Value

Morning Fresh has proudly been supplying Freshly Baked products

globally for over 30 years now. Our choice of careful selection of
premium ingredients, scientific determination of ingredient ratios,
decade’s worth of baking experience and scrutiny at every single step of
the baking process has enabled us to produce and present an esteemed
range of quality products to our valuable customers worldwide. We
believe in quality above all else, and always welcome your feedback on
our product.

Vision
We aim to become a leading brand in the baked goods industry by
bringing quality and innovation to bakery items around the world.

Mission
We strive to bring consistent quality and taste in our product range. This
mission arises from our love for food and our dedication to our
customers. They deserve only the best and we shall deliver.
Company’s corporate objectives

 Attracting and retaining customers: If you understand who your

customer is and their wants and needs, you will make the right
decisions.

 Developing a memorable brand and marketing strategy: A

brand strategy is essential for a successful business. It’s defined
more by the emotions around what a brand stands for, its values,
and its personality as conveyed through products and marketing.

 Maintaining cash flow: It is a key indicator of the financial health

of your business. A consistent, positive cash flow can help you pay
expenses, invest in new opportunities, and grow your business.

 Planning for growth: Whether your business has just started or is

ready to diversify, it is important to plan growth so that it is
controlled and properly managed which means establishing what
you want your business to achieve. Creating a plan of short and
long-term goals to grow your business.

 Establishing and sustaining productivity. It means maintaining a

balance between the needs of the employee and those of the
organization. It means continuous business growth at the same
time as high levels of employee wellbeing.
 Organizations Sale Structures and Organogram

Sales structure
The organizational sales structure comprises of 1 sales manager who
heads 6 area sales managers, who in turn looks after 5-6 sectors each.
Every sector consists of 2 individuals, one driver and one sales man. If
there are 36 sectors there will be 36 drivers and 36 salesman in total.

Organogram
1. Headed by the “CEO”
2. Executive body comprises of five members (CEO, Sales and Oral
Operations Executives). This executive team takes the decision
together and contributes to the decision making.
3. Four production mangers.
4. One sales manager.
5. Six area sales managers.
6. 36 drivers and 36 salesman
 Distributor Management Process
 Firstly, we take into consideration of developing an area. If we
send a delivery van to a specific location such as for example
“Gulistan e Johar”. We will take the following initiatives:
 There might be around a 100 shops in that very location.
 We try covering maximum shops if not 100 shops.
 We slowly develop the area, to maximize our product
availability in that very sector, catering to as many shops by
placing our products.
 We push retailers to increase our sells in specific span of time
and after doing it we divide them into two stages.
 We increase the effectiveness and efficiency by doing this, how
we manage our retailers.
 Credit Management and Strategy for Battling

 Usually the company doesn't give credit. We try to minimize our

credit in the market and even when we come across retailers who
have bought our products on credit, which are very few as we try
trading in cash as much as possible. There are very rare
circumstances that we allow this to happen.
 Some retailers are given credit only if they have a long and good
relationship with the company. These retailers have earned a
good name and have a great track record with the company.
 Only one day credit is given in rare circumstances. Our salesmen
are clearly instructed to ask the retailers to clear their dues out at
earliest. 5% to 10% credit is allowed by the salesman and it’s
their responsibility to bring the 90% cash back and make sure to
get dues cleared.

Primary Sales Ordering Process

Our salesman goes from shop to shop for survey while also
conducting the distribution process. They get an idea of how much
inventory remains, how much inventory they need to take back and
what’s the demand for the next day, is also calculated with that
information. This detail gets written onto reports and is further
passed on to the data entry department, who then on that basis set
the demand and volume for the next day. Morning Fresh does not
have preorder policy as such. Salesman set themselves the amount
of product that should be kept on each store depending on the
information they collected.
 Order Booker Salary

The salary structure followed in Morning Fresh is the same for a

salesman and driver. We also give 2% of the entire sales and on
top of that Rs25,000 as fixed salary and then an additional of 2%
commission. It makes a total of around 60 to 70 thousand a month
for every delivery van that had met an average of Rs80,000
sales/day.
 OBPPC

Product #1: Morning fresh bread

Occasion: Breakfast
Brand: Morning fresh
Package: Small size
Price: 70
Channel: GT

Product #2: Morning Fresh rusk

Occasion: Breakfast / with tea

Brand: Morning fresh
Package: small box
Price: 75
Channel: GT

Product #3: Morning fresh Buns

Occasion: Breakfast / with tea

Brand : Morning fresh
Package: small pack
Price : 50
Channel: GT