KAUSAR GHEE AND COOKING OIL

PRESENTED TO:
SIR IRFAN SADDIQUE

PRESENTED BY:
FARHAT ABBAS
ZAMEER AHMED
ZAMAN ARSHAD
SHOAIB TASNEEM
SHOAIB ASIF
KAUSAR GROUP OF
COMPANIES

KAUSAR GHEE AND COOKING

OIL
 NATURE OF BUSINESS:

 The company mainly engaged In

manufacturing and sale of Banaspati Ghee and
Cooking Oil since 1994, with daily production
capacity of 200,000 Metric Tons.
 Major Products:

 Ghee
 Cooking Oil
 Major Suppliers:

 Oil is mainly imported from Malaysia

 Ittehad chemicals limited
 Compass packaging, Karachi-Caustic Soda
 Pakistan State oil-Mobile Oil
 Shell Pakistan Limited-Furnace Oil
 Total Parco Pakistan limited-Diesel Oil
 Shabbir Packages Lahore-Cartons
 Ali Packages Lahore-Cartons
 T.A Industry Lahore-Bleaching Earth
 Packages Limited Lahore-Pouch Film
 Main Competitor:

 Swera Ghee-Hunza Ghee Mills

 Shan Ghee-Mehboob Industries
 Sitara Ghee-Sidiq Vegetable Ghee
 Sufi Ghee-Hamza Ghee Mills
 Khalis Ghee-Tahir Umar Industries
 In our commitment and honestly lays the foundation of our
vision for the future. We believe in long-term success and
deliver our goals through unified efforts towards a strong
Kausar group.
 
“Our vision for the future is a broader line of products serving
our consumer”
 Mission Statement
 Achieving quality products and satisfied
customers through honesty and commitment.
Kausar flows by the values of its people; values
we profess and values we practice.
 
 “Quality product and customer satisfaction”
 Introduction & History
 Kausar group of industries start their business in1968.
 The founder of this business was Malik Mubarik Ali .
 They start their business first with cotton factory named as
“Kausar Cotton Ginning Factory” in 1968 which was situated
in Okara city.
 Then they came into a new business named as “Kausar Rice
Mills” in 1974, which is situated in city Okara.
 After success of this business they opened a new factory in
1994 named as “Kausar Ghee Mills (pvt) Ltd.” This company
is situated in city Gujranwala.
 In 2000 they again started a new business names as “Kausar
Feed Mills (pvt) Ltd.
 In 2006 they started the poultry control sheds.
 Corporate social responsibilities

 Corporate social responsibility will be full filled

not only by giving high quality in low price but
that KAUSAR GROUP OF COMPANIES
support public and charitable projects these are

 Akhtar Mubarik Hospital.

 
 Quaid-e-Azam Musafir Khana.
 
 Rotary Diagnostic Center.
 Core Values

Strong businesses are built on Trust, Accountability

and an Environment that allows their People to
reach their full potential.
1. Integrity
 We act with honesty, integrity and highest ethical

standards.
 Our people are expected to

adhere to the laws and regulations pertaining to

their work and comply with kausar’s
principles and policies.
 
 (CONTI…)
2. Fairness
 We work with people in a way that is fair and just.

 We treat fairly our customers, Suppliers,

shareholders and the communities in which we

operate.
3. Trust
 We give our employees complete autonomy and

believe that all our employees adhere to our

company’s values.
 Our stakeholders can be sure of our honesty when

doing business with our employees and company.

 (CONTI…)

4. Accountability
 We are a responsible organization and feel

accountable to all our stakeholders and the

Society at large.
5. People reaching their full potential
 We provide opportunities to our internal and

external stakeholders for self-development

and growth.
 We encourage entrepreneurial as well as team

spirit
 Segmentation:
The main segments of kausar ghee in market
are the rural area of Pakistan.
Target Market:
Kausar is targeting middle and lower middle
class. Specially targeting of kausar is in rural
areas of Pakistan.
Differentiation:
Kasure are providing high quality product at
low price. the price of its competitor is high,
as compare to kausar ghee and cocking oil.
 Market Offering

 Market offering is some combination of

products, services, information, or experiences
offered to market to satisfy a need or want.
 The major offerings of kausar ghee are
Vanaspati Ghee and Cooking Oil. Besides these
the company also offers some beverages as
well. The major offerings are available as a
complete product line covering different price
and quality ranges
 Marketing Mix

Product:
 100 % Pure

 Common household name

 The most healthiest Oil

 Made on up-to-date technology

 Standardization/homogeneous

 Only Oil refined Three times

Price:
 Relatively lower prices than competitors

 Prices according to segments (Income)

 Price schemes and pattern according to competitor price

changes.
 ( Conti….)

Placement:
 Promotion: (CONTI…)

Above the line promotion

 Extensive use of Media

 Types of Media include Television, Radio,

Banners, Newspapers, Billboards & Electronic

Media.
Below the line Promotion:
 Direct Advertising
Market Share Revenue in PAKISTAN

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Sufi Dalda kausar Others
Organization Chart.
 Product line
Kausar Banaspati:
 Over time keeping in line with the changing consumer

needs kausar Banaspati evolved to become kausar

Banaspati.
 Not only was kausar the pioneer in banaspati but also

keeping in mind the changing lifestyle of its consumers

kausar introduced cooking oil to the market
 Kausar Cooking Oil is a premium blend of canola,

sunflower and soybean oil, which is then hygienically

refined to perfection using kausar’s state of the art
plant and International Technology and Expertise.
ZAMEER BALOCH
MI-01091080
 EXTERNAL MARKET ANANLYSIS (PEST ANALYSIS)

Political factors:

 The oil industry is affected by political situations. The political

instability affects business condition. As the government policies and
regulation changes, taxation laws also changes by which company over
all progress hits.

Economical factors:
 
 Inflation rate of Pakistan for the current fiscal year has grown to 14

percent. This thing is really hurting the purchasing power of Pakistani

consumers. Competition is also increasing with the entrance of new
domestic players in the food sector and plans to increase investments
by the already established companies; this factor is decreasing the
business.
 (CONTI…)

Social factors:

 Some of those factors are: increasing world's population. For

instance, the population is growing globally, in PAKISTAN the
population in 2005 was 162,490,385 people and reached to 172,
800, 51 in 2008. As the population is increasing, cooking oil
firms’ profits will increase, because then there will be need to
produce more. Additionally, many diseases influence the
population in many courtiers, like Bird Flu, those killer diseases
affect cooking oil industry since they reduce population's level.
(Economic Development). The folk people of Pakistan are not
ready to go for the high price oil and ghee so company has to
produce the fine quality at reasonable price to capture the high
market share.
 (CONTI…)
Technological factors:

 The new technology affected cooking oil

industry positively. For example, the
technology of boiling at high temperature
reduced the chance of diseases.
 There is a growth in internet usage world wide.
Thus, cooking oil industries should provide
online services to get competitive advantage.
 COMPETITOR ANALYSIS

Competitors are big threat for any industry, but to

compete with existing companies in oil industry not
an easy job, but threat of new entrant remain ever.
Main Competitor:
 Sufi Ghee-Hamza Ghee Mills

Other Competitors:
 Swera Ghee-Hunza Ghee Mills

 Shan Ghee-Mehboob Industries

 Sitara Ghee-Sidiq Vegetable Ghee

 Khalis Ghee-Tahir Umar Industries

ZAMAN ARSHAD
MI-01091069
We are exporting kausar Ghee and oil in
Bangladesh
Bangladesh is a democratic republic with a
parliamentary form of government.  Bangladesh
remains a developing country with poor infrastructure. 
Rural Society:
 Expenditure Survey conducted by the Ministry of

Planning's Bureau of Statistics, 47 percent of the rural

population was below the poverty line, with about 62
percent of the poor remaining in extreme poverty.
 The number of landless rural laborers also increased

substantially, from 25 percent in 1999 to 40 percent in

2006.
 Urban Society :

 In 1988 about 18 percent of the population lived in

urban areas.
 Basically most of the people in Bangladesh are
poor (low class). There is a status quo that controls
the decision-making –mostly from middle class
living in Dhaka and Chittagong.
 There is a small group of rich (high class).
 We export kausar ghee and oil in Bangladesh
because there is maturity of poor and lower and
middle class people and our target market are
lower and middle class people.
EXTERNAL MARKET ANANLYSIS (PEST ANALYSIS)

Political factors
 Now there is peace in the Bangladesh and

political situation is stable so it is healthy for

the investment.
 A peace environment is always good for any

kind of investment activity.

 Pakistan has good relation with the

Bangladesh.
 (CONTI…)
Economical factors
 The economy has grown 5-6% per year since

1996 to 2009.
 Although more than half of GDP is generated

through the service sector.

 About 45% of Bangladeshis are employed in

the agriculture sector.

 People are price conscious in Bangladesh. We

are providing high quality product in low

price.
 (conti…)
 Rice as the single-most-important product.

 Bangladesh's growth was elastic during the

2008-09 global financial crisis and recession.

 Garment exports, totaling $12.3 billion in FY09

and remittances from overseas Bangladeshis
totaling $9.7 billion in FY09 accounted for
almost 25% of GDP.
 (CONTI…)

Social factors
 Bangladeshi system is based on English common

law has not accepted compulsory ICJ jurisdiction.

 Populations are increasing rapidly. As the

population is increasing, cooking oil firms’ profits

will increase, because then there will be need to
produce more.
 Bangladesh is an Islamic country in which Muslim

89.5%, Hindu 9.6%,And Other 0.9% (2009).

 (CONTI…)

Technological factors
 The new technology affected cooking oil

industry positively. For example, the

technology of boiling at high temperature
reduced the chance of diseases.
 Bangladesh is a poor country and there is no

concept of new technology more. So it is

beneficial for the kausar ghee and oil.
SHOAIB ASIF
MI-0109154
 Competitive analyses

Competitors are big threat for any industry, but to

compete with existing companies in oil industry not
an easy job, but threat of new entrant remain ever.
Main Competitor
 Soya supreme

Other Competitors:
 Taqat oil

 Champion and Malta

 Butter ghee and cooking oil

 Amruba ghee
 Corporate social responsibility

Corporate social responsibility will be full filled

not only by giving quality that we promise for
but we will also associated with charity to the
trust hospitals.
 Marketing Mix

Segmentation:
 Our target segment is both type of people who

live in rural area and urban area.

Targeting:
 Our target market in Bangladesh is upper class,

middle class and lower class.

Positioning:
 Not only was kausar the pioneer in banaspati

but also keeping in mind the changing lifestyle

of its consumers.
 Comparative advantage

Our product will have competitive advantage

due to high quality product in low price.
 Cultural environment:

In Bangladesh there is almost same but little bit

different culture as compare to Pakistan.
SHOAIB TASNEEM
MI-0109168
 Kausar Ghee and oil in France
 France today is one of the most modern
countries in the world and is a leader among
European nations. Since 1958, it has
constructed a hybrid presidential-
parliamentary governing system resistant to
the instabilities experienced in earlier more
purely parliamentary administrations.
 Its 77% population is urban and remaining is
rural.
EXTERNAL MARKET ANANLYSIS (PEST ANALYSIS)

Political factors

 France is a peaceful country there is no issue of

political instability and it is so healthy for
business.
 A peace environment is always good for any
kind of investment activity.
 (conti…)

Economical factors
 France's real GDP contracted 2.2% in 2009, while the unemployment rate
increased from 7.4% in 2008 to nearly 10%.
 In response to the economic crisis the government passed a $35 billion
stimulus plan in February 2009 centered on investment in infrastructure
and tax breaks for small businesses.
 Paris also created a $25 billion strategic investment fund to protect
French companies from foreign takeovers.
 France's tax burden remains one of the highest in Europe - at nearly 50%
of GDP.
 The government budget deficit rose sharply from 3.4% of GDP in 2008 to
over 8% of GDP in 2009, topping the 3% Euro-zone ceiling in both years.
 (conti…)

Social factors
 Civil law system with original concepts; review of

administrative but not governmental acts; has not

accepted compulsory ICJ (international court of Justus)
jurisdiction.
Technological factor
 France is a developed country and we are far away from

them in technology.
 If any innovation is taking place in plants we can go fore

it can helpful in quality and efficiency far us .The new

technology affected cooking oil industry positively.
 Competitive analyses

Competitors are big threat for any industry, but

to compete with existing companies in oil
industry not an easy job, but threat of new
entrant remain ever.
Main Competitor:
 Peanut, Margarine

Other Competitors:
 Persillade

 Walnut oil

 Chip pan
 Marketing Mix
Segmentation:
 Our target segment is both type of people who live

in rural area and urban area.

Targeting:
 Our target market in franc is middle class and lower

class.
Positioning:
 Not only was kausar the pioneer in vanaspati but

also keeping in mind the changing lifestyle of

consumers, have we also produced oil for the health
conscious consumers.
 Comparative advantage

 Our product will have competitive advantage

due to high quality product in low price.
 Our main focus is on quality because French
people are quality conscious. We give the
better quality in low price.
 Cultural environment

The culture of France is completely different

from Pakistan, but first of all we search and
learn about French culture make a complete
proposal how to compete French market and
by making a complete preparation we entered
in to the French market.