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Mayfair Marketing Analysis
Mayfair Marketing Analysis
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 All-
Mighty, 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.
1
Table of contents
2
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.
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 Fleer’s 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.
3
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.
4
More than a brand name
a symbol of quality
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.
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 Food’s 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 a 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.
6
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 family’s sweet temptations. As a company Asian Foods has a simple but
the most important mission:
“To make our customer’s happy”
7
Vision Statement:
ASIAN FOOD Industry’s 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 customer’s 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:
8
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:
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.
9
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 Pakistan’s 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.
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.
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 Pakistan’s constitution.
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.
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 Mayfair’s.
Economical Factors:
Economy of Pakistan:
14
Economy Of Pakistan
Currency 100 Pakistani Rupee (PKR)
= 60.37 US dollar
= 77.48 Euro
Fiscal year July 1—June 30
Current fiscal (2006—2007)
year
Central bank The State Bank of Pakistan (SBP)
Trade ECO, SAFTA, ASEAN, WIPO and WTO
organizations
and treaties
Fiscal Budget $19.8 billion (revenue)
$25.07 billion (expenditure)
Inflation rate (FY05 - 06 est.)
(monthly)
People
President Pervez Musharraf
Prime Minister Shaukat Aziz
Commerce Humayun Akhtar Khan
Minister
SBP Governor Dr. Shamshad Akhtar
SECP Razi ur Rehman Khan
Indices
Corruption 142nd[2] (2006)
Perceptions
Index
Index of 89th (mostly unfreeze)[3] (2007)
Economic
Freedom
UN Human 134th[4] (2006)
Development
Index
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 don’t 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 Food’s 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 a 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
Application
gum / Gum Base and final mixing of
essence and color
Capacity 200 Liters
Drum Dimension (L X W X H) 760 X 760 X 760
Steam Working Pressure 60 Lb./Sq. Inch
Drive
Mixing 10 H.P. Three Phase
Tilting 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.
Technical Data
Rope forming of bubble gum or Chew-
Application
Gum 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
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
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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
Technical Data
Toffee Cutting & Wrapping Machine
Application
(Side Fold)
600 PCs/Min
Capacity (Depending on Size of Toffee , wrapping
and forming material used)
Product Size
Length Toffee Length 20-30 mm.
Width Toffee Width 10-20 mm.
Thickness Toffee Thickness 6-12 mm.
20
Dimensions (L X W X H) 1600 mm X 1250 mm X 1150 mm
Weight Net 1000 Kg.
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
21
Political orientation > Far left: 0
Political orientation > Far right: 0.2%
Roller coasters: 1
(per capita): 0.062 per 10 million people
Social Activities:
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.
23
Key Products:
CANDIES:
Hard boiled
Filled
Deposited
TOFFIES:
Filled
Plain
24
CHEW TOFFIES:
BUBBLE GUM:
Bubble gums
Stick chewing gums
Mint gums
25
JELLIES:
Coated Jellies
Uncoated Jellies
26
CHOCOLATES:
Lolly pop:
Gum Filled
Plain
Whistle Lollipop
27
MARSHMALLOWS:
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.
29
Key product:
30
Strengths and weaknesses of the company with respect
to 5 P’s
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:
Toffees:
33
Brand name:
Packaging:
These are packed individually in small or large bags, by weight or numbers
and also in bulk packs.
CODE D-001-S1
UNIT Bag
34
NET WEIGHT OF MASTER
12
CARTON (KG)
MASTER CARTONS IN 20 FT
720
CONTAINER
UNIT Bag
MASTER CARTONS IN 20 FT
692/672
CONTAINER
CODE
PRODUCT
Refresh Mint
NAME
UNIT Bag
35
CODE D-008-SC1
UNIT Bag
MASTER CARTONS IN 20 FT
720
CONTAINER
CODE D-009-MF1
UNIT Bag
MASTER CARTONS IN 20 FT
720
CONTAINER
36
CODE
UNIT Bag
MASTER CARTONS IN 20 FT
720
CONTAINER
UNIT Bag
37
CARTON (KG)
MASTER CARTONS IN 20 FT
750/520
CONTAINER
CODE CC-008-MM
UNIT Box
MASTER CARTONS IN 20 FT
650
CONTAINER
CODE CC-005-BN
UNIT Bag
MASTER CARTONS IN 20 FT
650
CONTAINER
38
CODE CC-009-FW
UNIT Bag
CODE CC-002-OR
UNIT Bag
MASTER CARTONS IN 20 FT
650
CONTAINER
UNIT Bag
39
UNITS PER CARTON 66
MASTER CARTONS IN 20 FT
588
CONTAINER
UNIT Bag
MASTER CARTONS IN 20 FT
588
CONTAINER
UNIT Bag
MASTER CARTONS IN 20 FT
588
CONTAINER
40
PRODUCT NAME Tiger Bubble
UNIT Box
MASTER CARTONS IN 20 FT
1456
CONTAINER
Tutti Fruitti
PRODUCT NAME
Orange
UNIT Box
MASTER CARTONS IN 20 FT
1500
CONTAINER
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
company’s plan to broaden its product base and capitalize on its wealth of experience in
the confectionery industry.
2: Price:
List price:
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:
Direct marketing:
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:
Strengths of Mayfair
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 Pakistan’s
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.
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.
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.
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.
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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.
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
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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.
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.
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New Marketing
Strategy
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Product:
Brand Name:
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.
The suggested retail price for this chewing gum will be 1.25 Rs. each for a limited time.
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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:
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:
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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”
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