Group 2

MARKETING STRATEGY
Group Members Name : Roll no :
KALASH GADA 19028
PRATIK SOLANKI 19045
VISHAL JESANI 19060
KARAN SUVARNA 19065
 Wake & Bake
 PRODUCT DESCRIPTION :
◦ We plan to establish a project for baking the flavored breads
in different and unique shapes and sizes.
◦ We offer flavored bread with four flavors: Chocolate Mango
Strawberry Vanilla
◦ Our product will be available in medium-sized bread having
16 slices in a pack.

 PRODUCT'S USP : “ Breakfast is Fun when you add some

Flavors to it “
 WHY ARE WE LAUNCHING ?
◦ Every bakery offers the bread, which is milky or
simple, or diet in only one usual flavor. No bakery
offers the flavored breads so far.
◦ Nowadays children have become highly choosy and
moody when it comes to meal. They prefer taste over
health. So they demand taste and variety, whereas
mothers want healthy food for their children.
◦ We have a bright chance of promoting our product
on the basis of its strong differentiated attributes.

“ Breakfast is Fun when you add

some Flavour to it “
 TARGET AUDIENCE

Target group: Children, mothers and youngsters

Age group: 5 to 16 or above
Gender: Male & Female
Income class: Middle/Upper Middle/ Upper class
Geographic area: Metro cities
Psychographic variables: Target by variety, Taste and Fun seeking children & youngsters
Behavioural variables: Desirous and enthusiastic buyers
 WHERE ARE WE LAUNCHING ?

◦ We'll launch our product online as well as in the offline market.

◦ Our product will be available at nearest Retail stores, Bakery and Supermarkets.
◦ Also will be available on the e-commerce platforms like Big Basket, Grofers, Jio Mart
etc.
 HOW ARE WE LAUNCHING ?

AWARENESS ACCEPTANCE ACTION

• Bakery/Cafes • Children who skip breakfast • Direct marketing in
• General store/Supermarkets due to no flavor in bread cafes/bakery
• People who want to try • Free samples at schools/
flavored bread Parks/Gyms
 Consumer Assessment

◦ After completing a consolidated environmental evaluation we are going to focus on

consumer assessment. It is very critical to find out what are the needs and wants of the
consumers of that particular market, what are the attributes they want in a product and
how much are they willing to pay for it and how are they going to behave while and after
purchasing the product.
Would you like to buy this product ?

N
o
33%

Ye
s
[PERC
ENTA
GE]
At what price are you willing to buy our product ?

Price Price
69/- 55/-

[PERC [PERC
ENTA ENTA
GE] GE]
Where would you like to buy this product from ?

Offlin
e
33%

Both
Online
and
Offline
[PERCEN
TAGE]
Which brand name do you prefer for our product/service?

The
Roll
ing
Pin
17
%

Wa
ke
&
Bak
e
83
%
Where would you like to see/hear our advertisement ?
 SWOT ANALYSIS
STRENGTHS :
◦ Innovative offering so getting customer equity
◦ No existing specific competitor
◦ Reasonable prices for lower income group also
◦ Easy availability

WEAKNESSES :
◦ No brand recognition
◦ No separate outlet. We don’t have enough finance to construct our separate outlet.
◦ New product hesitation
◦ Electric ovens omit radiations which are harmful
 SWOT ANALYSIS

OPPORTUNITIES :
◦ First mover advantage as no competitor has ever introduced this taste. So the number of
customers with us will be more than any other competitor in flavored bread baking
industry.

THREATS :
◦ New product, may people don’t accept the flavored bread
 Promotional Objective
Wake & Bake Bread has clear and specific objectives of promotion, such as
◦ To earn profits
◦ To compare
◦ To gain attention
◦ To inform
◦ To persuade
◦ To make target audience aware of our product.
 COMPETITIVE ADVANTAGE
Anticipated competition :
 By using idea of flavored bread, any other competitor can easily compete.

How to cope the anticipated competition up ?

We will move our manufacturing by:
◦ Launching diversity in our flavors and bread offerings.
◦ By making joint ventures with some juice companies or tea
◦ By introducing new flavors and also multi-flavored bread
◦ Keeping our recipe secret
◦ Making the packaging more attractive this makes our product more eyes catchy at the
retailer’s shelf
 Advertising process in four step wise systematic stages:

◦ Brand : WAKE and BAKE

◦ Strategy: Strong natural flavors that tempts children as well as young adults.
◦ Big Idea : For ENERGY and VITALITY Both Children and Adults must have Bread in
abundance.
◦ Creative Execution : Catchy tag line “No more boring breakfast when you can add flavors
to it” and bring in elements of Humor and Health.
 Promotional Mix Advertisement

For the promotion mix Wake & Bake Bread would be promoted via Advertisement
initially. This advertisement would be electronic on TV or in print like billboards, posters,
print ads, and banners because the product is at its launching stage and mass awareness
should be generated and that can only come through electronic ads and this is the best way
to reach a wide audience because almost all people have access to it.

◦ TV AD
◦ COPY WRITING (TV AD)
 Findings

◦ Our product is highly differentiated among all types of bread available in the market. No
other flavored bread currently exists in the market. So we have a bright chance of
promoting our product on the basis of its strong differentiated attributes.