Introduction:“Delight Bread” is the first companyconcerning with the manufacturing of theflavored bread.Delight Bread is a name that has come tosignify quality and freshness in breadproducts.
Bread Innovation: Our product is unique in sense that it provideswith unique flavored in bread first time inPakistan.It is also at the same time a product for thehealth conscious people.
Currently Delight has three flavors : Mango Strawberry chocolate
“To provide our customers with breadthat actually looks and tastes good.”
Our vision is to become Pakistans favorite breadthis is underpinned by our dedication to continuedimprovement across all areas of the business.
Our goal is to ensure that important values suchas quality, freshness, and service are delivered toour consumers in the 21st Century.
Current Market Situation:The bread and bakery products markethas struggled with numerous challengesover many years.The sector has suffered from the effects ofdiscounting, keeping value growth at a modestlevel.
Only 5 % population of Pakistan is usingthe packed bread so rest of the markets stillto be captured.Here people are wiling to pay extra amountfor the differentiated product.
Market Segmentation:Effort to increase a company‟s precisionmarketing. We have done the segmentation on thebasis of the following variables:GeographicDemographicPsychographicBehavioral
Geographic :Divide Faisalabad in different segments accordingto areas, states, regions and markets. E.g. D-ground, medina town.Demographic:Divide people according to Age, Income, SocialClass, Occupation and their life cycle.
Psychographic: To analyze the psyche of the people of Faisalabad we divide them in social class, life style and personality . Behavioral:Behavioral segmentation divides buyers into groupsbased on their knowledge, attitude, uses or responses toproducts. In Faisalabad we see the behaviors of peoplewith the help of the questionnaire.
Targeting:After segmenting the market we are targeting thefollowing segments:Income Group:We will be targeting all income groups who shouldafford easily.It will not discriminate between income groups.
Youth: A huge potential market for this bread it lies with youth whom we will be Specifically targeting road shows to be held as part of the „Add Color‟ campaign.Travelers: It is also available in mini-size factor, so it will be highly convenient to carry along during large journeys or trips.
Positing Strategies:Positioning is what the customerbelieves about your product‟s value,features, and benefits. By benefits: Through positioning we will tell our customer how many benefits they can get from our product.
By use or application: The different tastes from the ordinary bread. Useit with butter or eat the simple loaf. By user: Every one who wants to have a“different taste” may have it.By product or service class:It is positioned as a lower cost and healthieralternative to the ordinary bread, while it providesbetter taste and healthy ingredients.
By price or quality:Delight wants you to believe that their flavorbread is of the highest quality Positioning iswhat the customer believesBy Values:We will also position our product on the basisof customer values. Like this, if you want tolook healthy then use Delight bread.
Quantity per Badge:Flour 130 kgSugar 6 kgCooking Oil 2 kgYeast 2 kgEmprovel 240 gmCalcium propionate 250 gmCalcium acetate 100 gmWater 62 litersFlavor as per requirement
Flavor Strong bones 8 hours energy Vitamin A & D Quite notoriousFeatures:Delight bread has different flavorsMake the bones strongRepair the dead tissues of the bodySource of creating bloodEnriched with vitamin A & DGlow the body & skinReduce fat & Carbohydrates
Design & Packing: The color of our bread is the same as the flavorwe used in making the bread and we providethe bread in a very attractive packing, just looklike it.
Competitors:Indirect competitor:Different cakesBiscuitsCookiesPastriesSubstitute Competitors:A substitute competitor is any competitor that fills the same buyerneed you fill but fills it in a different way. The substitutecompetitor of Flavored Bread is:Dawn BreadWonder BreadCakes and BakesDifferent Bakery BreadsVita Bread
Distribution Channels:Our distribution channels inFaisalabad are:BakeriesSupper storesDepartmental storesMarts and edible market stores.We mainly focus on the retailers & Bakeries becausethey are the only source which delivers our product tothe final consumer.
Pricing strategies:We will adopt the followingpricing strategies to set the priceof our product:Marketing SkimmingCost-plus pricing Method
Marketing Skimming:Delight is using Price skimming strategy. It is a pricingstrategy in which a marketer sets a relatively high price for aproduct or service at first, and then lowers the price overtime.Cost-plus pricing Method:A pricing method used by Delight because it is easy tocalculate & requires little information.This method determines the cost of the product that useddirect cost, in-direct cost and fixed cost whether relatedto the production OR sale of the product.
Delight Advertising Strategies Position the product: "Because we are worth it."Creating a stronger brand personality:It will base on an upscale, character that people willaspire to associate with.Using the Internet / Web site:Currently Delight don’t have any Web site but it will havean internet asses and web site in future to target and sellyounger buyers, new buyers, before they have establisheda product.
Media Vehicle:The print and electronic medium employed in anadvertising campaign used by Delight is as follow: ELECTRONIC MEDIA PRINT MEDIA Tv Radio News paper Magazines billboard Ptv Fm 101 The news Young world M-tax chock Geo tv Fm 103 Jang Sunday D-ground magazine A tv Fm 90 Dawn Akhbar-e- Harriyaan jahan wala chock Ary Fm 89 Express Family General Bus magazine stand chock Millat chock Madina town
Deciding on Media time:We will advertise Delight Bread on TV 4 times in aday and almost for a week in first 2 and halfmonths, and the add will go air in the prime timebroadcasting like Drama hours, it will also beadvertise daily in the mid of the KHABARNAMA.
Promotional Material:Point of sale (POS) Terminals:Delight has place different check outcounters in big general stores likeAL-FATEHParticipation in Trade Fairs and Exhibitions:Delight has stalls in the different Exhibitions held indifferent schools, universities and cities. Where they selland tell the consumers about the product that is theflavor bread.
Broachers and Leaflets:Delight has very attractive and appealingbroachers which Delight have distributed withthe news papers and they have also placed it onthe cash counters in different stores. Plus,Delight is now having a man standing on theentrance of big shopping malls in the city.Banner & Hoardings:Delight has placed banners on different squares inthe city and they have the hoarding placed on themalls and stalls in the exhibitions.
SWOT Analysis Strengths: Our ability to produce options keeps more consumer interest and needs met. Our new production technology will enable us to mass produce products more efficiently and quickly than other old companies. Our new taste will attract many such type of consumers who are taste changer New product innovation in local area. So it will attract the people of local area. No specific Competitor
Weaknesses:No brand recognition our name in baking industry is new somost of people are not familiar with delight Bread.No separate outlet as we have not enough finance toconstruct our separate outlet.No customer orientation in local areas, as we newly introducein Faisalabad so customer are oriented in the brand.The more flavor we create the production cost will increase.At starting we will not have as such trained staff that hassuch market experience.
Our new taste will attract much, such type of consumerswho are taste changer.Our new production technology will enable us to massproduce products more efficiently and quickly than otherold companies.Our ability to produce options keeps more consumerinterest and needs met.No specific Competitor
Threats:New product may people don‟t accept it.There are large companies who have brand loyal customersproviding the market with not exactly similar but milky andother breads.Switching brand loyal consumers to a smaller and newercompany.There is open market everywhere means any new companyor existing ones can start the same production that may havemore experience or more qualified staff.Imitation by existing bakeries, May try to copy it.