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Introduction:

Lavida Bread is the first company


concerning with the manufacturing of the
flavored bread.
Lavida Bread is a name that has come to
signify quality and freshness in bread
products.

Bread Innovation:
Our product is unique in sense that it provides
with unique flavored in bread first time in India.

It is also at the same time a product for the


health conscious people.

Currently Lavida has three flavors :


Mango
Strawberry
chocolate

To provide our customers with bread


that actually looks and tastes good.

Our vision is to become India's favorite bread this


is underpinned by our dedication to continued
improvement across all areas of the business.

Our goal is to ensure that important values such


as quality, freshness, and service are delivered to
our consumers in the 21st Century.

Current Market Situation:

The bread and bakery products market


has struggled with numerous challenges
over many years.
The sector has suffered from the effects of
discounting, keeping value growth at a modest
level.

Only 5 % population of India is using the


packed bread so rest of the markets still to
be captured.

Here people are wiling to pay extra amount


for the differentiated product.

Market Segmentation:
Effort to increase a companys precision
marketing. We have done the segmentation
on the basis of the following variables:

Geographic
Demographic
Psychographic
Behavioral

Geographic :
Divide India in different segments according to
areas, states, regions and markets. E.g. D-ground,
medina town.

Demographic:
Divide people according to Age, Income, Social
Class, Occupation and their life cycle.

Psychographic:
To analyze the psyche of the people we divide
them in social class, life style and personality .

Behavioral:
Behavioral segmentation divides buyers into groups
based on their knowledge, attitude, uses or responses to
products. In Faisalabad we see the behaviors of people
with the help of the questionnaire.

Targeting:

After segmenting the market we are targeting the


following segments:

Income Group:
We will be targeting all income groups who should
afford easily.
It will not discriminate between income groups.

Youth:
A huge potential market for this bread it lies
with youth whom we will be Specifically
targeting road shows to be held as part of the
Add Color campaign.

Travelers:

It is also available in mini-size factor, so it will


be highly convenient to carry along during
large journeys or trips.

Positioning Strategies:
Positioning is what the customer
believes about your products value,
features, and benefits.

By benefits:
Through positioning we will tell our customer
how many benefits they can get from our
product.

By use or application:
The different tastes from the ordinary bread. Use
it with butter or eat the simple loaf.

By user:

Every one who wants to have a


different taste may have it.

By product or service class:


It is positioned as a lower cost and healthier
alternative to the ordinary bread, while it provides
better taste and healthy ingredients.

By price or quality:
Lavida wants you to believe that their flavor
bread is of the highest quality Positioning is
what the customer believes

By Values:
We will also position our product on the basis
of customer values. Like this, if you want to
look healthy then use Lavida bread.

Product Review:
Company Name:
Lavida & Co.

Product Name:

Logo:

Lavida

Ingredients:
Flour
Water
Salt
Yeast
Sugar
Cooking Oil
Emprovel
Flavor

Preservatives:
Calcium propionate
Calcium acetate

Quantity per Badge:


Flour
Sugar
Cooking Oil
Yeast
Emprovel
Calcium propionate
Calcium acetate
Water
Flavor

130 kg
6 kg
2 kg
2 kg
240 gm
250 gm
100 gm
62 liters
as per requirement

Flavor
Strong bones
8 hours energy
Vitamin A & D
Quite notorious

Features:
Lavida bread has different flavors
Make the bones strong
Repair the dead tissues of the body
Source of creating blood
Enriched with vitamin A & D
Glow the body & skin
Reduce fat & Carbohydrates

Design & Packing:


The color of our bread is the same as the flavor
we used in making the bread and we provide
the bread in a very attractive packing, just look
like it.

Competitors:
Indirect competitor:
Different cakes
Biscuits
Cookies
Pastries

Substitute Competitors:
A substitute competitor is any competitor that fills the
same buyer need you fill but fills it in a different
way.The substitute competitor of Flavored Bread is:
Dawn Bread
Wonder Bread
Cakes and Bakes
Different Bakery Breads
Vita Bread

Pricing strategies:
We will adopt the following
pricing strategies to set the price
of our product:
Marketing Skimming
Cost-plus pricing Method

Marketing Skimming:
Lavida is using Price skimming strategy.It is a
pricing strategy in which a marketer sets a
relatively high price for a product or service at
first, and then lowers the price over time.

Cost-plus pricing Method:


A pricing method used by Lavida because it is easy to
calculate & requires little information.
This method determines the cost of the product that used
direct cost, in-direct cost and fixed cost whether related
to the production OR sale of the product.

Our prices schedule:


Product

Quantityin
pieces

PriceinRs.

Lavida Bread

8 piece

Rs. 22

Lavida Bread

14 piece

Rs. 35

Lavida Bread

18 piece

Rs. 55

Pricing Objectives:
Market share leadership
Product Quality Leadership

Promotional
Material:
Point of sale (POS)
Terminals:
Lavida has place different check out
counters in big general stores.

Participation in Trade Fairs and


Exhibitions:
Lavida has stalls in the different Exhibitions held
in different schools, universities and cities.
Where they sell and tell the consumers about the
product that is the flavor bread.

Broachers and Leaflets:


Lavida has very attractive and appealing
broachers which Lavida have distributed with
the news papers and they have also placed it on
the cash counters in different stores. Plus,
Lavida is now having a man standing on the
entrance of big shopping malls in the city.

Banner & Hoardings:


Lavida has placed banners on different
squares in the city and they have the
hoarding placed on the malls and stalls in
the exhibitions.

SWOT Analysis
Strengths:
Our ability to produce options keeps more
consumer interest and needs met.
Our new production technology will enable us to
mass produce products more efficiently and
quickly than other old companies.
Our new taste will attract many such type of
consumers who are taste changer
New product innovation in local area. So it will
attract the people of local area.
No specific Competitor

Weaknesses:
No brand recognition our name in baking industry is
new so most of people are not familiar with Lavida
Bread.
No separate outlet as we have not enough finance
to construct our separate outlet.
No customer orientation in local areas, as we newly
introduce in Faisalabad so customer are oriented in
the brand.
The more flavor we create the production cost will
increase.
At starting we will not have as such trained staff

Our new taste will attract much, such type of consumers


who are taste changer.
Our new production technology will enable us to mass
produce products more efficiently and quickly than other
old companies.
Our ability to produce options keeps more consumer
interest and needs met.
No specific Competitor

Threats:
New product may people dont accept it.
There are large companies who have brand loyal customers
providing the market with not exactly similar but milky and
other breads.
Switching brand loyal consumers to a smaller and newer
company.
There is open market everywhere means any new company
or existing ones can start the same production that may have
more experience or more qualified staff.
Imitation by existing bakeries, May try to copy it.

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