1. Ata ul Hassnain

2. Ismail Industries Limited
ATA UL HASSNAIN
Ata ul Hassnain

3. Introduction:
 Established on 21st july 1989.
 Located in Karachi.
 Large export regions.
(i) U.S.A
(ii) Canada
(iii)China
(iv)Australia
 Offers wide range of confectionary products.
 Games for the kids.
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4. Product Line:
CANDYLAND
Chews Candies Jellies Chocolates
Chilli
Eclairs Fanty Sonnet
Milli
Twin Butter Jelly
Chew Scotch Bear Now
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5. Market Share:
Hilal 32%
Candyland 14%
BP 16%
Mayfair 10%
Union 8%
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6. Marketing Mix:
 Product:
Candies
Chews
Marshmallows
Chocolates
 Price:
Incentives for purchasing Bulk quantity
Affordable by pocket money of kids
 Promotion:
Animated ads
Arrange different competition in schools
Decorating school canteens
 Place:
General Stores
Gifts shops
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7. SWOT Analysis:
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8. Segmentation:
 Use Situation Segmentation:
(i) Happy moments and celebrations.
(ii) Festivals.
 Age:
(i) Kids .
(ii) Young Adults.
 Geographic Segmentation:
(i) International market.
(ii)Domestic market
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9. Competitors:
Mitchells
Hilal
Cadbury
Mayfair
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10. Advertisement:
 Company does focus on the advertisements through e-
media but as its target customers are kids so mostly it
air its ads on channels like nikledon, cartoon network
as these channels are specially for the kids.
 It also offers games like board games for the kids. It’s
the main source of advertisement for the Candyland.
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11. Customer Focused Strategy:
 They provide hygienic products to their customers.
Consistent Quality .Product quality lies at the core of
the company, recognized & verified by health and
safety measures and international quality standards
like HACCP and SANAH, for quality. If people have
any problem they are most welcomed to approach
them and they seriously take their suggestions into
consideration to serve their consumers and getting
their feedback will help the to achieve their goal .
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12. Targeting Strategy:
 The relevant segments to which “CANDYLAND”
caters, varies from product to product just like any
other name in the industry. The Target market would
be hard to define, the primary reason being the huge
product portfolio having more than 120 products
catering to different target audience. The brand has
gained focus by penetrating into the right
segments, that is directing their efforts directly at
schools where they can best focus on their target
audience (Kids), rather than focusing on aggressive
marketing channels such as advertising and sales
promotion .
Ata ul Hassnain

13. Pricing Strategy:
 In pricing, they have to keep in consideration the
prices of raw materials and packaging. Raw material
cost is getting high, and they charge premium pricing
for providing good quality products, so sometimes
their prices get high. Most children are in the habit of
bringing coins to the shop to purchase sweets and
jellies, it is very difficult to increase prices.
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14. Product Life Cycle:
 Introduced in 1989.
 Went through GROWTH stage Till 1998.
 In 2000 it was at its at its Maturity.
 2002-2004 company have to face the DECLINE stage.
 At present the company is again at its Growth stage.
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15. Conclusion:
 Candyland is a well known brand of confectionary
goods.
 It has a good and latest technology which gives it an
extra edge over other competitors.
 It suffered in the era of 2002-2004 because of its non
innovative approach but now company has learned
from its past and now its leading innovator in its
industry and trend setter.
Ata ul Hassnain

16. THANKS
For your Patience
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