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PRESENTED BY:

UmamaManzoor L1F11MBAM2107

Presented to:

Maam

Date of submission:

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TABLE OF CONTENTS

ACKNOWLEDGEMENT .............................................................................................................. 4

EXECUTIVE SUMMARY ............................................................................................................ 7

INTRODUCTION .......................................................................................................................... 8NEEDS AND WANTS ................................................................................................................. 11

PRODUCT DESCRIPTION ......................................................................................................... 11

BENEFITS .................................................................................................................................... 13

ELEMENTS OF MARKETING SYSTEM .................................................................................. 13

MARKETING MANAGEMENT ORIENTATION......................Error! Bookmark not defined.

INOVATION ............................................................................................................................ 13

QUALITY ................................................................................................................................. 13

FEATURES ............................................................................................................................... 14

CORE PRODUCT .................................................................................................................... 14

For Family ............................................................................................................................. 14

For children: .......................................................................................................................... 14

DESIGN .................................................................................................................................... 14

For Family ............................................................................................................................. 14

For Children ........................................................................................................................... 14

MARKET SEGMENTATION ..................................................................................................... 14

Psychographic ........................................................................................................................... 14

Behavioral ................................................................................................................................. 15

Demographic ............................................................................................................................. 15

Geographical area ...................................................................................................................... 15

TARGET MARKET PROFILE .................................................................................................... 15

VALUE PREPOSITION .............................................................................................................. 16

MARKETING STRTEGY : ..........................................................Error! Bookmark not defined.

MYSTERY SHOPPER: .............................................................Error! Bookmark not defined.

COMPETATOR: ........................................................................Error! Bookmark not defined.

OUR TARGET MARKET: ........................................................Error! Bookmark not defined.

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VISITS: ......................................................................................Error! Bookmark not defined.

SCENARIOS .................................................................................Error! Bookmark not defined.

VISIT TO: BREAD & BEYOND BAKERS ............................................................................ 17

Consumer Behavior .......................................................................Error! Bookmark not defined.

AIETA ........................................................................................Error! Bookmark not defined.

Target marketing Strategies ...........................................................Error! Bookmark not defined.

FLAMENCO LOGO .....................................................................Error! Bookmark not defined.

Symbol ...........................................................................................Error! Bookmark not defined.

Packaging ...................................................................................................................................... 24

BRAND STRATEGY DECISION ............................................................................................... 26

BRAND POSITIONING........................................................................................................... 26

BRAND NAME ........................................................................................................................ 26

BRAND EXTENSION ............................................................................................................. 26

PRICING........................................................................................Error! Bookmark not defined.

PLACEMENT............................................................................................................................... 27

PROMOTION ................................................................................Error! Bookmark not defined.

Conclusion .................................................................................................................................... 28

References ..................................................................................................................................... 29

Links .......................................................................................................................................... 29

Books ......................................................................................................................................... 29

End Notes .................................................................................................................................. 29

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INTRODUCTION

HISTORY & BACKGROUNF OF VITA BREAD:

Mr. Muhammad Aly Manji (1927-1995) founder of Manjis was fifth generation businessman.

After migration from INDIA in 1947 he joined hands with Lakdawalas to start a household

insecticide business under brand name of FINIS which became a generic name for household

insecticides. The business flourished and expanded to an extent that just the trade mark FINIS

was sold to S.C Johnson Inc. of USA in year 199 for US$6.0 million.

Start of VITA Bread:

Majins established a first bread unit in 1978 under the brand name of VITA with an investment

of PKR 600,000 (US$ 10,000). VITA was one of the leaders baking industry sector in Pakistan

with seven baking units, processing the largest company owned direct distribution network. They

were a Family owned company that owns and operates 18 production facilities across Pakistan.

Bread and allied bakery products was there flagship product. They produce biscuits & crackers,

extruded & fried snack, Recipe premixes, fruit beverages, bottled water. Pasta & spaghettis, long

life milk & assorted liquid dairy products, baby food & drinks, Multigrain flour and special

application dry dairy product.

Core Competency:

Besides 18 production units Mantis have a network of 9 regional offices. Having most elaborate

direct distribution network in Pakistan with more than 360 delivery vans covering a distance of

20,000 Km per day touching over 30,000 retail outlets daily right across the length and breadth

of Pakistan along with 230 general distributions.

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Locations:

Corporate office: Lahore

Regional Office: Karachi, Lahore, Multan, Rawalpindi, Peshawar.

Liaison office: Dubai-UAE, Corpus Christi- USA

Products: (pic details)

Bread & Allied Bakery

Biscuits & Crackers

Beverage/Fruit Drink

Baby Food & Cereal

Dry Milk powder

Food flexi-Film

Fired & extruded snack

Recipe Pre-mixes

Wheat Flour milling

Competitor analysis:

Competitor analysis in marketing is an evaluation of the strengths & weakness of current and

potential competitors. This analysis provides both an offensive & defensive strategic context

through which to identify opportunities and threats. Competitor profiling combines all of the

relevant sources of competitor analysis into one framework in the support of efficient and

effective strategy formulation, implementation, monitoring and adjustments.

Competitors of VITA bread:

DAWN BREAD

CAKES AND BAKES

BAKE PARLOR BREAD

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Why VITA bread Fail in Market:

To bread which was only 4% & they couldnt continue in the markets. Vita bread didnt give attention on promotional side Vita bread finally stopped production in 2009 because they couldnt meet their finances. VITA bread had some supply chains issues. They have some quality issue also.

Why we need to re-launch of VITA bread:

The initiative to launch VITA bread seems to be a great idea, as enough opportunity is available

in market in terms of quality and value both.

Before going to launch VITA bread in Pakistan Markets, there are several things to be analyzed

as per consumer needs & wants.

The research of VITA bread quality still in the Mind of Consumers so re-launch will make them

keep their old memories.

Vita Bread: changes 4ps

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PRODUCT:

The product that we have chosen for re-branding is VITA bread of Vitalac Innovation Food

(PVT) Ltd. Flavor, along with appearance, is a key factor affecting consumer perceptions of

quality and consistency. Understanding the way that ingredients are processed affect breadflavors and can help bakers to maintain uniformity, duplicate the appeal of traditional products

and develop more distinctive varieties.

When it comes to food, the children as well as elders are very selective about what they want to

eat. So VITA bread should has resolved this problem by combining taste and health in the same

staple bread to please mothers and children both. VITA bread will position itself on the basis

of quality, flavor and provides great value for the customers.

NEEDSANDWANTS

These days a tendency to have junk food is become quite common especially children are more

inclined towards unhealthy food that will increase their Cholesterol level. We believe that there

should be a balanced hygienic and healthy food for their body needs and development. In this

fast moving life the people dont get time for nutritious food especially in breakfast and evening

snacks. VITA bread will not only fulfill the needs of balanced food but also take care for the

taste at an economical rate.

PRODUCTDESCRIPTION

VITA bread will give the following type of health inter-related benefits and flavors which will

give the improved health.

LOW \ LIGHT BREAD:Our VITA bread will be concentrated fat and carbohydrates. With the

growing incidence of heaviness and esteem of diets how calorie food will expand immense

popularity which will be our central part capability.

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NATURAL & ORGANIC BREAD:

The rising of the health awareness and concern over the consumers of artificial ingredients have

raised the demand for natural products. Bread products that hold all natural ingredients are liable

to succeed in this competitive market

FLAVORED BREAD

Product is a unique and VITA will initially launch four flavors:

1. Mango2. Chocolate3. Strawberry4. VanillaWith these flavors it will also come in different shapes for the children, and for the family it

will be a packet of 12 slices.

Figure 1

Flavored Bread

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BENEFITS

As now VITA bread will produce bread that is flavored and highly hygiene thus, it would reduce

the demand for jam and butter; we are also introducing only those flavors that are very famous

amongst children. They are ready-to-eat so it saves a lot of time. It contains several vitamins and

proteins.

ELEMENTSOFMARKETINGSYSTEM

Figure 2

Our main ingredients we need flour, eggs, milk, yeast, butter and different sub ingredients for the

different flavors, they will be bought from different suppliers who give us a lower cost but good

quality food. VITA does not have as such any competitors as it is not being produced in Pakistan

but, it is being imported. VITA supply chain would be from the company to the intermediaries to

the end consumer.

INOVATIONNOW first time in Pakistan VITA Bread is going to introduce flavored bread.

QUALITY

VITA provides their customers with the best quality food. Which is not just nutritious but also

very attractive to eat.

Suppliers

Company

End User

Marketing

Intermediaries

Competitors

End User

Marketing

Intermediaries

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FEATURES

It will have high fiber content, enriched in carbohydrates. Also contains vitamin B, minerals anda little protein and fat. Some added nutrients are -- Calcium, B vitamin-foliate and iron.

CORE PRODUCT

Our core product is bread and attributes to fulfill the need of hunger.

FORFAMILY

The bread will come in three different sizes; small, medium and large. One small packet of bread

will contain 12 slices, medium packet will contain 24 whereas large will have 36 pieces.

FOR CHILDREN:

The bread will be in different shapes like butterfly, circle etc. This would be served in a plate

containing 6 pieces.

DESIGN

FORFAMILY

Its packaging will be made of hard card board outside which will be a unique and 100%

recyclable. The bread will be sealed in a plastic bag.

FOR CHILDREN

The bread will be sold in a transparent plate with a card board outside. It will also contain a

candy or a sweet to attract the children.

MARKETSEGMENTATION

We would be targeting a niche market according to these segments.

PSYCHOGRAPHIC

Psychographics is the science of using psychology and demographics to better understand

consumers. Psychographic segmentation: Consumers are divided according to their lifestyle,

personality, values and social class. Thus we will be using Lifestyle and Social Class to target

their customers. In social they will be targeting middle /upper-middle/upper class.

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BEHAVIORAL

In behavioral segmentation, consumers are divided into groups according to their knowledge of,

attitude towards, use of or response to a product. It is actually based on the behavior of the

consumer. Thus they need to provide benefits, create interest and attraction for their consumers.

DEMOGRAPHIC

Demographic segmentation consists of dividing the market into groups based on different

variables such as age, gender, family size, income, occupation, education, religion, race and

nationality. They would be segmenting our market according to age and income. They would be

targeting the upper middle- class, upper-class and middle class. The age groups would be 3-12

years and other age group will be for 13-onwards.

GEOGRAPHICAL AREA

The market is segmented according to geographic criterianations, states, regions, countries,

cities, neighborhoods, or zip codes. We will be using city size and urbanity for segmentation.

They would be targeting places like DHA, Cantt and Gulberg in Lahore.

TARGETMARKETPROFILE

Target Market: DHA, Cantt and Gulberg. Target Audience: Children, Mothers and Youngster. Age: 3-12 yr old and 13 onwards. Gender: Male & female both. Income class: middle /upper-middle/upper class. Geographic Area: Metropolitan cities. Psychographic variables: Targets the variety, taste and fun seeking children and

youngsters.

Likings: Innovation and fun loving.

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VALUEPREPOSITION

FEED ME TILL I WANT NO MORE.

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PROMOTION STRATEGIES:

Using the internet:

Currently vita bread had a website but not working properly except the homepage it will be

active and different pages will be made of it on social websites like face book, twitter, Google

plus etc in future to target and sell younger buyers, news buyers.

On re launch of vita bread is not only for Lahore first and then slowly, we will move to metro

cities of Pakistan and we want in every house, every restaurant, where, there it is need and it

does so with simple actions statements describing what you intend to accomplish.

Above the line sales promotion (ATL):

VITA bread will use above the line (ATL) sales promotion that will be advertised through media

such as;

TV Radio Newspaper Magazines Broachers Banners Internet

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Advertisement objective:

The main objective of the product is to advertise through their communication channels,

commercials to earn their profit the product right place in the market.

To earn profits To compare, To gain attention, To inform, To persuade, or To remind our customers about our product and brand name

CAMPAGIAN THEME:

The currently campaign of vita bread is developed with the intension of being used for a

substation period of nine months but it might be short lived or extended due to factors such as

being effective or market conditions.

Reach:

60% of the television viewers, 70% of radio users, 60 % of radio users and 90% of news paper

readers should be exposed to the ads or commercials which are on media and media schedule

within a period of four months in the big cities of Pakistan such as;

Karachi Lahore Islamabad Faisalabad

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Frequency:

The frequency in the beginning will be high. It will keep high for some months for the period

after the soft launch and later it can be decrease. There will be changes in the frequency with the

time and market conditions.

Media Vehicle:

The print and electronic medium employed in an advertising campaign used by VITA is as

follow.

ELECTRONIC MEDIA

PRINT MEDIA

TV

RADIO

NEWS PAPER

MAGZINES

BILLBORD

PTV

FM 100

THE NEWS

YOUNG WORLD

ALLAH HO CHOWK

GEO TV

FM 106.2

DAWN

SUNDAY MAGZINE

KALMA CHOWK

AJ

89 FM

JANG

AKHBAR-E- JAHAN

MUSLIM TOWN MUR

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A-TV

FM 101

KHABRAIN

US

MAZANG CHOWK

ARY

FM 99

DAILY TIMES

MAG

MALL ROAD

NAWA-E-WAQAT

MM ALAM ROAD

DEFENCE CHOWK

WALTON ROAD

Promotional Materials:

Some of the promotional materials are as these which we use:

Point of sale Point of sale (POS) Terminals:

VITA has position different checkout counters in big general stores like Hyper star, Metro, AL-

FATEH, Pace and HKB. Plus they have placed very different and unique and stylish type of

racks to the shops, which are very good-looking and heart appealing.

Participation in Trade Fairs and Exhibitions:

VITA has stalls in the different Exhibitions held in different schools, universities and cities.

Where they will sell and tell the consumers about the VITA bread.

Broachers and Leaflets:

VITA has very attractive and appealing broachers which VITA has distributed with the news

papers and they have also placed it on the cash counters in different stores. Plus, VITA is now

having a man standing on the entrance of big shopping malls in the cities.

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Banner & Hoardings:

VITA will placed banners on different squares in the city and they have the hoarding placed on

the malls and stalls in the exhibitions.

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PRICE

Price is not just the number or tag on the product. But it is the most important thing.

Psychological Pricing:

VITA is selling at PRS.50 and 35PRS so they are using the Psychological pricing currently

Retail prices are often articulated as odd prices: a little less than a round number, e.g. PRS19.99

instead of $20. Psychological pricing is a key factor o in terms of marketing that these prices

have a psychological contact that drives demand greater than would be expected if consumers

were perfectly balanced. Psychological pricing is main cause of price points.

Price Elasticity and Customer sensitivity:

Price Elasticity:

It has changed the percent value which is demanded as per the percentage change in price of the

same product. The price elasticity of demand is a measure of the sensitivity of quantity

demanded to changes in price. It is calculated as elasticity that is it measures the relationship as

the ratio of percentage changes between quantity demanded of a good and changes in its price.

In other words that we are going to demand for the product and it can be said a very inelastic In

if consumers will pay price for the product, and it will be elastic, if consumers will pay more or

less than from the actual product price..

The Inelastic demand seems like a producer can grow up the product price without thanked about

the the demand is low or high in the market and the elastic demand shows that the consumers are

more aware about the product price and will not buy buy that the product is sold at that high

price, they consider too much.

The demand of the vita bread is elastic because such as the price of the vita bread are growing

up, there are so many substitute that may consumers divert to different products.

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Customer sensitivity:

Customers are very sensitive and they want fresh bread in the breakfast and if they dont get it

then they might dislike the product because of the availability.

Competive advantage:

VITA value differentiation is that we provide quality with the right nutrients to the children and

elders that are essential for them and at every stage of life.

Their comparative advantage would be that it would be available in all different shapes and sizes.

It is economical, time saving, our packaging is unique, they are also providing them with

different candies and lollypops.

According to the five factors our differentiation on bases of product is that we are providing the

customer with the quality and competitive pricing. In material offering we are providing them

with the candies and lollipops. Distribution is done through the direct selling. We are cost

effective and we are providing chances to our employee in decision making so we lie in

mechanistic organization in which company involve its employees in decision making.

According to image there would also be some type of a game printed on the cover of the breadand a pocket would be attached to it in which we will put our candies.

Position Strategy

VITA positioning strategy is more for more. We would be charging a higher price because

firstly we are providing an upscale product and then secondly we would need a higher price to

cover our higher cost. Our cost is higher because we would be providing more bread than the

regular bread available in the market and another reason is that our product is ready to eat.

The three levels that we are providing of our product are:

Core customer Values Actual product Augmented product

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They are providing their customer with core values by giving them quantity, high quality and

availability. The product is a mixture of both tangible and intangible as we are providing the

bread with high hygiene. Their actual product includes basically the feature that the product has

the most important being the flavor followed by the fact that it is ready-to-eat. The design

includes different type of shapes and sizes. Their packing includes a polythene bag and having a

pocket in which we will put lollypops. We are giving high quality with appropriate nutrients.

Our brand name link up with the meaning of creativity named as VITA Our product is also

showing creativity with breads. We are giving free home delivery within the range of 20 km.

PACKAGING

FLAMENCO B

READ

MFG: 27-01-13

EXP: 03-02-13

50-B, Faisal Town,

Lahore.

TEL : +92 42 3776

6555-8

FAX: +92 42 3776 6556

Mob: +92 333 487 5932

UAN: +92 42

111FLAMENCONetWeight:280g

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Figure 8

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BRANDSTRATEGYDECISION

More for more is our brand strategy where we are offering more benefits for more prices.

BRAND POSITIONING

Brand positions through its Attributes (flavors) and Value (added fun & variety to daily breakfast

and evening snacks):

Now a day's children have become highly choosy and moody when it comes to meal. They prefer

taste over health. So they demand taste and variety, whereas mothers want healthy food for their

children. Thats why children prefer fast food that provides taste & fun and their mothers prefer

basic staple cereals for their children. This contradiction in preference has always been the

generator of conflict on breakfast table between kids and moms. To solve this conflict Flamenco

has combined taste and health in the same staple bread top lease mothers and children both. Our

product thus positions itself on the basis of flavors it is providing and the great value it creates.

BRAND NAME

We have already applied for trade mark of our company. For which we have paid initial payment

of 25, 000 to SECP Securities and Exchange Commission of Pakistan. For patents and copy

rights we will plan in next upcoming year due to our moderate budgets this was just the sample

of how we could be packing our small pack of bread. Similarly we could be packing our medium

and large breads. But there will be difference in net weight and color of the packing. Net weight

of small bread is 280 gram, medium one is of 530 gram and large is of 830 gram. Our product

has a small shelf life of one week so we will get a consultant to make us the most efficient MIS

system according to our business plan. This would help us be as effective and efficient as

possible. In this way we will see the growing trend of our product and manage the breads per day

that we will be needed. This will cut down our extra cost of wastage of the expired breads

BRAND EXTENSION

We will go with line extension by providing our customers with apple orange and pomegranate

flavors. We plan to go for brand extension by providing them with cooked ready to eat crpes,

macrons. According to demand we will proceed further.

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PLACEMENT(LAHORE)

As we are introducing innovative product in market, therefore we have decided to launch our

product in most well-liked Lahore areas:

Defence Housing Authority Cantt Area Gulberg

The foremost reason for this is that these are the most modern areas in Lahore, and our customers

are those educated health conscious people who are also aware of the nutritional value of the

food they eat. These markets will also be able to act as a trial market to see whether actually the

product becomes popular here or not. If the product doesnt gather awareness fast, we will limit

ourselves to these areas only; otherwise we will try to course of action into less educated and less

urban areas of the country as well. Once the product is more popular and more people are ready

to buy it, we will be introducing it in other cities as well.

As we are new in a market therefore we strong-willed to place our outlets and provide free home

delivery in the above mentioned areas. We are not going to distribute our product to local

retailers, Wholesalers and Distributors. Our product will be available only at our outlets.

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CONCLUSION

Figure 4

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REFERENCES

LINKS

http://smallbusiness.chron.com/elements-customer-driven-marketing-strategy-3223.html

http://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-

program/customer-driven-marketing.cfm

https://www.google.com.pk/imghp?hl=en&tab=wi

http://www.shezan.biz/

http://en.wikipedia.org/wiki/Main_Page

http://www.entrepreneur.com/article/43018

BOOKS

Principles of Marketing (13th Edition) by Philip Kotler, Gary Armstrong, Ehsan ul Haque,

Prafulla Y. Agnihotri

END NOTES

Figure 1(Bread Design, shape, flavor)

Figure 2(Elements of Marketing Strategy)

Figure 3(CONSUMER BEHAVIOR)

Figure 4(TARGET MARKETING STRATEGIES)

Figure 5(Positioning map of our five competitors)

Figure 6(Logo of our company)

Figure 7(Symbol Of our Company)

Figure 8(Packing design of our product)

Figure 9(Conclusion)

http://smallbusiness.chron.com/elements-customer-driven-marketing-strategy-3223.htmlhttp://smallbusiness.chron.com/elements-customer-driven-marketing-strategy-3223.htmlhttp://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfmhttp://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfmhttp://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfmhttps://www.google.com.pk/imghp?hl=en&tab=wihttps://www.google.com.pk/imghp?hl=en&tab=wihttp://www.shezan.biz/http://www.shezan.biz/http://en.wikipedia.org/wiki/Main_Pagehttp://en.wikipedia.org/wiki/Main_Pagehttp://www.entrepreneur.com/article/43018http://www.entrepreneur.com/article/43018http://www.entrepreneur.com/article/43018http://en.wikipedia.org/wiki/Main_Pagehttp://www.shezan.biz/https://www.google.com.pk/imghp?hl=en&tab=wihttp://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfmhttp://executiveeducation.wharton.upenn.edu/open-enrollment/accelerated-development-program/customer-driven-marketing.cfmhttp://smallbusiness.chron.com/elements-customer-driven-marketing-strategy-3223.html