PROJECT REPORT ON MARKETING

MIX STRATEGIES OF BAKE PARLOR

PASTA PRODUCTS

SUBMITTED TO
DURIA HASAN
SUBMITTED BY
TAQDEES TAHIR BB-852
FURQAN MEKKI BB-1172
COURSE
MARKETING STRATEGY
MKT 406
SUBMISSION DATE
07-SEPTEMBER-2006

ACKNOWLEDGEMENT

We are thankful to Almighty ALLAH who gave us the

strength to work on such a project and gain tremendous
knowledge. With all due respect I would like to thank our
instructor DURIA HASAN who have been a great
influence on us through out the project and help us with
all the problems we encounter, she taught us and been
very polite and helpful. It was indeed due to her effort we
achieve success.

CONTENTS
Executive summary
Introduction to Company
Introduction of Product
Marketing Objectives
Segmentation
Target Market
Marketing Mix Strategies
Conclusion

Executive Summary
First of all we are Thankful to Almighty Allah who give us strength and
ability to work and completed our project.
Our project is based on the marketing mix strategies of any product and for
that we have selected Bake Parlor Pasta products.
We took appointment to the Marketing Manager of Bake Parlor but due to
absence of him the Assistant Distribution Manager demonstrate us and
provide a lot of information that is given in detail in report further.
In the end we like to Thanks our instructor DURIA HASAN who gives us
such project to enhance our knowledge and to implement all our studies
practically.

INTRODUCTION TO COMPANY
Ever since its inception by Mian Ghulam Hasan in 1926, Rasul Group of
industries has grown as one of the pioneers and leaders in food industries in
the country.
The brand name of Rasul Group of industries is BAKE PARLOR. It is
market leader in Bread and has highest market shares.
Envisaging the importance and impact of industrial progress and
development around the region, the group had, right from the early
stage of its emergence, adopted the policy of diversification. Thus with
the passage of time the company enhance its operation from cultivation
of grains to food trade, processing of food and ultimately manufacturing
and exporting of food items utilizing modern technologies.
The present magnanimous of the company owes a lot to the endeavor
and judicious plane of Mian Ghulam Rasul who is now the Chairman of
the company. He also headed All Pakistan Flour Mills Association.
Besides being a dynamic member of business community, Mian Ghulam
Rasul is a very Prominent Social Worker.
The company has 3 factories at Karachi, two at Korangi Industrial Area
(for manufacturing of flour and vermicelli and Bread and ketchup) and
one at Port Qasim (for manufacturing of Italian food).
The Groups industrial infrastructure also includes two most efficient
Flour Mills to produce various types of Ata, Suji, Maida and Baby
Foods raw materials etc. For Manufacturing and supply of high quality
Breads, Bakery products and Allied food stuffs, the group possesses
very dependable automated plants.

INTRODUCTION OF PRODUCT
Bake Parlor have wide range of products from flour to Italian food. Pasta
products contribute 80% of total sales.
Italy is called as the home of Pasta products. Pasta products also called as
Easy to cook Fun to eat. Pasta products also have different categories as of
Macaroni, Spaghettis, Noodles and Lasagna. Pasta products are being used
since early roman era. The invention of oldest Pasta product Macaroni is
concerned to the people China, Italy, Arab and Greece.
Bake Parlor make pasta products well known not only in Pakistan but also
areas around it. For the manufacturing of pasta products modern Italian
technology established in Karachi. Through this technology international
standard quality products are manufactured.
As easy to cook and cholesterol free Pasta products are becoming well
known around the globe. Bake Parlor manufacture different styles of
Macaroni as Elbow Macaroni (small and large), Screw Macaroni, Shell
Macaroni, Ring Macaroni and Long Macaroni.
Macaronis are favorite food of children. It is now being an essential part of
Salad and also used in different soups as it add taste in it.
Spaghetti is another well-known pasta product. It is also easy to cook and
have various variety of taste.
Chinese real egg noodles are another important pasta product of Bake Parlor.
Fresh eggs and superior quality Bake parlor flour is used in making of it.
Bake Parlor Lasagna is also becoming popular rapidly. Bake parlor not only
gives new taste but also colours to traditional vermicelli.

MARKETING OBJECTIVES
1. To able to capture the essence of success as a Global company.
2. To be the first choice of every customer by always providing 100%
customer satisfaction.
3. To focus on unique selling proposition by providing the most irresistible
variety, quality and taste.
4. To provide convenience in cooking and variety in Pasta products to
customers.

SEGMENTATION
Bake Parlor Pasta products segmented the market on the basis of:
Psychographics (Lifestyle: Encouraging eating habits towards foreign
foodstuff)
Demographic (Age, Income, Social Class, Occupation)
Behavior (Knowledge, perception)

TARGET MARKET
The target market of Bake Parlor Pasta products is class A and B people
mainly because pasta products itself not expensive but cooking recipe is
expensive. So the target market is middle and upper class.
Mainly they are targeting housewives as well as teenagers, food variety
seeking people etc.

MARKETING MIX STRATEGIES

PRODUCT
Bake Parlor have wide products range in Pasta products with attractive
packaging and in different sizes. The pasta product range is:
S.NO

Products

Package Size (gm)

1
2
3
4
5
6
7
8
9
10
11
12

Spaghetti Box
Fancy Spaghetti
Real Egg Noodles
Lasagna
Long Macaroni Box
Macaroni Box
Fancy Macaroni (Big Elbow)
Fancy Macaroni (Longer)
Fancy Macaroni (Ring)
Fancy Macaroni (Screw)
Fancy Macaroni (Werm)
Fancy Macaroni (Shell)

24 X 450
20 X 500
48 X 227
18 X 400
24 X 450
30 X 400
20 X 400
20 X 400
20 X 400
20 X 400
20 X 400
20 X 400

Their product strategy is to provide convenience and variety to customer by

offering different sizes and style. For packaging of products they hire the
services of Brandcom.
Their upcoming product is Pasta with Masala in which they introduced
different local taste as Tikka, Bar BQ , Hot & Sour etc.

PRICE
Bake parlor adopted the Going Rate Pricing Strategy to compete with their
competitors. Their Pasta products prices are almost same or little less than
competitors price.
The prices of some Bake Parlor Pasta products are:
Real Egg Noodles
Spaghetti Box
Fancy Macaroni (Big Elbow)
Coloured Vermicelli

Rs.25
Rs.30
Rs.25
Rs.20

227 gms
450 gms
400 gms
400 gms

PLACE
Bake Parlor processing its own distribution Offices in Four major cities:

Karachi
Hyderabad
Lahore
Multan

The company has engaged the services of around four hundred (400) wellestablished distributors from all over country, which enables our products to
be available all the time throughout Pakistan.
To cover the market forcefully and efficiently, the company has its own
transport system comprising of a fleet of over a hundred vehicles presently
and the number of which is rapidly increasing to strengthen the companys
accessibility factor into the countrys market.
In Karachi they have 3 distributors:
Al kauser traders (covering Saddar, north Nazimabad)
Amir traders (covering Malir, Landhi, Shah Faisal)
The third one covering Clifton and M.A.C.H.S.
The Company also has a Sales Office at Jodia Bazaar in Karachi, which is
the Hub of business activities and thus provides the current and updated
information for timely and swift actions and decisions.

PROMOTION
Realizing the importance of advertising in business, the marketing team is
dully supported by promotional programs carried out by the company
regularly, both to sell and to created awareness of its products in the market.
The company utilizes almost all the media of advertising available in the
country for this purpose.
To explore, exploit and sustain the local market for its products, the
company has developed its own marketing team consisting of highly
motivated, experienced and dedicated personal. These personnel. These
personnel have been stationed in all the major cities of the country, which
has been divided into four Operational Zones.
For promotion of their products they use different promotional modes that
are:

Magazines
Newspapers
Billboards
TV Advertisements
Cooking shows
Stalls in Exhibitions

Bake Parlor started TV advertisements two years ago that result in high
increment in sales.

CONCLUSION
The hallmarks of success and progress of the group lay the ingenious
infrastructure given to it in the wake of its industrial growth and demand.
The group is quite aware of the fact that its products sustainability in todays
fragile market, depends mostly on quality, competitive price and
uninterrupted availability. The fineness of quality being the prime factor,
hence the Modernization and Automation in the groups manufacturing
systems and related areas are accordingly applied.
The goal of becoming a leading Business Group in the Region the company
possesses all the infrastructure, prerequisites expertise, resources and will, to
succeed in accomplishing its goal, along with its all stake holders.