Brand Assessment: Characteristics

HISTORY:

Al Shaheer is one of the largest meat exporters in Pakistan. The company was created in August 2008
after observing the increase in demand of halal meat products globally. Meat one operate a custom
designed, state of the art plant, brought in from Australia with attached chillers, cold storage,
transportation and hygienic lairage area and is one of the largest private slaughtering facility in the
country. The year 2010 started with a pledge to make the same quality meat available to local
consumers, thereby considerably raising the benchmark in meat selling.

EMERGENCE:

Operating one of the largest abattoirs in Pakistan, Meat one recognized that the practice of exporting
good quality meat to some of the leading retailers in the Middle East was a travesty and realized the
need to change this practice – to offer Karachi the same export quality, hygienically prepared free range
meat that Meat one has been successfully exporting to international clients. This was the obvious way of
giving back to our city. At Meat One, we strive to bring you the very best of free range, export quality
meat. Our parent company, Al Shaheer Corporation.

SEGMENTATION: (TA)

Meat one is selling to the niche, elite segment of Karachi’s population. Opened meat shop in
one of the more expensive commercial areas of the city and much of the company’s initial
marketing primarily targeted exclusive neighborhoods. However, on the contrary, Meat One
does not hope to make it big by targeting the rich – they want to sell to everyone. The
organization is determined to open retail outlets across all major areas of Karachi within the
span of one year.
PRODUCT LINE:

Beef cuts, include. Marination and Deli.

Offals Veal Scaloppini

Beef Handi Club Steak
Nihari Cut with Bone Breast of Veal Marination (Ready to Cook)
Lean Mince Meat Chuck Fillet
Bone-in Beef Mixed Boti Prime Rib Meat One presents new its
Regular Mince Meat Strip Steak range of marinated meat
Roast Beef Silver Tip products, infused with our
Beef Boti Shoulder Roast signature Meat One marinades
Ground Veal Short Ribs (Flanken) - expertly blended recipes using
Rack of Veal Minute Steak
the finest herbs and spices. The
Veal Chops Flank Steak
result is the delicious, succulent
Veal Shank
and flavorful Malai Boti, Bihari
Boti, Chapli Kebab, Tikka,
Mutton cuts, Shashlik, Burger Patties and
Offals Karhai Cut & Stew Cut Cordon Bleu.
Katakat Qorma Cut
Mutton Qeema Ground Lamb
Mutton Chops/Front, Leg, Back Chops. Shank of Lamb
Mutton Handi Mix Bone-In Mixed Lamb
Mutton Leg Boti Leg of Lamb
Deli (Ready to Eat)
Pulao Cut Shoulder Lamb Chops
Biryani Cut Rack of Lamb Whether you're going on a
picnic, throwing a party or just
looking for a convenient way to
Chicken cuts,
prepare scrumptious delights,
Chicken Necks
Chicken Biryani Cut you'll find plenty of mouth
Chicken Qorma Cut watering treats in our deli
Chicken Karhai Cut range.
Chicken Drumsticks
Chicken Thighs (Bone-in and Boneless) Chicken with olives.
Chicken Wings Smoked chicken.
BRAND PERSONALITY: Turkey breast.
Chicken Cutlets
Smoked turkey
Tikka Cut
Chicken Breast (Bone-in and Boneless) Meat one is fresh, young, modern and premium quality
Whole Chicken brand. It provides sophisticated and hygienic environment to
people when it comes to all type of meat. Building strong
associations with health and dietary concerns it has been successful to register/build a strong and
powerful image visa vie competitors. Representing functional and relationships benefits to consumer.
State of the art outlet designs, friendly services, and good value makes it a different brand. Being and
emotional and feeling brand, meat in itself holds warmth and can capitalize it in our culture. Word MEAT
and MEET are also used effectively.

Single Minded Proposition:

Meat one a place to meet your all meat requirements, gives priority to health and hygiene without
compromising on quality at comparative price.

TAGLINE:

“Nothing beats meat”