BY:

ZAID MUHAMMAD ALI AGARIA

GHULAM ALI ANSARI
MUHAMMAD SIRAJ

TO:
SIR SHAH MUHAMMAD SALEEM

MONDAY, 22 APRIL 2019

Table of Contents
Background: ............................................................................................................................................ 2
Continental Biscuits: ............................................................................................................................ 2
Candi by LU: ........................................................................................................................................ 2
Brand Portfolio: ....................................................................................................................................... 3
Brand Inventory: ..................................................................................................................................... 4
Brand Elements: .................................................................................................................................. 4
Pricing: ................................................................................................................................................ 4
Distribution: ........................................................................................................................................ 5
Communication: .................................................................................................................................. 5
Television Advertising: ......................................................................................................................... 0
DIGITAL MARKETING: .......................................................................................................................... 1
CO-BRANDING: .................................................................................................................................... 1
EVENT SPONSORSHIP: ......................................................................................................................... 2
Brand Exploratory: .................................................................................................................................. 2
Brand Attributes: ................................................................................................................................. 3
Core Brand Knowledge: ........................................................................................................................... 3
Brand Awareness:................................................................................................................................ 3
Brand Recognition: .............................................................................................................................. 3
Brand Recall: ....................................................................................................................................... 4
Brand Image: ....................................................................................................................................... 4
BRAND PROMISE ................................................................................................................................. 4
BRAND ASSOCIATION .......................................................................................................................... 4
SECONDARY ASSOCIATIONS................................................................................................................. 5
CONSUMER KNOWLEDGE ........................................................................................................................ 7
Competitive Analysis: .............................................................................................................................. 8
Brand Resonance Pyramid: .................................................................................................................... 10
SWOT ANALYSIS OF CANDI .................................................................................................................... 11
STRATEGIC RECOMMENDATIONS: ......................................................................................................... 12
Tactical Recommendations: ................................................................................................................... 14
Background:
Continental Biscuits:
Continental Biscuits Limited (CBL) started as a joint venture between the family of Hasan Ali Khan and
the group of Danone, the French food giants. It started its operation in Pakistan in 1984. In 2007 Danone
sold its biscuit line to Kraft foods USA, thereby, forming a partnership between CBL and Kraft foods. They
have a share of 50.5% and 49.5% respectively. Soon after, Kraft foods’ name was changed to Mondelez.
The head office of CBL is located in Karachi and is connected with Mondelez in Dubai and Karachi. The
plant is located in Sukkur providing employment to thousands of people with nine production lines running
currently. CBL is in the business of manufacturing and marketing the brand “LU” since more than 2
decades. The famous brands of the company include Tuc, Prince, Oreo, Zeera Plus, Wheat able, Gala,
Candi, Tiger and Bakery range.

VISION

CBL will become Pakistan's most preferred biscuit company by developing powerful consumer-loved local
and global brands, maintaining world class manufacturing and quality standards, having superior quality
and motivated employees and maximizing shareholder returns.

MISSION

“To be a market leader in Pakistan Biscuit Industry in the next 5 years, ensuring every second biscuit
consumed is proudly made by CBL”

Candi by LU:
LU has been an umbrella under which all the brands reside. It is designed in a way that it resonates with the
people of Pakistan, the Pakistani culture and the Pakistani palate. There are biscuits for all the age groups
and SKU’s for different SEC's. Candi has been a flagship product of CBL since the beginning.. However,
there were times when there was no support for the brand by the company, they had to prioritize due to
availability of limited funds by investing in the other 8 brands in their portfolio instead. Candi was actually
discontinued for some period of time because of drastic price increases of raw materials like sugar, which
hurt the whole industry but had the worst impact on Candi because it was already costing more to make due
to premium ingredients like brown sugar and caramel that cost more. Nonetheless, the brand not only
survived on its own, but it also remained profitable. It is a brand, which is unique in its category because it
is the only brown sugar biscuit available in Pakistan, which stands apart from all other brands due to its
sweet taste, crunchy texture and unique brown color. The brand has good top of mind awareness and the
customers tend to continue consuming the brand post-trial generation. It targets the SEC A and B within
the age group of 18-24. Its focus is currently on youth, who are full of life and enjoy the bond of friendship.
Candi throughout its life as a brand stands for uniqueness and exclusivity, as it provides a very distinctive
product which is the caramel, brown sugar biscuit which to this day no other brand in the Pakistani market
has managed to replicate and thus Candi repeatedly in all forms of its communications gives the same
message reminding people of its uniqueness, by using their famous tagline “Candi mein hai wo khaas
mithaas Jo kesse aur mein kahan”. Additionally, they have related the unique taste of their biscuit, to
life’s best moments that are unique and thus are remembered and cherished throughout the person’s
lifetime.

Brand Portfolio:
Brand Inventory:
Brand Elements:
Candi’s brand elements have a very important role in the success of the brand and it is the reason for such
high brand recognition. First of all, the name ‘Candi’ is very catchy, it is easy to pronounce, it is
differentiated, distinctive and unique in its category. Then the tag line or the slogan which is “Candi
mein hai wo khaas mithaas Jo kesse aur mein kahan” is very tempting which makes everyone at least
try the brand once. Moreover, the packaging gives it a very royal look and the color which is maroon is also
very unique. No other brand in the market has such a maroon packaging so this is also a factor of such a
high recognition. The packaging helps to identify the brand hence acts as a cue for recall.

These elements are also used to create strong, favorable and unique brand associations. They also have
a website and an interactive Facebook page where they come up with different uses of the brand, so this
also engages the customers and spreads awareness about the brand. Then the ads associated with Candi
have always been very creative and catchy. Another thing is the celebrity endorsements which in the case
of Candi have been done by Hamza Ali Abbasi, Adeel Husain and Ainy Jaffery who are all famous
celebrities. So, these all together form a brand identity which in the case of Candi is well established.

Pricing:
Candi focuses on socio economic class A and B because it does not want to show that it is a product for
the lower end class. It is also not cheap and always has the similar price as its competitors. In most markets
the current price for Candi biscuits and other Continental biscuit brands like Prince and Tuc is 17rs for half
roll and 40rs for Family Pack which is exactly the same as their competitor EBM’s brands including Sooper,
Rio and Gluco, this is because this a low involvement purchase category and thus price is seen as the
deciding factor and there is constant brand switching, so in order to maintain sales prices have to be
converged to those of competitor brands. However, since the pricing depends on consumer perception it
is important to keep that in mind and in the case of Candi, its product is unique and hence value to
consumers is higher, therefore pricing must differ from regular biscuits. People from other SECs also
buy Candi but they are not the primary target.
 SKU Packaging Price

Family Pack 40rs

Half Roll Pack 17rs

Bar Pack 10rs

Ticky Pack 5rs

Distribution:
It has a strong distribution channel in urban areas of Karachi, Islamabad and Lahore. The brand is not
available in the rural areas hence it has a weak distribution channel overall. Distribution is a challenge for
CBL as they have not penetrated deeply into the market. Hence, it is essential to overcome these distribution
issues.

Communication:
The integrated marketing communication approach is used to convey the same message through all the
mediums and to build healthier brand associations. Components used by Candi included a mass media
methodology which has;
• Television advertising • Event sponsorship

• Digital marketing • Public relations

• Co-branding
Television Advertising: Advertising, especially Television advertising in Pakistan, is a
powerful means of creating strong, favorable and unique brand associations. It elicits positive judgements
and feelings (elements of the Consumer Brand Equity Pyramid) and results in higher brand sales if the
right message is communicated to the target market at the right time and through a right medium /
touchpoint.

Candi has positioned itself on ‘premium indulgence’ and airs the same television commercial based on
the pillars of youth, friendship and bonding that was launched in 2013 and resonated well with the target
market consisting of 18 to 35-year-old (25 to 26 years bullseye) males and females living in Urban towns
and belonging to SEC A and B.

The idea of the advertisement is to relate Candi’s special presence in our lives with the unique relationships
we have with our loved ones, ending every moment with a biscuit so that the positive, warm feeling of
being with loved ones is conditioned / associated with the brand ‘Candi’.

Hence, the element of creativity is present because it uses nostalgia and memories of college to aspire the
audience and therefore motivate them to consider purchasing the brand. As of now, this activity has been
able to garner a reach of 82%+ and is aired on 23 channels nationally with few spots after certain time
intervals. Moreover, 10 second commercials were aired consistently during the Cricket Asia Cup 2018.

The tagline that CBL uses for the brand is

“Candi mein woh khaas mithaas hai jo kisi aur
mein kahan” and it has been able to establish
dialogue and build a relationship with
consumers / customers.

Candi’s most recent television ad in which they

highlight a special friend Abdullah was aimed towards forming a brand personality of being a very unique
friend that’s always there for you even in difficult situations and takes care of you in a way nobody else
can.
DIGITAL MARKETING:
Candi has a lot of focus on digital marketing especially the social media marketing. So, it has a Facebook
page where it promotes the brand as well as answers any queries if the people have. Then it updates people
of current happenings with the brand or their plans for future. Furthermore, they also conduct different
competitions on the Facebook page which keeps the audience engaged. Such as there was a Facebook
competition for the best photo and a best story. Most recently they started an activity in which they asked
their customers to send them their selfies for a chance to have them featured in one of their billboards, this
was a great way to engage with their fans and build strong loyal relationships. Additionally they sponsored
some videos of a very popular online entertainment group bekaar films, this gave a message of support for
Pakistani online content creators to continue their efforts to entertain thousands of their fans.

CO-BRANDING:
Candi also does a lot of co-branding and ingredient branding such as it
partners with different brands which can be used together. Recently they
partnered with Lush Crush which is an ice cream brand so they both worked
together and came up with an ice cream made with Candi biscuit to provide
their customers a candilicious week. Then they partnered with make your own
drink (M.Y.O.D) and introduced a Candi milkshake. This all helps to tell the
audience different uses of the product and builds equity for both the brands.
EVENT SPONSORSHIP:
Nowadays, companies organize and support various activities and events to increase their brand visibility.
Event sponsorship activity is one of the most popular ways to reach out to a larger audience. It is a good
way to increase brand awareness and build customer loyalty. To increase brand recognition and recall,
Candi has recently sponsored an event called “Comedy Masala International” in Pakistan, which is starring
famous comedians: Kermet Apio (USA), Johnny Loquasto (USA), Kavin Jay (Malaysia) and Umair Rana
(Pakistan). This event brings famous comedians from all over the world to Pakistan. The event continued
for 3 days from October 25-27. Candi had sponsored this event in February, and will be sponsoring in
November as well. Candi has been very successful in engaging its audience through these events.

Brand Exploratory:
Brand Exploratory provides us detailed information pertaining to how consumers perceive the brand in
terms of Awareness, Favorability and Uniqueness of Associations. This, in turn, helps us identify the
sources of customer-based brand equity and uncovers knowledge structures for the core brand as well as
its competitors.

In order to gain consumer insights, we conducted two focus group sessions consisting of IBA students
varying between the ages of 18 and 24. Apart from this, we also developed a questionnaire to gather
information about brand awareness. This questionnaire was posted on various social media platforms
including Facebook.
Brand Attributes:
Core Attributes:

 Caramel

 Brown Sugar

 Sweet

 Premium Quality

Extended Attributes:

 Unforgettable moments

 Nostalgia

 Enjoyment

 Friends and Family

 Unique

Core Brand Knowledge:

Brand Awareness:
This refers to the consumers’ ability to recognize the brand in different conditions. It consists of Brand
Recognition and Brand Recall.

Brand Recognition:
Brand Recognition refers to the consumers’ ability to confirm prior exposure when given the brand as a
cue. According to our survey results combined with the qualitative data we were able to gather from the
focus groups, Brand recognition for Candi Biscuits is considerably high, with

98% of the sample agreeing that they recognize the brand. They were also able to identify Candi as the only
brown sugar biscuit of Pakistan.
Brand Recall:
Brand Recall refers to forging associations with the appropriate product category or other relevant purchase
or consumption cues. Brand Recall for Candi Biscuit was considerably low. Recall was high with the
association of ‘Brown Sugar’ and the term ‘Khaas mithaas’ however it was not recalled when asked for a
branded biscuit name or a sweet biscuit.

Brand Image:
This pertains to strong, favorable and unique brand associations. Candi’s brand image is based on its
emotional appeal. It is considered a fun, nostalgic, legendary brand that brings warmth and happiness
in the lives of its consumers based on happy past memories. It is considered as a biscuit meant to be
consumed by the youth, friends and family in social gatherings.

BRAND PROMISE
A brand promise is a value or experience a brand's customers can expect to receive every single time they
interact with that brand. The more a brand can deliver on that promise, the higher its brand value. Candi’s
promise is to indulge you in its biscuit, to provide you that unique taste of caramelised brown sugar. It
promises to make you experience that “khaas mithas” that you won’t get from any other biscuit. A brand
promise is determined by its consistency, it is only then that the brand has “kept” that promise. From the
increasing demand over the years and finally exceeding its tonnage capacity of manufacturing, it is clear
that the brand promise is being honoured. Malik (Director marketing) says “the brand promise should not
end with good packaging or communication; in fact, it should start from there. We give our customers the
best possible product and our biscuits are richer.” The concept of premium indulgence has been carried
forward to the promise by saying “richer” and hence the customers expect the taste to be far from that of a
regular biscuit.

BRAND ASSOCIATION
Every brand wants its brand association to be favorable, strong and unique. Since the brand repositioning
in 2013, Candi introduced a strong campaign, which was consistently promoted in a cohesive manner,
making the brand association strong. Its brand ambassadors were the 3 leading stars of the time, who are
still well known and loved by Pakistanis, making the brand association favorable as well. Lastly, the biscuit
itself is the only caramalised brown sugar biscuit in Pakistan and boasts of its unique taste. It does not have
any competitors in the market place that match its taste or brand credibility. Hence the brand associations
built over the years (2013-2018) are ideal for Candi.

SECONDARY ASSOCIATIONS
It is the knowledge consumers' have of secondary things that might become linked to a particular brand.
Sources of secondary associations are difficult or even impossible for the individual brand provider to
control. Hence, they can be positive or negative. Luckily, for Candi, it has positive secondary associations
after 2013. Before 2013, the secondary associations were pathetic, people considered it to be a low-grade
biscuit and the distasteful humour in its ad made people feel disgusted towards the brand. All in all, the
repositioning made a huge different on its secondary association, i.e. it made it classy, sophisticated,
warm, high class, and one of a kind.

Promotional Strategies:

ATL
• Regular airing cycles with a television commercial based on the positioning pillars of: youth, friendship
and bonding

BTL
• Sponsorship in events with high density of the target audience for example Lahore Music Meet

Trade
Candi is activated on trade through the following:

-Visibility drives amplified via massive POSM deployment

-Gondolas and Counter Tops

-Consumer & trade Promotions

Digital
Candi is active on digital mainly through the following medium:

- Facebook Page

- Instagram account
Mental Map:
CONSUMER KNOWLEDGE
Over the years, Candi has been successful in creating a favorable perception through its aggressive
advertising campaigns. An example of that is the most popular television commercial with a tagline
“Candi main who Khaas Mithaas hai Jo Kesse aur main kahan” which has helped to create an emotional
connect with the customers. Its focus is currently on youth, who are full of life and enjoy the bond of
friendship. This has created a psychological connection with the brand called brand resonance.

These mass advertising campaigns have helped them to create a higher brand awareness which was
previously very low. Higher brand awareness further attracted new customers while retaining the existing
customer base. The existing customers have also become advocates for the brand, because of the celebrity
endorsements and ingredient branding via many popular channels cooking shows.

The brand now has a very high consumption rate. The brand has a positive image attached to it. The
customers have developed a relationship of trust with the brand, and they believe that brand would deliver
on its promise. The market insights show that Candi has a good top of mind awareness and the customers
tend to continue consuming; brand post-trial generation.

Another important factor that contributes to brand perception is expectations from the brand. If a brand
continues to fulfill these expectations associated with it, like Candi has, the customers would remain loyal.
The main attribute that is associated with the “Candi” brand is its sweetness followed by its unique texture.
The market insights show that customers are satisfied with the product. Over the years, Candi has been able
to penetrate into the market to a larger extent. Candi has a high retention ratio. Hence it successfully
encompasses a customer's impression, awareness and/or consciousness about Candi, therefore we can say
that this kind of consumer response indicates a very positive consumer perception of the brand.
Competitive Analysis:
Pakistan is a huge market for biscuit manufacturers including both branded and unbranded biscuits. In
Pakistan, the market is divided into two categories i.e. the branded biscuits and the unbranded biscuits. The
unbranded ones are available in bakeries and branded are packed and sold at retail outlets. 60% of the share
in the branded category is in the hands of two big giants i.e. Continental Biscuits Ltd (CBL) and English
biscuit manufacturer (EBM). The industry is extremely competitive as there are many companies running
in this race for market share.

The confectionery companies keep introducing new variants or new brands in order to cater to the changing
consumer preferences. The market share of CBL is 21.1% which is lower than EBM but higher than Ismail
Industries and other local and imported brands in the market. Company EBM, a major competitor of CBL
is a very old brand and has been able to capture a larger market share from the very beginning.

Ismail Industries, another competitor in the market has a market share of 13.2% which is lower than EBM
and CBL. Bisconni, an umbrella brand of Ismail Industries is relatively new in the market in comparison to
its competitors. Bisconni was established in 2002. Chocolate chip, a sub brand of Bisconni ranks sixth in
the list of top brands.

On the other hand, CBL has been able to develop itself amidst tough competition from a very old and well-
established company EBM (English Biscuit Manufacturers). If we look at the brand share it is very
prominent that the first two positions have been taken by the brands (Sooper and Rio) of EBM, followed
by Prince (A brand of CBL). Sooper tops in the list of brands by becoming the most selling biscuit brand
in Pakistan. EBM has a larger portfolio than CBL. This is one reason as to why EBM has a larger market
share. In order to gain larger market share the competitors try to copy each other’s brands. An example of
this is Nankhatai however such METOO brands tend to fail.
Brand Resonance Pyramid:
SWOT ANALYSIS OF CANDI
Strengths:
The brand Candi has a high recognition. Due to creative advertisements the brand “Candi” has a high
awareness and positive image. The strength of Candi lies in its sweet and crunchy flavor and texture. It is
a high-quality biscuit and is produced with high quality standards. It has a strong distribution channel in
urban areas of Karachi, Islamabad and Lahore. Candi’s maroon color packaging gives it a very royal look
and differentiates the brand amongst its competitors. It comes under indulgent category and there is no
competitor in that category.

Weaknesses:
The brand is not available in the rural areas hence it has a weak distribution channel overall. The demand
of the brand is high, but the production capacity is low because of which they are losing out on sales. The
brand has not focused on bringing new advertisements to promote the brand. Apart from this, Candi has a
low brand recall.

Opportunities:
The brand can increase its number of manufacturing facilities. This is how they will be able to produce
biscuits in large quantities. At the moment, Pakistan’s consumption per person of biscuits is 2.1 kg per year
which is very low in comparison to other countries which means that if they are able to penetrate into the
market to a larger extent, they would be able to increase their market share. Since Pakistan has a large
population, the brand should try to reach out to untapped segments of the population. Through research and
development Candi can come up with new sub brands.

Threats:
The political instability in Pakistan is the biggest threat to businesses in Pakistan. Due to riots and chaos,
factories cannot operate on a scale that they should. The rising cost of sugar and flour (that are major
ingredients for biscuits) increases the cost of the product and then companies have to pass on that cost to
consumers in the form of a price increase. Another major threat to the brand is counterfeit products. These
products are made from low quality material and thus are hazardous to the health of consumers. Entry of
new brands in the market is also a threat to the existing brands in the market as well as the presence of local
unbranded bakery biscuits.

BRAND STRATEGIES
Companies make brand strategies to have a unique and distinct positioning in the minds of consumer. The
basic purpose is to bring the competitive positioning to life. Candi has been very successful in distinguishing
itself from other brands in the market.

Some of the strategies adopted by Candi are:

• It has developed an emotional connection with the brand through advertisements.

• The brand has increased brand recognition and recall through digital media, social media, event
sponsorship, co-branding and through public relations.

• The brand Candi is available in almost every retail store which means that they have a strong distribution
channel.

• There are different SKU’s, so they can buy whatever consumer feels is affordable.

• It has developed itself more than just a biscuit brand.

• They have given consistent message through different mediums.

STRATEGIC RECOMMENDATIONS:
BRAND POSITIONING ANALYSIS

Brand Positioning is the act of designing the company’s offer and image so that it occupies a
distinct and valued place in the target customers’ mind. Candi is positioned on the concept of
premium indulgence, social gatherings, close-knit relationships between friends and family, and
re-living nostalgic, past memories.

Based on the information provided by the Brand Manager, Candi is targeted at both male and
females belonging to SEC A and B living in Urban towns of Pakistan, including Karachi, Lahore
and Islamabad. Although the age bracket is 18 to 35 years old, the bullseye market is 24 to 26
years. This target market is high on on-the-go snacking and craves for sweet snacks. ‘Meetha’ is
an integral part of their lives. Moreover, they are optimistic, warm, socially active, cheerful and
lively.

Points of Parity Points of Differentiation

Similar pricing as of competitors Unique indulgent category

Biscuit category Distinctive taste

Available in different SKU’s Brings happiness in life

Easily available everywhere Resonates with fun loving youngsters

Impulse buying behavior Made with brown sugar

BRAND MANTRA:

It is basically a snack for all occasions.

Brand Name Emotional modifier Descriptive modifier Functional benefit

CANDI FUN FAMILY AND SNACKS

FRIENDS
Tactical Recommendations:
Leveraging the Company’s Independent, Continuous Heritage and Focus:

 Candi has a long history, being in the biscuits industry for a long time and being the only brand that
offers caramel biscuits with brown sugar. Although Candi is a well-known brand for many years it has
failed to reach the sales volume of Sooper, Rio, the main reason is that they have a really narrow focus
and are not targeting the greater population, which should be the case for a low margin product such as
biscuits. Candi needs to put more effort in targeting the young kids’ section as they are the main drivers
of sales.

 One way for targeting children could be to introduce Candi biscuits in a new form that is more suitable
for children for example a new shape or by adding a fun element to its existing biscuits. Candi has to
be careful to for the new form to maintain a balance between being associated by Candi historical brand
elements, and at the same time it should be perceived as a new product that can stand on its own and
has its own identity preferred by children. Candi should perform extensive research setting aside an
appropriate sized budget to ensure accurate results to act upon.

Leveraging the Company’s Manufacturing Capability and Innovation:

 Candi’s manufacturing capability can be regarded as superior, as they have managed to manufacture
biscuits using premium and high priced ingredients like brown sugar and caramel, while still selling
them at the same price as other biscuits not containing these ingredients. This shows that they have very
competent and experienced production employees.

 Candi can leverage their production system, to work towards a recipe or formula change through
continuous and rigorous testing which can lead to more tasty and irresistible biscuits that will be better
liked by the consumers and lead to higher purchase for more consumption.

How can company connect with consumers - Target market and

segmentation?
 Make interactive and engaging marketing techniques Such as more interactive FB page where followers
could interact with the Brand. Include games and quizzes and other stuff on FB page so people can get
connected because youth is the target market.
 In order to reach out to a wider audience, Candi should support events in other cities as well such as
Islamabad and Lahore. At the moment these events are only taking place in Karachi. Through the help
of media, they should highlight these events and try to show these events on television as well so that
people who couldn’t actually attend the event would still be able to know about the event and brand
Candi. This will help to increase recognition and recall of the brand. These events will develop
favorable associations in the minds of consumers.

How can company use Marketing to reach consumers?

 They should focus on other PR events as well. They should also ensure that those PR events get more
media coverage. For example, concerts and social media bloggers, vloggers and other video makers to
capture the interest of the targeted audience and get the brand message directly reaching to them.

 Candi has started co-branding recently, up till now it has been partnering as an ingredient of the other
brand but now it should find ways to market itself as an individual product to create maximum equity.
It should partner with tea brands because biscuits are usually consumed with tea in Pakistan, so this
could bring better results.

How can company communicate long term relationship and value to

consumers?

 Candy should leverage its brown sugar and caramel filling to maintain its unique taste in the
minds of consumers. It is in the biscuits industry for a long time and being the only brand that offers
caramel biscuits with brown sugar.

 Candi can use print advertising to communicate the benefits of brown sugar. Brown sugar is
healthier than white sugar especially for diabetic patients. Since, millennials are health
conscious and communicating this would make them more loyal towards Candi.
Appendix

SURVEY

Q1.Have you heard of Candi Biscuit before? *

1. Yes
2. No

Q2.If yes, how do you feel about this brand? *

1. Very positive
2. positive
3. neutral
4. negative
5. very negative

Q3.Have you seen Candi Biscuit's advertisements? *

1. Yes
2. No

Q4.If yes, where did you see the advertisements? *

1. TV
2. Radio
3. Newspapers, Magazines
4. Billboards/signs
5. Social Media

Q5.How familiar are you with Candi Biscuit? *

1. Very Familiar
2. Familiar
3. Moderately
4. Not so familiar
5. Not familiar at all
Q6.How often do you buy and consume Candi Biscuit? *
1. every day
2. every week
3. every other week
4. every month

Q7:How would you describe your overall opinion of Candi Biscuit? *

1. Very Positive
2. Posiitve
3. Neutral
4. Negative
5. Very Negative

Q8.How likely is it that you would recommend Candi Biscuit to a friend, colleague,
family? *

Extremely Unlikely

10

Extremely Likely