Launching a new Product
Pretzel Bread ( flavored bread )
Abdullah Bin Masood 02
Ali Raza 04
Rehan Arshad 34
Zaeem Ahmad 40
Mohammad Ali Raza 45
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
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
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.
PRETZEL (A Delicious Mistake)
“NO MORE BORING BREAKFASTS!”
Slogan to be used afterwards:
“BREAKFAST IS FUN!”
It is flavored bread with three flavors:
Our product will be available in the size of
medium-sized bread having 16 slices in a pack.
Brand positions through its Attributes (flavors) and Value (added fun & variety to
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.
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
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
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
Pretzel Bread has clear and specific
objectives of promotion, such as
To earn profits
To gain attention
To make target audience aware of our
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
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
Parents, specifically mothers: They are more
interested in the nutritional and health facts of our
Youngsters: They might also get interested in our
product because bread is everyone’s staple food.
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
Electronic Media 20%
Print media 10%
Outdoor (billboards) 10%
We are giving prior mentioned magazines &
newspapers equal priority
Prime locations of billboards will be on way to
amusement parks, nearby Mc Donald’s, KFC and
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.
COPYWRITING (TV AD)
Promotional Mix Advertisement
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
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
It is given by showing comparison with competing brand and
its preferences over them.
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.
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
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
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
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
MEDIA PLANNING AND
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:
Media Planning & Selection
. What media options?
2. Who is target audience?
3. Where message is communicated?
Majorly in cities
4. Timings of message
Morning, evening and prime time in TVC
Print ad (Morning)
5. Frequency of Message
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
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
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
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.
Innovative offering so getting customer equity
No existing specific competitor
Reasonable prices for lower income group also
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
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
New product, may people don’t accept the flavored