Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Launching a new Product
Pretzel Bread ( flavored bread )
Submitted by
Abdullah Bin Masood 02
Ali Raza 04
Rehan Arshad 34
Z...
Definition
Bread is a staple food prepared by baking dough of flour and
water. It is popular around the world and is one o...
History
 An enormous variety and flavors of bread is available
across Europe. Germany lays claim to over 1300 basic
varie...
Pretzel Bread
 The proposed company plans to establish a
project for baking the flavored breads in
different and unique s...
About Pretzel
 Brand name:
PRETZEL (A Delicious Mistake)
 Logo
 Slogan
 Introductory slogan:
 “NO MORE BORING BREAKFA...
Flavored
 Pretzel bread
It is flavored bread with three flavors:
 Chocolate
 Mango
 Strawberry
 Size
 Our product wi...
Core Product
Competitors
Target Market Segmentation
Positioning
Brand positions through its Attributes (flavors) and Value (added fun & variety to
daily breakfast)
Nowadays c...
 After completing a consolidated environmental
evaluation we are going to focus on consumer
assessment. It is very critic...
 Our product is highly differentiated among all types of
bread available in the market. No other flavored bread
currently...
 Pretzel Bread has clear and specific
objectives of promotion, such as
 To earn profits
 To compare
 To gain attention...
 As our product is totally new so we have to
make great promotional efforts that might inform
&persuade target customer a...
 Target audience for our product is wider than our target
customer (i.e children), which is already specified in our
targ...
 We are using the objective task method to set the
budget of out Advertisement campaign.
Scheduling of our campaign is de...
Print media:
We are giving prior mentioned magazines &
newspapers equal priority
Outdoor media:
 Prime locations of billb...
Art Work for Print Media
 For the promotion mix PRETZEL Bread would be
promoted via Advertisement initially. This advertisement
would be electroni...
 Attention
 Our ad contains the expression & musical jingle without any word
expression so it would attract the people b...
Credibility
 It is given by showing comparison with competing brand and
its preferences over them.
Desire
 Desire about ...
PACKAGE DESIGNING
Packaging encompasses the physical appearance of the container and
includes design, color, shape, labeli...
Packaging Design
 Attractiveness: Package is highly attractive
due to its vibrant colors and combinations
 Environmental...
MEDIA PLANNING AND
SELECTION
 This part basically contains the identification,
evaluation and finally selection of the ch...
Media Planning & Selection
 . What media options?
 Television
 Newspaper
 Billboards
 2. Who is target audience?
 Ch...
Media Planning & Selection
 6. Media Vehicle
 Chosen media vehicles are
 Television :, ATV, PTV, ARY, HUM TV, AAJ TV, T...
COMPETITIVE ADVANTAGE
 Anticipated competition:
 By using idea of flavored bread, any other competitor
can easily compet...
SWOT ANALYSIS
 Strengths
 Innovative offering so getting customer equity
 No existing specific competitor
 Reasonable ...
SWOT ANALYSIS
 Opportunities
 First mover advantage as no competitor has ever
introduced this taste. So the no. of custo...
Upcoming SlideShare
Loading in …5
×

Launching a new Product

5,234 views

Published on

New Product Development

  • Thank you for sharing this interesting information here. Great post. And I agree with you that it is really hardly to find a student who enjoys executing college assignments. All these processes require spending much time and efforts, that is why i recommend all the students use the professional writing service ⇒ www.HelpWriting.net ⇐ Good luck.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Launching a new Product

  1. 1. Launching a new Product Pretzel Bread ( flavored bread ) Submitted by Abdullah Bin Masood 02 Ali Raza 04 Rehan Arshad 34 Zaeem Ahmad 40 Mohammad Ali Raza 45
  2. 2. 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.
  3. 3. 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
  4. 4. 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.
  5. 5. About Pretzel  Brand name: PRETZEL (A Delicious Mistake)  Logo  Slogan  Introductory slogan:  “NO MORE BORING BREAKFASTS!”  Slogan to be used afterwards:  “BREAKFAST IS FUN!”
  6. 6. Flavored  Pretzel bread It is flavored bread with three flavors:  Chocolate  Mango  Strawberry  Size  Our product will be available in the size of  medium-sized bread having 16 slices in a pack.
  7. 7. Core Product
  8. 8. Competitors
  9. 9. Target Market Segmentation
  10. 10. 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. 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.
  11. 11.  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. Consumer Assessment
  12. 12.  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 Findings
  13. 13.  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. Promotional Objective
  14. 14.  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 Organizing for Promotion
  15. 15.  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. Target Audience
  16. 16.  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% Promotional Budget
  17. 17. 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. Media
  18. 18. Art Work for Print Media
  19. 19.  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) Promotional Mix Advertisement
  20. 20.  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  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. Copy Writers Pyramid
  21. 21. Credibility  It is given by showing comparison with competing brand and its preferences over them. 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. 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 Copy Writers Pyramid
  22. 22. PACKAGE DESIGNING 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. Its features are:-
  23. 23. Packaging Design  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
  24. 24. 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:
  25. 25. Media Planning & Selection  . 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
  26. 26. Media Planning & Selection  6. Media Vehicle  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.
  27. 27. COMPETITIVE ADVANTAGE  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.  By making joint ventures with some juice companies or tea  By introducing new flavors and also multi-flavored bread  Keeping our recipe secret  Making the packaging more attractive this makes our product more eyes catchy at the retailer’s shelf.
  28. 28. 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  No separate outlet. We don’t have enough finance to construct our separate outlet.  New product hesitation  Electric ovens omit radiations which are harmful
  29. 29. SWOT ANALYSIS  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

×