This document introduces a new product called Wheatable Cupcake. It discusses the idea behind the product, its key features including quality, design and nutritional facts. It then covers pricing objectives, strategies and methods. Promotion strategies including ATL advertising and product placement in popular dramas are proposed. Placement in supermarkets and different packaging options for ticky, party and family packs are outlined. Mass targeting and positioning based on sweet taste with low calories is suggested. Potential competitors and the product's strengths in high demand seasons and weaknesses in limited production are summarized. Opportunities in new flavors and threats from imported ingredient price fluctuations are also presented.

2. Presented to:
MA’AM: MAIRA BATOOL
Presented by:
SYED ABID RAZA ZAIDI
SULEMAN KHAN
KAMAL KHAN
SYED AREEB ALI
FAHAD FAROOQ
SYED ASHAR KARIM

3. Our Vision
CBL will become Pakistan's most preferred biscuit company by developing powerful
consumer-loved local and global brands, maintaining world class manufacturing and
quality standards, having superior quality and motivated employees and maximizing
shareholder returns
Our Mission
to be a market leader in Pakistan Biscuit Industry in the next 5 years, ensuring every second biscuit
consumed is proudly made by CBL.

4. We are introducing our new
product

5. IDEA BEHIND THIS PRODUCT
WHY WE ARE LAUNCHING THIS PRODUCT?
POTENTIAL
UNIQUE SELLING PROPOSITION

6. Product
 Quality
 Design
 Key facts
 Vitamin A helps maintain good vision.
 Calcium maintains strong bones
 Iron provides oxygen to all parts of the body
Price
Pricing objective
Pricing method
Pricing strategy

7. Promotion
They will be looking forward to promote our
product through product placement strategy as
now a day’s Pakistani dramas are very popular
so we’ll be targeting that. We promote wheatable
cupcake through ATL (advertisement on TV,
newspaper and banners)
Promotional Goals
Increase brand awareness of our product

8. Placement
Our product is unique and special therefore we will going to place the product in super markets such as Imtiaz,
Naheed, Metro and hyper star thus people can get the product from petro mart because we think That the people
who is our target market comes there for shopping more frequently.

9. Packaging
 We provide Wheatable cupcake in 3 types of packaging:
 Ticky pack
 Party pack
 Family pack
 Thus our product will be having some unique and different packaging but it is some
were near the packaging of dawn cup cake.

10. Targeting
CBL using mass targeting because of the lower income of the people who cannot afford high price
products
Positioning
Create the image in the mind of customer on the bases of sweet taste but it won’t
increase the level of calories

11. Competitor
Direct Competitors
There is no direct competitor exist for LU to compete it because it’s one of the innovative product and
give them competitive edge.
In Direct Competitor and market share
Following is LU In-Direct Competitor:

13. Strength
 High demand for fresh cakes during Ramadan, Eid and winter
seasons.
 Cup Cake allows some room for product differentiation from
competitors on quality, size and taste.
 Cup Cake has packaged cake production facilities.
Weakness
Cup Cake production is on a small-scale basis with very limited production which makes it profit
shrink.
Heavy dependence on imports of raw materials means supplies are subject to Pakistan’s imports
policies and production costs are subject to price fluctuations that LU cannot control, because it
adds some ingredients which are imported from other countries like olive oil and substitute of
sugar.

14. Opportunity
 While a decrease or stability in the price of flour is an opportunity.
 Cupcake may have the flavor of Raspberry & Blueberry as well like blueberry
muffins.
Thread
• If Pakistan has to import more it could results heavy
dependence on imported flour and sugar means that tariffs or
exchange rate fluctuations can increase the costs of raw
materials and will directly hit the cost of Cupcake.