Chocolates Anyone?

cadbury-cart.jpg
Cadbury is taking the Walls route to expand its customer base. I spotted this nicely done cycle cart of Cadbury in Gulshan-e-Iqbal a few days ago. Real chocolates have always been on the expensive side of the shop counters in Pakistan. I still remember that back in our school days, we used to had a chocolate named ‘Paxy’ which was always great but the problem was that it cost a full one rupee (big deal at that time) and it was way too small and lasted just a few seconds of pleasure. The situation has not changed much. Good chocolate still cost a lot.

Anyway, like coffee which really never picked up in the masses in Pakistan (though its marketing and use has been on the increase for the past few years), chocolate confectionery needs a customer base built-up if consumption volumes are to be increased. Despite entire shop sections getting dedicated for imported as well as locally manufactured chocolates at Aghas, Imtiaz ,Naheedand the likes, demand for the same appears to be low in the middle class income group as apparent from low visibility of the products at smaller shops in the cities.

I also spotted the company putting up some good sign structures in Sinbad at Gulshan in a bid to hit its potential customers – the kids – directly. The cycle cart thing seems an extension of the same efforts except that it is directed at specific areas where they probably want to build up a new customer base.

The cyclewala told me that the company is paying him (probably through a contractor) Rs 5,000 per month for driving the cart around with sales being a headache of the company. The cart itself carried the low-priced smaller packages of Cadbury’s chocolate product range. The operations are being carried out from a house located in block 2.

With mangoes and some real good power-free summers just around the corner, I wonder how successful would this reach-out operations be.

13 Comments so far

  1. Tee (unregistered) on May 5th, 2007 @ 9:50 pm

    ohh i remember pawy…that small chocolate in a blue wrapper. i wish we still had it around, i really loved it! :)


  2. Tee (unregistered) on May 5th, 2007 @ 9:52 pm

    *paxy


  3. Arsalaan Haleem (unregistered) on May 5th, 2007 @ 9:55 pm

    Ah!…. mah favourite. Cadbury is chocolate is Cadbury.


  4. Saba (unregistered) on May 6th, 2007 @ 12:29 am

    ooooooo i remember paxy!!! i loved those and eclairs (sp?) hahahahaaa niiiiiiceeeee i liiiiiiiiiikee *borat style*


  5. Ahmed (unregistered) on May 6th, 2007 @ 12:41 am

    and i am sucker for chocalates


  6. cyberina (unregistered) on May 6th, 2007 @ 3:20 am

    anyone can tell me the name of real choclate… with real bitter taste of choco..?like toberone plz tell if u know thanx(not talking abt local chocolates…


  7. cyberina (unregistered) on May 6th, 2007 @ 3:23 am

    * toblerone


  8. wasiq (unregistered) on May 7th, 2007 @ 5:50 am

    you guys are talking as if SIND CHOCOLATE WORKS the makers of paxy’s chocolate is out of business…..is it….? i think i saw the blue ones recently at a pan shop….

    i will never understand Her majesty’s govt’s policies….on the one hand they call me The American Brat and on the other hand they keep indulging me…….

    GOD BLESS AMERICA


  9. dan (unregistered) on May 7th, 2007 @ 6:02 am

    Won’t the chocolate melt, or are these carts refrigerated?


  10. UZi (unregistered) on May 7th, 2007 @ 3:11 pm

    Lindt — lindor, and swiss thins. heavenly!


  11. Arsalaan Haleem (unregistered) on May 7th, 2007 @ 7:32 pm

    Ah! Urooj, so you have expensive taste…eh?:-))


  12. Saad Durrani (unregistered) on May 8th, 2007 @ 4:53 pm

    Lindt is like heaven. Paxy is still available and it still cost one whole ruppee. It is hard to find but it is available on Pan shops. Paxy is also available in Dark Chocolate bars.

    BTW, earlier this year Imtiaz sold Galaxy at throwaway prices. 18 bars of original stuff for only Rs. 100/-

    Cadbury needs to produce a bitter tasting chocolate as well. Perk tastes like chalia.


  13. wasiq (unregistered) on May 9th, 2007 @ 4:45 am

    http://news.yahoo.com/photos/ss/events/pl/081201presidentbush/im:/070507/481/lon11605071806;_ylt=AjuIIPbhbGrSat_aD7lH_EVrWscF

    YoM!you look amazing in my color…MASHALLAH…
    but this does not in any way means i donot disapprove of your drinking and betting..especially now when you are losing so much….

    GOD BLESS AMERICA



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