Required a suitable marketing mix for Habib Oil to compete magnificently with other market giants for this new brand extension.

Question

Background:
Habib Oil Mills (PVT) Ltd was incorporated in 1954-55 and initially established as an oil
expelling unit. HOM has strong financial background and has substantial infrastructure managed
by professional staff. It has recognized track record in this business and also has numerous plans
for targeted prosperous growth in future. HOM is eminently known as the largest FMCG
Company of Pakistan, it is exclusively renowned for its Vegetable Oil, Banaspati Ghee, Canola
Oil and other similar ranged products. HOM produces premium brand cooking oils and
hydrogenated cooking mediums not only has this but it also markets the products through its own
distribution networks, which covers almost all commercially possible markets countrywide.
The Case:
The marketing policy of HOM foresees development of brand loyalties among the target market
through their sustained involvement and participation in a series of several promotional activities
run by committed and highly professional staff and consultants. Being a market giant in Oil
sector, HOM has added a few other products in its brand portfolio. The new product variants are;
Habib recipe mixes, Habib ready to cook, Habib plain spices, Habib Curry king, Habib Mayo
meal, Habib Tomato ketchup, and Abeer Super Basmati Rice. With these brand extensions,
HOM has entered in direct competition with Shan Foods and National Foods that are
predominantly known as the prominent figures of the domestic and international market in the
product category of recipe mix, spices and ready to cook food ranges

Answer 1

Happy to help. For Habib Oil Mills’ new recipe mixes and food extensions, here's a simple marketing mix that could be built around the 4Ps:

*Product: use the trusted Habib name to launch a focused range of high-usage mixes, spices, ready-to-cook items, ketchup/mayo, basmati rice, with clean, modern packaging and clear cooking instructions.

*Price: keep core SKUs at or slightly below Shan and National to encourage trial, also using value packs and family sizes to offer better per-unit value without looking cheap.

*Place: leverage HOM’s existing nationwide oil/ghee distribution to secure solid placement in kiryana stores, supermarkets/wholesalers, group oils, mixes, and rice together as a whole “Habib Kitchen” solution.

*Promotion: run TV/digital and in-store promotions showing how families can cook tasty, authentic meals quickly with Habib - backed by recipe leaflets, social media content and occasional in-store tastings