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HILAL

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by

Umair Sangi

on 2 June 2015

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Transcript of HILAL

HILAL FOODS
MARKETING STRATEGY
HILAL
Hilal has been synonymous with excellent quality confectionery products for the past fifty years. Over the last half century, the company has diversified it’s product range, with a variety of popular new confectioneries for consumers all over Pakistan to enjoy. Hilal Confectionery is a market pioneer and leader with their classic range of candies and bubble gums - now newer, improved, and innovative products like chocolates, wafers and powdered drinks have also had a substantial impact on the marketplace. The extensive Hilal portfolio includes, but is not limited to, such recognizable products such as Amras Candy, Chooran Chatni, Khopra ,Pan Pasand and Ding Dong at one end, to Milker Bar Bar, Line Up, and Sun Sip at the other end
Current Situation
MARKET DEFINITION: Hilal foods as the name suggests that the company is in the business of fast moving consumer goods. Currently hilal food market especially hilal cake market (if focusing specifically on one product) can be defined as the people who who has some awareness about perishable small cakes and cake small pack cake lovers.
SIZE: Hilal has one of the biggest market size among other confectionary makers in the country

MARKET SEGMENTATION: Company’s most lucrative product is Hilal cake and most lucrative segment is children, teen-agers and young office working people
English Foods
AB Enterprises
Pearl Confectionary
Hilal Foods
COMPETITION AND MARKET SHARE
Psychographic :
Personality: Fun loving to System Oriented
Life Style : Ambitious, Gregarious and Energetic

CONSUMER ANALYSIS
Nature of Buying Decision:
Frequent, Less expensive , Less thinking required and quick decision.
Participants :
Students from elementary to Masters level
Blue Collar Young Working professionals
Demographic :
Age : 3 to 35
Sex : Any
Occupation : Students to Office Workers
Income : 20,000 to 100,000
Education : Nursery to Masters
Region : Pakistan
Slogan: THE HOUSE OF HILAL
Market Segmentation :
Most lucrative segment is children, teen agers and young office working people.
Target Market :
Children of School, College and Universities.
Young Office working Professionals
Market positioning :
Hilal's latest product, 'Kake' is part of the company's new baking division, which has enabled the company to gain market share within the snack food industry.
Positioning statement:
Hilal Confectionery is an ever-advancing company, with it’s vision firmly entrenched in the future. Hilal is a successful and active participant in the Food Industry.
Positioning strategy:

Hilal is an ever-advancing company, with it’s vision firmly entrenched in the future. In line with this vision, the production units at Hyderabad were recently shifted to the main city of Karachi. The company has been busy looking at new ways in which to approach its market, and in line with such an innovative approach, is now consolidating the launch of packaged cakes, produced on the finest imported machinery. Taking into account Hilal’s stellar track record, and appreciation from the customer base, Kake is destined to be another one of Hilal’s Halo brand.

Proposition
Brand Equity Statement (USP) Initiating the change

Other Rational Propositions
Other Emotional Propositions National product
PRICE
Pricing method:

Value-based pricing –
They price their product based on the value it creates for the customer. This is usually the most profitable form of pricing, if you can achieve it. The most extreme variation on this is "pay for performance" pricing for services, in which they charge on a variable scale according to the results they achieve.
PLACE
Brand equity:
In this situation brand equity is important because company wants to expand its product line. the brand's equity is positive, the company now increase the likelihood that customers will buy its new product by associating the new product with Hilal.
PRODUCT
Levels of products:
Hilal Confectionery is a market pioneer and leader with their classic range of candies and bubble gums - now newer, improved, and innovative products like chocolates, wafers and powdered drinks have also had a substantial impact on the marketplace. The extensive Hilal portfolio includes, but is not limited to, such recognizable products such as Amras Candy, Chooran Chatni, Khopra ,Pan Pasand and Ding Dong at one end, to Milker Bar Bar, Line Up, and Sun Sip at the other end.

Core benefits:
Hilal, involved in manufacturing of confectionery and powdered drinks, place a great emphasis on quality control by using modernized plants that are operated by qualified and trained staff. Automization is encouraged, and progressive, custom software has been introduced for nearly all the departments. Innovation through latest technology utilization and optimum utilization of qualified staff members is the basic tenet on which Hilal thrives.

Actual product:
This is about translating the list of core product benefits into a product that people will buy. There may be competitor products offering the same benefits so the aim at this stage is to design a product that will persuade people to purchase your product.

Product life cycle stage:
Our product is on maturity stage because many players and competitors kill some off and consolidation begins. This product right now is in full product line.
PRODUCT ATTRIBUTES:
Features:
Hilal kake is the Company's secret recipe for cake. As a publicity marketing strategy, the company presents the formula as one of the most closely held trade secrets ever and only a few employees know or have access to.
Packaging:
Hilal cake is available in rectangular shaped box.
Packaging and labeling:
On the basis of packaging, beverages can broadly be categorized into two categories:
1. RETURNABLE
2. DISPOSABLE
Brand name:
HILAL
Brand image:
To maintain their image as market leader of the local confectionery industry while expanding in the global arena through a continuous strive for developing the highest quality products that meet consumer needs.
MARKETING STRATEGY – PRICE
Pricing objectives:
A critical marketing tool is price i.e. the amount of money that customers pay for the product. Hilal cake decided it price on the basis of competition. It entered into market keeping Mass Market Penetration. As market is highly competitive, so hilal cake offering at Rs.15 for 1 pack.
MARKETING STRETAGY- DISTRIBUTION(PLACE)
Incentives :
To Retailers -- For best sales and achieving the pre-determined sales target, retailers would be given incentives in the shape of Return tickets, Deep Freezers, Free transportation services.
To Dealers -- The best dealer of the year is awarded with a brand new Suzuki Pickup. The second best is awarded with Motor Cycle. The third best is awarded with Return Ticket to Middle East.
HILAL PRESENCE:
Hilal along with its other sister companies entered into export in 2001 and in this short span of 5 years has become one of the leading company of Pakistan exporting wide range of the its products all over the world.

PLACE:
Place is another key marketing mix tool. And it includes various activities the company undertakes to make the product accessible and available to the customer. HILAL is a domestic company and it have its market around entire Pakistan covering urban areas.

PROMOTION
ADVERTISING STRATEGY OBJECTIVES :
• Establish a reputation platform for launching Hilal cake.
• Brand building for Hilal cake.
• Achieve 10% of market share in terms of sales in first year of product launch
MARKETING STRATEGY –PROMOTION
Promotion is the fourth marketing mix tool which includes all the activities that the company undertakes to communicate and promote its product to target market. Promotion is all about companies communicating with customers. Hilal cake adopted Push strategy as well as Pull strategy through various communication channels.
BUDGET DETERMINATION
Mode :
There are different modes of advertising including ATL (above the line) and BTL (below the line). Hilal cake will opt ATL which is more effective for a new product offering. It is a traditional mode that include TV, Radio, Newspaper.
Budget Determination :
There are many methods used for budget determination of advertising but the most logical and cost-effective is Objective and Task Method. Budget for the first year advertising was 20% of total sales/marketing cost i.e Pak. Rs 0.04 Billion

Message :
The advertising strategy includes passion, exciting, desirable promos to attract more of the target audience. The advertising is mostly creative and has different elements like music and sports. Advertising message includes “ It is the most popular cola drink throughout the nation due to its different taste, thirst quenching product formula, low price, better availability and stylish packaging ”
Creative Strategy :
All creative working has been merged in the advertisement during presentation.
Full transcript