HILAL FOODS PVT LTD

MARKETING
MANAGEMENT
Project Report On Hilal Foods Pvt Ltd

Report Submitted to:

PAF KIET, City Campus

Group Member
Contents
INTRODUCTION ............................................................................................................................................. 3
Quick Facts and Figures ............................................................................................................................ 3
VISION ........................................................................................................................................................... 4
MISSION ........................................................................................................................................................ 4
Is the Mission Statement is Market Oriented or Product Oriented?.................................................... 4
Why it is Market Oriented or Product Oriented? ..................................................................................... 4
PRODUCT PORTFOLIO ................................................................................................................................... 4
SWOT ANALYSIS ............................................................................................................................................ 5
Strengths ................................................................................................................................................... 5
Weaknesses .............................................................................................................................................. 5
Opportunities ............................................................................................................................................ 5
Threats ...................................................................................................................................................... 6
Tulsi (Selected Product from the portfolio) .................................................................................................. 8
SEGMENTATION ............................................................................................................................................ 8
TARGETING.................................................................................................................................................... 8
POSITIONING................................................................................................................................................. 8
PRODUCT ...................................................................................................................................................... 8
PRRICE ........................................................................................................................................................... 9
PLACE ............................................................................................................................................................ 9
PROMOTION ................................................................................................................................................. 9
Marketing channels: ................................................................................................................................. 9
Social Marketing: ...................................................................................................................................... 9
Distribution: .............................................................................................................................................. 9
Competitors and Market Share .................................................................................................................. 10
CONCLUSION........................................................................................................................................... 10

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INTRODUCTION

Hilal is Pakistans No. 1 confectionery and cake manufacturers with its products exported to
over 20 countries around the world. Hilal is dedicated to the art of producing fun, innovative
and delicious products for sweet lovers of all ages. Hilals products offer tantalizing experiences
that sparks the imagination in people who eat our candy. Of course, this has been our goal all
along since our inception in 1957. Today, Hilal Candy continues to make some of the best
candies in Pakistan and perhaps even in the world. Along with candies, we also help inspire kids
to be creative and dream up new worlds. We believe in our credo to help kids have more
imagination and to let them be kids longer. Hilal products can be enjoyed by kids and adults
alike, and our products come in an array of flavours, shapes and sizes.

Quick Facts and Figures

Founded in 1957
One of the oldest and reliable name in the field of confectionary items
Over 60 Products in the market
Occupies 26-30% Market Share
Export in over 20 countries around the globe including U.A.E and U.K

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VISION
To become a global food leader by spreading smiles through diversified halal products

MISSION
As Pakistans leading confectionery company, our mission of giving you, Reasons to Smile is to
provide consumers with the best tasting, most delicious choices in a wide range of
confectionery and beverages for all occasions..

Is the Mission Statement is Market Oriented or Product Oriented?

Our Mission statement is Market Oriented.

Why it is Market Oriented or Product Oriented?

This is the market oriented we want to build long term relationship with the customers through
our quality products such as jellies, candies, bubbles and pan masala etc. HILAL is the only a
confectionary company to provide a well tasted and quality products as per customers and
market need. In this way they want to make market easy where their entire customer
purchases their product..

PRODUCT PORTFOLIO
Candies
Chew toffee
Wafers
Pan Masala
Chocolate
Powdered drinks
Jellies
Cakes
Chewing Gums

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SWOT ANALYSIS

Strengths
Short brand name
Highest market share
Packaging strength
Availability strength
Loyal customers
Product innovations
Excellent marketing
Long-life relationship with customers
Sweets loving people

Weaknesses
Less products to target elder population
ISO certification
Short Shelf-Life
Use of gelatine In some products

Opportunities
Growth in small cities of Pak
Go global
Socialising events
Festivals
Distribution network improvement
Technology advancement
Brand ambassodoring
Export market
ISO certification / international
certifications
High population and number of children

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Threats
Other brands / Competitors
Govt taxation policies
Increase in utility prices
Hygiene
Political environment of country
Natural disasters
Suppliers disconnectivity
Energy breakdowns
HR turnover

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HUM JISAY LA JAWAAB KEHTAY HAIN

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Tulsi (Selected Product from the portfolio)
Tagline of Tulsi: HUM JISAY LA JAWAAB KEHTAY HAIN

SEGMENTATION
Since Hilal has been associated with the kids product since its inception, therefore, entry in the
adult market was an intention in the mind of Hilals marketers.

On the other hand, betel leaf and betel nuts are also present from a long time in our culture.

Above two coincidences provided the threshold to Hilal as a segment to ponder upon.

TARGETING
Out of two segments, that is tobacco based segment and non-tobacco based segment, Hilal
opted to enter the later market segment.

POSITIONING

Tulsi is positioned to be a product delivering lifestyle and taste. With its taste and a
commitment to understand the tradition of Betle nuts and Pan masala usage, Tulsi delivers the
Best combination of tradition and Taste.

PRODUCT
There are now three flavors available in the Tulsi by Hilal:

Tulsi Gold Tulsi Classic Tulsi Special

Hilal also considers the product mix .They are expanding the product by Increasing a certain product
line's depth. Hilal considers how to position the product, how to exploit, and how to configure the
product mix so that each product complements the other.

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PRRICE
Among different techniques they are using market penetration pricing and neutral pricing

They focus on mass market

PLACE
Various strategies are used for distribution but they are using intensive distribution for their all
products.

PROMOTION
Marketing channels:
TV commercials (On channels Geo tv, Hum tv, Ary etc )
Direct Marketing ( Bill boards, online marketing, Distribution of Pamphlets)
Print Media ( Newspapers)
Radio Advertisement ( On channel 105,103, 101, 107)
Organizing Events (In amusement parks)
Tie Up with major Cinema halls to promote our products during Intervals.
In-film advertising, in its most effective form, is about a brand being a part of the cinema's
content.

Social Marketing:
Facebook
Twitter

Distribution: On general stores, bakeries, Pan shops etc, a strong channel of distribution is
designed to make it available in any place and anywhere.

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Competitors and Market Share

CONCLUSION
Hilal, the market leader in confectionaries in Pakistan gazes at an incredibly dynamic future in
the Sweet Tooth People of Pakistan and in Exporting Countries across the globe. Enjoying a
legacy of over 50 years it contributes to share the happy moments of the people and to bring
smile on their faces.

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