Listen to the Sound of the Day

Yesterday, Today & Tomorrow

By
Zain Ul Abideen

MBA Class of 2012
A Company with a Heart and Soul
To be recognized as a LEADING and
PROGRESSIVELY FORWARD looking FOOD
COMPANY, providing the best quality products to
everyone in Pakistan

To be an INSTITUTION financially healthy,
promoting universal human values and growing as
a useful, purposeful corporate citizen
Vision
A Company with a Heart and Soul
Core Values
Follows the Highest Ethical Values & Professionalism

Believes Product Quality is next to religion

Pursues International Safe Food Standards & Hygiene to
promote National Health since its very inception

Environmentally sensitive & responsible

Attains Technological Advancement in both human resources,
plant & machinery
A Company with a Heart and Soul
PEEK FREANS PRICING
family pack half pack half roll pouch pack snack pack ticky pack
Rs. Rs. Rs. Rs. Rs. Rs.
Peek Freans Sooper
Sooper 30 15 10 5
Elaichi Sooper 30 15 10 5
Peek Freans Gluco 35 20 15 10 5
Peek Freans RIO
Chocolate 35 15 9 5
Vanilla 35 15 9 5
Strawberry Vanilla 35 15 9 5
Chocolate Vanilla 35 15 9 5
Peek Freans Peanut Pik 35 15
Peek Freans Peanut Pista 35 15
Peek Freans Party 35 15 10
Peek Freans Click 35 20 15 10 5
Peek Freans Marie 35 15
Peek Freans Whole Wheat Slices 35
Peek Freans Butter Puff 35 17 5
Peek Freans Saltish 35 17
Peek Freans Farm House Cookies
Chocolate Chip 80 50
Short Bread 80 50
Coconut Crunch 80 50
Peek Freans Original Sandwich biscuits
Lemon Flavor 17 9 5
Chocolate Flavor 17 9 5
17 9 5
PEEK FREANS PRICING
EBML bases its price on the Cost Structure,
Competitors prices and the Value given to a brand by
the consumers

Peak Freans Above pricing are on basis of Demographic
segments. Peek Freans also provide bulk Discounting on
Stores Like Metro, Departmental, and Hyper-star.

There are gift vouchers within the biscuits packs, some
of them are cash prizes, Children stuff and Family pack
discount.
Placement
EBML uses Indirect Marketing Channels, that is
it has intermediaries (distributors) between the
company itself and the retailers who in turn
provide their products to the final consumers.
The main task for EBM regarding market positioning
is to position its products in such a way that it is able
to create more consumer involvement in EBM
products and to respond LUs strategies in this
regard.
PROMOTIONS
It is a combination of its advertising, sales
promotion activities, publicity campaigns and
personal selling tactics.
Three approaches they use are:
Informative Promotion
Persuasive Promotion
Comparison Promotion
Promotions
Informative Promotion
Recently EBML has decided to concentrate on its leading products. In
addition to this all new products EBML launches have to be presented
to the public highlighting its features, its taste etc.
Persuasive Promotion
Various promotional activities conducted by EBML are centered towards
persuasion. Considering the tough competition it faces from LU, EBML
has to convince people into switching to or building preference for its
brands.
Comparison Promotion
Once again, in the wake of competition EBML has to directly or
indirectly position its products against other products in the market. In
EBMLs case, comparison promotion is extremely important because
every new or existing product of EBML, which is competing against LUs
product, has to be given an edge, a comparison, and a foothold.

Competitor
Competition
The major competitor of English biscuits is
CONTINENTAL BISCUITS (LU), which has a significant
share of the market in terms of sales volume.
LU basically has five to six brands which it markets in
comparison to English Biscuits Manufacturers.

Prince Milco LU
Tuc Candi
Gala 50-50
Competitive Advantage
wide product line with Pied Piper Branding support
A strong distribution network
Innovation in terms of new ingredients
Value pricing
A well implemented offensive strategy
Competitive advantage in terms of more varieties of biscuits
Well Established brand equity
BCG Matrix
Product Line STBU Market Growth Rate % Relative Market
Share %
Peek Freans Sooper Cash Cow 27 76
Peek Freans Gluco Cash Cow 29 71
Peek Freans RIO Question Mark 35 55
Peek Freans Peanut Pik Star 59 75
Peek Freans Peanut Pista Star 52 71
Peek Freans Party Question Mark 18 79
Peek Freans Click Question Mark 31 59
Peek Freans Marie Dog 2 42
Peek Freans Whole Wheat Slices Star 56 83
Peek Freans Butter Puff Cash Cow 31 70
Peek Freans Saltish Dog 5 32
Peek Freans Farm House Cookies Star 64 81
Peek Freans Original Sandwich biscuits Question Mark 22 71
Current Times Era of EBM Growth
Continue Price Freeze till 2007
Continue High Volume, Low Margin Strategy
Focus on Increasing Internal economies and efficiencies
Cost reductions without impacting product quality
Self-power generation
Reduction of product wastages
Increase in plant efficiencies (new plants)
Focus on long-term contractual agreements for raw materials procurement
Alternate sourcing of packaging material (imported vs. local)

No compromise on the product quality via any cutting of corners
Ensuring that the consumer is not cheated
Trust and confidence is maintained
Strategy since 2000 & Onwards
A Company with a Heart and Soul
Focus on increasing Distribution Penetration into Rural
Markets
Rural Development Programs
Opening of New Towns & Direct Servicing

Focus on Demand Generation
Out-spending competition on media
Trial generation & repeat purchase
Consumer Promotions
Brand Activations
Heavy investment behind CSR initiatives to project positive
brand & company image

Demand of Brands > Ability to Supply
5 Focus Brand Strategy
The Strategy of 2000 & Onwards contd
A Company with a Heart and Soul
A Company with a Heart and Soul
THANK YOU