ptetzel bread ( flavored bread )
DESCRIPTION
New Product DevelopmentTRANSCRIPT
Launching a new Product
Pretzel Bread ( flavored bread )
Submitted by
Abdullah Bin Masood 02
Ali Raza 04
Rehan Arshad 34
Zaeem Ahmad 40
Mohammad Ali Raza 45
Definition
Bread is a staple food prepared by baking dough of flour and
water. It is popular around the world and is one of the world's
oldest foods.
History
An enormous variety and flavors of bread is available
across Europe. Germany lays claim to over 1300 basic
varieties of breads, rolls, and pastries, as well as
having the largest consumption of bread per capita
worldwide, followed by Chile. Bread and salt is a
welcome greeting ceremony in many central and
eastern European cultures. During important occasions
when guests arrive, they are offered a loaf of bread
with a salt holder to represent hospitality. Flavored
bread has been introduced in Europe.
Pretzel Bread
The proposed company plans to establish a project for baking the flavored breads in different and unique shapes and sizes. Every bakery offers the bread, which is milky or simple, or diet in only one usual flavor. No bakery offers the flavored breads so far.
About Pretzel
Brand name: PRETZEL (A Delicious Mistake)
Logo
Slogan Introductory slogan: “NO MORE BORING BREAKFASTS!” Slogan to be used afterwards: “BREAKFAST IS FUN!”
Flavored
Pretzel breadIt is flavored bread with three flavors:
Chocolate Mango Strawberry Size Our product will be available in the size of medium-sized bread having 16 slices in a pack.
Core Product
Competitors
Target Market Segmentation
Positioning
Brand positions through its Attributes (flavors) and Value (added fun & variety to daily breakfast) Nowadays 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.
Positioning Strategy:
Firstly more for more is our positioning strategy where we are offering more
benefits for more prices. With the passage of time, we will move towards more for
less.
After completing a consolidated environmental evaluation we are going to focus on consumer assessment. It is very critical to find out what are the needs and wants of the consumers of that particular market, what are the attributes they want in a product and how much are they willing to pay for it and how are they going to behave while and after purchasing the product.
Consumer Assessment
Our product is highly differentiated among all types of bread available in the market. No other flavored bread currently exists in the market. So we have a bright chance of promoting our product on the basis of its strong differentiated attributes
Findings
Pretzel Bread has clear and specific objectives of promotion, such as
To earn profits To compare To gain attention To inform To persuade To make target audience aware of our
product.
Promotional Objective
As our product is totally new so we have to make great promotional efforts that might inform &persuade target customer about our product. A group of expertise might be able to guide us in promotional activities of our product
Organizing for Promotion
Target audience for our product is wider than our target customer (i.e children), which is already specified in our target market segmentation before. Our target audience includes:-
Parents, specifically mothers: They are more interested in the nutritional and health facts of our product
Youngsters: They might also get interested in our product because bread is everyone’s staple food.
Target Audience
We are using the objective task method to set the budget of out Advertisement campaign. Scheduling of our campaign is described below
Media budget allocation: From reserve, overall budget allocation will be
distributed as: Electronic Media 20% Print media 10% Outdoor (billboards) 10%
Promotional Budget
Print media:
We are giving prior mentioned magazines & newspapers equal priority
Outdoor media: Prime locations of billboards will be on way to
amusement parks, nearby Mc Donald’s, KFC and subway.
Media
Art Work for Print Media
For the promotion mix PRETZEL Bread would be promoted via Advertisement initially. This advertisement would be electronic on TV or in print like billboards, posters, print ads, and banners because the product is at its launching stage and mass awareness should be generated and that can only come through electronic ads and this is the best way to reach a wide audience because almost all people have access to it.
TV AD COPYWRITING (TV AD)
Promotional Mix Advertisement
Attention Our ad contains the expression & musical jingle without
any word expression so it would attract the people by also using combination of colors. Ad will grab attention of audience
Interest After catching attention interest will be retained by the
proceeding situation of ad A Children is sitting around the table and giving his/her expressions about the simple bread on dining table then in comparison flavor bread is given to him/her which makes him/her pleased and excited.
Copy Writers Pyramid
Credibility It is given by showing comparison with competing brand and
its preferences over them.Desire Desire about the product is created by the cute and lovely
expressions of child as our target audience is also children so they attract more and feel desire to purchase and taste it.
Action Ad also tells about the available places for the bread in the
end in order to bring people in action to purchase. Attenti
onInteres
tCredibi
lity Desire Action
Copy Writers Pyramid
PACKAGE DESIGNING
Packaging encompasses the physical appearance of the container
and includes design, color, shape, labeling, and materials. Like
advertising, packaging communicates both verbally and non-
verbally. Packages should continue promoting the product
themselves.
Its features are:-
Packaging Design
Attractiveness: Package is highly attractive due to its vibrant colors and combinations
Environmental friendly : All the package material is 100% recyclable and environmental friendly
Preservation: Aluminum foil protects the contents of bread and preserves its aroma and taste. And hard card covering protects it from any forced damage.
Convenient: Package is convenient in carrying as it has card handle at its top.
Differentiated: This packaging is totally different from other conventional bread packaging.
MEDIA PLANNING AND SELECTION
This part basically contains the identification, evaluation and finally selection of the channel of communication to convey the message to the right people at the right time at the right place. Various decisions which we take regarding to this are:
Media Planning & Selection
. What media options? Television Newspaper Billboards 2. Who is target audience? Children Mother 3. Where message is communicated? National level Majorly in cities 4. Timings of message Morning, evening and prime time in TVC Print ad (Morning) 5. Frequency of Message Continuous
Media Planning & Selection
6. Media Vehicle Chosen media vehicles are Television :, ATV, PTV, ARY, HUM TV, AAJ TV, TV ONE Newspapers : Dawn, , Nawai-e-Waqt, Khabrain Magazines : Smash, US, Young world, Akhbar-e-Jahan, Sunday
magazine 7. Continuity of Message Our message is for consistent longer period in order to create
awareness among the people about the new product. 8. Length of Message For billboard very Short message For newspaper showing some detail about product features etc. For TVC also short message to create awareness and desire to
purchase.
COMPETITIVE ADVANTAGE
Anticipated competition: By using idea of flavored bread, any other competitor
can easily compete. How to cope the anticipated competition up? We will move our manufacturing by: Launching diversity in our flavors and bread offerings. By making joint ventures with some juice companies or
tea By introducing new flavors and also multi-flavored bread Keeping our recipe secret Making the packaging more attractive this makes our
product more eyes catchy at the retailer’s shelf.
SWOT ANALYSIS
Strengths Innovative offering so getting customer equity No existing specific competitor Reasonable prices for lower income group also Easy availability
Weaknesses No brand recognition No separate outlet. We don’t have enough finance to
construct our separate outlet. New product hesitation Electric ovens omit radiations which are harmful
SWOT ANALYSIS
Opportunities First mover advantage as no competitor has ever
introduced this taste. So the no. of customers with us will be more than any other competitor in flavored bread baking industry.
Threats New product, may people don’t accept the
flavored bread