MARKETING PLAN OF SAJJAD BAKERY

Executive Summary

Our commitment to excellence in the craft and artistry of baking enables us to

deliver high quality products that look superb, delight the customer and make
celebrations a moment to cherish. We also have committed ourselves to
tantalizing the pallet of coffee connoisseurs. Our products will exceed local
stores and franchise competitors. Our product wills posses that certain
something that others do not have.

The Challenge

Revive and Preserve the elegance and sensation of age old baking, coffee
making and cake decorating with cookery techniques to achieve the height of
quality and excellence in the cake coffee and pastry industry. Our products
range from high end artistry to modern and local customs.

  Situation Analysis

Company Analysis

Sajjad Bakery is a bakery and coffee shop managed by two partners.

These partners represent sales/management and
finance/administration areas, respectively.

 Focus
 Culture
 Strengths
 Weaknesses
 Market share

Customer Analysis
  Number
 Type
 Value drivers
 Decision process
 Concentration of customer base for particular products

Competitor Analysis

Competition in the local area is somewhat light and does not provide nearly the
level of product quality and customer service as Sajjad Bakery. Local customers
are looking for a high quality product in a relaxing atmosphere. They desire a
unique, classy experience.

Leading competitors purchase and roast high quality, cold-blended beverages, a

variety of pastries and confections, coffee-related accessories and equipment,
and a line of premium teas, sell these items primarily through company-operated
retail stores. In addition to sales through company-operated retail stores, leading
competitors sell coffee and tea products through other channels of distribution
(specialty operations).

Larger chains vary their product mix depending upon the size of each store
and its location
Technologically savvy competitors make fresh coffee and coffee-related
products conveniently available via mail order and online. Additionally, mail
order catalogs offering coffees, certain food items, and select coffee-making
equipment and accessories, have been made available by a few larger
competitors. Websites offering online stores that allow customers to browse for
and purchase coffee, gifts, and other items via the Internet have become more
commonplace as well.

 Market position
  Strengths
 Weaknesses
 Market shares

Collaborators

 Subsidiaries, joint ventures, and distributors, etc.

Climate

Macro-environmental PEST analysis :

 Political and legal environment

 Economic environment
 Social and cultural environment
 Technological environment

SWOT Analysis

A SWOT analysis of the business environment can be performed by organizing

the environmental factors as follows:

 The firm's internal attributes can be classed

as strengths and weaknesses.
 The external environment presents opportunities and threats.

IV.   Market Segmentation

Sajjad Bakery focuses on the middle- and upper-income markets. These

market segments consume the majority of coffee and bakery products.

Target market:
The dominant target market for Sajjad Bakery is a regular stream of local
residents. Personal and expedient customer service at a competitive price is key
to maintaining the local market share of this target market.
Present a description of the market segmentation as follows:

Market Needs

Because Karachi has a hot climate for eight months out of the year, cold coffee
products are very much in demand. During the remaining warmer four months of
the year, hot coffee products are in significantly high demand, along with a
slower but consistent demand for cold coffee products. Much of the day's activity
occurs in the morning hours before ten a.m., with a relatively steady flow for the
remainder of the day

Segment 1 

 Description
 Percent of sales
 What they want
 How they use product
 Support requirements
 How to reach them
 Price sensitivity

V.   Alternative Marketing Strategies

Maintain a focus on Quality product with bottom-line growth through cost

reduction and optimal performance. We also focus on technology and innovation
to make sure employees have extensive training to perform proper technique
and equipment operation. Maintain 100-percent honesty between employees,
customer and management. As a team input will be collected analyzed and put
into practice. Team meetings weekly will motivate and forecast growth and
annihilate potential difficulties

VI.   Selected Marketing Strategy.

Product

Brownies with Nuts

Cookies

Peanut Butter, Sugar, Choc Chip,Nut

Ice creams

Mango, Blue Berry, Banana, Apple and Strawberry

Coffees And Beverages

Densely frothed milk and dusted with chocolate powder.
Some of milk added.
Hot chocolate and steamed milk served in a glass.

Breads

White Bread
Wheat Bread
Donuts

Rolls

Dinner Rolls
Enriched Soft Dinner Rolls\

Sandwich Rolls

Vegetable Rolls
Egg Rolls

Gourmet Pastries 
Cakes
Wedding Cakes, Anniversary Cakes, Graduation Cakes, Sculptured Cakes,
Strawberry Short Cake, Pineapple.

The bakery provides freshly prepared bakery and pastry products at all times
during business operations. Six to eight moderate batches of bakery and pastry
products are prepared during the day to assure fresh baked goods are always
available.

Unique Methodologies and Ingredients

As former apprentice and current teacher of the Wilton Method of Cake
Decorating Deluthe has mastered the perfection of execution from the
smoothest frostings, the most delicate and moist cakes to the sculpting the most
beautiful decorations in the world. Applying alternative English and Australian
methods and pulled sugar and gum paste techniques that delight the eyes and
taste buds.

To  start  a bakery  following  factors  have to be checked . The first  and the
foremost  decision
one has to take is to

Franchise  a known brand and process

Build a  new   bakery

Purchase old bakery and renovate

Start a small bakery  from home .

Depending on the financial budget one has  one has to take decision  .Do take
your accountant
 views on this . All other legal and government  related jobs has to be completed
prior to
operations . Few  actions like registration , taxes and water and electricity
connections  ,No
objection for authorities to start  bakery in that particular  area

The  Four  Most  Important  M s  of any business  which  are applicable to
bakery business are .

Man

Bakery  requires  skilled  bakers  either you hire bakers or learn bakery  skills
from  good
professional bakery schools/institutes . Other s could be expert
accountants/sales/procurement
people if you plan to  run bakery on  a bit larger scale .

Money

Finances  has to be arranged as first step open an  current account in  nearby

bank . Check
with the accountant on amount of money you would require  for raw material ,
packaging
material , fuel
overheads . To avail  finances you can source it from  bank loans , personal
savings , credit
card loans  , business loans, partners money  or going public . One important
point to note here
is to that break even could be achieved through  cost optimisation in all cost
element s.

Machine

Machinery  required  for bakery production can be  procured either new or

second hand .For
new start ups I would recommend to buy  second hand  equipment  and once
sales increases
we can go for  new and latest machinery . Few examples -oven , mixers ,
depositors ,slicers
and packing machines

Material

Raw material has to be procured at  most competitive  price to maintain the

margins .
Basic ingredients for bakery are flour , fat , sugar , salts , butter , ammonium
bicarbonate
,sodium bicarbonate , yeast  etc . Where as  packing material are flexible
packaging material
like  hdpe , ldpe , bopp , trays and carton boxes.

Once we have got new bakery at place and finances arranged  we have to work
on  marketing
and popularising brand and increase sales . Following   are most important  4P s
of marketing

Place

You have to be very carefull while selecting  the location of your bakery as
earlier sales would
happen  most of the time on the shelf .Later once it becomes popular consumers
would ask for
home delivery .You must prefer busy markets ,  educational institutes ,
multiplexes or malls or
residential areas  .Do a small surveys of your existing competitors in that area .
Lesser the
competition better are the chances of your bakery being successfull.

Product

Conduct  a survey  on bakery product which  are  in demand or popular .Do it by
your self or
take professional help in finding out  the product . You can create a niche
product  are start
popularising  it .

Pricing

Once you start manufacturing these products you have to price your produt such
as it recovers
all cost with reosanable profit .Also check your competitors pricing . Prices
shouldn't  be very
high neither they should very low .

Promotion

Word to mouth is the best advertisement and is free .maintain good quality and
service people
would  start coming up to your shop . Throw a party among friends on
inauguration ,distribute
pamphlets ,brochure and leaflets to  nearby areas .Put aside  some budget for
ads on local
newspaper
Price

Discuss pricing strategy, expected volume, and decisions for the following
pricing variables:

 List price
 Discounts
 Bundling
 Payment terms and financing options
 Leasing options

Distribution (Place)

Decision variables include:

 Distribution channels, such as direct, retail, distributors & intermediates

 Motivating the channel - for example, distributor margins
 Criteria for evaluating distributors
 Locations
 Logistics, including transportation, warehousing, and order fulfilment

Promotion

 Advertising, including how much and which media.

 Public relations
 Promotional programs
 Budget; determine break-even point for any additional spending
 Projected results of the promotional programs

VII.   Short & Long-Term Projections

The selected strategy's immediate effects, expected long-term results, and any
special actions required to achieve them. This section may include forecasts of
revenues and expenses as well as the results of a break-even analysis.

What Makes Us Different

· Combining the high demand for fast quality coffee and pastry on-the-go with
delivery service for those with no time to wait in line.

· Age-old methods of cake, pastry and candy making showcased in sensational

fashion in our upscale bakery and coffee shop.

· Quick order turn-around cake delivery services within the ten block business
district radius.

· Community donations

· Cake baking classes with business establishment assistance

VIII.   Conclusion

Breadcrafter will sell its products to new and repeat customers from its storefront
in the Green Lake Shopping Center, located on the busy stretch of M-17
between Port Hanover and Crescent Heights, Michigan. A large, tasteful,
storefront sign will catch the attention of passing motorists. The smell of bread
as it comes from the oven will bring customers in from the parking lot.
Breadcrafter will offer a sample of fresh baked bread to anyone who comes into
the store.

Breadcrafter's products will be truly unique in the marketplace. The look, feel
and taste of its breads, when compared with the competition, will underscore
their quality and value. Many of the products, such as Pepper Parmesan Bread
and Sourdough Baguettes, will not be available anywhere else. Breadcrafter will
also actively encourage customer satisfaction. Our product line will react to the
needs and desires of the customer, thereby encouraging repeat and word of
mouth sales. As a small hands on facility Breadcrafter will have the freedom to
react quickly and accurately to changes in the market. Due to its uniqueness
and convenient location, Breadcrafter will become a destination for food lovers.

Printed advertisements, which will run opening week, will highlight bread as an
everyday product, to be purchased fresh on a weekly or daily basis. More
printed advertisements will run Labor Day weekend and during the Christmas
season. Costs for these advertisements will be approximately $200 each.

Appendix 

Exhibits

Calculations of market size, commissions, profit margins, break-even analyses,

etc.

Why need a Marketing Plan ?

Marketing plan would consider following  factors  such as distribution costs,

production costs,
advertising expenses and any expense related to identifying and marketing the
products to the
consumers in the targeted markets. Marketing involves identifying, anticipating
and satisfying
customer needs. A marketing plan takes the stated aims and objectives and
then puts in place a
series of marketing activities to ensure those objectives are achieved .Strategies
as how these
plans  are going to be communicated or promoted to your end users

Recommended Reading