THE CURRENT STP & MARKETING MIX OF PEANUT PIK BISCUITS (EBM PAKISTAN). THE NEW STP & MARKETING MIX IS ALSO DISCUSSED

1. Marketing Management
2012
THE STP & MARKETING MIX OF PEANUT PIK
INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK)
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IRFAN AHMED

2. We are thankful to Almighty Allah, who is
continuously guiding us in all the matters of our life, He is
aware what we are doing & He has never left us
helpless in any walk of life, thank you my great Allah for
providing us the opportunity to complete our report.
We are humbly grateful to our Venerable Teacher Sir
M.Junaid who has furnished us with the opportunity to complete
this project, and thereby consolidating our concepts, enriching
our knowledge, establishing our skills and strengthening our
confidence. To help us discharge our responsibility he provided
us with the worthwhile knowledge and continuous guidance.
We are also thankful to manager Markrting Mr.
Raees who guided us and helped us in this project by providing
us the knowledge and needed information.
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3. LETTER OF TRANSMITTAL
SIR M. Junaid
Marketing Management
Institute of Business & Technology (BIZTEK)
Karachi.
Dear SIR,
We take a great pleasure in presenting the final report of our course
“Marketing management”. This report is the outcome of the study
conducted by our group.
We are grateful to you for helping us throughout this report and we would
also like to thank all the other members of our class from whom we got
inspiring ideas.
If you have any question regarding this report, we will be more than happy to
discuss them with you.
Yours Sincerely
Yaqoob Ali
BM. 1113
Irfan Ahmed BM. 1119
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4. TABLE OF CONTENTS
Acknowledgment …………………………........................................2
Letter of Transmittal..........................................................................3
Table of Contents...........................................................................4-5
Company Profile.............................................................................6-7
Vision .................................................................................................8
Values ………………………...............................................................8
Our Products .................……………….............................................9
Product ........................………………...............................................10
Segmentation of Peanut Pik.........................................................11
Criteria ………………………………..................................................11
Targeting …………………...............................................................12
Positioning ……………………………………………………………….12
Marketing mix……………………………………………………………13
Product …………………………………………………………..13
Pricing strategy …………………………………………………14
Packaging ……………………………………………………….15
Promotion ……………………………………………………….15-16
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5. Placement ………………………………………………………16
New segmentation …………………………………………………....17
New targeting ………………………………………………………….17
New positioning ………………………………………………………..17
New marketing mix ……………………………………………………18
Conclusion ………………………………………………………………19
Recommendation………………………………………………………20
References…........................................................................................21
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6. COMPANY PROFILE
Company Name:
“ENGLISH BISCUIT MANUFACTURERS (PRIVATE) LIMITED”
HISTORY
English Biscuit Manufacturers (Pvt) Ltd 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 as Associated Biscuits
International Limited (ABIL), while the venture was renamed to
English Biscuit Manufacturers (Pvt) Ltd, which stands to date
EBM started manufacturing and marketing of world famous Peek
Freans range in 1967 in order to provide Pakistani consumers with good
quality, nutritious and hygienically
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.
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7. 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.
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8. VISIOIN
 To provide high quality value-added food to contemporary and future
generations
 To constantly Endeavour for the acquisition of knowledge and
excellence in developing human skills, product innovations and stateof-the-art technologies
 To be a good corporate citizen by giving back to the community and
improving the lives of the underprivileged
 To dispense equitably, fairly, and with compassion, the fruits of success
among our “partners in business”
 To become a partner with the Government in sharing the responsibility
of economic and social uplift and development of Pakistan
VALUES
 We believe that no individual is bigger than the institution
 We believe in integrity, transparency and commitment as our cultural
ethos
 We continually adhere to the highest standards of hygiene and
ecology
 We believe in governance in human face
 We protect and promote the cause of the environment
 We emphasize on employee welfare
 We believe in leading and innovating in all aspects of business
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9. Our Products
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
 Saltish
 Whole wheat slices
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10. Product:
-
peanut Pik is a unique product of the EBM Pakistan that offers a distinct
blends of natural fresh peanuts.
-
Peanut pik has sweet taste, crunchy bite with shining gloss on peanut
sprinkle top
-
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)
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11. Segmentation of Peanut Pik
Geographic
Region: Sindh, Punjab, Balochistan, Khyber pakhtun khwa, NWFP
Cities/Town: Metropolitans, Cosmopolitans, Small Cities, Towns
Demographic
Income: peanut pik focusing on those customers who wants to eat
nut biscuits in low price.
Age: peanut pik segment on the bases of age of the customers, it
may include above 12 years to 60+
Behavioral
Attitude: peanut pik segments the market on the bases of
positive thoughts
Opinion: peak freans segments the market of the peanut pik
on the behalf of the product Quality, taste and price
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12. Criteria of the Peanut Pik
Accessible:
the segment of the peanut pik is easily reachable
and for serve effectively because it is only focusing on the urban areas.
Sustainable:
the segment of the peanut pik is large enough for
EBM to generate the profit .
Targeting of the Peanut Pik
EBM believed that the target market has changed on it own. Peanut Pik
was firstly consumed by toddlers and children
Exclusive Targeting: peanut pik targeting those customers who most
preferred nuts in their Biscuits.
Peanut pik targeting those consumers who wants to change in the
quality of the nut Biscuits
Peanut pik attracts to the consumers on the bases of the price
Positioning
Point of differences (pod): EBM
creates the image in the
consumers on the bases of the different quality of the peanut pik.
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13. Marketing mix
Produt
Price
Promotion
Place
Packaging
Product:
-
peanut Pik is a unique product of the EBM Pakistan that offers a distinct
blends of natural fresh peanuts.
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14. Pricing strategy
 Pricing objectives
Maximization of the market share: EBM
charge the
price of the peanut pik on the bases of the increasing the market
share because right now peanut pik Biscuit is cash cow of the EBM
Pakistan manufacturing company they wants to reach star line .
Maximization profit:
EBM Pakistan also charging the price for
maximization of the profit.

Analyses of the competitor: EBM
charge the amount of
the peanut pik product on the bases of the pricing strategy of the LU

Selecting pricing method:
Cost plus:
EBM Pakistan charging the price on the bases of the
fix cost and some amount of the profit.
Penetration: EBM Pakistan charge the low price but this price is
only available in their Fair price store in the industry for attracting to
the customers
Product line pricing: EBM Pakistan charing same price on the
bases of whole product line.
Peanut pik
price
Family pack
Rs. 30/pack
Half roll
Rs 15/piece
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15. Packaging
EBM Pakistan provides the peanut pik biscuits in the Familly pack, and
Half roll packet.
EBM provides healthy and nutritious biscuits in a hygienic and high
quality package
Promotion
EBM used Pied Piper as a uniform icon to promote all its products and hence,
Peanut Pik is also promoted with the same icon.
Peanut Pik is 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.
-
Target audience:
Peanut Pik targeted those consumers who
preferred nuts in their biscuits.
-
Appeal
Emotional appeal:
EBM believed that Peanut Pik has a
universal appeal and taste; it can be consumed any time in the d y
a.
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16. -
Selecting channels for promotion
ATL: Above the line:
EBM Pakistan promotes peanut pik
through advertising on TV, Newspapers, Billboards, banners, radio
brodcast.
Placement:
-
It is easily available every where.
It is placed through, wholsellers, retailers,
It is also available on Fair Price shop of Peak freans.
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17. New segmentation of Peanut pik
Demographic
Age:
Peanut pik should have to focus on the underage 12 years children,
to cator their needs for peanut.
Behavioral
Life style: peanut pik should have to focus on the life style of the people to
peanuts. Like as peanut pik with energy, and with cream peanut biscuits.
New TARGETTING
Undifferentiated
targeting:
Peanut
pik
have
to
focus
undifferentiated, it have to target mass market.
New Positioning
Point of parity: It must have to keep in mind the other competitor’s targeting
approaches to achieve targets, to remain in the minds of customers.
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18. NEW MARKEITNG MIX
Product
-
Ingredients: the new ingredients must be added like as,
vitamins, creams.
Promotion:
it must have to promote the events activities and different
games for children and promote through lucky draws to gain value in the
market.
Packaging:
the company must introduce the peanut pik in TICKY PACK
also.
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19. CONCLUSIONS
It difference in the quality and taste in nut Biscuits.
It provides healthy and nutritious biscuits in a hygienic and high
quality package
It is a unique product that offers a distinct blends of natural fresh
peanuts.
Peanut pik focusing on those customers who wants to eat nut
biscuits in low price.
EBM Pakistan charging same price on the bases of whole product
line
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20. RECOMMENDATIONS
It must have to focus on the needs of the children.
It have to introduce the peanut pik in TICKY PACK.
It should have to change the thinking of the people in nut Biscuits.
The new ingredients must be added like as, vitamins, creams.
It should have to target on the bases of mass market.
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21. References:
http://www.ebm.com.pk
Sources:
Mr. Raes
Marketing manager
Head office and factory:
plot No: 1-4 sector 23 Korangi Industrial area Karachi 74900 pakistan
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