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Research And Media Planning (Instructor: Munawwar Mirza) Dec.

10, 2010

BLUE RIBBON BAKERY


RESEARCH BASED PROJECT
Research and Media Planning
Submitted to: Sir Munawwar Mirza

Submitted by: Sami-Ullah-Khan

Shahzeb Khan

Talha Hassan Jaffery

Umer Murtaza

Amnah Azim

Date of Submission: Dec. 10th 2010

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

TABLE OF CONTENTS

What is Research?

Selection of Problem

Review of the existing Research

Hypothesis

Determination of Appropriate Methodology

Research Design

Analysis and Interpretation of Data

Conclusion

What is Research?
Research Based Project on Blue Ribbon Bakery
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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Research can be defined as the search for knowledge or any systematic


investigation to establish facts. The primary purpose for applied research
(as opposed to basic research) is discovering, interpreting, and the
development of methods and systems for the advancement of human
knowledge. It is systematic, controlled, empirical and critical investigation
of hypothetical propositions about the presumed relations among natural
phenomena.

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Selection of the Problem

A bakery (also called baker's shop or bake house) is an establishment which


produces or/and sells baked goods from an oven such as: bread, pies,
bagels, pastries, cakes and cupcakes, biscuits, cookies, crackers, muffins,
rolls, pretzels, doughnuts, and other items prepared by bakers. Some retail
bakeries and many new bakeries are also cafés, serving coffee and tea to
customers who wish to enjoy the freshly baked goods on the bakery's
premises.

We chose this topic because we wanted to launch a new branch of Blue


Ribbon Bakery in Defense Area. The USP of this bakery will be DINE-IN
Concept. Direct competitors of this bakery are Masooms which specialize in
cakes, and Dunkin Donuts which specialize in Donuts and also has dine- in
facility.

The main purpose of this research will be to estimate how people will react
the concept of dine in bakery and will people like to come and enjoy in this
bakery or not.

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Review of the Existing Research

Blue Ribbon History

Blue Ribbon Bakery is one of the oldest bakeries in Karachi providing its
customers with quality bakery products. Although we’re new, we’re not
inexperienced. They are a part of the renowned Blue Ribbon Bakers &
Confectioners. With branches in Gurumandir, Nursery, and Haidery, we’ve
been enjoying the loyalty of a diverse and massive clientele since 1969.

Blue Ribbon Today

Blue ribbon today has a large number of satisfied customers across Karachi.
Serving people for almost a decade is not easy, maintaining quality of food
and hygiene is a difficult job, then of course food expert. Today its has 3
branches spread across Karachi providing people.

Blue Ribbon Bakery Specialities

• Red Velvet

Topped with vanilla cream cheese frosting and rainbow sprinkles

• Double Chocolate Fudge

Topped with fudge icing and white chocolate chips

• Java Creme

Topped with rich coffee butter cream and chocolate sprinkles

• Lemon vanilla

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Topped with lemon sugar frosting and rainbow sprinkles

• Carrot Swirl

Topped with cream cheese icing and a miniature marzipan

• Banoffee

Toffee banana cupcakes with toffee icing

• Mint Chocolate

Chocolate cupcakes with minty green frosting

Cakes

• Death by Chocolate

Moist multi layered cake with rich mousse and meringue covered in
chocolate ganache

• Carrot Cake

Sweet and moist, glazed with vanilla cream cheese

• Coffee Cake

Soft sponge layered with coffee buttercream (reminiscent of Hyderabad)

• Lemon Cake

Sweet and tangy, topped with zesty lemon icing

• Red Velvet Cake

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Our very favourite. Layered with fluffy cream cheese frosting

• Toffee Coffee Cheesecake

Layered with Oreo cookies, coffee cream cheese and topped with dulce de
leche

• Blueberry Cheesecake

Light cheese cake with blueberry topping

• Strawberry Cheesecake

Light cheese cake with strawberry topping

• Lemon Cheesecake

Light cheese cake with creamy lemon topping

• Peach Cheesecake

Light cheese cake with peach topping

• Chocolate Cheesecake

Light cheese cake with rich chocolate swirls

• Plain Cheesecake

As it is or with the topping of your choice.

Pies and Tarts


Research Based Project on Blue Ribbon Bakery
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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

• Apple Pie

Layered w/ golden apples

• Lemon Meringue Pie

Creamy lemon filling encased in shortcrust pastry and crispy meringue

• Lemon Tart

Lemon curd on a rich crusty pastry

• Walnut Tart

Sweet and crunchy walnuts on a rich crusty pastry

Assorted Desserts

• Chocolate Mousse

Fluffy and smooth, available in cups

• Chocolate Trifle

Chocolate sponge and assorted fruit, layered with chocolate ganache and
soaked in a caramel fudge sauce

• Chocolate Truffles

Cocoa dusted bite sized balls of delight with a tender chocolate center

Savories

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

• Chicken Patties

Shredded and seasoned chicken baked in a flaky puff pastry

• Vegetable Patties

Mixed vegetable, seasoned and baked in a flaky puff pastry

• Mushroom Vol au Vent

Creamy mushroom and cheese filling in a puff pastry shell

• Quiche with chicken and mushroom

Egg, cheese, chicken, and mushroom on a savoury crust

• Quiche with spinach and cheese

Egg, cheese, and spinach a savoury crust

• Seasonal Mixed Vegetable Pie

Local vegetable tartlet in a zesty crust

• Cheese and Onion Pasty

Cheese, onions, and assorted vegetables and herbs, encased in savoury


shortcrust pastry

• Mini Cheese Pizza

Spicy ground chicken, onions, peppers, and cheese on soft flatbread crust

• Chicken Quesadilla

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Chicken, cheese, peppers, onions, tomatoes sandwiched by a cumin


encrusted flour tortilla

Muffins

• Blueberry
• Banana walnut
• Strawberry
• Chocolate
• Vanilla
• Apple cinnamon
• Pineapple

Cookies

• Chocolate Chip
• Chewy and loaded with chocolate chips
• Double Chocolate Chip
• Dark and chocolatey
• White Chocolate Chips and Nuts
• Chewy and loaded with white chocolate chips and nuts

Brownies

• Plain

Baked with dense rich chocolate and cut into 2.5”squares

• Walnut

Baked with dense rich chocolate and walnuts and cut into 2.5”squares

• Cream Cheese

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Baked with dense rich chocolate and walnuts, topped with vanilla cream
cheese icing and cut into 2.5”squares

Breads

• Croissants

Baked daily

• Cheese croissants

With a white cheddar filled center

• Roasted Garlic Focaccia

Slightly flat and baked with olives, herbs, and garlic

• Assorted rolls

Brown and white breads with sesame, caramelized onion, and grain toppings.
Infused with olive oil and herbs

Sandwiches

Available in your choice of bread; white, whole wheat, focaccia, onion, herb,
croissant etc

• BlueRibbon Club

Egg, cheese and grilled shredded chicken

• Grilled chicken

Grilled chicken, lettuce and sliced tomato

• Roast beef

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Roast beef, cheddar cheese, and peppers

• Hunter beef

Roast beef, cheddar cheese, and peppers

• Corned beef

Corned beef paste with sliced peppers and onions

• Egg salad

Egg salad with sweet corn and shredded iceberg lettuce

• Veggie

Iceberg lettuce, sliced tomatoes, onions, and peppers

Beverages

• Cold drinks; Pepsi, 7-Up, Mirinda, Dew, Tropicana etc.


• Coffee
• Tea
• Green tea

Hypothesis

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Is it a good idea to launch a new bakery in Defence in the


present scenario of Pakistan, especially a bakery having
Dine-In concept?

Our research tells us that people are more towards healthy good quality
food, the market we are targeting is more towards healthy yet scrumptious
food. French, Italian and normal bakery cuisines are popular world wide.
Our market that is A, B+, B class people living that locality have a good
sense of appetite for these things.

We Currently have made three research steps in which we got a very


positive results and infact a very promising market.

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Determination of Appropriate
Methodology

Kind of Research

This research will fall in the category of Applied Research because it is used
for commercial purposes.

Category of Research

The most appropriate method for this particular type of research will be
Field research, because we are starting the research from scratch and do
not have any date to support or discard the hypothesis, so we will conduct
field research in the following steps;

1. In first phase general opinion of the people regarding dine in bakery


will be collected.

2. In next step logo will be shown and the feedback of the people will be
collected.

3. Next based on the feedback collected in 2nd step, posters will be made
keeping in mind the target market.

4. Feedback will be collected regarding feeling of people after seeing


posters.

5. Next, environment related feedback will be collected.

6. Results will be analyzed and interpreted.

7. Conclusion will be drawn.

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Research Design

FACEBOOK POLL #1:

Name: Profession:

Age: 20-30yrs 30-40yrs 40-50yrs 50- Gender: Male/Female


60yrs 60+

• What do you think about the concept of a dine-in bakery?

• Will you go to such a bakery? If no, why?

• What do you think will be the price range of a bakery having dine-in
facility?

• In your opinion what are the main qualities of a good bakery?

• If you go to a dine-in bakery what type of things you expect oven hot?

• If a bakery sells products lower cheaper than your perceived price, will
that be favorable point or you will become suspicious of its quality?

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Would you like to be contacted for further research related to this? If yes,
please write your contact number, preferably ID.

____________________________________________________________________

Please join us on FaceBook.

FACEBOOK POLL #2:


In this poll we will basically show our logo as to how people react towards it
and what feeling does it give to them when they see it.

Name: Profession:

Age: 20-30yrs 30-40yrs 40-50yrs 50- Gender: Male/Female


60yrs 60+

• What do you think about this logo?

• What kind of product comes to your mind at first glance?

• Keeping in mind this logo, what standard of bakery comes into your
mind?

• Do you think people have time to relax and enjoy tea time or on the
run snacks while sitting in a cozy and friendly environment?

• The best suggestion will be given a gift token of Rs 2500/- to spend on


the opening of the Bakery.

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

Would you like to be contacted for further research related to this? If yes,
please write your contact number, preferably ID.

____________________________________________________________________

Please join us on FaceBook.

FACEBOOK POLL #3
This is about the interior design and the art work inside, we will upload the
interior design once its completed and the posters that have already been
made.

NOTE: (we are just showing posters as the interior modeling is done by a
firm and is in the development stages).

Name: Profession:

Age: 20-30yrs 30-40yrs 40-50yrs 50- Gender: Male/Female


60yrs 60+

• What do you think about this these posters?

• Do they make you want to come to the restaurant?

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

• Do they appetize you enough to try the product?

• What kind of environment comes into your mind?

• What do you think are the target market of this bakery?

Would you like to be contacted for further research related to this? If yes,
please write your contact number, preferably ID.

____________________________________________________________________

Please join us on FaceBook.

FACEBOOK POLL #4
This poll consist only about the menu variations of the bakery for dine-in,
take away.

Name: Profession:

Age: 20-30yrs 30-40yrs 40-50yrs 50- Gender: Male/Female


60yrs 60+

• What do you think about the current menu we are going to offer?

• Would you like to add something different from the menu?

Research Based Project on Blue Ribbon Bakery


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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

• Is there anything you would like to subtract from our list?

• The best suggestion will be given a gift token of Rs 2500/- to spend on


the opening of the Bakery.

Would you like to be contacted for further research related to this? If yes,
please write your contact number, preferably ID.

____________________________________________________________________

Please join us on FaceBook.

FACEBOOK POLL #5

Basic stats about peoples likes and dislikes.


Name: Profession:

Age: 20-30yrs 30-40yrs 40-50yrs 50- Gender: Male/Female


60yrs 60+

• You usually go out to eat; alone, with family, with friends?

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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

• When in any restaurant what type of environment appeals you; loud


and funky, friendly or sober and quiet?

• In your opinion what are the perfect color scheme for the interior of
any eatery house?

• When out to lunch\dinner/brunch, what one thing really freaks you out?

Would you like to be contacted for further research related to this? If yes,
please write your contact number, preferably ID.

____________________________________________________________________

Please join us on FaceBook.

Our Research And Media Planning


Looking at the bakery budget, we had to find a very creative yet cost
effective way of researching and media planning for the bakery which is in
every way beneficial for the bakery in the long run. We decided to along
with the client’s approval over to the Facebook BUSINESS PAGE program,
along with Facebook monthly or yearly advertising plan in which u have to
pay PER CLICK on ads that are shown on Facebook. The yearly Amount is of

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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

$250= 21250 PKR. And as for the business page its absolutely free of cost
with space for customized adverts videos and apps.

Analysis and Interpretation of Data


Collected
The analysis of our Polls over Facebook was more into the favour of
launching a bakery with dine-in facility , All face books comments and
suggestions are summarized below

“People want a place which gives a homely environment, which is suitable


for people of all ages, cozy lighting atmosphere with fresh bakery aroma, a
place where people can just even come to sip a cup of coffee, read there

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Research And Media Planning (Instructor: Munawwar Mirza) Dec. 10, 2010

book or surf the internet thru WIFI connectivity, prices should be worthy of
what’s being served, a party place and yes the most common aspect that
was highlighted was “NO SMOKING”).

Conclusion

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