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Artesian Bread is a name that has come to signify quality and freshness in bread products. The enterprise,
Artesian Bread will operate six plants throughout Pakistan. Initially we are going to launch it in Lahore
having Factory in Muridkey. The Bread distribution network comprises rent 15 vehicles that deliver Artesian
to more than 200 retail outlets daily, making it one of the largest distribution networks for any product in the
country customers are located in major metropolitan areas, secondary metropolitan areas and rural areas.
The fleet will run approximately 500KM each day to deliver fresh bread. Peshawar. Multan Karachi Islamabad
Faisalabad will be our future destinations to launch our product there.
Artesian Bread's management team recognized early on that to be a contender in the baking industry the
company would need to comply with international processing standards. Company is about to developed a
relationship with Campden & Chorlywood Food research Association, Gloucestershire, UK. The associations
will work with Artesian Bread to bring it in line with globally accepted production, technology, machinery
and formulation standards the hard work and with this much dedication the company will struggle to receive
its ISO 9001: certificate.
For purpose of standardization, the company will bring itself in line with international standards of
production, technology, machinery and formulation. All the Artesian Bread plants boast of the latest
machinery used in the bread-making process. They will be managed by senior food technologists with
decades of experience, while those manning the machinery will be provided on the job training in congenial
working conditions.

Taking a responsible place in society, the company is committed to the uplift and development of the society
as a whole, and participates in sports and social welfare activities.
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The bread industry in Pakistan has seen many changes in the last twenty-five years. It has emerged as a
small-scale bakery processing industry to numerous industrial bread making units all over Pakistan. The
bread industry in Pakistan is flourishing very quickly and bread products are gaining much popularity. Bread
has been accepted as a popular substitute of
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Consumers are increasingly concerned about their health and are well aware of the relationship between
nutritious food and optimal health. Various concerns have caused consumers to monitor their dietary habits
closely. The growing media coverage on health, the rising incidence of health conditions (obesity, diabetes
and cardiac problems), concerns over physical appearance, changing lifestyle and also soaring costs of
healthcare have all contributed to the demand for healthier bakery products. In addition, the aging baby
boomer population has had a specific effect in increasing the demand for healthy foods. Some popular
trends in the market are the introduction of low/light, functional, natural and organic products, as described
below.


Every day, before the sun rises, we begin making our bread from scratch. The dough is made with natural
whole grains and unbleached flour, with no preservatives. Most of the breads are leavened with a natural
sourdough starter using a long, slow fermentation time. Every loaf is formed by hand and left to rise
naturally. The breads are baked throughout the day, with patience and care, on a traditional stone hearth.
This is an Old World style of baking, perfected over centuries. It is a process that brings the most flavors out
of the bread creating chewy loaves with a crunchy, flavorful crust. We bake dozen varieties each day, and all
of our breads are low- fat or fat-free.
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Our bread is with reduced fat and carbohydrates. With the growing incidence of obesity and popularity of
diets low calorie foods have gained immense popularity which is our core capability.
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In recent years, enhancement of the nutritional profile in bread products is a key trend that has gained a
great deal of momentum. We will also trying to enhance the nutritional value of traditional bread products
through the addition of functional ingredients, such as omega-3, multigrain, multivitamins etc.
 ? 1 9
Increasing health awareness and concern over the consumption of artificial ingredients have fuelled the
demand for natural products. Bread products that contain all natural ingredients are likely to thrive in this
competitive market. Organic bread is yet another category gaining impetus in recent times, and the products
are clearly labeled to draw attention to their organic nature. We will also have a look over it.
 9
In addition to healthier products, consumers also are purchasing products that satisfy their taste buds. The
taste enjoyment factor is vital in the marketplace and we will be focusing on this more deeply. With lifestyles
becoming increasingly stressful, consumers may indulge in food for comfort eating purposes.
Indulgence/luxury products are becoming more pronounced as a key trend in the bread industry. Consumers
increasingly seek for premium, gourmet and exotic products to satisfy their desire to indulge
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Only 5 % population of Pakistan is using the packed bread so rest of the market is still to be captured. Here
people are wiling to pay extra amount for the differentiated product. Our main focus wood be
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lot of time and money to understand our consumer's needs.
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Our goal is to ensure that important values such as quality, freshness, and service are delivered to our
consumers in the 21st Century. For us this isn't just a business. It's a way of life.
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Market is currently not using up to dated technology and generally companies are interested making the
beads that remain at low cost. There is great deal of competition in the market in a congested area of the
market. There is a huge market available where one can hit the target market.

Currently, 5% of the total population of Pakistan consumes packaged bread. The major factors for such a
low percentage of people consuming bread are mostly economical and cultural. Pakistani diet consists of
many substitutes for bread, which are cheaper and preferred over bread by a majority of the population. The
political scenario as well as the legal scenario is not posing any threat to the bread industry growth apart
from the price restrictions, which actually fixed by negotiations between the government of Sindh and the
committee of bread- making.
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Competitor analysis in marketing and strategic management is an assessment of the strengths and
weaknesses of current and potential competitors. This analysis provides both an offensive and defensive
strategic context through which to identify opportunities and threats. Competitor profiling combines all of
the relevant sources of competitor analysis into one framework in the support of efficient and effective
strategy formulation, implementation, monitoring and adjustment.

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Flavored Bread a name that has come to signify quality and freshness in bread
products. The purpose of the research is to analyze the current state on the
baked goods market. The main tendencies and forecast the possible market
growth. Prior to the establishment of flavored Bread, will become largest producer
of bread products is the public sector. However, this sector could not cope with
the demands of the consumer and this when, perceiving a change in the eating
habits of Pakistanis, Flavored Bread will envisioned. Flavored Bread built-up a
reputation for freshness, quality and taste. Creating awareness plus a demand for
bread products, and started its production in Lahore.

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We have registered our brand in ACCP office with registration number 89554.
Now we have legalized it. We have registered our company by the name of
ARTESIAN & Co.
We will give step by step guide to SMEs in Pakistan about protecting Trademark in Pakistan as well as
abroad (especially for exporters), its initial protection tenure renewal able till existence of the SME, cost of
registration and offices where applications can be submitted. We will also highlights that mostly applications
are rejected on the basis of it being a generic name (like using trademark Bread to sell Bread), or a
descriptive term (like the mark SWEET for marketing chocolates), or a deceptive trademarks (e.g. marketing
margarine under trademark featuring COW), or a shape of product, which should be avoided. We also
provides check list for SMEs to consider, prior to selecting a Trademark. Information regarding popular
types of trademarks i.e., service marks (like Business Plus), collective marks certification marks well known
marks.
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company owned vehicles in a distribution system spread all over Pakistan. On a daily basis, we will
distribute our goods to over a 200 retail outlets. We will distribute in almost all the major metropolitan areas,
secondary metropolitan areas as well as the rural parts of the country, later.
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Channels of distribution will be intensive because4  will operate six plants throughout Pakistan. The
Bakery's distribution network will rent more than 50 vehicles which will deliver baked products to more than
200 retail outlets, and will making it one of the largest distribution networks for any product in the country
customers are located in major metropolitan areas, secondary metropolitan areas and rural areas. We will
develop a manufacturing process utilizing state of the art bakery machinery combining it with locally
developed equipment. This unique combination resulted in products which are closer to the actual taste and
form that we make at home.

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A common scenario of Flavored Bread in selling is for the sales person to extol the virtues of the product
they are selling by demonstrating the assorted features that it has.
Another variant of the flavored bread·s features trap will be when the customer comes in with a checklist of
the features that they want. Anything that does not have all features is immediately rejected, whilst products
with extra features are ignored. When they have narrowed down their choices to a set of products that have
all the features they want, then they choose solely on price.

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Benefits of Flavored Bread will be what the customer gains by using the product. Selling on benefits thus
sells to what they really want, not what they say they want or what you want to sell. With benefits, consumer
will get them excited and emotionally engaged.
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Attributes are intangibles that are associated with the product, not the person (and hence are not yet
benefits) Falvored bread have many attributes whilst others have far fewer. Our product specifications will
be according to the customer needs. Flavored bread will be useful for stepping-stone between the physical
product and the benefits that the person actually receives and can be used in a sales pitch as such.
 
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soft or all-purpose flours may be used successfully if the procedure is adapted to the type of flour. Bread
flour has a high gluten (wheat protein) content and thorough kneading is necessary to develop the gluten so
it can hold up a loaf of bread. The gluten is elastic and stretches as the yeast grows and gives off gas,
making the bread light in texture.
Soft wheat or pastry flour is a weaker flour because it does not contain as much gluten; therefore, bread
made with it needs less kneading than bread made with bread flour. A blend of the two flours requires a
moderate amount of handling to properly develop the gluten. Over-kneading of doughs from any type of
flour may injure the baking quality of the gluten and produce a bread of poor texture and volume.

Bread may be made entirely of whole-wheat flour or in combination with white flour. A mixture of white and
whole wheat flours makes a lighter loaf than whole wheat alone, but the nutritive value increases as the
increased amount of whole wheat flour is used.
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The bread will be whiter in color and have greater food value if milk is used. Both milk and potato water
prevent bread from becoming stale so rapidly as bread in which water is the only liquid.

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1/2 to 1 ounce (1 to 2 packages or cakes) yeast
3 tbsp. sugar
4 tsp. salt
2 tbsp. fat

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Market Segmentation is an effort to increase a company·s precision marketing. A market consists of a large
identifiable group within a market with similar wants, purchasing power, geographical location, buying
attitude, or buying habits. We have done the segmentation on the basis of the following variables:
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Flavored bread is particularly use by young generations who are very fond of flavors like generation X they
love chocolates and different flavors products. Usage rate will be high because of these young generations.
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We will be targeting all income groups who should afford easily. Flavored bread, being an established brand
with mass appeal and cost effective pricing, it will not discriminate between income groups.

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Positioning is what the customer believes about your product·s value, features, and benefits; it is a
comparison to the other available alternatives offered by the competition. These beliefs tend to based on
customer experiences and evidence, rather than awareness created by advertising or promotion.
Marketers manage product positioning by focusing their marketing activities on a positioning strategy.
Pricing, promotion, channels of distribution, and advertising all are geared to maximize the chosen
positioning strategy.
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Artesian bread will competes as an alternative to the ordinary breads. It is positioned as a lower cost and
healthier alternative to the ordinary bread, while it provides better taste and healthy ingredients.

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Positioning is what the customer believes and not what the provider wants them to believe. Positioning can
change due the counter measures taken at the competition. Managing your product positioning requires that
you know your customer and that you understand your competition; generally, this is the job of market
research not just what the entrepreneur thinks is true.
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Currently Artesian don·t have any Web site but it will have an internet asses and web site in future to target
and sell younger buyers, new buyers, before they have established a product.
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Artesian is a new in the world of breads because it is just not that ordinary bread which has that old milky or
simple bread taste. It is different from the traditional breads because it has a flavor.
We have just launched Artesian in Lahore and we want it to be in every house, every restaurant, where there
is its need. And it does so with simple action statements describing what you intend to accomplish.

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Rational to emotional. High to low involvement. People probably buy the same brand of breads with a
mindless motion at the market. Because it is priced.

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Psycho-Dynamics is everything. It·s all that stuff rattling around between the ears of likely customers. The
thoughts, feelings and ever-changing prejudices that influence purchase decisions. That's the Psycho-
Dynamics of the market. And it is always changing. Knowing exactly what you want the advertising to
accomplish.
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To promote the brand. Major uses include television, radio, and newspaper advertising and banners ads on
different squares (chowks) in the city. This type of communication is conventional in nature and is
considered impersonal to customers.

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The Currently campaign themes of Artesian is developed with the intention of being used for a substantial
period of nine months but it might be short lived or extended due to factors such as being ineffective or
market conditions.
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60% of the television viewers, 70% of radio users, 60 % of radio users and 90% of news paper readers should
be exposed to the ads or commercials which are on media and media schedule within a period of four
months in the big cities of Pakistan such as;
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launch and later it can be decrease. There will be changes in the frequency with the time and market
conditions.

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Channel Estimated Cost

per Ad
FM 100 22000
FM 101 18500
FM 99 19500
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idea of the market conditions. Thus, how best to advertise
within these conditions. Once this analysis of the market situation is complete, an advertiser has to decide
how the money dedicated to advertising is to be allocated.

Channel Estimated Cost

per Ad
PTV 900000
GEO TV 100000C
ARY 950000
TOTAL Budget á


Newspapers Estimated Cost Magazines Estimated Cost

per Ad per Ad
Dawn 55000 Young World 35000
Jang 65000 Sunday Magazine 50000
The News 50000 US 35000
TOTAL Budget  TOTAL Budget á

Billboards Estimated Cost

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Artesian has place different check out counters in big general stores like AL- FATEH, Pace and HKB. Plus
they have placed very different and unique and stylish type of racks to the shops, which are very attractive
and heart appealing.
 
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Artesian has stalls in the different Exhibitions held in different schools, universities and cities. Where they
sell and tell the consumers about the product that is the flavor bread. Also in those stalls they are using the
flavored bread making different types of sandwiches to tell the users about the utility and benefits of
Artesian Bread.
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Artesian has very attractive and appealing broachers which Artesian have distributed with the news papers
and they have also placed it on the cash counters in different stores. Plus, Artesian are now having a man
standing on the entrance of big shopping malls in the cities.
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Artesian is using Price skimming strategy. It is a pricing strategy in which a marketer sets a relatively high
price for a product or service at first, and then lowers the price over time. It is a sequential version of price
discrimination and yield management. It allows the firm to recover its sunk costs quickly before competition
steps in and lowers the market price.
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Artesian is selling at PRS.50. so they are not using the Psychological pricing currently. Retail prices are
often expressed as odd prices: a little less than a round number, e.g. PRS19.99 instead of $20. Psychological
pricing is a theory in marketing that these prices have a psychological impact that drives demand greater
than would be expected if consumers were perfectly rational. Psychological pricing is one cause of price
points.
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Cost-plus pricing is a pricing method used by Artesian. It is used primarily because it is easy to calculate
and requires little information. There are several varieties, but the common thread in all of them is that one
first calculates the cost of the product, and then includes an additional amount to represent profit.
The method determines the price of a product or service that uses direct costs, indirect costs, and fixed
costs whether related to the production and sale of the product or service or not. These costs are converted
to per unit costs for the product and then a predetermined percentage of these costs are added to provide a
profit margin.

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It is percentage change in quantity demanded as per the percentage change in price of the same commodity.
The price elasticity of demand is a measure of the sensitivity of quantity demanded to changes in price. It is
measured as elasticity that is it measures the relationship as the ratio of percentage changes between
quantity demanded of a good and changes in its price.
In simpler words, demand for a product can be said to be very inelastic if consumers will pay almost any
price for the product, and very elastic if consumers will only pay a certain price, or a narrow range of prices,
for the product.
Inelastic demand means a producer can raise prices without much hurting demand for its product, and
elastic demand means that consumers are sensitive to the price at which a product is sold and will not buy it
if the price rises by what they consider too much.
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It is located in industrial area of Muridkey where other industries are situated. It is regarded as the industrial
are. We are going to have 6 Acres. Labor is easily available there at a cheaper cost and raw material is also
available there. It is having all the required facilities need for the bread industry.
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We will first use guerilla strategy to launch our innovative product.
We will offers different selling offer to the market so that we can
capture market share. We will set price of our product as low as
possible. And give also extra benefit like availability of product as
near to the consumer.

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We will first launch our product to the discounted shops so that we can check our product·s demand in
market. This step tells us about the weekly sales of our bread.
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After the 3 weeks of soft launch we will launch our product officially
in big market. But before it we will create awareness among the
people of our product. We will set our product in every self of every
good and well known shop.
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Cricket the most sought after; watched & played game in Pakistan .the game of
cricket has been owned by various brands in the industry for the promotion of
their products over a period of time. It has ranged from tobacco to lubricants to
communication companies to banks to airlines & lately to the beverage industry.
The competition has become tougher & tougher as the time has progressed. we
will make agreement with Pakistani cricket team management to sponsors the
matches. we realize that fact that cricket is a very strong element by which we
can reach our consumers & masses invested in the opportunity and launched a
massive campaign on mass media showing all these cricket stars support &
flatter our product. We will introduce adds of our product in which some cricket
stars will promote our product.
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 ,  /
 We will arrange concerts for the enjoyment of people and also aware them about our product. We will bring
the stars of people close to them. Again the purpose is same, to create awareness about our product

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.  /

Public relation is our most important objective because it is the key think to
enter and remain in the market. We will do lot of exercise to built public
relation. Like our sale person will stand on the retailing shop to tell the
customer about our product. We already have planned to arrange different
events. The purpose of those events is to create public relations.
-
./
Publicity is the important factor to create awareness about any product. We
will also do publicity of our product. We will use newspaper, T.V channels, and
also direct selling. We will also use radio for publicity. This steps will helps us
to improve our sales. On T.V channels we will choose that channels which are
famous in ladies like, GEO TV etc. and in newspaper we will choose ladies
magazine for publicity.
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market with not exactly similar but milky and other breads.
2. Switching brand loyal consumers to a smaller and newer company
3. Rising material, production, and shipping costs for a new, up till now
.   (

4. there is open market everywhere means any new company or existing ones can start the same production who
may have more experience or more qualified staff.
 

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=trengths
. 1. Our ability to produce options keeps
more consumer interest and needs met
. 2. Our new taste will attract many such
type of consumers who are taste
changer

Oppertunities
r 1. Creating a healthy product that
provides options in flavors and relating
to diet value will plot new regulars
. 2. Our new taste will attract many such
type of consumers who are taste
changer


=trengths Weakness
. 1. Our ability to produce options keeps c(  = A( 
more consumer interest and needs 
  = 

met c(  = A( 

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. 2. Our new production technology will

enable us to mass produce products
more efficiently and quickly than
other old companies



Weakness Threats
c(  = A
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more production costs will increase.
have brand loyal customers
2. At starting we will not have as such
providing the market with not exactly
trained staff that has such a market

  similar but milky and other breads.


 
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means any new company or existing
ones can start the same production
who may have more experience or more qualified
staff.


Financial Analysis:

Project setup Cost onetime Expense

Asset Price Detail

Land 20,000,000 Land located near Korangi Industrial Area Total area: 4Acres.
Building 125,000,00 We will construct a building which has 4 Storeroom and 2 Big storeroom
for Plant and Machinery.
Plant & 75,00,000 Plant and machinery for the production of Bread and packing and
Machinery printing.
Furniture 10,000 Furniture require for office and factory.

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$  77 )

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Months Total Units price per unit Total

sales
N  )3- )3 )A77A777
.   57 )3Y 0A77A777
"  7' )3Y 3A77A777



„
OME =TATEME T šU E šULY AUGU=T

$;# <;777 <;)7 <;777
2/,  + $   <;)- <;0)) <;'
   
Gross profits p 4.4 p 4.9
PKR 27.66
Less: Operating Expenses   
Marketing Expense <;0- <;0- <;0-
+ B4(
 <;7) <;70 <;7

 
 <;7) <;7) <;7-
   
Total Operating Expenses p á. p á. p á.á4
   

.  9<;00- 9<;0 <;)'
 <;775 <;770 <;7)
   
et loss/profit After Taxes -p .
-p .O p 
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