dawn project

7/29/2019 dawn project

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INTRODUCTION:

Dawn Bread 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 Breadhas 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.DAWNS PROFILE:Dawn Bread a name that has come to signify quality and freshness is a product of Golden

Harvest Food (PVT) LTD.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, 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


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commissioned at Faisalabad in February 1992. Now our customers can Find Dawns 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 in1990 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 is 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 Marzipan. Now DAWN Breadhas 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 breadcovers, wide area

of the Pakistan. Dawn Breadhas 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.

According to Brands Awards survey, results indicate that in its category Dawn Bread was

ranked Highest on the attribute of Quality whereas Familiarity was confirmed to be second

most appreciated Feature. One can notice so many other brands with high claims in the same

market but because of its Perceived nutritive quality image it is the most acceptable brand in

bread business. Bread is every Household requirement with somewhat inelastic demand

therefore; Affordability was not a matter of Concern felt by the surveyors Availability needs

improvement according to the results.


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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 a chieve optimum p rice of products of the company for sustainable

and equitable growth and prosperity of the company.

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


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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.

SWOT analysisStrengths:Following are strengths for Dawn Bread;

Dawn Breadpacking is one of its major strengths; consumers can easily recognize it,

even when it is placed in large departmental stores like Macro and super markets.

Dawn Breadstands first in most of major cities. Its increasing popularity is one of its

major strengths.

All the directors and mangers of Dawn Breadare highly qualified and equipped with

latest technology of production and baking.

One of the directors ofDawn Breadhas degree from American Institute of Baking (AIB)

Its quality is excellent.

Its durability is evident from its storage for two, three or more days at either room

temperature or when refrigerated.

It is the market leader holding about 35% of market share, catering to more than 10000

retail.

Outlets across Pakistan the storage facilities are superb. The company has its own

warehouses.

Dawn Breadhas changed the needs of customers into wants. This is the reason, its sales

continues to grow.

The transportation used by company is marvelous.

The company emphasis on sales promotion is one of its biggest strengths.

Weaknesses:Following are weaknesses for Dawn Bread;

The major weakness is regarding the competitive structure of the market. There are so

many competitors in the market.

Bakeries such as; Gourmet Bakers, Rahat Bakers, are also competing for the same

consumers.

Dawn Breadis perishable in nature. Due to this company has to produce according to

the demand of consumers.


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Opportunities:Following are opportunities for Dawn Bread;

Dawn Breadhas recently fulfilled the burning desire of his customer to produce the diet

bread (brown bread)

By increasing the number of vehicles used for transportation purposes, the company

can avail the opportunity of enhancing its sales.

Markets are growing for specialized ethnic foods & healthier food products. Consumers

are health conscious now days.

Threats:Following are threats for Dawn Bread;

Limited transport facilities pose a threat to Dawn Bread.

Customers have become habitual to it. If they fail in continuing their promotions, it can

become their weakness.

4Ps1. Product Planning

Branding:Brand Name:

Our brand name isDawn Bread

Brand mark:Brand mark ofDawn Breadis Rising sun and wheat Grains

Brand Loyalty:Company has strong brand loyalty, because it achieves 90% of its sales annually. This goal is

achieved due to high quality ofDawn Bread.

Quality:Dawn bread is manufactured under strict environmental and hygiene conditions. All their plants

are regularly sterilized and washed. Their quality standards are ISO-9000 certified. Staff is

forced to remain neat and clean. The ingredients used are of extreme high quality. They have 8

food technologists which keep a check on the quality of ingredients and make sure that quality

standards are met.


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DESIGN:

The design of dawn bread is squared shape slices of dawn bread loaf.

INGREDIENTS:

Flour, Sugar, Salt,Vegetable, Oil, Bread

Emulsifiers, Yeast,

Vitamins and

Preservatives.

SIZE:Dawn fortified bread is available in 3 different sizes.

Small, medium, large

Product assortment:

BREADS: Multi grains

Bran bread

Milky bread

Plain white bread

Fortified breads


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BUNS: Hot dog buns

Fruity buns

Burger buns

SWEETS: Strawberry and vanilla cakes

Short cake

Pineapple cake

Mango cake

Cup cakes

FROZEN: Dawn frozen Paratha

OTHERS: Dawn Rusk

Differential advantage:Our differential advantage is;

Quality of bread

Taste of bread

Other products in a product line as compared to other brands

Product quality:

Dawn Breadmaintains high standards of product quality.

In order to maintain quality of Dawn Bread, proper quality check is maintained during

production, e-g; the quality level and the inner texture is checked and if there are any

problems, the piece of product is rejected for sale.

Product warranty:The company gives warranty of product, which is to replace the bread in case it is spoiled,

even if there is a fault at the end of user for preserving its bread.

Since the company is dealing in a product which has to make fresh, and should sold in a market

very soon. So if product remains expired due to fungus, then the company has a policy to

replace that product.

Product development:Dawn Bread has a research and development department. The role of experienced workers

working in this department is to create new features in a product or to create entirely new

product, according to consumer needs. Then decisions regarding packaging, branding, product

positioning and consumer testing are made.


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PackagingDawn fortified bread is packed in a orange color packing. They have a rising sun printed on

their pack which represents dawn-early morning.

Product physical container:The product is packed in a polythene bag.

Since physical container provides protection to the product, therefore, to ensure protection of

Dawn Bread, specific air tight technique is used in packing.

Inserts:Precautions are written on the packing regarding protection of the product and to make

it use long lastly. It also includes directions of how to make the Dawn Breadand what

are the active ingredients in it, which give consumers satisfaction.

Labeling:Dawn Bread has label, which is product name, on the product and toll free

number on the bottom of product.

LEVELS OF PRODUCT:


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CORE BENEFIT:The core benefit of dawn fortified bread is that its an edible. It is used for eating purpose. It

serves the purpose of an eating item in breakfast or as a snack in evening.

ACTUAL PRODUCT:Actual product includes its quality standards, design, features, brand name, and packaging.

These are already explained in the beginning of product mix.

AUGMENTED PRODUCT:Following information make the product augmented:

We appreciate your feedback. For comments or queries, please contact:

Golden Harvest Foods (pvt) ltd.

33, sector 24, korangi

Industrial area, KarachiU A N : 1 1 1 - 1 1 1 - 9 9 9

Email: [email protected]

Website: www.dawnbread.com

A unit of Dawn group of companies

2. Promotion PlanningAdvertising and publicity:

The media used for advertisement ofDawn Breadare;

Billboards in the potential areas

News papers

Signboards of shops

Personal selling:Dawn Breadis also promoting its products with the help of their salesmen, who are covering

most of the areas of Punjab. Their major target market is; Lahore, Karachi, Islamabad.

Sales promotion:The company promotes their bread name for Dawn Bread with the help of campaign in

different schools. For this purpose the company holds drawing contests in different schools


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major cities of Punjab and Sindh. The aim is to build skills in children and to make them major

target customers by concentrating on them with these types of healthy activities.

Promotion budget:The promotion budget for Dawn Bread is 4 to 5 percent of sales, which approximate Rs.30

million per annum.

3. Distribution Planning

The product can either be sold directly to final consumers or through middlemen (e-g;

wholesalers, retailers, distributors and agents)

Since Dawn Bread is a daily consumed product, therefore, middlemen for Dawn Bread are

retailers.

Distribution intermediaries:

Distribution intermediaries for Dawn Breadare: In big cities, Dawn Breadis distributed from shop to shop.

In small cities, small warehouses will be used as distribution intermediaries.

Incentives for retailers:Incentives for retailers ofDawn Breadare;

Cash discounts are given to distributors who will meet sales target.

Gifts like cars, motorbikes and foreign countries tours are given to retailers meeting

sales target.

Allocation of goods:Since bread is perishable in nature, therefore, it is stored in shaded places. The reason is that

under sunshine water content evaporates causing sporangium.

Inventory management:The method used for inventory management is Just In Time (JIT), in which little or no

inventory is kept and orders are placed for raw material inventory or finished products are

produced as and when needed.

Since the shelf life of Dawn Bread is three days therefore no inventory is kept for either rawmaterial or finished goods. The Dawn Breadis produced and sold on a daily basis.

Inventory is ordered more often and in lower quantity.

Transportation:Transportation mode used is;


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80% carriage vans are company owned. Through these carriage vans most of Dawn

Breadis supplied from shop to shop.

20% of carriage vans/ pickups are taken on rent to supply bread.

4. Price PlanningPrice methodology:The price of Dawn Bread is determined by bread union called; PBA (Pakistan Bread

Association)

Under the rules of PBA no member is able to determine its own price for their product, instead

PBA determine prices for bread. No member is allowed to increase prices without permission of

PBA.

The company cannot charge high prices for Dawn Breaddue to;

PBA

Competitors

Company prices:Company prices for the product line ofDawn Breadfor retailers are;

Large bread Rs. 46

Small bread Rs. 27

Sandwich bread Rs. 55

Milky bread Rs. 38

Market Segmentation

Geographic:

Country Pakistan

Country Region Karachi, Hyderabad, Multan, Lahore, Islamabad & Rawalpindi

City or metro size 1,000,000-4,000,000; 4,000,000+

Density Urban, suburban


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Climate Southern

Demographic:

Age 6-11, 12-19, 20-34, 35-49, 50-64, 65+

Gender Male, Female.

Family-size 1-2, 3-4, 5+

Family life-cycle Young, single; young, married, no children; married with

children; older, married with children; older, married, under18;

Other.

Income 15000+

Occupation Professionals; managers, officials and proprietors; students;

Home-makers.

Religion Any.

Race Asian.

Nationality Pakistani.

Psychographic:

Social class Middle class, upper middles, lower uppers, upper

Life-style Achievers, strivers

Personality Gregarious, ambitious, fast-pacers

Behavioral:

Occasions Regular occasion.


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Benefits Quality, service, convenience, availability.

User-status Regular user.

User rates Medium user, heavy user

Loyalty Status Strong

Readiness Stage Informed, interested, desirous, intending to buy.Attitude towards product Enthusiastic, positive

Dawn bread segments its market psychographically,

Social class:

Dawn Bread targets consumers from the middle class, upper middle, lower upper And upper

uppers, which starts from people having a pay-scale of 15,000+, since a medium size

Dawn bread cost Rs.30, which roughly estimates to Rs.900 a month. Another reason of

desegmenting Working class is that they dont consider bread as an adequate breakfast course

in Comparison to Roti.Lifestyle:

Achievers and strivers; people with high resources and having a reputable and stable

Social position in their lives. Strivers refer to people who are still striving for both ends to meet

I.e. middle class.

Personality:

Gregarious, ambitious; people fond of social company, aim-oriented, fast -pacers,

Who dont have much time to do proper breakfasts (bread is a handy meal) and adaptors, who

Adapt the day-to-day trends.

And Behaviorally as,

Occasions:

Regular; for daily consumption.

Benefits:

Quality remains always the symbol of dawn-items, be it fresh and hot dawn bread or

Crispy rusks. Service is another benefit, at the back of pack it has got an access number to talk

To dawn customer representatives. Convenience in terms of ready to eat meal and an easy

opening pack. Dawn bread is the most available bread, regardless the law and order situations

In the city or any other reason, which makes the brand highly available?

User-status:

Dawn bread targets regular users. Who daily consume the bread, for which its

Ideal target market is a family of 2-3 children and parents, i.e. 5 family members. A small

Family might buy the bread once in 3 days.

User-rates:


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Medium users refer to people consuming dawn once in a day, mostly at mornings, While

heavy users are people who are consuming it for more than one time a day, for e.g. a kid

Having a slice at breakfast and taking dawn bread sandwich for recess.

Loyalty Status:

Dawn bread have got a strong brand loyalty, people go and ask DawnBread to the retailer. But the status cant be rated as absolute since people might take any

other Brand if dawn is not available, because of the nature of item as frequently consumed

edible.

Readiness stage:

People are using any other brand or any other substitute of bread, and are

Dissatisfied from it, come under the segment of informed and interested, while people who are

Desirous and intending to buy are those who count for most of the revenue generation.

Attitude towards Product:

Dawn bread is serving its customers for more than 2 decades, and is Known for its reliablequality and availability, and regarded as a pioneer in its line, therefore

People have got an enthusiastic attitude towards the product. And the brand has become their

Preference.

How Consumers Make Decisions for Goods and Services

Need RecognitionNEEDS

Dawn Bread is fulfilling two different types of needs of its consumers, with its wide variety of

hygiene packed products. Breakfast

Snacks

BREAKFASTFor breakfast different people have different needs. Keeping in mind what consumers want,

Dawn is providing the following;

Dawn Bread

Dawn Buns

WHOSE NEEDSDawn bread is fulfilling every individual need, whether they are young, adult or old,

everyone is important to the company. The target market is divided into two parts.

THE COMPANYS CURRENT BUSINESS PORTFOLIO

BCG MATRIX:


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DAWN FORTIFIED BREAD AS CASH COW:

Dawn bread marks its fortified bread as cash cow in BCG MATRIX. They have 35 competitors in

bread market and currently in spite of 35 competitors in market their Market share is 35%.

They have a huge share in bread industry. If we take the example of Pepsi in Beverage industry,

they have a huge market share but if we ask the general public what is your favorite Drink 50%would have said Pepsi but other 50% have some other choices as their drinks. But in case of

Dawn bread major population would just say Dawn bread. As far has market growth rate is

concerned, bread industry does not have a high growth rate. And even If there is some growth

so it is not that investment oriented.

ANSOFFS PRODUCT/MARKET EXPANSION GRID:


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EXPLAINATION:

They see their dawn fortified bread as the product development strategy because they havent

changed.

Their market segmentation before launching dawn fortified bread. They changed their product

to Fortified bread.

PRODUCT LIFE CYCLE:


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Right now dawn bread is facing its maturity stage where they have a huge amount of sales and

profits. Its almost about 3 decades from which dawn bread is advertising, selling an promoting

their product.

When we think of dawn bread, quality, freshness and availability comes in our mind. It has

positioned so well the product in the minds of the customer that people demand dawn bread

from retailers. Now they dont need to push their product to the customer, the demand and

sales are already very high.

Competitors analysis

The major competitors of DAWN bread in the market are

Bake Parlour

Wonder Bread

Un-branded (Local Bakery Breads)

Others ( Prime, Vita, Harry, etc)

The largest share in the market is of DAWN bread. The second largest is won by Bake Parlour.

Wonder bread and the local bakery breads have almost the name share where as the other

breads have

very low shares.

DAWN Bread = 40%

Bake Parlour = 34%

Wonder Bread = 15%

Un-branded = 9

Others = 2%

PEST Analysis


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POLITICAL ENVIRONMENT:

The pol i t ica l condit ions of any country may inf luence of their companys pro

ducts. Their political instability, law & order situations & continuous changes in policies may

sometime resist success of their products. So this is the challenge for the

co mp an y to face them in every situation to survive. DAWN foods have policies to securetheir products/brands from these types of circumstances & as a food industry it may not be

effect largely bec ause it i s the need of t he people on regular consumption.

ECONOMICAL ENVIRONMENT:

When we talk about the economical environment in this era, unfortunately we see the situation

is very dangerous not only in Pakistan but also al l over the world. Most of

the developed & developing countries are going in recession. They have high

inflation rates, unemployment, unequal distribution of income, high interest rates etc.

These economic factors are making poorer to th e pe op le an d th e ir pu rc ha si ng po we r

is going down. Their income is not in creas ing as

consumption. So DAWN food industry in th is economic condit ion when peopl

e have low purchasing power, they are offering the quality products in very economic prices

that people can afford it very conveniently.

SOCIO-CULTRAL ENVIRONMENT:

DAWN food industry has a very good image in our market . Our f i rst pr ior ity

is to provide always high quality products considering the all religious perspectives

according to countries & customer needs. So the offering a new category of DAWN that

is Italian range, it would be demandable by the customer.

TECHNOLOGICAL ENVIRONMENT:

DAWN food industry has advance technology that provides complete assurance that the

products are high quality products. They are also efficient to adopt the new

technological advancements with passage of time or as per requirement

Documents

dawn project