THIS DOC FEATURES WAYS TO MARKET A LOCAL BRAN D IN THE NATIONAL SCENE!

1. KAYANI BAKERY,
PUNE
ASAD HOOSAIN
MBA-13-007

2. BRAND ?
• “Brand is not a product, that's for sure; it's not one item. It's
an idea, it's a theory, it's a meaning, it's how you carry
yourself. It's aspirational, it's inspirational.”
Kevin Plank

3. OBJECTIVE
• To place Brand-KAYANI BAKERY in the National Market
by devising strategies, optimizing the resources, creating the
BIG IDEA and
• Placing the Brand effectively on the National scene.

4. BAKERY INDUSTRY OVERVIEW
3 BROAD SEGMENTS
•BREAD,
•BISCUITS &
•CAKE.

6. • CONSUMPTION PATTERN
– The per capita consumption of bakery products is low(1.75 kg for
bread and 900gms for biscuits)
– However Bakery products are no longer viewed as a luxury tea-time
snack but essential daily food component for an average Indian
household
– Organized players trying to shift focus towards health conscious
products
• NATURE OF INDUSTRY
– About 65% belongs to the unorganized sector
– Dominated by the small-scale sector with an estimated 50,000 small
and medium-size producers
– Few major players in the organized sector

7. • INDUSTRY SCENARIO
• The branded packaged segment in this sector had a size of Rs. 17,000 crore
in last FY
• Is expected to grow at phenomenal rate of 13-15 per cent in the next 3-4
years.
• Within biscuits, 3-4 large-sized players viz. Britannia, Parle, ITC, Cadburys
comprise about 75 per cent of the market.
• The breads and cakes market is much more fragmented with multiple
regional and local players.
• International players like United Biscuits, Unibic have gained prominence
in the last few years in their specific product segments.

8. BISCUIT PRODUCTION CLASSIFICATION

11. BACKGROUND / HISTORY
• Kayani Bakery was opened in August of 1955 by 3 Parsi brothers
Khodayar, Hormazdiar and Rustom, immigrants from Iran who worked as
waiters to earn a living.
• Their customers are from varied places.They are
locals,tourists,foreigners.They are young college goers,working
professionals,retired citizens and many other from the strata.
• Décor- Looks like at least a 100 years old; Original marble flooring.
• Work Hours-7am till 1pm and then again its open from 3.30pm till 7pm.

12. KAYANI BAKERY’S CONSUMER?
• SEGMENTATION
• Males and Females
• Children, Adults and Couples of 15-49 years, 50-60+ years
• Educated Upper Middle Class and Middle Class (SEC:
A1,A2,A3,B1 and B2)
• GEOGRAPHIC
– National Market: Metros, Tier 1 and Tier 2 cities in
Eastern, Southern and Northern India

13. • LIFESTYLE
– Have dry snacks as an accompaniment with tea /coffee
– Seek value in food products
– Working,Socializing,Aggressive,Laid-
back,Enthusiasm,Foodie,Travelers,Sweet-tooth.
• OCCASION-
• Regulars, special occasion, business lunch, Quick spot, Time-
pass.

14. • BEHAVIORAL
– Quality and nutrition conscious
– Wont compromise on health by buying loose unbranded
snacks
– Consume snacks on the go

15. TARGETING
•GENDER
– Males & Females
•AGE
– Age group 12-49 years
•PRIMARY TARGET (T1)
Married, Middle aged Woman and members of her family;
Working as well as non working

16. • SECONDARY TARGET (T2)
– Children,Unmarried well-to-do professionals(males &
females) with busy lifestyles.
• Students living in hostels, dorms in India and abroad who miss
home baked Indian products like khari, nankhatai, etc

17. • POSITIONING & DIFFERENTATION
• Kayani Bakery to be positioned as a brand “that provides wide
variety of bakery products satisfying indulgence seekers in
every crumb.”
• POINTS OF PARITY
– Proper packaging
– Freshness& Quality
– Use of quality ingredients like Wheat
– Use of low calorie sweetener or sugar, additives.

18. • POINTS OF DIFFERENCE
– Unmatched variety in terms of baked breakfast products
and tailor made products
– Shrewsbury biscuits.
– Specialized products like 100% whole wheat biscuits ,100%
vegetarian and free from animal fat
• Kayani takes special care of its customers and is customer-
oriented. Quality of service is visible from the time onepeeks at
the menu till the point of purchase.

19. PERCEPTION
• Quality baked products
• Carrying a value of prestige
• Old business (Over 59 years)
• Well placed and Stable functioning
• Customer-oriented
• Situated at a good location
• Shrewsbury biscuits.
• Place to visit when in Pune/India.
People adore and feel proud of Kayani bakery in Pune and they
consider a very important part of Pune’s culture.

20. COMPETITORS
• Royal Bakery and Confectionery
Established: Circa 1910
• Imperial Bakery
Established: 1950
• Marz O Rin
Established in: 1965
• Just Baked on DP Road
• Baker's Delight at Range Hills

21. SWOTInvestment Availability
Happy consumer base
Brand Name in
Maharashtra
Resources.
Low and mid-price
range of the products.
Industry catering to ma
sses
Diversified product
range of the industry
covering all segments.
Low Product Awareness.
Facility Location.
Dependence on retailers
and grocery stores for
displaying diversified
products on shelf.
Lack of technology up
gradation.
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22. Demand for product.
Size of market.
Per capita consumption
of Biscuits in India is
only 1.8 kg .
Growing demand of
Sugar free biscuits.
Annual growth
of around 20% in next
couple of years.
Package of fiscal
incentives provided by
various State
governments
Existing Local brands
Cannibalization
Bad Economy
Packaging & Distribution
costs
Fluctuations in the prices
of raw materials,
transportation costs &
distribution
Cost due to high wedges
and oil prices
Labor laws & Employee
Management.
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23. INFERENCE FROM SURVEY
• Survey was conducted amongst 30 individuals;12 students,4 of which are
not residents of Maharashtra;18 located near-by the shop out of which 8
were students;7 regular customers and 3 were local residents and
occasional visitors of the shop.
• Male- 19,Female-11.
• The highly noted points and keywords were as follows-
Delicious
Fresh
Quick
Time-pass
Service
Ambience
Recognized.

24. • From all the students,4 of them didn’t knew about Kayani,17 were avid fans
and 9 were occasional visitors.
• Out of 30,23rated the product quality as high and 28 of them tasted the
Shrewsbury biscuit.
• 28 of them consumed baked products ;the other 2 didn’t.
• Preferences in Baked products
Biscuits - 23
Cookies- 19
Pastries -26
Bread- 11

25. • Service Rating-
1-5 – 8
6-8 - 15
9-10- 7
• Timings visitors came-
8-10 a.m – 13
10-12 p.m- 8
6-8 p.m- 9
• There were 8 Pune Residents who worked/studied outside Pune and their
opinion was that Kayani should have branches outside Pune.
• 20 students and 4 were working professionals so the Youth-factor was
widely adamant which doesn’t need to degrade the aged visitors who
showed great loyalty towards Kayani.

26. BRAND MANAGEMENT

27. BRANDING STRATEGY
• I.PRODUCT LINE EXPANSION-
• Following a diversification strategy by introducing new products like:
– Jeera Butter
– Cupcakes.
– Pizza base
– Slice Bread
– Potato Wafers/Chips
• Maximising the potential of Shrewsbury Biscuits.
• A special line of low sugar, khari, toast and nankhatai especially for
diabetics

28. • II.DOMESTIC EXPANSION
• Enhancing distribution network through presence in Modern Kiraana
/Super Shoppes
• Establishing Kayani Bakery standalone stores at strategic locations
through franchise model to gain control over selling process and build
stronger relationships with customers.
• Setting up kiosks in malls and major transit depots.
• III.B2B STRATEGY
• Taking the product mobile by creating rapport with SMEs, small IT firms
and/or hospitals.
•
• Standalone store in the cafeteria as pick-me-ups for tired employees who
will appreciate the convenience of purchasing without leaving their
workplace.

29. •Association with health camps to improve product visibility
•Customized Corporate Gifting.
•This strategy can be done roughly for a period of 2-3 years time.This strategy can be done roughly for a period of 2-3 years time.

30. • MARKETING & SALES PROMOTION STRATEGIES
• Improving Brand Awareness- Pamphlets of the print ad to be distributed
as an insert in newspaper (regional and English) in few selective strategic
localities (Mumbai, Kolkata, Delhi) having high concentration of our
Target group.
• Bringing goods in consumers’ consideration set- A week long In-store
sampling of Kayani’s products at modern trade outlets, where the products
will be kept in open-dishes near the cash counter for consumers to try the
taste first hand,especially the Shrewsbury biscuits.
• Educating on the nutrition component- Health camps and blood donation
drives

31. • Position its utility as an on-the-go snack and as an essential daily food
component -Baked snacks are easy to use during travel or at home
because of its availability in variety of pack sizes.
• Packaging- Traditional form of packaging as done currently, can be
sustained(as it will show the classic touch) with eco-friendly approval to
put logos and plastic material over it. Products like Khari, Naan-Khatai and
Mawa Cake rusk to be sold in see-through PET trays. Similarly a small,
transparent plastic window on the boxes of other products .This will
enable consumers to see the product-texture, color and superior quality.
• Pricing- Adopting a value based-yet-competitive pricing for products a
few price points above bakery products from unorganized players.The
menu prices as in the shop will be appropriate but will definitely vary in
Kolkata,Gandhinagar& Delhi.

32. BRANDING PYRAMID

33. • JUDGMENTS
• Excellent quality of finished product
• Building credibility is crucial and will happen over time after gaining loyal
customers
• PERFORMANCE
• Consistency in product line across branches
• Quality Ingredients
• Fresh baked products
• Also served hot fresh from the ovens at appropriate mfg hours.
• FEELINGS
• Guilt free purchase as products offered at competitive price with quality
• Good accompaniment with tea/coffee thereby satisfying of wants

34. • IMAGERY
• Safe, Hygienic products
• Looks after health conscious and diseased people as well
• Specialty product offering through, ‘Shrewbury Biscuit’
• SALIENCE
• First choice for ‘professional bakery products’in India
• Consistent branding elements: Logo and recall associated with the brand.
• RESONANCE
• Loyal customers from future generations as well
• Positive word of mouth

35. OTHER BRANDING TECHNIQUES
• Mass Marketing is the way to go. Thus the industry adopted mass
production, mass distribution and mass promotion of products for all
buyers
• Adopting the Market-Penetration strategy i.e. low price along with
capturing of a large market.
• Co branded properties is the trend now from local to national
approach.Eg-Venkys.
• Go for full scale retail operations
• ‘Made in India’ tag can be given which promotes nationalism and is a
‘BIG DEAL’!

36. •Driving point-of-purchase sales with store displays and in-store promotions
•Fulfils the 3 as’-availability, affordability and adaptability.
•Value-oriented offerings is always a must in the new aspects of branding.
•FRANCHISE OPPORTUNITIES should always be considered –Eg-LITE
BITE FOODS PVT LTD. Is a prime franchisor and is currently looking for
opportunities.

37. • Associate with big activities like ISL,CCL,TV events like Zee Rishtey
awards, Pro-Kabaddi etc.
• ShopSocially & Dhingaana are Pune based operated cos. We can utilize
these 2 to effectively display advertisements for the bakery and thus indulge
persuasive opportunities.
• Regional brands do not have to deal with layers of middlemen, thus making
them 20-25 per cent cheaper than the national brands.
• Develop strong distribution in interior India, where global players have
not been able to make inroads

38. • Events Activation – Engaging in events is another way to enhance brand
reputation
• TIME TO DISPLAY ADVERTISEMENTS-
• Festive occasions
• Summer
• Monsoon
• Prime time TV shows in GECs, Kids, News and Sports channels.

39. COMMUNICATION STRATEGY
• Creating a professionally managed Facebook Page by posting mouth-
watering pictures of the products and the recent schemes launched
• Breaking video ads on YouTube and Facebook page initially
• Graduating to Print ads (shown alongside) in Leading English and Local
Dailies and magazines with information provided about which retail outlets
these products are available
• Direct Marketing initiatives to the selected B2B customers based on their
recency, frequency and monetary value.
• An Interactive website where bulk/party orders can be ordered online well
in advance followed by Cash On Delivery.

40. • Localised SMS Marketing through Gupshup .com
• Consumer engagement through food-review websites like Zomato.com,
burrp.com
• Incentivising retailers to improve shelf space presence.

41. THE BIG IDEA
““ PRIDE IN EVERY BITE “PRIDE IN EVERY BITE “
•This gives weightage to the fact that it has been with proud consumers being
served every day since the past 60 years with quality-assured and mouth-
watering treats.
•Attachments to the story line of providing special delicacies over the past 60
years are- FEEL ROYALTY IN EVERY CRUMB .
•The story should revolve around showing the growth of surrounding areas
from shanties to buildings with the exception of one i.e. Kayani Bakers
(building-wise).
•Each and every day customers line up for hours right from the morning
leaving their chairs & tables with newspapers and teacups,empty to grab the
taste of a single Shrewsbury biscuit for which it is known for.

49. PROPOSED LOCATIONS
• Maharashtra and West Bengal, the most industrially developed states,
hold the maximum amount of consumption of biscuits.
• The rural sector consumes around 55 percent of the biscuits.
• Apart from Big 3 ( Britannia ,Parle , ITC ) there are around 150 medium to
small biscuit factory in India.
• The bakery industry in India is mainly popular in the states of Andhra
Pradesh, Maharashtra, West Bengal, Karnataka, Tamil Nadu and Kerala.

50. • PRIORITY-WISE RECOMMENDATION–
• Mumbai –Hub of foodies,youth,workersand Hub of Global India.
• Kolkata- Sweet adoring city of Joy;Less tax-restrictions.
• Bangalore- City where highest no. of migrants are based and work and
study.
• Delhi- Capital of Quality food
• Chandigarh- Upcoming and booming Food&Beverages cities as research
says.
• Gandhinagar- Sales of biscuits in highest numbers, Parsis clan are from
Gujarat so the capital city has to be targeted

51. MEDIA CHANNELS TO BE USED
• TV-To target housewives,parents and families,TV is the best way.This will
lead to high demand to children and youth also.
• RADIO- Rural India who is migrating towards urbanization can highly be
contacted through shows,contests and buzz-feed majorly through this
medium.
• ONLINE- Best place to achieve word-of-mouth and input sponsored
advertisements is online medium.Creating FB pages, Twitter feeds and
engaging with customers and fans is crucial.This is the medium due to
which Oreo biscuits conquered the Indian market.

52. • PRINT- This is the least preferred as per my choices because Print is
already occupied with issues of national importance and I consider that this
place will not to be important for food items comparitively.Big page
advertisements and special editions in newspapers and magazines can work
out the process.
• In-shop placement and turning points in shopping
mall,supermarkets,counter-side placements are other places of persuasion
and placing the product.

53. AD AGENCIES
• CRAYONS ADVERTISING & MARKETING PVT LTD.
• HINDUSTAN THOMPSON ASSOCIATES
• TEMPEST ADVERTISING – (SPECIFICALLY FOR DIGITAL
MARKTING INITIATIVE)
• BIG GUNS –
• LINTAS (ITC) &
• TRIKAYA GREY ADVERTISING (BRITANNIA)

54. BUDGET
CAMPAIGN
METHOD
SAMPLING
COST ESTIMATE(RS.)
Awareness campaign Pamphlets, StreetFlyers, Flash
Mobs/Plays
Educational Institutes
4,00,000
FB,Youtube,PR Interactive Media Online users 3,50,000
Trade Fairs specific to B2B Rentals,Promotions B2B 5,00,000
Sampling at Health Camps 10 blood donation camps in 5
cities
50 packs of Khari &Shrewsbury 6,00,000
Print Adv. 3 Major English & 3 Local
Dailies in Target 4 cities firstly
Depending on TG newspapers
& magazines
15,00,000
Malls, Kiosks, Standees Product & Promotion cost Large TG 7,00,000
SALES promotions Retailer Incentives 1 pack free over a dozen SKU 11,00,000
TOTAL ESTIMATED COST (ROUND-UP) 52,00,000

55. CONCLUSION
• In the Indian Biscuit Industry even the small companies are able to make
profits. Kayani Bakery will be place in the unorganized sector at start.
• They have immense potential to be a brand that can be in consumers
minds. They just have to expand at the right places at the right moments.
• It is just a matter of moving ahead of traditions and dimensions.And it is
time for them to get into the Organised Sector.
• The industry has a continuous growth and will not be hindered due to
external factors. Biscuit Industry has flourished in India enormously over
the years and is still growing phenomenally.