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Bread Research

Bread Research

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Published by fujimukazu

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Categories:Topics, Art & Design
Published by: fujimukazu on Apr 16, 2010
Copyright:Attribution Non-commercial

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07/28/2013

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PAKISTAN
MANAGEMENT PROBLEM
The new Bread is trying to introduce itself into the market, so they want to study the current market status, as do they consume bread, if sothen what brand of bread(s) do they consume. 
RESEARCH PROBLEM
To study the consumer behavior about the bread and studying there purchase decision of a particular brand.
RESEARCH OBJECTIVES
The objectives of this research were as follows:1.To study the industry analysis of Bread through primary & secondary data.2.To study the placement Strategy of Bread manufacturer.3.To study the consumer behavior towards Bread.
MANAGEMENT PROBLEM
The new Bread is trying to introduce itself into the market, so they want to study the current market status, as do they consume bread, if sothen what brand of bread(s) do they consume. 
RESEARCH PROBLEM
To study the consumer behavior about the bread and studying there purchase decision of a particular brand.
RESEARCH OBJECTIVES
The objectives of this research were as follows:1.To study the industry analysis of Bread through primary & secondary data.2.To study the placement Strategy of Bread manufacturer.
 
3.To study the consumer behavior towards Bread. 
INDUSTRY ANALYSIS (Objective I)
 
INTRODUCTION
Bread industry is elevating at a very higher pace and at the same time it is dawdling at an enormous rate. Bread, which is less of a need andmore of a want, is creating a difference in consumers’ life. To some people its mere wastage of money and to other at the same time it is areadymade food which is ready for consumption with very less efforts, easy to carry and convenient. People are to some extent reluctant inconsuming bread and other bread related things, they give bread a very pessimistic view, and regards it a western way of having a breakfast. Despite this all, people still consume bread but at different occasion and juncture. We have conducted a bread industry analysis on how much breads are sold every year and how much that translates in to PAK rupees. Wehave also looked into different historical and future trends which have effected and which will affect the sales and consumption of bread inoverall. Additionally, competitor’s analysis was carried out on different major brands available, their respective market share, and the role ofpromotion which plays a very significant role in accelerating and boosting the sales. We have also carried an in-depth interview with different company’s employee to give an additional insight on how their market shares aremonitored in regards with different market trends, the existing players’ market share and how they respond to new entrants. There are around 30 different bread companies in Pakistan, even some of them have multiple SKUs, but in this project we are not takingSKUs in account. We have only considered breads consumption without any regards to a specific brand of bread. 
CURRENT MARKET ANALYSIS IN UNITS SOLD PER ANNUM
Karchi has an average market of 53,3334 loafs in a day, in other words 53,3334 units are sold in total of the existing bread companies. Thisalso includes the major ones and the unorganized bread maker i.e. bakeries and the like. The average size of a loaf which is sold in greaterfrequency is of 400 grams. The sales in unit per annum is 192,000,240 loafs 
IN PAK RUPEES
 
The above figure translates in to approximately PAK 8,213,344 a day, and 5.2 million tons a day, but this figure does fluctuate in accordancewith the promotions and advertisements undertaken by major bread brands in to account. The sales in PAK RS 127,306800 per annum 
GROWTH IN THE INDUSTRY
The average growth rate in the industry is 10% per year, this rate remained constant till 2003, but due to promotional activities carried out bydifferent brand the growth rate accelerated from 10% -- 15% in 2004, to 20% in 2005. 
HISTORICAL AND FUTURE TRENDS
Historical data revealed that AVERAGE breads sold in past three years were as follows: -
 
200520042003Sales in units
192,000,000 220,800,000 230,400,288
Sales in PAK RS
127,306800 111,393500 99,299,329 
Breads are made on two major sectors, namely industrial sector and local bakeries.As stated earlier, the bread consumption in Pakistan is comparably less then western world. PARATHA, PURIS and other related homemade substitutes are used instead of bread at different intervals (breakfast, snacks, and the like) 
COMPETITORS ANALYSIS
There exists a mild competition among several major brands of breads; each brand of bread desires to play a monopolistic role in theindustry, but they are not. The competition is more of regional and national level. For example DAWN bread has two major competitors,WONDER bread which is competing at national level, and VITA bread which competes at regional level with DAWN. The former is notconsidered a threat by dawn bread because it only concentrates on a specific niche of the market; and only supplies bread to milk shops andlocal bakery stores. DAWN bread has a market share of 35 to 40% in Pakistan, it has 45% share in Karachi, targeting SEC A+, A , B, and C. the respective sharein each segment is 75%, 60%, 45%, and 35%. 

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