Effective Marketing Strategy – Confectionery Industry of Pakistan

Abstract

The main aim of this paper is to analyse the confectionery industry of Pakistan and to analyse the performance of Innovative Biscuits Limited (IBL) with respect to its competition. The method includes in-depth interviews with the retail channels that include; wholesalers, General Stores (GTs), Local Modern Trade (LMT) stores, and International Modern Trade (IMT) Stores. The results present a vast difference in marketing strategies IBL employs and the rest of the industry. The research also evaluates the factors that impact sales and profitability in the industry. These include the performance of distribution companies, the efficiency of the field sales team, retail channel strategies, consumer taste preferences, and efforts for brand awareness. The paper strategically provides insights to identify areas for improvement, tailor marketing strategies to meet consumer demands and refine product offerings accordingly. The findings of this research can help baked goods manufacturing companies enhance their competitive edge, increase sales, and establish a stronger presence in the Karachi market.