FLAVORED BREAD

MASTER OF BUSINESS ADMINISTRATION

BUSINESS PROJECT REPORT

Prepared by

Muhammad Zain Javed - 1858116

Sarfaraz Nawaz
Muhammad Owais

Project Manager
-
Farooq Sheikh

SZABIST

A project in partial fulfillment of the award of

Masters of Business Administration

 ACKNOWLEDGEMENT

We would like to express our sincere gratitude to our teacher Mr. Farooq
Sheikh for the continuous support and guidance throughout the semester,
for his patience, motivation, and immense knowledge. His guidance
helped me us all the time of study and writing of this report.
 TABLE OF CONTENT
Page number
Executive Summary
Purpose of the project
Brief description of the project
Vision
Mission
Segmentation
Targeting
Positioning
Pricing
Place
Promotion

INDUSTRY ANALYSIS
Gap Analysis
Consumer Assessment
Strong Product Differentiation
Promotional Objective
S.W.O.T Analysis
 TABLE OF CONTENTS

TABLE OF CONTENTS

Executive Summary

Dedication

Product

SEGMENTATION

TARGETTING

POSITIONING

Pricing

PLACE (DISTRIBUTION)

PROMOTION THROUGHOUT PRODUCT LIFE CYCLE

The BrEaD Industry of Pakistan

STEP:1 PROMOTIONAL OPPORTUNITY

Gap Analysis .................................................................................................................................

Consumer Assessment .................................................................................................................

STRONG PRODUCT DIFFERENTIATION ...................................................................................

STEP:2 PROMOTIONAL OBJECTIVE

STEP:3 organizing for promotion

STEP:4 TARGET AUDIENCE

STEP:5 promotionAL MESSAGE

STEP:7 promotionAL BUDGET

STEP:6&8 PROMOTION MIX-ADVERTISEMENTS

TV AD ...................................................................................................................................

COPYWRITING (TV AD) .................................................................................................................

3) ART WORK (TV AD) ...................................................................................................................

 3) PRODUCTION (TV AD) ......................................................................................................................... 21

3) ART DESIGN (PRINT AD) .................................................................................................................... 23

MEDIA PLANNING & SELECTION ..................................................................................... 26

STEP:9 EVALUATION OF ADVERTISEMENTS 28

EXECUTIVE SUMMARY

This project is assigned to us to make the promotional plan for a new

product which we have to launch in the market. Our product which is not
launched in Pakistan ever before is: flavored bread. The name we
suggested for our flavored bread is “MARVEL Bread”. We did a
prospective SWOT analysis for our product. Then we made a marketing
mix for Marvel Bread. We suggest a price for our product. We made its
distribution chart and in the end of we suggest different promotional
strategies according to the Maslow Hierarchy of Needs. We suggest our
target market and made our positioning statement. Then we have designed
our logo for MARVEL BREAD. After deeply analyzing the features of
our product and behavior of our target market we made the copy platform
for our print ad and television commercial (TVC). Our product is going to
be introduced first time in the Pakistani market. In the start we would be
targeting only those cities of Pakistan where middle and upper middle
class people live viz Lahore, Karachi, and Islamabad. We would be having
a well defined Marketing and Operational plan so that our all the functions
are conducted easily without any difficulty and we could meet the needs of
the customers in a better and successful way.
 DEDICATION

We would like to dedicate this project to:

 Our parents who enabled us to stand and learn, and supported us in
every thick and thin of our life.
 Our dear friends and group members who joined hands and came
up with this project utilizing very best of their efforts
 Then we would like to dedicate this assignment to our teacher Sir
Raza Ali, who gave us insight and knowledge to become able to
work on a project like this one, reshaped our thinking and inspired
us to work hard.
 PRODUCT

Our basic product is flavored bread with three flavors: chocolate, mango and strawberry. Our product will
be available in the size of medium-sized bread having 12 slices in a pack.

Core product: Our core product is bread. Its core attribute is to fulfill the need of hunger. People use
bread to satisfy their hunger.

Actual Product:
Brand: “Marvel Bread” will be the brand name of this flavored bread.

Logo:

Features:

 It is available in three distinctive and delicious flavors.

 It has high fiber content, enriched in carbohydrates. Also contains B-vitamins, minerals and a
little protein and fat. Some added nutrients are -- Calcium, B vitamin-foliate and iron.

Quality: The brand assures superior quality and taste. It is a healthy diet for everyone

Style and Design: We design our product according to the demand of kids and children. its packaging is
made of hard card box outside which is unique and 100% recyclable; and s ealed aluminum foil
packaging inside. The color scheme will be eye catching depicting the whole idea of adding colors to
basic white bread.
Benefits for consumer: Our brand name MARVEL Bread represents the amazing and exciting view of the
product. We provide best quality and real flavors within basic bread, harmless for health.

SEGMENTATION

The market is divided into different segments on the basis of different factors. For our product, we
divide the market on the following factors:-

 Psychographic: Lifestyle & Social Class

 Behavioral: Benefits, interest & attraction
 Demographic: Age & Income
 geographical area: city size & urbanity

TARGETTING

Target Market Profile

Target Market: Children

Target Audience: Children, Mothers and Youngster

Age: 3-12 yr old

Gender: Male & female both

Income class: middle /upper-middle/upper class

Geographic Area: Metropolitan cities

Psychographic variables: Targets the variety, taste and fun seeking children and youngsters

Behavioral variables: Targets on the basis of its attributes to regular, potential and non- users all. It is
intended towards interested, desirous and enthusiastic buyers
Likings: innovation and fun loving

What motivates them: Newness and variety

POSITIONING

Brand positions through its Attributes (flavors) and Value (added fun & variety to daily breakfast):

Nowadays children have become highly choosy and moody when it comes to meal. They prefer taste
over health. So they demand taste and variety, whereas mothers want healthy food for their children.
That’s why children prefer fast food that provides taste & fun and their mothers prefer basic staple
cereals for their children. This contradiction in preference has always been the generator of conflict on
breakfast table between kids and moms.

To solve this conflict Marvel Bread has combined taste and health in the same staple bread to please
mothers and children both. Our product thus positions itself on the basis of flavors it is providing and
the great value it creates.

Positioning Strategy: More for more is our positioning strategy where we are offering more benefits
for more price.

Positioning Statement/Slogan:

Introductory positioning statement: “NO MORE BORING BREAKFASTS!”

&
Statement to be used afterwards: “BREAKFASTS IS FUN!”

Positioning map

NARROW SEGMENT
(Individual solutions)

TRADITIONAL MODER
(Eating at home, focus on functional values) N
emotional values) (Meeting new trends; incl functional and

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 BROAD SEGMENT
(Solutions for larger segment)

PRICING

Price has been a major factor, affecting the buyer’s choice. Price is the only element in the
marketing mix that produces revenues. Therefore, we will set prices for our product by taking into
account all internal factors including marketing objectives, marketing mix strategy, costs etc and
external factors including nature of the market and demand, competition and some other environmental
factors like economy, government etc.

The bread industry in Pakistan is not much competitive. And as we are offering a differentiated product
that is not currently present in the market so we set our prices a little higher adopting “Market
Skimming Strategy”. The price which we have selected for our standard pack bread is Rs.50/ -

PLACE (DISTRIBUTION)

Currently, we are only going to be introducing this product in the following major cities of Pakistan:

 Islamabad

 Lahore

 Karachi

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The foremost reason for this is that these are the most modern cities in the country, and our consumers
are those educated health conscious people who are also aware of the nutritional value of the food they
eat. These markets will also be able to act as a test market to see whether actually the product becomes
popular here or not. If the product doesn’t gather familiarity fast, we will limit ourselves to these cities
only, otherwise we will try to venture into less educated and less urban areas of the country as well.
Once the product is more popular and more people are ready to buy it, we will be introducing it in other
cities as well.

PROMOTION THROUGHOUT PRODUCT LIFE CYCLE

Introduction:

Our product is a new and differentiated product which we are going to launch in market. As our product is
made up of superior quality with added flavors, in addition it has a quality packaging, so its cost of
production is more than other branded breads locally available in market. Introduction of the product in
market also requires extensive promotion to mark its differentiated presence in market. So we need to
charge handsome price for our product in initial phase ,that will also support its high budget promotional
activities.

Growth:

When our product will be accepted by the target audience and it will be in growth stage we will increase
sales promotion and public relations activities, we will also extend our distribution network to other
cities of Pakistan; there will be a reduction in price due to the mass production which will decrease per
unit cost and our initial investment in product and promotion can be recovered

Maturity:

In maturity stage we will try to gain as much profit as we can through our product. Less - aggressive
but consistent promotion will be carried out with sales promotion mainly. Price of the product will
also be reduced because we will cut down our advertising expenditure.

Decline: (Re development)

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We will launch new more flavors & variants of our product just before decline phase to avoid it. And we
will start whole new and different kind of promotional activities to re-position our product in market.
Once again high budget would be allocated to promotion

THE BREAD INDUSTRY OF PAKISTAN

The bread industry in Pakistan has seen many changes in the last twenty-five
years. It has emerged as a small-scale bakery processing industry
to numerous industrial bread making units all over Pakistan. The bread industry in
Pakistan is flourishing very quickly and bread products are gaining much popularity.
Bread has been accepted as a popular substitute of rice, naan, chappati, paratha.
Currently, 5% of the total population of Pakistan consumes packaged bread. The major
factors for such a low percentage of people consuming bread are mostly economical
and cultural. Pakistani diet consists of many substitutes for bread, which are cheaper
and preferred over bread by a majority of the population.
However the ground realities are a bit different since all the wealth is being
concentrated in the hands of few and middle class is not emerging as fast as it is
emerging in other Asian economies, which is one of the reasons that only 5% of
Pakistan¡¦s population consumes bread.
Inflationary pressures are affecting the prices of raw-materials. The increase in
rates of wheat from Rs1065 to Rs1120-1130 in the last three weeks has pushed up the
price of atta No.2.5 to Rs980-1,020 from Rs950-1,000 per

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80kg bag depending on the quality

PROMOTIONAL PLAN MARVEL BREAD

STEP:1 PROMOTIONAL OPPORTUNITY

The market for Bakery and cereals in Pakistan increased from 2002-2007, and is growing at an average annual rate
of 10.8%. The political scenario as well as the legal scenario is not posing any threat to the bread
industry.Its growth apart from the price restrictions, which actually fixed by negotiations between the
government of Sindh and the committee of bread-making companies. The government is very
enthusiastic about industrialization in the country and wants the foreign sector and private sector to take
part in it. So any move towards industrialization and standardization is being encouraged, which should
ideally suit the existing as well as new comers in the packaged goods industry

Market Share of Bread Companies in Pakistan

Dawn Bread
35%

Other branded breads incl 15%

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foreign breads

Unbranded breads 50%

GAP ANALYSIS
Gap analysis is carried out in order to find out in which areas of a certain market there is
potential to grow and which areas are saturated with products and services. By doing a gap analysis the
companies can evaluate what are the needs and wants of consumers that need to be fulfilled. In this way
these companies can come up with the products or services that will not only satisfy the consumers but
also bring profits to the company. In other words we can say that a gap analysis gives us the difference
between the current and the most desired state of an industry.
If we cast a look at the bread industry of Pakistan we shall see that there is a gap that needs to be
fulfilled. There is a requirement of newer, tastier and differentiated bread in the market that needs to be
fulfilled. There are only a few companies that provide bread in Pakistan and that too provide simple
plain basic white bread having almost same taste and quality.. Thus the consumers do not have much
choice or differentiation among purchase of any bread that he might prioritize over other. Ultimately
they are left with these plain white breads from which to choose..
Thus we can analyze that there is a gap in the bread industry. Consumers need to have different
kinds of bread, which is currently not available in the market

CONSUMER ASSESSMENT
After completing a consolidated environmental evaluation we are going to focus on consumer
assessment. It is very critical to find out what are the needs and wants of the consumers of that particular
market, what are the attributes they want in a product and how much are the y willing to pay for it and
how are they going to behave while and after purchasing the product.

By getting adequate information about the preferences of the consumers through the consumer
assessment process, the company can position and market its products more effectively. If necessary,
the company might also alter its products according to the tastes and attitudes of the people.

Consumers are increasingly concerned about their health and are well aware of the relationship
between nutritious food and optimal health. Various concerns have caused

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consumers to monitor their dietary habits closely. The growing media coverage on health, the rising
incidence of health conditions (obesity, diabetes and cardiac problems), concerns over physical
appearance, changing lifestyle and also soaring costs of healthcare have all contributed to the demand
for healthier bakery products. In addition, the aging baby boomer population has had a specific effect in
increasing the demand for healthy foods. Some popular trends in the market are the introduction of
low/light, functional, natural and organic products, as described below.

STRONG PRODUCT DIFFERENTIATION

The main points that were observed from the gap analysis and consumer assessment are as follows:

 The first and most important point was observed is that the consumers feel there is a scarcity of
tasty breakfast items in the market. So they prefer buying locally made different but unhygienic
bakery items.

 The consumers want a variety of products in the market. When it comes to bread the only choice
they have is plain white bread. They are willing to accept a new taste in their boring breakfast

 The consumers are getting health conscious. They prefer taste complemented with health.
Mothers specially choose healthier and nutrition enriched breakfast for their kids.

FINDINGS: Our product is highly differentiated among all types of bread available in the market. No
other flavored bread currently exists in the market and no other bread is claiming its nutritional facts in
the market. So we have a bright chance of promoting our product on the basis of its strong differentiated
attributes that would clearly position its differentiated image and demand in the minds of consumers.
We believe there is a fair chance that the flavored bread that is going to be launched will be immensely
successful.

STEP:2 PROMOTIONAL OBJECTIVE

Marvel Bread has clear and specific objectives of promotion, such as

 To earn profits
 To compare
 To gain attention

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  To inform
 To persuade
 To make target audience aware of our product.

STEP:3 ORGANIZING FOR PROMOTION

As our product is totally new so we have to make great promotional efforts that might inform & persuade
target customer about our product as well as gain credibility among them for our product. A group of
expertise might be able to guide us in promotional activities of our product.

STEP:4 TARGET AUDIENCE

Target audience for our product is wider than our target customer (i.e children), which is already
specified in our target market profile before. Our target audience includes: -

 Parents, specifically mothers : They are more interested in the nutritional and health facts of
our product

 Youngsters: They might also get interested in our product because bread is everyone’s staple
food.

 Government food ministries: They are concerned about the safety of any new food product
launched in the market which previously didn’t exist

STEP:5 PROMOTIONAL MESSAGE

Marvel Bread is differentiating itself on the basis of its flavors, quality and nutritional values. But our
promotional theme would be such that would directly hit our main target audience i.e. children. So our
promotional theme would be the newness created in daily boring breakfast by our added flavors

STEP:7 PROMOTIONAL BUDGET

We are using the objective task method to set the budget of out Advertisement campaign.
Scheduling of our campaign is described below while we will make an agreement with a media
service agency for media buying.

Media budget allocation

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Overall budget allocation will be distributed as

Electronic Media 60%

Print media 20%
Outdoor (billboards) 20%
Broadcast media:

Budget among above mentioned Medias are as follow

Distribution with in broad cast media:

 20% during kids programs and cartoons on different TV channels
 50% during regular timings
 30% on media vehicles(Cartoon Network Pakistan & Nick Pakistan)

Print media:
 We are giving prior mentioned magazines & newspapers equal priority

Outdoor media:

 We are using Billboards in Lahore, Karachi and Islamabad on rotational policy i.e. they will
be repeated in different areas of these cities. Prime locations will be on way to amusement
parks, nearby Mc Donald’s, KFC and subway.
Graphical media allocation Luckily our print media (magazines) and electronic media cover all
three geographic regions. The following schedule covers exhibitions, brushers, posters and Bill
Boards. For the beginning of campaign the advertizing company has decided to distribute the
budget as per schedule.

Karachi 40%
Lahore 30%
Islamabad 30%

STEP:6&8 PROMOTION MIX-ADVERTISEMENTS

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For the promotion mix MARVEL Bread would be promoted via Advertisement initially. This
advertisement would be electronic on TV or in print like billboards, posters, print ads, and banners.

For the time being the rest of the tools of promotion mix, like sales promotion, direct selling and public
relation are not needed but as are product is popular enough we would start focusing on these
promotional tools as well, but right now the product is at its launch stage and mass awareness should be
generated and that can only come through electronic ads and this is the best way to reach a wide
audience because almost all people have access to it.

TV AD

COPYWRITING (TV AD)

COPYPLATFORM

1. Target Audience:

Target audience = Children + Mother

Age = 3-12 Years

Geographic Area = Lahore, Karachi, Islamabad

Psychographics/Liking = Children like different flavors

Media Habits = Children like to watch T.V more than any other media.

2. Satisfying Need:

We are going to satisfy the basic need of people i.e. hunger with some values given to them by providing
them with unique feature of flavors in bread

3. Features Of Product

 Improved product ingredients with flavors.

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  Good quality product

 Unique packaging with aluminum foiled plastic tub inside and hard card
package outside of yellow color

 ISO certified product

4. Appeal of Message

We use the emotional appeal mainly in our ad by only showing the facial expressions, gestures & body
language of a child about his/her preferences of bread choice. Background music is also used in the ad.

5. Geographical Boundaries

Our product distribution is mainly in big cities like Karachi, Lahore and Islamabad in beginning and ad is
broadcasted on National level as on GEO TV and PTV so language and environment of ad is best suitable
for all regions and people.

6. Timings

 Our message is for the whole year as no seasonal or event requirement is present.

 Our ad will be broadcasted evenly throughout the day on regular channels but more
frequently during sponsored kids programs.

7. Form of Ad

Our ad contain the message through expression of child plus the Art work in which music is used as a
background score and also combination of colors to attract the children. Some sort of family environment
is there in our ad

BIG IDEA

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Our big idea is the usage of expression only without any word expression while the unique
background music will be used best matched with the situation and expression. Somewhat drama
situation is used as children are sitting around the table in ad.

TYPE OF COPY
Straight sell copy & Device copy

As our message conveys directly the main feature i.e. flavor in the bread as compared to simple
bread so it is a form of straight sell copy. Also some features of device copy are used as musical & drama
situation.

COPYWRITERS PYRAMID
The big idea follows the pyramid

1. Attention
Our ad contain the expression & musical jingle without any word expression so it would attract the people
by also using combination of colors ad will grab attention of audience.

2. Interest
After catching attention interest will be retained by the proceeding situation of ad. A Children of IS
sitting around the table and giving HIS expressions about the simple bread on dinning table then in
comparison flavor bread is given to him which makes him pleased and excited

3. Credibility

It is given by showing comparison with competing brand and its preferences over them. Also give
credibility by ISO certification

4. Desire

Desire about the product is created by the cute and lovely expressions of child as our T.A is also children
so they attract more and feel desire to purchase and taste it.

5. Action

Ad also tells about the available places for the bread in the end in order to bring people in action to
purchase.

3) ART WORK (TV AD)

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The format used for TV commercial is SLICE OF LIFE (Problem solution), having musical background
score.

STORYBOARD

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3) PRODUCTION (TV AD)
We will hire an advertising agency for assisting in making of our ad.

1. Pre-Production

It involves the arrangement of infrastructure & resources for starting the production of ad.

So we perform the following

 Selection of director

 Arrangement of resources (money)

 Selection of location where ad going to be recorded

 Arrangement of equipments: Camera, lights etc.

 Selection of child actor

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 2. Production

This include the action part means lights, camera and actual recording of ad, as it is a TVC

so it is called a spot. The ad is made in a virtual dinning room environment where a mother

(whose presence is hidden and only hands are shown) serves her child with plain white

bread first. Different expressions and actions of child are recorded regarding the bread. Then

mother serves the child with marvel Bread and again expressions and actions of the child are

recorded regarding marvel bread.

3. Post Production

Now we got ad in raw form so in this phase finishing of ad going to be take place. We done

the following

 Improve visibility (Visualization)

 Editing

 Color mixing

 Background music is added

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3) ART DESIGN (PRINT AD)

(THUMBNAIL SKETCH) (ROUGH LAYOUT)

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 (FINISHED PRINT AD)

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PACKAGE DESIGN
Packaging encompasses the physical appearance of the container and includes design, color, shape,
labeling, and materials. Like advertising, packaging communicates both verbally and non -verbally.
Packages should continue promoting the product themselves. Our art designer has designed an
attractive package for MARVEL Bread that is totally different from conventional plastic packaging
for breads.

Its features are:-

 Attractiveness : Package is highly attractive due to its vibrant colors and combinations

 Environmental friendly : All the package material is 100% recyclable and environmental
friendly

 Preservation: Aluminum foil protects the contents of bread and preserves its aroma and taste.
And hard card covering protects it from any forced damage.

 Convenient: Package is convenient in carrying as it has card handle at its top.

 Differentiated: This packaging is totally different from other conventional bread

packaging.

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 MEDIA PLANNING & SELECTION

This part basically contains the identification, evaluation and finally selection of the channel of
communication to convey the message to the right people at the right time at the right place.

Decisions

Various decisions which we take regarding to this are

1. What media options?

 Television

 Newspaper

 Billboards

2. Who is target audience?

 Children

 Mother

3. Where message is communicated?

 National level

 Majorly in cities

4. Timings of message

 Morning, evening and prime time in TVC

 Print ad (Morning)

5. Frequency of Message

 Continuous

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MEDIA OPTIONS
Available media options which we selected are
 Television

 Newspaper

 Magazines

 Billboards

MEDIA VEHICLES

Chosen media vehicles are

 Television: GEO TV, ATV, PTV ARY, HUM TV, AAJ TV, TV ONE

 Newspapers: Dawn, Jang, Nawai-e-waqt, Khabrain

 Magazines: Smash, US, Young world, Akhbar-e-jahan, Sunday magazine

CONTINUITY OF MESSAGE

Our message is for consistent longer period in order to create awareness among the people about the new
product so ad will remain broadcasted yearly.

LENGTH OF MESSAGE

 For billboard very Short message

 For newspaper showing some detail about product features etc

 For TVC also short message to create awareness and desire to purchase.

SCHEDULING OF MEDIA

It involves how frequently our message is appeared and in which pattern we use the following method:

Continuous scheduling

In this the ad or message is run on continuous basis for the days, months and year. No fluctuation
occurs in the exposure of message. It runs smoothly over the period. We use this method as our product is
of basic need which people need for all the time of the year so we use this continuous scheduling of media.

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REASONS FOR SELECTION OF TELEVISION AS A COMMUNICATION MEDIA

 Intrusiveness is ability of TV to impose itself on people. It become difficult to avoid

it. Psychologically it attracts the attention more than other mashies such as radio so we
select it.

 Due to unique combination of voice, sight and motion.

 It shows feelings, gestures and body language

 High reach as TV is penetrated too much in our economy.

 TV can also be simultaneously watched by group of people, whole family.

 Cost effectiveness is also there.

So due to these reasons we select the TV as major media option, others are newspaper and billboards.

STEP:9 EVALUATION OF ADVERTISEMENTS

Evaluating our Advertising

 We will do a random research sample asking people how they heard about our product.
 Add different extension codes to different pieces of advertising. With each caller, ask for the
special extension number, so you can track where they got your number.
 We will note the percentage of our sales, visitors, or calls increased from time to time basis
before, during and after advertising. There should be difference.

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 Our sincere thanks to our teacher and fellows for providing us a
competitive environment and helping us throughout the making of this
promotional plan of our product “MARVEL Bread”

REGARDS,
Iqra Khan
Uzma Abid
Samreen Saeed
Mudassir Khalid

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