INTRODUCTION

Hilal Food was found in 1957 since the time In Pakistan it is one of the finest archaic sweetmeats and
food manufacturing company of our Country. Currently Hilal is running by the Three origination of the
same family. Mr. Muhmmad Ali Munshi is the founder and MD. His son is ruling the CEO position and
Directors position are being hold by his two grandsons.

Hilal have marked 23 countries with his renowned taste but it only alone exports in 20 countries such as
(South Africa, Canada, USA, Saudi Arabia, Jordan, Lebanon, Afghanistan, Congo, Sri Lanka, Bangladesh,
New Zeeland, Maldives). Hilal also holds the other three sister concerns (Domino's Pizza), Boost
Communication (Software) and Shalimar (Supari). The aim of Hilal is to be the reason of smile and they
are successfully accomplished to be the reason of 1,000,000,000 with the dedication, integrity,
teamwork and hard work of600 Employees in 23 Countries with 64 tasty, full of joy and amazing aroma
filled products.

OVERVIEW

Hilal has been recognized over the past 50 years because of their excellent work and quality of products
they produce. Hilal Foods firmly and strongly beliefs in the integrity they allow their 5 employees to be
productive in the development for the betterment of the company. Organization works in democratic
style and Decentralized Environment allowing the employees from all the departments to embrace their
skills and think innovative ideas that help the company to grow and stay stable on their remarkable
position as they are now. Hilal is one of the leading confectionery makers, Market leader and pioneer.

SWOT ANALYSIS
Strengths:
Previous strength:
The only halal limopani Pakistan is awarded with the following Certificates:

 HACCP (in process safety controls) ISO 9001-2000 (better quality)

 ISO 14000 (environment friendly operations)
 Excellent track record of the company
 Halal limopani brand name depicts the high-quality product
Current strength:
We realize that our above strengths could not lead to success because of failure of our marketing
strategies.

Instead, we possess following strengths, which would definitely provide us ground to compete in the
market:

 Company has allocated budget of Rs.700 million on the promotion of Hilal Drinks for first six
months.
 Product shall be launched with 5 SKUs which will definitely attract our target segment
 Introduction of hilal limopani drink will provide additional choice to our customers.
 Addition of energizing component such as glucose and vitamin-D, which strengthens the energy
of users.

Weaknesses:
Previous weaknesses
 Hilal mango and orange was introduced with just two flavors and two SKUs
 Low budget for promotion

Current weaknesses
Above weaknesses have been overcome. Our product has been launched with five SKUs and many
flavors and we have increased our promotional budget. However currently we face following
weaknesses:

 Previous image of brand

 Discouraged retailers because of past performance
 Launching of the brand in limited cities

Opportunities:
Previous opportunities:
 Good image of “HIlal limopani” would help us to attract the consumers
 Increased market demand. People prefer instant drinks than carbonated drinks.

Current opportunities
Because of failure in our distribution and promotion activities we could not take the opportunity of
excellent image “HIlal” brand. However currently we have opportunities which we can avail in future to
increase our market share:
The brand image of “Hilal” is the sign of high quality and reliability in the mind of both consumer and
distributors.

 There is high demand and consumption of instant drinks

 Increased media influence on people.

Threats:
Previous threats
 There is high demand for competitors’ brand in the market.
 High competition in the market.

Current threats
 We realize that our direct competitors such as TANG, SHEZAN, ANDENERGILE have established
their strong position, and
 We Launch during Ramadan so we don’t have enough time to grab market

RECOMMENDATIONS

Our recommendations for re-launch include:

 Changing brand name from Hilal Limo and orange to SUNSIP Drinks
 Introducing the Sugar free version
 Offering Hilal Drink in five SKUs and in various fruit-flavors.
 Enhancing the budget for promotional activities to Rs. 500 million.
 Offering attractive offers to our distribution partners
 Ensuring successful merchandising
 Getting feedback for 6 months after launches and if required change in taste, flavor etc.

CONCLUSION
We expect successful re-launch of Hilal Limopani. if our recommendations are fulfilled. We realize that
our direct competitors are well-established however we have great opportunity of Hilal’s brand image
and growing demand and consumption for instant drinks in the market.

Our effective marketing strategies including 4P’s and merchandising will lead to successful re-launch of
Hilal Limopani as SUNSIP drinks