MARKETING MIX STRATEGIES OF BAKE PARLOR PASTA PRODUCTS

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Presentation transcript:

MARKETING MIX STRATEGIES OF BAKE PARLOR PASTA PRODUCTS PRESENTED TO DURIA HASAN PRESENTED BY TAQDEES TAHIR FURQAN MEKKI

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 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 Star SPAGHETTI ? MACARONI MARKET GROWTH RATE Star SPAGHETTI ? MACARONI Cash Cow VERMICELLI Dogs 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