GROUP MEMBER’S NAME:

NAME 1: MUHMAMAD IMRAN MALICK (20212-29165)

NAME 2 :SHAHRUKH

NAME 3 :SOHAIB AHMED

COMPANY: HILAL FOODS

DATE OF SUBMISSION:

INSTRUCTORS NAME:

COURSE NAME:

UNIVERSITY NAME:
1. DESCRIPTION:

Hilal Foods is Pakistan’s one of the leading confectionery and food manufacturing company
established in 1957 and is located in Karachi, with state-of-the-art manufacturing facilities, and
quality brands nurtured through innovation and excellence. Hilal Foods has total of 600
employees across all of its locations. The company is successfully exporting to more than 20
countries around the world. Hilal Foods is the pioneer of center filled candies, chewing gums and
packaged cakes in Pakistan.

1.1.PRODUCT

Hilal Foods deals in large variety of products. Their Product line includes:

Chewing Gums: Ding Dong, FreshUp

Pan Masala: Tulsi, PaanBahar

Flavoured Powdered Drink: Sun Sip,

Candy & Beans: Khopra Candy, Aamrus Candy, Toffichoo, Topclair, Choco4

Cakes: CupKake, Kake, BakeTime, CreamFillz, PandaKake

Wafer Rolls: Wispy

Jelly: Jiggles
 1.2.BOARD OF DIRECTORS

Naeem Munshi

Naeem Munshi second Generation of Hilal Foods is Sindh University Graduate. He is the
chairman of Hilal Groups and Macpac Films Ltd.

Fahad Munshi

Managing Director Hilal Foods is an Undergraduate B.Sc. from Bentley University along
Marketing and a financial diploma recipient from Harvard Business School. He is presently the
Managing Director of Hilal Foods, an Executive Director of Hilal Care, and a Non-Executive
Director at Macpac Films Ltd.

Faisal Munshi

Faisal Munshi is an undergraduate Honors B.Sc. from the University of Toronto. He is the
CEO of Hilal Foods & Domino’s Pizza Pakistan, and the Managing Director of Hilal Care.

1.4.LOCATION

Head Office

507-508, Clifton Centre, Block 5, Kehkashan, Clifton, Karachi-755500 Pakistan

Factory Address

Plot 23/24, Sector 15 Korangi , Industrial Area, Karachi- 74900 Pakistan.

1.5.COMPETITORS

Hilal Foods has a long list when it comes to its competitors as Hilal Foods are dealing with
diversified product range. Hilal Foods takes edge over its competitors by offering fair prices on
their products with best quality. Their competitors includes Candyland, Mayfair, Cadbury,
Mitchells, Peki, etc.
3. PLANNING

3.1. MISSION
As Pakistan’s leading Food Company our mission of giving you, “Reasons to Smile” is to
provide customers with the best tasting, most delicious choices in a wide range of food
products for all occasions.

3.2. VISION
To be Rs 20 Billion Food Company of Paksitan by delivering excellence through innovation,
high quality branded food products, global precense and creating a culture that makes us as
Employer of Choice.

3.3. GOALS AND PLANS

3.4. STRATEGIES
 Hilal uses market penetration strategy by increasing sales of current products to
current market segments without changing the product. This strategy helps in
boosting their sales.
 Line Extension strategy that is Hilal has a certain line of products with different sizes,
color under same product category.
 Brand Extension strategy that is launch of new products under the same brand name.
 Multi Branding strategy that is launching of different brands under the same product
category
 Value based pricing strategy that setting the price of the product according to the
value product is offering to customers.
3.5.CORE COMPETENCY & SUSTAINABLE COMPETITIVE
ADVANTAGE
 Hilal Foods is offering high quality products with consistent taste. Every batch of
food is checked by expert staff with modern equipments.
 Hilal Foods offers best prices in the market that is affordable to all segments of
customers.
 Hilal Foods stands on a good financial position due to which it offers large
diversification and keeps on bringing innovation so as to attract large customer
market and to take edge over its competitors.
 High level of HSE Management System according to local and federal regulations as
well as the international standards.
 Effective Quality Assurance policies so as to provide high quality, halal, innovative
and safe food continuously throughout the region.

3.6.SWOT ANALYSIS
The overall evaluation of company’s strengths, weaknesses, opportunities and threats is
called SWOT analysis.
3.6.1 Strengths
 Hilal Foods is a market leader when it comes to products like chewing guns,
centerfilled candies, pan masala, cakes and exporter of confectionery products.
 Product diversification with different brand names helps them to grab large share of
market.
 High Best Quality Products with delicious taste throughout the years.
 Hilal has a wide distribution channel throughout the country.

3.6.2 Weaknesses

 Hilal Foods is weak in Advertisements they have very less number of advertisements
and there is a need of powerful advertisement so as to retain its position in the market
  Hilal Foods Positioning is also marked as their weakness , there is a need of strong
Positioning to grow brand further in the market

3.6.3 Opportunities

 Market size is expanding day by day in Pakistan due to increasing population.

 Production Volume can be increased
 With the increasing rates of dollar more exporting opportunities for the company.

3.6.4 Threats

 Large number of small producers who are grabbing market especially in rural areas.
 Irani products especially their cakes in the market threatens Cake industry of Hilal
Foods at large.

3.7. BCG MATRIX

The Boston Consulting Group (BCG) Matrix is very effective tool in accessing company’s
position according to its product range. It helps in analyzing products and services of a
company and make decisions on that whether to keep the product or not or there is need of
more investment into the product.
In BCG Matrix Hilal Cake will be there as a question mark, as particularly Cake market is
growing but market share of Hilal special Kake is low. There is need of formulating new
strategies so as to garb the larger market share.

Ding Dong Hilal Cake

High
Khopra Candy

Low Tulsi FreshUp Sunsip

High Low
 3.8.CUSTOMER ANALYSIS/ TARGET MARKET
As Hilal Foods is dealing with a large variety of products its customer’s segmentation also
varies according to the products. Through diversification Hilal Foods is catering to different
target audiences so as to pierce their product in minds of people of all age groups . Although
Brand got its major attention in the market by the kids as Hilal Foods directly targeted school
going kids with their light, soft and tasty lunch time treat which includes Cakes,
jellies,chocolates and Wafer Rolls.

5. LEADING:

5.1: MOTIVATION OF EMPLOYEES AT HILAL FOODS

Hilal Foods give high respect towards their employees and reward them wisely. They
practices number of techniques to motivate their employees i.e. in terms of incentives,
benefits and perks, bonuses.

5.1.1: Incentives

Hilal foods always appreciate their employees’ efforts and reward them according to their
performances. Hilal foods give incentives to their employees on quarterly or half yearly
basis after achieving their target.

5.1.2: Bonuses

Hilal foods offer performance based exceptional and fixed bonuses to their employees on
yearly basis. This practice not just motivate their employees rather they feel much
appreciated and valued.
5.1.3: Perks and Benefits

The benefits of being employeed at hilal foods is every employee gets different class of
medical coverage from 0.1 million to 10 million. Hilal foods also provide pick and drop
services to their employees which means they take full responsibility of their lives and
save their time from the traffic rushes. If we are talking about leaves facility then here at
hilal foods, they offer three different types of paid leaves i.e. sick leaves, casual leaves
and annual leaves.

5.2: DIVERSITY AT HILAL FOODS:

Hilal foods is very well diversified in terms of male to female employment ratio, cultural and
religious values of their employees.

5.2.1: Male to Female Ratio

Hilal foods highly emphasize on equal opportunity trend and try their best to maintain
this trend but some job descriptions require only male to operate because of 24x7
operational jobs. However, as a rule of thumb the male to female ratio is about 3:1.

5.2.2: Cultures and Religions

Being Muslim, Hilal foods follow Islamic cultures and religious affairs but they also
respect other religions as well and facilitate them in that to the maximum extent i.e. holi
festival, Diwali, Christmas day festival etc.

5.3: LEADERSHIP STYLE:

At Hilal Foods, managers get proper trainings to become a good leader in their respective
departments. Leadership style varies from department to department and from person to person.
So, we can say that there is a mix categories of leadership.

5.3.1: Democratic style

Managers adopt democratic style when dealing with low-level employees. This type of
practice usually found in office managements.
5.3.2: Transformational style

Managers use this style when they think that the employee has a potential to perform
much better and just need a push to start, to think out of the box and give results what
they actualy believe in them.

5.3.3: Analytical style

At hilal foods, managers adopt analytical leadership style that strategically combine
awareness, influence and collaboration with available data and information for achieving
organizational goals.

5.4: HUMAN RESOURCE POLICIES

The HR of hilal foods play vital roles in number of activities. From recruitment to hiring, from
training to development, compensation and benefits, fair performance appraisals etc.

5.4.1: Hiring and Recruitment Process

The hiring process of hilal foods is purely merit based, the one who is more efficient will
must get a chance to get inn. There are 2 different types of recruitment processes i.e. for
the freshers and for experienced one. For the freshers, hilal foods announce the vacant
situation through different social platforms i.e. linkedin, official website, any relevant
fresher can apply and after been carefully analysis the selected candidates call for the
written test and the qualified ones for panel interviews and in the last, placement is done
for the final candidates.

For the experienced employees, hilal foods held the panel of different senior managers
including HR, technical and respective managers and after being careful analysis, the
finalized candidate call for the final interview with CEO for placement.

5.4.2: Compensation and Benefits

Hilal foods always tries to meet the current market criteria in offering better
compensation and benefits to their employees, for this purpose they have few designated
personals. Their compensation and benefits include right salary to the right candidate,
 performance based promotions, on time salaries, meal facilities, overtime, medical
coverage for self and family.

5.4.3: Performance based appraisals

At hilal foods, the HR personals follow KPIs for each employee in a very precise way,
the whole process of appraisals include comments from departments, employee efforts,
punctuality, dedications towards their work, loyalty with the organization. After
analyzing all the required factors and following KPIs, they offer different rise in salaries
to the suitable candidate and also promotions. Although it is quite a tough process to find
the best in a challenging environment, therefore hilal foods pay very much attention
towards this.

5.4.4: Training and Development

At hilal foods, they have a separate department for the training and development of their
employees no matter what organizational status they have. From junior officer to general
manager, hilal foods considers training and development is an integral part of the
organization to grow vertically and compete in this challenging era. Hilal foods also
offers international tours for trainings and indoor training sessions as well.