Marketing

Management

2012

THE STP & MARKETING MIX OF PEANUT PIK

INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK)

IRFAN AHMED

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We are thankful to Almighty Allah, who is

continuously guiding us in all the matters of our life,
He is aware what we are doing & He has never left us
helpless in any walk of life, thank you my great Allah
for providing us the opportunity to complete our
report.
We are humbly grateful to our Venerable Teacher Sir
M.Junaid who has furnished us with the opportunity to
complete this project, and thereby consolidating our concepts,
enriching

our

knowledge,

establishing

our

skills

and

strengthening our confidence. To help us discharge our

responsibility he provided us with the worthwhile knowledge
and continuous guidance.
We are also thankful to manager Markrting Mr.
Raees

who guided us and helped us in this project by

providing us the knowledge and needed information.

LETTER OF TRANSMITTAL
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SIR M. Junaid
Marketing Management
Institute of Business & Technology (BIZTEK)
Karachi.
Dear SIR,
We take a great pleasure in presenting the final report of our course
Marketing management. This report is the outcome of the study
conducted by our group.
We are grateful to you for helping us throughout this report and we would
also like to thank all the other members of our class from whom we got
inspiring ideas.
If you have any question regarding this report, we will be more than
happy to discuss them with you.

Yours Sincerely
Yaqoob Ali

BM. 1113

Irfan Ahmed BM. 1119

TABLE OF CONTENTS
Acknowledgment ........................................2
Letter of Transmittal..........................................................................3
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Table of Contents...........................................................................4-5
Company Profile.............................................................................6-7
Vision .................................................................................................8
Values ...............................................................8
Our Products ..............................................................9
Product .......................................................................10
Segmentation of Peanut Pik.........................................................11
Criteria ..................................................11
Targeting ...............................................................12
Positioning .12
Marketing mix13
Product ..13
Pricing strategy 14
Packaging .15
Promotion .15-16
Placement 16
New segmentation ....17
New targeting .17
New positioning ..17
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New marketing mix 18

Conclusion 19
Recommendation20

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References........................................................................................21

COMPANY PROFILE

Company Name:
ENGLISH

BISCUIT

MANUFACTURERS

(PRIVATE)

LIMITED

HISTORY

English Biscuit Manufacturers (Pvt) Ltd was established as a joint

venture company in 1965 with the name of PEEK FREANS PAKISTAN
LIMITED

In 1966 the UK sponsor company was renamed as Associated

Biscuits International Limited (ABIL), while the venture was renamed
to English Biscuit Manufacturers (Pvt) Ltd, which stands to date

EBM started manufacturing and marketing of world famous Peek

Freans range in 1967 in order to provide Pakistani consumers with
good quality, nutritious and hygienically

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True to its corporate claim, 'The Legend Leads', EBM has led the
biscuit industry in Pakistan for over 40 years by playing a pioneering
role in providing innovative and high quality biscuits for every taste
bud.

EBMs trademark, Pied Piper, made its mark three and a half
decades ago, but continues to remain in the hearts, minds, and
souls of the people through the variety and excellent quality of
biscuits

manufactured

under

its

umbrella.

EBM

enjoys

the

distinction of being the first food company in Pakistan to promote

biscuits as 'food between meals'.

EBM has been in the business of manufacturing and marketing

branded biscuits in Pakistan for over 40 years. The brand name
'Peek Freans' is a household name, and people trust and believe in
the quality of the products produced under this brand.

EBM is also the first biscuit company in Pakistan to have achieved

ISO -

9001 Certification in correspondence with its institutional

slogan 'The Legend Leads'.

The achievement also endorses the company's firm commitment to

high standards of quality.

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VISIOIN
To provide high quality value-added food to contemporary and
future generations
To constantly Endeavour for the acquisition of knowledge and
excellence in developing human skills, product innovations and
state-of-the-art technologies
To be a good corporate citizen by giving back to the community and
improving the lives of the underprivileged
To dispense equitably, fairly, and with compassion, the fruits of
success among our partners in business
To become a partner with the Government in sharing the
responsibility of economic and social uplift and development of
Pakistan

VALUES
We believe that no individual is bigger than the institution
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 We believe in integrity, transparency and commitment as our

cultural ethos
We continually adhere to the highest standards of hygiene and
ecology
We believe in governance in human face
We protect and promote the cause of the environment
We emphasize on employee welfare
We believe in leading and innovating in all aspects of business

Our Products
Under the brand range, Peek Freans, the company today carries
the largest variety of biscuit products including

Marie
Gluco
Click
Sooper
Rio Strawberry Vanila
Rio Choco Vanila
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 Rio Choclate
Rio Vanila
Party
Peanut Pik
Peanut Pista
Saltish
Whole wheat slices

Product:
-

peanut Pik is a unique product of the EBM Pakistan that offers a

distinct blends of natural fresh peanuts.

Peanut pik has sweet taste, crunchy bite

with shining gloss on

peanut sprinkle top

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Ingredients: it contains wheat flour, hydrogenated vegetable oil,

sugar, peanut grits, invert syrup, corn flour, skimmed milk powder,
salt, emulsifying agent, leavening agent, synthetic flavors(mixture
of both natural and artificial flavoring compound)

Segmentation of Peanut Pik

Geographic

Region: Sindh, Punjab, Balochistan, Khyber pakhtun khwa, NWFP

Cities/Town: Metropolitans, Cosmopolitans, Small Cities, Towns

Demographic
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 Income: peanut pik focusing on those customers who wants to

eat nut biscuits in low price.

Age: peanut pik segment on the bases of age of the customers, it

may include above 12 years to 60+

Behavioral

Attitude: peanut pik segments the market on the bases

of positive thoughts

Opinion: peak freans segments the market of the peanut

pik on the behalf of the product Quality, taste and price

Criteria of the Peanut Pik

Accessible:

the segment of the peanut pik is easily

reachable and for serve effectively because it is only focusing on

the urban areas.

Sustainable:

the segment of the peanut pik is large enough

for EBM to generate the profit .

Targeting of the Peanut Pik

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EBM believed that the target market has changed on it own. Peanut Pik
was fi rstly consumed by toddlers and children

Exclusive Targeting: peanut pik targeting those customers who

most preferred nuts in their Biscuits.

Peanut pik targeting those consumers who wants to change in the

quality of the nut Biscuits

Peanut pik attracts to the consumers on the bases of the price

Positioning
Point of differences (pod): EBM

creates the image in

the consumers on the bases of the different quality of the peanut pik.

Marketing mix
Produt
Price
Promotion
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 Place
Packaging

Product:

peanut Pik is a unique product of the EBM Pakistan that offers a

distinct blends of natural fresh peanuts.

Pricing strategy
Pricing objectives

Maximization of the market share: EBM

charge the price of the peanut pik on the bases of the increasing
the market share because right now peanut pik Biscuit is cash
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cow of the EBM Pakistan manufacturing company they wants to

reach star line .

Maximization profit:

EBM Pakistan also charging the

price for maximization of the profit.

Analyses of the competitor: EBM

charge the

amount of the peanut pik product on the bases of the pricing

strategy of the LU

Selecting pricing method:

Cost plus:

EBM Pakistan charging the price on the bases of

the fix cost and some amount of the profit.

Penetration:

EBM Pakistan charge the low price but this

price is only available in their Fair price store in the industry for
attracting to the customers

Product line pricing:

EBM Pakistan charing same price

on the bases of whole product line.

Peanut pik

price

Family pack

Rs. 30/pack

Half roll

Rs 15/piece

Packaging

EBM Pakistan provides the peanut pik biscuits in the Familly pack,
and Half roll packet.

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EBM provides healthy and nutritious biscuits in a hygienic and high

quality package

Promotion
EBM used Pied Piper as a uniform icon to promote all its products and
hence, Peanut Pik is also promoted with the same icon.
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.

Target

audience:

Peanut Pik

targeted

those consumers who preferred nuts in their biscuits.

-

Appeal

Emotional appeal:

EBM believed that Peanut Pik has a

universal appeal and taste; it can be consumed any time in the

day.

Selecting channels for promotion

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ATL: Above the line:

EBM Pakistan promotes peanut pik

through advertising on TV, Newspapers, Billboards, banners,

radio brodcast.

Placement:
-

It is easily available every where.

It is placed through, wholsellers, retailers,

It is also available on Fair Price shop of Peak freans.

New segmentation of Peanut pik

Demographic

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Age:

Peanut pik should have to focus on the underage 12 years

children, to cator their needs for peanut.

Behavioral
Life style:

peanut pik should have to focus on the life style of the

people to peanuts. Like as peanut pik with energy, and with cream peanut
biscuits.

New TARGETTING
Undifferentiated targeting:

Peanut pik have to focus

undifferentiated, it have to target mass market.

New Positioning
Point of parity: It must have to keep in mind the other competitors
targeting approaches to achieve targets, to remain in the minds of
customers.

NEW MARKEITNG MIX

Product
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Ingredients: the new ingredients must be added like as,

vitamins, creams.

Promotion:

it must have to promote the events activities and

different games for children and promote through lucky draws to gain
value in the market.

Packaging:

the company must introduce the peanut pik in TICKY

PACK also.

CONCLUSIONS

It difference in the quality and taste in nut Biscuits.

It provides healthy and nutritious biscuits in a hygienic and high

quality package
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It is a unique product that offers a distinct blends of natural fresh

peanuts.

Peanut pik focusing on those customers who wants to eat nut

biscuits in low price.

EBM Pakistan charging same price on the bases of whole product

line

RECOMMENDATIONS

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It must have to focus on the needs of the children.

It have to introduce the peanut pik in TICKY PACK.

It should have to change the thinking of the people in nut Biscuits.

The new ingredients must be added like as, vitamins, creams.

It should have to target on the bases of mass market.

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References:
http://www.ebm.com.pk

Sources:
Mr. Raes
Marketing manager
Head office and factory:
plot No: 1-4 sector 23 Korangi Industrial area Karachi 74900 pakistan

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