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
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 bread
It 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.
Consumer Assessment

 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.
Findings

 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
Promotional Objective

 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.
Organizing for Promotion
 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
Target Audience

 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.
Promotional Budget
 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%
Media

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.
Art Work for Print Media
Promotional Mix Advertisement
 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)
Copy Writers Pyramid
 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.

Attention Interest Credibility Desire

 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
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