National Foods Ltd. – Ready-to-Eat
(RTE) Product Development
• Focus Product: Student Biryani Buddy
• Presented by: [Your Name]
Introduction
• • Launching Ready-to-Eat Pakistani meals
• • Target: students, professionals, travelers,
small families, health-conscious consumers
• • Key values: Quick, hygienic, affordable, and
authentic
Phase 2 – Idea Generation
• • Method: 2D Matrix
• • Approach:
• - Cross-match Customer Types with Meal
Benefits
• - Generate product ideas for each segment
Sample 2D Matrix Ideas
• • Busy Students: Student Biryani Buddy, Aloo
Qeema Express
• • Working Professionals: Dadi’s Haleem,
Chicken Karahi Desk Pot
• • Travelers: Instant Chicken Pulao, Sindhi
Biryani Go-Pack
• • Small Families: Chicken Handi Family Pack,
Veggie Korma
• • Health-Conscious: Low-Oil Biryani, No-Oil
Sabzi
Top 3 Selected Ideas
• 1. Student Biryani Buddy (Winner)
• 2. Dadi’s Haleem
• 3. Everyday Healthy Daal
Scoring Model
• Product
| Market | Firm | Insulation |
Total
• -----------------------|--------|------|------------|------• Student Biryani Buddy | 5 | 4 | 4
|
13
• Dadi’s Haleem
| 4.5 | 4.5 | 3
| 12
• Everyday Healthy Daal | 4.5 | 3 | 4.5
|
12
PIC – Why Student Biryani Buddy?
• • Solves time/budget/kitchen access issues
• • Targets hostelers, students, travelers
• • Home-style taste at Rs. 250–300
• • Strong strategic fit with NFL’s goals
Key Benefits & Competitive
Advantage
• • Quick prep, authentic taste, affordable
• • Long shelf life, portable
• • Student-focused design & marketing
• • Competitive edge via unique positioning
Success Strategies
• • Combo Deals at campus shops
• • Trial Packs for first-time buyers
• • Loyalty Program for students
• • Subscriptions for hostel meal plans
Phase 3 – Test Marketing
• • Method: Controlled Test Market
• • Limited rollout to gather feedback
• • Targeted locations: Lahore & Karachi
• • Channels: Tuck shops, transport hubs, online
4Ps of Marketing
• • Product: Single-serve RTE biryani
• • Price: Rs. 250–300, discounts possible
• • Place: Shops, supermarkets, online
• • Promotion: Social media, tastings, influencer
tie-ups
Summary
• • Student Biryani Buddy: ideal RTE launch
product
• • High demand, strong positioning
• • Low-risk launch with controlled testing
• • Scalable to national level after validation
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