For Bachelors & Masters student.

1. Group Members
 JUNAID ASHRAF
 MARIYAM KHAN
 SHEHRYAR KHAN
 NISA NOREEN
 ALI TARIQ
 ZUNAIB RIAZ

2. Introduction
 Subsidiary of Dawn bread
 Signifies quality and freshness in bread.
 First mover advantage of live bakery.
 Satisfies customers on the bases of quality and
professionalism.
 Offer world class products to food service industry.

3.  Create natural preference for products among
customers on the base of value of money and most
importantly taste and quality.

4. History
 Dawn came into existence in 1979.
 First plan installed in Karachi in 1981.
 Supplier of highly innovated products in terms of
technology and industry trends.
 Got lead and planned to open first ever live bakery in
Pakistan

5. Mission Statement
 Committed to serve freshly baked assortments
 Committed to provides healthy and safest products
 Strives to deliver international trends in Pakistan
 struggling in updating every grocery store to have a fresh
live bakery of any size.

6. Product Line
 Bread
 Cookies
 Muffins
 Cakes
 Sandwich
 Brownie
 Tart
 Pastries

7. Marketing Strategy

8. Segmentation and Target market
 Psychographic Segmentation
 Demographic Segmentation
 Geographic Segmentation
 Behavioral segmentation

9. Expanding target market
 opening a flagship outlets

10. Threads from competitors
 Jalal Sons is the strongest competitor
 non-branded producers of backing industry

11. Threats and opportunity for price
 market trends
 price-cutting
 Price war
 Pakistan wheat harvest

12. Market Penetration
 Display case
 Create a loyalty program
 Create a baking good of the month

13. Market Development
 Buy advertisement in that town’s magazine
 Connect online with local town bloggers

14. Alternative Channels
 Sell through your website
 Selling bulk goods to local businesses and
community events
 Sell through distributors or grocery stores

15. Product Development
 Develop new bakery items
 Develop a “cupcake of the month” and introduce a
newly developed cupcake each month.
 Develop a monthly subscription to “cupcake of
the month

16. New Product for new customers
 Unbaked products
 Wedding cakes and birthday cakes
 Seek out a niche market and develop a line of
baking goods just for them

18. PROMOTIONAL PLAN
• Television
• Print media
• Facebook
• Billboards
• Flex
• Pos material

19. TELEVISION
 AD broadcasted
 Our message is for the whole year as no seasonal or
event requirement is present.
 AD broadcasted throughout the day
 Television captures more audiance
http://breadbeyond.com

20. FLEX
 We will use flexes to attract our customers and to
promote our products in different places.
http://breadbeyond.com

21. PRINT MEDIA
 Many retailers prefer advertising in local newspaper
 The perception rate is high because the reader can get
more than one impact from the same message
 Brochures inform, posters inspire and packaging
validates the customer's buying decision
http://breadbeyond.com

22. FACEBOOK
 Social media, as a modern marketing tool, offers
opportunities to reach larger audiences in an
interactive way.
 Facebook page attract our customers by posting
different things where customer can see what new
products we are going to launch in market,
http://breadbeyond.com

23. BILLBOARDS
 We are using billboards in Lahore. Karachi Islamabad
they will be repeated in different areas of these cities.
 Prime locations
http://breadbeyond.com

24. POS MATERIAL
 We are displaying our product in different grocery
stores in different areas of cities
 We are displaying our product in different grocery
stores in different areas of cities

25. POS MATERIAL
 We are using different point of sales materials such as
 Posters
 Shelf talkers
 Table tents
 Banners
 Signs

27. According to NOMAN HUSSAIN the Director :
 Bread & beyond is highly aware of the need for
appealing products which satisfy our strong customer
base.
 We introduced the concept of live bakery for the first
time in Pakistan.
 Our past, present, and future long-term commitment
to the industry and to each of our customers.

29.  We offer world class products to the food service industry.
 The services of cooking consultants and Bakers of
International repute to bring innovation in our products.
 Our ultimate aim is to retain the Company customers and
create natural preference for our products.

31.  Now after successfully opening of our products plants
all over the nation it was time to move on.
 One of the most upcoming trends was frozen bakery
products.
 This is where we got our lead and planned to open the
first every live bakery in Pakistan.
 Now B&B has successfully installed sites in all over
Pakistan.

33. We are committed in:
 Providing the customers the most possible freshly baked
assortment.
 Providing the safest and healthy product and it starts from
auditing our raw material suppliers.
 Creating awareness toward safe and healthy products.
 Creating the new attitude and onsite production of our
products.

34.  Our efficient R&D is always on a look out on the
newest trends in Bakery world.

35.  We are struggling in updating every grocery store in
Pakistan to have a fresh live bakery of any size.
 The introduction of frozen assortment helps the
customer minimize their expenses on baking.

36. Promotional Plan
 Below the line promotions
 Above the line promotions
 Through the line promotions

37. Below the line promotions
involves a range of methods which can be targeted at
specific groups of customers. Like:
 Sales Promotions
 Direct mail
 Public relations
 Customer newsletters and magazines
 E-Mail

38. Above the line promotions
Includes the use of advertising to reach a mass audience.
Advertising like:
 Television
 Radio

39. Through the line Promotions
 marketing campaign that combines both above the
line and below the line.