The document outlines a marketing plan for Dream Bakers, a café and bakery located in Mardan, Pakistan. It will offer a variety of coffee, cakes, pastries and other products at competitive prices. The plan details the target market, strategies, financial projections, and controls to achieve the mission of offering high quality bakery products and becoming a leading reputable bakery in the area. It analyzes competitors, trends, and provides breakdowns of expenses, cash flows, and the breakeven point. The marketing team will implement strategies around pricing, promotion, and product/service quality to attract customers and achieve financial objectives.

1. GROUP LEADER: SABA KHAN
ROLL. NO 17
OTHER MEMBERS:LAILA ROLL. NO 33
NAJWA ROLL. NO 75
BBA 4TH SECTION# A
ABDUL WALI KHAN
UNIVERSITY MARDAN

2. DREAM BAKERS
SAMPLE MARKETING PLAN

3. MAIN CONTENTS:
Executive summary
Situational analysis
Marketing strategy
Financials
Control

4. EXECUTIVE SUMMARY:
 Dream bakers is a café and a retail bakery located
in Mardan that is a city of Khyber Pakhtoon Khwa
Pakistan. The plan of Dream Bakers is to attain and
maintain the interest of its customers with the broad
variety of its coffee, cakes, pastry and other
products. It will build a strong position in the city
and then in the country by offering its products at a
competitive price and quality products.

5. MARKET SUMMARY:
 In the past five years, the development in Mardan
has grown tremendously with the establishment of
university, excellent medical institutions and
attractive residential programs. People and
investors are now attracted towards this city which
will help the Dream Bakers to attract more
customers. Currently the area is served with small
restaurants and coffee shops but none of those
restaurants carry the menu items found at Dream
Bakers.

6. TARGET MARKET:
 Dream Bakers will serve all its customers lower,
middle and upper income by providing its products
with affordable prices and by rendering services
that will put a smile on the faces of its customers. It
will make no discrimination between its customers

7. MARKET DEMOGRAPHICS:
 Geographic:
Dream Bakers will focus on Mardan and its
near by areas. Some other bakeries are already
established in Mardan but they are not providing
most of the products which Dream Bakers will be
providing.
 Demographics:
Dream Bakers will strongly focus on the
priorities of children and young people.

8. MARKET NEEDS:
 Wants variety and flavor in its food.
 Looks for speed of service
 Wants an entertaining and fun experience
 Insists upon a clean, friendly and attractive
environment.

9. MARKET TREND:
 The market trend has changed from simple cakes
and samosa etc to designed cakes and other tasty
pastries which will be provided by the Dream
Bakers.

10. SWOT ANALYSIS:
 STRENGTHS:
1. The talented bakers.
2. Competitive price and new marketing strategies.
o WEAKNESSES:
1. new in the market.
2. New setup.
 OPPORTUNITIES:
1. New bakery products in the area.
2. High quality products with reasonable prices.
3. Educated/degree holder bakers.
o THREATS:
1. Low prices of competitors.
2. Experience of competitors in the market and best
advertisement strategies.

11. COMPETITION:
 All the bakeries and cafes in the area are in
competition with us.

12. VARIOUS MENU ITEMS:
 pastry/deserts
 Sandwiches
 Soup
 Soft drink
 Coffee/tea
 Designed cakes for celebrations
 Cup cakes
 Ice cream
 Packed juices
 Cookies.

13. CONT..
 Apart from offering this menu, our bakery
will also provide some services such as…
1. Wi-Fi for students.
2. Sound system(light music)
3. Free home delivery of orders.
4. Discount on large purchases
5. Loyalty cards for regular customers.
6. A separate room reserved for small parties.

14. KEY SUCCESS FACTORS:
 Providing high quality products with customer
service.
 Competitive pricing.
 Ongoing employee/bakers education.

15. CRITICAL ISSUES:
For excellence and success Dream Bakers need to:
1. Monitor cash flow statement.
2. Establish its reputation.
3. Continuously update its products and capabilities.

16. MARKETING STRATEGY:
MISSION:
‘Dream Bakers aims to offer high quality bakery
products at a competitive price to meet the demand
of middle to high income customers.’
MARKETING OBJECTIVES:
1. To be leading a reputable bakery.
2. To provide good quality products.
3. To be competitive in the market.
4. To offer jobs.
FINANCIAL OBJECTIVES:
1. To generate minimum 30% revenue.
2. To become zero-debt bakery.

17. CONT..
TARGET MARKETS:
The main focus will be the consumers in mardan. It
will also focus on travelers that passes through
Mardan.
POSITIONING:
Dream Bakers position itself as a competent,
innovative and customer oriented.

18. OUR STRATEGIES:
 We have a good variety of products.
 In order to get long term relationship with our
customers we can also offer discount on the large
purchase orders i.e. volume discount.
 Providing internet facility to our customers
especially students.
 Music system and the television facility will also be
provided for entertainment.
 Free delivery of orders to customers home.

19. MARKETING MIX:
PRICING:
Dream Bakers will offer superior quality products in
affordable prices.
DISTRIBUTION:
The distribution will also be through free home
delivery if the customers are willing to have their
desired products at their door step.
PROMOTION:
 Creative designed banners at different spots in
Mardan.
 Promotion through local radio.
 Word of mouth.

20. CONT..
PRODUCTS/SERVICES:
Dream Bakers will not just focus on products that it
offers but also the bakery environment because
customers ( especially youth) seek for quality food
along with entertaining environment where they sit.
CUSTOMER/CLIENTS:
Responsiveness and respect will be the key
relationship driver with its customers with a focus of
developing good relationship with customer.

21. CONT…
MARKETING RESEARCH:
 Dream Bakers will continuously do research of
market to be up-to-date of customer preferences
and will get feedback from their customers.

22. FINANCIALS:
DREAM BAKERS
FORECASTED INCOME STATEMENT
FOR THE YEAR ENDED ON 31-DEC-2014
Net sales for the year RS 20,000
Cost of sales 9,000
Gross profit RS 11,000
OPERATIONAL EXPENSES:
Building rent RS 1200
Asset depreciation 170
Office salaries 1230
Wages 300
Insurance 400
Other overheads 500
Advertising 500
Selling expenses 300
Commission 500
OPERATING INCOME RS 5500
Interest payments (500)
Income before taxes 5000
Taxes (30%) 1500
NET INCOME RS 3500

23. CONT: DREAM BAKERS
BALANCE SHEET
FOR THE YEAR ENDED ON 31-DEC-2014
ASSETS LIABILITIES AND OWNERS EQUITY
Cash RS 2500 accounts payables 1000
Bank deposits 5000 accrued expenses 2000
Prepaid expenses 1000 wages payables 5000
A/R 1000 bills payables 4000
Inventories 3000 reserves 2000
Office furniture 1500 CAPITAL
Computer 1500 saba’s owner equity 10,000
Supplies 2000 laila’s owner equity 10,000
Auto’s 6000 najwa’s owner equity 10,000
Electronic appliances 2000 net profit 3500
Processing machinery 7000
Packing machinery 5000 47500
Backing machinery 4000
Conveyer machinery 6000
47500

24. CONT:
DREAM BAKERS
CASH FLOW STATEMENT
FOR THE YEAR 2014
OPERATING ACTIVITIES:
Net income RS 3500
Depreciation 170
Prepaid expenses 500
Accounts receivables (200)
Inventories 1030
Net operating cash flows 5000
INVESTMENT ACTIVITIES:
Office furniture 600
Computers (150)
Electronic appliances 200
Net Investment cash flows 650
FINANCIAL ACTIVITIES:
Loans 200
Total cash flow 5850
Beginning cash 150
Ending cash (2500)
NET CASH FLOW RS 3500

25. CONT:
BREAK EVEN ANALYSIS
EXPENSES FIXED EXPENSES VARIABLE EXPENSES
Material cost RS 5000
Labor cost 3000
FOH cost 500 500
Rent 1200
Salaries 1230
Wages 300
Insurance 400
Other overheads 200 300
Advertising 500
Selling expenses 150 150
Commission 500
4180 9750
Breakeven point (RS) = fixed expenses
1 - Variable expenses
sales
BREAKEVEN POINT = RS 8196

26. CONTROLS:
 The following areas will be monitored very closely
by Dream Bakers management;
1. Revenue: monthly and annual.
2. Expenses: monthly and annual.
3. Client feedback
4. Improvement in product/business.
IMPLEMENTATION:
 To achieve our desired goals and control budget
all the strategies will be kept in mind for
implementation.

27. CONT..
 MARKETING ORGANIATION:
The founder will be responsible for the
marketing activities supported by one young
executive.