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MARKETING

MIX STRATEGIES OF BAKE


PARLOR PASTA PRODUCTS
PRESENTED TO
WAQAR AHMED AWAN
PRESENTED BY
WASEEM ALMAS
NAVEED HAIDER
TANVEER QUERHI
USMAN FAROOQ
INTRODUCTION TO
COMPANY
• 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
PRODUCT
• 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 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
SEGMENTATION

• Psychographics
• Demographic
• Behavior
• Geographic
TARGET MARKET
• Income Class A and B
• House wives, teenagers
• Urban Areas
• People like to eat foreign foodstuff
MARKETING MIX
STRATEGIES
PRODUCT

• Their product strategy is to provide


convenience and variety to customer by
offering different sizes and style .
• Spaghetti Box • Fancy Macaroni (Big Elbow)
• Fancy Spaghetti • Fancy Macaroni (Longer)
• Real Egg Noodles • Fancy Macaroni (Ring)
• Lasagna • Fancy Macaroni (Screw)
• Long Macaroni Box • Fancy Macaroni (Werm)
• Macaroni Box • Fancy Macaroni (Shell)
MARKET GROWTH MATRIX

MARKET SHARE

HIGH LOW
HIGH
Star ?
MARKET
 
GROWTH
RATE SPAGHETTI       MACARONI
LOW
Cash Cow Dogs
 
VERMICELLI LASAGNE
PRICE
• Bake parlor adopted the Going Rate
Pricing Strategy to compete with their
competitors.

• They also keep revising prices according to


economic conditions.
PLACE

• 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
PROMOTION
• 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
CONCLUSION