Marketing Proposal For Black

And Brown
Submitted to: Sir Akram Shahani
dated

Submitted by:
 Wajahatullah Ansari 2k18/BBAE/161
 Mudasar Patoli 2k18/BBAE/181
SUBJECT:
 Marketing Management
ASSIGNMENT:
 The strategic planning of product

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Marketing Plan Proposal for
Black And Brown
Table of Contents
Mission Statement:.....................................................................................................................................4
Vision Statement:........................................................................................................................................4
Executive Summary:....................................................................................................................................4
Introduction.................................................................................................................................................4
Products......................................................................................................................................................4
Market Analysis...........................................................................................................................................4
Current Marketing Situation:.......................................................................................................................5
Market Description:.................................................................................................................................5
Benefits and product features:................................................................................................................6
Product Review:......................................................................................................................................6
Competitive Review:................................................................................................................................6
Channels and logistics review:.................................................................................................................8
Strengths, Weaknesses, Opportunities, and Threat Analysis:.....................................................................8
Strengths:................................................................................................................................................9
Weaknesses:..........................................................................................................................................10
Opportunities:.......................................................................................................................................10
Threats:.................................................................................................................................................10
Objectives and Issues:...............................................................................................................................10
First Year Objectives:.............................................................................................................................10
Second Year Objectives:........................................................................................................................10
Issues:....................................................................................................................................................11
Marketing Strategy:...................................................................................................................................11
Positioning:............................................................................................................................................11
Marketing environment:.......................................................................................................................11
Product strategy:...................................................................................................................................11
 Pricing strategy:.....................................................................................................................................11
Distribution Strategy:............................................................................................................................12
Marketing Communications Strategy:...................................................................................................12
Marketing Research:..............................................................................................................................12
Physical Evidence: (Location).................................................................................................................12
Marketing Organization:........................................................................................................................13
Action Programs:.......................................................................................................................................13
Budgets:.....................................................................................................................................................14
Controls:....................................................................................................................................................14
MissionStatement:
Black and brown aspires to serve the most scrumptious and extremely appetizing sweets and the
most refreshing drinks of high quality. It aims to be the top-tier at Sukkur and its surroundings.
With its outstanding products offered in a large variety, it seeks to give its customers an aesthetic
experience of deliciousness.

Vision Statement:
The vision of black and brown is to become the prime selling bakery in Sukkur and its surroundings.

Executive Summary:
Black And Brown aims to become the prime selling and the most popular bakery in hyderabad and its
surroundings. Starting 2018, it is determined to be number one bakery in Sukkur and its surroundings by
2020. Offering a variety of products, black and brown is set to maximize customer satisfaction. The
target market of black and brown is people of all ages and all classes who are willing and able to buy our
products. We provide an experience of deliciousness to customers with high quality products.

Introduction
We, being the citizens of Sukkur, have observed that Sukkur lacks a fine retail bakery that sells
scrumptious baked products. We are going to commence a bakery that carries on its menu a list
of distinctive products at a competitive price. Our plan for the black and brown is to attain and
maintain the interest of our target audience (i-e: the people of Sukkur and surrounding areas).

Products
Our initial product list will include simple and fondant cakes, appetizing snacks (like, freshly
baked, fine quality biscuits, pizzas, breads of different kinds, doughnuts, chocolates, pastries,
brownies and etcetera). Later on, we will upgrade the menu with beverages (like, smoothies,
margaritas, pinna coladas, electric drinks, vegetable juices, sodas, flavored iced milk, hot and
cold coffees, tea, fruit drinks and etcetera).

Market Analysis
Our main competitors in our target market are Dolphin Bakery, Kiran Bakery, Kohinoor Bakery
and King Bakers. In order to compete efficiently with them, we will provide home delivery
services to our customers while keeping the quality of the delivered products at its finest. We
will also formulate different strategies to maximize customer satisfaction and increase our sales.
Our initial target will be Sukkur and its surrounding areas. Subsequently, we will expand our
business to other cities as well.
Current Marketing Situation:
Black and brown is about to enter the bakery business of Sukkur. It is offering various items that
have not been offered in Sukkur and its surrounding areas before; the items suitable for daily use
as well as those bought for celebrations.
One advantage that we have over other newborn bakeries is that our bakery is established on our
own property, sparing us lease expenses. Our brick and mortar structure is very attractive and
comfortable.
Competition is profound. Kiran bakery, Dolphin bakers, Kohinoor Bakery, King Bakers are
working intensely to achieve their targets, but the products that Isabella bakery is offering are
unique and are offered for the first time in the chosen vicinity.

Market Description:
The estimated population of Sukkur and its surrounding areas is about 2.404 million, and about
three-quarters of this number possess a sweet tooth. Our target market includes children,
celebrators, adults as well as old people of all genders.
Buyers can choose between the varieties of products we offer that include various kinds and
flavors of beverages, customized cakes, flavored as well as plain doughnuts with scrumptious
toppings of different flavors.
Targeted Customers Customer Needs Corresponding benefit
features

Children Children particularly like Children will be provided with

sweets and beverages, sweets of all kinds in different
especially the chocolaty ones. flavor, especially in chocolate
flavor.

Adults and senior citizens Adults who have a sweet tooth We will provide adults with
want to have sugar free sweets. sugar free sweets in different
flavors, just like the way they
want their sweets made.

Celebrators At every celebration, the people They will be provided with

celebrating (celebrators) need whatever kind of sweets they
sweets in a wide variety. want for their celebration.
Benefits and product features:
1. The vastness of our productswill maximize customer satisfaction by giving them exactly
the flavors they seek.
2. Products will also be delivered to customers in all the areas of Sukkur.

Product Review:
Our first product i-e: the customized cakes offer the following features:
1. The cake’s sponge can be flavored as per customer choice.
2. Cakes are offered in different sizes measured in lbs.
3. The icings can be flavored as per customer choice.
Everything is available in high quality.
Other than customized cakes, we have plain biscuits and biscuits in coconut, chocolate, butter
flavors with and without jelly toppings.
We also sell party supplies in various qualities. Beverages of different kinds are all available in
diet as well.

Competitive Review:
The particularity of the tastes of customers has increased competitive pressure. All the main
competitive bakeries sell the same products with a slight change in the quality of products.
Dolphin Bakery: The leading and most popular bakery in Sukkur is offering cakes, sandwiches,
chocolates, sweets, breads, biscuits, baked products like pizza and drinks but most of it are mass-
produced and ready-made. This bakery sells customized cakes but the order has to be placed five
days prior to the due date. They also sell party supplies.
Kiran Bakery: The second most popular bakery of Sukkur sells the same products as Dolphin
bakery but in a slightly lesser product quality. Kiran Bakery does not sell party supplies and
customized cakes.
King Bakers: King Bakers sells the same products as Kiran Bakery does except the quality of
the products is slightly higher than that of the products of Kiran Bakery.
Kohinoor Bakery: The main advantage of this bakery is its location. It is located at Military
road. It sells the same products as all other bakeries, but it is a new bakery so it is not as much a
big threat as other bakeries.
Swiss Bakery: Its new location is a disadvantage is for this bakery. Its products are not as
desired as the products of King, Dolphin, Kiran and Kohinoor bakeries.
Green Bakery: The products of this bakery are desirable products. The quality is products is
high within a reasonable price but the location of the bakery is a disadvantage to the bakery.
Competitor Features Place Price

Dolphin Bakery  High quality Minara road. High.

products
 Availability
high
 Desirable
products
 Wide variety of
products

Kiran Bakery  Low quality Mission road. Average.

products.
 Availability
low
 Less variety in
products
 Low desire for
products by
customers
King Bakers  High quality  Work Shop Road. Average.
 High
availability of
products
 High variety of
products
 Desirable
products
Kohinoor Bakery:  Average Military road. Average.
quality of
products
 High
availability of
products
 High variety of
 products
 Average desire
of products by
customers
Green Bakery:  High quality of Shahi Bazar. Average.
products
 High
availability
 High
desirability of
products by
customers
 High variety of
products
.

Channels and logistics review:

Isabella bakery has only one channel that is of suppliers. The material for products is bought
from only one supplier which is the only important channel partner. The products will be
distributed from the bakery only.
Strengths, Weaknesses, Opportunities, and Threat Analysis:

Strengths Weaknesses
 Innovative products like customized  Physical specification: The area where
cakes (with a wide variety of flavors the bakery is situated has several other
and choices) bakeries as well.
 Unique Products which are not usually  Lack of brand awareness due to the
offered by many in the vicinities of our bakery being a very new project.
target area like pinacoladas, margaritas,
electric drinks etc.  Inexperienced staff
 Infrastructure  Less shelf space and no sitting area for
o High quality brick and mortar customers.
structure
o Presentable and attractive
counters for customers
 Pricing is reasonable for all the
products we are providing. The
products will be affordable by a large
portion of our target market.
 Availability of a very wide variety
products at one place

Opportunities Threats
 Increased demand for celebrations  Increased competition
 would lead to more sales.  Downward pressure on pricing
 Plan for expanding the product line  Change in taste of customers
further in near future.
 Competition with already operating
 Potential to become top-tier bakery in bakeries that have high brand
the targeted area. awareness and are well-established.
 Plan to tie-up with hotels and
restaurants and their chains in the
future.

Black and brown has several strengths, weaknesses, opportunities as well as threats which are
following

Strengths:
1. Innovative Product: Customised Cakes. We offer people choices in about every aspect of
the cakes (which include the shape, size, flavors of sponge as well as icings and
garnishing.)
2. Unique Products: Our bakery offers products which have not been offered in this area
before.
3. Infrastructure:
a. High quality brick and mortar structure.
b. Presentable and attractive counters for customers.
4. Pricing: Products are sold at reasonable prices which can be afforded by a large portion
of our target market
5. The area that we are operating in does not have bakeries that provide all the products
(like, doughnuts, beverages, fondant cakes) at the same place. People have to go to
different places to buy doughnuts and fondant cakes or plain cakes. We provide all of the
products at one place.

Weaknesses:
1. Physical Specification: The bakery is situated at Military Road Sukkur which is a
weakness because of the presence of other competitive bakeries nearby.
2. Brand Awareness: As our bakery is newly launched, it lacks brand awareness.
3. Inexperienced staff: The workers at our bakery are very young and inexperienced. Even
when we give them training, we will require a lot of time and till the time we get the
workers trained, they will have to work inexperienced.
4. Less space: The bakery is built on a very small space so we have less shelf-space than we
would like to have. Also, due to the place being too small, a sitting area cannot be
provided to the customers.

Opportunities:
1. Increased demand for celebrations leads to increased demand for sweets, cakes, party
supplies etc.
2. We can expand the product line in future.
 3. We have the potential to become the top-tier bakery in the town.
4. We can tie up with hotels and restaurants and their chains.

Threats:
1. Increased Competition: Other famous and well doing bakeries in this area are a threat for
our bakery.
2. Downward pressure on pricing: The competitive bakeries are offering products at lesser
prices which would force us to sell products at less prices as well and it might prove to be
a threat for our bakery.
3. Change in the taste of customers: A change in the taste of customers could be a threat for
our bakery
4. The fact that we are competing with already operating bakeries that are well established
could be a great threat for us.

Objectives and Issues:

We have set high yet achievable goals for our first year of business.

First Year Objectives:

For the first year we are aiming for recovering half of our fixed cost incurred to open the
business.

Second Year Objectives:

For the second year we are aiming to achieve breakeven point as well increase our brand
awareness.

Issues:
The issues that can arise are the lack of brand awareness may not let the bakery progress at all
because of the presence of so many other bakeries in the area that well doing.

Marketing Strategy:
The marketing strategy of Isabella bakery lies on positioning of product differentiation. With
unique and mouth watering products that are new in this market, we aim to satisfy the sweet
cravings of our customers of all ages, genders and classes. Offering variety in everything we sell,
we can satisfy our customers’ sweet tooth efficaciously, providing them their yummy products
just the way they want them.
Our primary customer target ischildren, adults, senior citizens and celebrators of high class who
can easily purchase our products in large amounts (with the price we set).
Our secondary customer target is children, adults, senior citizens and celebrators of middle class
who can afford to buy our products but not in as much large amounts as high class customers.
Our business target is all the organizations in our targeted area. The organizations can buy
products from us (not very often, but in large quantities whenever they buy the products) for
special celebrations or gatherings, meetings and parties.

Positioning:
We are positioning our products as distinctive, eccentric and satisfying and the bakery as
convenient where customers can get all of the baked products, beverages and party products they
need at one place. Our marketing focus will be on more for more strategy and the newness of
products which have not been offered in this area before and innovation of other products which
have been offered in the areas before but not in as high a quality, as mouthwatering a taste and as
creative a way as we offer.

Marketing environment:
For better marketing, we need to maintain a good image in the micro as well as macro
environment. We will need to maintain good relations with both environments, but will focus
more on the elements of micro-environment so we can add more value to customer satisfaction.

Product strategy:
Once the bakery starts operating, the products and the bakery will be at the first stage of product
life cycle i-e: the introductory stage. With the passage of time, the products and bakery will shift
towards the growth stage for which we will need to create awareness about our products in our
target market. For creating such awareness, we will need at least 1 year or at most 2 years. By
using “Managing service quality and productivity” strategy and advertisements, we will acquire
level of awareness we need in 1 year to reach the growth stage in product life cycle. The brand
logo shall be on the packaging of all the products.

Pricing strategy:
 Our customized cakes will be offered at 900 rupees per pound.
 Plane cake will be offered at 225 rupees per pound.
 Flavored cakes will be offered at 445 rupees per pound.
 Doughnuts at 85 rupees per unit.
 Beverages will be sold at 60-140 rupees depending on which beverage the customer
wants.
 Other products will be offered at the contemporary market prices.

Distribution Strategy:
The distribution of products will be done only at the bakery for now. In future, when we
collaborate with different restaurant and hotel chains, we will expand our distributors
accordingly.

Marketing Communications Strategy:

The promotions will be on peak throughout the first year of production. We will advertise our
products through social media, TV channels, pamphlet distribution, billboards and we will
disperse the word about our newly launched bakery by person to person communication as well.
We will create pages and accounts on Facebook, Twitter and Instagram, where we will upload
information and pictures about our products. We will also invest a little amount of money in
advertisement through TV channels, the same advertisements would run on social media as well.
But only a little amount will be invested in advertisement through TV channels and social media
because our target market is very specified, it is not vast. Such advertisement would end after 6
months. We will put up billboards in all areas of Sukkur to inform people about our bakery. On
the billboards, we will show the uniqueness of our products telling customers that we are
bringing something new into the society. Paper pamphlets will also be distributed from home to
home or to people out on the roads. We will spread the word through person to person
communication by telling all the people known to us about bakery. If the customers like our
bakery, they will recommend our products to other people. The promotion activities will be high
in the first then will decline slowly and gradually as the brand awareness will increase.

Marketing Research:
For marketing research, we will conduct a survey from our customers. For 1ST month in the first
year, we will give the customers to fill out a survey form that we will make, which will give us a
good amount of information about what our customers value, what do our customers need from
us and what measures can we take to satisfy our customers. After the first year, we will conduct
this survey once in every two years so we can keep improving our products and maximize
customer satisfaction. In addition to the surveys, we will also analyze the performance of our
competitors and will bring the changes needed so we can gain what we lack in our performance.
Once, in the end of every year, we will conduct another survey about our performance which will
tell us how our business is doing and what do we need to do in order to improve. There will be
two surveys in total. The first one will tell us about what customers demand and the second one
will help us evaluate our performance.

Physical Evidence: (Location)

Black and brown is situated at Military road Sukkur, on the opposite side of Public School
Sukkur.

Marketing Organization:
The chief marketing manager for Isabella bakery is Syedah Midhat Rizvi. She leads, controls and
plans all the marketing activities for the bakery. Figure 1.1 Shows the structure of Isabella
Bakery’s marketing organization. Isabella has a small area to cover for marketing, its marketing
organization will handle sales campaign, sales promotion and public relations.
 Hassnaian memon
Chief Marketing
Officer

Farhan Rind Mahad sehto

Umer maher
Advertising Promotion
Sales Manager
Manager Manager

Kabir Bhatti Shahjan Dashti Hassnain Rizvi

Ghulam mustafa
Regional Sales Regional Sales Advertising
Manager Promotion Analyst
Manager Analyst

Figure 1.1

Action Programs:
Black and brown will start operating in March 2020. The action programs for the first year that
will be used to achieve the objectives are the following:
March: During the first month of operation, we will use 3 lac rupees for sales promotion
campaign. We will get 100,000 pamphlets made and 50 billboards. The pamphlets shall be
distributed from home to home and in schools and organizations and on roads. We will put up
billboards in all the famous areas of Sukkur and most of them on Military road where the bakery
is situated. This will target all the working people who go out a lot. This action program will
increase awareness about the bakery in the working class of people.
April: Accounts on Social media will be made to increase awareness about the bakery targeting
youth (all the university and school students, young adults who use social media a lot). An
advertisement for TV channels would also be recorded.
May: An exhibition will be organized in which various products would be on display and the
guests would be allowed to taste one product for free.
June: Ads will be posted in newspapers. Analysis of competitors would also take place in June.
July: Survey would be conducted about what customers need from us.
August: Colleges, schools, universities and organizations will be visited to tell people about the
bakery.
Budgets:
The first year sales revenue for black and brown is expected to be 200,000 lac. The wholesale
price of products will vary because we have so many products. The loss is expected to be
100,000 lac. Conclusions from the breakeven calculations indicate that we will reach breakeven
point in 2 years. The total amount of cost we have bore to start the bakery is 300,000. In the
second year, we are expecting earn 300,000 revenue.
200,000-300,000=100,000
Revenue-Cost=Profit/Loss

Controls:
For control, we will take measures to either maintain or improve the quality of our products. We
will keep a close watch on quality through the survey that will be conducted at the end of every
year. Before the survey, the main manager of the bakery will keep a sharp eye on the quality of
products and service. This will enable us to take measures for improvement as soon as possible
whenever we need to