DETAIL MARKETING PROJECT

2. Ismail Industries Ltd
 Largest manufacturer and exporter of
confectionery products in Pakistan
 Incorporated as public limited company since
1989
 ISO 22000 certified
 WFP certified supplier
 Total workforce of over 3,500 employees

3. ISMAIL
INSDUSTRIES
LIMITED
CANDYLAND
BISCONNI
SNAVKCITY
ASTRO
FILMS

4. ISMAIL INDUSTRIES
Consists of 4 separate divisions
 CandyLand – Confectionery division, set up in 1989
 Bisconni – Biscuit division, set up in 2002
 AstroPack – Packaging film division, set up in 2003
 SnackCity – Snacks division, set up in 2006

6. CANDYLAND
 Candyland is one of the leading confectionery
and food manufacturing companies of
Pakistan and exporting to more than 30
countries around the world.
 Candyland is manufacturing high quality
products with focus on continuous
improvement and Research and
Development.

7. CANDYLAND
 VISION
To ensure that each of our brands remain the
overwhelming first choice for our customers.
 MISSION
Our mission is to lead the confectionery market in terms of
consumer preference, product range, innovation and
quality.Our aim is to keep delighting our customers in a
profitable yet sustainable manner.
 VALUES
 Teamwork
 Fairness
 Belief
Leadership
 Excellence

8. CANDYLAND
 DATE OF FORMATION
The company was formed in 1988.
 NUMBER OF EMPLOYES
The total number of employees is 3500+.
 LOCATION
Candyland have disturbutions all over the
Pakistan .
 MAIN OFFICE
17-BangaloreTown, Shahrah-e-Faisal, Karachi-75350,
Pakistan.

9. CORE VALUES
 1.Teamwork
 2. Quality
 3. Innovation
 4. Integrity
 5. Respect
 6. People Development

10. PRODUCT
 MARSHMALLOW
 TOFFEE
 CHEWS
 LOLLIPOPS
 GUMS
 JELLIES
 CHOCOLAYTES
 MILK CHOCOLATES
 CANDIES

12. Product Life Cycle
 Introduced in 1989.
 Went through GROWTH stageTill 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.

14. PRICE

15. PLACE
 WHOLE SALERS
 RETAILERS
 LMTs
 CANTEENS
 BAKERYS
 MEDICAL STORE

16. PROMOTION
 Cartoon network channels
 No out of home advertisement
 Animated based ads
 Kids oriented events
 School canteens
 ABC drawing competition

17. PROMOTION
RETAILERS WHOLESALERS
 RAMZAN OFFER
 1 litre @ 1000 Rs/-
 1.5 litre @ 1500Rs/-
 Display drive 2500
 Jellies scheme
6+1free
 Ramzan o
 Mini 50 ctn 12%
 Mini 200 ctn 15%
 Mini 500 ctn 15%+bike
125Honda

18. PRODUCTION
 CandyLand – confectionery unit
 Operational since 1989
 Size of unit – 27,000 sq metres covered area
 Current capacity – 3,000 tons per month
 Constant enhancement of capacity in process

19. DISTURBUTER
 Production
 Factory warehouse
 Warehouses in major cities
 Distributers in every city
 Wholesale + Retail

20. WHOLESALES
 Less focus their
 Good percentage for bulk purchasing
 No credit policy
 Yaari program

21. RETAILERS
 Margin
 15 % to 20 %
 Incentives on sales
 Shelf display drive
 Schemes

23. Market Share:
 Hilal 32%
 Candyland 23%
 BP 11%
 Mayfair 12%
 GIGGLE 9%
 JO JO Company 6%
 Local Companies 7%

24. Competitors
 Hilal
 Cadbury
 Mayfair
 Giggly
 EBM

27. EXPORTS
 Entered into an agreement with a distribution
firm (Zenith Impex (M) Sdn Bhd).
 Currently Supplying to over 100 Mini Markets
 Margin will be ranging from 25% - 30% on the
RSP.
 Payment terms are 30 – 45 days.