Principles of MarketingPresented by

Irfan Ahmed Tanwari

PRESENTATION CONTENTS

IntroductionCompany vision and missionCompany products STP Marketing MixConclusion Recommendation

Historical Background Established in 1984 following a joint venture

between family of Ali Hasan and DANONE group

Operation started in September 1986 with an initial strength of 200 employees

Joint venture with General Biscuits, the global manufactures of the LU range

More than TWO decades company using LU as a brand

30% market share , 5000 employees .

VISION AND MISSION

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.

 

     

COMPANY PRODUCTSGALA ZEERA PLUS

CANDY ORIGIONAL CANDY CHOCOLATE CHIP

PRINCE CHOCOLATE PRINCE CHOCSTIX

WHEATABLE REGULAR WHEATABLE SUGAR FREE

BAKERI COCONUT BAKERI CLASSIC

BAKERI BISTIKS BAKERI BUTTER

50 50 TIGER

TUC

SEGMENTATION

DEMOGRAPHIC:

• Income of the customer who want quality biscuits in low

price

•50 50 biscuits made for those who are above 12 years age

GEOGRAPHIC:

• All the provinces of the country

•Metropolitans ,Small cities and towns.

BEHAVERIOL:

•Segment the market on the bases of product quality and its

taste because people like quality biscuits.

CRITERIA FOR SEGMENTATION

ACCESSIBLE

•Segment is easily accessible to serve effectively

SUSTAINABLE

•Segment is large enough to generate profit and

increase market share of the company

TARGETINGCBL using mass targeting because of the lower

income of the people who cannot afford high price biscuits

POSITIONING

Point of Difference(POD):Create the image in the mind of consumer on the

bases of Sweet and salty square shaped cracker

MARKETING MIX

PRODUCTPRICEPACKEGINGPROMOTIONPALCEMENT

PRODUCT

50 50 biscuits is a unique product of the

CBL Pakistan that offers a ultimate blends of

two entire separate entities: it is sweet and

salty.

PRICING STRETEGY

COST PLUS:

Pricing on the basis of cost plus some amount of profit

PANETRATION :

Charging low price to be in the market and to gain market share

Price of 50 50 biscuit: HALF ROLE RS.15/PACKETTICKY PACK RS.5/PACK

 

PACKEGINGCBL Pakistan provides the 50 50 biscuits in the Half roll

and ticky packet.

CBL provides 5050 Biscuits in quality and silver-colored novelty packaging.

PROMOTION

In past years CBL promoting 5050 biscuits through ATL (Advertising on TV,Newspaper,banners)

CBL is not promoting well 50 50 biscuits is near to diclining stage

PLACEMENT

It is placed through, who sellers, retailers

Because of the less promotion 50 50 biscuits is not available every where in stores/ shops.

CONCLUSIONThe product is near to declining stage

It is a unique product that has a ultimate blend of two seoarat entities it is sweet and salty

Focusing on those customer who want to eat quality and tasty biscuits in lower price

CBL charging the same price to gain the market share although the price of other products of CBL increases

Providing healthy biscuits in silver novelty packaging.

RECOMMENDATIONPromote the 50 50 biscuits through TTL activities

Change packaging to remind customer about you product that you are in the market

Need to focused on children needs because children mostly like sweet biscuits

Give trade offers to retailer and who seller to increase market share.

THANK YOU