(Q) When did Sabroso launch and what was the reason behind launching Sabroso?
(Ans) We launched in the December of 2017 and the major reason behind Sabroso was vertical integration. Right now, we are one of the very few poultry groups in Pakistan that are fully vertically integrated. Meaning we produce our own feed, we have our own broiler and breeder farms, our own hatcheries, and now our own processing plant as well. Along with that, we also have a soybean extraction plant that makes Soybean meal (a major ingredient in chicken feed). The major reason behind launching Sabroso was so that in this way we would be fully vertically integrated and which would enable us to compete in the market.
Q2) Was it intimidating to launch at a time when you already had many market players in the industry?
(Ans) Not really. I mean, of course, we had to compete with a lot of players out there but I never let that get to me or my team. Our major focus was to concentrate on our own brand and make sure that we develop products that would have an everlasting impact on the consumer.
(Q3) We saw that many brands came into this industry but were not able to sustain. What is the reason behind Sabroso’s sustenance in the market?
(Ans) Well, I cannot speak for other brands. However, we knew that if we needed to grab a decent market share, we need to position our brand in a way where we can connect with the consumer. That goes without saying, we needed to invest heavily in marketing. I have a very radical belief that constant marketing is the key to registering your brand into the consumer’s mind. First, you have to create that pull and after that, it’s all up to your product’s taste and quality to be able to sustain that. Our main objective was to create that consumer’s pull towards our product and then let the product’s taste take over from there.
(Q4) So you’re saying that no matter how much you invest in marketing, the main key is your product’s quality and taste that will make the consumer want to buy your product again?
(Ans) Absolutely. If your product does not have strength in it, then no matter how much you invest, the consumer would never go and buy it again. Your major investment should go on the quality of your product and maintaining it.
(Q5) According to Nielson, you’re number 2 in terms of market share in the frozen food category. How did you manage to get into that position in such little time?
(Ans) Like I said. We focused on two things; Quality of the product and consistently investing in marketing so that we could derive that pull.
(Q6) But isn’t your major competitor doing the same thing as well?
(Ans) Again, as I said, I cannot speak on behalf of my competitor. We just try to focus on our USPs (unique selling points) and try to bring a connection with the consumer.
(Q7) Has investing in platforms such as a PSL franchise helped in building the brand?
(Ans) Oh yes. As you are aware, cricket is the number one passion point in our country and PSL is one the of most successful cricket leagues in the world. Our sponsorship with Islamabad United has been a very successful one both in terms of Sabroso’s equity, along its awareness. We saw a massive recall of Sabroso ever since we started our relationship with Islamabad United.
(Q8) Lastly, what does Sabroso has next in store for us?
(Ans) We are currently working on some unique products which have not been in the industry. We very much hope that they will be a game-changer in the industry and our consumers would love them!
