Marketing Final Presentation

Group Members
Rida Zahid (160023)
Nawal Abid (160100)
Javeria Jalil (160034)
Faiza Hasanat (160013)
 Plan
1. Introduction to Dawn Foods
2. Issue Analysis
3. External & Internal Analysis
4. Taste Test Implications
5. Core Competencies, Competitive Scenario, Key Success Factors
6. Alternatives to solve the main issue
7. Segmentation , Targeting & Positioning
8. Marketing Mix
9. Rebranding
10. Conclusion
 Product Brands

• K&N’s (Winning Brand)

• Chicken Samosa • Menu Foods
• Dawn Foods ( Underdog)
 Dawn Foods
• Dawn Frozen Foods started their product line of frozen products in year 2008.

• Tag Line
“Delightful Smiles”

• Value Proposition
“ Providing high quality frozen products at reasonable prices.”
 Issue Analysis
• Poorly branded
• Weak Value Proposition “Providing high quality frozen products at reasonable
prices”
• Weak Tag Line “Delightful Smiles”
• Claiming that they’re providing high quality and fresh products at reasonable
prices but in reality they are miscommunicating with the consumers
• “Less for less”
• Domestic Expansion is low
• They don’t update their products on websites properly .
 External Analysis
Competitors
• Direct competitors are Sufi & Man Salwa etc
which are trying to deceive Dawn Foods.
• Dawn Foods’ indirect competitors are K&N’s and
Menu Foods etc
• Local shops of samosa and actually some of these
indirect competitors are providing with quite
cheaper rates
Suppliers & Market intermediaries
• Includes different farms and shops, supplying
them chicken and other items
• Market intermediaries includes different Retailers:
supermarkets , convenience stores and discount
stores
 External Analysis
Customers
• Customers are both male and female.
• Young Children, working women, singles, old people and single parents.
• The consumer demand for frozen food products are increasing day by day
because it is convenient and time efficient.
External Analysis
 SWOT Analysis
Strengths Weaknesses
• Halal food. • Dawn foods’ samosa quality is not better than K&Ns
• Dawn Foods are quite economical. and menu.
• Diversity in product line. • Dawn foods has quite low market share in the frozen
• Market leadership in Paratha category. market.
 SWOT Analysis
Opportunities Threats
• Taking advantage of social networking • Biggest threats are its direct competitors
sites especially Facebook. like Sufi and big bird food.
• Different diseases of birds are greatest
threat for this brand.
 Blind Test

• Taste : K&n’s >Dawn >Menu

• Crunchiness: K&ns >Menu > Dawn
• Filling : K&ns >Menu >Dawn
• Appearance : K&ns >Dawn >Menu
• Aroma : K&ns >Dawn >Menu
• Needs to improve Filling & Crunchiness
 Brand Test

• Taste : K&n’s >Dawn >Menu

• Crunchiness: K&ns >Menu> Dawn
• Filling : K&ns >Menu >Dawn
• Appearance : K&ns >Menu >Dawn
• Aroma : K&ns >Dawn >Menu
• So, Re-Branding is required for Dawn
Foods
• Needs to improve its Filling & Crunchiness
 Core Competencies Competitive Scenario

• Knowledge Expertise • Competitors ( Direct & Indirect)

• Resources ( 1000 cold chains & 1400 • Value or Price War
outlets) • Lack of resources in less developed areas
• Knowledge of markets
 Key Success Factors
• Growing desire of convenience, changing lifestyle and disposable income has
increased the demand of Frozen Food
• Rapid increase in number of large retail chains like super markets & hyper
markets have bolstered the demand of Frozen Food
• Use of Supply Chain value delivery
 Alternatives to Solve the Issues

• Rebranding
As Dawn has weak value proposition and tag line, they should do the rebranding.
• Mass Marketing
They should improve their communication through mass marketing to persuade the customers to buy it.
• Domestic Expansion
In Pakistan there is almost 80% wet chain and hardly 20% cold chain. So, there is a high scope of profits if we
go for domestic expansion.
 Segments
• Middleclass housewives consume frozen food either regularly as snacks or for special
occasions as it is convenient to them. Seeks for nutrition.(Preference)
• Single parents and working parents prefers frozen foods as it is liked by their children aged
5-18 and they are also price conscious.
• Teenagers and young unmarried people opt for semi-cooked because it is time and cost
efficient for them.
 Segmentation
Demographic Psychographic
• The age group is 15-60years • Social class includes working class, middle class,
• Both male and female both prefers chicken upper middle & lower uppers
samosa of Dawn foods. • Personalities of people are rationale and
• Family Style: Children, youth, working singles, ambitious towards their lives.
married, single working parents, older married • Personality traits are openness, consciousness
couples. about clean and healthy chicken.
• All religions prefers the samosa of this brand but
majority are Muslims who prefers Halal and
healthy food.
• The range of customers income is Rs.17000 &
above per month.
 Segmentation
Geographic Behavioral
• Population Density: Sub urban & • Occasions: Regular, special & seasonal
Urban • Benefits: Quality, convenience, taste,
• Climate: Includes 4 seasons speed and cost efficient
 Targeting
• Working/Middle class
• Uper middle class.
• Teenage ( especially girls)
• Pakistan has 18th largest middle class in the world who loves to buy its
products. Pakistan’s middle class consists of over 6.27 million people.
 Positioning & Repositioning
• Before Repositioning
Dawn was using Less for Less

• After Repositioning
Dawn will use Same for less strategy
By repositioning, Dawn Foods will
Offer quality products
• By Repositioning its products Filling
and Crunchiness will enhance to attract
its existing & new Customers
 Marketing Mix ( Product Line)
• Chicken Nuggets
• Samosa( Chicken, Vegetable)
• Spring Roll Chicken Kofta
• Vegetable Spring Roll
• Vegetable cutlets
• Chicken Shots
• Traditional Chicken Delights
• Savory Veggie Range
 Marketing Mix ( Price)
• Dawn Uses Cost Based Pricing
• Dawn Foods should slightly increase its product’s prices
• Reasonable Prices
 Marketing Mix ( Place)
Retailers
• Supermarkets
• Convenience Stores
• Discount Stores
• Superstores
Merchant Wholesalers
• Wholesale Merchants
• Cash & Carry Wholesalers
 Marketing Mix ( Promotion)
• Direct marketing through online marketing ( Facebook, Twitter & other social web pages)
• Public Relations activities through blogs
• Trade promotions ( exhibitions) should also be added
• Advertisements through print media & social media
• Consumer/Sale Promotions through loyalty programs (seasonal discounts, and quantity
discounts)
 Rebranding
Brand Personality
• Sincerity
• Competence
• Excitement

Value Proposition
Offering Good Quality Frozen Products At Reasonable Rates
Tagline
Rise with Dawn and be healthy!
 Conclusion
By considering the main issue ( Poorly Branded) faced by Dawn
Foods, we came to the conclusion that: we are going to Rebrand
Dawn Foods by applying the procedures which includes
• Repositioning
• Changing Tagline , Logo & Value Proposition
• Marketing Mix Strategies