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EBM found its roots in Peek Frean Pakistan Limited, established in Karachi. In
1966, Peek Freans Pakistan Limited restyled itself as English Biscuit
Manufacturers (Private) Limited.
It was more than just production of packaged biscuits; in 1967, EBM began a
revolution of quality, nutrition and flavor. EBM was on a mission to innovate:
enter Saltish, Pakistan’s first, instantly popular cracker.
First biscuit company of super brands in Pakistan to which achieved ISO-
9001 certification in correspondence with its institutional slogan The Legend
Now it is the leading biscuits company in Pakistan with 55% market share.
In the name of ALLAH ,most
merciful, most beneficial
Verity of brands are offered by EBM which cater almost all the market
segments they include :
HOW DO THEY SEGMENT
EBM segments its market in many different ways.
Their portfolio is divided into seven sub-segments these include; plain,
sweet, cream, energy, crackers, value-added, zeera and premium.
Each brand is placed in its respective category based on the product
Each type of biscuit is segmented according to their class and taste.
Sooper and Marie is part of the plain-sweet segment
RIO & Sandwiches in the cream
Gluco and whole wheat slices in the energy
Butterpuff and Saltish in crackers
Peanut pik, Peanut pista and Party in the value added range
Click is in the zeera segment
All consumers enjoy biscuits as a favorite snack irrespective of their age,
gender, SEC strata etc, however their preferences on brands differ.
Young individuals would have a strong preference of sweet biscuits like
Individual in their mid-40’s would prefer a biscuit that is more savory
such as Saltish.
Based on the preferences of each group, EBM has a wide portfolio of
14 brands each designed to cater the unique taste palettes of
individuals from different groups. Each brand thus has a unique
personality and image, which the TG can easily associate with.
FLAWS IN SEGMENTATION
Ebm has tried to target each and every segment
But a particular need of a segment not fulfilled
60 to 70 % of people eat cake rusks in breakfast
Therefore,no cake rusk biscuits introduced
Another flaw is in the segmention for chocolate and lemon sandwich
Not properly advertised
Old age people eat less cream
Children and middle aged should have been targeted
BRAND TARGETING STRATEGIES
Evaluate potential and commercial attractiveness of each
Select one or more segment.
Basicallay targets youth and adults.
Generates 50% of the firms revenue.
Best selling biscuit since 2007.
More than 20 million sooper cookies are consumed everday.
Sooper Hai Zindagi is its slogan. it is relevant across the board.
One of the problems with Sooper is that with its wide scope it is very difficult to hone in on a
specific target group and this makes the creative brief very hard. You have to cater to rural,
regional, urban and so on, and the second you try to please everyone, you cannot do justice to the
The queen of biscuits.
Delighting its customers since 1968.
It is the largest selling sandwich biscuit in pakistan.The brand is popular among
Lemon sandwich was launched in 1973.since then it has become an integral part
of peak freans.
FARMHOUSE: Targeting to differentiated marketing.Main targets on the basis
of demographics(Income and life-cycle)stage.It is targeted to consumers who
have daily income more than Rs1000.
Gluco:part of EBM portfolio for more than 40 years.Mainly targeted to kids of age
between 8 to 12.It is positioneed as energy rich biscuit.
WHOLE WHEAT SLICES : Peek Freans Whole Wheat Slices, with their high fiber
content, help keep you active and healthy throughout the day. These light,
crunchy biscuits are not just a great-tasting snack, they also provide amazing
health benefits; Whole Wheat Slices help reduce cholesterol, control weight and
regulate the digestive system.
NAN KHATAI: English Biscuit Manufactures (EBM) and Continental Biscuits
Limited (CBL) have ventured into a niche market segment — re-branding
traditional recipes.It is positioned as ,”warm afternoons of your childhood”.
CHOCOLICIOUS:It targets the consumers group of kids and teens.
BUTTERPUFF :Attracts a mature and modern customer.
SALTISH:It remains peak freans classic since 1972.
CLICK:launched in 1984,It is the first biscuit by peak freans with a touch of
cumming seed in it.
VALUE ADDED PRODUCTS
PEANUT PIK:Its main aim was to penetrate in market.firstly consumed by
toddlers and childrens and after that adults also start consuming it.
PEANUT PISTA :The combination of delectable peanuts and Pistachios is
being loved by the consumers since 1983.
PARTY:Delivering the delicious dried fruit in a biscuit since 1989
Focus on hygiene
Certificates such as ISO:2001 further provide proof of
hygiene and quality which is promised
Peek Freans pied piper logo continues to be the trademark
of the company
Variety of options in taste and texture