By Ayesha and Ammar

1. .
Presented by:
Aysha Rizwan
Ammar Abbas

2. HISTORY
• Family owned company.
• Founded by: Mr. Ghulaam Hussain, Fida Hussain, Anwaar
Hussain.
• Started in Karachi – 1981
• New plants set-up:
ISLAMABAD 1985
HYDERABAD January, 1987
LAHORE September, 1987
MULTAN 1989
FAISLABAD 1992

3. DAWN Group of Companies
This group of companies contain:
• Parent Company:
Dawn Bread
• Subsidiary/ Daughter Company:
BREAD AND
BEYOND
DAWN FOODS MEZBAN

4. PRODUCTION
• DAWN bread and Dawn frozen foods deal in the RTC,RTE
category including beef, chicken and wheat products.
• Association with the FMBRA, UK in 1990 for standardization ,
that now helps in lining with international standards of
production, technology, machinery and formulation.
• Provides buns to KFC and McDonalds for usage.

5. Source: http://www.brandsaward.com/boya-winners-2007/2

6. Product life-cycle stage
• Maturity period.

7. SWOT Analysis
Strengths:
• Leading brand of industry
• 35% market share
• BOYA –2007
• Less turnover of employees
• Latest Technology and
advanced production units.
Opportunities:
• Create more brand
awareness.
• open more distribution
channels to increase
their availability in the
market
• Capture more of the
foreign market

8. Weaknesses
• No employee backup plan.
• Products launched by force of
Sales Team & Competitors
(when need is raised)
• Lower ranking by Brands
Award Survey.
• Not affordable for the lower
class of society.
Threats
• Prices of raw material is
constantly rising.
• Increase in competition

9. TARGET MARKET
Target market of Dawn Bread and its subsidiaries include the:
 Families
Bachelors
Target market according to the social class involves:
Upper class
Lower middle class
Upper middle class

10. MARKET SEGMENTATION
• GEOGRAPHIC SEGMENTATION:
• DEMOGRAPHIC SEGMENTATION:
• PSYCHOGRAPHIC SEGMENTATION:
• BEHAVIORAL SEGMENTATION:

11. Exports by Dawn
• Frozen Parathas to USA – 2001
• Market leaders in Paratha Category in USA, Australia, Canada.
• First food product exported to JAPAN is its Paratha.
• Their export line under the Mezban brand consists of:

12. MARKETING MIX
• PRODUCTS:

13. PROMOTION:
• Advertisement through billboards, TVC’s
• BTL activites (emails, sales promotion)

14. PRICE:
• Dawn goes with the value based pricing.
• Its price vary according to the size of product offered.
e.g. Regular pack of chicken chapli kebab costs 230,
whereas, the value packs is for 590.
PLACEMENT:
• Sales in over 1400 outlets of the country.
• Supply the products to: Lahore, Faisalabad, Shiekhupura, Gujranwala,
Gujrat, Sialkot, Kharia, Jala Pur Jattan, Jehlum, Dina, Mangla, Mirpur, Gujar
Khan and Karachi
• Own 1000 freezers placed in the given cities’ outlets
• 25 trucks deliver the products to the retailers from the factory.
• Hire third party transporters as well.

15. Competitor Analysis
• BREAD SEGMENT:
• FROZEN FOOD SEGMENT:
• K&N’s – 16-24% market share
• DAWN – 6% market share
• Other competitors: SUFI, Menu, Sabroso, Mon Salwa

16. Suggestions
Dawn can introduce two new products in their Ready-to-eat
line:
• Frozen Chicken & Vegetable Sandwiches.
• Frozen Chicken Paratha.
These products will contribute to the progress of Dawn Foods.

17. Thank you.