This is the marketing report on sooper brand of pakistan, which include swot analysis and many more data. Thanks and keep learning.

1. Contents:
Summary ……………………………………………………………………………………………...………….
Introduction or History……………………………………………………………………….………….…
Vision Mission and Values……………………………………………………………………...…………
SWOT Analyses ………………………………………………………………………………………….…….
 Strengths
 Weakness
 Opportunity
 Threats
Competitor Analysis ………………………………………………………………….……………..………
 Bisconi
 LU
Marketing Strategy ………………………………………………………………….……………………….
 Target customer
 Segmentation
 Targeting
Marketing MIX Of Sooper……………………………………………………….………….…………….
 Product
 Pricing
 Placement
 Promotion

2. History or Introduction
English Biscuit Manufacturers is a Pakistani
major biscuits manufacturer based in Karachi,
Pakistan. They are the makers of famous Peek Freans
biscuits and are owner of Pied Piper trademark.
In each bite of any delicious Peek Freans biscuit lays
the rich tradition of true hard work that has been so
essential to EBM’s journey. It has taken many
achievements, big and small, for EBM to reach its
position as the industry leader today. EBM has
followed the legendary Pied Piper to quality and success in Pakistan’s branded biscuit business.
Below is a glimpse at some of their major milestones:
1966: EBM found its roots in Peek Freans Pakistan Limited, established in Karachi. In 1966, Peek
Freans Pakistan Limited restyled itself at English Biscuit Manufacturers (Pvt.) Limited.
1968: EBM was on a mission to innovate: enter Saltish, Pakistan’s first instantly popular cracker
1971: Introduced one of EBM’s first plain sweet brands, queen of biscuits Marie has been consumed
ever since as a favorite teatime snack
1976: Loved by millions for its crispy, buttery goodness, butter puff was launched this year.
1984: The first to introduced nuts to biscuits, EBM launched Peanut Pik, a beloved brand still popular
brand today, followed by Party and Peanut Pista as part of its value added range.
1987: Packed with taste and nutritional value, Gluco is a hit with mothers and children across the
country.
1990: EBM was the first to introduce chocolate chip cookies to the country’s biscuit market
1996: The smooth, sweet and creamy Rio was launched Egg and milk cookie Sooper was launched
2006: Rio became the leader in cream biscuit category in Pakistan
2012: EBM commissioned an 80-meter-long production line, the longest across Pakistan and Asia at
the time.
2015: This is the year EBM went to the movies, developing and integrating content for Rio and Gluco
in collaboration with Pakistan’s first animated feature film, 3 Bahadur.
2016: After almost five decades, several bestselling products, and millions of satisfied
cravings later, EBM is ready to discover and deliver fresh flavors, and satisfy millions more.

3. Vision Mission and Values:
EBM’s vision and values lie at the heart of all we do. They inspire and guide us to the best possible
course of action and, ultimately, the best outcomes. Simple yet powerful, our vision and values
strengthen the company and its practices.
o OUR VISION :
To be the leading food company, delighting and nourishing our consumers with superior products
and services; while leading sales, shares and profits, thus allowing our people, community and
stakeholders to succeed.
o OUR MISSION :
To provide wholesome, nutritious, hygienic food-between-meals across Pakistan and beyond.
o OUR VALUES :
The four values that define us as a company form the centre of our practices
SWOT ANALYSIS
 Strengths:
o Strong company image and financially very strong
o Good research and development department.
o Established Center of Excellence in 2006
o Market leader in peanut biscuits in Pakistan
o Had previously carried out effective promotion strategies
o Quality production management that has earned EBM numerous ISO Certifications
o Trained Human Resource
o 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

4. 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
 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.
Marketing Strategy
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

5. 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
MAJOR SEGMENTATION VARIABLES
1Geographic 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
2Psychographic 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
3Personal Factors
Age: 20-34 years; 35-49 years; 50-60 years; 60+
Gender: Male and Female
4 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
Competitor analysis
The major competitors of EBM include
1. Continental Biscuits Limited

6. Continental Biscuits Limited (CBL) was founded in 1984 following a Joint Venture betweenthe family
of Hasan Ali Khan and the Group Danone, the French food giants. In the year 2007Danone sold their
biscuits category to Kraft Foods of USA. Today the company has a jointventure with Kraft Foods with
a shareholding of 50.5% and 49.5% respectively.
For more than two decades CBL is engaged in the manufacturing and marketing of the brandLU.
They have an array of products which are pre-eminent in the branded biscuit businessboth in
Pakistan and abroad. Their unrivalled portfolio of brands has been meetingconsumer needs for well
over two decades and includes such favourites as TUC, Candi,Prince and Tiger. They produce some of
the best known crackers, cream variants, plain andingredient-based biscuits.
SWOT Analysis of CBL
Strengths
Innovation
Outstanding portfolio
Technological advanced
Product quality and strong distribution network
A well implemented offensive strategy
Weaknesses
Distant production facility (located in sukkur)
Lesser international exposer (6-8% of total business)
Poor marketing of some brands
Lack of differentiation of some brands
Opportunities
New emerging segments
Changing preferences of buyers
Upgraded technology
Threats
Severe competition from EBM

7. Varying consumer preferences
Availability of various local and foreign brands
2. Bisconni
Bisconni started its journey in 2002 with the philosophy of producing biscuits which meet
international standards of quality and food safety. Bisconni operates from a state-of-the-art facility
located in Hub and has increased its production manifold since its inception. They have a diversified
product line, and so our factory is capable of producing plain biscuits, sandwich biscuits, cookies and
wafers.
Bisconni entered the Pakistani biscuit market with its chocolate filled cookie Cocomo, which over the
years has become one of the iconic brands of Pakistan. All products are produced under the Bisconni
umbrella that has today grown to become a mark of trust and confidence for consumers.
Currently, Bisconni is the market leader in Pakistan in the cookies and wafers categories. With the
launch of its sandwich biscuit “Rite”, Bisconni pioneered the Black Biscuits category in the Pakistani
market. Their unrivalled portfolio of brands now also includes favorites such as Treat, Chocolate Chip
Cookies, Chocolatto and Novita.
SWOT Analysis of Bisconni
Strengths
Strong brand name
Loyal customers
Focused advertisement
Strong distribution channel
Weaknesses
Local brand
Arrival of strong competitor
Opportunities
To explore export market extensively
Changing consumer buying patterns
More focus towards quality brands

8. Threats
Upcoming foreign brands
Unbranded products
Marketing MIX ( 4P`S)
1- Product :
SOOPER CLASSIC
Peek Freans Sooper is Pakistan’s No. 1 selling biscuit brand. Now available in two variants, Egg &
Milk and Elaichi cookies, Sooper was launched in 1996. It was re-launched in 2002 in the iconic red
packaging. With its luscious melt-in-your-mouth texture and balanced sweetness, Sooper has won
accolades by consumers of all ages.
INGREDIENTS
FRESH EGGS
The goodness of eggs packs a punch of flavor and health in each biscuit.
SKIMMED MILK
The freshness of milk adds to the nutritional value of our biscuits.
WHEAT FLOUR

9. The finest ground flour makes the base of our biscuits, whether soft and doughy, or crisp and airy.
SUGAR
Our biscuits aren’t all work and no play! The subtle sweetness of sugar delights the palate and gives
a boost of energy!
2- Pricing:
EBM adopted the Market Penetration Strategy for the prices ofits brands.
EBNL bases its price on the Cost Structure, Competitors` prices and the Value given to a brand by the
consumers.
Peak Freans above pricing are on basis of Demographic segments. Peek Freans also Provide bulk
Discounting on Stores like Metro, Departmental, and Hyper-star.
There are gift vouchers withing the biscuits packs, some of them are cash prizes, Children stuff and
Family pack discount.
The prices are set on the objective that upper middle and lower classes can enjoy the universal teste
of Peek Freans Sooper.
Prices are set as Follow:
Ticky pack: Rs.5
Snack Pack: Rs. 10
Half Roll: Rs. 15
Family pack: Rs. 30
3- Placement:

10. Placement means produc distribution. EBM is using Intensive distribution for Peek Freans Sooper
means the producer’s products are stocked in the majority of outlets.
In actual there are 509 distributor
EBML uses Indirect Marketing Channels, that is it the intermediaties (distributors) between the
company itself and the retailers who in turn provide thier Procucts to the final consumers.
The main task for EBM regarding market positioning is to position its products in such a way that it is
able to create more consumer involvemet in EBM procucts and to repond LU`s strategies in this
regard.
4- Promotion:
EBM is very much concerned about its marketing as it is the backbone of its sals.
It is a combination of its advertising, sales promotion activities, publicity campaigns and personal
selling tactics.
There approaches they use are:
Informative Promotion
Persuasive Promotion
Persuasive Promotion
Comparision Promotion
Furthermore, EBM has more then 350 distributors all around Pakistan.
New advertisement consists of a storywhich is about office, in which the boss is angry because they
lost the important project. He was about to fire his employeesin that exact time the peon come
along with Peek Freans Sooper and the boos unconsciously eat that biscuit. After that the Boss
engulf in the heavenly taste of Sooper and forget about firing those employees. He then gave them
another chance. Sooper Badlay Faislay is the tagline of this ad.