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Ismail Industries Limited ATA UL HASSNAIN Ata ul Hassnain
Introduction: Established on 21st july 1989. Located in Karachi. Large export regions. (i) U.S.A (ii) Canada (iii)China (iv)Australia Offers wide range of confectionary products. Games for the kids. Ata ul Hassnain
Product Line: CANDYLANDChews Candies Jellies Chocolates Chilli Eclairs Fanty Sonnet Milli Twin Butter Jelly Chew Scotch Bear Now Ata ul Hassnain
Market Share:Hilal 32%Candyland 14%BP 16%Mayfair 10%Union 8% Ata ul Hassnain
Marketing Mix: Product: Candies Chews Marshmallows Chocolates Price: Incentives for purchasing Bulk quantity Affordable by pocket money of kids Promotion: Animated ads Arrange different competition in schools Decorating school canteens Place: General Stores Gifts shops Ata ul Hassnain
Segmentation: Use Situation Segmentation: (i) Happy moments and celebrations. (ii) Festivals. Age: (i) Kids . (ii) Young Adults. Geographic Segmentation: (i) International market. (ii)Domestic market Ata ul Hassnain
Competitors:MitchellsHilalCadburyMayfair Ata ul Hassnain
Advertisement: Company does focus on the advertisements through e- media but as its target customers are kids so mostly it air its ads on channels like nikledon, cartoon network as these channels are specially for the kids. It also offers games like board games for the kids. It’s the main source of advertisement for the Candyland. Ata ul Hassnain
Customer Focused Strategy: They provide hygienic products to their customers. Consistent Quality .Product quality lies at the core of the company, recognized & verified by health and safety measures and international quality standards like HACCP and SANAH, for quality. If people have any problem they are most welcomed to approach them and they seriously take their suggestions into consideration to serve their consumers and getting their feedback will help the to achieve their goal . Ata ul Hassnain
Targeting Strategy: The relevant segments to which “CANDYLAND” caters, varies from product to product just like any other name in the industry. The Target market would be hard to define, the primary reason being the huge product portfolio having more than 120 products catering to different target audience. The brand has gained focus by penetrating into the right segments, that is directing their efforts directly at schools where they can best focus on their target audience (Kids), rather than focusing on aggressive marketing channels such as advertising and sales promotion . Ata ul Hassnain
Pricing Strategy: In pricing, they have to keep in consideration the prices of raw materials and packaging. Raw material cost is getting high, and they charge premium pricing for providing good quality products, so sometimes their prices get high. Most children are in the habit of bringing coins to the shop to purchase sweets and jellies, it is very difficult to increase prices. Ata ul Hassnain
Product Life Cycle: Introduced in 1989. Went through GROWTH stage Till 1998. In 2000 it was at its at its Maturity. 2002-2004 company have to face the DECLINE stage. At present the company is again at its Growth stage. Ata ul Hassnain
Conclusion: Candyland is a well known brand of confectionary goods. It has a good and latest technology which gives it an extra edge over other competitors. It suffered in the era of 2002-2004 because of its non innovative approach but now company has learned from its past and now its leading innovator in its industry and trend setter. Ata ul Hassnain