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A C K N O W L E D G E M E N T

First and foremost, we express our gratitude to Almighty Allah, the sources of knowledge

and wisdom endowed to mankind, we have revealed unto you in order that you might

lead mankind out of darkness into light by their Lord's Leave to the Path of the All-

ighty, the !wner of all Praise"

As a matter of fact, people tend to forget those who are behind their achievements and

have stood for them whenever they have needed assistance" A alayan Proverb is #!necan pay back the loan of gold but one dies forever in debt to those who are kind$"

%eali&ing the fact we express our gratitude to those who have helped us throughout in

this proect" (n fact it will be rightful to say that without their co-operation this effort may

have ended up in disaster"

!ur gratitude will be meaningless if we are not grateful to Allah for )is kindness upon

us" )is benevolence and blessings have made us capable" *e are whole-heartedly

thankful to )im"

*e are very thankful to our teacher r" *a+ar Ahmed b" )is sincere cooperation has

helped us to complete this proect"

*e are also very thankful to the institution of which we have been a part" And last but

not least, we pay gratitude to our parents who have supported us through out and have

been very helpful and co-operative" *e are very thankful to them"

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Table of contents

Introduction of bubble gum 3

History of bubble gum 3

Introduction of Asian Food Industry 5

Domestic Market Network 5

Production Facility 6

History f Asian Foods !

Mission "tatement !

#ision "tatement $

ituational Analysis .

/ncontrollable 0nvironment 1

P02 analysis 1

3ey companies 11

trength and weakness w"r"t" 4 P5s 6

anufacturing Process 74

Long lasting gum idea 7.

Future outlook of the company 7.

8ew marketing strategy 49

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Introduction to Bubble Gum:

:ubblegum is nothing but a special kind of chewing gum" !nly they are less viscous thanthe chewing gums to facilitate bubbles blowing" 2hey are usually pink in color and have

a characteristic sweet and fruity flavor" Popular among people of all ages, several brands

of bubble gums are available today" !ne always feels curious about the background of

things they love" )ow they are made and where they came from are the commonest

+uestions that haunt the die hard bubble gum lovers" )ere is a brief history of bubble

gum to satisfy their curiosity"

istor! of Bubble Gum:

2he earliest form of bubble gum was known as :libber-:lubber gum" 2he credit for

making the first bubble gum goes to Frank Fleer who invented the uicy chew long back

in .9;" :ut this first bubble gum of the world met with a tragic fate" (n the absence of

proper marketing the :libber-:lubber gums were never sold"

(n the year .1

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2oday there are many bubble gum manufacturing companies who really worked hard for

the improvement of +uality of the bubble gums in terms of taste as well as non sticking

properties" :ubble 2ape, :ig League >hew, :ubble @um and :ubblicious are some of the

big shots" ome of them sponsor big international events like bubble blowing contests"

ince their inception in 1991 by =oble :ubble, they have become extremely popular and

reached out to other corners of the globe"

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More t%an a brand name

a symbol of &uality

Introduction Asian "oods:

Asian Food (ndustries Limited A(A8 F!!= (8=/2%(0B is the manufacturer of

Cayfair5 :rand confectionery products from Pakistan" 2he company has been marketing

its premier +uality sugar confectionery products in the domestic and export market for more than thirty years" etup in .;., A(A8 F!!= (8=/2%(0 was located in

3arachi, commercial hub D port city of Pakistan" *ith the diversification into textile

business, it was decided to consolidate ayfair Eroup5s plant locations" 2he production

facility of A(A8 F!!= (8=/2%(0 was relocated to %aiwind (ndustrial Area"

%aiwind a satellite town 69 kilometers from Lahore, also houses ayfair pinning ills

Limited" ayfair Eroup takes pride in both its businesses ayfair pinning produces

99G cotton yarn of premium +uality for the export market"

Asian Food (ndustries takes pride in its professional team administering work with the

aid of the latest management and communication systems" 2he A(A8 F!!=

(8=/2%(0 team is 449 strong, highly motivated and dynamic professionals"

Asian Food (ndustries with a strong customer focus has independent marketing teams for

the domestic and international markets" 2he company lays a strong emphasis on

employee development and career progression" (ndividuals ready to take up the high

paced challenge are provided a conducive environment"

Domestic Mar#et Net$or#:

2he Pakistani market is largely trade driven with more than ;9G of the sales coming

from the 799 wholesale markets spread all across Pakistan" 2his trend is now giving way

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to more sophisticated distribution mechanisms" ayfair has a distribution network of 6H4

distributors covering the length D breadth of the country"

2he sales D marketing team of Asian Food (ndustries is lead by Eeneral anager

arketing" 2he company has structured its sales organi&ation into three regions to ensure

availability of its products throughout Pakistan, a country of 79 million plus population"

2he sales team is lead by a 8ational ales anager, managing a %egional anagers,

Ional anagers and dynamic sales officers" (n all the sales D distribution network is

energi&ed by a team of 99 sales executives"

%roduction "acilit!:

ayfair currently has the capacity to produce andies, :ubble Eums, 2offees,

>hew 2offees and oft-boiled 2offees" Asian Food5s foray into sweet confectionery was

with the manufacture of candies and toffees"

(n .H. ayfair became the first company to introduce bubble gum to the Pakistani

market" 2o fulfill this latent need of the consumers, ayfair bought the first fullyautomated and computeri&ed bubble gum machine from Eabler and %ose 2heegarten

with a capacity of producing five tons per day"

ubse+uent expansion occurred with the introduction of the chew toffee line consisting of

a computeri&ed 2erberaak, Eabler and %ose 2heegarten plant" Further addition of

capacities added new machines of %uffinati, )oberger, :osch and )ansella" Latest

ac+uisition of a deposited candy plant from :epex, 2erberaak, 0urosicma and E= Acma

allows A(A8 F!!= (8=/2%(0 to produce deposited candy on a modern plant and

matching the premium +uality candies produced by the notable international market

leaders"

;

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istor! of Asian "oods:

Late r" ehboob 0lahi established Asian food (ndustries in .;. with an obective to

produce Jinternational +ualityJ confectionery products in Pakistan" 2hrough sheer

hardwork, fair business dealings and unmatched +uality products, r" ehboob 0lahi

succeeded in making Asian Food (ndustries the undisputed market leader in Pakistan"

r" ?awed (+bal, son of r" ehboob 0lahi, oined the group in mid seventies odern

education and a broad western exposure, assisted r" ?awed (+bal in moderni&ing and

further expanding business" )is deep business insight and effective marketing

methodologies are his maor strengths" )is immense experience led him to set up, )e

thought of setting up a spinning unit" 2he group again worked with utmost &eal anddevotions and finally in ..6, ayfair pinning was installed and started giving fruitful

results"

%ecently, r" ?awed (+bal's son r" hahid (+bal has oined the group" )e has been

trained extensively in the /nited tates and his vigor and knowledge of modern

textilesKspinning has resulted in an overall uplift of yarn's +uality being manufactured at

ayfair pinning ills"

MI&&ION &TATEMENT:

Asian Foods has been dedicated to its customers by providing confectionery

products, premium in +uality, throughout their lives" A(A8 F!!= (8=/2%(0 takes

pride in each child who has enoyed ayfair candies, grows up to retain ayfair as the

choice for his family5s sweet temptations" As a company Asian Foods has a simple but

the most important mission#2o make our customer5s happy$

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'ision &tatement:

A(A8 F!!= (ndustry5s existence is the story of pioneer-ship and adherence to

stringent +uality controls and evolution of dynamic management systems" From a modest

beginning, the company has evolved into an enviable position of many firsts first tointroduce bubble gum in Pakistan, first to introduce >hew 2offee in Pakistan, first to

attain an (! certification and first to introduce deposited candy in Pakistan" *e look

forward to collaborating with our international partners in creating synergies in

manufacturing, marketing and distribution ventures" *ith dedicated efforts A(A8

F!!= (8=/2%(0 sees itself becoming an international player of significance in the

confectionery business" 2he organi&ation plans to achieve this by being steadfast in its

mission and maintaining a clear vision

#2o be the best in our business and customer5s first choice$

Team 'alues: Customer Satisfaction

Passion for Growth

Teamwork & Empowerment

Good Corporate Citizenship

(ualit!:

At Asian Food (ndustries product +uality D wholesomeness is the guiding principle in

defining its +uality management system" 2he company has an independent M control

and assurance team" *ith untiring D dedicated efforts the company has attained the

)A>>P certification during the year 1996" A(A8 F!!= (8=/2%(0 has also

upgraded its (!.999 certificate during 1996" :oth these certifications reflect upon the

emphasis A(A8 F!!= (8=/2%(0 places on having in place a stringent D rigorous

system of +uality management at A(A8 F!!= (8=/2%(0" (n this pursuit of

excellence, the company is in the process of +ualifying for (!7999 certification"

Asian Food Industries Ltd ensures its highest commitment to quality by:

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Compliance to the applicable regulatory requirements

!eeting Customers" requirements and e#pectations

Promoting good manufacturing practices in confectionery

Progressi$e reduction in all types of wastes

Promoting continuous quality impro$ement initiati$es

&ituation Anal!sis:

ituation analysis is a term which involves evaluating the situation and trends in a

particular company's market" ituation analysis is often called the Jthree c'sJ, which

refers to the three maor elements that must be studied

General &tate of Econom!:

Pakistan is an (slamic and rapidly developing country which has faced a number of

challenges on both political and economic fronts""" aority of people lived in ruler areas"

Agriculture is the mainstay of Pakistan's economy, employing almost 49G of the

population" *heat, rice, cotton, sugarcane, and tobacco are the chief crops, and cattle and

sheep are raised" ost of Pakistan's agricultural output comes from the (ndus basin" 2he

country is now self-sufficient in food, as vast irrigation schemes have extended farming

into arid areas, and fertili&ers and new varieties of crops have increased yields"

Pakistan's industrial base is able to supply many of the country's needs in consumer

goods, although production has slowed in recent years" 2he country's natural resources

provide materials for such industries as textile production the biggest earner of foreign

exchangeB, oil refining, metal processing, and cement and fertili&er production"

%emittances from Pakistanis working abroad constitute the second largest source of

foreign exchange" ince the mid-.49s electric power output has greatly increased,

mainly because of the development of hydroelectric power potential and the use of thermal power plants" Pakistan's maor imports are petroleum, machinery, transport

e+uipment, chemicals" 2he chief trading partners are the 0uropean /nion nations, the

/nited tates, ?apan, and >hina" (n the late ..9s, following years of lax fiscal policies,

Pakistan appeared on the verge of bankruptcy, with a foreign debt of over N69 billion"

.

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Customers:

A(A8 F!!= (8=/2%(0 owner of ayfair :rand has been marketing its products

since .;. in the international and domestic market" 2he company pursuing an

aggressive marketing strategy and adhering to trade mark rules D regulations of its

international markets, supplies under alternate trade marks in number of countries"

tarting with a modest plant base, but with steady growth and induction of new machines

and technology, ayfair today has a leading share in the Pakistan5s domestic market of

sugar confectionery"

ayfair is currently the market leader in =eposited >andy category with the brand of #ayfair >reamers$ in the domestic market" 2he company has achieved significant

success in marketing its candies D toffees in more than 19 countries of the globe" 2he

company strives to continually develop new products for differing taste preferences in

diverse markets"

Asian Foods also has a rich experience of supplying its premium +uality confectionery

products to international marketing companies under their prestigious brands" 2his allows

the company to continually learn from global experiences of large corporations"

Domestic Mar#et Net$or#:



to more sophisticated distribution mechanisms" ayfair has a distribution network of 6H4

distributors covering the length D breadth of the country"

2he sales D marketing team of Asian Food (ndustries is lead by Eeneral anager

arketing" 2he company has structured its sales organi&ation into three regions to ensure



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Costs:

>ost of a product depends upon different economical factors, E=P, E8P, =ollar rate of

market, fluctuation in oil market"

Com)etition:

After launching this product our company has to face number of local competitors" 2hese

all companies are well established in the same products" 2hese companies are )(LAL,3(8E F!!=, /8(!8, krihman, :"P etc"

%roduct mar#et:

Product type, varieties, and brands

ayfair has a wide variety related to sweets" 2hey are dealing with toffees, bubbles and

chocolates also" 2heir brand is ayfair"

&ale *olume and trends:

2heir sales volume is in a very good proportion a compare to other sweet brands" 2here is

a perfect competition in market"

Gro$t+ rate:

As mentioned earlier there is a perfect competition in market but due to good +uality and

reasonable prices their growth rate is very good" :ut unfortunately we are unable to give

exact facts and figure about ayfair here"

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Mar#et s+are:

arket share of ayfair is approximately 79G candy land has a share of 69G and others

cater market share of remaining 69G"

,ncontrollable en*ironments

%olitical anal!sis:Political analysis is as follows

%olitical instabilit!:Politically Pakistan is not a stable country" Eeneral elections are expected in near future"

And the current situation of politics in unpredictable" o, this is not a right time to invest

in Pakistan in such a political situation"

Ta-es: Another maor issue here is the uncontrollable rise in taxes" Eovt" is implementing a huge

load on investors and manufacturers in terms of taxes" 2hey charge taxes on sales of the

company" Another important point is that as there is not a fair politics so those having

personal contacts in parliament can easily get favor in tax relaxation" 2his helps others to

gain much profit due to illegal approach and favoritism"

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Im)orts . e-)orts:Eovt" has strict policies for impost" (n case of taxes and +uotas if we would import our

raw material from abroad it will affect our cost"

Animal fats:*e can also face a political issue if in manufacturing of our product we use animal fats"

As it is not hilal by (slamic law and also is forbidden in Pakistan5s constitution"

/elations+i) $it+ non0 Muslim countries:Eovt" is also making friendly relation ship with non uslim countries and opposition is

not ready to accept it" (f special food preservatives would be import from (srael or

weden then it would be a great problem as opposition would not allow us to do so" o

we have to take care in this context also"

%a)er $or#:*e can also face problem in paper work during launch of our product" :ecause in

Pakistan there is a strong control of bureaucracy and we can face problem in order to get

copy rights of our products"

%rices of related 1oods:

=ue to rising price of petrol it can increase our cost" :ecause due to increasing prices of petrol it affects the price of every other good"

Go*t2 friendl! )olicies for forei1n in*estors:Another political issue is that Eovt" is attracting foreign investors they are promoting

them a lot" (f in case any foreign investor invests in this industry then it can be a threat

for us" !n other hand govt" has strict policies for exporters" 0specially china has

penetrated in Pakistan5s economy on a large scale due to friendly relationship this can be

a threat"

Tattoos:2he packaging of our product must be according to our cultural values and norms" (f they

are against the values then it can face reection from politicians which latterly can affect

our image in customers"

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Go*t2 )olicies for co)! ri1+t:2here is no such law for copy right in Pakistan and there is not any implementation in its

favor food industry is facing a great problem because in remote areas and different small

retail shops we found third class product having a name of ayfair5s"

Economical "actors:

Economic situation of t+e industr!:

Econom! of %a#istan:

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Econom! Of %a#istan

>urrency 99 Pakistani %upee P3%BO ;9"6H / dollar O HH"7urrent fiscalyear

199;199HB

>entral bank 2he tate :ank of Pakistan :PB2radeorgani&ations and treaties

0>!, AF2A, A0A8, *(P! and *2!

Fiscal :udget N."< billion revenueBN14"9H billion expenditureB

(nflation ratemonthlyB

F@94 - 9; est"B

People

President Perve& usharraf

Prime inister haukat A&i&

>ommerceinister

)umayun Akhtar 3han

:P Eovernor =r" hamshad Akhtar

0>P %a&i ur %ehman 3han

(ndices

>orruptionPerceptions(ndex

71ndQ1R 199;B

(ndex of0conomicFreedom

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Tec+nolo1ical anal!sis:

*e are launching our product under name of ayfair" *e have plant for production and

for our new product we have not to bring new technology and new development" 2his

will benefit us in our cost saving and it would be a great strength for us" As bubble gumis made by cooking all ingr edients in large containers so we don5t r e+uire new

technology for it"

ayfair currently has the capacity to produce andies, :ubble Eums, 2offees,

>hew 2offees and oft-boiled 2offees" Asian Food5s foray into sweet confectionery was

with the manufacture of candies and toffees"

(n .H. ayfair became the first company to introduce bubble gum to the Pakistani

market" 2o fulfill this latent need of the consumers, ayfair bought the first fully

automated and computeri&ed bubble gum machine from Eabler and %ose 2heegarten

with a capacity of producing five tons per day"

ubse+uent expansion occurred with the introduction of the chew toffee line consisting of a computeri&ed 2erberaak, Eabler and %ose 2heegarten plant" Further addition of

capacities added new machines of % uffinati, )o berger, :osch and )ansella" Latest

ac+uisition of a deposited candy plant from :epex, 2erberaak, 0urosicma and E= Acma

allows A(A 8 F!!= (8=/2%(0 to produce deposited candy on a modern plant and

matching the premium +uality candies produced by the notable international market

leaders"

• igma ixtur e

• 2win->olor %ope 0xtr uder

• ix *ay >ooling 2unnel

• Automatic :ubble-Eum >ut D Fold *rap achine

;

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• =ouble 0nd 2op D ide FoldB

&i1ma Mi-ture:

Technical Data

ApplicationManufacturing of Bubble Gum / Chewgum / Gum Base and final mixing of

essence and color

Capacity 200 Liters

rum imension !L " # " $% &'0 " &'0 " &'0

(team #or)ing *ressure '0 Lb+/(,+ -nch

ri.eMixingilting

0 $+*+ hree *hase $+*+ hree *hase

imensions !L " # " $% 2000 mm " 221 mm " 21 mm

#eight 3et 000 4g+

H

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)eavy =uty steam ?acketed :ubble Eum ixer is used to manufacture Eum:ase, :ubble Eum and >hew gum material" (f do not want to use steam then it takesabout ;-H hours to manufacture gum base" After manufacturing gum base, final mixing of color D essence is done in mixer which takes about half hour" aterial can be discharged by tilting the mixer which is motori&ed operation"

T$in0Color /o)e E-truder:

Technical Data

Application5ope forming of bubble gum or Chew6

Gum material

Capacity on/(hift

5ope ia According to re,uirement !7lat or 5ound%

ri.e 128 mm " 98 mm

imensions !L " # " $% 221 mm " 200 mm " 121 mm

#eight 3et 100 4g

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:ubble Eum 2win color rope extruder is used to manufacture singleor twin color rope of re+uired si&e or flat according to re+uirement from :ubble Eum or>hew-Eum material" 2he material is fed manually into the hopper and rope formed iscollected in trays or discharged onto cooling conveyor

&i- Wa! Coolin1 Tunnel:

Technical Data

Application Cooling of Bubble6Gum 5ope

Capacity :ne onne / (hift

ec) ' 0r dec)ri.e 2 $+* +C+ ri.e

imensions !L " # " $% '000 mm " 00 mm " 2000 mm

(ix #ays cooling con.eyor is used to cool the rope coming out from theextruder+ -t is necessary to cool the rope so as to ma)e the cutting and wrappingoperation easy+ -f you don;t ta)e this con.eyor then the formed rope has to be

.

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)ept in AC room for more than 8 hours+ his con.eyor ma)es the operationonline and eliminates AC room+ he con.eyor has to be installed with airconditioner

Automatic Bubble0Gum Cut . "old Wra) Mac+ine

Technical Data

Applicationoffee Cutting < #rapping Machine

!(ide 7old%

Capacity'00 *Cs/Min

!epending on (i=e of offee > wrappingand forming material used%

*roduct (i=eLength offee#idth offee

hic)ness offee

Length 2060 mm+#idth 0620 mm+

hic)ness '62 mm+

19

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imensions !L " # " $% '00 mm " 210 mm " 10 mm

#eight 3et 000 4g+

his machine is a.ailable in four .ersions+ !-% Both side twist

wrap !ii% :ne side twist and one side fold wrap !iii% Both side fold wrap !i.% Bothside top fold wrap+ his is high speed and latest design machine+ -t can beinstalled with photoelectric control system for *hoto registration

&ocial "actors:

Class:

(n Pakistan there are four maor classes these classes are elite class, upper middle

class, middle class and lower class" *e will target the middle and upper class"

Demo1ra)+ic "actors:

*e will cater both males and females and age between 9 to 69 years" *e planned tocover only urban area"

Lifestyle statisticsSiew full si&e

PAKISTANI LIFESTYLE STATS: All Stats

Life satisfaction? 8+

Life satisfaction ine,uality? +'

*olitical orientation @ 7ar left? 0

*olitical orientation @ 7ar right? 0+2

5oller coasters?

!per capita%? 0+0'2 per 0 million people






1

iew this page with? Just Stats &ources Definitions Bot+

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5oller coasters?







5oller coasters?


&ocial Acti*ities:

ports man and athletes are our maor focused criteria"

Ke! Com)anies

B%:

!ver five decades of +uality evolution and innovation have made :"P" a recogni&ed name

of +uality not only in Pakistan but also abroad" 2his has been achieved through the

management commitment to the principle of continuous improvement in our food

technologies and robust +uality vigilance by our highly +ualified personnel and food

technologist"

(n our facility, they are manufacturing wide range of product categories like >hewing

Eum, :ubble Eum, ?ellies, 2offees, >hews, >andies, >hocolates, :iscuits and *afers

under one roof and also exporting them to different countries like Australia, 8ewIealand, 2aiwan, /"A"0", 3""A", 2urkey, Lebanon, 3orea and many other parts of the

world"

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iew this page with?Just Stats

&ources Definitions Bot+

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:"P" (ndustries PutB Ltd" )as also crossed the milestone of (! .991999 certification

and directed itself towards advance +uality management techni+ues like 2M with the

aim to enhance the customer satisfaction in all deliverables"

Ke! %roducts:

Cand! land:

(smail (ndustries Ltd" was incorporated as a public limited company in .ast Polypropylene"

Ke! %roducts:

16

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CANDIE&:

)ard boiled

Filled

=eposited

Laminated )oney combedB candies

TO""IE&:

Filled

Plain

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CEW TO""IE&:

B,BBLE G,M:

:ubble gums

tick chewing gums

int gums

Li+uid filled gums

14

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7ELLIE&:

>oated ?ellies

/ncoated ?ellies

1;

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COCOLATE&:

0nrobed >andy :ars

0nrobed >andy :ars

Loll! )o):

Eum Filled

Plain

*histle Lollipop

MA/&MALLOW&:

1H

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ilal:

)ilal Foods in an (! .99 1999 certified company producing +uality products since

.4H" Located in 3arachi, the largest city of Pakistan, it has access to two maor seaports

it is one of the largest manufacturer of :iscuits, >andies, 2offees, :ubble Eums, *afers,

D 0nrobed >hocolate Products" :esides catering to the large local market, it also exports

its production to diverse range of countries from /A to outh Africa to east D *est

Africa to :angladesh" /nion Products are a household name in Pakistan and conform to

the demanding international +uality and specification standards"

Ke! %roducts:

Bubble 1um:

Ba#er! ca#e:

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Candies:

7ellies:

K+amisa

2hey deal in a very wide and diversified range of products covering areas such as

FLAS!/%, F!!= >!L!/%, F!!= >)0(>AL, F!!= (8E%0=(082 and

(L3 P!*=0%" 8o other business concern in the country has such as big variety of

products" (n other words we are considered as part and parcel of each and every food

industry, since everybody prefers to do shopping less than one window"

Ke! )roduct:

1.

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&tren1t+s and $ea#nesses of t+e com)an! $it+ res)ect

to 8 %9s

" Product

1" Place

6" Price

7" Promotion4" Positioning

: %roduct

%roduct *ariet!:ayfair produced these products

A" >andies

:" >hew toffees

>" 2offees

=" Eums

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(ualit!: At Asian Food (ndustries product +uality D wholesomeness is the guiding

principle in defining its +uality management system" 2he company has an independent

M control and assurance team" *ith untiring D dedicated efforts the company hasattained the )A>>P certification during the year 1996" A(A8 F!!= (8=/2%(0

has also upgraded its (!.999 certificate during 1996" :oth these certifications reflect

upon the emphasis A(A8 F!!= (8=/2%(0 places on having in place a stringent D

rigorous system of +uality management at A(A8 F!!= (8=/2%(0" (n this pursuit

of excellence, the company is in the process of +ualifying for (!7999 certification"

Desi1n:

A" Candies: 2hese can be manufactured in ball, disk and bar shapes and can have variations

in weight, color, flavor and texture"

:" C+e$ toffees2hese are in stick shape"

>" Toffees

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2offees are in bars shapes like

=" Gums2hese are in different shapes stick, bar shape and circle shape like

"eatures:

Candies:

C+e$ toffees:

!ur range of >hew 2offees includes

Toffees:

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Brand name:

%ac#a1in1 2hese are packed individually in small or large bags, by weight or numbers

and also in bulk packs"

&i;e and $ei1+ts:

CODE D-001-S1

PRODUCT NAME Strawberry & Cream

UNIT Bag

WEIGHT O PIECE !GM" #$%

PIECES PER UNIT #

WEIGHT PER UNIT '00

UNITS PER CARTON (0

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NET WEIGHT O MASTERCARTON !)G"

1'

MASTER CARTONS IN '0 TCONTAINER

%'0

PRODUCT NAME B*tter & Cream

UNIT Bag

WEIGHT O PIECE !GM" #$+

PIECES PER UNIT (0,#

WEIGHT PER UNIT ','00

UNITS PER CARTON 0,(0


10$',1'


(.',(%'

CODE

PRODUCTNAME

Re/re M23t

UNIT Bag


PIECES PER UNIT #

WEIGHT PER UNIT '00

UNITS PER CARTON (0

NET WEIGHT O MASTER CARTON !)G" 1'

MASTER CARTONS IN '0 T CONTAINER %'0

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CODE D-00+-SC1

PRODUCT NAME Se4ret

UNIT Bag


PIECES PER UNIT #

WEIGHT PER UNIT '00

UNITS PER CARTON (0

NET WEIGHT O MASTER CARTON

!)G"1'


%'0

CODE D-00.-M1

PRODUCT NAME M256/*5

UNIT Bag


PIECES PER UNIT #

WEIGHT PER UNIT '00

UNITS PER CARTON (0


1'


%'0

6;

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%#0,#'0

CODE CC-00+-MM

PRODUCT NAME M256y M7me3t

UNIT B79

WEIGHT O PIECE !GM" #

PIECES PER UNIT 100

WEIGHT PER UNIT #00

UNITS PER CARTON 0

NET WEIGHT O MASTER

CARTON !)G"1#


(#0

CODE CC-00#-BN

PRODUCT NAME M256 B73 B73

UNIT Bag


PIECES PER UNIT (0

WEIGHT PER UNIT 00

UNITS PER CARTON (0

NET WEIGHT O MASTER CARTON

!)G"

1+

MASTER CARTONS IN '0 T

CONTAINER(#0

6

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CODE CC-00.-W

PRODUCT NAME 2::y W2::y

UNIT Bag

WEIGHT O PIECE !GM" %

PIECES PER UNIT #

WEIGHT PER UNIT '#

UNITS PER CARTON (0

NET WEIGHT O MASTER CARTON !)G" 1$%

MASTER CARTONS IN '0 T CONTAINER (#0

CODE CC-00'-OR

PRODUCT NAME Ora3ge

UNIT Bag


PIECES PER UNIT 0

WEIGHT PER UNIT '00

UNITS PER CARTON %'


1$


(#0

PRODUCT NAME M73 Am2

UNIT Bag

WEIGHT O PIECE !GM"

PIECES PER UNIT (0

WEIGHT PER UNIT '0

6.

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UNITS PER CARTON ((

NET WEIGHT O MASTER CARTON!)G"

1#$+


#++

PRODUCT NAME B*tter T7//ee

UNIT Bag

WEIGHT O PIECE !GM"

PIECES PER UNIT (0

WEIGHT PER UNIT '0

UNITS PER CARTON ((


1#$+

MASTER CARTONS IN '0 T

CONTAINER#++

PRODUCT NAME E45a2r

UNIT Bag

WEIGHT O PIECE !GM" $.

PIECES PER UNIT 0

WEIGHT PER UNIT 1##

UNITS PER CARTON .0

NET WEIGHT O MASTERCARTON !)G" 1


#++

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PRODUCT NAME T2ger B*bb5e

UNIT B79

WEIGHT O PIECE !GM" #$

PIECES PER UNIT (

WEIGHT PER UNIT 1.#

UNITS PER CARTON #0

NET WEIGHT O MASTER

CARTON !)G".$%

MASTER CARTONS IN '0 TCONTAINER 1#(

PRODUCT NAMET*tt2 r*2tt2Ora3ge

UNIT B79


PIECES PER UNIT +

WEIGHT PER UNIT '0

UNITS PER CARTON +

NET WEIGHT O MASTER

CARTON !)G"11$#


1#00

&er*ices:Asian Food (ndustries is always planning for future challenges" A proactive

strategy is pursued in ac+uisition of newer technologies and techni+ues in order to

develop new products in a more hygienic environment with increased efficiencies" (n the

year 1997 the company will be pleased to offer its valuable customers, savory and

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delicious biscuits produced on the most modern biscuit making plant" 2his is part of the

company5s plan to broaden its product base and capitali&e on its wealth of experience in

the confectionery industry"

: %romotion:

&ales )romotion:

8o sale promotion

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Ad*ertisin1:

*hen ayfair launches their new products they advertise on 2S and

paste their posters and stickers on shops but also advertise their different products on 2S

and news paper which are very liked by the children" ayfair so much advertises their some products like 2iger bubble, ayfair creamers, ecret and Tclairs"

Direct mar#etin1:

8o direct marketing because the +uality, taste, features and variety

of ayfair makes different it to others" 2he features of their products are the great effect

on the children for example 0clairs, ayfair creamers, milk fuls and fi&&y wi&&y" =ue to

this children like ayfair products and enoy eating products"

?: %lace C+annels:

2S, shops, stores" 0ven every store and shop has ayfair products"

Locations:

2he Pakistani market is largely trade driven with more than ;9G of the

sales coming from the 799 wholesale markets spread all across Pakistan" 2his trend is

now giving way to more sophisticated distribution mechanisms" ayfair has a

distribution network of 6H4 distributors covering the length D breadth of the country"

2he sales D marketing team of Asian Food (ndustries is lead by a Eeneral anager

arketing" 2he company has structured its sales organi&ation into three regions to ensureavailability of its products throughout Pakistan, a country of 79 million plus population"



energised by a team of 99 sales executives"

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4 %ositionin1:

ayfair positioning is very good in children because ayfair

products are very different in designs from others and they are very innovative and this is

the company which become first to introduce bubble gum in .H." (n children ayfair

products are very popular and they like ayfair candies and bubbles due to their taste

and enoying life"

&tren1t+s of Ma!fair

Asian Food (ndustries is always planning for future challenges" A proactive

strategy is pursued in ac+uisition of newer technologies and techni+ues in order to

develop new products in a more hygienic environment with increased

efficiencies"

Asian Food (ndustries takes pride in its professional team administering work

with the aid of the latest management and communication systems" 2he A(A8

F!!= (8=/2%(0 team is 449 strong, highly motivated and dynamic

professionals"

Asian Food (ndustries with a strong customer focus has independent marketing

teams for the domestic and international markets" 2he company lays a strong

emphasis on employee development and career progression" (ndividuals ready to

take up the high paced challenge are provided a conducive environment"

tarting with a modest plant base, but with steady growth and induction of new

machines and technology, ayfair today has a leading share in the Pakistan5s

domestic market of sugar confectionery"

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ayfair is currently the market leader in =eposited >andy category with the

brand of #ayfair >reamers$ in the domestic market"

2he company has achieved significant success in marketing its candies D toffees

in more than 19 countries of the globe"

2he company strives to continually develop new products for differing taste

preferences in diverse markets"

Asian Foods also has a rich experience of supplying its premium +uality

confectionery products to international marketing companies under their

prestigious brands" 2his allows the company to continually learn from global

experiences of large corporations"

ayfair currently has the capacity to produce

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Packaging material

Paraffin wax

=usting powder

!ther material re+uired for special gum"

*hile the specific ingredients in gum might be a secret, the process for making gum is

not" 2he first chewing gum making machine wasn't even patented, and today the

procedure is considered standard throughout the industry"

%re)arin1 t+e c+icle• (f natural latex is to be used, it must first be harvested and processed" 2he tall

61"H. yard 69-meterB chicle tree is scored with a series of shallow Us, enabling

the chicle to flow down into a bucket" After a significant

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>hewing gum base consists either of natural latex or a synthetic substitute"

8atural latex such as chicle is harvested by making large U-marks on rubber trees

and then collecting the substance as it runs down the tree" After grinding the base

to form a coarse meal, the mixture is dryed for a day or two"

8ext, the mixture is heated in large kettles while the other ingredients are added"

Large machines then pummel, or Jknead,J the mass until it is properly smooth and

rubbery, and it is put on a rolling slab and reduced to the proper thickness"

Amount of chicle has accumulated it is strained and placed in large kettles"

tirred constantly, it is boiled until it reduces to two-thirds of its original volume"

(t is then poured into greased wooden molds and shipped"

Grindin1@ mi-in1@ and dr!in1 t+e

late-• 1 2he natural andKor artificial gum bases are first ground into a coarse meal and

mixed to ensure uniform consistency" 2he blend is then placed in a warm room to

dry for a day or two" =uring drying, hot air continually passes over the mixture"

Coo#in1 and )urif!in1 t+e base

• 6 8ext, the gum base is cooked in kettles at 176 degrees Fahrenheit ; degrees

>elsiusB until it has melted into thick syrup" 2o purify it, workers pass it through

screens and place it in a high speed centrifuge before registering it, this time

through finer screens"

Blendin1 additional in1redients• 7 2he gum base is now ready for additives" (t is placed in kettles to be cooked,

and additional ingredients are stirred in by large steel blades" First, extremely fine powdered sugar and corn syrup are added" Flavorings are added next, followed by

softeners" *hen the mixture is smooth enough, it is rolled out onto belts and

cooled by being exposed to cold air"

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Kneadin1 and rollin1 t+e 1um• 4 2he next step is kneading" For several hours machines gently pummel the mass

After being dusted with powdered sugar, the gum is scored into a pattern of

rectangles, seasoned, and broken into sticks" 2he gum is now ready to be

packaged and shipped to retail outlets"

!f chewing gum until it is properly rubbery and smooth" Large chunks are then

chopped off the mass, to be flattened by rollers until they reach the proper

thickness of nearly "H inches about "76 cmB" =uring this process, the sheet of

chewing gum is dusted with powdered sugar to prepare it for cutting"

Cuttin1 and seasonin1 t+e 1um• ; A cutting machine first scores the sheet in a pattern of rectangles, each "6

inches 6"6 centimetersB long and "77. of an inch "7 centimetersB wide" 2he

sheet is then put aside at the proper temperature and humidity to Jseason"J

(ualit! Control:

Perhaps because chewing gum has always had a bad reputation as an unsanitary and crass

unk food, but more likely because it is intended for human consumption, chewing gum

factories have for decades been known for immaculate conditions"

tandards for raw materials are e+ually high" (f natural rubber such as chicle is used, it

must pass several tests for cleanliness and texture" :efore shipment, chicle is inspected

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for rocks, dirt, and other obvious impurities" (f it is too milky, dry, or dirty, it is reected"

>hewing gum is manufactured completely untouched by human hands, its entire

production process taking place in clean, air-conditioned facilities" 0ach ingredient is

tested for purity before being used, and only the highest +uality ingredients are accepted"

0very large company has a research laboratory on its premises, thereby simplifying the

standard procedure of inspecting and testing ingredients at every stage of the

manufacturing process" 2he research and development department is also responsible for

investigating new ways to produce and package gum, and for developing new products"

A successful piece of gum must be chewy and fresh, and bubble gum in particular must

be both resilient and soft" *ith all types of gum, freshness and texture depend upon

moistness" Eum must also contain the right amount of flavor oil" *hile too much solventwill make a gum sticky and hard to cut, it must contain enough flavors to mask the taste

of the gum base and to last for a reasonably long time" For these reasons, the flavor oils

used in gum are highly concentrated" A long shelf-life is also desirable, and every pack of

gum is dated" After that date, the manufacturer asks that the gum be disposed of" 2o

ensure that merchants do this, one manufacturer will replace unsold, out-of-date gum for

free"

Lon1 Lastin1 Gum Idea:

2he most promising idea for long-lasting gum entails coating each stick with a polymer

film that releases flavor molecules slowly studies suggest that the flavor of such gum can

last more than ten hours

Future outlook of the company

%hen we will launch this bubble gum in the market it will capture thewhole bubble gum market and will increase the shares of the !ayfaircompany 'ecause rig now there will be no alternati$e of this chewinggum which (a$or will last log about )* hours +ight now the a$erageduration o bubble gum (a$or is about , minutes so this uniquechewing gum will boost the market shares of the company

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New MarketingStrategy

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%roduct:

Brand Name:

Ma!fair &u)er 'ida

2he Flavor of this bubble gum can last more than ten hours" (t meets the customer

re+uirements and expectations because this chewing gum imbued with a patented

compound that helps to repair tooth enamel" 2he compound, amorphous calcium

phosphate, crystalli&es when chewed triggering the natural deminerali&ation process by

which the body rebuilds damaged teeth" /nder ideal circumstances, the body generates

enough amorphous calcium phosphate to repair teeth organically, but many people eat

more sugar than their bodies can fight" 2his experimental gum would help to protect

these people against tooth decay"

According to the +uality policy of the company, this chewing gum made up of high

+uality ingredients to last longer with the flavor and retain elasticity"

0ach chewing gum will be available in small packets" And also will be available in

bottles in which there will be so many bubble gums for family usage"

(t will continuously in +uality improvement process"

%rice:

2he price of each chewing gum will be 1 %s"

&u11ested /etail %rice:

2he suggested retail price for this chewing gum will be "14 %s" each for a limited time"

-olume .iscounts and wholesale Pricing/

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*e will offer volume discounts and whole sale prices on the family si&e bottles of this

chewing gum, there will be ;9 chewing gums in the family si&e bottle and its actual price

will be 19 %s" :ut we will offer it in 99 %s"

&easonal %ricin1:

Prices will remain the same in all the seasons"

%lace:



to more sophisticated distribution mechanisms" ayfair has a distribution network of 6H4distributors covering the length D breadth of the country"

2he company has structured its sales organi&ation into three regions to ensure





2his chewing gum will be available in all the distribution networks of the main cities of

Pakistan in start and after some duration it will be available in all of the ayfair

distribution networks

%romotion:

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2he most important element of marketing your chewing gum is its availability in all the

shops of all locations" *e will open the stalls of this bubble gum in each and every

school and college of the main cities of the Pakistan to promote it"

After its availability in all the areas, now our promotional strategy will only be to provide

+uality chewing gums for the satisfaction of our customers"

*e will advertise our chewing gum and will target < years to 79 year people through our

advertisements and campaigns and will also use newspapers for the information about

this chewing gum"

:ecause of its uni+ueness and benefits for the teethes, this product will lead all other chewing gums because it will be available on all the areas of the country"

%ositionin1:

#2he ultimate bubble$

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