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
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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
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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
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STAGE 4: TACTICAL PROGRAM
1. 4P’S OF COMPANY
2. TV ADDS
3. STORY BOARD
4. DESIGNS
5. BUDGET CHARTS
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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.
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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.
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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.
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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
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• 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.
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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
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• 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.
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• 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.
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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.
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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.
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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
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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 / =