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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
10
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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