DAWN BREAD

PRINCIPLES OF MARKETING

GROUP MEMBERS:
SAKHI SABIR BE55
AMEENA AYOUB BE20
SHAHERYAR RIA BE50
AYESHA ZAHID BE18
RUKHSANA TALIB BE61

MBEcon—II

Department of Economics

Univeristy of the Punjab

SUBMITTED TO:

MISS AYESHA FAROOQI

Date: 25th Sep, 2020

University of the Punjab Lahore

Master of Business Economics
INTRODUCTION

Dawn Bread is a family owned company, Dawn is committed to providing the

highest quality bread products to Pakistan. Dawn has brought one of the world’s most
technically advanced baking equipment to Pakistan. First production unit in Karachi in
October 1981 with the name of Golden Harvest foods (Pvt.) Ltd.

Beginning with the plant in Karachi, commissioned in October 1981, Dawn Bread
built-up a reputation for freshness, quality and taste. Creating awareness plus a demand
for bread products, the second plant was commissioned in Islamabad in January 1985.
Nothing succeeds like success, so next came the plant in Hyderabad in January 1987, a
year that was to also witness the establishment of another plant at Lahore, in November
1987. In 1989 we established the plant at Multan. After consolidating expansion, the sixth
plant was commissioned at Faisalabad in February 1992. Now our customers can find
Dawn’s quality and freshness from the southern tip of Pakistan to the Northern city of
Peshawar.

Dawn Bread Headquarter in Lahore. According to marketing strategy Dawn

bread decide headquarter shift from Karachi to Lahore. Founder of Dawn Bread Mr.
Hussain and current CEO Mr.Numan Hussain son of Mr.Hussain. Dawn bread is
registered company with the name of Dawn Bread.

Dawn bread is a private limited company and company types of Foods and beverage.
The enterprise which made a humble beginning in late 1981, has grown to capture of
the 35% consumer of the consolidated market share of all production of Bread. Dawn
Bread has eight Bread production unit in these cities Faisalabad, Hyderabad Islamabad,
Karachi Lahore, Multan, Peshawar, Shekhupura and Peshawar. Last Twenty five Years
Dawn Bread introduced different project related with in the market. Project is given
below.

1. Bread & beyond Bakers

 2. Dawn Mezban International

3. Dawn frozen chicken

4. Dawn water

5. Dawn Milk

6. Dawn Mayo

DAWN’S HISTORY

Dawn is set out on the road and create a success story. Dawn bread’s network is one of
the largest in the country. Beginning with the plant in Karachi, established in October
1981, Dawn Bread built-up a reputation for freshness, quality and taste. Creating
awareness plus a demand for bread products, the second plant was introduced in
Islamabad in January 1985. Nothing succeeds like success, so next came the plant in
Hyderabad in January 1987, a year that was to also witness the establishment of
another plant at Lahore, in November 1987. In 1989 we established the plant at Multan.
After consolidating this expansion, the sixth plant was commissioned at Faisalabad in
February 1992. Now our customers can find Dawn’s quality and freshness from the
southern tip of Pakistan to the Northern city
of Peshawar. Start from Karachi and now
has reached almost all over Pakistan.
Dawn Bread supply in all metropolitan and
rural general stores. Dawn has simply
success across over Pakistan. Day by day
Introduces Dawn Bread with wheat History in Pakistan
has launched new projects in market.

DAWN’S BREAD PROFILE

Dawn Bread a name that has come to signify quality and freshness is a product
of Golden Harvest Food (PVT) LTD. A success story that was written by a family that is
committed to honest to goodness enterprise and concerned with the prosperity of the
country. The enterprise, which made a humble beginning in late 1981, has, within a
decade, grown to capture 35% of the consolidated market share of all bread products in
the country, a fact that speaks volumes about the credibility of the company and its
products.

DAWN Bread is very famous in Pakistan and it is the market leader in Pakistan for
bakery products. It has launched many schemes with McDonalds and KFC. DAWN bread
provides bun for the burgers to McDonalds, KFC, and MouriPan. Now DAWN Bread has
spread to Lahore, Multan and Islamabad. It has two production units in Lahore and one
production unit also in Dubai, from the above production units dawn bread covers, wide
area of the Pakistan. Dawn Bread has lunched many products with McDonalds and KFC.
There used to be a coupon in the bread if you take it to
the McDonalds they used to give a burger free. There
were many other schemes with the McDonalds that
DAWN Bread has launched with them. As DAWN Breads
supplies buns for burger to the McDonalds. McDonald
has prepared a special recipe for buns. They have asked
them to prepare the buns of the provided recipe.
Largest Bread Brand in Pakistan

DAWN BREAD OBJECTIVES 

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. Dawn Bread’s longstanding
commitment toward consumer satisfaction is evident and
initiation of bringing

Needs, Wants and Demand

COMPANY VISION, MISSION STATEMENT
Vision Statement

“Dawn bread with vision to exceed the expectations of consumer and with great taste
products that delivers convenience, quality, Freshness and Goodwill”

Mission Statement

“Dawn Bread understand the importance of nutrition and taste, and is committed to
providing the highest quality and freshness in bread products”

Company Quality Policy:

For purpose of standardization, the company associated itself with FMBRA (Flour
Milling and Baking Research Association) of United
Kingdom in 1990 to bring itself in line with international
standards of production, technology, machinery and
formulation. Dawn bread have more experience staff with
international training and working conditions. Dawn Bread
has ISO 9001 certified.
Quality Management System (QMS)

CUSTOMER TARGETS:

Dawn bread target all types of customer. In the mission of

company target to students, jobs holders and old age
persons. For old age person introduced a new bread
multigrain with high calories. This is good food for sick
person and the elderly. In the variety dawn foods leading to
bread industry.

BRAND NAME:
Dawn bread is a brand in baking foods leading to other backers. The major feature and
area of concern is freshness and taste of dawn bread. Freshly baked and wholesome,
this bread contributes to the recommended daily intake of essential nutrients that form a
major component of a healthy and balanced diet. Made from the finest ingredients.

COMPANY CORE VALUE

Social
awareness

Company
Team
Work core Honesty

Value

Food
Passion

Team Work team work is a company strength. Employees work bases on team work
one and other. Help seniors to our juniors for time to time and day to work. Properly
working on series wise from direction top manager and get order maintain services on
work station. Social Awareness relationship with our customer take social awareness.
Organization is core value on bases of company social awareness in the market.
Honesty is third main values of Dawn bread. Employees and other managers work
base on honesty and believes one another. Food Passion dawn bread is a brand and
food is a passion of this brand. Dawn have working on fresh food provide in the market.
Introduced new project on food. Passion in foods provided services only food items in
different ways ready to eat and other relation

DEVELOPING SOCIAL WELFARE ACTIVITIES:

Taking a responsible place in society. The company is committed to the uplift and
development of the society as a whole. Participates in sports and Social welfare
activities.

MODEL OF THE ORGANIZATION

Profit is the every organization is very important and basic concept. Basically start
business for profit seeking. After provide services dawn bread seeking profit from the
market. Products dawn bread have a lot number of products in the market. It’s
available on every departmental store and general areas stores.

COMPANY PLAINS:

Dawn bread have oven plain for international expand business for use products
of the contribution.

MARKET TARGETS:

User-status: Dawn bread targets regular users. Who daily consume the bread, for which
its ideal target market is a family of 2-3 children and parents, i.e. 5 family members? A
small family might buy the bread once in 3 days.

User-rates: medium users refer to people consuming dawn once in a day, mostly at
mornings, while heavy users are people who are consuming it for more than one time a
day, for e.g. a kid having a slice at breakfast and taking dawn bread sandwich for recess.
MARKETING ORIENTATION

There are two subheads in the marketing orientation that dawn bread is more focusing
on.

1. Production concept

2. Marketing concept

PRODUCTION CONCEPT

Dawn marketing management It holds that consumers will prefer products that
are widely available and inexpensive. Managers focusing on this concept concentrate
on achieving high production efficiency, low costs, and mass distribution. Dawn bread is
focusing on improving their products quality in very manageable cost so that they may
offer less price to their customers as compare to their competitors for the purpose of
more sales

MARKETING CONCEPT

In this respect, dawn bread is very concerned to cover a large market of buyers
for the purpose of more sales, that’s why they approach cities as well as villages too.
And have different variety in the flavors and products so that they may capture different
class groups of customers. Like Milky, Brawn and Fortified bread for taste, diet and
health conscious customers. Dawn Bread focused on children growth and more gain
market in Lahore and main cities.

MARKETING SEGMENTATION

Dawn bread divides its potential customer market into 4 types based on shared
characteristics.

1. Demographic

2. Geographic
 3. Psychographic

4. Behavioral

Demographic Segmentation

In this segmentation dawn bread according to age covers people of all ages from
3 to above. No gender specific products and covers low to high income persons.

GEOGRAPHIC SEGMENTATION

It categorizes customers based on geographic borders. Dawn bread has

expanded its market in the country and trying to expand more. It has started its
business from Karachi and know it is available in many cities of the country as well as in
the villages too.

PSYCHOGRAPHIC SEGMENTATION

Dawn bread targets lower class middle class and upper class of the consumers as well
but have high percentage in market among middle class customers. Social class: Dawn
Bread targets consumers from the middle class, upper middle, lower upper and upper
uppers, which starts from people having a pay-scale of 15,000+, since a medium size
dawn bread cost Rs.30, which roughly estimates to Rs.900 a month. Another reason of
de- segmenting working class is that they don’t consider bread as an adequate breakfast
course in comparison to ‘Roti’.

Lifestyle: people with high resources and having a reputable and stable social position in
their lives. Strivers refer to people who are still striving for both ends to meet

Personality: people fond of social company, aim-oriented, fast -pacers, who don’t have
much time to do proper breakfasts (bread is a handy meal) and adaptors, who adapt the
day-to-day trends.
BEHAVIOROL SEGMENTATION

Regarding this dawn bread works on its categories like its flavors different products bun,
cupcakes, paratha etc. and also on their healthy ingredients too so that they may
capture different customers according to how their behavior is towards eating habits.

Benefits: Quality remains always the symbol of dawn-items, be it fresh and hot dawn
bread or crispy rusks. Service is another benefit, at the back of pack it has got an access
number to talk to dawn customer representatives. Convenience in terms of ready to eat
meal and an easy- opening pack. Dawn bread is the most available bread, regardless the
law and order situations in the city or any other reason, which makes the brand highly
available.

User-status: Dawn bread targets regular users. Who daily consume the bread, for which
its ideal target market is a family of 2-3 children and parents, i.e. 5 family members? A
small family might buy the bread once in 3 days.

User-rates: medium users refer to people consuming dawn once in a day, mostly at
mornings, while heavy users are people who are consuming it for more than one time a
day, for e.g. a kid having a slice at breakfast and taking dawn bread sandwich for recess.

Loyalty Status: strong; Dawn bread have got a strong brand loyalty, people go and ask
Dawn bread to the retailer. But the status can’t be rated as absolute since people might
take any other brand if dawn is not available, because of the nature of item as frequently
consumed edible.

Readiness stage: People are using any other brand or any other substitute of bread,
and are dissatisfied from it, come under the segment of informed and interested, while
people who are desirous and intending to buy are those who count for most of the
revenue generation.

Attitude towards Product: Dawn bread is serving its customers for more than 2
decades, and is known for its reliable quality and availability, and regarded as a pioneer
in its line, therefore people have got an enthusiastic attitude towards the product. And the
brand has become their preference.

BUYING BEHAVIOR

It is the process from which a customer buys a product, may effected by different
factors. Dawn bread products mostly are under the effects of the factors defined is given
below.

CULTURAL FACTOR

Under this category dawn bread includes social classes here like upper class
middle class lower class students professional everyone. Almost all class of customers
can afford this and it’s for everyone doesn’t matters if someone is professional or
student or just stays at home. Its products are healthy to have in breakfast. And also
trying to develop awareness among rural families about its products to have in their
breakfast.

PERSONAL FACTORS

Age and Life-Cycle Stage

Dawn bread covers all ages of customer, above age 3. Life cycle depends upon sale
and dawn has improved this factor by addition in betterment of the quality so that they
have regained their loosed customers. They know even have verity in bread range like
milky bread brawn bread multi grain bread so that if customer wants their brand but
wants to which category so they should not have to leave their brand and their life cycle
stage never move downward.

Occupation:

Affects the goods and services bought by consumers. Dawn bread targets middle
class of customers and upper as well. Their products target lower class as well but at
less percentage.

Economic Situation:

Economic situation includes trends in income, population, education and time

demand. These are the sub factors that hits the sales too, as the population is
increasing sales are increasing as well as people are getting education time is moving
towards hustle so ready to eat and less time taking recipes attracting customers and
giving benefits to the dawn bread as they provide good quality products to the market
less time taking to make recipes on economic prices, as well as provide cupcake as
snack ready to eat. Sales depends on this factor too if someone has a lifestyle in which
he never uses market items to use as meal he will never prefer to have market items
like bread or readymade parathas etc. He will prefer to prepare food at home, But
company can hit this by solving their doubts as, dawn bread mention and marketed their
quality of product e.g. they says they added multi vitamin in the bread and adds good
fats in paratha so it must not harm your health and impose good impact, it increases
their sales too.

PSYCHOLOGICAL FACTORS:
 There are psychological factors too which affects consumer behavior in different
manners. Basically these are 4 psychological factors discussed below. These are the
factors strongly affects a customer’s behavior psychologically

Motivation:

A motive is a need that is sufficiently pressing to direct the person to seek

satisfaction. Motivation is the driving force behind purchasing decisions as consumers
are actively seeking to satisfy their needs. It has a significant impact on consumer
behavior. Motivation is closely related to human needs. One has many needs at a given
time. Some needs are biogenic or physiological in nature arising from physiological
states of tension, such as hunger, thirst, or discomfort. Other needs are psychogenic or
psychological in nature arising from psychological state of tension, such as recognition,
esteem, or belonging. Motivation comes from motive; motive is expression of needs; or
intensified need become a motive. Thus, a motive is the need that is sufficiently
pressing to drive the person to act. Satisfying the need reduces the felt tension.

Motivation is, thus, a driving force that makes the individual to act to release the
tension aroused from unmet needs. A motivated person is ready to act/react. Marketer
should identify why people buy the products. What are the motives to purchase the
products? If product is connected with their motives, they definitely respond positively.

Perception:

The process by which people select, organize, and interpret information to form a
meaningful picture of the world. Perception depends on physical stimuli and stimuli’s
relation to surrounding field, too. People perceive the same stimulus differently due to
selective attention, selective distortion, and selective retention. So, all consumers may
not see the product or message in a way the marketer wants. Marketer should take
these perceptual processes carefully while designing marketing program. It is necessary
that the product or marketing offer must be perceived in a way the market wants to be
perceived. Marketer is also required to know the factors that affect consumer’s
perception. Tactful interview or questionnaire can help to measure perception of target
groups. Perception making factors in market. Perception is the process by which people
select, organize, and interpret information to form a meaningful picture of the world from
three perceptual processes.

Learning Factor:

The individual’s learning depends on the skills, knowledge and intention. The
skills are developed through practice while the knowledge and intention are acquired
with the experience. There could be a conditional learning or a cognitive learning. In the
conditional learning, the consumer derives learning from being conditioned to particular
stimuli, i.e. when he is exposed to the similar situation, again and again, he develops a
particular response towards it. While in the cognitive learning the individual applies all
his knowledge, skill, attitudes, values and beliefs to find the solution of a problem and
derive satisfaction out of it. People according to their knowledge learn differently from
the information provided at packaging of the products and find their own benefits from
this. And through the public thoughts towards the product too, learn and make their own
mind if the feel willing to pursue with this product.

So they make sure to continue with good ingredients so that people will more
willing to purchase their products if they learn about their products and have good faith
in their mind about their products.

Attitudes and Beliefs:

The individuals have certain beliefs and attitudes towards products on which their
purchase decisions rests. These attitudes and beliefs are the tendency to respond to a
given product in a particular way, and these make up the brand image that influences
the consumer buying behavior. Thus, the marketers try to understand the attitudes and
beliefs of the individuals and modify these through several marketing campaigns.
 Dawn bread customers believe that is has good quality products. Also, dawn
bread covers this factor by launching different products so the customers according to
their attitude and believes toward eating habit can purchase any product accordingly.

UNIQUE SELLING PROPOSITION ( USP )

Under this head, Dawn bread is working on their progress and trying to compete
by improving ingredients in its products. Competition is high as competitors are
upgrading too. All that customer wants is good quality and taste in economic prices.

DAWN BREAD RANKING IN THE MARKET

Dawn Bread according to survey 2019 most Quality and Familiarity in the market.

On the base of survey dawn bread is most quality

product in the market. Dawn bread start and running best
quality services provide. After discussion of quality
manager. This say about international chief looking our
quality procedure. Daily basis washed production unit and
completely cleaning on production spaces. Dawn bread
most familiarity in the market. Dawn bread is the most
available bread, regardless the law and order situations in
the city or any other reason, which makes the brand highly
available.

Dawn bread is also sold at value-based pricing because of the brand name and
market positioning that it has achieved over the years in the bakery items in market.
Consumers are ready to pay high prices for the brand name and quality of dawn bread.
Dawn always Affordability for all types of people.
 COMPETITORS

The largest share in the market is of DAWN bread. The second largest is won by
Bake Parlor. Wonder bread and the local bakery breads have almost the name share
whereas the other breads have very low shares.

WONDER BREAD:

Wonder Bread is a brand of bread which originated in the United States in 1921

and was one of the first to be sold pre-sliced nationwide in 1930. This led to the popular
phrase "the greatest thing since sliced bread". The brand is currently owned by Flowers
Foods in the United States. In the market have dawn bread competitor.

BAKE PARLOR BREAD:

The largest brand in the market is of DAWN bread. The second largest is won by
Bake Parlor. Rasul Group of Companies (Registered trademark: Bake Parlor) has
developed a history of entrepreneurial excellence ever since its inception in 1926

BENNIES BREAD:

Bennie's Bread & Italian Market started as a bread bakery in 1957

by Bennie who came from Italy in 1952 to work as a baker in New York City. Now start
the Italian pizza and other fast food in the market.
VITA BREAD:

VITA was one of the third large baking industry sector in Pakistan with

seven baking units, processing the largest company owned direct distribution network.

It’s a direct competition to dawn bread.

GOURMET BREAD:

Gourmet not have only bread

but availability in our bakers seeking
most near areas customer. It’s an
indirect competition to dawn bread. It’s
has own bakers and selling in Lahore,
Islamabad, Kasur, and near cities.

JALAL SON’S BREAD:

Jalal sons have most effective’s products in our bakers. Most relishes items
proved our customers. It’s an indirect competition to dawn bread.

CAKES AND BAKES:

Cakes and bakes is a most affordability bread provide in market. Have a two
unites in Lahore only bread production. Seeking most medium scale families from
market
 DAWN PRODUCTS

Dawn Bread last twenty years much more achievement in the Pakistan. Largest
food Brand in Pakistan. It’s has different projects related with fast foods. Some Foods
product detailed is given below. They are operating a number of bread and bun products.
They categorize their products in the following manner.

PRODUCTS OF DAWN BREAD:

Dawn Bread is amongst the leading bakers of the Pakistan, and is committed to
constantly upgrading quality, health standards and nutritional values. Dawn Bread have
brought one of the world’s most technologically advanced baking units to Pakistan and
the use of quality ingredients and an advanced production process ensure that its
consumers have purchased a fresh and wholesome product of world class standard.
Dawn Bread has good range of products mainly categorized Breads, Buns, Flavor Cake
and Tea Cakes, Rusk and Cake rusk, frozen chicken, Water and Mayo for Fast food.
Dawn bread has different variety in breads and buns. They are operating a number of
bread and bun products. They categorize their products in the following manner:

BREADS:

Bran Bread freshly baked for health conscious customers. This bread
contributes towards the daily intake of fiber to help maintain the right balanced diet.

Milky Bread

Made by the addition of milk, this oven fresh aromatic bread is made so that each
slice contains the richest of texture and gives that extra taste. Softly and sweet bread
eating nature persons like of milky Bread.

White Bread
 This freshly baked and nutritious bread was one of the first products to be
introduced in the Pakistani market by Dawn Bread. White Bread have different
ingredients like calcium, Iron and vitamin etc.

Fortified Bread

Freshly baked and wholesome, this bread contributes to the recommended daily
intake of essential nutrients that form a major component of a healthy and balanced
diet. Made from the finest ingredients, this multi-purpose bread can be used for
breakfast, lunch, dinner, snacks or whenever, with whatever you like.

BUNS:

Hot Dog Buns

Hot Dog Buns are growing in popularity by the day. Baked using the strictest of
quality standards, our tasty product is made to be the freshest hot dog bun available in
the Pakistani market.

Fruit Buns

An all-time favorite breakfast alternative commonly known as Maska Bun, our

Fruit bun still carries that distinct taste perfected by Dawn. Served with a luxuriant layer
of butter or just by itself, the taste of this sweet treat will not let you down.

Burger Buns

Our Oven fresh buns are a treat by themselves. Baked by using only the very
finest of ingredients, and perfected by years of experience in the baking field, these
aromatic buns make the perfect burgers. We also take pride in the fact that we are the
official bakers in Pakistan for the largest fast food chain in the world
CUP CAKES AND TEA CAKES:

Strawberry & Vanilla Cake

Strawberry & Vanilla flavored cakes made with only the best of ingredients.
These little delights are simply a must have, good things do come in small packages.

Short Cake

Sometime called ‘Ship Cake’, is best choice for tea parties and snacks. One of
the most popular products of Dawn Bread in Cake category.

Pineapple Cake

Cup shaped cake flavored with pineapple and with only the best of ingredients.

Mango Cake

Mango Cake is tasty cup shaped cake full of mango flavor, best in all seasons.
Fresh and likeable product of Dawn Bread

Cup Cake

Simple tasty cup shaped cakes made with only the best of ingredients. Bestselling in the
market have different fevered cup cake
DAWN FROZEN
FROZEN PRODUCT

Dawn’s philosophy of continues innovation, we are proud to be the first to

introduce DAWN’s PARATHA. Our PARATHA provides the best of both worlds, giving
the same home cooked tasted while provide the most convenient preparation method
possible.

DAWN BREAD MARKETING PLAIN

Dawn has largest network of foods items and has word wide plain of our items
marketing and distributing. Dawn completely act only local base work with local
consumer and branded base deal with professional base. Product and marketing is
given below.

PRODUCTS PLAIN

Product 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.

Product Design

The design of dawn bread is squared shape

slices of dawn bread loaf. Dawn bread have different
type bread production and design capacity. You see
it’s a Brawn regular bread design in shape of large
brawn bread is different with this bread.
Features

The major feature and area of concern is freshness and taste of dawn bread.
Freshly baked and wholesome, this bread contributes to the recommended daily intake
of essential nutrients that form a major component of a healthy and balanced diet. Made
from the finest ingredients.

Ingredients

Flour, Sugar, Salt, Vegetable, Oil, Bread Emulsifiers, Yeast, Vitamins and
Preservatives.

Packaging

Dawn fortified bread is packed in a orange color packing. They have a rising sun
printed on their pack which represents dawn-early morning.

Services

They have their contact numbers printed on their packaging for customer’s
feedback and any further complaints.

SIZE:

Dawn fortified bread is available in 3 different sizes. Small, medium, large. Other products
is also available two size small and medium.

MARKET EXPANSION GRID

Explanation

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.

Actual Product

Actual product includes its quality standards, design, features, brand name, and
packaging. These are already explained in the beginning of product mix.

Supply Chain

In Supply chain, 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.

Transportation:

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.

Distribution
 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 breakfast 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. Dawn
group’s distribution network comprises of over two hundred company owned vehicles in
a distribution system spread all over Pakistan. On a daily basis, Dawn Bread distributes
its goods to over a 10,000 retail outlets. This makes Dawn Bread one of the largest
distribution networks for any product in Pakistan. Dawn Bread distribute in almost all the
major metropolitan areas, secondary metropolitan areas as well as the rural parts of the
country. Dawn Bread network has been in the business of touching each of our 10,000
retail customers on a daily basis for the past twenty years.

Price

Before we evaluate the price of fortified dawn bread, we will have to understand
what is price. Price is the amount of money charged for a product or service or the sum
of the values that consumers exchange for the benefits of having or using the product or
service.

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.

SALES PROMOTION AND MARKETING

Sale 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. Advertisements should be made a regular part of marketing strategies. They can
do advertisements by sponsoring any cooking show, posters of dawn bread on vehicles,
television advertisement.

DAWN SWOT ANALYSIS

STRENGTHS:

Dawn Bread is among the leading brands in Bread Industry due to their quality
and wide range of products It is the market leader holding about 35% of market share,
catering to more than 10000 retail outlets across Pakistan According to the Brands
Awards survey it is one of the most recognize product in Bread Industry.

WEAKNESSES

Although it has the biggest distribution unit for any product in Pakistan, but it still
ranked low in the Brands Award survey. They should try to make their product more
affordable so as to cater to the masses and the reach the lower class markets

OPPURTUNITIES

They should try to open more distribution channels to increase their availability in
the market. There is a growing demand of new bakery products and Dawn Bread should
look forward to capture those opportunities to lessen the competition and maintain their
spot as the market leaders in the Industry. They have a huge foreign market as more and
more Pakistanis are moving towards the different parts of their products can give them a
taste of home away from home.

THREATS

One of the threats to Dawn Bread is the increasing prices of flour their primary raw
material which has greatly hampered the affordability of their product. With growing
number of people entering this business, the competition in the industry is getting tougher
and Dawn Bread should look to increase their availability and quality in order to retain the
top spot in the Industry.

COMPANY’S PEST ANALYSIS

PEST analysis helps to Dawn Bread management identifying for organizational

take better business decisions and set long term goals efficiently. By studying External
factors managers be able identifying that directly or indirectly effects on Dawn Bread
organization.

DAWN BREAD PEST FACTORS:

POLITICAL FACTORS

Labour law and regulation is the threat for the management govt. authority
necessary production staff medical. Politian standard is very critical factors for any
organization Punjab govt. take action euro van for better environment Like recently take
action on restrict on Plastic shopping bag. Mostly bread packing in plastic Bag. Raw
materials rules and regulation dividing flour material and prices directly effects on
production. Like recently shortage wheat and rules on flour for food industries directly
effect on Production unit.

Economic Factors

Global Shortage is not controllable effects some items not available in the
market now have more ability to make Bread according to demand. Population Growth
disposable Income is opportunity for dawn bread population increase then food items
demand increase. Fast Food Trends increase in selling in burger, Sharma bread
sandwich bread and dawn mayo. Economically Environment new govt. makes new
rules for international trading increase in import export tax and registration problems
payment issues. Arrival new competitors in the market generally customer try to new
arrival in the market and effect to the Dawn bread market.

SOCIAL FACTOR

Life-Style: Young generation no like home based food. Like Eggs bread jam
bread. Time of the passage change consumer taste most like healthy food and chose
different brands Bakers like Gourmet, dose cakes and bakes. Culture Consumer
always try something new like open new brand one time try if have good taste drop the
dawn bread. Dawn bread strength more ingredients in the products witch the customer
satisfied. Health Conscious people disease problem like sugar, obesity, (Motapa)
fitness and dieting miner used of the bread and bakers items but dawn bread offering
multigrain brawn Bread and including more ingredients in Breads.

TECHNOLOGICAL EFFECTS

Automation Safe time more efficiently baking units. Safety standard Used more
technical machine and efficiently safety standard and other hand no have more
technical staff for running new machine. Safety Standards Dawn Bread management
change from manual to automation production have more efficient safety standards.
Because in the manual work no efficient production that is a opportunity for the Dawn
Bread. Cast Reduced Dawn bread have an opportunity cost reduced using with
technical staff more make products with minimum cost.

NATURAL ENVIRONMENT

PHYSICAL

Dawn bread Department to Department official communicate to each persons.

Like what type of work and which person take this. Also responsibility department vise
divided by top management.

LEADERSHIP

Always tope management direction of the work and also decision and follow of
leadership in dawn bread.

SOCIAL

Professional attractive Good dealing and behavior with stockholder (like supplier,
Purchaser, retailer and visitor) and fast response by the management. Good instruction
by the management and coworkers.

ATTITUDE

Attitude is nature of any persons but in the dawn bread managers have no attitude.
 CULTURE ENVIRONMENT

Dawn bread have professional Rules and regulation for management. Like Duty
time, discipline and double shift work. In Dawn Bread office employee Dress is simple
tie and shirt but the dawn delivery van services in simple suit. Information shared
system and communication professional and local language. Work style on the local
basis not a professional. Employee to employee has believes and trust one another.

DAWN CREATE VALUES IN THE MARKET

Dawn Bread generate values with high growth rate. Now available products in every
departmental, supper, General and retile store. Have a products in at least three
provincial Cities.

CONCLUSIONS: