Project

Flavored Bread

Introduction:
Blue Duck Bread is the first company
concerning with the manufacturing of the
flavored bread.
Blue Duck Bread is a name that has come
to signify quality and freshness in bread
products.

Bread Innovation:
Our

product is unique in sense that it provides

with unique flavored in bread first time in
Pakistan.
It is also at the same time a product for the
health conscious people.

Currently Delight has three flavors :

Mango
Strawberry
chocolate

To provide our customers with bread

that actually looks and tastes good.

Our vision is to become Pakistan's favorite bread

this is underpinned by our dedication to continued
improvement across all areas of the business.

Our goal is to ensure that important values such

as quality, freshness, and service are delivered to
our consumers in the 21st Century.

Current Market Situation:

The bread and bakery products market

has struggled with numerous challenges
over many years.
The sector has suffered from the effects of
discounting, keeping value growth at a modest
level.

Only 5 % population of Pakistan is using

the packed bread so rest of the markets still
to be captured.

Here people are wiling to pay extra amount

for the differentiated product.

Market Segmentation:
Effort to increase a companys precision
marketing. We have done the segmentation on the
basis of the following variables:

Geographic
Demographic
Psychographic
Behavioral

Geographic :
Divide Rawalpindi, Islamabad in different
segments according to areas, states, regions and
markets. E.g. D-ground, medina town.

Demographic:
Divide people according to Age, Income, Social
Class, Occupation and their life cycle.

Psychographic:
To analyze the psyche of the people of
Rawalpindi, Islamabad we divide them in social
class, life style and personality .

Behavioral:
Behavioral segmentation divides buyers into groups
based on their knowledge, attitude, uses or responses to
products. In Rawalpindi, Islamabad we see the behaviors of
people with the help of the questionnaire.

Targeting:

After segmenting the market we are targeting the

following segments:

Income Group:
We will be targeting all income groups who should
afford easily.
It will not discriminate between income groups.

Youth:
A huge potential market for this bread it lies
with youth whom we will be Specifically
targeting road shows to be held as part of the
Add Color campaign.

Travelers:

It is also available in mini-size factor, so it will

be highly convenient to carry along during
large journeys or trips.

Positing Strategies:
Positioning is what the customer
believes about your products value,
features, and benefits.

By benefits:
Through positioning we will tell our customer
how many benefits they can get from our
product.

By use or application:
The different tastes from the ordinary bread. Use it
with butter or eat the simple loaf.

By user:

Every one who wants to have a

different taste may have it.

By product or service class:

It is positioned as a lower cost and healthier
alternative to the ordinary bread, while it provides
better taste and healthy ingredients.

By price or quality:
Blue Duck wants you to believe that their flavor
bread is of the highest quality Positioning is
what the customer believes

By Values:
We will also position our product on the basis
of customer values. Like this, if you want to
look healthy then use Blue Duck bread.

Product Review:
Company Name:
Blue Duck & Co.

Product Name:
Blue Duck
Bread

Logo:

Ingredients:
Flour
Water
Salt
Yeast
Sugar
Cooking Oil
Emprovel
Flavor

Preservatives:
Calcium propionate
Calcium acetate

Quantity per Badge:

Flour
Sugar
Cooking Oil
Yeast
Emprovel
Calcium propionate
Calcium acetate
Water
Flavor

130 kg
6 kg
2 kg
2 kg
240 gm
250 gm
100 gm
62 liters
as per requirement

Flavor
Strong bones
8 hours energy
Vitamin A & D
Quite notorious

Features:
Blue Duck bread has different
flavors
Make the bones strong
Repair the dead tissues of the body
Source of creating blood
Enriched with vitamin A & D
Glow the body & skin
Reduce fat & Carbohydrates

Design & Packing:

The color of our bread is the same as the flavor
we used in making the bread and we provide
the bread in a very attractive packing, just look
like it.

Competitors:
Indirectcompetitor:
Different cakes
Biscuits
Cookies
Pastries

SubstituteCompetitors:
A substitute competitor is any competitor that fills the same
buyer need you fill but fills it in a different way. The substitute
competitor of Flavored Bread is:
Dawn Bread
Wonder Bread
Cakes and Bakes
Different Bakery Breads
Vita Bread

Distribution Channels:
Our distribution channels in
Rawalpindi, Islamabad are:
Bakeries
Supper stores
Departmental stores
Marts and edible market stores.
We mainly focus on the retailers & Bakeries because
they are the only source which delivers our product to
the final consumer.

Pricing strategies:
We will adopt the following
pricing strategies to set the price
of our product:
Marketing Skimming
Cost-plus pricing Method

Marketing Skimming:
Blue Duck is using Price skimming strategy. It is a pricing
strategy in which a marketer sets a relatively high price
for a product or service at first, and then lowers the price
over time.

Cost-plus pricing Method:

A pricing method used by Blue Duck because it is easy to
calculate & requires little information.
This method determines the cost of the product that used
direct cost, in-direct cost and fixed cost whether related
to the production OR sale of the product.

Our prices schedule:

Product

Quantityin
pieces

PriceinRs.

Blue Duck
Bread
Blue Duck
Bread

8 piece

Rs. 32

14 piece

Rs. 45

18 piece

Rs. 65

Blue Duck
Bread

Pricing Objectives:
Market share leadership
Product Quality Leadership

Blue Duck Advertising Strategies

Position the product:

"Because we are worth it."

Creating a stronger brand personality:

It will base on an upscale, character that people will
aspire to associate with.

Using the Internet / Web site:

Currently Blue Duck dont have any Web site but it will
have an internet asses and web site in future to target
and sell younger buyers, new buyers, before they have
established a product.

Media Vehicle:
The print and electronic medium employed in an
advertising campaign used by Blue Duck is as follow:
ELECTRONICMEDIA

PRINTMEDIA

Tv
Ptv

Radio
Fm101

Newspaper
Thenews

Magazines
Youngworld

billboard
M-taxchock

Geotv

Fm103

Jang

D-ground

Atv

Fm90

Dawn

Ary

Fm89

Express

Sunday
magazine
Akhbar-ejahan
Family
magazine

Harriyaan
walachock
GeneralBus
standchock
Millatchock
Madinatown

Deciding on Media time:

We will advertise Blue Duck Bread on TV 4 times
in a day and almost for a week in first 2 and half
months, and the add will go air in the prime time
broadcasting like Drama hours, it will also be
advertise daily in the mid of the KHABARNAMA.

Promotional Material:
Pointofsale(POS)Terminals:
Blue Duck has place different check out
counters in big general stores like
AL-FATEH

ParticipationinTradeFairsand
Exhibitions:
Blue Duck has stalls in the different Exhibitions held in
different schools, universities and cities. Where they
sell and tell the consumers about the product that is the
flavor bread.

Broachers and Leaflets:

Blue Duck has very attractive and appealing
broachers which Blue Duck have distributed
with the news papers and they have also placed
it on the cash counters in different stores. Plus,
Blue Duck is now having a man standing on the
entrance of big shopping malls in the city.

Banner & Hoardings:

Blue Duck has placed banners on different
squares in the city and they have the hoarding
placed on the malls and stalls in the exhibitions.

SWOT Analysis
Strengths:
Our ability to produce options keeps more consumer
interest and needs met.
Our new production technology will enable us to mass
produce products more efficiently and quickly than other
old companies.
Our new taste will attract many such type of consumers
who are taste changer
New product innovation in local area. So it will attract
the people of local area.
No specific Competitor

Weaknesses:
No brand recognition our name in baking industry is new so
most of people are not familiar with Blue Duck Bread.
No separate outlet as we have not enough finance to
construct our separate outlet.
No customer orientation in local areas, as we newly
introduce in Rawalpindi, Islamabad so customer are oriented
in the brand.
The more flavor we create the production cost will increase.
At starting we will not have as such trained staff that has
such market experience.

Our new taste will attract much, such type of consumers

who are taste changer.
Our new production technology will enable us to mass
produce products more efficiently and quickly than other
old companies.
Our ability to produce options keeps more consumer
interest and needs met.
No specific Competitor

Threats:
New product may people dont accept it.
There are large companies who have brand loyal customers
providing the market with not exactly similar but milky and
other breads.
Switching brand loyal consumers to a smaller and newer
company.
There is open market everywhere means any new company
or existing ones can start the same production that may have
more experience or more qualified staff.
Imitation by existing bakeries, May try to copy it.