Contributions of our group:

alishba naveed: acknowledgement, executive summary, segmentation, positioning, marketing mix (future and current situation both), competitors, marketing objectives, (current), target market, market research, market profile, future strategies/market fundamental strategies, market trends, introduction to restaurant, contingency planning, menu design, brochure, bill board, print add (future situation). madiha siddiqui: macro and micro environment, target market(current situation), marketing management orientation, customer driven market strategy/market segmentation, promotional strategies, the expert, positioning strategy, positioning statement, positioning strategy, market strategy for service firm, marketing management orientation, marketing concept, (future situation), compiling of reports. Presentation of current situation and compiling. maria kanwal & sobia noureen: macro environment, micro environment, recommendations, conclusion, marketing objectives. Samiya rasheed: bcg matrix, swot analysis (future & current both situation), differentiation, future strategies (future), menu content. Everyone: logo, name of restaurant, mission statement, vision, tagline, segmentation table, advertising bill boards, societal marketing concept. Our group apologies for the inconvenience, but we all agreed that our individual and group work should be send written so that we are justifiably marked. thank you.

PROJECT REPORT ON MARKETING

SUBMITTED TO: Ms. Ayesha Farooq SUBMITTED BY : 1. Alishba Naveed 2. Madiha Siddiqui 3. Maria Kanwal 4. Samiya Rasheed 5. Sobia Noreen REPORT ON : Current Situation Of Bake Parlor COURSE: Marketing

ACKNOWLEDGEMENT

We express gratitude towards all those, who have helped us to complete the project. We dedicate our work to disabled people who need our support. We would like to thank our Professor Ayesha Farooq who has given us the opportunity and provided the guidance for every step.

EXECUTIVE SUMMARY

Marketing management has great importance in business world. Our study is based on to study the brand Bake Parlor, a food product, in detail and make a marketing plan and to use all the products of Bake Parlor and launch a Restaurant. We took appointment with the Chief Executive of Bake Parlor Mr. Mahmood Hassan and he provided us with all the details for our report. Our focus is Karachi city for the current situation and the future report or our Restaurant launch.

INTRODUCTION TO COMPANY
Ever since its inception by Mian Ghulam Hasan in 1926, Rasul Group of industries has grown as one of the pioneers and leaders in food industries in the country. The brand name of Rasul Group of industries is BAKE PARLOR. It is market leader in Bread and has highest market shares. Envisaging the importance and impact of industrial progress and development around the region, the group had, right from the early stage of its emergence, adopted the policy of diversification. Thus with the passage of time the company enhance its operation from cultivation of grains to food trade, processing of food and ultimately manufacturing and exporting of food items utilizing modern technologies. The company has 3 factories at Karachi, two at Korangi Industrial Area (for manufacturing of flour and vermicelli and Bread and ketchup) and one at Port Qasim (for manufacturing of Italian food). The Groups industrial infrastructure also includes two most efficient Flour Mills to produce various types of Ata, Suji, Maida and Baby Foods raw materials etc. For Manufacturing and supply of high quality Breads, Bakery products and Allied food stuffs, the group possesses very dependable automated plants. Bake Parlor has developed a history of entrepreneurial excellence ever since its inception in 1926. Their management techniques, quality standards and passion for growth have propelled them to the top of the Pakistani food industry. Their product diversification and market development strategies have enabled them to grow tenfold within a decade. Today their product portfolio includes flour; confectionary, vermicelli, a complete range of pasta items (Macaroni, Spaghetti) and snacks just to name a few.

MISSION STATEMENT:
Bake Parlor offers 'more for less' by providing a diversified product range with premium quality and extra quantity at an affordable price.

MISSION
You are the major ingredients of our recipe of success. Together our team & you make an ideal bond that makes Bake Parlor a home filled with luscious enriching aromas of wheat based products primed and adorned with due love to make every bite no less than a gleeful delight. Truly, you deserve to taste nothing else than simply, BAKE PARLOR. We consistently monitor our ingredients mix by analyzing our consumers eating habits so as to provide food that is easy to cook and fun to eat. We acknowledge the global food commodity needs and consider it our responsibility to make the most out of limited resources. We decipher opportunities and make the most out of them. Our operational efforts are subject to continuous improvement and our success

trickles down to our customers, employees, business partners, community and environment that is how we aim to sustain it.

VISION
To attain sustainable competitive advantage at a global front by associating Bake Parlor with nutritious, scrumptious and diversified food product range.

Tagline:
Ab to sab hi khatay hain! Jo zindagi ka zaika apnatay hain wo bake parlor he khatay hain

MARKETING OBJECTIVES
To able to capture the essence of success as a Global company. To be the first choice of every customer by always providing 100% customer satisfaction. To focus on unique selling proposition by providing the most irresistible variety, quality and taste. To provide convenience in cooking and variety in Pasta products to customers.

AFFILIATION/PARTNERS

Associated, affiliated and/or certified with the following organizations: Accreditation service for certifying bodies [(ASCB (E)] Europe U.S Food and Drug Administration (FDA) Snack Food Association (SFA) Europe Trade Development Authority of Pakistan (TDAP) Karachi Chamber of Commerce and Industry (KCCI) Korangi Association of Trade and Industry (KATI) All Pakistan Flour Mills Association (APFMA) Sindh Chapter Bread Manufacturers Association of Pakistan.

SEGMENTATION, TARGETING AND BRAND POSITIONING AND HISTORY

Products of Bake Parlor enjoy considerable number of consumers in the entire region. The customers of Italian foods have been found from lower middle class to elite class. Macaronis of bake parlor is amongst the fastest growing brands in the companys portfolio and is likely to be the market leader with almost a major share of the market. Marketing involves to identity the needs/wants of the consumers and fulfill them accordingly. To satisfy its customers, a business must create a successful mix of:

SEGMENTATION

Bake Parlor Pasta products segmented the market on the basis of: Psychographics (Lifestyle: Encouraging eating habits towards foreign foodstuff) Demographic (Age, Income, Social Class, Occupation) Behavior (Knowledge, perception)

TARGET MARKET
The target market of bake parlor products is class A and B both. Mainly they are targeting housewives and youth, food variety seeking people etc. Basically, the target market of Bake Parlors products was initially and even now is youngsters as they result long-run customers.

Positioning:

I t i s c o u n t e d i n t h e f a s t f o o d s e g me n t a n d i s p o s i t i o n e d a s a nutruirish food. All the brands of Bake Parlor are known for its rich ingredients which is namely targeted for children and teenagers as a tasty / healthy food that can be consumed as lunch/dinners etc. Hence it is promoted being a healthy food as it would give a person the energy require to perform his routine duties and so is aptly named ABB TU SUBB HIKHATE HAIN.

Healthy food consumed as lunch/dinner

Its rich ingredients targeting children as tasty food

Brand:
Bake Parlor has used the brand extension technique by launching a variety of its different brands under the same food product category to cater for different buying patterns of the consumers.

Packaging:
Bake Parlors company logo is written in maroon background with wheat grains. Logo represents vitality and purity. It attributes help in promoting Bake Parlors products. Similarly, all products are packed in coloured packaged both in paper packet and pouch, which have different colors that has a window made in it which shows the product. As a result, it differentiates from other similar products of the competitors. Thus it acts as a silent informer for the consumer and sellers. All products / packaging style inform the consumer about the contents / features of the product. The packaging is also done in such a way that it is easier for wholesalers and retailers to handle the products. Varying packing also help in reducing price and also generate an impression on the consumers that they are getting quantity at a reduced rate. These factors help in easy sale and marketing of the product. 20 laks number of cartons are consumed per year for the sales of Bake Parlors products. Hundred (100) types of packaging are used. Famous and renown printing enterprises are involve in printing and designing the cartons or wrappers of all the products such as Yaqeen, Paradise, etc.

Labeling.
Labeling is the process of exhibiting important information on the products package. The package also has an Eco mark on every packet that is manufactured.

All the Bake Parlor variants shows the ingredients of the product, calories provide, the mating address for sending feedback or complaints if any.

INTERNAL ENVIRONMENT:
Organizations background: In 1982, the company started a flour mill in Karachi and Sadqabad. In 1996, Bake Parlor becomes a brand. Breads were the companys major product from the very beginning. The company started to supplied to Rehmat Foods. In 2000, Pasta become the first line of the companys product. In 2002, Macaroni and Spaghetti were introduced as their amazing diversified products. The company started it with commodity trading which included flour, rice and maize. Then it divided itself in 3 major divisions: (a). Flour Milling: Two mills situated at Karongi, Karachi. (b). Bread: Industrial baking in Karachi only. (c). Pasta: Pasta line includes a vast range of pastas varying in different sizes and shapes. There are total 400 distributors in every country all over the world. 11 lakh in Italy and Bawan. In Karachi, the fresh distributers are of bread and flour.

Product:

The company sells its products worldwide. In Afghanistan and Kabul, a brand is sold name Lush , its an Afghani word. In Switzerland, America, England, Africa and Australia the company sells syrup called Jam-e-Mashriq. This syrup was manufactured by the company last year and the amount was 1 lakh which was all sold. In all the renown restaurants of Karachi e.g. Pearl Continental, Marriott, etc. it was served.

Financial Results:
The financial result of the company is satisfactory. The products are supplied or we can say the raw materials are supplied in Dunkin Donuts , Usmania Restaurant in Karachi (flour is supplied) even Bake Parlor supply its bread in Pizza Hut. At first, 20% sale on advertisement of Pasta was estimated. But now it is 12% - 15% on Pasta Adds. 60 Bread factories has made market share huge. 40% is bread share. 60% in pasta and macaroni 12% of Budget is use for conducting Marketing Research.

Companys Environment:
The employers are qualified, trained, educated and well- skilled. Appointment letters are given to the employees whenever required. There is an HR department working at its high. The bread industry especially is highly organized. Medical facilities are given to them. Every possible kind of opportunity is given to them. No doubt, a friendly and a disciplined environment it has.

EXTEERNAL INFLUENCES
Culture: Consumer purchasing decisions are often affected by factors that are outside of their control but have direct or indirect impact on how we live and what we consume. Culture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society. In this way much of what we do is shared behavior, passed along from one member of society to another. Yet culture is a broad concept that, while of interest to marketers, is not nearly as important as understanding what occurs within smaller groups or SubCultures to which we may also belong. Sub-cultures also have shared values but this occurs within smaller groups.

Technological:
The machineries and technologies which are used in the innovation of product or product line of Bake Parlor are tremendously working efficiently in a way that the production concept and product concept

both are covered in a manner able way. European Plants are used to increase the quantity as well as quality.

Demographic:
The market is segmented and then targeted in way that it covers every person ranging in ages, genders, occupation or when we say lifestyle. But the Youth is targeted the most as they turn in long run customer relationship with the companys product. As the company consists of all food items so no age, gender range is important.

Social and Cultural :

The food items are many times seasonal. Many cultures are followed all around the world. In Pakistan, the items are expected to be sold on high in the month of June till onwards this year as Ramadan will be in July so Eids and other ritual festivals emerge to be positive for the sales of company .

Competitive Environment:
Kolson: It is based at Karachi. Pioneer food manufacturing and processing industries and Pasta production in Pakistan. It is offering greater choice of exclusive quality products and high quality products with added nutritional value to its consumers.

Various brands appeal to an extraordinarily diverse array of consumers starting from youth to old ages is in process of developing a taste for snacks. Company claims to be market leader in Pasta products such as Spaghetti, Macaroni, Lasagne, Noodles and Vermicelli. Other products of this company are Biscuits (Jam Hearts, Cream Hearts, Katch and Bravo, being sandwich, crackers and traditional bakery biscuits). Crispo: Company is providing Italian pasta, with full range of pasta products for 40 years now. 'CRISPO PASTA', covers over 400 cities in Pakistan with a distribution network that spans the whole country and beyond. Golden: Based at Karachi produces all range of Italian food products. This company is also producing other products i.e. juices, chips etc

MARKETING MIX

Right product or service (PRODUCT) Sold in the right place (PLACE) At the right price (PRICE) Using the most effective forms of promotion (PROMOTION).

Products: Bake parlor have wide range of pasta products with attractive packaging. Product range is:

 o o o o o o o o o o o o o o

Cholesterol free Italian pasta Spaghetti box Fancy spaghetti Real egg noodles Lasagna Long macaroni box Macaroni box Fancy macaroni (big elbow) Fancy macaroni (ring) Fancy macaroni (small elb ) Fancy macaroni (werm) Fancy macaroni (shell) Biryani macaroni thai green African spice macaroni. Rice macaroni

24*450 20*500 48*227 18*400 24*450 30*400 20*400 20*400 20*400 20*400 20*400 20*400 20*400 20*400

Delicious bread o Bread o Hotdog bun o Burger bun o Fruity bun o Sheermal o paratha Spicy sauces and ketchup o Chilli sauce o Soya sauce o Vinegar o Vinegar brown o Chilli garlic sauce o Tomato ketchup

 Sumptuous Punjabi Vermicelli o U shape vermicelli o Dipak vermicelli o Colour vermicelli o Thick vermicelli o Cut vermicelli o Pasta vermicelli o Roasted vermicelli Fresh flour Beverages Jam-e-mashriq

Product classification On basis of durability: Macaronis are tangible in nature and nondurable. They can be cooked and consumed over a short period of time. Macaronis are consumed frequently hence are purchased frequently. Usage: Consumer Products: Macaronis are used by consumersfor p e r s o n a l , f a m i l y o r h o u s e h o l d u s e a n d i s b o u g h t w i t h t h e i n t e n s i o n o f satisfying personal needs. It can be further classified as a convening products they are bought with a minimum thought and effort. PRICE Pricing is one of the most important elements of the marketing mix, as it is the only mix which generates a turnover for the company. The remaining 3Ps are the variable cost for the company. It costs to produce and design a product. Price must support these elements of the mix. Pricing a product too high / low could mean a loss of sales for the company. Pricing should take into account the factors

like fixed and variable costs, competition, company objectives, proposed positioning strategies, target group and willingness to pay. The pricing strategies are based much on what objectives the company has set itself to achieve and Bake Parlor has adopted a number of pricing strategies. Competition Pricing : They have set a price which is competitive when compared with competitors. Product Line Pricing: Priced different products within the same product range at different price points. The better features / benefits given the greater the consumer will pay. This form of price discrimination assists the company in maximizing turnover and profits Bundle Pricing: The company bundles a group of products at a reduced price when providing family packs. Value Pricing : They have also used value based pricing.17.Bake Parlor is working a lot on fixing the price of its product range. It has provided packing in various sizes and at various prices. Its macaronis ranges from Rs. 40/- to Rs.60/-. Other products has a range from Rs. 5/- to Rs 65/-. Affordability is the key to success and at the sometime making it difficult for competitors to compete.

PLACE: Though prices vary widely from product to product, roughly a fifth of the production cost of an item expended availability for the customers. The term 'place' deals with various methods of transporting and storing goods and then making them available to the customer. Getting the right product to the right place at the right time involves the distribution system. Distribution is the process of moving goods and services to the places where they are needed. Channel Levels. The channel of distribution used by Bake Parlor is intensive distribution. Products were available at all the stores we visited and a complete r a n g e was found. Generally, stores have placed the products of

B a k e P a r l o r a t a convenient place i.e eye level is the buy leve l. This type of distribution helps when products are categorized as low involvement of the customer and where customer looks for location convenience.

PROMOTION: Promotion includes all of the techniques that a company uses to communicate with actual and potential buyers. An important avenue for communication is advertising. Advertising communicates the desirability, emotional benefits and exclusive features of the product. Bake Parlor is promoting its products through cooking shows and b y i n v i t i n g C h e f M a h b o o b i n t h e T V s h o w s . T h e a d c a m p a i g n h a s b e e n p r e p a r e d b y Noman Habib. Costs are shared with retailers. The retailers sell more - the more Bake Parlor is able to earn profit/sales. Company is striving for brand building through its nationwide supply chain. Brand building is an integral part of Bake Parlors marketing philosophy with continued promotions for its various brands creating loyal customers in the process. So, they created the compaign, MAZAY KE DEWANE HAIN AAB TO SABB HI KHATEHAIN

STRENGTHS:

Highest market share in business of Pasta i.e. 60%. Technological advancement: European plants are used to manufacture their products. Total market share of Bake Parlor is 37% which is highest in comparison to their competitors. Are suppliers of renown caf & restaurants of the country including Pizza Hut, Usmania Restaurant, Dunkin Donuts, etc Employees are well-educated, highly qualified and trained. They use their own raw material.

WEAKNESS:

Law and order situation in the country which changes day to day & which effects business badly. Dawn bread is the biggest competitor of Bake Parlor. Local bakeries all around the country are also competitors of them as they are providing fresh breads and people compare it with Bake Parlors bread.

OPPORTUNITIES:

Continuous innovation of products, food, environment etc. Availability of electricity, gas, water as needed. Expulsion of corruption from society.

WEAKNESSES:

Biggest threat to the company is Dawn bread which is providing the bread across the country and Bake Parlor provides it in Karachi only. Kolson and Crispo are competitors of Bake Parlor. Corruption and a fear of being nationalized by the government is the biggest threat to the company.

B.C.G Matrix
Using the now-classic Boston Consulting Group (BCG) approach, Bake Parlours products are classified in the following SBUs: 1) Stars: Star of Bake parlors business is their pasta. Pasta range are high - growth, high-share businesses. They are turned into cash cows.
2) Cash-Cows:

Cash cow is flour of bake parlor as it is low-growth, high-share products. it holds high market share with less investment. And it produce a lot of cash. 3) Question- marks: Bread business is on the question mark mode. They are low-share, highgrowth markets. They require a lot of cash to hold to share. Management will be soon focusing on bread industry to make it star or cash cows. 4) Dogs: Snacks, ketchups, drink, vermacillies sauces of Bake parlor is in the dogs line. They are low-growth, low share business or products. Stars PASTA RANGE Cash cow FLOUR Question-mark BREAD Dog SNACKS, SAUCES. KETCHUPS,