MARKETING PRESENTATION

Farm House

FAHAD HAROON

BM-25450

This is being uploaded just for new students guidance ,, & its was made solo by me in 4 mounts in spring 2010

Regards:FAHAD HAROON

MBA (banking & finance)

INTRODUCTION

Peek, Freans and Co was established in 1857.

In1861, company started exporting biscuits to Australia and later to other overseas destinations

In 1910, the company introduced their first cream sandwich biscuit, now known as a Bourbon biscuit,

in 1924 they established their first factory outside the UK, in Dum Dum India

English Biscuit Manufacturers (Pvt.) Ltd was established in 1965 with the name of Peek Freans Pakistan Ltd.(Joint venture Company)

EBM started manufacturing and marketing the world famous Peek Freans range in 1967

EBM contributes Rs. 1 billion annually to the national exchequer in taxes & duties & provides direct employment to over 2600 employees

First Peek Freens Company Located at Bermondsey, London.

Peek Freans biscuits are best known for their excellent quality and taste

The Pied Piper symbol is the most popular icon in the country

leading biscuit lovers to experience one superb product after another.

Focus on presenting the delight one cookies that being demanded since ever

COMPANY

Customers are that who bought commodity for own uses either for some one else

Customer may be consumer by its self

Our company attracts the people who like to prefer to eat sophisticated biscuits as customers seek quality and taste in biscuits.

CUSTOMER

COMPETITORS Competitors are that who give out the same products / services but in

different brands name

Our major competitors are

- Continental Biscuits Limited (Bakery )

- Bisconni - Dany

PEST ANALYSIS

POLITICAL

In political environment, we study the govt. laws and agencies and their influences on the overall running of the firm

Political environment having affects on the Peek Freans (Farm House Cookies) , not directly but consumer , as when government impose various limits and taxes in the market

The quality being become far reached due to little high cost.

ECONOMICAL Economics is the social science that analyzes the production, distribution, and

consumption of goods and services

The growth of any economical condition is directly linked to FMCG commodities

The major factors fallout on biscuits industries:

- Change in the Income level - Interest Rate prevailing in the company - Saving and borrowing rates

SOCIAL Social factor include the demographic & culture aspects.

These factors affect customer need as well as Peek Fraens products.

Health Consciousness Age Distribution Emphasis on Safety

TECHNOLOGICAL Technology is way through good can avail in more efficient manner, the

improvement & modification is become possible through technology.

Biscuit making is not a very high technology business. But technological progress has surely brought a few dramatic changes

Formation of the dough (soft elastic mixture of flour & water), Packaging,

making sheets in which the biscuits are packed.

The machinery that is installed is very expensive and involves complex ovens and other tools.

The ovens are of various types. Previously, brick ovens were used in the biscuit industry.

The various machinery used in biscuits manufacturing

Universal vertical mixer

Sugar pulverizing (crusher)

Rotary biscuits moulder

Electric baking moulder

Electric baking oven

Baking oven, fire bricks

Weighing scale

Tools and equipment

S.T.PAnalysis

SEGMENTATION Segmentation is the process of dividing market into distinct groups of buyers,

who possess different characteristics, behaviors or requiring separate commodity

DEMOGRAPHICS

The market either segmented in single way or be in several like; Obviously where company found prevail profit

Farm House segmented on demographically on Age : 15 – 54Income : More than at least 500 per dayAge and Life-Cycle: Taste conscious people

TARGETING

Targeting to Differentiated Market

Peek Freans Farm House Main target on the basis of demographics (Income and Age and Life-Cycle) stage.

As age and life cycle represent the taste in food, clothes. Furniture's, and recreation.

Peek Freans designed brand Farm House for whose income levels above than 500 daily.

POSITIONING

Positioning is way to define product, product are created in factory but brands are created in the mind

The Peek Freans Farm House position its brand in that such way , it is able to create more consumer involvement in EBM products

We are adopting of the following positioning strategies: On Product Attributes: 45 years of experience, in generating the quality of biscuits products Benefits: Hygiene & nourishment Classes of users: Farm House for taste & style conscious Against DANE/LU/Bisconni : We are dedicating to provide customer with more value in a standard price

MARKETING MIX

PRODUCT A “product” consists of any good and service that can be offered to the

market to satisfy a need or want

Peek Freans (Farm House Cookies) product is cookies by the company.

 Core Product: coconut crunch as exquisitely backed cookies.

Actual product: Farm House Cookies are tasteful blend of freshly milled wheat, farm fresh dairy products. Aromatic, crisp gourmet.

  Augmented product: Provide tastes and hygiene as well as nutritional ingredients.

PRICE "Price" is one of the most important "P" of the marketing Mix. Pricing is

important because it is a reward to the company

Price is the amount of money charged against a product or service

Company proving 2 offers for availing

- one is available in Rs: 35/- containing 5 cookies - second is available in Rs: 65/- containing 11 cookies

PLACEMENT Placement represents the location where a product can be purchased

Peak Freans uses “Indirect Marketing Channels” who can cater the size of Peek Freans FARM HOUSE cookies & its consumer base.

In actual there are 509 distributor

These distributors are given clear instructions regarding the selection of the retailer and to make sure that the retailer

Places the product along with its major competitors like “Bisconi, LU, DANE”. Displays the sachets distinctly.

PROMOTION Promotion represents to get the desire result from your customers What make a company’s products known to its consumers? - Its physical existence on shelve of the store

Peek Freans (Farm House) using the Advertising PROMOTION STRATEGY… (push strategy)

- Print media - Electronic media

Using ATL (Above the line) Activities:

Because we are using the print / electronic media for the advertisement of our product.

CONCLUSION However, we would like to identify the following points of importance in this report:

Focus on profitable brands. Divest brands that are low market share holders and loss makers. Concentrate more on Value Based Pricing Strategy.

RECOMMENDATION

Have to create public relation in promotion strategy because of most of people prefer imported biscuits

THANKYOU

Any ?