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 FOODINDUSTRIES was located in Karachi, commercial hub & port city of
Pakistan. With the diversification into textile business, it was decided to consolidate
Mayfair Group’s 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 FOODINDUSTRIES 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 to more
sophisticated distribution mechanisms.
Mayfair distribution network of 375 distributors covering the length & breadth of the country.
The sales & marketing team of Asian Food Industries is led by General Manager Marketing.
The company has structured its sales organization into three regions to ensure availability of its
products throughout Pakistan. In all the sales &distribution network is energized by a team of
100 sales executives.
VISION:
With dedicated efforts Mayfair 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”
MISSION:
Mayfair has been dedicated to its customers by providing confectionery products, premium in
quality, throughout their livesAs a company Mayfair Sweets has a simple but the most
important mission
“To make our customer’s happy”
Target Market:
The target market of Mayfair is middle class and upper middle class. According to their research
customers are satisfied with Mayfair’s products. Customers love the taste of their biscuits and
other products. The company make sure that their products are available to their customers.
Distributors:
Mayfair has one of the strongest distribution network in Pakistan. There are 400 wholesale
markets in all over Pakistan which is giving almost 60% of the sales for the company. There are
almost 375 distributors which are covering the Pakistan market. For their biscuit market
Mayfair has created 50 distributors and 100 wholesalers to compete the market. They have the
best professional team to manage the market for this they have a team of almost 150 sales
executives.
Competitors:
Competitors of Mayfair in the biscuits are following:
Kolson:
Kolson is the oldest manufacturing and processing of food industries in Pakistan. Kolson was
established in 1942. Their products are always innovative and loved by the customers. They are
providing with greater choice and with the best products to their customers.
Kolson Products are:

 Jam Hearts
 Bravo
 Cream Hearts

EBM:
EBM was the first food company in Pakistan to come up with the Biscuits, which they have the
biggest advantage on their competitors. They are also involve in the different activities in
Pakistan like education, sports, and healthcare. EBM is the leading biscuits manufacturing in the
country.
EBM Products are:

 Peak Freans SOOPER

 Peak Freans RIO
 Jam Delight
 Gluco
 Chocolicious
In confectionary, the competitors of Mayfair are:

 Hilal
 Kings Food
 Union
 B.P etc
Team Value:-
 Customer Satisfaction
 Passion for Growth
 Teamwork &Empowerment
 Good Corporate Citizenship