History History Of Vita Bread Marketing Essay

This brief statement serves the goal of this project to build up the Marketing arrange for re-launching of VITA Breads in Pakistan. VITA Breads when launched in Pakistan became a reputable brand because of its romance with well reputed owner Mantis and good quality of breads when there were a small amount of players in market. It really is a nationwide company, which managed in many major places. At times VITA bread in addition has became the one of the best quality loaf of bread in Pakistan.

There Were Certain Known reasons for which VITA Breads Got Closed down in Pakistan:

Some of the reasons include competition of brands like Bake Parlour loaf of bread & dawn bread in this report we will discuss the strategies which can be used to re-launch VITA bread.

It is hoped that after adapting these strategies VITA bakery can again turn into a well-liked brand among the Pakistani people. If VITA bakery is re-launched in Pakistan Bake parlour and Dawn breads will be its most important competitors. Firstly we've done the marketplace sensing, then business examination. Based on the study, we think VITA bread will be the success on the market so were launching VITA bakery in the market VITA bread on trial basis in metro cities.

Mr. Muhammad AlyManji (1927-1995) founder of Manjis was fifth generation businessman. After migration from INDIA in 1947 he became a member of hands with Lakdawalas to get started on a household insecticide business under brand name of FINIS which became a universal name for household insecticides. The business enterprise flourished and broadened to an magnitude that just the trade draw FINIS was sold to S. C Johnson Inc. of USA in time 199 for US$6. 0 million.

Start of VITA Bread:

Majins established an initial bread unit in 1978 under the brand of VITA with an investment of PKR 600, 000 (All of us$ 10, 000). VITA was one of the market leaders baking industry sector in Pakistan with seven baking units, producing the most significant company owned immediate distribution network.

They Were a family group managed company that owns and works 18 development facilities across Pakistan. Breads and allied bakery products was there flagship product. They produce biscuits & crackers, extruded & fried snack, Recipe premixes, super fruit beverages, bottled water. Pasta & spaghettis, extended life dairy & assorted liquid milk products, baby food & refreshments, Multigrain flour and special application dry dairy product.

Core Competency:

Besides 18 development items Mantis have a network of 9 regional offices. Having most sophisticated direct circulation network in Pakistan with more than 360 delivery vans covering a distance of 20, 000 Km per day touching over 30, 000 shops daily right across the span and breadth of Pakistan along with 230 basic distributions.


Corporate office: Lahore

Regional Office: Karachi, Lahore, Multan, Rawalpindi, Peshawar.

Liaison office: Dubai-UAE, Corpus Christi- USA


Bread & Allied Bakery

Biscuits & Crackers

Beverage/Berry Drink

Baby Food & Cereal

Dry Dairy powder

Food flexi-Film

Fired & extruded snack

Recipe Pre-mixes

Wheat Flour milling

Why VITA bakery Fail in Market:

To bread which was only 4% & they couldn't continue in the markets.

Vita bread didn't give attention on promotional side

Vita bread finally stopped production in '09 2009 because they couldn't meet their funds.

VITA bread acquired some resource chains issues.

They involve some quality concern also.

Why we have to re-launch of VITA breads:

The initiative to establish VITA bread appears to be a great idea, as enough opportunity comes in market in conditions of quality and value both.

Before heading to kick off VITA loaf of bread in Pakistan Marketplaces, there are several things to be analyzed as per consumer needs & wants.

The research of VITA loaf of bread quality still in your brain of Consumers so re-launch will make them keep their old stories.

GAP Examination: Consumers are more conscious about their health as well as marriage between diet food & finest health. Different concerns have triggered consumers to observe their nutritional patterns closely. The growing Media publicity on health, the growing occurrence of health area (diabetes, fatness & cardiac problems), concerns over physical facade, changing lifestyle and also dominant costs of medical have all donate to the demand for much better bakery products. Furthermore, the aging baby boomer inhabitants have particular result in growing the order for the healthy foods. Some accepted pattern on the market are the introduction of low/light, natural and natural basic products as describe below.

Product Attributes (differentiation): Our VITA loaf of bread will give these type of health interrelated benefits that will give the increased health.

Low \ Light Bakery: Our VITA loaf of bread will be concentrated fat and carbohydrates. Using the growing occurrence of heaviness and esteem of diets how calorie food will increase mammoth popularity which is our central part capability.

Natural & Organic Bread: the increasing of the health awareness and concern on the consumers of artificial substances have rised the demand for natural products. Bakery products that hold all natural ingredients are prone to succeed in this competitive market. Organic bread is another category of the breads and run very high degree of market position recently and the merchandise are neatly labeled to describe attention to their organic mother nature. We will also describe further these quarries.

Industry Analysis

Bread Industry in PAKISTAN: The loaf of bread industry in Pakistan has many changes within the last 25 years. They have emerged as a little bakery, which is handling industry to many industrial bread making units around Pakistan. The bread industry in Pakistan is flourishing very rapidly and loaf of bread products are increasing much status. Bread has been accepted as a favorite replacement of rice, naan, chappati, paratha. Pakistani diet contains many substitute for bread, that happen to be cheaper and chosen over loaf of bread by a almost all the population.

Mission Affirmation:

This is a family group company selling traditionally baked breads with a freshness and quality you truly can tastes.

Vision Statement: Our perspective is to capture the market get the product favorite since it has increased a lot through the Pakistani market to be persisted and get all the areas of the business enterprise as they were before.

We will commit the product development through the market and working through our consumers that are why we again make investments the time to examine the consumer thoughts and their needs and desires.


Our main goal of goal is to attain the improvement and quality of a product, freshness and an improved service to your consumers. That was in 2008 record?

Market Development:

Market is currently not burning up to dated technology and generally companies want making the beads that remain at low priced. There is good option to own good competitive strategy on the market. There is a vast market available to hit the target market.

The currently ratio if the Pakistan populace of consumers are at the packaged bread. The major factors for such a low % of people intense bakery are mostly cost-effective and ethnic. Pakistani diet includes many substitutes for loaf of bread, which are at low priced & preferred over bakery by most the populace.

Competitor examination:

Competitor examination in marketing can be an analysis of the strengths & weakness of current and potential rivals. This analysis provides both an offensive & defensive strategic context through which to identify opportunities and threats. Rival profiling combines all the relevant sources of competitor examination into one platform in the support of reliable and effective strategy formulation, implementation, monitoring and adjustments.

Competitors of VITA bread:




Channels of Distribution:

Channels of distribution for VITA bakery will be intense because VITA will operate six plans throughout Pakistan. The bakery's circulation network will hire more than 50 vehicles that will deliver cooked products to more than 200 retail outlets and will making it one of the largest distribution networks for just about any product in the country customers are located in major urban centers, secondary urban centers and rural areas. We will develop a manufacturing process utilizing advanced bakery machinery combining it with locally developed equipment. This unique combination led to products which can be nearer to the actual flavour and form that people make at home. We wished our consumers to feel like that the bread is baked at home.


FAB (Features, features, benefits) Evaluation:


The common circumstance of the retailing the product is rely upon the sales man which affiliates them with new improved quality of vita loaf of bread. Another version of the vita bread features trap will be when the clients feature a check list of the features that they want anything that doesn't have all features is immediately declined, the list of the product with extra features are unobserved. When they have directed down their selections to a set of products that contain all features they need, then choose entirely on price.


The great things about vita bakery will be the particular consumer's will gain from the merchandise. The benefit from the offering which it sold that people want from it not what they say, they want or what you would like to market. With benefits, consumer are certain to get them wound up and expressively occupied as some people were near the vita breads before.


Attributes are intangibles that are from the product, not the individual (and therefore aren't yet benefits) our product features will be in line with the customer needs.


FLOUR: Hard wheat flour or loaf of bread flour is ideal for the yeast bakery, for the very soft breads uses all purposes flour, if the task is adapted to all or any kind of flour. Loaf of bread flour ha high gluten (whole wheat protein)and essential to develop the glutens it can hold up loaf of bakery, making the breads light in structure.

Liquid: Normal water, potato water, dairy or other fluids can be utilized in making bread. The loaf of bread will be whiter in color and have higher value if the milk is used. both dairy and potato normal water prevents loaf of bread from becoming express so speedily as bread in which water is merely liquid.

Yeast: It's very small plant life; it must be retained fresh and energetic. Candida may be bought in dry granulated from or compressed cakes or grown up at home by means of "starter" or "liquid yeast".

Fat: The fat in dough makes the bread tendered and increases its keeping qualities. Any high quality baking fat is acceptable.

Sugar: Yeast plant life develop quickly in the existence of a small amount of glucose as it is food for his or her expansion. A golden-brown color will get to the crust through sugar.

Salt: gluten is manufactured stronger by the sodium.


2 3/4 c. liquid

1/2 to 1 1 ounce (1 to 2 2 packages or cakes) yeast

3 tbsp. sugar

4 tsp. salt

2 tbsp. fat

Market segmentation:

Market segmentation is an effort to increase a company's precision marketing. Market consists of a huge individual group within market with related wants, purchasing electric power, physical location, buying approach, or buying patterns. We have done the segmentation on the basis of the following variables:

Demographic segmentation:

Demographic segmentation includes Era, Gender, income, communal class & profession.

Gender: VITA bread can br employed by males and females both

Income: VITA loaf of bread is basically for middle upper class people and it'll be easily affordable.

Age: VITA bakery will be useful at every level of life but or example size is 18 to 50 years get older people.

Geographic segmentation:

Area: VITA loaf of bread first will be available in Lahore and then in metro places in Pakistan.


After segmenting the marketplace we are concentrating on the following sections:

Income teams:

We will be targeting all income categories who are already a affording the bakery for their breakfast say people with incomeof 25000 rupees monthly and above than that.

Youth: a huge potential market for the VITA bakery lies with junior whom we will be specially targeting with advertizing promotions.


VITA breads will be accessible in two sizes medium and large so that it will be highly convenient to carry along during large journeys or journeys.

Marketing strategies:

Promotion strategies: it shows that what is the positioning of the customers believes about the product and values from it, the benefits and the features of the product, the product is also at a competitive level on the market to avail the alternatives by this competition period nowadays. These norms and belives are also given by the clients who are reliable to the product and targeted those products which they experienced. Compared to the consumers are growing up toward the merchandise through the advertisements and campaign.

The Marketing professionals handled the merchandise positioning by centering their marketing activities on the placement strategy. Price, campaign, channels of circulation, and advertising each is to maximize the selected placement strategy.

Basic approaches for product positioning that people have used:

By attribute or advantage:

The vita bread nutria's qualities that make you feel different. It flavor great and that it's rich.

By use or request:

Good tastes from the ordinary bread. Our young generation can use it with butter or eat the easy loaf.

By user:

Everyone wants to have a different tastes may have VITA breads.


POSITIONS THE PRODUCT: Because we live worthwhile.

Investing in setting up a stronger brand personality: It will base on the upscale, character that people will desire to associate with since it already experienced a name in market before.

Using the internet/web site:

Currently vita loaf of bread had a site however, not working properly except the homepage it'll be active and various pages will be produced of computer on interpersonal websites like face booklet, twitter, Google plus etc in future to focus on and sell young buyers, news customers.

On re introduction of vita loaf of bread isn't just for Lahore first and then slowly and gradually, we will proceed to metro cities of Pakistan and we want atlanta divorce attorneys house, every restaurant, where, there it is need and it does so with simple activities statements talking about what you would like to accomplish.

Above the series sales promotion (ATL):

VITA bread use above the collection (ATL) sales promotion that'll be advertised through multimedia such as;








Advertisement target:

The main aim of the merchandise is to advertise through their communication stations, advertisements to earn their profit the merchandise right place in the market.

To earn profits

To compare,

To gain attention,

To inform,

To persuade, or

To remind our customers about our product and brand name


The currently plan of vita breads is developed with the intension of being used for a substation amount of nine months but it could be temporary or extended credited to factors such to be effective or market conditions.


60% of the television audiences, 70% of radio users, 60 %60 % of radio users and 90% of reports paper visitors should come in contact with the ads or commercials which can be on media and media plan within a period of four calendar months in the big metropolitan areas of Pakistan such as;






The frequency in the beginning will be high. It will keep high for a few months for the time after the tender start and later it can be decrease. There will be changes in the regularity with enough time and market conditions.

Media Vehicle:

The print out and electric medium employed in an advertising campaign used by VITA is really as follow.









FM 100





FM 106. 2





89 FM





FM 101





FM 99








Promotional Materials:

Some of the promotional materials are as these which we use:

Point of sale Point of sales (POS) Terminals:

VITA has position different checkout counters in big standard stores like Hyper superstar, Metro, AL-FATEH, Speed and HKB. Plus they have placed completely different and unique and stylish kind of racks to the retailers, which are very good-looking and center appealing.

Participation in Trade Fairs and Exhibitions:

VITA has stalls in different Exhibitions held in several schools, universities and cities. Where they'll sell and inform the consumers about the VITA bakery.

Broachers and Leaflets:

VITA has very attractive and interesting broachers which VITA has sent out with the news papers plus they have also positioned it on the cash counters in several stores. Plus, VITA is currently having a guy standing on the access of big shopping malls in the locations.

VITA will put banners on different squares in the location and they have hoarding positioned on the department stores and stalls in the exhibitions.


Price is not just the quantity or label on the product. But it is the main thing.

Psychological Charges:

VITA is offering at PRS. 50. and 35PRS so they are employing the Psychological rates presently Retail prices tend to be articulated as unusual prices: a little significantly less than a round amount, e. g. PRS19. 99 rather than $20. Psychological rates is a key factor o in terms of marketing that these prices have a subconscious contact that drives demand higher than would be likely if consumers were flawlessly balanced. Psychological prices is main reason behind price details.

Price Elasticity and Customer sensitivity:

Price Elasticity: it offers altered the percent value which is demanded as per the ratio change in cost of the same product. The price elasticity of demand is a way of measuring the level of sensitivity of quantity demanded to changes in price. It is determined as elasticity that is it measures the relationship as the proportion of ratio changes between variety demanded of any good and changes in its price.

In other words that people are going to demand for the product and it could be said an extremely inelastic In if consumers can pay price for the product, and it will be elastic, if consumers can pay pretty much than from the actual product price. .

The Inelastic demand seems just like a producer can develop up the product price without thanked about the the demand is low or high in the marketplace and the stretchy demand demonstrates the individuals are more aware of the product price and will not buy buy that the product is sold at that high price, they consider too much.

The demand of the vita bread is elastic because like the price of the vita bread are growing up, there are so many substitute which may consumers divert to different products.

Customer sensitivity:

Customers are extremely sensitive plus they want fresh breads in the breakfast time and if they don't get it then they could dislike the merchandise because of the availability.

SWOT Research:


Old dedicated name of VITA bakery in customers mind still.

Our new flavour will catch the attention of such type of consumers who are flavour changer.

Our ability to produce options will keep more consumer interest and needs met

Our new development technology will enable us to mass produce products more efficiently and quickly than other old companies and our elderly times.

High skilled labor

Talented marketing managers

Motivated sales team


1. The greater product line expansion we produce, the more production costs increase.

2. New technology and development methods will require greater planning and back-up wants



Weak Brand Loyalty,

Product range,

Product Quality

2. Creating a wholesome product that provides diet value.

3. Our new taste will entice many such type of consumers who are taste changer.

4. Market continues to be untapped with quality breads in an inexpensive price range.

To create the awareness

Emphasizes on the business ethics


1. You will discover large companies who've brand devoted customers providing the marketplace with not exactly similar but milky and other breads.

2. There is certainly open market everywhere means any new company or existing ones can start the same creation that may have significantly more experience or even more qualified staff.

3. Existing rivals in the market


Vita Confectionery:

Vita is likely to be one step ahead of its traditional competition, like dawn and bake parlor. Vita loaf of bread is going to launch Vita show room, A shop like premium or Duce, but unlike these two bakery giants we will not deal in every the bakery items. But we will create big stores where you can get all the vita products. And then for bulk buying you will save special discounts. This is our future planning. 1st we will penetrate in the metropolitan market like Lahore, Islamabad, Karachi, Multan, Faisalabad. We are going to begin our all manufacturing facility. So vita resource can come into the market everyone start knowing about the loaf of bread is coming in the market.


"We are quite confident to truly have a successful starting of the VITA bakery on the market. "

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