Mayfair Marketing Analysis

ACKNOWLEDGEMENT
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-Mighty, the Owner 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 Malayan Proverb
is “One can pay back the loan of gold but one dies forever in debt to those who are
kind”. Realizing the fact we express our gratitude to those who have helped us
throughout in this project. In fact it will be rightful to say that without their co-
operation this effort may have ended up in disaster.
Our gratitude will be meaningless if we are not grateful to Allah for His kindness
upon us. His benevolence and blessings have made us capable. We are whole-
heartedly thankful to Him.
We are very thankful to our teacher Mr. Waqar Ahmed Sb. His sincere cooperation
has helped us to complete this project.
We 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. We are very thankful to them.
1
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 Of Asian Foods 7
Mission Statement 7
Vision Statement 8
Situational Analysis 9
Uncontrollable Environment 12
PEST analysis 12
Key companies 22
Strength and weakness w.r.t. 5 P’s 31
Manufacturing Process 45
Long lasting gum idea 49
Future outlook of the company 49
New marketing strategy 50
2
Introduction to Bubble Gum:
Bubblegum is nothing but a special kind of chewing gum. Only they are less viscous
than the chewing gums to facilitate bubbles blowing. They 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. One always feels curious about
the background of things they love. How they are made and where they came from
are the commonest questions that haunt the die hard bubble gum lovers. Here is a
brief history of bubble gum to satisfy their curiosity.
History of Bubble Gum:

The earliest form of bubble gum was known as Blibber-Blubber gum. The credit for
making the first bubble gum goes to Frank Fleer who invented the juicy chew long
back in 1906. But this first bubble gum of the world met with a tragic fate. In the
absence of proper marketing the Blibber-Blubber gums were never sold.
In the year 1928, Walter Diemer who was an employee of the Frank H. Fleer
Company, invented an improved version of bubble gum by modifying Fleer’s
original recipe. It is Diemer who was the pioneer in turning the bubble gum into
pink. It is interesting to note that he used nothing else other than pink because at that
time only pink color was available at his disposal. In appearance as well as in taste it
was truly an improvement over the initial product. The result was predictable and
this creation of Diemer, which was called Double Bubble gum, became an instant
hit. This marked the beginning of a set of successful attempts in bubble gum making
and marketing.
During World War II, Topps Company, another gum giant introduced a new brand
of bubblegum called Bazooka. Their aggressive marketing strategies involved the
launching of a small comic strip based on the character Bazooka Joe which was
3
offered as a package with the gums. This was the first time from when bubble gums
started to represent fun and raw energy.
Today there are many bubble gum manufacturing companies who really worked
hard for the improvement of quality of the bubble gums in terms of taste as well as
non sticking properties. Bubble Tape, Big League Chew, Bubble Yum and
Bubblicious are some of the big shots. Some of them sponsor big international
events like bubble blowing contests. Since their inception in 2002 by Doble Bubble,
they have become extremely popular and reached out to other corners of the globe.
4
More than a brand name
a symbol of quality
Introduction Asian Foods:

Asian Food Industries Limited (ASIAN FOOD INDUSTRIES) is the manufacturer
of ‘Mayfair’ Brand confectionery products from Pakistan. The company has been
marketing its premier quality sugar confectionery products in the domestic and
export market for more than thirty years. Setup in 1969, ASIAN FOOD
INDUSTRIES was located in Karachi, commercial hub & port city of Pakistan.
With the diversification into textile business, it was decided to consolidate Mayfair
Group’s plant locations. The production facility of ASIAN FOOD INDUSTRIES
was relocated to Raiwind Industrial Area. Raiwind a satellite town 30 kilometers
from Lahore, also houses Mayfair Spinning Mills Limited. Mayfair Group takes
pride in both its businesses; Mayfair Spinning produces 100% cotton yarn of
premium quality for the export market.
Asian Food Industries takes pride in its professional team administering work with
the aid of the latest management and communication systems. The ASIAN FOOD
INDUSTRIES team is 550 strong, highly motivated and dynamic professionals.
Asian Food Industries with a strong customer focus has independent marketing
teams for the domestic and international markets. The company lays a strong
emphasis on employee development and career progression. Individuals ready to
take up the high paced challenge are provided a conducive environment.
Domestic Market Network:
5
The Pakistani market is largely trade driven with more than 60% of the sales coming
from the 400 wholesale markets spread all across Pakistan. This trend is now giving
way to more sophisticated distribution mechanisms. Mayfair has a distribution
network of 375 distributors covering the length & breadth of the country.
The sales & marketing team of Asian Food Industries is lead by General Manager
Marketing. The company has structured its sales organization into three regions to
ensure availability of its products throughout Pakistan, a country of 140 million plus
population. The sales team is lead by a National Sales Manager, managing a
Regional Managers, Zonal Managers and dynamic sales officers. In all the sales &
distribution network is energized by a team of 100 sales executives.
Production Facility:
Mayfair currently has the capacity to produce 81 tons of sugar confectionery per
day. The product category with the largest market share, as well as biggest
production capacity, is Deposited Candy. This is followed by Hard Boiled Candies,
Bubble Gums, Toffees, Chew Toffees and Soft-boiled Toffees. Asian Food’s foray
into sweet confectionery was with the manufacture of candies and toffees.
In 1979 Mayfair became the first company to introduce bubble gum to the Pakistani
market. To fulfill this latent need of the consumers, Mayfair bought the first fully
automated and computerized bubble gum machine from Gabler and Rose
Theegarten with a capacity of producing five tons per day.
Subsequent expansion occurred with the introduction of the chew toffee line
consisting of a computerized Terberaak, Gabler and Rose Theegarten plant. Further
addition of capacities added new machines of Ruffinati, Hoberger, Bosch and
Hansella. Latest acquisition of a deposited candy plant from Bepex, Terberaak,
Eurosicma and GD Acma allows ASIAN FOOD INDUSTRIES to produce
6
deposited candy on a modern plant and matching the premium quality candies
produced by the notable international market leaders.
History of Asian Foods:
Late Mr. Mehboob Elahi established Asian food Industries in 1969 with an objective
to produce "international quality" confectionery products in Pakistan. Through sheer
hardwork, fair business dealings and unmatched quality products, Mr. Mehboob
Elahi succeeded in making Asian Food Industries the undisputed market leader in
Pakistan.
Mr. Jawed Iqbal, son of Mr. Mehboob Elahi, joined the group in mid seventies
Modern education and a broad western exposure, assisted Mr. Jawed Iqbal in
modernizing and further expanding business. His deep business insight and effective
marketing methodologies are his major strengths. His immense experience led him
to set up, He thought of setting up a spinning unit. The group again worked with
utmost zeal and devotions and finally in 1993, Mayfair Spinning was installed and
started giving fruitful results.
Recently, Mr. Jawed Iqbal's son Mr. Shahid Iqbal has joined the group. He has been
trained extensively in the United States and his vigor and knowledge of modern
textiles/spinning has resulted in an overall uplift of yarn's quality being
manufactured at Mayfair Spinning Mills.
MISSION STATEMENT:
Asian Foods has been dedicated to its customers by providing confectionery
products, premium in quality, throughout their lives. ASIAN FOOD INDUSTRIES
takes pride in each child who has enjoyed Mayfair candies, grows up to retain
7
Mayfair as the choice for his family’s sweet temptations. As a company Asian
Foods has a simple but the most important mission:
“To make our customer’s happy”
Vision Statement:
ASIAN FOOD Industry’s existence is the story of pioneer-ship and
adherence to stringent quality controls and evolution of dynamic management
systems. From a modest beginning, the company has evolved into an enviable
position of many firsts: first to introduce bubble gum in Pakistan, first to introduce
Chew Toffee in Pakistan, first to attain an ISO certification and first to introduce
deposited candy in Pakistan. We look forward to collaborating with our international
partners in creating synergies in manufacturing, marketing and distribution ventures.
With dedicated efforts ASIAN FOOD INDUSTRIES sees itself becoming an
international player of significance in the confectionery business. The organization
plans to achieve this by being steadfast in its mission and maintaining a clear vision:
“To be the best in our business and customer’s first choice”
Team Values:
 Customer Satisfaction
 Passion for Growth
 Teamwork & Empowerment
 Good Corporate Citizenship
Quality:
At Asian Food Industries product quality & wholesomeness is the guiding principle
in defining its quality management system. The company has an independent QMS
control and assurance team. With untiring & dedicated efforts the company has
8
attained the HACCP certification during the year 2003. ASIAN FOOD
INDUSTRIES has also upgraded its ISO9000 certificate during 2003. Both these
certifications reflect upon the emphasis ASIAN FOOD INDUSTRIES places on
having in place a stringent & rigorous system of quality management at ASIAN
FOOD INDUSTRIES. In this pursuit of excellence, the company is in the process of
qualifying for ISO14000 certification.
Asian Food Industries Ltd ensures its highest commitment to quality

by:
 Compliance to the applicable regulatory requirements.

 Meeting Customers’ requirements and expectations.
 Promoting good manufacturing practices in confectionery.
 Progressive reduction in all types of wastes.
 Promoting continuous quality improvement initiatives.
Situation Analysis:
Situation analysis is a term which involves evaluating the situation and trends in a
particular company's market. Situation analysis is often called the "three c's", which
refers to the three major elements that must be studied:
General State of Economy:
Pakistan is an Islamic and rapidly developing country which has faced a number of
challenges on both political and economic fronts... Majority of people lived in ruler
areas. Agriculture is the mainstay of Pakistan's economy, employing almost 50% of
the population. Wheat, rice, cotton, sugarcane, and tobacco are the chief crops, and
cattle and sheep are raised. Most of Pakistan's agricultural output comes from the
Indus basin. The country is now self-sufficient in food, as vast irrigation schemes
have extended farming into arid areas, and fertilizers and new varieties of crops
have increased yields.
9
Pakistan's industrial base is able to supply many of the country's needs in consumer
goods, although production has slowed in recent years. The country's natural
resources provide materials for such industries as textile production (the biggest
earner of foreign exchange), oil refining, metal processing, and cement and fertilizer
production. Remittances from Pakistanis working abroad constitute the second
largest source of foreign exchange. Since the mid-1950s electric power output has
greatly increased, mainly because of the development of hydroelectric power
potential and the use of thermal power plants. Pakistan's major imports are
petroleum, machinery, transport equipment, chemicals. The chief trading partners
are the European Union nations, the United States, Japan, and China. In the late
1990s, following years of lax fiscal policies, Pakistan appeared on the verge of
bankruptcy, with a foreign debt of over $30 billion.
Customers:
ASIAN FOOD INDUSTRIES owner of Mayfair Brand has been marketing its
products since 1969 in the international and domestic market. The company
pursuing an aggressive marketing strategy and adhering to trade mark rules &
regulations of its international markets, supplies under alternate trade marks in
number of countries. Starting with a modest plant base, but with steady growth and
induction of new machines and technology, Mayfair today has a leading share in the
Pakistan’s domestic market of sugar confectionery.
Mayfair is currently the market leader in Deposited Candy category with the brand
of “Mayfair Creamers” in the domestic market. The company has achieved
significant success in marketing its candies & toffees in more than 20 countries of
the globe. The company strives to continually develop new products for differing
taste preferences in diverse markets.
10
Asian Foods also has a rich experience of supplying its premium quality
confectionery products to international marketing companies under their prestigious
brands. This allows the company to continually learn from global experiences of
large corporations.
Domestic Market Network:

The sales & marketing team of Asian Food Industries is lead by General Manager
Costs:
Cost of a product depends upon different economical factors, GDP, GNP, Dollar
rate of market, fluctuation in oil market.
Competition:
After launching this product our company has to face number of local competitors.
These all companies are well established in the same products. These companies are
HILAL, KINGS FOOD, UNION, krihman, B.P etc.
11
Product market:
Product type, varieties, and brands;
Mayfair has a wide variety related to sweets. They are dealing with toffees, bubbles
and chocolates also. Their brand is Mayfair.
Sale volume and trends:

Their sales volume is in a very good proportion a compare to other sweet brands.
There is a perfect competition in market.
Growth rate:
As mentioned earlier there is a perfect competition in market but due to good quality
and reasonable prices their growth rate is very good. But unfortunately we are
unable to give exact facts and figure about Mayfair here.
Market share:
Market share of Mayfair is approximately 40% candy land has a share of 30% and
others cater market share of remaining 30%.
Mayfair
Candyland
BP
Other
12
Uncontrollable environments
Political analysis:
Political analysis is as follows:
Political instability:
Politically Pakistan is not a stable country. General elections are expected in near
future. And the current situation of politics in unpredictable. So, this is not a right
time to invest in Pakistan in such a political situation.
Taxes:
Another major issue here is the uncontrollable rise in taxes. Govt. is implementing a
huge load on investors and manufacturers in terms of taxes. They 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.
This helps others to gain much profit due to illegal approach and favoritism.
Imports & exports:

Govt. has strict policies for impost. In case of taxes and quotas if we would import
our raw material from abroad it will affect our cost.
Animal fats:
We can also face a political issue if in manufacturing of our product we use animal
fats. As it is not hilal by Islamic law and also is forbidden in Pakistan’s constitution.
Relationship with non- Muslim countries:

Govt. is also making friendly relation ship with non Muslim countries and
opposition is not ready to accept it. If special food preservatives would be import
from Israel or Sweden then it would be a great problem as opposition would not
allow us to do so. So we have to take care in this context also.
13
Paper work:
We can also face problem in paper work during launch of our product. Because in
Pakistan there is a strong control of bureaucracy and we can face problem in order
to get copy rights of our products.
Prices of related goods:

Due to rising price of petrol it can increase our cost. Because due to increasing
prices of petrol it affects the price of every other good.
Govt. friendly policies for foreign investors:

Another political issue is that Govt. is attracting foreign investors they are
promoting them a lot. If in case any foreign investor invests in this industry then it
can be a threat for us. On other hand govt. has strict policies for exporters.
Especially china has penetrated in Pakistan’s economy on a large scale due to
friendly relationship this can be a threat.
Tattoos:
The packaging of our product must be according to our cultural values and norms. If
they are against the values then it can face rejection from politicians which latterly
can affect our image in customers.
Govt. policies for copy right:

There 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 Mayfair’s.
Economical Factors:
Economic situation of the industry:
Economy of Pakistan:
14
Economy Of Pakistan
Currency 100 Pakistani Rupee (PKR)
= 60.37 US dollar
= 77.48 Euro
Fiscal year July 1—June 30
Current fiscal (2006—2007)
year
Central bank The State Bank of Pakistan (SBP)
Trade ECO, SAFTA, ASEAN, WIPO and WTO
organizations
and treaties
Fiscal Budget $19.8 billion (revenue)
$25.07 billion (expenditure)
Inflation rate (FY05 - 06 est.)
(monthly)
People
President Pervez Musharraf
Prime Minister Shaukat Aziz
Commerce Humayun Akhtar Khan
Minister
SBP Governor Dr. Shamshad Akhtar
SECP Razi ur Rehman Khan
Indices
Corruption 142nd[2] (2006)
Perceptions
Index
Index of 89th (mostly unfreeze)[3] (2007)
Economic
Freedom
UN Human 134th[4] (2006)
Development
Index
Gross Domestic Product (GDP)
GDP at PPP $475.5 billion[5] (2007)
GDP at current
exchange rates
GDP real growth 6.9%
rate (at PPP) [6] (2006 est.)
15
GDP growth rate 6.6% (2006 est.)[7]
GDP per capita $3,004.5 (2007)[1]
GDP by sector Agriculture: 21.6% industry: 25.1% services: 53.3% (2006 est.)[7]
Technological analysis:
We are launching our product under name of Mayfair. We have plant for production
and for our new product we have not to bring new technology and new
development. This will benefit us in our cost saving and it would be a great strength
for us. As bubble gum is made by cooking all ingredients in large containers so we
don’t require new technology for it.
Mayfair currently has the capacity to produce 81 tons of sugar confectionery per
day. The product category with the largest market share, as well as biggest
production capacity, is Deposited Candy. This is followed by Hard Boiled Candies,
Bubble Gums, Toffees, Chew Toffees and Soft-boiled Toffees. Asian Food’s foray
into sweet confectionery was with the manufacture of candies and toffees.
In 1979 Mayfair became the first company to introduce bubble gum to the Pakistani
market. To fulfill this latent need of the consumers, Mayfair bought the first fully
automated and computerized bubble gum machine from Gabler and Rose
Theegarten with a capacity of producing five tons per day.
Subsequent expansion occurred with the introduction of the chew toffee line
consisting of a computerized Terberaak, Gabler and Rose Theegarten plant. Further
addition of capacities added new machines of Ruffinati, Hoberger, Bosch and
Hansella. Latest acquisition of a deposited candy plant from Bepex, Terberaak,
Eurosicma and GD Acma allows ASIAN FOOD INDUSTRIES to produce
deposited candy on a modern plant and matching the premium quality candies
produced by the notable international market leaders.
• Sigma Mixture
16
• Twin-Color Rope Extruder
• Six Way Cooling Tunnel
• Automatic Bubble-Gum Cut & Fold Wrap Machine
• (Double End Top & Side Fold)
Sigma Mixture:
Technical Data
Manufacturing of Bubble Gum / Chew
Application
gum / Gum Base and final mixing of
essence and color
Capacity 200 Liters
Drum Dimension (L X W X H) 760 X 760 X 760
Steam Working Pressure 60 Lb./Sq. Inch
17
Drive
Mixing 10 H.P. Three Phase
Tilting 1 H.P. Three Phase
Dimensions (L X W X H) 2000 mm X 1225 mm X 1325 mm
Weight Net 1000 Kg.
Heavy Duty steam Jacketed Bubble Gum Mixer is used to manufacture

Gum Base, Bubble Gum and Chew gum material. If do not want to use steam then it
takes about 6-7 hours to manufacture gum base. After manufacturing gum base,
final mixing of color & essence is done in mixer which takes about half hour.
Material can be discharged by tilting the mixer which is motorized operation.
Twin-Color Rope Extruder:
Technical Data
Rope forming of bubble gum or Chew-
Application
Gum material
18
Capacity 1 Ton/Shift
Rope Dia According to requirement (Flat or Round)
Drive 1524 mm X 914 mm
Weight Net 500 Kg
Bubble Gum Twin color rope extruder is used to manufacture

single or twin color rope of required size or flat according to requirement from
Bubble Gum or Chew-Gum material. The material is fed manually into the hopper
and rope formed is collected in trays or discharged onto cooling conveyor
Six Way Cooling Tunnel:
Technical Data
Application Cooling of Bubble-Gum Rope
19
Capacity One Tonne / Shift
Deck 6 0r 13 deck
Drive 2 H.P D.C. Drive
Six Ways cooling conveyor is used to cool the rope coming out from
the extruder. It is necessary to cool the rope so as to make the cutting and
wrapping operation easy. If you don't take this conveyor then the formed
rope has to be kept in AC room for more than 4 hours. This conveyor makes
the operation online and eliminates AC room. The conveyor has to be
installed with air conditioner
Automatic Bubble-Gum Cut & Fold Wrap Machine
20
Technical Data
Toffee Cutting & Wrapping Machine
Application
(Side Fold)
600 PCs/Min
Capacity (Depending on Size of Toffee , wrapping
and forming material used)
Product Size
Length Toffee Length 20-30 mm.
Width Toffee Width 10-20 mm.
Thickness Toffee Thickness 6-12 mm.
Weight Net 1000 Kg.
This machine is available in four versions. (I) Both side twist

wrap (ii) One side twist and one side fold wrap (iii) Both side fold wrap (iv)
Both side top fold wrap. This is high speed and latest design machine. It can
be installed with photoelectric control system for Photo registration
Social Factors:
Class:
In Pakistan there are four major classes these classes are elite class, upper
middle class, middle class and lower class. We will target the middle and upper
class.
Demographic Factors:
We will cater both males and females and age between 10 to 30 years. We planned
to cover only urban area.
Lifestyle statistics
View full size
PAKISTANI LIFESTYLE STATS: All Stats
21
View this page Definition Bot
Just Stats Sources
with: s h
Life satisfaction: 4.3
Life satisfaction inequality: 1.6
Political orientation > Far left: 0
Political orientation > Far right: 0.2%
Roller coasters: 1
(per capita): 0.062 per 10 million people
Just Stats Sources
with: s h
Roller coasters: 1

Just Stats Sources
with: s h
Roller coasters: 1
Social Activities:
Sports man and athletes are our major focused criteria.
Key Companies
BP:
Over five decades of quality evolution and innovation have made B.P. a recognized
name of quality not only in Pakistan but also abroad. This has been achieved
22
through the management commitment to the principle of continuous improvement in
our food technologies and robust quality vigilance by our highly qualified personnel
and food technologist.
In our facility, they are manufacturing wide range of product categories like
Chewing Gum, Bubble Gum, Jellies, Toffees, Chews, Candies, Chocolates, Biscuits
and Wafers under one roof and also exporting them to different countries like
Australia, New Zealand, Taiwan, U.A.E., K.S.A., Turkey, Lebanon, Korea and
many other parts of the world.
B.P. Industries (Put) Ltd. Has also crossed the milestone of ISO 9001:2000
certification and directed itself towards advance quality management techniques like
TQM with the aim to enhance the customer satisfaction in all deliverables.
Key Products:
Candy land:
23
Ismail Industries Ltd. was incorporated as a public limited company in 1989. The
company manufactures high quality confectionery products under the brand name
CANDYLAND. In 2002, they acquired a biscuit company from IBL (Meiji) and
expanded their portfolio into biscuits under the brand name BISCONNI. With
increasing competition from small-scale manufacturers, in 2003 they launched
FIRST, another confectionery company, to cater to lower priced segment. Recently,
Ismail Industries Limited has pursued a strategy of backward integration and
portfolio diversification with the establishment of ASTRO PACK, a unit for
manufacturing of Cast Polypropylene.
Key Products:
CANDIES:
 Hard boiled
 Filled
 Deposited
 Laminated (Honey combed) candies
24
TOFFIES:
 Filled
 Plain
CHEW TOFFIES:
25
BUBBLE GUM:
 Bubble gums
 Stick chewing gums
 Mint gums
 Liquid filled gums
JELLIES:
26
 Coated Jellies
 Uncoated Jellies
CHOCOLATES:
 Enrobed Candy Bars

 Enrobed Candy Bars
27
Lolly pop:
 Gum Filled
 Plain
 Whistle Lollipop
MARSHMALLOWS:
28
Hilal:
Hilal Foods in an ISO 9001: 2000 certified company producing quality products
since 1957. Located in Karachi, the largest city of Pakistan, it has access to two
major seaports it is one of the largest manufacturer of Biscuits, Candies, Toffees,
Bubble Gums, Wafers, & Enrobed Chocolate Products. Besides catering to the large
local market, it also exports its production to diverse range of countries from USA
to South Africa to east & West Africa to Bangladesh. Union Products are a
household name in Pakistan and conform to the demanding international quality and
specification standards.
Key Products:
Bubble gum:
Bakery cake:
29
Candies:
Jellies:
Khamisa
They deal in a very wide and diversified range of products covering areas such as
FLAVOURS, FOOD COLOURS, FOOD CHEMICALS, FOOD INGREDIENTS
and MILK POWDERS. No other business concern in the country has such as big
variety of products. In 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.
30
Key product:
31
Strengths and weaknesses of the company with
respect to 5 P’s
1. Product
2. Place
3. Price
4. Promotion
5. Positioning
1: Product
Product variety:
Mayfair produced these products:
A. Candies
B. Chew toffees
C. Toffees
D. Gums
32
Quality:
At Asian Food Industries product quality & wholesomeness is the guiding
principle in defining its quality management system. The company has an
independent QMS control and assurance team. With untiring & dedicated efforts the
company has attained the HACCP certification during the year 2003. ASIAN FOOD
INDUSTRIES has also upgraded its ISO9000 certificate during 2003. Both these
certifications reflect upon the emphasis ASIAN FOOD INDUSTRIES places on
having in place a stringent & rigorous system of quality management at ASIAN
FOOD INDUSTRIES. In this pursuit of excellence, the company is in the process of
qualifying for ISO14000 certification.
Design:
A. Candies:
These can be manufactured in ball, disk and bar shapes and can have
variations in weight, color, flavor and texture.
B. Chew toffees
These are in stick shape.
33
C. Toffees
Toffees are in bars shapes like:
D. Gums
These are in different shapes stick, bar shape and circle shape like:
Features:
Candies:
Chew toffees:
Our range of Chew Toffees includes:
34
Toffees:
Brand name:
Packaging:
These are packed individually in small or large bags, by weight or
numbers and also in bulk packs.
Size and weights:
35
CODE D-001-S1
PRODUCT NAME Strawberry & Cream
UNIT Bag
WEIGHT OF PIECE (GM) 5.7
PIECES PER UNIT 35
WEIGHT PER UNIT 200
UNITS PER CARTON 60
NET WEIGHT OF MASTER

12
CARTON (KG)
MASTER CARTONS IN 20 FT
720
CONTAINER
PRODUCT NAME Butter & Cream
UNIT Bag
PIECES PER UNIT 60/35
WEIGHT PER UNIT 342/200
UNITS PER CARTON 30/60

10.2/12
CARTON (KG)
692/672
CONTAINER
36
CODE
PRODUCT
Refresh Mint
NAME
UNIT Bag
PIECES PER UNIT 35
WEIGHT PER UNIT 200
UNITS PER CARTON 60
NET WEIGHT OF MASTER CARTON (KG) 12
MASTER CARTONS IN 20 FT CONTAINER 720
CODE D-008-SC1
PRODUCT NAME Secret
UNIT Bag
PIECES PER UNIT 35
WEIGHT PER UNIT 200
UNITS PER CARTON 60
NET WEIGHT OF MASTER CARTON

12
(KG)
720
CONTAINER
CODE D-009-MF1
PRODUCT NAME Milkfuls
UNIT Bag
37
PIECES PER UNIT 35
WEIGHT PER UNIT 200
UNITS PER CARTON 60

12
CARTON (KG)
720
CONTAINER
CODE
PRODUCT NAME Strawberry & Banana
UNIT Bag
PIECES PER UNIT 35
WEIGHT PER UNIT 200
UNITS PER CARTON 60

12
CARTON (KG)
720
CONTAINER
38
PRODUCT NAME Coffee Candy
UNIT Bag
PIECES PER UNIT 144/180
WEIGHT PER UNIT 648/810
UNITS PER CARTON 12/12

7.8/9.7
CARTON (KG)
750/520
CONTAINER
CODE CC-008-MM
PRODUCT NAME Milky Moment
UNIT Box
WEIGHT OF PIECE (GM) 5
PIECES PER UNIT 100
WEIGHT PER UNIT 500
UNITS PER CARTON 30
39
15
CARTON (KG)
650
CONTAINER
CODE CC-005-BN
PRODUCT NAME Milk Bon Bon
UNIT Bag
PIECES PER UNIT 60
WEIGHT PER UNIT 300
UNITS PER CARTON 60

18
(KG)
650
CONTAINER
CODE CC-009-FW
PRODUCT NAME Fizzy Wizzy
UNIT Bag
PIECES PER UNIT 35
WEIGHT PER UNIT 245
UNITS PER CARTON 60
NET WEIGHT OF MASTER CARTON (KG) 14.7
MASTER CARTONS IN 20 FT CONTAINER 650
40
CODE CC-002-OR
PRODUCT NAME Orange
UNIT Bag
PIECES PER UNIT 40
WEIGHT PER UNIT 200
UNITS PER CARTON 72

14.4
CARTON (KG)
650
CONTAINER
PRODUCT NAME Mon Ami
UNIT Bag
PIECES PER UNIT 60
WEIGHT PER UNIT 240
UNITS PER CARTON 66

15.8
(KG)
588
CONTAINER
PRODUCT NAME Butter Toffee
UNIT Bag
PIECES PER UNIT 60
41
WEIGHT PER UNIT 240
UNITS PER CARTON 66

15.8
CARTON (KG)
588
CONTAINER
PRODUCT NAME Eclairs
UNIT Bag
PIECES PER UNIT 40
WEIGHT PER UNIT 155
UNITS PER CARTON 90

14
CARTON (KG)
588
CONTAINER
PRODUCT NAME Tiger Bubble
UNIT Box
PIECES PER UNIT 36
WEIGHT PER UNIT 195
UNITS PER CARTON 50

9.7
CARTON (KG)
1456
CONTAINER
42
Tutti Fruitti
PRODUCT NAME
Orange
UNIT Box
PIECES PER UNIT 48
WEIGHT PER UNIT 240
UNITS PER CARTON 48

11.5
CARTON (KG)
1500
CONTAINER
Services:
Asian Food Industries is always planning for future challenges. A
proactive strategy is pursued in acquisition of newer technologies and techniques in
order to develop new products in a more hygienic environment with increased
efficiencies. In the year 2004 the company will be pleased to offer its valuable
customers, savory and delicious biscuits produced on the most modern biscuit
making plant. This is part of the company’s plan to broaden its product base and
capitalize on its wealth of experience in the confectionery industry.
2: Price:
List price:
Candies 50 paisa to 1Rs
Chew toffees 1Rs
Gums 1Rs
43
Toffees 1Rs
Discounts:
Mayfair not gives any discount on their products to individual customer

who purchases few candies. But if the shops man buys the products of candy land in
packets then they reduce their packet price but little some.
Payment period:
You can buy the Mayfair product only on net payment. But the stores
and shops man can buy on account and the payment period is almost one week.
3: Promotion:
Sales promotion:
No sale promotion
Advertising:
When Mayfair launches their new products they advertise on TV

and paste their posters and stickers on shops but also advertise their different
products on TV and news paper which are very liked by the children. Mayfair so
much advertises their some products like Tiger bubble, Mayfair creamers, Secret
and Éclairs.
Direct marketing:
44
No direct marketing because the quality, taste, features and
variety of Mayfair makes different it to others. The features of their products are the
great effect on the children for example Eclairs, Mayfair creamers, milk fuls and
fizzy wizzy. Due to this children like Mayfair products and enjoy eating products.
4: Place
Channels:
TV, shops, stores. Even every store and shop has Mayfair products.
Locations:
The Pakistani market is largely trade driven with more than 60% of the
sales coming from the 400 wholesale markets spread all across Pakistan. This trend
is now giving way to more sophisticated distribution mechanisms. Mayfair has a
distribution network of 375 distributors covering the length & breadth of the
country.
The sales & marketing team of Asian Food Industries is lead by a General Manager
distribution network is energised by a team of 100 sales executives.
5: Positioning:
Mayfair positioning is very good in children because Mayfair

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 1979. In children
45
Mayfair products are very popular and they like Mayfair candies and bubbles due to
their taste and enjoying life.
Strengths of Mayfair
 Asian Food Industries is always planning for future challenges. A proactive
strategy is pursued in acquisition of newer technologies and techniques in
order to develop new products in a more hygienic environment with
increased efficiencies.
 Asian Food Industries takes pride in its professional team administering

work with the aid of the latest management and communication systems. The
ASIAN FOOD INDUSTRIES team is 550 strong, highly motivated and
dynamic professionals.
 Asian Food Industries with a strong customer focus has independent

marketing teams for the domestic and international markets. The company
lays a strong emphasis on employee development and career progression.
Individuals ready to take up the high paced challenge are provided a
conducive environment.
 Starting with a modest plant base, but with steady growth and induction of
new machines and technology, Mayfair today has a leading share in the
Pakistan’s domestic market of sugar confectionery.
 Mayfair is currently the market leader in Deposited Candy category with the
brand of “Mayfair Creamers” in the domestic market.
46
 The company has achieved significant success in marketing its candies &
toffees in more than 20 countries of the globe.
 The 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 quality
confectionery products to international marketing companies under their
prestigious brands. This allows the company to continually learn from global
experiences of large corporations.
 Mayfair currently has the capacity to produce 81 tons of sugar confectionery

per day. The product category with the largest market share, as well as
biggest production capacity, is Deposited Candy.
 In this pursuit of excellence, the company is in the process of qualifying for

ISO14000 certification.
The Manufacturing Process
RAW MATERIAL REQUIRED
Sugar (Sucrose)
Liquid Glucose
Citric Acid
Flavors and colors
Packaging material
Paraffin wax
47
Dusting powder
Other material required for special gum.
While the specific ingredients in gum might be a secret, the process for making gum
is not. The first chewing gum making machine wasn't even patented, and today the
procedure is considered standard throughout the industry.
Preparing the chicle

• 1 If natural latex is to be used, it must first be harvested and processed. The
tall 32.79 yard (30-meter) chicle tree is scored with a series of shallow Xs,
enabling the chicle to flow down into a bucket. After a significant
Chewing gum base consists either of natural latex or a synthetic substitute.

Natural latex such as chicle is harvested by making large X-marks on rubber
48
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.
Next, the mixture is heated in large kettles while the other ingredients are
added. Large machines then pummel, or "knead," 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.

Stirred constantly, it is boiled until it reduces to two-thirds of its original
volume. It is then poured into greased wooden molds and shipped.
Grinding, mixing, and drying the

latex
• 2 The natural and/or artificial gum bases are first ground into a coarse meal
and mixed to ensure uniform consistency. The blend is then placed in a
warm room to dry for a day or two. During drying, hot air continually passes
over the mixture.
Cooking and purifying the base
• 3 Next, the gum base is cooked in kettles at 243 degrees Fahrenheit (116
degrees Celsius) until it has melted into thick syrup. To purify it, workers
pass it through screens and place it in a high speed centrifuge before
registering it, this time through finer screens.
Blending additional ingredients

• 4 The gum base is now ready for additives. It 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
49
added next, followed by softeners. When the mixture is smooth enough, it is
rolled out onto belts and cooled by being exposed to cold air.
Kneading and rolling the gum

• 5 The 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. The gum is now ready to be
packaged and shipped to retail outlets.
Of 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 .17 inches (about .43 cm). During this process, the
sheet of chewing gum is dusted with powdered sugar to prepare it for
cutting.
Cutting and seasoning the gum

• 6 A cutting machine first scores the sheet in a pattern of rectangles, each 1.3
inches (3.3 centimeters) long and .449 of an inch (1.14 centimeters) wide.
The sheet is then put aside at the proper temperature and humidity to
"season."
50
Quality Control:
Perhaps because chewing gum has always had a bad reputation as an unsanitary and
crass junk food, but more likely because it is intended for human consumption,
chewing gum factories have for decades been known for immaculate conditions.
Standards for raw materials are equally high. If natural rubber such as chicle is used,
it must pass several tests for cleanliness and texture. Before shipment, chicle is
inspected for rocks, dirt, and other obvious impurities. If it is too milky, dry, or
dirty, it is rejected. Chewing gum is manufactured completely untouched by human
hands, its entire production process taking place in clean, air-conditioned facilities.
Each ingredient is tested for purity before being used, and only the highest quality
ingredients are accepted. Every 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. The 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. With all types of gum, freshness and texture depend
upon moistness. Gum must also contain the right amount of flavor oil. While too
much solvent will 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. To ensure that merchants do this, one manufacturer will
replace unsold, out-of-date gum for free.
51
Long Lasting Gum Idea:
The 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
When we will launch this bubble gum in the market, it will capture
the whole bubble gum market and will increase the shares of the
Mayfair company. Because rig now there will be no alternative of
this chewing gum which flavor will last log about 10 hours. Right
now the average duration o bubble gum flavor is about 5 minutes
so this unique chewing gum will boost the market shares of the
company.
52
New
Marketing
Strategy
53
Product:
Brand Name:
Mayfair Super Vida
The Flavor of this bubble gum can last more than ten hours. It meets the customer
requirements and expectations because this chewing gum imbued with a patented
compound that helps to repair tooth enamel. The compound, amorphous calcium
phosphate, crystallizes when chewed; triggering the natural demineralization process
by which the body rebuilds damaged teeth. Under ideal circumstances, the body
generates enough amorphous calcium phosphate to repair teeth organically, but
many people eat more sugar than their bodies can fight. This experimental gum
would help to protect these people against tooth decay.
According to the quality policy of the company, this chewing gum made up of high
quality ingredients to last longer with the flavor and retain elasticity.
Each 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.
It will continuously in quality improvement process.
Price:
The price of each chewing gum will be 2 Rs.
Suggested Retail Price:
The suggested retail price for this chewing gum will be 1.25 Rs. each for a limited
time.
Volume Discounts and wholesale Pricing:
54
We will offer volume discounts and whole sale prices on the family size bottles of
this chewing gum, there will be 60 chewing gums in the family size bottle and its
actual price will be 120 Rs. But we will offer it in 100 Rs.
Seasonal Pricing:
Prices will remain the same in all the seasons.
Place:
The company has structured its sales organization into three regions to ensure
availability of its products throughout Pakistan, a country of 140 million plus
This 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
Mayfair distribution networks
Promotion:
55
The most important element of marketing your chewing gum is its availability in all
the shops of all locations. We 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 quality chewing gums for the satisfaction of our customers.
We will advertise our chewing gum and will target 8 years to 40 year people
through our advertisements and campaigns and will also use newspapers for the
information about this chewing gum.
Because of its uniqueness 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.
Positioning:
“The ultimate bubble”
56

Mayfair Marketing Analysis

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ACKNOWLEDGEMENT

Introduction of bubble gum 3

History of Bubble Gum:

Introduction Asian Foods:

Domestic Market Network:

History of Asian Foods:

Asian Food Industries Ltd ensures its highest commitment to quality

 Compliance to the applicable regulatory requirements.

General State of Economy:

Domestic Market Network:

Sale volume and trends:

Imports & exports:

Relationship with non- Muslim countries:

Prices of related goods:

Govt. friendly policies for foreign investors:

Govt. policies for copy right:

Economic situation of the industry:

Heavy Duty steam Jacketed Bubble Gum Mixer is used to manufacture

Twin-Color Rope Extruder:

Bubble Gum Twin color rope extruder is used to manufacture

Six Way Cooling Tunnel:

Automatic Bubble-Gum Cut & Fold Wrap Machine

This machine is available in four versions. (I) Both side twist

PAKISTANI LIFESTYLE STATS: All Stats

Sports man and athletes are our major focused criteria.

 Enrobed Candy Bars

Our range of Chew Toffees includes:

Size and weights:

PRODUCT NAME Strawberry & Cream

WEIGHT OF PIECE (GM) 5.7

PIECES PER UNIT 35

WEIGHT PER UNIT 200

UNITS PER CARTON 60

NET WEIGHT OF MASTER

PRODUCT NAME Butter & Cream

WEIGHT OF PIECE (GM) 5.8

PIECES PER UNIT 60/35

WEIGHT PER UNIT 342/200

UNITS PER CARTON 30/60

NET WEIGHT OF MASTER

WEIGHT OF PIECE (GM) 5.7

PIECES PER UNIT 35

WEIGHT PER UNIT 200

UNITS PER CARTON 60

NET WEIGHT OF MASTER CARTON (KG) 12

MASTER CARTONS IN 20 FT CONTAINER 720

PRODUCT NAME Secret

WEIGHT OF PIECE (GM) 5.7

PIECES PER UNIT 35

WEIGHT PER UNIT 200

UNITS PER CARTON 60

NET WEIGHT OF MASTER CARTON

PRODUCT NAME Milkfuls

PIECES PER UNIT 35

WEIGHT PER UNIT 200

UNITS PER CARTON 60

NET WEIGHT OF MASTER

PRODUCT NAME Strawberry & Banana

WEIGHT OF PIECE (GM) 5.7

PIECES PER UNIT 35

WEIGHT PER UNIT 200

UNITS PER CARTON 60

NET WEIGHT OF MASTER

WEIGHT OF PIECE (GM) 4.5