Category Archives: Brands

In November 1980, Zulfeqar Industries for the manufacturing and marketing of toilet and laundry soaps. Pakistani soap market is most attractive for the MNC’s and local brands and it has been segmented on the basis of price as premium, popular and discounted. There are many brands in the soap segment such as peer and other mainly targeted to premium segment. In 1969 Capri was launched with box packing and yellow colour and targeted in the segment of premium. Capri positioning was luxurious, family soap at that time and hence successful. In 1980s new concept of introduction of natural ingredients in the soap was introduced, this concept was also successful in the market at that time. The communication problem arose due to lack of interest and for that purpose Capri classic was introduced in 1990 with advertisement campaign. In 2000 when they repositioned their brand from previous to over all skin care to and to beauty by targeting young generation. Variants of the brand introduced in 2007 and got second in the premium segment with market share of almost 46 to 50tpercent.In 2008 fierce competition stats among Capri, Lux and other imported brands with make the market grow.

Majority of customer in the soap market are quality conscious they seek the quality first as this is the matter of their beauty. The Zulfeqar Industries and brand manager use different positioning and product innovation strategies for making the Capri brand grow against their competitors. Initially Capri was positioned as a luxury family soap. It was being marketed as a beauty soap which will give benefit to the beauty of the family. After that they have change the product by different variants by seeking continuous change and updates in the customers changing needs.

Detergent market of Pakistan is attractive and battle place for the MNC’s as well as Local brands. The story begins in 1981 when Lever Brothers launched the first ever branded detergent in Pakistan with the name of “Surf”, and was doing very well because of its quality. When Colgate Palmolive saw the detergent market growth and the potential buyers, in 1982 launched “Brite” a detergent with the same quality and price of surf. Initially the results were excellent and the sales were growing but later Brite was not able to create brand loyalty and the sales went flat, but surf was still doing well. Survey regarding the failure of Brite depict that people were satisfied by surf quality but were not happy by the price. This gave an idea to Colgate Palmolive and in 1986 they launched “Express”, a detergent with same quality as surf and Brite but was priced 30% lower than the other two. This step was a turning point for express sale increases and making it market leader in 1988. After that lose Levers launched “Sunlight” in 1991 which was of same price and quality as express but the results were disastrous and sunlight went away from the market in a quick period. When Colgate Palmolive saw that Levers were trying every strategy to break express, they launched “Bonus Tri-Star” in 1992 another detergent by Colgate Palmolive produced for the lower segment. Lever saw surf was not doing well they launched in 1995 “Wheel” a competitor of bonus sunlight .Wheel was of same quality as bonus but was priced even lower. It was a success, and in 1996 wheel got 60% of lower segment market share while bonus decreased at 40%. In After that Brite Tri-star 1999, Bonus tri-star gets at tope by advertisement and marketing activities.

Majority of customer in the detergent market are price conscious they seek the price first and quality second to price. The major strategies seeking in the Bonus story are pricing that directly targeted to low income consumers that was not identified before. They have kept in mind customer needs and constantly adopted the cost reduction strategies

In 2009 the global savory snacks market was worth $74.7bn. This growth is observed in emerging markets, in particular Chinese, Indian, Russian and Turkish markets. The market is set to grow in value by $10.8bn to $85.4bn by 2012 . (Strategic Assessment of Indian Snacks Industry). The processed snack category, which includes tortillas and chips is the largest snack category. The highest growth category is set to enjoy CAGR of 6% between 2009 and 2013. Growth within the snack category is being driven by growth in meat snacks and cheese snacks.

Not so long ago biscuits, corn-based and non- potato snacks represented the Pakistani snacks market. The business of high quality, pure and internationally recognized . But the potato chips was yet to appear on the snacks scene. Although there were a few small local players in different pockets and Pakistani consumers were aware of a few local potato chips brands, a strong chips brand was yet missing. On 2007, an international potato chips brand appeared on the horizon of the Pakistani snacks market. Brand Lay’s , within no time conquered and captured the entire of consumers became the major reason of Lay’s immense success. By introducing innovative and trendsetting potato chips flavors backed with international quality, Lay’s became the growth catalyst for the natural potato chips category and today it is proudly leading the Potato Chips segment within the snacks category. Lay’s has also played a pivotal role in doubling the share of Potato Chips segment within the salted snacks category and has outgrown all other segments. Today Lay’s is the most popular and foremost snack brand in its category, posing a threat to all other major snacks. Heating up competing makes the snack market more combative and aggressive than ever before. Player form local, national and international level are competing each other for revenues as well as shelf space. This is due to catering more market share and recognition. This led to innovation in the snacks market by introduction of more and more product like kurkaray, Pufs, peanuts, Soft pops, Slanties, Pop corn etc.

Niaz (Pvt.) Ltd. is a sister company of Sh. Ghulam Ali & Sons . The Food Division of Sh. Ghulam Ali & Sons was spun off as an independent company Niaz (Pvt.) Ltd., established in 1991. Shahid Niaz is a managing Director of the company. He is an MBA (1980) from the eminent European business.

Top Pops is the snack food brand of the company Niaz (Pvt.) Ltd. It’s a corn-based snack launched in Pakistan in 1989. Almost a generation has grown enjoying Top Pops. Top Pops having nutrition with cheese and proteins, crispy, crunchy corn snack being baked, not fried brand. Form the heating up competing Niaz’s repositioned their product as slogan “thoda sa magic – thodi si mast!”

Top Pops is available in three sizes

• Tikki Pack
• Regular Pack
• Party Pack
• Big Bag

Top Pops are available in two flavors right now these are

• Spicy
• Chicken

Top Pops regular is a flag bearer of Top Pops, Original Tikki Pack and Big Bag have been discontinued due to exorbitant rise in prices of corn, edible oil, plastic wrapping, electricity, gas and labour since 2008. Party Pack shall also be re-launched nation-wide soon.

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After the long time Top pops brand is back in competition. Mix of advertisement tools used by the brands these include the TVC, internet and most important social media. These less cost but selective media come up with good results to date for the brand. On the internet Top Pops has its own website. Its URL is http://www.niaz.com. Website focuses on the two main purpose first one is internet presence among the snack brands as in the self stores and second is make the website interactive for the children. Website have two main section including Fun side aspect and learning and educational aspect which brands wants to start in the future intentions. Non of the Snack brands have such innovative ideas for the future Game plan. 

http://www.bigbag.com.pk. : On Big Bag site there are 5 fun activities for the children and target audience to make the brand more attractive and generate visits to gain popularity these are: matching game, jigsaw puzzles, swatting flies, ping pong , chasing sheep and goodies galore, initiative toward internet gaming form the brands for the target population.

http://www.vaadi.com.: On that site brands is focused on the educational and learning point of view for the target population. The section includes learning Urdu Alphabets, Listening stories form animated AMMA (grand mother), information about different environments, cultures and values, Renowned authors of Urdu and their writing for children, interesting to probe, classical American stories, countries and their capitals and quiz for learning, children contribution by uploading animated multimedia presentation they made also seb section includes . jokes, children comments and opinions.

Niaz (Pvt.) is actively promoting its brand by social media (Face book) to cater larger exposure of audience of targeted one. With the aggressive come back in completion race Brand Top pops focus on two major area in spite of advertisement they have also been keenly interested in education and technology which they depict in their website.