SCOPE OF THE STUDYCompetitor analysis - assess strengths/

weaknesses of the competition.Recent trends in target market.Suitable marketing plan for target market.

DESCRIPTION OF BAKERY INDUSTRYThe bakery industry consists of three broad

product lines – i) Bread and rolls ii) Cakes and pastries iii) Biscuits and cookiesThis study deals with trends and potential for

bread, cakes and pastries – target market for bakery equipment.

DEMAND AND SIZE OF THE BAKERY INDUSTRY(INDIA)There are various association which provides

clear picture of bakery industry

1. All India Bread Manufacturer Association(AIBMA)

2. Central Statistical Organization, Kolkata

SOURCE:- ALL INDIA BREAD MANUFACTURER ASSOSCIATION(AIBMA)LARGE SCALE MANUFACTURERS

2

MEDIUM SCALE MANUFACTURERS

25

SMALL SCALE MANUFACTURERS

1,800

UNORGANIZED –SINGLE STORE BAKERS

75,000

ORGANIZED SECTOR PRODUCTION- BREAD

1,500,000 MT

ORGANIZED SECTOR PRODUCTION – CAKES AND PASTRIES

4,24,000 MT

TOTAL ORGANIZED SECTOR PRODUCTION

1,924,000 MT

ESTIMATED UNORGANIZED SECTOR PRODUCTION

2,352,000 MT

TOTAL PRODUCTION OF BREADS ,BUNS AND PASTRIES ,COOKIES

4,276.000 MT

PER CAPITA CONSUMPTION OF BREAD

2.3 KG/ YEAR

GROWTH RATE IN PRODUCTION 3% PA

Source:- central statistical organization( CSO)NO.OF FACTORIES 970

PRODUCTIVE CAPTAL RS 871 CR

EMPLOYEES 41530

GROSS OUTPUT RS 4343 CR

NET VALUE ADDED RS 597 CR

TRENDS IN TARGET MARKETConsumer preferences towards bakery product

are changing they are focusing more on

1. various range of products.

2. quality consideration is more.

3. it signifies their standard of living

4. youth and couple prefer to gift cookies and pastries to their partner.

. They prefer to buy more through local

manufacturers.

GROWTH POTENTIAL/OPPORTUNITYCompetition is lowPreferred location Easy availability of raw materialAffordability for us to access target market.

BARRIERS:-High production cost – we are new in this

industry so initially we might face more costConsumer acceptance and brand recognitionLanguage barrier

HOW TO OVERCOME THE BARRIERS

We will focus more on advertising through local news paper, word of mouth promotional activity which help us to position ourselves in the mind of target market

One of our partner is a permanent residential of j&k however all the dealings will done through him and hence language barrier will get reduce

MARKETING MIXPRODUCT:- a. bread b. cookies c. Pastry and buns

BENEFITS AND FEATURES OF PRODUCTBENEFIT- a. product can be used as a break fast b. product can be used as a snacks c. product can be used in party and

marriages as a sweet. d. product can be used in every happy

moment

FEATURES:-Product are available in various flavors colorsProduct are available in various ranges of

prices.Product are available in various size like

small , medium, large or according to consumer demand.

DEMOGRAPHIC PROFILEFOR INDIVIDUAL:- age- all age group gender- male female both location- Jammu and Kashmir income – all income groups.

FOR BUSINESS CUSTOMER:-INDUSTRY- Hotel industry, restaurant ,

kiosks. LOCATION- Jammu and Kashmir

COMPETITION NAME- SHAKTI SWEETSADDRESS- RESIDENCY ROAD LAL CHOWK

MODERN SWEETSADDRESS- RESIDENCY ROAD LAL CHOWK

JAN BAKERYADDRESS- CHANAPURA SRINAGAR

COMPETETIVE ANALYSIS

FACTOR

ME STRENGTH

WEAKNESS

COMPETITOR 1

COMPETITIOR 2

IMP. TO CUSTOMER

PRODUCT

Dealing in only three products mainly in avg.price

Providing various ranges

Various ranges in high price

1

location Ease and convenience to reach customer

Placed in centre of the market

Not so good

5

experience

inexperience

More than 20 years of presence

Family business

1

Brand We are new

People know them by name

good 5

OPPORTUNITIES AND THREATS External Opportunities

Desire for healthier lifestyle Niche market in urban areas Large target market area

External Threats Change in lifestyle trends Increased fuel prices Competitors having lower prices

PRICEAverage price , but still competitive

PROMOTIONWord of mouthAdvertisement through local newspaper Banner and hoardingsAdvertisement of a product through local

cable operator channels.

TOTAL ADVERTISMENT AND PROMOTION EXPENSES:-

1,00,000

PLACE

Proposed location is Jammu and Kashmir our land situated near to the national highway

REASONS:- 1. ease and convenient to customer 2. parking facility 3. easy transportation

DISTRIBUTION CHANNELSDirectIndependent representative

HR AND OPERATIONS PLAN

Start UpThe bakery will be constructed on the farm.

Construction will commence in June 2012

The bakery is scheduled to open in September 2012.

Organizational Structure

Board of Directors

President/Manager

Head Baker

Assistant Baker/Delivery Person

Assistant Baker

Assistant Baker/Delivery Person

Work Plan4:00am – Start Baking8:00am – Bakery Opens5:00 pm Bakery Closes

Quality Control ProgramRegulations

LocalConsumer Protection BranchDepartment of health and family welfare.Labour

Human Resources

President/ManagerResponsibilities:

Oversees daily productionWork SchedulesAssigning Employee TasksTraveling Ensures product qualityPurchases raw materialsKeeps facility running, and cleanAccounting Duties

Head BakerResponsibilities:

Working long hoursAbility to follow recipesAbility to produce quality productAbility to use ovens and mixersDishwashing and janitorial skills(Maintainence

skills)(Dusting Sweeping floors,Washing floors ,Waxing,Washing

windows,Cleaning rugs or carpets,Cleaning bathrooms,Buffing,Polishing furniture,Plumbing repairs,Electrical repairs,Window repairs,Carpentry work,Public relations,Money handling, Supervisory experience (in a job, in a club or organization you belong to, etc.)

Assistant Baker/WaitressResponsibilities:

Assist in bakingOperate Cash register and serve customersDishwashing, and basic janitorial skills

Delivery PersonsResponsibilities

Deliver product to Budgam Market place & Lal chowk Market Place

Deliver products to and work at Farmers Markets in nearby areas, like Chadoora.

Additional TrainingAll staff members will take the one day Safe

Food Handling CourseOther food safety programs offered by State

(J&K) will be taken