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MARKETING REPORT – BREAD AND BEYOND

GROUP – C

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GROUP MEMBERS:
 JUNAID ASHRAF
 MARIYAM KHAN
 SHEHRYAR KHAN
 NISA NOREEN
 ALI TARIQ
 ZUNAIB RIAZ

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TABLE OF CONTENTS
Executive Summary
Introduction
History
Mission Statement
Purpose and Values
Products
Competitors Analysis
Marketing Strategy
 Segmentation and Target Market
 Expanding target market
 Threads from competitors
 Threats and opportunity for price
 Market penetration
 Market development
 Product development
Advertising Campaign
Promotional Plan
 Tv
 Print media
 Fb
 Billboards
 Flex
 Pos material
Marketing Plan
Promotional Plan
 Blow the line
 Above the line
 Through the line
PEST ANALYSIS
Political and legal forces
 Political Instability
 Taxation law
Economic forces
 Inflation rate
 Economic growth rate
Social Forces and cultural
 Health consciousness
 Lifestyle changes
Technological forces
 New product
 Product innovation
Cost Analysis
Conclusion and recommendations

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Executive Summary
Bread & beyond is acutely aware of the need for appealing products, its state of
the art machinery and equipment offers world class products to the food service
industry and through this it satisfies its strong customers on bases of quality &
professionalism. It’s past, present, and future long-term commitment to the
industry and to each of its customers is made possible through its collective
experience and belief in the importance of honesty, integrity, reliability, long-
standing relationships, and trust.

This strategic marketing management project report is on “Bread and Beyond” it

mainly focuses on the different marketing strategies like marketing penetration,
market development, product development and 4p’s though which It could attain
more customers, can retain the existing ones and this will also leads to more
profitability.

The report states that advertising of Bread and Beyond will be done through tv
and radio commercials, print and social media, billoards and flexs. The
promotional plan includes above, below, and through the line.

In this project report different analytical tools are being also used i.e cost analysis
and pest analysis. This will help bread and beyond to meet the uncertainties,
political and economical instability, social, cultural and technological changes.

In the end some recommendations are also given which will help “Beard and
Beyond” to increase its sales, profitability and will also help to compete its rivals
more easily and efficiently.

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Introduction:

Dawn Foods a name that has come to signify quality and freshness in bread
products. Its success story that was written by a family that is committed to
honest goodness enterprise and concerned with the prosperity of the country.
Dawn Foods has various brands and “Bread and Beyond” is one of them. Bread &
beyond is a member of ATA Bakery solutions. Bread & beyond is acutely aware of
the need for appealing products which satisfy our strong customer base is
testimonial to our quality & professionalism. We introduced the concept of live
bakery for the first time in Pakistan. Our past, present, and future long-term
commitment to the industry and to each of our customers is made possible
through our collective experience and our belief in the importance of honesty,
integrity, reliability, long-standing relationships, and trust.

Bread & Beyond state of the art machineries and equipment offer world class
products to the food service industry. We have in fact availed the services of
culinary consultants and Bakers of International repute to bring innovation in our
products. Our ultimate aim is to retain the Company customers and create natural
preference for our products among our entire consumer based on value for
money and most importantly quality and taste.

History:

The history book opened up in 1979 when the first ever dawn bread came in to
existence. After successful opening of our plant in Karachi in 1981.Now after
successfully opening of our bread & allied products plants all over the nation it
was time to move on.
We were the only suppliers of bakery products who were highly innovation in
terms of technology and current industry trends.

One of the most upcoming trends was frozen bakery products. This is where we
got our lead and planned to open the first every live bakery in Pakistan. Upon that
the roller costar ride automatically added on the height and the ride got more
exiting. Now Bread & Beyond has successfully installed 10 sites in Lahore,
Islamabad, Rawalpindi and Faisalabad with the plan of opening 6 more by the mid
of year 2010.

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Mission Statement:

Bread & Beyond is committed in serving the customers the most possible freshly
baked assortment either from our live bake off or from the production facility
located in every city in Pakistan. Bread & Beyond is committed in providing the
safest and healthy product and it starts from auditing our raw material suppliers.
We are committed in creating awareness toward safe and healthy products with
the correct certifications to bake up our claim. Bread & Beyond is committed in
creating the new attitude and onsite production of our products. Our efficient
R&D is always on a look out on the newest trends in Bakery world and we strive
hard to deliver those international trends in Pakistan. We are struggling in
updating every grocery store in Pakistan to have a fresh live bakery of any size.
The introduction of frozen assortment helps the customer minimize their
expenses on baking as we claim to be everyone's baking partner.

Purpose and Values:

The purpose: Create a safe and healthy awareness amongst bakery users.

The business: Innovate newer products and introduce them in Pakistan alongside
we help in uplifting or create a new idea for any in-store live bakery.

The Values: Safe and healthy food is the only option we live by & our people are
our strength.

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Product Line:

Following are some of the products with sub products of Bread and Beyound

 Bread Baguettes
 Bread rolls Cookies
 Danish pastries Muffins
 Cakes Pizzas
 Croissants Patties
 Sandwich Brownie
 Burger/Snacks Burger Bun
 Tart Rusk
 Soup Sticks Pound Cakes
 Pastries Frozen

Bread

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Types of Bread:

 White Bran
 Plain Pita
 Whole meal Multi herb
 Oregano Oatmeal
 Sundried tomato Ciabata
 Foccacia Herb
 Walnut Multigrain
 Mini baguette Corn
 Onion Sandwhich

Product Line

Baguettes Bread rolls Cookies Danish pastries

Muffins Cakes Pizzas Croissants

Patties Sandwich Rolls Brownie

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Burger/Snacks Burger Bun Tart Rusk

Soup Sticks Pound Cakes Pastries Frozen

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Marketing Strategy

 Segmentation and Target Market

 Expanding target market
 Threads from competitors
 Threats and opportunity for price
 Market penetration
 Market development
 Product development

Segmentation and target market:

 Psychographic Segmentation
 Demographic Segmentation
 Geographic Segmentation
 Behavioral segmentation

After the segmentation of the market, Bread and Beyond management has to
decide the target market for each separate segment of the market.
“A position is the way a firms product, brand, or
Organization is viewed relative to the competition by current and prospective
customers.”
When positioning a product the marketer wants to convey benefits most desired
by the target market

Expanding target market:-

Bread and Beyond need to target an other major cities also by opening a flagship
outlets in different cities. Also focus on different areas of Lahore like model town
and gulberg.

Threads from competitors

There are different competitors in different areas of Bread and Beyond. In Lahore
and its surrounding areas the Jalal Sons is the strongest competitor. Apart from
that there is Shezan Backers, Gourmet Backers and many other non-branded
bakeries and bread producing firms. In other areas are non-branded producers of
backing industry who are in competition with Bread and Beyond.
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Threats and opportunity for price

Before setting prices Bread and Beyond need to examine market trends. Many
craft bakers and supermarkets increased their prices during 2013, marking an end
to the price-cutting activity that had characterized previous years. According to
some industry sources, extensive publicity in mainstream media meant that, on
the whole, customers were prepared for these increases. There were a number of
reasons for these price rises. Early in the year, Shehzan Bakeries introduced
selective increases, which were tailored to the profitability of its individual
customers, in response to rising delivery costs.
The Pakistan wheat harvest also had an effect on prices during the second half of
2011, with the cost of wheat for autumn delivery to millers rising by up to 30%. In
addition, worldwide wheat production shifted from surplus to deficit. These
economical conditions affect the prices of product directly or indirectly

Market Penetration
Market Development
Alternative Channels
Product Development
New Product for new customers

Step 1
Market Penetration Sell more of the current product to current customers

Step 2 Market Sell more of the current product to an adjacent market –

Development next town over or next state over

Step 3 Alternative More of the current product using different sales channels
Channels (i.e. internet, stores, distribution partners, etc.)

Step 4 Product Develop new products for current customers

Development

Step 5 New Product for Develop new products for new customers
New
Customers

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Market Penetration
1. Display case

This is a great opportunity to display the baking goods and really give the eye-
appeal that can quickly turn an idea into a delectable craving. The visual aspect of
food is a great motivator for purchase.

2. Create a baking good of the month

Draw attention to your bakery by simply highlighting an existing bakery menu item.
Use social media, write it on a special’s board, and place signage at the table. This
not only will boost this product’s sales, but will get people thinking about your
bakery.

3. Create a loyalty program-

For every “x” amount of baking goods you get the next purchase free. Use a
standard loyalty program to build sales and gain advocates that will increase word-
of-mouth advertising.

Market Development
2. Buy advertisement in that town’s magazine

Another out-of-town exposure tactic is taking an advertisement out in that town’s

magazine. The point is not to use this as the golden key, but a way to gain
exposure.
3. Connect online with local town bloggers

Your restaurant’s reputation alone should assist here. Bloggers want readers to
read their blog, so working with the owner of a well-known establishment will
help with that. The benefit of this is getting placed right into an established social
stream.

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Alternative Channels
1. Sell through your website

Maybe challenging with baking goods, but online ordering for store pick up is an
option. Another way for online ordering to work with delivery would be same day
local delivery for an additional fee (set ordering minimums).

3. Selling bulk goods to local businesses and community events

Businesses are always celebrating something or have employee community

councils who run fun work events. Also, community events are always happening.
Reach out to bigger local businesses along with the town recreation departments.

4. Sell through distributors or grocery stores

This is a bigger effort, but if successful, could be a huge revenue booster.

Product Development

1. Develop new bakery items

Are customers demanding a certain bakery item? Or are you interested in
developing new products? Another way to grow your bakery is to create new
products for existing customers. Think about a social media contest where your
customers develop and vote on a new baking good.

2. Develop a “cupcake of the month” and introduce a newly developed cupcake each
month.
This is a fun way to get creative and keep your stock fresh. I say cupcake, but you
could use anything.

3. Develop a monthly subscription to “cupcake of the month.”

Beyond having the cupcake of the month, why not have people subscribe to the
cupcake of the month? Again, logistically speaking could be challenging, but those
who overcome challenges are the success ones.

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New Product for new customers

1. Seek out a niche market and develop a line of baking goods just for them

There are ton of niches out there. Find some of those and market to them. Let
them know what you can do for them with your baking goods, and see if they
bite. For example, partner with a local cafe who serves a certain type of ethnic
food. Develop a pastry line which matches the ethnicity of the food.

2. Wedding cakes and birthday cakes

One thing is for sure, there will also be weddings and birthdays! Taping into this
niche is a great way for repeat business and word of mouth business.

3. Unbaked products

Unbaked product offerings should be expanded to tap into an ever increasing

market. Becoming known as a location for a variety of gluten free options will
only expand your reach to new customers and markets.

ADVERTISING COMPAIGN

 Create a newspaper advertisement

 Create a magazine advertisement
 Write & create a radio commercial script…30-60 seconds
 Write & create a story board for a television commercial…30-60 seconds
 EC For actual TV or Radio Commercial.
 Create a billboard
 Create transit advertising
 Create a yellow pages advertisement
 Create a direct mail piece
 Create an outdoor sign for the business
 Create a web page for the business

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Print media:
Many retailers prefer advertising in local newspaper because it provides
maximum flexibility in terms of budget, timing, coupon feedback, product and
price mix. The perception rate is high because the reader can get more than one
impact from the same message.
Brochures, posters and packaging are cost effective ways to provide a
combination of moving and static visual impact with the most versatile
applications. Brochures inform, posters inspire and packaging validates the
customer's buying decision. Print is physical, and has potency you’d be foolish
not to acknowledge: pictures that live outside a screen, copy you can carry with
you and leave behind. Glossy magazines with pretty pictures of things you want
and the alternative weekly that are sitting next to the subway or lunch spot will
be fine.
We are giving prior mentioned magazines and newspapers equal priority

Billboards:

We are using billboards in Lahore. Karachi Islamabad on rational policy i.e., they
will be repeated in different areas of these cities; Prime locations will be on way
to amusement Parks. Near by McDonald’s , KFC, Subway. People on their way will
have an opportunity to see the billboards this will make them wonder what it is
and hopefully make them and to find the bakery.

Facebook:

A product preference question asks your Fans to choose which of your products
they like the best. Social media, as a modern marketing tool, offers opportunities
to reach larger audiences in an interactive way. These interactions allow for
conversation rather than simply educating the customer. We will make facebook
page and attract our customers by posting different things where customer can
see what new products we are going to launch in market, People vacationing will
be looking places to go while on vacations will be looking for hotels and maybe
see an advertisement for the bakery.

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Television:

Our product distributed mainly in big cities and AD is broadcasted on National

level as on Geo tv and Ptv so language and environment of ad is best suitable for
all regions and people. Our message is for the whole year as no seasonal or event
requirement is present. Our ad will be broadcasted evenly throughout the day on
regular channels but most frequently during sponsored kids programs. Television
captures more audience time than any other medium and it has the powerful
advantages of visual impact. It is generally believed that as much as 90% of a
person's total perception is the result of images conveyed to the brain in one way
or another

Flex:
We will use flexes to attract our customers and to promote our products in
different places.

Point Of Sale Material:

These items are generally located at the checkout area or other location where
the purchase decision is made. We are displaying our product in different grocery
stores in different areas of cities. The main aim of point of sales material is in
motivating the customer to make a purchase. We are using different point of
sales materials such as:

 Posters
 Shelf talkers
 Banners
 Signs
 Interactive kiosks
 Shelf trays
 Shelving units

Most common noted results in POS promotion are to draw consumer’s attention
to the brand that is presented to remind and maintain purchase activity among
loyal customers and attracting new ones. Also, to stimulate trial use for the
promoting brand in target audience that uses competitive brands. The most

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important thing is to maintain the brand image that is developed already by

advertising. The creation of POS materials is a comprehensive service and involves
the following:

 Idea development
 Design
 Production (printing and product development)*
 Delivery

Marketing Plan:
A marketing plan is a written document containing the guidelines for the
organization’s marketing programs and allocations over the planning period
(Cohen, 2001).

Prior successes or failures are incorporated into the marketing plan. That is,
effective marketing managers learn from past mistakes. A marketing plan requires
communication across different functional areas of the firm such as operations,
human resources, sales, shipping, and administration.

Finally, marketing promotes accountability for achieving results by a specified

date. Just like an effective goal, an effective marketing plan will be measurable,
specific, and attainable.

According to NOMAN HUSSAIN the Director of Bread and Beyond:

Bread & beyond is acutely aware of the need for appealing products which satisfy
our strong customer base is testimonial to our quality & professionalism. We
introduced the concept of live bakery for the first time in Pakistan. Our past,
present, and future long-term commitment to the industry and to each of our
customers is made possible through our collective experience and our belief in
the importance of honesty, integrity, reliability, long-standing relationships, and
trust.

Bread & Beyond state of the art machineries and equipment offer world class
products to the food service industry. We have in fact availed the services of
culinary consultants and Bakers of International repute to bring innovation in our

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products. Our ultimate aim is to retain the Company customers and create natural
preference for our products among our entire consumer based on value for
money and most importantly quality and taste.

After successful opening of our plant in Karachi in 1981. Now after successfully
opening of our Bread & allied products plants all over the nation it was time to
move on.

One of the most upcoming trends was frozen bakery products. This is where we
got our lead and planned to open the first every live bakery in Pakistan. Now B&B
has successfully installed 10 sites in Lahore, Islamabad, Rawalpindi and Faisalabad
with the plan of opening 6 more by the mid of year 2010.

Bread & Beyond is committed in serving the customers the most possible freshly
baked assortment either from our live bake off or from the production facility
located in every city in Pakistan. Bread & Beyond is committed in providing the
safest and healthy product and it starts from auditing our raw material suppliers.
We are committed in creating awareness toward safe and healthy products with
the correct certifications to back up our claim. Bread & Beyond is committed in
creating the new attitude and onsite production of our products. Our efficient
R&D is always on a look out on the newest trends in Bakery world and we strive
hard to deliver those international trends in Pakistan. We are struggling in
updating every grocery store in Pakistan to have a fresh live bakery of any size.
The introduction of frozen assortment helps the customer minimize their
expenses on baking as we claim to be everyone's baking partner.

The purpose: Create a safe and healthy awareness amongst bakery users.

The business: Innovate newer products and introduce them in Pakistan alongside
we help in uplifting or create a new idea for any in-store live bakery.

The Values: Safe and healthy food is the only option we live by & our people are
our strength.

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Promotional Plan:

Below the line

Above the line

Through the line

Below the line promotions:

This involves a range of methods over which the business has more direct control
and which can be targeted at specific groups of customers.

Sales promotions

These offer customers incentives to encourage them to buy goods and services. In
B2C markets, typical sales promotions include:

BOGOF (buy one, get one free) offers price discounts, giveaways competitions to
win holidays or cash prizes. In most B2B markets, however, these offers would not
be relevant to the people who make the purchase decisions. Bread and beyond
customers are making large investments.

Direct mail
This enables a business to target existing and potential customers with its sales
messages. Bread and beyond uses this method of promotion extensively, sending
out leaflets and brochures to maintain brand awareness. This means the company
remains in its customers' minds the next time they need to make a purchase.
Direct mailing is a productive way of promoting to existing customers for several
reasons.

B&B already has the names of contacts in existing customer businesses. In

addition, it can easily access the names of people from other parts of these
businesses who have expressed interest in B&B products.

The company can measure the response rate from a direct mail campaign and can
follow up enquiries

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Public relations

This is used to enhance the image of a company. It involves communication with

groups outside the company, such as customers, shareholders, government and
the public. This can take different forms.

Product launches businesses invite the press to the launch of new products. This
may lead to free, and hopefully favorable, publicity.

Sponsorship large companies provide finance for events such as Formula One or
the Olympics in return for the right to promote their brand names during the
event.

Charitable donations businesses may participate in fundraising events like Comic

Relief or Children in Need. This provides an opportunity to put the company name
in front of very large television audiences.

Customer newsletters and magazines

These also provide strong communications channels. B&B can include information
for customers about the market and the company. Bread and beyond shares
information with its customers to show it is a knowledge-based business. This
means that it appears open and trustworthy. These publications feature case
studies highlighting products that serve particular uses. These demonstrate how
Bread and Beyond products can meet different customer requirements.

New media

Email is an inexpensive way to send product updates and news alerts. The
company’s product range grows rapidly and email can keep customers up-to-date.
B&B tracks every enquiry and response, and follows up potential sales leads.
Research shows that 72% of business buyers rate the web as their top source of
information.

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Above the line promotion:

Above-the-line promotion involves the use of advertising to reach a mass

audience. It is mainly used to reach consumers but it can be used in B2B markets.
Advertising creates general brand awareness. Various media can carry the
advertising message. These have different strengths and weaknesses:

Television and radio can reach a wide range of consumers. Bread and beyond use
these media for promoting to businesses. It is very effective but not most of the
times because it is difficult to measure responses and it is also expensive.

Through the line promotion:

Through the line marketing is a marketing campaign that combines both
expensive activities like national TV adverts (above the line) and less expensive
marketing activities like direct mail executions (below the line). It is a marketing
style that combines above the line and a specific type of below-the-line activity
that is direct marketing.

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PEST ANALYSIS
Political conditions

The political conditions are not very stable in the country, but this does not
directly influence the trends and spending patterns of the customers. Due to high
rate of taxes our process are higher Tax evaders sell product on much less prices
and retailers blackmail for better profit There are no restrictions or barriers on
the growth of this industry. So the political conditions are favorable for this
market because food and dairy products are consumer goods and they have to
purchase it in any condition.

Economical conditions

The economic conditions are not very favorable and the economy is facing
problems, but it is not directly influencing buying power of consumers. If the
country is out of its current problems, it will further boost up the growth of this
industry, as people will feel more secure economically and it will further increase
the attractiveness of the market less awareness of health. Nutritional facts of
products with consume

Social conditions

The social patterns are changing in the country, as the world is becoming a global
village, and mutually share and accept patterns. People are becoming more
attractive towards the branded products. It is becoming fashion and young
generations as well as the children are getting more attracted towards this
industry. People are moving towards branded food/dairy products due to hygienic
reason.

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Technological conditions

High tech technology is the basic requirement of dairy and food industry. The
companies that are using latest technology have some cost benefits over the
companies, which are not using high tech technology. The key to survival for
companies in this industry is using high technology for quality and cost purposes

Competition
Bread and beyond competition is with following bakeries

Doce
Gourmet
Vita
Jalal Sons
Bake parlour

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COSTING
We designed our marketing campaign with such activities which will help Bread
and beyond to make their placement better. Secondly, this will help Bread and
beyond to create brand awareness. We have a budget of 100 million which we
have to utilize in 4 months to increase brand equity by 10 percent. From the
budget of 100 million rupees, we allocated 99.22 % for marketing activities while
remaining .78 % allocated to contingency plan for marketing activities. We come
up with total of six activities which starts from outdoor activities in Lahore and
Karachi. In Lahore, we are going to hang flex boards for two months on different
crowded roads of Lahore which includes Mall road, Jail road, Link road Model
Town , Main boulevard Allama Iqbal town, FerozPur road, MM Alam road and
Peaco road. These flexes will not only contain the name of Bread and beyond but
these will advertise its products which include; Cookies, Brownies, Sandwiches,
Breads, Tarts.Total of 370 flexes will be hang on these roads and the cost of
making these flexes will be 129500 and the amount of rent paid to PHA will be
5490960 .We will also place plastic sheet converted into shapes of Bread and
beyond products so people will be get awareness about products of Bread and
beyond. This activity will cost 180000. We are also going to advertise the brand
names of Bread and beyond on different Hoardings of Lahore which includes
Centre point hoarding, Dha , hajj terminal ( airport road) , vertical side fortress
stadium and Dubai chowk main boulevard Iqbal town. This activity will cost
6122000 which include the rent of hoarding and the cost of making banners.

The activity of hanging flexes will also be held for two months on busiest and
crowded roads of Karachi which includes II chandrigarh road, Shah rai Faisal, Tariq
road, Haidri road, M.A Jinnah road, Asfahani road and Shahrailiaquat. The activity
of hanging flexes in Karachi will cost 5241440 which include the rent and cost of
making flexes. So the total cost of outdoor activities in Pakistan will be 17163900.

The second activity will be held in universities of Lahore and Karachi. In this
activity, students will be given Bread and beyond products free of cost as a result
of their participation in gaming activities. Three types of games will be held which
includes darts, hit at your favorite Bread and beyond product and rasa
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kashi.Winners will be given with different products of bread and beyond. Total of
1500 bread and beyond productswill be given in each university and activities will
be held for 3 days.

Total of 9 universities will be visited which cost total of 1340000. This cost
includes the cost of 13500 free Bread and beyond products given in 9 universities
which is 40500, the rent paid to universities for holding activity in their university
which is 435000 and also includes other expenses of 500000 which includes the
expense of games, vans and travelling.

The third activity if os giving ads on electronic media consists of Cartoon network,
Geo news and dunyatv.We will play Bread and beyond ad of 30 secs for 4 times a
day on Geo News in between 9:00pm to 10:00 pm on Friday, Saturday and Sunday
of every week for 4 months of July, august, September and October. This will cost
21120000 for giving ads on geo news. We will also play out Bread and beyond ad
on dunyatv in the timing slots of 9:00pm to 10:00 pm and 11:00pm to 12:00 am.
Ad will be played 3 times in between 9:00 to 10:00 Pm on dunya for Friday,
Saturday and Sunday for 4 months. And 4 ads will be played in between 11:00pm
to 12:00 am of Thursday, Friday, Saturday and Sunday for 4 months. These ads on
Dunyatv will cost 22352000 for 4 months. Timing slots of 7:00 to 7:30 pm and
10:00 to 11:00 pm has been selected to be played on Cartoon Network and 2
times ad will be played in between each timing slot of Friday, Saturday and
Sunday for 4 months. Total cost for giving ads on cartoon network will be
14400000. The advertising agency will charge 600000 for making an ad of 30
seconds. So by summing up, the total cost of advertising on electronic media will
be 58472000.Our marketing campaign also includes advertisement on print media
and we have selected the newspaper Jang for Lahore, Karachi and Rawalpindi. We
made a print ad which will be given on Jang news on every Sunday for a time
period in between 15 August to 15 September. This activity will cost total of
5480000.Now our activities will be more focused towards the betterment of
placement of Bread and beyond products. For better placement, first we need to
hire more sales person. So we identify the amount of 100 sales persons all over
Pakistan to catch new retailers or distributors. 100 sales persons will be hired at a

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salary of 18000 per person. The total salary of 100 sales persons for one month is
1800000 and the salary for 4 months is 7200000.

These sales persons will help Bread and beyond to catch more market or
penetrate into market and to refill the shelves in the market.

There are two activities which we will perform to catch more market. The first
activity is to go to different schools which include; LACAS, LGS, Beacon House and
other local schools of Lahore, Karachi and Rawalpindi. Total of 195 schools will be
captured, and we will put our products there and also decorate their playgrounds
with Bread and Beyond’s stuffs.This activity will cost us9555000. This cost
includes the cost of Bread and beyond products and decoration of play grounds
and also includes other expenses. The activity in schools will give a return of
14625000 on average within 4 months.

The last activity will be performed for better placement is to catch the marriage
halls who are providing Cookies, brownies, sandwiches, Breads, Baguettes,
Muffins, Rolls, Pizzas, Pastries and Tarts in their events.These 100 sales people
will catch 280 halls for contract and on average this activity will produce sales of
55860000. So these activities will create awareness among people about the
products of Bread and beyond and these activities will also help to penetrate
more into market and to refill or serve better the existing distributors or retailers.

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Below is the summary of allocation of whole budget

Total budget 100000000 100 %

List of expenses
Total expenses for Outdoor campaign in
Pakistan 17163900
Total expenses for university activities 1340000
Total expenses for hiring sales person for 4
months 7200000
Total expense for schools placement and advertisement 9555000
Total electronic media expenses 58472000
Geo News 9:00 to 10:00 PM 21120000
Cartoon Network 7:00 to 7:30 PM 7200000
Dunyatv 11:00 PM to 12:00 AM 15872000
9:00 to 10:00 Pm on Dunya TV 6480000
Cartoon Network 10:00 to 11:00 P 7200000
Cost of making ad to paid to advertising agency 600000
Print media expenses 5480000

Total expenses marketing campaign 99210900 99.22%

Balance 789100 0.78%

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Appendix:

Marketing campaign:
Activity number 1
Outdoor campaign

In Lahore:
Flex boards:
1) Mall road = 60 flexes, Rent paid to PHA = 3163 per flex/ week , Rent for 2 months for
60 flexes = 1518240
2) Jail road = 40 flexes, Rent paid to TEPA =3163/ week , Rent for 2 months for 60 flexes
= 1012160
3) Iqbal town Main Boulevard 40 flexes, Rent paid to TEPA =1898 / week , Rent for
2monthsfor 40 flexes = 303680
4) Link road model town 60 flexes, Rent paid to TEPA =1898 / week , Rent for 2 months
for 60 flexes =455520
5) Ferozpur road = 60 flexes, Rent paid to TEPA =1898/ week , Rent for 2 months for 60
flexes = 911040
6) Mm alam 60 flexes, Rent paid to TEPA =3163/ week , Rent for 2 months for 60 flexes =
759120
7) Peaco road from Jinnah hospital to link road 50 flexes, Rent paid to TEPA =1328 / week ,
Rent for 2 months for 50 flexes = 531200

Total flexes in Lahore = 370

Cost of single flex = 350

Cost of total flexes= number of flexes * cost per single flex = 370*350= 129500

Total rent paid to PHA = 5490960

Total cost for flexes = 5620460

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Plastic sheet signs:

1) Canal Road = 12 shapes, , Rent for 2 months for plastic signs or shapes = 6000
2) Liberty round about = 12 shapes, Rent for 2 months = 6000

Total plastic sheet signs in Lahore = 24

Cost of single plastic sign = 7000

Cost of toal plastic sheets = number of plastic sheet shapes * cost of single shape = 168000

Total rent paid for plastic sheets = 12000

Total cost for plastic sheet shapes = 180000

Hoardings in Lahore :

1) Centre point: Rent = 1000000 per month, Size = 60 by 40 = 2400 sqrft, Cost of
hoarding: 70 * 2400 = 168000
Total cost for centre point hoarding: 1000000 + 168000= 1168000
2) DHA: Rent =2500000 per month. Size = 90 by 30 = 2700 sqrft . Cost of hoarding :
70 * 2700 = 189000
Total cost of Dha hoarding: 2500000 + 189000 = 2689000
3) Vertical site fortress stadium: Rent = 750000 per month . Size = 60 by 20 = 1200
sqrft . Cost of hoarding : 1200 * 70 = 84000
Total cost for centre point hoarding: 750000 + 224000= 834000
4) Dubai chowk : Rent = 600000 Size = 20 by 30 = 600 sqrft , cost of hoarding = 600 *
70 = 42000
Total cost for dubaichowk hoarding: 600000 + 42000= 642000
5) Hajj terminal airport: Rent = 600000, Size 90 by 30 = 2700 sq.ft Cost of hoarding :
2700*70 = 189000
Total cost for centre point hoarding: 600000+ 189000= 789000

Total cost for hoardings in Lahore = 1168000+2689000+834000+642000+789000=

6122000

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Costing in Lahore:
Total cost for flexes = 5620460

Total cost for plastic sheet shapes = 180000

Total cost for hoardings in Lahore = 6122000

Total cost of outdoor activities in Lahore =

129500+5490960+168000+12000+6122000=11922460

In Karachi:
Flex boards:
1) II Chandrigarh road = 50 flexes, Rent paid = 3163 / week , Rent for 2 months = 632600
2) Tariq road = 60 flexes, Rent paid =3163 / week , Rent for 2 months = 1518240
3) M A Jinnah road = 80 flexes, Rent paid =3163 / week , Rent for 2 months = 1012160
4) Haidri = 40 flexes, Rent paid =1328 / week , Rent for 2 months = 424960
5) Shahrailiaquat = 60 flexes, Rent paid =1898 / week , Rent for 2 months = 911040
6) Asfahahni road = 60, Rent paid =1328/ week , Rent for months = 637440

Costing in Karachi:
Total flexes in Karachi = 350
Cost of single flex = 300
Cost of total flexes= number of flexes * cost per single flex = 300 * 350 = 105000
Total rend paid to PHA = 5136440
Total cost in Karachi = 5241440

Total cost for outdoor activities in Pakistan = cost in Karachi + cost in Lahore
=5241440+11922460 = 17163900

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Activity number 2
Activities in universities

Three gaming activities will be held

1) Darts
2) Hit at your favorite Bread and beyond product
3) Rassakashi

Number of universities

1) UCP
Total days = 3
Total products given in 3 days = 1500(free of cost )
Cost of products= 1500 * 30 (on average) = 45000
Cost paid to university = 3 days * 15000 (per day) = 45000
Total cost in UCP = 90000
2) University of Lahore
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days * 10000 (per day) = 30000
Total cost in UOL = 75000

3) COMSATS
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days *8000 (per day) = 24000
Total cost in COMSATS = 69000

4) UMT
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days * 12000 ( per day) = 36000
Total cost in UMT = 81000

5) Superior
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days *10000 (per day) = 30000 (per day)
Total cost in superior = 60000

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6) LSE
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days * 20000 (per day) = 60000
Total cost in LSE = 105000

Universities in Karachi

1) MAJU
Total products given 1500
Cost of products = 1500* 30 (on average) = 45000
Cost paid to university = 3 days * 15000 = 45000
Total cost in MAJU = 90000

2) IQRA
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days * 25000 = 75000
Total cost in IQRA = 120000

3) IBA
Total products given 1500
Cost of products = 1500* 30(on average) = 45000
Cost paid to university = 3 days * 30000 = 90000
Total cost in IBA = 135000

Costing for activities in universities:

Total number of Bread and beyond products given in universities: 13500

Cost of single product on average = 30

Total products expenses = total number of products * cost of single product

= 15500 * 30 (on average) = 405000

Total expenses paid to university = 435000

Other expenses = 500000

Total expenses for university activities = 1340000

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Activity number 3
Hire sales person:
As there is an issue in placement and refilling of shelves, we are going to hire 130 more sales
people all over Pakistan for better placement of Bread and beyond and better refilling of shelves.

For this purose, the cost incur will be

Total sales person = 100

Salary per sales person = 18000/ month

Total salary per month = 100*18000 = 1800000

Total salary for 4 months = 1800000*4 = 7200000

Total cost for hiring sales person for 4 months = 7200000

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Activity number 4
1) Placement of bread and beyond products at schools:
School for Lahore: 22+21+4+5 = 65
2) Lacas School: 3
3) Beacon house School: 22
4) Lahore Grammar School: 21
5) Divisional Public School: 4
6) Punjab School: 5
7) Others: 10
Schools for Karachi: 90
8) Beaconhouse: 43
Others : 47
Schools Rawalpindi and Islamabad for: 40
Total School: 195

Costing for placement in schools:

Cost of freezers = Rs. 28,000

Total expense freezer: 195*28,000 = 54, 60,000

Additional advertisements in school play area etc. Rs 20,000 per school

Total additional advertisement in all school play areas: 20,000*195 = 3900000

Other expenses = 10000 per school * 195 = 1950000

Total expense for school activity: 54, 60,000+3900000 + 1950000 = 9555000

Return on placement:

Average number of students in a school: 600

Average daily purchase from a school: 75/pieces

Average daily sale from a school : 75*20 = 1500/day

Average monthly sale from a school : 1500*20days = 30,000

Total average monthly sale from all schools: 195*30,000 = 58, 50,000

Total sale from all school during campaign 2.5 months (due to summer vacation 1.5 month
school will remain closed): 58, 50,000*2.5 = 14625000

Return on investment (14625000/7410000) * 100 = 197.368%

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Activity number 5
2) Distribution/ contract with marriage/ event hall:

Total no of halls contracted in Lahore, Karachi, Islamabad = 280

Average Number of events per month at a hall = 8

Total events at all halls per month: = 280*8 = 2240

Average consumption for an event of 300 attendants = 300/5 = 60

Total consumption at all events during a month: = 60*2240= 134400

Price of tart pack (with 5% discount from retail price: 166.25* 134400 = 22344000

Total sales for 2 months: = 22344000*2 = 44688000

(September (zulqaadah) , October (zulhijaah))

Remaining two months sale ( july , august)

Average events per month = 4

Total events at all halls 280*4 = 1120

Total liter consumption at all halls events = 1120*60 = 67200

Total sale at these events = 67200*166.25 = 11172000

Total 4 months sale: 11172000+44688000 = 55860000

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Activity number 6
Ads on print media
Advertisement on front page of Jang news of quarter page:
Number of days: every weekend for period 15 August to 15
September
Cost: 1370000 per weekend * 4 times a month = 5480000

Cost of making ad paid to advertising agency= 600000

Total cost for electronic media:

21120000+6480000+15872000+7200000+600000+7200000 =58472000

Timing Pricing Basis of Days to run Time to Total cost Total cost in
selection run per per day campaign
day
9:00 to 220,000/m ad Maximum Friday, 30 440000 21120000
10:00 Pm on tax here viewership Saturday, seconds
Geo News Sunday ( 4 ad ( 4
months) times a
day)
9:00 to 45,000 per 30 Maximum Friday, 30 135000 6480000
10:00 Pm on sec viewership Saturday, seconds
Dunya TV Sunday ( 4 ad ( 3
months) times a
day)
11:00PM to 62,000. Hasb E Thursday,Friday, 30 248000 15872000
12:00 Am on Haal Saturday, seconds
DUnya TV Sunday ( 4 ad ( 4
months) times)
7:00 to 7 :30 25000/10 sec Tom and Fri, sat, sun _ 2 2 150000 7200000
pm jerry kids times
75000/30 sec show
10 to 11 25000/10 sec Ben ten Fri, sat, sun _ 2 2 150000 7200000
show times
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75000/30 sec
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Conclusion and Recommendations

After doing a project on Bread and Beyond we come to conclusion that
they are developing a market by introducing a new products in a bakery
field. They are trying to educate peoples to eat fresh. Each day there
focus is it to make there product fresh and healthy for consumer. Bread
and Beyond putting all his effort to develop and modify the bakery
industry of Pakistan.

 Open maximum flagship outlet

 Also focus niche market
 Emphasis on advertisement on media
 Develop a market by offering new product
 Cope up with a changing technology
 Control cost on process
 Keep competitors in mind
 Each day do self evaluation
 Introduce new ways to educate consumers
 Keep connected with market and emerging trend

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