ACKNOWLEDGEMENTS:

Thanks to Almighty Allah whose blessings enabled us to complete this

dissertation successfully. We pay our tribute to Holy Prophet Mohammad

(S.A.A.W) whose life is a perfect model for the whole humanity.

Our very special and deepest gratitude for or honorable teacher

MISS NADIA MASOOD, her remarkable suggestions and friendly

discussions helped us to complete this project tremendously.

We are thankful to each other for the provision of all available

material regarding project, and above all, the moral support, the enthusiasm

that always accompanied each one of us throughout this project.

We owe success to our parents and families who made us capable

of all what we are today.

1
ABSTRACT:-

This descriptive study was aimed to launch our own product, diet bites.

This study caries the description of marketing activities involved in the

launch of new product. Marketing is a fundamental to any businesses

growth. The marketing teams (Marketers) have the task to create the

consumer awareness of the products/services through marketing techniques.

The diet bites is a diet bakery. The diet bites aims to serve the customers

who are diet conscious, status conscious, diabetic patients, and weight

watcher.

Another diet we're about to endure,

but this time we'll do it, of that we are sure
so this time it's business, let's give it a go!
2
3
EXECUTIVE SUMMARY

4
Diet bakery is a new organic bakery specializing in gluten wheat dietary products. Within

the last three years, there has been significant increase in demand for these bakery

products. This project aims to introduce modified products according to dietary base

desires. The project is being formulated to facilitate the people, who are diet conscious,

status conscious, diabetic patients, and weight watcher. The ultimate objective is to create

neighbor atmosphere where customer feel comfortable and become instant regular by

providing them best possible services.

5
 HISTORY

Blacks chocolate and the Whole Earth Foods organic range. He now owns Judges Bakery

in Hastings, Sussex.

Realizing the need of weight conscious customers, they were the ones to introduce the

dietary products. They were aware of the people had issues with wheat and then they

came up with the idea of dietary products.

OBJECTIVES:
The project aims to be a corner store community creating a neighbor atmosphere where

customer feel comfortable and become instant regulars. The target population is of

allergy sufferers and we want to cater their needs for healthy, delicious and

nutritious dietary baked food.

MISSION:
The project is designed with a motive to make “Diet Bites” global by being innovative.

Diet Bites want to be the pioneer company of diet products continuously offering unique

and interesting services which can our customer’s dream of.

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 SLOGAN:

“big delight with a diet bite”

LOGO:

INTRODUCTION TO DIET BITES

Diet bakery is a new organic bakery specializing in gluten wheat dietary products. Within

the last three years, there has been significant increase in demand for these bakery

products. Diet bites will introduce modified products according to dietary base desire

products.

Pakistan has a very developed bakery market but the concept of diet bakers is completely

new for our competitors. The bakers in Pakistan are offering diet products however; a

complete range of dietary products is yet to be founded. The concept of offering a

complete range of dietary products serves as a distinctive competitive advantage to us.

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People having strong financial base are very choosy, can go for what ever they want, care

for their health and go for diet products. However, people of the middle class also adopt

conscious living due to the increasing rate of diabetic patients.

STRATEGY:

Diet Bites will focus on three distinct segments.

Allergy groups (people who are conscious from certain specific category of

fatness elements like fats, cholesterol…, it means they are not allergic from food but

indirectly from these nutrients.

Doctor groups

Dietary group

This segment is typically making modifications to their diet based on their desire to lose

weight. Dietary groups includes our teen-age society and above them. Mostly girls are

calories conscious.

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In short, it will target the people, who are diet conscious, status conscious, diabetic

patients, and weight watcher.

Diet Bites aims to create neighbor atmosphere where customer feel comfortable and

become instant regulars. We are doing niche marketing with variety and quality goods to

make the diet bakery the market leader and we will be the leading diet bakery among the

competitor’s and attain strong position.

SURVEY RESULTS

To clearly understand the need of a diet bakery the group members conducted a survey.

The results of the survey are enlisted below.

RESEARCH METHODOLOGY:

Our research methodology is the survey type.

SAMPLE:

We distributed close ended questionnaires among the elite class so that an in depth

research over the need of diet bakery could be achieved. Our research focuses the people

who are diet conscious, status conscious, diabetic conscious and weight watchers.

SAMPLE SIZE:

We selected a sample size of 20 individuals and took their opinion to analyze the need of

launching a new diet bakery offering fitness and health.

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 Old user of dietary products

yes
25% 25%

no
Effectivness of dietary product
to som e
50%
extent
10% yes

20% no

70% to some
extent

Range of dietary product is Flavors of sugar free ice

creams
limited

15%
yes
20% yes
no
no 85%
20% 60%
to som e
extent

A diet consutant

15% ye s

10% no Sitting place in diet bakery

75% to som e
e xte nt
15% yes

10% no

75% to some
extent

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 Want home delivery

10%

yes
no

90%

ANALYSIS:

Our research proved fruitful as we became aware that our business selection would fetch

us heavy profits. The idea of introducing a diet bakery is found very appealing by our

customers. About 75% of the sample is in favor of the idea.

We even have some competitive advantage, as there is no particular diet bakery in

Pakistan i.e. niche marketing. 60% of the people say that they cannot access a wide

variety of dietary products. Our research also highlighted the fact the people are seeking

for a complete range of dietary products.

To make an effort to attract majority customers we have are offering the services of a diet

consultant positively responded by people i.e.75%.

Based on the results of our survey, we conclude that a diet bakery in Pakistan would be

very much welcomed.

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 MARKET SEGEMNETATION

Market segmentation refers to dividing a market into smaller groups of buyers or users

with distinct needs and characteristics and they might require separate products or market

mixes. Our customer market has been clearly defined keeping various aspects in mind.

The prime customers of Diet Bites are high-class people seeking for actualization needs

as they can easily fulfill their other basic needs i.e. psychological, social, self-esteem and

we have an objective to go international. These customers will help do so. The elite or

rich class will come to Diet Bites for fulfilling their dietary needs and they would fall in

the category of the current customers and our potential customers might be the middle

class who have the liking or desire for the dietary products but their ratio would be very

small comparatively because of their weak financial position.

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DEMOGRAPHIC SEGMNETATION

Demographic Segmentation has been done. Diet Bites will focus on three distinct

segments.

Allergy groups (people who are conscious from certain specific category of

fatness elements like fats, cholesterol…, it means they are not allergic from food but

indirectly from these nutrients.

Doctor groups

Dietary group

PSYCHOGRAPHIC SEGEMENTATION

In last few years the people have shifted towards careful and healthy diet, which tend to

keep them healthy and slim. This segment is typically making modifications to their diet

based on their desire to lose weight. Dietary groups includes our teen-age society and
13
above them. Mostly girls are calories conscious so if we were able to hold them as our

customers it would boost our business. We just don’t focus on earning revenues but to

provide hale and healthy source to our privilege customers.

TARGET MARKET

Our target market is that segment of the society that we plan to attract most by the

particular set of services we are providing. Since we have evaluated various market,

segments as our target.

I. MICROMARKETING

Local Marketing

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To some extent we are also focusing on local marketing in the micromarketing strategy.

We try to retain our customers by fulfilling their expectations from us by always trying to

Provide healthy and a quality product.

II. SOCIALLY RESPONSIBLE MARKETING

We are a company working for the benefit of society by providing them the means to

fight against obesity and killing diseases such as diabetic and creating an environment of

hale and hearty living. So the least one would expect form us is unethical or socially

irresponsible behavior while marketing. We understand our target market and always

market our services accordingly with great care to avoid intentional or unintentional to

our target audience.

POSITIONING

‘We believe in TASTE, DELIGHTNESS and HEALTH’ and that is why we will always

try to provide theme for our audiences. This will always creates a unique position for our

company name in audiences’ minds. This is how we will gain a competitive edge.

I. SERVICES DIFFERETIATION
This we will try to gain through the kind of attraction or worth watching services we will

provide. We will always make our audiences feel the entire ambience. All these points

will add up to our unique positioning.

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So we would say that after defining our market segments properly, identifying out target

markets accordingly and our company name uniquely, diet bites will be new trend setter

and will soon gain famous stature and brand name.

MARKETING MIX
The marketing mix consists of every thing that firm can do to influence the demand of
the product. Diet bites has also developed a marketing mix that best supports its
objectives of developing a health conscious environment. It consists of the following
variables:

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 Product

Price

Place

Promotion

I. PRODUCT
a. Service Name
Diet bite is a name that can be immediately connected to mean of providing a healthy living
style.

b. Variety
There is variety of items, containing the nutrition value among with the taste.
Cakes
Biscuits
Pastries
Doughnuts
Patties
Pizza
Bread
Sandwiches
Vegetables meat chicken rolls
Soft drinks
Sweets
Burgers

c. Little description of ingredients use

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 By using menstruated oil, as they are more stable (olive oil, canola, peanuts oil)than

common vegetables oil and help to reduce toxic oxidation and Free radical damage to body.

Eggs are great source of proteins where yolk’s are very high in fat’s & cholesterol)heart

association’s recommend limiting cholesterol to 300 mg that’s why we are using egg’s white

instead of yolk’s, as it is fat and cholesterol free.

d. Packaging

Our products should be a feast to eyes, so that no one is able to resist using it to ensure this, we

would be innovative in our production. Customer attraction will be our focus.

e. Product Quality

We would take special care of hygiene so that our could maintain the standards of healthy food

item.

f. Services

We are offering citing place with relax environment within the bakery as well as coffee and

ice cream bars and you can take packed order’s with you and enjoy it at your home ( as the

customer wish) or home delivery

2. PRICE

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 High prices will be charged i.e. skimming prices, as we have to generate high

revenues and so we target at elite class of the society

CAKES PRICE

Pineapple 200
Almond 150
Black Forest 250
Strawberry 300
Chocolate 250

BISCIUTS PRICE

Zeera 200
Coconut 300
Wheat 400

PASTERIES 50 to 100

Fresh Butter Cream Pastries

Date Pastries
Assorted Pastries
Chocolate Forest Pastries
Checkmate Cream Pastries
Orange cream pastries
Strawberry Cream Pastries

PIZZA PRICE

Chicken fajita 200

Vegetable 195
Chicken Tika 225
Beef 300

BREAD 40 to 100

DRINKS: PRICE

Diet Pepsi 60
Orange 50
Grapes 50

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Pomegranates 50
Mango 50
Salty lemon 50
Diet coffee 85

ICE -CREAMS RS 80 PER SCOOP

Vanilla
Orange
Mango
Chocolate
Tutti Fruiti

SWEETS RS 500 PER KG

Rasmalai, Gulab Jaman, Barfi,

Chum Chum, Rus gulay, Pateesa

BURGERS 200 to 350

3. PROMOTION:
Health products are very popular nowadays so Diet Bites would do well to promote the

health benefits of its products. Providing consumers with easy-to-understand nutritional

information on bakery products, through nutrition facts tables for example, including

information on trans-fat, sugar and good and bad carbohydrates, is especially important.

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 “DIET & BITES” would also provide our customers with experts dietitian’s opinion so

that they are satisfied convinced while using our products. We would promote our bakery

using all possible means e.g. Billboard, print media, and electronic media.

a. Advertisement

All types of advertisement, keeping in mind Niche Marketing, will be handled by the

Marketing Department. Different ways of advertisement are:

• Bill Boards

• Local Cable Networks

• Television

• Pamphlets

• Newspapers

• Internet

4. PLACE

a. site

The bakery is going to be situated in the B-block of blue area Islamabad, right behind D-

Watson medical store and Shaheen Chemists.

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 The purpose of choosing this location is that the area is commercial and most of the

Islamabad population came there for buying medicine on these well-known stores. The

people who are coming for the medicines will defiantly attracted towards the Diet bakery

items.

THE MAP OF DIET-BITES

b. the description of map

Two entrance door, right side for entry and left side for exit.

At the left side of the entrance door is an ice cream freezer and on the right side is the

cold drink tower freezer.

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Straight in front of the door there is counter that is starting from the left side and ending

at the right side of the bakery.

The right most corner of the counter is for the accountant who is going to cash the bills

and the credit cards machine is situated there.

The left most corner of the shop is for the person who is going to verify the paid bill by

stamping them.

The counter display is for the diet bakery items and the shelves behind the counters in the

wall are for the general use items.

There are stairs inside the bakery, which are going upward to the first floor on which two

rooms are made. First room is for the kitchen purpose and the second for the storeroom

purpose.

COMPETITORS PROFILE
COMPETITIVE ADVANTAGE
Pakistan has a very developed bakery market but the concept of diet bakers is completely

new for our competitors. The bakers in Pakistan are offering diet products however; a

complete range of dietary products is yet to be founded. The concept of offering a

23
complete range of dietary products serves as a distinctive competitive advantage to Diet

Bites.

Besides we want to win our customers confidence so we are offering the services of

dietary consultant so that they are satisfied at a maximum level while using our product.

We are enclosing a nutritional fact file making our customers aware of their diet.

Generally, the trend of a sitting area with a bakery has not been observed .To facilitate

our customers we are offering a complete dinning area.

We have all indirect competitors, as there is no bakery in Pakistan so that is providing

such a wide range of diet products. Our indirect competitors are:

Nirala sweets

Sufi Bakers

United bakery

As they are offering the diet products along with the routine bakery services.

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NIRALA SWEETS:

Nirala’s legend began with the partition of sub-continent when Mr. Taj Din migrates from

Amrita, India to Lahore, Pakistan. He settled in one of Lahore, the Meva Mundi, which

was a market place where people came from large distances to sell their goods. Mr. Taj

Din had an entrepreneurial spirit and saw an opportunity to provide food to the travelers.

He and his son, Farooq Ahmed wanted to choose a name that was unique thus, Nirala are

form.

Year 2001 saw Nirala move to a completely new level when its first international branch

was in Dubai. Although the business is now operating on a completely new level since its

humble beginnings more than half a century ago, the tradition of taste and quality is still

prevalent. Most of the products are still as original as they were two generations ago.

Nirala only changes for the better.

Head office:

25-Waris Road, Lahore, Pakistan.

Customer Service No: 111-600-700 Fax: 92-42-7586550

DIET PRODUCTS:

Nirala is currently offering sugar free sweets i.e. gulab jaman, barfi etc. however they

have no plans in future to enter into the diet food products.

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BRANCHES:

• Sialkot

• Lahore

• Faisalabad

• Karachi

• Gujranwala

• Islamabad

• Dubai

• Peshawar

• And many more

SUFI BAKERS:

Sufi Bakers is a reputed bakery established in the premises of Rawalpindi- 6 th Road. It

might be our direct competitor as they have plans to enter into the diet products market

and they are presently offering some of the diet products.

Contact no.

0514845581

Cell # 03005786006

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DIET PRODUCTS:

Chooker bread, sugar free biscuits, sugar free sweets, rolls without zerdi, light cheese

pizza, diet soft drinks, low fattening milk and sugar free ice creams.

UNITED BAKERY:

United bakery has been established in Islamabad and Rawalpindi currently but they are

making quite business due to their product offers. Mr. Jameel, manager of the bakery

delivered us the information regarding products offered.

Contact no.

0514426406
Head office Islamabad

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 SWOT ANALYSIS

STRENGTH

We are offering the wide range of diet products all over Pakistan, no other bakery provide

such offers:

• Special organic flours are used

• Menstruated oils are used (olive oil, peanuts oil, canola) as they are cholesterol

and fat free.

• Well educated and friendly staff

• Highly skilled Managerial Staff who is always aware of the opportunities and

keeps the top-level management well informed.

• Large number of young customers

• Useful media campaign

• Well accommodating car parking even in the main markets

WEAKNESSES

Transportation costs are very high as different raw materials are not available everywhere

and at the very start of our business this cost might reduce our profits.

• Time consuming delivery of order

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OPPORTUNITIES:

The Diet & Bites team would consist of dedicated professionals such as food

technologists who will always be in quest of exceeding customer’s expectations.

• More innovative advertisement strategies could be adopted

• Lowering our prices can attract more customers.

• Involvement in social projects for the country can attract people towards Diet

Bites.

• Mobile Unit Service can be expanded in different cities

THREATS:

• We may face the problem of high price payment towards suppliers,

• There are few suppliers of the dietary materials in Pakistan.

• The entry of competitor in the particular field might drain Diet Bites products.

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 BUSINESS CASE

Investment on project
Investment on project has been divided into the following parts:

Financial Assumptions:

Machinery Requirements:

Description Number of units Cost of units in rupees Total Cost in rupees

Weighing machine 2 5000 10,000

Oven 4 50000 200,000
Air conditioner 4 50000 200,000
Refrigerator 3 200,000 600,000

Total 13 305000 10,10,000

Furniture and Fixture Requirements:

Description Total Cost

Tables 3000
Chairs 3000
Chests 2000
Ceilings 5000

Total 13,000

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Human Resource Requirements:

Position Number of employees Salary per month (Rs.)

Accountant 1 10,000
Cashier 1 8,000
Cooks 3 10,000
Sweepers 3 10,000
Helper Boys 4 15,000

Total 12 53,000

Total Investment Cost:

Description cost
Land
500,000
Machinery
1,010,000
Furniture and Fixture
13,000
Wages and Salaries
53,000
Stationary
5000
Carriage
5000

Total Investment 15,86,000

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