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 Competitor:

But it doesn’t stop there for Jack ‘n Jill. This year marks the

biggest change yet in Jack ‘n Jill history as its product line goes allout. Jack ‘n Jill will no longer be just a name but a mega brand

that brings with it the promise of unending product innoations

and !uality improements. "rmed with its rich heritage in

snacking# Jack ‘n Jill forays into the e!ually competitie business

of candies# chocolates# biscuits and baked goods. $rom now on#

these brands will all carry the renowned Jack ‘n Jill name: %a&&#

'ynamite# (.).# *tar $ruits# +iggles# %agic $lakes# %agic

,leasures# ,resto Creams# Cream-)# 'ewberry# ips /ainbow

Bites# 0ello1# Cloud 2# Big Bang# ips and 3uake Cake.

4t will truly be a thrilling new chapter in Jack ‘n Jill history as it

entures into greater opportunities for growth# not only in the

,hilippines but in the ast "sian market. 5ou can e&pect that a

bigger and better Jack ‘n Jill6with more surprises up its sleee6will

continue to proide the highest-!uality# most innoatie products

that will surely bring color and enjoyment to food loers of all

ages around the region.

COMPETITIVE LANDSCAPE

• %onde issin Corp holds the lead in biscuits7 e&pected to

account for one-third of alue sales in 89;. The company’sstrong position is supported by the leading position of its brandsin key biscuits categories# namely *ky $lakes in saoury biscuitsand crackers# <ggnog in plain biscuits and Bingo in sandwichbiscuits. The manufacturer has capitalised on its long-standing

presence in the ,hilippine market# which enables it to create astrong brand image and loyalty amongst consumers. Thecompany continues to launch new innoations in order torespond to the increasing health-consciousness in the,hilippines# and appeal to the more adenturous young adultmarket# which demands ariety.

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Chapter 1Marketing AspectCurrent Market Situation

 Biscuit products sustained to escalate as consumerscontemplatedreasonably priced indulgent snacks. +ith the health andwellness trendbecoming an increasingly ital aspect# growing numbers ofconsumers arereaching for good-for-you features of biscuits# such aswhole grain or arietiesenriched with milk and fruit pieces. +ith that# theresearchers came up with theidea of creating another strain of biscuitenhanced with health nutrition usingegetables as the core ingredient.

 The egetable biscuit will go through theidentical process as that of ahome-made biscuit.Biscuit manufacturers are bringing new products toconsumers as theycrae for something distinctie from the plain-lookingand ordinary tasting biscuitsthey hae used to for many years. /ecently#/4T= deeloped their product byintroducing new product lines such aswafers and chocolate coated biscuits>such as choco sticks? to its alreadywide array of baked products while /ebisconow carries a wide ariety ofsnack food ranging from nuts and seeds# cakes#wafers# breads# chips andcurls# candies and gums# and chocolates through thecreation of new

partners oer time such as JBC $ood Corportion# *uncrest $ood4nc.#%ultirich $ood Corporation# ,innacle $ood 4nc.# and *,4 Corporation. )ntheother hand# %onde issin Corporation concentrated on their producttype# as thesources say that crackers >such as *ky $lakes# Blue *kies#%agic $lakes# etc.?are the best-selling ariety followed by sweet biscuits>such as <ggnog# %arie#etc.? and wafers like Tini+ini# through the help ofits sister company %onde %.5.*an Corporation# they eoled into apremier food @rm. Biscuit manufacturersintroduced diAerent packagingand product formats to cater to all consumptionoccasions. They alsomodi@ed e&isting products ia ingredient upgrades# to cater to changing

consumer preferences and needs. Business companies are likely tofocusmore on reformulating biscuits recipes and on more uni!ue aours#asthey seek to address the issues of health and obesity and also topromote sustainable deelopment and local production. +ith regard tohealth-positionedproducts# more wholegrain and forti@edfunctionalarieties are e&pected withlow-calorie ersions as well as single-portion

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ariants.+ith rising globaliDation of lifestyles# supported by increasingaAordability#biscuits saw rising acceptance as a snack not just amongsturban consumers#but also amongst rural consumers# who areincreasingly seeing biscuits as agood snack option between meals that is

why they choose impulse products toindulge themseles# so oAeringbolder aours# unusual aour combinationsand fun te&tures will beimportant ways to keep consumers engaged andindulged.

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