INTRODUCTION

Naurus feel proud in introducing themselves as one of the leading food processing companies in Pakistan. It was only the beginning of a long Odyssey when NAURUS syrup being pure composition of Aqua flowers, Herbal distillates, and Fruit extracts was first launched in the late 1950's. Soon the growing trends of acceptability of our products led to adaptation of modern means as technologies so as to cater to the production requirements for the emerging markets. Naurus (Private) Limited, NPL, as a company was established in 1979. Its Products include, besides Naurus Syrup, other food items like Jams, Spices, Pickles, Sauces, Vermicelli, Squashes, Juices, Desserts, Canned Foods, Sandwich Spreads, etc., under the brand name of SUNDIP". The company has turnover of $ 10 Million annually around the globe. A Customer Service Division has only been initiated to serve our customers better. The company has most recently achieved ISO 9001 certification and is one of the very few packaged food companies in Pakistan that have achieved this award. The company is now set and on its way to achieve the HACCP certification.

HISTORY
Naurus (Pvt.) Ltd. as a company was incorporated in the year 1979. The brand NAURUS however existed much before that and was being manufactured under the name of another organization. Naurus Syrup was positioned as the NEW (nau) DRINK (rus) of the era when it was initially launched. Later on because of its increasing popularity amongst the general population, it was positioned as the National Drink of Pakistan because it like any other national symbol of the nation it connected people together irrespective of their social stature or creed. The offerings under this brand include a very wide variety of food products that include Jams, Syrups, Ketchup, Sauces, Pickles, Recipe Spices, Squashes, Juices, Super Basmati Rice, Curry Powder, Fried Onions, Fruit Preserves, Ginger / Garlic / Chili Pastes, Rasmalai, Kheer Mix, Vermicelli, Fruit Juices, Mango / Plum / Mint Chutney, Halal Canned Foods etc.

MARKETS
The SUNDIP branded food products promise to bring people together in healthy relationships. NAURUS & SUNDIP are now widely known around the world for their superior quality of food products, mounting level of customer loyalty and un-matched customer service. They export the products to North America, South America, Africa, South East Asia, Eastern Europe, Mid East, Western Europe, Oceania and Eastern Asia.

CURRENT FAILURE CONDITIONS AND ISSUES:

Naurus is lacking focus in the Pakistani market. Naurus and Sundip are focusing on the export market of Africa, South America, North America, South East Asia, Eastern Europe, Mid East, Western Europe, Oceania, Eastern Asia, and even in Australia and Japan. Therefore, due to focus on the exports, Naurus is not focusing on the Pakistan market. This is a weakness for a company which started producing products for the Pakistani market. Sundip and Naurus are producing wide variety of food products. The products include Syrups, Ketchup, Sauces, Pickles, Recipe Spices, Squashes, Juices, Super Basmati Rice, Curry Powder, Fried Onions, Fruit Preserves, Ginger / Garlic / Chilli Pastes, Rasmalai, Kheer Mix, Vermicelli, Fruit Juices, Mango / Plum / Mint Chutney, Halal Canned Foods. So therefore the focus of the company has shifted from their premium product category i.e. juice syrup. Currently Naurus has a partial presence in the market. The red syrup is hard to find at supermarkets and convenient store where as their competitors (Rooh Afza and Jam-e-Shirin) are readily available everywhere in the market. Although you can find a list of five shops in Karachi on their website (inflicted with viruses) where you can buy Naurus red syrup. We had great difficulty in finding Naurus red syrup in Islamabad/Rawalpindi Market. Naurus has weak distribution network, thats why people find it difficult to find Naurus in the market. If one has to find Naurus the red syrup, one has to search the market and it is not even available in famous places like Abpara and Karachi Company. We found the Naurus from the old stock in a shop in Rawalpindi. There is only one distributor of Naurus for Islamabad/Rawalpindi which is not acceptable in such a big market.

Naurus lack advertising plan, in fact they do not advertise. It has been an ages since they had a TV ad. They had last made TV commercials in 1980s and they have not updated or created new commercials. There is no advertising on radio and even in the print media. Similarly there is no billboard advertising as well. There is tough competition from Rooh Afza and Jam-e-Shirin in the red syrup market. Also other syrup of squashes (like Anar, Mixed fruit, Kino and Mango) that Naurus are making face competition from Sheezan, Mitchell and Nestl. These brands are very active in advertising as well in print and electronic media. That is why you see Rooh Afza and Jam-e-Shirin on TV in summers. After scanning the market and consumer response, we feel that there is danger that somebody else from the competition can take the opportunity and provide nutrient filled drinks and also provide red syrup in chilled ready to drink packs or bottles.

STRATEGIES TO REVIVE NAURUS

THE RED SYRUP
The basic target market of the syrup is the house wives, who make refreshing, drink for the family and anyone who like syrup drinks. Apart from the usual ingredients from extracts of natural herbs we will add the following nutrients in the Nauras to make it the first choice of specially mothers and the general public. This will entice mothers to give their kids a drink full of nutrition. Rooh Afza, Jam-e-Shirin, Mitchells and Nestle syrups do not have that. Following will be the ingredients added to the Naurus red syrup 800 ml bottle: Protein Vitamins A B C D E Calcium 60 grams. 2000 mcg. 70 mg. 150 mg. 20 mcg. 30mg 2000mg.

Apart from that the natural herbs to make the red syrup will be added as usual. Refined Sugar Aqua Distillate Santalum album Aqua Distillate Rosa damascena Aqua Distillate Parmelia perlata Aqua Distillate Pandanus tectorius Aqua Distillate Andropogon muricatus Sodium Benzoate as Preservative Citric Acid Natural Food colour Price The price of Naurus will be higher than their competitors as Naurus is providing much more nutrition than their competitors. The standard 800 ml bottle of Rooh Afza and Jam-e-Shirin costs about Rs. 120. The price of Naurus will be Rs. 160. Proposed TAG LINES for Naurus Red Syrup can be Naurus Mukammal Sehat, Naurus pee jee bhar kay gee. 755-765 g 160 ml 106.66 ml 53.33 ml 42.66 ml 10.66 ml 1.066 g 1.066 g

NAURUS READY TO DRINK JUICES PACKS AND BOTTLES

The current line of Naurus products like the red syrup, Naurus Anar, Naurus Mixed Fruit, Naurus Kino and Naurus Mango syrups will be packages in ready to drink juice packs 250 ml and also in pet bottles of 300ml and 500 ml. The target market for this type of packaging will be people who prefer ready to drink juices and beverages. So whole of the young generation in schools and colleges can be utilized and also people on work. Proposed price of Juice Pack will be Rs.15. Price of 300 ml pet bottle will be Rs. 35 and 500 ml will be Rs. 50. The prices are chosen with respect to market survey and cost of production.

NAURUS CHILLERS/WENDING MACHINES FOR THE MARKETS

Naurus should launch their own fridges in the market with their name on it. These fridges will hold the juice packs and bottles discussed above. The edge Naurus will get from this is that these fridges will be placed beside Pepsi and Coca Cola, plus Rooh Afza and Jam-e-Shirin have not got their own fridges. We will be the first one in syrup market to introduce it and we will have an edge over our competitors. The more people will get their hand on Naurus ready to drink bottles and juice packs the more they will demand for ready to drink bottles as well as the syrup for home use. These chillers should be distributed in important markets, superstores, schools, colleges and universities. The wending machines can be places in corporate office building where people can put the money in machine and get their desired Naurus juice. The budget allocation for these items must not be less than 80 million. This will be enough for over 6000 chillers, 1000 wending machines

FRESH SQUEEZE FRUIT JUICES

It cannot be stressed enough that the future market for the juice and beverages will be 100% Natural squeezed juices. The product that nestle and other juice producers sell as 100% pure juice is actually not pure juice because they add water and sugar into it and also they add preservatives for the long life. They are taking the poor and innocent customer for a ride. For the first time in Pakistan Naurus should introduce fresh juices. 100% fresh squeeze juice means no sugar added no artificial preservatives and any artificial flavours. Just pure fresh juice.

The target market for the fresh juices will be anyone who loves to drink fresh juice. The target can vary from young people but also older people (who drink it for good health). The shelf life of the juice will be varying from three days (watermelon juice) to maximum twenty five days. The following tag line could be use for fresh juices Be Real, Drink Real, Keeping it real and Freshly Squeezed. The name of the fresh squeeze juice brand will be SQUEEZE FROOTY. Following are the proposed100% fresh squeeze juice flavours that Naurus should introduce as per our research:

Mango, Orange, Strawberry, Apple, Pomegranate, Cherry, Blueberry, Guava, Grapefruit and Falsa.

JUICE SELLER BICYCLE

One innovation in juice selling can be done is through Juice seller bicycle. Naurus can take advantage of this technique and may be able to do strategic alliance, where Naurus juice can be sold in Walls or Omores bicycle or they can launch their own bicycle. The good thing is that this type of bicycle is readily available in the market and labour will come to Naurus to sell their juice. Naurus ready to drink juices and 100% fresh squeezed juices can be sold. This technique has huge potential to be a winner. These bicycles will go street to street and door to door, therefore increasing the sales of Naurus and also carrying out a promotional campaign. 5 million rupees are enough to get over 1,000 bicycles.

GEOGRAPHICAL TARGET AREA

Initially we propose to launch the above mentioned campaign in the selected cities to see the response and then go nationwide. Our main target is urban area at the moment. The geographical launch area for proposed launch of Naurus will be: Islamabad/Rawalpindi Lahore Karachi Peshawar Quetta Multan Faisalabad Hyderabad