Dawn Bread

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FINAL PRESENTATION

PRINCIPLES OF MARKETING

DAWN BREAD

GROUP MEMBERS:
SAFURA ALI (7626)
AALIYA KHATOON (8158)
MEHSUM MANSOOR (9321)
AHMER HAMMAD
ANAM FAKHAR UD DIN (9014)
QURAT UL AIN PARACHA (9210)

SUBMITTED TO:
MS. MALIHA MURTAZA KHAN

DATE: 13TH May, 2009

Letter of transmittal
May 13, 2009

Ms Maliha Murtaza
Faculty Member
Marketing Department
Institute of Business Management

Dear Ms Murtaza:

Following is the report on marketing program of DAWN BREAD, you asked during the early weeks of November 2008. We’ve been able to meet your deadline of 1st January, 2009.

The purpose of this report is to provide an in depth analysis of the company complete with its marketing program including the marketing mix, segmentation variables, competitor’s analysis of dawn bread. Our Marketing program will identify all the four maketing P’s (Product, Price, Place and Promotion) of the company. We have collected the required information and statistical data by conducting a survey through questionnaires, which we distributed to random people like executives, students, drivers, doctors etc. triangulation of data has been done through directed interviews.

We would to like offer any assistance for the understanding of the report. You can contact us at 0345-6080970

Yours sincerely,

Safura Aaliya Mehsum Ahmar Anam Qurat ul ain

Acknowledgement

First and foremost we would like to thank the Almighty and then our parents for giving us the opportunity to study at one of the best institutes in Karachi.

Researching for this report has been an invigorating experience for us and for this we would like to thank our teacher, Ms. Maliha Murtaza who provided us with important and in depth information regarding the topic and who helped along the way.

The GM Sales also supported really well and provided us with all the related information with full cooperation.

This report has enhanced my knowledge immensely and once again the credit goes to our teacher for giving us this opportunity.

TABLE OF CONTENT

INTRODUCTION6

DAWN’S PROFILE6

SWOT ANALYSIS7

STRENGTHS:7
WEAKNESSES:8
OPPURTUNITIES:8
THREATS:8

Market Segmentation9

Geographic9
Demographic9
Psychographic9
Behavioral10

MARKETING MIX FOR DAWN FORTIFIED BREAD12

PRODUCT12

VARIETY:12
BREADS13
BUNS13
SWEETS13
FROZEN13
OTHERS13
QUALITY:13
DESIGN:14
FEATURES:14
BRAND NAME:15
PACKAGING:15
SERVICES:15
SIZE:15
THE COMPANY’S CURRENT BUSINESS PORTFOLIO16
BCG MATRIX16
ANSOFF’S PRODUCT/MARKET EXPANSION GRID:17
PRODUCT LIFE CYCLE:17
LEVELS OF PRODUCT:18

Price19

Place20

Promotion21

Questionnaire analysis22

Competitors Analysis:-25

Flaws in Market Mix26

Product26
Promotion26

RECOMMENDATIONS26

INTRODUCTION

Dawn Bread with a vision to exceed the expectations of consumers with great taste products that delivers convenience, quality, safety and value – is undoubtedly the market leader in fresh baked bakery products. Dawn Bread has created the distinctive competence in a market where so many other brands are also available to cater the requirements of consumers. It has introduced the concept of quality in the generic fresh bakery products industry.

DAWN’S PROFILE

Dawn Bread a name that has come to signify quality and freshness is a product of Golden Harvest Food (PVT) LTD. A success story that was written by a family that is committed to honest to goodness enterprise and concerned with the prosperity of the country. The enterprise, which made a humble beginning in late 1981, has, within a decade, grown to capture 35% of the consolidated market share of all bread products in the country, a fact that speaks volumes about the credibility of the company and its products.

Prior to the establishment of Dawn Bread, the largest producer of bread products...
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