mr report intro edited

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1.0. INTRODUCTIONWheat (flour) has always been the basic component of Pakistani populations daily food

consumption. Roti and paratha are most commonly prepared from flour and are included in at least

two meals per day. In the recent times, the number of working class and school-going children in

the country has increased, which resulted in adopting time-saving ideas. This is why more and

more people are now switching towards the use of ready-made bread, which is a substitute of rotiand paratha.

The bread industry in Pakistan has seen many changes in the last twenty-five Years. It has

emerged as a small-scale bakery processing industry to numerous industrial bread making units

all over Pakistan. The bread industry in Pakistan is flourishing very quickly and bread products

are gaining much popularity .

Since then, many brands of bread and other easy-to-make and ready-to-eat meals have evolved and

their market share is increasing day by day. Dawn bread, Bake parlour, Classic, Wonder bread, B.P.,

Meiji, Vita etc are some examples of bread brands in Pakistan. However, we have restricted our

research to Dawn bread vs. Bake Parlour Bread.

1.1. INTRODUCTION OF DAWN BREADA family-owned company committed to providing Pakistanis with nutritious and superior-quality bread products. 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. Prior to establishment

of DAWN BREAD, the largest producer of the bread was the public sector. However, thissector 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.

1.2. PLANT INFORMATIONBeginning 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,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 establishedthe plant at Multan. Tthe sixth plant was commissioned at Faisalabad in February 1992.

1.3. VISIONDawn 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 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.


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1.4. MISSION STATEMENTTo provide quality products to customer and explore new markets to promote/expand

sales of the company through good governance and dynamic team, so as to achieve

optimum price of products of the company for sustainable and equitable growth and

prosperity of the company.

1.5. QUALITY POLICYWe work together as a team for implementation and continual improvement of total

quality system in order to achieve satisfaction of our internal and external customers.

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, while those manning the machinery are

provided on the job training in congenial working conditions. 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.

2.0. DAWN BREAD PRODUCT RANGE:

BREAD RANGE:

Brown Bread Fortified Bread Milky Bread

Plain White Bread Burger Buns Fruity Buns

Hot Dog Buns Frozen Puri Plain Paratha

Cup cake Dawn Rusk


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FROZEN FOODS:

Chicken Chapli Kabab Chicken Kofta Chicken Malaai Boti

Chicken Shota Chicken Samosa Chicken Spring Roll

Chicken Seekh Kabab Chicken Hot Wings Chicken Crispy Fillet

Chicken Crispy Wings Vegetable cutlets Vegetable Spring Roll

Punjabi Samosa Aaloo Samosa

MAYO RANGE:

Dawn Mayo Garlic Dawn Mayo Chup Dawn Mayo Chilli

Dawn Mayo Mayonnaise Dawn Mayo Chicken spread Dawn Mayo Thousand Island

KETCHUP AND SAUCE RANGE:

Dawn Tomato Ketchup Dawn Sauce Chilli Garlic Dawn Soya Sauce

Dawn Sauce Vinegar Dawn Tomato Sauce Dawn Ginger and Garlic Paste

Dawn Ginger Paste Dawn Garlic Paste


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3.0. DISTRIBUTION NETWORK

The company is committed to the uplift and development of the society as a

whole, and participates in sports and social welfare activities. Today DAWN BREADS

distribution network comprises more than 500 company owned vehicles that deliver baked

foods to more than 35,000 retail outlets daily, making it one of the largest distributionnetworks for any product in the country. Customers are located in major metropolitan

areas, secondary metropolitan areas and rural areas. The fleet runs approximately 50,000

km (31,000 miles) each day to deliver fresh bread. Our network has been in the business of

touching each of our 35,000 retail customers on a daily basis for over 20 years.

Courtesy: Dawn bread official website www.dawnbread.com

4.0. MARKETINGSTRATEGIES:


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BAKE PARLOUR

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 anddevelopment 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 present magnanimous of the company owes a lot to the endeavor and

judicious plane of Mian Ghulam Rasul who is now the Chairman of the

company. He also headed All Pakistan Flour Mills Association. Besides being a

dynamic member of business community, Mian Ghulam Rasul is a very

Prominent Social Worker.

PLANT INFORMATION

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.


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VISION"

To attain sustainable competitive advantage at a global front by associating'Bake

Parlor' with nutritious, scrumptious and diversified food product range.

"MISSION

Bake Parlor offers 'more for less' by providing a diversified product range with

premium quality and extra quantity at an affordable price.We consistently monitor

our ingredient mix by analyzing our consumer seating 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

through optimization.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.

QUALITY POLICY:

Bake Parlor recognizes the significant probability of a global food crisis in thenearfuture and being a responsible corporate citizen is developing effectivestrategies toprotect consumers and maintain service standards, providedthat the a stableeconomic situation persists. Their position as a major wheatproducer and player in

the food industry places greater responsibility on usto protect consumer interestsand environmental scanning is our numberone priority. To put these principles in practice theyve successfully acquiredmemberships to ISO 9001, Snacks Food Association (SFA) and accreditationfromFood and Drug Authority (FDA) of USA and utilizing these platforms toprovidequality food at the same price levels

Core Values and Goals:


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PRODUCT RANGE OF BAKE PARLOUR:

Spice mix:

Balti Macaroni Masala Mix

Bar B.Q. Macaroni Masala Mix

Biryani Macaroni Masala Mix

Cajun Spaghetti Masala Mix

Fajita Spaghetti Masala Mix

Hot n Sour Noodles Masala Mix

Meat Ball Spaghetti Masala Mix

Seven Spice Macaroni Masala Mix

Tikka Macaroni Masala Mix

FROZEN ITEMS:

FROZEN PARATHAS.

BEVERAGES:

Jam e mashriq

BREAD AND BAKERY:

White Bread

Milky Bread

Bran Bread

Integrity They are always true to promises and committed to deliver.

Passion To establish Bake parlor as an internationally recognized

brand by delivering superior value and ensuring customer

satisfaction.

Cohesion Are an integrated whole, with harmony and cooperation as

the basic business foundations.

Innovation Explore the farthest boundaries of the nutritious diet plan.


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Fruit Bun

Tea Rusk

Sheer Mall

Burger Bun

Hot Dog Bun

Sandwich Bread (Special)

Cake Rusk

Vermicelli

Colour Vermicelli

Cut Vermicelli

Pasta Vermicelli

Roasted Vermicelli

Ajrak Vermicelli

Balle Balle Thick Vermicelli

U Shape Vermicelli

SPAGHETTI AND NOODLES

Fancy Spaghetti

Spaghetti Box

Real Egg NoodlesLasagne

Long Macaroni Box

VINEGAR AND SAUCES:

Chilli Sauce


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Soya Sauce

Vinegar Brown

Vinegar White

KETCHUP RANGE:Chilli Garlic Sauce Pouch

Chilli Garlic Sauce Sachet

Chilli Garlic Sauce Bottle

Tomato Ketchup Balti

Tomato Ketchup Bottle

Tomato Ketchup Pouch

Tomato Ketchup Sachet

Macaroni range:

Fancy Macaroni ( Big Elbow )

Fancy Macaroni ( Long )

Fancy Macaroni ( Longer Dhari )

Fancy Macaroni ( Pene Cutter )

Fancy Macaroni ( Ring )

Fancy Macaroni ( Shell )

Fancy Macaroni ( Short Cut / Verm )

Fancy Macaroni ( Spiral / Screw )

Fancy Macaroni ( Vegetable )

Fusilli Macaroni

Rice Macaroni


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DISTRIBUTION NETWORK:

Though prices vary widely from product to product, roughly a fifth of theproduction cost of an item

expended availability for the customers. The term 'place' deals with

10 various methods of transporting and storing goods and then making them available tothecustomer. Getting the right product to the right place at the right time involves thedistribution

system. Distribution is the process of moving goods and services to the placeswhere 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 completerange was found. Generally,

stores have placed the products of Bake Parlor at aconvenient place i.e eye level is the buy level.

This type of distribution helps whenproducts are categorized as low involvement of the customer

and where customer looks for availability and convenience

MARKETING STRATEGIES

Bake Parlor believes that their system provides better delivery service, isa powerfulmarketing tool and is a significant competitive advantage.It also operatesa programme to improve customer service through regular customersurveys thatmeasure performance indicators, such as service, quality and value. Extensiveuse ismade of these customer surveys that score stores and reward staff by measuringkeyattributes of cleanliness, accuracy of delivery, product quality and speed ofservice.

RESEARCH METHODOLOGY

Research Category:

For preparing this report the descriptive research category has been used.

Descriptive Research study focuses on the accurate description of the variables in problem

model. Any source of information can be used in a Descriptive Research.

Data Collection:

Data is collected through two ways. They are:

1- Secondary Data:

i- The companies information and information about Dawn Bread and BakeParlor are mainly gathered from its internet website i.e.

a) http://www.dawnbread.com

b) http://www.bakeparlor.com

ii- Some information is also extracted from magazines and news paper

articles.
http://www.dawnbread.com/http://www.dawnbread.com/http://www.bakeparlor.com/http://www.bakeparlor.com/http://www.bakeparlor.com/http://www.dawnbread.com/


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2- Primary data:

a) The source of primary data is questionnaires filled out by the

respondents belonging to five locations of our city.

b) Mall intercept interview.

Measurement technique:

The research is mainly based on the Questionnaire containing 10 questions (retailer

based) and 10 questions (consumer based). The collected is scrutinized and tested against

certain hypothesis.

Response format: Questionnaires having 20 questions, 10 questions in each category of

questionnaire i.e. retailer and consumer based.

One open ended question in each question in each questionnaire.

Nine close ended question in each questionnaire.

Sample process and sample units (Case Specific-in grid form)

Sample selected: The sample is based on residents of Karachi.

Sample Process: The sample process is based on 5 locations of our city.

Sample unit:-

Location Consumers Retailer Total

Gulshan-e-Iqbal 40 10 50

F.B Area 40 10 50

Malir 40 10 50

Gulistan-e-Jauher 40 10 50

Total 160 40 200

Sampling method and Plan:

Non-Probability based on convenience: The sampling method uses in this research

is non-probability sampling method, in which chance selection procedures are not


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used and it is based on convenience, which allows the sampler to select sample

conveniently.

Quota Sampling: The quota sampling is based on five locations.

Sample Size:

The sample size is taken in this research is n=200 i.e. n=50 for retailer and n=150

for consumers and that size is taken keeping in view the nature of the research.

Execution:

Time: This report was concluded in about 3 months time (90 days)

Cost: The total cost of this report is approximately Rs. 4000 including the transpor

tatoin and printing costs.

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