Business plan Management information system Semester 8TH

Submitted by, Rabia ikram

Submitted to, SIR UBAID SALEEM

EXECUTIVE SUMMARY Delight Bread is a name that has come to signify quality and freshness in bread products. Delight Bread is the first company concerning with the manufacturing of the flavored bread.

Brand innovation It is also at the same time a product for the health conscious people. Our product is unique in sense that it provides with unique flavored in bread first time in Pakistan. Currently Delight has three flavors: Chocolate Strawberry Mango

MISSION To provide our customers with bread that actually looks and tastes good. VISION Our vision is to become Pakistans favorite bread this is underpinned by our dedication to continued improvement across all areas of the business. GOAL Our goal is to ensure that important values such as quality, freshness, and service are delivered to our consumers in the 21st Century. CURRENT MARKET SITUATION The sector has suffered from the effects of discounting, keeping value growth at a modest level. The bread and bakery products market has struggled with numerous challenges over many years. Here people are willing to pay extra amount for the differentiated product. Only 5 % population of Pakistan is using the packed bread so rest of the markets still to be captured. MARKET SEGMENTATION Effort to increase a companys precision marketing. We have done the segmentation on the basis of the following variables: Behavioral Psychographic Demographic Geographic Demographic Divide people according to Age, Income, Social Class, Occupation and their life cycle. Geographic Divide Karachi in different segments according to areas, states, regions and markets. E.g. east Karachi and north Karachi.

Behavioral Behavioral segmentation divides buyers into groups based on their knowledge, attitude, uses or responses to products. In Karachi we see the behaviors of people with the help of the questionnaire. Psychographic To analyze the psyche of the people of Karachi we divide them in social class, life style and personality.

TARGET MARKET After segmenting the market we are targeting the following segments: Income Group We will be targeting all income groups who should afford easily.It will not discriminate between income groups. Travelers It is also available in mini-size factor, so it will be highly convenient to carry along during large journeys or trips. Youth A huge potential market for this bread it lies with youth whom we will be specifically targeting road shows to be held as part of the Add Color campaign.

POSITING STRATEGIES Positioning is what the customer believes about your products value, features, and benefits. By benefits: Through positioning we will tell our customer how many benefits they can get from our product. By use or application: The different tastes from the ordinary bread. Use it with butter or eat the simple loaf. By user: Everyone who wants to have a different taste may have it. By product or service class: It is positioned as a lower cost and healthier alternative to the ordinary bread, while it provides better taste and healthy ingredients By price or quality: Delight wants you to believe that their flavor bread is of the highest quality Positioning is what the customer believes.

By Values: We will also position our product on the basis of customer values. Like this, if you want to look healthy then use Delight bread

PRODUCT REVIEW Company Name: Delight & Co. Product Name: Delight Bread Logo:

INGREDIENTS Emprovel Cooking Oil Sugar Yeast Salt Water Flour PRESERVATIVES Calcium acetate Calcium propionate Flavor

QUANTITY PER BADGE Flavor as per requirement Water 62 liters Calcium acetate 100 gm Calcium propionate 250 gm Emprovel 240 gm Yeast 2 kg Cooking Oil 2 kg Sugar 6 kg Flour 130 kg

BENEFITS FOR USERS Vitamin A & D 8 hours energy Strong bones Flavor

FEATURES Enriched with vitamin A&D Source of creating blood Repair the dead tissues of the body Make the bones strong Delight bread has different flavors Quite notorious & Glow the body Reduce fat Carbohydrates

DESIGN AND PACKAGING The color of our bread is the same as the flavor we used in making the bread and we provide the bread in a very attractive packing, just lookalike it.

COMPETITORS INDIRECT COMPETITOR Different cakes Biscuits Cookies Pastries

SUBSTITUTE COMPETITORS: A substitute competitor is any competitor that fills the same buyer need you fill but fills it in a different way. The substitute competitor of Flavored Bread is Vita Bread Different Bakery Breads Cakes and Bakes Dawn Bread Pastries

DISTRIBUTION CHANNELS Our distribution channels in karachi are: Departmental stores Super stores Bakeries Marts and edible market stores We mainly focus on the retailer & Bakeries because they are the only source which delivers our product to the final consumer. PRICING STRATEGIES We will adopt the following pricing strategies to set the price of our product: Cost-plus pricing Method Marketing Skimming

Marketing Skimming Delight is using Price skimming strategy. It is a pricing strategy in which a marketer sets a relatively high price for product or service at first, and then lowers the price overtime. Cost-plus pricing Method A pricing method used by Delight because it is easy to calculate & requires little information. This method determines the cost of the product that used direct cost, in-direct cost and fixed cost whether related to the production OR sale of the product. OUR PRICES SCHEDULE Quantity in Price 8 piece 14 piece 18 piece

Product Delight bread Delight bread Delight bread PRICING OBJECTIVES Product Quality Leadership Market share leadership

Price in Rs Rs.22 Rs.35 Rs.55

DELIGHT ADVERTISING STRATEGIES Using the Internet / Web site Currently Delight dont have any Web site but it will have an internet asses and web site in future to target and sell younger buyers, new buyers, before they have established product. Creating a stronger brand personality It will base on an upscale, character that people will aspire to associate with.

Position the product "Because we are worth it."

Deciding on Media time We will advertise Delight Bread on TV 4 times in a day and almost for a week in first 2 and half months, and the add will go air in the prime time broadcasting like Drama hours, it will also be advertise daily in the mid of the KHABARNAMA. PROMOTIONAL MATERIAL Participation in Trade Fairs and Exhibitions Delight has stalls in the different Exhibitions held indifferent schools, universities and cities. Where they sell and tell the consumers about the product that is the flavor bread. Point of sale (POS) Terminals Delight has place different checkout counters in big general stores like AL-FATEH Broachers and Leaflets Delight has very attractive and appealing broachers which Delight have distributed with the news papers and they have also placed it on the cash counters in different stores. Plus, Delight is now having a man standing on the entrance of big shopping malls in the city. Banner & Hoardings Delight has placed banners on different squares in the city and they have the hoarding placed on the malls and stalls in the exhibitions.

SWOT ANALYSIS STRENGTHS strenght No specific Competitor New product innovation in local area. So it will attract the people of local area. Our new taste will attract many such type of consumers who are taste changer Our new production technology will enable us to mass produce products more efficiently and quickly than other old companies. Our ability to produce options keeps more consumer interest and needs met.

weakness At starting we will not have as such trained staff that has such market experience. The more flavor we create the production cost will increase. No customer orientation in local areas, as we newly introduce in Karachi so customer are oriented in the brand. No separate outlet as we have not enough finance to construct our separate outlet. No brand recognition our name in baking industry is new so most of people are not familiar with delight Bread.

opportunity No specific Competitor Our ability to produce options keeps more consumer interest and needs met. Our new production technology will enable us to mass produce products more efficiently and quickly than other old companies. Our new taste will attract much, such type of consumers who are taste changer.

Threats Imitation by existing bakeries, May try to copy it. There is open market everywhere means any new company or existing ones can start the same production that may have more experience or more qualified staff. Switching brand loyal consumers to a smaller and newer company. There are large companies who have brand loyal customers providing the market with not exactly similar but milky and other breads. New product may people dont accept it.