Waffle on Bakery:

Origin:
A grand opening ceremony of first outlet in October 2015 was the first milestone towards the
development of Waffle on network. Since then a continuous increase in product range and
quality is under process for achieving the satisfaction level of their valuable customers.
Having the largest variety of bakery and café products provided big boost to Waffle on in
Pakistan. A continuous increase in the chain of outlets is under process. They provide market
conditions to the customers and believe in long term relationship with respected suppliers,
leading towards growth and new business opportunities. Waffle on Products line is based on
cakes, snacks, biscuits and sweets. An uninterrupted improvement in products and increase in
product range is underway since last 5 years. Production and R&D departments are under the
supervision of Food Technologists, who choose the finest ingredients and are always looking for
better opportunities across the globe for betterment of their Business.

Mission:
We are committed to providing our customers with consistent high-quality bakery products and
responsive customer services

Vision:
We are committed to being recognized locally as a trustworthy Bakery business based on
our superior levels of customer and four legged client services.

Goals and objective:

 Provide good and healthy food.
 Promote healthy eating habits for kids.
 Creative process of baking styles.
 Remove stress and earn profit by generating interest in people.
 To achieve 50%-60% market share
 Increase awareness in the market
All the objectives will be SMART
 Specific
 Measurable
 Achievable
 Realistic
 Timed
Product Description:
Waffle On is a live baking station, which provides wide range of mesmerizing products. The business
is entrepreneurial with enough employees to help business run smoothly. A couple of employees
designated bakers, preparing the delights in the kitchen, while remaining employees take orders and fulfill
needs of customers. The product of focus for this business will be bakery items, fast foods as well as
Chinese too. A variety of flavors, topping, sizes, styles, topping, as well as decorations will be available at
Waffle on. The bakery contains a comfortable lounge area open to consumers allowing to stop in or sit
down.

Waffle on will offer numerous options to satisfy common health and diet needs of consumers.
Whether it is required by allergies or simply a choice, a desire for gluten free, organic, naturally
sweetened, reduced fat, and vegan foods has recently grown. By offering bakery plus café items
which meet these requests, more consumers will feel welcome to this bakery because their needs
will be recognized and satisfied. Waffle on also Provide a catering service designated for
deliveries of large orders for events such as birthdays and weddings. This service will provide
significant convenience for customers. The location of Waffle on be another advantage of
company. This bakery was the first bakery shop in the Valencia society without similar
businesses nearby. But then with the passage of time other business develop.

Waffle on by Ownership:
If we talk about Waffle on ownership it is independent store as well as convenience retail store
that is remain open 8AM to 1AM located in Valencia town society.

Wheel of retailing:
There are three required points in wheel of retailing.
 High- end strategy
 Medium-end strategy
 Low-end strategy
When we conduct interview of Waffle on manager about which strategy they use, we come to
the point they lie in Medium-end strategy. Because they launch their business with the concept of
quality with reasonable price. In starting they face difficulty but now they have sustained their
business. They run their business at moderate level with moderate price and improved their
facilities with the passage of time and with consider demand of their customers as well as have
conscious consumers

Target Market:
As a bakery Waffle on has a broad target market. People of all age’s children through adults
enjoy delicious treats, and therefore incorporated in the target market. Waffle on products is not
a high-priced item so be available to all nearly people regardless of varying income.
For consumers who are looking to come in and sit down, preferred by customers who enjoy a
calm, modern comfortable atmosphere. They are just no targeting Valencia society residential,
but in their target, market include surroundings society as Khyaba-ne-Ameen, Eden value, DHA
Rehbar, MFC, Wapda Town. If talk about nearby institutions includes university students, who
come from University of Lahore, University of central Punjab and from comsats.

Segmentation:
Waffle on uses demographic segmentation strategy for their products with age as the parameter.
The main target segments are society residential, children and students. They have 30% to 40%
students in their target market and other is residential consumers of society.

Customers segment:

Demographic:
Age   No age limit
Family Size  Any size
Family Life Cycle  Married, Unmarried
Education Schools, colleges, universities, and welfare institutions

Behavioral:
Occasions Parties Birthdays, regular occasions.
Benefits Quality, taste, entertainment

Trade and Site analysis:

Knowing the size and shape of each trade area is extremely important because its boundaries
allow for measurement of the number of potential customers, their demographics, and their
spending potential.

Location:
Choosing a location for a new business is one of the most important decisions entrepreneurs
make during the planning phase of launching their business. The location of a business can
affects many aspects of how it operates, such as total sales and how costly it is to run. Waffle on
bakery is located D Block Valencia society Lahore, Punjab
When talking about Waffle on regarding their location, manager told us when they start their
business at that location there was no competitor available at that time. They select the location
for business because at that time society was underdeveloped, and main and important thing was
that no competitor was available at that time. They develop their positioning in customer mind
with the passage of time. Location is major reason of success of their business.

Connectivity ad ease of traffic flow:

These are the two important issues that a retailer must consider while selecting a site. There may
be good merchandising, good customer service, and good interiors but if the man who has to visit
cannot reach the store easily, will not be a good preposition. Waffle on store well connected
through roads, and means of public transport. Waffle on located in society due to this reason
roads are wide and clear that create benefit for store. Due to wide road there is ease flow of
traffic. People do not face any difficulty regarding traffic issues. When consider how much flow
of traffic generate on the road of store. There is some important point, on the road of store there
is commercial bank located, banks remain opened till 6 o’clock. Banks create footfall till 6
o’clock after that there is no high flow of traffic because store is located in society road rather
than main road . As well as gourmet also located near by Waffle on that also create high foot fall.

Visibility of store:
In a retail store everything has importance. So, retailers must keep in mind that the exterior and
interior visibility of their store will be decisive in influencing consumers purchasing decisions.
If deliberate visibility of Waffle on it is not located on main road but store visibility is upright to
attract customer. Store sign board is more than enough to attract customers as well as they use
effective color to attract customers.

Parking Facility:
Parking facility is one of main important point in location analysis. If parking lot is not good
enough or customers have no space for park their vehicles they will be irritate for such problems
and will hesitate to visit store again. When consider Waffle on regarding parking facility they
have more than enough parking facility for their customers. As well as easy traffic flow at that
road so customer do not face parking issues. On which road waffle on is located has a clear space
in front of it and every shop located there has its own defined space and customers face no
difficulty to park their vehicles and it has also a connectivity from main road to service road.

Presence of Competitors:
Knowing who your competitors are, and what they are offering, can help you to
make your products, services and marketing stand out. You can use this knowledge to create
marketing strategies that take advantage of your competitors' weaknesses, and improve your own
business performance.
If talk about their competitors at the start of business they have no competitors. But then
competitors occur with the time.
Their competitors include
 Burger Shelays
 Gourmet
Gourmet located very next to Waffle on. Both of it include their indirect competitors, because
competitors have just fast foods or very few bakery items but Waffle on bakery have competitor
benefit, bakery plus fast foods as well as Chinese too that create high image in customer mind.
He said that their best and direct competitors are just waffle on yet. Waffle on manager told that
their direct and best competitors are themselves. Because they offer live and fresh service that is
also their competitive advantage. Customized cakes are considering their edge.

Cost Effectiveness:
When talking about cost effectiveness regarding Waffle on bakery according to the analysis we
come to determine that Waffle on bakery is the most efficient bakery. They earn …………….
Annually from this outlet. They pas ………... as their store rent. When talking about labor cost
they have 52 employees in their branch that work shift wise. Their some employees are from
Lahore or some from out of the city, they provide full time incentive to their employees.
Employees has yearly incentive that include bonuses and other gifts. For those employees who
are from outside Lahore they have special facility have a house on rent in Valencia society for
their stay, they provide basic facility in that house as well as serve employees every day meal
that is big incentive for the employees. With all of these they have their own hotels in Murree,
that’s why they must tour to their employees at Ayyubia, Nithya gale but for the 4-6 months at
ease they are not able to manage this facility due to increase of inflation. Moreover, they have
their own warehouse in audit and accounts society, where they store their inventory. Their
business is doing very well, and they can easily bear the cost with a high rate of profitability.

Demand density and supply density:

The quantity supplied refers to the amount of a certain good producers are willing
to supply when receiving a certain price. Waffle on bakery is very trending retail store in market
and they have high sales, so the demand and supply both are equal in fact their demand is bit
higher because of their huge footfall. That’s why they produce more because of high demand. As
always, they have high supply. They know exactly what and how much they need to make every
day and their products always leave immediately. Products can be delivering and even exclusive
and demand remain stable. In short notice they can provide each and every product. Waffle
manager told their kitchen cater 4 branches at a time because they have enough stock of each
item. They do not face stock issue at any time. Waffle on bakery has managed their inventory
very effectively and meet their supply with high demand in a very efficient way.

High demand High Supply

Local Laws:
Waffle on manager said local laws has same corruption as our government. He said they face
many big issues regarding local laws and from community departments. Manger told us about
corruption that his one worker was stand outside of store, then some member of municipal
department come to his and charge 25000 fine for not wearing cap at that time. Store Manger
called to their judge then his reply was like that “Let it go and make some settlement, you can
pay 5000 for it”. He said that is situation of ours local laws. We can not complain to anyone here
regrading our issues.

Marketing Mix:
We position our bakery and fast foods items in customer mind by the best quality, best service,
best styling. Rests of the competitors are not offering the ways we are promotion our services.
The unique selling style of our products will have very good impact on consumer’s mind which
will compel them to buy our cakes again and again.

4P’s:
Waffle on bakery 4P’s are product, price, place (distribution), promotion. Although, this appears
to suggest that each of these elements of the marketing mix is distinct, they should not be
regarded as independent entities. Each works on the others, and changes in one element will
almost certainly require changes in the others.
 Promotion

Product Waffle On Price

Place

Product:
Waffle on is a leading bakery and retail store. The main products offered by Waffle on in its marketing
mix are bakeries items, fast foods as well as include Chinese which are baked for all occasions based on
the demand. Innovations are also an important factor in growth and success of a company. The company
has 3D and live cakes which combine the tried and popular tastes with new cutting-edge technology.
Waffle on offers around products including baked cakes, pastries and packaged bakery items like
muffins, cookies, chocolates and rolls. Its menu has a varied line of products under the categories of
cakes, pastries, packaged goodies. As well as all bakeries items waffle provide now fast foods and
Chinese too. With all of these Waffle on create a couple of seasonal products such as pumpkin during the
season of autumn and coconut lime throughout the summer, which will only available during the certain
time of year.

i. What are your signature products?

ii. Which are the most profitable?

iii. How can you grow your most profitable products?

Place:

Waffle on has an independent based retail stores in Valencia. Its products are also available
online on Waffle on website. Although company started its business as a small retail store in
Valencia town but its further objective is to expand business. In order to do this company will
open more of some bakeries in nearby towns, and gradually expand to larger areas. The internet
is a more efficient ways to expand business to a wide range of areas, due to all of these reasons
Waffle on develop a website on which customers can place their orders.

Direct Channels Direct sales to customers on the outlet.

Personal selling

  Indirect Channels Online selling

Free home deliveries

i. Are there ways you can increase the appeal of your merchandising and front-of-house
experience?

ii. Are there other ways you can get more products to more customers such as delivery
services?

Promotions:

Promotion objective of Waffle on consist of creating customers awareness, generating interest,

and moving customers to make purchase. Offering free samples of tasty treats on grand opening
may lead to both customer’s interest and desires. As customer try delicious delights, they will be
less hesitant about making a purchase. On digital platform, the company maintains a website
where all of its products are listed extensively and people can place their orders in a convenient
manner. Apart from these, word-of-mouth and retail promotion work as the most important
promotional tools for the company.

i. What do you do to promote your bakery?

ii. What tools do you use?
iii. What’s working best, and how can you do more of it?

To achieve our goals, we need to first get our neighborhood knowing about us. This is why word
of mouth is our primary strategy. To achieve this, we will focus on the following:

 Being very active on Social media (Facebook and Twitter especially)

 Word of mouth campaign through distribution of fliers in neighborhood, coupon in the
local newspaper
 Offer incentives for reviews (online Google) and constructive feedback (online/in stores)
 Advertise promotion to private network via social networks like Twitter, Facebook etc.
 Coupons (online, newspapers to bring in new customers, in stores for repeat customers)