Marketing Management

2012

THE STP & MARKETING MIX OF PEANUT PIK

INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK)

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IRFAN AHMED

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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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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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 mix13 Product ..13 Pricing strategy 14 Packaging .15 Promotion .15-16
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Placement 16 New segmentation ....17 New targeting .17 New positioning ..17 New marketing mix 18 Conclusion 19 Recommendation20 References........................................................................................21

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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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EBMs 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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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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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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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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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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Criteria of the Peanut Pik

Accessible: Sustainable:

the segment of the peanut pik is easily reachable

and for serve effectively because it is only focusing on the urban areas. 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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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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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:
maximization of the profit.

EBM Pakistan also charging the price for

Analyses of the competitor: EBM Selecting pricing method:

charge the amount of

the peanut pik product on the bases of the pricing strategy of the LU

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
Family pack Half roll

price
Rs. 30/pack Rs 15/piece
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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: Appeal

Peanut Pik targeted those consumers who

preferred nuts in their biscuits. -

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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Selecting channels for promotion

ATL: Above the line:

brodcast.

EBM Pakistan promotes peanut pik

through advertising on TV, Newspapers, Billboards, banners, radio

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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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 competitors targeting approaches to achieve targets, to remain in the minds of customers.

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NEW MARKEITNG MIX

Product

Ingredients: the new ingredients must be added like as,

vitamins, creams.

Promotion:
market.

it must have to promote the events activities and different

games for children and promote through lucky draws to gain value in the

Packaging:
also.

the company must introduce the peanut pik in TICKY PACK

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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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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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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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