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Flavored Breads

3/16/2016 Marke�ng - Business Plan 1

MARKETING - BUSINESS PLANFLAVOURED BREADS

PRESENTED BY: WEBDEV’SSUBMITTED TO: SIR KASHIF MAHMOOD

SUPERIOR UNIVERSITY

3/16/2016

Flavored Breads


SUPERIOR GROUP OF COLLEGES

MARKETING BUSINESS PLAN

GROUP MEMBERS:

M. REHAN ASGHAR

BSSE 15126

ANAM HASSAN ARIF

BSSE 15127

HAMZA NADEEM

BSCS 15130

WAHAB REHMAN

BSCS 15102

SAJID ROZDAAR

BSCS 15115

PRODUCT:

Flavored Breads

Flavored Breads


CONTENTS OF MARKET PLAN:

PAGE 1: DEDICATION

PAGE 2: ACKNOWLEDGEMENT

PAGE 3: COMPANY’S PROFILE

MAIN MARKETING PLAN STAGES:

STAGE 1: INTRODUCTION

1. VISION STATEMENT

2. MISSION STATEMENT

3. OBJECTIVES

4. FEATURES

STAGE 2: SITUATIONAL ANALYSIS

1. CURRENT ANALYSIS

2. 4P’S OF MARKETING

3. PEST ANALYSIS

4. SWOT ANALYSIS

5. PESTAL ANALYSIS

STAGE 3: STRATEGY AND OBJECTIVES

1. MARKETING STRATEGY

2. MARKETING OBJECTIVES

3. FINANCIAL STRATEGY

4. FINANCIAL ANALYSIS

5. TYPES OF STRATEGIES

Flavored Breads


STAGE 4: TACTICAL PROGRAM

1. 4P’S OF COMPANY

2. TV ADDS

3. STORY BOARD

4. DESIGNS

5. BUDGET CHARTS

Flavored Breads


DEDICATION:

RESPECTED SIR,

WE ARE REALLY HAPPY TO SUBMIT MY REPORT ON THE LAUNCHING OF OUR

NEW PRODUCT “FLAVOURED BREADS” TO YOU. WE HAVE TRIED OUR LEVEL BEST TO

COME UP TO YOUR MARK BY PROVIDING UNIQUE IDEAS, RESEARCH, ANALYSIS &

ELEGANT PRESENTATION. WE ARE THANKFUL TO YOU FOR GIVING ME AN

OPPORTUNITY TO SURVEY, ANALYZE AND ENHANCE OUR KNOWLEDGE ABOUT

MARKETING.

Flavored Breads


ACKNOWLEDGEMENT:

A WORK IS NEVER A WORK OF AN INDIVIDUAL. WE OWE A SENSE OF GRATITUDE

TO THE INTELLIGENCE AND CO-OPERATION OF THOSE PEOPLE WHO HAD BEEN SO

EASY TO LET US UNDERSTAND WHAT WE NEEDED FROM TIME TO TIME FOR

COMPLETION OF THIS EXCLUSIVE PROJECT.

WE WANT TO EXPRESS OUR SPECIAL GRATITUDE TOWARDS MR. KASHIF

MAHMOOD LECTURER, MARKETING MANAGEMENT, FOR GIVING US SUCH A

UNIQUE PROJECT OPPORTUNITY.

LAST BUT NOT THE LEAST WE WOULD LIKE TO FORWARD OUR GRATITUDE TO ALL

THE PEOPLE WHO ALWAYS ENDURED US AND STOOD BY US AND WITHOUT WHOM

WE COULD NOT HAVE BEEN ENVISAGED THE COMPLETION OF MY PROJECT.

Flavored Breads


COMPANY’S PROFILE:

COMPANY’S VISION STATEMENT:

“QUALITY & SWEETNESS THAT REFRESHES YOUR LIFE”

COMPANY’S MISSION STATEMENT:

Our only mission is to provide the best of bakery and sweets to our customers.

We provides the vast variety of tastes and op�ons to choose according to likes. We

provides the sweetness of love that refreshes your minds and makes your healthy.

SLOGAN:

“Sweetness that refreshes your life”

STAGE 1 – PURPOSE AND MISSION

INTRODUCTION:

Now a days, we are living in a modern world, which consists of a lot of op�ons whether

you are choosing from clothes to hairstyles or tech gadgets. It is in our nature that we wants

more and more op�ons to choose from in our daily rou�ne life. Since the humanity existed, our

taste is changing a lot with the passage of �me. Now a days, we have literally thousands and

thousands of recipes for different type of cousins and tastes.

Sweet Bakes is a start-up bakery retail establishment located in Lahore. SB expects to

catch the interest of a regular loyal customer base with its broad variety of bread products. The

company plans to build a strong market position in the town, due to the partners' industry

experience and mild competitive climate in the area.

SB aims to offer its products at a competitive price to meet the demand of the middle-to

higher-income local market area residents and tourists.

THE COMPANY:

Sweet Bakes is incorporated in Lahore, Punjab. It is equally owned and managed by

group of owners. The company intends to hire two full-time bread bakers and six part-time

baristas to handle customer service and day to day operations.

Flavored Breads


PRODUCTS AND SERVICES:

SB offers a broad range of flavored Breads and other bakery products, all from high

quality Punjab’s grown wheat. SB caters to all of its customers by providing each customer

Flavored breads and bakery products made to suit the customer, down to the smallest detail.

The bakery provides freshly prepared flavored breads and cakes products at all times

during business operations. Six to eight moderate batches of bakery and pastry products are

prepared during the day to assure fresh baked goods are always available.

THE MARKET:

The retail bakery industry in the Pakistan has recently experienced rapid growth. The

warm climate in Punjab stimulates consumption of baked edibles throughout the year.

SB wants to establish a large regular customer base, and will therefore concentrate its

business and marketing on local residents, which will be the dominant target market. This will

establish a healthy, consistent revenue base to ensure stability of the business. High visibility

and competitive products and service are critical to capture this segment of the market.

MISSION:

SB aims to offer high quality simple and flavored breads, and other bakery products

at a compe��ve price to meet the demand of the middle- to higher-income local

market area residents and tourists.

STAGE 2 – SITUATIONAL ANALYSIS

4 P’S:

1. Product

2. Price

3. Promotion

4. Place

• PRODUCT:

One of our best flavors is (Chocolate Bread). As we all know that

chocolate is very common in children so its ra�o is beMer than our other flavors.

We can say that it’s our signature flavor. That’s why it is most profitable flavor of

our company.

Benefits of Product

Value of Product = __________________

Cost of Product

Flavored Breads


• PRICE:

We set the price of our products by keeping a margin of profit by

comparing our price to other companies. Our price covers all the cost of our

product.

• PROMOTION:

We promote our products by various methods. We do adver�sement on

different TV channels, do different ac�vi�es in different places, give discount etc.

Basic tools for promo�ng our product are: Mul�media and Ac�vi�es.

• PLACE:

As you know that everyone buys bread from the shop so, we target the

every shop in every street. We give shopkeepers the different offers such that

buy 5 and get 1 free etc. We also provide delivery services to buy our product.

PEST ANALYSIS:

• POLITICAL FACTORS:

• Government regulations regarding employee hygiene, health and food

regulations. • Government policies regarding the food industry, these may licenses,

inspections by health and food departments.

• ECONIMIC FACTORS:

• Interest rates would affect the cost of capital, the rate of interest being directly

proportionate to the cost of capital

• Economic trends act as an indicator of the sustainability and profitability of

business in the region and helps in deciding marketing strategy.

• SOCIAL FACTORS:

• Eating habits of the people in our chosen business environment may and

certainly will affect marketing decisions.

• Ratio of people preferring to eat out regularly.

• TECHNOLOGICAL FACTORS:

• A good technical infra structure would led to better production, procurement

and distribution logistics, resulting in reduced wastage and lower costs. • Effective technology may be a decisive factor for food technology innovation,

better presentation, more effective business marketing.

Flavored Breads


SWOT ANALYSIS:

• STRENGTHS:

• Stability of production

• Highly skilled labor

• Talented marketing managers

• Qualified finance staff

• Professionalism in the employees

• Less turnover of the employees

• Leading Bread Brand owning the evolution of bread in Pakistan

• Largest Distribution Network providing Nation-Wide coverage.

• Vast range of quality with a choice of flavors within them.

• Motivated sale team. There is a complete motivated sale team in the

company in which always do their best job for the promotion, increasing

demand, t a r g e t i n g , f o c u s i n g n e e d s a n d a c c o r d i n g t o t h e

c u s t o m e r n e e d suggest to renew the products, packing labeling etc.

• WEAKNESS:

• No employee back up plan

• No proper medical facilities

• Has been slow in acquiring efficient processes in the brand building area.

• Products launched by force of Sales Team & Competitors (when needs raised)

• Information Flow

• Over work burden on the employees due to limited strength of the workers

• Consequences for efficiency and equitable distribution of growth

• OPPORTUNITIES:

• Product Quality

• Competitors

• Product range,

• Weak Brand Loyalty,

• Consumers are more receptive towards the change due to media and competition.

• The recent growth in food sector specially baking

• Growing varieties in food sector.

• To increase the skilled labor

• To use the motivational techniques (employee of the month, incentive

plans motivates to perform the above standard

• To create the awareness

Flavored Breads


• THREATS:

• Low Operating cost, Trade discounts offered by the competitors.

• Extension of accessibility networks by other brands.

• Barriers to entry are very low in the industry

• Customers have shown high affinity to better/new image brands

• Some products may lose focus in a particular category by new arrivals as the

planning lacks

PESTAL ANALYSIS:

• POLITICAL FACTORS

• Government regulations regarding employee hygiene, health and food

regulations. • Government policies regarding the food industry, these may licenses,

inspections by health and food departments.

• ECONIMIC FACTORS:

• Interest rates would affect the cost of capital, the rate of interest being directly

proportionate to the cost of capital

• Economic trends act as an indicator of the sustainability and profitability of

business in the region and helps in deciding marketing strategy.

• SOCIAL FACTORS:

• Eating habits of the people in our chosen business environment may and

certainly will affect marketing decisions.

• Ratio of people preferring to eat out regularly.

• TECHNOLOGICAL FACTORS:

• A good technical infra structure would led to better production, procurement

and distribution logistics, resulting in reduced wastage and lower costs. • Effective technology may be a decisive factor for food technology innovation,

better presentation, more effective business marketing.

• ECOLOGICAL FACTORS

• Ecological factors affect consumers and company performance.

• Rising interest for corporate environmental programs

• Climate change

• Increasing emphasis on sustainable business strategies

• LEGAL FACTORS

• Local health regulations in workplaces and schools.

Flavored Breads


• Follow the rules and regulations of the food and health departments.

LIFE CYCLE:

For centuries it has been a part and permanent feature of breakfast worldwide. And as

technology and time progress, it’s never been easier to get fresh bread from the local

supermarket.

PROCESS OF MAKING BREAD IN FACTORY:

The primary ingredients of flour water and yeast and other minor ingredients are

mixed into dough in a giant mixer. The bread is divided into loaves and goes through an

initial rising process, allowing the dough to rise at a steady, even rate. It is then baked so

it sets and is cooked right through to the center, and to the right color. After being cooled

for over two hours, it is sliced and packaged-ready to go to the store.

PACKAGING:

ARer making it, packed the bread into different packs by the difference of their

flavors.

DELIVERY:

ARer packaging, the bread is ready to go to the stores, from where people can

buy their favorite flavor.

LAUNCHED GROWTH BOOM DECLINE

• Product

introduction

• Awareness of

product through

advertisement

• Initial loss

• Less profit

• Awareness

increase

• Compete

competitors

• Sales increase

• Profit increase

• Monopoly

• Increasing

promotional

Activities

• High demand

• New

competitors

• Sales

reduced

• Depression

• Loss

increase

• packup

STAGE 3 – STRATEGY AND OBJECTIVES

MARKETING STRATEGY:

In 2016 sweet bakes that offered various kind of flavored bread open location in the

Gulberg market, Lahore. This location brings in a bit of a younger crowd, so the bakery hopes

to bring in young adult teenagers. The brand new concept of bread attracts people.

Flavored Breads


1. Advertising

2. Online deals

3. Search, display & directory marketing

4. Mobile marketing

5. Social media

6. Email marketing

MARKETING OBJECTIVES:

Our programs and tac�c used will be centered on 4 core aMributes

1. Increase customer frequency-(coupons and specials by capturing customers

information)

2. Increase check average

3. Group Size (target large group orders with carryout in store)

4. Identify our hottest sellers, best approach and get customer feedback and point

of sale reports)

5. Increase our Customer Rating

FINANCIAL OBJECTIVES:

For this purpose, we will have the following financial objec�ves:

1. Profitability– ability to make profits.

2. Liquidity–ability to meet company’s short-term obligations.

3. Efficiency –how productively the firm utilizes its assets and labor force.

4. Stability–the overall health of the financial structure of the firm, particularly

related to its debt-to-equity ratio.

STRATEGIES:

1. PUSH STRATEGIES:

A channel partner term that is used to describe how products and services move

through channel partners to the consumer. A push strategy uses marke�ng channels,

such as trade promo�ons, to "push" a product or service through to the sales

channel. Push strategy is one of several types of channel strategies.

2. PULL STRATEGIES:

A pull strategy is where interest for a specific product or service is created within

a target audience that then demands the product from channel partners. This causes

the product to be "pulled" through the manufacturer's sales channel. Pull strategy is

one of several types of channel strategies.

Flavored Breads


STAGE 4 – TACTICAL PROGRAMS

TARGET MARKETS:

MARKET SEGMENTATION:

SB focuses on the middle- and upper-income markets. These

market segments consume the majority of coffee and espresso products.

• LOCAL RESIDENTS:

SB wants to establish a large regular customer base. This will establish a

healthy, consistent revenue base to ensure stability of the business.

• TOURISTS:

Tourist traffic comprises approximately 35% of the revenues. High

visibility and compe��ve products and service are cri�cal to capture this

segment of the market.

MARKET ANALYSIS:

The chart and table below outline the total market poten�al of the above

described customer segments.

MARKET NEEDS:

Because Lahore has a warm climate for eight months out of the year iced coffee

products are in significantly high demand, along with a slower but consistent

demand for hot coffee products. Much of the day's ac�vity occurs in the morning

hours before ten a.m., with a rela�vely steady flow for the remainder of the day.

PRODUCTS:

SB offers a broad range of flavored Breads and other bakery products, all from high

quality Punjab’s grown wheat. SB caters to all of its customers by providing each customer

Flavored breads and bakery products made to suit the customer, down to the smallest detail.

The bakery provides freshly prepared flavored breads and cakes products at all times

during business operations. Six to eight moderate batches of bakery and pastry products are

prepared during the day to assure fresh baked goods are always available.

PROMOTION:

PROMOTION ANALYSIS:

A common promo�onal analysis measurement is adver�sing or promo�onal

awareness. Whether you are using a specific in-store promo�on or TV

adver�sement, you can track consumer awareness of your campaign. The best way

to track ad or promo�onal awareness is to conduct phone surveys among people in

your market area.

Flavored Breads


PROMOTION RESPONSIBLE:

Like every other company, we also have a dedicated team which take scare of all

the adver�sements running on different sources. They decides the banners,

messages and the offers that should be shown in these ads or promo�onal banners.

They also takes cares whether these ads are on air on �me or not?

PROMOTION CHANNELS:

In this modern era, we have literally thousands of channels or ways to promote our

products. Some of them are free but mostly they are paid so we have to wisely choose that

which one should be picked. We have to design a complete campaign for these promo�onal

ac�vi�es. So far we have the TVs which are the best sources for the promo�onal means.

We will design a complete campaign for a TV ad and then we will put it on different TV

channels. We have to decide the message, the ad and the budget for this promo�onal

ac�vity. The main story board for our TV commercial will be as follows:

STORY BOARD:

SC #

Scene Descrip�on

Actual Dialogue

01

This scene will show that children are

geXng ready for their school and

their mother is asking them to eat

their breakfast but they are not

interested in ea�ng the tasteless

bread every day.

Mom: Bacho jaldi say breakfast khatam kero,

apki school van anay wali hogi.

Bachay: Shakal begartay huay kahain gay,

humain yh bread achi nahi lag�.

Mom: preshani main sochtay huay k ab main

bread ka taste kesay change karun

02

This scene will show that old parents

are not ea�ng bread because they

did not likes the taste of the bread

any more.

Beta: Abu ap say ro� nahi khai jaa� lakin ap

bread to kha saktay hain

Baap: Beta ek e cheez roz roz khaa ker dil uktaa

chukka hay

03

This scene will finally show our

product which is flavored bread along

other bakery items

Sweet Bakes laya ab Pakistan main phli mertba

flavored breads, nashta ho ya sham ki chaye,

flavoured breads or bakery items sirf Sweet

Bakes ki

Flavored Breads


NEWSPAPER AD:

PROMOTION BUDGET AND SCHEDULE:

Complete budget of the promo�on campaign and its schedule of ads pos�ng is wriMen in an

external excel file. That file consists of the informa�on about on which day or which source

our ad will be posted and how much that post will cost us. And then overall budget that

company has to spend is calculated at the end.

OVERALL EXPENSES ON PROMOTIONS: RS 4,182,000 / =

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