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Brand Management|
Masoom’s Café: Frozen Tooth|

Date of Submission: Monday, March 19, 2012
Submitted to: Mr. Asad Butt

Group Members
Umer Rehman (Group Leader)B/A-FAL09-018
Mahrukh Yousaf ZaiB/A-FAL09-007
Adeel HassanB/A-FAL09-063
Wasif FarooqB/A-FAL09-056
Zunaira KhanB/A-FAL09-077
Sara MinhasB/A-FAL09-062

Introduction
Masoom’s initiated from Lahore and at current have numerous bakeries and restaurants around Pakistan. The group is primarily known for its bakery items, few of the specialties include Chocolate Fudge, Butter Scotch, Moca Java, Chocolate Caramel and not to forget, Death by Chocolate. They also have a huge variety of pastries and baked eatables like muffins and all. Masoom’s offers the best food & service at very reasonable rate. Their menu includes a variety of Oriental, Chinese and Continental. Masoom's proud to offer the consumers a wide variety of high-quality, great tasting menu options. Consumers can choose well-balanced and delicious meals from Masoom's CBS menu by mixing and matching choices each and every time they visit. All of Masoom’s products are made up of lidt chocolate. Masoom’s has franchises in the following cities in specified areas: ISLAMABAD

* Cafe Xo By Masoom's at f-11 Markaz, Islamabad
* Masoom's Bistro at DHA/ BAHRIA, business bay road, Islamabad * Masoom's Coffee & Bakeshop at Aneeq Plaza, I-8 Markaz, Islamabad * Masoom's Bistro at Bahria Heights Phase IV, Islamabad

* Masoom's at Gun Club Islamabad
LAHORE
* Masoom's Cafe & Bakers at MM alam road Hafeez Tower, Lahore * Masoom's Pan Cake Lounge at DD Block DHA
* Masoom's Cafe & Bakers at Link Road, Lahore
* Masoom's Cafe & Bakers at Johar Town, F-Block, Lahore Product line
Cake products
1. New York cheese cake
2. Death by chocolate
3. Kit Kat cake
4. Cake caramel
5. Crunch cake
6. Fudge cake
7. Moca java cake
Beverages products
1. Cappuccino
2. Caramel coffee
3. Cold coffee
4. Tea
5. Green tea
6. Juices
7. Shakes
Bakery products
1. Brownies
2. Muffins
3. Patties
4. Pizza
5. Lasagnia
6. Cookies
7. smoothies

Marketing Mix
Product
Gelato – Ice cream is made with milk, cream, various sugars, and flavoring such as fresh fruit and nut purees. Gelato is defined in English as a soft ice cream containing little or no air. Depending on the recipe and the person making it, dairy-based gelato contains 16–24% sugar. Most ice cream in the contains 12 to 16% sugar. The sugar content in homemade gelato, as in traditional ice cream, is balanced with the water content to act as an anti-freeze to prevent it from freezing solid. Types of sugar used include sucrose, dextrose, and inverted sugar to control apparent sweetness. Typically, gelato—like any other ice cream—needs a stabilizing base. Egg yolks are used in yellow custard-based gelato flavors, including zabaione and crème caramel, and non-fat milk solids are also added to gelato to stabilize the base. Starches and gums, especially corn starch, are sometimes also used to thicken and stabilize the mix. By statute, gelato in Italy must have at least 3.5% butterfat, with no upper limit established. Proposed Flavors

1. Fruitoosa
2. Schoko'kiss
3. Yonice
4. Velluntina
5. Brown Hazelnut
6. Golden Vanilla
7. Caravella
8. Neutron
9. Superneutro Fruit
10. Almond Blossom
11. Coffee Sprint
12. Mango Cream
Place
Frozen Tooth will be establishing its marketing throughout Lahore. Frozen Tooth will be made available in all present branches of Masoom’s in Lahore. Being an entirely new product in the market will initially operate only in Lahore till further expansion. Frozen Tooth ice creams being Italian gelato; fat free and sugar free require some extra ingredients and products which increases the cost of the ice cream by 15 – 20 %. Keeping this segmentation in mind we have taken...
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