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Dawn Final Report
Dawn Final Report
PRINCIPLES OF MARKETING
DAWN BREAD
GROUP MEMBERS:
SAFURA ALI (7626)
AALIYA KHATOON (8158)
MEHSUM MANSOOR (9321)
AHMER HAMMAD
ANAM FAKHAR UD DIN (9014)
QURAT UL AIN PARACHA (9210)
SUBMITTED TO:
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TABLE OF CONTENT
INTRODUCTION (PLAGIARIZED)............................................................................................................4
DAWN’S PROFILE.........................................................................................................................................4
SWOT ANALYSIS..........................................................................................................................................7
STRENGTHS:....................................................................................................................................................7
WEAKNESSES:.................................................................................................................................................7
OPPURTUNITIES:............................................................................................................................................7
THREATS:..........................................................................................................................................................8
MARKET SEGMENTATION........................................................................................................................9
GEOGRAPHIC...........................................................................................................................................................9
DEMOGRAPHIC.........................................................................................................................................................9
PSYCHOGRAPHIC......................................................................................................................................................9
BEHAVIORAL..........................................................................................................................................................10
PRODUCT......................................................................................................................................................13
VARIETY:........................................................................................................................................................13
BREADS............................................................................................................................................................14
BUNS..................................................................................................................................................................14
SWEETS.............................................................................................................................................................14
FROZEN.............................................................................................................................................................14
OTHERS.............................................................................................................................................................15
QUALITY:........................................................................................................................................................15
DESIGN:............................................................................................................................................................15
FEATURES:......................................................................................................................................................16
BRAND NAME:...............................................................................................................................................16
PACKAGING:..................................................................................................................................................17
SERVICES:.......................................................................................................................................................17
SIZE:..................................................................................................................................................................17
THE COMPANY’S CURRENT BUSINESS PORTFOLIO........................................................................17
BCG MATRIX...................................................................................................................................................17
ANSOFF’S PRODUCT/MARKET EXPANSION GRID:................................................................................18
PRODUCT LIFE CYCLE:..............................................................................................................................19
LEVELS OF PRODUCT:................................................................................................................................20
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PLACE ...........................................................................................................................................................23
PROMOTION ...............................................................................................................................................25
PRODUCT...............................................................................................................................................................27
PROMOTION...........................................................................................................................................................28
RECOMMENDATIONS...............................................................................................................................28
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INTRODUCTION (PLAGIARIZED)
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
DAWN’S PROFILE
Dawn Bread a name that has come to signify quality and freshness is a product of Golden Harvest
Food (PVT) LTD. A success story that was written by a family that is committed to honest to goodness
enterprise and concerned with the prosperity of the country. 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
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
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expansion, the sixth plant was 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.
For purpose of standardization, the company associated itself with FMBRA of United Kingdom in
1990 to bring itself in line with international standards of production, technology, machinery and
formulation. Now, all the Dawn Bread plants boast of the latest machinery used in the bread-making
process. They are managed by senior food technologists with decades of experience, while those
manning the machinery are provided on the job training in congenial working conditions.
Taking a responsible place in society, the company is committed to the uplift and development of the
!!!!PLAGIARIZM ENDS!!!!
The DAWN Bread is very famous in Pakistan and it is the market leader in Pakistan for bakery
products. It has launched many schemes with McDonalds and KFC. DAWN bread provides bun for
the burgers to McDonalds, KFC, and MouriPan. Now DAWN Bread has spread to Lahore, Sukhur,
Multan and Islamabad. It has two production units in Lahore and one production unit also in Dubai,
from the above production units dawn bread covers, wide area of the Pakistan. Dawn Bread has
lunched many products with McDonalds and KFC. There used to be a coupon in the bread if you take
it to the McDonalds they used to give a burger free. There were many other schemes with the
McDonalds that DAWN Bread has launched with them. As DAWN Breads supplies buns for burger to
the McDonalds. McDonald has prepared a special recipe for buns. They have asked them to prepare
highest on the attribute of Quality whereas Familiarity was confirmed to be second most appreciated
feature. 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. Bread is every
household requirement with some what inelastic demand therefore; Affordability was not a matter of
concern felt by the surveyors Availability needs improvement according to the results.
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SWOT ANALYSIS
STRENGTHS:
• Dawn Bread is among the leading brands in Bread Industry due to their quality and wide range
of products
• It is the market leader holding about 35% of market share, catering to more than 10000 retail
• According to the Brands Awards survey it is one of the most recognize product in Bread
Industry
WEAKNESSES:
• Although it has the biggest distribution unit for any product in Pakistan, but it still ranked low
• They should try to make their product more affordable so as to cater to the masses and the
OPPURTUNITIES:
• They should try to open more distribution channels to increase their availability in the market
• There is a growing demand of new bakery products and Dawn Bread should look forward to
capture those opportunities to lessen the competition and maintain their spot as the market
• They have a huge foreign market as more and more Pakistanis are moving towards the
different parts of the and their products can give them a taste of home awy from home
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THREATS:
• One of the threats to Dawn Bread is the increasing prices of flour their primary raw material
• With growing number of people entering this business, the competition in the industry is
getting tougher and Dawn Bread should look to increase their availability and quality in order
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Market Segmentation
Geographic
Country Pakistan.
Country Region Karachi, Hyderabad, Multan, Lahore, Islamabad & Rawalpindi.
City or metro size 1,000,000-4,000,000; 4,000,000+
Density Urban, suburban.
Climate Southern.
Demographic
other.
Income 15000+
home-makers.
Religion Any.
Race Asian.
Nationality Pakistani.
Psychographic
uppers.
Life-style Achievers, strivers.
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Personality Gregarious, ambitious, fast-pacers.
Behavioral
• Social class: Dawn Bread targets consumers from the middle class, upper middle, lower upper
and upper uppers, which starts from people having a pay-scale of 15,000+, since a medium size
dawn bread cost Rs.30, which roughly estimates to Rs.900 a month. Another reason of de-
segmenting working class is that they don’t consider bread as an adequate breakfast course in
comparison to ‘Roti’.
• Lifestyle: Achievers and strivers; people with high resources and having a reputable and stable
social position in their lives. Strivers refer to people who are still striving for both ends to meet
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• Personality: Gregarious, ambitious; people fond of social company, aim-oriented, fast -pacers,
who don’t have much time to do proper breakfasts( bread is a handy meal) and adaptors, who
• Benefits: Quality remains always the symbol of dawn-items, be it fresh and hot dawn bread or
crispy rusks. Service is another benefit, at the back of pack it has got an access number to talk
to dawn customer representatives. Convenience in terms of ready to eat meal and an easy-
opening pack. Dawn bread is the most available bread, regardless the law and order situations
in the city or any other reason, which makes the brand highly available.
• User-status: Dawn bread targets regular users. Who daily consume the bread, for which its
ideal target market is a family of 2-3 children and parents, i.e. 5 family members. A small
• User-rates: medium users refer to people consuming dawn once in a day, mostly at mornings,
while heavy users are people who are consuming it for more than one time a day, for e.g. a kid
having a slice at breakfast and taking dawn bread sandwich for recess.
• Loyalty Status: strong; Dawn bread have got a strong brand loyalty, people go and ask Dawn
bread to the retailer. But the status can’t be rated as absolute since people might take any other
brand if dawn is not available, because of the nature of item as frequently consumed edible.
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• Readiness stage: People are using any other brand or any other substitute of bread, and are
dissatisfied from it, come under the segment of informed and interested, while people who are
desirous and intending to buy are those who count for most of the revenue generation.
• Attitude towards Product: Dawn bread is serving its customers for more than 2 decades, and is
known for its reliable quality and availability, and regarded as a pioneer in its line, therefore
people have got an enthusiastic attitude towards the product. And the brand has become their
preference.
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MARKETING MIX FOR DAWN FORTIFIED BREAD
PRODUCT
Variety
Quality
Design
Features
Brand Name
Packaging
Services
PLACE
Channels
Target PRICE
Coverage
Customers List Price
Assortments
Locations Discounts
Intended Allowance
Inventory
Positioning Payment Periods
Transportation
Logistics Credit Terms
PROMOTION
Advertising
Personal Selling
Sales Promotion
Public Relations
PRODUCT
VARIETY:
They are operating a number of bread and bun products. They categorize their products in the
following manner:
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BREADS
Multi grains
Bran bread
Milky bread
Fortified breads
BUNS
Fruity buns
Burger buns
SWEETS
Short cake
Pineapple cake
Mango cake
Cup cakes
FROZEN
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OTHERS
Dawn Rusk
QUALITY:
Dawn bread is manufactured under strict environmental and hygiene conditions. All their plants are
regularly sterilized and washed. Their quality standards are ISO-9000 certified. Staff is forced to
remain neat and clean. The ingredients used are of extreme high quality. They have 8 food
technologists which keep a check on the quality of ingredients and make sure that quality standards are
met.
DESIGN:
The design of dawn bread is squared shape slices of dawn bread loaf.
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FEATURES:
The major feature and area of concern is freshness and taste of dawn bread. Freshly baked and
wholesome, this bread contributes to the recommended daily intake of essential nutrients that form a
major component of a healthy and balanced diet. Made from the finest ingredients.
INGREDIENTS
Flour, Sugar, Salt,
Emulsifiers, Yeast,
Vitamins and
Preservatives.
BRAND NAME:
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PACKAGING:
Dawn fortified bread is packed in a orange color packing. They have a rising sun printed on their pack
SERVICES:
They have their contact numbers printed on their packaging for customer’s
SIZE:
BCG MATRIX
Market Share
High Low
High
STAR
QUESTION MARK
DAWN FORTIFIED
Market growth
BREAD
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DOG
Cash Cow
Low
Dawn bread marks its fortified bread as cash cow in BCG MATRIX.
They have 35 competitors in bread market and currently in spite of 35 competitors in market their
market share is 35%. They have a huge share in bread industry. If we take the example of Pepsi in
beverage industry, 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.
But in case of Dawn bread major population would just say Dawn bread.
As far has market growth rate is concerned, bread industry does not have a high growth rate. And even
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EXPLAINATION:
They see their dawn fortified bread as the product development strategy because they haven’t changed
their market segmentation before launching dawn fortified bread. They changed their product to
fortified bread.
Right now dawn bread is facing its maturity stage where they have a huge amount of sales and profits.
It’s almost about 3 decades from which dawn bread is advertising, selling and promoting their product.
When we think of dawn bread, quality, 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. Now
they don’t need to push their product to the customer, the demand and sales are already very high.
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LEVELS OF PRODUCT:
CORE BENEFIT:
The core benefit of dawn fortified bread is that it’s an edible. It is used for eating purpose. It serves the
ACTUAL PRODUCT:
Actual product includes its quality standards, design, features, brand name, and packaging. These are
AUGMENTED PRODUCT:
UAN: 111-111-999
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Email: info@dawnbread.com
Website: www.dawnbread.com
A unit of
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Price
Before we evaluate the price of fortified dawn bread, we will have to understand what is price.
Price is the amount of money charged for a product or service or the sum of the values that consumers
An effective price requires covering up the cost of the product and giving substantial profits to the
producer. Besides these things, it plays an important role in creating value for the customers, as it is
Among several general pricing approaches, Dawn Fortified bread has not relied on cost-based and
competition-based pricing approaches instead it has set its price according to the value-based pricing;
this is when the prices are set according to the buyers’ perceptions of value rather than on the seller’s
cost.
The consumer price of medium size dawn bread is Rs.28, whereas the consumer price of the large
dawn bread is Rs.50. Dawn Bread does come in small size, which is for Rs.10 but it is only distributed
and sold in limited geographical areas, where there is demand for a small size.
The prices which dawn bread is charging are same or higher then the prices of the competitors but not
lower than them because dawn bread has the highest market share of 35% as compared to bake parlor,
wonder bread or harry’s. Dawn bread is also sold at value-based pricing because of the brand name
and market positioning that it has achieved over the years in the bakery items market. Consumers are
ready to pay high prices for the brand name and quality of dawn bread.
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Since dawn bread is not a new product in the market, it does not rely on market skimming and market
penetration pricing strategies. Dawn bread uses product line pricing, which is one of the product mix
pricing strategies. In product line pricing strategy, dawn bread sets the price steps between various
product lines based on cost differences between the products, customer evaluation of different features,
Different products in the product line of dawn bread including milk bread, brown bread and fortified
bread.
In short, Dawn bread is the pioneer leading competitor who can easily afford to charge value-based
Place
Place is the third most important element of the marketing mix. Dawn bread has put extensive efforts
in making the decisions regarding the channel, distribution, location, inventory, transportation and
Channel is a layer of intermediaries that perform some work in bringing the product and its ownership
closer to the final buyer. Dawn bread has used the channel from the producer to the retailer and then to
the final consumer, that is, dawn bread being the consumer sells the product to the retailers who in
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When it comes to distribution, dawn bread has focused its placing efforts in intensive distribution,
which involves setting the product in as many outlets as possible. Dawn has made sure that its bread it
easily available at all retail shops, supermarkets, grocery stores, milk shops etc. They have adopted
intensive distribution because bread is convenience product that is bought frequently and used in daily
routine in break fast and for other purposes. Therefore, it is essential for dawn bread to supply fresh
bread to all its retail outlets on a daily basis so that consumers are not disappointed and to stop
consumers from buying any other bread brand incase dawn bread is not available.
In inventory management, dawn bread does not have to face problems of managing too much or too
little stock. Since, bread is a product that is perishable so it has to be produced and supplied fresh on a
daily routine. It puts an end to the question of keeping stock because stocking bread would make it
stale and the quality will fall as well as the reputation and brand name of dawn bread.
Then, comes the transportation decision, which is also of extreme importance as it affects the pricing
of products, delivery performance, and condition of the goods when they arrive at the destination.
These factors have to be dealt with very carefully because they can seriously affect the customer
satisfaction of dawn bread and dawn bread cannot afford to lose its market share at the hands of other
competitors. Therefore, dawn makes sure that all of bakery items, that is, dawn fortified bread, dawn
frozen parathas, dawn nans, dawn cupcakes, dawn rusks and dawn milk bread all are supplied to the
retailers in trucks and carriers that have cooling and refrigeration systems which protect the perishable
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Promotion
Promotion mix is the specific mix of advertising, personal selling, direct marketing, public relations
For advertising, dawn bread uses remainder advertisements in order to remind its consumers about its
existence that it is still available in the market. Persuasive and informative advertising would not be
The message execution style that dawn bread uses usually uses is lifestyle because in its advertisement
it shows how dawn bread fits in the breakfast and family lifestyle as the advert shows breakfast
The advertising appeal on which dawn bread focuses its efforts is emotional appeal because dawn
bread tries to attract its consumers by emotionally creating a bond with them. Dawn bread does
advertising on the personal level as they have racks and stands in all their retail outlets.
Dawn bread does not advertise itself on a very extensive scale like its competitors like bake parlor but
even then, it has been successful in taking over the highest market share of 35%. This is because dawn
bread, the brand name it self has gained so much awareness that it is the first preference of the
consumers.
But however, Dawn bread has already positioned itself in the minds of the consumers in such a way,
that whenever the word bread comes to our mind, we immediately think of dawn bread. This product
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awareness and positioning has also been created in the minds of the consumers because dawn bread is
In their promotion mix, dawn bread has not used personal selling and direct marketing promotional
strategies. However, they have focused on the sales promotion largely. They have focused on sales
promotion in the form of coupons and premiums, which are the goods, offered either free or at a low
cost as an incentive to buy a product. For example, recently there was an offer by dawn bread, in
which it offered free blue band margarine through coupons. By collecting a certain number of
coupons, we could take them to the retailers of dawn bread and get a free blue band margarine in
return.
Competitors Analysis:-
Bake Parlour
Wonder Bread
The largest share in the market is of DAWN bread. The second largest is won by Bake Parlour.
Wonder bread and the local bakery breads have almost the name share where as the other breads have
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DAWN Bread = 40%
Un-branded = 9%
Others = 2%
Product
• Packaging
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The packaging of DAWN bread needs to be changed according to many consumers.
It needs to be changed because for the past many years it’s been the same and now it should be
Promotion
• Advertising
The Advertising campaign for DAWN Bread should be done in order for new
customers to know about DAWN Bread. At the present moment there are no visible advertisements for
DAWN Bread.
RECOMMENDATIONS
advertisements by sponsoring any cooking show, posters of dawn bread on vehicles, television
advertisements.
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