Candyland is a strategic business unit of Ismail Industries established in late 1990. It has a 12-14% market share in Pakistan's confectionary industry. Chilli Milli is Candyland's flagship brand and iconic jelly product. Candyland focuses on innovation, distinction, and differentiation in its products and uses premium branding and pricing. It aims to increase market share through cost-effective marketing strategies like BTL activities rather than increased advertising.

1. STRATEGIC MARKETING & PLANNING “ CANDYLAND ” SUBMITTED BY: NISSA RAZZAK (4635) SAAD AFTAB (3790) SANA KAMAL (3548) SUBMITTED TO: SAMIN AHMAD

10. SEGMENTATION Level of Competition Product definition Illustrative Competitors Need/Want GENERIC Sugar and confectionary products All confectionary manufactured companies To satisfy immediate cravings Product type Chocolates Cadbury, Hilal Sweet Product Variant Coated Jellies (e.g.CHILLI MILLI) Mirch Masala by Hilal Sweet & tangy taste

12. *In A class: Anyone who is earning more than 25000 and Inter / A Levels TARGET MARKET & CONSUMER PROFILE Products/Brands Demographics Lifestyle Attitudes Influencers Chocolates(Sonnet) is focused towards teenage boys Jellies(CHILLI MILLI) is focused towards teenage girls and college going girls 12-19 year old Single Students Sec A* & B Majority are students Music, mobile phones, internet and hanging out with friends at malls and cafes are their favorite time pass Fast Food trend The group is highly conscious about their physical appearance Their choice driven by their peers Highly brand conscious because they want to appear cool and trendy and have a good impression on others Jellies Lollipop Candies Chewing gums Marshmallows Chew Toffees Chocolates 5-8 8-12 males and females (students) Sec A & B Young boys & girls who lead busy lives They spend their days in school at tuitions, in madershas, and then doing their homework They want to be the best in their peer group and want independence. They want to engage in all activities that help them stand out and are fun Peers, parents and advertising influence their choice.

20. SALES FORCE STRUCTURE

21. CURRENT MARKET ANAYLSIS

26. FUTURE STRATEGIC DIRECTION