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By UMAIR RAFIQ (11595) FAWAD KHALIQ (XXXX) Athar Ishrat (11525) Arrange in alpha or numeric order Date: 16th April 2011
Vision
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
Our Products
37%
37%
26%
LU
Biscuits (Category)
Sooper, Bakeri, Gala, Bravo, Treat Prince, Rio, Cocomo, Jam Hearts TUC, Saltish Candi, Chocolate Chip Candi, Chocolate Chip Party, Zeera Plus, Peanut Pik Wheat Slices, Wheatable
Plain Glucose
Ingredient Based Healthy
SWOT ANALYSIS
STRENGTHS
Strong company image GOOD R & D Market leader in peanut biscuits in Pakistan Quality production management
WEAKNESSES
low promotion for Peanut Pik Target market not clearly defined. Not easily available. Available only in two flavors
OPPORTUNITIES
Target market can be expanded Export Markets Media New product variations can be introduced Can easily increase revenue by making the product available and improving distribution
THREATS
Stiff Competition If price is altered, you are likely to lose a great chunk of market share. Unbranded (bakery) biscuits are available in the market at a much cheaper rate. Competitors esp. new entrants are doing heavy promotion of their brands which EBM is not able to match for Peanut Pik
OBJECTIVES:
To penetrate into the biscuit industry as specialized nut biscuits (new segment) Because of the limited plant capacity of SOOPER ,EBM decised to focus on Peanut Pik as it was a market leader in nut sector They wanted to create a differentiation as no other company in the past has hit this sector Since nuts are an expensive food item ,they want their audience to experience it in a unique way in the form of peanut Pik
Target Market
Advance communication medium are providing countless information. Therefore manufacturers cannot just blindly make their products Every manufacturer needs to know the insights of their consumers about who want to and are willing to buy their products.
True to its corporate claim of 'The Legend Leads', EBM has led the biscuit industry in Pakistan for over 40 years by providing innovative and high quality biscuits.
Target Audience
EBM covers taste of almost every segment of the market; be it young or old, men or women. Consumer preferences change very rapidly in terms of taste and price specially in low involvement product. Peanut Pik targeted those consumers who preferred nuts in their biscuits. Peanut Pik mainly focus towards the urban market such as Karachi, Lahore, Islamabad etc.
Market Segments
Market Segments
Following are some of the factors causing major market segmentation;
Geographic Factors
Region: Sindh, Punjab, Balochistan, khyber pakhtunkhwa Cities/Town: Metropolitans, Cosmopolitans, Small Cities, Towns; Population ranging from 0.5 million to 1 million and cities with over 1 million population.
Psychographic Factors
Lifestyle: Culture-oriented; Sophistication-oriented Social Class: Lower Class (lower, middle, upper) Middle Class (lower, middle, upper) Upper Class (lower, middle, upper). A Company with a Heart and Soul
Market Segments
Demographic Factors
Personal Factors Age: 20-34 years; 35-49 years; 50-60 years; 60+ Gender: Male and Female
Behavioral factors
Occasion: Regular Benefits: Quality, taste and price User Status: Regular user; potential user Usage rate: Medium Loyalty: Medium; Strong Readiness Stage: Not fully aware Attitude towards product: Positive
Biscuits are Food healthy and nutritious; not only for children but also for adults.
Nutritional information
Placement of product
Peanut Pik was one of the FMCGs (Fast Moving Consumer Goods). Peanut Pik biscuits were available at almost every pan shop, superstore, canteen, medical or grocery store
1. It has great competition from other biscuit producing companies 2. It has been in the market since a long time and cant increase its price all of a sudden 3. It is a fast moving consumer good (FMCG)
Factory Distributors Wholesalers Retailers
PROMOTIONAL OBJECTIVES
PROMOTION
Peanut Pik is in the phase of maturity in the product life cycle and so constant promotional activities are done by EBM to maintain or increase its customer base. EBM used Pied Piper as a uniform icon to promote all its products and hence, Peanut Pik is also promoted with the same icon. EBM use on and off combined campaigns for Peanut Pik & Peanut Pista as they both lie in the same category of nuts and peanuts biscuits EBM used TV commercials, radio broadcasts, billboards, print, school activities etc. promotions for Peanut Pik
Marketing Strategy
The marketing strategy of Peanut Pik was penetration. EBM believed that the target market has changed on it own. Peanut Pik was firstly consumed by toddlers and children. EBM believed that Peanut Pik has a universal appeal and taste; it can be consumed any time in the day.
A Company with a Heart and Soul
Marketing Strategy
Action Plan:
New packaging of peanut Pik is introduced which is more colorful and up to industry standards.
The packaging was introduced to differentiate from Peanut Pista as both were in White packaging and at retail level it was difficult to differentiate them.
A Company with a Heart and Soul
Marketing Strategy
Action Plan:
Before 2002-2003 it was only available in Family packs so Half roll,Snack Pack was introduced to benefit the customers. Promotion carried out as follows; TVC campaign was carried Ad campaign in magazines should be carried out in the same fashion. Billboards should be set up. The new promotion schemes should focus the new target market and packaging.
A Company with a Heart and Soul
2.
3. 4. 5.
4.
5.
EBM is not interested in exploring other market segments Company has maintained effective pricing and is the market leader in terms of it EBM has changed packaging for all of their product for promotions EBM leads the front of biscuit industry with its brands like Sooper, Rio and Gluco Company is not really concerned about other small threat of substitute products for biscuits like chips, samosas etc,
Current Situation
1. 2. 3. 4.
Market Leader in nut segment 4th high production brand of EBM. Easily avaiable. When customer thinks of peanut they think Peanut Pik. 5. Cash cow for EBM.
The Future
God has been kind to us Our Consumers have been kind to us We have lived up to their trust and confidence in our company and brands through our Marketing initiatives Aggressive marketing plans for the future Currently it is a cash cow for EBM and they are planning to turn it into STAR.
THANK YOU