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Principles of Marketing
Presented by
Irfan Ahmed Tanwari
PRESENTATION CONTENTS
 Introduction
 Company vision and mission
 Company products
 STP

 Marketing Mix
 Conclusion
...
Historical Background
 Established in 1984 following a joint venture between family of Ali

Hasan and DANONE group

 Ope...
VISION AND MISSION
VISION

CBL will become Pakistan’s most preferred biscuit
company by developing powerful consumer loved...
COMPANY PRODUCTS
GALA

ZEERA PLUS

CANDY ORIGIONAL

CANDY CHOCOLATE CHIP

PRINCE CHOCOLATE

PRINCE CHOCSTIX

WHEATABLE REG...
SEGMENTATION
DEMOGRAPHIC:
• Income of the customer who want quality biscuits in low price

•50 50 biscuits made for those ...
CRITERIA FOR SEGMENTATION
ACCESSIBLE
•Segment is easily accessible to serve effectively
SUSTAINABLE
•Segment is large enou...
TARGETING
 CBL using mass targeting because of the lower income of

the people who cannot afford high price biscuits

POS...
MARKETING MIX
 PRODUCT
 PRICE
 PACKEGING
 PROMOTION
 PALCEMENT
PRODUCT
 50 50 biscuits is a unique product of the CBL Pakistan

that offers a ultimate blends of two entire separate
ent...
PRICING STRETEGY
COST PLUS:
 Pricing on the basis of cost plus some amount of profit

PANETRATION :
 Charging low price ...
PACKEGING
 CBL Pakistan provides the 50 50 biscuits in the Half roll and ticky

packet.
 CBL provides 5050 Biscuits in q...
PLACEMENT
 It is placed through, who sellers, retailers
 Because of the less promotion 50 50 biscuits is not

available ...
CONCLUSION
 The product is near to declining stage
 It is a unique product that has a ultimate blend of two

seoarat ent...
RECOMMENDATION
 Promote the 50 50 biscuits through TTL activities
 Change packaging to remind customer about you product...
THANK YOU
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STP & Marketing Mix of 50/50 Biscuit CBL

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The STP & Marketing Mix Analysis of 50/50 Biscuit of Contitnental biscuits limited CBL, Pakistan

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STP & Marketing Mix of 50/50 Biscuit CBL

  1. 1. Principles of Marketing Presented by Irfan Ahmed Tanwari
  2. 2. PRESENTATION CONTENTS  Introduction  Company vision and mission  Company products  STP  Marketing Mix  Conclusion  Recommendation
  3. 3. Historical Background  Established in 1984 following a joint venture between family of Ali Hasan and DANONE group  Operation started in September 1986 with an initial strength of 200 employees  Joint venture with General Biscuits, the global manufactures of the LU range  More than TWO decades company using LU as a brand  30% market share , 5000 employees .
  4. 4. VISION AND MISSION VISION CBL will become Pakistan’s most preferred biscuit company by developing powerful consumer loved local and global brands maintaining world class manufacturing and quality standards having superior quality and motivated employees and maximizing shareholder returns MISSION To be a market leader in Pakistan Biscuit Industry in the next 5 years, ensuring every second biscuit consumed is proudly made by CBL.
  5. 5. COMPANY PRODUCTS GALA ZEERA PLUS CANDY ORIGIONAL CANDY CHOCOLATE CHIP PRINCE CHOCOLATE PRINCE CHOCSTIX WHEATABLE REGULAR WHEATABLE SUGAR FREE BAKERI COCONUT BAKERI CLASSIC BAKERI BISTIKS BAKERI BUTTER 50 50 TIGER TUC
  6. 6. SEGMENTATION DEMOGRAPHIC: • Income of the customer who want quality biscuits in low price •50 50 biscuits made for those who are above 12 years age GEOGRAPHIC: • All the provinces of the country •Metropolitans ,Small cities and towns. BEHAVERIOL: •Segment the market on the bases of product quality and its taste because people like quality biscuits.
  7. 7. CRITERIA FOR SEGMENTATION ACCESSIBLE •Segment is easily accessible to serve effectively SUSTAINABLE •Segment is large enough to generate profit and increase market share of the company
  8. 8. TARGETING  CBL using mass targeting because of the lower income of the people who cannot afford high price biscuits POSITIONING Point of Difference(POD): Create the image in the mind of consumer on the bases of Sweet and salty square shaped cracker
  9. 9. MARKETING MIX  PRODUCT  PRICE  PACKEGING  PROMOTION  PALCEMENT
  10. 10. PRODUCT  50 50 biscuits is a unique product of the CBL Pakistan that offers a ultimate blends of two entire separate entities: it is sweet and salty.
  11. 11. PRICING STRETEGY COST PLUS:  Pricing on the basis of cost plus some amount of profit PANETRATION :  Charging low price to be in the market and to gain market share Price of 50 50 biscuit:  HALF ROLE  TICKY PACK RS.15/PACKET RS.5/PACK
  12. 12. PACKEGING  CBL Pakistan provides the 50 50 biscuits in the Half roll and ticky packet.  CBL provides 5050 Biscuits in quality and silver-colored novelty packaging. PROMOTION  In past years CBL promoting 5050 biscuits through ATL (Advertising on TV,Newspaper,banners)  CBL is not promoting well 50 50 biscuits is near to diclining stage
  13. 13. PLACEMENT  It is placed through, who sellers, retailers  Because of the less promotion 50 50 biscuits is not available every where in stores/ shops.
  14. 14. CONCLUSION  The product is near to declining stage  It is a unique product that has a ultimate blend of two seoarat entities it is sweet and salty  Focusing on those customer who want to eat quality and tasty biscuits in lower price  CBL charging the same price to gain the market share although the price of other products of CBL increases  Providing healthy biscuits in silver novelty packaging.
  15. 15. RECOMMENDATION  Promote the 50 50 biscuits through TTL activities  Change packaging to remind customer about you product that you are in the market  Need to focused on children needs because children mostly like sweet biscuits  Give trade offers to retailer and who seller to increase market share.
  16. 16. THANK YOU

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