Delicious Bread is launching a new flavored bread product in Islamabad called "Delicious Bread". The summary includes: 1. Delicious Bread conducted market research and developed a marketing plan to target middle and upper middle income consumers in Islamabad with their new flavored bread product. 2. Their product will be available in 3 flavors - chocolate, strawberry, and mango. They have developed packaging, logos, and promotional strategies to introduce their new product. 3. Delicious Bread plans to use market penetration pricing and promotional strategies like advertisements, brochures, and banners to introduce their product and gain market share in Islamabad.

1. 1
Table of Contents
Executive Summary ……………………………………..………………2
Introduction ……………………………………………………………....3
Objectives…………………………………………………………………4
Current market Situation ……………………………………….……….4
Market Segmentation …………………………………………………...5
Target Market ……………………………………………………………7
Positioning Strategy ……………………………………………..……..8
Market Entry Strategy …………………………….………….…………9
4 P’s ……………………………………………………..……………….10
Physical Evidence ……………………………………………………..15
Swot Analysis…………………………………………………………..16
References ……………………………………………………………..17

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 Islamabad ever before is
flavored bread. The name suggested for our flavored bread is “DELICIOUS Bread”. We did a
prospective SWOT analysis for our product. Then we made a marketing mix for Delicious
Bread. We suggest a price for our product. We made its distribution chart and in the end of we
suggest different promotional strategies according to the Maslow Hierarchy of Needs.
Delicious suggest target market and made positioning statement. Then we have designed our
logo for DELICIOUS BREAD , as well as increase our product line for capture the maximum
customer and enhance business activities. 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 Islamabad market.
In the start we would be targeting only those areas of Islamabad where middle and upper
middle class people lives .We would be having a well-defined Marketing and Operational plan
so that our all the functions are conducted easily without any difficulty and it could meet the
needs of the customers in a better and successful way.
The MissionStatement
Delicious mission to enhance the business and maximize the profit and give the best quality
product and create a good worth of our business with effective plan
Company Information
Delicious Bread
Location F -11 Markaz smart Bakers Islamabad
Growth Highlights
Enhanced business activities and start different outlet in different areas
Your Products/Services –Flavored .Bread
Introduction
Delicious Bread” is the first company concerning with the manufacturing of the flavored
bread. Delicious Bread is a name that has come to signify quality and freshness in bread

3. 3
products. Our product is unique in sense that it provides with unique flavored in bread first
time in Islamabad. It is also at the same time a product for the health conscious people.
Bread is a staple food prepared from a dough of flour and water, usually by baking.
Throughout recorded history it has been popular around the world and is one of the oldest
artificial foods, having been of importance since the dawn of agriculture. All the Delicious
bread plants boast of the latest machinery used in the bread making process. Our product is
unique in sense that it provides currently three flavors of bread according to the society.
Modern era everything is going colorful as well as and color makes us life slice. so Delicious
is launching a new colorful taste of bread with unique and weird way, which makes different.
Chocolate
Strawberry
Mango
Objectives

4. 4
To enhance the business and make more profit with different product lines. And give the best
quality and meet the level of customer satisfaction and generate a goodwill of our business for
future goals.
Mission
Set the highest product standard for quality across all areas of our
operation on a sustained basis. Optimize people requirements and use
of advanced technologies and deliver the best possible product to our
customers.
“To provide our customers with bread that actually looks and tastes good.”
Vision
Our vision is to become Islamabad favorite bread this is
underpinned by our dedication to continued improvement
across all areas of the business.
Goals
Our goal is to ensure that important values such as quality, freshness, and service are delivered
to our consumers in the 21st Century.
Current Market Situation
The bread and bakery products market has struggled with numerous challenges over many
years. The sector has suffered from the effects of discounting, keeping value growth at a
modest level. 70 % population of Islamabad is using the packed bread so rest of the markets
still to be captured. Here people are willing to pay extra amount for the differentiated product.
Market Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target market into
subsets of consumers, businesses, or countries who have common needs and priorities, and

5. 5
then designing and implementing strategies to target them. Market segmentation strategies
may be used to identify the target customers, and provide supporting data for positioning to
achieve a marketing plan objective.
Our firm have done the segmentation on the basis of the following variables:
 Geographic
 Demographic
 Psychographic
 Behavioral
Geographic
Marketers can segment according to geographic criteria
nations, states, regions, countries, cities, neighborhoods, or
postal codes. The geo-cluster approach combines
demographic data with geographic data to create a more
accurate or specific profile.
“Further our goal to give best services to all people”
We divided Islamabad in different segments according to areas, states, regions and markets.
E.g. G-6, G-10, E-11, F-7, F-19 and East Islamabad.

6. 6
Demographic
Segmentation according to demography is based on
variables such as age, gender, occupation and education
level or according to perceived benefits which a
product/service may provide. Benefits may be perceived
differently depending on a consumer's stage in the life
cycle. Delicious divided people according to:
Age Flavored is very useful at every stage of life. Young generation and older ones can also
use this product.
Children’s and kids which are most like colorful things, they usually used in sandwiches
and breakfast.
Income Flavored bread is for middle class or upper class.
Psychographic
Psychographic segmentation, which is sometimes called Lifestyle. This
is measured by studying the activities, interests, and opinions (AIOs) of
customers. It considers how people spend their leisure. To analyze the
psyche of the people of Islamabad we divide them in social class, life
style and personality.
Behavioral
Behavioral segmentation divides consumers into groups according to their
knowledge of, attitude towards, usage rate, response, loyalty status, and
readiness stage to a product. There is an extra connectivity with all other
market related sources.
Usage rate

7. 7
Flavored bread is particularly use by young generations who are very fond of flavors like
generation X they love chocolates and different flavors products. Usage rate will be high
because of these young generations.
In Islamabad we see the behaviors of people with the help of the questionnaire.
Target Market
A target market is a group of customers towards which
a business has decided to aim its marketing efforts and ultimately
its merchandise.
A well-defined target market is the first element to a strategy.
Consists of a set of buyers who share common needs or
characteristics that the company decides to serve. Basic necessity
of human is food in which people of our society used most o the
bread in breakfast.
Target Audience
Income Group

8. 8
We will be targeting all income groups who should afford easily. It will not discriminate
between income groups.
Youth
A huge potential market for this bread it lies with youth whom we will be specifically
targeting road shows to be held as part of the ‘Add Color’ campaign.
Competitive Stance
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 white Bread is:
 Dawn Bread
 Wonder Bread
If there is any competitor exist in same product we can challenge by giving best quality,
reasonable price as well as shape of the flavored bread which makes the difference and attract
the customer , which fulfilled the customer need and wants and then we can retain the
customer and stabilize our product and meet the profit motives.
Positioning Strategies:
Positioning is what the customer believes about your product’s value, features, and benefits.
It is a marketing concept that outlines what a business should do to market its product or
service to its customers. In positioning, the marketing department creates an image for the
product based on its intended audience. This is created through the use of promotion, price,
place and product. The more intense a positioning strategy, typically the more effective the
marketing strategy is for a company.
Delicious Bread is not compromising in the quality, so we can maintain our position; we are
passionate about exceeding customer’s expectation and fulfilled their demands
By Attribute

9. 9
We will position our product on the basis of attributes and features of our product. Through
our positioning we will try to set and fix the feature of Delicious bread in the minds of our
customers. In positioning we will focus more on the features and attribute of our product.
By price or Quality
Delicious wants you to believe that their flavor bread is of the highest quality. Positioning is
what the customer believes and not what the provider wants them to believe .positioning can
change due the counter measure then at the competition.
By Values
We will also position our product on the basis of customer values. Like this, if you want to
look healthy then use Delicious bread.
Our core values these inform and shape us by customer feedback and satisfaction level
By benefits:
Focus on the benefits of the product when our firm will position our product through
positioning we will tell our customers how many benefits they can get from our product.
By user
Everyone who wants to have a “different taste” may have it.
By product or service class
It is positioned as a lower cost and healthier alternative to the ordinary bread, while it
provides better taste and healthy ingredients.
Market Entry Strategy
A market entry strategy is the planned method of delivering goods or services to a target
market and distributing them their.
Marketing Skimming

10. 10
It is a pricing strategy in which a marketer sets a relatively high price for a product or service
at first, and then lowers the price over time.
Market penetration
Setting a low price for a new product in order to attract the large number of buyers and large
market share.
Our Company’s Strategy
Delicious is following market penetration strategy to capture the market, because at the
beginning we to target maximum customer with reasonable price.
4P’s Of Marketing
Product
Our basic product is flavored bread with three flavors: chocolate, mango and strawberry. Our
product will beavailable in the size ofsmall, large-sized breadhaving 8and14slices in apack.
Style and Design
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.
ProductIngredients
 Flour
 Water
 Salt
 Yeast
 Sugar
 Cooking Oil
 Flavor
Preservatives

11. 11
 Calcium propionate
 Calcium acetate
Quality function deployment quality statement
Flour
Hardwheat flour, orbreadflour, is preferred for yeast breads,although soft orall-purpose flours may beused
successfully if the procedure is adaptedtothe type offlour. Breadflour has ahigh gluten (wheat protein) content
and thorough kneading is necessary todevelop the gluten soit canhold up aloaf of bread.
The gluten is elastic andstretches asthe yeast grows and gives off gas, making the breadlight in texture. Soft
wheat orpastry flour is aweakerflour becauseit doesnot contain asmuch gluten; therefore, breadmade with it
needs less kneading than breadmade with breadflour.
Ablend ofthe twoflours requires amoderate amount ofhandling toproperly develop the gluten. Over-kneading
ofdough’s from anytype offlour may injure the baking quality ofthe gluten and produceabreadofpoortexture
and volume.
Yeast
Because yeast is verysmall plants, it must bekeptfresh and active. Yeast may bebought in drygranulated form
orcompressed cakesorgrown athome in the form of"starter" or"liquid yeast".
Sugar
Yeast plants grow quickly in the presence ofasmall amount ofsugar asit is food for their growth. Agolden-
browncolor will begiven tothe crust bythe use ofsugar.
Core product
Our core product is bread. Its core attribute is to fulfill the need of hunger. People use bread
to satisfy their hunger.
Augmented product
Increased our product line by different color and flavored.
Brand
“Delicious Bread”will bethe brand name ofthis flavored bread.
Features
 It is available in three distinctive and delicious flavors.
 It has high fiber content, enriched in carbohydrates. Also contains B-vitamins, mineral
sand a little protein and fat. Some added nutrients are -- Calcium, B vitamin-foliate and
iron.
 The brand assures superior quality and taste. It is a healthy diet for everyone.

12. 12
Natural and Organic Bread
Increasing health awareness and concern over the consumption of artificial ingredients have
fuelled the demand for natural products. Bread products that contain all natural ingredients
are likely to thrive in this competitive market. Organic bread is yet another category gaining
impetus in recent times, and the products are clearly labeled to draw attention to their organic
nature. We will also have a look over it.
Price
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.
The bread industry in Pakistan is not much competitive. And as we are offering a
differentiated product that is not currently present in the market so we set our prices a little
higher adopting “Market Penetration Strategy”. The price which we have selected for our
standard pack bread is Rs.65/.
Delicious Bread price schedule
Product Quantity in pieces Price in Rs.
Delicious Bread 8 piece Rs. 50
Delicious Bread 14 piece Rs. 90
Promotion

13. 13
Promotion refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty. And make a worth by giving best quality in the customers mind.
Advertisement
Our firm launches will new product commercially by print media, electronic media, and
provide broachers’ in different areas of Islamabad. Opening ceremony in which our give
some sample to our first 100 customer which participated and present on the time of opening
ceremony.
Point of sale (POS) Terminals: Delicious has place different checkout counters in big
general stores like Meezan Store.
Advertising Objective
Delicious has clear and specific aim of an advertising or commercial such as;
 To earn profits
 To compare
 To gain attention
 To inform
 To persuade
 To remind our customers about over product.
Delicious is using following tools of advertising.
Broachers and Leaflets:
Delicious has very attractive and appealing broachers which Delicious have distributed with
the news papers and they have also placed it on the cash counters in different stores. Plus,
Delicious is now having a man standing on the entrance of big shopping malls in the city.
Banner & Hoardings

14. 14
Delicious has placed banners on different squares in the city and they have the hoarding
placed on the malls and stalls in the exhibitions.
Place
Place refers to how and where you are going to sell the product to the consumer.
Distribution strategy
A plan created by the management of a manufacturing business that specifies how the firm
intends to transfer its products to intermediaries, retailers and end consumers. A marketing
firm must ascertain the nature of customers' buying behavior if it is to market its product
properly. In order to entice and persuade a consumer to buy a product, marketers try to
determine the behavioral process of how a given product is purchased.
Buyer behavior in the digital age is assessed through analytics and predictive modeling. The
analysis of buyer behavior through online platforms includes Google Analytics and vendor
side software such as Experian. The psychology of marketing is determined through the
analysis of customer perception pertaining to brands. Marketing theory holds that brand
attributes is primarily a matter of customer perception rather than product or service features.
Business to Consumer (B2C)
This mode of behavior concerns consumers and their purchase of a given product. At our
outlets our firm sell Flavored Bread to our customers who are willing to purchase.
Business to Business (B2B)
Relates to organizational/industrial buying behavior. Business buy either wholesale from
other businesses or directly from the manufacturer in contracts or agreements. B2B marketing
involves one business marketing a product or service to another business. We can sell our
product to super stores in Islamabad.
Delicious Distribution Channels;

15. 15
People
In our Organization We had 10 salesman, One Cashier, one store keeper, and One Sale
Manager.
Physical Evidence
Logo
Slogan
“Discover a Healthier Slice of Life”
Address
F-11 Markaz Islamabad in front of Changezi motors.

16. 16
SWOT Analysis
Strengths
 Our ability to produce options keeps more consumer interest
and needs met.
 Our new production technology will enable us to mass
produce products more efficiently and quickly than other old
companies.
 Our new taste will attract many such type of consumers who
are taste changer
 New product innovation in local area. So it will attract the people of local area.
Weaknesses
 No brand recognition our name in baking industry is new
so most of people are not familiar with Delicious Bread.
 No separate outlet as we have not enough finance to
construct our separate outlet.
 No customer orientation in local areas, as we newly
introduce in Islamabad so customer are oriented in the
brand.
 The more flavor we create the production cost will increase.
 At starting we will not have as such trained staff that has such market experience.
Opportunities
 Our new taste will attract much, such type of consumers who are
taste changer.
 Our new production technology will enable us to mass produce
products more efficiently and quickly than other old companies.
 Our ability to produce options keeps more consumer interest & needs
 No specific Competitor

17. 17
Threats
 New product may people don’t accept it.
 There are large companies who have brand loyal customers
providing the market with not exactly similar but milky and
other breads.
 Switching brand loyal consumers to a smaller and newer
company.
 There is open market everywhere means any new company or existing ones can start the
same production that may have more experience or more qualified staff.
 Imitation by existing bakeries, May try to copy it…
References
Wikipedia
Principles of Marketing by philip kotler
Yaseen Aman Mughal From Page 1 to 4
Asad Nauman From page 5 to 8
Ali Mehmood From page 9 to 12
Muhammad Rehan From 13 to 16