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Title
(BP SPACER)

Authors
Syeda Maira Masood (2067-2019)
Bisma Saleem Siddiqui (2218-2019)
Najmus Sehar Nazir (2024-2019)
Marium Batool (2418-2019)
Ahsan Abbas

Date
(22-01-2021)

A part of requirement for BMS Advertising

Media Sciences
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Dedication
We would like to thank Allah Who granted us an opportunity to work with such a great teacher
and mentor Ma’am Amna Ishtiaque in such a learning environment of Indus University.

And Inshallah this would be a great honor for us working with you in this project

In the end, I would like to dedicate my work to the Toffee lovers and all children who wants to
enjoy their life without any worry
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Acknowledgement
We all are thankful to our instructor, Ma’am Amna Ishtiaque, whose encouragement, guidance and
support from the initial to the final level enabled me to develop an understanding of the subject.

This project would not have been possible without the help and righteous concern of Ma’am Amna
Ishtiaque thus I owe my deepest gratitude to Muhammad Azhar, my parents and friends, who were
there for me for every major and tinniest of problems I encountered.

Lastly, I offer my regards and blessings to all of those who supported me in any aspect during the
completion of the project.
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Abstract
The name of product is BP Spacer which was established in 1948 by the Sheikh family of
Chiniot, BP Industries have produced iconic sweets and candies for decades. You’ll probably
still remember the addictive ‘murghi wali candy’ – the tiny balls of candy that came in a
cardboard box which would slide open.

Their butter candy and ‘gayen wali goli’ were also famous, along with the whale jelly
(remember the add with the kids in the pool?). Today, the older products have been
discontinued but they still produce the popular Chocolate Dream, BP Spacer and Pizza Jelly.

Our history is our greatest asset. The company's history adds values, as it's our heritage and
legacy. B.P industires' existence dates all the way back to 1947, when its business simply
started as a small factory at Nishter Road, Karachi by Mr. Sheikh Mohammad Yahya. He
migrated form calcutta to Karachi in the year of independence, and worked hard towards
making a name in the soil, which had become Pakistan. He started of by making fresh bakery
items, and worked his way up to expend his business into biscuits and confectionery. his hard
work led him to being one of the youngest entrepeneurs in the country. to him, B.P industries
was not only a source of business but also his chance to work towards in the country. To him,
B.P. industries was not only a source of business but also his chance to work towards the
development of the country. we take pride in being the pioneers of biscuits in Pakistan, and
building a legacy of trust with our consumers, who are part of our B.P family, Today, the
company is more then sixty years old, and like always, we aim towards making life sweet for
our entire B.P family!

The Biggest Milk and butter bar toffee and one of its kind which has delighted young kids
over the years and given them a memories which they cherish. BP Spacer's rich heritage,
distinctive packaging & large size has ensured that it has become the market leader in
the toffee category. SPACER represents fun, thrill and adventure in the lives of kids thereby
representing a product to which they can naturally relate.

The toffee is mostly consuming by children because the rate of toffee is less than chocolate
and a good toffee cost is low as compared chocolates. In Pakistan the B.P is a big name for
manufacture the sweets they give different verity of sweets which include a long list of toffee
also B.P is flagship brand and target children at this we relaunching spacer toffee with three
different flavors which is strawberry, chocolate mix with milky bar and the real one flavor
which is the mix of milk and butter where the name of SPACER continuous because it
represents fun and triller in children lives now we launched spacer in two sizes but the both
size is bigger than normal toffee the size leads that spacer is market leader in toffee.
In Pakistan there are lots of sweets manufactured company which provides good flavors
candy’s because it’s a candy, so price is affordable also, they provide some interesting
packaging mostly target local marketers and middle middle class families. Basically, the
children's wants to taste something new and different so there are lots of verities available.
6|Page

The consumer attitudes towards different products have a significant impact on the decision
whether to purchase the product or not. Consumer attitudes can be defined as a composite of
a consumer's beliefs about, feelings about, and behavioral intensions toward some object –
within the context of marketing mostly a brand or retail store. These components are viewed
together since they are highly interdependent and together represent forces that influence how
the consumer will probably react to the object. Over the last 20 years a lot of initiatives have
started communicating sustainability-related information about food products to consumers.
Social and environmental sustainability has become a matter of growing interest to
consumers. Therefore food labeling has been widely used by producers in order to
communicate their added value of food products to consumers. The main objective of this
labeling is to inform the consumer in a way that can promote sustainable consumption. We
have to point out that concrete use of information, provided through sustainability labels, is
related to consumer’s understanding of these labels, including his/her ability to process this
information correctly.

The consumer attitudes towards different products have a significant impact on the decision
whether to purchase the product or not. Over the last 20 years a lot of initiatives have started
communicating sustainability-related information about food products to consumers. The
sustainability labels are increasingly appearing on BP SPACER products. The main objective
of this labeling is to inform the consumer in a way that can promote sustainable consumption.
This paper evaluates consumer attitudes towards chocolate products with sustainability labels
and analyses the determinants of their willingness to purchase these products. Data were
collected by means of an online survey implemented among students (age between 4 and 12,
total sample size of 72 respondents) in Pakistan. The majority of the respondents expressed
positive attitudes towards sustainability issues. On the other hand, a quarter of respondents
have never heard from BP spacer products with sustainability labels. Statistical analysis
revealed that respondents from urban areas, age between 4 and 12, with higher income,
healthy lifestyle and positive attitudes towards sustainability issues, are more willing to buy
sustainability-labeled BP spacer products. However, the results of the survey also indicate
that sustainability labels at that time do not play a major role in consumers’ choices when
deciding to buy a BP spacer product.
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Our Vision
Our Vision is to be a trendsetter in the confectionary industry , spearhead new and innovative
product development, continuously seek new ways to delight our customers and consolidate our
position as a premier household name in the confectionary industry of Pakistan. We foresee our
future as an entity that will continue to revolutionise the existing trends in the industry.

Our Mission
Our Mission is to continue and improve our expertise in confectionary manufacturing with a
strong focus on quality and a customer-centric approach that has been the driver behind our
success of perfecting our product offering as per market needs since 1947. The success story
continues and we continue to be manufacturing some of the leading and biggest brands in the
industry.
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Introduction

B.P. industries private limited was founded in 1947.

Over five decades of quality evolution and innovation have made B.P. a recognizable name in
terms of quality, not only in Pakistan but also abroad. This has been achieved through the
management’s commitment to the principle of continuous improvement in food technologies
and robust quality vigilance by our highly qualified personnel and food technologists.

B.P. manufactures a wide range of product categories Chewing Gum, Bubble Gum, Jellies,
Toffees, Chews, Candies, Chocolates, Biscuits and Wafers and also exports them to different
countries like Australia, New Zealand, Taiwan ,U.A.E, K.S.A, Turkey, Lebanon, and Korea.

B.P. Industries (Pvt.) Ltd. has also crossed the milestone of ISO 9001:2000 certification and
directed itself towards advance quality management techniques like TQM with the aim to
enhance the customer satisfaction in all deliverable's.
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History Of Industry

Established in 1948 by the Sheikh family of Chiniot, BP Industries have produced iconic
sweets and candies for decades. You’ll probably still remember the addictive ‘murghi wali
candy’ – the tiny balls of candy that came in a cardboard box which would slide open.

Their butter candy and ‘gayen wali goli’ were also famous, along with the whale jelly
(remember the add with the kids in the pool?). Today, the older products have been
discontinued but they still produce the popular Chocolate Dream, BP Spacer and Pizza Jelly.

Our history is our greatest asset. The company's history adds values, as it's our heritage and
legacy. B.P industires' existence dates all the way back to 1947, when its business simply
started as a small factory at Nishter Road, Karachi by Mr. Sheikh Mohammad Yahya. He
migrated form calcutta to Karachi in the year of independence, and worked hard towards
making a name in the soil, which had become Pakistan. He started of by making fresh bakery
items, and worked his way up to expend his business into biscuits and confectionery. his hard
work led him to being one of the youngest entrepeneurs in the country. to him, B.P industries
was not only a source of business but also his chance to work towards in the country. To him,
B.P. industries was not only a source of business but also his chance to work towards the
development of the country. we take pride in being the pioneers of biscuits in Pakistan, and
building a legacy of trust with our consumers, who are part of our B.P family, Today, the
company is more then sixty years old, and like always, we aim towards making life sweet for
our entire B.P family!
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History Of Product

The Biggest Milk and butter bar toffee and one of its kind which has delighted young kids
over the years and given them a memories which they cherish. BP Spacer's rich heritage,
distinctive packaging & large size has ensured that it has become the market leader in
the toffee category. SPACER represents fun, thrill and adventure in the lives of kids thereby
representing a product to which they can naturally relate.

Segmentation:
The toffee is mostly consuming by children because the rate of toffee is less than chocolate
and a good toffee cost is low as compared chocolates. In Pakistan the B.P is a big name for
manufacture the sweets they give different verity of sweets which include a long list of toffee
also B.P is flagship brand and target children at this we relaunching spacer toffee with three
different flavors which is strawberry, chocolate mix with milky bar and the real one flavor
which is the mix of milk and butter where the name of SPACER continuous because it
represents fun and triller in children lives now we launched spacer in two sizes but the both
size is bigger than normal toffee the size leads that spacer is market leader in toffee.
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Behavioural Segmentation:
1) Long bar milky toffee is demented
2) affordable and easily available
3) Children love to eat it
4) Because it’s a B.P product so people trust it
5) Because spacer toffee is low price and favorite toffee of children, so they buy again and
again
Psychographic:
1) fun loving kids
2) Children likes to chew
3) Children likes to eat snacks and toffees mostly, so spacer is easily available at local shops
and in schools also
4) The packaging and size attract the consumer
5) Consumers get three assorted flavors in toffee, so they like it
6) Consumer likes spacer because at low price they get big size toffee which is good in taste
also.
Demographic:
1) 4 to 12 years old kids
2) Because it’s a candy which consumers enjoy so there is no gender restriction
3) Family income below 30,000 average
4) Students
5) lower middle class or middle middle class
Geographic:
1) All over Pakistan
2) Local journal stores and pan shops
3) Bakeries
4) Schools

MARKET SIZE:
In Pakistan there are lots of sweets manufactured company which provides good flavors
candy’s because it’s a candy, so price is affordable also, they provide some interesting
packaging mostly target local marketers and middle middle class families. Basically, the
children's wants to taste something new and different so there are lots of verities available.
BOTTOM UP APPROCH
SPACE TOFFEE RS = 2
Avg spacer buy per children in a week = 5
Avg spacer buy per children in a year = 3650
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SPACER TOFFEE RS = 5
Avg spacer buy per children in a week = 4
Avg spacer buy per children in a year = 7300

MARKET BACKGROUND
In Pakistan there are lots of computations in sweets manufactured market after so long B.P
relauning its best product “SPACER” candy. After several research we get the result that
public demanding about SPACER. Basically, we target marts and local markets including
bakeries, so our target audience easily reach. In this time, we launch SPACER in three flavors
because lots of public demanding different flavors and this time the size of SPACER with
increase more so because of different sizes SPACER create a good impact in market. \

4Ps
Marketing Mix of BP analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the BP marketing strategy. As of 2020, there are
several marketing strategies like product/service innovation, marketing investment,
customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies. This
article elaborates the product, pricing, advertising & distribution strategies used by
BP

Price
BP. Spacer Sweets earns low and negligible profit that’s why its prices are always less than
market. It keeps low prices according to market penetration pricing strategy in order to attract
a large number of buyers and a large market share. BP. Spacer Sweets uses value based
pricing when setting prices which is based on the perception of value rather than on the
sellers cost.
Product
Products of BP. Spacer Sweets show attributes like quality, features, style and design. Its
quality is always good and innovative having differentiated features. BP. Spacer Sweets
designs begins with the deep understanding of customer needs when BP. Spacer Sweets
develops its new product it is always based on customer perception and needs.
Place
Being accessible to customers increases the value for customers. BP. Spacer Sweets is a
market leader as “bpsweets”. Its BP. Spacer Sweets size of all branches has become more
easily accessible and convenient to customers.
Promotion
We will do the advertisement of this product through bloggers, vloggers, instagramers,
youtubers and tik tokers because they have huge fan following so, people trust them by
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seeing their followers because the more followers they have the more trust they built. We will
ask them to recommend our product to their followers which will be an effective way of
increasing our sales.
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(S.W.O.T. analysis) of BP. Spacer Sweets

Strengths :
. BP. Spacer Sweets is one of the strongest brand names in Karachi

. They are following concentration on customer’s needs and mind along with suitable price.

. There is a one more affirmative from BP. Spacer Sweets bakers is its generic color.

. Customer Retention

Weaknesses:
. BP. Spacer Sweets is not focusing properly on promotion tools such as advertisements

Opportunities:

. Our opportunity is to become the leaders in all aspects of our businesses. BP would like to
maintain its exemplary position in the Pakistani Confectionery market and also build a strong
position in the International markets.

Threats:
. Looks of new Candy

. Hilal Candy’s
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Marketing Strategies:
BP. Spacer Sweets adopted customer’s oriented marketing strategies to attract customers as
much as it can.

BP. Spacer Sweets follow differentiation strategy such as strategy emphasizes the product
that is unique in the industry provides distinct advantages to the bakers.

One of the prominent marketing strategy of BP. Spacer Sweets is focusing on special classes
of customers like BP. Spacer Sweets is focusing on lower class, middle class as well as the
upper class…

Advertising through of auto mobile

Super mart outdoor stalls

Take reviews of your product

Product Samples

Get reviews to public

Give product samples of BP. Spacer

Over strategy is print media and we also offer Super mart outdoor stall marketing

And aver target market is Marts Shopping malls

DIRECT COMPETITION:
what does competition mean in the field of
marketing? Competition is the rivalry between
companies selling similar products and services with the
goal of achieving revenue, profit, and market share
growth.
Market
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competition motivates companies to increase sales volume by utilizing the four components
of the marketing mix, also referred to as the four P's. Product, place, promotion, and price.
Knowing and understanding your competition is a critical step in designing a successful
marketing strategy. If you are not aware of whom the competition is and knowledgeable
about their strengths and weaknesses, it's likely that another firm could enter the picture and
provide a competitive advantage, such as product offerings at lower prices or value added
benefits. Identifying your competition and staying informed about their products and services
is the key to remaining competitive in the market and is crucial to the survival of any
business.

Types of Competitors:
There are two primary types of market competition:

Direct competitors:
A direct competitor offers the same products and services aimed at the same target market
and customer base, with the same goal of profit and market share growth. This means that
your direct competitors are targeting the same audience as you, selling the same products as
you, in a similar distribution model as you.
However, customers will shop for a variety of price points, locations, service levels, and
product features when considering their purchase. But they will not necessarily choose the
same mix of these options in every comparison. They will likely explore as many options as
they can to fill their need, which may include looking at a different service model or a
different product altogether. This is where competition becomes a factor. Recognizing where
you have potential competition is a key factor in determining the strongest markets for your
business solutions.

Indirect Competitors :
An indirect competitor is another company that offers the same products and services, much
like direct competitors; however, the end goals are different. These competitors are seeking to
grow revenue with a different strategy.

COMPETITION:
We are one BP spacer manufacturers in Pakistan, we believe delivering perfection, understand
customer needs and customize accordingly.   Our Success in your Satisfaction.

Consumer:
The consumer attitudes towards different products have a significant impact on the decision
whether to purchase the product or not. Consumer attitudes can be defined as a composite of a
consumer's beliefs about, feelings about, and behavioral intensions toward some object – within
the context of marketing mostly a brand or retail store. These components are viewed together
17 | P a g e

since they are highly interdependent and together represent forces that influence how the
consumer will probably react to the object. Over the last 20 years a lot of initiatives have started
communicating sustainability-related information about food products to consumers. Social and
environmental sustainability has become a matter of growing interest to consumers. Therefore
food labeling has been widely used by producers in order to communicate their added value of
food products to consumers. The main objective of this labeling is to inform the consumer in a
way that can promote sustainable consumption. We have to point out that concrete use of
information, provided through sustainability labels, is related to consumer’s understanding of
these labels, including his/her ability to process this information correctly.

Abstract Consumer:
The consumer attitudes towards different products have a significant impact on the decision
whether to purchase the product or not. Over the last 20 years a lot of initiatives have started
communicating sustainability-related information about food products to consumers. The
sustainability labels are increasingly appearing on BP SPACER products. The main objective
of this labeling is to inform the consumer in a way that can promote sustainable consumption.
This paper evaluates consumer attitudes towards chocolate products with sustainability labels
and analyses the determinants of their willingness to purchase these products. Data were
collected by means of an online survey implemented among students (age between 4 and 12,
total sample size of 72 respondents) in Pakistan. The majority of the respondents expressed
positive attitudes towards sustainability issues. On the other hand, a quarter of respondents
have never heard from BP spacer products with sustainability labels. Statistical analysis
revealed that respondents from urban areas, age between 4 and 12, with higher income,
healthy lifestyle and positive attitudes towards sustainability issues, are more willing to buy
sustainability-labeled BP spacer products. However, the results of the survey also indicate
that sustainability labels at that time do not play a major role in consumers’ choices when
deciding to buy a BP spacer product.

Market Consumer:
The primary consumers will be Students, youth and secondary target market is all the people
who want to showcase their talent and the people who have the power to provide the talented
people a platform and to launch them and appreciate them.

WILLINGNESS TO BUY :

WTP ESTIMATE
All respondents 3,25
Urban areas 3,45
Rural areas 3,05
Healthy lifestyle 3,97
Age Group 4 to 12

We live in a time when sustainability issues play an important role in a consumer’s life. A
significant number of consumers in the world are indeed willing to pay extra money for BP
SPACER products with sustainability depend.
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Promotion Mix
1. Advertising

We will do the advertisement of this product through bloggers, vloggers, instagramers,

youtubers and tik tokers because they have huge fan following so, people trust them by
seeing their followers because the more followers they have the more trust they built. We will
ask them to recommend our product to their followers which will be an effective way of
increasing our sales.

2. Personal Selling

we will place our prodduct representatives to different stores where they will recommend
consumer to buy it. as its a chocolate milky bar we will place it to the section where all
candies and chocolates are placed.

imtiaz, chase and other this sort of stores are in list where our product will be placed.

3. Sales Promotion

Our sales promtion includes discounts and free gifts alongwith the product just to make some
loyal customers and making some more new customers.

Discounts could be like, a free ball on the purchase of one box, or stickers with every
chocolates because children are fond of this sort things, a lucky draw on montly basis in
which school accersories are the prize or something else related to this.

4.Public Relations

Bp industries used to sponser some serials which are for children, an animated film or events
organized for children just to increase brand image in customers and consumer's eye.

5. Direct Marketing

Bp industries used to do direct marketing to promote the product amoung various schools and
some college because some of us use to have this sort of product.
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Product Life Cycle Curve:

Now our organization is at Growth phase we will be reaching the Maturity phase late
because of less competitors but there is a threat of new competitors in future so, just to
overcome the upcoming threat we have prepared a long term plan.
Here, if we talk about maturity phase we will be at this stage after a few years.
We could reach Decline phase in that situation if we stop production or people stop buying
our product. Third situation could be a competitor who would start selling his product in less
prices.
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Marketing Circle Of BP Spacer:

Bp Spacer is a product which comes in B2C marketing circle. The term business-to-
consumer(B2C) refers to the process of selling products and services directly between a
.business and consumers who are the end-users of its products or services
Raising brand awareness: For getting famous peoples must know about brand, this the era of
digital social marketing by putting ads or posters on social media and television on repeat
people get to know about our brand more fastly
Increasing Engagement: Give special value to your customer letting your customer speak ask
question about your brands use live video session for guiding more accurately about product
and brand specification. Try to post strong digital marketing content which make good
impression on social media etc.
Driving more sales: try some Innovative ideas which can improve your sales learn about your
competitors also build a customer service approach and relation between customer and brands
is much important so be humble good promotion and marketing skills can help in brand
growth.
Boosting customer retention, loyalty, and lifetime value:
CUSTOMER LIFE TIME VALUE: Improve your familiarizing process mean onboarding
refers to make your new customer or client with one product or services
COLLECT ACTIONABLE FEEDBACKS: the feedbacks about the product is much
important thing it clear our thoughts where we get to give attention or at what part we have to
give more attention and put in correctly
CUSTOMER EXPECTATION: When customer got something according to their
expectations or beyond to expectations it gives satisfaction in customers mind also built trust
in their hearts
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