PRODUCT & BRAND MGMT

1. Presented By:
Namrata Jeurkar O8
Snehal Bari 09

2. INTRODUCTION
• One of the largest segments of the food processing industry in
India having annual turnover of approx. US$ 900 million.
• There are a total of about 2 million bakeries in India and some
of the major players are Britannia, Parle and ITC.
• The total bakery production is estimated at 1.5 million metric
tonnes in bread.
• The bread market is estimated to be growing at around 7% per
annum in volume.
• Breakfast palates at households constitute bread which is a
growing preference not only in metros but also in cities.

3. COMPANY PROFILE
• Company : Baker’s Delight Pvt. Ltd.
• Established : In 2010
Andheri [ W ],
Mumbai.
• Product : Super Bread
• Company active in the bakery and confectionery sector.
The Company is mainly engaged in the production as well
as the distribution of bakery and confectionery products.

4. PROCESS
Step – 1 – Mixing & fermentation Step – 2 – Baking & Packaging

5. PROBLEMS WITH NORMAL
BREAD

6. • Ingredients:
– Substandard grains
– Usage of yeast that speeds up spoilage.
• Packaging:
– Shape deforms due to lack of packing.
– No variations in size, small packets not available.
• Shape & size:
– Spillage while filling is used due to even shape.
– First & last slice is wasted.
• Shelf life:
– Spoiling beyond 5-6 days.
– Needs refrigerator for storage.
• Ready to eat:
– Needs addition (jam, butter, etc) to eat which should be brought
separately.

7. SUPER BREAD

9. • Ingredients:
– High quality grain & refined flour.
– No yeast instead using baking soda.
• Packaging:
– Slice cutting at 45 Degree will reduce wastage.
– Variation in packaging [using breadbox & zip lock]
• Shape & size:
– The shape of the bread would be depressed from the centre to
avoid the spilling of the fillings.
• Ready to eat:
– Ready to eat as different package dips would be provided.
[eg. Honey, peanut butter, etc.]

10. +

11. Benefits

12.  Reduced wastage.
 Increase in the shelf life.
 Change in shape of bread for ease of usage in
sandwiches.
 Nutritious – Use of premium wheat & non usage of
yeast.
 Easy to store.

13. STP analysis
[Segmentation - Targeting – Positioning]

14. • Segmentation:
– Cake stores
– Individual from any age group
– Individual who is interested only in high-fibre bread.
• Targeting:
– Local Markets
– Retailers
– Railways
– Airport
• Positioning:
“The Best Wheat Flour Bread”

15. Product offers.......

16. Super value
[ 500 gms, 14 slice]
Super Ready
[ 500 gms, 14 slice]
Super excel
[ 500 gms, 14 slice] Flour/wheat
 Bread box for longer shelf life
Multi sized bread
Box refilling concept
 Ready to eat meal
 Targeting consumers on the move
 Saucer shaped at the center to avoid
spill over of fillings.
Targeting premium customers
 Zip lock for air tight storage
 Bread refined wheat
 Bread supporter to avoid
damage
 Saucer shaped at the center to
avoid spill over to fillings.

17. Pre-LAUNCH

18. • Survey
• Promotional adds( TV, banners, etc)
• Generate need among the target customers.
• Gaining attention.

19. LAUNCH

20. • Effective & more frequent advertisements.
• Making people aware of our product in market
by proper distribution in targeted areas with
the help of retailers & wholesalers.
• Tie ups with food & health shows.

21. Post-LAUNCH

22. • Easy availability to the customers.
• Advertisements.
• Customer satisfaction.
• Maintaining quality & taste.

23. conclusion
• There is good market for Super Bread due to its
uniqueness in quality, packaging, storage & variety.
• It is totally a consumer’s product.
• Along with considerable price; it provides
nutrition, has good shelf life, handy & ready to eat
meal hence preferred.
• The launching strategies helped the product to create
awareness & its existence in the market thus incurring
profit as well as creating its own Brand image in the
market.