Brand Audit of Prince Pakistan

Topics: Brand, Brand management, Branding Pages: 21 (5833 words) Published: February 13, 2011
It began in 1850. Two young French bakers fell in love, married, and began creating exquisite biscuits together, which they proudly imprinted with their two initials, LU. Their passion for fine ingredients and distinctive, original biscuits inspires every LU we bake today. Art of LU

Beginning in the 1880s, justly proud of their beautiful biscuits, the bakers of LU had the vision to begin commissioning the best artists of the day, to paint a series of LU advertising posters. These original works are now prized collector's art; shown in terms of the famous Le Petit Ecolier, ("Little Schoolboy"), created by renowned illustrator Firmin Bouisset: a portrait of his own son eating a LU Petit Beurre. Over the next hundred years, the artistry of LU biscuits inspired many artists to create works of their own.  In the 1980s, Firmin's vision was molded in chocolate, to create LU's most beloved biscuit variety, Le Petit Écolier. Portfolio of Brands: Internationally

1-Crème Roulee
2-Cinnamon Sugar Spice
4-Rich Tea
5-Petit Ecolier
7-Le Chocolatier
8-Petite Madeleine
9-Le Petit Beurre
10-Short Bread
Company History
Incorporated in 1984, the success story of LU in Pakistan began with the initiative of Hasan Ali Khan (the founder of Continental Biscuits), who signed a joint venture agreement with Generale Biscuits, the global manufacturers of the LU range, which was subsequently acquired by the Danone Group. Expansive investments were made including the import of technology and professional expertise from abroad. The first undertaking was to set up a factory and establish distribution centers in the country with the ultimate objective of commencing operations and marketing our products in Pakistan. CBL thus started its' operations in the country since September 1986 with an initial strength of 200 employees.

The company first introduced its' innovative brands - TUC, Prince and Candi which proved to be an instant success. With global merger of Generale Biscuit and the Danone Group, a more comprehensive range of products and technical know-how became available to CBL. The company at present has an outstanding portfolio, under its power brands of TUC, Prince, Tiger and Candi. These brands have an array of products that falls into the category of plain biscuits, cream variants, crackers and ingredients based. The manufacturing location based in Sukkur is a centre of excellence which provides employment to 2200 people in the region. The marketing, sales, finance, commercial, IT and the human resources functions are located in the head office in Karachi employing a total of 180 employees. As a part of the leading FMCG the head office has close links both with the Regional Offices of Kraft in UAE and the manufacturing plant in Sukkur. Portfolio of Brands: In Pakistan

LU today has a Bakeri, which offers a range of flavours designed to make your mouth water at their very mention! Bakeri Classic- the milk and egg flavor we all know and love, now with that little bit of magic that only LU can add, these are a breath of fresh air in the plain biscuit category. The soft smooth texture and taste simply makes them melt in your mouth!

Bakeri Coconut- An exquisitely crafted work of art straight from the LU Bakeri. Made from real coconuts, these cookies will have you craving for more from the time you take the first bite! Bakeri Butter Cookies- As gloriously delicious to look at as they are to eat, these cookies made from pure butter are truly a delight. Every bite makes you realize just how lovingly and carefully these cookies were backed by the experts at the LU Bakeri. Bakeri Bistiks: with their unique shape and delicious lemon and vanilla flavor are a treat for the senses. Whether you dip and munch them with your tea, ice cream or just on their own.


One of the most innovative brands Launched by CBL, Candi is the only brown sugar biscuit in...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Brand Audit of Telenor Pakistan Essay
  • Essay about Brand Audit
  • Brand Audit Essay
  • Audit Essay
  • Essay about Audit
  • Essay about audit
  • Essay on Brand Audit Lamborghini
  • Essay about Brand Audit

Become a StudyMode Member

Sign Up - It's Free