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Browsing MPS by Author "HAMMAD AHMED"

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    Final thesis project on mayfair biscuits
    (UMT.Lahore, 2018) ZAEEMA LATIF; ERTIQA SAEED; HEERA HANIF; HAMMAD AHMED
    The project is about Mayfair‟s complete marketing analysis and alignment. The purpose of this project is to find the reason behind the decline in the market share of Mayfair in last five years. In this project we will make comprehensive analysis for Mayfair. In last five years there was a continuous decline in market share of Mayfair Biscuits and no prominent increase in sales, due to low performance of company and lack of attention on competitive product and advertisement. So, our problem statement is inscribed as: “Exploring the factors of decreasing market share of Mayfair Biscuits.” On basis of secondary and primary data collection and industrial analysis it was found that the biscuits industry is focusing on three critical success factors which are availability, advertisement and product range. All industry leaders are following these factors to gain more market share. A brief analysis was done on Mayfair company profile, company‟s trends and consumers behavior towards their product by using both qualitative and quantitative research methods. Which showed that in comparison to industry practices, Mayfair‟s practices are not aligned with industry which is the main reason for the decline in their market share. Mayfair biscuit‟s product line lack way behind in variety of flavors than competitors. Less flavors means less coverage to different market segments. Limited appeal is generating towards consumers. In our research Consumers responded that they are mostly unaware of Mayfair‟s Products. The products are not advertised properly through electronic media. Its biscuits products are only available in bigger stores. Consumers from overall city mentioned that it is not available in small stores and is one of the reasons for lapsing. Even the bigger stores don‟t have it in prominent shelves. Recommendations were given on the basis of main factors that were sorted in whole research process.