HILAL

Hilal has been synonymous with excellent quality confectionery products for the past fifty years. Over
the last half century, the company has diversified it’s product range, with a variety of popular new
confectioneries for consumers all over Pakistan to enjoy. Hilal Confectionery is a market pioneer and
leader with their classic range of candies and bubble gums - now newer, improved, and innovative
products like chocolates, wafers and powdered drinks have also had a substantial impact on the
marketplace. The extensive Hilal portfolio includes, but is not limited to, such recognizable products
such as Amras Candy, Chooran Chatni, Khopra ,Pan Pasand and Ding Dong at one end, to Milker Bar Bar,
Line Up, and Sun Sip at the other end.
Current Situation
SIZE: Hilal has one of the biggest market size among other confectionary makers in the country
MARKET SEGMENTATION: Company’s most lucrative product is Hilal cake and most lucrative segment is
children, teen-agers and young office working people.

COMPETITION AND MARKET SHARE:

English Foods
AB Enterprises
Pearl Confectionery
Hilal Foods
MARKET DEFINITION: Hilal foods as the name suggests that the company is in the business of fast
moving consumer goods. Currently hilal food market especially hilal cake market (if focusing specifically
on one product) can be defined as the people who who has some awareness about perishable small
cakes and cake small pack cake lovers.

NATURE OF BUYING DECISION:Frequent, Less expensive , Less thinking required and quick decision

CONSUMER ANALYSIS
Nature of Buying Decision:
Frequent, Less expensive , Less thinking required and quick decision.

Participants :
Students from elementary to Masters level
Blue Collar Young Working professionals

Demographic :
Age : 3 to 35
Sex : Any
Occupation : Students to Office Workers
Income : 20,000 to 100,000
Education : Nursery to Masters
Region : Pakistan
Psychographic :
Personality: Fun loving to System Oriented
Life Style : Ambitious, Gregarious and Energetic
Market Segmentation :
Most lucrative segment is children, teen agers and young office working people.

Target Market :
Children of School, College and Universities.
Young Office working Professionals

Market positioning :
Hilal's latest product, 'Kake' is part of the company's new baking division, which has enabled the
company to gain market share within the snack food industry.

Positioning statement:
Hilal Confectionery is an ever-advancing company, with it’s vision firmly entrenched in the future. Hilal is
a successful and active participant in the Food Industry.
Positioning strategy:

Hilal is an ever-advancing company, with it’s vision firmly entrenched in the future. In line with this
vision, the production units at Hyderabad were recently shifted to the main city of Karachi. The company
has been busy looking at new ways in which to approach its market, and in line with such an innovative
approach, is now consolidating the launch of packaged cakes, produced on the finest imported
machinery. Taking into account Hilal’s stellar track record, and appreciation from the customer base,
Kake is destined to be another one of Hilal’s Halo brand.

Proposition
Brand Equity Statement (USP) Initiating the change

Other Rational Propositions

Other Emotional Propositions National product

Slogan: THE HOUSE OF HILAL

MARKETING STRATEGY:
PRESENTED BY: NUDRAT EHSAN & HIBA IQBAL
COMPANY: HILAL FOODS
Levels of products:
Hilal Confectionery is a market pioneer and leader with their classic range of candies and bubble gums -
now newer, improved, and innovative products like chocolates, wafers and powdered drinks have also
had a substantial impact on the marketplace. The extensive Hilal portfolio includes, but is not limited to,
such recognizable products such as Amras Candy, Chooran Chatni, Khopra ,Pan Pasand and Ding Dong at
one end, to Milker Bar Bar, Line Up, and Sun Sip at the other end.

Core benefits:
Hilal, involved in manufacturing of confectionery and powdered drinks, place a great emphasis on
quality control by using modernized plants that are operated by qualified and trained staff.
Automization is encouraged, and progressive, custom software has been introduced for nearly all the
departments. Innovation through latest technology utilization and optimum utilization of qualified staff
members is the basic tenet on which Hilal thrives.

Actual product:
This is about translating the list of core product benefits into a product that people will buy. There may
be competitor products offering the same benefits so the aim at this stage is to design a product that
will persuade people to purchase your product.

Product life cycle stage:

Our product is on maturity stage because many players and competitors kill some off and consolidation
begins. This product right now is in full product line.

PRODUCT ATTRIBUTES:
Features:
Hilal kake is the Company's secret recipe for cake. As a publicity marketing strategy, the company
presents the formula as one of the most closely held trade secrets ever and only a few employees know
or have access to.

Packaging:
Hilal cake is available in rectangular shaped box.

Packaging and labeling:

On the basis of packaging, beverages can broadly be categorized into two categories:
1. RETURNABLE
2. DISPOSABLE

Brand name:
HILAL

Brand image:
To maintain their image as market leader of the local confectionery industry while expanding in the
global arena through a continuous strive for developing the highest quality products that meet
consumer needs.
Brand equity:
In this situation brand equity is important because company wants to expand its product line. the
brand's equity is positive, the company now increase the likelihood that customers will buy its new
product by associating the new product with Hilal.
PRODUCT
PRICE
PLACE
PROMOTION
BUDGET DETERMINATION
MARKETING STRATEGY – PRICE:

Pricing objectives:
A critical marketing tool is price i.e. the amount of money that customers pay for the product. Hilal cake
decided it price on the basis of competition. It entered into market keeping Mass Market Penetration. As
market is highly competitive, so hilal cake offering at Rs.15 for 1 pack.

Pricing method:

Value-based pricing –
They price their product based on the value it creates for the customer. This is usually the most
profitable form of pricing, if you can achieve it. The most extreme variation on this is "pay for
performance" pricing for services, in which they charge on a variable scale according to the results they
achieve.

MARKETING STRETAGY- DISTRIBUTION(PLACE):

PLACE:
Place is another key marketing mix tool. And it includes various activities the company undertakes to
make the product accessible and available to the customer. HILAL is a domestic company and it have its
market around entire Pakistan covering urban areas.

HILAL PRESENCE:
Hilal along with its other sister companies entered into export in 2001 and in this short span of 5 years
has become one of the leading company of Pakistan exporting wide range of the its products all over the
world.

Incentives :
To Retailers -- For best sales and achieving the pre-determined sales target, retailers would be given
incentives in the shape of Return tickets, Deep Freezers, Free transportation services.
To Dealers -- The best dealer of the year is awarded with a brand new Suzuki Pickup. The second best is
awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle East.
MARKETING STRATEGY –PROMOTION:
Promotion is the fourth marketing mix tool which includes all the activities that the company undertakes
to communicate and promote its product to target market. Promotion is all about companies
communicating with customers. Hilal cake adopted Push strategy as well as Pull strategy through various
communication channels.

ADVERTISING STRATEGY
Objectives :
• Establish a reputation platform for launching Hilal cake.
• Brand building for Hilal cake.
• Achieve 10% of market share in terms of sales in first year of product launch

Budget Determination :
There are many methods used for budget determination of advertising but the most logical and cost-
effective is Objective and Task Method. Budget for the first year advertising was 20% of total
sales/marketing cost i.e Pak. Rs 0.04 Billion

Message :
The advertising strategy includes passion, exciting, desirable promos to attract more of the target
audience. The advertising is mostly creative and has different elements like music and sports.
Advertising message includes “ It is the most popular cola drink throughout the nation due to its
different taste, thirst quenching product formula, low price, better availability and stylish packaging ”

Creative Strategy :
All creative working has been merged in the advertisement during presentation.

Mode :
There are different modes of advertising including ATL (above the line) and BTL (below the line). Hilal
cake will opt ATL which is more effective for a new product offering. It is a traditional mode that include
TV, Radio, Newspaper.
THANK YOU FOR YOUR TIME.