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Product Relaunch
Marketing Management
INSTRUCTOR: SIR HAMMAD UR REHMAN
GROUP MEMBERS
 Khawar A. Siddiqui (6947)
 Muhammad Asim UK (6922)
 Muhammad Anus (6955)
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
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.
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.
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
Logo:
Slogan:
“Let’s cheers with us”
INGREDIANTS ARE:
 Sugar
 Wheat Flour
 Butter
 Egg
 Skimmed milk
 Coconut oil
OBJECTIVE:
 To retain 20%-25% market share
 extend our product line
 To satisfy our consumer
 To boost up our profits
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
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
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.
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
SEGMENTATION:
We made the market segmentation on the basis of the
following:
 Age
 Gender
 Income
 Family size
 Occupation
 Education
 Lifestyle
 Status
TARGETING:
 We will be targeting the following customers:
 Kids
 Youngsters
 Mature
 Old age persons
POSITIONING:
 Cheers biscuits is unique in shape.
 Its taste is different.
 It is full of Nutrition, health conscious people can also
eat.
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:
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.
DISTRIBUTION CHANNEL:
PROMOTION:
 We placed our product at
 TV
 Radio
 Bill Board
 Print Media
 Digital Media
 Sponsor Events
Product Relaunch (1).pptx

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Product Relaunch (1).pptx

  • 1. Product Relaunch Marketing Management INSTRUCTOR: SIR HAMMAD UR REHMAN GROUP MEMBERS  Khawar A. Siddiqui (6947)  Muhammad Asim UK (6922)  Muhammad Anus (6955)
  • 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
  • 8. INGREDIANTS ARE:  Sugar  Wheat Flour  Butter  Egg  Skimmed milk  Coconut oil
  • 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.
  • 20. PROMOTION:  We placed our product at  TV  Radio  Bill Board  Print Media  Digital Media  Sponsor Events