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Part I: An overview of Chocolate & Confectionery Industry of Pakistan Part II: Practical aspects of sales & dis

Part I: An overview of Chocolate & Confectionery Industry of Pakistan Part II: Practical aspects of sales & distribution of FMCG . Branded Chocolate and Confectionery Industry of Pakistan 2009. www.saifdewan.wordpress.com Via Google - Chocolate and Confectionery Pakistan.

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Part I: An overview of Chocolate & Confectionery Industry of Pakistan Part II: Practical aspects of sales & dis

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  1. Part I: • An overview of Chocolate & Confectionery Industry of Pakistan Part II: • Practical aspects of sales & distribution of FMCG

  2. Branded Chocolate and Confectionery Industry of Pakistan 2009 www.saifdewan.wordpress.com Via Google - Chocolate and Confectionery Pakistan

  3. Chocolate & Confectionery - Pakistan • Chocolate and Confectionery Industry – An overview • Close estimates of sales turnover- major players • Characteristics, Distribution & Selling Strategy • Channels’ Margin • Popular Brands and Price points • Drivers, Challenges and trends

  4. Overview of Industry • Enjoyed an emerging and growing trend in recent past • Yet its size and growth pattern is inconsequential to Asia-pacific region • Average annual growth rate 6.5% to 7.5% during 2002-2008. • Domestic brands dominates accounting for more than 85% market share. • Split into organized (branded) sector and un-organized (generic) sector. • Branded sector – monopolistic in nature , with 9-10 prominent and active players • 80% industry share – being enjoyed by 5 players

  5. Estimated Market Share %

  6. Estimated Market Share %

  7. Characteristics: • Highly Price elastic • Bulk of sales concentrated in mid-price range products • Urban markets account for major share and also for a higher penetration rate. • Price point range: Chocolates 3-25 PKR Sugar Confectionery 0.50-2.0 PPKR • Coin barrier issue- “ bitter pill ” for manufacturer 0.25 paisa to 0.50 paisa mid 80’s 0.50 paisa to 1.00 rupee mid 90’s Re. 1/- to Re. 2/- late 2008 • Strategies to combat coin-barrier issue

  8. Distribution & Selling strategy: • Almost (75- 80)% sales come from W/S channel in general • B.P and Hilal > WS driven > Media pull > wide-spread national distribution network over 250-300 towns > mass market products Re.1,2 and beyond > Cost leadership strategy > High Volume sales • Cadbury’s , Candyland, Mitchell’s and Mayfair > retail inclined > building brands

  9. Drivers, Challenges & Trend • Drivers:

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