Another Diet We[1]

8/6/2019 Another Diet We[1]

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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.

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EXECUTIVE SUMMARY

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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 customers 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

competitors 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

25%

50%

25%yes

no

to someextent

Flavors of sugar free ice

creams

85%

15%

yes

no

A diet consutant

75%

10%

15% yes

no

to some

extent

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Range of dietary product islimited

60%20%

20%yes

no

to some

extent

Sitting place in diet bakery

75%

10%

15% yes

no

to some

extent

Effectivness of dietary product

70%

20%

10% yes

no

to some

extent


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Want home delivery

90%

10%

yes

no

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

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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 dont 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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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

DoughnutsPatties

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 yolks are very high in fats & cholesterol)heart

associations recommend limiting cholesterol to 300 mg thats why we are using eggs white

instead of yolks, 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 orders 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

BISCIUTSPRICE

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 PERSCOOP

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 dietitians 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 roomis 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

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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:

Niralas 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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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

Oven

Air conditioner

Refrigerator

2

4

4

3

5000

50000

50000

200,000

10,000

200,000

200,000

600,000

Total 13 305000 10,10,000

Furniture and Fixture Requirements:

Description Total Cost

Tables

Chairs

Chests

Ceilings

3000

3000

2000

5000

Total 13,000

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Human Resource Requirements:

Position Number of employees Salary per month (Rs.)

Accountant

Cashier

Cooks

Sweepers

Helper Boys

1

1

3

3

4

10,000

8,000

10,000

10,000

15,000

Total 12 53,000

Total Investment Cost:

Description cost

Land

Machinery

Furniture and Fixture

Wages and Salaries

Stationary

Carriage

500,000

1,010,000

13,000

53,000

5000

5000

Total Investment 15,86,000

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Another Diet We[1]

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