GROUP LEADER: SABA KHAN

ROLL. NO 17

OTHER MEMBERS:LAILA ROLL. NO 33

NAJWA ROLL. NO 75

BBA 4TH SECTION# A

ABDUL WALI KHAN
UNIVERSITY MARDAN
DREAM BAKERS
SAMPLE MARKETING PLAN
MAIN CONTENTS:

Executive summary
Situational analysis
Marketing strategy
Financials
Control
EXECUTIVE SUMMARY:
 Dream bakers is a café and a retail bakery located
in Mardan that is a city of Khyber Pakhtoon Khwa
Pakistan. The plan of Dream Bakers is to attain and
maintain the interest of its customers with the broad
variety of its coffee, cakes, pastry and other
products. It will build a strong position in the city
and then in the country by offering its products at a
competitive price and quality products.
MARKET SUMMARY:
 In the past five years, the development in Mardan
has grown tremendously with the establishment of
university, excellent medical institutions and
attractive residential programs. People and
investors are now attracted towards this city which
will help the Dream Bakers to attract more
customers. Currently the area is served with small
restaurants and coffee shops but none of those
restaurants carry the menu items found at Dream
Bakers.
TARGET MARKET:
 Dream Bakers will serve all its customers lower,
middle and upper income by providing its products
with affordable prices and by rendering services
that will put a smile on the faces of its customers. It
will make no discrimination between its customers
MARKET DEMOGRAPHICS:
 Geographic:
Dream Bakers will focus on Mardan and its
near by areas. Some other bakeries are already
established in Mardan but they are not providing
most of the products which Dream Bakers will be
providing.
 Demographics:

Dream Bakers will strongly focus on the

priorities of children and young people.
MARKET NEEDS:
 Wants variety and flavor in its food.
 Looks for speed of service

 Wants an entertaining and fun experience

 Insists upon a clean, friendly and attractive

environment.
MARKET TREND:
 The market trend has changed from simple cakes
and samosa etc to designed cakes and other tasty
pastries which will be provided by the Dream
Bakers.
SWOT ANALYSIS:
 STRENGTHS:
1. The talented bakers.
2. Competitive price and new marketing strategies.
o WEAKNESSES:
1. new in the market.
2. New setup.
 OPPORTUNITIES:
1. New bakery products in the area.
2. High quality products with reasonable prices.
3. Educated/degree holder bakers.
o THREATS:
1. Low prices of competitors.
2. Experience of competitors in the market and best
advertisement strategies.
COMPETITION:

 All
the bakeries and cafes in the area are in
competition with us.
VARIOUS MENU ITEMS:
 pastry/deserts
 Sandwiches

 Soup

 Soft drink

 Coffee/tea

 Designed cakes for celebrations

 Cup cakes

 Ice cream

 Packed juices

 Cookies.
CONT..
 Apart from offering this menu, our bakery
will also provide some services such as…
1. Wi-Fi for students.
2. Sound system(light music)
3. Free home delivery of orders.
4. Discount on large purchases
5. Loyalty cards for regular customers.
6. A separate room reserved for small parties.
KEY SUCCESS FACTORS:
 Providing high quality products with customer
service.
 Competitive pricing.

 Ongoing employee/bakers education.

CRITICAL ISSUES:
For excellence and success Dream Bakers need to:
1. Monitor cash flow statement.

2. Establish its reputation.

3. Continuously update its products and capabilities.

MARKETING STRATEGY:
MISSION:
‘Dream Bakers aims to offer high quality bakery
products at a competitive price to meet the demand
of middle to high income customers.’
MARKETING OBJECTIVES:
1. To be leading a reputable bakery.
2. To provide good quality products.
3. To be competitive in the market.
4. To offer jobs.
FINANCIAL OBJECTIVES:
1. To generate minimum 30% revenue.
2. To become zero-debt bakery.
CONT..
TARGET MARKETS:
The main focus will be the consumers in mardan. It
will also focus on travelers that passes through
Mardan.
POSITIONING:
Dream Bakers position itself as a competent,
innovative and customer oriented.
OUR STRATEGIES:
 We have a good variety of products.
 In order to get long term relationship with our
customers we can also offer discount on the large
purchase orders i.e. volume discount.
 Providing internet facility to our customers
especially students.
 Music system and the television facility will also be
provided for entertainment.
 Free delivery of orders to customers home.
MARKETING MIX:
PRICING:
Dream Bakers will offer superior quality products in
affordable prices.
DISTRIBUTION:
The distribution will also be through free home
delivery if the customers are willing to have their
desired products at their door step.
PROMOTION:
 Creative designed banners at different spots in
Mardan.
 Promotion through local radio.
 Word of mouth.
CONT..
PRODUCTS/SERVICES:
Dream Bakers will not just focus on products that it
offers but also the bakery environment because
customers ( especially youth) seek for quality food
along with entertaining environment where they sit.
CUSTOMER/CLIENTS:
Responsiveness and respect will be the key
relationship driver with its customers with a focus of
developing good relationship with customer.
CONT…
MARKETING RESEARCH:
 Dream Bakers will continuously do research of
market to be up-to-date of customer preferences
and will get feedback from their customers.
 DREAM BAKERS

FINANCIALS: FORECASTED INCOME STATEMENT

FOR THE YEAR ENDED ON 31-DEC-2014

Net sales for the year RS 20,000

Cost of sales 9,000

Gross profit RS 11,000

OPERATIONAL EXPENSES:

Building rent RS 1200

Asset depreciation 170

Office salaries 1230

Wages 300

Insurance 400

Other overheads 500

Advertising 500

Selling expenses 300

Commission 500

OPERATING INCOME RS 5500

Interest payments (500)

Income before taxes 5000

Taxes (30%) 1500

NET INCOME RS 3500

CONT: DREAM BAKERS

BALANCE SHEET

FOR THE YEAR ENDED ON 31-DEC-2014

ASSETS LIABILITIES AND OWNERS EQUITY

Cash RS 2500 accounts payables 1000

Bank deposits 5000 accrued expenses 2000

Prepaid expenses 1000 wages payables 5000

A/R 1000 bills payables 4000

Inventories 3000 reserves 2000

Office furniture 1500 CAPITAL

Computer 1500 saba’s owner equity 10,000

Supplies 2000 laila’s owner equity 10,000

Auto’s 6000 najwa’s owner equity 10,000

Electronic appliances 2000 net profit 3500

Processing machinery 7000

Packing machinery 5000 47500

Backing machinery 4000

Conveyer machinery 6000

47500
 DREAM BAKERS

CASH FLOW STATEMENT

CONT: FOR THE YEAR 2014

OPERATING ACTIVITIES:

Net income RS 3500

Depreciation 170

Prepaid expenses 500

Accounts receivables (200)

Inventories 1030

Net operating cash flows 5000

INVESTMENT ACTIVITIES:

Office furniture 600

Computers (150)

Electronic appliances 200

Net Investment cash flows 650

FINANCIAL ACTIVITIES:

Loans 200

Total cash flow 5850

Beginning cash 150

Ending cash (2500)

NET CASH FLOW RS 3500

 BREAK EVEN ANALYSIS

CONT: EXPENSES FIXED EXPENSES VARIABLE EXPENSES

Material cost RS 5000

Labor cost 3000

FOH cost 500 500

Rent 1200

Salaries 1230

Wages 300

Insurance 400

Other overheads 200 300

Advertising 500

Selling expenses 150 150

Commission 500

4180 9750

Breakeven point (RS) = fixed expenses

1- Variable expenses

sales

BREAKEVEN POINT = RS 8196

CONTROLS:
 The following areas will be monitored very closely
by Dream Bakers management;
1. Revenue: monthly and annual.

2. Expenses: monthly and annual.

3. Client feedback

4. Improvement in product/business.

IMPLEMENTATION:
 To achieve our desired goals and control budget
all the strategies will be kept in mind for
implementation.
CONT..
 MARKETING ORGANIATION:
The founder will be responsible for the
marketing activities supported by one young
executive.