Fa19-BBA-158

(Azhar Hussain)
Submitted to (Mam Javeria Shakeel)

Fundamentals of marketing

Question
Distribution Channel of Biscuits manufacturing companies (Jam delights, I
recommend to go for EBM and whitlez by Rupali foods). Compare and Contrast their channel
and evaluate their strategies. Being the manager, how would you devise their channel
strategies if both of them want to expand geographically to rural areas in Pakistan? How would
you modify your Marketing Mix strategy?

Answer: -
I have selected EMB (English biscuit manufacturer) and CBL
(continental biscuit limited) as they both are the best biscuit
manufacturer in Pakistan and strong competitors in the market.

Sooper by EBM
English biscuit manufacturer was established in 1965
with the name of peek freans limited, in 1966 the UK sponsor company
was renamed as associated biscuit international limited (ABIL), and the
venture was renamed as English biscuit manufacturer private limited.
The company led the biscuit industry for more than 40 years by
providing quality biscuits. Sooper was first launched in 1996 but it was
failed due to some reason. The company re-launched the product in
2002 but this time with aggressive advertisement and with a great taste
of egg and milk.

Channel Level
EBM have a strong channel distribution network with
approx 500 distributors. EBM is using intensive distribution of peek
freans sooper which means the product is available in stock in the
majority of the outlets.
EBM is using Indirect Marketing strategy means there are
intermediaries between company and the retailer who provide good to
their customers. The main target of company is to position its product
in such a way that it has its consumer’s involvement.

Push and Pull Strategy

EBM is one of the top biscuit manufacturers in
Pakistan and is very concerned about its marketing as it is backbone of
its sales. It is combined of advertisement sales promotion publicity
campaign and personal selling. Company uses different approaches like
Informative approach, Persuasive approach and Comparison approach
for this purpose. We can see that the company is using both push and
pull strategy simultaneously to sell its product.

STP (Segmentation, targeting and positioning)

EBM is using different marketing approaches like they segment their
market using demographic, physiographic, behavioral and geographic
segmentation. Sooper target its customers usually for the age between
14-40 and the company target the urban and rural areas of all provinces
of Pakistan. Sooper is for those people who want to have taste of both
egg and milk. Sooper is placed in such a way that it is affordable by both
middle and upper middle class. EMB creates image in the consumers on
the basis of different quality of egg and milk cookies.

Pricing strategy
EBM adopted the Market Penetration Strategy for
the prices of its brands.
• EBML bases its price on the Cost Structure, Competitors’ prices and
the Value given to a brand by the consumers.
• Peak Freans Above pricing are on basis of Demographic segments.