SOOPER ELAICHI CASE STUDY

ASSIGNMENT 1

FOOD PRODUCT
DEVELOPMENT & SENSORY
EVALUATION
Submitted To: Sir Waleed Sultan
Class: G2

Shanza Akram L1F20BSFT0049

Esha Rubab L1F20BSFT0065

Isma Yousaf L1F20BSFT0055

Rabia Jabbar L1F20BSFT0072

Javaria Riasat L1F20BSFT0054

FACULTY OF SCIENCES & TECHNOLOGY

UNIVERSITY OF CENTRAL PUNJAB

CONTENTS
SOOPER ELAICHI CASE STUDY...............................................................................................1

INTRODUCTION.......................................................................................................................1

VISION....................................................................................................................................2

MISSION.................................................................................................................................2

VALUES..................................................................................................................................2

DIFFERENT PRODUCTS..........................................................................................................2

PLAIN SWEET BISCUITS....................................................................................................3

CREAM BISCUITS................................................................................................................3

CRACKERS............................................................................................................................3

COOKIES................................................................................................................................3

SOOPER ELAICHI.....................................................................................................................5

FACTORS OF FAILURE...........................................................................................................5

CONSUMER PERSPECTIVE................................................................................................5

MARKET PERSPECTIVE.....................................................................................................6

SWOT ANALYSIS.....................................................................................................................6

SUGGESTIONS/RECOMMENDATIONS................................................................................7

REFERENCES............................................................................................................................9
SOOPER ELAICHI CASE STUDY
INTRODUCTION

English Biscuit Manufacturers (Private) Limited - Pakistan’s leading biscuit company with heart
and soul, was established as a joint venture company in 1965 with the name of Peek Freans
Pakistan Limited. EBM started manufacturing and marketing the world-famous Peek Freans
range in 1967 in order to provide Pakistani consumers with nutritious and hygienically packed
biscuits of the highest quality. True to its corporate claim, 'The Legend Leads', EBM has led the
biscuit industry in Pakistan for 39 years by playing a pioneering role in providing innovative and
high-quality biscuits for every taste bud. EBM enjoys the distinction of being the first food
company in Pakistan to promote biscuits as 'food between meals'.

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. The achievement also endorses the company's firm
commitment to high standards of quality. EBM has an annual sales volume and production
capacity of more than 65,000 tons and a turnover of more than Rs. 7.0 billion. It is the only
Company in the industry to have achieved recognized international certifications pertaining to

 quality control
 environmental management system
 human resources management, including ISO 9001:2000, ISO 14001:2004
 HACCP certifications
 IIP (Investors in People) Recognition

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EBM is also the only food company to have been awarded Environmental Excellence Award for
four successive years 2004, 2005, 2006 & 2007. EBM contributes Rs. 850 million annually to
the National Exchequer in taxes and duties and provides direct employment to over 2,600
employees.

VISION

To be the leading food company, delighting our consumers, with superior products and services,
while leading sales, shares and profits. Thus, allowing our people, community and stakeholders
to succeed. It believes in governance in human face. It also believes that no individual is bigger
than the institution.

MISSION

To provide wholesome, nutritious, hygienic food-between-meals

across Pakistan and beyond. And to protect and preserve the
environment.

VALUES

The values that define the English Biscuits as a company form the
center of our practices.

 Peek Freaks means Leadership, it is the first in what it does is always a catalyst for change.
 Peek Freans means Wholesome & Nutritious, it has only the best quality nutritious
ingredients, and follows international food safety and hygiene standards.
 Peek Freans means Innovation, it always keeps innovating in every area.

DIFFERENT PRODUCTS

Peak Freans produces thousands of tons of premium quality biscuits annually, employing the
most innovative ideas, state-of-the-art technology and sophisticated Food Safety Systems’
biscuits promise wholesomeness, a unique taste and a crispy, crunchy texture.

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PLAIN SWEET BISCUITS

 Gluco
 Marie
 Sooper

CREAM BISCUITS

 Lemon and chocolate sandwich

 Rio Chocolate
 Rio Vanilla
 Rio Chocolate Vanilla
 Rio Strawberry Vanilla

CRACKERS

 Butter Puff Original Butter Puff Vegie

 Saltish
 NUTS
 Party
 Peanut Pik
 Peanut Pista

COOKIES

 Chocolicious chocolate chip cookies

 Farm house cookies
 chocolate chip Farm house cookies
 short bread

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 Farm house cookies Coconut crunch
 Jam delight

SOOPER

Peck Freans Sooper is Pakistan’s No. I selling biscuit brand.

Now available in two variants, Egg & Milk and Elaichi
cookies, Sooper was launched in 1996. It was re-launched
in 2002 in the iconic red packaging. With its luscious melt-
in-your-mouth texture and balanced sweetness, Sooper has
won accolades by consumers of all ages.

EBM has introduced Sooper biscuits in 1996 but failed due to the reason for positioned it as
baker product. In 2003 Sooper was again launched for heavy advertisement activities. Developed
after intensive research, it is a plain sweet biscuit with a unique texture that delivers a melt-in-
the-mouth feeling. Sooper began to fast selling and its demand exceeds than supply. Sooper
become the market leader leading behind Eggo. Market share comprises of 35 percent of whole
biscuit market. After many years in success Sooper enhanced its distribution to rural areas with
the introduction of Sooper distribution Vans.

Peck Freans Sooper, creates history by becoming the first biscuit brand with sales over the
unprecedented Rs. 11 billion marks. The coveted milestone is another feather to the hat of the
brand that not only has the biggest market share in the plain sweet segment at 37 percent,
according to the AC Nielsen retail audit, but it is also the highest contributing brand of English
Biscuit Manufacturers (Pvt) Limited (EBM), the country’s leading biscuit manufacturer.

Peek Freans Sooper enjoys a universal taste appeal and is consumed by all cross-sections of
society. Almost 20 million Sooper cookies are consumed every day and 430 million family packs
were sold last year. Sooper was also elected the 2nd most favorite brand during the Brand
Elections conducted by MEMRB Research agency across Pakistan.

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FLAVORS:

SOOPER has launched in 2 different flavors:

 Chocolate
 Cardamom (Elaichi)

SOOPER ELAICHI

In 2013, a new flavor, Peek Freans Sooper Elaichi

(cardamon) was introduced. This too was very well
received by consumers and since its launch, the new
flavor has contributed significantly towards the Sooper
portfolio’s overall growth. But this biscuit was not as
popular among consumers as their other products such as Sooper Chocolate.

FACTORS OF FAILURE

Product failure can be defined as an inability to persist in the market due to various reasons.
Product failures occur when a new product fails to gain sufficient demand and creates a negative
first impression, thus gets negative feedback from early users. There can be several factors
contributing to the failure of the product, from an inefficient time of launch to poor planning and
poor execution of the marketing plan. To identify the reasons for the failure of this product,
Sooper Elaichi, we conducted a survey. The survey was done to gain information from both
consumer and market perspectives on why this product is not popular and which one they prefer
among the three biscuits: Sooper, Sooper Elaichi, and Sooper Chocolate.

CONSUMER PERSPECTIVE

From a consumer perspective, the number of people who prefer Sooper Elaichi over the other
two is very low. As you can see in the charts below, 62.5% of people have consumed or bought
Sooper Elaichi, but only 12.5% prefer this flavor over the other two, which is very low.

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 (a) Consumed/bought (b) Preference

When the people were asked about the reason why they don’t prefer Elaichi biscuit and why they
think the product is not more popular in the market than the other two, there were a wide variety
of opinions. Most of the answers were that they

 Don’t like the taste of Elaichi

 Hate the extra fragrance of Elaichi in it
 New flavor, costumers may not trust or want to try new products
 Not advertised properly

Personal preferences play a significant role in shaping people's opinions. Some people appreciate
the unique flavor and aroma of Elaichi (cardamom) in the biscuit. Others find the Elaichi flavor
too overpowering and prefer milder alternatives such as chocolate. Chocolate is a universally
loved flavor and appeals to a wider audience. The sweetness and indulgence of chocolate provide
a more satisfying taste experience for many. The familiarity and popularity of chocolate make it
a go-to choose for biscuit lovers.

MARKET PERSPECTIVE

From a market perspective, when asked why this product’s availability in the market is very low
as compared to the other products of the company, the response was that the low popularity of

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the biscuit among consumers has led to a decrease in demand, resulting in limited production
quantities. Consequently, the high production costs, as cardamom is very expensive, combined
with low sales have made it economically challenging to maintain a higher availability of the
product in the market.

SWOT ANALYSIS

Swot analysis is an analysis framework in which we evaluate about the company's competition in
market and what strategies should be taken to improve the market position. The SWOT stands
for the strengths, weaknesses, opportunities, and threats for the companies through which we
acquire about internal and external factors and future potential of the company in market. SWOT
analysis give the fact-based, realistic, data-driven look at the strengths and weaknesses of an
organization. Any business prepares the swot analysis to keep the check on their performances,
risks, and potentials to stand in the market. By keeping this in mind the companies are more
likely to be successful.

The SWOT analysis of Sooper Elaichi biscuit is done so that company may focus on the
shortcoming and improve the product. Following is the analysis:

STRENGTHS WEAKNESSES
 New variety of Elaichi flavor attracts  People don’t want to try change in
consumers. taste.
 Sooper Elaichi increase the costumer  Costumers didn't trust the new
rate. product.
 Introduction of new product to  Not everyone like the taste and
market. aroma of cardamom.
 There are less products with this  Less sales than production.
flavor.  Less promotion than other products.
 Easily reachable to costumers.  Ineffective innovation.

OPPORTUNITIES
 New packaging of the product.
 By making the flavor of Elaichi
more acceptable.
 Lower barrier at entry of market.
 Growing the demand of customized
products
THREATS
 The other market competitors are
stronger, leads to the loss of
company.
 The price of final product is cheaper
than the actual production cost
which may collapse the product in
market.

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  If any innovation or improvement
would not be done the product will
fail.

SUGGESTIONS/RECOMMENDATIONS

The failure happened due to consumer preference, as they don’t like the taste and extra fragrance
of Elaichi in the biscuit, as well as several other factors discussed earlier.

To increase the occurrence and sales of Sooper Elaichi biscuits, different strategies can be
implemented.

Stabilize flavour – take measures to stabilize the flavour and aroma of Elaichi in the biscuit.

Target specific consumer segments – conduct market research to identify key consumer
segments that are likely to enjoy Sooper Elaichi biscuits. Develop targeted marketing campaigns
focused on these segments to increase awareness and generate interest.

Improve distribution – ensure availability in a variety of retail outlets, including supermarkets,

convenience stores, and online marketplaces. Work with distributors to expand the reach of the
product.

Increase marketing efforts – allocate a portion of budget to promote Sooper Elaichi biscuits
through various marketing channels such as television and radio advertisements, social media
campaigns, influencer partnerships, and print media.

Enhance product visibility – create eye-catching packaging designs for Sooper Elaichi biscuits
that stand out on store shelves. Additionally, consider placing the product in prominent locations
within stores or near popular snack sections.

Offer competitive pricing and promotions – price the biscuits competitively to attract price-
sensitive consumers. Additionally, consider running promotional offers, such as discounts,
combo packs, or loyalty programs, to incentives repeat purchases and encourage word-of-mouth
recommendations.

Engage in partnerships and collaborations – collaborate with complementary brands, such as

tea or coffee companies, to bundle Sooper Elaichi biscuits with their products. This can help
increase exposure and reach new audiences.
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Ensure product quality – maintain consistent quality standards for the biscuits.

Collect customer feedback – regularly gather feedback from consumers to understand their
preferences, improve the product, and refine marketing strategies. Consider conducting surveys,
hosting focus groups, or monitoring online reviews.

By implementing these strategies, the occurrence of Sooper Elaichi and its sales can be
potentially enhanced.

REFERENCES

https://www.ebm.com.pk/explore-peek-freans

https://www.scribd.com/document/39945431/Case-Study-Report-Engl-Bisc-3

https://docs.google.com/forms/d/
1kB3lnGkV01PTeHsn24EkN0VgGmqINDowvDPLqxwHF5A/edit#responses

https://docs.google.com/forms/d/
1kB3lnGkV01PTeHsn24EkN0VgGmqINDowvDPLqxwHF5A/edit#responses

https://www.slideshare.net/MuhammadAhmed485/report-of-english-biscuits-manufacturing-
peek-freans

https://docs.google.com/forms/d/
1kB3lnGkV01PTeHsn24EkN0VgGmqINDowvDPLqxwHF5A/edit#responses

https://docs.google.com/forms/d/
1kB3lnGkV01PTeHsn24EkN0VgGmqINDowvDPLqxwHF5A/edit#responses

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