1.0 .

INTRODUCTION
Wheat (flour) has always been the basic component of Pakistani populations daily food consumption. Roti and paratha are most commonly prepared from flour and are included in at least two meals per day. In the recent times, the number of working class and school-going children in the country has increased, which resulted in adopting time-saving ideas. This is why more and more people are now switching towards the use of ready-made bread, which is a substitute of roti and paratha.

The bread industry in Pakistan has seen many changes in the last twenty-five Years. It has emerged as a small-scale bakery processing industry to numerous industrial bread making units all over Pakistan. The bread industry in Pakistan is flourishing very quickly and bread products are gaining much popularity .
Since then, many brands of bread and other easy-to-make and ready-to-eat meals have evolved and their market share is increasing day by day. Dawn bread, Bake parlour, Classic, Wonder bread, B.P., Meiji, Vita etc are some examples of bread brands in Pakistan. However, we have restricted our research to Dawn bread vs. Bake Parlour Bread.

1.1.

INTRODUCTION OF DAWN BREAD

A family-owned company committed to providing Pakistanis with nutritious and superiorquality bread products. DAWN BREAD, a name that has come to signify quality and freshness in bread products. 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. Prior to establishment of DAWN BREAD, the largest producer of the bread was the public sector. However, this sector could not cope with the demands of the consumer and this when, perceiving a change in the eating habits of Pakistanis, DAWN BREAD was envisioned.

1.2. PLANT INFORMATION 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. Tthe sixth plant was commissioned at Faisalabad in February 1992.

1.3.

VISION

Dawn with a vision to exceed the expectations of consumers with great taste products that delivers convenience, quality, safety and value is undoubtedly the market leader in fresh baked bakery products. Dawn has created the distinctive competence in a market where so many other brands are also available to cater the requirements of consumers. It has introduced the concept of quality in the generic fresh bakery products industry.

1.4.

MISSION STATEMENT

To provide quality products to customer and explore new markets to promote/expand sales of the company through good governance and dynamic team, so as to achieve optimum price of products of the company for sustainable and equitable growth and prosperity of the company. 1.5. QUALITY POLICY

We work together as a team for implementation and continual improvement of total quality system in order to achieve satisfaction of our internal and external customers. For purpose of standardization, the company associated itself with FMBRA of United Kingdom in 1990 to bring itself in line with international standards of production, technology, machinery and formulation, while those manning the machinery are provided on the job training in congenial working conditions. All the Dawn Bread plants boast of the latest machinery used in the bread-making process. They are managed by senior food technologists with decades of experience.

2.0.

DAWN BREAD PRODUCT RANGE:

BREAD RANGE: Brown Bread Plain White Bread Hot Dog Buns Cup cake Fortified Bread Burger Buns Frozen Puri Dawn Rusk Milky Bread Fruity Buns Plain Paratha

FROZEN FOODS: Chicken Chapli Kabab Chicken Shota Chicken Seekh Kabab Chicken Crispy Wings Punjabi Samosa Chicken Kofta Chicken Samosa Chicken Hot Wings Vegetable cutlets Aaloo Samosa Chicken Malaai Boti Chicken Spring Roll Chicken Crispy Fillet Vegetable Spring Roll

MAYO RANGE: Dawn Mayo Garlic Dawn Mayo Mayonnaise Dawn Mayo Chup Dawn Mayo Chicken spread Dawn Mayo Chilli Dawn Mayo Thousand Island

KETCHUP AND SAUCE RANGE: Dawn Tomato Ketchup Dawn Sauce Vinegar Dawn Ginger Paste Dawn Sauce Chilli Garlic Dawn Tomato Sauce Dawn Garlic Paste Dawn Soya Sauce Dawn Ginger and Garlic Paste

3.0. DISTRIBUTION NETWORK The company is committed to the uplift and development of the society as a whole, and participates in sports and social welfare activities. Today DAWN BREADS distribution network comprises more than 500 company owned vehicles that deliver baked foods to more than 35,000 retail outlets daily, making it one of the largest distribution networks for any product in the country. Customers are located in major metropolitan areas, secondary metropolitan areas and rural areas. The fleet runs approximately 50,000 km (31,000 miles) each day to deliver fresh bread. Our network has been in the business of touching each of our 35,000 retail customers on a daily basis for over 20 years.

Courtesy: Dawn bread official website www.dawnbread.com

4.0. MARKETING STRATEGIES:

BAKE PARLOUR 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. PLANT INFORMATION 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.

VISION" To attain sustainable competitive advantage at a global front by associating'Bake Parlor' with nutritious, scrumptious and diversified food product range.

"MISSION Bake Parlor offers 'more for less' by providing a diversified product range with premium quality and extra quantity at an affordable price.We consistently monitor our ingredient mix by analyzing our consumer seating habits so as to provide food that is easy to cook and fun to eat. We acknowledge the global food commodity needs and consider it our responsibility to make the most out of limited resources through optimization.We decipher opportunities and make the most out of them. Our operational efforts are subject to continuous improvement and our success trickles down to our customers, employees, business partners, community and environment that is how we aim to sustain it. QUALITY POLICY: Bake Parlor recognizes the significant probability of a global food crisis in thenear future and being a responsible corporate citizen is developing effectivestrategies to protect consumers and maintain service standards, providedthat the a stable economic situation persists. Their position as a major wheatproducer and player in the food industry places greater responsibility on usto protect consumer interests and environmental scanning is our number one priority. To put these principles in practice theyve successfully acquired memberships to ISO 9001, Snacks Food Association (SFA) and accreditationfrom Food and Drug Authority (FDA) of USA and utilizing these platforms toprovide quality food at the same price levels Core Values and Goals:

Integrity Passion

Cohesion

They are always true to promises and committed to deliver. To establish Bake parlor as an internationally recognized brand by delivering superior value and ensuring customer satisfaction. Are an integrated whole, with harmony and cooperation as the basic business foundations. Explore the farthest boundaries of the nutritious diet plan.

Innovation

PRODUCT RANGE OF BAKE PARLOUR: Spice mix:

Balti Macaroni Masala Mix Bar B.Q. Macaroni Masala Mix Biryani Macaroni Masala Mix Cajun Spaghetti Masala Mix Fajita Spaghetti Masala Mix Hot n Sour Noodles Masala Mix Meat Ball Spaghetti Masala Mix Seven Spice Macaroni Masala Mix Tikka Macaroni Masala Mix
FROZEN ITEMS: FROZEN PARATHAS.

BEVERAGES:
Jam e mashriq BREAD AND BAKERY:

White Bread Milky Bread Bran Bread

Fruit Bun Tea Rusk Sheer Mall Burger Bun

Hot Dog Bun Sandwich Bread (Special) Cake Rusk

Vermicelli

Colour Vermicelli Cut Vermicelli Pasta Vermicelli Roasted Vermicelli Ajrak Vermicelli Balle Balle Thick Vermicelli U Shape Vermicelli
SPAGHETTI AND NOODLES

Fancy Spaghetti Spaghetti Box

Real Egg Noodles Lasagne Long Macaroni Box VINEGAR AND SAUCES: Chilli Sauce

Soya Sauce Vinegar Brown Vinegar White KETCHUP RANGE: Chilli Garlic Sauce Pouch Chilli Garlic Sauce Sachet Chilli Garlic Sauce Bottle Tomato Ketchup Balti Tomato Ketchup Bottle Tomato Ketchup Pouch Tomato Ketchup Sachet
Macaroni range:

Fancy Macaroni ( Big Elbow ) Fancy Macaroni ( Long ) Fancy Macaroni ( Longer Dhari ) Fancy Macaroni ( Pene Cutter ) Fancy Macaroni ( Ring ) Fancy Macaroni ( Shell ) Fancy Macaroni ( Short Cut / Verm ) Fancy Macaroni ( Spiral / Screw ) Fancy Macaroni ( Vegetable ) Fusilli Macaroni Rice Macaroni

DISTRIBUTION NETWORK:
Though prices vary widely from product to product, roughly a fifth of theproduction cost of an item expended availability for the customers. The term 'place' deals with 10 various methods of transporting and storing goods and then making them available tothe customer. Getting the right product to the right place at the right time involves thedistribution system. Distribution is the process of moving goods and services to the placeswhere they are needed. Channel Levels. The channel of distribution used by Bake Parlor is intensive distribution. Products were available at all the stores we visited and a completerange was found. Generally, stores have placed the products of Bake Parlor at aconvenient place i.e eye level is the buy level. This type of distribution helps whenproducts are categorized as low involvement of the customer and where customer looks for availability and convenience MARKETING STRATEGIES Bake Parlor believes that their system provides better delivery service, is a powerfulmarketing tool and is a significant competitive advantage.It also operates a programme to improve customer service through regular customersurveys that measure performance indicators, such as service, quality and value. Extensiveuse is made of these customer surveys that score stores and reward staff by measuring keyattributes of cleanliness, accuracy of delivery, product quality and speed of service.

RESEARCH METHODOLOGY

Research Category: For preparing this report the descriptive research category has been used. Descriptive Research study focuses on the accurate description of the variables in problem model. Any source of information can be used in a Descriptive Research. Data Collection: Data is collected through two ways. They are: 1- Secondary Data: i- The companies information and information about Dawn Bread and Bake Parlor are mainly gathered from its internet website i.e. a) http://www.dawnbread.com b) http://www.bakeparlor.com ii- Some information is also extracted from magazines and news paper articles.

2- Primary data: a) The source of primary data is questionnaires filled out by the respondents belonging to five locations of our city. b) Mall intercept interview. Measurement technique: The research is mainly based on the Questionnaire containing 10 questions (retailer based) and 10 questions (consumer based). The collected is scrutinized and tested against certain hypothesis. Response format: Questionnaires having 20 questions, 10 questions in each category of questionnaire i.e. retailer and consumer based. One open ended question in each question in each questionnaire. Nine close ended question in each questionnaire.

Sample process and sample units (Case Specific-in grid form) Sample selected: The sample is based on residents of Karachi. Sample Process: The sample process is based on 5 locations of our city.

Location Gulshan-e-Iqbal F.B Area Malir Gulistan-e-Jauher Total

Sample unit:Consumers Retailer 40 40 40 40 160 10 10 10 10 40

Total 50 50 50 50 200

Sampling method and Plan: Non-Probability based on convenience: The sampling method uses in this research is non-probability sampling method, in which chance selection procedures are not

used and it is based on convenience, which allows the sampler to select sample conveniently. Quota Sampling: The quota sampling is based on five locations.

Sample Size: The sample size is taken in this research is n=200 i.e. n=50 for retailer and n=150 for consumers and that size is taken keeping in view the nature of the research. Execution: Time: This report was concluded in about 3 months time (90 days) Cost: The total cost of this report is approximately Rs. 4000 including the transpor tatoin and printing costs.