By: Ahad Khan, Momin Mukhtar and Hamza Iftikhar 

Marketing Management 
Volka Foods 

Submitted to : Miss Shama Razi

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Volka Foods 
 

Overview 4 
Company Background 4 
Mission Statement 4 
Vision Statement 4 
Values 4 
Brand Mantra 5 

Product Portfolio 5 
Product Portfolio 5 
Historical Timeline of VFI VOLKA FOODS 6 
Direct Competition 6 
Indirect Competition 6 
Market size 6 
Point of parity 7 
Competitors 7 
Competition brand: 7 
Hilal Foods: 7 
Mission statement of Hilal foods : 8 
Reasons for choosing Hilal as competitor 8 
Hilal Foods products 8 
CandyLand: 8 
Vision statement 9 
Mission 9 
Reason for choosing 9 
Candyland Products: 9 
Statistics of the Company 10 

Marketing Strategies 11 

Product: 11 
Price: 11 
Promotion: 11 
Placement: 11 

Product Market Expansion Strategies 12 

Market Penetration: 12 
Product Development: 12 
Diversification: 12 
Porter’s Generic Strategy 12 
Differentiation: 12 
Focus: 12 
SWOT Analysis of VOLKA FOODS 16 

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SWOT Analysis of Candyland 17 

SWOT Analysis of Hilal Foods 18 

VOLKA FOODS –STP 19 

SEGMENTATION 19 
TARGETING 19 
POSITIONING 19 

Candyland –STP 21 

SEGMENTATION 21 
TARGETING 21 
POSITIONING 21 

Hilal Foods –STP 22 

SEGMENTATION 22 
TARGETING 22 
POSITIONING 22 

Communication Strategy 23 

VOLKA FOODS 23 
Hilal Foods 23 
Candyland 24 

Comparison of Marketing Campaign 25 

Star Gum (Candyland) 25 
Ding Dong (Hilal Foods) 25 
Boom Boom (VOLKA FOODS) 26 
Comparison 28 
Survey Attributes 28 

Conclusion/Recommendation 45 
1. Development of a new product 45 
2. New display strategies 45 
3. Alliances with other brands 45 

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Overview  
Company Background 
​ olka foods is a non-listed public limited company formed in 2009. It currently employs around
V
2500 people. It occupies around 30% share in Pakistan’s confectionary market. It started it
production with a brand name of ​Giggly and was producing mainly jellies while it later enters
the bubble gum. Later in 2015 company started producing biscuits with a brand name of
Cookania​. Then in 2017 Volka foods introduced pasta with a brand name of ​Marios pasta​.

Mission Statement 
“Our products are as fresh and sweet as our promise”
Our Mission is to provide a wide variety of high-quality products that undergo exemplary quality
checks and procedures ensuring superior quality standards. At VFI our focus is to provide
consistent quality to our customers, which we have achieved successfully due to stringent quality
controls and modern research and development at every stage. Our world class laboratory experts
run regular checks and examine every product at each stage thoroughly. Our team consists of
highly trained professionals, skilled technical staff and latest, state of the art equipment including
moisture analyzers, ash determination equipment, and spectrophotometer and purity
confirmation equipment.

Vision Statement 
“​Our vision is to create a wide and innovative range of the most endearing brands and to be the
market leader in confectionery and bakery production category.​”
Any company’s vision statement depicts what they wish to be in the future and VFI’s vision
statement shows their wish to be the market leader who provides superior quality products
and has the greatest market share among their competitors.

Values 
The four values that define VFI and continue to influence their practices are:
● Leadership: VFI core value lies in the desire to be the pioneers of change and stay a
leader in the industry.
● Innovation: They want to continue to innovate in every area and come up with new
products to cater to their target market.
● Vitality: They wish to continue to add and maintain value to lives.

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● Humanity: They express a desire to help and extend themselves to uplift the lives of the
most deserving people as they have already done so and will continue doing in the
future as well.

Brand Mantra 
“Spread Sweetness”
The brand mantra serves the purpose of defining what the brand is and what it stands for. VFI’s
brand mantra asserts its position in the market as customer’s favourite in the confectionery
industry. Also, as VFI was one of the very first biscuit companies of its kind in Pakistan, it also
describes itself as a legend that will continue to lead through its excellent quality products and
services.

Product Portfolio 
Product Portfolio 
Volka foods has a very diverse range of brand portfolio with delicious and healthy biscuits as
well as a jelly, pasta, candies, bubble gums etc.
1.Cookania Tea time
2. Piknut
3. Zeeray
4. Milkabish
5. Boom Boom Bubble gum
6. Twister Candy
7. Fruity Max Jello
8. Marios Pasta
9. Chatkhari Jelly
10. Berries Jelly
11. Love Bites
12. Giggly milkies
13. Michlee
14. Fruity Fun

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Historical Timeline of VFI VOLKA FOODS  

Direct Competition 
● Hilal Foods
● Candyland
● Hilal
● Candyland
● Innovative

Indirect Competition 
● Kolson
● Fauji Foods
● Beak Parlor
● Knor

   

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Market size  
Total market size is estimated to be over PKR 200bln in 2018
·​ ​Market size of the biscuit industry -formal and informal -

approximated PKR 80 billion in 2018 

· Market of candies, toffees and jellies 60bln 

· 65% of the overall national volume is sold in the urban centers 

whereas 35% in the rural markets 

· Domestic brands dominate more than 80% market share 

· Oligopoly structure: Majority market share in Domestic Brands 

Major player 2016 2017 2018

Ismail 30% 28% 27%

industry (Candyland)

Hilal foods 30% 28% 25%

Volka foods 15% 19% 24%

Mayfair 5% 5% 6%
(Asian foods)

Other 20% 20% 18%

Point of parity 
The attributes and benefits that are not unique but can be shared with other brands. So the
prices of VOLKA FOODS and its competitor are same. They all are providing the same quantity
of biscuit at the same price. Similarly packaging design of VOLKA FOODS and its competitors are
the same. Although unlike most of it’s competitors, VFI has set up their own packaging line to
cut down further costs to compete with lower prices.

   

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Competitors 
We have chosen Hilal Foods and Candyland as the main competitor brands because there
products are most used as compared to VOLKA FOODS. ​Each product is somewhat similar with
slight difference in ingredients, and shape.

Competition brand: 
Hilal Foods:  
Hilal foods is a major competitor of volka foods in terms of market share. It was considered as the major
opponent of volka foods when it entered the market in 2009. ​Hilal Foods Pvt. Ltd. is one of the leading
confectionery and food manufacturing companies of Pakistan and exporting to more than 20 countries
around the world. Since inception in 1957​.

Mission statement of Hilal foods : 

As Pakistan’s leading Food Company, our mission of giving you, “Reasons to Smile” is to provide
consumers with the best tasting, most delicious choices in a wide range of food products for all occasions.

Reasons for choosing Hilal as competitor  

We are choosing the Hilal ding dong bubble gum in comparison with the Giggly Boom Boom bubble
gum. Reason for choosing this gum is that ding dong was market leader before boom boom entering in
this market but today the status has changed with boom boom being the market leader. Ding dong and
freshen up being leading brand. Hilal is the closest competitor to volka foods in this category.

Hilal Foods products 

● Kake
● Cup Kake
● Bake Time
● Jiggles
● Sun Sip
● Ding Dong
● Khopra Candy
● Fresh Up

   

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CandyLand: 
Ismail Industries Limited is one of the largest food companies in Pakistan, manufacturing a wide
range of confectionery, biscuits, snacks and packaging films under the brand names of
CandyLand, Bisconni, SnackCity and Astro Films respectively, There products are exported to
more than 40 countries around the globe including USA, Europe, Australia, Africa, the Far East
and the Middle East, where we have had strong business relationships with customers for over
15 years. Candyland is the market leader in Pakistani market. We are going to choose
Candyland as the second competitor as it is a major player in the confectionary market of
Pakistan. CandyLand, currently the largest confectionery company in Pakistan, started its
operations on June 21, 1988. The first brand was launched in 1990. From that point onwards,
the company has consistently achieved one milestone after another.They are the pioneers in
jellies and have launched brands in technically difficult categories such as lollipops and
marshmallows. They are exporting in more than 30 countries around the globe. iconic brands
that include Chili Mili, ABC Jelly, Funny Bunny, Puffs, Candyland Eclairs, Fanty and a range of
chocolates that include Now, Paradise and Sonnet.

Vision statement  
At Ismail Industries Limited, we aim to offer high quality products to our consumers by
remaining the most technologically advanced company in our field. We strive to be the market
leaders in all the categories that we compete in. We work towards establishing a strong
foothold within and outside Pakistan, through both export and local manufacturing.

Mission 
To capitalize on our values and maximize customer's satisfaction, we continually endeavor to
deliver consistent quality of products to our consumers. By extensively catering to the home
markets and strengthening our roots in international ones, we look forward to make our mark
in the industry. Our aim is to consolidate and strengthen our position as the most
technologically advanced company in our field. We believe in optimally combining our people,
technology management systems, and opportunities to achieve profitable growth while
providing fair returns to our shareholders. It is through recognizing the importance of efficiency
and creativity that we aim to achieve growth in a competitive environment.In a nutshell, our
mission is to become a good corporate citizen by being socially responsible and contributing
towards the betterment, growth and development of Pakistan.

Reason for choosing 

Candyland as competitor is that candyland is the market leader in this industry. Analysis of this market
cannot be completed without analysis candyland. Another reason is that Candyland is the market leader
for jellies market which is the core product of volka foods. Candyland competes with volka foods in all
aspects both produces close products.

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So, it is the most relevant firm to make analysis.

Candyland Products: 
● Now
● Yums
● Chocolatto (Chocolate filled)
● Cookies [coconut, zeera, peanut]
● Paradise
● Chocolate Chip [with chocolate or strawberry]
● Eclairs

   

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Statistics of the Company 

VFI VOLKA FOODS has been a progressive manufacturer of the branded biscuits, candies and
jellies market for many years. As of 2018, VOLKA FOODS has been noted to have captured a
total market share of 28% of the same with revenue of Rs. 80 billion. Annual sale and
production capacity is more than 90,000 tons and with the turnover of more than 12 billion.
The growth in revenue came out to be around three times greater than the growth rate of the
entire market.
CBL Hilal Foods is the market challenger. As of 2017, Hilal Foods has been noted to have
captured a total market share of 25% of the market
Candyland market share is also up in competition.

   

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Marketing Strategies 
Product:  
VFI’s products fall under three categories, biscuits, jellies and candies. The packaging of every
biscuit is done according to their target market and to gather attention to it. For example, the
packaging of Twister is very children friendly with colourful backgrounds and while the
packaging of Tea Time is more subtle for an older consumer base. The packaging of Love Bites is
done with bright iconic red to give it a bright distinctive. The biscuits are also available in
different packs in terms of size like half rolls or ticky packs for consumers with different income
levels. This gives the product a uniqueness of its own and hence attracts the consumers to try
out the product.

Price:  
VFI follows a cost structure pricing but also comes up with prices on the basis of its competitors
brands. As packaging is done in different sizes for different demographic segments, the prices
of such products differ too. The the ticky packs are mostly sold for PKR 5 while half rolls are sold
for PKR 15 while most family packs are sold for PKR 35 but the maximum prices can go up to
PKR 250. Bulk discounts are given to wholesalers.

Promotion:  
VFI uses advertising tools for three purposes, information, persuasion and as a reminder.
Regardless of their increasing market share VFI marketers keep on reminding consumers about
it through TV commercials with an attractive song as well as print ads. Cake Rusk was
introduced recently and needed to be introduced so VFI created an emotional ad about a
mother communicating with her child through messages with a cake rusk to inform consumers
about the product. The Tea Time ad, on the other hand, persuades consumers to buy it by
giving it by showing the versatility of the product. VFI also has a way of promoting its products
according to the target market. For example, the current Boom Boom ad immensely attracts
children due to its colours and animated characters. In addition to advertising, VFI also uses
publicity campaigns like collaborating with the movie stars, sales promotions and personal
selling as its promotional tools.

Placement:  
VFI uses indirect marketing channels which mean it has intermediaries between the company
and the retailers who further provide the products to the consumers. As of now, it currently has
610 distributors that provide their products to different retailers. As VFI has a competitive
advantage of strong distribution network, they also get the eye level shelf space which in turn
increases their sales.

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Product Market Expansion Strategies 

Ever since its foundation, VFI has been expanding itself in terms of products and markets both.
It uses three main expansion strategies, market penetration, product development and related
diversification.

Market Penetration:  
As the demand for their products has increased due to the increasing population as well as the
brand’s popularity, VFI has also started selling more of its existing products in the existing
markets. As of now, VFI has managed to penetrate 65% of its market.
Product Development:  
VFI has been consistently coming up with new products ever since its foundation. It started off
with saltish but has introduced 5 other biscuits and recently 4 new flavors of Jellies and setting
up the first Gluten Free pasta unit in Pakistan.
Diversification:  
Usually, VFI products are considered for all age groups but this changed when they introduced
Fruity Jello, a Jelly that targeted the younger population i.e. children. With the introduction of
Mario's Gluten free and Whole Wheat Pasta, VFI introduced a new product targeting a new
market.

Porter’s Generic Strategy 

Differentiation:  
The brand equity that is associated with VFI is because of it bringing in the “firsts” in the jellies
industry. It differentiates itself on the basis of the unique flavours of its biscuits and jellies, but
the biggest USP is a very vast distribution network, both in rural and urban areas.
Focus:  
VFI does not target any narrow segments and hence does not use the focus strategy.

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Volka Foods BCG Matrix

High Market Share Low Market Share

High Growth
Boom Boom & Marios Pasta Line
Brittles

Low Growth
Tea Time & Gibbs Love Bites Jell-o

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Hilal Foods BCG Matrix:

High Market Share Low Market Share

High Growth
Cup Kake & Kake Bake Time

Low Growth

Ding Dong & Fresh Khopra Candy

Up

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Candyland BCG Matrix:

High Market Share Low Market Share

High Growth
Cookies, Chilli milli Now, Chocolatto

Low Growth
Marshmallow & Treat Gold,
Cocomo Novita

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SWOT Analysis of VOLKA FOODS 

Strengths:

● A wide product line.

● Value Pricing.
● Technological Advancement.
● Product Quality.
● Strong Distribution Network.
● Sustainable production.
● Easy Availability.
● Innovation in terms of new ingredients
● Competitive edge due to product variations (Flavors available)
● Food Safety Policy
● Core Labor Rights and Dignity at Work
● ISO 9001:2008
● ISO 14001:2004
● ISO 22000:2005 (Food Safety)
● ISO 27001:2005
● HALAL CERTIFICATION

Weaknesses:

● Some products not well advertised (Brittles)

● Ineffective innovation in products ( Fruity Jell-o)
● VFI has similar products (heavy direct competition/confused consumers)

Opportunities:

● New emerging segments

● Desirable trend in consumer preferences
● Upgraded technology
● Innovation

Threats:

● Severe competition from Hilal Foods in terms of packaging, branding & advertising
● Availability of various local and foreign brands.
● Change in consumer preferences
● Price-sensitive industry
● Increasing sugar prices
● Economic crisis
● Growing Industry (Increased competition)

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● Unbranded biscuits

SWOT Analysis of Candyland 

Strengths:

● Increasing sales due to strong performance (15% increase in FY15)

● ISO 22000
● Halal certification by SANHA
● Certified supplier of the World Food Program
● Company has state-of-the-art technological machinery
● Strong Distribution Network
● FMCGs industry – High quantity sold but low profit margin
● Increasing Confectionery Market ($40bn to $60bn from 2014 to 2015)

Weaknesses:

● Products like Novita, Rite and Zeera Biscuit are becoming increasingly unpopular
● Low budget allocated to promotional campaigns
● Not as popular as its two major competitors

Opportunities:

● Expanding vertically into different markets like high-income groups

● Changing consumer preferences
● Good and latest technology
● Come up with a new product and become a trendsetter

Threats:

● Price-sensitive industry
● Increasing sugar prices
● Economic crisis
● Growing Industry (Increased competition)
● Upcoming foreign brands
● Unbranded biscuits

   

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SWOT Analysis of Hilal Foods 

Strengths:

● Strong supply chain which would lead to decrease in costs

● Strong brand name
● Brand loyals
● Innovation
● Wide portfolio
● Modern facilities
● Importance given to CSR
● Social Welfare Projects:
● Supported the development of the Herbarium Botanical Garden and Play Area at Shah
Abdul Latif University, Khairpur
● Supported the Friends of All Pakistan Women's Association (FAPWA) for building schools
● Supported Citizens Police Liaison Committee (CPLC) on various projects
● ISO 9001 [quality control], ISO 14001 (Environment-friendly] and OHSAS 18001 certified
[working environment] – AWARDS
● Product Quality & Strong Distribution Network
● Good offensive strategy

Weaknesses:

● Distant Production Facility

● Relatively lesser international exposure (6-8% of total business)
● Some products not marketed as well as the others so they are unpopular(DOGS)
● Some products not well-differentiated

Opportunities:

● New emerging segments

● Upgraded technology
● Innovation

Threats:

● Severe competition in terms of packaging, branding & advertising

● Availability of various local and foreign brands.
● Price-sensitive industry
● Increasing sugar prices
● Economic crisis
● Growing Industry (Increased competition)
● Unbranded biscuits

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VOLKA FOODS –STP 

SEGMENTATION 
VOLKA FOODS segments the overall Pakistani market primarily according to demographics.
Under demographic segmentation, the market is broken down in terms of the populations’ age
and income level. Behavioral segmentation also comes into play to an extent. VFI VOLKA FOODS
also segments the market in relation to people who are brand loyals of VOLKA FOODS and
whose usage rate is very high. For example, students who buy VOLKA FOODS biscuits and jellies
from School cafeterias very regularly. Furthermore, psychographic segmentation is also used
for one of the products like Milkabisk.

TARGETING 
Like mentioned above, VOLKA FOODS targets those consumers who are already their brand
loyals. They, thus, make purchase decisions based on their brand image. VOLKA FOODS also
targets unaware but potential customers who it can possibly divert from Candyland or Hilal to
itself. With regards to the demographics, VOLKA FOODS targets different age groups with
different products. For example, twister candy targets children of the age group 6 – 12 years
while Cookania tea time is a product fit for people of any age. Mostly, VFI VOLKA FOODS is said
to be targeting the 6-40 years age group. VOLKA FOODS is not very expensive. It is priced such
that it’s affordable by most people. Thus, it targets people belonging to a lower-middle, middle
or upper-middle income groups. With respect to psychographic segmentation, VOLKA FOODS
targets health conscious consumers with its Milkabisk biscuits, as well as those people who
suffer from health problems like Calcium deficiency. This could also come under the age
demographic as the older age group has more proportion of people suffering from calcium
deficiencies.

POSITIONING 
VFI- VOLKA FOODS focuses on the level of quality of its biscuits as well as candies, gums and
jellies. So it seeks to position itself in the branded biscuit market as a high quality brand that
has a large variety of products enriched in taste and texture. It has the biggest product length
compared to its competition. It is also not very pricy so this is an important positioning point
from the viewpoint of its customers. Through its advertisements, VOLKA FOODS always
promotes the relationships of family members, for example the Cookania Tea time commercial.
This induces the image of a ‘family brand’ in consumers’ minds and hearts. It’s very often used
brand tagline “Taste the temptation” highlights VOLKA FOODS’ inclusivity as a local brand. It
shows that this brand has products that cater to the needs and wants of different types of
consumers. The brand signifies "trust, confidence and wholesomeness" for consumers. With its
regular affiliations with a number of social institutions, VFI VOLKA FOODS shows to its existing
and potential consumers how it cares deeply about the welfare of people in general. This gives

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VFI VOLKA FOODS a soft spot in the hearts of the consumers, and a stronger position in their
minds. VFI VOLKA FOODS major competitors in the market are Candyland and Hilal foods.. Most
of the strategies of both the companies are alike, with the same segmentation, targeting and
positioning strategies. However, VOLKA FOODS has introduced its new Pasta named by Mario
pasta in 2018. This gives VOLKA FOODS an edge over its competition.

   

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Candyland –STP 
SEGMENTATION 
Like most branded biscuit manufacturers, Candyland Brand also divides its broad market
through the demographic and behavioral elements. Under demographics, Candyland segments
the markets in terms of age and income level. Candyland also aims to break down its market in
terms of the user status of the consumers (loyalty to the brand).

TARGETING 
Under demographic segmentation, Candyland targets different age brackets but most
importantly children. It’s very famous product, for example, Yums targets children of age
ranging from 4 to 16. Even people above the age of 16 consume this product though as such
products are not specifically age bound. It does, however, target more children or youngsters
than it does any other age bracket. Its advertisements also mostly follow children playing and
consuming its candies and jellies may those be eclairs, emli candy, chilli milli and Now
chocolate. Candyland is a relatively low-priced brand. It targets the lower, lower-middle and
middle income classes. Candyland also targets its brand loyals.

POSITIONING 
Candyland, like mentioned above, is a low priced product. This is an aspect Candyland likes to
play with. It positions itself as a low-priced, affordable-by-all biscuits brand like bisconni.
Candyland claims to provide its customers the same kind of flavor and taste but at a lower
price. However, the quality difference between the biscuits is questionable. It also positions
itself as a brand liked by all children and parents through its commercials.

   

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Hilal Foods –STP  

SEGMENTATION 
Hilal Foods by Continental Biscuits Ltd also segments its market through demographic
segmentation under the age, income level and family status variables. Psychographic
segmentation comes into play due to one of Hilal Foods’s increasingly popular products
Wheatables. Behavioral segmentation is used to divide the market into groups of people who
are Hilal Foods’s brand loyals and those who use biscuits at a higher rate than usual.

TARGETING 
The target market of Hilal Foods is the lower-middle, middle and upper-middle income group as
it is not high-priced. Hilal Foods biscuits, like its competitors, target children as well as people
belonging to the higher age bracket. This targeting depends gravely on which biscuit or product
under Hilal Foods we are looking at. For example, Cupcake are low-priced with various flavors
targeting young children ages 5-12, and their parents who shop for them. Hilal Foods targets its
brand loyals as well as potential clientele or people who consumer biscuits more often. Its
brand image attracts many customers to itself. It also targets health-conscious consumers with
its Wheatables cup cake named Bake time which are provided in high-fibre as well as high-fibre
sugar free contents. Hilal Foods may also be targeted old people with diabetes with this specific
product.

POSITIONING 
Hilal Foods has a variety of different cup cakes, candies and jellies under its belt, each with new
flavors and tastes for different categories of people. This extended variety is focused upon by
Hilal Foods when positioning itself in the minds of its customers. It also positions itself as a
relatively low-priced and affordable brand offering high quality. Furthermore, it follows its CSR
through affiliations with some institutions. This gives a good image to its customers. Its major
goal is to position itself in the market in such a way that the target markets prefers to buy Hilal
Foods products instead of its major cutthroat competitor VOLKA FOODS.

   

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Communication Strategy 
VOLKA FOODS 
VFI VOLKA FOODS uses different communication channels to reach the consumers, inform them
about the product, persuade them to purchase it and reinforce this desire later. VOLKA FOODS’
print ads of its different biscuits like Tea time, piknut and Milkbisk appear in different
newspapers. These newspapers can be Urdu newspapers as well since biscuits are products
such that the person is not required to be very literate. In addition to this, television is also used
as a main medium of communication with the target market. These advertisements are played
on different types of tv channels: drama channels like Hum TV and ARY Digital, news channels
like GEO News and Dawn News and sports channels like Ten sports Pakistan and Geo Sports.
These TVCs have a huge impact on the position of VOLKA FOODS on the minds of consumers
and how they get persuaded to make a buying decision. Some of these television commercials
include an emotional appeal to them which touches the hearts of consumers. For example, the
new Mario pasta advertisement has gained fast and large recognition for its heart-warming
message. The audio track of these TVCs are also played on different radio channels in the
country. In both the TVCs and the print ads, the celebrity endorsements (if any) or the actors
are held constant to provide consistency in the marketing campaign. Other forms of
communication mediums used by VOLKA FOODS are below the line promotional strategies that
attract consumers. A recent example of this is the Mario’s pasta which is the first Gluten free
pasta manufactured in pakistan Marketing in Mall of Multan, Multan. VOLKA FOODS first
launched an announcer campaign to build hype and trial around the product Mario’s pasta

Hilal Foods  
To effectively compete with its biggest competition in the Confectionery Market, VFI VOLKA
FOODS, Hilal Foods by Continental Biscuits Ltd used a number of different communication
channels. These include television, radio, print media, social media as well as below the line
promotional campaigns. Hilal Foods’s print ads are sent to different magazines and
newspapers, English and Urdu. These print ads contain vibrant colors to catch the attention of
the readers. The television advertisements play on all types of channels on television. The same
examples of Hum Tv, ARY Digital, GEO News, DAWN news, Ten sports Pakistan and Geo Sports
can be used here. It must be noted that these are a few of the extended number of channels
used by Hilal Foods to promote its product portfolio. These TVCs are informative and persuasive
for the consumers. The same TVC’s audio recordings are played on radio channels like FM 89.0
or FM 106.2 across Pakistan. This reaches those people who may not watch a lot of television or
those who do not have access to television or cable at all. Social media run campaigns are also
used by Hilal Foods. As the campaign that will be discussed further in the report, Hilal Foods
used digital marketing techniques through animations. Additionally, Hilal Foods also uses

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billboards as a communicative channel for some of its products (primarily Bake time by Hilal
Foods).

Candyland 
Not far behind in the branded biscuits industry, Candyland has to maintain its position to make
sure other small competitors do not cross it in the race to success. Candyland also uses the
same communication channels to reach the consumers. Its TVCs appear on many channels on
television. However, one thing worth noticing is that only two to three of Candyland’s products
are promoted and advertised aggressively. Nevertheless, Candyland also uses print ads to reach
a larger audience and to make a greater impact since print media is a high-involvement
communication forum. Radio ads are also played on various channels. Its famous product, Chilli
milli is catchy and well-recognised tune in the food industry and even if it is played alone on
the radio, consumers know the product. Like other companies, Candyland also uses PR
campaigns to interact with consumers and promote its product line.​ 

   

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Comparison of Marketing Campaign 

Comparison: Star Gum (Candyland), Ding Dong (Hilal Foods) & Boom Boom (VOLKA FOODS)

1. Star Gum (Candyland) 

Star Gum is a bubble gum line of candyland which is purely focused towards youngsters, April
23 2011, Candyland generated a CGI cartoon of star gum bubble which started with an
adventurous story of a princess who was abducted by evil forces and an old samurai saves her
from dragons by consuming a star gum. The Tagline of the product is “ Kisi aur gum main na hai
aisa star ka dum “, this whole marketing is focused towards young people, especially kids, the
message delivery and reach of consumers is very smartly done in this campaign as the whole
marketing captures the attention of young kids by bright colors and a fantasy world CGI.

2. Ding Dong (Hilal Foods) 

A trip down memory lane, ​“Aik  billi  moti  taazi  thi,  jo  mazay  se  ding  dong  khati  thi”.  ​The 
ding  dong  jingle  has  been  in  the  market  for  so  long  now,  it  has  become  a  never  ending 
music  for  people  of  our  age,  older  than  us  and  now  to  target  the  youngsters  of this era 
the  jingle  was  redesigned  in  2015.  The  company  used  the  same  old  black  cat  but  with 
better  graphics  to  enhance  message  delivery,  the  animated  characters are more viewer 
friendly  and  increased  run  time  on  the  TV  channels  &  Social  media  grabs  the  attention 
of end consumers in a delightful way.  

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3. Boom Boom (VOLKA FOODS) 

The central idea of the TVC is simple: children want excitement in their life which the
presence of Afridi and a cuddly animated panda are off on mini adventures fulfills. They
hike. They practice karate in the woods. And they solve a mystery Bond-style. The
product’s primary target audience is children belonging to SEC B and below. From that
perspective the ad definitely elevates the brand image by using a well-known celebrity
and the mix of animation plus adventure definitely attracts the cartoon-crazy segment.

The other most promising thing about the TVC is that kids are obsessed with Afridi or
atleast know who he is as he’s the only real star left in our cricket team. It’s a
well-positioned ad.

Boom Boom Bubble gum has always been advertised through animated TVCs but this
time they decided to shift gears and use Afridi’s free time. The panda and Afridi look
quite adorable together and apart from the choppy editing the TVC is technically sound
with crisp visuals and nice angles. (Afridi’s sleek entrance in the last adventure is quite
charming).

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Comparison 
Three different ad campaigns have one thing in common and that is their target market, in
order to cater more and more market all three are involved in digital PR campaigns aimed at
communicating with consumers and raising more awareness about their product. However, CFI
used a slightly better tactic by involving Shahid Afridi in their campaigns to involve more
viewership, the celebrity endorsement through CGI has covered a vast market.

The marketing and positioning of BOOM BOOM is done very carefully, in 2009 when Pakistan
won the T20 World Cup Shahid Afridi became the nation’s hero and youngster favourite and his
involvement raises the viewerships by miles, Shahid Afridi had better ties with alot of TV
channels such as Geo News etc, so the play time in peak hours is also a plus point.

Survey Attributes 
We conducted an online survey, in which there was 10 attributes. They were ranked according
to three options. Option 1 was most preferred, option 2 was less preferred and option 3 was
least preferred. More than 50 people responded to the survey. The attributes are: Taste,
Quality, Price, Packaging, product size, TVC attractiveness, brand awareness, availability,
personality, and aroma.

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Perceptual Map of Attributes

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Performance Importance Analysis

We have conducted a survey with High and Low Importance and Performance attributes, with
50+ respondents and 3 different questionnaires, following are the results;

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Volka Foods 
 

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Volka Foods 
 

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The Grids and the mounted attributes according to numbers are shown below:

1. Hilal Foods

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2. Candy Land

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3. Volka Foods

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Conclusion/Recommendation 
In conclusion, it is submitted that VFI VOLKA FOODS, It has been part of the industry for the last
2 decades, however, with the absence of entry barriers in the industry, competition in this
industry is increasing. The biggest threat to VOLKA FOODS is Hilal Foods by Continental Biscuits
Ltd. Henceforth, following are a number of strategies suggested to VOLKA FOODS that it can
use to tackle the cutthroat competition and the potential competitors too.

1. Development of a new product 

New and innovative products are almost always appreciated by the consumers. With a
large customer loyalty base as of VOLKA FOODS, such an introduction of a new product
can give VOLKA FOODS an edge over others. Even if other companies follow the
product, the first mover advantage will most likely stick.

2. New display strategies 

VOLKA FOODS it can make a contract with the retailer such as Al-Fatah to display its’
print ads in the shopping aisles. Impulsive consumers would use this as a cue to
purchase the products. Moreover, it has also use other grocery store like Jalal sons and
in maximum number of social platforms that exist today in this technological
advancement world. More sponsorship contracts can be one of the strategies to make
your brand image more reachable to the mass environment.

3. Alliances with other brands 

VOLKA FOODS can come into an alliance with a tea brand for instance Lipton Tea, to
show a combination of Lipton tea with one of its biscuits like Tea time. This would not
only attract Tea time or VOLKA FOODS’ existing customers but also the customers that
are loyal to Lipton.

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