2012

IRFAN AHMED

 

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THE STP & MARKETING MIX OF PEANUT PIK

Marketing Management

INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK)

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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

TABLE OF CONTENTS

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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

Placement ………………………………………………………16

New segmentation …………………………………………………....17

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New targeting ………………………………………………………….17

New positioning ………………………………………………………..17

New marketing mix ……………………………………………………18

Conclusion ………………………………………………………………19

Recommendation………………………………………………………20

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

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pioneering role in providing innovative and high quality biscuits for

every taste bud.

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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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

state-of-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)

Segmentation of Peanut Pik

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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

Criteria of the Peanut Pik

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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.

Marketing mix

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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.

Pricing strategy

Pricing objectives14 | P a g e

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

Packaging

EBM Pakistan provides the peanut pik biscuits in the Familly pack,

and Half roll packet.

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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

day.

- Selecting channels for promotion

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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.

New segmentation of Peanut pik

Demographic

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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.

NEW MARKEITNG MIX

Product

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- 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.

CONCLUSIONS

It difference in the quality and taste in nut Biscuits.

It provides healthy and nutritious biscuits in a hygienic and high

quality package

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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

RECOMMENDATIONS

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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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