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Shezan

Shezan International is a Pakistani food and beverages company established in 1964 that manufactures soft drinks, juices, pickles, ketchup, and jams. It has faced religious controversies and calls for boycotts due to its owner's affiliation with the Ahmedi religious sect. Protests in 2012 and a student movement in Lahore advocated banning Shezan products from universities and courts due to this affiliation, negatively impacting the brand's reputation. To address this situation, the document recommends Shezan hold an "Iftar dastarkhan" event as a public relations activity to remove the bans and statements associated with the brand.

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Fayzan Ahmed Khan
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242 views

Shezan

Shezan International is a Pakistani food and beverages company established in 1964 that manufactures soft drinks, juices, pickles, ketchup, and jams. It has faced religious controversies and calls for boycotts due to its owner's affiliation with the Ahmedi religious sect. Protests in 2012 and a student movement in Lahore advocated banning Shezan products from universities and courts due to this affiliation, negatively impacting the brand's reputation. To address this situation, the document recommends Shezan hold an "Iftar dastarkhan" event as a public relations activity to remove the bans and statements associated with the brand.

Uploaded by

Fayzan Ahmed Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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COMPANY NAME:

Shezan foods.
COMPANY INTRODUCTION:
Shezan International limited is a Pakistani food and
Beverages Corporation and manufacturers. It is owned by shahnawaz group and alliance
industrial development corporation (U.S.A.) . It was established in 1964, it has various products
which includes soft drinks, juices, pickles, ketchup and jams. It is also the single largest mango
grower in Pakistan.
WHY I SELECTED THIS COMPANY:
Issue:
A Shezan food has been the target of some religious controversies, Such that its owner being
affiliated with qadiani religion (Ahmedi) and thus calling for its boycott and subsequent ban. As
per the critics the revenue generated from shezan food factory is said to be the back bone of the
ahmedis. There were various steps taken against them,
-Attacks were made on the factory in June 2010.
-Protest was done in 2012 against the products of shezan.
-Lahore university students and bar associates made a movement to ban the products usage and
availability of shezan in Lahore court and colleges cafeteria.
This all has adversely affected the brand image and reputation of shezan foods in Pakistan.
MY RECOMMENDATION:
In order to come out of this situation and remove this ban and statement that has been associated
with the brand shezan, I would recommend a PR activity that would be helpful for them in
such scenario, it will be Iftar dastarkhan with shezan.
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