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Launching a new Product
Pretzel Bread ( flavored bread )
Submitted to
Mr. Tauqeer Ghauri
Submitted by
Abdullah Bin Masood ...
EXECUTIVE SUMMARY
This project is assigned to us to make the promotional plan for a new product which we have to
launch in...
Table of Contents
DEFINITION ................................................................................................
Production capacity:.........................................................................................................
ART WORK OF PRINT MEDIA......................................................................................................
1
PRETZEL BREAD
Definition
Bread is a staple food prepared by baking
dough of flour and water. It is popular
around the wo...
2
Logo
Slogan
Introductory slogan:
“NO MORE BORING BREAKFASTS!”
Slogan to be used afterwards:
“BREAKFAST IS FUN!”
Goal
Our...
3
Core Product:
Our core product is bread. Its core attribute is to fulfill the need of hunger. People use bread to
satisf...
4
Competitors:
Indirect competitor
 Different cakes
 Biscuits
 Cookies
 Pastries
Substitute Competitors
A substitute c...
5
Bread shapes and flavors:
Our bread is not only concerned with the flavors but also
with the shapes of the bread, and th...
6
What motivates them:Newnessandvariety
MARKET DISTRIBUTION:
At first we will put it in the local small store (easy to app...
7
Positioning Strategy:
Firstly more for more is our positioning strategy
where we are offering more benefits for more pri...
8
Pricing
Price has been a major factor, affecting the buyer’s choice. Price is the only element in the
marketing mix that...
9
Growth:
When our product will be accepted by the target audience and it will be in growth stage we will
increase sales p...
10
the ground realities are a bit different since all the wealth is being concentrated in the hands of
few and middle clas...
11
the consumers do not have much choice or differentiation
among purchase of any bread that he might prioritize
over othe...
12
FINDINGS:
Our product is highly differentiated among all types of bread available in the market. No other
flavored brea...
13
STEP-5: Promotional message
Pretzel Bread is differentiating itself on the basis of its flavors, quality and nutritiona...
14
ART WORK OF PRINT MEDIA
15
STEP 7 & 8 Promotional Mix Advertisement
For the promotion mix PRETZEL Bread would be promoted via Advertisement initia...
16
5. Timings
 Our message is for the whole year as no seasonal or event requirement is present.
 Our ad will be broadca...
17
3. Credibility
It is given by showing comparison with competing brand and its preferences over them.
4. Desire
Desire a...
18
ART
WORK (TV
ADS)
19
PRODUCTION (TV AD)
We will hire an advertising agency for assisting in making of our ad.
1. Pre-Production
It involves ...
20
PACKAGE DESING
Packaging encompasses the physical appearance of
the container and includes design, color, shape,
labeli...
21
MEDIA PLANNING
AND SELECTION
This part basically contains the
identification, evaluation and finally
selection of the c...
22
Chosen media vehicles are
 Television :, ATV, PTV, ARY, HUM TV, AAJ TV, TV ONE
 Newspapers : Dawn, , Nawai-e-Waqt, Kh...
23
COMPETITIVE ADVANTAGE
Flavored bread: not ever being introduced in the market.
Anticipated competition:
By using idea o...
24
SWOT ANALYSIS
Strengths
 Innovative offering so getting customer equity
 No existing specific competitor
 Reasonable...
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New Product Development Report

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New Product Development Report

  1. 1. Launching a new Product Pretzel Bread ( flavored bread ) Submitted to Mr. Tauqeer Ghauri Submitted by Abdullah Bin Masood 02 Ali Raza 04 Rehan Arshad 34 Zaeem Ahmad 40 Mohammad Ali Raza 45
  2. 2. EXECUTIVE SUMMARY This project is assigned to us to make the promotional plan for a new product which we have to launch in the market. Our product which is not launched in Pakistan ever before is: flavored bread. The name we suggested for our flavored bread is “PRETZEL Bread”. We did a prospective SWOT analysis for our product. Then we made a marketing mix for Pretzel Bread. We suggest a price for our product. We suggest our target market and made our positioning statement. Then we have designed our logo for PRETZEL BREAD. After deeply analyzing the features of our product and behavior of our target market we made the copy platform for our print ad and television commercial (TVC). Our product is going to be introduced first time in the domestic market of Pakistan. In the start we would be targeting small city of Pakistan. We would be having a well-defined Marketing and Operational plan so that our all the functions are conducted easily without any difficulty and we could meet the needs of the customers in a better and successful way.
  3. 3. Table of Contents DEFINITION ...........................................................................................................1 HISTORY ..................................................................................................................1 PRETZEL BREAD....................................................................................................1 Brand name: .............................................................................................................................................................1 Logo ..........................................................................................................................................................................2 Slogan........................................................................................................................................................................2 Goal...........................................................................................................................................................................2 Pretzel bread .........................................................................................................................................................2 Size ........................................................................................................................................................................2 Core Product:.........................................................................................................................................................3 Ingredients: ...........................................................................................................................................................3 Healthy composition of bread: ..............................................................................................................................3 Benefits and ease of use:.......................................................................................................................................3 Mode of use:..........................................................................................................................................................3 Competitors:..........................................................................................................................................................4 Indirect competitor...................................................................................................................................................4 Substitute Competitors.............................................................................................................................................4 Types:........................................................................................................................................................................4 Features:................................................................................................................................................................4 Quality:..................................................................................................................................................................4 Bread shapes and flavors:......................................................................................................................................5 Specialty: ...............................................................................................................................................................5 TARGET MARKET SEGMENTATION .................................................................5 Targeted Market:...................................................................................................................................................5 Targeted Group: ....................................................................................................................................................5 Targeted Group Profile: .........................................................................................................................................5 MARKET DISTRIBUTION: ....................................................................................6
  4. 4. Production capacity:..............................................................................................................................................6 Sources of Machinery ............................................................................................................................................6 POSITIONING ..........................................................................................................6 Positioning Strategy:..............................................................................................................................................7 BUDGET ...................................................................................................................7 SMARKETING MIX.................................................................................................7 Product..................................................................................................................................................................7 Pricing....................................................................................................................................................................8 Expected Price Range (Consumer):...........................................................................................................................8 Place (Distribution):...............................................................................................................................................8 Promotion .............................................................................................................................................................8 Introduction:.............................................................................................................................................................8 Growth:.....................................................................................................................................................................9 Maturity:...................................................................................................................................................................9 Decline: .....................................................................................................................................................................9 THE BREAD INDUSTRY OF PAKISTAN.............................................................9 PROMOTIONAL PLAN OF PRETZEL BREAD..................................................10 STEP-1: Promotional opportunity: .......................................................................................................................10 Market Share of Bread Companies in Pakistan:......................................................................................................10 GAP ANALYSIS.........................................................................................................................................................10 CONSUMER ASSESSMENT.......................................................................................................................................11 STRONG PRODUCT DIFFERENTIATION....................................................................................................................11 FINDINGS: ...............................................................................................................................................................12 STEP-2: Promotional objective.............................................................................................................................12 STEP-3: Organizing for promotion........................................................................................................................12 STEP-4: Target Audience ......................................................................................................................................12 STEP-5: Promotional message..............................................................................................................................13 STEP-6: Promotional budget ................................................................................................................................13 Media budget allocation:........................................................................................................................................13 Broadcast media: ....................................................................................................................................................13 Print media: ............................................................................................................................................................13 Outdoor media: ......................................................................................................................................................13
  5. 5. ART WORK OF PRINT MEDIA...................................................................................................................................14 STEP 7&8 Promotional Mix Advertisement..........................................................................................................15 COPY PLATFORM.....................................................................................................................................................15 BIG IDEA..................................................................................................................................................................16 TYPE OF COPY .........................................................................................................................................................16 COPYWRITERS PYRAMID.........................................................................................................................................16 ART WORK (TV ADS)................................................................................................................................................18 PRODUCTION (TV AD)........................................................................................19 1. Pre-Production....................................................................................................................................................19 2. Production ..........................................................................................................................................................19 3. Post Production...................................................................................................................................................19 PACKAGE DESING...............................................................................................20 MEDIA PLANNING AND SELECTION ..............................................................21 REASONS FOR SELECTION OF TELEVISION AS A COMMUNICATION MEDIA..........................................................22 STEP-9: Evaluation of Advertisement...................................................................................................................22 COMPETITIVE ADVANTAGE.............................................................................23 FORECASTING......................................................................................................23 SWOT ANALYSIS .................................................................................................24 Strengths .............................................................................................................................................................24 Weaknesses.........................................................................................................................................................24 Opportunities ......................................................................................................................................................24 Threats ................................................................................................................................................................24
  6. 6. 1 PRETZEL BREAD 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. Our company’s main concern is the baking of that bread. It will help in enjoying the people the different flavors in different shapes. We are offering diversity and innovation and we are offering it at domestic level. Brand name: PRETZEL (be filled with wonder or astonishment)
  7. 7. 2 Logo Slogan Introductory slogan: “NO MORE BORING BREAKFASTS!” Slogan to be used afterwards: “BREAKFAST IS FUN!” Goal Our goal is to ensure that important values such as quality, freshness, and service are delivered to our consumers in the 21st Century. Pretzel bread It is flavored bread with three flavors: 1. Chocolate 2. Mango 3. Strawberry Size Our product will be available in the size of medium-sized bread having 16 slices in a pack.
  8. 8. 3 Core Product: Our core product is bread. Its core attribute is to fulfill the need of hunger. People use bread to satisfy their hunger. Ingredients:  Flour  Water  Salt  Yeast  Eggs  Cooking Oil  Flavor Healthy composition of bread: Normal plain bread Energy 59 kcl Flavor bread energy 68 kcl Protein 2g Carbohydrates 14g Calcium 17mg Sodium 81mg Fiber 250mg We just have to import Natural flavors (CAPE food ingredients Tokai from South Africa) Benefits and ease of use:  Easily swallow able and customer friendly; reduce the expense of egg or jam and also time saving commodity in hurry hours.  One can take it simply with milk or tea.  Easily carry able as lunch or breakfast for students. Mode of use: For Lunch, Breakfast, Tea time, other recreation purposes.
  9. 9. 4 Competitors: Indirect competitor  Different cakes  Biscuits  Cookies  Pastries Substitute Competitors A substitute competitor is any competitor that fills the same buyer need you fill but fills it in a different way. The substitute competitor of Flavored Bread is:  Dawn Bread  Wonder Bread  Cakes and Bakes  Different Bakery Breads  Vita Bread Types: There are a lot of types of bread as:  Pita bread  Brown bread  Milky bread  Plain bread  Garlic bread etc. Features: 1. It is available in three distinctive and delicious flavors. 2. It has high fiber content, enriched in carbohydrates. Also contains B-vitamins, minerals and a little protein and fat. Some added nutrients are -- Calcium and iron Quality: The brand assures superior quality and taste. It is a healthy diet for everyone.
  10. 10. 5 Bread shapes and flavors: Our bread is not only concerned with the flavors but also with the shapes of the bread, and there are different shapes as Oval, Round, Square, Triangle, Rectangle, Long-shaped, Cone-shaped. Specialty: We will make corner-less bread in different sizes. Their corners can also be used as bread crumbs. TARGET MARKET SEGMENTATION Targeted Market: Gujranwala (local small stores first and large stores later on) Targeted Group: Mothers and Children and old grown Targeted Group Profile: Target Market: Children Target Audience: Children, Mothers and Youngster Age: 3-12 or old Gender: Male & female (both) Income class: middle /upper-middle/upper class Geographic Area: Metropolitan cities Psychographic variables: Targets the variety, taste and fun seeking children and youngsters Behavioral variables: Focusing Regular, potential and non-users intending towards interested, desirous and enthusiastic buyers. Likings: innovation and fun loving
  11. 11. 6 What motivates them:Newnessandvariety MARKET DISTRIBUTION: At first we will put it in the local small store (easy to approach and at small level retailer we can give free samples or at credit to sell and introduce it in the market) and then Departmental stores, we will visit schools, hospitals. There we will offer it to public and get their feedback. Production capacity: We produce 60 breads per day and 21360 breads average per year with the services of experienced bakers Sources of Machinery: Locally available 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. That’s why children prefer fast food that provides taste & fun and their mothers prefer basic staple cereals for their children. This contradiction in preference has always been the generator of conflict on breakfast table between kids and moms. To solve this conflict Pretzel Bread has combined taste and health in the same staple bread to please mothers and children both. Our product thus positions itself on the basis of flavors it is providing and the great value it creates.
  12. 12. 7 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. BUDGET Total budget= Rs.100, 00,000 Building: Rs.2, 00,000 Machinery: Rs.2, 50,000 Transportation/Installation: Rs. 70,000 Furniture: Rs.1, 10,000 Total cost of production Cost of goods sold Raw Material: Rs.2, 00,000 Wages/Salaries: Rs.150, 000 Utilities: Rs.30, 000 Depreciation: Rs.20, 000 Operating cost: Administrative expenses Rs.60, 000 Selling expenses: Rs.1, 20,000 Office expenses: Rs.40, 000 Reserve: Rs. 875, 00, 00 SMARKETING MIX Product We are introducing convenience product, which would be available easily.
  13. 13. 8 Pricing Price has been a major factor, affecting the buyer’s choice. Price is the only element in the marketing mix that produces revenues. Therefore, we will set prices for our product by taking into account all internal factors including marketing objectives, marketing mix strategy, costs etc and external factors including nature of the market and demand, competition and some other environmental factors like economy, government etc. And as we are offering a differentiated product that is not currently present in the local market so we set our prices a little higher adopting “Market skimming Strategy”. Expected Price Range (Consumer): - Chocolate flavored bread Rs. 55/- - Strawberry flavored bread Rs. 55/- - Banana flavored bread Rs. 55/- Place (Distribution): Currently, we are only going to be introducing this product in Gujranwala. The foremost reason for this is that Gujranwala is a small city, as our product is new, we will firstly check the response of people towards it in small city. Once the product becomes more popular and more people are ready to buy it, we will introduce it in other cities as well. Promotion (Throughout the product life cycle) Introduction: Our product is a new and differentiated product which we are going to launch in market. As our product is made up of superior quality with added flavors, in addition it has a quality packaging, so its cost of production is more than other branded breads locally available in market. Introduction of the product in market also requires extensive promotion to mark its differentiated presence in market. So we need to charge handsome price for our product in initial phase, which will also support its high budget promotional activities.
  14. 14. 9 Growth: When our product will be accepted by the target audience and it will be in growth stage we will increase sales promotion and public relations activities, we will also extend our distribution network to other cities of Pakistan; there will be a reduction in price due to the mass production which will decrease per unit cost and our initial investment in product and promotion can be recovered. Maturity: In maturity stage we will try to gain as much profit as we can through our product. Less- aggressive but consistent promotion will be carried out with sales promotion mainly. Price of the product will also be reduced because we will cut down our advertising expenditure. Decline: (Re development) We will launch new more flavors & variants of our product just before decline phase to avoid it. And we will start whole new and different kind of promotional activities to re-position our product in market. Once again high budget would be allocated to promotion. THE BREAD INDUSTRY OF PAKISTAN The bread industry in Pakistan has seen many changes in the last twenty-five years. It has emerged as a small-scale bakery processing industry to numerous industrial bread making units all over Pakistan. The bread industry in Pakistan is flourishing very quickly and bread products are gaining much popularity. Bread has been accepted as a popular substitute of rice, naan,chappati, paratha. Currently, 5% of the total population of Pakistan consumes packaged bread. The major factors for such a low percentage of people consuming bread are mostly economical and cultural. Pakistani diet consists of many substitutes for bread, which are cheaper and preferred over bread by a majority of the population. However
  15. 15. 10 the ground realities are a bit different since all the wealth is being concentrated in the hands of few and middle class is not emerging as fast as it is emerging in other Asian economies, which is one of the reasons that only 5% of Pakistanis population consumes bread. Inflationary pressures are affecting the prices of raw-materials. PLAN OF PROMOTIONAL PRETZEL BREAD STEP-1: Promotional opportunity: The market for Bakery and cereals in Pakistan increased from 2002-2007, and is growing at an average annual rate of 10.8%. The political scenario as well as the legal scenario is not posing any threat to the bread industry. The government is very enthusiastic about industrialization in the country and wants the foreign sector and private sector to take part in it. So any move towards industrialization and standardization is being encouraged, which should ideally suit the existing as well as new comers in the packaged goods industry. Market Share of Bread Companies in Pakistan: - Dawn bread 50% - Imported breads 15% - And other local breads 35% GAP ANALYSIS Gap analysis is carried out in order to find out in which areas of a certain market there is potential to grow and which areas are saturated with products and services. By doing a gap analysis the companies can evaluate what are the needs and wants of consumers that need to be fulfilled. In this way these companies can come up with the products or services that will not only satisfy the consumers but also bring profits to the company. In other words we can say that a gap analysis gives us the difference between the current and the most desired state of an industry. If we cast a look at the bread industry of Pakistan we shall see that there is a gap among needs to be fulfilled. There is a requirement of newer, tastier and differentiated bread in the market that needs to be fulfilled. There are only a few companies that provide bread in Pakistan and that too provide simple plain basic white bread having almost same taste and quality.. Thus
  16. 16. 11 the consumers do not have much choice or differentiation among purchase of any bread that he might prioritize over other. Ultimately they are left with these plain breads from which to choose. Thus we can analyze that there is a gap in the bread industry. Consumers need to have different kinds of bread, which is currently not available in the market. CONSUMER ASSESSMENT 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. By getting adequate information about the preferences of the consumers through the consumer assessment process, the company can position and market its products more effectively. If necessary, the company might also alter its products according to the tastes and attitudes of the people. Consumers are increasingly concerned about their health and are well aware of the relationship between nutritious food and optimal health. Various concerns have caused consumers to monitor their dietary habits closely. The growing media coverage on health, the rising incidence of health conditions (obesity, diabetes and cardiac problems), concerns over physical appearance, changing lifestyle and also soaring costs of healthcare have all contributed to the demand for healthier bakery products. In addition, the aging baby boomer population has had a specific effect in increasing the demand for healthy foods. STRONG PRODUCT DIFFERENTIATION The main points that were observed from the gap analysis and consumer assessment are as follows, 1. The first and most important point was observed is that the consumers feel there is a scarcity of tasty breakfast items in the market. So they prefer buying locally made different but unhygienic bakery items. 2. The consumers want a variety of products in the market. When it comes to bread the only choice they have is plain or only few flavors of bread. They are willing to accept a new taste in their boring breakfast 3. The consumers are getting health conscious. They prefer taste complemented with health. Mothers specially choose healthier and nutrition enriched breakfast for their kids.
  17. 17. 12 FINDINGS: 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 that would clearly position its differentiated image and demand in the minds of consumers. We believe there is a fair chance that the flavored bread that is going to be launched will be immensely successful. STEP-2: Promotional objective 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. STEP-3: Organizing for promotion 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. STEP-4: Target Audience 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.  Government food ministries: They are concerned about the safety of any new food product launched in the market which previously didn’t exist
  18. 18. 13 STEP-5: Promotional message Pretzel Bread is differentiating itself on the basis of its flavors, quality and nutritional values. But our promotional theme would be such that would directly hit our main target audience i.e. children. So our promotional theme would be the newness created in daily boring breakfast by our added flavors STEP-6: Promotional budget 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% Broadcast media: Budget among above mentioned Medias are as follow Distribution with in broad cast media:  20%during kids programs and cartoons on different TV channels  50%during regular timings  30%on media vehicles(Cartoon Network Pakistan & Nick Pakistan) 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.
  19. 19. 14 ART WORK OF PRINT MEDIA
  20. 20. 15 STEP 7 & 8 Promotional Mix Advertisement 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)  COPY PLATFORM COPY PLATFORM 1. Target Audience: Target audience= Children + Mother Age= 3-12 Years Geographic Area= Gujranwala Psychographics/Liking = Children like different flavors Media Habits= Children like to watch T.V more than any other media. 2. Satisfying Need: We are going to satisfy the basic need of people i.e. hunger with some values given to them by providing them with unique feature of flavors in bread 3. Appeal of Message: We use the emotional appeal mainly in our ad by only showing the facial expressions, gestures& body language of a child about his/her preferences of bread choice. Background music is also used in the ads. 4. Geographical Boundaries Our product distribution is mainly in Gujranwala and after that would be in big cities like Karachi, Lahore and Islamabad and ad is broadcasted on National level as on GEO TV and PTV so language and environment of ad is best suitable for all regions and people.
  21. 21. 16 5. Timings  Our message is for the whole year as no seasonal or event requirement is present.  Our ad will be broadcasted evenly throughout the day on regular channels but more frequently during sponsored kids programs. 6. Form of Ad Our ad contain the message through expression of child plus the Art work in which music is used as a background score and also combination of colors to attract the children. Some sort of family environment is there in our ad. BIG IDEA Our big idea is the usage of expression only without any word expression while the unique background music will be used best matched with the situation and expression. Somewhat drama situation is used as children are sitting around the table in ad. TYPE OF COPY Straight sell copy & Device copy As our message conveys directly the main feature i.e. flavor in the bread as compared to simple bread so it is a form of straight sell copy. Also some features of device copy are used as musical & drama situation. COPYWRITERS PYRAMID The big idea follows the pyramid 1. 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 2. 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.
  22. 22. 17 3. Credibility It is given by showing comparison with competing brand and its preferences over them. 4. 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. 5. Action Ad also tells about the available places for the bread in the end in order to bring people in action to purchase. Attention Interest Credibility Desire Action
  23. 23. 18 ART WORK (TV ADS)
  24. 24. 19 PRODUCTION (TV AD) We will hire an advertising agency for assisting in making of our ad. 1. Pre-Production It involves the arrangement of infrastructure & resources for starting the production of ad. So we perform the following  Selection of director  Arrangement of resources (money)  Selection of location where ad going to be recorded  Arrangement of equipment like Camera, lights etc.  Selection of child actor 2. Production This include the action part means lights, camera and actual recording of ad, as it is a TVC so it is called a spot. The ad is made in a virtual dinning room environment where a mother (whose presence is hidden and only hands are shown) serves her child with plain white bread first. Different expressions and actions of child are recorded regarding the bread. Then mother serves the child with Pretzel Bread and again expressions and actions of the child are recorded regarding Pretzel bread. 3. Post Production Now we got ad in raw form so in this phase finishing of ad going to be take place. We done the following  Improve visibility (Visualization)  Editing  Color mixing  Background music is added
  25. 25. 20 PACKAGE DESING 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. We design our product according to the demand of kids and children. Its packaging is made of hard card box outside which is unique and 100% recyclable; and sealed aluminum foil packaging inside. The color scheme will be eye catching depicting the whole idea of adding colors to basic white bread Its features are:-  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.
  26. 26. 21 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: 1. 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 6. Media Vehicle
  27. 27. 22 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. REASONS FOR SELECTION OF TELEVISION AS A COMMUNICATION MEDIA  Intrusiveness is ability of TV to impose itself on people. It becomes difficult to avoid it. Psychologically it attracts the attention more than other mashies such as radio so we select it.  Due to unique combination of voice, sight and motion.  It shows feelings, gestures and body language  High reach as TV is penetrated too much in our economy.  TV can also be simultaneously watched by group of people, whole family. So due to these reasons we select the TV as major media option, others are newspaper and billboards. STEP-9: Evaluation of Advertisement  We will do a random research sample asking people how they heard about our product.
  28. 28. 23 COMPETITIVE ADVANTAGE Flavored bread: not ever being introduced in the market. 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. - Redesign, standardize and less costly methods for production (making toy shaped slices) - By making joint ventures with some juice companies or tea - By introducing new flavors and also multi-flavored bread - Enhancing product availability at service stations, airports or other stations canteens - Keeping our recipe secret - Making the packaging more attractive this makes our product more eyes catchy at the retailer’s shelf. - Lower our cost as possible by installing our plant in such geographical position where labor and raw material is easily available and where low tax rates are applied. - We will use gas and electric ovens both in respective days of gas and electricity shortages so that our supply would not be affected. FORECASTING What is the expected market share for a new product? In 3 years planning, our target is to get 5% shares of the market. And we will introduce:- - Vanilla flavored bread - Mango flavored bread - Pineapple flavored bread - Cheese flavored bread - Garlic flavored bread - Ginger flavored bread We will also introduce: - Cakes - Muffins etc.
  29. 29. 24 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. Our name in baking industry is new so most of the people are not familiar with Pretzel.  No separate outlet. We don’t have enough finance to construct our separate outlet.  No customer orientation in local areas. As we are newly introducing in Gujranwala so the customer is not oriented in the brand.  New product hesitation (people feel hesitation in trying new things, behavior, taste also matters)  Electric ovens omit radiations which are harmful (in case of use of electric oven) 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  Competitors working in Islamabad may enter in local market  Imitation by existing bakeries. May Meer and China try to copy it

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