CAKES AND BAKES

ORIGIN
A grand inaugural ceremony of first outlet in October 1995 was the first milestone
towards the development of Cakes & Bakes branches network !ince then a continuous
increase in product range and "uality is under process for achieving the satisfaction level
of their valuable customers
HISTORY
#aving the largest variety of cakes & bakery products provided big boost to Cakes &
Bakes in $akistan Currently the network is based on 5% retail bakery outlets across
$akistan A continuous increase in the chain of outlets is under process &hey provide
market conditions to the customers and believe in long term relationship with respected
suppliers' leading towards growth and new business opportunities
Cakes & Bakes $roducts line is based on cakes' snacks' biscuits and sweets An
uninterrupted improvement in products and increase in product range is underway since
last 1( years $roduction and )&* departments are under the supervision of +ood
&echnologists' who choose the finest ingredients and are always looking for better
opportunities across the glob for betterment of their Business
VISION STATEMENT
,&o provide our customers oven fresh bakery products
in the shortest span of time with
e-cellent service level and "uality.
MISSION STATEMENT
,&o make Cakes & Bakes an essential part
of daily diet for our valuable customers.
GOALS & OBJECTIVES
/stablish and maintain high standards of baking
/-hibit a strong foundation of baking methodology
/-hibit nutritional awareness and implement food0for0life principles
/-hibit a solid foundation of techni"ues for food preparation' presentation' and
service' including competence in baking and pastry production' and line work
1se problem solving techni"ues in maintaining kitchen morale and building a
team spirit
Communicate clearly' both verbally and in writing
Conform to established codes of ethics
MICRO ENVIRONMENT
MEDIA
EMPLOYEES
COMPETITORS
SUPPLIERS
CUSTOMERS
CAKES
&
BAKES
CUSTOMERS ANALYSIS
Questio!i"e
I# Ho$ %!&i'i!" !"e (ou $it) T)e C!*es & B!*es+
II# Ho$ %"e,uet'( -o (ou .isit T)e C!*es & B!*es+

III# I% (ou /"e%e" t)e C!*es & B!*es /"o-u0t1 t)e $)(+
IV# 2)i0) ite&s -o (ou 'i*e t)e &ost !t T)e C!*es & B!*es+
V# A"e (ou s!tis%ie- $it) t)e ,u!'it( o% T)e C!*es & B!*es P"o-u0t+
CAKES & BAKES
2
NAME 3O/tio!'45 666666666666666666666666666666 AGE5 6666666
Note5 Ki-'( 0)oose o'( oe o/tio#
Taste Economical pricing Atmosphere
Product Availability Accessibility dont
prefer.
Taste Economical pricing Atmosphere
Product Availability Accessibility dont
prefer.
Know extremely well Know fairly well Know a little
eard about it !ever heard of
Know extremely well Know fairly well Know a little
eard about it !ever heard of
Everyday "#$ times a wee% &#' times a
wee%
(nce a wee% )ess than once a wee% !ever
Everyday "#$ times a wee% &#' times a
wee%
(nce a wee% )ess than once a wee% !ever
*a%es snac%s +weets ,a%ery items !othing
*a%es snac%s +weets ,a%ery items !othing
-ery satis.ed somewhat satis.ed /issatis.ed
-ery satis.ed somewhat satis.ed /issatis.ed
VI# A"e (ou s!tis%ie- $it) t)e t!ste o% T)e C!*es & B!*es +
VII# 2)!t !7out t)e /"i0es o% T)e C!*es & B!*es+
VIII# A"e (ou s!tis%ie- $it) t)e %"es)ess o% /"o-u0ts !t T)e C!*es & B!*es+

I8# 2)!t -o (ou t)i* !7out t)e 0o-itio o% 0'e!'iess i T)e C!*es &
B!*es+
8# Ho$ -o (ou 9"!-e t)e 0oute":se".i0es !t T)e C!*es & B!*es+
8I# Do (ou t)i* T)e C!*es & B!*ess 7"!0)es !"e !tt"!0ti.e 3out'oo*;
/"eset!tio4+
8II# A"e /!"*i9 s/!0es e!si'( !.!i'!7'e outsi-e T)e C!*es & B!*e"s 7"!0)es+
8III# Ho$ -o (ou %i- T)e C!*es & B!*es !s ! $)o'e+
8IV# C! (ou !00ess T)e C!*es & B!*ess 7"!0)es e!si'( %"o& !($)e"e i
L!)o"e+
8V# Ho$ -o (ou "!te T)e C!*es & B!*es !&o9 ot)e"s+
Tasteless 0oderate /elicious
Tasteless 0oderate /elicious
-ery economical !ormal Pricey
-ery economical !ormal Pricey
1E+ !(
1E+ !(
Poor Average -ery good
Poor Average -ery good
Poor Average -ery good
Poor Average -ery good
1E+ !(
1E+ !(
1E+ !(
1E+ !(
Poor ,elow normal !ormal
2ood Excellent
Poor ,elow normal !ormal
2ood Excellent
1E+ !(
1E+ !(
,etter !ormal !eeds 3mprovement
,etter !ormal !eeds 3mprovement
8VI# Su99estios "e9!"-i9 i&/"o.e&ets
8VII# You" t)ou9)ts !- su99estios $ou'- 7e )i9)'( !//"e0i!te-<
Customer analysis is based on price' place' cleanliness' "uality' availability' taste etc
According to our survey' 345 of people prefer Cakes & Bakes +amiliarity of Cakes &
Bakes is fairly well among customers and they used to visit it once in a weak Bakery
products are most favorable then sweets & cakes due to freshness' "uality' & taste 6ost
of the customers are not satisfy with the parking and branch attractiveness After doing
the whole customer analysis we came to know that Cakes & Bakes need much
improvement overall
EMPLOYEES ANALYSIS
/mploying the correct staff and keeping these staff motivated is an essential part 7n
Cakes & Bakes' sales men are offering services to public 8orkers of Cakes & Bakes do
not use of gloves & Caps &heir is no training of employees regarding business ethics
Another week point in their front line people is that their communication skills are not up
to the standards 6oreover' no proper uniform for sales persons allocated
SUPPLIERS ANALYSIS
!uppliers are also essential for Cakes & Bakes )aw materials 9chocolate' cream' bread'
cheese etc: are needed to complete the finish product &heir suppliers are world;s leading
companies as
Cadbury for Chocolate
)iches for Cream
*utch' !affor for <east
Olpers & =estle for 6ilk
Adam;s for Cheese of 1> types
&he bargaining power of supplier is much higher due to their well repute in the market
#owever' normally Cakes & Bakes have a contract with their suppliers on annual basis
MEDIA
Cakes & Bakes is using ;$ull !trategy?' which involves promoting heavily to end users
and consumers to create a demand that will pull the product through the distribution
channels Currently' advertising agency working for Cakes & Bakes is @A(O? &hey are
promoting through outdoor' which include billboards' banners' fliers' hording' and free
sampling Cakes & Bakes is not as much using electronic media' nor internet marketing
According to marketing manager of Cakes & Bakes' they do free sampling of newly
launched products in their retail outlets Only to those customers who want to taste it
COMPETITORS
&he big competitors of Cakes & Bakes are
*isney Bakers
gourmet? Bakers
!heBan Bakers
)ahat Bakers
+rom above all' gourmet? is at the top now days' because they are also producing their
own dairy products that are much profitable for gourmet? 7ts market share is C>5 7t?s
due to their competitive strategies that are to provide parking on every outlet as well as
accessible is very easy because of availability is always on posh areas and main roads so
that customer can easily get gourmet? every where
8hereas' !heBan is at decline stage having market share of 135' due to low "uality but it
has more products then the others because itself !heBan is a group of company' producing
its own products and selling their products through other retailers +or e-ampleD pickle'
Euices and many other products are available also in departmental stores
)ahat bakers are newly in market having market share of about 1>5 but they are also
providing the "uality products
+or Cakes & Bakes it is a big challenge to compete with its competitors by providing
"uality products at reasonable price As compare to !heBan bakers & )ahat bakers' Cakes
& Bakes is in good condition having market share of (55
MACRO ENVIRONMENT
POLITICAL ENVIRONMENT
$olitical environment has a strong influence on cakes and bakes 7n $akistan' there is no
political stability $akistani government insisted on gradually increasing standards for
dairy products As milk is the core ingredient of Cakes & Bakes that is why any
legislation or laws that are made will affect it One another maEor reason is that they are
importing raw material from international suppliers which costs them more in political
crises and instability
GOVERNMENT POLICY
TECHNOLOGI
CAL
ENVIRONMENT
SOCIO:
CULTURAL
ENVIRONMENT
ECONOMIC
ENVIRONMENT
POLITICAL
ENVIRONMENT
CAKES
&
BAKES
Before starting any business any company has to register themselves from the regulatory
body of that industry &he regularity authority of Cakes & Bakes is ,All Pakistan Bakes
Association.
As a registered business' Cakes & Bakes have to pay 155 sales ta- on the average sales
of )! 5>'>>> per day per outlet Other than the sales ta-' Cakes & Bakes also have to
pay holding &a- at the rate of F55 on the raw material' which they buy from their
suppliers
ECONOMIC ENVIRONMENT
*ue to political instability the economic conditions of $akistan and rest of the world are
instable Global recession is affecting every industry in a negative manner &he increasing
inflation rate results in the increase in per unit cost of finished product $akistan is a
developing country and unemployment is maEor issue that?s why labor and material for
production is costly
SOCIO:CULTURAL ENVIRONMENT
$akistan is a country where people from different races' cultures and religions are living
together &hey celebrate all the festivals and special days Giving gift is a normal practice
and people like to wish and celebrate events with bakery products On such days the sales
abruptly increases 6oreover' lifestyle patterns and taste also affects the sales of cakes
and bakes
TECHNOLOGICAL ENVIRONMENT
As in current era of technological advancement' every business uses latest technology to
make their production plant more efficient and use their process in productive manner'
Cakes & Bakes is not using new machinery' the e-isting machinery does not help in
producing "uality product
MARKETING STRATEGY


Cakes & Bakes? C0$?s are product' price' place 9distribution:' promotion and people
Although' this appears to suggest that each of these elements of the marketing mi- is
discrete' they should not be regarded as independent entities /ach works on the others'
and changes in one element will almost certainly re"uire changes in the others
PRODUCT
PLACE
PROMOTION
PRICE
PRODUCT
CAKES
&
BAKES
Cakes & Bakes product line is based on four maEor categories ie Cakes' !weet' !nacks
and Biscuits &hese all categories are produced in their own factories
CAKES
+resh cream cake
o +ruit Cake
o Chocolate cake
Black +orest Cake
7ce cream cakes
o !trawberry
o Hanilla
o $ineapple I Cherry
Butter Cake
PRICE
$rices of cakes are high due to high production and manufacturing cost &his is the reason
that high priced products are effecting on the sales of other products in the portfolio
$ricing strategy' which Cakes & Bakes is using that isD cost-plus pricing strategy
&his is the main reason that prices of cakes are higher then its competitors
PLACE
*istribution strategy is based on the channel of distribution
CHANNELS
&here are no wholesalers and no agents' Eust their own retail outlets &here are total 5%
outlets' from which C> are franchisees & 1% are their own
PROMOTION
As $romotional strategy' Cakes & Bakes is using ;$ull !trategy?' which involves
promoting heavily to end users and consumers to create a demand that will pull the
product through the distribution channels Currently' advertising agency working for
Cakes & Bakes is @A(O? &hey are promoting through outdoor' which include billboards'
banners' fliers' hording' and free sampling &hey use neither electronic media' nor
internet marketing According to marketing manager of Cakes & Bakes' they do free
sampling of newly launched products in their retail outlets only' and for those customers
who want to taste it
SEGMENTATION1 TARGETING AND POSITIONING
Cakes & Bakes uses demographic segmentation strategy for cakes with age as the
parameter &he main target segments are young house wives' children and business
people
CUSTOMER PERCEPTION AND CUSTOMER E8PECTATION
Customer perception is a key factor affecting a product?s success 6any cakes offered by
cakes and bakes have failed simply because of their inability to build a healthy perception
about themselves in the customers? minds &his is due to lack of promotional activities
and advertisement campaigns
NEGATIVE E8PECTATION O= CUSTOMERS
Customers e-pect it to be hygienic and a little stylish brand that respects their
values
&hey e-pect the brand to enhance their self0image
Customer responses confirmed the fact that they do not connect strongly with
their cakes
PRODUCT LI=E CYCLE
&he re"uirements of customers change over time and thus Cakes & Bakes?s product
offering has to be changed accordingly 8hat is the style today may be out of market
within few weeks &hus continuous innovation is re"uired
&o counter these changes Cakes &
Bakes with due time introduces new
products and has phased out the old
ones which were at the decline stage
of their product life cycle &he
introduction is timed such that the
new product does not cannibaliBe the
product already in the maturity or
growth stage
E8AMPLE
&he cakes has been an important part
of the Cakes & Bakes menu But
now it was in the stage of decline
and was actually not generating
proper return due to its competitors
7n an attempt to renovate it' a new
variant was introduced namely sugar
free cake#
COMPETITIVE EDGE
Cakes and Bakes do not have any sustainable competitive advantage
Cakes & bakes have more outlets than its competitors do 7t has 5% outlets as
compared to gourmet? and !heBan
Cakes & Bakes is going to do an agreement with a leading company )ichs #ouse
of Cakes' 8est 7ndies 7n coming days' people will easily access the products of
)ichs at the outlet of Cakes & Bakes 7t will be a big good advantage too
CORPORATE SOCIAL RESPONSIBILITY
At the moment cakes and bakes is not participating in corporate social responsibility
Because the financial conditions of the bakeries are not good enough to contribute toward
environmental issues 6oreover the waste material of Cakes and Bakes is not recycled
instead it is wasted or dumped somewhere outside the city *aily the waste van comes to
al most each and every outlet and collects waste
CAKES LI=E CYCLE
PRICE V>S QUALITY
JA1=C#7=G O+ $)O*1C&
COMPANY NAME DISNEY BAKERS
LOGO

PRODUCT CAKES
VISION STATEMENT
,8e are committed to being recogniBed
locally as a reputable Bakery business based on our
superior levels of customer and four legged client services.
MISSION STATEMENT
,8e are committed to providing
our customers with consistent high0"uality
bakery products and responsive customer services.
GOALS & OBJECTIVES
$rovide good and healthy food
$romote healthy eating habits for kids
Bring playtime for children and families of all ages
Creative process of baking styles
)emove stress and earn profit by generating interest in people
&o achieve 5>503>5 market share
&o achieve (>5 return on capital invested
7ncrease awareness in the market
All the obEectives will be !6A)&
o Specific
o Measurable
o Achievable
o Realistic
o Timed
MICRO ENVIRONMENT
MEDIA
COMPETITORS
SUPPLIERS
CUSTOMERS
CUSTOMERS ANALYSIS
Our customer will be of any age' gender and income group
SUPPLIERS ANALYSIS
!uppliers will be an important part 8e will make contracts with local suppliers from
whom our competitors are in linked with 6ore over' the raw material will be purchased
by locally
MEDIA
$roper advertisement of cakes will be done on newspapers' internet' television and cable
network 6ore over marketing will also be done through emails in offices
COMPETITORS
&he big competitors will be
gourmet? Bakers
!heBan Bakers
)ahat Bakers
Cakes & Bakes
7n introduction stage it will be challenging to compete with them but by gradual
awareness among public it will be easier for us to generate more profits as compared to
our competitors
MACRO ENVIRONMENT
POLITICAL ENVIRONMENT
$olitical environment will affect the sales as $akistan is politically instable country and
people do not encourage to spend e-tra amount on food and entertainment these days
Government is increasing standards and prices for dairy products &he government policy
TECHNOLOGI
CAL
ENVIRONMENT
SOCIO:
CULTURAL
ENVIRONMENT
ECONOMIC
ENVIRONMENT
POLITICAL
ENVIRONMENT
will be same as that for competitors but paying high ta-es and duties will e-pectedly not
have much effect on over sale of cakes
ECONOMIC ENVIRONMENT
&he economic power of consumer is lower that is why we are offering low prices with
high "uality for our product so that more and more customers attract toward our product
8ith all that the attraction of cartoons character will INSHALLAH work well to gain
market share
SOCIO:CULTURAL ENVIRONMENT
&he multi culture of $akistan will help us in generating high profits as people like to give
cakes as gifts on different occasions
TECHNOLOGICAL ENVIRONMENT
&here is huge investment on technological advancement which will result in providing
"uality and time saving service =ew machines will be installed with reference to make
cakes in new designs' features and taste
MARKETING STRATEGY
SEGMENTATION
VARIABLES
DATA
GEOGRAPHIC
8orld )egion Asia
Country $akistan
Cities All maEor cities of $akistan but start with Jahore
*ensity 1rban areas
Climate All weathers
DEMOGRAPHIC
Age =o age limit
+amily !iBe Any siBe
+amily Jife Cycle 6arried 0 unmarried
7ncome )s 4'>>> K
/ducation
!chools' colleges' universities' business institutions'
and welfare institutions
PSYCHOGRAPHIC
!ocial Class +rom middle class or upper class
Jifestyle
ActualiBes' fulfilled' believers' achievers' strivers'
e-perience makers and strugglers
BEHAVIOURAL
Occasions $arties' birthdays' regular occasions
Benefits Luality' taste' entertainment
POSITIONING
8e will position our cakes in customer mind by the best "uality' best service' best styling
)ests of the competitors are not offering the ways we are promotion our cakes &he
uni"ue selling style of our cakes will have very good impact on consumer?s mind which
will compel them to buy our cakes again and again &he name *isney will also help us in
this regard 7t will attract and bring customers mind that they are offered with some thing
special
? PS

PLACE
PROMOTION
PRICE
PRODUCT
PRODUCT
&he cakes provided by us will be of different style and designs which will meet customer
e-pectation and desires &hese all categories will be produced in our own bakery kitchen
6ore over we will also provide pastry cakes which will be in pieces !o there is no need
to cut down and deshape the cake
CAKES
+resh cream cake
o +ruit Cake
o Chocolate cake
o Cartoon cake
Black +orest cake
&wo in one cake
7ce cream cakes
o !trawberry
o Hanilla
o $ineapple I Cherry
Butter Cake
PASTRY CAKES
+ruit trifle cup
)eal chocolate pastry
+resh cream pastry
Black forest pastry
$ineapple pastry
+udge pastry
PRICE
$rices of cakes will be same as that of our competitors 8e will use competitive base
strategy &he pricing strategy will also include promotion and discount for customers
Customers directly relate price with "uality so we will sell the cakes at moderately low
price to high price' depending upon the use and targeted customers
PLACE
*ecisions with respect to distribution of cakes are focused on willingleness of customer
buying behavior *epending upon the kind and style of cake we will select an appropriate
dealer
Direct Channels
- *irect sales to customers on the outlet
- $ersonal selling
Indirect Channels
- &elemarketing
- Online selling
- +ree home deliveries
&here will be appro-imately F05 vehicles on each outlet' depending upon the area for
services
PROMOTION
As promotion is the key element of marketing program proper advertisement will be done
through outdoor' that will include billboards' banners' fliers' hording' internet marketing'
and free sampling
PRODUCT LI=E CYCLE
THE COMPETITIVE EDGE
+ollowing are the competitive edges of our cake against our competitors which we think
are sustainable too
- !trong brand name
- !ocial responsibility
- One of its own kind
- &imeless entertainment that could be enEoyed by the whole family
- ,8arm' safe' and family. feeling
- Copyrights protect *isney from having competitors copying their
characters
CORPORATE SOCIAL RESPONSIBILITY
8e believe in playing an active role in supporting the community and social development
of $akistan 8e recogniBe that an educated' healthy society is $akistan is key to ensuring
sustainable development and we do our best to give back to the community we operate in
For example:
- 8e will encourage our customers to grow more and more trees
- &o keep the environmental neat and clean
- *o not smoke