MGT301 GDB

Sooper
Background
English Biscuits Manufacturers (EBM), established in 1965, is one of the important parts of Pakistan’s food industry and is considered to be the leader in the biscuits category. Ever since its establishment, it has introduced many biscuit brands such as Marie, Nice, Ringo and Smile getting extremely popular with the masses and became the important part of every household's Shaam ki chai. Keeping a keen eye on the market changes, EBM identified the need to develop sweet plain biscuit. Based on this insight, EBM introduced Sooper in 1996.
Initially Sooper was positioned to create the desire for bakery related products but it didn’t work. Sooper failed in terms of sales volume. In 2003, EBM decided to re-launch its struggling brand in a new color. They chose red color as opposed to the initially white colored packaging to give it a more vibrant and bright image. The first advertising communication after the re-launch focused on the taste of the product. If you can recall it was the humorous conversation between a mother and daughter with a play on the word “super”.
Questions:
1. Write down any substitute of Sooper?
2. Seeing various ads \ TVCs (TV commercials) of Sooper, what do you think is the target market of Sooper?

Answer 1 : The substitute of scooper biscuits is bakery biscuits.
Answer 2: The target market of sooper biscuits is young mail & female.