ENGLISH BISCUITS MANUFACTURERSEnglish Biscuit Manufacturers (Private) Limited or (EBM), are the pioneers of packaged biscuit manufacturing in Pakistan and the country's leading manufacturer of biscuits and cookies since 1967.

INTRODUCTION:

English Biscuit Manufacturers (Private) Limited was established as a joint venture company in 1965 with the name of Peek Freans Pakistan Limited. In 1966, the UK sponsor company was renamed Associated Biscuits International Limited (ABIL), while the venture was renamed English Biscuit Manufacturers Private Limited (EBM), which stands to date. 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 is a trademark, Pied Piper, made its mark three and a half decades ago, but continues to remain in the hearts, minds, and souls of the people through the variety and excellent quality of biscuits manufactured under its umbrella. EBM enjoys the distinction of being the first food company in Pakistan to promote biscuits as 'food between meals'. EBM has been in the business of manufacturing and marketing branded biscuits in Pakistan for 39 years. The brand name 'Peek Freans' is a household name, and people trust and believe in the quality of the products produced under this brand. EBM is also the first biscuit company in Pakistan to have achieved ISO - 9001 Certification in correspondence with its institutional slogan 'The Legend Leads'. The achievement also endorses the company's firm commitment to high standards of quality. English Biscuit Manufacturers (Pvt) Ltd, is the country's leading manufacturer of biscuits and cookies since 1967, with an annual sales volume and production capacity of more than 65, 000 tons and a turnover of more than $1 Million EBM.

The World of EBM

EBM has been a part of your life for over 40 years. For more than four decades, EBM continues to remain in the hearts, minds, and souls of the people through the variety and excellent quality of biscuits manufactured under its umbrella. Our philosophy has been to produce biscuits which meet international standards of quality and hygiene in terms of Food Safety and wholesomeness. Every member of EBM is committed to owning this philosophy and has the mind-set to produce the best of products under the trademark of "Peek Freans".

The Company has an annual sales volume and production capacity in excess of Rs. 16 billion and 100,000 tons respectively. The Company takes pride in the leadership position it enjoys with a market share of over 40% of the branded biscuit market.

EBM is the only biscuit company in Pakistan to have achieved International Certifications pertaining to Quality Control, Environmental Management Systems, Human Resources Management and Information Security Management Systems. The Peek Freans brand has recently been given the recognition of the internationally acclaimed Superbrands status.

In the field of R&D, EBM has established its very own Centre of Excellence, a state-of-the-art research facility, to facilitate international level of researches. The Centre of Excellence also helps in developing students of food technology, nutrition, bio-chemistry and other related scientific disciplines with the objective of attaining lead in ground-breaking studies pertaining to food grains and other related topics.

Product Line

EBML’s product line consists of numerous brands under the three major brands, that is Peek Freans, English Biscuits and CFL. Beside these they have various commodity biscuits such as Chocolate Sandwich and gluco Biscuits In total EBML produces 97 types of biscuits In terms of flavor, size of packages, different brands etc.

As far as Product Line Extension is concerned, EBML has a wide “products line length” with regard to increased quality level and increased price level and vice versa. Thus we can say that EBML has stretched both ways that is it has come up with products which are better in quality and those which cater to those masses with a smaller level of disposable income.

In our opinion EBML has spread its wings too far. The company is maintaining such a large variety of products that it actually cannot focus on all of them effectively. There is a serious need for EBML to revise and rethink its strategy in terms of which products or brands to continue and which ones to discontinue.

Only by reducing its spread of brands will the company be able to enhance its promotional activities for its more profitable and front runner brands. This will surely lead to profitable brands that can actually aggressively compete with LU, Dane Food sand Meiji. In turn, by being able to compete effectively and efficiently, EBML can regain its lost market leadership position

As far as new product launches are concerned, EBML’s launches in the past such as “Sooper” launched in August 1996, and “Gluco Plus” launched in July 1997, have been priced using the “Good Value Strategy”. This is specially seen in the case of Gluco Plus as it is currently priced at the same rate as the original Gluco biscuit. It gives of an impression that EBML is pricing a better product at the same regular price at which it prices the original Gluco biscuit

“EBM PRODUCT LINE”

PLAIN SWEET BISCUITS:

Marie Sooper click

CREAM BISCUITS:

Lemon and chocolate sandwich Rio Choco Vanilla Sandwich Chocolate Sandwich Lemon Sandwich Rio Double Treat Chocolate/Vanilla Rio Double Treat Strawberry/Vanilla Rio Vanilla

CRACKERS:

•Butter Puff

•Saltish

sweet cracker Marvell

NUTS:

•Party

•Peanut Pick

•Peanut Pista

FARM HOUSE COOKIES

Chocolate Chip Short Bread Coconut Crunch

Process Flow Under the manufacturing departments, the process flow is “Sequential”, i.e. the output of one department is the input for the other department. The production of the different types of biscuits is carried on side by side. If anyone department fails to do what it is required or the production does not meet the required quality standards then the production process flow would stop. The production activities of one department are dependent on the degree of completion of production activities in the preceding departments. It is, therefore, essential for the company to keep a constant flow of the production process to achieve economies of scale. In this respect, it is also crucial for EBM to maintain its quality standards even under tightly controlled and accurate production activities

MANUFACTURING:

The manufacturing process at EBM involves the conversion of raw and packaging material into finished product. EBM production takes place at the two factories located in Karachi and Hattar.

1. SOOPER:

Sooper is a Danish style cookie with a rich homemade appeal

It is the single largest selling cookie brand with a unique attribute of "melting in mouth" that is unparalleled to any cookie in Pakistan

A supreme blend of egg and milk results in a soft cookie with crispy bite and delicious natural milk and egg taste in mouth

The brand has a universal market appeal that cuts across age and income brackets

Sooper is available in family pack, half roll, snack pack and ticky pack.

sooper biscuit " egg & milk cookies" best selling cookies in pakistan.

english biscuit manufacturers (pvt) ltd., or (ebm), is the country's leading manufacturer of biscuits and cookies since 1967, with an annual sales volume and production capacity of more than 65,000 tons and a turnover of more than rs. 7.0 billion. ebm is the only company in the industry to have achieved recognized international certifications pertaining to quality control, environmental management system and human resources management, including iso 9001:2000, iso 14001:2004, haccp certifications and iip (investors in people) recognition. ebm is also the only food company to have been awarded environmental excellence award for four successive years 2004, 2005, 2006 & 2007

SOOPER STRATEGY

EBM has introduced Sooper biscuits in 1996 but failed due to the reason for positioned it as baker product. In 20003 Sooper was again launched for heavy advertisement activities. 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.

EBM strategy was to create bakery related biscuit product but it was failed due to its large volume of production to get in that bakery product. After that EBM re-launched Sooper by targeting it to youth and adults and with new product design and colour. After those changes they made strong advertising campaign to build new product in consumer mind. This hit was successful major reason was renewal emotions and aspiration value that attached by advertising campaign. After rise of price in the raw material did not affect the brand as much this is due to the reason that they enhance their distribution to rural areas to get the volume of sale increased.

PRODUCTION FUNCTIONS OF SOOPER

Manufacturing biscuits begins with a planning process. At first, the production demand is analyzed. The EBM’s management then creates a factory production plan ensuring the people working at the site, and the machines that are running, are best utilized so that time and energy is not wasted.

MATERIAL RECEIVINGThe necessary raw and packing materials, as required by the production plan, are then purchased. The purchased stock is then received from the various suppliers at the factory store that is also called Raw Material Store (RMS). All incoming materials are checked for quality in Quality Assurance Department. The store is responsible for issuing materials for the production process according to the planned requirements. It is only at this point that biscuits start to be made. After approval, incoming material is stored in raw material store and packaging material store, whereas sensitive items such

as butter, color, flavors are stored in cold rooms. I n r e s t o f t h e c a s e s , Q u a l i t y a s s u r a n c e p e r f o r m s t e s t i n g a f t e r material is stored in relevant stores and then accepts/rejects the material.

PRODUCTION PROCESS

Information for daily production plan is supplied by marketing and sales department on the basis of customer demand. Keeping in view these factors, production plan is made.

The whole production process consists of 5 different stages which are as follow.

PRODUCTION STEP 1: MIXING

The mixing stage is of great importance in biscuit-making technology, as a good process

starts from the head of the line. Flour and sugar is dispensed into large mixers. The ingredients that are used in smaller quantities are hand weighed and added into the mixing bowl for each batch of dough to be mixed. The ingredients are then mixed to form dough in the mixing bowl according to a specific mixing procedure. The mixing is done by two ways

Vertical way mixing Horizontal way mixing

In vertical mixing, the mixture is blend in vertical direction through a machine while in horizontal mixing the mixture is blend in horizontal direction, depending on the recipe of  the biscuit. The mixture (dough) is then forwarded to next step. There are a variety of factors that are important when it comes to mixing the dough: the temperature of the ingredients, the mixing time, and the order in which ingredients are added.

PRODUCTION STEP 2: CUTTING

After mixing, the dough is then tipped into a hopper to cutting line and gravity-fed into the dough sheeting section of the machine. In this process the dough is fed through various rollers to form a sheet of dough. Depending on what type of biscuit is being produced, this process varies. Dough passes through the conveyer belt and is shaped according to product. Different forming techniques are used to get the required shape and size of the piece of dough which will form the biscuit.

PRODUCTION STEP 3: BAKING

U n b a k e d b i s c u i t s e n t e r t h e g a s - f i r e d o v e n , m e t a l c o n v e y e r b e l t i s c o n s t a n t l y moving at a slow pace, where they are baked to form fresh, warm and deliciously smelling biscuits

Biscuits are baked rather than fried, so the oil merely assists the flavour particles to cling to the biscuit surface.

D i f f e r e n t t y p e s o f h e a t i n g d e v i c e s a r e p r e s e n t i n o v e n w h i c h provides different temperature.

A p p r o x i m a t e l y 6 m i n u t e s a r e p a s s e d i n o v e n d u r i n g w h i c h different temperatures treatment are given to biscuits starting form lower to higher temperature.

Conveyer belt then moves to Buffer Zone. COOLING (BUFFER ZONE) After high temperature treatment baked, biscuits are not very s t a b l e

a n d t e x t u r e i s n o t f u l l y d e v e l o p e d , t h a t ’ s w h y t h e y a r e passed through Buffer Zone for cooling.

I t i s m e r e l y a n a r e a c o n s i s t i n g o f r e l a t i v e l y l o w t e m p e r a t u r e . C o n v e y e r b e l t c o n t a i n i n g b i s c u i t s p a s s e s t h r o u g h t h i s a r e a t o cool down the biscuits.

PRODUCTION STEP 4: COOLING

After baking biscuits, they are passed on to cooling conveyors for natural cooling prior to packing. These conveyors are generally 300 - 400 ft. and can be of two or 3 deck type as per space availability. In the conveyors, the temperature is brought down to room temperature. Natural cooling is preferred to force cooling as it maintains the texture quality of biscuit.

PRODUCTION STEP 5: PACKAGING

Af te r coo l i ng , worke r s p i ck t he b i s cu i t s f o r conveye r be l t and place them in different gauges set according to Ticky Pack (TP), Snack Pack (SP), Half Roll (HR) or Family Pack (FP).

Biscu i t s a r e au toma t i ca l l y packed i n f i na l packag ing ma te r i a l (inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.

FP i s packed i n 3 d i f f e r en t packag ing ma te r i a l ; i nne r s ea l i ng , outer sealing and then finally master carton.

Master cartons are sealed and are transferred to finished goods store.

DISPATCH

Products are stored in finished goods store according to date are dispatched on FIFO (First in First Out) basis.

QA pe r fo rms f i na l check ing o f f i n i shed p roduc t s , a f t e r wh ich product is dispatched through trucks to different distributors.

Distributors further distribute the product to retailers

2. PEANUT PIK:

Peanut Pik is a unique biscuit that offers a distinct blend of natural fresh peanut. It has sweet taste, crunchy bite with shinning gloss on peanut sprinkle top. Market leaders in the Nuts Segment Peanut Pik launched in 1983. Peanut Pik offers an exclusive taste of finest nuts and is a unique combination of fresh peanut and imported pistachio blended together. The biscuit carries a glossy surface with sweet taste and crunchy bite. Peanut Pik is available in family pack, half roll and snack pack.

Ingredients

Wheat Flour Hydrogenated Vegetable Oil Sugar Peanut Grits Invert Syrup Corn Flour Skimmed Milk Powder Salt Emulsifying Agent Leavening Agent Synthetic Flavors (Mixture of both natural and artificial flavoring compounds)

PEANUT PIK STRATEGY:

To penetrate into the biscuit industry as specialized nut biscuits.

PRODUCT LIFE CYCLE

In the initial years of Peanut Pik Biscuit, it had a slow sales growth rate. Consumers were unaware of the product and it was not readily accepted by the market as it was a new product ever in the nut biscuits sector. Profits were low because of low sales and high unit costs.. However, as it was a first mover (first nut biscuit), it was loved by consumers and within few years they started spreading a positive word of mouth

  Then the product was liked by the consumers and Peanut Pik enjoyed better sales than before and low unit costs which led to a considerable high contribution margin for EBM. Profits were high and Peanut Pik spent on its marketing campaign and advertising to further influence and to increase the sales of its products. Peanut Pik is the market leader as it was the first nut biscuit ever introduced The sales of Peanut Pik were stable and generating considerable profits for EBM. However, it was still a start product for EBM but can be converted into a cash cow product for EBM. Peanut pik was in the maturity stage of the “product life cycle” and they keep on re-innovating and re-igniting it so that to keep it in its maturity stage or to bring its growth stage once again and avoid it to go into the decline phase

MARKET STRATEGY OF PEANUT PIK:

The marketing strategy of Peanut Pik was penetration. EBM believed that the target market has changed on it own. Peanut Pik was firstly consumed by toddlers and children. And when they realize that even adults were consuming it, it improved the taste of Peanut Pik in order for it to have a more mature taste and then they advertised it accordingly.EBM believed that Peanut Pik has a universal appeal and taste; it can be consumed anytime in the day. However, Peanut Pik had a low volume generating product and therefore EBM spends more on advertising and promotion of its high volume generating products like Sooper. Though, EBM believed that even Peanut Pik can contribute to higher sales and profits margins if it is position and promoted in a better way. EBM started market penetration by improving the other two P‟s of marketing mix and i.e. improving on packaging and promotion Effective promotion was started. This results in the increased awareness and also capture the “top of the mind” position in consumers‟ minds. This means that whenever a consumer thinks of having a biscuits (if he/she likes nut biscuits), then Peanut Pik should come in their minds.

Action Plan

New packaging of peanut Pik should be introduced which is more colorful and up to industry standards (It is obvious from the new packing).

Promotion to be carried out as follows TVC campaign was carried Ad campaign in magazines should be carried out in the same fashion. Billboards should be set up. The new promotion schemes should focus the new target market and packaging.

PRODUCTION FUNCTIONS OF PEANUT PIK

Manufacturing biscuits begins with a planning process. At first, the production demand is analyzed. The EBM’s management then creates a factory production plan ensuring the people working at the site, and the machines that are running, are best utilized so that time and energy is not wasted.

MATERIAL RECEIVINGThe necessary raw and packing materials, as required by the production plan, are then purchased. The purchased stock is then received from the various suppliers at the factory store that is also called Raw Material Store (RMS). All incoming materials are checked for quality in Quality Assurance Department. The store is responsible for issuing materials for the production process according to the planned requirements. It is only at this point that biscuits start to be made. After approval, incoming material is stored in raw material store and packaging material store, whereas sensitive items such as butter, color, flavors are stored in cold rooms. I n r e s t o f t h e c a s e s , Q u a l i t y a s s u r a n c e p e r f o r m s t e s t i n g a f t e r material is stored in relevant stores and then accepts/rejects the material.

PRODUCTION PROCESS

Information for daily production plan is supplied by marketing and sales department on the basis of customer demand. Keeping in view these factors, production plan is made.

The whole production process consists of 5 different stages which are as follow.

PRODUCTION STEP 1: MIXING

The mixing stage is of great importance in biscuit-making technology, as a good process

starts from the head of the line. Flour and sugar is dispensed into large mixers. The ingredients that are used in smaller quantities are hand weighed and added into the mixing bowl for each batch of dough to be mixed. The ingredients are then mixed to form dough in the mixing bowl according to a specific mixing procedure. The mixing is done by two ways

Vertical way mixing Horizontal way mixing

In vertical mixing, the mixture is blend in vertical direction through a machine while in horizontal mixing the mixture is blend in horizontal direction, depending on the recipe of  the biscuit. The mixture (dough) is then forwarded to next step. There are a variety of factors that are important when it comes to mixing the dough: the temperature of the ingredients, the mixing time, and the order in which ingredients are added.

PRODUCTION STEP 2: CUTTING

After mixing, the dough is then tipped into a hopper to cutting line and gravity-fed into the dough sheeting section of the machine. In this process the dough is fed through various rollers to form a sheet of dough. Depending on what type of biscuit is being produced, this process varies. Dough passes through the conveyer belt and is shaped according to product. Different forming techniques are used to get the required shape and size of the piece of dough which will form the biscuit.

PRODUCTION STEP 3: BAKING

U n b a k e d b i s c u i t s e n t e r t h e g a s - f i r e d o v e n , m e t a l c o n v e y e r b e l t i s c o n s t a n t l y moving at a slow pace, where they are baked to form fresh, warm and deliciously smelling biscuits

Biscuits are baked rather than fried, so the oil merely assists the flavour particles to cling to the biscuit surface.

D i f f e r e n t t y p e s o f h e a t i n g d e v i c e s a r e p r e s e n t i n o v e n w h i c h provides different temperature.

A p p r o x i m a t e l y 6 m i n u t e s a r e p a s s e d i n o v e n d u r i n g w h i c h different temperatures treatment are given to biscuits starting form lower to higher temperature.

Conveyer belt then moves to Buffer Zone. COOLING (BUFFER ZONE) After high temperature treatment baked, biscuits are not very s t a b l e

a n d t e x t u r e i s n o t f u l l y d e v e l o p e d , t h a t ’ s w h y t h e y a r e passed through Buffer Zone for cooling.

I t i s m e r e l y a n a r e a c o n s i s t i n g o f r e l a t i v e l y l o w t e m p e r a t u r e . C o n v e y e r b e l t c o n t a i n i n g b i s c u i t s p a s s e s t h r o u g h t h i s a r e a t o cool down the biscuits.

PRODUCTION STEP 4: COOLING

After baking biscuits, they are passed on to cooling conveyors for natural cooling prior to packing. These conveyors are generally 300 - 400 ft. and can be of two or 3 deck type as per space availability. In the conveyors, the temperature is brought down to room temperature. Natural cooling is preferred to forced cooling as it maintains the texture quality of biscuit.

PRODUCTION STEP 5: PACKAGING

Af te r coo l i ng , worke r s p i ck t he b i s cu i t s f o r conveye r be l t and place them in different gauges set according to Ticky Pack (TP), Snack Pack (SP), Half Roll (HR) or Family Pack (FP).

Biscu i t s a r e au toma t i ca l l y packed i n f i na l packag ing ma te r i a l (inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.

FP i s packed i n 3 d i f f e r en t packag ing ma te r i a l ; i nne r s ea l i ng , outer sealing and then finally master carton.

Master cartons are sealed and are transferred to finished goods store.

DISPATCH

Products are stored in finished goods store according to date are dispatched on FIFO (First in First Out) basis.

QA pe r fo rms f i na l check ing o f f i n i shed p roduc t s , a f t e r wh ich product is dispatched through trucks to different distributors.

Distributors further distribute the product to retailers

3. GLUCO:

Gluco is a rectangular, light golden brown appearance biscuit which has been in EBM portfolio for the past 40 years

It is soft textured sweet biscuit that gives energy and nutrition due to its best quality ingredients of glucose, milk, butter and wheat flour that are nutritious and wholesome

Gluco is targeted towards children ranging from 8 months to 12 years as it is positioned as child health and energy biscuit

Gluco is available in family pack, half roll, snack pack and ticky pack

Gluco is enriched with Vitamins A, B and E.

Ingredients: Wheat, Flour, Sugar, Hydrogenated vegetable oil (Blended from palm oil & Soya bean), Fresh Butter, Skimmed milk Powder Liquid glucose, Liquid invert Sugar, Salt, Soya lecithin( E322), Sodium bicarbonate (E500), Ammonium bicarbonate(E503), Butter flavor, no colour added

  PRODUCTION PROCESS OF GLUCO:

Manufacturing biscuits begins with a planning process. At first, the production demand is analyzed. The EBM’s management then creates a factory production plan ensuring the people working at the site, and the machines that are running, are best utilized so that time and energy is not wasted.

MATERIAL RECEIVINGThe necessary raw and packing materials, as required by the production plan, are then purchased. The purchased stock is then received from the various suppliers at the factory store that is also called Raw Material Store (RMS). All incoming materials are checked for quality in Quality Assurance Department. The store is responsible for issuing materials for the production process according to the planned requirements. It is only at this point that biscuits start to be made. After approval, incoming material is stored in

raw material store and packaging material store, whereas sensitive items such as butter, color, flavors are stored in cold rooms. I n r e s t o f t h e c a s e s , Q u a l i t y a s s u r a n c e p e r f o r m s t e s t i n g a f t e r material is stored in relevant stores and then accepts/rejects the material.

PRODUCTION PROCESS

Information for daily production plan is supplied by marketing and sales department on the basis of customer demand. Keeping in view these factors, production plan is made.

The whole production process consists of 5 different stages which are as follow.

PRODUCTION STEP 1: MIXING

The mixing stage is of great importance in biscuit-making technology, as a good process

starts from the head of the line. Flour and sugar is dispensed into large mixers. The ingredients that are used in smaller quantities are hand weighed and added into the mixing bowl for each batch of dough to be mixed. The ingredients are then mixed to form dough in the mixing bowl according to a specific mixing procedure. The mixing is done by two ways

Vertical way mixing Horizontal way mixing

In vertical mixing, the mixture is blend in vertical direction through a machine while in horizontal mixing the mixture is blend in horizontal direction, depending on the recipe of  the biscuit. The mixture (dough) is then forwarded to next step. There are a variety of factors that are important when it comes to mixing the dough: the temperature of the ingredients, the mixing time, and the order in which ingredients are added.

PRODUCTION STEP 2: CUTTING

After mixing, the dough is then tipped into a hopper to cutting line and gravity-fed into the dough sheeting section of the machine. In this process the dough is fed through various rollers to form a sheet of dough. Depending on what type of biscuit is being produced, this process varies. Dough passes through the conveyer belt and is shaped according to product. Different forming techniques are used to get the required shape and size of the piece of dough which will form the biscuit.

PRODUCTION STEP 3: BAKING

U n b a k e d b i s c u i t s e n t e r t h e g a s - f i r e d o v e n , m e t a l c o n v e y e r b e l t i s c o n s t a n t l y moving at a slow pace, where they are baked to form fresh, warm and deliciously smelling biscuits

Biscuits are baked rather than fried, so the oil merely assists the flavour particles to cling to the biscuit surface.

D i f f e r e n t t y p e s o f h e a t i n g d e v i c e s a r e p r e s e n t i n o v e n w h i c h provides different temperature.

A p p r o x i m a t e l y 6 m i n u t e s a r e p a s s e d i n o v e n d u r i n g w h i c h different temperatures treatment are given to biscuits starting form lower to higher temperature.

Conveyer belt then moves to Buffer Zone. COOLING (BUFFER ZONE) After high temperature treatment baked, biscuits are not very s t a b l e

a n d t e x t u r e i s n o t f u l l y d e v e l o p e d , t h a t ’ s w h y t h e y a r e passed through Buffer Zone for cooling.

I t i s m e r e l y a n a r e a c o n s i s t i n g o f r e l a t i v e l y l o w t e m p e r a t u r e . C o n v e y e r b e l t c o n t a i n i n g b i s c u i t s p a s s e s t h r o u g h t h i s a r e a t o cool down the biscuits.

PRODUCTION STEP 4: COOLING

After baking biscuits, they are passed on to cooling conveyors for natural cooling prior to packing. These conveyors are generally 300 - 400 ft. and can be of two or 3 deck type as per space availability. In the conveyors, the temperature is brought down to room temperature. Natural cooling is preferred to forced cooling as it maintains the texture quality of biscuit.

PRODUCTION STEP 5: PACKAGING

Af te r coo l i ng , worke r s p i ck t he b i s cu i t s f o r conveye r be l t and place them in different gauges set according to Ticky Pack (TP), Snack Pack (SP), Half Roll (HR) or Family Pack (FP).

Biscu i t s a r e au toma t i ca l l y packed i n f i na l packag ing ma te r i a l (inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.

FP i s packed i n 3 d i f f e r en t packag ing ma te r i a l ; i nne r s ea l i ng , outer sealing and then finally master carton.

Master cartons are sealed and are transferred to finished goods store.

DISPATCH

Products are stored in finished goods store according to date are dispatched on FIFO (First in First Out) basis.

QA pe r fo rms f i na l check ing o f f i n i shed p roduc t s , a f t e r wh ich product is dispatched through trucks to different distributors.

Distributors further distribute the product to retailers

MARKETING STRATEGIES OF GLUCO

In Pakistan’s Rs 35 billion biscuit markets, EBM is the market leader with 35-39% of market share, and its energy biscuit brand Gluco has seen a tremendous amount of activity this year.

Strategy Development for Target Group:Since the existing players in the market target children in age group 6–12 years and college going students market is still untapped from the promotion point of view, it is an opportunity for Gluco Youth to capitalize

on this untapped market. Our strategy would include investing more in trade marketing by increasing shelf-space at retail stores and canteens for Gluco Youth. Positioning and AdvertisingGluco Youth Will be positioned as a low-priced, any-time rejuvenating snack for youth. Advertisements will show college students enjoying Gluco Youth at college canteens, games and late-night study groups.

Promotional   activities

Sales promotion:For the initial 2 months our marketing strategy would include short term incentives designed to stimulate quicker purchase. This will include free samples, discount offers.

Advertising:Second phase of promotion would include advertising expenses in the print media(local newspapers) and local television channels. Television and print ads will be targeted at students. Also we can target billboards at some strategic positions on the city to attract maximum visibility.

Sponsorships:Third phase of promotion would include sponsoring local college and school level events which will eventually give a lot of visibility for Gluco Youth. We could also organize contests for college students through radio media.

4. RIO:

Rio is the largest selling sandwich cream biscuit in Pakistan

It is distinctive & unique owning to its flavors and smooth rich cream

The brand is available in 4 variants: RIO Chocolate, RIO Strawberry Vanilla, RIO Chocolate Vanilla and RIO Vanilla

The brand is popular amongst children

Rio is available in family pack, half roll and ticky pack

Rio Vanilla: . It has very blended fluffy Vanilla cream with a very crisp and crunchy bite of shell. Rio double treat Chocolate/Vanilla: Is a unique biscuit, having two different tastes of creams in one sandwich, introduced first time in Pakistan from the house of Peak Freans. It has blended fluffy cream with a very crisp and crunchy bite.Rio double treat Strawberry/Vanilla: Is a unique biscuit, having two different tastes of creams in one sandwich, and introduced first time in Pakistan from the house of Peak Freans. It has blended fluffy cream with a very crisp and crunchy bite.

Ingredients: Wheat, Flour, Sugar, Hydrogenated vegetable oil (Blended from palm oil & Soya bean), Coconut oil, Salt, Fresh eggs, Liquid glucose, Soya Lecithin(E322), Sodium bicarbonate (E500), Ammonium bicarbonate (E503), Butter flavor, Food color, Cream.

PRODUCTION PROCESS OF RIO:

Manufacturing biscuits begins with a planning process. At first, the production demand is analyzed. The EBM’s management then creates a factory production plan ensuring the people working at the site, and the machines that are running, are best utilized so that time and energy is not wasted.

MATERIAL RECEIVINGThe necessary raw and packing materials, as required by the production plan, are then purchased. The purchased stock is then received from the various suppliers at the factory store that is also called Raw Material Store (RMS). All incoming materials are checked for quality in Quality Assurance Department. The store is responsible for issuing materials for the production process according to the planned requirements. It is only at this point that biscuits start to be made. After approval, incoming material is stored in raw material store and packaging material store, whereas sensitive items such as butter, color, flavors are stored in cold rooms. I n r e s t o f t h e c a s e s , Q u a l i t y a s s u r a n c e p e r f o r m s t e s t i n g a f t e r material is stored in relevant stores and then accepts/rejects the material.

PRODUCTION PROCESS

Information for daily production plan is supplied by marketing and sales department on the basis of customer demand. Keeping in view these factors, production plan is made.

The whole production process consists of 5 different stages which are as follow.

PRODUCTION STEP 1: MIXING

The mixing stage is of great importance in biscuit-making technology, as a good process

starts from the head of the line. Flour and sugar is dispensed into large mixers. The ingredients that are used in smaller quantities are hand weighed and added into the mixing bowl for each batch of dough to be mixed. The ingredients are then mixed to form dough in the mixing bowl according to a specific mixing procedure. The mixing is done by two ways

Vertical way mixing Horizontal way mixing

In vertical mixing, the mixture is blend in vertical direction through a machine while in horizontal mixing the mixture is blend in horizontal direction, depending on the recipe of  the

biscuit. The mixture (dough) is then forwarded to next step. There are a variety of factors that are important when it comes to mixing the dough: the temperature of the ingredients, the mixing time, and the order in which ingredients are added.

PRODUCTION STEP 2: CUTTING

After mixing, the dough is then tipped into a hopper to cutting line and gravity-fed into the dough sheeting section of the machine. In this process the dough is fed through various rollers to form a sheet of dough. Depending on what type of biscuit is being produced, this process varies. Dough passes through the conveyer belt and is shaped according to product. Different forming techniques are used to get the required shape and size of the piece of dough which will form the biscuit.

PRODUCTION STEP 3: BAKING

U n b a k e d b i s c u i t s e n t e r t h e g a s - f i r e d o v e n , m e t a l c o n v e y e r b e l t i s c o n s t a n t l y moving at a slow pace, where they are baked to form fresh, warm and deliciously smelling biscuits

Biscuits are baked rather than fried, so the oil merely assists the flavour particles to cling to the biscuit surface.

D i f f e r e n t t y p e s o f h e a t i n g d e v i c e s a r e p r e s e n t i n o v e n w h i c h provides different temperature.

A p p r o x i m a t e l y 6 m i n u t e s a r e p a s s e d i n o v e n d u r i n g w h i c h different temperatures treatment are given to biscuits starting form lower to higher temperature.

Conveyer belt then moves to Buffer Zone. COOLING (BUFFER ZONE) After high temperature treatment baked, biscuits are not very s t a b l e

a n d t e x t u r e i s n o t f u l l y d e v e l o p e d , t h a t ’ s w h y t h e y a r e passed through Buffer Zone for cooling.

I t i s m e r e l y a n a r e a c o n s i s t i n g o f r e l a t i v e l y l o w t e m p e r a t u r e . C o n v e y e r b e l t c o n t a i n i n g b i s c u i t s p a s s e s t h r o u g h t h i s a r e a t o cool down the biscuits.

PRODUCTION STEP 4: COOLING

After baking biscuits, they are passed on to cooling conveyors for natural cooling prior to packing. These conveyors are generally 300 - 400 ft. and can be of two or 3 deck type as per space availability. In the conveyors, the temperature is brought down to room temperature. Natural cooling is preferred to forced cooling as it maintains the texture quality of biscuit.

PRODUCTION STEP 5: PACKAGING

Af te r coo l i ng , worke r s p i ck t he b i s cu i t s f o r conveye r be l t and place them in different gauges set according to Ticky Pack (TP), Snack Pack (SP), Half Roll (HR) or Family Pack (FP).

Biscu i t s a r e au toma t i ca l l y packed i n f i na l packag ing ma te r i a l (inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.

FP i s packed i n 3 d i f f e r en t packag ing ma te r i a l ; i nne r s ea l i ng , outer sealing and then finally master carton.

Master cartons are sealed and are transferred to finished goods store.

DISPATCH

Products are stored in finished goods store according to date are dispatched on FIFO (First in First Out) basis.

QA pe r fo rms f i na l check ing o f f i n i shed p roduc t s , a f t e r wh ich product is dispatched through trucks to different distributors.

Distributors further distribute the product to retailers

STRATEGIES OF RIO:

• Re-launch of RIO in New Packaging and Launch of RIO Chocolate - 2009• Thematic and Telop development for RIO Packaging Change and Chocolate - 2010• Devised and executed School Activation "PF RIO Fun Time - 2011" and “RIO Meethi Jeet - 2008” CP for children in schools• Devised and executed the 360 degrees plan for the sponsorship of RIO "The Movie" in 2011• Planned, developed and executed “RIO Meethay Mazay ka Dhamaal” CP for the Sehwan Mela for the last 3 years• Conducting and monitoring Rural Penetration "RIO Meethi Inaam" for the last 3 years• Brand consumer engagement at DLS activity for the last 4 years

• Monthly monitoring• Apartment Drive to strengthen the brand in South market (first time at EBM) • Rural Penetration continuation in South markets with new interactive game and instant gifts

5. FARM HOUSE COOKIES

One of the finest cookies ever to be launched by a local manufacturer, Farm House Cookies are one of the richest and wholesome cookies with quality, taste and packaging at par with any international gourmet brand

The brand is available in 3 delicious, irresistible flavours namely:

o Chocolate Chip - Indulgent cookies full of rich chocolate chips

o Short Bread - Freshly baked crumbly cookies with creamy butter delight

o Coconut Crunch - A hard to resist cookies filled with the crunchiness of coconut

Ingredients:

Wheat flour, hydrogenated vegetable oil, (blended from palm oil & soya bean oil), sugar, chocolate chip, butter, skimmed milk powder, fresh eggs, salt, ammonium, bicarbonate (e-503), vanilla and milk flavors

PRODUCTION PROCESS OF FARM HOUSE COOKIES:

Manufacturing biscuits begins with a planning process. At first, the production demand is analyzed. The EBM’s management then creates a factory production plan ensuring the people working at the site, and the machines that are running, are best utilized so that time and energy is not wasted.

MATERIAL RECEIVINGThe necessary raw and packing materials, as required by the production plan, are then purchased. The purchased stock is then received from the various suppliers at the factory store that is also called Raw Material Store (RMS). All incoming materials are checked for quality in Quality Assurance Department. The store is responsible for issuing materials for the production process according to the planned requirements. It is only at this point that biscuits start to be made. After approval, incoming material is stored in raw material store and packaging material store, whereas sensitive items such as butter, color, flavors are stored in cold rooms. I n r e s t o f t h e c a s e s , Q u a l i t y a s s u r a n c e p e r f o r m s t e s t i n g a f t e r material is stored in relevant stores and then accepts/rejects the material.

PRODUCTION PROCESS Information for daily production plan is supplied by marketing and sales department

on the basis of customer demand. Keeping in view these factors, production plan is made.

The whole production process consists of 5 different stages which are as follow.

PRODUCTION STEP 1: MIXING

The mixing stage is of great importance in biscuit-making technology, as a good process

starts from the head of the line. Flour and sugar is dispensed into large mixers. The ingredients that are used in smaller quantities are hand weighed and added into the mixing bowl for each batch of dough to be mixed. The ingredients are then mixed to form dough in the mixing bowl according to a specific mixing procedure. The mixing is done by two ways

Vertical way mixing Horizontal way mixing

In vertical mixing, the mixture is blend in vertical direction through a machine while in horizontal mixing the mixture is blend in horizontal direction, depending on the recipe of  the biscuit. The mixture (dough) is then forwarded to next step. There are a variety of factors that are important when it comes to mixing the dough: the temperature of the ingredients, the mixing time, and the order in which ingredients are added.

PRODUCTION STEP 2: CUTTING

After mixing, the dough is then tipped into a hopper to cutting line and gravity-fed into the dough sheeting section of the machine. In this process the dough is fed through various rollers to form a sheet of dough. Depending on what type of biscuit is being produced, this process varies. Dough passes through the conveyer belt and is shaped according to product. Different forming techniques are used to get the required shape and size of the piece of dough which will form the biscuit.

PRODUCTION STEP 3: BAKING

U n b a k e d b i s c u i t s e n t e r t h e g a s - f i r e d o v e n , m e t a l c o n v e y e r b e l t i s c o n s t a n t l y moving at a slow pace, where they are baked to form fresh, warm and deliciously smelling biscuits

Biscuits are baked rather than fried, so the oil merely assists the flavour particles to cling to the biscuit surface.

D i f f e r e n t t y p e s o f h e a t i n g d e v i c e s a r e p r e s e n t i n o v e n w h i c h provides different temperature.

A p p r o x i m a t e l y 6 m i n u t e s a r e p a s s e d i n o v e n d u r i n g w h i c h different temperatures treatment are given to biscuits starting form lower to higher temperature.

Conveyer belt then moves to Buffer Zone. COOLING (BUFFER ZONE) After high temperature treatment baked, biscuits are not very s t a b l e

a n d t e x t u r e i s n o t f u l l y d e v e l o p e d , t h a t ’ s w h y t h e y a r e passed through Buffer Zone for cooling.

I t i s m e r e l y a n a r e a c o n s i s t i n g o f r e l a t i v e l y l o w t e m p e r a t u r e . C o n v e y e r b e l t c o n t a i n i n g b i s c u i t s p a s s e s t h r o u g h t h i s a r e a t o cool down the biscuits.

PRODUCTION STEP 4: COOLING

After baking biscuits, they are passed on to cooling conveyors for natural cooling prior to packing. These conveyors are generally 300 - 400 ft. and can be of two or 3 deck type as per space availability. In the conveyors, the temperature is brought down to room temperature. Natural cooling is preferred to forced cooling as it maintains the texture quality of biscuit.

PRODUCTION STEP 5: PACKAGING

Af te r coo l i ng , worke r s p i ck t he b i s cu i t s f o r conveye r be l t and place them in different gauges set according to Ticky Pack (TP), Snack Pack (SP), Half Roll (HR) or Family Pack (FP).

Biscu i t s a r e au toma t i ca l l y packed i n f i na l packag ing ma te r i a l (inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.

FP i s packed i n 3 d i f f e r en t packag ing ma te r i a l ; i nne r s ea l i ng , outer sealing and then finally master carton.

Master cartons are sealed and are transferred to finished goods store.

DISPATCH

Products are stored in finished goods store according to date are dispatched on FIFO (First in First Out) basis.

QA pe r fo rms f i na l check ing o f f i n i shed p roduc t s , a f t e r wh ich product is dispatched through trucks to different distributors.

Distributors further distribute the product to retailers

STRATEGY OF FARM HOUSE COOKIES:

“Amazing BTL Activity by Peek Freans Farm House Cookies”

Peek Freans has recently done wonders in terms of an amazing BTL activity at Park Towers. No matter how boring shopping malls may seem but some brands really do emerge as an ostentatious jewelry to attract children and adults alike.

Creating a vintage farm scenario seems more Victorian than it could possibly sound especially the dressing and their carefully chosen team to interact with potential consumers. The guys are made to wear those Tam o’ Shanters while the girls carrying biscuit filled baskets are uniquely dressed in apron adorned dresses. While they are good to talk to it seems one can’t classify them to be those typical sales girls bugging you in grocery stores and the product knowledge they have is relevant enough to educate the ultimate customers.

At one corner the company has placed a well with real water flowing to amuse the Karachiites, probably also supported by a good supply of electricity we hardly get to avail and at the other corner is a huge cow, a cart loaded with eggs and real chicks.

Similarly, the location chosen seems quite appropriate in terms of their skimmed pricing and, therefore, the target market which appears to be SEC A and B. As a result of this there seem to be very few direct competitors, for instance Bakeri by LU and other indirect international ones.The way they have executed their marketing plan just seems amazing!

OTHER STRATEGIES:

• Monthly monitoring• Ground level in-store consumer promotions to support the brand post PI • TV, Radio & Cinema Advertising Media Plan• In-store converter activity • various trial and awareness generation activity • OOH and POS Material designing and development • Farm House mall activation• Farm House Cookies thematic TVC