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.

Bread and Beyond Marketing Report

3,554 views

Published on

For Masters and Bachelors Students doing specialization in Marketing. You can get idea about the Marketing strategies of DAWN Bread that how they are doing Marketing of their product line and some related Analysis.

Published in: Marketing
  • Get Paid To Write Articles? YES! View 1000s of companies hiring online writers now!  https://tinyurl.com/vvgf8vz
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • good Report
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Bread and Beyond Marketing Report

  1. 1. 1 | P a g e BREAD AND BEYOND Page 1 MARKETING REPORT – BREAD AND BEYOND GROUP – C
  2. 2. 2 | P a g e BREAD AND BEYOND Page 2 GROUP MEMBERS: JUNAID ASHRAF MARIYAM KHAN SHEHRYAR KHAN NISA NOREEN ALI TARIQ ZUNAIB RIAZ
  3. 3. 3 | P a g e BREAD AND BEYOND Page 3 TABLE OF CONTENTS ExecutiveSummary Introduction History MissionStatement PurposeandValues Products Competitors Analysis Marketing Strategy  Segmentation and Target Market  Expanding target market  Threads from competitors  Threats and opportunity for price  Market penetration  Market development  Product development AdvertisingCampaign Promotional Plan  Tv  Printmedia  Fb  Billboards  Flex  Posmaterial Marketing Plan Promotional Plan  Blow the line  Above the line  Through the line PEST ANALYSIS Political and legal forces  PoliticalInstability  Taxation law Economicforces  Inflationrate  Economicgrowthrate Social Forcesandcultural  Healthconsciousness  Lifestyle changes Technological forces  Newproduct  Productinnovation Cost Analysis Conclusion and recommendations
  4. 4. 4 | P a g e BREAD AND BEYOND Page 4 Executive Summary Bread & beyond is acutely awareof the need for appealing products, its state of the art machinery and equipment offers world class products to the food service industry and through this it satisfies its strong customers on bases of quality & professionalism. It’s past, present, and futurelong-termcommitment to the industry and to each of its customers is made possiblethrough its collective experience and belief in the importance of honesty, integrity, reliability, long- standing relationships, and trust. This strategic marketing management project reportis on “Bread and Beyond” it mainly focuses on the different marketing strategies like marketing penetration, market development, productdevelopment and 4p’s though which Itcould attain more customers, can retain the existing ones and this will also leads to more profitability. The report states that advertising of Bread and Beyond will be done through tv and radio commercials, print and social media, billoards and flexs. The promotional plan includes above, below, and through the line. In this projectreportdifferent analytical tools are being also used i.e cost analysis and pest analysis. This will help bread and beyond to meet the uncertainties, political and economical instability, social, cultural and technological changes. In the end some recommendations are also given which will help “Beard and Beyond” to increaseits sales, profitability and will also help to compete its rivals more easily and efficiently.
  5. 5. 5 | P a g e BREAD AND BEYOND Page 5 Introduction: Dawn Foods a name that has come to signify quality and freshness in bread products. Its success story that was written by a family that is committed to honest goodness enterprise and concerned with the prosperity of the country. Dawn Foods has various brands and “Bread and Beyond” is one of them. Bread & beyond is a member of ATA Bakery solutions. Bread & beyond is acutely aware of the need for appealing products which satisfy our strong customer base is testimonial to our quality & professionalism. 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 is made possible through our collective experience and our belief in the importance of honesty, integrity, reliability, long-standing relationships, and trust. Bread & Beyond state of the art machineries and equipment offer world class products to the food service industry. We have in fact availed the services of culinary 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 among our entire consumer based on value for money and most importantly quality and taste. History: The history book opened up in 1979 when the first ever dawn bread came in to existence. After successful opening of our plant in Karachi in 1981.Now after successfully opening of our bread & allied products plants all over the nation it was time to move on. We were the only suppliers of bakery products who were highly innovation in terms of technology and current industry trends. One of the most upcoming trends was frozen bakery products. This is where we got our lead and planned to open the firstevery live bakery in Pakistan. Upon that the roller costar ride automatically added on the height and the ride got more exiting. Now Bread & Beyond has successfully installed 10 sites in Lahore, Islamabad, Rawalpindi and Faisalabad with the plan of opening 6 more by the mid of year 2010.
  6. 6. 6 | P a g e BREAD AND BEYOND Page 6 Mission Statement: Bread & Beyond is committed in serving the customers the most possible freshly baked assortment either from our live bake off or from the production facility located in every city in Pakistan. Bread & Beyond is committed in providing the safest and healthy product and it starts from auditing our raw material suppliers. We are committed in creating awareness toward safe and healthy products with the correct certifications to bake up our claim. Bread & Beyond is committed in creating the new attitude and onsite production of our products. Our efficient R&D is always on a look out on the newest trends in Bakery world and we strive hard to deliver those international trends in Pakistan. 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 as we claim to be everyone's baking partner. Purpose and Values: The purpose: Create a safe and healthy awareness amongst bakery users. The business: Innovate newer products and introduce them in Pakistan alongside we help in uplifting or create a new idea for any in-store live bakery. The Values: Safe and healthy food is the only option we live by & our people are our strength.
  7. 7. 7 | P a g e BREAD AND BEYOND Page 7 Product Line: Following are some of the products with sub products of Bread and Beyound  Bread Baguettes  Bread rolls Cookies  Danish pastries Muffins  Cakes Pizzas  Croissants Patties  Sandwich Brownie  Burger/Snacks Burger Bun  Tart Rusk  Soup Sticks Pound Cakes  Pastries Frozen Bread
  8. 8. 8 | P a g e BREAD AND BEYOND Page 8 Types of Bread:  White Bran  Plain Pita  Whole meal Multi herb  Oregano Oatmeal  Sundried tomato Ciabata  Foccacia Herb  Walnut Multigrain  Mini baguette Corn  Onion Sandwhich Product Line Baguettes Bread rolls Cookies Danish pastries Muffins Cakes Pizzas Croissants Patties Sandwich Rolls Brownie
  9. 9. 9 | P a g e BREAD AND BEYOND Page 9 Burger/Snacks Burger Bun Tart Rusk Soup Sticks Pound Cakes Pastries Frozen
  10. 10. 10 | P a g e BREAD AND BEYOND Page 10 Marketing Strategy  Segmentation and Target Market  Expanding target market  Threads from competitors  Threats and opportunity for price  Market penetration  Market development  Product development Segmentationand target market:  Psychographic Segmentation  Demographic Segmentation  Geographic Segmentation  Behavioral segmentation After the segmentation of the market, Bread and Beyond management has to decide the target market for each separatesegment of the market. “A position is the way a firms product, brand, or Organization is viewed relative to the competition by currentand prospective customers.” When positioning a product the marketer wants to convey benefits mostdesired by the target market Expanding target market:- Bread and Beyond need to target an other major cities also by opening a flagship outlets in differentcities. Also focus on different areas of Lahorelike model town and gulberg. Threads from competitors There are different competitors in different areas of Bread and Beyond. In Lahore and its surrounding areas theJalal Sons is the strongestcompetitor. Apart from that there is Shezan Backers, GourmetBackers and many other non-branded bakeries and bread producing firms. In other areas are non-branded producers of backing industry who are in competition with Bread and Beyond.
  11. 11. 11 | P a g e BREAD AND BEYOND Page 11 Threats and opportunity for price Before setting prices Bread and Beyond need to examine markettrends. Many craft bakers and supermarkets increased their prices during 2013, marking an end to the price-cutting activity that had characterized previous years. According to some industry sources, extensivepublicity in mainstreammedia meant that, on the whole, customers wereprepared for these increases. There werea number of reasons for these price rises. Early in the year, Shehzan Bakeries introduced selective increases, which weretailored to the profitability of its individual customers, in responseto rising delivery costs. The Pakistan wheat harvestalso had an effect on prices during the second half of 2011, with the cost of wheatfor autumn delivery to millers rising by up to 30%. In addition, worldwidewheat production shifted from surplus to deficit. These economical conditions affect the prices of productdirectly or indirectly Market Penetration Market Development Alternative Channels Product Development New Product for new customers Step 1 Market Penetration Sell more of the current product to current customers Step 2 Market Development Sell more of the current product to an adjacent market – next town over or next state over Step 3 Alternative Channels More of the current product using different sales channels (i.e. internet, stores, distribution partners, etc.) Step 4 Product Development Develop new products for current customers Step 5 New Product for New Customers Develop new products for new customers
  12. 12. 12 | P a g e BREAD AND BEYOND Page 12 Market Penetration 1. Display case This is a great opportunity to display the baking goods and really give the eye- appeal that can quickly turn an idea into a delectable craving. The visualaspect of food is a great motivator for purchase. 2. Create a baking good of the month Draw attention to your bakery by simply highlighting an existing bakery menu item. Use social media, write it on a special’s board, and place signageat the table. This not only will boostthis product’s sales, but will get people thinking about your bakery. 3. Create a loyalty program- For every “x” amount of baking goods you get the next purchasefree. Usea standard loyalty programto build sales and gain advocates that will increaseword- of-mouth advertising. Market Development 2. Buy advertisement in that town’s magazine Another out-of-town exposuretactic is taking an advertisement out in that town’s magazine. The point is not to use this as the golden key, but a way to gain exposure. 3. Connect online with local town bloggers Your restaurant’s reputation alone should assisthere. Bloggers wantreaders to read their blog, so working with the owner of a well-known establishmentwill help with that. The benefit of this is getting placed right into an established social stream.
  13. 13. 13 | P a g e BREAD AND BEYOND Page 13 Alternative Channels 1. Sell through your website Maybe challenging with baking goods, but online ordering for storepick up is an option. Another way for online ordering to work with delivery would be same day local delivery for an additional fee (set ordering minimums). 3. Selling bulk goods to local businesses and community events Businesses arealways celebrating something or have employee community councils who run fun work events. Also, community events are always happening. Reach out to bigger local businesses along with the town recreation departments. 4. Sell through distributors or grocery stores This is a bigger effort, but if successful, could be a huge revenuebooster. Product Development 1. Develop new bakery items Are customers demanding a certain bakery item? Or are you interested in developing new products? Another way to grow your bakery is to create new products for existing customers. Think about a social media contest where your customers develop and vote on a new baking good. 2. Develop a “cupcake of the month” and introduce a newly developed cupcake each month. This is a fun way to get creative and keep your stock fresh. I say cupcake, but you could use anything. 3. Develop a monthly subscription to “cupcake of the month.” Beyond having the cupcake of the month, why not havepeople subscribeto the cupcakeof the month? Again, logistically speaking could be challenging, but those who overcomechallenges are the success ones.
  14. 14. 14 | P a g e BREAD AND BEYOND Page 14 New Product for new customers 1. Seek out a niche market and develop a line of baking goods just for them There are ton of niches out there. Find someof those and marketto them. Let them know whatyou can do for them with your baking goods, and see if they bite. For example, partner with a local cafe who serves a certain type of ethnic food. Develop a pastry line which matches the ethnicity of the food. 2. Wedding cakes and birthday cakes One thing is for sure, there will also be weddings and birthdays!Taping into this niche is a great way for repeat business and word of mouth business. 3. Unbaked products Unbaked product offerings should beexpanded to tap into an ever increasing market. Becoming known as a location for a variety of gluten free options will only expand your reach to new customers and markets. ADVERTISINGCOMPAIGN  Create a newspaper advertisement  Create a magazineadvertisement  Write & create a radio commercial script…30-60 seconds  Write & create a story board for a television commercial…30-60 seconds  EC For actual TV or Radio Commercial.  Create a billboard  Create transit advertising  Create a yellow pages advertisement  Create a direct mail piece  Create an outdoor sign for the business  Create a web page for the business
  15. 15. 15 | P a g e BREAD AND BEYOND Page 15 Print media: Many retailers prefer advertising in local newspaper becauseit provides maximum flexibility in terms of budget, timing, coupon feedback, productand price mix. The perception rate is high becausethe reader can get more than one impact from the same message. Brochures, posters and packaging arecost effective ways to providea combination of moving and static visualimpact with the most versatile applications. Brochures inform, posters inspireand packaging validates the customer's buying decision. Print is physical, and has potency you’d be foolish not to acknowledge: pictures that live outside a screen, copy you can carry with you and leave behind. Glossy magazines with pretty pictures of things you want and the alternative weekly that are sitting next to the subway or lunch spotwill be fine. We are giving prior mentioned magazines and newspapers equalpriority Billboards: We are using billboards in Lahore. KarachiIslamabad on rational policy i.e., they will be repeated in differentareas of these cities; Prime locations will be on way to amusement Parks. Near by McDonald’s , KFC, Subway. Peopleon their way will have an opportunity to see the billboards this will make them wonder what it is and hopefully make them and to find the bakery. Facebook: A productpreference question asks your Fans to choosewhich of your products they like the best. Social media, as a modern marketing tool, offers opportunities to reach larger audiences in an interactive way. These interactions allow for conversation rather than simply educating the customer. We will make facebook page and attract our customers by posting different things where customer can see what new products we are going to launch in market, People vacationing will be looking places to go while on vacations will be looking for hotels and maybe see an advertisement for the bakery.
  16. 16. 16 | P a g e BREAD AND BEYOND Page 16 Television: Our productdistributed mainly in big cities and AD is broadcasted on National level as on Geo tv and Ptv so language and environmentof ad is best suitable for all regions and people. Our messageis for the wholeyear as no seasonalor event requirement is present. Our ad will be broadcasted evenly throughoutthe day on regular channels but mostfrequently during sponsored kids programs. Television captures more audience time than any other medium and it has the powerful advantages of visualimpact. Itis generally believed that as much as 90% of a person's total perception is the result of images conveyed to the brain in one way or another Flex: We will useflexes to attract our customers and to promote our products in different places. Point Of Sale Material: These items are generally located at the checkoutarea or other location where the purchasedecision is made. We are displaying our productin different grocery stores in different areas of cities. The main aim of point of sales material is in motivating the customer to make a purchase. We areusing different point of sales materials such as:  Posters  Shelf talkers  Banners  Signs  Interactivekiosks  Shelf trays  Shelving units Most common noted results in POS promotion are to draw consumer’s attention to the brand that is presented to remind and maintain purchase activity among loyal customers and attracting new ones. Also, to stimulate trial use for the promoting brand in target audience that uses competitive brands. The most
  17. 17. 17 | P a g e BREAD AND BEYOND Page 17 important thing is to maintain the brand image that is developed already by advertising. The creation of POS materials is a comprehensiveserviceand involves the following:  Idea development  Design  Production (printing and productdevelopment)*  Delivery Marketing Plan: A marketing plan is a written documentcontaining the guidelines for the organization’s marketing programs and allocations over the planning period (Cohen, 2001). Prior successes or failures are incorporated into the marketing plan. That is, effective marketing managers learn frompastmistakes. A marketing plan requires communication across differentfunctional areas of the firm such as operations, human resources, sales, shipping, and administration. Finally, marketing promotes accountability for achieving results by a specified date. Just like an effective goal, an effective marketing plan will be measurable, specific, and attainable. According to NOMAN HUSSAINtheDirector of Bread and Beyond: Bread & beyond is acutely awareof the need for appealing products which satisfy our strong customer base is testimonial to our quality & professionalism. We introduced the concept of live bakery for the firsttime in Pakistan. Our past, present, and future long-termcommitment to the industry and to each of our customers is made possible through our collective experience and our belief in the importanceof honesty, integrity, reliability, long-standing relationships, and trust. Bread & Beyond state of the art machineries and equipment offer world class products to the food serviceindustry. Wehave in fact availed the services of culinary consultants and Bakers of Internationalrepute to bring innovation in our
  18. 18. 18 | P a g e BREAD AND BEYOND Page 18 products. Our ultimate aim is to retain the Company customers and create natural preference for our products among our entire consumer based on value for money and most importantly quality and taste. After successfulopening of our plant in Karachi in 1981. Now after successfully opening of our Bread & allied 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 firstevery live bakery in Pakistan. Now B&B has successfully installed 10 sites in Lahore, Islamabad, Rawalpindiand Faisalabad with the plan of opening 6 more by the mid of year 2010. Bread & Beyond is committed in serving the customers the mostpossiblefreshly baked assortmenteither fromour live bake off or fromthe production facility located in every city in Pakistan. Bread & Beyond is committed in providing the safestand healthy productand it starts fromauditing our raw material suppliers. We are committed in creating awareness toward safeand healthy products with the correctcertifications to back up our claim. Bread & Beyond is committed in creating the new attitude and onsite production of our products. Our efficient R&D is always on a look out on the newest trends in Bakery world and we strive hard to deliver those international trends in Pakistan. Weare struggling in updating every grocery storein Pakistan to have a fresh live bakery of any size. The introduction of frozen assortmenthelps the customer minimize their expenses on baking as we claim to be everyone's baking partner. The purpose: Create a safeand healthy awareness amongstbakery users. The business: Innovatenewer products and introducethem in Pakistan alongside we help in uplifting or create a new idea for any in-storelive bakery. The Values: Safe and healthy food is the only option we live by & our people are our strength.
  19. 19. 19 | P a g e BREAD AND BEYOND Page 19 Promotional Plan: Below the line Abovethe line Through the line Belowthe line promotions: This involves a rangeof methods over which the business has moredirect control and which can be targeted at specific groups of customers. Sales promotions These offer customers incentives to encouragethem to buy goods and services. In B2C markets, typical sales promotions include: BOGOF (buy one, get one free) offers pricediscounts, giveaways competitions to win holidays or cash prizes. In mostB2B markets, however, theseoffers would not be relevant to the people who make the purchasedecisions. Bread and beyond customers aremaking large investments. Direct mail This enables a business to target existing and potential customers with its sales messages. Bread and beyond uses this method of promotion extensively, sending out leaflets and brochures to maintain brand awareness. This means the company remains in its customers'minds the next time they need to makea purchase. Direct mailing is a productive way of promoting to existing customers for several reasons. B&B already has the names of contacts in existing customer businesses. In addition, it can easily access the names of people fromother parts of these businesses who haveexpressed interest in B&B products. The company can measure the responserate froma direct mail campaign and can follow up enquiries
  20. 20. 20 | P a g e BREAD AND BEYOND Page 20 Public relations This is used to enhance the image of a company. Itinvolves communication with groups outsidethe company, such as customers, shareholders,governmentand the public. This can take different forms. Productlaunches businesses invite the press to the launch of new products. This may lead to free, and hopefully favorable, publicity. Sponsorship largecompanies providefinance for events such as Formula One or the Olympics in return for the right to promote their brand names during the event. Charitable donations businesses may participate in fundraising events like Comic Relief or Children in Need. This provides an opportunity to put the company name in front of very large television audiences. Customer newsletters andmagazines These also providestrong communications channels. B&B can include information for customers about the market and the company. Bread and beyond shares information with its customers to show it is a knowledge-based business. This means that it appears open and trustworthy. Thesepublications feature case studies highlighting products thatserve particular uses. These demonstratehow Bread and Beyond products can meet different customer requirements. New media Email is an inexpensive way to send productupdates and news alerts. The company’s productrangegrows rapidly and email can keep customers up-to-date. B&B tracks every enquiry and response, and follows up potential sales leads. Research shows that 72% of business buyers ratethe web as their top sourceof information.
  21. 21. 21 | P a g e BREAD AND BEYOND Page 21 Above the line promotion: Above-the-line promotion involves the useof advertising to reach a mass audience. Itis mainly used to reach consumers butit can be used in B2B markets. Advertising creates general brand awareness. Various media can carry the advertising message. These havedifferent strengths and weaknesses: Television and radio can reach a wide range of consumers. Bread and beyond use these media for promoting to businesses. Itis very effectivebut not mostof the times because it is difficult to measureresponses and it is also expensive. Throughthe line promotion: Through the line marketing is a marketing campaign that combines both expensive activities like national TV adverts (abovethe line) and less expensive marketing activities like direct mail executions (below the line). Itis a marketing style that combines abovethe line and a specific type of below-the-line activity that is direct marketing.
  22. 22. 22 | P a g e BREAD AND BEYOND Page 22 PEST ANALYSIS Political conditions The political conditions are not very stable in the country, but this does not directly influence the trends and spending patterns of the customers. Dueto high rate of taxes our process are higher Tax evaders sell producton much less prices and retailers blackmail for better profitThere are no restrictions or barriers on the growth of this industry. So the political conditions are favorablefor this market becausefood and dairy products areconsumer goods and they have to purchaseit in any condition. Economical conditions The economic conditions are not very favorableand the economy is facing problems, but it is not directly influencing buying power of consumers. If the country is out of its currentproblems, it will further boostup the growth of this industry, as people will feel more secure economically and it will further increase the attractiveness of the market less awareness of health. Nutritional facts of products with consume Social conditions The social patterns are changing in the country, as the world is becoming a global village, and mutually shareand accept patterns. People are becoming more attractive towards the branded products. Itis becoming fashion and young generations as well as the children are getting more attracted towards this industry. People are moving towards branded food/dairy products dueto hygienic reason.
  23. 23. 23 | P a g e BREAD AND BEYOND Page 23 Technological conditions High tech technology is the basic requirement of dairy and food industry. The companies that are using latest technology have somecost benefits over the companies, which are not using high tech technology. The key to survivalfor companies in this industry is using high technology for quality and costpurposes Competition Bread and beyond competition is with following bakeries Doce Gourmet Vita Jalal Sons Bake parlour
  24. 24. 24 | P a g e BREAD AND BEYOND Page 24 COSTING We designed our marketing campaign with such activities which will help Bread and beyond to make their placement better. Secondly, this will help Bread and beyond to create brand awareness. We have a budget of 100 million which we have to utilize in 4 months to increase brand equity by 10 percent. From the budget of 100 million rupees, we allocated 99.22 % for marketing activities while remaining .78 % allocated to contingency plan for marketing activities. We come up with total of six activities which starts from outdoor activities in Lahore and Karachi. In Lahore, we are going to hang flex boards for two months on different crowded roads of Lahore which includes Mall road, Jail road, Link road Model Town , Main boulevard Allama Iqbal town, FerozPur road, MM Alam road and Peaco road. These flexes will not only contain the name of Bread and beyond but these will advertise its products which include; Cookies, Brownies, Sandwiches, Breads, Tarts.Total of 370 flexes will be hang on these roads and the cost of making these flexes will be 129500 and the amount of rent paid to PHA will be 5490960 .We will also place plastic sheet converted into shapes of Bread and beyond products so people will be get awareness about products of Bread and beyond. This activity will cost 180000. We are also going to advertise the brand names of Bread and beyond on different Hoardings of Lahore which includes Centre point hoarding, Dha , hajj terminal ( airport road) , vertical side fortress stadium and Dubai chowk main boulevard Iqbal town. This activity will cost 6122000 which include the rent of hoarding and the cost of making banners. The activity of hanging flexes will also be held for two months on busiest and crowded roads of Karachiwhich includes II chandrigarh road, Shah raiFaisal, Tariq road, Haidri road, M.A Jinnah road, Asfahani road and Shahrailiaquat. The activity of hanging flexes in Karachi will cost 5241440 which include the rent and cost of making flexes. So the total costof outdoor activities in Pakistan will be 17163900. The second activity will be held in universities of Lahore and Karachi. In this activity, students will be given Bread and beyond products free of cost as a result of their participation in gaming activities. Three types of games will be held which includes darts, hit at your favorite Bread and beyond product and rasa
  25. 25. 25 | P a g e BREAD AND BEYOND Page 25 kashi.Winners will be given with different products of bread and beyond. Total of 1500 bread and beyond productswill be given in each university and activities will be held for 3 days. Total of 9 universities will be visited which cost total of 1340000. This cost includes the cost of 13500 free Bread and beyond products given in 9 universities which is 40500, the rent paid to universities for holding activity in their university which is 435000 and also includes other expenses of 500000 which includes the expense of games, vans and travelling. The third activity if os giving ads on electronic media consists of Cartoon network, Geo news and dunyatv.We will play Bread and beyond ad of 30 secs for 4 times a day on Geo News in between 9:00pmto 10:00 pmon Friday, Saturday and Sunday of every week for 4 months of July, august, September and October. This will cost 21120000 for giving ads on geo news. We will also play out Bread and beyond ad on dunyatv in the timing slots of 9:00pm to 10:00 pm and 11:00pm to 12:00 am. Ad will be played 3 times in between 9:00 to 10:00 Pm on dunya for Friday, Saturday and Sunday for 4 months. And 4 ads will be played in between 11:00pm to 12:00 amof Thursday, Friday, Saturday and Sunday for 4 months. These ads on Dunyatv will cost 22352000 for 4 months. Timing slots of 7:00 to 7:30 pm and 10:00 to 11:00 pm has been selected to be played on Cartoon Network and 2 times ad will be played in between each timing slot of Friday, Saturday and Sunday for 4 months. Total cost for giving ads on cartoon network will be 14400000. The advertising agency will charge 600000 for making an ad of 30 seconds. So by summing up, the total cost of advertising on electronic media will be 58472000.Our marketing campaign also includes advertisement on print media and we haveselected the newspaper Jang for Lahore, Karachi and Rawalpindi. We made a print ad which will be given on Jang news on every Sunday for a time period in between 15 August to 15 September. This activity will cost total of 5480000.Now our activities will be more focused towards the betterment of placement of Bread and beyond products. For better placement, first we need to hire more sales person. So we identify the amount of 100 sales persons all over Pakistan to catch new retailers or distributors. 100 sales persons will be hired at a
  26. 26. 26 | P a g e BREAD AND BEYOND Page 26 salary of 18000 per person. The total salary of 100 sales persons for one month is 1800000 and the salary for 4 months is 7200000. These sales persons will help Bread and beyond to catch more market or penetrate into market and to refill the shelves in the market. There are two activities which we will perform to catch more market. The first activity is to go to different schools which include; LACAS, LGS, Beacon House and other local schools of Lahore, Karachi and Rawalpindi. Total of 195 schools will be captured, and we will put our products there and also decorate their playgrounds with Bread and Beyond’s stuffs.This activity will cost us9555000. This cost includes the cost of Bread and beyond products and decoration of play grounds and also includes other expenses. The activity in schools will give a return of 14625000 on average within 4 months. The last activity will be performed for better placement is to catch the marriage halls who are providing Cookies, brownies, sandwiches, Breads, Baguettes, Muffins, Rolls, Pizzas, Pastries and Tarts in their events.These 100 sales people will catch 280 halls for contract and on average this activity will produce sales of 55860000. So these activities will create awareness among people about the products of Bread and beyond and these activities will also help to penetrate more into market and to refill or serve better the existing distributors or retailers.
  27. 27. 27 | P a g e BREAD AND BEYOND Page 27 Below is the summary of allocation of whole budget Totalbudget 100000000 100 % List of expenses Total expenses for Outdoor campaign in Pakistan 17163900 Total expenses for university activities 1340000 Total expenses for hiring sales person for 4 months 7200000 Total expense for schools placement and advertisement 9555000 Total electronic media expenses 58472000 Geo News 9:00 to 10:00 PM 21120000 Cartoon Network 7:00 to 7:30 PM 7200000 Dunyatv 11:00 PM to 12:00 AM 15872000 9:00 to 10:00 Pm on Dunya TV 6480000 Cartoon Network 10:00 to 11:00 P 7200000 Cost of making ad to paid to advertising agency 600000 Print media expenses 5480000 Total expenses marketing campaign 99210900 99.22% Balance 789100 0.78%
  28. 28. 28 | P a g e BREAD AND BEYOND Page 28 Appendix: Marketing campaign: Activity number 1 Outdoor campaign In Lahore: Flex boards: 1) Mall road = 60 flexes, Rent paid to PHA = 3163 per flex/ week , Rent for 2 months for 60 flexes = 1518240 2) Jail road = 40 flexes, Rent paid to TEPA =3163/ week , Rent for 2 months for 60 flexes = 1012160 3) Iqbal town Main Boulevard 40 flexes, Rent paid to TEPA =1898 / week , Rent for 2monthsfor 40 flexes = 303680 4) Link road model town 60 flexes, Rent paid to TEPA =1898 / week , Rent for 2 months for 60 flexes =455520 5) Ferozpur road = 60 flexes, Rent paid to TEPA =1898/ week , Rent for 2 months for 60 flexes = 911040 6) Mm alam 60 flexes, Rent paid to TEPA =3163/ week , Rent for 2 months for 60 flexes = 759120 7) Peaco road from Jinnah hospital to link road 50 flexes, Rent paid to TEPA =1328 / week , Rent for 2 months for 50 flexes = 531200 Total flexes in Lahore = 370 Cost of single flex = 350 Cost of total flexes= number of flexes * cost per single flex = 370*350= 129500 Total rent paid to PHA = 5490960 Total cost for flexes = 5620460
  29. 29. 29 | P a g e BREAD AND BEYOND Page 29 Plastic sheetsigns: 1) Canal Road = 12 shapes, , Rent for 2 months for plastic signs or shapes = 6000 2) Liberty round about = 12 shapes, Rent for 2 months = 6000 Total plastic sheet signs in Lahore = 24 Cost of single plastic sign = 7000 Cost of toal plastic sheets = number of plastic sheet shapes * cost of single shape = 168000 Total rent paid for plastic sheets = 12000 Total cost for plastic sheet shapes = 180000 Hoardings in Lahore : 1) Centre point: Rent = 1000000 per month, Size = 60 by 40 = 2400 sqrft, Cost of hoarding: 70 * 2400 = 168000 Total cost for centre point hoarding: 1000000 + 168000= 1168000 2) DHA: Rent =2500000 per month. Size = 90 by 30 = 2700 sqrft . Cost of hoarding : 70 * 2700 = 189000 Total cost of Dha hoarding: 2500000 + 189000 = 2689000 3) Vertical site fortress stadium: Rent = 750000 per month . Size = 60 by 20 = 1200 sqrft . Cost of hoarding : 1200 * 70 = 84000 Total cost for centre point hoarding: 750000 + 224000= 834000 4) Dubai chowk : Rent = 600000 Size = 20 by 30 = 600 sqrft , cost of hoarding = 600 * 70 = 42000 Total cost for dubaichowk hoarding: 600000 + 42000= 642000 5) Hajj terminal airport: Rent = 600000, Size 90 by 30 = 2700 sq.ft Cost of hoarding : 2700*70 = 189000 Total cost for centre point hoarding: 600000+ 189000= 789000 Total cost for hoardings in Lahore = 1168000+2689000+834000+642000+789000= 6122000
  30. 30. 30 | P a g e BREAD AND BEYOND Page 30 Costing in Lahore: Total cost for flexes = 5620460 Total cost for plastic sheet shapes = 180000 Total cost for hoardings in Lahore = 6122000 Total cost of outdoor activities in Lahore = 129500+5490960+168000+12000+6122000=11922460 In Karachi: Flex boards: 1) II Chandrigarh road = 50 flexes, Rent paid = 3163 / week , Rent for 2 months = 632600 2) Tariq road = 60 flexes, Rent paid =3163 / week , Rent for 2 months = 1518240 3) M A Jinnah road = 80 flexes, Rent paid =3163 / week , Rent for 2 months = 1012160 4) Haidri = 40 flexes, Rent paid =1328 / week , Rent for 2 months = 424960 5) Shahrailiaquat = 60 flexes, Rent paid =1898 / week , Rent for 2 months = 911040 6) Asfahahni road = 60, Rent paid =1328/ week , Rent for months = 637440 Costing in Karachi: Total flexes in Karachi = 350 Cost of single flex = 300 Cost of total flexes= number of flexes * cost per single flex = 300 * 350 = 105000 Total rend paid to PHA = 5136440 Total cost in Karachi = 5241440 Total cost for outdoor activities in Pakistan = cost in Karachi + cost in Lahore =5241440+11922460 = 17163900
  31. 31. 31 | P a g e BREAD AND BEYOND Page 31 Activity number 2 Activities in universities Three gaming activities will be held 1) Darts 2) Hit at your favorite Bread and beyond product 3) Rassakashi Number of universities 1) UCP Total days = 3 Total products given in 3 days = 1500(free of cost ) Cost of products= 1500 * 30 (on average) = 45000 Cost paid to university = 3 days * 15000 (per day) = 45000 Total cost in UCP = 90000 2) University of Lahore Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days * 10000 (per day) = 30000 Total cost in UOL = 75000 3) COMSATS Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days *8000 (per day) = 24000 Total cost in COMSATS = 69000 4) UMT Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days * 12000 ( per day) = 36000 Total cost in UMT = 81000 5) Superior Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days *10000 (per day) = 30000 (per day) Total cost in superior = 60000
  32. 32. 32 | P a g e BREAD AND BEYOND Page 32 6) LSE Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days * 20000 (per day) = 60000 Total cost in LSE = 105000 Universities in Karachi 1) MAJU Total products given 1500 Cost of products = 1500* 30 (on average) = 45000 Cost paid to university = 3 days * 15000 = 45000 Total cost in MAJU = 90000 2) IQRA Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days * 25000 = 75000 Total cost in IQRA = 120000 3) IBA Total products given 1500 Cost of products = 1500* 30(on average) = 45000 Cost paid to university = 3 days * 30000 = 90000 Total cost in IBA = 135000 Costing for activities in universities: Total number of Bread and beyond products given in universities: 13500 Cost of single product on average = 30 Total products expenses = total number of products * cost of single product = 15500 * 30 (on average) = 405000 Total expenses paid to university = 435000 Other expenses = 500000 Total expenses for university activities = 1340000
  33. 33. 33 | P a g e BREAD AND BEYOND Page 33 Activity number 3 Hire sales person: As there is an issue in placement and refilling of shelves, we are going to hire 130 more sales people all over Pakistan for better placement of Bread and beyond and better refilling of shelves. For this purose, the cost incur will be Total sales person = 100 Salary per sales person = 18000/ month Total salary per month = 100*18000 = 1800000 Total salary for 4 months = 1800000*4 = 7200000 Total cost for hiring sales person for 4 months = 7200000
  34. 34. 34 | P a g e BREAD AND BEYOND Page 34 Activity number 4 1) Placement of bread and beyond products at schools: School for Lahore: 22+21+4+5 = 65 2) Lacas School: 3 3) Beacon house School: 22 4) Lahore Grammar School: 21 5) Divisional Public School: 4 6) Punjab School: 5 7) Others: 10 Schools for Karachi: 90 8) Beaconhouse: 43 Others : 47 Schools Rawalpindi and Islamabad for: 40 Total School: 195 Costing for placement in schools: Cost of freezers = Rs. 28,000 Total expense freezer: 195*28,000 = 54, 60,000 Additional advertisements in school play area etc. Rs 20,000 per school Total additional advertisement in all school play areas: 20,000*195 = 3900000 Other expenses = 10000 per school * 195 = 1950000 Total expense for school activity: 54, 60,000+3900000 + 1950000 = 9555000 Return on placement: Average number of students in a school: 600 Average daily purchase from a school: 75/pieces Average daily sale from a school : 75*20 = 1500/day Average monthly sale from a school : 1500*20days = 30,000 Total average monthly sale from all schools: 195*30,000 = 58, 50,000 Total sale from all school during campaign 2.5 months (due to summer vacation 1.5 month school will remain closed): 58, 50,000*2.5 = 14625000 Return on investment (14625000/7410000) * 100 = 197.368%
  35. 35. 35 | P a g e BREAD AND BEYOND Page 35 Activity number 5 2) Distribution/ contract with marriage/ event hall: Total no of halls contracted in Lahore, Karachi, Islamabad = 280 Average Number of events per month at a hall = 8 Total events at all halls per month: = 280*8 = 2240 Average consumption for an event of 300 attendants = 300/5 = 60 Total consumption at all events during a month: = 60*2240= 134400 Price of tart pack (with 5% discount from retail price: 166.25* 134400 = 22344000 Total sales for 2 months: = 22344000*2 = 44688000 (September (zulqaadah) , October (zulhijaah)) Remaining two months sale ( july , august) Average events per month = 4 Total events at all halls 280*4 = 1120 Total liter consumption at all halls events = 1120*60 = 67200 Total sale at these events = 67200*166.25 = 11172000 Total 4 months sale: 11172000+44688000 = 55860000
  36. 36. 36 | P a g e BREAD AND BEYOND Page 36 Activity number 6 Ads on print media Advertisement on front page of Jang news of quarter page: Number of days: every weekend for period 15 August to 15 September Cost: 1370000 per weekend * 4 times a month = 5480000 Cost of making ad paid to advertising agency= 600000 Total cost for electronic media: 21120000+6480000+15872000+7200000+600000+7200000 =58472000 Timing Pricing Basisof selection Days to run Time to run per day Total cost perday Total costin campaign 9:00 to 10:00 Pm on Geo News 220,000/m ad tax here Maximum viewership Friday, Saturday, Sunday( 4 months) 30 seconds ad ( 4 timesa day) 440000 21120000 9:00 to 10:00 Pm on DunyaTV 45,000 per 30 sec Maximum viewership Friday, Saturday, Sunday( 4 months) 30 seconds ad ( 3 timesa day) 135000 6480000 11:00PM to 12:00 Am on DUnya TV 62,000. Hasb E Haal Thursday,Friday, Saturday, Sunday ( 4 months) 30 seconds ad ( 4 times) 248000 15872000 7:00 to 7 :30 pm 25000/10 sec 75000/30 sec Tom and jerry kids show Fri, sat, sun _ 2 times 2 150000 7200000 10 to 11 25000/10 sec 75000/30 sec Ben ten show Fri, sat, sun _ 2 times 2 150000 7200000
  37. 37. 37 | P a g e BREAD AND BEYOND Page 37 Conclusion and Recommendations After doing a project on Bread and Beyond we come to conclusion that they are developing a market by introducing a new products in a bakery field. They are trying to educate peoples to eat fresh. Each day there focus is it to make there product fresh and healthy for consumer. Bread and Beyond putting all his effort to develop and modify the bakery industry of Pakistan.  Open maximum flagship outlet  Also focus niche market  Emphasis on advertisement on media  Develop a market by offering new product  Cope up with a changing technology  Control cost on process  Keep competitors in mind  Each day do self evaluation  Introduce new ways to educate consumers  Keep connected with market and emerging trend

×