Marketing Management Ismail Industries

PRESENTED TO MAM ISMA

PRESENTED BYALMAS AMIR ALI

MEHWISH ALI AKBERMARINA KHANALINA SHAH

CHOCOLATE CHIP

'ISMAIL INDUSTRIES LIMITED'

The largest confectionery company.

ISMAIL INDUSTRIES is the parent company of SnackCity, CandyLand and Bisconni

Exporting to more than 30 countries like the

U. S., Australia, United Kingdom, African countries.

The company is continuously expanding in latest machinery in order to achieve the satisfaction of consumers.

VISION

We aim to offer high quality product to our consumer by remaining the most technologically advance company in our field. We strive to be brand leaders in all categories

MISSION

We strive to deliver to our consumers consistent quality of product which maximize our value and customer satisfaction

We believe and optimally combine our people, technology, management system and opportunity to achieve profitable growth while providing fair return to our shareholders

COMPANY PROFILE There estimated number of employees

is 800

They have no culture bias in their organization

They only want productive employee that increase their profitability

GOALS To allocate the brand in the mind of the

customer to maximize the potential benefits to the firms.

They satisfies the need and want of the customer.

Provide good quality products to retain their customers.

PRODUCT LINE BiscuitsChips CandiesJelliesLollipops

INTRODUCTION TO BISCONNI

At Bisconni, wide variety of biscuits and cookies are produced.

The Bisconni has established itself as a major player in the biscuit industry in Pakistan in a short span of time.

In the company most advanced technological processes accompanied with state of-the-art plant and machinery.

Bisconni has successfully catered to the diverse needs of a large clientele, with a wide range of food products.

FOCUSThey basically heavily focus on:

o Qualityo Tasteo Raw Material

COMPETITORS

MARKET SHARE

SEGMENTATIONThey worked on two segments:

o Demographically

o Geographically

TARGET MARKET

They have targeted the mothers through their children because children are the influencers and mothers having the purchasing power .

PRODUCT • Their product is classified as consumer product as it has no

intermediates. • Bisconni offers convinence goods. • Price and quality of the product is always compared.• Their product includes chocolate chip flo crux novita waffers Chocolatto

PRICETheir products are normal price.

Also bisconni follows one price strategy.

Price is determined according to the rates of the raw materials and policies of the Govt.

The political and legal forces often affect the policies of bisconni and eventually results in change of prices that is due to imposing of taxes

PLACEMENTDistribution channel Bisconni have many channel of distribution

Intensity of distribution 

bisconni does intensive distribution on its outlets.

PROMOTIONThrough advertisementThey spend much of its profits on

advertisement. Their advertising media involve:o Newspapers,o Billboards o Television. 

SWOT ANALYSIS:STRENGTH: Strong Brand Name Loyal customers Quality Products Pioneer in Jellies Strong Distribution Network Largest Exporters of Confectionary Focused Advertisement

SWOT ANALYSIS CONT.. WEAKNESS:  Local Brand Arrival of Strong Competitor

OPPORTUNITY: To explore our export market extensively Changing consumer buying patterns More focus towards quality brands

SWOT ANALYSIS CONT..

THREATS:

Upcoming foreign brands Unbranded products

Product Planning and Development

CONCLUSIONIn the view of high inflation rate the price of

raw material is fluctuating due to instability in political situation so the company is facing tough challenges in terms of maintaining its margins.

They hope to minimize the impact on its margins through sales growth and efficient inventory management.