2. INTRODUCTION OF THE COMPANY:
English Biscuit Manufacturers (Private) Limited
[EBM]
leading manufacturer of biscuits and cookies
since 1967.
Market leader for the last 50 years with its
trademark Pied Piper
3. MISSION STATEMENT:
To provide wholesome, nutritious, hygienic
food-between-meals across Pakistan and
beyond.
VISION STATEMENT:
To be the leading food company, delighting
and nourishing our consumers with superior
products and services.
4. WHY CHEERS BISCUITS/SNACKS FAILED?
Name: “Peak Freans Cheers - Crackers” is
hard to pronounce.
Taste: Cheers Snacks/biscuit has the mild
chilly taste which is unsophisticated in
biscuits. People confused either is snacks or
biscuits?
Distribution: Distribution of “Cheers” wasn’t
very effective.
5.
6. RELAUNCH CHEERS:
We move from snacks to biscuits segment.
We changed chilly taste to salty with bit sweet taste.
Flavor addition.
Remodify our recipe
New name “Cheers Biscuit” instead of Peek Freans
Cheers
9. OBJECTIVE:
To retain 20%-25% market share
extend our product line
To satisfy our consumer
To boost up our profits
10. STRENGTH:
Competitive in industry
A private limited
company
Socially responsible
Unique shape size
Quality product
Halal Certified
Hire experienced staff
Competitive in prices
ISO certified
11. WEAKNESS:
Competitive market
Changing customer trend
Diversified products
Perishable ingredients and less shelf life.
No market shares
Previously, we don’t have well defined target
market
Strong competitor
12. OPPORTUNITIES:
Growing demand
High Market Share
Employment opportunities
Acquiring new technology and techniques
Distribution of the product is effective and the
product is available to consumers in every shop.
People shifting more towards taste and healthy
biscuits.
13. THREATS:
Increasing costs
Economical, Political & Law and Order
instability
Low per income capita
Instability in Political environment
Low purchasing power of the people
Giant competitors have already capture market
e.g. CBL
Price wars between competitor
14. SEGMENTATION:
We made the market segmentation on the basis of the
following:
Age
Gender
Income
Family size
Occupation
Education
Lifestyle
Status
15. TARGETING:
We will be targeting the following customers:
Kids
Youngsters
Mature
Old age persons
16. POSITIONING:
Cheers biscuits is unique in shape.
Its taste is different.
It is full of Nutrition, health conscious people can also
eat.
17. PRODUCT:
Re-designed our product and have introduced it with
different taste.
We introduce competitive price to the market 15 rupees for
bar pack.
The price justifies its cost as rich nutrition will not only
provide a delicious taste but also give consumers healthy to
eat in their daily life.
PRICE:
18. PLACE:
We have made our products available in all our targeted
areas.
Product will be available at Retailer, wholesaler, stores
for convenient of our consumer.
Direct selling.
![INTRODUCTION OF THE COMPANY:
English Biscuit Manufacturers (Private) Limited
[EBM]
leading manufacturer of biscuits and cookies
since 1967.
Market leader for the last 50 years with its
trademark Pied Piper](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)