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    Marketing - Final2 Final

    Uploaded by

    Halima
    The document provides an overview of Ismail Industries' business segments and brands. Ismail Industries has multiple divisions that produce a wide range of consumer products across food, pharmaceuticals, and flexible packaging films. The company follows a customer-centric marketing approach to provide affordable and high-quality products through convenient distribution channels. It aims to strengthen its domestic and international market position by delivering consistent quality and catering to customer satisfaction. Oreo's mini biscuits are identified as the closest competing product to Cocomo, Ismail Industries' children's biscuit brand.

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    © All Rights Reserved
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    Marketing - Final2 Final

    Uploaded by

    Halima
    17 views19 pages
    The document provides an overview of Ismail Industries' business segments and brands. Ismail Industries has multiple divisions that produce a wide range of consumer products across food, pharmaceuticals, and flexible packaging films. The company follows a customer-centric marketing approach to provide affordable and high-quality products through convenient distribution channels. It aims to strengthen its domestic and international market position by delivering consistent quality and catering to customer satisfaction. Oreo's mini biscuits are identified as the closest competing product to Cocomo, Ismail Industries' children's biscuit brand.

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    marketing.final2 final

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    The document provides an overview of Ismail Industries' business segments and brands. Ismail Industries has multiple divisions that produce a wide range of consumer products across food, pharmaceuticals, and flexible packaging films. The company follows a customer-centric marketing approach to provide affordable and high-quality products through convenient distribution channels. It aims to strengthen its domestic and international market position by delivering consistent quality and catering to customer satisfaction. Oreo's mini biscuits are identified as the closest competing product to Cocomo, Ismail Industries' children's biscuit brand.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    17 views19 pages

    Marketing - Final2 Final

    Uploaded by

    Halima
    The document provides an overview of Ismail Industries' business segments and brands. Ismail Industries has multiple divisions that produce a wide range of consumer products across food, pharmaceuticals, and flexible packaging films. The company follows a customer-centric marketing approach to provide affordable and high-quality products through convenient distribution channels. It aims to strengthen its domestic and international market position by delivering consistent quality and catering to customer satisfaction. Oreo's mini biscuits are identified as the closest competing product to Cocomo, Ismail Industries' children's biscuit brand.

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    Business Segments

    ISMAIL INDUSTRIES

    CandyLand Bisconni Astro Films SnackCity Ismail Nutrition Hudson Pharma

    Center Filled
    Chocolates Biscuits Crinkle Chips
    Cookies BOPP Films Local Brands Injectables
    Marshmallows

    Gums Sandwich Biscuits


    Potato Sticks
    Candies Crackers
    BOPET Films WFP Brands Respiratory
    Eclairs Wafers
    Peanuts
    Lollipops Cakes

    Jellies CPP Films UNICEF Brands Ophthalmic

    Chews
    ISMAIL
    INDUSTRIES
    ISMAIL Crinkle Chips Potato Sticks Peanuts
    INDUSTRIES
    Kurleez Peanuts
    Chillz

    Fillz Smax Coated Peanuts

    Hoops
    Crinkle Chips Potato Sticks Peanuts

    ISMAIL
    INDUSTRIES
    Eclairs

    Chocolates

    Marshmallows

    ISMAIL Gums

    INDUSTRIES Candies

    Lollipops

    Jellies

    Chews
    Eclairs
    Chocolates

    Marshmallows

    Jellies

    ISMAIL Gums

    INDUSTRIES Candies

    Chews

    Lollipops
    Cakes

    Center-Filled
    Cookies

    ISMAIL Cookies

    INDUSTRIES
    Sandwich Biscuits

    Wafers

    Crackers
    Cakes
    Center-Filled
    Cookies

    Sandwich Biscuits

    ISMAIL
    INDUSTRIES
    Wafers
    Cookies

    Crackers
    ISMAIL BOPP Films BOPET Films
    INDUSTRIES

    CPP Films
    ISMAIL Injectibles Respiratory Ophthalmic
    INDUSTRIES
    Local WFP UNICEF

    ISMAIL
    INDUSTRIES
    ISMAIL
    INDUSTRIES
    Marketing Management
    Marketing Concept
    Orientation Customer-Centric Approach

    Communication
    Customer Convenience
    • Interactive Activities such as scratch
    Most products are readily available in
    and win etc to build customer loyalty
    grocery shops and pharmacies
    • Catchy advertisements

    Customer Solution
    Customer Cost
    Continued research for product
    Available in affordable SKU’s
    development and diversification
    Market Positioning
    “Our aim is to consolidate and strengthen our
    position as the most technologically advanced
    company in our field.”

    Customer Solution
    “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.”
    Customer Cost and Profitability
    “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.”
    Brand Naming Strategy

    The main divisions of Ismail Industries can be


    considered as a “House of Brands” as most of these
    companies produce unrelated products and have no
    connections to each other
    The divisions themselves are “Branded Houses” as
    most of the product lines have the divisions’ names
    and logos on them
    COCOMO

    The brand is Cocomo, with an animated advert.


    Shows imagery that resonates with children. It is
    shown to bring children together
    Targeted towards children belonging to SEC B and
    lower
    TVC played in between cartoon shows
    Product is highly affordable. Small SKU’s
    NEW ADVERT

    The New advert is also animated


    Children can’t get into a carnival as it is full so they bond over cocomo
    The target market is still children but they are also targeting SEC A with a new
    song, slightly mature imagery and attractive new packaging
    In the interim period, price has been increased and bigger SKU’s have been
    introduced
    The promise is bringing people together and spreadinh joy
    The focus is not on little children alone, but on older children as well
    COMPETITORS
    •

    Oreo is a competitor for cocomo


    Their product mini oreos is the closest product in the market that resembles
    cocomo, and has similar packaging
    Targeted towards SEC A, it is shown as a more premium product than cocomo
    No other product in the market has packaging and biscuit sizes similar to
    cocomo.

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