Post on 17-Dec-2015
MARKETING MIX STRATEGIES OF BAKE PARLOR PASTA PRODUCTS
PRESENTED TO
DURIA HASAN
PRESENTED BY TAQDEES TAHIR
FURQAN MEKKI
INTRODUCTION TO INTRODUCTION TO COMPANYCOMPANY
• Rasul Group of industries inaugurated by Mian Ghulam Hasan in 1926.
• The brand name of Rasul Group of industries is BAKE PARLOR.
• The company has 3 factories at Karachi
• Kolson and Crispo are the main competitors.
INTRODUCTION OF INTRODUCTION OF PRODUCTPRODUCT
• Italy is called as the home of Pasta products
• Pasta products -Easy to cook Fun to eat
• Pasta products includes Macaroni, Spaghettis, Noodles and Lasagne
• Pasta product contribute 80% of sales.
MARKETING OBJECTIVESMARKETING OBJECTIVES
• To able to capture the essence of success as a Global company.
• To be the first choice of every customer
• To focus on unique selling proposition
• To provide convenience
SEGMENTATIONSEGMENTATION
• Psychographics
• Demographic
• Behavior
• Geographic
TARGET MARKETTARGET MARKET
• Income Class A and B
• House wives, teenagers
• Urban Areas
• People like to eat foreign foodstuff
MARKETING MIX MARKETING MIX STRATEGIESSTRATEGIES
PRODUCTPRODUCT
• Their product strategy is to provide convenience and variety to customer by offering different sizes and style .
• Spaghetti Box • Fancy Spaghetti • Real Egg Noodles • Lasagna • Long Macaroni Box • Macaroni Box
• Fancy Macaroni (Big Elbow)
• Fancy Macaroni (Longer) • Fancy Macaroni (Ring) • Fancy Macaroni (Screw) • Fancy Macaroni (Werm) • Fancy Macaroni (Shell)
MARKET GROWTH MATRIX
MARKET SHARE
HIGH LOW
MARKET GROWTH RATE
HIGH Star
SPAGHETTI
?
MACARONILOW Cash Cow
VERMICELLI
Dogs
LASAGNE
PRICEPRICE
• Bake parlor adopted the Going Rate Pricing Strategy to compete with their competitors.
• They also keep revising prices according to economic conditions.
PLACEPLACE
• To cover the market forcefully and efficiently
• The company has its own transport system
• The company has engaged the services of around four hundred (400) well-established distributors from all over country
PROMOTIONPROMOTION • The company has developed its own marketing team • Advertising --both to sell and to created awareness of its
products in the market • They use different promotional modes that are: Magazines Newspapers Billboards TV Advertisements Cooking shows Stalls in Exhibitions
CONCLUSIONCONCLUSION