Dawn Bread with a vision to exceed the expectations of consumers with great taste products that Delivers convenience, quality, safety and value – is undoubtedly the market leader in fresh baked Bakery products. Dawn Bread has created the distinctive competence in a market where so many other Brands are also available to cater the requirements of consumers. It has introduced the concept of Quality in the generic fresh bakery products industry.
Dawn Bread a name that has come to signify quality and freshness is a product of Golden Harvest Food (PVT) LTD.The enterprise, which made a humble Beginning in late 1981, has, within a decade, grown to capture 35% of the consolidated market share of All bread products in the country, a fact that speaks volumes about the credibility of the company and Its products. Prior to the establishment of Dawn Bread, the largest producer of bread products was the public sector. However, this sector could not cope with the demands of the consumer and this when, perceiving a Change in the eating habits of Pakistanis, Dawn Bread was envisioned. Beginning with the plant in Karachi, commissioned in October 1981, Dawn Bread built-up a reputation For freshness, quality and taste. Creating awareness plus a demand for bread products, the second plant Was commissioned in Islamabad in January 1985. Nothing succeeds like success, so next came the Plant in Hyderabad in January 1987, a year that was to also witness the establishment of another plant At Lahore, in November 1987. In 1989 we established the plant at Multan. After consolidating this Expansion, the sixth plant was
Sukhur. the company is committed to the uplift and development of the Society as a whole.)The DAWN Bread is very famous in Pakistan and it is the market leader in Pakistan for bakery Products. Multan and Islamabad. KFC. machinery and Formulation. It has launched many schemes with McDonalds and KFC. the company associated itself with FMBRA of United Kingdom in1990 to bring itself in line with international standards of production. It has two production units in Lahore and one production unit also in Dubai.
. wide area of the Pakistan. Affordability was not a matter of Concern felt by the surveyors Availability needs improvement according to the results. while those Manning the machinery is provided on the job training in congenial working conditions. As DAWN Breads supplies buns for burger to The McDonalds. Now. There used to be a coupon in the bread if you take It to the McDonalds they used to give a burger free. technology. For purpose of standardization. According to Brands Awards survey. There were many other schemes with the McDonalds that DAWN Bread has launched with them. all the Dawn Bread plants boast of the latest machinery used in the breadmaking Process. results indicate that in its category Dawn Bread was ranked Highest on the attribute of Quality whereas Familiarity was confirmed to be second most appreciated Feature. and Marzipan. DAWN bread provides bun for The burgers to McDonalds. They have asked them to prepare the buns of the provided recipe. from the above production units Dawn bread covers. Bread is every Household requirement with somewhat inelastic demand therefore. and participates in sports and social welfare activities. Taking a responsible place in society.commissioned at Faisalabad in February 1992. Now our customers can Find Dawn’s quality and freshness from the southern tip of Pakistan to the Northern city of Peshawar. Dawn Bread has lunched many products with McDonalds and KFC. They are managed by senior food technologists with decades of experience. Now DAWN Bread has spread to Lahore. McDonald has prepared a special recipe for buns. One can notice so many other brands with high claims in the same market but because of its Perceived nutritive quality image it is the most acceptable brand in bread business.
quality. safety and value – is undoubtedly the market leader in fresh
“To provide quality products to customer and explore new markets to promote/expand sales of the company through good governance and dynamic team. so as to achieve optimum price of products of the company for sustainable and equitable growth and prosperity of the company.”
Dawn with a vision to exceed the expectations of consumers with great taste products that delivers convenience.
It is the market leader holding about 35% of market share.
. One of the directors of Dawn Bread has degree from American Institute of Baking (AIB) Its quality is excellent. are also competing for the same consumers. Outlets across Pakistan the storage facilities are superb. There are so many competitors in the market. even when it is placed in large departmental stores like Macro and super markets. Dawn Bread stands first in most of major cities. Its durability is evident from its storage for two. The transportation used by company is marvelous. This is the reason. It has introduced the concept of quality in the generic fresh bakery products industry. Dawn Bread is perishable in nature. Bakeries such as. consumers can easily recognize it. three or more days at either room temperature or when refrigerated. Its increasing popularity is one of its major strengths.baked bakery products. its sales continues to grow.
Following are weaknesses for Dawn Bread. The company emphasis on sales promotion is one of its biggest strengths. Gourmet Bakers. Due to this company has to produce according to the demand of consumers. Rahat Bakers. The major weakness is regarding the competitive structure of the market.
Following are strengths for Dawn Bread. Dawn Bread packing is one of its major strengths. The company has its own warehouses. All the directors and mangers of Dawn Bread are highly qualified and equipped with latest technology of production and baking. catering to more than 10000 retail. Dawn has created the distinctive competence in a market where so many other brands are also available to cater the requirements of consumers. Dawn Bread has changed the needs of customers into wants.
The ingredients used are of extreme high quality. Consumers are health conscious now days. the company can avail the opportunity of enhancing its sales. it can become their weakness. If they fail in continuing their promotions. This goal is achieved due to high quality of Dawn Bread. because it achieves 90% of its sales annually.Opportunities:
Following are opportunities for Dawn Bread.
1. Dawn Bread has recently fulfilled the burning desire of his customer to produce the diet bread (brown bread) By increasing the number of vehicles used for transportation purposes. They have 8 food technologists which keep a check on the quality of ingredients and make sure that quality standards are met. Their quality standards are ISO-9000 certified. All their plants are regularly sterilized and washed.
Dawn bread is manufactured under strict environmental and hygiene conditions. Customers have become habitual to it.
Following are threats for Dawn Bread. Markets are growing for specialized ethnic foods & healthier food products. Product Planning
Our brand name is “Dawn Bread”
Brand mark of Dawn Bread is “Rising sun and wheat Grains”
Company has strong brand loyalty.
. Limited transport facilities pose a threat to Dawn Bread. Staff is forced to remain neat and clean.
The design of dawn bread is squared shape slices of dawn bread loaf. large
Multi grains Bran bread Milky bread Plain white bread Fortified breads
. Sugar. Yeast. Salt. Small. medium. Vitamins and Preservatives. Bread Emulsifiers. Oil.
Dawn fortified bread is available in 3 different sizes. Vegetable.
and should sold in a market very soon. The role of experienced workers working in this department is to create new features in a product or to create entirely new product. So if product remains expired due to fungus. e-g.
The company gives warranty of product. In order to maintain quality of Dawn Bread. proper quality check is maintained during production. Quality of bread Taste of bread Other products in a product line as compared to other brands
Dawn Bread maintains high standards of product quality. the quality level and the inner texture is checked and if there are any problems. then the company has a policy to replace that product. branding.
. according to consumer needs. product positioning and consumer testing are made.
Dawn Bread has a research and development department. which is to “replace the bread” in case it is spoiled. Since the company is dealing in a product which has to make fresh. the piece of product is rejected for sale.BUNS:
Hot dog buns Fruity buns Burger buns
Strawberry and vanilla cakes Short cake Pineapple cake Mango cake Cup cakes
Dawn frozen Paratha
Our differential advantage is. Then decisions regarding packaging. even if there is a fault at the end of user for preserving its bread.
specific air tight technique is used in packing. Since physical container provides protection to the product.
Precautions are written on the packing regarding protection of the product and to make it use long lastly. which give consumers satisfaction. Packaging
Dawn fortified bread is packed in a orange color packing. to ensure protection of Dawn Bread.
LEVELS OF PRODUCT:
. which is product name.
Product physical container:
The product is packed in a polythene bag. on the product and toll free number on the bottom of product. therefore. It also includes directions of how to make the Dawn Bread and what are the active ingredients in it.
Dawn Bread has label. They have a rising sun printed on their pack which represents dawn-early morning.
The core benefit of dawn fortified bread is that it’s an edible. features.com Website: www.
Following information make the product augmented: “We appreciate your feedback. For comments or queries. 33. Their major target market is. Lahore.
Actual product includes its quality standards. Promotion Planning
Advertising and publicity:
The media used for advertisement of Dawn Bread are. and packaging.com A unit of Dawn group of companies
2. brand name. These are already explained in the beginning of product mix. Billboards in the potential areas News papers Signboards of shops
Dawn Bread is also promoting its products with the help of their salesmen. design.
The company promotes their bread name for Dawn Bread with the help of campaign in different schools. please contact: Golden Harvest Foods (pvt) ltd. sector 24. Karachi.dawnbread. Karachi UAN:111-111-999 Email: info@dawnbread. korangi Industrial area. For this purpose the company holds drawing contests in different schools
. It serves the purpose of an eating item in breakfast or as a snack in evening. It is used for eating purpose. who are covering most of the areas of Punjab. Islamabad.
in which little or no inventory is kept and orders are placed for raw material inventory or finished products are produced as and when needed.
Transportation mode used is. Cash discounts are given to distributors who will meet sales target. therefore. Distribution Planning
The product can either be sold directly to final consumers or through middlemen (e-g. small warehouses will be used as distribution intermediaries. distributors and agents) Since Dawn Bread is a daily consumed product.
Incentives for retailers:
Incentives for retailers of Dawn Bread are. The aim is to build skills in children and to make them major target customers by concentrating on them with these types of healthy activities. Inventory is ordered more often and in lower quantity. wholesalers. it is stored in shaded places.
The promotion budget for Dawn Bread is 4 to 5 percent of sales.30 million per annum. Gifts like cars. retailers.
Distribution intermediaries for Dawn Bread are: In big cities.
Allocation of goods:
Since bread is perishable in nature. therefore. middlemen for Dawn Bread are retailers. Since the shelf life of Dawn Bread is three days therefore no inventory is kept for either raw material or finished goods. In small cities. Dawn Bread is distributed from shop to shop. which approximate Rs. The Dawn Bread is produced and sold on a daily basis.
. motorbikes and foreign countries’ tours are given to retailers meeting sales target.
3.major cities of Punjab and Sindh.
The method used for inventory management is” Just In Time” (JIT). The reason is that under sunshine water content evaporates causing sporangium.
The price of Dawn Bread is determined by bread union called. Multan.000+ Urban. 20% of carriage vans/ pickups are taken on rent to supply bread. The company cannot charge high prices for Dawn Bread due to. PBA (Pakistan Bread Association) Under the rules of PBA no member is able to determine its own price for their product. 55 Milky bread Rs. 46 Small bread Rs.000. Lahore. Through these carriage vans most of Dawn Bread is supplied from shop to shop. 27 Sandwich bread Rs. suburban
. 4.000.000. 38
Country Country Region City or metro size Density
Pakistan Karachi. PBA Competitors
Company prices for the product line of Dawn Bread for retailers are.000.000-4. No member is allowed to increase prices without permission of PBA. Islamabad & Rawalpindi 1. Large bread Rs. instead PBA determine prices for bread. 80% carriage vans are company owned.
3-4. older. older. strivers Gregarious. managers. 15000+ Professionals. 65+ Male. Female. no children.Climate
Age Gender Family-size Family life-cycle 6-11. 50-64. ambitious. 20-34. married with children. students.
Religion Race Nationality
Social class Life-style Personality Middle class. Other. married. 35-49. married with children. young.
. 1-2. upper middles. 12-19. married. single. Asian. lower uppers. Any. 5+ Young. fast-pacers
Occasion’s Regular occasion. officials and proprietors. Home-makers. under18. Pakistani. upper Achievers.
And Behaviorally as. lower upper And upper uppers. Social class:
Dawn Bread targets consumers from the middle class.
Gregarious. which makes the brand highly available?
Dawn bread targets regular users. people fond of social company.000+. which roughly estimates to Rs. A small Family might buy the bread once in 3 days. Dawn bread is the most available bread. Medium user. regardless the law and order situations In the city or any other reason. fast -pacers. Another reason of desegmenting Working class is that they don’t consider bread as an adequate breakfast course in Comparison to ‘Roti’. since a medium size Dawn bread cost Rs. upper middle. intending to buy.
. ambitious.30. desirous.e.900 a month.
Achievers and strivers. Who don’t have much time to do proper breakfasts (bread is a handy meal) and adaptors. at the back of pack it has got an access number to talk To dawn customer representatives. who Adapt the day-to-day trends. heavy user Strong Informed. Who daily consume the bread. middle class. Convenience in terms of ready to eat meal and an easy opening pack. convenience. which starts from people having a pay-scale of 15. availability.
Quality remains always the symbol of dawn-items. interested. aim-oriented. Strivers refer to people who are still striving for both ends to meet I.Benefits User-status User –rates Loyalty Status Readiness Stage Attitude towards product
Quality. Service is another benefit. for daily consumption. positive
Dawn bread segments its market psychographically. be it fresh and hot dawn bread or Crispy rusks. service. Regular user. people with high resources and having a reputable and stable Social position in their lives. i. Enthusiastic.e. for which its Ideal target market is a family of 2-3 children and parents. 5 family members.
THE COMPANY’S CURRENT BUSINESS PORTFOLIO BCG MATRIX:
. While heavy users are people who are consuming it for more than one time a day.
Dawn bread have got a strong brand loyalty.g. Dawn is providing the following. and is Known for its reliable quality and availability. a kid Having a slice at breakfast and taking dawn bread sandwich for recess. while people who are Desirous and intending to buy are those who count for most of the revenue generation. everyone is important to the company. therefore People have got an enthusiastic attitude towards the product. Keeping in mind what consumers want. And the brand has become their Preference. The target market is divided into two parts. Dawn Bread Dawn Buns
Dawn bread is fulfilling every individual need. adult or old. Breakfast Snacks
For breakfast different people have different needs. come under the segment of informed and interested.
Attitude towards Product:
Dawn bread is serving its customers for more than 2 decades. for e. mostly at mornings. because of the nature of item as frequently consumed edible. But the status can’t be rated as absolute since people might take any other Brand if dawn is not available. and regarded as a pioneer in its line.Medium users refer to people consuming dawn once in a day. whether they are young.
People are using any other brand or any other substitute of bread.
How Consumers Make Decisions for Goods and Services
NEEDS Dawn Bread is fulfilling two different types of needs of its consumers. with its wide variety of hygiene packed products. and are Dissatisfied from it. people go and ask Dawn Bread to the retailer.
they have a huge market share but if we ask the general public what is your favorite Drink 50% would have said Pepsi but other 50% have some other choices as their drinks. And even If there is some growth so it is not that investment oriented. They have a huge share in bread industry.DAWN FORTIFIED BREAD AS CASH COW:
Dawn bread marks its fortified bread as cash cow in BCG MATRIX.
ANSOFF’S PRODUCT/MARKET EXPANSION GRID:
. But in case of Dawn bread major population would just say Dawn bread. They have 35 competitors in bread market and currently in spite of 35 competitors in market their Market share is 35%. bread industry does not have a high growth rate. As far has market growth rate is concerned. If we take the example of Pepsi in Beverage industry.
PRODUCT LIFE CYCLE:
. They changed their product to Fortified bread. Their market segmentation before launching dawn fortified bread.EXPLAINATION:
They see their dawn fortified bread as the product development strategy because they haven’t changed.
selling an promoting their product. DAWN Bread = 40% Bake Parlour = 34% Wonder Bread = 15% Un-branded = 9 Others = 2%
. Harry.Right now dawn bread is facing its maturity stage where they have a huge amount of sales and profits. The second largest is won by Bake Parlour. quality. Vita. When we think of dawn bread. freshness and availability comes in our mind. It has positioned so well the product in the minds of the customer that people demand dawn bread from retailers. etc) The largest share in the market is of DAWN bread. Now they don’t need to push their product to the customer. Wonder bread and the local bakery breads have almost the name share where as the other breads have very low shares.
The major competitors of DAWN bread in the market are Bake Parlour Wonder Bread Un-branded (Local Bakery Breads) Others ( Prime. the demand and sales are already very high. It’s almost about 3 decades from which dawn bread is advertising.
T h e i r political instability.
DAWN food industry has advance technology that provides complete assurance that the products are high quality products. Ou r f ir st p ri o r it y is t o p r o vid e always high quality products considering the all religious perspectives according to countries & customer needs. high interest rates etc. T h e i r in c o me i s n o t in cr e asin g a s co n su m p t io n .
D A WN f o o d in d u st r y h a s a ve r y g o o d i mage in o u r mar ke t . unequal distribution of income. unfortunately we see the situation is ve r y d a n ge ro u s n o t o n ly in P a ki st an b u t also all o ve r t h e wo r ld .
When we talk about the economical environment in this era. unemployment. it would be demandable by the customer. So t h i s is t h e c h alle n ge f o r t h e co m p a n y t o f a ce t h e m in e ve r y situation to survive. POLITICAL ENVIRONMENT:
T h e p o lit i ca l co n d it i o n s o f an y c o u n t ry m a y in f lu e n ce o f t h e ir co mp an y’ s p r o d u ct s . So the offering a new category of DAWN that is Italian range. They are also efficient to adopt the new technological advancements with passage of time or as per requirement
. M o st o f t h e d e ve l o p e d & developing countries are going in recession. law & order situations & continuous changes in policies may sometime resist su cce ss o f t h e ir p ro d u ct s. they are offering the quality products in very economic prices that people can afford it very conveniently. DAWN foods have policies to secure their products/brands from these types of circumstances & as a food industry it may not be effect largely because it is the need of the people on regular consumption. S o D A WN f o o d i n d u st ry in t h is e co n o m ic co n d it io n wh e n p e o p l e h a ve lo w purchasing power. These economic factors are making poorer t o t he p e o p le an d t h e ir p u rch a sin g p o we r is g o in g d o wn . They have high inflation rates.