Peek Freans Sooper Soft Bakes

Aiza Omer

Mahin Kafeel

Rafia Owais

Ruhma Fatima

Roshail Khan

Dr. Shehla Riza Arifeen

Principles of Marketing

Lahore School of Economics

27th November 2022

Table of Contents
Chapter 2 (Aiza Omer) ............................................................................................................................... 6
Company, Marketing Strategy & Business Portfolio .......................................................................... 6
History.................................................................................................................................................. 6
Mission Statement ............................................................................................................................... 7
Vision.................................................................................................................................................... 7
Orientation........................................................................................................................................... 7
Business Portfolio .................................................................................................................................... 7
Product Mix ......................................................................................................................................... 7
Product Market Expansion Grid ........................................................................................................... 8
Market Penetration ............................................................................................................................. 8
Market Development .......................................................................................................................... 9
Product Development ......................................................................................................................... 9
Diversification ..................................................................................................................................... 9
Boston Consulting Group Matrix ........................................................................................................ 10
Chapter 3 (Rafia Owais) ........................................................................................................................... 11
Actors in Micro Environment .............................................................................................................. 11
The company ..................................................................................................................................... 11
Suppliers ............................................................................................................................................ 11
Marketing Intermediaries ................................................................................................................ 11
Distribution........................................................................................................................................ 11
Competitors ....................................................................................................................................... 11
Publics ................................................................................................................................................ 12
Customers .......................................................................................................................................... 12
Actors in Macro Environment ............................................................................................................. 12
Demographic Environment .............................................................................................................. 12
Economic Environment .................................................................................................................... 12
Technological Environment ............................................................................................................. 13
Social Environment ........................................................................................................................... 13
Cultural Environment ...................................................................................................................... 13
Core Beliefs and Values .................................................................................................................... 13
SWOT Analysis ..................................................................................................................................... 14
Chapter 4 (Rafia Owais) ........................................................................................................................... 16
 Ruhma Fatima....................................................................................................................................... 16
Demographics .................................................................................................................................... 16
Psychographics .................................................................................................................................. 16
Branded Products ............................................................................................................................. 16
Unbranded Products ......................................................................................................................... 16
Rafia Owais............................................................................................................................................ 17
Demographics .................................................................................................................................... 17
Psychographics .................................................................................................................................. 17
Branded Products ............................................................................................................................. 17
Unbranded Products ......................................................................................................................... 17
Mahin Kafeel ......................................................................................................................................... 17
Demographics .................................................................................................................................... 17
Psychographics .................................................................................................................................. 17
Branded Products ............................................................................................................................. 18
Unbranded Products ......................................................................................................................... 18
Aiza Omer .............................................................................................................................................. 18
Demographics .................................................................................................................................... 18
Psychographics .................................................................................................................................. 18
Branded Products ............................................................................................................................. 18
Unbranded Products ......................................................................................................................... 19
Roshail Khan ......................................................................................................................................... 19
Demographics .................................................................................................................................... 19
Psychographics .................................................................................................................................. 19
Branded Products ............................................................................................................................. 19
Unbranded products ......................................................................................................................... 19
Group’s Market Plan Choices ............................................................................................................. 20
Chapter 5 (Roshail Khan) ........................................................................................................................ 22
Characteristics Affecting Consumer Behavior................................................................................... 22
Buyer Decision Behavior ...................................................................................................................... 22
Chapter 7 (Roshail Khan) ........................................................................................................................ 23
Segmenting, Targeting and Positioning .............................................................................................. 23
Chapter 8 (Ruhma Fatima) ...................................................................................................................... 23
Product Services and Brands ............................................................................................................... 23
 Type of Consumer Product .................................................................................................................. 23
Individual Product Decisions ............................................................................................................... 23
Product Attributes ............................................................................................................................ 23
Product Features ............................................................................................................................... 24
Product Style and Design ................................................................................................................. 24
Branding ............................................................................................................................................ 25
Packaging ........................................................................................................................................... 25
Price.................................................................................................................................................... 26
Variants.............................................................................................................................................. 26
SKUs ................................................................................................................................................... 26
Major Brand Strategy Decisions ......................................................................................................... 27
Brand Positioning.............................................................................................................................. 27
Brand Name Selection ...................................................................................................................... 27
Brand Development .......................................................................................................................... 28
Product Category Description ......................................................................................................... 28
Chapter 9 (Ruhma Fatima) ...................................................................................................................... 29
Product Life Cycle ................................................................................................................................ 29
Characteristics................................................................................................................................... 29
Strategy .............................................................................................................................................. 30
Chapter 12 & 13 (Mahin Kafeel) ............................................................................................................. 30
Distribution of Sooper Soft Bakes Plain Cake.................................................................................... 30
Department Store .............................................................................................................................. 30
Superstore .......................................................................................................................................... 30
Supermarket ...................................................................................................................................... 31
Convenience Store ............................................................................................................................. 31
Online Stores ..................................................................................................................................... 31
Chapter 14 & 15 (Mahin Kafeel) ............................................................................................................. 31
Promotion of Sooper Soft Bakes Plain Cake ...................................................................................... 31
Integrated Marketing Communication ............................................................................................... 32
Identifying the target audience ........................................................................................................ 32
Determining Communication Objectives........................................................................................ 32
Designing the Message ...................................................................................................................... 33
Message Content ............................................................................................................................... 33
 Choosing the Media .......................................................................................................................... 33
Promotion Mix Strategy ................................................................................................................... 33
16 (Ruhma and Rafia) ............................................................................................................................. 34
Future Plans .......................................................................................................................................... 34
Target market.................................................................................................................................... 34
Positioning Statement ....................................................................................................................... 34
Pricing Strategy ................................................................................................................................. 34
Distribution Strategy ........................................................................................................................ 35
IMC for future....................................................................................................................................... 35
Determining Communication Objectives ........................................................................................ 35
Designing the Message ...................................................................................................................... 35
Choosing the Media .......................................................................................................................... 35
Promotion Mix Strategy ................................................................................................................... 36
References .................................................................................................................................................. 37
Chapter 2
Company, Marketing Strategy & Business Portfolio

History
Peek Freans Pakistan Limited, which was founded in Karachi, served as the foundation for EBM.
English Biscuit Manufacturers (Private) Limited replaced Peek Freans Pakistan Limited as its
name in 1966. Producing packaged biscuits wasn't all that EBM was doing in 1967; they also
started a revolution in flavor, quality, and nutrition! The imports industry expanded regularly
thanks to diligence, top-notch services, integrity, and strongly ingrained company principles.
Every year setting new standards, EBM was the first to brand and advertise on Pakistani television.
EBM was also the first to sponsor TV programs. With the 1970 TV commercial "Listen to the
Sound of the Day," Peek Freans and the iconic Pied Piper became well-known.

Following are the accomplishments of EBM:

1971: Queen of biscuits, Marie launched.
1973: Peek Freans became a partner in the Football World Cup in Munich.
1976: Launched Butter Puff.
1984: Launched Peanut Pik, Party and Peanut Pista.
1987: Launched Gluco.
1990: Launched Chocolate Chip Cookies.

From 2002 till 2015, EBM launched products like Sooper, Rio, Farm House Cookies and Nan
Khatai.

A technical breakthrough was made in 2012 when EBM commissioned an 80-meter-long

production line; the longest across Pakistan and Asia at the time.
In 2015, EBM went to the movies, developing and integrating content for Rio and Gluco in
collaboration with Pakistan’s first animated feature film, 3 Bahadur.

Mission Statement
To provide wholesome, nutritious, hygienic food-between-meals across Pakistan and beyond.

Vision
 To provide high quality value added food to contemporary and future generations.
 To be a good corporate citizen by giving back to the community and improving the lives
of the underprivileged.
 To become a partner with the government in sharing the responsibility of economic and
social uplift and development of Pakistan.

Orientation
EBM follows the product concept. They provide consumers with the best biscuits in the market
that are high in quality and value. An example is Sooper Egg and Milk Cookies that are of great
quality and comprise of a mixture of egg and milk. Customers get attracted to these products,
which creates a marketing pull.

Moreover, EBM also follows the marketing concept. They have carried out great researches and
have gained insights into the consumer market and have launched products such as Sooper Egg
and Milk Cookies and Sooper Soft Bakes Cakes. They launched these products after knowing that
biscuits and plain cakes are the most favorite item of Pakistani’s to have along a cup of tea. TVC’s
and the famous Peek Freans jingle is also very famous among the Pakistani’s.

Business Portfolio
Product Mix
1. Plain Sweets biscuits
Gluco
Marie
Whole Wheat Slice
 Sooper Egg & Milk Cookies
2. Nuts
Peanut Pik
Peanut Pista

3. Cream
Choco Vanilla Sandwich
Chocolate Sandwich
Lemon Sandwich
Rio Double Treat Chocolate/Vanilla
Rio Double Treat Strawberry
Rio Vanilla

4. Crackers
Butter Puff
Marvell
Saltish

Product Market Expansion Grid

Market Penetration
EBM changed the slogan from "Sooper hai Zindagi" to "Sooper cookies, sooper taste" as part of
its market penetration strategy for Sooper. Moreover, EBM produced new advertisements and
altered the packaging of Peanut Pik and Pista for the customers to notice. By improving the other
two Ps of the promotion mix, namely improving packing and advancing effective advancement,
EBM started to advertise admittance. This led to increased awareness among consumers and also
helped the brand achieve its maximum position in their minds. This means that whenever a
customer thinks about having a biscuit (on the off chance that they like nut biscuits), Peanut Pik
should cross their minds.
Market Development
Check out Peek Freans Rio, EBM’s emphasis on kids. Created and carried out the 360-degree
preparation for the 2011 sponsorship of "RIO, the movie". Moreover, EBM launched their own
version of the traditional biscuit under Peek Freans Nan Khatai, that too as an independent brand.
The EBM variation is available in SKUs priced at Rs. 5, Rs. 10, Rs. 15, and Rs. 35. This article
concentrates on the Pakistani culture and customs. The Peek Freans family and English Biscuit
Manufacturers have completed another expansion under the brand of Sooper Elaichi. The creative
office prestige made up the print advertisement.

Product Development
ButterPuff crackers were reintroduced by English Biscuit Manufacturers along with a new
"veggie" variety. In addition to following in the footsteps of another EBM brand, Sooper, which
also had an Elaichi variant as mentioned above, this was the first time a variant had been introduced
for ButterPuff, which was first introduced in 1973. Moreover EBM introduced Jam Delight, the
first of its kind, fruit jam-filled biscuits. Jam Delight is a more wholesome version of the popular
jam-filled bakery sweets that are loved by both kids and adults. The brand also targets people
between the ages of 12 and 35.

Diversification
The market for branded biscuits has been dominated by English Biscuit Manufacturer for more
than 45 years. Intrigued by the flexibility and strength of Microsoft's cloud productivity tools, this
arrangement guarantees that EBM receives the best value from a controllable volume-licensing
scheme, allowing them to easily manage all of their future expansion needs for Microsoft's cloud-
based productivity solutions.
Boston Consulting Group Matrix
STAR QUESTION MARK

 Sooper Soft Bakes Plain Cake  Jam Delight

 Rio Double Treat Strawberry  Butterpuff Vegie
Vanilla
 Rio Double Treat Chocolate
Vanilla
 Rio Vanilla
 Rio Chocolate
 Sooper Egg and Milk Cookies
 Sooper Elaichi
 Nan Khatai Classic Biscuits
 Lemon Sandwich
 Chocolate Sandwich
 Farm house Cookies
 Chocolicious Double Chocolate
Chip Cookies

CASH COW DOG

 Gluco  Zeera Gold

 Butterpuff Original Crackers  Marvell Crackers
 Peanut Pik  Cheers Tasty Baked Crackers
 Peanut Pista
 Chocolicious Chocolate Chip
Cookies
 Whole Wheat Slices (pure fibre)
 Marie
 Party
 Saltish
Chapter 3
Analyzing the marketing environment

Macro and Micro Environment the company is facing

Actors in Micro Environment

The company
English biscuits manufacturers is the country’s leading manufacturer of business and cookies since
1967.The company has different departments like marketing and sales department as EBM places
a lot of emphasis on marketing because it is the foundation of its sales, HR department, accounts
department, Strategy and Innovation department, IT department etc. Aminah Saeed, GM
Marketing, EBM, says the decision to extend Sooper beyond biscuits was not an easy one, but
when the company delved deeper into consumption patterns, it understood that along with the
biscuits that Pakistanis dunk into their tea, the other baked item most popular around the teacup is
plain cake.

Suppliers
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business decisions. By analyzing hundreds of real-time signals across millions of organizations
globally, its exclusive, proprietary data platform helps supply chain and procurement professionals
to identify, assess, and monitor suppliers and strengthen supply chain resilience.

Marketing Intermediaries
Distribution
EBM distributes its products including Sooper soft bakes all over Pakistan and almost all of the
stores whether small kiryani stores or big superstores like Alfatah and Jalal sons all carry EBM’s
products.There are middlemen or distributors between the business and the retailers who then sell
the product to the final consumers. EBM has more than 350 distributors all around Pakistan

Competitors
EBM is already a market leader and holds a big market share in a Rs 20 billion market with
immense potential for growth and has no major competitors. However, Hilal also offers soft cakes
to the consumers with the name of Hilal Bake time in different flavors like coffee, fruit cake, plain
cake etc. Sooper has a bigger market share but Hilal also has a wide audience which may result in
a big competition in the future. Also, LU which works under the name of continental biscuits and
Bisconni which works under the name of Ismail industries are also competitors of EBM. They are
competing with EBM on competitive pricing and packaging. These companies are introducing
new products and try to gain market share. For example Bisconni just launched “Chai Wala biscut”
which is a direct competition to Sooper biscuits.

Publics
An example of media public for Peakfreens Sooper soft bakes is Aurora Magazine which provided
a glimpse of Sooper’s journey to people by the article.

Customers
It understood that along with the biscuits that Pakistanis dunk into their tea, the other baked item
most popular around the teacup is plain cake. A single-serve plain cake product priced at Rs 20
was launched targeting “all people who eat plain cake”. 25 years ago, plain milk and egg cookies
(Sooper Biscuits) that mimicked the simple bakery biscuits that Pakistanis love to eat with their
tea became a hit with the nation were launched and they were a big hit. So now to please the
customers a single-serve plain cake called Sooper Soft Bakes has been launched by EBM which
they are sure that the customers will love because Pakistanis love to dunk plain cake in their tea.

Actors in Macro Environment

Demographic Environment
Demographically, EBM's main focus is on age segmentation as it describes its target market as very
wide target audience. “All people who eat plain cake”. Moreover, culturally, Pakistan has the typical
thinking of having tea with plain cake or plain biscuits. So, keeping that in mind EBM launched
their plain cake made with egg and milk ingredients. The company ventured into packaged
cupcakes with a brand called Cake Up in 2018. Packaged cupcakes account for half of the
packaged cake market, so this seemed like a wise choice. In 2021, more products were added to
the cake portfolio with the launch of Smile (a doughnut-shaped cake) and Gluco Teddy (a teddy
bear-shaped cake with all-natural ingredients). All of these were targeting kids whereas now they
launched Sooper Soft Bakes which is targeting a much wider audience.

Economic Environment
Standards of living have now increased and people try to avoid having oily and unhealthy things
with their tea.so cake make from egg and milk ingredients was a really healthy option and also it
was really economical and affordable as compared to other dhabaa cakes or normal cakes present
in the market. A single-serve plain cake product priced at Rs 20 was launched by EBM. Sooper
Soft Bakes is priced very competitively when you consider that most Dhaba cakes and other bakery
cakes are sold at Rs 15 to 20 per slice and the other packaged cake options in the market are all
multi-serve and priced at Rs 90 and above. All of EBM’s products are economically reasonable
that their target markets can afford.

Technological Environment
With Media and IT departments growing day by day it has made possible to convey your message
all over the country. EBM focuses on their advertisements and their products are advertised all
over the country through TVCs etc. For the launch, they wanted to leverage their distinctive
master-brand design assets, such as the bold Sooper brand red, the prominent brand stripes, and
the trusted milk and egg symbol. The contemporary design appeals to a new generation of Sooper
consumers while retaining our highly recognizable brand iconography.” Another strategy by EBM
was to base Sooper Soft Bakes' marketing campaign on Sooper's most well-known commercial,
"Sab se aagey, sab se ooper, Peek Freans Sooper, Peek Freans Sooper," while changing the melody
to "Sab se aagey, sab se ooper, Sooper Soft Bakes, cake hai Sooper”. Usage of internet has also
helped company’s to gain consumer insights.

Social Environment
Nowadays, people are very concerned about health issues and eating healthy is really encouraged
in the society by people. People choose products which are made from healthy ingredients and that
is why EBM launched plain cake made from egg and milk ingredients which are healthy and cater
to the needs of people of todays world. People are also very hygiene friendly nowadays and they
also focus on good packaging in which the product is secured and safe from the outside polluted
environment. EBM makes sure to secure their products with good packaging.

Cultural Environment
Pakistanis love to drink tea in the mornings and in evenings with their families which has became
a part of our culture now. Pakistanis love having something sweet yet plain to go with their tea and
the idea of making a plain cake made with egg and milk for Pakistani people to dunk in their tea
led to the launch of Sooper soft bakes.

Core Beliefs and Values

As we all know that Pakistan has one of the highest per capita tea consumption and eating plain
biscuits or plain cake with tea has also become our cultural identity. So to keep this tradition alive
but in a modern way Sooper launches Sooper Soft Bakes (a plain egg and milk cake) for Pakistanis
to dunk in their tea.

SWOT Analysis
Strengths Weaknesses

 A big market share and no major  There were no weaknesses as EBM is

competitors. already a market leader in the cakes
and biscuits category.

 EBM has a wide range of product lines.  EBM should consistently bring
innovation into their products so that
they continue to hold the current
market share.
 They believe in continuous
development so they keep or bringing
new products into the market.

 Packaged cupcakes account for half of

the packaged cake market, so this
seemed like a wise choice.

 They already had 3 products: Cake Up,

Smile and Gluco Teddy, so launching a
plain cake was also a great opportunity
due to the masses liking it and targeting
children too. "Parents generally want to
put in their children’s lunch boxes."
Opportunities
 Approximately a market worth Rs. 20
billion was there reflecting immense
potential for growth.
 They already had 3 products: Cake Up,
Smile and Gluco Teddy, so launching a
plain cake was also a great opportunity
due to the masses liking it and targeting
children too. "Parents generally want to
put in their children’s lunch boxes."
 The company delved deeper into
consumption patterns, it understood
that along with the biscuits that
Pakistanis dunk into their tea, the other
baked item most popular around the
teacup is plain cake.
Threats
 There were no competitors or other
threats mentioned in the article as EBM
is already a market leader.
 If they don’t launch new flavors in
according to the customers likings in
future like Hilal Bake time is offering
then they might face problems in
future.
 There are other brands like LU and
Bisconni who offer biscuits and cakes
so the consumer could easily switch if
they find EBM’s products a little
expensive.
Chapter 4
Managing Marketing info to Gain Consumer Insights

Ruhma Fatima
Demographics
I am 20 years old and I am a female. I am a student by profession and I study at The Lahore School
of Economics. I am single and live with my parents and brother in Wapda Town in our own
property.

Psychographics
I spend the majority part of my day in university but in my idle time I like to watch television or
spend some quality time with my parents and family. I have an iPhone SE on which I most use
social media applications like Instagram and WhatsApp which allow easy communication with
friends. For movies and entertainment purposes I mostly use Netflix. Speaking of advertisements,
I like TVCs which have an emotional connection with the audiences and which convey their
message to the target audience effectively. I really like Shan’s new advertisement campaign with
the concept “Khana Bnana Ksi Aik Ka Kaam Nahi” as it shows the importance of cooking not
being a gender role all while depicting the true essence of Shan Masalas.

Branded Products
For cooking purposes Flippo Berro is used in my household which is a mild and light tasting olive
oil. Other branded products used in my home are Lipton Yellow Label Tea Bags and Nestle
Everyday for tea making; Tresemme and Dove Shampoos are used whereas Dettol and Lux soaps
are used for cleaning hands. For dish washing Lemon Max Liquid is used and for washing
purposes, Brite and sometimes Surf Excel is also used. Other Products for personal hygiene include
face wash Garnier Gentle Cleanser. We use Knorr’s Tomato and Chilli Garlic Sauces served
sometimes with frozen chicken items from K&N’s. My mother buys all these products on monthly
basis from Al-Fatah.

Unbranded Products
Flour, rice, Flour, rice, lentils, eggs, Masalas like (red pepper, turmeric etc.) and sugar are all the
unbranded products used in our kitchen purchased from Dehli Masala Shop near our house
Rafia Owais
Demographics
I am 20 years old and I am a female. I am a student by profession and I study at the Lahore School
of Economics. I am single and live with my parents in our own property in Shadman.

Psychographics
I spend most of my day in university studying and in my free time I watch television with my
mother or use my phone. I have an iPhone on which I mostly communicate with my friends or
family or watch TV series and dramas also. The applications I most frequently use are Instagram,
WhatsApp and Netflix. My view about advertisements is that some of them are very well portrayed
and they create awareness about their products really well like Sooper Soft bakes ad but some
advertisements like “Naya surf excel” ad really confuses the viewers.

Branded Products
The branded products I use for cooking are dalda cooking oil, Lipton yellow label, national salt,
happy cow cheese slices, Olpers milk and national fruit jams. We buy our bread from Shezan
bakery as it is always very fresh. Knorr’s tomato ketchup and chili sauce is used in our home. I eat
Knorr’s instant noodles also almost every day. In personal care we use lux soap, Tresemme
shampoo, Nivea face and hand creme. My mother purchases all these products from either AL
Fatah or Jalal Sons which is near our house.

Unbranded Products
Flour, rice, lentils, eggs, Masalas like (red pepper, turmeric etc.) and sugar are all the unbranded
products used in our kitchen purchased from the local Kiryana stores.

Mahin Kafeel
Demographics
My age is 20 years and gender is male. I am a student by profession and I am currently studying
in Lahore School of Economics. I am single and my household members are 4.I live in Cantt in
my own property.

Psychographics
I spend most of my day in university and in my free time I play cricket. I use a smartphone and the
brand is Samsung. I use WhatsApp, Instagram Facebook, YouTube, Netflix, Amazon Prime, Food
panda and Crypto mostly. I watch TV daily in the evening for watching sports, dramas and films.
I find the advertisements quite interesting while some of them are very dumb and don’t make sense
to me and do not persuade the customer to buy the very product shown in the advertisement.

Branded Products
I use Nestle products mostly. The mineral water, juices, Milo Powder, chocolates like KitKat are
used by me and my family. For cooking purposes, we use National and Shan Masalas. We also use
National’s Fruit jam, Nurpur’s Butter and Milk, Knorr ketchup, Chili sauce and instant noodles. I
also use Loreal, Lux, Oasis and Gillete. I got to know and purchased these products for me and my
family by seeing them in the TVCs, Billboards, Brochures etc. I purchase all these products from
either Carrefour, CSD or AL Fatah.

Unbranded Products
For cooking purposes sugar, flour, lentils all are purchased from the local Kiryana store near my
house.

Aiza Omer
Demographics
My age is 20 and I am a female. I am a student by profession and I study at The Lahore School of
Economics. I am single and there are 5 people who live with me in my house which includes my
father, mother, younger sister and brother. I live in Islamabad in my own property.

Psychographics
I spend most of my day studying in the university but in my free time I like to do swimming and I
like to watch movies and tv series. I use an iPhone X. The applications I most frequently use are
Snapchat, Instagram. WhatsApp, YouTube, Netflix and google Chrome.

I watch Tv in the evening with my family members and the channel most frequently watched is
PTV sports, ARY digital and HUM TV. I find the advertisements on Tv sometimes very interesting
but sometimes they don’t appeal to me very much. I really like cupshup’s advertisement. Also, I
don’t really like lays wavy flamin hot’s advertisement because of young stunners performing in it.

Branded Products
For cooking purposes Dalda cooking oil is used in my home. National Masalas especially Biryani
masala mix and Haleem mix is used mostly in my house. We use Tapal Danedar and Davidoff’s
coffee. I eat Adam’s cheese slices in the breakfast and my younger brother eats happy cow cheese
slices. American garden’s thousand island sauce and French dressing is widely used in salads in
my house. My mother usually buys Shangarilla sauces (chili sauce, soy sauce and vinegar).
Anhar’s milk is used in my home. Dove and tressemme shampoo are used in my home. I use
Colgate toothpaste and nivea lotion.

Unbranded Products
For cooking purposes sugar, flour, lentils all are purchased from CSD mart.

Roshail Khan
Demographics
My age is 24 years and my gender is male. I am a student by profession and I study at The Lahore
School of Economics. I am single and live with my parents. I live in Model town in my own
property.

Psychographics
I spend most of my day studying in university and in my free time I do gym and use my phone.
The applications I frequently use are Instagram and Twitter. I watch TV but only for sports. I find
advertisement very boring most of the times because they don’t portray their products in the right
manner. The right techniques are not used to persuade the viewers for example Sting’s Ad is for
an energy drink which may seem catchy but too much is happening in it on the other hand Red
bull’s international ads are simple and to the point.

Branded Products
For cooking oil Eva’s cooking oil is used in my house. Tapal Danedar is used for tea. Shezan’s
bakery items like bread, cakes and biscuits are used in the breakfast. Dairy Omang is used as tea
whitener and daily dairy as milk. Shan chaat masala and Biryani mix is used. Brite is used for
washing clothes. Palmolive’s soap is used and sunsilk’s shampoo is used by all the household
members. Loreal’s facewashes are used by all members and Nivea’s lotion. I purchase all these
items from either AL Fatah or Jalal Sons because it is near my house and it is convenient for me
to go there and buy all the items.

Unbranded products
For cooking purposes sugar, flour, lentils, rice and achaar are all the unbranded products p

urchased from local general store near my house.

Group’s Market Plan Choices
EBM used a good enough marketing plan to launch the new Sooper soft bakes because it is not
EBM’s first foray into the soft cakes category.

When Sooper biscuits launched 25 years ago, these plain milk and egg
cookies that mimicked the simple bakery biscuits that Pakistanis love
to eat with their tea became a hit with the nation. Understanding the
significance of what is, according to some estimates, a Rs 20 billion
market with immense potential for growth, the company ventured into
packaged cupcakes with a brand called Cake Up in 2018. All three
products by and large target children and the same is not true for
Current Marketing Sooper Soft Bakes, which is designed to reach a much wider audience.
Situation Over the years, only two brand extensions have been launched – a
cardamom flavored biscuit and a chocolate flavored one. That is, until
now when a totally different brand extension was launched in
November 2021 – a single-serve plain cake called Sooper Soft Bakes.

Review of EBM is the market leader but Hilal bake time has also launched their
Competition and soft cakes in different flavors in the market and can emerge as a big
Distribution competitor in the future.

EBM’s objective was to launch a plain cake which Pakistanis could

dunk in their tea and that is what they made clear in the advertisement
Objectives and Issues
and launch campaigns also. The only issue they faced was to set the
right price for the cake which they finalized to set at Rs.20 per pack
which was pretty reasonable as compared to other dhabaa and bakery
cakes.

The company delved deeper into consumption patterns, it understood

that along with the biscuits that Pakistanis dunk into their tea the other
Marketing Strategy
baked item most popular around the teacup is plain cake.

Product: Sooper Soft Bakes

 Price: Rs.20

Target Market: A very wide audience. “All people who eat plain
cake”
Marketing Mix
Customer Familiarity: French madeleine (small sponge cakes with a
distinctive shell shape) did serve as an inspiration, however, shell like
grooves and or stripes on top were chosen to closely replicate the
stripes on Sooper biscuits

Sooper intended to make use of its recognizable master-brand design

elements for the launch, including the recognizable milk and egg
Launch Strategy
symbol, the bold Sooper brand red, and the prominent brand stripes.
While maintaining our instantly recognizable brand iconography, the
modern design appeals to a new generation of Sooper customers.

TVC: EBM based Sooper Soft Bakes' communication on the most

well-known Sooper commercial, "Sab se aagey, sab se ooper, Peek
Freans Sooper, Peek Freans Sooper," changing the jingle to "Sab se
Promotion aagey, sab se ooper, Sooper Soft Bakes, cake hai Sooper."

According to internal research conducted by EBM, Sooper Soft Bakes

has received the highest recalls in Pakistan over the past two months.

EBM is investing in the packaged cake area, as evidenced by the

product's comprehensive marketing launch, which included a TVC,
billboards, shopper marketing, channel-specific activities, radio, and
regional adaptations.

In the TV commercial, Super Soft Bakes Cake is consumed by athletes,

cadets, students, friends, patrons of dhabas, and almost everyone in the
 nation. As in "sab ko yeh bhaata hai". The melody in the commercial
is the same as it was for Sooper Biscuits, but the terminology has been
Action Programs
changed somewhat, such as adding "Peak Freans Soft Bakes Cake hai
Sooper" in place of "Peek Freans Sooper Peak Freans Sooper."

Chapter 5
Characteristics Affecting Consumer Behavior
EBM’s Sooper brand already has a strong image over the masses as a reputable brand. While
extending their product line by introducing Soft Bakes, they made sure they are capitalizing on
that image. This was one by creating a relatable and immediate connection with their tag line in
Urdu. This may not sound like a big deal, but it was crucial because it allowed them to
communicate with virtually every Pakistani, overcoming any language barriers that may have
previously existed. This helped them have a positive and nation-friendly image of themselves and,
in turn, led to people's attention and favourable bias towards Sooper.

“Sub se agay sub se ooper, Sooper Soft Bakes cake hai Sooper”

This tagline shows that their brand is offering more than others and at the same time it creates a
powerful image in the consumer’s mind. According to Maslow’s Hierarchy of Needs which affect
consumer’s behavior, Sooper Soft Bakes marketing strategy fulfills all the requirements. Other
than physiological needs which fulfill hunger, it also caters to social needs by giving a sense of
belonging and love by use of their classical red and white theme and esteem needs by providing a
product of recognition and status. Sooper Soft Bakes is providing an experience of delight at a
very low price.

Buyer Decision Behavior

Variety-Seeking Behavior, due to strong brand perception involvement, and this was only possible
because Sooper was able to sell its product in a way that made it stand out from the competition,
encouraging repeat purchases.

Soft Bakes cleverly promoted their product, customers felt a sense of loyalty to the brand, bought
more of it without considering alternatives, and displayed favourable post-purchase behaviour.
Chapter 7
Segmenting, Targeting and Positioning
EBM’s Sooper Soft Bakes targets a very wide target audience irrespective of age, gender or
income. They are currently positioning the brand as a plain cake used to dunk in tea. Their position
statement is Peek Freans Sooper Soft Bakes provides plain cake made with egg and milk to serve
with tea for people all people who eat plain cake because they need something to dunk in tea. The
Overall positioning strategy used by Sooper Soft Bakes is More for Less as they are pricing their
product at a lower price as compared to other dhabba cakes.

Hilal Bake Time is Sooper Soft Bakes competitor. Bake time’s target market is SEC A. They are
positioning the brand as a plain cake with different flavors. The positioning statement of Hilal
Bake Time is that it provides a snack that makes snack time special for all adults and children who
need a sweet snack. The Overall positioning strategy used by Hilal Bake Time is More for More
strategy as they are selling their plain cake at rupees twenty-five.

Chapter 8
Product Services and Brands
Type of Consumer Product
Sooper Soft Bakes is a convenience product as convenience products are consumer goods and
services that customers buy frequently, quickly, and with little comparison and purchasing effort.
Sooper Soft Bakes is typically low-cost, and marketers distribute them widely to ensure that they
are readily available when customers require or desire them.

Individual Product Decisions

Product Attributes

Sooper Soft Bakes is the latest addition to the EBM family. It is a light cake made up of simple
ingredients such as egg and milk.
Product Features

The ingredients of Sooper Soft Bakes are Sugar, sunflower oil, corn flour, inver
syrup, humectant, glycerin, preservative, acidity regulator, stabilizer, food color (tartrazine), citric
acid, and natural identical flavor. Soft Bakes product provides an on-the-go sweet treat experience
while also providing nutritional reassurance due to its real milk and egg ingredients.

Product Style and Design

The new single-serve cake offering follows the redesign of the Sooper core biscuit range. Sooper
Soft Bakes also has the seven iconic ridges found on the original biscuit. The product was
intentionally made for single serving to maintain the freshness of cake and also because it’s easy
and convenient for the consumers.
Branding

Peek Freans Sooper Soft Bakes is a brand extension of Peek Freans Sooper which has already
made its mark in the market with the launch of Sooper Biscuits in 1996. Sooper also occupies 37%
market share in plain and sweet category therefore, giving Sooper Soft Bakes a cushion because
of the already well established brand.

Packaging

Sooper introduced Sooper Soft Bakes with packaging and logo by StormBrands. Zoe Phillipson,
creative director at StormBrands says “We wanted to capitalise on the recently re-designed Sooper
master brand's equity and find flex where the 'Soft Bakes" melt-in-your-mouth personality could
shine through. The obvious solution was typography. We designed an easily legible, soft, pillowy
script that echoes the curve of the cake and cues velvety, buttery, gorgeousness. The resulting pack
design teases the single delectable cake inside while also promoting the brand's reliable ingredient
credentials.”

“We wanted to use our distinctive master-brand design assets, such as the bold Sooper brand red,
the prominent brand stripes, and the trusted milk and egg symbol, to launch our brand extension
into cakes. StormBrands modern design appeals to a new generation of Sooper consumers while
also retaining our highly identifiable and well-loved brand iconography,” adds Shahzain Munir,
executive director at EBM.
Price

The price for Sooper Soft Bakes (31.5 g) is Rs 20. However, it is also available in a pack of 8
which costs Rs 200.

Variants

There are no variants of Sooper Soft Bakes as of now but in order to stay in competition, Sooper
should launch different flavored cakes such as Chocolate, Marble, Vanilla or Strawberry. Hilal
Bake Time which is Sooper’s biggest competitor offers a wide range of flavours to cater the needs
of their audiences. Keeping this in view, Sooper might want to introduce new flavours to stay in
the market lead.

SKUs

Sooper Soft Bakes is only available in Rs 20 packaging. It also comes in a box of 8 packs worth
Rs 200. Stock Keeping Unit is a unique code of Alpha Numeric series which identifies the
characteristics of a product. It is used by retailers to track their inventory. Here are some of the
SKUs found online by different retailers.

Al-Fatah: AFP-000365163

qne.com.pk: SKU: 43841

ucaaz.com.pk: 8964002755080

asunbuy.pk: A – 4018
Major Brand Strategy Decisions
Brand Positioning
Peek Freans Sooper has positioned itself on the basis of both Attributes and Beliefs and Values.
In the TVC for Sooper Soft Bakes, only two main and symbolic ingredients are shown which are
egg and milk. These two ingredients are also shown on the packaging of Sooper Biscuits and
Sooper Soft Bakes. These two ingredients also emphasizes on the “element of simplicity” thus
proving the “aik nayee mithaas ki seedhi saadhi khushi” notion of Sooper.

However, since Sooper is an already established brand, there wasn’t a need for a detailed
positioning based on the attributes. Sooper Sof Bakes was mainly positioned on beliefs and values.
Sooper aslo used the same old jingle for its new TVC for Soft Bakes as it has a nostalgic value for
the audience of Sooper. The jingle also shows people from all walks of life enjoying the Sooper
Soft Bakes with captures Sooper’s claim of entertaining a wide audience in its true sense.

Brand Name Selection

The brand name “Sooper” comes from Superiority and the brand has positioned itself in a similar
manner. The jingle “Sb se aage sb se ooper, Peek Freans Sooper Peek Freans Sooper” is instilled
in the minds of the consumers. Sooper is an easily pronounceable name. It is distinct from other
brands and is also easy to remember.
Brand Development
Peek Freans Sooper Soft Bakes is a brand extension as Sooper wasn’t a new brand but already
had made its mark in the market with its biscuits. However, since it was the first time Sooper was
entering into the cake category, therefore, the product category was new. New product category
and already existing brand falls under the brand extension.

Product Category Description

Packaged cupcakes account for almost half of the packaged cake market, so for Sooper to enter in
this market was a wise choice. According to some estimates, packaged cakes had a Rs 20 billion
market with immense potential to grow. Presently, the packaged cake segment has predominantly
one big player – Hilal – and several small players, such as Dawn, Bake Parlor and Cake Shake.
New players, such as Gibbs, are entering the market and experimenting with Swiss rolls and cake
slices. However, it would be premature to define market shares in this category. Sooper also
accounts for 37% of market share in the plain sweet category which is greater than any other brand.
Despite there being several snacking options, packaged cakes are a unique offering in terms of
taste, convenience and affordability.

Peek Freans Cake Up – Rs.15

 Hilal Bake Time – Rs.25

Dawn Cakeway (40 grams) – Rs 180

Chapter 9
Product Life Cycle
Characteristics

Sooper Soft Bakes is in the Growth Stage, since it is a comparatively recent launch of Peek Freans.
The sales are rising rapidly as more people are getting the awareness regarding this new launch
through advertisements and shelf display in stores like Al-Fattah and Jalal Sons. The price for the
cake is therefore set at average with the objective of occupying majority market share.
Strategy

Peek Freans Sooper uses the brand name to attract the customers since it has positioned itself in
the minds of consumers as a brand that offers quality with simplicity. Price is set keeping in view
all SECs as the objective of Sooper was to target a wide range of audience. For Sooper Soft Bakes,
Sooper used its old famous jingle “Sb se aage sb se ooper, Peek Freans Sooper Peek Freans
Sooper” to gain the attraction of a mass market. In the advertisement, people from all walks of life
are shown enjoying the biscuit which captures the true essence of Sooper Soft Bakes being a cake
that can be enjoyed by “Everyone who eats cakes”.

Chapter 12 & 13

Distribution

Distribution of Sooper Soft Bakes Plain Cake

EBM distributes Peek Freans Sooper Soft Bakes Plain Cake heavily. This indicates that the
majority of the outlets carry the product.EBM makes use of indirect marketing channels, which
means that there are intermediaries (middlemen or distributors) between the business and the
retailers who then sell the product to the final consumers. Moreover, EBM has more than 350
distributors all around Pakistan.

Department Store
A store that carries several product lines—typically clothing, home furnishings, and household
goods—with each line operated as a separate department managed by specialist buyers or
merchandisers. Sooper Soft Bakes Plain Cake is available at Al-Fatah, CSD, Swera Departmental
Store, Victoria Departmental Store and Qadri Departmental Store in Lahore.

Superstore
A very large store that meets consumers’ total needs for routinely purchased food and nonfood
items. This includes supercenters, combined supermarket and discount stores, and category killers,
which carry a deep assortment in a particular category. Sooper Soft Bakes Plain Cake is available
at Best Buy Superstore, Haris Superstore, Sauda Salf, Save Mart and D Watson within different
cities in Pakistan.
Supermarket
A relatively large, low-cost, low-margin, high-volume, self-service operation designed to serve the
consumer’s total needs for grocery and household products. Sooper Soft Bakes Plain Cake is
available at Greenvalley, Carrefour, Metro and Jalal Sons within different cities in Pakistan.

Convenience Store
A relatively small store located near residential areas, open 24/7, and carrying a limited line of
high-turnover convenience products at slightly higher prices. Sooper Soft Bakes Plain Cake is
available at Ahmad Mart, Seven Eleven Pharmacy & Family Mart, Bismillah Store and Abdullah
Store in Lahore.

Online Stores
These are stores that buy and sale goods online. Sooper Soft Bakes Plain Cake is available on
Metro Online.pk, Daraz.pk, Fairo.pk and Hamari Web.pk.

Chapter 14 & 15
PROMOTION / IMC

Promotion of Sooper Soft Bakes Plain Cake

EBM places a lot of emphasis on marketing because it is the foundation of its sales. It is a synthesis
of advertising, sales promotion, public relations, and personal selling strategies.

The two main approaches they use are:

1. Informative Promotion
2. Persuasive Promotion

In the latest advertisement of Sooper Soft Bakes Plain Cake, different shots are set in which people
of all professions and ages are shown having Sooper Soft Bakes Plain Cake. Students, cadets,
sportsmen, people travelling, friends, tourists, everyone is shown enjoying Sooper Soft Bakes
Plain Cake (“sab ko yeh bhaata hay”). The famous Sooper jingle is used that is quite famous within
the masses with just the alteration of phrases; as instead of “Peek Freans Sooper Peek Freans
Sooper”, “Sooper Soft Bakes Cake hai Sooper” is used. “Eik nayi mithaas ki seedhi saadi khushi”
is the tagline used in the advertisement.
Whereas in the latest advertisement of the competitor brand, Hilal BakeTime, different scenes are
displayed. A wife is annoyed with her husband and when he serves her Hilal BakeTime with tea,
she gets tempted towards the cake and they end up sharing Hilal BakeTime, ending their quarrel.
In the next scene, mother and daughter are shown fighting in the kitchen and the little kid of the
family is sitting their observing them. He places Hilal BakeTime on both of his mother’s and
sister’s side tables. They eat the cake, end their fight and start working together in the kitchen
happily. In the next scenes, two friends, elderly men and few women are shown respectively,
having Hilal BakeTime Cake and enjoying with each other.

Integrated Marketing Communication

Peek Freans Sooper has launched televeison commercial of its newly introduced “Soft Bakes” with
the old famous anthem bringing lots of nostalgic vibes. Peek Freans consistently creates
advertisements that resonate with their target audiences. We still have memories of grooving to
the jingle "Sab Say Agay Sab Se Upar Peek Freans Sooper Peak Freans Sooper" back then.
Bringing back the product's well-known catchphrase has won hearts again.

Identifying the target audience

The target audience for other cakes such as Gluco Teddy and Cake Up was mainly children, but
Sooper Soft Bakes is designed for a much wider audience. It is mainly targeting all the people who
eat plain cake and Pakistani’s love to have something to dunk in their tea and plain cake was one
of the top priorities. Moreover Sooper Soft Bakes Plain Cake was priced competitive to the price
of plain cakes available at Dhaaba’s, that are not more than Rs.20. Hence in order to buy this
product the budget of the people won’t get disturbed and a daily wager can also enjoy this product.
Nowadays, majority people have television in their homes. Hence, via television broadcast, the
advertisement of Sooper Soft Bakes Plain Cake was run. Besides this billboards, shopper
marketing, channel-specific activities and radio and regional adaptations were also part of
penetrating into the consumer’s awareness regarding the very product.

Determining Communication Objectives

The target audience knows about Sooper already as it is the nation’s favourite biscuit brand. Even
after the brand extension i.e. Sooper Soft Bakes Plain Cake, the consumer recognizes that the
product belongs to Sooper as grooves or stripes on the top of the cake were chosen to closely
replicate the stripes on Sooper biscuits. Moreover, they intended to make use of the recognizable
master-brand design elements from the launch, including the brash Sooper brand red, the eye-
catching brand stripes, and the well-known milk and egg symbol. While maintaining their very
recognizable brand iconography, the modern design appeals to a new generation of Sooper
consumers. The consumers already are aware and have knowledge about the very product,
therefore they fall under the liking and preference stage.

Designing the Message

EBM designed the TVC in such a way that caters catching audience’s attention, holding their
interest, arousing a desire to consume the product and making an effort to but it. EBM used
Sooper’s most popular ad, “Sab se agay sab se oopar Peek Freans Sooper, Peek Freans Sooper"
as the basis for Sooper Soft Bakes’ communication, altering the jingle to “Sab se agay sab se
oopar, Sooper Soft Bakes Cake hay Sooper”. They designed the message in such a way that caters
masses and reflects the concept that Sooper Soft Bakes is for everyone.

Message Content
Upon analyzing the Sooper Soft Bakes TVC, a rational appeal is reflected that related to the
audience’s self-interest. Pakistani’s are tea lovers and they like having something light along with
their tea so they can dunk it and enjoy it. Along with the biscuits that Pakistanis dunk into their
tea, the other baked item most popular around the teacup is plain cake. Hence the interest of the
target audience is secured.

Choosing the Media

In order to communicate to the audiences, the company opted for Non-Personal Major Media
Communication Channels. They have shown a lot of different people from different professions,
like cricketers, cadets, students, employees, etc. They have also starred celebrities like Areeqa Haq
and Merub Ali that are quite popular among the masses, with the status of being a TikTok star and
a model respectively. The famous nostalgic jingle was also used so the consumers can relate the
brand with the company and somehow leave a positive impact on the consumers.

Promotion Mix Strategy

A pull strategy is adopted by the company for Sooper Soft Bakes. They made innovative and
creative efforts in promoting the brand via TVC’s, billboards, etc. Moreover, the product is already
related to the nation’s favorite biscuit “Sooper”, hence people themselves would approach the
retailers for the very product.
16
Future Plans

Target market
SEC A and B, Wider audience like adults of age of 18 onwards who like something to go with
their tea. People who love a snack quick and healthy with their tea.

Positioning Statement

Target Market
SEC A and B, Wider audience like adults of age of 18 onwards who like something to go with
their tea. People who love a snack quick and healthy with their tea.

Need
People who need a soft cake to dunk in their chai. People who need a snack for their tea time.

Brand
Peek Freans Sooper Soft Bakes.

Concept
Flavored cakes (coffee, chocolate, vanilla) made with egg and milk to serve with tea

Point of Differentiation
Symbol of egg and milk or different flavors w bold red signature packaging.

Pricing Strategy
They should keep the same pricing strategy which is Rs. 20 but they should launch more SKUs
for example a Rs.40 in which they should increase the size of the cake for a two-person serving.
They could also launch small one bite cakes with price Rs. 10 so that everyone including SEC C
could afford it.
Distribution Strategy
EBM should expand their distribution network as their soft cakes should be available in every
store because they also convey this is their TVC that the cake is for everyone. They should
expand their distribution network.

IMC for future

They should keep their product anthem for the TV advertisements as it is because is has become
their trademark now and it brings back the memories of the old jingle also. Bringing back the
catchphrase “Sab se agay sab se ooper, Peakfreens sooper” will win the hearts on people.
Target Audience
The target audience for Sooper Soft Bakes should be all SECs. Targeting adults who drink tea
and love to have a snack with it. They should not increase the price so that everyone would be
able to buy and enjoy this product.
Determining Communication Objectives
The target audience knows about Sooper already as it is the nation’s favourite biscuit brand.
Even after the brand extension i.e., Sooper Soft Bakes Plain Cake, the consumer recognizes that
the product belongs to Sooper as grooves or stripes on the top of the cake were chosen to closely
replicate the stripes on Sooper biscuits. Sooper should keep the same packaging and the groves
on their products as they have now become their identity. In the future sooper should stick with
the sake product design also.
Designing the Message
Sooper always chooses TVCs to catch audience’s attention. If they decide to introduce new flavors
in the soft cakes then they should make sure to include the new ingredients and the new flavors of
the cakes in the TVCs. Other than that, the Jingle should remain the same which says “Sab se agay
sab se oopar, Sooper Soft Bakes Cake hay Sooper”. They designed the message in such a way that
caters masses and reflects the concept that Sooper Soft Bakes is for everyone.

Choosing the Media

Sooper always decides to make super interesting and exciting TVCs. In the future when the make
the TVCs they should cast the new actors especially the ones who are loved by their target
audience. The company should choose major media channels for their advertisements like all the
news channels including Geo news, ARY news, Samma Tv and also the entertainment channels
like Geo TV, ARY Digital, Hum entertainment. The company should also give ads on the
newspapers and should give advertisements on social media platforms like Instagram and
Facebook which is used by most of the young people.
Promotion Mix Strategy
Other than TVCs the company should go for brand activation in malls and outside superstores and
departmental stores. They can set up carts outside the stores or in malls and can ask people to come
and try the product and give re
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