SCOPE OF THE STUDYCompetitor analysis - assess strengths/
weaknesses of the competition.Recent trends in target market.Suitable marketing plan for target market.
DESCRIPTION OF BAKERY INDUSTRYThe bakery industry consists of three broad
product lines – i) Bread and rolls ii) Cakes and pastries iii) Biscuits and cookiesThis study deals with trends and potential for
bread, cakes and pastries – target market for bakery equipment.
DEMAND AND SIZE OF THE BAKERY INDUSTRY(INDIA)There are various association which provides
clear picture of bakery industry
1. All India Bread Manufacturer Association(AIBMA)
2. Central Statistical Organization, Kolkata
SOURCE:- ALL INDIA BREAD MANUFACTURER ASSOSCIATION(AIBMA)LARGE SCALE MANUFACTURERS
2
MEDIUM SCALE MANUFACTURERS
25
SMALL SCALE MANUFACTURERS
1,800
UNORGANIZED –SINGLE STORE BAKERS
75,000
ORGANIZED SECTOR PRODUCTION- BREAD
1,500,000 MT
ORGANIZED SECTOR PRODUCTION – CAKES AND PASTRIES
4,24,000 MT
TOTAL ORGANIZED SECTOR PRODUCTION
1,924,000 MT
ESTIMATED UNORGANIZED SECTOR PRODUCTION
2,352,000 MT
TOTAL PRODUCTION OF BREADS ,BUNS AND PASTRIES ,COOKIES
4,276.000 MT
PER CAPITA CONSUMPTION OF BREAD
2.3 KG/ YEAR
GROWTH RATE IN PRODUCTION 3% PA
Source:- central statistical organization( CSO)NO.OF FACTORIES 970
PRODUCTIVE CAPTAL RS 871 CR
EMPLOYEES 41530
GROSS OUTPUT RS 4343 CR
NET VALUE ADDED RS 597 CR
TRENDS IN TARGET MARKETConsumer preferences towards bakery product
are changing they are focusing more on
1. various range of products.
2. quality consideration is more.
3. it signifies their standard of living
4. youth and couple prefer to gift cookies and pastries to their partner.
. They prefer to buy more through local
manufacturers.
GROWTH POTENTIAL/OPPORTUNITYCompetition is lowPreferred location Easy availability of raw materialAffordability for us to access target market.
BARRIERS:-High production cost – we are new in this
industry so initially we might face more costConsumer acceptance and brand recognitionLanguage barrier
HOW TO OVERCOME THE BARRIERS
We will focus more on advertising through local news paper, word of mouth promotional activity which help us to position ourselves in the mind of target market
One of our partner is a permanent residential of j&k however all the dealings will done through him and hence language barrier will get reduce
MARKETING MIXPRODUCT:- a. bread b. cookies c. Pastry and buns
BENEFITS AND FEATURES OF PRODUCTBENEFIT- a. product can be used as a break fast b. product can be used as a snacks c. product can be used in party and
marriages as a sweet. d. product can be used in every happy
moment
FEATURES:-Product are available in various flavors colorsProduct are available in various ranges of
prices.Product are available in various size like
small , medium, large or according to consumer demand.
DEMOGRAPHIC PROFILEFOR INDIVIDUAL:- age- all age group gender- male female both location- Jammu and Kashmir income – all income groups.
FOR BUSINESS CUSTOMER:-INDUSTRY- Hotel industry, restaurant ,
kiosks. LOCATION- Jammu and Kashmir
COMPETITION NAME- SHAKTI SWEETSADDRESS- RESIDENCY ROAD LAL CHOWK
MODERN SWEETSADDRESS- RESIDENCY ROAD LAL CHOWK
JAN BAKERYADDRESS- CHANAPURA SRINAGAR
COMPETETIVE ANALYSIS
FACTOR
ME STRENGTH
WEAKNESS
COMPETITOR 1
COMPETITIOR 2
IMP. TO CUSTOMER
PRODUCT
Dealing in only three products mainly in avg.price
Providing various ranges
Various ranges in high price
1
location Ease and convenience to reach customer
Placed in centre of the market
Not so good
5
experience
inexperience
More than 20 years of presence
Family business
1
Brand We are new
People know them by name
good 5
OPPORTUNITIES AND THREATS External Opportunities
Desire for healthier lifestyle Niche market in urban areas Large target market area
External Threats Change in lifestyle trends Increased fuel prices Competitors having lower prices
PRICEAverage price , but still competitive
PROMOTIONWord of mouthAdvertisement through local newspaper Banner and hoardingsAdvertisement of a product through local
cable operator channels.
TOTAL ADVERTISMENT AND PROMOTION EXPENSES:-
1,00,000
PLACE
Proposed location is Jammu and Kashmir our land situated near to the national highway
REASONS:- 1. ease and convenient to customer 2. parking facility 3. easy transportation
DISTRIBUTION CHANNELSDirectIndependent representative
HR AND OPERATIONS PLAN
Start UpThe bakery will be constructed on the farm.
Construction will commence in June 2012
The bakery is scheduled to open in September 2012.
Organizational Structure
Board of Directors
President/Manager
Head Baker
Assistant Baker/Delivery Person
Assistant Baker
Assistant Baker/Delivery Person
Work Plan4:00am – Start Baking8:00am – Bakery Opens5:00 pm Bakery Closes
Quality Control ProgramRegulations
LocalConsumer Protection BranchDepartment of health and family welfare.Labour
Human Resources
President/ManagerResponsibilities:
Oversees daily productionWork SchedulesAssigning Employee TasksTraveling Ensures product qualityPurchases raw materialsKeeps facility running, and cleanAccounting Duties
Head BakerResponsibilities:
Working long hoursAbility to follow recipesAbility to produce quality productAbility to use ovens and mixersDishwashing and janitorial skills(Maintainence
skills)(Dusting Sweeping floors,Washing floors ,Waxing,Washing
windows,Cleaning rugs or carpets,Cleaning bathrooms,Buffing,Polishing furniture,Plumbing repairs,Electrical repairs,Window repairs,Carpentry work,Public relations,Money handling, Supervisory experience (in a job, in a club or organization you belong to, etc.)
Assistant Baker/WaitressResponsibilities:
Assist in bakingOperate Cash register and serve customersDishwashing, and basic janitorial skills
Delivery PersonsResponsibilities
Deliver product to Budgam Market place & Lal chowk Market Place
Deliver products to and work at Farmers Markets in nearby areas, like Chadoora.
Additional TrainingAll staff members will take the one day Safe
Food Handling CourseOther food safety programs offered by State
(J&K) will be taken