Peanut Pik Report1
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Transcript of Peanut Pik Report1
1
EXECUTIVE SUMMARY
This report has been compiled as part of our course of Principles of Management. This
report provides an analysis,evaluation and marketing plan of Peak Freans Peanut Pik in
particular and the biscuit industry in general.
The purpose of this report was to thoroughly study the Peanut Pik brand, its relationship
with its owner company EBM, and all the factors affecting it, and opportunities and
threats for the product in the near future. SWOT Analysis has also covered.
After a thorough analysis and recommendations we have learned how to reach strategic
conclusions based on competitive analysis of different organization in the industry. The
strengths and weaknesses of the company have been analyzed. The strategies followed by
Peak Freans Peanut Pik and its generic position have also been highlighted
Peanut Pik is Peek Frean‟s classic brand with a limited but relatively permanent customer
base that has a taste for nuts basically. It has a very limited marketing budget because of
EBM‟s preference to profitable brands like Sooper, Rio and Gluco. However, the nut
biscuit segment carries huge potential and can be further explored
Because of budget restraints, Peanut Pik has to make moves in a limited capacity.
Therefore a very efficient planning is required. This report basically covers the planning
that EBM aimed for Peanut Pik.
2
ISSUES AND OBJECTIVES
To research on Biscuit Industry and „Nuts‟ biscuits Sector of Pakistan
- Macro and Micro Environment Analysis
- Market Share of EBM in Biscuits Industry and market share Peanut Pik in
Nuts Biscuits Sector
- PEST Analysis.
Peanut Pik Biscuits:
- Target market, segmentation and positioning
- Internal factors affecting the marketing strategies of Peanut Pik Biscuits
(SWOT analysis)
- Factors affecting its marketing mix
- Marketing strategy
- Marketing Budget plans and issues
- Evaluation of Strategy
3
BISCUIT INDUSTRY
History
When Pakistan was born, it wanted important industries like steel mills, agriculture,
shipping, textile etc to grow in order to make the economy thrive. Therefore other so-
called insignificant industries like biscuit industry were always been under less fame and
attention. However, as the demand grew and the economy kicked off well, there
industries too got into the big picture.
EBM (English Biscuit Manufacturers ltd) were the pioneers in the branded biscuit
industry . They started off by making two products but gradually, they expanded not only
geographically but also in their product varieties to suit different types of consumers
having different tastes and preferences. The most notable key players at that time, Union
Industries wither confectionery biscuits, moved out of the market with the introduction of
EBM.
During that same period, Continental Biscuits entered the biscuit industry. It has the right
product offering for it target market and therefore soon acquired the larger market share
of the biscuit industry posing competition to EBM. The proportion of unbranded biscuits
was higher as compared to branded biscuits and the major challenge at that time was to
convert unbranded biscuits to branded biscuits. Companies took up the challenge and
responded with new product varieties and categories, new packaging and promotion
jingles etc as consumer preferences and tastes were changing; (who can forget the famous
jingles such as: Candi by LU; TUC kay sath chaiya, Mama Sooper..…) and now biscuits
in Pakistan have now assumed the role of "FOOD BETWEEN MEALS" in nearly every
household.
4
ABOUT EBM
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 over 40 years by playing a pioneering role in providing innovative and high
quality biscuits for every taste bud.
EBM‟s trademark, Pied Piper, made its mark three and a half decades ago, but continues
to remain in the hearts, minds, and souls of the people through the variety and excellent
quality of biscuits manufactured under its umbrella. EBM enjoys the distinction of being
the first food company in Pakistan to promote biscuits as 'food between meals'
EBM has been in the business of manufacturing and marketing branded biscuits in
Pakistan for over 40 years. The brand name 'Peek Freans' is a household name, and
people trust and believe in the quality of the products produced under this brand. EBM is
also the first biscuit company in Pakistan to have achieved ISO - 9001 Certification in
correspondence with its institutional slogan 'The Legend Leads'. The achievement also
endorses the company's firm commitment to high standards of quality.
Under the brand range, Peek Freans, the company today carries the largest variety of
biscuit products including Marie, Gluco, Click, Sooper, Rio Strawberry Vanila, Rio
Choco Vanila, Rio Choclate, Rio Vanila, Party, Peanut Pik, Peanut Pista.
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VISION
To be recognized as a LEADING and PROGRESSIVELY FORWARD looking FOOD
COMPANY, providing the best quality products to everyone in Pakistan
To be an INSTITUTION financially healthy, promoting universal human values and
growing as a useful, purposeful corporate citizen
CORPORATE OBJECTIVE
Transform EBM into a living institution with a body, mind & soul which is recognized as
a good corporate citizen due to its core values as Open minded, transparent, &
responsibly delivering consumer satisfaction with a sprit to excel.
6
Market Scenario of Biscuit Indutry
By 1999-2000, 50% of the market was dominated by branded biscuits, in which EBM
had a sizeable share. The rest was taken up by various small companies like Bisconni,
Mayfair and Kolson who too wanted to a slice of the market share. Consequently, by
2006, the unbranded biscuits had a market share of 29 per cent and the branded biscuits
had 71 per cent market share.
Biscuit Industry
Branded
biscuits,
71%
Unbranded
biscuits,
29%
Branded
biscuitsUnbranded
biscuits
In the branded biscuits sector, the market shares of key players (EBM and CBL) are:
Branded Biscuits sector
Continental
Biscuits Ltd.
(LU)
26%
Others
37%
English Biscuit
Manufacturers
(EBM)
37%
English
Biscuit
Manufact
urers
(EBM)Continen
tal
Biscuits
Ltd. (LU)
Others
Other biscuit manufacturers include:
Coronet Foods (Private) Ltd
Ismail Industries
Montgomery Biscuits
Silver lake
Mehtab Industry (Krunchi)
It was reported that there were some undocumented/illegal biscuits manufacturer that
were surging up in the rural areas of Pakistan, however, they don‟t pose much
competition to the branded biscuits sector.
7
1,028,5781,144,607
2,074,804
3,065,518
4,244,828
5,577,5825,587,576
6511223
900,000
1,400,000
1,900,000
2,400,000
2,900,000
3,400,000
3,900,000
4,400,000
4,900,000
5,400,000
5,900,000
'01 - 02 '02 - 03 '03 - 04 '04 - 05 '05 - 06 '06-07 '07-08 '08-09
81%
48%
31%
11%
31%
-2%
+17%Sales Volume – Master Cartons
8
‘PEST’ ANALYSIS
Political/Legal Environment Analysis
Being a part of the food processing industry, biscuit industry must also follow rules of
quality and standard. However, only some companies are able to fulfill the requirements
of international regulatory authorities like Hazard Analysis and Critical Control Points
(HACCAP), Good manufacturing practice regulations (GMP), International Organization
for Standardization (ISO) and other standards. The reason is that the biscuit industry is
very volatile in terms of prices for materials and as high quality comes with high cost,
smaller companies are not able to afford it.
Only EBM has achieved internationally recognized credentials. The prestigious
organization has earned 150 9001:2000, ISO 14001:2004, 150 27001, HACCP
certifications
According to the government policies regarding biscuit industry, the governments has
realized the importance of exporting non-traditional items and have supported the
industry in the areas where the need is. The Export Promotion Bureau is also encouraging
to enhance the export of biscuits.
Economic Environment Analysis
Standards of living have increased which have influenced consumers to have a more
sophisticated and balanced lifestyle. Rather than having oily “samosas and pakoras” at
tea time, more and more people have started to consume biscuits which is a better and a
healthy combination with tea.
Focuses towards education have also increased the consumption of biscuits. As people
are more educated now, they are more likely to be influenced by media promotion. In this
technological era biscuit manufacturers have also been benefited from the advantage of
media and IT boom. This allowed them to reach their consumers more effectively and
profitably.
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Social Environment Analysis
The biscuit industry has been divided into different product categories and varieties that
are catered to suit different consumers with different tastes. The manufacturers have been
able to segment the industry according to different classes, tastes, age groups, lifestyles
etc. New product varieties were introduced such as the following:
Types of Biscuits Biscuit that fall into the category
Soft & Sweet Plain
Sooper, Bakeri, Gala, Bravo,
Treat…
Cream Filling Prince, Rio, Cocomo, Jam Hearts
Salty Snacks TUC, Saltish
Indulgent/Sweet Candi, Chocolate Chip
Plain Glucose Munna, Gluco, Tiger
Ingredient Based Party, Zeera Plus, Peanut Pik
Healthy Wheat Slices, Wheatable
In 2004, there was a growth in soft and sweet plain biscuits segment which is primarily
dominated by Sooper and Bakeri, having a collective share of 24% in the total biscuit
market.
Different product category caters to different types of consumers. Adults and oldies
prefer salty biscuits and ingredient based biscuits as compared to children who prefer
cream filling and glucose biscuits. Consumers, nowadays, have become very hygiene
conscious due to increase in education levels and media promotion. Therefore those who
prefer to have a nutrition filled diet prefer healthy biscuits like wheat slices etc.
Technological Environment
Due to the “IT boom”, it has been advantageous to biscuits manufacturers to reach the
consumers effectively using media sources. This has increased the awareness of their
products to a very large extent. With media, biscuits manufacturers can reach a larger
audience and also reach consumers in rural areas.
“Advertising and marketing in the (biscuit) industry has surpassed all other benchmarks
in the previous years with serious investments in brand building. Over Rs. 0.5 bn is
estimated to be electronic media spending in 2007 with a total marketing spending of no
less Rs. 1.0 bn; this has grown at estimated 25% per annum over the last few years!”
Usage of the internet has also helped biscuit manufacturers to segment and find out about
consumer insights by contacting them easily over the internet. Consumers can use online
feedback form to give feedbacks about the likes and dislikes regarding the product and
companies can respond to them more effectively and efficiently.
10
SWOT ANALYSIS
Strengths:
Strong company image and financially very strong
Good research and development department. Established Center of Excellence in
2006
Market leader in peanut biscuits in Pakistan
Had previously carried out effective promotion strategies
Quality production management that has earned EBM numerous ISO
Certifications
Trained Human Resource
Conservative Financing
Weaknesses:
Relatively low promotion for Peanut Pik as compared to other brands like Sooper
Not easily available.
Target market not clearly defined.
Less adaptability to market environment over the years
Opportunities:
Target market can be expanded by actively pursuing selected market segments
Export Markets
Rural markets
Can easily increase revenue by making the product available and improving
distribution
Growth exists by means of changing packaging, look and brand positioning.
Media has enabled companies to reach remote areas and market the product there
Increasing purchasing power in the Pakistani Market has substantially increased
the purchase of consumer goods so opportunity exists in getting the maximum
share of the market
Increase in hygiene consciousness amongst consumers has led them to substitute
snacks like samosas, spring rolls, jalebis etc with biscuits
New market segments like Corporate Selling can be considered
New product variations can be introduced
Relative low inflation in biscuits as compared to other snacks
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Threats:
Competition is very stiff in biscuits industry.
If price is altered, you are likely to lose a great chunk of market share.
Unbranded (bakery) biscuits are available in the market at a much cheaper rate.
A lot of substitute products to biscuits are available in the market that are eating
up share of customer‟s wallet
Competitors esp. new entrants are doing heavy promotion of their brands which
EBM is not able to match for Peanut Pik
OBJECTIVES:
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.
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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. Peanur 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.
TARGET MARKET
Introduction
The consumers of today are highly informed due to the development in communication.
TV, radio, newspapers, media and specially the internet has provided the consumers with
whatever information they are seeking. Therefore the manufacturers cannot just blindly
make their products.
They need to know the insights of their consumers who want to and are willing to buy
their products. However, increase in globalization has also limited the choices, consumers
have. And therefore, nowadays, especially the production of consumer goods is
“consumer driven”. And the manufacturers are required to focus on these factors in order
to maintain growth and stability in the company.
True to its corporate claim of 'The Legend Leads', EBM has led the biscuit industry in
Pakistan for over 40 years by providing innovative and high quality biscuits.
“Peek Freans” is the household name under which EBM produces and markets its
biscuits. The name is so big that now the consumers blindly believe in the quality of the
product. The reason behind this is that EBM has actually maintained its quality in all its
products over the years. And now, Peek Freans Pied Piper is the most famous and
popular icon in the industry.
13
Target Audience
If one glances at EBM‟s brand portfolio, he/she would notice that EBM covers almost
every segment of the market. EBM attempts to cater to every taste in the market; be it
young or old, men or women.
In today‟s world, consumer preferences change very rapidly in terms of taste and price.
These preferences are very strong in low involvement product because they are not very
high priced. In order to keep pace with the changing consumer taste and preferences,
Peanut Pik Biscuits had hit the target market not only on the basis of demographics but
psychographics.
It targeted those consumers who preferred nuts in their biscuits. However, some were
also not very fond of nut and some might even be allergic to them, therefore the nut
segment was not that big in the biscuit industry.
Peanut Pik focused towards the urban market as major volume generating regions were
Karachi, Lahore, Hyderabad and Rawalpindi/Islamabad. As product scored high in terms
of quality as compared to any other nutty biscuit, their rural market continued to generate
sales. However, more was to be done to tap the full potential of the rural market.
14
MAJOR SEGMENTATION VARIABLES
Geographic Factors
Region: Sindh, Punjab, NWFP, Balochistan
Cities/Towns:
Metropolitans, Cosmopolitans, Small Cities, Towns; Population ranging from 0.5 million
to 1 million and cities with over 1 million population
Psychographic Factors
Lifestyle: Culture-oriented; Sophistication-oriented
Social Class: Lower Class (lower, middle, upper), Middle Class (lower, middle, upper),
Upper Class (lower, middle, upper).
Demographic Factors
Personal Factors
Age: 20-34 years; 35-49 years; 50-60 years; 60+
Gender: Male and Female
Behavioral factors
Occasion: Regular
Benefits: Quality, taste and price
User Status: Regular user; potential user
Usage rate: Medium
Loyalty: Medium; Strong
Readiness Stage: Not fully aware
Attitude towards product: Positive
15
MARKETING MIX (4 P’S)
The concept of “Food between meals” was devised by EBM and till now they have been
pursuant in their philosophy. They have successfully conveyed this to their consumers
and in them, they have developed the trust and confidence regarding the company and in
its high quality products.
“Biscuits are Food” – healthy and nutritious; not only for children but also for adults.
Peanut Pik and its 4 P’s
Planned mix of the controllable elements of a product's marketing plan commonly termed
as 4P's: product, price, place, and promotion. These elements are adjusted until a right
combination is found that serves the needs of the product's customers while generating
optimum income.
Product:
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. It is a value added
product of EBM as EBM imports peanuts and nuts from outside to add into it. Suggestion
were made to increase peanuts in the product but they were turned down as EBM didn‟t
wanted it to be similar to LU‟s peanut plus.
Ingredients:
It contains wheat flour, hydrogenated vegetable oil, sugar, peanut grits, invert syrup, corn
flour, skimmed milk powder, salt, emulsifying agent, leavening agent, synthetic flavors
(mixture of both natural and artificial flavoring compound)
Nutritional information
Serving Size: 4
Per serving 24gms Per serving 100gms
Energy (K Cal) 121.7 507
Proteins (gms) 1.6 6.67
Carbohydrates (gms) 16.2 67.5
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Price of Product
Product
Weight per
piece in grams
No. of pieces
per master
carton
FOB price per
master carton
in $
No. of master
carton fit in 20'
container
Peanut
Pik 87 gms. 144 Rolls 16 540
The branded biscuit segment grows at a rate of 14% per annum and this is largely due to
the price stability of its products for the last 8 yrs. EBM has tried to make biscuits more
affordable for middle to lower middle income consumers. EBM has successfully re-
shaped the idea of consuming biscuits only at tea-time to making it an everyday necessity
product.
All EBMs biscuits including Peanut Pik were available in small packs for children and
for people working in offices whose use them at breakfast or lunch. Apart from that its
easy availability quality and cheap prices makes it‟s more alluring to its customers. EBM
is one of the leading biscuits manufacturers of Pakistan and all its biscuits in its range are
very successful.
As EBM provides individual attention and strategy for each type of biscuit it offers. This
is seen in its advertisements for example of Gluco and Sooper the ads are totally different
depicting totally different marketing strategy which proves that EBM develops individual
strategy for each of its biscuits.(REMEMBER SAB SAY AAGAY,SAB SE OOPER
PEEK FREANS SOOPER)
Price of peanut Pik was same as of its competitors i.e. peanut plus biscuits of LU. Half
roll of peanut Pik was of Rs.12 and its packet of Rs. 22. At that time there were some
biscuits like CAFÉ was being sold at 10 per half roll but EBM did not face any price
wars regarding its products which were and are sill market leaders in their segments such
as Peanut Pik. They believe that as these products are the market leaders, if they increase
the prices of their products, others will follow suit. Other products in the markets are
followers and they don‟t pose any frontal attack on their market leader Peanut Pik.
17
Packaging:
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, ISO:27001,
HACCP Certifications, ISO:22000, and IIP (Investors in People) Recognition.Proactive
environmental practices form the basis of all EBM's operations. The HACCP
certification itself means "prevention from hazard" by reaching out and controlling the
sources of supply like raw materials and the storage and the distribution. Integrated pest
management and ecologically hygienic processes are strictly followed in the factory
premises.
EBM provides healthy and nutritious biscuits in a hygienic and high quality package.
They are the pioneers of packaged biscuits in Pakistan; therefore they maintain their high
quality packing that would appeal to its customers. And the packing‟s of biscuits are
tested in labs and is prevented from all unhygienic conditions. Packaging material for
Peanut Pik biscuits were bought from the local market and it included inner films, outer
films and master cartons at reasonable prices.
Following are the two packages in which Peanut Pik are sold:
Packet Half Roll
Weight (gms) 124 79 now (77)
The packaging of Peanut Pik was not very attractive as compared to its other
competitive products in the market and also to its own product SOOPER. The white
and brown color wasn’t very appealing to its customers although the taste of peanut
was very mouth watering to those who prefer nut biscuits.
Peanut Pik was not a high volume generating product to EBM and therefore they don‟t
prefer to spend much on its packaging and promotional details. EBM prefers to spend on
those products which are their high volume
generating products like Sooper.
However EBM realized that they must
also focus on those products too that are
low volume generating because one never
know that these products can too turn out
be high volume generating products for
them too. Therefore EBM focussed on
improving Peanut Pik‟s packaging as well
and include attractive fonts and colors to
make it more appealing to its customers.
Recently EBM has changed the packing of Peanut Pik from white to an appealing
REDDISH BROWN color with white fonts with a label of “NEW PEANUT PIK
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BISCUITS”. The current packing gives an image of a strong brand ,freshness of peanuts
and improved taste.
EBM also exports its products and maintains its high quality packing by using special sea
packaging material which ensures that its products are intact during and after transit.
Placement of product
Since Peanut Pik was one of the FMCGs (Fast Moving Consumer Goods) also known as
that are sold quickly at relatively low cost. Though the absolute profit made on FMCG
products is relatively small, they generally sell in large quantities, so the cumulative
profit on such products are adequate. Peanut Pik does give EBM a substantial
contribution margin; however it was still known as a low volume generating product for
EBM.
Consequently, Peanut Pik lacks in distribution although being an FMCG product because
it lacked in developing mass awareness which relatively affects its distribution
The retailers were quite aware that EBM‟s biscuit, Sooper, is highly consumed and
preferred among the people of Pakistan, therefore they prefer to keep Sooper on the
shelves of their store. And in order to promote and sell their low volume generating
products, EBM provides a condition to their retailers that they would provide them with
Sooper if they also keep Peanut Pik and others on their shelf too.
By doing this ,Peanut Pik biscuits were available at almost every pan shop, superstore,
canteen, medical or grocery store. It‟s now quite easy to find Peanut Pik Biscuits as they
are adequately available at almost the stores. Superstores like Agha‟s , Ami‟s, Rajani‟s
and almost all stores at various hospitals, colleges, airports and schools keep a stock of
these biscuits.
Peanut Pik Biscuits were sold in a nominal price range because:
1) It has great competition from other biscuit producing companies
19
2) It has been in the market since a long time and cant increase its price all of a
sudden
3) It is a fast moving consumer good (FMCG)
Promotion
Peanut Pik had been in the market since quite a long time. It was in the phase of
“maturity” in the product life cycle and so constant promotional activities are done by
EBM to maintain or increase its customer base. EBM used Pied Piper as a uniform icon
to promote all its products and hence, Peanut Pik is also promoted with the same icon.
EBM use on and off campaigns for Peanut Pik although its promotion was not done
excessively and they precisely don‟t promote Peanut Pik alone; they used the same
advertisement and billboard ads for both Peanut Pista and Peanut Pik as they both lie in
the same category of nuts and peanuts biscuits.
Peanut Pik and Peanut Pista biscuits were a value added biscuits for EBM as they were
not a plain biscuit; imported and high quality peanut and nuts are added in it. Therefore,
EBM believed that it would be consumed even if excessive advertising is done or not as
there are a large number of consumers who prefer nuts biscuits.
Primarily, the promotion of Peanut Pik and Peanut Pista was done in winters as nuts were
mostly consumed and preferred in winters due to its taste and flavor. And although being
a seasonal product, the promotional campaigns of Peanut Pik ran mostly during winters.
EBM used TV commercials, radio broadcasts, billboards, print, school activities etc.
promotions for Peanut Pik
MARKETING STRATEGY
Marketing Strategy:
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 any
time 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.
20
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
o TVC campaign was carried
o 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.
EVALUATION & BUDGET
EBM evaluated it’s strategy regarding peanut pik as follows :
Internal Evaluation
1) Company firmly believes in its strong company image and part of its strong
Peanut Pik sales owe it to the brand name “Peak Freans” attached to it
2) Company has other prior brands so company budgets a relatively low marketing
expenditure for Peanut Pik
3) It enjoys a monopoly in nuts section as it Is the only nut biscuit producer in the
industry so it does not believe in a heavy promotion for the industry
4) Also it has carried out previous strong promotion which it believes still works for
today‟s sales
5) Company does not plan to introduce more variants of Peanut Pik.
External Evaluation
1) Company is not willing to explore other market segments like some (rural areas)
or increase sales for Peanut Pik through promotion because of priority issues
2) Company has maintained effective pricing and is the market leader in terms of it.
When EBM changed prices for its products, then competitors followed
immediately.
3) Company might consider changing packaging in the future but right now it is
going on with its dull packaging of Peanut Pik
4) There is intense competition in biscuit industry and EBM basically leads the front
with its brands like Sooper, Rio and Gluco
5) There is a small threat of substitute products for biscuits like chips, samosas etc,
but company is not really concerned about them
21
6) Some business mafias produce fake identical products of Peak Freans, including
Peanut Pik, company has its issues over it, but it is not of top concern
7) Threat of new entrants is very much there esp. after the arrival of Bisconni.
Company is right now focusing on its major brands.
PEANUT PIK AT PRESENT
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References:
Mr. Adeel Ahmed
Brand Manager, English Biscuits Manufacturers ltd.
Mobile: 0321-2424977
Ms Hafsa Farooqui
Brand Manager, English Biscuits Manufacturers ltd.
Mobile: 0321-2636956
Internet References:
www.ebm.com.pk
„TAKING YOU THROUGH THE BISCUIT INDUSTRY‟ by SHOAIB
SIDDIQUI; Marketing consultant ([email protected])
Article “English Biscuit Manufacturers (Pvt.) Ltd - a living company” by
KHAWAR M. BUTT (April 07, 2008; Business Recorder)
Business Recorder (May 14, 2009)
http://www.pakistaneconomist.com/issue2001/issue33/etc9.htm