Contents

Acknowledgement
Introduction:
STATEMENT OF PURPOSE:
Vision Statement
Mission Statement
Valued for the Customer
Slogan & Tagline
PRODUCT DISCRIPTION:
Baby Bites
ProtoKrunch
Wheat grains
COMPETITIVE ANALYSIS:
Competitive Analysis of Baby Bites
Competitive Analysis of ProtoKrunch
Competitive Analysis of Wheat Grains
Understand the Market Place & Consumer Behavior
SEGMENTATION
Target Market
Target Market of Baby Bites
Target Market of ProtoKrunch
Target Market of Wheat-Grains
Manufacturing process
SWOT Analysis
Strength
Weakness
Opportunities
Threads
Marketing Strategies
Marketing Strategies of Baby Bites
 Television Ads
Social Media Advertisement
BTL Activities
Marketing Strategies of ProtoKrunch
Television Ads
Social Media Advertisement
BTL Activities
Gifts in Box
Marketing Strategies of Wheat Grains
Television Ads
Social Media Advertisement
BTL Activities
Cooperate Engagement
Marketing Mix
Product
Price
Place
Promotion
 Acknowledgement

This project consumed huge amount of work, research and dedication. Still, implementation would not
have been possible if we did not have a support of many individuals and organizations. Therefore we
would like to extend our sincere gratitude to all of them.

First of all we are thankful to ALIMIGHTY ALLAH, that he gave us health and opportunity that we could
complete project.

We are also grateful to Sir Shah Hassan Azim for provision of expertise, and technical support in the
implementation. Without their superior knowledge and experience, the Project would like in quality of
outcomes, and thus their support has been essential. It is great honor for us that we have done this
project under the supervision of Sir. Shah Hassan Azim.

Nevertheless, we express our gratitude toward our families and colleagues for their kind co-operation
and encouragement which help us in completion of this project.
Introduction:
In the 19th century, with the Industrial Revolution the mass production of cakes, biscuits and jelly
began. Many new cakes were invented. In the 19th century people began to eat birthday cakes.
Battenberg cake was invented in the 19th century. So was Swiss roll. Victoria Sponge was also invented
in the 19th century (it was named after Queen Victoria). Kendal mint cake was invented in 1869.
Doughnuts also date from the 19th century.

Biscuit making is a conventional activity in many parts of the country. The advent of modern, large
capacity and automatic biscuit making plants, large section of people especially in semi-urban and urban
areas still prefer fresh biscuits from local bakery as well the cookies and biscuits that are the
manufacture of brands as they offer many varieties. ​The cookie segment is growing because
most ​people​ in ​India​ see biscuits as a nutritional supplement. Apart from this having biscuits with tea in
the morning, they also use it as a snack at different times during the day. This is the single most
important reason why biscuits market is increasing rapidly.

STATEMENT OF PURPOSE:
Vision Statement
To be the best biscuit company in both quantity and quality

Mission Statement
To produce quality biscuits with high safety and halal standard

Valued for the Customer

● High quality product
● Competitive price
● Customer friendly
● Hygiene
Slogan & Tagline

PRODUCT DISCRIPTION:
We are going to launch 3 product in the market as these product are the need of the normal day life of
the people. In this era of life, life is too busy and the work load is very high that people have less time to
waste on other thing. People are looking more on the convince factor rather than doing something
which takes high efforts and time.

Baby Bites
Baby bites are biscuits especially made for the babies. Now a day's people have less time to make cereal
for their babies and obviously these cereals are expensive and not user friendly. Baby bites are the
finest product launched in the market which gives baby a flavor of life and gives their guardian a feel of
relaxation.

ProtoKrunch
ProtoKruch is a product especially designed for the children those are in school or in colleges.
ProtoKruch are high protein biscuit for the children that give them energy for the whole day. Now a
day's children avoid doing breakfast early in the morning and left for schools without breakfast that lead
them to laziness and unhealthy growth. ProtoKrunch are the biscuits for the children which gives them
the energy of breakfast with only a one diet of biscuit. The average calories a diet of ProtoKrunch
Consist 250gm

Wheat grains
Wheat grains is a product especially designed for the male and female those are working in an office and
avoid having breakfast everyday because of their busy schedule. Wheat grains are the biscuits that are
having 400mg of calories with their every pack so it easy to handle and light to eat.

COMPETITIVE ANALYSIS:

Competitive Analysis of Baby Bites

As baby bites is the new product in the market, before this there is no product exist for baby as biscuits
but there are other products available in the market for the babies

Baby Bites Nestle Cerelac Meiji Lactogen

Price 150 Starting from 150 1230 435

Flavors Banana, Wheat Banana, Wheat, Neutral flavor Neutral flavor

Apple, Mix fruit, Mix fruit and rice
rice

Target Audience Babies Babies Babies Babies

Price & weight 230mg 175 mg 450mg 400mg

Competitive Analysis of ProtoKrunch

ProtoKruch are the biscuit that are new in the market and new in biscuit cereal, these biscuits can be eat
with our without milk depends on your taste.

ProtoKrunch Corn Flakes Wheat Flaks Porridge

Price 200 285 215 190

Flavors Chocolate,
Strawberry, Blue
berry

Target Audience Mainly children Mainly children Mainly children Mainly children

Weight 250mg 250mg 250mg 250mg

Competitive Analysis of Wheat Grains

Wheat grains is entirely a new product in the market which don't have a direct competitor in the market
as it a very new and innovative. Wheat grains are the healthy biscuit specially for the working people.
The price of wheat Grain is starting from 20 and end up at 50. We have 5 biscuits in the pack of 20 and
we have 12 biscuits in the pack of 50. Wheat grains have no direct competitor but there is an indirect
competitor.

Wheat Grains Nestle Fitness Cereal

Price : 20 & 50 Price: 175g for 150, 300g for 295
Flavor : Wheat, Zeera and peanut Flavor: Wheat, chocolate & fruits
Target Audience: Office people Target Audience: Fitness lover

Understand the Market Place & Consumer Behavior

For the information regarding the current trends in biscuits, it is evident that the focus of communities
are now towards healthy eating for which they now are conscious as of what ingredients are their
products made up of, thus if a company desire to enter in a biscuit market in such demanding trends
where customers have full range of variety to choose from the safest path to choose will be hygiene and
quality biscuits. This would be safer in that sense that as trends of people are shifting from only fun and
enjoyment food towards healthy safe eating, soon it is expected that the conventional market leaders
will also be converting existing brands to natural ingredients used products.

By analyzing the new upcoming trend in the market we have decided to launch in a market as "no
compromise on hygiene, quality and quantity" which is up to the needs of our target audience.

SEGMENTATION
Market segmentation is the process in which marketers divide a market into subsets (segments) behave
in the same way or have similar needs It means all marketing process depends on marketing
segmentation and it is the foundation of all the marketing processes.

• Geographical segmentation

• Behavioral segmentation

• Demographic segmentation

• Psychographic segmentation

In the very beginning we are just targeting the major cities of Pakistan because still in the various cities
of Pakistan the people are of old mind set so they never get satisfied through a protein biscuits. Apart
from this there is no such gender discrimination in our products a working male or female can have our
Wheat grains and same goes for other two products.

The product that we are launching in the market are especially segmented to class that includes

● Middle- middle class

● Upper- middle class
 ● Lower- upper class
● Middle- upper class
● Upper- upper class

So the people who fall especially in these segments are targeted but there is no restriction for anyone to
buy our product but as a matter of thinking the probability of buying this product for any else class is
quite low. The people of generation Y are the real target audience of us.

Target Market
As we are going to market three product so there are different target market for each project

Target Market of Baby Bites

Baby bites is the product for every baby whether it's a male or female, our target audience are the
babies of the major cities of Pakistan where mother and father don't have enough time to spent their
time on making of their meal.

Target Market of ProtoKrunch

Our target market for the ProtoKrunch are all those school student or college student who usually avoid
having a breakfast or other meals. Our target market not only consist of student it is for every kid which
usually lack in eating and avoid having its meal. So, PhotoKrunch is a biscuit which no child will refuse to
have and it will complete his/her body needs.

Target Market of Wheat-Grains

Wheat Gains are the calorie donor for all those male and female those doesn't like to have a heavy
breakfast or they avoid breakfast because of a fear of being late in the office. Wheat-Grains is the
perfect diet for those people because it easy to handle you can take it where ever you want and its
complete your body with the require calorie a body needs.

Manufacturing process
The process is conventional and easy. Wheat flour along with other ingredients is mixed with water and
dough is prepared. Then it is kept at a normal room temperature for about couple of hours to allow
proper fermentation. Then it is placed in biscuit molding trays and these trays are placed in oven for
baking. After requisite baking, trays are taken out, cooled and biscuits are packed. The process flow
chart is as under:

SWOT Analysis
Strength
● A new product which gives instant energy and gives calories to your family
● Easy to handle
 ● Good Taste
● Time saving

Weakness
● Increase the cost of food products
● Industry and technology requires high investments

Opportunities
● More flavor option
● Untapped market in Pakistan
● Improve living standard
● Provide good to nation in cheaper rates

Threads
● Mindset of people
● Cultural values

Marketing Strategies
Marketers are always trying to cater there target market. The buying of FMCG good are so rapid in the
market that it is very difficult to stand among other and provide quality things to your target audience.
Engagement of target audience is important because their consumption habits is very important for us.
As we know that most of the people now a days is availing social media, not only to socialize but also for
shopping and entertain. It is observed that consumer before buying any high-end brand does consult a
social media to investigate. Social media is far more powerful than traditional media; it takes seconds to
ruin the reputation of brands. Any bad word of mouth can cause the loss of millions yet positive
feedback about the brand help in making more and more customers because it is far more credible
when a close friend of yours suggests any brand to buy, it show trust for the brand.

Marketing Strategies of Baby Bites

One of our product which is Baby Bites we have determined to give relaxation, satisfaction and pleasure
since it's easy to made and acquire less time. The establishment of brand was never easy as the market
is already having lead biscuit companies which were satisfying the needs of people. Baby Bites
monitored the market demand and carefully handled promotion and brand building. For the marketing
of Baby Bites we are going through different mediums so that it will get remains in the mind of a
consumer.

Television Ads
● For Baby bites well-differentiated advertisements targeted at children were shown on cartoon
channels. The ads were made on the basis that we are actually target the mother emotional.
● To promote itself, we tied up with mother drama, the popular television series that was a rage
among.
 ● We are also going to get it in the Morning Shows and cooking shows to target especially the
mothers

Social Media Advertisement

● Facebook promotions will be used in order to make it reach for each and every individual.
● Activation of a Brand page on Facebook, Instagram
● Baby care videos will be uploaded in order to get the customer engage
● Now a days, people are getting involve in various activities at the time of the pregnancy of a
women. They start worry about their food, clothes etc. So there would be games especially for
the woman who is pregnant.
● The games are designed especially in a way which benefit the mother and gives her child a sharp
and healthy growth.
● Videos are there that engage your child.

BTL Activities
● Place a booth in the shopping malls and in retail outlets i-e Naheed Super Market, Imtiaz Super
Market
● The banners of Baby Bites are also set on the building
Marketing Strategies of ProtoKrunch
One of our product which is ProtoKrunch we have determined to give relaxation, satisfaction and
pleasure since it's good in taste and loved by the children. The establishment of brand was never easy as
the market is already having lead biscuit companies which were satisfying the needs of people.
ProtoKrunch monitored the market demand and carefully handled promotion and brand building. For
the marketing of Baby Bites we are going through different mediums so that it will get remains in the
mind of a consumer.

Television Ads
● For ProtoKrunch advertisements targeted at children were shown on cartoon channels and get
tied up with a cartoons are on the favorite list of children
▪ Jan Baby
▪ Ben 10
▪ Cartoon of Toonami
● Apart from cartoons, we are also going to get it in the Morning Shows and cooking shows to
target especially the mothers.
● Television ads will be there to engage children with the product

Social Media Advertisement

● Facebook promotions will be used in order to make it reach for each and every individual.
● Activation of a Brand page on Facebook, Instagram.
● Online order service will be provided to the customers.
● The games were specially designed for the children to play and learn from them.
● A campaign of "A Selfie with ProtoKnock" gives you gift and surprises.
BTL Activities
● An attractive booth in the shopping malls and in retail outlets i-e Naheed Super Market, Imtiaz
Super Market
● Round abouts get set with 3D designed promotion campaign which attracts children.
● Banners and posters are placed on the building.
● A campaign is run in different school from ProtoKnock in which students are engage in it
through games and get free sampling.
● Likewise, the campaign also run in Parks, Play grounds.
● School buses are printed with a ProtoKnock.

Gifts in Box
● The series of cartoon characters are in the box for the kids and campaign will be run "Go grab
all"
● A customize toy of the child face will also there on request by the parents or any other love
ones.
Marketing Strategies of Wheat Grains
Wheat grain is entirely a new product in Pakistan market .This kind of a product has never been market
before but the demand of this product is very high as everybody need a comfort zone , time effective
element and convince. Internationally the product type has launched this increase the level of interest
of consumer in Pakistan.

Television Ads
● Wheat Grains ad are run most on the sports channel during the cricket series session or a
football league and the news channels specially during the show of well known anchors.
● Market Wheatgrains in the morning shows and cooking shows to target the females.

Social Media Advertisement

● Facebook promotions will be used in order to make it reach for each and every individual.
● Activation of a Brand page on Facebook, Instagram.
● Online order service will be provided to the customers.
BTL Activities
● An attractive booth in the shopping malls and in retail outlets i-e Naheed Super Market, Imtiaz
Super Market
● Round abouts get set with 3D designed promotion campaign for people.
● Banners and posters are placed on the building.

Cooperate Engagement
● As we have targeted the people who are in the cooperate world so the product Wheatgains are
heavily get into the cooperate world.
● Contract with the companies to provide Wheatgains with the morning breakfast.
● Interaction in cooperate events.

Marketing Mix
Product
We have established its presence in the market of new energy biscuits categories and has become an
important player in the energy biscuit segments. Besides launching the high premium quality of biscuit
range, we have wowed the customers with some innovative and exciting breakfast biscuits that have
proven to be a delight for the consumers. The various products under its brand name are as follows

● Baby Bites - for babies nutrition

● ProtoKrunch - Protein for children
 ● Wheat Grains - Calories donar

Price
There are varied pricing policies at play in from our side. Our products are more run of the mill. The
pricing policy of our product is dependent upon a number of factors. Monitoring the needs of the
customers and perceiving the amount of money a normal household is prepared to pay is surely a
difficult decision​.

Baby Bites ProtoKrunch Wheat Grains

Price 150 200 20 & 50
Quantity 230mg 250mg 5 biscuits & 12
biscuits

Place
Our product has been able to penetrate deeply in the urban market because of the well-established
distribution​ ​. The penetrative delivery and supply network was established with extreme efficiency and
care. Beside this our promotional activities in the targeted cities are usually in malls and huge retailers
stores.

Promotion
In order to establish a brand name it made thorough research of the market and after analyzing it
decided to start its promotional activities. In order to make its brand a household name it has launched
exciting and innovative campaigns that denotes the various qualities of its products like the protein,
nutrition and exclusive taste. With a variety of biscuits, they have tried to target children and the
homemakers as these are the two deciding influences in household.