Building the Leaven Loaves Brand

A Comprehensive Marketing Strategy for BakeWell

E x ecutive S ummary and Market Analys is

Overview and Market Insights

• Overview: BakeWell's journey from a small bakery to a leading

bread supplier.
• Current challenge: Expanding the Leaven Loaves brand after
losing their main retail partner.
• Market Position: Bhubaneswar (35%-40% market share),
Kolkata (third-largest supplier).
• Consumer Behavior: Preferences for high-quality, safe, and
innovative bread products.
Brand Positioning, Distribution, and
Product Development
•Unique Selling Propositions (USPs):
•Highlight Leaven Loaves' superior quality, innovative baking
processes, and use of blockchain technology for food safety.
•Emphasize the premium nature of the Wellness Crumb brand
and its health benefits.
•Brand Values, Mission, and Vision:
•Clearly communicate the brand's commitment to high-quality
food, societal obligations, and enriching lives and livelihoods.
•Position Leaven Loaves as a premium, health-focused brand that
values transparency and food safety.
 Market Analysis Based on SKU Data
Competitive Landscape

1. Price Segmentation:

o Low-Price Segment: Fresh Harvest and Heritage dominate this

segment with white bread priced at Rs 50, making them the most
affordable options.
o Mid-Price Segment: Bake Well and Artisanal Crust have several
products in this range, with SKUs like Hi-Pro-1 (Rs 70), Immuno
(Rs 80), and Hearty (Rs 90).

o High-Price Segment: Premium products are priced between Rs

100 and Rs 180, such as Bake Well’s Wholesome (Rs 120) and
Artisanal Crust’s Wonder Brown and Nutties (Rs 110 each).

2. Premium Offerings:

o Artisanal Crust has the highest priced single SKU (Wholesome-2

pack at Rs 180), positioning it as a premium brand.
o Bake Well also targets the premium market with its Moreish-2
pack (Rs 175) and Wholesome-2 pack (Rs 180).
Implementation and Financial P lan

•Price Sensitivity: Consumers in Bhubaneswar are highly price-

sensitive due to the presence of low-cost options like Fresh Harvest,
Heritage, and Golden Grain.
•Premium Market Potential: There is a notable demand for
premium bread products, with brands offering SKUs above Rs 100,
positioning Bake Well and Artisanal Crust well in this segment.
•Product Differentiation: Bake Well's diverse product range caters
to various consumer preferences, including health-conscious buyers
(e.g., Hi-Pro and Immuno) and those seeking premium quality (e.g.,
Wholesome and Moreish).
 Strategies to be implemented.
1. Focus on Multi-Pack Promotions:
o Given the high sales of the On-Day-2 pack, consider promoting other multi-pack options to drive volume
sales. Special discounts or bundling offers can attract more customers.
2. Enhance Marketing for Lower Performing SKUs:
o Immuno and Wholesome-2 pack could benefit from increased marketing efforts highlighting their unique
benefits. Consider in-store promotions and targeted advertising to boost visibility.
3. Leverage High-Performing SKUs:
o Capitalize on the popularity of Hi-Pro-1, Hearty, and Moreish by expanding their availability in more
stores and enhancing their shelf presence.
4. Expand Distribution Channels:
o To ensure greater market penetration, consider expanding into Modern Trade (MT) channels. Although data
for MT is currently unavailable, this could present an untapped opportunity for growth.