There are acute disparities of income, education, and life style among the residents of these cities. One of the challenges for marketers in Pakistan is to increase the awareness sand potential benefits for using frozen foods or frozen products in the consumer’s mind. These disparities make it very difficult for both government officials and businessmen to design frozen food retailing systems that can adequately meet the needs of all segments of market. Institutional elements of a less-developed economy, such as small grocery stores and public markets co-existing with modern, large-scale, mass merchandizing frozen food retailers who use marketing and distribution techniques similar to those found in Pakistan are hard on the small operations. It has seemingly become difficult for marketers who have immense pressure from economic variables and other policies that affect their strategies for marketing. Volatile petrol rates, strikes and other law and order situations affect the cost of good and cost of quality being delivered to the end-user so yes marketing itself is a difficult task in Pakistan and the promotion of frozen foods has yet become a challenge in recent times.