5O-5O

BISCUITS
Misbah Kanwal Iqra
Hanium Ruba
 ABOUT COMPANY

• Company name is Continental Biscuits Limited

• Founded in 1984
• Manufacturing and the markting of the brand LU
• Currently enjoying 30% market share
• The power brands of it’s portfolio are TUC, Prince, Oreo, Candi, Bakeri
range.
• Company’s competitors are EBM (under brand name of Peak Freans) &
Asian Food Industry (AFI) under brand name of Mayfair
 ABOUT PRODUCT
• Unique blend of Sweet & Salty taste
• Introduced before 18 years ago in both half rolls and ticky packs
• Sharp silver coloured wrapping
• Square shaped light crispy wieghted biscuits

ENVIRONMENT ANALYSIS
Macro Analysis
• Most of the factors like Political, Economical, Legal factors
didn’t affect most but Social and Technological affected it in
some areas.
Micro Analysis
• In Micro analysis Competitors are strong, but Customers were
willing to buy the product, due to weak Intermediaries it was
less available in the market, and Supply factor didn’t affected to
the product.
• Segmentation
• They followed Demographic, Geographic & Behavioral segmentation by
age, income and country wise respectively.

• Target Markets
• They targetted adults by following Undifferentiated Mass Marketing.

• Differentiation
• Unique blend of sweet & salty taste

• Positioning
• They positioned themselves by taste, advertisement and brand name.
 COMPETITORS
BCG MATRIX
Star Question Mark
• Oreo • Tiger
• Tuc • Gala
  • Saltish biscuits by Peak Freans
• Prince
• Chocolate
• Zeera plus
  • Marie biscuits by Peak Freans
 

Cash Cow Dog

    • Click by Peak Freans
• Bakeri • 50-50
• Candi  
• wheatable  
  • TUC by LU
   
 
 
  •
• Butterpuff by LU
 SWOT ANALYSIS
SRENGTHS WEAKNESSES
• Unique taste Limited target audience
• Reasonable price Communication gap between
• Strong brand name organization and distributors
Poor marketing techniques
Strong competition in the market

OPPORTUNITIES
• Retaining loyal retailers and wholesalers
• Increasing population
• Tie ups with schools, hospitals and local
markets
THREATS
• Severe competition with other products in
terms of packaging, branding and
advertising
• New entrants in the market
• Change in consumer preferences
 REASONS OF FLOP

• Wide Range of
Competitors
• Low Cost 
• Less Availability  
• Limited Target Audience
• Less Advertisement
• Same Packaging
• International Brands
• Less Marketing efforts
• Weak Distribution network
 REPOSITIONING
• Segmentation
• We will follow demographic & psychographic
segmentation to reposition our product,
because we are targeting the teen agers and
young people.
• Target Customers
• In our advertisement we target teen agers
and young people because they are diet
conscious and want to taste new flavours too
early.
• Differentiation
• We will introduce the new flavours as well, like
cheese, spicy and butter with its unique taste,
so it will definitely attracts to consumers.
 POSITIONING

• By Setting Objective and Standard

• Concept of use in desserts
• By changing the color of wrappererts
• Concept of use in spicy dishes
• Make it available in all areas of Pakistan
• Promotional activities
• Establish new marketing strategies
• Advertisements
• By contributing social and welfare activities
• Through Social Media
•  Getting Feedback
 PRODUCT’S COMPETITOR ANALYSIS

• Saltish biscuits by Peak Freans

• Marie by Peak Freans
• Click by Peak Freans
• Dijestive by Peak Frence
• Whole Wheat by Peak Freans
• Tuc by LU
• Wheatable by LU
• Butterpuff by LU
 SWOT ANALYSIS
SRENGTHS WEAKNESSES

• Unique taste • Government plicies

• New colourful packaging regarding taxes
• Strong distribution network • Unstable economy
• Strong competition in the
market

OPPORTUNITIES THREATS

• Innovation of new flavours • Threats of new arrivals

• New changed shape of biscuits • Wide range of compititors
• Advertise through social media • Increasing rate of inflation
 Add
more
falvour
Futur s
e Concept of our
Advertisement
Plan Changin
g the
shape
Why we chose
this product
THANK YOU