karim . . . continental biscuits marketing presentation

MARKETING PRESENTATION

PREPARED BY : KARIM VIRANI

MEN 2201278

Hamdard Institute Of Management Sciences, City Campus

COMPANY OVERVIEW

• The brand name LU was derived from the initials of the couple that launched the brand – Lefevre Utile.

•Continental Biscuits Limited (CBL) was founded in 1984 following a Joint Venture between the family of Hasan Ali Khan and the Group Danone, the French food giants.

• In the year 2007 Danone sold their biscuits category to Kraft Foods of USA. Today the company has a joint venture with Kraft Foods with a shareholding of 50.5% and 49.5% respectively.

• For more than two decades CBL is engaged in the manufacturing and marketing of the brand LU.

OUR PRESSENCE IN PAKISTAN•Our Manufacturing location based in Sukkur is a centre of excellence which provides employment to 2200 people in the region.

•Our Marketing, Sales, Finance, Commercial, IT and the Human Resources functions are located in the head office in Karachi employing a total of 180 employees.

• As a part of the leading FMCG our head office has close links both with the Regional Offices of Kraft in UAE and our Manufacturing Plant in Sukkur.

COMPETITORS• Bisconni

• Mayfair

• Kolson

• English Biscuit Manufacturer (EBM) also Known as Peek Freans

MARKET SHARES & DOMINATION

• We currently enjoy a market share of over 30 percent in Pakistan.

• Our supremacy in the biscuit industry is due to our prime emphasis on quality products coupled with an excellent distribution network.

• Currently EBM dominates Pakistan biscuit scenario, however other brands like Us (Continental Biscuits Limited) have been consistent in their to remain in the market and have kept posing competition to EBM.

• Inspite of that, EBM has shown a consistent exponential growth in increasing market share every year.

English Biscuit Manufactures (EBM)

NUMBER ONE COMPETITOR

OUR COMPETITOR PEEK FREANS PRODUCTS

PRODUCT SIMILARITY WITH PEEK FREANS

PRODUCT SIMILARITY WITH PEEK FREANS

WHY WE ARE LOOSING MARKET

LOOSING MARKET

We are loosing market shares due to the New Cookies launched By Peek Freans.

AND THAT IS ……………………………………………………………..

NEW LAUNCHED BY PEEK FREANS

“FARM HOUSE” COOKIES BYPEEK FREANS

PRODUCT SIMILARITY WITH PEEK FREANS NEW LAUNCHED FARMHOUSE

TO COMPETE WITH OUR RIVAL WE MUST …

EXCITE OUR

EMPLOYEES

ASTONISH OUR

COMPETITORS

AMAZE OUR

CUSTOMERS

• Delivering more than we promised,  go beyond and above customer expectation – package the expected and unexpected to succeed

• Sending our customers and prospects surprise gifts; spread the love around; rewarding our best customers via a surprise; taking care of even our most casual customers to turn them into loyal shoppers

• Invent creative marketing programs Focus on customer-driven value innovation – every day! Be unique in our approach to creating and delivering customer value.

• Customers like uniqueness, and they will view their relationship with your business as a special, rewarding one.

TO AMAZE OUR

CUSTOMERS

TO EXCITE OUR

EMPLOYEES

• Developing the ability to surprise and move quickly to create competitive disruption

• Change the name of the game by introducing radical innovations

• Search for opportunities everywhere and pursue them – with speed

• Initially, stay beneath the radar of your competitors; then emerge unexpectedly and keep accelerating the pace of change as your competitors weaken

TO ASTONISH OUR

COMPETITORS

• Create an inspiring corporate culture; make business fun; give surprise rewards

•Be different – being unique in your business aspirations and approaches is a great reward for your employees.

RECOMMEDATIONS

• PEEK FREANS FARMHOUSE COOKIES ARE HEADING TO THE TOP DUE TO ITS PAKAGING, REFRESHING TASTE AND LARGE COOKIES IN SIZE AND ITS UNIQUE ADVERTISEMENT BUT THE COST ARE HIGH

BUT IN OUR CASE WE GONE WITH THE SAME PRICE AND THE SAME OLD FASIONED DESIGN, WE HAVE TO IMPROVE THE QUALITY

• INOVATION IS LOVE : MORE INOVATIONS IN THE BISCUITS IS A VERY HEALTHY SIGN FOR THE PRODUCT

• SAME PRICE BUT MORE QUANTITY IN TIKKI PACKS, HALF ROLLS & ECONOMY PACKS. (If we are offering low prices, customers want those prices slashed further)

MORE RECOMMEDATIONS• STRONG U.S.P. ( UNIQUE SELLING PROPOSITION) THIS MAKES US DIFFERENT FROM OUR RIVAL )

•SAME PRICE BUT BIGGER IN SIZE

•BISCUITS FOR DIFFERENT AGE OF CUSTOMERS.

•REDESIGNING OF THE PRODUCT WILL ALSO HELP IN INCREASING SALES

• RE-LAUNCHING OF THE EXISTING PRODUCT IN A NEW WAY (MARKET PENETRATION)

• MORE DISTRIBUTORS, MORE SALES

• SPONSORSHIP IN DIFFERENT FAMOUS GAMES AND TV SHOWS

VERY IMPORTANT MANTRA …..Leadership• Power of Vision (No Dreams – No Gains)• Magic of a Rallying Call• Directing Peoples Power, Energy, Exuberance & Passion• Make the Change happen

Branding• Learn to reject, Research & Explore, Spend time

Technology• Invest ahead of time, Be the 1st to introduce, Take risk

Customer Care• Suit your business to customers needs, otherwise

Customers will suit themselves

Work Environment• Open, Challenging, Competing, Empowering, Team

working & Fun working

THE FUTURE …….

• God has been kind to us

• Our Consumers have been kind to us

• We have lived up to their trust and confidence in our company and brands through our Marketing initiatives

• Aggressive marketing plans for the future

• We have glorious past…an enviable present and God-willing, a prosperous future ahead of us where the Sound of Peek Freans will continue to keep resounding in your hearts

Q & A Session