Bunnys Bread

3. Strategic Plan

Bunnys
Mission Statement We seek to achieve market leadership in bakery and snack food through exceeding customer expectation, out matched support service and satisfaction, unique products and strive to satisfy the interest of stakeholders in all aspects of business. Goals High growth, work environment, continuous improvement, corporate effective communication, value addition, waste buster and knowledge sharing are the goals set by Bunnys.

Bunnys
Core Competence
Largest distribution network in Lahore. Has facility to produce customized product. ISO 9001:2000 Moody International HACCP(Hazard Analysis Critical Control Point AIB (American Institute of Baking) SFA (Snack Food Association)

Dawn
Mission Statement Goals Core Competence
Dawn has 6 plants all across Pakistan. Deliver fresh products to the customers daily. Transportation costs are less than competitors. Brand equity has been established. FMBRA (Flour Milling and Baking Research Association) ISO 9001:2000 ISO 22000

4. Situation Analysis

 SWOT Analysis
It is a way of monitoring the external and internal marketing environment.

Dawn
Internal factors Management Strengths Experienced , innovative and ready to face the challenges of expansion. Offerings High-quality, informative, strong brand image Marketing Own baking plants and Distribution network across the country. Manufacturing Well equipped baking plants across the country. Ensuring same quality standards at different locations require strong supervision R&D Ensure the quality of product and service through daily feedback and visits of the market. Surveys conducted by own department could be biased Weaknesses Decentralized operations, week supervision . Many competitors with same quality and price
Difficult to manage such a large network.

Dawn
External Forces Consumer/Social Opportunities Daily use products, ready made product and easy to consume products are becoming a trend in Pakistan. Competitive Serve each and every area of the country. Competitors can also serve the same areas. Technological Well trained production staff and well equipped plants. Economic People pay for the quality products marketed by brands. Legal/Regulation The price is set by the baking Association.(Cartel) Any competitor can acquire a better technology. The lower economic class prefers price over brand. Non- member companies do provide at lower prices. Threats People like traditional food.

Bunnys
Internal factors Management Strengths Experienced and Centralized Weaknesses Small size and concentrated at single station. Offerings High-quality, unique Taste Many competitors with same quality and price Marketing Own Distribution network in Lahore and nearby cities No distribution (Bakery)in Sindh, Balochistan, Khyber pakhtonkhwa and south Punjab Manufacturing Largest baking plant Plant only in Lahore which restricts the remote areas product(Bakery) supply R&D Ensure the quality of product and service Surveys conducted by own department could be biased

Bunnys
External Forces Consumer/Social Opportunities More people are becoming the consumers of ready made products Competitive Serve each and every area of the city. Competitors can also serve the same areas. Technological Well trained production staff and well equipped plants. Economic People pay for the quality products. Any competitor can acquire a better technology . The criteria of quality for lower economic class is the price. Legal/Regulation The price is set by the baking Association. Non member companies do provide at lower prices. Threats People like traditional food

5. Market-Product Focus

Dawn
Marketing and Product Objectives
Dawn has built up an image of the brand by ensuring quality and has established the brand equity.

Markets
Consumer Market
Most of the Dawn products are consumed by the consumers because it has created a strong brand image.

Business Market
Companies like Hardees, KFC, AFC and many more are major customers.

Global Market
Dawn sale frozen dough in the global market from its plant in Karachi .

Dawn
Target Markets
People and the businesses whose main concern is branded and quality food stuff.

Point of difference
Fresh Product through largest distribution network along with largest network of baking plants.

Positioning
Available from the southern tip of Pakistan to the Northern city of Peshawar.

Bunnys
Marketing and Product Objectives
Bunnys focuses on revenue generation by sticking to its existing setup and is not expanding the business.

Markets
Consumer Market
Most of the Bunnys products are consumed by the consumers because it has created a strong brand image.

Business Market
Bunnys provide customized product to businesses. Companies like Pizza Hut, Sub way are major customers.

Global Market
Bunnys only sell snacks in the global market.

Bunnys
Target Markets
Bunnys main concern is to capitalize on its share in the Lahore market.

Point of difference
Largest distribution network in Lahore.

Positioning
Quality product available in every part of Lahore.

6. Marketing Program

Dawn
Product
Packaging
Dawn uses plastic sheets, paper and card packaging. Dawn is going to launch a new standing packaging made of paper instead of plastic sheet for bread.

Labeling
Products have Dawn logo, address of the company, ingredients of the product and their nutritional value and expiry date.

Price
Price is set by the Baking association of Pakistan (cartel).

Dawn
Promotion
Advertisement through magazine-adds, shop signs and TV commercials. In-store activities, taste testing, consumer promotions with other brands like Pepsi, Mc Donalds. No discounts for retailers
Big Stores
Dawn pay to big departmental stores for the shelf space.

Place
Dawn products are distributed by the company itself through its own fleet. The products are distributed directly to the retailers and no intermediaries (whole sellers, distributors etc) are involved.

Bunnys
Product
Packaging
Dawn uses plastic sheets, paper and card packaging.

Labeling
Products have traditional Bunnys logo, address of the company, ingredients of the product and their nutritional value and expiry date.

Price
Price is set by the Baking association of Pakistan (cartel).

Bunnys
Promotion
No Advertisement. Discounts up to 3% for retailers.
Big Stores
Bunnys pay to big departmental stores for the shelf space

Restaurants
Bunnys give special offers to restaurants which sell prepared stuff like sandwiches, burgers etc.

Retailers
Bunnys pay to retailers in densely populated areas in order to get the exclusive outlet for its products.

Place
The bakery products are distributed by the company itself Distributors are involved in snacks products

Organization

8. Implementation Plan

Dawn
Dawn has established baking plants at various cities of Pakistan in order to provide the fresh products The sale of different products varies with the season. In the month of Ramadan the sale of bread reduces whereas that of Paratha increases Dawn uses its baking facility according to the season. Dawn provides different products in different areas. The time of distribution is also different for different areas. Dawn mainly caters the A-class and B-class markets.

Bunnys
Bunnys have a single largest baking plant in Lahore in order to have a centralized production and management unit. The sale of different products varies with the season. Bunnys use its baking facility according to the season and try to get maximum benefit in every season. The people of Faisalabad like to eat the bread which is baked without a lid on it so Bunnys is equal to the task. Bunnys cater all the market categories i.e. A-class, B-class and C-class. Bunnys have distributors for its snacks range on the advance payment.

Evaluation and Control

Dawn
The targets for the sale are set in every month and the actual performance is compared with the targets. The targets are set according to the areas. Which team fulfills its targets is rewarded in terms of bonus. The sales staff is remunerated in terms of salary as well as commission on the sales. Dawn has control over the whole distribution channel which helps it to have a good picture of the market. First hand feed back received by the company helps executives to formulate strategic plan.

Bunnys
The targets for the sale are set in every month and the actual performance is compared with the targets. The targets are set according to the previous years respective months sales. Which team fulfills its targets is rewarded in terms of bonus. The sales staff is hired on the commission basis and no salary is given to them. The sales staff is rewarded with bonus on achieving their targets

Executive Summary

Company Description

Organization Structure

Product Portfolio
Bakery

Bread

Rusks

Buns

Cakes

Market
Consumer Market Business Market Global Market

Bunnys Orientation towards Market Place

Segmentation

Diabetic persons

Faisalabad

Masses

Value Proposition

Brand

Value and Satisfaction

Marketing Channels
Communication Channel Distribution Channel

Supply Chain

Competition

Marketing Environment

Market Research