Abstract:
Marketing continues to be a mystery to those who
create it and to those who sponsor it. Any marketing
program has a better chance of being productive if it is
timed, designed and written to solve a problem for
potential customers .
Biscuit market can be largely divided into two main
categories , viz ., branded and unbranded . Until 1999- 2000,
50% of the market was dominated by branded biscuits, in
which EBM had a sizeable share. The rest was taken up by
various small companies .
Biscuits in Pakistan have now assumed the role of " FOOD
BETWEEN MEALS " in nearly every household.
Biscuit growth around the world is being driven by a number
of factors, many of which also affect trends in
confectionery and other packaged food markets . These
include on the one hand more cosmopolitan lifestyles
resulting in longer working hours , higher disposable
incomes and increased foreign travel increasing demand
for snacking and convenience , and fuelling consumer
interest in more exotic and added value products, including
flavors such as mango or coconut .
Different biscuit manufacturers have different marketing
strategies . A category companies having good resources
offer high quality at high price and prefers pull as their
marketing strategy and also prefer both above the line and
below the line as promotional strategy .
