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 Bread 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.

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

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 breadmaking 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 Bread has 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 bread covers, wide area of the Pakistan. Dawn Bread has 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.

MISSION STATEMENT
To 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.

VISION
Dawn 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.

SWOT analysis
Strengths:
Following are strengths for Dawn Bread; Dawn Bread packing 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 Bread stands first in most of major cities. Its increasing popularity is one of its major strengths. All the directors and mangers of Dawn Bread are highly qualified and equipped with latest technology of production and baking. One of the directors of Dawn Bread has 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 Bread has 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 Bread is perishable in nature. Due to this company has to produce according to the demand of consumers.

Opportunities:
Following are opportunities for Dawn Bread; Dawn Bread has 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.

4Ps
1. Product Planning
Branding:
Brand Name:

Our brand name is Dawn Bread

Brand mark:
Brand mark of Dawn Bread is 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 of Dawn 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.

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

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 Bread maintains 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.

 Packaging
Dawn 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 Bread and 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:

 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, Karachi UAN:111-111-999 Email: info@dawnbread.com Website: www.dawnbread.com A unit of Dawn group of companies

2. Promotion Planning
Advertising and publicity:
The media used for advertisement of Dawn Bread are; Billboards in the potential areas News papers Signboards of shops

Personal selling:
Dawn Bread is 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

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 Bread are: In big cities, Dawn Bread is distributed from shop to shop. In small cities, small warehouses will be used as distribution intermediaries.

Incentives for retailers:

Incentives for retailers of Dawn Bread are; 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 raw material or finished goods. The Dawn Bread is produced and sold on a daily basis. Inventory is ordered more often and in lower quantity.

Transportation:
Transportation mode used is;

 80% carriage vans are company owned. Through these carriage vans most of Dawn Bread is supplied from shop to shop. 20% of carriage vans/ pickups are taken on rent to supply bread.

4. Price Planning
Price 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 Bread due to; PBA Competitors

Company prices:
Company prices for the product line of Dawn Bread for retailers are; Large bread Rs. 46 Small bread Rs. 27 Sandwich bread Rs. 55 Milky bread Rs. 38

Market Segmentation
Geographic:
Country Country Region City or metro size Density
Pakistan Karachi, Hyderabad, Multan, Lahore, Islamabad & Rawalpindi 1,000,000-4,000,000; 4,000,000+ Urban, suburban

Climate

Southern

Demographic:
Age Gender Family-size Family life-cycle 6-11, 12-19, 20-34, 35-49, 50-64, 65+ Male, Female. 1-2, 3-4, 5+ Young, single; young, married, no children; married with children; older, married with children; older, married, under18; Other. 15000+ Professionals; managers, officials and proprietors; students; Home-makers. Any. Asian. Pakistani.

Income Occupation

Religion Race Nationality

Psychographic:
Social class Life-style Personality Middle class, upper middles, lower uppers, upper Achievers, strivers Gregarious, ambitious, fast-pacers

Behavioral:
Occasions Regular occasion.

Benefits User-status User rates Loyalty Status Readiness Stage Attitude towards product

Quality, service, convenience, availability. Regular user. Medium user, heavy user Strong Informed, interested, desirous, intending to buy. 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:

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 Dawn Bread 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 reliable quality 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 Recognition
NEEDS Dawn Bread is fulfilling two different types of needs of its consumers, with its wide variety of hygiene packed products. Breakfast Snacks

BREAKFAST
For breakfast different people have different needs. Keeping in mind what consumers want, Dawn is providing the following; Dawn Bread Dawn Buns

WHOSE NEEDS
Dawn 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:

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:

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:

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

 POLITICAL ENVIRONMENT:
T h e p o lit i ca l co n d it i o n s o f an y c o u n t ry m a y in f lu e n ce o f t h e ir co mp an y s p r o d u ct s . T h e i r political instability, law & order situations & continuous changes in policies may sometime resist su cce ss o f t h e ir p ro d u ct s. So t h i s is t h e c h alle n ge f o r t h e co m p a n y t o f a ce t h e m in e ve r y situation to survive. DAWN foods have policies to secure their products/brands from these types of circumstances & as a food industry it may not be effect largely because it is the need of the people on regular consumption.

ECONOMICAL ENVIRONMENT:
When we talk about the economical environment in this era, unfortunately we see the situation is ve r y d a n ge ro u s n o t o n ly in P a ki st an b u t also all o ve r t h e wo r ld . M o st o f t h e d e ve l o p e d & 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 t o t he p e o p le an d t h e ir p u rch a sin g p o we r is g o in g d o wn . T h e i r in c o me i s n o t in cr e asin g a s co n su m p t io n . S o D A WN f o o d i n d u st ry in t h is e co n o m ic co n d it io n wh e n p e o p l e h a ve lo w purchasing power, they are offering the quality products in very economic prices that people can afford it very conveniently.

SOCIO-CULTRAL ENVIRONMENT:
D A WN f o o d in d u st r y h a s a ve r y g o o d i mage in o u r mar ke t . Ou r f ir st p ri o r it y is t o p r o vid e 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