English Biscuit Manufacturers (EBM) was established in 1965 as a joint venture to manufacture and market Peek Freans biscuits in Pakistan. Over 30 years later, EBM led the Pakistani biscuit industry by providing innovative, high-quality biscuits under the Peek Freans brand. However, increased competition in the 1980s from international brands caused EBM to refocus its marketing strategies. Today, EBM continues to face competition from brands like LU but maintains the Peek Freans brand as a household name through quality emphasis and promotional efforts.

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Introduction

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 English Biscuit Manufacturers (Private) Limited was established as a joint ventureEnglish Biscuit Manufacturers (Private) Limited was established as a joint venture
company in 1965 with the name of PEEK FREANS PAKISTAN LIMITED. In 1966 thecompany in 1965 with the name of PEEK FREANS PAKISTAN LIMITED. In 1966 the
UK sponsor company was renamed as Associated Biscuits International LimitedUK sponsor company was renamed as Associated Biscuits International Limited
(ABIL), while the venture was renamed to English Biscuit Manufacturers (Private)(ABIL), while the venture was renamed to English Biscuit Manufacturers (Private)
Limited, which stands to date.Limited, which stands to date.
 EBM started manufacturing and marketing of world famous Peek Freans range inEBM started manufacturing and marketing of world famous Peek Freans range in
1967 in order to provide Pakistani consumers with good quality, nutritious and1967 in order to provide Pakistani consumers with good quality, nutritious and
hygienically packed biscuits.hygienically packed biscuits.
 True to its corporate claim of 'The Legend Leads', EBM led the biscuit industry inTrue to its corporate claim of 'The Legend Leads', EBM led the biscuit industry in
Pakistan for over 30 years by its pioneer ship in providing innovative and highPakistan for over 30 years by its pioneer ship in providing innovative and high
quality biscuit tastes for every taste bud.quality biscuit tastes for every taste bud.
 EBM has been in the business of manufacturing and marketing branded biscuits inEBM has been in the business of manufacturing and marketing branded biscuits in
Pakistan for over 30 years. The brand name 'Peek Freans' is a household name, andPakistan for over 30 years. The brand name 'Peek Freans' is a household name, and
people blindly believe in the quality of the products made under this brand.people blindly believe in the quality of the products made under this brand.
 EBM is also the first Biscuit Company in Pakistan to have achieved ISO - 9001EBM is also the first Biscuit Company in Pakistan to have achieved ISO - 9001
Certification in correspondence with its Institutional Slogan 'The Legend Leads'.Certification in correspondence with its Institutional Slogan 'The Legend Leads'.
The achievement also endorses company's firm commitment to high standards ofThe achievement also endorses company's firm commitment to high standards of
quality.quality.
IntroductionIntroduction

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Brand Range
Peek
Freans

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 Under the brand range Peek Freans theUnder the brand range Peek Freans the
company today carries the largest varietycompany today carries the largest variety
of biscuit products including Marie, Gluco,of biscuit products including Marie, Gluco,
Click, Sooper, Smile ,Tiffin, , RioClick, Sooper, Smile ,Tiffin, , Rio
Strawberry Vanila, Rio Choco Vanila, RioStrawberry Vanila, Rio Choco Vanila, Rio
Choclate, Rio Vanila, Party, Peanut Pik,Choclate, Rio Vanila, Party, Peanut Pik,
Peanut Pista. And some new one in ques.Peanut Pista. And some new one in ques.

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History
 The 80s, however, marked the entry of new arrivals in the
biscuit industry, which also included international brands.
The changing consumer preferences and wants provided
the company to rethink its positioning in the market. The
following brands entered in the Pakistani market:
 Meiji Biscuits
 LU Biscuits
 Wolf Biscuits
 Swiss Biscuits
 Competition was brought to an equilibrium state in the 90s
with the establishment of Peek Freens and LU as the two
main brands side by side.

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 EBM is currently following the Production Concept of
management, under which it produces products that are
highly affordable and easily available in the market. In
face of stiff competition, the company has undertaken a
large-scale selling and promotion effort in order to
increase its market share and create a stronger brand
image. Therefore, it also follows the Selling Concept.
 EBM has sponsored baby-contests and the Godzilla
scheme in an attempt to attract more customers and to
profitably reinforce its brands in the market.

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SWOT ANALYSIS

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Strengths
 A wide product line
 • The Pied Piper icon
 • A strong distribution network
 • Innovation in terms of new ingredients
 • Value pricing
 • A well implemented offensive strategy
 • Competitive advantage in terms of
 more varieties of biscuits
 • Established brand equity

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Weaknesses
 Vague impression in the minds of the
 consumers of the relationship of Pied
 Piper with EBM & Peek Freans both
 Inability to capitalize on individual
 brand advertising
 A wide product line which is
 cannibalizing the front runner brands
 Ineffective innovation in production

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Threats
 Stiff competition from LU in terms of
packaging, branding, and advertising
 Changing consumer preferences
 Availability of foreign brands, like
 Oreo

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Opportunities
 Converging the company’s distributors
 Availing more shelf space and enhancing
distribution coverage
 More concentration on the “kids segment”

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MARKETING ENVIRONMENT
 Macro Environment
 • Demographics
 • Economic
 • Natural
 • Technology
 • Political
 • Cultural

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Task Environment
 • Markets
 • Customers
 • Competitors
 • Channels
 • Suppliers
 • Publics

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MACRO-ENVIRONMENT

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DEMOGRAPHICS
 EBM describes biscuits as a food between meals and a
favorite of snack for children. Changes in lifestyles and
primarily the marketing and advertising efforts of the
entire
food industry have forced people to go for much
healthier food. The various changes in the demographic
features of Pakistan over the past few years have
affected the production and distribution activities of EBM.
At EBM, segmentation has also been done on the bases
of demographics, with major focus on Income and Age
segmentation.

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Migration of rural population to urban area
 With a huge majority of the rural population migrating to
the urban centers of the country for employment
purposes, the major focus of the distribution of
packaged foods is the urban population now, whereas
previously biscuit companies such as Meiji and
Montgomery were consumed to a great extent in the
less developed areas of the country. However, the
Kasur district in the province of Punjab is the biggest
market for EBM brand Rio. But according to EBM, this is
because the distributors are strong in Kasur due to
which Rio has a 100% market share in the area.

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Age composition
 According to the Economic Survey of
Pakistan (1997-98 issue), the population
of Pakistan stood at 139.024 million on
Jan 1, 1998. Demographic trends in
Pakistan are basically a function of the
age composition. The high

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Cont…..
 expectancy as well as mortality rates in
the country have slowed down the
economic progress to a great extent.
Since the major target of the biscuit
industry, as regards to the age
composition is concerned, is the segment
of the population under the age of 15
years and some in the 15 to 54 years age
bracket, therefore the prospects seem
bright for the biscuit manufacturers.

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mission statement
 • What is our business?
 • What is the product that we offer?
 • Who are our customers?
 • Who are our main competitors?
 • What do we aim to achieve?

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 EBM is in the packaged foods business
 EBM offers food in between meals, that is
biscuits, thus fulfilling esteem as well social
needs
 Our main customers include retail stores, which
in turn sell to consumers
 EBM’s main competition is from CBL, the
manufacturers of LU, Dane Foods and Meiji
 To regain EBM’s lost market leadership position
in the biscuit industry. We aim to deliver superior
value to our customers through quality emphasis

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Trends in Household Income distribution
in Pakistan

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 As seen from the table above, the middle
income group has gradually increased
over the years. This has the indications
that people now spend more on consumer
goods, food being the most important one,
and obviously biscuits since biscuits are
the main snack between meals.

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Market Positioning (Kotler)
 The main task for EBM regarding market positioning is to
position its products in such away that it is able to create
more consumer involvement in EBM products and to
counteract LU’s strategies in this regard. The company
can adopt any of the following positioning strategies:• On
Product Attributes: The quality Of EBM’s products, 30
years of experience in the industry.
 Benefits: hygiene and nourishment
 Classes of users: Rio for kids, Whole Wheat for health
conscious consumers.
 Against LU: We are dedicated to providing you with more
value at a standard price.

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CONCLUSION
 Focus on profitable brands.
 Divest brands that are low market share holders and loss
makers.
 Promote promising brands as long as they do not
cannibalize the existing fron
 runners.
 Concentrate more on Value Based Pricing Strategy.
 Converge the existing multi based distributors into large
based high coverage
 channels. .

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 Investing for a Brighter Future
 Building a Healthier Future
 Learning for a Better Future
 Caring for a Greener Future
 Contributing towards a Fairer Future
 Looking Forward to a Brighter Future
 GRI References
EBM’s Dedication to Quality

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Recommendations:
 For positioning, we recommend the following strategies:
 EBML needs to focus more on the consumer segment of
children. It requires a careful study of the perception of the
kids regarding the different biscuit brands. The company is
missing on an important segment and needs development in
this area. As suggested before, the company can reposition
its brands and redesign the products in the way that kids are
attracted towards these brands due to their unique shapes
(cartoon characters etc.)

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Investing in the Fitness
of the Nation

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Investing in the Fitness
of the Nation

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Cont…
 Capitalizing on its Pied Piper icon and utilizing it
as a symbol of an entire family of brands rather
than simply a company identification.
 More innovation in terms of packaging, the
company should move away from the typical white
packaging and bring out more colorful versions of
the packages.
 Should emphasize on its various taste elements in
the different brands. For example, zeera in Click,
peanuts in Peanut Pik and chocolate chips in
Smile.

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Investing in the Fitness
of the Nation

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Need/Want Analysis
 For every business, it is necessary to
identify the needs and wants of the
consumers that the products fulfill.
Accordingly, the products should be
produced to satisfy these consumer needs
to the greatest extent.

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 Biscuits would satisfy a person’s social
needs.
 Consumers would search for a brand of
biscuits that would give them the most
value, quality, features and satisfaction for
their money.

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 The reason why people have accepted
biscuits in their lifestyles is because of the
growing concern for healthier food. In
search of healthier foods, people prefer
packaged food and biscuit manufacturers
provide them that.

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Special Offers for the Consumers
 Adopting the strategy of “Market Penetration”,
EBM has introduced special offers in the biscuit
market with its product line. In this respect,
 The company offers special prizes inside the
packs.
 Coupons for prizes inside the packs. These
prizes can be redeemed at the specified retail
outlets.
 • The consumers have to buy any EBM/Peek
Freans Biscuit special promotion packs to see
what they have won.

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Characteristics Affecting Consumer
Behavior in the Biscuit Market
 Social class of the consumer
 Members of a social class share similar beliefs,
interests, values and behaviors. The social class
of a consumer greatly influences his or her
buying behavior as well as brand preferences.
 Family: Family members can exert influence on
each other in terms of buying decisions. In case
of biscuits, brands that are generally liked by all
members of the family are purchased. For
instance, it is generally observed that on an
average, all family members go for Prince by LU,
Rio and Marie by EBM.

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COMPETITORS
 The major competitors of English biscuits are LU, Dane
foods, Meiji but the number one competitor is LU, which
has a significant share of the market in terms of sales
volume. LU basically has five to six brands which it
markets vigorously in comparison to English Biscuits
Manufacturers which has about 53 brands under EB and
about 44 brands under Coronet Foods Private Ltd.
(CFL).
 The reason that LU is the market leader is because of
their ability to study the trends in the market better and
then adapt to them and thus capture a higher market
share.
 EBM has been in the market for thirty years and were
the first to start the cream biscuits but did not promote
them much, in comes LU they make a better cream
biscuit promote well enough and they become the
market leaders.

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Brief Profiles of the Main Competitors
 EBML’s main competitors in the biscuit industry
are CBL and Dane Foods.
 Continental Biscuits Limited (CBL)
 • Prince
 • Milco LU
 • Tuc
 • Candi
 • Gala
 • 50-50

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Thank you