In the Name Of Allah, The

Most Merciful, The Most

Beneficent.

TABLE OF CONTEXT

1) Acknowledgement…………………..………………... 1

2) Executive summary…………………………….……… 2

3) Introduction ……………………………………….… 3

4) History………………………………………………... 4

5) Products of DAWN……………………………………. 6

6) Competitors……………………………..…………… 9

7) Planning For New Product …………………………... 9

8) Product Development……………………………….… 10

9) Marketing Strategy …………………………………. 10

10) Competition ………………………………………….. 11

11) Lab Test ………………………………………………. 12

12) Field Test ……………………………………………… 12

13) Commercial Production ………………………………. 12

 Acknowledgement

All praise is due to Allah, the lord and cherisher of the university. May his pace and
blessings be upon prophet Muhammad (PBUH), his household, companions and all
followers of the right Guidance till the day of Judgment.

Allah, the Exalted, says: " Say: Are those who know equal to those who know
not? It is only men of understanding who will remember."

We give honor and privilege to our respected resource person Mr. Waseem
Alam who helped us in thinking in the right direction by giving us this
challenging task.

We would also like to thank our families, who added a boost to our
confidence, and are always praying for our success
EXECUTIVE SUMMARY
Introduction:
We have chosen the DAWM Bread for launching our new product. It deals in
the bakery industry and is quite famous in that field. It is in this field for about
more than 25 years. It is well established now and leading the market of bakery
industry.

History:
Dawn Bread a name that has come to signify quality and freshness in bread
products. 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 was the public sector. However, this sector could not cope with the
demands of the consumer and this when, perceiving a change in the eating
habits of Pakistanis, Dawn Bread was envisioned.

Beginning with the plant in Karachi, commissioned in October 1981, Dawn

Bread built-up a reputation for freshness, quality and taste. Creating awareness
plus a demand for bread products, and started its production from Karachi and
the second plant was commissioned in Islamabad in January 1985. Nothing
succeeds like success, so next came the plant in Hyderabad in January 1987, a
year that was to also witness the establishment of another plant at Lahore, in
November 1987. In 1989 we established the plant at Multan. After
consolidating this expansion, the sixth plant was commissioned at Faisalabad
in February 1992. Now our customers can find Dawn’s quality and freshness
from the southern tip of Pakistan to the Northern city of Peshawar.

For purpose of standardization, the company associated itself with FMBRA of

United Kingdom in 1990 to bring itself in line with international standards of
production, technology, machinery and formulation. Now, all the Dawn Bread
plants boast of the latest machinery used in the bread-making process. They are
managed by senior food technologists with decades of experience, while those
manning the machinery are provided on the job training in congenial working
conditions. Taking a responsible place in society, the company is committed to
the uplift and development of the society as a whole, and participates in sports
and social welfare activities.

The DAWN Bread is very famous in Pakistan and it is the market leader in
Pakistan for bakery products. It has launched many schemes with McDonalds
and KFC. DAWN bread provides bun for the burgers to McDonalds, KFC, and
MouriPan.

Now DAWN Bread has spread to Lahore, Sukhur, Multan and Islamabad. It
has two production units in Lahore and one production unit also in Dubai, from
the above production units dawn bread covers, wide area of the Pakistan. Dawn
Bread has lunched many products with McDonalds and KFC. There used to be
a coupon in the bread if you take it to the McDonalds they used to give a
burger free. There were many other schemes with the McDonalds that DAWN
Bread has launched with them. As DAWN Breads supplies buns for burger to
the McDonalds. McDonald has prepared a special recipe for buns. They have
asked them to prepare the buns of the provided recipe.

We hope to continue to develop and maintain this relation in the future.

Products of DAWN:
DAWN Bread produces the following products: -
Bread:
 Bran Bread:
Add fiber to your life. Dawn's Bran Bread freshly
Baked for our health conscious customers. This bread
contributes towards the daily intake of fibe.
Price Rs.17

 Milky Bread:
Made by the addition of milk, this oven fresh aromatic
Bread is made so that each slice contains the richest of texture
and gives that extra taste.
Small at Rs.15
Large at Rs. 28
  Plain White Bread:
This freshly baked and nutritious bread was one
of the first products to be introduced in the Pakistani
market by Dawn. They provide bread in three different
sizes, these are:
Small at Rs.15
Large at Rs. 28

1. Fruit Cakes:
There are two types of cakes one is simple cake and the second is fruit
Cake.
Plain cake large Price at Rs.29
Fruit cake Small Price at Rs. 15
Fruit cake large Prices at Rs. 30.
2. Ship Cakes:
This cake is made of same ingredients as are fruit cakes but it is made
in a shape of ship in the size of a pastry.

(a) Strawberry & Vanilla Cake

Our tasty cup cakes made with only the best of ingredients.
These little delights are simply a must have, good things do
Come in small packages.
Price at Rs. 7.

(b) Short Cake

our tasty cup cakes made with only the best of ingredients.
These little delights are simply a must have, good things
do come in small packages.
Price at Rs. 7.

(c) Pineapple Cake

Our tasty cup cakes made with only the best of ingredients.
These little delights are simply a must have, good things do
come in small packages.
Price at Rs. 7.

(d) Mango cake

Our tasty cup cakes made with only the best of ingredients.
These little delights are simply a must have, good things do
come in small packages.
Price at Rs. 7.
3. Bun:
 (a) HOT DOGS BUNS
Hot Dog Buns are growing in popularity by the day.
Baked using the strictest of quality standards, our tasty
product is made to be the freshest hot do.
Price at Rs.5

(b) FRUITY BUNS

An all time favorite breakfast alternative commonly
known as Maska Bun, our Fruit bun still carries that
distinct taste perfected by Dawn. Served WI.
Price at Rs.7
(c) BURGER BUNS
Our Oven fresh buns are a treat by themselves.
Baked by using only the very finest of ingredients,
and perfected by years of experience in the baking...
Price at Rs.4

4. Crispy Rusk:
Rusk is available in 300 g packaging two sizes.
Small Pack Price at Rs. 17
Large Pack Price at Rs. 32

5. Tandoori Roti:
Tandoori roti is in the five piece packaging and is at Rs. 17 per pack.
Each price at Rs.3.4

6. Tandoori Naan:
Tandoori naan is also in the five piece packaging and is at Rs. 17 per pack.
Each price at Rs.3.4

7. Frozen Paratha:
Frozen paratha is also in the five piece pack and is at Rs. 28 per pack.
Each price at Rs.5.6
Competitors:
There are different competitors in different areas of DAWN Bread. In Lahore
and its surrounding areas the Bunnies Bread is the strongest competitor. Apart
from that there is CITI Bread, VITA Bread, Shezan Backers, Gourmet Backers
and many other non-branded bakeries and bread producing firms. In Karachi
there is Sona Bread, Shezan Backers, Gourmet Backers, and many other
followers in the Bakery industry. In other areas are non-branded producers
of backing industry who are in competition with the DAWN Bread.

Planning For New Product:

Analysis of Needs & Wants:

There is an upper class in Pakistan who wants to cook but don't know how to
cook. So they need something that they can easily cook without many,
headaches. We felt that there is need for a desi paratha which we usually see in
our rural areas and is one of the specialties of the rural areas. So we launched
frozen paratha which got quite a good response. So that made our feeling
stronger that there is need for something readymade that can be easily cooked.

Idea Generation:
Our frozen paratha took a very good response so we took the same idea of
making something that can be easily cooked. So the idea of frozen chicken
paratha came. The idea is to present the frozen chicken paratha the same way
as was frozen paratha was presented.

Screening & Evaluation:

We evaluated the idea of the frozen chicken paratha in detail. Checked each
and every aspect of the product and came to conclusion that it certainly is quite
practical and its process is not very complicated. It is quite simple product and
easy to produce with very little cost to build facilities for production.

Business Analysis:
There will be change needed in the setup of production unit for this new
product. There will be a separate area where chickens will be processed for the
new product and smaller frozen paratha will be prepared for the frozen chicken
paratha .There will be a new portion build in the DAWN Bread production
unit. In that portion the chickens will be supplied. The chickens will be cleaned
up, processed and boiled then these chickens will be fried with the other
ingredients for a little time. Then if will be ready to be filled in the paratha.
Paratha is already our product and is prepared so we don't need any thing extra
for the paratha. It is already in the market with the name of Frozen Paratha.

Product Development:

Product:
The name of the product will be 'frozen chicken paratha. It will consist of
following two parts:
 Frozen Paratha and
 The chicken with some other ingredients.
 We will use our frozen paratha and prepare little smaller size for the
rolls and use chicken with some other ingredients for the filling of roll.

Product ingredients:
 Ingredients of frozen paratha:
Wheat Flour, Vegetable Oil, Margarine, Milk
Powder, Leavening Agent, Water and Salt
 Ingredients of chicken filling:
Boiled Chicken, Salt, Black Pepper,
Pea, Cabbage, Soya Sauce, Vegetable Oil, Water

Product Features:
1. It will be tasty from other ordinary chicken . Because we are using desi
paratha in it.
2. It wilt give a home cooked taste because it will be prepared such a way.
3. It will give us the competitive advantage because of its differentiation
from ordinary such product.

Marketing Strategy:
Then the most important part of the new product launching came. That is
to prepare a marketing strategy for the new product. There are following
steps that we will under-take: -
 Segmentation:
We will segment the market and selected the upper income level group
who mostly don't know the cooking but want to cook. This will be the
same target market as is for frozen paratha. This is a group which can use
this product rapidly. This product is prepared for them. Reason behind
selecting the upper income group is that they mostly don't know cocking
and usually want readymade things. By promoting our product in a way to
motivate them and persuade them to buy our product will make them
repeat buy.

 Price:
The objective of pricing is to make 20 percent profit. The pricing
strategy will be cost plus. We will determine the price according to cost
plus method. If the demand is for the low price of the product then we
will try to reduce our costs .we will price our product at Rs. 20 per unit
in the individual packing and Rs. 90 for five units pack

 Promotion:
We will promote the product on print media, electronic media, and will
pack the leaflets in the bread, and also use banners and posters. We will
emphasize on the leaflets the bread packing and print media, especially
newspaper. The reason of emphasis on those Medias is that they are daily
used. DAWN Bread has a big market share and has goodwill in the
market. Leaflet in the bread packing will inform our customers about our
new product and they will certainly try because of the goodwill of the
company that company has in the mind of the customers. Out of those who
are trying our product, many will become our permanent customers.
 Positioning:
We will promote our product such a way that it creates a very good image
in the mind of our customer. The image we want to create in the mind of
the customer is that our product is very easy to cook and is very tasty .We
want to make customers fee! that they are paying for right product. We
will promote our product in a way to create' au image in the mind of the
customers that our product is just like cooked at home and gives maximum
satisfaction. And it is also very nutritious. To create that image we will
focus on promotion and create suspense in the market about our new
product, and then we will launch a scheme that buy two breads and get one
small chicken roll free. After some time we will launch our product on full
scale.

Competition:
As such there are no direct competitors for our particular product but
we do have a competition with non-branded chicken rolls and burgers
and such products which fall in the same category. We also have a
competition with the Shezan Backers & Confectioner and with
Gourmet Backers & confectioners, because they sell products like
sandwiches, pizzas and other thing like that. To deal with those
products that are in competition with our chicken paratha , we have
decided to promote our product in a way that our product is like cooked
in home and of high quality in a very reasonable price.

Lab Test:
We will test the samples of our product in our lab of quality control to see
whether our product is up lo task or not. We will check the quality, taste,
and freshness of the product before launching,

Field Test:
After testing it in the lab we will test our frozen chicken paratha in the
field or market. We will put our product on trial by introducing it in the
market on premier price that will be little less that actual price. It will
achieve dual purpose for us, one. it will be our field test and second, it will
develop taste in the target market. So, we will achieve promotion
objectives also. There must be some suggestions to improve our product.
We will take that into account to make our product better.

Commercial Production:
After all measures we will start our commercial production and will put
our product in the market. And our product will certainly be hit.