Write down any substitute of sooper

Reference no: EM13338443

Background

English Biscuits Manufacturers (EBM), established in 1965, isone of the important parts of Pakistan’s food industry and isconsidered to be the leader in the biscuitscategory. Ever since its establishment, it has introducedmany biscuit brands such as Marie, Nice, Ringo andSmile getting extremely popular with the masses and becamethe important part of every household's Shaam kichai. Keeping a keen eye on the market changes, EBMidentified the need to develop sweet plain biscuit. Based on thisinsight, EBM introduced Sooper in 1996.

Initially Sooper was positioned to create the desire for bakeryrelated products but it didn’t work. Sooper failed in termsof sales volume. In 2003, EBM decided to re-launch its strugglingbrand in a new color. They chose red color as opposed to theinitially white colored packaging to give it a more vibrantand bright image. The first advertising communicationafter the re-launch focused on the taste of the product. If you canrecall it was the humorous conversation between a mother anddaughter 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 doyou think is the target market of Sooper?

Reference no: EM13338443

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