Marketing Plan of Dawn Foods

Principles of Marketing

Blind Taste Test

Marketing Report

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Submitted to:

Mr Qaiser Rashid Janjua

Submitted by:

BBA#3

Rida Zahid (160023), Javeria Jalil (160034), Syeda Faiza Hasanat (160013) , Nawal Abid (160100)

Table Of Contents

1. Introduction to Product
2. Brands
3. Introduction to Dawn Foods
4. Issue Analysis
5. External Analysis
6. Internal Analysis
7. Core Competency
8. TOWS Analysis
9. Factors that Dawn foods must focus in order to survive in frozen food Industry
10. Positioning
11. Repositioning
12. References

Product

Chicken Samosa

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Brands

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Introduction to Dawn Foods

Dawn Foods are initiated by the family owned company that started Dawn Bread in year 1981 in Pakistan. Mr Ghulam Hussain and Mr Fida Hussain  had initiated the first plant in Karachi in October 1981. Dawn has diversified into a number of product lines that are attracting people since many years. They have been exporting frozen Parathas to USA since year 2001.^[1]

Dawn Frozen Foods started their product line of frozen products in year 2008. Now they are recognized with a strong brand name. Dawn basically uses cost based pricing. Although Dawn Foods is now amongst the top five best food suppliers of Pakistan but still Dawn Foods is considered as the weakest brand if we compare Dawn Foods with K&N’s and Menu Foods. ^[2]

Mission Statement

“To sustain long-term growth and register ever-increasing volume through our unflinching commitment towards producing high-nutrition and delectable products with a combination of traditional and innovative recipes and ingredients that are unmatched in terms of quality. And at the same time, to keep on building an exceptionally efficient team of professionals in every segment of our production line along with acquiring the latest developments in technology and making it an integral part of our operations”.

Vision Statement

“While staying committed to providing 21st century diatery culture, Dawn Frozen Foods in the image of its parent company Dawn Bread, puts customer satisfaction very high on its agenda. That's why we are determined to provide our consumers incomparable quality, unique taste, superb hygiene and safety standards at price that are highly competitive”.

Products

        Dawn Foods famous products are Chicken Nuggets, Chicken Samosa, Spring Roll Chicken Kofta, Vegetable samosa, Aloo samosa, Vegetable spring roll, vegetable cutlets and Chicken Shots etc.