Dawn vs Bunny's

7/28/2019 Dawn vs Bunny's

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Bunny’s Bread



3. Strategic Plan



Bunny’s

• Mission Statement

We seek to achieve market leadership in bakery andsnack food through exceeding customer expectation,out matched support service and satisfaction, uniqueproducts and strive to satisfy the interest of stakeholders in all aspects of business.

• Goals

High growth, work environment, continuousimprovement, corporate effective communication,value addition, waste buster and knowledge sharingare the goals set by Bunny’s.



Bunny’s

• Core Competence

• Largest distribution network in Lahore.

• Has facility to produce customized product.

• ISO 9001:2000

• Moody International

• HACCP(Hazard Analysis Critical Control Point

• AIB (American Institute of Baking)

• SFA (Snack Food Association)



Dawn

• Mission Statement

• Goals

• Core Competence –

Dawn has 6 plants all across Pakistan. – Deliver fresh products to the customers daily.

– Transportation costs are less than competitors.

– Brand equity has been established.

–

FMBRA (Flour Milling and Baking ResearchAssociation)

– ISO 9001:2000

– ISO 22000



4. Situation Analysis



• SWOT Analysis

– It is a way of monitoring the external and

internal marketing environment.



Dawn

Internal factors Strengths Weaknesses

Management Experienced , innovative and ready to

face the challenges of expansion.

Decentralized operations, week

supervision .

Offerings High-quality, informative, strong brand

image

Many competitors with same quality and

price

Marketing Own baking plants and Distribution

network across the country.

Difficult to manage such a large network.

Manufacturing Well equipped baking plants across the

country.

Ensuring same quality standards at

different locations require strong

supervision

R&D Ensure the quality of product and service

through daily feedback and visits of the

market.

Surveys conducted by own department

could be biased



Dawn

External Forces Opportunities Threats

Consumer/Social Daily use products, ready made product

and easy to consume products are

becoming a trend in Pakistan.

People like traditional food.

Competitive Serve each and every area of the country. Competitors can also serve the same

areas.

Technological Well trained production staff and well

equipped plants.

Any competitor can acquire a better

technology.

Economic People pay for the quality products

marketed by brands.

The lower economic class prefers price

over brand.

Legal/Regulation The price is set by the baking

Association.(Cartel)

Non- member companies do provide at

lower prices.



Bunny’s

Internal factors Strengths Weaknesses

Management Experienced and Centralized Small size and concentrated at single

station.

Offerings High-quality, unique Taste Many competitors with same quality and

price

Marketing Own Distribution network in Lahore and

nearby cities

No distribution (Bakery)in Sindh,

Balochistan, Khyber pakhtonkhwa and

south Punjab

Manufacturing Largest baking plant Plant only in Lahore which restricts the

remote areas product(Bakery) supply

R&D Ensure the quality of product and service Surveys conducted by own department

could be biased



5. Market-Product Focus



Dawn

• Marketing and Product Objectives – Dawn has built up an image of the brand by ensuring

quality and has established the brand equity.

• Markets• Consumer Market

– Most of the Dawn products are consumed by the consumersbecause it has created a strong brand image.

• Business Market

– Companies like Hardees, KFC, AFC and many more are major

customers. • Global Market

– Dawn sale frozen dough in the global market from its plant inKarachi .



Dawn

• Target Markets

– People and the businesses whose main concern is

branded and quality food stuff.

• Point of difference – Fresh Product through largest distribution network

along with largest network of baking plants.

•

Positioning – Available from the southern tip of Pakistan to the

Northern city of Peshawar.



Bunny’s

• Marketing and Product Objectives

– Bunny’s focuses on revenue generation by sticking to

its existing setup and is not expanding the business.

•Markets

• Consumer Market

– Most of the Bunny’s products are consumed by the consumers

because it has created a strong brand image.

• Business Market

– Bunny’s provide customized product to businesses. – Companies like Pizza Hut, Sub way are major customers.

• Global Market

– Bunny’s only sell snacks in the global market.



Bunny’s

• Target Markets

– Bunny’s main concern is to capitalize on its share

in the Lahore market.

• Point of difference

– Largest distribution network in Lahore.

• Positioning

– Quality product available in every part of Lahore.



6. Marketing Program



Dawn

• Product

• Packaging

– Dawn uses plastic sheets, paper and card packaging.

– Dawn is going to launch a new standing packaging made of paper

instead of plastic sheet for bread.

• Labeling

– Products have Dawn logo, address of the company, ingredients of

the product and their nutritional value and expiry date.

• Price – Price is set by the Baking association of Pakistan

(cartel).



Dawn

• Promotion – Advertisement through magazine-adds, shop signs and TV

commercials.

– In-store activities, taste testing, consumer promotions with

other brands like Pepsi, Mc Donald’s. – No discounts for retailers

• Big Stores – Dawn pay to big departmental stores for the shelf space.

• Place

– Dawn products are distributed by the company itself through its own fleet. The products are distributed directlyto the retailers and no intermediaries (whole sellers,distributors etc) are involved.



Bunny’s

• Product

• Packaging

– Dawn uses plastic sheets, paper and card packaging.

•Labeling

– Products have traditional Bunny’s logo, address of the

company, ingredients of the product and their nutritional

value and expiry date.

•

Price – Price is set by the Baking association of Pakistan

(cartel).



Bunny’s

• Promotion – No Advertisement.

– Discounts up to 3% for retailers. • Big Stores

–

Bunny’s pay to big departmental stores for the shelf space• Restaurants

– Bunny’s give special offers to restaurants which sell prepared stuff likesandwiches, burgers etc.

• Retailers – Bunny’s pay to retailers in densely populated areas in order to get the

exclusive outlet for its products.

• Place – The bakery products are distributed by the company itself

– Distributors are involved in snacks products



Organization



8. Implementation Plan



Dawn

• Dawn has established baking plants at various cities of Pakistan in order to provide the fresh products

• The sale of different products varies with the season.

•

In the month of Ramadan the sale of bread reduceswhereas that of Paratha increases

• Dawn uses its baking facility according to the season.

• Dawn provides different products in different areas.

•The time of distribution is also different for differentareas.

• Dawn mainly caters the A-class and B-class markets.



Bunny’s

• Bunny’s have a single largest baking plant in Lahore in orderto have a centralized production and management unit.

• The sale of different products varies with the season.Bunny’s use its baking facility according to the season andtry to get maximum benefit in every season.

• The people of Faisalabad like to eat the bread which isbaked without a lid on it so Bunny’s is equal to the task.

• Bunny’s cater all the market categories i.e. A-class, B-classand C-class.

•Bunny’s have distributors for its snacks range on theadvance payment.



Evaluation and Control



Dawn

• The targets for the sale are set in every month and theactual performance is compared with the targets.

• The targets are set according to the areas.

• Which team fulfills its targets is rewarded in terms of

bonus.• The sales staff is remunerated in terms of salary as well

as commission on the sales.

• Dawn has control over the whole distribution channel

which helps it to have a good picture of the market.• First hand feed back received by the company helps

executives to formulate strategic plan.



Bunny’s

• The targets for the sale are set in every monthand the actual performance is compared with thetargets.

• The targets are set according to the previous

years respective months sales.• Which team fulfills its targets is rewarded in

terms of bonus.

• The sales staff is hired on the commission basisand no salary is given to them.

• The sales staff is rewarded with bonus onachieving their targets



Executive Summary



Company Description



Organization Structure



Product Portfolio

• Bakery



Bread



Rusks



Buns



Cakes



Market

• Consumer Market

• Business Market

•

Global Market



Bunny’s Orientation towards

Market Place



Segmentation



Diabetic persons



Faisalabad



Masses



Value Proposition



Brand



Value and Satisfaction



Marketing Channels

• Communication Channel

• Distribution Channel



Supply Chain



Competition



Marketing Environment



Market Research

Dawn vs Bunny's

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