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Critical analysis of CBL Pakistan
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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)
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.
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.
BRAND PORTFOLIO
• TUCK
• Prince Chocolate
• Candi
• Tiger
• Bakeri Classic
• Gala
• Zeera Plus
• Wheatable
• 50-50
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
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.
OPPORTUNITIES
• New emerging segments
• Changing preferences of buyers
• Varying consumption patters of consumers.
• Increasing population
• More concentration on “Youth Segment”.
• Upgraded Technology
THREATS
• Severe competition from EBM in terms of packaging, branding & advertising.
• Varying consumer preferences.
• Availability of various local and foreign brands.
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)
COMPETITORS ANALYSISASIAN 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
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”.
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.