Trade
Category Plan
Course: Shopper Marketing
Facilitator: Mr. Atif Farooqui
Group Members
▸ Zahida Sahto 21989
▸ Samiya Tahir 22132
▸ Umair Haroon 22508
▸ Syed Afraz 22016
▸ Bisma Mohsin 22426
▸ Osama Salim 22042
 CONTENTS

01 About The Category

02 Market Constructs

03 Category Segmentation

04 MDM & Category Value Drivers

05 Market & Channel Breakdown

2
1 About The Category
 Defining The Category
Confectionery. is the art of making sweets with a lot of sugar and other special
ingredients to make them more appealing in terms of texture, colour, taste, and
flavour. Liquid glucose, acids, colours, flavours, stabilisers, emulsifiers, fats, and
milk solids are among the others.
Based on commercial manufacturing methods and product profiling, confectionery
is divided into three categories: sugar base, chocolates, and gums.
1. Sugar confectionery: In these products, sugar is an integral part. Examples
include hard candy, toffies, fudge, fondants, jellies, pastilles etc.

2. Chocolate confectionery: In these products, chocolate or Cocoa is an integral

part. Examples include dark chocolate, white chocolate, milk chocolate etc.

3. Gums: Some believe that gum is a separate category in itself but widely it
comes under confectionery. Examples include bubble gum, chewing gum,
pallet gum etc.
4
 FMCG

Category Home Care Food and Beverages Personal Care

Breakdown
Food

Processed Staple Beverages:

● Powdered Drinks:
Sunsip (Orange,
RTC RTE Mango & Limopani)

Confectionery

Gums: Candies: Jellies: Chocolate: Cakes

● Dingdong ● Khopra candy ● Jiggels ● Choco 4 ● Kake
● Freshup ● Super Sour ● Cup Kake
● Pan Pasand ● Bake time
● Hajmola
● Aam rus
5 ● Choran Chartni
Market
Construct
Branded Hilal
32%
93%
5 billion
candies
Candies
Confectionary
Category
Construct
25-30
billion Non
Branded Others
Vestibulum
Pouches
68%
congue tempus
7% billion
Lorem ipsum dolor sit
amet, consectetur
adipiscing elit, sed do
eiusmod tempor.

6
 Category Segmentation
Segmentation via Price Segmentation via Packaging

1 2 Segment Pouches Boxes

Segment
Rupee Rupees
Demographic 20+ 20+
Demographic 5-15 5-15
Sec A, Sec A, Sec B,
Sec
Sec B+ Sec B Sec B+
Sec Sec C
Sec C
Consumption Adults > Adults >
Children Children Pattern Children Children
Consumption Pattern
+adults +adults
Geography Urban Urban/Rural
Geography Rural Urban
Point of Purchase LMT GT
Point of Purchase GT GT

7
 MDM
What? Who?
To provide children an Children from
easy to buy sweet that urban, semi rural
they can relish, without and rural
spending too much. backgrounds

How? Why?
Hilal provides candies
Communicate through
mainly targeted towards
different platforms such
children. Inexpensive and
as advertisements,
easy to buy, it serves as a
promotional tools and
great sweet for parents
billboards.
who want to give their
children a reward.
8
 GROWTH DRIVERS

9
 THE COMPETITION BRANDS

CANDYLAND MAYFAIR

GIGGLY MITCHELL
10 S
 MARKET DIVISION (LOCAL & INT)

Total Sales Rs. 30 Billion

Local Market Rs. 29.4Billion

Imported Rs. 0.6 Billion

Market

11
 MARKET BREAKDOWN (PAK)
Total Sales Rs 30
in Value billion

Hilal 7.64 billion

Candyland 6.17 billion

B.P Sweets 3.82 billion

Cadbury 3.23 billion

Kidco 2.64 billion

Mayfair 1.76 billion

Mitchells 1.47 billion

Others 2.64 billion

12
 MARKET BREAKDOWN (KHI)

Karachi Market
Region Share(Value)

Hilal Foods 32.7%

Candyland 21.8%

Mitchells 10.9%

Others 34.5%

13
 CHANNEL CONTRIBUTION
KEY INSIGHTS:

The data suggests that

there is an inherent
dependence on
wholesale for the sale
of toffees.

The trade contribution

isn’t very well
balanced because as
there is just a minor
contribution to Retail
and KA.

14
 IMPULSE CATEGORY: TRADE DYNAMICS

Candies category is popular in the

confectionery section

Creating a sense of willingness to

buy from trade

Ensuring proper visibility across

different channels

All categories are competing in the

range between Rs 3 - Rs 20
15
 CHANNEL ARCHITECTURE

16
 PACKAGE ROLES
SINGLE UNIT POUCHES BOXES

PACK’S Available for Sell more Increase the

OBJECTIVE
impulse buy product amount of
purchase

SHOPPER’S Trial of product Increase Increase

OBJECTIVE
consumption consumption

CORE Price (1-2Rs.) More Quantity More Quantity

DIFFERENTIATOR

QTY: 70 units
QTY: 25 units
Price: 90 Rs.
17 Price: 45 Rs.
 Channel Channel Rs
Growth (%)

38% Wholesale 3.8

7% Imtiaz 0.7

CHANNEL 2.3% Naheed 0.23

PRIORITY 4.7% Chase 0.47

MATRIX 3.8% Carrefour 0.38

5.2% Metro 0.52

9% General store 0.9

11.4% Kiryana 1.14

5.6% Pan Shop 0.56

13% Exports 1.3

Rs 10 bn
18
 WHALE CHART

19
 Execution Implication – General Trade
Candies and ● Boxes
Toffees GT contributes effectively in the
sales of candies and toffees.
● Big general store POSM techniques used include
● Small general store candy bottles in order to
General Trade increase visibility.
● Small Grocery Store
● Big Grocery Store

Assortment Merchandising Pricing Promotion

• Counter top units and poster

The whole range of • Impulse category
placements in small stores.
candies and toffee • Candies and toffees hence no
include: • Customized jars for have economical promotion at GT.
- Sweet range increased visibility of single pricing with trade
- Sour range SKUs. offers varying from 2-
- Fruit range • FIFO method practiced to 8 % according to
prevent candies from sales volume.
- Juicy Toffee range
20 expiring.
 Planogram for GT

Single Pc

Boxes

21
 Execution Implication – Modern Trade
Candies and ● Pouches Hilal Foods treats Local Modern Trade as
Toffees well as International Modern Trade as a
same channel since candies and toffee
● Local Modern Trade – consumption as well as shopper pattern
Imtiaz, Chase, Naheed etc. remains the same. Due to extensive
General Trade shopper flow, merchandising tools are
● IMT – Metro, Carrefour etc. relied on heavily in this channel.

Assortment Merchandising Pricing Promotion

• Hangers
Only Pouches; • Joint Business Plans
• Display Drives Not much emphasis
- Sweet range are signed with
• Hot Zones LMT/IMT. on promotion.
- Sour range Bundle Offer, Buy 2
- Fruit range • Planograming
• JBP is locked upon get 1 free is the
- Juicy Toffee range implementation from hip to
Volume, Shelf Space, most common on
eye level for shopper
Visibility and category this channel.
attraction. dressing.
22
 PLANOGRAM FOR MT

BOXES POUCHES

23
 JBTD

24
25
Thanks!
Any questions?

26