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.
CHILLI MILLI
Google Extra Potential
Searching On Google
Searching on Google search engine is simple: just type whatever comes to mind in the search box, hit Enter or click on the Google Search button, and Google will search the web for pages that are relevant to your query. Every word matters. Generally, all the words you put in the query will be used. There are some exceptions.
- Search is always case insensitive.
- Generally, all the words you put in the query will be used.
- Punctuation is ignored.
Some Basics
Most of the time you’ll find exactly what you were looking for with just a basic query. However the following tips can help you refine your technique to make the most of your searches.
- Keep it simple. If you’re looking for a particular company, just enter its name, or as much of its name as you can recall. Most queries do not require advanced operators or unusual syntax. Simple is good.
- Think how the page you are looking for will be written. A search engine is not a human; it is a program that matches the words you give to pages on the web. Use the words that are most likely to appear on the page. For example, instead of saying [my head hurts], say [headache], because that’s the term a medical page will use. The query [in what country are bats considered an omen of good luck?] is very clear to a person, but the document that gives the answer may not have those words. Instead, use the query [bats are considered good luck in] or even just [bats good luck].
- Describe what you need with as few terms as possible. Since all words are used, each additional word limits the results. If you limit too much, you will miss a lot of useful information. The main advantage to starting with fewer keywords is that, if you don’t get what you need, the results will likely give you a good indication of what additional words are needed to refine your results on the next search. For example, [weather Gujrat] is a simple way to find the weather and it is likely to give better results than the longer [weather report for Gujrat Pakistan].
- Choose descriptive words. The more unique the word is the more likely you are to get relevant results. Words that are not very descriptive, like ‘document,’ ‘website,’ ‘company,’ or ‘info,’ are usually not needed. Keep in mind, however, that even if the word has the correct meaning but it is not the one most people use, it may not match the pages you need. For example, [ celebrity ringtones ] is more descriptive and specific than [ celebrity sounds ].
Reading Search Results
Google’s goal is to provide you with results that are clear and easy to read. The diagram below points out four features that are important to understanding the search results page:
1. The title: The first line of any search result is the title of the webpage.
2. The snippet: A description of or an excerpt from the webpage.
3. The URL: The webpage’s address.
4. Cached link: A link to an earlier version of this page. Click here if the page you wanted isn’t available.
Search Operators
operator |
information |
+ |
This operator will help to add text in the search key words for example if you want to find music and also want Google to look for the word atif aslam. This operator will add the search word atif aslam in the key word. You should type like this music+ atif aslam. |
– |
This operator will help to remove extra attached query in the search key words for example if you want to find atif aslam music but did not want music. This operator will remove word music from the search word atif aslam music. Google will look for atif aslam only. You should type like this atif aslam-music. |
OR |
This operator will help to add optional search for Google in the search key words for example if you want to find music and also want Google to look for the word atif aslam. This operator will in the search will bring those results that contain both atif aslam and music but also search individual key search from single website like atif alsm in one website and music on other. You should type like this atif aslam or music. |
operator |
information |
” “ |
This operator will help and forced Google to search for particular search key words for example if you want to find pakistan soft drink market. This operator will force Google to look for Pakistan soft drink market on all the websites. You should type like this “Pakistan soft drink market”. |
~ |
This operator will help to look for similar words, or synonyms. If you want to search health tips this operator will returns results with heath help, guide, tutorial etc. You should type like this ~tips. |
* |
* Operator is called a wildcard. This operator will help for something was half in your mind. This will force to Google to join the part with the part that was not in your mind. For example if you want to find song tera bina zindagee say shikwa naheen. This operator will force Google to look for remaining part of lyrics tera bina zindagee say shikwa naheen on all the websites. You should type like this *tera bina zindagee say shikwa naheen. |
. .. |
This operator will Search for product ranging between the amounts you desire. For example if you want to search for computer ranging between Rs 500 to 1000. This operator will search for the sites that have information and contain computer between Rs 500 to 1000. You should type like that computer Rs. 500. . . 1000 . |
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Marketing insight ( Lays chips)
Story in focus:
The brand named as Frito Lays relatively new in the market. In 2006 lays entered in Pakistan. It has capture about 70 percent of the snacks market till start of 2009. It gained market share by competing its segment competitor super crisp, kurleez, slanty. Lays first target segment of customer with age of 16 to 24 and living in the area of urban section.
After having success in the market places it than started to target on mass appeal. In April (2009) email start circulating showing that lays product containing element of E361. Element claimed to be obtained form the Pig fat. The email subjected with the name of Dr. Amjad Khan of Medical Research Institute at USA forbidding Muslim to not use lays product as element of HARAM and HALLAL. After the email on the net Bolger start posting the cautionary article about the issue raised by Dr. Khan. Email rumor has first impact on the customer segment of people aged 35 plus than it reached to younger which primary target segment is of lays brand. After that SMS were bombarded to hit mass customer to make them aware of the issue. Condition become worse when anonymous letters are generated and distributed to retailer and distributor about the product lays and allowing them to stop the distribution of product. Next month prove to be the night mare for the brand as in the first half of May 2009, Royal TV and other channels Al Huda, Aaj, Express and City42 starts series of negative report about the issue of lays brand.
Company Strategy against issue:
Frito lays, Corporate and Marketing Communication (CMC) awake and did steps to resolve the issue that brand is facing.
First step they do is to make clear the customer about the element nature (HARAM or HALLAL). Intention was to prove it HALLAL. Frito lays traced back to Dr. Khan (and to Aurora did) but the Dr. Khan was untraceable. South African National Hallal Authority and Islamic Food and Nutrition finds no results related to email sender. Research was conducted showing that E361 is flavoring ingredient obtained from animal and plant too. But Lays E361 is obtained from plant starch and also other products in market like soups and chicken cubes have that element E361. Lays made series of pres releases showing proves from local and international scientific and Islamic authorities clarifying that lays chips are halal. After that series of burst marketing campaign was launched by poster and TV vehicles clarifying the issue. Letters were mailed to distributors and retailer clarifying the situation faced by them and allowing them to make the customer aware of the reality of issue. . Conditions allowing organization to take further steps regarding issue. Frito lays go for celebrity endorsement regarding the issue and brand ambassador chosen was Javaid Jamshaid former pop star. Advertisement was rune don radio and TV channels to help the confused customer regarding brand. This will click and sales began regained. Suggestion celebrity endorsement and Javaid Jamshaid was appreciated by some concerns.
outcome:
- Word of mouth a powerful medium of advertisement.
- Brands manager must be proactive in their decision
- Multinational organizations must take in the issues related to religious and emotional nature in the region and people they are operating
Servceli | Strategy. Identity. Growth. 