THE GOLDEN HARVEST FOOD

MARKETING MANAGEMENT
SIR MUDASSIR
FEDERAL URDU UNIVERSITY

DAWN BREAD
NASEER AHMED
 INTRODUCTION & HISTORY
• A family-owned company, Dawn understands the importance of nutrition and taste,
and is committed to providing the highest quality bread products to Pakistan.
• Dawn set out on the road to create awareness of and demand for bread products
with its first plant commissioned in Karachi in October 1981. It wasn’t long before
the name became synonymous with delicious nutrition, and a second plant was
commissioned in Islamabad in 1985.
• Dawn has simply gone from strength to strength ever since: it managed to capture
35 per cent of the consolidated market share of all bread products in Pakistan within
a decade of inception, and today, consumers can access Dawn’s superior products
from the southern tip of Pakistan to Peshawar in the north.

MISSION
• “To provide our customers with bread that actually looks and tastes good.”
 VISION
• Our vision is to become Pakistan's favorite bread this is underpinned by our
dedication to continued improvement across all areas of the business.

GOAL
• Our goal is to ensure that important values such as quality, freshness, and service
are delivered to our consumers in the 21st Century.

PRODUCTION
• Associated with FMBRA (United Kingdom) since 1990, all our processes,
technology, machinery and formulation are in line with international standards.
• Dawn Bread plants across the country are equipped with cutting -edge bread
production technology, and are managed by seasoned senior food technologists.
 DISTRIBUTION
• Spread across Pakistan, Dawn Bread’s network is one of the largest in the country, reaching
almost all metropolitan and rural areas.

• Our distribution channels in country 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.

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.
INGREDIENTS
Flour
Water
Salt
Yeast
Sugar
Cooking Oil
Vegetable
Vitamins
 PRESERVATIVES
Calcium propionate
Calcium acetate

BENEFITS & FEATURES

Strong bones
8 hours energy
Vitamin A & D
Quite notorious
Repair the dead tissues of the body
Source of creating blood
Enriched with vitamin A & D
Glow the body & skin
Reduce fat & Carbohydrates

MARKET SEGMENTATION
 • Effort to increase a company’s precision marketing.
We have done the segmentation on the basis of the following variables:
Geographic
Demographic
Psychographic
Behavioral

GEOGRAPHIC
• Divide whole country in different segments according to areas, states, regions and
markets.
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.

Climate Southern.
DEMOGRAPHIC
• Divide people according to Age, Income, Social Class, Occupation and their life cycle.

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
• To analyze the psyche of the people we divide them in social class, life style
and personality .
Social class Middle class, upper middles, lower uppers, upper uppers.

Life-style Achievers, strivers.

Personality Gregarious, ambitious, fast-pacers.

 BEHAVIORAL
• Behavioral segmentation divides buyers into groups based on their knowledge,
attitude, uses or responses to products. We see the behaviors of people with the help
of the questionnaire.
Occasions Regular occasion.

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.

 TARGETING
• After segmenting the market we are targeting the following segments: Income
Group Youth:
Travelers:

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.

PRODUCTS

 Vitamin Enriched
Enriched with nutrients for a daily healthy
diet, this freshly baked bread is perfect for
all meals.
 Milky Bread

Wholesome and delicious, Dawn’s Milky

Bread is fresh-baked, with a rich texture and
aroma.
 Bran Bread
Eat healthy with Dawn’s Bran Bread. Each slice is packed with
calcium and dietary fiber to keep you moving throughout the
day, every day!

 Hot Dog Buns

Any light, quick snack is incomplete without our fresh hot dog buns. High quality and
appetizing, Dawn’s Hot Dog Bun is the freshest in the market
 Burger Buns
The fact that we are the official bakers in Pakistan for the
largest fast food chain in the world should speak volumes of
how great our burger buns must be. Fresh, made with the finest
ingredients, Dawn Burger Buns are a tasty snack by
themselves too!

 Dawn Cupcake
Bite into a delectable Dawn Cupcake anytime to sweeten up
your day!
 Dawn Rusk
Enjoy your evening tea with Dawn Rusk – crisp and tasty, Pakistan’s first packaged
rusk is produced most hygienically, and the packaging ensures that each slice
remains fresh to the end.

 Lacha Paratha

Layered parathas that melt in your mouth, made with the finest
whole wheat flour for that crisp,fresh taste.
 Onion Paratha
Tease your taste buds with this spring-onion-stuffed paratha,
infused with aromatic spices.
 Aloo Paratha

Parathas are taken to the next level with a hearty potato mix.
 Plain Paratha
Our melt-in-your-mouth parathas, the perfect accompaniment to
any meal, are made with the finest wheat flour.

 Frozen Puri
Make an ordinary meal extraordinary with our light, crisp wheat
puris

POSITIONING STRATEGIES
 Positioning is what the customer believes about your product’s value,
features, and benefits.

By Benefits

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

• Dawn wants you to believe that their 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 Dawn bread.

COMPETITORS
Indirect Competitors:

Different cakes
Biscuits
Cookies
Pastries
Substitute Competitors:

• 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 Bread is:

Grainy Bread
Bake Parlour
Cakes and Bakes
Different Bakery Breads
Vita Bread

PRICING STRATEGIES
We will adopt the following pricing strategies to set the price of our product:

Marketing Skimming:
• Dawn 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 Dawn 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.

PRODUCT
LIFE
CYCLE
Right now dawn bread is facing its maturity stage where they

have a huge amount of sales and profits. It’s almost about 3

decades from which dawn bread is advertising, selling and

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 don’t

need to push their product to the customer, the demand and

sales are already very high.

LEVELS OF PRODUCT
CORE BENEFIT:

• The core benefit of dawn fortified bread is that it’s 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: [email protected]
• Website: www.dawnbread.com
• A unit of Dawn group of companies

BCG MATRIX
 Market Share High Low

Star Question Mark

High

Cash Cow Dog

Market Growth

Low

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.

ANSOFF’S PRODUCT/MARKET EXPANSION

GRID:
 They see their dawn fortified bread as the

product development strategy because they

haven’t changed their market segmentation

before launching dawn fortified bread.They

changed their product to fortified bread.

MARKETING MIX FOR DAWN

FORTIFIED
BREAD
PRODUCT:
As define in Slides # 16 to 21
  PRICE:
The consumer price of medium size dawn bread is Rs.28, whereas the consumer price

of the large dawn bread is Rs.50. Dawn Bread does come in small size, which is for

Rs.10 but it is only distributed and sold in limited geographical areas, where there is

demand for a small size.

 PLACE:
Place is the third most important element of the marketing mix. Dawn bread has put extensive efforts in

making the decisions regarding the channel, distribution, location, inventory, transportation and logistics

of their product.
 Channel is a layer of intermediaries that perform some work in bringing the product and its ownership

closer to the final buyer. Dawn bread has used the channel from the producer to the retailer and then to

the final consumer, that is, dawn bread being the consumer sells the product to the retailers who in

return sell the product to the final buyer.

When it comes to distribution, dawn bread has focused its placing efforts in intensive distribution, which involves

setting the product in as many outlets as possible. Dawn has made sure that its bread it easily available at all retail

shops, supermarkets, grocery stores, milk shops etc. They have adopted intensive distribution because bread is

convenience product that is bought frequently and used in daily routine in break fast and for other purposes.

Therefore, it is essential for dawn bread to supply fresh bread to all its retail outlets on a daily basis so that

consumers are not disappointed and to stop consumers from buying any other bread brand incase dawn bread is not

available.
In inventory management, dawn bread does not have to face problems of managing too much or too little stock. Since, bread is

a product that is perishable so it has to be produced and supplied fresh on a daily routine. It puts an end to the question of

keeping stock because stocking bread would make it stale and the quality will fall as well as the reputation and brand name of

dawn bread.

Then, comes the transportation decision, which is also of extreme importance as it affects the pricing of products, delivery

performance, and condition of the goods when they arrive at the destination. These factors have to be dealt with very carefully

because they can seriously affect the customer satisfaction of dawn bread and dawn bread cannot afford to lose its market share at

the hands of other competitors. Therefore, dawn makes sure that all of bakery items, that is, dawn fortified bread, dawn frozen

parathas, dawn nans, dawn cupcakes, dawn rusks and dawn milk bread all are supplied to the retailers in trucks and carriers that

have cooling and refrigeration systems which protect the perishable quality of dawn products.

PROMOTION:
Promotion mix is the specific mix of advertising, personal selling, direct marketing, public relations and

sales promotion.

For advertising, dawn bread uses remainder advertisements in order to remind its consumers about its

existence that it is still available in the market. Persuasive and informative advertising would not be

appropriate for dawn bread.

The message execution style that dawn bread uses usually uses is lifestyle because in its advertisement

it shows how dawn bread fits in the breakfast and family lifestyle as the advert shows breakfast lifestyle

of a happy family.

THANK YOU