Partners:

Arooba Fatima
Eman Mazhar
Fatima Shoaib
Maaz Ali
Mehreen Khan
Uroosha Shahid

Entrepreneurship-I
 Mission & Vision

– Mission
To give people the highest quality and a great experience by providing freshest products and
to find a niche in market and bring out a product that is not already there. Sweet Cravings
constantly provide outstanding customer service and believe that customer satisfaction is
the ultimate goal.
– Vision
Initially, Sweet Cravings would start with kiosks in small places like universities (Iqra
University). Eventually, Sweet Cravings would like to have its own bake shop in 5 years and
bring out a wider range of products that are unique to the market and are not already out
there. Once the business is established, Sweet Cravings would introduce new products like
truffles and chocolate drinks.
.
 Target Market

Geographic

– Region: Karachi
– Urban, suburban, rural: Urban
– City size: 3780 sq. km
– Country size: 796,096 sq. km
– State size: 140,914 sq. km
– Market density: 16000
– Climate: Moderate, Humidity
– Terrain: Iqra University
 Target Market

Demographics

– Age: 3 and above

– Gender: Male and Female
– Race: No discrimination on the basis of race
– Ethnicity: For all ethnic groups
– Income: 20,000 and above
– Education: For everyone (literate and illiterate)
 Target Market

Demographics

– Occupation: Suitable for all occupations

– Family Size: For small, big or medium sized families
– Family life cycle: For all stages of life cycle (Independence. Coupling or marriage,
parenting: babies through adolescents, launching adult children, retirement or
senior years)
– Religion: For all religions
– Social Class: Upper middle, lower uppers, upper uppers.
 Target Market

Psychographics

– Personality Attributes: For all personality types

– Motives: To satisfy sweet cravings
– Lifestyle: Sweet oriented; it is for all types of personality, especially for the people
who love chocolate.
 Target Market

Behavioral

– Volume usage: Heavy users, triers

– End use: Satisfaction for sweet cravings
– Benefit Expectations: Satisfaction
– Brand Loyalty: Very much
– Price Sensitivity: Affects a lot
Differentiation

– Hygiene and consistent quality

– Sweets craving
– We will be offering Brigadeiro Tarts to all the customer segments that we have
highlighted.
– We are satisfying the desire of customers for a fresh chocolaty dessert.
Positioning

– Active people through attractive packing.

– Innovations after some time.
– Pricing strategy differentiate Sweet Cravings from their competitors.
– Sweet Cravings making their product in a hygienic environment.
– Sweet Cravings satisfy the need of sweets
– Differentiated Strategy

A sales growth strategy in which several market niches or population segments are
targeted with different products for each niche or segments.
 Porter’s five forces

– Competition in the Industry

– Potential of New Entrants into an Industry
– Power of Suppliers
– Power of Customers
– Threat of Substitutes
 Macro environment factor

PESTEL Analysis

– Political Factors
– Economic Factors
– Social Factors
– Technological Factors
– Environmental Factors
– Legal Factors
 Industrial analysis

– Customers
– Suppliers
– Substitutes Industry
 Industrial analysis

Steps in Industrial Analysis

Questions asked from the Customers

– If the seller offers unique desserts, is it going to attract you?
– If the seller increases the price of its offerings, would it affect your purchasing
behavior?
– If the seller increases the price of its offerings but promises the best quality, would it
affect your purchasing behavior?
– As a buyer, I can never compromise on the quality of the seller’s offerings.
 Industrial analysis

Questions asked from the Competitors:

– If new bake shops open up in your locality, would it be a threat for you?
– If your competitor offers lower prices of the same or substitute products, would it
affect your sales?
 Industrial analysis

Questions asked from the Suppliers:

– Competitors offering the same products affect your sales.
– Increasing prices would affect your sales.
 Competitive Advantages
Delizia Hobnob Pie in the Sky
Logo color theme is dark brown. Logo color theme is green, black, brown, Logo color theme is light brown, white and
and orange sky blue.

Locations: Locations: Locations:

Cake tray is dark-brown in color. Cake tray is golden in color. Cake tray is golden in color.

Cupcake liners dark-brown in color. Cupcake liners dark-brown in color. Cupcake liners white in color

Logo without a slogan. Logo with a slogan. Logo without a slogan.

Brand name in a logo, written in a straight Brand name in a logo, written in a slightly Brand name in a logo, written in a curved
style curved style style

It’s established in 2014. It’s established in 1998. It’s established in 2001.

 Competitive Advantages
Delizia
It offers items including cakes, cupcakes,
brownies, fondant cakes, pie, sundaes,
muffins, chocolate lava and much more.
Delizia didn’t cater into savory items.
No custom made cakes.
Price Range of brownies and cupcakes:
From 80 – 120
Price Range of cakes: From 1000 - 2200
224585 people like delizia on facebook
224322 people follow them on facebook
Hobnob
It offers items including cakes, brownies,
cupcakes, doughnuts, ice-cream brownie,
cookies, vol au vents, beef sausage rolls,
pizza, wraps, sandwiches, tarts, and much
more.
Hobnob also cater into savory items.
No custom made cakes.
Price Range of cupcakes and brownies:
From 80 – 110
Price Range of cakes: From 800 – 1300
59.518 people like hobnob on facebook
59581 people follow on facebook
Pie in the Sky
It offers items including cheesecakes,
cupcakes, tiramisu, brownies, cookies,
lemon bars, chocolate mousse, chocolate
truffles, quiche, whole grain bread,
sandwiches, personalized cakes and much
more.
Pie in the sky also cater into savory items.
It provides the special services of custom
made cakes.
Price range of brownies: From 90 – 125
Price range of cakes: from 890 - 1550
104148 people like pie in the sky on
facebook
103909 people follow them on facebook
 Competitive Advantages
Delizia Hobnob Pie in the Sky
2951 followers on instagram 689 followers on instagram 5694 followers on instagram

Delizia has 308 following on instagram Hobnob has 25 following on insta Pie in the sky has 68 followers on
instangram

Delizia has 54 post on instagram Hobnob has 96 post on insta Pie in the sky has 545 post on instagram

Delizia uses brown and golden theme Hobnob was green brown and yellow theme Pie in the sky uses blue colour theme.

Best cake is Nutella cake Best cake is Chocolate fudge cake Best cake is Chocolate malt cake

It does not have a café. Also have a café named, ‘Hobnob Café’. Also have a café named, ‘Chatterbox’.
 Swot analysis

Sweet Cravings
Strengths Weaknesses Opportunities Threats
Sweet Cravings offers New entrant in the Bringing more unique High competition in
unique products. market. products in future. market.

Sweet Cravings offers Strong competition Heavy investment in Threats from new
products in a with Pie in the Sky. R&D Department. entrants.
reasonable price.
 Swot analysis

Sweet Cravings
Strengths Weaknesses Opportunities Threats
Sweet Cravings High brand switching _ _
promises maximum because of many
quantity in minimum options available in
price. the market.
Sweet Cravings _ _ _
focuses on hygienic
environment in which
it makes its products.
Sweet Cravings _ _ _
provides consistent
quality to its
customers.
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Strengths The strong affiliation • New and different Strong loyal
that cakes and varieties of cakes customer/menu
pastries hold with and pastry or options/variety/able
celebratory occasions bread have been to provide healthy
and gifting makes introduced- options to
exclusive and benefit of product customers/analysis of
premium positioning differentiation. market.
easier to convey / • Experienced staff
cheap in price. is hired who is
expertise staff.
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Weaknesses  New in this Financing: however Poor service in home
industry. unforeseen delivery/lack of
 Lack of presence expenditure or poor managerial depth n
in emerging sales will threaten talent/below average
markets means cash position. marketing skills.
low brand
awareness.
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Opportunities  Scope for  Expansion of 1000 consumers
expansion is high product line in daily/external
with respect to future with the conditions that are
menu and introduction of helpful for achieving
locations. more bakery the objective.
 Focus more on kids products.
and youngsters.  Scope for
expansion with the
establishment of
our bakery.
 Growing concern
for health and
freshly made cakes
and breads.
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Threats  Stiff competition Local competition: Pie in the sky is the
from competitors existing and major
offering similar potential. threat/external
products. threat.
 Major threats are
PIE IN THE SKY,
RED RIDING
HOOD and
hobnob.
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Strategy At Delizia we serve you Just like the delicious To give our customers
with premium quality ingredients put in to the most authentic &
baked goods made with making the perfect piece artisan bakery experienc
love using carefully of pie, many ingredients e at the best price.
sourced ingredients, have gone in to making Whether you want bread
blended in our special us the irresistible bakery for breakfast, quick bites
recipes that keep us just we are! Here’s our for tea, a celebration
‘That’ step ahead of the recipe! Pie in the Sky is cake, or a cookie, we are
rest. proud to use only the just around the corner to
highest quality make every day special.
ingredients in products.
From sweet to savory,
we have built our
reputation by offering
 Swot analysis

Competitors’ Analysis
Delizia Pie in the Sky Hobnob
Price  Products: Cakes,  Products: Cakes,  Products: Cakes,
Differentiation cupcakes and sandwiches, brownies, tarts,
brownies brownies, pie, cookies, patties,
 Price Range of bread desserts
brownies and  Price range of  Price Range of
cupcakes: From brownies: From cupcakes and
80 – 120 90 – 125 brownies: From
 Price Range of  Price range of 80 – 110
cakes: From 1000 cakes: from 890 -  Price Range of
- 2200 1550 cakes: From 800
– 1300
 Market Based View (MBV)

Market based view (MBV) of strategy designs the company policies and strategy based
on the trends and the nature of the industry's environment. It helps in selecting the
market combination for the product, in which the company utilizes its strategy. The
strategy helps in designing the structure and strategy of the company based on the
market analysis of the industry.
Product Life Cycle
 Product Life Cycle

Market Characteristics across the Product Life Cycle

Differences based on:

– Price
– Geographic Segmentation
– Cost
– Innovation
 The Hexagon

WHO?
Sweet Cravings
The Hexagon

WHAT?
Sweet Cravings is a bakeshop
offering Brigadeiro tarts to
its customers.
Slogan: “Piece Bara Tart Hai”
Color Theme: Pink and Purple
 The Hexagon

WHERE?
Iqra University
EDC Campus.
The Hexagon

WHEN?
19th April’18
 The Hexagon

WHY?
New Combination
Trend Followers
Chocolate Lovers
The Hexagon

HOW?
Novelty
99.9% Hygiene guaranteed
Reasonable Price
Huge portions for a
reasonable price
Satisfaction
Graph 1

Sweet
Craving
Delizia

Hobnob

Quality

Price
Graph 2

Sweet
Craving
Delizia
Hobnob

Hygiene
Factor

price
 Graph 3

Sweet
Craving

Pie in
the sky

Uniqueness
Hobnob

Price
 Graph 4

Sweet
Craving

Hobnob

Quantity
Pie in
the sky

Price
 Ansoff’s Matrix

PRODUCTS
EXISTITG NEW

Product Development Strategy

Market Penetration Strategy
• Fondant Cakes
EXISTING
• Mocktails
• Brigadeiro Tarts
• Pizza
• Iqra University
• Pasta
• Iqra University
MARKET
Market Development Strategy Diversification Strategy

NEW • Brigadeiro Tarts • Clothing

• Bahadurabad • Bahadurabad
– Conglomerate Diversification Strategy
In business, a conglomerate is a company involved in multiple lines of business that have
little relationship to one another.
– Competitive Pricing
Competitive pricing is setting the price of a product or service based on what the
competition is charging. This pricing method is used more often by businesses selling similar
products, since services can vary from business to business, while the attributes of a product
remain similar.
– Packaging Strategy
Sweet Cravings uses simple packaging.
Brand Development Strategy

PRODUCT CATEGORY
EXISTING NEW

Line Extension Brand Extension

EXISTING • Pastries & Puffs • Café Delizioso

BRAND NAME
Multi Brands
New Brands
• Mocktails
NEW • Pasta • Tango
• Pizza
 Costing

– Capital: Rs.6000
– Raw Materials (Inventory): 2500
– Ingredients: 2000
– Advertising: Expense: 1000
– Miscellaneous Expenses: 500
Conclusion & Recommendation

– We have learned from this experience that starting a business or being an

entrepreneur is not a difficult task, all it requires is your will and your passion
towards achieving your objective. Just like this, we have been successful in setting
up our own bake shop named ‘Sweet Cravings’ and we hope to expand our business
in future. If you want to be an ‘Entrepreneur’ and you have a good idea take the
plunge and with your hard work and sacrifice you will achieve your goals.