3. SCOPE OF THE STUDY
 Competitor analysis - assess strengths/ weaknesses of
the competition.
 Recent trends in target market.
 Suitable marketing plan for target market.

4. DESCRIPTION OF BAKERY
INDUSTRY
 The bakery industry consists of three broad product
lines –
i) Bread and rolls
ii) Cakes and pastries
iii) Biscuits and cookies
 This study deals with trends and potential for bread,
cakes and pastries
– target market for bakery equipment.

5. 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

6. SOURCE:- ALL INDIA BREAD MANUFACTURER
LARGE SCALE MANUFACTURERS 2
ASSOSCIATION(AIBMA)
MEDIUM SCALE MANUFACTURERS 25
SMALL SCALE MANUFACTURERS 1,800
UNORGANIZED –SINGLE STORE 75,000
BAKERS
ORGANIZED SECTOR PRODUCTION- 1,500,000 MT
BREAD
ORGANIZED SECTOR PRODUCTION – 4,24,000 MT
CAKES AND PASTRIES
TOTAL ORGANIZED SECTOR 1,924,000 MT
PRODUCTION
ESTIMATED UNORGANIZED SECTOR 2,352,000 MT
PRODUCTION
TOTAL PRODUCTION OF BREADS 4,276.000 MT
,BUNS AND PASTRIES ,COOKIES
PER CAPITA CONSUMPTION OF 2.3 KG/ YEAR

7. 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

8. TRENDS IN TARGET MARKET
 Consumer 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.

9. GROWTH
POTENTIAL/OPPORTUNITY
 Competition is low
 Preferred location
 Easy availability of raw material
 Affordability for us to access target market.

10. BARRIERS:-
 High production cost – we are new in this industry so
initially we might face more cost
 Consumer acceptance and brand recognition
 Language barrier

11. 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

12. MARKETING MIX
 PRODUCT:-
a. bread
b. cookies
c. Pastry and buns

13. BENEFITS AND FEATURES OF
PRODUCT
 BENEFIT-
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

14. FEATURES:-
 Product are available in various flavors colors
 Product are available in various ranges of prices.
 Product are available in various size like small ,
medium, large or according to consumer demand.

15. DEMOGRAPHIC PROFILE
 FOR INDIVIDUAL:-
age- all age group
gender- male female both
location- Jammu and Kashmir
income – all income groups.

16. FOR BUSINESS CUSTOMER:-
 INDUSTRY- Hotel industry, restaurant , kiosks.
 LOCATION- Jammu and Kashmir

17. COMPETITION
NAME- SHAKTI SWEETS
 ADDRESS- RESIDENCY ROAD LAL CHOWK
 MODERN SWEETS
 ADDRESS- RESIDENCY ROAD LAL CHOWK
 JAN BAKERY
 ADDRESS- CHANAPURA SRINAGAR

18. FACTOR ME STRENGT WEAKNE COMPET COMPE IMP. TO
H SS ITOR 1 TITIOR CUSTOM
2 ER
PRODUC Dealing  Providing Various 1
T in only various ranges
COMPETETIVE ANALYSIS
three
products
ranges in high
price
mainly in
avg.price
location Ease and  Placed in Not so 5
convenie centre of good
nce to the
reach market
customer
experienc inexperie  More Family 1
e nce than 20 business
years of
presence
Brand We are  People good 5
new know
them by
name

19. 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

20. PRICE
 Average price , but still competitive

21. PROMOTION
 Word of mouth
 Advertisement through local newspaper
 Banner and hoardings
 Advertisement of a product through local cable
operator channels.
 TOTAL ADVERTISMENT AND PROMOTION
EXPENSES:-
 1,00,000

22. 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

23. DISTRIBUTION CHANNELS
 Direct
 Independent representative

24. HR AND OPERATIONS PLAN

25. Start Up
 The bakery will be constructed on the farm.
 Construction will commence in June 2012
 The bakery is scheduled to open in September 2012.

26. Organizational Structure
Board of Directors
President/Manager
Head Baker
Assistant Baker/Delivery Person
Assistant Baker/Delivery Person
Assistant Baker

28. Work Plan
 4:00am – Start Baking
 8:00am – Bakery Opens
 5:00 pm Bakery Closes

29. Quality Control Program
 Regulations
 Local
 Consumer Protection Branch
 Department of health and family welfare.
 Labour

30. Human Resources

31. President/Manager
 Responsibilities:
 Oversees daily production
 Work Schedules
 Assigning Employee Tasks
 Traveling
 Ensures product quality
 Purchases raw materials
 Keeps facility running, and clean
 Accounting Duties

32. Head Baker
 Responsibilities:
 Working long hours
 Ability to follow recipes
 Ability to produce quality product
 Ability to use ovens and mixers
 Dishwashing 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.)

33. Assistant Baker/Waitress
 Responsibilities:
 Assist in baking
 Operate Cash register and serve customers
 Dishwashing, and basic janitorial skills

34. Delivery Persons
 Responsibilities
 Deliver product to Budgam Market place & Lal chowk
Market Place
 Deliver products to and work at Farmers Markets in
nearby areas, like Chadoora.

35. Additional Training
 All staff members will take the one day Safe Food
Handling Course
 Other food safety programs offered by State (J&K) will
be taken