Shangrila Foods began its journey in 1988 by launching the Seasoning category.
Shangrila
Foods’ seasonings fast gained consumer trust on account of its high standard, challenging the
local and international competition in the category.
This journey of success and progress carried on, and in late 1990, Shangrila Foods introduced
tomato ketchup and sauces in unique packaging for the first time in Pakistan. Today
Shangrila Foods Tomato Ketchup and Sauces are known country-wide for their attractive
stand-alone pouch pack, pure ingredients, and great taste. Alhamdulillah, Shangrila Foods is
the customers' first choice.
Shangrila Foods moved away from tradition and introduced pickles in flexible packaging,
which proved to be unique innovation. A centuries-old practice was presented with the
invention of Ziplock, which gave customers the convenience of having homemade style
pickles.
Shangrila Foods specializes in introducing innovation in its products, based on its extensive
research on food. Due to their convenience and novel packaging, Shangrila Foods' products
always stand out amongst other brands in the market.
Shangrila Foods has the honour of being the first company in Pakistan to introduce ketchup
in flexible packaging. Flexible packaging of 100 grams was introduced to accommodate the
demand of buyers. As it is low in price and exponentially higher in value than existing brands
using traditional packaging, customers have increasingly declared their preference for
Shangrila Foods Tomato Ketchup. Suddenly, Shangrila Foods Tomato Ketchup Economy
Pack has become the most preferred brand in the category.
As time went on, innovation continued. Even today, Shangrila Foods Tomato Ketchup is
available in different sizes in new attractive packaging with an Easy Pour spout.
Shangrila Foods introduced Sonth, the traditional chutney, in the Imli Garlic Sauce in a soft
pack. This sauce was displayed at the Association of Sauces & Dressings USA in the Most
Innovative Sauce category and got much praise.
Shangrila Foods Tomato Ketchup is known country-wide for its eye-pleasing stand-alone
pouch pack, pure ingredients, and great taste.
Launching pickles in flexible packaging and Ziplock convenience served customers in a new
way and captured the category quickly.
Pickle paste was a unique idea in which Shangrila Foods offers No Hassle, No Wastage, and
Tagline “Achar ka Chatkhara, ab Jadeed Andaz mein” to reintroduce a centuries-old
tradition. Keeping in mind customers' convenience and cleanliness while eating, pickle was
introduced in paste form, which pioneered a new way of consuming and using pickle, serving
customers' needs.
However, to meet the customer expectation and to fill the gap, recently shangrilla have
added Peri Peri flavors to their Portfolio. They have made flavors extra hot, adequately hot,
mildly spicy or prefer a splash of garlic or a zing of lemon, according to the specific spice
needs.
Q3. Identify the communication effect pyramid (communication objectives) for all its product
line. How many people would be actually Buy their Peri-Peri sauce product (a regular user)
if Lahore market if its consist of 34533000 potential consumer. (4+7)
Q3. For each of its product line, how would you evaluate the hierarchy effect of model to
depict the the response process the receiver (consumer) may go through in moving toward
a specific behavior . (7).
