1. 1. Group Members JUNAID ASHRAF MARIYAM KHAN SHEHRYAR KHAN NISA NOREEN ALI TARIQ ZUNAIB RIAZ
2. 2. Introduction Subsidiary of Dawn bread Signifies quality and freshness in bread. First mover advantage of live bakery. Satisfies customers on the bases of quality and professionalism. Offer world class products to food service industry.
3. 3. Create natural preference for products among customers on the base of value of money and most importantly taste and quality.
4. 4. History Dawn came into existence in 1979. First plan installed in Karachi in 1981. Supplier of highly innovated products in terms of technology and industry trends. Got lead and planned to open first ever live bakery in Pakistan
5. 5. Mission Statement Committed to serve freshly baked assortments Committed to provides healthy and safest products Strives to deliver international trends in Pakistan struggling in updating every grocery store to have a fresh live bakery of any size.
6. 6. Product Line Bread Cookies Muffins Cakes Sandwich Brownie Tart Pastries
7. 7. Marketing Strategy
8. 8. Segmentation and Target market Psychographic Segmentation Demographic Segmentation Geographic Segmentation Behavioral segmentation
9. 9. Expanding target market opening a flagship outlets
10. 10. Threads from competitors Jalal Sons is the strongest competitor non-branded producers of backing industry
11. 11. Threats and opportunity for price market trends price-cutting Price war Pakistan wheat harvest
12. 12. Market Penetration Display case Create a loyalty program Create a baking good of the month
13. 13. Market Development Buy advertisement in that towns magazine Connect online with local town bloggers
14. 14. Alternative Channels Sell through your website Selling bulk goods to local businesses and community events Sell through distributors or grocery stores
15. 15. Product Development Develop new bakery items Develop a cupcake of the month and introduce a newly developed cupcake each month. Develop a monthly subscription to cupcake of the month
16. 16. New Product for new customers Unbaked products Wedding cakes and birthday cakes Seek out a niche market and develop a line of baking goods just for them
17. 17. PROMOTIONAL PLAN Television Print media Facebook Billboards Flex Pos material
18. 18. TELEVISION AD broadcasted Our message is for the whole year as no seasonal or event requirement is present. AD broadcasted throughout the day Television captures more audiance http://breadbeyond.com
19. 19. FLEX We will use flexes to attract our customers and to promote our products in different places. http://breadbeyond.com
20. 20. PRINT MEDIA Many retailers prefer advertising in local newspaper The perception rate is high because the reader can get more than one impact from the same message Brochures inform, posters inspire and packaging validates the customer's buying decision http://breadbeyond.com
21. 21. FACEBOOK Social media, as a modern marketing tool, offers opportunities to reach larger audiences in an interactive way. Facebook page attract our customers by posting different things where customer can see what new products we are going to launch in market, http://breadbeyond.com
22. 22. BILLBOARDS We are using billboards in Lahore. Karachi Islamabad they will be repeated in different areas of these cities. Prime locations http://breadbeyond.com
23. 23. POS MATERIAL We are displaying our product in different grocery stores in different areas of cities We are displaying our product in different grocery stores in different areas of cities
24. 24. POS MATERIAL We are using different point of sales materials such as Posters Shelf talkers Table tents Banners Signs
25. 25. According to NOMAN HUSSAIN the Director : Bread & beyond is highly aware of the need for appealing products which satisfy our strong customer base. We introduced the concept of live bakery for the first time in Pakistan. Our past, present, and future long-term commitment to the industry and to each of our customers.
26. 26. We offer world class products to the food service industry. The services of cooking consultants and Bakers of International repute to bring innovation in our products. Our ultimate aim is to retain the Company customers and create natural preference for our products.
27. 27. Now after successfully opening of our products plants all over the nation it was time to move on. One of the most upcoming trends was frozen bakery products. This is where we got our lead and planned to open the first every live bakery in Pakistan. Now B&B has successfully installed sites in all over Pakistan.
28. 28. We are committed in: Providing the customers the most possible freshly baked assortment. Providing the safest and healthy product and it starts from auditing our raw material suppliers. Creating awareness toward safe and healthy products. Creating the new attitude and onsite production of our products.
29. 29. Our efficient R&D is always on a look out on the newest trends in Bakery world.
30. 30. We are struggling in updating every grocery store in Pakistan to have a fresh live bakery of any size. The introduction of frozen assortment helps the customer minimize their expenses on baking.
31. 31. Promotional Plan Below the line promotions Above the line promotions Through the line promotions
32. 32. Below the line promotions involves a range of methods which can be targeted at specific groups of customers. Like: Sales Promotions Direct mail Public relations Customer newsletters and magazines E-Mail
33. 33. Above the line promotions Includes the use of advertising to reach a mass audience. Advertising like: Television Radio
34. 34. Through the line Promotions marketing campaign that combines both above the line and below the line.