PRESENTATION ON

CONTINENTAL BISCUITS LIMITED (CBL)

Presented By: Muhammad Azeem Qureshi (BEM-35032)

Presented To: Sir Shoaib Ahmed

At: Institute of Business & Technology (IBT) (Nazimabad Campus)

HISTORICAL BACKGROUND

• Established in 1984.

• Operations started in September 1986 with an initial strength of 200 employees.

• Joint venture with Général Biscuits, the global manufacturers of the LU range.

• Subsequently acquired by the Danone Group, the French food giants.

• In 2007 Danone sold their biscuits category to Kraft Foods of USA.

• 30 % Market Share, 5000 employees.

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.

BRAND PORTFOLIO

• TUCK

• Prince Chocolate

• Candi

• Tiger

• Bakeri Classic

• Gala

• Zeera Plus

• Wheatable

• 50-50

STRENGTHS

• Innovation

• Outstanding portfolio (plain biscuits, cream variants, crackers and ingredients based)

• Technological Advancement

• ISO 9001, 14001 and OHSAS 18001 certified

• Product Quality & Strong Distribution Network

• A well implemented offensive strategy

WEAKNESSES

• Distant Production Facility (Located in Sukkur)

• Vague impression in customer s’ mind about Lefèvre Utile (LU)

and Continental Biscuits.

• Lesser International Exposer (6-8 % of total Business)

• Poor Marketing of Some Brands.

• Lack of differentiation of Some brands.

OPPORTUNITIES

• New emerging segments

• Changing preferences of buyers

• Varying consumption patters of consumers.

• Increasing population

• More concentration on “Youth Segment”.

• Upgraded Technology

THREATS

• Severe competition from EBM in terms of packaging, branding & advertising.

• Varying consumer preferences.

• Availability of various local and foreign brands.

COMPETITORS ANALYSIS

• Pioneer in the Industry (Established in 1965)

• Market Leader• Variety of Products• 39% Market Share

EBM (UNDER BRAND NAME OF PEAK FREANS)

• Established in 1989• Variety of Products• SANHA (South African National Halal Authority) which is the

most authentic certification for Halal products around the world.

• Competitive prices and customized packaging • 16% Market Share

ISMAIL INDUSTRIES (UNDER BRAND NAME OF BISCONY AND CANDY LAND)

COMPETITORS ANALYSISASIAN FOOD INDUSTRIES (AFI) UNDER BRAND NAME OF MAIFAIR

• Established in 1969• Variety of Products (Confectionary & Biscuits)• 3% Market Share

UNBRANDED (CLONERS AND IMITATORS)

• Located in remote areas of Sindh and Punjab• Lower quality, safe from any taxes, no code of

conduct• 8% Market Share

CRITICAL ANALYSIS

• Strong Market-Challenger Strategy by duplicating “Sooper” in the name of “Bakery” with 3 variants and one additional sub-brand.

• Successfully breaking competitive edge “Difficult to duplicate”.

• Failing to achieve “Superior to competitor”.

• Encirclement attack (attacking market leader from various fronts)

• EBM initiated bypass attack and launched “Cheers”.

CONCLUSION

• Continental Biscuit s Limited (CBL) is the second largest biscuit manufacturing company .

• Various brands to cater different market segments.

• Enough potential to become market leader.

• Avoid imitating & go for innovation to create a better customer perception.