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Part I:

An overview of Chocolate & Confectionery Industry of Pakistan


Part II: Practical aspects of sales & distribution of FMCG

Branded Chocolate and Confectionery Industry of Pakistan 2009


www.saifdewan.wordpress.com Via Google - Chocolate and Confectionery Pakistan

Chocolate & Confectionery - Pakistan


Chocolate and Confectionery Industry An overview Close estimates of sales turnover- major players Characteristics, Distribution & Selling Strategy Channels Margin Popular Brands and Price points Drivers, Challenges and trends

Overview of Industry
Enjoyed an emerging and growing trend in recent past Yet its size and growth pattern is inconsequential to Asia-pacific region Average annual growth rate 6.5% to 7.5% during 20022008. Domestic brands dominates accounting for more than 85% market share. Split into organized (branded) sector and un-organized (generic) sector. Branded sector monopolistic in nature , with 9-10 prominent and active players 80% industry share being enjoyed by 5 players

Estimated Market Share %


Company Major product lines
Bubble, Candies, Jellies, Beans, Powdered Drinks

Major Brands

Estimated annual turn-over PKR


Over 3.5 billion (only Choc. & Conf.)

Estimated Share %
26%

Hilal

Ding Dong, Fresh up, Tulsi, Kopra, Limopani

Ismail Industries

Jellies, Candies, Chocolates, Lollypops, Biscuit & Snacks Jellies, Candies, Lolly Pops, Chocolates, Biscuits Chocolates (Countline & Moulded), Toffees, Chewable Mint candies

Chilimili, Fanty, Now, Paradise, Bisconi & Snaccity Spacer, Dolphin, B.P Lollies, Dream Chocolate Dairy Milk, Velvet, clairs, Softmint

Over 2.8 billion(only Choc. & Conf.)

21%

B.P Sweets

1.7 billion

13%

Cadburys

Over 1.5 billion

11%

Estimated Market Share %


Company Major product lines Major Brands Estimated annual turn-over PKR 1.2 billion Estimated Share % Kidco* Bubbles, Candies, Lollypops, Chocolates Candies, Toffees, Bubble 4ever, Centro, Punch Candy, Lollies, Cox Creamers, Tiger Bubble, Amrood candy, Caf biscuit Milk Toffee, Fruit Bon Bon, Jubilee, Golden Hearts, Festival 9%

Mayfair

0.8 billion

6%

Mitchells (only Chocolate and Confectionery)

Groceries( squashes, Jams , Jellies , Marmalades, Sauces, Moulded & Countline , Toffees & Candies Bubble Gum, Lollypops, Candies

0.70 billion

5%

DanPak

Chini mini, Fresh O bubble, Choco Bisco, Milko sip Dr. Milk, NutKut, Love Candy, Cow

0.70 billion

5%

Sweet Hills

Candies, Toffees

0.5 billion

4%

Total

13.4 Billion PKR

Characteristics:
Highly Price elastic Bulk of sales concentrated in mid-price range products Urban markets account for major share and also for a higher penetration rate. Price point range: Chocolates 3-25 PKR Sugar Confectionery 0.50-2.0 PPKR Coin barrier issue- bitter pill for manufacturer 0.25 paisa to 0.50 paisa mid 80s 0.50 paisa to 1.00 rupee mid 90s Re. 1/- to Re. 2/late 2008 Strategies to combat coin-barrier issue

Distribution & Selling strategy:


Almost (75- 80)% sales come from W/S channel in general B.P and Hilal > WS driven > Media pull > widespread national distribution network over 250-300 towns > mass market products Re.1,2 and beyond > Cost leadership strategy > High Volume sales Cadburys , Candyland, Mitchells and Mayfair > retail inclined > building brands

Drivers, Challenges & Trend


Drivers:

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