Company’s Portfolio:

Bread Bun Rusk Naan

Plain Bread Fruit Bun Premium Rusk Naan

Milky Bread Junior Bun Round Rusk Bran Naan

Premium Bread Milky Bun Cake Rusk

Candy Rusk

Bran Bread Burger Bun

Competitors:
The major competitors of Morning Fresh in the market are
Bake Parlor
Bake parlor is a brand name, not only in bread industry but
also in other markets like pasta, ketchup/mayonnaise etc.
They have a second largest market share.
Their portfolio includes
 Plain bread
 Bran bread
 Burger bun
 Rusk

Wonder Bread:
The company was founded in 1921. Wonder bread has low
penetration in the local market. Its main penetration is in
Karachi, Lahore, Islamabad, and Punjab etc.
The product portfolio of wonder bread is:
 Classic Bread
 Whole wheat
 Italian bread
 Burger buns
 Hotdog buns
 Sub rolls
 Dinner rolls
 English Muffins

More Fresh:
Mr. Zia-Ul-Haq Butt launched the Makro Food
Supply Company in Karachi in 2000. He is also
carrying out his duties as the Chairman of the
Pakistani city of Karachi's Bread Association. The
Makro Food Supply Company operates in the market
under the brand name More Fresh and offers a respectable product line that
has grown to be one of the most well-known, dependable, and beloved by
families all over the world. Fresher Ha a very low market share in the local
market.
The product Portfolio is :
 Plain Bread
 Milky Bread
Dawn Bread:
Dawn Bread is a product of Golden Harvest Food
(PVT) LTD, a brand that has come to stand for quality
and freshness. A family that is dedicated to good,
honest business and is interested in the growth of the
nation wrote this success tale. The company, which
had a modest beginning in late 1981, has expanded to
take 35% of the country's total market share for bread
products within a decade, a number that says volumes about the reliability of
the business and its goods. Their product portfolio is:
 Paratha
 Classic Bread
 Milky bread
 Bran
 Burger bun
 Pita Bread
 Fruit Bun

Brady’s:
A division of the Pakistani metropolis of
Karachi's Ashrafi Group, Ashrafi Bread
Industries has been in the food industry since
1964. The Ashrafi Group includes flour mills,
bakeries, rice mills, and a facility for grinding
and packaging spices. We are the ones behind
the well-known brands Sunrise Bread, Classic
Bread, and Brady's Bread that you see on supermarket and grocery store
shelves. It has the largest share after dawn and bakeparlour bread. Their
product portfolio is;
 Breads
 Buns
 Rusks
 Cake Rusks
 Frozen Flat Bread – Paratha
 Traditional Bakery Biscuits
 Traditional Savories - Nimko

Un-branded (Local Bakery Breads)

Wonder bread, more fresh, Morning fresh and the local bakery breads have almost
the name share whereas the other breads have very low shares.
Portfolio with Pricing:

BREAD
SKU Large Company Price Retail Margin MRP

Morning Fresh 180 10% 200

Dawn 176 12% 200

Wonder Bread 186 7% 200

Brady’s 190 5% 200

Bake Parlor 170 15% 200

SKU Medium Company Price Retail Margin MRP

Morning Fresh 99 10% 110

Dawn 96.8 12% 110

Wonder Bread 102.3 7% 110

Brady’s 104.5 5% 110

Bake Parlor 93.5 15% 110

SKU Small Company Price Retail Margin MRP

 Morning Fresh 63 10% 70

Dawn 61.6 12% 70

Wonder Bread 65.1 7% 70

Brady’s 66.5 5% 70
Bake Parlor 59.5 15% 70

In the bread category, Bake parlour bread (15%) provides the highest margin to the
customers, followed by Dawn bread (12%) and then Morning Fresh (10%). Through
the above charts we can see that morning fresh is trying to penetrate deeper into the
local market while competing in margins to ensure that the customers will keep
their product on the front shelf and promote it to the consumers. As the end price of
all products is same in the market.

RUSK

SKU Large Company Price Retail Margin MRP

Morning Fresh 130.2 7% 140

Dawn 128.8 8% 140

Bake Parlor 133 5% 140

SKU Small Company Retail Margin MRP

Price

Morning Fresh 69.75 7% 75

Dawn 69 8% 75
 Bake Parlor 71.25 5% 75

In the Rusk Category, Dawn bread (8%) is giving more margins to their customers,
followed by Morning Fresh (7%). As rusk is the most sold category of morning
fresh we can see from the above chart Morning Fresh is competing with Dawn in
the customer market, for product penetration and brand image.

BUN:
SKU 4 Pieces Company Retail Margin MRP
Price

Morning Fresh 88 12% 100

Dawn 85 15% 100

Bake Parlor 91 9% 100

SKU 2 Pieces Company Retail Margin MRP

Price

Morning 44 12% 50
Fresh

Dawn 42.5 15% 50

Bake Parlor 45.5 9% 50

In the bun category we can see the same trend as the rusk category, with Dawn
bread dominating the market with High margins to their customer, followed by
Morning Fresh.
From the above pricing structure, we can see that the companies are competing on
the customer margins as the end price of all the products are same. Thus for more
market penetration and brand image, Dawn is the leading company in the bread
industry.

AMR & Replacement Policy:

The Shelf Life of Bread is 3 days, on the 3 th day Morning Fresh picks up the bread
from the market, to ensure the fresh Quality of the product and protect Band image.
They are few other reasons the bread is picked up from the market are:
 Expired Bread,
 Bread damaged due to the bad storage
 Soggy or hard bread
In all these cases Morning Fresh uses AMR policy. They return the same amount of
cash as expired bread, or give the same amount of product to the customer with
their next order.
All the breads taken from the market are then send to the farm to be used in animal
feeds.
Geographical Spread/Modes of Transportation:
Morning Fresh Geographical spread is only in Karachi and Gharo. In Karachi They
have 32 different routes, and for each routes they have 32 vehicles to ensure swift
supply to the market. They use two vehicles for their transportation. One is
Fordland and the other is Suzuki.

Science of Planograms:
Morning Fresh does not have Gondolas for the keeping of their Breads in the
customer shops. Thus sometimes the bread is pushed back by other competitors. To
deal with such Morning Fresh give a certain amount of cast/Discount around Rs25,
000 to their productive shops to keep their products in the front shelf where the
consumers can easily view and purchase their products.

Recommendation:
 Morning Fresh could make use of (movement and activity matrix,
Productivity Performance matrix) as their key performance indicators to
better gauge their performance.
 Morning Fresh could partner with prominent distributors to better penetrate
and create availability of the products.
 Morning Fresh can focus on the training of their sales persons and other
employees, Like on the job training and in house trainings.
 They can also make use of gondolas and other merchandising techniques to
better display their products in the shops.
 Morning Fresh should make a definite sales monitoring and targeting
process, as their targets are set on weekly basis, which cannot be tracked
long-term