: Transportation is also provided to those workers who use the company’s
accommodation.
 Minimum salary of the employee is 10,000: It is positive thing that the low level staff
like waiters, sweepers and helpers get minimum salary of 10,000.

Competitors:
Competitors are those entrepreneurs who are also engaged in the same nature of
business.
Competitors in Rice:
 Rice Hut
 Student biryani
 Saeen Jee murg pulao
 Baoo Jee murg pulao
 Kamran pulao kabab
 Royal Pulao kabab
 Nazir Foods
 Other small restaurants
Competitors in fast food:
 Macdonals
 Rahat bakers
 KFC
 Hardees
 Munchees snack bar
 Sogo grill
 Danty fast food
 Nando’s
 Other small food corners.
Competitors in ice cream:
Rahat bakers
Chaman ice cream
Yummy 36
Other small ice cream points
Some people often talks that “Savour foods” had opened their 4th branch in 2005 and it
had been a long time they have not opened their new branch in Rawalpindi or
Islamabad so what is the reason behind this?. They have a sufficient investment and
there is a need and demand of new branches in Islamabad and Rawalpindi then why
they are not opening a new branch? Is there any threat or hesitation which is restricting
them to open a new branch?
The answer is that they are going to start a mega project.
But the questions are that, When and where?
Future Plans of Savour Foods.
”Savour foods” is going to start a mega project in the capital city of Punjab which
is “LAHORE”. The project is going to be started just after Eid-ul-Adha(Expected) and
working on this project is in progress. They are expecting that the Lahore is a highly
populated city and people of Lahore also admire the taste and quality services of

“Savour Foods” in some forums so that “Savour Foods” will capture the customers
easily.
What is Marketing?
“Marketing is the social process by which individuals and organizations obtain
what they need and want through creating and exchanging values with others”.
Marketing Strategy:
Marketing strategy includes,
 How to divide-up markets into meaning full customers (Segmentation).
 Choose which customer groups to be served (Targeting).
 Create market offering that best serve targeted customers (Differentiation).
 Positioning the offer the minds of customer (Positioning).
Overview of Marketing Strategies of “Savour Foods”:
Segmentation:
“Savour Food” has divided the market according to
the need and demand of their value able customers. For this, they have made different
deals at different prices that the individual customer and customers in groups can order
according to their demand and need of
products.
“Savour Foods” has targeted the middle class and upper middle
class customers in Rawalpindi and Islamabad. Especially they have targeted
the working class of the private sector, students, small and medium
entrepreneurs and the other organizations.
Differentiation:
”Savour foods” has differentiated the market by providing good services
as well as quality Pakistani food specially pulao kabab.
Positioning:
“Savour Foods” hold positive and good position in the minds of its user.
People think that it is providing good service in food items. It has captured a main
market in its specialty. It is something thing in which a particular brand make
strategies to set the image of brand in the thoughts of people by adopting different
ways which includes Promotion, price, distribution, packaging and competition. It is
also considered as an aggregate perception of the brand according to Targeted
Market. Some Analyst says that Positioning is necessary for a brand to survive in
the competition.
How Savour Foods is utilizing the art of Positioning.

Savour Foods is utilizing this art very effectively and efficiently. It has created an
image in the minds of its customers that if someone talks about the quantitative and
qualitative food in less price he or she will definitely think about the “Savour Foods”
because it has targeted the customers in that way. Their packaging is really convenient
and attractive so that people holds a differentiated and positive image of “Savour
Foods”.
SWOT Analysis :
The term SWOT stands for:
Strengths
Weakness
Opportunities
Threats
Purpose of SWOT analysis:
The purpose of SWOT analysis is to determine the Strengths, Weaknesses,
Opportunities and Threats in Concerned business. It helps to keep the business on
track and profitable and also helps to achieve the desired goals of any
organization. It also help to develop strategy and will reflect the reality if an
organization analyze on the basis of facts and figures.
SWOT Analysis of Savour Foods:
SWOT analysis of “Savour Foods” is concluded under following grounds.
Strengths:
 Delicious products.
Products of savour foods are very delicious. They give the traditional taste of Pakistani
food and taste in fast food is also maintained very well according to their western
recipes.
 Good quality food.
Savour foods is providing a good quality food. Their products are made and served
according to hygienic standards.
 Quick delivery of take away.
Savor foods is providing food with in no time. Products are packed according to the
need of customers and order is fulfilled within minutes even customer orders 100
packets. Other eating places do not give this time saving convenience to their
customers.
 Sufficient quantity.
Quantity of the packed as well as served material is sufficient.
 Packing according to customer’s need and convenience.
“Savour foods” is providing food according to the need and demands of their
customer. They have categorize the packages that suits customers according to their
desires and purchasing power.

 Shami kabab processing machine.
Shami kabab processing plant is also strength of the savour foods. It helps to meet the
demands at large by saving the time and maintaining the same taste among all the
production.
 Availability of Fast food with Pakistani food.
Savour foods is the place which is providing quick Pakistani as well as fast food. A
person in a group or family who likes fast food can order fast food according to the
desire.
 A strong brand name
With the passage of time, savour foods have become a strong brand name. It has an
influence on the minds of the people of the Islamabad and Rawalpindi.
 Suitable locations.
“Savour foods” has set up their branches on the locations which are suitable to attract
customers. These branches are situated at dense areas and lots of organizations are
situated near the branches.
 Goodwill.
Savour foods have established goodwill effectively.
 Knowledge about customers.
Savour foods have privilege that it has researched the needs of their customers. It is
aware of their demands and needs so that it is providing food according to the
situation. Sometimes owner personally visits the different branches and get the reviews
from the customers.
 Hygienic.
Savour food is providing hygienic food according to the International Standards.
 Management.
Management of “Savour Foods” is very efficient and they control the entire process
very effectively.
Weaknesses:
 Delays in the filling of dine inn orders during Rush hours.
During the rush hours, customers of savour foods have to wait for their order.
 Unavailability of place for large groups during rush hours.
When people visit the “Savour Foods” in a large groups they have to face the problem
of sitting together.
 Limited to certain areas of Rawalpindi and Islamabad.
It is limited to the certain areas of Rawalpindi and Islamabad. The people who are brand
loyal or admire the taste of “Savour Foods” has to travel a lot which is time consuming
as well as inconvenient.
 Lack of relation building with customers.
Although it has knowledge about the customers but still Savour foods do not
concentrate on relation building with customers.
 Conflict with Capital Development Authority.
Savour Foods blue area branch have some conflicts with Capital Development
Authority. Parking area and the place where generator is installed are not proper
and CDA do not allows it because it is not legal.
Opportunities:

 A sizeable population is living at distant places from Savour Foods’ current branches and
customers have to rush towards it by consuming so much of time. So, they can open
new branches in other areas of Rawalpindi and Islamabad to meet the requirements
of demand of the consumers by providing convenience to them.
 People of other cities like Lahore, Faisalabad and Karachi also admire the taste and
quality of Savour foods when they visit Islamabad and Rawalpindi. So, they can open
branches in highly dense above mentioned cities as the growth rate of their brand
is seems to be very high.
 It has an opportunity of introducing other product in rice category to meet the demand of
vegetarians. For this, they can introduce “Chinese Rice”.
Threats:
 Increasing inflation rate.
With the increasing inflation rate, purchasing power of the customers is falling
down which may affect the sales of Savour Foods.
 Increased Sales Tax.
Due to increase in tax rates, organizations have to increase their prices to get the profit. With the
increase in prices customers diverts and this may also apply in case of savour foods.
 High transportation cost.
Petrol prices are increasing day by day. Due to increase in the prices, transportation
cost also increases which affect each and every product directly.
 Economic backwardness.
Pakistan is a developing country. Economy of Pakistan is not so much good so that
there is uncertainty about the future of business.
 Law and order situation.
Law and order situation directly affect the whole economy of the particular area. If law
and order situations are not so good there is chance of less growth of business activities
on case of savour foods.
 Conflict with Capital Development Authority.
Capital Development Authority is the authority which deals with the development affairs
of the Capital city Islamabad.
Blue area branch of Savour foods is facing conflict of Parking Area and Generator
installed area with CDA.
 Changing attitude of customers.
Changing attitude of customers directly affect the sales of the product. If attitude and
behavior of the customers gets changed towards savour foods, it will tend to decrease
in sales.
Criteria of Segmentation:
 Possibility of measure
 Large enough to earn profit
 Stability
 Internally homogeneous
 Externally heterogeneous
 Responds constantly to a given market stimulus
Basis of Segmenting consumermarket:
 Geographic segmentation
 Demographic segmentation

 Psychographic segmentation
 Behavioral segmentation
Level of marketing Segmentation:
Mass marketing
Segment marketing
Niche marketing
Micro marketing
 Local marketing
 Individual marketing
Segmentation of “Savour Foods” according to criteria:
Segmentation is according to criteria because it is possible to measure, enough to earn
profit, stable and have potential customers. Segmentation is necessary for every
organization to get more profit. Due to segmentation any organization can easily launch
new product in market. In this way organization can get more goodwill too. “Savour
Food” is one of the Best success stories in segmentation because they have adopted
the best strategies for the segmentation of their products to target their market.
Segmentation of “Savour Foods”:
Geographic Segmentation:
“Savour Foods” is only located in the twin cities of Rawalpindi and Islamabad.
They have targeted those areas which are really established. These
areas are business hubs and Food streets.
 Blue Area Islamabad
 Melody Food Park
 Rawalpindi Cricket Stadium
 Gordon College Road
World Region Or country: It is located in the Rawalpindi and
Islamabad (Pakistan)
Density: Urban areas are targeted by the Savour foods.
City or metro size: Population of Islamabad is 1.2 million (Wikipedia) that is why it
is Mainstream City. Population of Rawalpindi is over 5 million (Wikipedia) that is why it
is Major City.
Climate: Climate of this region is Subtropical. The mean temperature of this area
remains 10-50 degree centigrade in 8 months of the year.
Demographic Segmentation:
Dividing the market into groups based on variables such as age, gender,
family life
cycle, income, occupation, education, religion, race, generation, and
nationality.

Age: Main focus of “Savour Foods” is customers of age group 16-35 and above but
their products are also consume able for the children of age of 4 years and
above.
Gender: They target both Male and Female as their customers.
Family Size: They deal with individual and as well as families having size of 2 and
more.
Income: Main targeted audience of the “Savour Foods” are the who have income level
of Rs.15,000 to Rs.60,000.
Occupation:
Savour foods targets the following customers.
 Officials of private sector
 Organizations
 Small and middle scale
 Proprietors/Institutions
 Students
Religion: As it is Halal Food for all, so there is no concern with religion. People of
every religion are warmly welcomed in Savour foods.
Nationality: As it is only situated in twin cities of Pakistan so Pakistani nationals visits
at large and foreigners at very exceptional case.
Psychographic Segmentation:
Psychographic segmentation divides buyers into different groups based on
social
class, life-style, Or personality characteristics. People in the same demographic
group can have very different in psychographic makeups.
Social Class: Customers of “Savour Foods” are middle class, Working class, and
upper middle class. High class also visits Savour foods sometimes.
Life-style: People who like pulao, Fast Food and ice-cream are regular customers of
the Savour foods. These people look for convenience and comfort.
BehaviorSegmentation:
Behavior segmentation divides buyers into groups based on their knowledge,
Attitudes, uses, or responses to a product. Many marketers believes that behavior
Variables are the starting point for building market segments.
Occasion: people use to dine inn and take away from savour foods on regular
occasions as well as special occasions like Iftar parties, Lunch and Dinner parties,
and other special occasions like independence day, Eids etc.
Benefits: “Savour Foods” is providing qualitative and quantitative food with reasonable
price. They are providing their food in very less time.
User status: User of “Savour Foods” includes potential users’ first time users and
regular users.

Loyalty status: Most of the users are loyal with “Savour Foods ”but some are not
loyal they only visits savour foods without consent.
Readiness status: Most of the consumers are aware of quality and quantity of the
food given to them with other information.
Attitude towards Products/Services: Attitude of people toward “Savour Foods”
is enthusiastic and positive in most of the cases, but some people also have negative
opinion about their services.
Target Marketing:
Marketing segments reveals the firm’s market segment opportunities. The firm now has
to evaluate the various segments and decide how many and which segments it can
serve best. We now look at how companies evaluate and select target segments.
Evaluating market segments:
In evaluating different market segments a company observes three main factors:
segment size and growth, segment structural attractiveness, and company objectives
and resources.
Savour foods segment the products according to their size of product, availability of
resources and keep in mind the objectives of company. The main segmented products
of savour foods are pulao kabab, chicken roost and ice cream. It segmented pulao
into ten different products according to size, cost effectiveness, growth and
attractiveness. In chicken roost they segment into three products and in ice cream they
introduce many flavors and taste. In fast food they give different varieties of burger.
Select target market segments:
Evaluating different segments, company then decide which and how many segments will
target. To achieve this target company chose a large set of buyers or concentrate on
small set of buyers. It can be an undifferentiated or differentiated market.
Savour foods use differentiated marketing strategy. They segmented their pulao into
ten different products. In segmentation they focus on size and conveniences
like chicken pulao (single) and chicken pulao (single choice) they charge different
prices. In chicken pulao (without kabab) and chicken pulao(lunch box) they
segmented using size and packing so it will be convenient for the customers. In ice
cream they use different flavor and sizes.
While analyzing the savour foods with respect to marketing, three
(3) basic questions comes in mind that.
What level of Marketing Savour Foods has adopted?
What does that level really means?

How to justify the level?
What level of Marketing Savour Foods has adopted?
It is a Core issue that what type of marketing strategy Savour food has adopted which
lead it to be the one of the Success stories of the Business world. After analyzing the
marketing strategies and levels of Savour foods someone can say that savour food is
doing a “Niche Marketing”
What is Niche marketing?
“Niche marketing” is the subset of the market of the focused product. It describes
the special features of the concerned product to attract the specific and targeted
customers with its price, quality, quantity demographic needs and the of the
customers.
How “Savour foods” is doing a “Niche Marketing”?
We can say that savour Foods is doing a “Niche Marketing” because their focused
product is Pulao Kabab. They do not focus on the charging more and more. They
always try to get the “middle Class” customer’s intention by offering the cheap
prices with sufficient quantity and good quality.
BCG Matrix:
BCG Stands for:
Boston Consulting Group
Boston Consulting Group was the group of different marketing and managing analysts
who gave this analytical matrix to understand the Position of the products of
entrepreneur to decide about the future of the products that which product should be
continued for the future placement in the market and which should not be continued.
BCG Matrix is composed according to following criteria.
Marketshare.
Expectedfuture growth.
Market share is measured on x-axis.
Expected Future growth is measured on y-axis.
Terminologiesused in BCG Matrix.
Following terminologies are used in BCG matrix.
Cash Cows: The product whose market share is high and future expected growth is
less comes under the category of Cash Cows. These products are to be sold until
they do not become outdated.
Stars: The product which comes in the category of high Expected growth rate but do
not covers the major portion of market share is called as Stars. Entrepreneur
should invest the amount derived from Cash Cows in Stars.

Question Marks: The product which have high expected growth rate but very low
market share comes under the category of Question Marks. These products are to be
devised further.
Dogs: dogs carries the products whose market share and expected growth both are
very low. These products should be kicked out from market.
BCG Matrix(products according to categories) of Savour foods:
Pulao Kabab
Following is the product which can be associated to the category of CASH COWS.
Zarda
Following products may fall in the category of STARS.
Chicken Roast
In the category of QUESTION MARKS given product falls.
New family deals of fast food.
It is positive point for Savour Foods that no product falls under category of
DOGS.
Customers’ opinion:
Ist customer:
One of the customers of “Savour Foods “said to us about Savour Foods that he is
a regular customer of Savour foods. He is the employee of the famous private
school of Rawalpindi. He said us that he like Savour’s pulao very much, because it is
cheap and the quantity of Pulao is enough to eat and after eating it the element
of hunger do not remain longer and the taste is very awful. He also said about the
quick service of Savour foods. He comes to savour foods regularly, because it is near to
his office. He also said us about the fine quality of the rice used in savour’s pulao.
On the Question of comparison of the services of Savour Foods in last 5 years he
reported that he has felt that Quick service of Savour Foods has been vanishing
day by day and the taste too but still it is convenient for me and i used to visit
regularly.
He Suggest that Savour Foods should not diversify their main business of Pulao
Kabab by providing fast food because due to lack of concentration on main
product they are loosing its worth.
Khurram Naeem Siddique
Teacher at Asif Public School
System
Rawalpindi.

2nd
Customer:
Although I do not like the taste of Pulao available at savour Foods outlets but it
is convenient and near to my office so I visits Savour Foods off and on. Sometimes
with my will and sometimes forcefully by my colleagues. People came to Savour Foods
because it has a good Brand name in the food market aand most of the people of
Islamabad and Rawalpindi are aware of its name, Location and other Services. He also
said the Savour Foods has droped its taste, quality and quick service from 2
years. At the beginning, the taste and service was awesome since he has been a
regular customer but as the time is passing their taste and services level is falling
down.
He suggest that Savour Foods should try to recover its taste and sevices and it is
possible if they apply the TQM(Total Quality Management).
Faisal Saleem
Government Employee
Our Opinion as a Conclusion:
Since we are also a regular user of the Savour Foods and we have visited Saver
Foods Several times we have an opinion about Savour Foods but, our these visits of
Savour Foods which were made with the intention of Critical Analysis gave us the
exposure of the Segmentation, positioning and Target Marketing more
broadly. After having a detailed overview and knowledge about the Savour Foods with
respect to the marketing we have concluded that Yes Segmentation of the Savour
Foods is proper and according to the market to whom they are addressing. They
have created a strong positioning of their brand among their customers. Most of their
customers are those who demands such a huge chunk of pulao to eat at
reasonable prices with a convenience. And yes, they are providing these expected
services of their customers at large scale. They are also providing a good dining
experience is other food providers do not provide at this price. We are satisfied
with the Marketing Strategies of the Savour Foods which are discussed in detailed in
above. But still there is a chance of adoption of more better Marketing policies in
which they can improve their market share by providing a little bit better services
and maintaining their quality and taste of Pulao Kabab even it is prepared on very
large scale.

Savour foods

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