mr report intro edited
TRANSCRIPT
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1.0. INTRODUCTIONWheat (flour) has always been the basic component of Pakistani populations daily food
consumption. Roti and paratha are most commonly prepared from flour and are included in at least
two meals per day. In the recent times, the number of working class and school-going children in
the country has increased, which resulted in adopting time-saving ideas. This is why more and
more people are now switching towards the use of ready-made bread, which is a substitute of rotiand paratha.
The bread industry in Pakistan has seen many changes in the last twenty-five Years. It has
emerged as a small-scale bakery processing industry to numerous industrial bread making units
all over Pakistan. The bread industry in Pakistan is flourishing very quickly and bread products
are gaining much popularity .
Since then, many brands of bread and other easy-to-make and ready-to-eat meals have evolved and
their market share is increasing day by day. Dawn bread, Bake parlour, Classic, Wonder bread, B.P.,
Meiji, Vita etc are some examples of bread brands in Pakistan. However, we have restricted our
research to Dawn bread vs. Bake Parlour Bread.
1.1. INTRODUCTION OF DAWN BREADA family-owned company committed to providing Pakistanis with nutritious and superior-quality bread products. DAWN BREAD, a name that has come to signify quality and freshness
in bread products. A success story that was written by a family that is committed to honest to
goodness enterprise and concerned with the prosperity of the country. Prior to establishment
of DAWN BREAD, the largest producer of the bread was the public sector. However, thissector could not cope with the demands of the consumer and this when, perceiving a
change in the eating habits of Pakistanis, DAWN BREAD was envisioned.
1.2. PLANT INFORMATIONBeginning with the plant in Karachi, commissioned in October 1981, Dawn Bread built-up a
reputation for freshness, quality and taste. Creating awareness plus a demand for bread products,the second plant was commissioned in Islamabad in January 1985. Nothing succeeds
like success, so next came the plant in Hyderabad in January 1987, a year that was to also
witness the establishment of another plant at Lahore, in November 1987. In 1989 we establishedthe plant at Multan. Tthe sixth plant was commissioned at Faisalabad in February 1992.
1.3. VISIONDawn with a vision to exceed the expectations of consumers with great taste products
that delivers convenience, quality, safety and value is undoubtedly the market leader in
fresh baked bakery products. Dawn has created the distinctive competence in a market
where so many other brands are also available to cater the requirements of consumers. It
has introduced the concept of quality in the generic fresh bakery products industry.
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1.4. MISSION STATEMENTTo provide quality products to customer and explore new markets to promote/expand
sales of the company through good governance and dynamic team, so as to achieve
optimum price of products of the company for sustainable and equitable growth and
prosperity of the company.
1.5. QUALITY POLICYWe work together as a team for implementation and continual improvement of total
quality system in order to achieve satisfaction of our internal and external customers.
For purpose of standardization, the company associated itself with FMBRA of United
Kingdom in 1990 to bring itself in line with international standards of production,
technology, machinery and formulation, while those manning the machinery are
provided on the job training in congenial working conditions. All the Dawn Bread
plants boast of the latest machinery used in the bread-making process. They are managed
by senior food technologists with decades of experience.
2.0. DAWN BREAD PRODUCT RANGE:
BREAD RANGE:
Brown Bread Fortified Bread Milky Bread
Plain White Bread Burger Buns Fruity Buns
Hot Dog Buns Frozen Puri Plain Paratha
Cup cake Dawn Rusk
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FROZEN FOODS:
Chicken Chapli Kabab Chicken Kofta Chicken Malaai Boti
Chicken Shota Chicken Samosa Chicken Spring Roll
Chicken Seekh Kabab Chicken Hot Wings Chicken Crispy Fillet
Chicken Crispy Wings Vegetable cutlets Vegetable Spring Roll
Punjabi Samosa Aaloo Samosa
MAYO RANGE:
Dawn Mayo Garlic Dawn Mayo Chup Dawn Mayo Chilli
Dawn Mayo Mayonnaise Dawn Mayo Chicken spread Dawn Mayo Thousand Island
KETCHUP AND SAUCE RANGE:
Dawn Tomato Ketchup Dawn Sauce Chilli Garlic Dawn Soya Sauce
Dawn Sauce Vinegar Dawn Tomato Sauce Dawn Ginger and Garlic Paste
Dawn Ginger Paste Dawn Garlic Paste
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3.0. DISTRIBUTION NETWORK
The company is committed to the uplift and development of the society as a
whole, and participates in sports and social welfare activities. Today DAWN BREADS
distribution network comprises more than 500 company owned vehicles that deliver baked
foods to more than 35,000 retail outlets daily, making it one of the largest distributionnetworks for any product in the country. Customers are located in major metropolitan
areas, secondary metropolitan areas and rural areas. The fleet runs approximately 50,000
km (31,000 miles) each day to deliver fresh bread. Our network has been in the business of
touching each of our 35,000 retail customers on a daily basis for over 20 years.
Courtesy: Dawn bread official website www.dawnbread.com
4.0. MARKETINGSTRATEGIES:
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BAKE PARLOUR
INTRODUCTION TO COMPANY
Ever since its inception by Mian Ghulam Hasan in 1926, Rasul Group of industries
has grown as one of the pioneers and leaders in food industries in the country.
The brand name of Rasul Group of industries is BAKE PARLOR. It is market
leader in Bread and has highest market shares.
Envisaging the importance and impact of industrial progress anddevelopment around the region, the group had, right from the early stage of
its emergence, adopted the policy of diversification. Thus with the passage of
time the company enhance its operation from cultivation of grains to food
trade, processing of food and ultimately manufacturing and exporting of food
items utilizing modern technologies.
The present magnanimous of the company owes a lot to the endeavor and
judicious plane of Mian Ghulam Rasul who is now the Chairman of the
company. He also headed All Pakistan Flour Mills Association. Besides being a
dynamic member of business community, Mian Ghulam Rasul is a very
Prominent Social Worker.
PLANT INFORMATION
The company has 3 factories at Karachi, two at Korangi Industrial Area (for
manufacturing of flour and vermicelli and Bread and ketchup) and one at Port
Qasim (for manufacturing of Italian food).
The Groups industrial infrastructure also includes two most efficient Flour
Mills to produce various types of Ata, Suji, Maida and Baby Foods raw
materials etc. For Manufacturing and supply of high quality Breads, Bakery
products and Allied food stuffs, the group possesses very dependable
automated plants.
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VISION"
To attain sustainable competitive advantage at a global front by associating'Bake
Parlor' with nutritious, scrumptious and diversified food product range.
"MISSION
Bake Parlor offers 'more for less' by providing a diversified product range with
premium quality and extra quantity at an affordable price.We consistently monitor
our ingredient mix by analyzing our consumer seating habits so as to provide food
that is easy to cook and fun to eat. We acknowledge the global food commodity
needs and consider it our responsibility to make the most out of limited resources
through optimization.We decipher opportunities and make the most out of them.
Our operational efforts are subject to continuous improvement and our success
trickles down to our customers, employees, business partners, community and
environment that is how we aim to sustain it.
QUALITY POLICY:
Bake Parlor recognizes the significant probability of a global food crisis in thenearfuture and being a responsible corporate citizen is developing effectivestrategies toprotect consumers and maintain service standards, providedthat the a stableeconomic situation persists. Their position as a major wheatproducer and player in
the food industry places greater responsibility on usto protect consumer interestsand environmental scanning is our numberone priority. To put these principles in practice theyve successfully acquiredmemberships to ISO 9001, Snacks Food Association (SFA) and accreditationfromFood and Drug Authority (FDA) of USA and utilizing these platforms toprovidequality food at the same price levels
Core Values and Goals:
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PRODUCT RANGE OF BAKE PARLOUR:
Spice mix:
Balti Macaroni Masala Mix
Bar B.Q. Macaroni Masala Mix
Biryani Macaroni Masala Mix
Cajun Spaghetti Masala Mix
Fajita Spaghetti Masala Mix
Hot n Sour Noodles Masala Mix
Meat Ball Spaghetti Masala Mix
Seven Spice Macaroni Masala Mix
Tikka Macaroni Masala Mix
FROZEN ITEMS:
FROZEN PARATHAS.
BEVERAGES:
Jam e mashriq
BREAD AND BAKERY:
White Bread
Milky Bread
Bran Bread
Integrity They are always true to promises and committed to deliver.
Passion To establish Bake parlor as an internationally recognized
brand by delivering superior value and ensuring customer
satisfaction.
Cohesion Are an integrated whole, with harmony and cooperation as
the basic business foundations.
Innovation Explore the farthest boundaries of the nutritious diet plan.
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Fruit Bun
Tea Rusk
Sheer Mall
Burger Bun
Hot Dog Bun
Sandwich Bread (Special)
Cake Rusk
Vermicelli
Colour Vermicelli
Cut Vermicelli
Pasta Vermicelli
Roasted Vermicelli
Ajrak Vermicelli
Balle Balle Thick Vermicelli
U Shape Vermicelli
SPAGHETTI AND NOODLES
Fancy Spaghetti
Spaghetti Box
Real Egg NoodlesLasagne
Long Macaroni Box
VINEGAR AND SAUCES:
Chilli Sauce
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Soya Sauce
Vinegar Brown
Vinegar White
KETCHUP RANGE:Chilli Garlic Sauce Pouch
Chilli Garlic Sauce Sachet
Chilli Garlic Sauce Bottle
Tomato Ketchup Balti
Tomato Ketchup Bottle
Tomato Ketchup Pouch
Tomato Ketchup Sachet
Macaroni range:
Fancy Macaroni ( Big Elbow )
Fancy Macaroni ( Long )
Fancy Macaroni ( Longer Dhari )
Fancy Macaroni ( Pene Cutter )
Fancy Macaroni ( Ring )
Fancy Macaroni ( Shell )
Fancy Macaroni ( Short Cut / Verm )
Fancy Macaroni ( Spiral / Screw )
Fancy Macaroni ( Vegetable )
Fusilli Macaroni
Rice Macaroni
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DISTRIBUTION NETWORK:
Though prices vary widely from product to product, roughly a fifth of theproduction cost of an item
expended availability for the customers. The term 'place' deals with
10 various methods of transporting and storing goods and then making them available tothecustomer. Getting the right product to the right place at the right time involves thedistribution
system. Distribution is the process of moving goods and services to the placeswhere they are
needed. Channel Levels. The channel of distribution used by Bake Parlor is intensive distribution.
Products were available at all the stores we visited and a completerange was found. Generally,
stores have placed the products of Bake Parlor at aconvenient place i.e eye level is the buy level.
This type of distribution helps whenproducts are categorized as low involvement of the customer
and where customer looks for availability and convenience
MARKETING STRATEGIES
Bake Parlor believes that their system provides better delivery service, isa powerfulmarketing tool and is a significant competitive advantage.It also operatesa programme to improve customer service through regular customersurveys thatmeasure performance indicators, such as service, quality and value. Extensiveuse ismade of these customer surveys that score stores and reward staff by measuringkeyattributes of cleanliness, accuracy of delivery, product quality and speed ofservice.
RESEARCH METHODOLOGY
Research Category:
For preparing this report the descriptive research category has been used.
Descriptive Research study focuses on the accurate description of the variables in problem
model. Any source of information can be used in a Descriptive Research.
Data Collection:
Data is collected through two ways. They are:
1- Secondary Data:
i- The companies information and information about Dawn Bread and BakeParlor are mainly gathered from its internet website i.e.
a) http://www.dawnbread.com
b) http://www.bakeparlor.com
ii- Some information is also extracted from magazines and news paper
articles.
http://www.dawnbread.com/http://www.dawnbread.com/http://www.bakeparlor.com/http://www.bakeparlor.com/http://www.bakeparlor.com/http://www.dawnbread.com/ -
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2- Primary data:
a) The source of primary data is questionnaires filled out by the
respondents belonging to five locations of our city.
b) Mall intercept interview.
Measurement technique:
The research is mainly based on the Questionnaire containing 10 questions (retailer
based) and 10 questions (consumer based). The collected is scrutinized and tested against
certain hypothesis.
Response format: Questionnaires having 20 questions, 10 questions in each category of
questionnaire i.e. retailer and consumer based.
One open ended question in each question in each questionnaire.
Nine close ended question in each questionnaire.
Sample process and sample units (Case Specific-in grid form)
Sample selected: The sample is based on residents of Karachi.
Sample Process: The sample process is based on 5 locations of our city.
Sample unit:-
Location Consumers Retailer Total
Gulshan-e-Iqbal 40 10 50
F.B Area 40 10 50
Malir 40 10 50
Gulistan-e-Jauher 40 10 50
Total 160 40 200
Sampling method and Plan:
Non-Probability based on convenience: The sampling method uses in this research
is non-probability sampling method, in which chance selection procedures are not
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used and it is based on convenience, which allows the sampler to select sample
conveniently.
Quota Sampling: The quota sampling is based on five locations.
Sample Size:
The sample size is taken in this research is n=200 i.e. n=50 for retailer and n=150
for consumers and that size is taken keeping in view the nature of the research.
Execution:
Time: This report was concluded in about 3 months time (90 days)
Cost: The total cost of this report is approximately Rs. 4000 including the transpor
tatoin and printing costs.