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