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ACKNOWLEDGEMENT

First and foremost, we express our gratitude to Almighty Allah, the sources of knowledge
and wisdom endowed to mankind, we have revealed unto you in order that you might
lead mankind out of darkness into light by their Lord's Leave to the Path of the AllMighty, the Owner of all Praise.
As a matter of fact, people tend to forget those who are behind their achievements and
have stood for them whenever they have needed assistance. A Malayan Proverb is One
can pay back the loan of gold but one dies forever in debt to those who are kind.
Realizing the fact we express our gratitude to those who have helped us throughout in
this project. In fact it will be rightful to say that without their co-operation this effort may
have ended up in disaster.
Our gratitude will be meaningless if we are not grateful to Allah for His kindness upon
us. His benevolence and blessings have made us capable. We are whole-heartedly
thankful to Him.
We are very thankful to our teacher Mr. Waqar Ahmed Sb. His sincere cooperation has
helped us to complete this project.
We are also very thankful to the institution of which we have been a part. And last but
not least, we pay gratitude to our parents who have supported us through out and have
been very helpful and co-operative. We are very thankful to them.

Table of contents

Introduction of bubble gum

History of bubble gum

Introduction of Asian Food Industry

Domestic Market Network

Production Facility

History Of Asian Foods

Mission Statement

Vision Statement

Situational Analysis

Uncontrollable Environment

12

PEST analysis

12

Key companies

22

Strength and weakness w.r.t. 5 Ps

31

Manufacturing Process

45

Long lasting gum idea

49

Future outlook of the company

49

New marketing strategy

50

Introduction to Bubble Gum:


Bubblegum is nothing but a special kind of chewing gum. Only they are less viscous than
the chewing gums to facilitate bubbles blowing. They are usually pink in color and have
a characteristic sweet and fruity flavor. Popular among people of all ages, several brands
of bubble gums are available today. One always feels curious about the background of
things they love. How they are made and where they came from are the commonest
questions that haunt the die hard bubble gum lovers. Here is a brief history of bubble
gum to satisfy their curiosity.

History of Bubble Gum:


The earliest form of bubble gum was known as Blibber-Blubber gum. The credit for
making the first bubble gum goes to Frank Fleer who invented the juicy chew long back
in 1906. But this first bubble gum of the world met with a tragic fate. In the absence of
proper marketing the Blibber-Blubber gums were never sold.
In the year 1928, Walter Diemer who was an employee of the Frank H. Fleer Company,
invented an improved version of bubble gum by modifying Fleers original recipe. It is
Diemer who was the pioneer in turning the bubble gum into pink. It is interesting to note
that he used nothing else other than pink because at that time only pink color was
available at his disposal. In appearance as well as in taste it was truly an improvement
over the initial product. The result was predictable and this creation of Diemer, which
was called Double Bubble gum, became an instant hit. This marked the beginning of a set
of successful attempts in bubble gum making and marketing.
During World War II, Topps Company, another gum giant introduced a new brand of
bubblegum called Bazooka. Their aggressive marketing strategies involved the launching
of a small comic strip based on the character Bazooka Joe which was offered as a
package with the gums. This was the first time from when bubble gums started to
represent fun and raw energy.

Today there are many bubble gum manufacturing companies who really worked hard for
the improvement of quality of the bubble gums in terms of taste as well as non sticking
properties. Bubble Tape, Big League Chew, Bubble Yum and Bubblicious are some of the
big shots. Some of them sponsor big international events like bubble blowing contests.
Since their inception in 2002 by Doble Bubble, they have become extremely popular and
reached out to other corners of the globe.

More than a brand name


a symbol of quality

Introduction Asian Foods:


Asian Food Industries Limited (ASIAN FOOD INDUSTRIES) is the manufacturer of
Mayfair Brand confectionery products from Pakistan. The company has been marketing
its premier quality sugar confectionery products in the domestic and export market for
more than thirty years. Setup in 1969, ASIAN FOOD INDUSTRIES was located in
Karachi, commercial hub & port city of Pakistan. With the diversification into textile
business, it was decided to consolidate Mayfair Groups plant locations. The production
facility of ASIAN FOOD INDUSTRIES was relocated to Raiwind Industrial Area.
Raiwind a satellite town 30 kilometers from Lahore, also houses Mayfair Spinning Mills
Limited. Mayfair Group takes pride in both its businesses; Mayfair Spinning produces
100% cotton yarn of premium quality for the export market.
Asian Food Industries takes pride in its professional team administering work with the
aid of the latest management and communication systems. The ASIAN FOOD
INDUSTRIES team is 550 strong, highly motivated and dynamic professionals.
Asian Food Industries with a strong customer focus has independent marketing teams for
the domestic and international markets. The company lays a strong emphasis on
employee development and career progression. Individuals ready to take up the high
paced challenge are provided a conducive environment.

Domestic Market Network:


The Pakistani market is largely trade driven with more than 60% of the sales coming
from the 400 wholesale markets spread all across Pakistan. This trend is now giving way
5

to more sophisticated distribution mechanisms. Mayfair has a distribution network of 375


distributors

covering

the

length

&

breadth

of

the

country.

The sales & marketing team of Asian Food Industries is lead by General Manager
Marketing. The company has structured its sales organization into three regions to ensure
availability of its products throughout Pakistan, a country of 140 million plus population.
The sales team is lead by a National Sales Manager, managing a Regional Managers,
Zonal Managers and dynamic sales officers. In all the sales & distribution network is
energized by a team of 100 sales executives.

Production Facility:
Mayfair currently has the capacity to produce 81 tons of sugar confectionery per day. The
product category with the largest market share, as well as biggest production capacity, is
Deposited Candy. This is followed by Hard Boiled Candies, Bubble Gums, Toffees,
Chew Toffees and Soft-boiled Toffees. Asian Foods foray into sweet confectionery was
with

the

manufacture

of

candies

and

toffees.

In 1979 Mayfair became the first company to introduce bubble gum to the Pakistani
market. To fulfill this latent need of the consumers, Mayfair bought the first fully
automated and computerized bubble gum machine from Gabler and Rose Theegarten
with

capacity

of

producing

five

tons

per

day.

Subsequent expansion occurred with the introduction of the chew toffee line consisting of
a computerized Terberaak, Gabler and Rose Theegarten plant. Further addition of
capacities added new machines of Ruffinati, Hoberger, Bosch and Hansella. Latest
acquisition of a deposited candy plant from Bepex, Terberaak, Eurosicma and GD Acma
allows ASIAN FOOD INDUSTRIES to produce deposited candy on a modern plant and
matching the premium quality candies produced by the notable international market
leaders.

History of Asian Foods:


Late Mr. Mehboob Elahi established Asian food Industries in 1969 with an objective to
produce "international quality" confectionery products in Pakistan. Through sheer
hardwork, fair business dealings and unmatched quality products, Mr. Mehboob Elahi
succeeded in making Asian Food Industries the undisputed market leader in Pakistan.
Mr. Jawed Iqbal, son of Mr. Mehboob Elahi, joined the group in mid seventies Modern
education and a broad western exposure, assisted Mr. Jawed Iqbal in modernizing and
further expanding business. His deep business insight and effective marketing
methodologies are his major strengths. His immense experience led him to set up, He
thought of setting up a spinning unit. The group again worked with utmost zeal and
devotions and finally in 1993, Mayfair Spinning was installed and started giving fruitful
results.
Recently, Mr. Jawed Iqbal's son Mr. Shahid Iqbal has joined the group. He has been
trained extensively in the United States and his vigor and knowledge of modern
textiles/spinning has resulted in an overall uplift of yarn's quality being manufactured at
Mayfair Spinning Mills.

MISSION STATEMENT:
Asian Foods has been dedicated to its customers by providing confectionery
products, premium in quality, throughout their lives. ASIAN FOOD INDUSTRIES takes
pride in each child who has enjoyed Mayfair candies, grows up to retain Mayfair as the
choice for his familys sweet temptations. As a company Asian Foods has a simple but
the most important mission:
To make our customers happy

Vision Statement:
ASIAN FOOD Industrys existence is the story of pioneer-ship and adherence to
stringent quality controls and evolution of dynamic management systems. From a modest
beginning, the company has evolved into an enviable position of many firsts: first to
introduce bubble gum in Pakistan, first to introduce Chew Toffee in Pakistan, first to
attain an ISO certification and first to introduce deposited candy in Pakistan. We look
forward to collaborating with our international partners in creating synergies in
manufacturing, marketing and distribution ventures. With dedicated efforts ASIAN
FOOD INDUSTRIES sees itself becoming an international player of significance in the
confectionery business. The organization plans to achieve this by being steadfast in its
mission and maintaining a clear vision:
To be the best in our business and customers first choice

Team Values:

Customer Satisfaction
Passion for Growth
Teamwork & Empowerment
Good Corporate Citizenship

Quality:
At Asian Food Industries product quality & wholesomeness is the guiding principle in
defining its quality management system. The company has an independent QMS control
and assurance team. With untiring & dedicated efforts the company has attained the
HACCP certification during the year 2003. ASIAN FOOD INDUSTRIES has also
upgraded its ISO9000 certificate during 2003. Both these certifications reflect upon the
emphasis ASIAN FOOD INDUSTRIES places on having in place a stringent & rigorous
system of quality management at ASIAN FOOD INDUSTRIES. In this pursuit of
excellence, the company is in the process of qualifying for ISO14000 certification.

Asian Food Industries Ltd ensures its highest commitment to quality by:

Compliance to the applicable regulatory requirements.


Meeting Customers requirements and expectations.
Promoting good manufacturing practices in confectionery.
Progressive reduction in all types of wastes.
Promoting continuous quality improvement initiatives.

Situation Analysis:
Situation analysis is a term which involves evaluating the situation and trends in a
particular company's market. Situation analysis is often called the "three c's", which
refers to the three major elements that must be studied:

General State of Economy:


Pakistan is an Islamic and rapidly developing country which has faced a number of
challenges on both political and economic fronts... Majority of people lived in ruler areas.
Agriculture is the mainstay of Pakistan's economy, employing almost 50% of the
population. Wheat, rice, cotton, sugarcane, and tobacco are the chief crops, and cattle and
sheep are raised. Most of Pakistan's agricultural output comes from the Indus basin. The
country is now self-sufficient in food, as vast irrigation schemes have extended farming
into arid areas, and fertilizers and new varieties of crops have increased yields.
Pakistan's industrial base is able to supply many of the country's needs in consumer
goods, although production has slowed in recent years. The country's natural resources
provide materials for such industries as textile production (the biggest earner of foreign
exchange), oil refining, metal processing, and cement and fertilizer production.
Remittances from Pakistanis working abroad constitute the second largest source of
foreign exchange. Since the mid-1950s electric power output has greatly increased,
mainly because of the development of hydroelectric power potential and the use of
thermal power plants. Pakistan's major imports are petroleum, machinery, transport
equipment, chemicals. The chief trading partners are the European Union nations, the
United States, Japan, and China. In the late 1990s, following years of lax fiscal policies,
Pakistan appeared on the verge of bankruptcy, with a foreign debt of over $30 billion.

Customers:
ASIAN FOOD INDUSTRIES owner of Mayfair Brand has been marketing its products
since 1969 in the international and domestic market. The company pursuing an
aggressive marketing strategy and adhering to trade mark rules & regulations of its
international markets, supplies under alternate trade marks in number of countries.
Starting with a modest plant base, but with steady growth and induction of new machines
and technology, Mayfair today has a leading share in the Pakistans domestic market of
sugar

confectionery.

Mayfair is currently the market leader in Deposited Candy category with the brand of
Mayfair Creamers in the domestic market. The company has achieved significant
success in marketing its candies & toffees in more than 20 countries of the globe. The
company strives to continually develop new products for differing taste preferences in
diverse

markets.

Asian Foods also has a rich experience of supplying its premium quality confectionery
products to international marketing companies under their prestigious brands. This allows
the company to continually learn from global experiences of large corporations.

Domestic Market Network:


The Pakistani market is largely trade driven with more than 60% of the sales coming
from the 400 wholesale markets spread all across Pakistan. This trend is now giving way
to more sophisticated distribution mechanisms. Mayfair has a distribution network of 375
distributors

covering

the

length

&

breadth

of

the

country.

The sales & marketing team of Asian Food Industries is lead by General Manager
Marketing. The company has structured its sales organization into three regions to ensure
availability of its products throughout Pakistan, a country of 140 million plus population.
The sales team is lead by a National Sales Manager, managing a Regional Managers,

10

Zonal Managers and dynamic sales officers. In all the sales & distribution network is
energized by a team of 100 sales executives.

Costs:
Cost of a product depends upon different economical factors, GDP, GNP, Dollar rate of
market, fluctuation in oil market.

Competition:
After launching this product our company has to face number of local competitors. These
all companies are well established in the same products. These companies are HILAL,
KINGS FOOD, UNION, krihman, B.P etc.

Product market:
Product type, varieties, and brands;
Mayfair has a wide variety related to sweets. They are dealing with toffees, bubbles and
chocolates also. Their brand is Mayfair.

Sale volume and trends:


Their sales volume is in a very good proportion a compare to other sweet brands. There is
a perfect competition in market.

Growth rate:
As mentioned earlier there is a perfect competition in market but due to good quality and
reasonable prices their growth rate is very good. But unfortunately we are unable to give
exact facts and figure about Mayfair here.

11

Market share:
Market share of Mayfair is approximately 40% candy land has a share of 30% and others
cater market share of remaining 30%.

Uncontrollable environments
Political analysis:
Political analysis is as follows:

Political instability:
Politically Pakistan is not a stable country. General elections are expected in near future.
And the current situation of politics in unpredictable. So, this is not a right time to invest
in Pakistan in such a political situation.

Taxes:
Another major issue here is the uncontrollable rise in taxes. Govt. is implementing a huge
load on investors and manufacturers in terms of taxes. They charge taxes on sales of the
company. Another important point is that as there is not a fair politics so those having
personal contacts in parliament can easily get favor in tax relaxation. This helps others to
gain much profit due to illegal approach and favoritism.

12

Imports & exports:


Govt. has strict policies for impost. In case of taxes and quotas if we would import our
raw material from abroad it will affect our cost.

Animal fats:
We can also face a political issue if in manufacturing of our product we use animal fats.
As it is not hilal by Islamic law and also is forbidden in Pakistans constitution.

Relationship with non- Muslim countries:


Govt. is also making friendly relation ship with non Muslim countries and opposition is
not ready to accept it. If special food preservatives would be import from Israel or
Sweden then it would be a great problem as opposition would not allow us to do so. So
we have to take care in this context also.

Paper work:
We can also face problem in paper work during launch of our product. Because in
Pakistan there is a strong control of bureaucracy and we can face problem in order to get
copy rights of our products.

Prices of related goods:


Due to rising price of petrol it can increase our cost. Because due to increasing prices of
petrol it affects the price of every other good.

Govt. friendly policies for foreign investors:


Another political issue is that Govt. is attracting foreign investors they are promoting
them a lot. If in case any foreign investor invests in this industry then it can be a threat
for us. On other hand govt. has strict policies for exporters. Especially china has
penetrated in Pakistans economy on a large scale due to friendly relationship this can be
a threat.

Tattoos:
The packaging of our product must be according to our cultural values and norms. If they
are against the values then it can face rejection from politicians which latterly can affect
our image in customers.
13

Govt. policies for copy right:


There is no such law for copy right in Pakistan and there is not any implementation in its
favor food industry is facing a great problem because in remote areas and different small
retail shops we found third class product having a name of Mayfairs.

Economical Factors:
Economic situation of the industry:
Economy of Pakistan:

14

Economy Of Pakistan
Currency

100 Pakistani Rupee (PKR)


= 60.37 US dollar
= 77.48 Euro

Fiscal year

July 1June 30

Current fiscal
year

(20062007)

Central bank

The State Bank of Pakistan (SBP)

Trade
organizations
and treaties

ECO, SAFTA, ASEAN, WIPO and WTO

Fiscal Budget

$19.8 billion (revenue)


$25.07 billion (expenditure)

Inflation rate
(monthly)

(FY05 - 06 est.)

People
President

Pervez Musharraf

Prime Minister

Shaukat Aziz

Commerce
Minister

Humayun Akhtar Khan

SBP Governor

Dr. Shamshad Akhtar

SECP

Razi ur Rehman Khan

Indices
Corruption
Perceptions
Index

142nd[2] (2006)

Index of
Economic
Freedom

89th (mostly unfreeze)[3] (2007)

UN Human
Development
Index

134th[4] (2006)

Gross Domestic Product (GDP)


GDP at PPP

$475.5 billion[5] (2007)

GDP at current
exchange rates
GDP real growth 6.9%
rate (at PPP)
[6] (2006 est.)
GDP growth rate 6.6% (2006 est.)[7]

15

GDP per capita

$3,004.5 (2007)[1]

GDP by sector

Agriculture: 21.6% industry: 25.1% services: 53.3% (2006 est.)[7]

Technological analysis:
We are launching our product under name of Mayfair. We have plant for production and
for our new product we have not to bring new technology and new development. This
will benefit us in our cost saving and it would be a great strength for us. As bubble gum
is made by cooking all ingredients in large containers so we dont require new
technology for it.
Mayfair currently has the capacity to produce 81 tons of sugar confectionery per day. The
product category with the largest market share, as well as biggest production capacity, is
Deposited Candy. This is followed by Hard Boiled Candies, Bubble Gums, Toffees,
Chew Toffees and Soft-boiled Toffees. Asian Foods foray into sweet confectionery was
with

the

manufacture

of

candies

and

toffees.

In 1979 Mayfair became the first company to introduce bubble gum to the Pakistani
market. To fulfill this latent need of the consumers, Mayfair bought the first fully
automated and computerized bubble gum machine from Gabler and Rose Theegarten
with

capacity

of

producing

five

tons

per

day.

Subsequent expansion occurred with the introduction of the chew toffee line consisting of
a computerized Terberaak, Gabler and Rose Theegarten plant. Further addition of
capacities added new machines of Ruffinati, Hoberger, Bosch and Hansella. Latest
acquisition of a deposited candy plant from Bepex, Terberaak, Eurosicma and GD Acma
allows ASIAN FOOD INDUSTRIES to produce deposited candy on a modern plant and
matching the premium quality candies produced by the notable international market
leaders.

Sigma Mixture

Twin-Color Rope Extruder

Six Way Cooling Tunnel

Automatic Bubble-Gum Cut & Fold Wrap Machine

16

(Double End Top & Side Fold)

Sigma Mixture:

Technical Data
Manufacturing of Bubble Gum / Chew
gum / Gum Base and final mixing of
essence and color

Application
Capacity

200 Liters

Drum Dimension (L X W X H)

760 X 760 X 760

Steam Working Pressure

60 Lb./Sq. Inch

Drive
Mixing
Tilting

10 H.P. Three Phase


1 H.P. Three Phase

Dimensions (L X W X H)

2000 mm X 1225 mm X 1325 mm

Weight

Net 1000 Kg.

17

Heavy Duty steam Jacketed Bubble Gum Mixer is used to manufacture Gum
Base, Bubble Gum and Chew gum material. If do not want to use steam then it takes
about 6-7 hours to manufacture gum base. After manufacturing gum base, final mixing of
color & essence is done in mixer which takes about half hour. Material can be discharged
by tilting the mixer which is motorized operation.

Twin-Color Rope Extruder:

Technical Data
Application

Rope forming of bubble gum or ChewGum material

Capacity

1 Ton/Shift

Rope Dia

According to requirement (Flat or Round)

Drive

1524 mm X 914 mm

Dimensions (L X W X H)

1225 mm X 1200 mm X 525 mm

Weight

Net 500 Kg

18

Bubble Gum Twin color rope extruder is used to manufacture single


or twin color rope of required size or flat according to requirement from Bubble Gum or
Chew-Gum material. The material is fed manually into the hopper and rope formed is
collected in trays or discharged onto cooling conveyor

Six Way Cooling Tunnel:

Technical Data
Application

Cooling of Bubble-Gum Rope

Capacity

One Tonne / Shift

Deck

6 0r 13 deck

Drive

2 H.P D.C. Drive

Dimensions (L X W X H)

6000 mm X 300 mm X 2000 mm

Six Ways cooling conveyor is used to cool the rope coming out from the
extruder. It is necessary to cool the rope so as to make the cutting and wrapping
operation easy. If you don't take this conveyor then the formed rope has to be

19

kept in AC room for more than 4 hours. This conveyor makes the operation
online and eliminates AC room. The conveyor has to be installed with air
conditioner

Automatic Bubble-Gum Cut & Fold Wrap Machine

Technical Data
Application

Toffee Cutting & Wrapping Machine


(Side Fold)

Capacity

600 PCs/Min
(Depending on Size of Toffee , wrapping
and forming material used)

Product Size
Length Toffee
Width Toffee
Thickness Toffee

Length 20-30 mm.


Width 10-20 mm.
Thickness 6-12 mm.

20

Dimensions (L X W X H)

1600 mm X 1250 mm X 1150 mm

Weight

Net 1000 Kg.

This machine is available in four versions. (I) Both side twist


wrap (ii) One side twist and one side fold wrap (iii) Both side fold wrap (iv) Both
side top fold wrap. This is high speed and latest design machine. It can be
installed with photoelectric control system for Photo registration

Social Factors:
Class:
In Pakistan there are four major classes these classes are elite class, upper middle
class, middle class and lower class. We will target the middle and upper class.

Demographic Factors:
We will cater both males and females and age between 10 to 30 years. We planned to
cover only urban area.

Lifestyle statistics
View full size
PAKISTANI LIFESTYLE STATS:

All Stats
View this page with:

Just Stats

Sources

Definitions

Both

Just Stats

Sources

Definitions

Both

Life satisfaction: 4.3


Life satisfaction inequality: 1.6
Political orientation > Far left: 0
Political orientation > Far right: 0.2%
Roller coasters: 1
(per capita): 0.062 per 10 million people
PAKISTANI LIFESTYLE STATS:

All Stats
View this page with:

Life satisfaction: 4.3


Life satisfaction inequality: 1.6
Political orientation > Far left: 0
Political orientation > Far right: 0.2%

21

Roller coasters: 1
(per capita): 0.062 per 10 million people

PAKISTANI LIFESTYLE STATS:

All Stats
View this page with:

Just Stats

Sources

Definitions

Both

Life satisfaction: 4.3


Life satisfaction inequality: 1.6
Political orientation > Far left: 0
Political orientation > Far right: 0.2%
Roller coasters: 1
(per capita): 0.062 per 10 million people

Social Activities:
Sports man and athletes are our major focused criteria.

Key Companies
BP:
Over five decades of quality evolution and innovation have made B.P. a recognized name
of quality not only in Pakistan but also abroad. This has been achieved through the
management commitment to the principle of continuous improvement in our food
technologies and robust quality vigilance by our highly qualified personnel and food
technologist.
In our facility, they are manufacturing wide range of product categories like Chewing
Gum, Bubble Gum, Jellies, Toffees, Chews, Candies, Chocolates, Biscuits and Wafers
under one roof and also exporting them to different countries like Australia, New
Zealand, Taiwan, U.A.E., K.S.A., Turkey, Lebanon, Korea and many other parts of the
world.

22

B.P. Industries (Put) Ltd. Has also crossed the milestone of ISO 9001:2000 certification
and directed itself towards advance quality management techniques like TQM with the
aim to enhance the customer satisfaction in all deliverables.

Key Products:

Candy land:
Ismail Industries Ltd. was incorporated as a public limited company in 1989. The
company manufactures high quality confectionery products under the brand name
CANDYLAND. In 2002, they acquired a biscuit company from IBL (Meiji) and
expanded their portfolio into biscuits under the brand name BISCONNI. With increasing
competition from small-scale manufacturers, in 2003 they launched FIRST, another
confectionery company, to cater to lower priced segment. Recently, Ismail Industries
Limited has pursued a strategy of backward integration and portfolio diversification with
the establishment of ASTRO PACK, a unit for manufacturing of Cast Polypropylene.

Key Products:
23

CANDIES:
Hard boiled
Filled
Deposited
Laminated (Honey combed) candies

TOFFIES:
Filled
Plain

24

CHEW TOFFIES:

BUBBLE GUM:
Bubble gums
Stick chewing gums
Mint gums
Liquid filled gums

25

JELLIES:
Coated Jellies
Uncoated Jellies

26

CHOCOLATES:
Enrobed Candy Bars
Enrobed Candy Bars

Lolly pop:
Gum Filled
Plain
Whistle Lollipop

MARSHMALLOWS:

27

Hilal:
Hilal Foods in an ISO 9001: 2000 certified company producing quality products since
1957. Located in Karachi, the largest city of Pakistan, it has access to two major seaports
it is one of the largest manufacturer of Biscuits, Candies, Toffees, Bubble Gums, Wafers,
& Enrobed Chocolate Products. Besides catering to the large local market, it also exports
its production to diverse range of countries from USA to South Africa to east & West
Africa to Bangladesh. Union Products are a household name in Pakistan and conform to
the demanding international quality and specification standards.

Key Products:
Bubble gum:

Bakery cake:

28

Candies:

Jellies:

Khamisa
They deal in a very wide and diversified range of products covering areas such as
FLAVOURS, FOOD COLOURS, FOOD CHEMICALS, FOOD INGREDIENTS and
MILK POWDERS. No other business concern in the country has such as big variety of
products. In other words we are considered as part and parcel of each and every food
industry, since everybody prefers to do shopping less than one window.

Key product:

29

30

Strengths and weaknesses of the company with respect


to 5 Ps
1. Product
2. Place
3. Price
4. Promotion
5. Positioning

1: Product
Product variety:
Mayfair produced these products:
A. Candies
B. Chew toffees
C. Toffees
D. Gums

31

Quality:
At Asian Food Industries product quality & wholesomeness is the guiding
principle in defining its quality management system. The company has an independent
QMS control and assurance team. With untiring & dedicated efforts the company has
attained the HACCP certification during the year 2003. ASIAN FOOD INDUSTRIES
has also upgraded its ISO9000 certificate during 2003. Both these certifications reflect
upon the emphasis ASIAN FOOD INDUSTRIES places on having in place a stringent &
rigorous system of quality management at ASIAN FOOD INDUSTRIES. In this pursuit
of excellence, the company is in the process of qualifying for ISO14000 certification.

Design:
A. Candies:
These can be manufactured in ball, disk and bar shapes and can have variations
in weight, color, flavor and texture.

B. Chew toffees
These are in stick shape.

C. Toffees
32

Toffees are in bars shapes like:

D. Gums
These are in different shapes stick, bar shape and circle shape like:

Features:
Candies:

Chew toffees:
Our range of Chew Toffees includes:

Toffees:

33

Brand name:

Packaging:
These are packed individually in small or large bags, by weight or numbers
and also in bulk packs.

Size and weights:

CODE

D-001-S1

PRODUCT NAME

Strawberry & Cream

UNIT

Bag

WEIGHT OF PIECE (GM)

5.7

PIECES PER UNIT

35

WEIGHT PER UNIT

200

UNITS PER CARTON

60

34

NET WEIGHT OF MASTER


CARTON (KG)

12

MASTER CARTONS IN 20 FT
CONTAINER

720

PRODUCT NAME

Butter & Cream

UNIT

Bag

WEIGHT OF PIECE (GM)

5.8

PIECES PER UNIT

60/35

WEIGHT PER UNIT

342/200

UNITS PER CARTON

30/60

NET WEIGHT OF MASTER


CARTON (KG)

10.2/12

MASTER CARTONS IN 20 FT
CONTAINER

692/672

CODE
PRODUCT
NAME

Refresh Mint

UNIT

Bag

WEIGHT OF PIECE (GM)

5.7

PIECES PER UNIT

35

WEIGHT PER UNIT

200

UNITS PER CARTON

60

NET WEIGHT OF MASTER CARTON (KG)

12

MASTER CARTONS IN 20 FT CONTAINER

720

35

CODE

D-008-SC1

PRODUCT NAME

Secret

UNIT

Bag

WEIGHT OF PIECE (GM)

5.7

PIECES PER UNIT

35

WEIGHT PER UNIT

200

UNITS PER CARTON

60

NET WEIGHT OF MASTER CARTON


(KG)

12

MASTER CARTONS IN 20 FT
CONTAINER

720

CODE

D-009-MF1

PRODUCT NAME

Milkfuls

UNIT

Bag

WEIGHT OF PIECE (GM)

5.7

PIECES PER UNIT

35

WEIGHT PER UNIT

200

UNITS PER CARTON

60

NET WEIGHT OF MASTER


CARTON (KG)

12

MASTER CARTONS IN 20 FT
CONTAINER

720

36

CODE
PRODUCT NAME

Strawberry & Banana

UNIT

Bag

WEIGHT OF PIECE (GM)

5.7

PIECES PER UNIT

35

WEIGHT PER UNIT

200

UNITS PER CARTON

60

NET WEIGHT OF MASTER


CARTON (KG)

12

MASTER CARTONS IN 20 FT
CONTAINER

720

PRODUCT NAME

Coffee Candy

UNIT

Bag

WEIGHT OF PIECE (GM)

4.5

PIECES PER UNIT

144/180

WEIGHT PER UNIT

648/810

UNITS PER CARTON

12/12

NET WEIGHT OF MASTER


CARTON (KG)

7.8/9.7

37

MASTER CARTONS IN 20 FT
CONTAINER

750/520

CODE

CC-008-MM

PRODUCT NAME

Milky Moment

UNIT

Box

WEIGHT OF PIECE (GM)

PIECES PER UNIT

100

WEIGHT PER UNIT

500

UNITS PER CARTON

30

NET WEIGHT OF MASTER


CARTON (KG)

15

MASTER CARTONS IN 20 FT
CONTAINER

650

CODE

CC-005-BN

PRODUCT NAME

Milk Bon Bon

UNIT

Bag

WEIGHT OF PIECE (GM)

PIECES PER UNIT

60

WEIGHT PER UNIT

300

UNITS PER CARTON

60

NET WEIGHT OF MASTER CARTON


(KG)

18

MASTER CARTONS IN 20 FT
CONTAINER

650

38

CODE

CC-009-FW

PRODUCT NAME

Fizzy Wizzy

UNIT

Bag

WEIGHT OF PIECE (GM)

PIECES PER UNIT

35

WEIGHT PER UNIT

245

UNITS PER CARTON

60

NET WEIGHT OF MASTER CARTON (KG)

14.7

MASTER CARTONS IN 20 FT CONTAINER

650

CODE

CC-002-OR

PRODUCT NAME

Orange

UNIT

Bag

WEIGHT OF PIECE (GM)

PIECES PER UNIT

40

WEIGHT PER UNIT

200

UNITS PER CARTON

72

NET WEIGHT OF MASTER


CARTON (KG)

14.4

MASTER CARTONS IN 20 FT
CONTAINER

650

PRODUCT NAME

Mon Ami

UNIT

Bag

WEIGHT OF PIECE (GM)

PIECES PER UNIT

60

WEIGHT PER UNIT

240

39

UNITS PER CARTON

66

NET WEIGHT OF MASTER CARTON


(KG)

15.8

MASTER CARTONS IN 20 FT
CONTAINER

588

PRODUCT NAME

Butter Toffee

UNIT

Bag

WEIGHT OF PIECE (GM)

PIECES PER UNIT

60

WEIGHT PER UNIT

240

UNITS PER CARTON

66

NET WEIGHT OF MASTER


CARTON (KG)

15.8

MASTER CARTONS IN 20 FT
CONTAINER

588

PRODUCT NAME

Eclairs

UNIT

Bag

WEIGHT OF PIECE (GM)

3.9

PIECES PER UNIT

40

WEIGHT PER UNIT

155

UNITS PER CARTON

90

NET WEIGHT OF MASTER


CARTON (KG)

14

MASTER CARTONS IN 20 FT
CONTAINER

588

40

PRODUCT NAME

Tiger Bubble

UNIT

Box

WEIGHT OF PIECE (GM)

5.4

PIECES PER UNIT

36

WEIGHT PER UNIT

195

UNITS PER CARTON

50

NET WEIGHT OF MASTER


CARTON (KG)

9.7

MASTER CARTONS IN 20 FT
CONTAINER

1456

PRODUCT NAME

Tutti Fruitti
Orange

UNIT

Box

WEIGHT OF PIECE (GM)

PIECES PER UNIT

48

WEIGHT PER UNIT

240

UNITS PER CARTON

48

NET WEIGHT OF MASTER


CARTON (KG)

11.5

MASTER CARTONS IN 20 FT
CONTAINER

1500

Services:
Asian Food Industries is always planning for future challenges. A proactive
strategy is pursued in acquisition of newer technologies and techniques in order to
develop new products in a more hygienic environment with increased efficiencies. In the
year 2004 the company will be pleased to offer its valuable customers, savory and

41

delicious biscuits produced on the most modern biscuit making plant. This is part of the
companys plan to broaden its product base and capitalize on its wealth of experience in
the confectionery industry.

2: Price:
List price:
Candies

50 paisa to 1Rs

Chew toffees

1Rs

Gums

1Rs

Toffees

1Rs

Discounts:
Mayfair not gives any discount on their products to individual customer who
purchases few candies. But if the shops man buys the products of candy land in packets
then they reduce their packet price but little some.

Payment period:
You can buy the Mayfair product only on net payment. But the stores and
shops man can buy on account and the payment period is almost one week.

3: Promotion:
Sales promotion:
No sale promotion

42

Advertising:
When Mayfair launches their new products they advertise on TV and
paste their posters and stickers on shops but also advertise their different products on TV
and news paper which are very liked by the children. Mayfair so much advertises their
some products like Tiger bubble, Mayfair creamers, Secret and clairs.

Direct marketing:
No direct marketing because the quality, taste, features and variety
of Mayfair makes different it to others. The features of their products are the great effect
on the children for example Eclairs, Mayfair creamers, milk fuls and fizzy wizzy. Due to
this children like Mayfair products and enjoy eating products.

4: Place
Channels:
TV, shops, stores. Even every store and shop has Mayfair products.

Locations:
The Pakistani market is largely trade driven with more than 60% of the
sales coming from the 400 wholesale markets spread all across Pakistan. This trend is
now giving way to more sophisticated distribution mechanisms. Mayfair has a
distribution network of 375 distributors covering the length & breadth of the country.
The sales & marketing team of Asian Food Industries is lead by a General Manager
Marketing. The company has structured its sales organization into three regions to ensure
availability of its products throughout Pakistan, a country of 140 million plus population.
The sales team is lead by a National Sales Manager, managing a Regional Managers,
Zonal Managers and dynamic sales officers. In all the sales & distribution network is
energised by a team of 100 sales executives.

43

5: Positioning:
Mayfair positioning is very good in children because Mayfair
products are very different in designs from others and they are very innovative and this is
the company which become first to introduce bubble gum in 1979. In children Mayfair
products are very popular and they like Mayfair candies and bubbles due to their taste
and enjoying life.

Strengths of Mayfair
Asian Food Industries is always planning for future challenges. A proactive
strategy is pursued in acquisition of newer technologies and techniques in order to
develop new products in a more hygienic environment with increased
efficiencies.
Asian Food Industries takes pride in its professional team administering work
with the aid of the latest management and communication systems. The ASIAN
FOOD INDUSTRIES team is 550 strong, highly motivated and dynamic
professionals.
Asian Food Industries with a strong customer focus has independent marketing
teams for the domestic and international markets. The company lays a strong
emphasis on employee development and career progression. Individuals ready to
take up the high paced challenge are provided a conducive environment.
Starting with a modest plant base, but with steady growth and induction of new
machines and technology, Mayfair today has a leading share in the Pakistans
domestic market of sugar confectionery.

44

Mayfair is currently the market leader in Deposited Candy category with the
brand

of

Mayfair

Creamers

in

the

domestic

market.

The company has achieved significant success in marketing its candies & toffees
in more than 20 countries of the globe.
The company strives to continually develop new products for differing taste
preferences

in

diverse

markets.

Asian Foods also has a rich experience of supplying its premium quality
confectionery products to international marketing companies under their
prestigious brands. This allows the company to continually learn from global
experiences of large corporations.
Mayfair currently has the capacity to produce 81 tons of sugar confectionery per
day. The product category with the largest market share, as well as biggest
production capacity, is Deposited Candy.
In this pursuit of excellence, the company is in the process of qualifying for
ISO14000 certification.

The Manufacturing Process


RAW MATERIAL REQUIRED
Sugar (Sucrose)
Liquid Glucose
Citric Acid
Flavors and colors

45

Packaging material
Paraffin wax
Dusting powder
Other material required for special gum.

While the specific ingredients in gum might be a secret, the process for making gum is
not. The first chewing gum making machine wasn't even patented, and today the
procedure is considered standard throughout the industry.

Preparing the chicle

1 If natural latex is to be used, it must first be harvested and processed. The tall
32.79 yard (30-meter) chicle tree is scored with a series of shallow Xs, enabling
the chicle to flow down into a bucket. After a significant

46

Chewing gum base consists either of natural latex or a synthetic substitute.


Natural latex such as chicle is harvested by making large X-marks on rubber trees
and then collecting the substance as it runs down the tree. After grinding the base
to form a coarse meal, the mixture is dryed for a day or two.
Next, the mixture is heated in large kettles while the other ingredients are added.
Large machines then pummel, or "knead," the mass until it is properly smooth and
rubbery, and it is put on a rolling slab and reduced to the proper thickness.
Amount of chicle has accumulated; it is strained and placed in large kettles.
Stirred constantly, it is boiled until it reduces to two-thirds of its original volume.
It is then poured into greased wooden molds and shipped.

Grinding, mixing, and drying the


latex

2 The natural and/or artificial gum bases are first ground into a coarse meal and
mixed to ensure uniform consistency. The blend is then placed in a warm room to
dry for a day or two. During drying, hot air continually passes over the mixture.

Cooking and purifying the base

3 Next, the gum base is cooked in kettles at 243 degrees Fahrenheit (116 degrees
Celsius) until it has melted into thick syrup. To purify it, workers pass it through
screens and place it in a high speed centrifuge before registering it, this time
through finer screens.

Blending additional ingredients

4 The gum base is now ready for additives. It is placed in kettles to be cooked,
and additional ingredients are stirred in by large steel blades. First, extremely fine
powdered sugar and corn syrup are added. Flavorings are added next, followed by
softeners. When the mixture is smooth enough, it is rolled out onto belts and
cooled by being exposed to cold air.

47

Kneading and rolling the gum

5 The next step is kneading. For several hours machines gently pummel the mass

After being dusted with powdered sugar, the gum is scored into a pattern of
rectangles, seasoned, and broken into sticks. The gum is now ready to be
packaged and shipped to retail outlets.
Of chewing gum until it is properly rubbery and smooth. Large chunks are then
chopped off the mass, to be flattened by rollers until they reach the proper
thickness of nearly .17 inches (about .43 cm). During this process, the sheet of
chewing gum is dusted with powdered sugar to prepare it for cutting.

Cutting and seasoning the gum

6 A cutting machine first scores the sheet in a pattern of rectangles, each 1.3
inches (3.3 centimeters) long and .449 of an inch (1.14 centimeters) wide. The
sheet is then put aside at the proper temperature and humidity to "season."

Quality Control:
Perhaps because chewing gum has always had a bad reputation as an unsanitary and crass
junk food, but more likely because it is intended for human consumption, chewing gum
factories have for decades been known for immaculate conditions.
Standards for raw materials are equally high. If natural rubber such as chicle is used, it
must pass several tests for cleanliness and texture. Before shipment, chicle is inspected

48

for rocks, dirt, and other obvious impurities. If it is too milky, dry, or dirty, it is rejected.
Chewing gum is manufactured completely untouched by human hands, its entire
production process taking place in clean, air-conditioned facilities. Each ingredient is
tested for purity before being used, and only the highest quality ingredients are accepted.
Every large company has a research laboratory on its premises, thereby simplifying the
standard procedure of inspecting and testing ingredients at every stage of the
manufacturing process. The research and development department is also responsible for
investigating new ways to produce and package gum, and for developing new products.
A successful piece of gum must be chewy and fresh, and bubble gum in particular must
be both resilient and soft. With all types of gum, freshness and texture depend upon
moistness. Gum must also contain the right amount of flavor oil. While too much solvent
will make a gum sticky and hard to cut, it must contain enough flavors to mask the taste
of the gum base and to last for a reasonably long time. For these reasons, the flavor oils
used in gum are highly concentrated. A long shelf-life is also desirable, and every pack of
gum is dated. After that date, the manufacturer asks that the gum be disposed of. To
ensure that merchants do this, one manufacturer will replace unsold, out-of-date gum for
free.

Long Lasting Gum Idea:


The most promising idea for long-lasting gum entails coating each stick with a polymer
film that releases flavor molecules slowly; studies suggest that the flavor of such gum can
last more than ten hours

Future outlook of the company


When we will launch this bubble gum in the market, it will capture the
whole bubble gum market and will increase the shares of the Mayfair
company. Because rig now there will be no alternative of this chewing
gum which flavor will last log about 10 hours. Right now the average
duration o bubble gum flavor is about 5 minutes so this unique
chewing gum will boost the market shares of the company.

49

New Marketing
Strategy

50

Product:
Brand Name:
Mayfair Super Vida
The Flavor of this bubble gum can last more than ten hours. It meets the customer
requirements and expectations because this chewing gum imbued with a patented
compound that helps to repair tooth enamel. The compound, amorphous calcium
phosphate, crystallizes when chewed; triggering the natural demineralization process by
which the body rebuilds damaged teeth. Under ideal circumstances, the body generates
enough amorphous calcium phosphate to repair teeth organically, but many people eat
more sugar than their bodies can fight. This experimental gum would help to protect
these people against tooth decay.
According to the quality policy of the company, this chewing gum made up of high
quality ingredients to last longer with the flavor and retain elasticity.
Each chewing gum will be available in small packets. And also will be available in
bottles in which there will be so many bubble gums for family usage.
It will continuously in quality improvement process.

Price:
The price of each chewing gum will be 2 Rs.

Suggested Retail Price:


The suggested retail price for this chewing gum will be 1.25 Rs. each for a limited time.
Volume Discounts and wholesale Pricing:

51

We will offer volume discounts and whole sale prices on the family size bottles of this
chewing gum, there will be 60 chewing gums in the family size bottle and its actual price
will be 120 Rs. But we will offer it in 100 Rs.

Seasonal Pricing:
Prices will remain the same in all the seasons.

Place:
The Pakistani market is largely trade driven with more than 60% of the sales coming
from the 400 wholesale markets spread all across Pakistan. This trend is now giving way
to more sophisticated distribution mechanisms. Mayfair has a distribution network of 375
distributors covering the length & breadth of the country.
The company has structured its sales organization into three regions to ensure
availability of its products throughout Pakistan, a country of 140 million plus population.
The sales team is lead by a National Sales Manager, managing a Regional Managers,
Zonal Managers and dynamic sales officers. In all the sales & distribution network is
energized by a team of 100 sales executives.
This chewing gum will be available in all the distribution networks of the main cities of
Pakistan in start and after some duration it will be available in all of the Mayfair
distribution networks

Promotion:

52

The most important element of marketing your chewing gum is its availability in all the
shops of all locations. We will open the stalls of this bubble gum in each and every
school and college of the main cities of the Pakistan to promote it.
After its availability in all the areas, now our promotional strategy will only be to provide
quality chewing gums for the satisfaction of our customers.
We will advertise our chewing gum and will target 8 years to 40 year people through our
advertisements and campaigns and will also use newspapers for the information about
this chewing gum.
Because of its uniqueness and benefits for the teethes, this product will lead all other
chewing gums because it will be available on all the areas of the country.

Positioning:
The ultimate bubble

53