PREFACE

The report presents an investment opportunity in setting up a Bakery & Confectionery. Major products in this case would be cakes, snacks, sweets, nimko, biscuits, bread and general items. In order to attract a cross section of population, a combination of outlets, in a middle-income area and in a posh area are going to be constructed.

This report is the study only on Bakery & Confectionery items along with general items are included, however, bread production unit covering bread, bun, and Rusk and allied items.

ACKNOWLEDGEMENTS
I would like to thank God, for His abundant graces and blessings that he has showered on me. The completion of this report was made possible through the encouragement and assistance of Professor Asif Izhar and SMEDA and I wish to express my gratitude to them as they supported and guided me on every step throughout this report. Special thanks to all those who helped in me gathering all the data about a bakery and confectioner.

TABLE OF CONTENTS
PREFACE ACKNOWLEDGEMENTS EXECUTIVE SUMMARY MARKETING MIX SWOT ANALYSIS SEGMENT ANALYSIS BRAND POSITIONING TARGET MARKET SUGGESTION AND RECOMMENDATIONS REFRENCES

Executive Summary
Delicious Delights (DD) is a start-up bakery retail establishment located in the south of Karachi DD expects to catch the interest of a regular loyal customer with its broad variety of cakes and pastry products. The company plans to build a strong market position in the town, as we have industry experience and mild competitive climate in the area. Our commitment to excellence in the craft and artistry of baking enables us to deliver high quality products that look superb, delight the customer and make celebrations a moment to cherish
Revive and Preserve the elegance and sensation of baking and cake decorating with culinary techniques to achieve the height of quality and excellence in the cake and pastry industry. Our products range from high end artistry to modern and local customs. DD aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents. We also focus on technology and innovation to make sure employees have extensive training to perform proper technique and equipment operation. Team meetings weekly will motivate and forecast growth and annihilate potential difficulties.

MARKETING MIX
With rapid growth and changing eating habits of people bakery products have gained popularity among masses. Delicious Delights produces and sells the best bread, pies, pastries, cakes , cupcakes, biscuits, cookies, rolls, doughnuts, and other baked goods prepared by professional bakers.

BAKERY PRODUCTS AND PRICE

PRODUCTS
BREAD(medium) PIES PASTRIES CAKES(1 lb) CUPCAKES BISCUITS(1 KG) COOKIES ROLLS

PRICE
RS.35 Rs.15 Rs.20 RS.350 RS.15 RS.50 RS.20 RS.25

DOUGHNUTS SANDWICHES

RS.30 RS.35

PLACE:
Delicious Delights (DD) is a start-up bakery located in Clifton and Saddar, Karachi.

PROMOTION:
Owning your own bakery business is hard enough without having to worry about advertising. In fact, most bakery owners completely avoid the promotional aspects of the business. Steps to promoting a bakery business aren't too tough and don't require a lot of money. Following these promotional activities will increase the number of customers, which will increase business and profits. Create and distribute fliers about the business. This is especially helpful if the bakery business is new. Some of our most loyal customers will live right in the neighborhood, so make sure they get a flier advertising sales or grand openings. Hand out these fliers in front of the shop and leave them on car windshields. Make sure that it is obvious your business is a bakery by including a picture of baked goods or the storefront. Advertise about the bakery business in a local newspaper. The ad should be placed in the main section of the newspaper or in the food-related subsection to bring maximum exposure.

SWOT ANALYSIS
SWOT Analysis is a situational analysis tool that helps the managers to identify internal strengths and weaknesses, external opportunities and threats and the potential impact of these factors on organizational performance.

STRENGTH:
The Strength of Delicious Delights is our QUALITY, we believe in purity of all material used in the manufacturing of each and very product we sell. We have proved that our food is nutritious in many ways. Our motto is Health is your wealth. Preserve it by consuming nutritious baked goods at D.D. It is a general misconception that foods prepared with grains like wheat are prone to increase weight. A study carried out at the Harvard University proves that grain foods are quite healthy and nutritious. Besides baked goods have lesser calories than the fried ones.

WEAKNESS:
The prominent and major weakness faced by Delicious Delights is the unavailability or lack of the sitting area. We face problem when men come from offices and teenagers from their schools and colleges to buy some foodstuff, and they have to stand while their desired order is prepared freshly in the kitchen beside. The employee in charge or the management could not help those people to sit and wait for their order. The lack of Home Delivery service is also the weakness of Delicious Delights.

OPPORTUNITY:
There is enormous response as well as demand from the customers to extend the Delicious Delights on national level. For this reason we have opened this branch of D.D. in South of, Karachi. Moreover still we have the opportunities to establish the branch of D.D. in Islamabad as well as in Peshawar. We want to expand the quality and have name nationally. For that purpose Delicious Delights enters cyberspace through use of the internet under the name www.deliciousdelights.com. This opens new opportunities for the company through its new mail order / cataloging service which supplies bakery products across the country.

THREAT:
The threat faced by Delicious Delights that can hinder its performance is the existence of Competitors. As it exists in the competitive structure, it has always faced problems by its

competitors, Bread and Butter and United Bakers are the biggest competitors of Delicious Delights. As they launch a new product, which cause the attraction of customers toward, that product cause threat to D.D. But still Delicious Delights has it own style food products, of different quality which helps in retaining of more and more customers.

SEGMENT ANALYSIS:
Comfort Creatures are mainly white collar workers who are driven by success and prestige yet miss homemade comfort foods of their childhood. They may stop in on their own or bring clients in for a gourmet dessert experience. Celebrators are just that - people celebrating special occasions. Birthday, anniversary, graduation, valentine's day, etc., families and loved ones will gather at D.D. over sumptuous desserts and a festive atmosphere.

BRAND POSITIONING:
DD will sell its products to new and repeat customers from its storefront in Clifton and Saddar, located on the busy street. A large, tasteful, storefront sign will catch the attention of passing motorists. The smell of bread as it comes from the oven will bring customers in from the parking lot. DD will offer a sample of fresh baked bread to anyone who comes into the store. DD's products will be truly unique in the marketplace. The look, feel and taste of its breads, when compared with the competition, will underscore their quality and value. Many of the products, such as Pepper Parmesan Bread and Sourdough Baguettes, will not be available

anywhere else. DD will also actively encourage customer satisfaction. Our product line will react to the needs and desires of the customer, thereby encouraging repeat and word of mouth sales.

TARGET MARKET SEGMENT STRATEGY

We have specifically targeted segments of people with an appreciation for delicious desserts and a need for comfort and relaxation. D.D. is a haven for the busy & successful who want to treat themselves to something soothing and a little sinful! It doesn't take a lot of time, yet is so rewarding. These people will value the high quality product presented without pretension. Our customers will also appreciate the fun and fast service

SUGGESTIONS AND RECOMMENDATIONS:

The two points during the making of the report that came to us as a problem, were the unavailability of sitting area and we dont have the home delivery service as our competitors in the market have. I think the reason behind it that our first priority throughout the business has been providing controlled quality food thats why we have somehow ignored the other factors of management.

REFERENCES:
www.smeda.org.pk