ebm peek freans

ENGLISH BISCUITS MANUFACTURERS
English 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".
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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-theart 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

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“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

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 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

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

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 RECEIVING
The 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

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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


Unbaked biscuits enter the gas-fired oven, metal conveyer belt is
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

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







Biscuits are baked rather than fried, so the oil merely assists the flavour particles to
cling to the biscuit surface.
Different types of heating devices are present in oven which
provides different temperature.
Approximately 6 minutes are passed in oven during
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.
It is merely an area consisting of relatively low temperature.
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







After cooling, workers pick the
b i s c u i t s f o r c o n v e y e r b e l t a n d place
them in different gauges set according to
Ticky Pack (TP), Snack Pack (SP), Half Roll
(HR) or Family Pack (FP).
Biscuits are automatically packed in
f i n a l p a c k a g i n g m a t e r i a l (inner sealing)
in case of TP, SN, HR, and then are finally
packed in master cartons.
FP
is
packed
in
3
different
packaging material; inner sealing,
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 performs final checking of finished products, after which
product is dispatched through trucks to different distributors.
Distributors further distribute the product to retailers

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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

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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.

9

PRODUCTION FUNCTIONS OF PEANUT PIK
MATERIAL RECEIVING
PRODUCTION PROCESS


made.




Vertical way mixing


10









Unbaked biscuits enter the gas -fired oven, metal conveyer belt is
down the biscuits.

Natural cooling is preferred to forced cooling as it maintains the texture quality of biscuit.





A f t e r c o o l i n g , w o r k e r s p i c k t h e b i s c u i t s f o r c o n v e ye r b e l t a n d
place them in different gauges set according to Ticky Pack (TP), Snack
Pack (SP), Half Roll (HR) or Family Pack (FP).
Biscuits are automatically packed in final packaging material
(inner sealing) in case of TP, SN, HR, and then are finally packed in master cartons.
F P i s p a c k e d i n 3 d i f f e r e n t p a c k a g i n g m a t e r i a l ; i n n e r s e a l i n g , outer
sealing and then finally master carton.
Master cartons are sealed and are transferred to finished goods store.

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DISPATCH





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:
MATERIAL RECEIVING

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PRODUCTION PROCESS


made.




Vertical way mixing




13









down the biscuits.







DISPATCH
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



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.

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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 shelfspace at retail stores and canteens for Gluco Youth.

Positioning and Advertising
Gluco 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.

15

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:
MATERIAL RECEIVING
PRODUCTION PROCESS


made.


16




Vertical way mixing











Unbaked biscuits enter the gas-fired oven, metal conveyer belt is
down the biscuits.


17


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



DISPATCH
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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

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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 (e503), vanilla and milk flavors

PRODUCTION PROCESS OF FARM HOUSE COOKIES:
MATERIAL RECEIVING
PRODUCTION PROCESS
 Information for daily production plan is supplied by marketing and sales department
made.

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


Vertical way mixing









w h i c h different temperatures treatment are given to biscuits start ing

20



down the biscuits.







DISPATCH
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



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
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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

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