Monthly Archives: March 2010

English Biscuit Manufacturers (Private) Limited was established in 1965. And first ever biscuits company that make branded biscuits in Pakistan. EBM brand category increased to 60 different products in which mainly are Marie, Nice, Sooper, Ringo and smile.

Now biscuit market is mostly comprises of LU and Bisconi and some what smaller local regional brands. Biscuit market is very sensitive to price and con be fluctuated due to rise of raw material.

EBM has introduced Sooper biscuits in 1996 but failed due to the reason for positioned it as baker product. In 20003 Sooper was again launched for heavy advertisement activities. Sooper began to fast selling and its demand exceeds than supply.  Sooper become the market leader leading behind Eggo. Market share comprises of 35 percent of whole biscuit market. After many years in success Sooper enhanced its distribution to rural areas with the introduction of Sooper distribution Vans.

EBM strategy was to create bakery related biscuit product but it was failed due to its large volume of production to get in that bakery product. After that EBM re-launched Sooper by targeting it to youth and adults and with new product design and colour. After those changes they made strong advertising campaign to build new product in consumer mind. This hit was successful major reason was renewal emotions and aspiration value that attached by advertising campaign. After rise of price in the raw material did not affect the brand as much this is due to the reason that they enhance their distribution to rural areas to get the volume of sale increased.

Engro Foods had only recently been established by Engro a traditional giant in Pakistan’s chemical and fertilizer industry. Engro Foods launched Olper’s Milk after long tenure of consumer research and time and money consumption. During this time they are continuing observing the issues with the packed milk. After three years of their launch Olper’s Milk gain reputation among consumers and now currently holding 30 percent of market share. Within the dairy market, company now has a diverse portfolio of products ranging from different types of cream to premium low fat milk.

The packaged milk category was originated in 1981 by Milk Pak, which pioneered tetra pack milk in Pakistan. The supply chain involved collecting milk from rural areas across Punjab, processing the milk through UHT (Ultra-High Temperature Processing) treatment, and selling it to consumers in uniquely colored triangular and rectangular packs designed. By 2006, the dairy milk category was growing at 20 percent annually. Brands like Milk Pak (owned by Nestle) and Haleeb Milk (from Haleeb Foods) had led the dairy market in the world’s fourth largest milk producing country for nearly two decades without any real sustained competition. Milk Pak was identified by its green and white packaging the colors of the country and offered a brand backed with the strong equity of Nestle. Haleeb was recognized as the blue brand, and professed to have the “naturally thickest” milk.

Olper’s has woken up the competition. Milk Pak responded with campaigns of its own to reaffirm the positive equity of its brand. Haleeb implemented a response as well. And Olper’s stars cutting its market share after competition become fierce.

Olper’s, however, stepped into the foray by launching a massive campaign that started off with an introductory slice-of-life. Olper’s as a contemporary and modern brand as the name itself made sound like a foreign brand, giving the perception of quality. To a large extent, they were successful. Secondly they did some product changes picking red as the brand color in spite of greens and blues color also helped to enhance the in-store visibility and presence for Olper’s packaged milk, and disassociation from its competition. Thirdly they highlighted and expanded upon the various occasions in which milk could and should use and making it “All Purpose Milk”.

Engro Foods has recently expanded its brands portfolio by launching a premium quality ice cream with the name of Omore. Omore started its sales from the city of Lahore because of the culturally inheritor of celebrator of festival of colors i.e. The Spring Festival. They have started off with 24 different packs and flavors that attract kids and adults from all walks of life.

Ismail Industries Ltd. was incorporated as a public limited company in 1989. The company manufactures high quality confectionery products under the brand name Candyland. Candyland are the largest manufacturer and exporter of quality confectionery in Pakistan. Manufacturing Candies (hard-boiled, special laminated and deposited), Toffees, Chew Toffees, Bubble and Chewing gums (in bar and bazooka shapes with and without stickers and tattoos and stick gum), Jellies (sugar coated and oil polished), Chocolates (deposit and coated chocolates), Lollipops (plain and gum filled) and Marshmallows.
Chilli Milli is famous brand among children as well as youth due to new taste and manufactured and exported outside the country. Chilli Milli is a great mix of sweet and sour jelly and sold in price range of 5 to 10.
Confectionery market is mostly comprises of BP and Hilal and some what smaller local regional brands. Confectionery market is very sensitive to price as its ultimate customers are children with low income. The Two major companies have years of experience in this market and almost dominating.
Basic strategy in the mind of candy land executives and brand manager Sumera Masoori is to enter in to the segment of confectionery market that is relatively unidentified So. Jellies segment in the confectionery market is still underdeveloped. Jelly segment comprises of 15 to 20% of confectionary market. So, Chilli Milli is introduced in the market. As it was first product of its nature so price charged to it is higher and also keeping the income level of target audience in mind.
Further, Chilli Milli brand was so much renowned among users that it was exported out side the Pakistan for the communities abroad. Chilli Milli brand will de exported around the globe including USA, Europe, Far East and the Middle East. As different products of different categories are heavily demanded by Pakistanis and exported abroad.