FAT-FREE BITE BISCUITS
Haseeb Ghaffar & Waleed Iqbal
INTRODUCTION: Marketing Plan: - Marketing plan is the central instrument for directing and coordinating the marketing efforts. The marketing plan operates at two levels:
Strategic marketing plan: - This plan lays out the target markets and the values propositions the firm will offer, based on an analysis of the best market opportunities. Tactical marketing plan: - This specifies the marketing tactics, including product features, promotion, merchandising, pricing, sales channels and service
Biscuit making is a conventional activity in many parts of the country. Despite the advent of modern, large capacity and automatic biscuit making plants, large section of people especially in semi-urban and rural areas still prefer fresh biscuits from local bakery as they are cheap and offer many varieties. These manufacturers are able to cater to some typical local palate as well. Thus, they are able to with stand competition from organized sector units. Biscuits are eaten by all sections of people across the board round the year. They are, thus, mass consumption items with number of varieties and shapes. The market is scattered. There are some dominant national and regional brands. Biscuits can be manufactured at a location which is close to the market.
Demand and Supply
Market for biscuits is scattered all over the country. There are three distinct market segments viz. urban, semi-urban and rural. Urban and semi-urban markets are dominated by many national and regional brands but even then many local manufacturers have also carved a special niche as their products are fresh, they offer many varieties and they are cheaper.
Asian foods is a company that has been in existents since 2000.During their 9 years in existence, they have grown through natural growth, mergers, and acquisitions. Being the leading snack maker has allowed Asian food to introduce a diverse selection of foods. However in recent years Asian food has been reluctant to adapt to current market trends. The company was focusing on producing new versions of existing products to make them more convenient. However Asian food was ignoring that other companies were creating similar products that were cheaper and also healthier products. Recently, Asian food realized this trend and began creating healthier foods such as 100-calorie snack packs, and low fat foods. With these new products, Asian food has been able to serve people that have chosen to adapt to a healthy eating life style. The new Fat Free BITE that Asian food will be introducing next year will solidify Asian food as a company that is willing to support those that have adopted that healthy eating life style. Asian food is expecting the new Fat Free BITE to become one of the leading fat free snacks on the market. Marketing objectives
Our long term objectives are to be successfully present in the Asian market and establish a base in south Asia. The first goals specifically aimed at the Pakistan are stated below.
Market share: Our aims are set at achieving a 10% market share in the first 2 years.
Brand awareness: We want to get and increase brand awareness in the first 18 months.
Market share: We want to contract major supermarkets and promote the products in the supermarket. This forces the market to make a decision on different brands on the spot. We want to offset our products to whole sale as bigger parties require bigger amounts and the market wants to buy in big amounts.