This is being uploaded just for new
students guidance ,, & its was made solo
by me in 4 mounts in spring 2010
MBA (banking & finance)
Peek, Freans and Co was established in 1857.
In1861, company started exporting biscuits to Australia and later to other overseas destinations
In 1910, the company introduced their first cream sandwich biscuit, now known as a Bourbon
in 1924 they established their first factory outside the UK, in Dum Dum India
English Biscuit Manufacturers (Pvt.) Ltd was established in 1965 with the name of Peek Freans
Pakistan Ltd.(Joint venture Company)
EBM started manufacturing and marketing the world famous Peek Freans range in 1967
EBM contributes Rs. 1 billion annually to the national exchequer in taxes & duties & provides direct
employment to over 2600 employees
First Peek Freens Company Located at Bermondsey, London.
Peek Freans biscuits are best known for their excellent quality and taste
The Pied Piper symbol is the most popular icon in the country
leading biscuit lovers to experience one superb product after another.
Focus on presenting the delight one cookies that being demanded since ever
Customers are that who bought commodity for own uses either for some one
Customer may be consumer by its self
Our company attracts the people who like to prefer to eat sophisticated
biscuits as customers seek quality and taste in biscuits.
Competitors are that who give out the same products / services but in
different brands name
Our major competitors are
- Continental Biscuits Limited (Bakery )
In political environment, we study the govt. laws and agencies and their
influences on the overall running of the firm
Political environment having affects on the Peek Freans (Farm House
Cookies) , not directly but consumer , as when government impose various
limits and taxes in the market
The quality being become far reached due to little high cost.
Economics is the social science that analyzes the production, distribution, and
consumption of goods and services
The growth of any economical condition is directly linked to FMCG
The major factors fallout on biscuits industries:
- Change in the Income level
- Interest Rate prevailing in the company
- Saving and borrowing rates
Social factor include the demographic & culture aspects.
These factors affect customer need as well as Peek Fraens products.
Emphasis on Safety
Technology is way through good can avail in more efficient manner, the
improvement & modification is become possible through technology.
Biscuit making is not a very high technology business. But technological
progress has surely brought a few dramatic changes
Formation of the dough (soft elastic mixture of flour & water), Packaging,
making sheets in which the biscuits are packed.
The machinery that is installed is very expensive and involves complex ovens
and other tools.
The ovens are of various types. Previously, brick ovens were used in the
The various machinery used in biscuits manufacturing
Universal vertical mixer
Sugar pulverizing (crusher)
Rotary biscuits moulder
Electric baking moulder
Electric baking oven
Baking oven, fire bricks
Tools and equipment
Segmentation is the process of dividing market into distinct groups of buyers,
who possess different characteristics, behaviors or requiring separate
Farm House segmented on demographically on
: 15 – 54
Income : More than at least 500 per day
Age and Life-Cycle: Taste conscious people
The market either segmented in single way or be in several like; Obviously where company found prevail profit
Targeting to Differentiated Market
Peek Freans Farm House Main target on the basis of demographics
(Income and Age and Life-Cycle) stage.
As age and life cycle represent the taste in food, clothes. Furniture's, and
Peek Freans designed brand Farm House for whose income levels
above than 500 daily.
Positioning is way to define product, product are created in factory but
brands are created in the mind
The Peek Freans Farm House position its brand in that such way , it is able to
create more consumer involvement in EBM products
We are adopting of the following positioning strategies:
On Product Attributes:
45 years of experience, in generating the quality of biscuits products
Hygiene & nourishment
Classes of users:
Farm House for taste & style conscious
Against DANE/LU/Bisconni :
We are dedicating to provide customer with more value in a standard price
A “product” consists of any good and service that can be offered to the
market to satisfy a need or want
Core Product: coconut crunch as exquisitely backed cookies.
products. Aromatic, crisp gourmet.
Augmented product: Provide tastes and hygiene as well as nutritional ingredients.
"Price" is one of the most important "P" of the marketing Mix. Pricing is
important because it is a reward to the company
Price is the amount of money charged against a product or service
Company proving 2 offers for availing
- one is available in Rs: 35/- containing 5 cookies
- second is available in Rs: 65/- containing 11 cookies
Placement represents the location where a product can be purchased
Peak Freans uses “Indirect Marketing Channels” who can cater the size of Peek Freans
In actual there are 509 distributor
These distributors are given clear instructions regarding the selection of the retailer
and to make sure that the retailer
Places the product along with its major competitors like “Bisconi, LU, DANE”.
Displays the sachets distinctly.
Promotion represents to get the desire result from your customers
What make a company’s products known to its consumers?
- Its physical existence on shelve of the store
Peek Freans (Farm House) using the Advertising PROMOTION STRATEGY… (push strategy)
- Print media
- Electronic media
Using ATL (Above the line) Activities:
Because we are using the print / electronic media for the advertisement of our
However, we would like to identify the following points of importance in this report:
Focus on profitable brands.
Divest brands that are low market share holders and loss makers.
Concentrate more on Value Based Pricing Strategy.
Have to create public relation in promotion strategy because of most of people prefer