of a Start Up of a Powerho use

CENTER
FILLED
CAKE.
Competitive analysis
COMPETITOR
ANALYSIS
Market landscape and review
COMPETITORS
Packaged Cake Category
CAKE UP (EBM)
Brand review and analysis
LINE UP

PKR : 10
Background
EBM Cake Up
EBM has been spearheading the growth of the biscuit category for the last 50 years and currently
accounts for almost 50% of the biscuit category’s market share in Pakistan. It has a diverse
portfolio comprising 14 brands – including plain, sweet and value-added biscuits (such as peanut,
pista and chocolate), with most of them leading in their respective categories. (April, Aurora 2018)
Cake Up
About the Brand/ Product
Early 2018, English Biscuit Manufacturers ventured into a new snacking
category, packaged cupcakes, with the launch of Cake Up, a centre-filled
cupcake brand.
Cake Up’s USP, is that the fillings are made from real ingredients. This means that
real strawberry pulp is used for filling a strawberry cupcake and not just syrup, while
real cocoa is used for the chocolate cupcake and not flavouring (Ayesha Janjua,
Head of Marketing, EBM, 2018)
Cake Up
Launch & Campaign
The campaign’s tagline was ‘real rishtey’. This was based on the insight that
due to hectic schedules, people are not able to spend quality time with their
family and friends which strains relationships. The brand’s message is that
just as relationships bring us joy, happiness and love, Cake Up too adds a
dash of sweetness to all interactions with loved ones.
Cake Up
Marketing Mediums &
Response
To engage people and induce trial consumption, ‘Bake Your Own Cake Up’ activities were
arranged at major malls (Dolmen City, Karachi; Packages Mall, Lahore; Centaurus Mall, Islamabad)
where a virtual Cake Up Factory was set up. By playing an immersive 3D game, children and
parents could create their own cupcakes in virtual reality. As part of this experiential activation
campaign, The Real Goodness Tunnel was installed on top of the main escalators of the malls’
atrium, and as children glided through the tunnel, they were immersed in strawberry, caramel
and chocolate scents. On exiting, free samples of Cake Up were handed out.

In addition to the BTL activities, a TVC was also developed. The TVC went viral and received 10
million views within two weeks on Facebook alone. If we add up all digital touchpoints, the views
accumulate to more than 18 million. (Ayesha Janjua, Head of Marketing, EBM, 2018)
Co brand promotions
Summer Activity
Little ones enjoying
the magic of
Ramadan festivities
at the Drama Mama
Ramadan Moon
carnival held in
Karachi on the 12th
of May 2018!
Cake Up
Conclusion
Although the brand has been in the market for only three months, EBM say
it has already outperformed their initial sales estimates. This is a major win
for the brand given that this is EBM’s first foray into the packaged cupcakes
category. Janjua is optimistic about the future of the packaged cakes
segment in Pakistan; in her opinion, despite there being several snacking
options, packaged cakes are a unique offering in terms of taste, convenience
and affordability..
HILAL FOODS
Brands review and analysis
LINE UP

PKR : 10
LINE UP

PKR : 10
LINE UP

PKR : 10
LINE UP

PKR : 20
Background
Hilal Foods
Hilal has been synonymous with excellent quality confectionery products for the past fifty years. Over the
last half century, the company has diversified its 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
Pastry Cream Cake
About the Brand/ Product
Pastry cream cake is part of Hilal’s cake line up and is a cream layered cake
comes in three different flavors. Usp of the product is that its rich and creamy.
They have promoted it as a separate product line from their Kake Brand
Kake / Cupkake
About the Brand/ Product
Hilal claims “Cup Kake” is made from high quality vegetable oils, so it
is important source of essential fats and vitamins A, calcium and iron.

It has 6 variant the most variant in the market under a single brand
compared to its competitor in the category

Variant Kake which is a center layered cake with cream and comes in two
flavors as for the “Cup kake” it is a center filled cup cake and claims to be
vitamin rich
Bake Time
About the Brand/ Product
Bake time is a slightly premium cake range to the “Kake“ price at 20 rupees.
Comes in three flavors with no filling inside. Slightly longer in size and was
launched last year in 2017
School Activity
(Games and Prizes)
Celebrity endorsed
Social service activity
Hilal Cakes
Conclusion
Hilal has divided itself into multiple brands to achieve most visibility and
shelf space in the same category. Products catering different needs at
different times for consumer targeting multiple age groups simultaneously

Their strategy is not promotional based marketing, it derived from sales

marketing channel equipping the team with multiple variants under each
brand in the same category
GOOD GOODIES
Brands review and analysis
LINE UP

PKR : 10 CUP CAKE / PKR : 15 LONG CAKE

Background
Good Goodies (UniFoods)
UniFood Industries Limited (UFIL) is a new venture in the FMCG segment,named as
UniFood Industries Limited. Recently they have introduced their first brand Good
Goodies Cakes in the bakery and confectionery segment.
Pastry Cream Cake
About the Brand/ Product
The brand itself is new in the market and is still struggling in making its place in
between the giants with vast background in the category like EBM and Hilal.

Their product thou gives a head on competition to the cocmeptitor’s in terms of

product quality and variants. Producing 4 cupcake variants and 5 long cake
variants.
Social media engagement
activity
Good Goodies
Conclusion
Fairly new in market to conclude the position of the brand in the market, the
product is still making its place in the segment and coming strong in terms of
their offerings.
FLO (BISCONNI)
Brands review and analysis
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PKR : 10
Background
Flo Bisconni
Bisconni entered the Pakistani biscuit market with its chocolate filled cookie Cocomo,
which over the years has become one of the iconic brands of Pakistan. All products are
produced under the Bisconni umbrella that has today grown to become a mark of trust
and confidence for consumers.
.
With the launch of its sandwich biscuit “Rite”, Bisconni pioneered the Black Biscuits
category in the Pakistani market. Our unrivalled portfolio of brands now also includes
favorites such as Treat, Chocolate Chip Cookies, Chocolatto and Novita.
Flo Bisconni
About the Brand/ Product
The products comes in two variants, it’s a chocolate covered layered cake bar.
Its usp is that it is one of its kind in its own category, locally.
Flo Bisconni
Conclusion
It’s one of the most unique product in its own category but the parent brand
has snot given it much mileage in terms of promotional activities until last
quarter when they came out with a TVC
CUPCAKE (DAWN)
Brand review and analysis
LINE UP

PKR : 10
Background
Cupcake Dawn
Dawn has been the market leader in the bread category and has enjoyed its
position, cupcake was launched as an extension of packaged baked goods.
Cupcake Dawn
About the Brand/ Product
The product is a plain cupcake that has been in the market for quiet a while.
they haven’t spent heavily on this particular product neither do the have variant
as they have kept it very classic tea time snack only for mature TG.

They have made no investments on the promotional activities on this particular

product
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