Retail Report

RETAIL ASSIGNMENT REPORT – TUC BY LU
Amal Hussain Syed - 26758

Sarah Akber - 26279
Isht Dev -
Mahdaim Qureshi - 26588
Daniyal Jahangir -
For our retail assignment we chose to survey TUC biscuits, which is a popular brand of salted
crackers available in Pakistan and a couple of other countries as well. TUC is a product of LU
which comes under the portfolio of Continental Biscuits Ltd in Pakistan. TUC’s widespread
availability and strong market presence made us select it for our research. We carried out primary
market research by visiting retail outlets of different categories to gather TUC’s marketing data.
However, for product research to be thorough it’s not enough to study the product itself alone,
therefore, we gathered data of its directly competing products, namely Peak Freans SALTISH,
Peak Freans ButterPuff, and Bisconni Crux, available in the market as well. This report aims to
analyze the data that we collected during our retail visits. A total of 10 retail outlets were visited
and 5 online stores were observed over a span of 2 weeks.
In the dynamic landscape of Pakistan's retail market, the importance of understanding product
placement, brand availability, and pricing strategies cannot be overstated. This analysis sheds
light on the retail dynamics across various physical outlets such as General Stores, Local Modern
Trade (LMT) stores, and International Modern Trade (IMT) outlets.
If we are to compare TUC with its competitor products, it captures large shelf spaces across
stores and is available in a wider range of SKU’s than its competitors. Crux creates a competitive
advantage in the biscuit market by offering lower prices than its competitors, however, it only
has two SKU’s. Butter Puff and Saltish are both products of Peak Freans but buyers prefer to buy
the former because of its cheaper price and easy availability across all types of stores. While
Saltish differentiates itself by offering a pouched packaging, TUC’s vibrant yellow packaging is
almost impossible to ignore.
Local Modern Trade (LMT) stores, with their extensive reach and diverse customer base, serve
as strategic points of engagement for brands. TUC BITES strategically positions itself by using a
standing unit and kiosk in Imtiaz Malir Cantt leveling up its established brand equity by
attracting and engaging with customers. This was also observed across other LMT stores such as
Diamond Super Market and Pick N Save, probably because TUC bites is a newly launched
variant. A sales representative at Imtiaz was also found endorsing the newly launched bar
packaging of TUC biscuits. With every family pack they were offering one free bar pack which
is an effective Below the Line (BTL) promotional strategy. LMT’s mostly bulk buy from
wholesalers therefore offering a lower price than other categories of stores. At PickNSave a rack
had both TUC bites as well as CRUX bites, however, TUC selling in packs of Rs 20 and Rs 40
clearly had an edge over CRUX bites selling for Rs 100.
International Modern Trade (IMT) stores, which mainly target the upper class of society, have a
posh air-conditioned environment, organized racks, a wide range of local as well as international
brands, and customer care personnel always on duty. If you’re looking to benefit from cheaper
prices IMT’s don’t have much to offer you. Buyers at SPAR were interested in top notch
products for which they wouldn’t mind spending a few extra pennies. All salted crackers, TUC,
SALTISH, BUTTERPUFF and CRUX, were being sold at higher prices than Imtiaz. Here
elderly people were seen buying boxes of SALTISH which tells a lot about its target market. A
strong Point of Purchase (POP) strategy was observed at SPAR close to the billing counter. A
standing unit of TUC bites was strategically placed here which made it possible for the brand to
achieve a greater level of sales and awareness about the new variant. Metro is also an IMT,
however, it is a wholesale store which makes its pricing dynamics a lot different from that of
SPAR.
If we talk about Above the Line (ATL) promotional strategies of TUC, it has always taken a lead
over its competitors. None of the other market players have been able to come up with a tag line
that resonates not only with those who consume it but is instilled in the minds of all Pakistanis.
“Halki phulki bhook mein halka phulka tuc”, reinforces in the minds of buyers that TUC is the
only prominent brand offering a premium light snack with great taste.
The retail biscuit landscape in Pakistan provides a rich tapestry of strategies, consumer
behaviors, and market dynamics. Whether it's leveraging brand equity, aggressive
merchandising, or nuanced pricing strategies, each brand has carved its unique niche in the
market. As consumer preferences and market dynamics continue to evolve, the insights gleaned
from this analysis will serve as a solid foundation for future brand strategies and market
positioning.

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RETAIL ASSIGNMENT REPORT – TUC BY LU

Amal Hussain Syed - 26758

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