Abstract:
Pakistan is at the dawn of the 21st century with growing and flourishing markets and a door of new opportunity opens with the growing needs. Pakistan’s economy is growing fast and trying to cope up with the rest of the developed nations. When we talk about the growing economy, it is all because of the growth of different industries. Apart from the textiles, cotton, agriculture, sports and manufacturing industry the mithai (sweet) industry has also flourished. From small unbranded production the mithai industry is now being branded and even exported. This report focuses on the branding of the sweet industry done by “Nirala Sweets”, a mithai (sweet) retailer, which started small but through its branding and positioning and segmentation it gradually expanded its product line and breath and now has local as well as international outlets. The report focuses on the branding strategies that the company adopted and how it has positioned itself in the mind of consumers and changed their behavior favorably towards them to gain a competitive edge over the rest of the competitors. The unique characteristic of this research work is the blend of marketing strategies with the modern brand management concepts and models. The researcher believes that this work will be of great value to the companies which are planning to go to international markets and eager to exploit new horizons.
