Launching a new Product

Pretzel Bread ( flavored bread )

 

Submitted by

Abdullah Bin Masood 02

Ali Raza 04

Rehan Arshad 34

Zaeem Ahmad 40

Mohammad Ali Raza 45

Definition

Bread is a staple food prepared by baking dough of flour and

water. It is popular around the world and is one of the world's

oldest foods.

History

An enormous variety and flavors of bread is available

across Europe. Germany lays claim to over 1300 basic

varieties of breads, rolls, and pastries, as well as

having the largest consumption of bread per capita

worldwide, followed by Chile. Bread and salt is a

welcome greeting ceremony in many central and

eastern European cultures. During important occasions

when guests arrive, they are offered a loaf of bread

with a salt holder to represent hospitality. Flavored

bread has been introduced in Europe.

Pretzel Bread

The proposed company plans to establish a project for baking the flavored breads in different and unique shapes and sizes. Every bakery offers the bread, which is milky or simple, or diet in only one usual flavor. No bakery offers the flavored breads so far.

About Pretzel

Brand name: PRETZEL (A Delicious Mistake)

Logo

Slogan  Introductory slogan: “NO MORE BORING BREAKFASTS!” Slogan to be used afterwards: “BREAKFAST IS FUN!”

Flavored

Pretzel breadIt is flavored bread with three flavors:

 Chocolate Mango Strawberry Size Our product will be available in the size of medium-sized bread having 16 slices in a pack.

Core Product

Competitors

Target Market Segmentation

Positioning

Brand positions through its Attributes (flavors) and Value (added fun & variety to daily breakfast) Nowadays children have become highly choosy and moody when it comes to meal. They prefer taste over health. So they demand taste and variety, whereas mothers want healthy food for their children.

 Positioning Strategy:

Firstly more for more is our positioning strategy where we are offering more

benefits for more prices. With the passage of time, we will move towards more for

less.

After completing a consolidated environmental evaluation we are going to focus on consumer assessment. It is very critical to find out what are the needs and wants of the consumers of that particular market, what are the attributes they want in a product and how much are they willing to pay for it and how are they going to behave while and after purchasing the product.

Consumer Assessment

Our product is highly differentiated among all types of bread available in the market. No other flavored bread currently exists in the market. So we have a bright chance of promoting our product on the basis of its strong differentiated attributes

Findings

Pretzel Bread has clear and specific objectives of promotion, such as

To earn profits To compare To gain attention To inform To persuade To make target audience aware of our

product.

Promotional Objective

As our product is totally new so we have to make great promotional efforts that might inform &persuade target customer about our product. A group of expertise might be able to guide us in promotional activities of our product

Organizing for Promotion

Target audience for our product is wider than our target customer (i.e children), which is already specified in our target market segmentation before. Our target audience includes:-

Parents, specifically mothers: They are more interested in the nutritional and health facts of our product

Youngsters: They might also get interested in our product because bread is everyone’s staple food.

Target Audience

We are using the objective task method to set the budget of out Advertisement campaign. Scheduling of our campaign is described below

Media budget allocation: From reserve, overall budget allocation will be

distributed as: Electronic Media 20% Print media 10% Outdoor (billboards) 10% 

Promotional Budget

Print media:

We are giving prior mentioned magazines & newspapers equal priority

Outdoor media: Prime locations of billboards will be on way to

amusement parks, nearby Mc Donald’s, KFC and subway.

Media

Art Work for Print Media

For the promotion mix PRETZEL Bread would be promoted via Advertisement initially. This advertisement would be electronic on TV or in print like billboards, posters, print ads, and banners because the product is at its launching stage and mass awareness should be generated and that can only come through electronic ads and this is the best way to reach a wide audience because almost all people have access to it.

TV AD COPYWRITING (TV AD)

Promotional Mix Advertisement

Attention Our ad contains the expression & musical jingle without

any word expression so it would attract the people by also using combination of colors. Ad will grab attention of audience

Interest After catching attention interest will be retained by the

proceeding situation of ad A Children is sitting around the table and giving his/her expressions about the simple bread on dining table then in comparison flavor bread is given to him/her which makes him/her pleased and excited.

Copy Writers Pyramid

Credibility It is given by showing comparison with competing brand and

its preferences over them.Desire Desire about the product is created by the cute and lovely

expressions of child as our target audience is also children so they attract more and feel desire to purchase and taste it.

 Action Ad also tells about the available places for the bread in the

end in order to bring people in action to purchase.   Attenti

onInteres

tCredibi

lity Desire Action

Copy Writers Pyramid

PACKAGE DESIGNING

Packaging encompasses the physical appearance of the container

and includes design, color, shape, labeling, and materials. Like

advertising, packaging communicates both verbally and non-

verbally. Packages should continue promoting the product

themselves.

Its features are:-

Packaging Design

Attractiveness: Package is highly attractive due to its vibrant colors and combinations

Environmental friendly : All the package material is 100% recyclable and environmental friendly

Preservation: Aluminum foil protects the contents of bread and preserves its aroma and taste. And hard card covering protects it from any forced damage.

Convenient: Package is convenient in carrying as it has card handle at its top.

Differentiated: This packaging is totally different from other conventional bread packaging.

MEDIA PLANNING AND SELECTION

This part basically contains the identification, evaluation and finally selection of the channel of communication to convey the message to the right people at the right time at the right place. Various decisions which we take regarding to this are:

Media Planning & Selection

. What media options? Television Newspaper Billboards 2. Who is target audience? Children Mother 3. Where message is communicated? National level Majorly in cities 4. Timings of message Morning, evening and prime time in TVC Print ad (Morning) 5. Frequency of Message Continuous

Media Planning & Selection

6. Media Vehicle Chosen media vehicles are Television :, ATV, PTV, ARY, HUM TV, AAJ TV, TV ONE Newspapers : Dawn, , Nawai-e-Waqt, Khabrain Magazines : Smash, US, Young world, Akhbar-e-Jahan, Sunday

magazine 7. Continuity of Message Our message is for consistent longer period in order to create

awareness among the people about the new product. 8. Length of Message For billboard very Short message For newspaper showing some detail about product features etc. For TVC also short message to create awareness and desire to

purchase.

COMPETITIVE ADVANTAGE

Anticipated competition: By using idea of flavored bread, any other competitor

can easily compete.  How to cope the anticipated competition up?  We will move our manufacturing by: Launching diversity in our flavors and bread offerings. By making joint ventures with some juice companies or

tea By introducing new flavors and also multi-flavored bread Keeping our recipe secret Making the packaging more attractive this makes our

product more eyes catchy at the retailer’s shelf.

SWOT ANALYSIS

Strengths Innovative offering so getting customer equity No existing specific competitor Reasonable prices for lower income group also Easy availability

 Weaknesses No brand recognition No separate outlet. We don’t have enough finance to

construct our separate outlet. New product hesitation Electric ovens omit radiations which are harmful

SWOT ANALYSIS

Opportunities  First mover advantage as no competitor has ever

introduced this taste. So the no. of customers with us will be more than any other competitor in flavored bread baking industry.

 Threats New product, may people don’t accept the

flavored bread