PRINCIPLES OF MARKETING

FINAL PROJECT

Submitted to: Ma’am Mehreen Fatima

Date: 16/6/2021

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 ENGLISH BISCUIT MANUFACTURERS (EBM)

BBA 1-F Group 5

Ali Abid – 127

Mishayam Jan Ayub – 187
Shaharyar Manzoor – 145
Sara Zahid – 144
Ayesha Malik – 205
Shazeen Yaqoob – 229

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 EBM

Introduction

EBM is a packaged foods company that sells biscuits as a snack in between

meals, satisfying both esteem and social needs. CBL, the makers of LU, Dane
Foods, and Meiji are among EBM's competitors. The company's main goal was
to provide consumers with high-quality, healthy, and hygienically packed
biscuits. EBM has introduced a variety of biscuits in many categories, including
cookies, nut biscuits, crackers, cream biscuits, and simple sweet biscuits. EBM
has a high market share in Pakistan and owns the most popular product,
"Sooper Biscuit."EBM has established itself as a market leader in the biscuit
sector, with the goal of providing superior value to its consumers by focusing
on quality.

History

EBM discovered its foundations in Peek Frean’s Pakistan Limited, set up in

Karachi. In 1966, Peek Freans Pakistan Limited restyled itself as English Biscuit
Manufacturers (Private) Limited.

1968, EBM was determined to improve: enter Saltish, Pakistan's first,

immediately famous crackers.

In 1970, kicking off something new, year after year, EBM spearheaded marking
and promoting on TV in Pakistan; EBM was likewise quick to support TV shows.
Look Freans, and the notable Pied Piper turned into a commonly recognized
name with the 'Pay attention to the Sound of the Day,' TV plug.

2012, a specialized forward leap: EBM authorized a 80-meter-long creation

line; the longest across Pakistan and Asia at that point.

2015 is the year EBM went out to see the films, creating and coordinating
substance for Rio and Gluco as a team with Pakistan's first animated film, 3
Bahadur.

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 EBM PRODUCT LINE

 Sweet biscuits;
Gluco
Marie
Sooper

 Cream biscuits;
Lemon sandwich

Chocolate sandwich

Rio chocolate&rio vanilla

Rio strawberry

 Crackers;
Butter puff original

Butter puff vegie

 Nuts;
party

Peanut pik

Pistapik

 Cookies;
Chocolicious chocolate chip cookies

Farm house cookies chocolate chip

Farm house cookies short bread

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 Marketing Environment

 Demographics
 Economic
 Technological

Demographics

EBM portrays rolls as a food among suppers and a top pick of nibble for
kids. Changes in ways of life and basically the showcasing and promoting
endeavors of the whole food industry have constrained individuals to go
for a lot better food. The different changes in the segment highlights of
Pakistan in the course of recent years have influenced the creation and
dispersion exercises of EBM. At EBM, division has additionally been done
on the foundations of socioeconomics, with significant spotlight on
Income and Age division.

Relocation of rural to metropolitan region With a greater part of the

rustic populace moving to the metropolitan habitats of the country for
business purposes, the significant focal point of the dissemination of
bundled food sources is the metropolitan populace now, while
beforehand roll organizations, for example, Meiji and Montgomery were
devoured generally in the less evolved spaces of the country. Be that as
it may, the Kasur region in the area of Punjab is the greatest market for
EBM brand Rio. Yet, as per EBM, this is on the grounds that the
merchants are solid in Kasur because of which Rio has a 100% market
share .

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 Economic

As indicated by the Economic Survey of Pakistan (1997-98 issue), the

number of inhabitants in Pakistan remained at 139.024 million on Jan 1,
1998. Segment patterns in Pakistan are fundamentally a component of
the age structure. The high hope just as death rates in the nation have
hindered the monetary advancement generally. Since the significant
objective of the roll business, as respects to the age arrangement is
concerned, is the portion of the populace younger than 15 years and
some in the 15 to 54 years age section, hence the possibilities appear to
be splendid for the biscuit makers.

Technological

Due to the “IT boom”, it has been advantageous to biscuits manufacturers to

reach the consumers effectively using media sources. This has increased the
awareness of their products to a very large extent. With media, biscuits
manufacturers can reach a larger audience and also reach consumers in rural
areas.
“Advertising and marketing in the (biscuit) industry has surpassed all other
benchmarks in the previous years with serious investments in brand building.
Over Rs. 0.5 bn is estimated to be electronic media spending in 2007 with a
total marketing spending of no less Rs. 1.0 bn; this has grown at estimated 25%
per annum over the last few years!”
Usage of the internet has also helped biscuit manufacturers to segment and
find out about consumer insights by contacting them easily over the internet.
Consumers can use online feedback form to give feedbacks about the likes and
dislikes regarding the product and companies can respond to them more
effectively and efficiently.

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 BCG MATRIX FOR EBM

 QUESTION MARKS
Jam delight

Butterpuff

 STARS
Rio chocolate & vanilla

Sooper milk and egg

Nan khatai

Lemon sandwich

Chocolate sandwich

Farm house cookies

 CASH COWS
Gluco

Peanut pik

Peanut pista

Marie

Party

Click

Saltish

 DOGS
Zeera gold

Marvel crackers

Cheers tasty baked crackers

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 Market penetration
EBM used a market penetration strategy on sooper by launching a new
advertising campaign and changing its tagline from 'sooper hai zindagi'
to'sooper cookies.

EBM altered the packaging of peanut /Pista PIK and created fresh
advertisements for people to notice.

EBM commenced advertise entry by increasing the other two p's of promoting
mix, i.e. increasing packaging and advancing effectiveness.

Market Development

Peakfrean’s Rio of EBM shines a light on children and young children. In 2011, I
designed and implemented the 360-degree get-ready for the sponsorship of
RIO the movie.

EBM has launched its own variety of the traditional cookies as an independent
brand called peak freans nankhatai.

It is available in great almond flavors, with SKUs priced at Rs 10, 15, and 35.

Product development
English biscuit manufacturers recently updated their butter puff crackers and
offered a new vegetable variation. This is the first time a variety of the butter
puff, which was initially introduced in 1973, has been released; it also follows
in the footsteps of another EBM brand, Sooper, who recently released an
elaichi variation.

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 Customers and Consumers of EBM

Retail stores, local shops, cash & carry, marts, and tuck shops are among EBM's
customers. These clients buy the company's products and resell them to the
general public or to persons who use them.

Market Place and Customer Need

The key aim for EBM in terms of market positioning was to position its
products in such a way that they would encourage increased consumer
involvement in EBM products, in order to combat LU's initiatives. EBM
launched its “Peek Freans” series with nutritious benefits, hygiene and
nourishment. This slogan worked for
Peek Freansand people started
consuming their products. Peek Freans
series started capturing market and
raised customer involvement.
Later, they learned that the majority of
their customers are children, and that
they require something more flavorful to
captivate children. They introduced a
product that combined wheat for health
and cream for flavor, resulting in a
significant increase in revenue for the company.
They later launched a number of items based on customer demands and
preferences. They also introduced three alternative packing options based on
the needs of the customers. EBM is committed to giving more value at a
standard price to consumers.

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 MARKETNG MIX

Whenever they plan to launch a new product, they first send their experts to
analyze and return with new ideas and the way they maintain their standards
of hygiene, tastes and ingredients, and is given a large share of time and cost,
because they are for their reputation and consumer satisfaction.

PRODUCT

EBM markets its biscuit also named as “Peek Freans”. Peek Freans a well-
known name, and people blindly believe in the quality of the products which is
provided by EMB. The Peek Freans is the most famous icon in the biscuit
industry leading customers to experience one superb product after another.

Peek Freans biscuits is well-known throughout Pakistan and abroad for their
amazing quality and taste. It offers a largest variety of different tastes and
textures Peek Freans biscuits promises wholesome,
nutritious, unique taste with crispy and crunchy
texture. Some of the biscuits that are being
marketed under this brand include leading brands
such as Peanut Pik, Peanut Pista, Rio, Farm House
Cookies, Chocolate & Lemon sandwiches etc.

EBM labels all of its products, making sure to provide accurate labels regarding
ingredients and nutritional facts. Customers nowadays are more aware of their
surrounding and they observe the product by looking at the labeling to get
information of the product.

EBM has been manufacturing and marketing biscuits in Pakistan for more than
40 years. Peek Freans is a household name,
and people believe in the quality of the
product named under this brand. EMB is also
one of the first biscuit company in Pakistan to
achieved IOS-9001 Certification in
correspondence with its institutional slogan
‘The Legend Leads’.

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 PRICE

EBM charge the amount of Peek Freans products on the bases of the pricing
strategy of the LU. They use different pricing methods for their product line.
EBM Pakistan charging the price on the bases of the fixed cost and some
amount of the profit this is known as
cost plus pricing. Penetration pricing
method is also used EBM charges
low prices but this price is only
available in their Fair price store in
the industry for attracting to the
customers. EBM can charge same
price on the bases of their product line.

The prices are set for upper, middle and lower class customer so they can
enjoy the universal taste of Peek freans biscuits.

Prices are set as follow:

 Ticky pack Rs. 5

 Snack pack Rs. 10
 Half roll Rs.15
 Family pack Rs.30

PROMOTION

EMB have set new trends and developed classic and innovative concepts which
is linked to ‘Pied Piper’ which today is a vital part of all packaging. In the early
communication of the 70’s is considered as one of the most nostalgic
advertising campaigns of Pakistan. Promotion is a combination of its
advertisement, sales promotion activities, publicity campaigns etc.

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 PLACEMENT

When we talk about place in marketing mix it is referred to product

distribution. It has more than 350 distributers all over the Pakistan. EMB is
using widespread distribution for Peek Freans biscuits means the producer’s
products are stocked in the majority of outlets. EMBL uses Indirect Marketing
Channels, that it has distributors between the company itself and retailers who
deliver products to customers.

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 SWOT ANALYSIS

STRENGHTS

 Wide product line

 The Pied Piper icon
 Value pricing
 A well- established brand equity
 Different variety of biscuits
 A strong distribution network

WEAKNESSES

 Brand advertising
 Ineffective innovation in production
 Vague impression in the minds of consumers of relationship of Pied
Piper with EMB & Peek Freans

THREATS

 Changing consumer preferences

 Availability of foreign brands like Oreo
 Rigid competition from LU in terms of branding, packaging and
advertisement

OPPORTUNTITIES

 Coincide the company’s distributors

 Availing more shelf space and enhancing distribution coverage
 More concentration on the “kids segment”

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 Marketing Strategy
EBM has adopted customer driven marketing strategy with extraordinary
advertisement focusing on healthy and nutritious food. Company has launched
many products considering the consumers need. EBM targeted all segments of
its consumers. For kids they have launched cream biscuits and later added
different flavors to them. They launched cracker biscuits for consumers with
saltishs taste. The Star product “Sooper Biscuit”, the most selling biscuit in
Pakistani market is also available in flavors.
In 2004, there was an increase in the soft and sweet plain biscuits segment,
which is predominantly dominated by Sooper and Bakeri, with a combined
market share of 24 percent.

Customer Relations
Since 1967, English Biscuit Manufacturers (Pvt) Ltd has been Pakistan's top
biscuit and cookie maker. People trust and believe in the quality of the items
produced under the 'Peek Freans' brand name, which is a household name.
And the corporation has a good track record of delivering on its product quality
promises.

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 EBM consumer Behavior

EBM explains biscuits as food between meals and a favorite snack for
children. Different product category caters to different types of consumers.
Adults and oldies prefer salty biscuits and ingredient-based biscuits as
compared to children who prefer cream filling and glucose biscuits.
Consumers, nowadays, have become very hygiene conscious due to increase in
education levels and media promotion. Therefore, those who prefer to have a
nutrition filled diet prefer healthy biscuits like wheat slices etc. Technological
Environment Due to the “IT boom”, it has been advantageous to biscuits
manufacturers to reach the consumers effectively using media sources. This
has increased the awareness of their products to a very large extent. With
media, biscuits manufacturers can reach a larger audience and also reach
consumers in rural areas. “Advertising and marketing in the (biscuit) industry
has surpassed all other benchmarks in the previous years with serious
investments in brand building. Over Rs. 0.5 bn is estimated to be electronic
media spending in 2007 with a total marketing spending of no less Rs. 1.0 bn;
this has grown at estimated 25% per annum over the last few years!” Usage of
the internet has also helped biscuit manufacturers to segment and find out
about consumer insights by contacting them easily over the internet.
Consumers can use online feedback form to give feedbacks about the likes and
dislikes regarding the product and companies can respond to them more
effectively and efficiently.

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EBM 17 Peek Freans Sooper enjoys a universal taste appeal and is consumed
by all cross- sections of society. More than 20 million Sooper cookies are
consumed every day. and 430 million family packs were sold last year. Sooper
was also elected the second most favourite brand during the Brand Elections
conducted by MEMRB Research agency across Pakistan o Sooper Hai Zindagi is
its slogan. it is relevant across the board. One of the problems with Sooper is
that with its wide scope it is very difficult to hone in on a specific target group
and this makes the creative brief very hard. You have to cater to rural,
regional, urban and so on, and the second you try to please everyone, you
cannot do justice to the brand o by ISO:2001 further provide proof of hygiene
and quality which is promised o Peek Freans pied piper logo continues to be
the trademark of the company with its luscious melt-in-your-mouth texture
and balanced sweetness, Sooper has won accolades by consumers of all ages.

 The prices are set on the objective that upper, middle and lower classes can
enjoy the universal taste of Peek Freans Sooper. Prices are set as follow: •
Ticky pack; Rs. 5 • Snack pack; Rs. 10 • Half Roll; Rs. 15 • Family pack; Rs. 30
Promotion: EBM is very much concerned about its marketing as it is the
backbone of its sales. • After almost five decades, several bestselling products,
and millions of satisfied cravings later, EBM is ready to discover and deliver
fresh flavours, and satisfy millions more!

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 Contemporary Marketing Tactics

EBM has successfully established its roots in the FMCG market with the help of
contemporary marketing strategies as well. An example of this is how they
have keenly analyzed their target audience and with the help of social media
marketing have advertised their latest cartoons which are based on their 'Rio'
biscuits. This show is know as 'RioLand' stories. This clearly tells us how
customer oriented they are. Alongside that, their product range is extremely
diverse. Even though they only make biscuits, they have different varieties for
different age groups. For example, they advertise Sooper, Marie and Click
biscuits differently than they advertise Rio, Party or Cake ups. Furthermore,
they have stressed a lot on their social media accounts. They make sure that
their posts are relevant enough for the target audience. They make sure they
offer special discounts on special events such as mother's day. This way the
bridge between the customer and the business strengthens. They have also
invested a lot in PR management. On their social sites one will find videos and
posts from famous celebrities that are encouraging the audience to buy their
products. Moreover, with the passage of time, in order to make sure that their
products do not lack demand, they introduce different ways of eating the
biscuits. For example, putting a piece of your favorite cheese on butter puff
and then eating it. They even post several memes to related to their business
to keep their customers engaged.

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Also, they are known for organizing different contests such as
'PeekFreansRecipes' where they encourage their customers to prepare
innovative and creative recipes with their biscuits. This further ensures higher
demand and brand loyalty because one tends to develop shared value with the
company. Their branch of super biscuits organized a live concert to celebrate
their 13th anniversary. Their latest slogans such as 'Sooper hai Pakistan' were
further used to spread brand awareness with the help of celebrities.

Conclusion & Recommendations for getting market hold

The primary assignment for EBM in regards to advertise situating is to

situate its items in such away that it can make more customer
contribution in EBM items and to counteract LU's procedures in such
manner. EBM should focus on its customers and their thoughts about
biscuits. As for the children EBM should focus on what is most likely to
attract them towards EBM’s product. They should redesign their biscuits
after sometime and should give different mixed cream flavors and the
most important that packaging should contain pictures of different
cartoons. These changes will surely bring a positive difference in EBM’s
children consumers segment. On the other hand EBM should invest in
fitness of nation as for the adults they look a hygienic and healthy food
to keep themselves fit. EBM should also launch different types of
biscuits and bakery products for different areas as every rural and urban
areas have different culture as some
prefer plain salted biscuits whereas,
people in rural area mainly prefer biscuits
with peanuts and other fillings. EBM
should run a survey to locate its
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 consumers and produce according to their demands to capture bigger
market share than its biggest competitor LU.

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