SUNSIP ICELOLLY BRAND REPOSITIONING

Brand Repositioning

Institute of Business Management

Prepared By,

Fazila Mukhtar

Shahtaj Khan

Melissa Oscar Few

Javeria Shakeel

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SUNSIP ICELOLLY BRAND REPOSITIONING

Table of Contents
ACKNOWLEDGMENT..................................................................................................... 3
INTRODUCTION .............................................................................................................. 4
Background of Hilal Foods ............................................................................................. 4
Value Statement of Hilal Foods ...................................................................................... 4
Mission............................................................................................................................ 4
Background of Sunsip ..................................................................................................... 5
4P’s OF SUNSIP ICE LOLLY ............................................................................................ 6
Product: ........................................................................................................................... 6
Price: ............................................................................................................................... 6
Place: ............................................................................................................................... 7
Promotion:....................................................................................................................... 7
BRAND POSITIONING .................................................................................................... 7
ADVERTISEMENT MIX................................................................................................... 8
Billboard Advertisement ................................................................................................. 8
Television Advertisement................................................................................................ 8
Print Advertisement ........................................................................................................ 9
BOSTON MATRIX ............................................................................................................ 9
DISTRIBUTION CHANNEL ............................................................................................ 9
Intensive Distribution Technique .................................................................................... 9
BUSINESS CYCLE OF SUNSIP ..................................................................................... 10
Reasons for Decline of Sunsip ...................................................................................... 10
Suggestion for Continuation ......................................................................................... 10
SWOT ANALYSIS OF SUNSIP LIMPOPANI .................................................................11
Strength: .........................................................................................................................11
Weakness:.......................................................................................................................11
Opportunities: ................................................................................................................11
Threats: ......................................................................................................................... 12
References ......................................................................................................................... 13

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ACKNOWLEDGMENT

Most importantly, we feel glad that Almighty Allah help us to finish this report in a short

time and gave us knowledge and strength.

Furthermore, want to take a minute to say thanks to Sir Ammar Shah for his

encouragement and guidance without his informative lectures and his relevant practical

experience we couldn’t complete this subject properly. It was his consistent help and supportive

direction, combined with his excellent communication abilities which made it feasible for us to

research and compile content for this brand repositioning report. It was because of his

remarkable perspectives and thought-provoking ideas which built our interest for this course and

eventually in the fulfillment of this final report.

At last, we might want to thank the Institute of Business Management for providing us

this platform which boosts our skills & abilities. Our involvement in finishing this brand

repositioning report has a great experience and learning which we couldn’t learn from any book

without experience.

This brand repositioning depends on "Sunsip Ice Lolly", an instant powder juice by Hilal

Foods. The discoveries of this report depend on the overview and research led by the members of

this group.

Thank you.

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INTRODUCTION

Background of Hilal Foods

Hilal Foods Pvt. Ltd. is a private company owned by Mr. Muhammad Ali Munshi. The

organization is being controlled by three generations of his family. Hilal has three other sister

concerns including Domino's Pizza, Shalimar (supari) and Boost Communications (technology).

Hilal alone exports its products to numerous nations including USA, Canada, Saudi Arabia and

South Africa. The product portfolio of Hilal incorporates bubble gums, candy chews, jellies,

wafer chocolates, powder-mix drinks and now also cakes. Collaborations, quality of items,

advancement, respectability, leadership skills and relational abilities are a portion of the

profoundly respected qualities at Hilal.(Hilal Foods, 2019)

Hilal has been synonymous with incredible quality confectionary items for as long as five

years. In the course of the last 50 years, the organization has expanded its products with variety

of famous new confectionaries for customers all over Pakistan. Hilal confectionary is a market

pioneer with their great scope of confections and bubble gums, presently they are producing their

improved items like chocolates, wafers and powdered drinks in the market. (Hilal Foods, 2019)

Value Statement of Hilal Foods

To become an international food leader by spreading smiles through diversified halal

products.

Mission

As Pakistan’s leading confectionery company, our mission of giving you, “Reasons to

Smile” is to provide consumers with the best tasting, most delightful decisions in a wide scope of

desserts and refreshments for all occasions.

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Background of Sunsip

In the year 2004 Hilal began powder business under brand name of SUNSIP; flavors

were "Thanda Orange", "Limopani" and "Rasila Mango". (Hilal Foods, 2019)

Sunsip gave to their target market a fundamental supplement and at a reasonable price.

Sunsip sold all around the Pakistan. The organization's corporate office is situated in Clifton

Karachi and the processing plant is situated at Korangi, Karachi.

Sunsip is a brand of innovative prevalence and substance that also has character. Sunsip's

vision is to give the basic nutrients required by our body so as to have a healthier life. Sunsip

intends to give a fast and advantageous method for giving fundamental nutrients and minerals

that give energy to its consumers in a daily life.

Sunsip (Instant Juice)

Parent Company Hilal Foods
Category FMCG
Sector Instant Drink-Powder Juice
Tagline “Kabhi Bhi…Kahi Bhi”
“Peeney Key…Bahaney hazar”
USP

STP
Segment Instant Drink-Powder Juice
Target School going children (6-14)
Young people engaged in sports activities (15-35)
Professionals (22-45)
Housewives (22-45)
Positioning Essential nutrients that provides an instant boost in energy levels.

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4P’s OF SUNSIP ICE LOLLY

The four P’s also called the marketing mix are the significant factors involved in the

marketing of a product or a service, which includes product, price, place and promotion. These

four Ps if planned and executed strongly can help the product not only to stand out among other

products but outrun other popular products and brands. Now let’s evaluate the 4 P’s with

reference to Sunsip Ice Lolly.

Product:

The product is the first P of the marketing mix and it is important for every brand to

introduce such a product that will bring not only value to the brand but also increase the market

share of customers. The product to be introduced by SunSip is the SunSip Ice-lolly. The product

will be introduced in the original flavors of SunSip that is Limopani, Rasila Mango and Thanda

Orange. The packaging of the ice lolly will be done in plastic wrap.

Price:

Price is the only P that brings revenue into the business. Price is the cost consumers pay

for a product. Marketers must set the price to the product's real and perceived value, keeping in

mind supply costs, seasonal discounts, and competitors' prices. Marketers also need to determine

when and if discounting is appropriate. A discount can sometimes draw in more customers, but it

can also give the impression of the product being less exclusive or less of a luxury than when it

is at a higher price.Setting a high price for the ice-lolly would probably result in loss of sales and

customers. Therefore the price will be set at a market competitive price which will be at Rs. 20/-

per ice-lolly.

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Place:

Place determines where a company decides to sell a product and how it delivers the

product to the market. The goal of business executives is to get their products in front of the

consumers most likely to buy them. The distribution of SunSip Ice-lolly will be done in the retail

stores of every major city.

Promotion:

Promotion includes advertising, public relations, and promotional strategy. This ties into

the other three Ps of the marketing mix as promoting a product shows consumers why they need

it and should pay a certain price for it. The promotion of this product will be done mainly

through TV channels and billboards. Promoting this product through magazines and radio would

not be good idea as it’s not a high end product to be advertised in a magazine.

BRAND POSITIONING

Brand positioning is the process of positioning your brand in the mind of your customers.

Brand positioning is also referred to as a positioning strategy, brand strategy, or a brand

positioning statement. The brand positioning is the backbone of successful brand building. To

create a successful positioning strategy you have to make some choices. Those choices determine

what is the most foundational and fundamental to the success of your brand or business, such as:

 Defining your bulls-eye target consumer

 The brand name and logo that will instantly attract the audience
 The market segment or frame of reference you aim to own
 The one key point of difference that makes you unique amongst a sea of competitors

Target Market: The target market of SunSip ice lolly would mainly be children, teenagers and

young adults.

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Brand Name: Even though SunSip is a product of Hilal but it is widely known by its own name.

Frame of Reference: The Sunsip ice-lolly would keep the consumers hydrated and energetic.

Point of Difference: First ever powdered drink brand to introduce Ice-lollies as compared to its

competitor Tang

ADVERTISEMENT MIX

The one of the reason for the decline of sun-sip is that the company stopped investing in

advertising the product. This affected the brand image and people were more attracted towards

the products that they saw more often on different advertisement mediums. For Sun-sip ice-lolly

we have selected the following advertisement mediums, in order to develop a brand image,

information, knowledge and perception among the potential customers.

Billboard Advertisement

This type of advertisement is the most effective in make people to want to test a product.

During peak hours due to traffic the people have more time and they get bored while waiting in

the traffic at that time they are more aware of the surroundings and are more interested in the

things around them. Therefore, we will put up billboards advertising the product at roads that

gets most of the traffic, so more people will get familiar with the product. The billboard will be

kept simple only advertising the product with a picture and name of the product so that it does

not get too cluttered.

Television Advertisement

Our target audiences are children, teenagers and young adults. Therefore the main focus

will be advertising the product on cartoon channels, kids TVand news channels so more

awareness related to the product is provided to the kids and their parents.

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Print Advertisement

The product will be advertised in various newspapers that are more frequently distributed

among households. The newspaper sellers of different areas will be selected and a survey will be

conducted that which newspapers are more distributed among the households. Then will select

those newspapers for advertisement purposes. Moreover, kid’s magazines and comic books will

also be selected for advertisement of the product.

BOSTON MATRIX

Star Problem Child

 Cup kake  Sun-sip limopani
 Fresh-up  Sun-sip Thand orange
 Ding Dong  Sun-sip Rasila Mango
Cash Cow Dog
 Khati methi Hajmola  Short cut
 Khopra candy  Rum pum fruity rolls
 Super sour candy  Paan Bahar
 Amrus candy

DISTRIBUTION CHANNEL

For the distribution channel retail channel will be selected. This channel will allow the

company to reach to maximum customers as much as they can. The retailors are the easiest way

to reach to mases.

Intensive Distribution Technique

This technique is selected for reaching to the masses and making the product available as

many places and outlets as possible; in order to make sure that the consumer will encounter the

product virtually everywhere. The target places will be big stores like Imtiyaz, Hyper star and bin

Hashim, metro and small shops at different localities.

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BUSINESS CYCLE OF SUNSIP

As mentioned earlier for a good time period after its launch Sunsip Limopani remained

the star product for Hilal. Now after year 2017 Sunsip Limopani is positioned as the ‘Question

Mark’ product of Hilal as its future is unknown & there is a very big possibility that it may be

discontinued. According to our research Sunsip Limopani has completed its stage of maturity and

enter is stage of Decline and is on the verge of a shutdown.

Reasons for Decline of Sunsip

 Legal issues in Punjab, it is the biggest target market.

 Return on Investment

 Seasonal requirement of Labor

 Ongoing expenses

Suggestion for Continuation

 Brand Equity

 House of Brand

 Re-launch in Punjab as Ice lolly.

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SWOT ANALYSIS OF SUNSIP LIMPOPANI

Strength:

 Provides instant energy by maintaining body electrolytes

 Provides essentials nutrient and immunity from diseases.

 Hilal is a well-known and well trusted parent brand, that provides credibility to its sub-

brands.

 Takes less shelf space as its sold has small and convenient packaging, making it retailer-

friendly.

 Packaging in aluminum foil provides freshness or content and hygiene

 Economic price

 Refreshing taste

 Convenience for consumers as it’s easy to make.

Weakness:

 Sales vary seasonally i.e. high sales in Ramadan.

 Less variety in flavors.

 Weak marketing, especially advertisements.

 Brand evolution has been slow

Opportunities:

 As the population of Pakistan increases day by day, potential market share is increased

 Other beverages are considerably high priced.

 Instant beverage market is comparatively less discovered in Pakistan.

 Target market is vast. (Health conscious, kids, working women)

 Many new flavors can be introduced

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Threats:

 Growing competition by market giant tang

 Production cost is increasing day by day

 People prefer fresh juices more now.

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References

Hilal Foods |. (2019). Retrieved 12 August 2019, from https://hilalfoods.com.pk/

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