The STP & Marketing Mix Analysis of 50/50 Biscuit of Contitnental biscuits limited CBL, Pakistan

1. Principles of Marketing
Presented by
Irfan Ahmed Tanwari

2. PRESENTATION CONTENTS
 Introduction
 Company vision and mission
 Company products
 STP
 Marketing Mix
 Conclusion
 Recommendation

3. 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 .

4. 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.

5. COMPANY PRODUCTS
GALA
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

6. 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.

7. 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

8. TARGETING
 CBL 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

9. MARKETING MIX
 PRODUCT
 PRICE
 PACKEGING
 PROMOTION
 PALCEMENT

10. 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.

11. 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
 TICKY PACK
RS.15/PACKET
RS.5/PACK

12. PACKEGING
 CBL 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

13. PLACEMENT
 It is placed through, who sellers, retailers
 Because of the less promotion 50 50 biscuits is not
available every where in stores/ shops.

14. CONCLUSION
 The 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.

15. RECOMMENDATION
 Promote 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.

16. THANK YOU