Consumer behavior

and marketing
strategy

Project presentation
 Group Members :
Mohammad Shaharyar Sharif(10053)
Zahid Hameed(11050)
Mohammad Omair(11122)
Syed Shayan Ali Naqvi(11148)
Hira Abbas(10867)
Contents:
• Industry Analysis
• Bakers in Pakistan
• Company Description
• Mission & Vision Statements
• Branches Details
• Product Line
• Main Competitors
• SWOT Analysis
• ANSOFF Matrix
• Production Steps
• BCG Matrix
• Survey Report
• Conclusion
 Industry Analysis
• During the study of food industry we analysis that the demand of bakery industry are thoroughly increase
a day by day in Pakistan.
• Industry growth during the forecast period owing to rising demand for Bakery items and fast foods
growing western culture influence among consumers across the globe.
• Hectic lifestyle of population is increasing the popularity of bakery products purchasing from the
convenience store.
• Hotels are also estimated to hold the largest share in the market during the forecast period owing to the
rising disposable income of the middle-class population and rising tourism across the globe.
• Pakistani bakery market was valued USD 14 billion in 2016 and will exceed a revenue collection of USD 25
billion by 2023 with an annual growth rate of 8.8% over 2018-2023.”
 Bakers in Pakistan
Makkah Traders
Cake Me Away
K & N’s Pakistan
Ezone Pakistan
7 Days Sweets & Bakers
Ambala Sweets & Bakers
Mr. Ideal Bakery
United King
 Company
Description
United King Foods (Pvt.) Ltd. Embraced
the twenty first century blending authenticity
and inventiveness to its customer around the
world high quality traditional Pakistani Namkeens and sweets.
Being so famous for their exceptional quality of food, United Sweets Bakers and Nimco faced a
harsh challenge from other bakeries trying to use their reputation and name to bring in business
for themselves. Hence they decided to change the name to “United King”
 History
Of
United King:
 Started its operation as a small Nimco Shop under the name of United Nimco Corner
in Karachi Pakistan in 1984.
 In 1988 we opened a new outlet under the name of 'United King' and now we have
seven outlets to facilitate our customers.
 Quality and authenticity in all Namkeens, Sweets, cakes and confectionery products.
 The first branch with the name United King was opened at Bahadurabad in 1998.
 “United King” gradually added to their menu and they now make and sell more than
250 food items ranging from sweets and bakery items to breakfast items and fast food;
all available under one roof.
 Achievements
of
United King Bakers:
 United King has won the prestigious brand of the year award consecutively since 2009 to
2013.
 United King Foods (Pvt.) Ltd. Holds an ISO 22000: 2005 & HACCP CERTIFICATION
which certifies that products of United King's are produce under the strict hygienic
conditions. We use the best ingredients and high standard in packaging.
 MISSION STATEMENT:

Best to provide our customers

with high quality products in
reasonable rate at all times.
 VISION STATEMENT:

Their vision is to give quality and

tasty Asian food to the customers.
We can say that united king
vision is clear and concise.
 Branches and Factory Details

Contact Details:
Contact Person: MR. SHAIKH MUHAMMAD
Designation: CHIEF EXECUTIVE
Email: tehseen@unitedking.com
Cell: +923008233458
Address: ST-9/2, 1-D/2, Sector 16-B,
North Karachi, Industrial Area, Karachi
Pakistan.
Web: www.unitedkingfoods.com
 National Stadium
Address: Sir Shah Muhammad Suleman Road, Adjacent Hobnob Bakery Gulshan-e-Iqbal, Karachi, Pakistan
 Sharfabad
Address: Ibrahim Residency, Sharfabad, Karachi, Pakistan.
Phone: +92-21-34120031
 Branches and Factory Details

 Gulshan  Jinnah International Airport

Address: Amir Complex, Main Rashid Minhas Road, Gulshan-e-Iqbal, Address: Domestic Departure & Arrival.

Karachi, Pakistan. Phone: +92-21-34604855

Phone: +92-21-34029605 Clifton

 North Nazimabad Address: Chartered Accountants Avenue, near 3 talwar,

Address: Near Five Star Chowrangi Karachi, Pakistan. Clifton Karachi, Pakistan

Phone: +92-21-36721781
Karachi Club
Address: Dr. Ziauddin Ahmed Road, Karachi, Pakistan.
Phone: +92-21-35662662
 Product Line
Cakes
Premium Cakes
Send Premium Cakes to Your Loved Ones on Special Occasions. Cakes are the crucial part of every celebration. They relish the
taste buds of people, help them celebrate every special occasion in a joyous manner and fill their relationships with immense
sweetness.

Classic Cakes
Such kind of simply Cakes. Usually used for small business and family parties.

Pound Cakes
Pound cake refers to a type of cake traditionally made with a pound of each of four ingredients: flour, butter, eggs, and sugar.
Pound cakes are generally baked in either a loaf pan or a Bundt mold, and served either dusted with powdered sugar, lightly
glazed, or sometimes with a coat of icing

Cup Cakes
A cupcake is a small cake designed to serve one person, which may be baked in a small thin paper or aluminum cup. As with
larger cakes, icing and other cake decorations such as fruit and candy may be applied.
 Product Line
Sweets
Tin Packs.
Box packs.
Fresh Sweets.
Ramadan.
Desserts.
 Product Line
Snacks
Nimco.

Chips
 Product Line
Fast Food
Deals Drink.
Starter.
Pizza.
Chicken.
Burgers.
Pasta.
 Product Line
Bakery
Frozen.
Drinks.
Fresh bakery items.
Pickles & Sauces.
Biscuit & Cookies.
Breads.
Rusks.
Lunch boxes.
 Product Line
Rest are Following
Sugar Free.
Sub Station.
Halwa Puri.
Winter
 Main Competitors
The Main competitors of United King Bakers are,

 Pie in the sky

 Dill Pasand
 Hob Nob
 Rehmat-e-shereen

 Wall’s Ice-cream

 IGLOO
 SWOT ANALYSIS
Strength:
 Strong Quality of products with reasonable price.
 Strategies in accordance with the customer mind sate.
 Easily accessible almost everywhere in the city.
 United Bakers doesn’t give franchise or partnership to anyone.
 Strong Distribution Channel.
 Customer first choice.

 R&D and QC Department

 SWOT ANALYSIS
Weakness:
 Not properly focusing on promotion.
 Proper Parking are not available on each and every branch.
 Some false news and Videos about it are prevailing in market those are divert consumers mind from
quality products of United King.
Opportunities:

 Increase their target market by capturing other cities.

 Can come up with the different market of bakery products.
 It is the great opportunity for united King to expand their business and market by exploring the new
market nationwide and internationally.
 United king having a variety of different frozen items with unique taste.
 SWOT ANALYSIS
Threats:
 Changing of consumer preference is a major threat of any organization. As if we talk
about United King sweets now people prefer cakes over sweets and frozen items
which have become a major threat.

 Lack on new technology.

 No Innovative products till dated.

ANSOFF Matrix
Product Development
New Packaging
 Product Strategy

 We use fresh milk and cream in the production, according to

customer’s need.

 We made many innovations to give flavors to ice- cream.

 The ingredients uses in the production are of high quality.

 We have made different flavors for customer satisfaction.

 Pricing Strategy

 Pricing strategy, the final mix element, is one of the most

difficult areas of marketing in setting profitable and justifiable

prices for the firm’s product offerings.

 Our ice-cream pricing strategy is based upon not only on the

demand, but also on the market condition generally.

 BCG Matrix
Boston Consulting Group
 Stars Products of
United King Bakers
Cash Cow Products of
United King Bakers
Poor Dog Products of
United King Bakers
 Question Mark
Products of
United King Bakers
 Short Ice Cream
Survey
Q. 1: How much you like Ice Cream
compared to other sweet foods?
4.3 4.4

3.5
Q. 2: If united king offer new ice cream. 3
YES

Are you interested to try it? 2.5 MAY

2.4 BE
2 2
1.8 No

Q. 3: Which you think? Ice cream suits

with united king?
Q. 1: Q. 2: Q. 3:
 Conclusion

Due to increased demand from all over the city, United King “The Food Kingdom” now
opening its new branches at defined places and also offering new products like ice cream
etc.
United King has achieved fame, respect, appreciation and worth-while credit in a limited
period of time. United King Aim is to make delicious, hygienic and healthy food that
contributes to positive health. United King have over 250 varieties of Sweets, Nimco,
Cakes, Fast Food, Ice Cream etc., all available under one roof United King offers the
finest selection of baked products in Pakistan. United King offers the widest and most
exclusive variety of cakes, traditional sweets, nimco and delicious fast food items. United
King Products continue to be made with the same attention to quality and detail as they
have been for the last 21 years.
Any Question