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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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