Within ten bullet points explaining what have you learnt from the REAL MARKETING CASE (2.2) about Nirala Sweets.

Real Marketing 2.2 Marketing 2.2 Send Mithai Online Nirala Sweets: offering from those of competi- tors and positioned it as a to loved ones in other cities! Sweetening Up to young, hip, and energetic. brand moothay Lamhay the Modern Youth interior designer was hired to Nirala, an Urdu word implying uniqueness. sophisticated makeover to the turned out to be an apt brand name chosen tetail outlets. The salespersons by Mr. Taj Din in 1948 for his small halwa puri were trained extensively on and mithai shop on Fleming Road, Lahore, courteous customer interaction Pakistan. Over the years, Mr. Taj Din's entre and their uniform was changed preneurial skills, pride in making products to a bright yellow.colored T-shirt using only the best-quality ingredients, and with a red Nirala monogram and secret recipes created such a name for Nirala' cap. following in the footsteps Sweets in Lahore that it became the official of the recently introduced U.S. FOR ONLINE ORDERS supplier of sweetmeat for state dinners held fast food restaurants popular. Visit us at at the Governor House from 1964. However, among the young www.nirala.com despite a good name, Nirala, like the rest of The product and packaging the sweetmeat industry in the region, were also revamped Market remained a small outfit, opening only a cou research had suggested that the ple of more stores in Lahore in the next two typical single serving was per- decades. By 1994, Mr. Taj Din's sons were ceived to be too big (bigger than debating about the wisdom of reinvesting a bite size) and too sweet. The Pouting Nirala Sweets clearly differentiated itsel! money in the venture, when Faisal Farooq, size of a single serving was Hions competitors and positioned itself as a modern Mr. Taj Din's grandson and a young, rewly reduced from 40-45g to 15-20g youthful, and sophisticated sweetmeat Supplier minted MBA took up the challenge to mod and the sugar content was ernize and expand Nirala Sweets. reduced Smaller offerings According to Faisal, now the chief looked visually appealing and also, according activities was decided upon. Music concerts executive officer of the company, the to Faisal, left a craving for more. New prod- and English plays such as Moulin Rouge and sweetmeat industry was in bad shape as it ucts like firni and kheer packaged in modern The Phantom of the Opera were sponsored by ad not kept pace with the rest of the single-serve cups were also introduced. Nirala, and it soon became a "cool" brand for world. Sweetmeat shops and their products Tremendous efforts went into designing a the young conjured up images of rustic, out-of-form modern, sleek package and in initiating a cus With the Nirala brand under control pehalwans (wrestlers) gulping down unhy- tomized package concept for special occa Faisal next focused on expansion. The com- gienic and unhealthy products full of sugar sions. The high-quality customized package plexity of logistics management for perish- and fat. Market research carried out by with customized selection of special able products and sweetmeat consumption Faisal confirmed that the product was rele- sweetmeats was an expensive proposition, behavior in other markets were major chal. vant to people over the age group of 35-40 and was available at almost 300 percent pre- lenges, Lahorites are known for their love of years. The young urbanites seemed to have mium over the regular Nirala prices, yet the good food and the willingness to pay a pre moved on to more, Western sophisticated market liked it. "We primarily used word-of- mium price for it. Customers in other cities confectionary items like cakes and choco- mouth communication for launching the cus- of Pakistan did not have the same passion lats. Even for the older group, sweetmeat tomized products. We approached wealthy for eating. However, this did not deter consumption had rapidly declined to a few and sophisticated opinion leaders in Lahore Faisal, and by 2008, Nirala had 34 highly occasions, such as marriages. On traditional and Faisalabad and suggested to them that successful retail outlets in nine cities of gift-giving occasions like Eid, birthdays, or they use our customized products in order to Pakistan and two in the Middle East. "We promotions, friends and families would celebrate important occasions like gradua- have completely revamped ourselves and in much rather bring a cake than a pack o! tions, marriages, and birthdays of their near the process also helped the industry. Now old-fashioned sweetmeat: An interesting and dear ones. The one-upmanship propen the sophisticated take pride in taking a cus finding was that while people still enjoyed sity of the people of Punjab helped us tremen. tomized Nirala package as a gift. In the last eating sweetmeat if it was around, they did dously and the idea caught on," said Faisal. eight years, our sales have grown more not want to be seen buying it. The industry, The marketing budgets and the scale than ten times. My next goal is to penetrate cccording to Faisal, seemed to be dying operations did not cllow Nirala to go on TV, the supermarkets, concluded a beaming slowly but surely hence a more creative use of below-the-line Faisal Farooq, Armed with research findings, modern business concepts, and a passion to succeed. Sources: Based on information from company documents, information from www.nirala.com, and personal Faisal went about differentiating Nirala's communication with Faisal Faro Chief Executive Officer, Nirala Sweets