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Similar to Continental biscuits limited(cbl) pakistan (20)
Continental biscuits limited(cbl) pakistan
- 1. 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)
- 2. 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.
- 3. 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.
- 4. BRAND PORTFOLIO • TUCK • Prince Chocolate • Candi • Tiger • Bakeri Classic • Gala • Zeera Plus • Wheatable • 50-50
- 5. 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
- 6. 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.
- 7. OPPORTUNITIES • New emerging segments • Changing preferences of buyers • Varying consumption patters of consumers. • Increasing population • More concentration on “Youth Segment”. • Upgraded Technology
- 8. THREATS • Severe competition from EBM in terms of packaging, branding & advertising. • Varying consumer preferences. • Availability of various local and foreign brands.
- 9. 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)
- 10. COMPETITORS ANALYSIS ASIAN 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
- 11. 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”.
- 12. 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.