Dawn Bread Internship Report

INTERNSHIP REPORT
39, quaid-e-azam industrial estate

Kot lakh patt, Lahore.
Presented by:
Rana Shoaib Anwer
CIIT/FA09-MBA-123/LHR
Submission date:
27-09-2010
Presented to:
Ma’m Marryam Jahangir
Assistant Professor
COMSATS INSTITUTE OF INFORMATION AND

TECHNOLOGY
Department of Management Sciences.
Jinnah campus Defense road, off raiwind road Lahore
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
To my parents whose unconditional love & support helped me in making this report.
To my teachers who always guide me through out my studies.
To my siblings for their gentle encouragement & valuable support.
Also my dear mother for supporting me through out my tenure of learning as well as
praying for my success through out my life and also in my future.
Her prayers today make me so proud also my dear father for supporting me
financially all my life, fulfilling my basic necessaries as well as luxuries of life. I am
thankful to my parents for their support through out my study career. Today what I
am, because of them.
Contents
PREFACE ………………..……………………………………………………….. ..4

ACKNOWLEDGEMENT …….………………………………………..…………….5
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EXECUTIVE SUMMARY ………………………………………………….………..6
INTRODUCTION OF DAWN BREAD ………………………………………....... 12
HISTORY OF DAWN BREAD ……………………………………………………..13
DAWN BREAD OBJECTIVES ………………………………………………….. ..15
MISSION STATEMENT …………………………………………………………. ..16
PRODUCT LINE OF DAWN BREAD..…………………………………………….17
ORGANIZATIONAL CHART ………………….…………………..……………. ...26
SWOT ANALYSIS .……………………………………………….………………. ..27
MARKETING STRATEGY…………………………………………………………..32
COMPETETIVE STRATEGY…………………………………….………………....39
HOW BREAD IS MANUFACTURED………………………………………………43
PROCESS ANLAYSIS………………………………………………..……………..46
HUMAN RESOURCE INFORMATION……………………………….…………....50
LEARNING AS A STUDENT INTERN
a. Duties
b. Accomplishments
c. New Knowledge Acquired
d. Problems Encountered………………………………………………………..56
WEEKLY REPORTS…………………………………………………………………59
BIBLOGRAPHY……………………………………………………………………….64
GLOSSARY…………………………………………………………………………....65
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This internship report is made to understand, experience and to explain the practical
knowledge that as internee how much I have learn during my internship. It also
explains how the company operations are conducted to convert raw material into
finished form at production units of organizations. In this report, I mainly focus the
SWOT analysis, Marketing strategy, competitive strategy and organizational
behavior. It also explains my duties as internee and the knowledge that I have
acquired during internship.
After the completion of internship program, internship report has been

prepared just in accordance with the practical exposure. In preparing this report, I
have put all of my best efforts and tried my level best to give maximum knowledge.
Despite all of my coherent efforts, I do believe that there will always be a room for
improvement in the efforts of learner like me.
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I am very thankful to ALLAH ALMIGHTY who has given us the power and ability to
think and judge the matters and then to make use of these blessed abilities. My
respected teacher Madam MARYAM JAHANGIR is the only source who directed
me to apply my abilities in the required directions. Her vast knowledge and very
useful advices enabled me to do my best during my internship and brighten the
name of the COMSATS Institute of Information Technology Lahore.
I would also like to thank MR GHULAM HUSSAIN (Chairman), Mr. NISAR ASHRAF
(BRAND MANAGER), and Mr. YASIR SANDHU (Marketing Coordinator) of DAWN
BREAD GROUP to provide me a chance to work in the company to acquire
knowledge and test my skills.
EXECUTIVE SUMMARY
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 rice, naan, chappati,
paratha. Currently, 5% of the total population of Pakistan consumes packaged
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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.
Exports
Pakistan is exporting different products to different countries in which there is some

portion of exports consist of bakery products. In 2009 the export of Pakistan is of
$17.87 billion 2009, the pakistan is exporting bakery products to many countries. The
main countries to which pakistan is exporting bakery products are
• U.S.A
• Canada
• U.K
• Norway
• Japan
• Singapore
• Australia
• U.A.E
• Saudi Arabia
• South Africa
But the major export of Pakistan bakery products is to U.S.A
IMPORTS
The total import of Pakistan in the year 2009 is $28.31 billion in 2009. in which there
is some part of bakery machinery .Pakistan import of bakery products are very low
very few brands of dairy products are imported from different countries.
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But the import of bakery machinery is very high. Most of the machinery related to
bakery is imported from different countries the main countries from which pakistan is
importing bakery machineries are
• U.S.A
• Canada
• Switzerland
• China
The main bakery products which Pakistan importing is the bread machinery the other
bakery machinery which the Pakistan is importing are the followings.
• Rack oven
• Slicer machines
• Planetary mixers
• Spiral dough mixer
• Proofer
• Deck oven
• Dough divider
• Rounder
• Racks etc
CHALLANGES
To get maximum outcome from quota free regime, all out maxima efforts are needed
to boost bakery exports and heap up access to the international markets. In the
context of boosting the exports, the State Bank of Pakistan has introduced three
facilities based schemes for the benefits of exporters which are, Foreign Currency
Export Financing Scheme (FCEFS),
Political Risk Guarantee Scheme (PRGS)
Export Guarantee Scheme (EGS).
The bank would provide 210 days credit facility to exporters for South America as
compared to 120 days credit facility to other markets.
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COMPANY INFORMATION
KEY PERSONALS :
Mr. Ghulam Hussain (Chairman)

Mr. Fida Hussain (M. D. Lahore Unit)
Mr. Aamir Hussain (Group Director)
Mr. Anwaar Hussain (Director Marketing & Sales)
Mr. Amir Sohail (Director Marketing & Sales)
Mr. Adnan Hussain (Director Operations)
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Mr. Noman Hussain (Director Business Development)
PLANT LOCATIONS :
Karachi (Two Plants)
Hyderabad
Islamabad
Lahore (Two Plants)
Faisalabad
KARACHI/CORPORATE OFFICE:
Golden Harvest Foods (Pvt.) Ltd.
Plot No. 33, Sector No. 24,

Korangi Industrial Area
Karachi
Tel. : 92-21-111-111-999
Fax : 92-21-5055384
E-mail: karachi@dawnbread.com
LAHORE OFFICE:
Auto Bake Foods (Pvt.) Ltd.
39, Industrial Estate,
Kot Lakhpat,
Lahore
Tel. : 92-42-111-111-999
Fax : 92-42-5121308
E-mail: lahore@dawnbread.com
FAISALABAD OFFICE:
Mehboob Foods Industries
Central Textile Mills Compound
Ayub Colony, Jhang Road,
Faisalabad
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Tel. : 92-41-653295-6
Fax : 92-41-653297
E-mail: faisalabad@dawnbread.com
RAWALPINDI OFFICE:
Capital Foods (Pvt.) Ltd.
15-E, Nasirabad,
Peshawar Road,
Rawalpindi
Tel. : 92-51-111-111-999
Fax : 92-51-5472652
E-mail: islamabad@dawnbread.com
HYDERABAD OFFICE:
Farheen Foods Co
G/5 - A, S.I.T.E
Hyderabad
Tel. : 92-221-880800
Fax : 92-221-880355
E-mail: hyderabad@dawnbread.com
NO OF EMPLOYEES
1500 plus
LEGAL ADVISOR:
Mr. M. ATIF JAVED Khan, Advocate,
Chamber No. 6, District Court, LAHORE.
BANKERS TO THE COMPANY:

ABN AMRO Bank
Allied Bank of Pakistan Limited
Askari Commercial Bank LTD
Citi bank N.A.
Crecent commercial Bank.
Faysal Ban LTD.
HBL
Habib Bank A.G.ZURIC
United bank LTD
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INTRODUCTION OF DAWN BREAD
Dawn Bread a name that has come to signify quality and

freshness in bread products. A success story that was written by a
family that is committed to honest to goodness enterprise and
concerned with the prosperity of the country. The enterprise, which
made a humble beginning 25 years back, has, grown to capture 40% of
the consolidated market share of all bread products in the country, a
fact that speaks volumes about the credibility of the company and its
products.
Prior to the establishment of Dawn Bread, the largest producer of

bread products was 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, Dawn Bread was envisioned.
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Even in the worst of times, our commitment is to deliver our
products 365 days per year. This commitment, mentioned under the
constant threat of war, overwhelming poverty and civil unrest, helped
the bakery not only survive a tumultuous 25 years in the baking
business, but thrive.
HISTORY OF DAWN BREAD

Dawn Bread was established in 1981, beginning with the plant in
Karachi, commissioned in October 1981, Dawn Bread built-up a
reputation for freshness, quality and taste. Creating awareness plus a
demand for bread products, the second plant was commissioned in
Islamabad in January 1985. Nothing succeeds like success, so next
came the plant in Hyderabad in January 1987, a year that was to
witness the establishment of another plant at Lahore, in November
1987. Then came the plant at Multan, which was established in 1989.
After consolidation of this expansion, which included the distribution of
Dawn Bread products to the Northern areas of Pakistan, this quality
taste and freshness reached Faisalabad, where the sixth plant was
commissioned in February 1992. To ensure fresh product supplies in
metropolitan cities of the country Dawn Bread established two more
plants in Karachi and Lahore.
For purpose of standardization, the company associated itself

with FMBRA of United Kingdom in 1990 to bring itself in line with
international standards of production, technology, machinery and
formulation.
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CURRENT FACTS AND FIGURES
The company is committed to the uplift and development of the
society as a whole, and participates in sports and social welfare
activities. Taking a responsible place in society.
Today, Dawn Bread’s distribution network comprises more than

500 Company owned and rented vehicles that deliver baked foods to
more than 25,000 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 runs approximately 50,000 km (31,000 miles)
each day to deliver fresh bread.
DAWN BREAD IN A WIDER ASPECT

How has the company manage to grow, especially in an
economic and political environment such as that of the Middle
East? In one word: foresight. Dawn 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.
In 1990, the company developed a relationship with Campden &
Chorlywood Food Research Association, Gloucestershire, U.K. The
association worked with Dawn Bread to bring it in line with globally
accepted production, technology, machinery and formulation standards.
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Hard work and dedication paid off in 2000 when the company received
its ISO 9001: 1994 certificate.
DAWN BREAD OBJECTIVES

Dawn Bread’s longstanding commitment toward consumer
satisfaction is evident and initiation of bringing Pakistan the world’s
most technologically advanced baking units and processes. Dawn
Bread uses quality ingredients to create products with quality
standards that are comparable to bread manufactured in any developed
region of the world.
TRUST OF INTERNATIONAL FOOD CHAIN

IN DAWN BREAD
Dawn Bread is the official supplier of
• McDonald’s hamburger buns throughout Pakistan.
• KFC (KENTACCY FRIED CHIKENS)
• HARDEES
• PEARL CONTINENTAL
• AVARI LAHORE
• SUBWAY
• DUNKIN DONUTS
The company also supplies frozen bread sticks to Subways, Mr. COD
and hundreds of national and multinational food restaurants across
Pakistan. In addition to food products, Dawn Group of Companies
established a yeast plant at Lahore in collaboration with Australia –
based Burn Philips, (at present known as AB Mauri, UK.
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MISSION STATEMENT
To provide quality products to customer and explore new Markets to

promote/expand sales of the company through good Governance and faster a
sound and dynamic team, so as to achieve Optimum price of products of the
company for sustainable and equitable Growth and prosperity of the company
Quality Policy
We work together as a team for implementation and continual improvement of

total quality system in order to achieve satisfaction of our internal and external
customers.
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Product lines OF Dawn Bread
Breads
Initially started with just dawn bread now branched up into 4 different variants based
on ingredients .listed as following
Bran bread
Fortified bread
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MILKY BREAD
PLAIN WHITE BREAD
BURGER BUNS
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FRUITY BUNS
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OTHER BRANDS OF DAWN BREAD
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BREAD & BEYOND
DIRECTOR MESSAGE
Bread & beyond is acutely aware of the need for appealing products which satisfy
our strong customer base is testimonial to our quality & professionalism. We
introduced the concept of live bakery for the first time in Pakistan. Our past, present,
and future long-term commitment to the industry and to each of our customers is
made possible through our collective experience and our belief in the importance of
honesty, integrity, reliability, long-standing relationships, and trust.
Bread & Beyond state of the art machineries and equipment offer world class
products to the food service industry. We have in fact availed the services of culinary
consultants and Bakers of International repute to bring innovation in our products.
Our ultimate aim is to retain the Company customers and create natural preference
for our products among our entire consumer based on value for money and most
importantly quality and taste.
DAWN FOODS
PRODUCTS
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➢ CHICKEN CHAPLI KABAB
➢ CHICKEN CHEES SEEKH KABAB
➢ CHICKEN KOFTA
➢ CHICKEN MALAAI BOTI
➢ CHICKEN SHOTS
➢ CHICKEN SAMOSA
➢ CHICKEN SPRING ROLL
➢ CHICKEN SEEKH KABAB
➢ CHICKEN SHAMI KABAB
➢ CHICKEN HOT WINGS
➢ CHICKEN CRISPY FILLET
➢ CHICKEN CRISPY WINGS
➢ VEGETABLE CUTLETS
➢ VEGETABLE SPRING ROLL
➢ PUNJABI SAMOSA
➢ AALOO SAMOSA
DAWN MAYO
PRODUCTS
➢ Dawn Mayo Garlic
➢ Dawn Mayo KETCHUP
➢ Dawn mayo Chili
➢ Dawn mayo Chicken Spread
➢ Dawn Mayo Mayonnaise
➢ Dawn Mayo Thousand Island
➢ Dawn Tomato Ketchup
➢ Dawn Sauce Chili Garlic
➢ Dawn Soya Sauce
➢ Dawn Sauce Vinegar
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➢ Dawn Tomato Sauce
➢ Dawn Ginger & Garlic Paste
➢ Dawn Ginger Paste
➢ Dawn Garlic Paste
MEZBAN
PRODUCTS
MEZBAN is a brand of dawn bread. The basic purpose of this brand is to export the
ready to make products to rest of the world. MEZBAN is a Brand for your Kitchen
Cuisine and Fulfill your all Cuisine Requirements.
➢ Aloo Palak
➢ Beef Chapli Kabab
➢ Beef Seekh Kabab
➢ Beef Shami Kabab
➢ Bhagare Baingan
➢ Chana Daal Halwa
➢ Chana Daal Karaila
➢ Chicken Chapli Kabab
➢ Chicken Shami Kabab
➢ Gajar Halwa
➢ Karachi Vegetable Biryani
➢ Lahori Chikar Chole
➢ Lahori Chole
➢ Lahori Karhi Pakora
➢ Loki Halwa
➢ Mix Vegetable Achari
➢ Mix Vegetable Bhujya
➢ Sarson Saag
➢ Mix Vegetable Cutlet
➢ Mix Vegetable Samosa
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➢ Potato Cutlet
➢ Potato Samosa
➢ Punjabi Samosa
➢ Vegetable Shami Kebab
➢ Vegetable Spring Roll
Major Offices of the Organization

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1. Marketing and Export Department
2. Accounts Department
3. Administration and Human Resource Department.
4. Time Office
5. Electrical Department
6. Mechanical Workshop
7. Stores (General Store, Chemical Store)
8. Security
9. Gate Pass Office
Organizational Chart of DAWN BREAD
Chairman of the Board of
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Director (owner)
Chief Executive Officer
Director Finance Director Marketing/Export Director Operation
G.M. Finance Executive Director Marketing Executive Director
Manager Finance Marketing Manager General Manager
Deputy Manager Finance Deputy Marketing Manager Divisional Manager
Accountant/Accounts
Officer Asst. Manager Marketing Deputy Manager
Asst. Accountant Marketing Officer Asst. Manager
Marketing Asst. Incharge
Supervisors
SWOT ANALYSIS OF DAWN BREAD
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STRENGTHS
 Leading Bread Brand owning the evolution of bread in Pakistan holding
a market share of 35%
 Early adopters of new technology, advanced production units with

experienced food technologists proving their experience in baking
 TOM recall among Bread Brands through presence in print and

presence in food festivals, exhibitions local and international
 Largest Distribution Network providing Nation wide coverage. Effective

On time delivery and round the Clock customer services proving
professional management
 Vast range of quality with a choice of flavors within them.
 Stability of production
 Less turnover of the employees

 Highly skilled labor
 Talented marketing managers
 Qualified finance staff
 Professionalism in the employees
 Motivated sale team
There is complete motivated sale team in the DAWN BREAD
which always do their best job for the promotion, increasing demand,
targeting, focusing needs and according to the customer need the
suggest to renew the products, packing labeling etc..
WEAKNESS
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 Has been slow in acquiring efficient processes in the brand building
area.
 Products launched by force of Sales Team & Competitors (when need

is raised)
 Large Product Range lacking proper planning, strategy, product

positioning causing hurdles in brand building process
 Information Flow
 Confused Branding resulting in the fading of image such as cakes,

cookies not being highlighted as standalone brands from the house of
dawn
 Over work burden on the employees due to limited strength of the

workers
 No employee back up plan
 No proper medical facilities
 Consequences for efficiency and equitable distribution of growth
OPPERTUNITIES
 Consumers are more receptive towards the change due to media and
competition.
 The recent growth in RTE food sector specially baking

 Growing varieties in RTE food sector.
 Competitors
• Weak Brand Loyalty,
• Product range,
• Product Quality
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 To increase the skilled labor
 To use the motivational techniques . (employee of the month, incentive
plans motivates to perform the above standard
 To create the awareness
 Emphasizes on the business ethics
THREATS
 Low Operating cost, Trade discounts offered by the competitors.

 Barriers to entry are very low in the industry
 Extension of accessibility networks by other brands.
 Customers have shown high affinity to better/new image brands
 Some products may loose focus in a particular category by new
arrivals. As the planning lacks
ANALYSIS OF SWOT
➢ Brand Image
Reliable and confident image of DAWN BREAD and the Group itself with
credibility of being there in the market for a longtime and sustaining the quality to
satisfy consumer needs, yet lacking awareness towards various brands under the
umbrella of DAWN BREAD
Due to:
– Lack of attention by DAWN BREAD GROUP on the area of product
planning and positioning resulting in lack of attention by the consumer.
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➢ Positioning and Focused Branding
 Lack of a single-minded valuable proposition, that will uplift the position that
DAWN BREAD GROUP owns.
 Past campaigns have mainly focused the cash cows of the business hence
lack of strategic communication attention towards the developing brands that
can turn out to be profitable as well.
 Since a brand impacts the minds with a “single-minded and differentiated”

approach, “believable” and “valuable” promise, which no one else can claim,
DBG (DAWN BREAD GROUP) brands are prone to risk naturally by not
taking the route
➢ Sustainable Competitive Advantage
 DBG, to its advantage, has

• Market Share
• Baking experience with sophisticated facilities
• Unmatched quality
• Nation wide coverage.
• Product Range – Flavors
 However, these have not been translated into consumer advantage
 These have not been used to create a sustainable edge over competition; an
edge, which also offers value to the consumer
 If not addressed, soon some of these will eventually erode.
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Marketing strategies
WHAT IS A STRATEGY??
A strategy consists of a well thought out series of tactics to make a marketing plan
more effective. Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing objectives. Plans
and objectives are generally tested for measurable results.
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"What is Strategy?"
Michael E. Porter
Harvard Business Review, November-December 1996.
Today's dynamic markets and technologies have called into question the
sustainability of competitive advantage. Under pressure to improve productivity,
quality, and speed, managers have embraced tools such as TQM, benchmarking,
and reengineering. Dramatic operational improvements have resulted, but rarely
have these gains translated into sustainable profitability. And gradually, the tools
have taken the place of strategy. As managers push to improve on all fronts, they
move further away from viable competitive positions. Michael Porter argues that
operational effectiveness, although necessary to superior performance, is not
sufficient, because its techniques are easy to imitate. In contrast, the essence of
strategy is choosing a unique and valuable position rooted in systems of activities
that are much more difficult to match.
WHAT IS marketing strategy?
Marketing strategy is a method of focusing an organization's energies and resources

on a course of action which can lead to increased sales and dominance of a targeted
market niche. A marketing strategy combines product development, promotion,
distribution, pricing, relationship management and other elements; identifies the
firm's marketing goals, and explains how they will be achieved, ideally within a stated
timeframe. Marketing strategy determines the choice of target market segments,
positioning, marketing mix, and allocation of resources. It is most effective when it is
an integral component of overall firm strategy, defining how the organization will
successfully engage customers, prospects, and competitors in the market arena.
Corporate strategies, corporate missions, and corporate goals. As the customer
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constitutes the source of a company's revenue, marketing strategy is closely linked
with sales. A key component of marketing strategy is often to keep marketing in line
with a company's overarching mission statement
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation
A marketing strategy can serve as the foundation of a marketing plan. A marketing

plan contains a set of specific actions required to successfully implement a
marketing strategy. For example: "Use a low cost product to attract consumers.
Once our organization, via our low cost product, has established a relationship with
consumers, our organization will sell additional, higher-margin products and services
that enhance the consumer's interaction with the low-cost product or service."
A marketing strategy often integrates an organization's marketing goals, policies, and

action sequences (tactics) into a cohesive whole. Similarly, the various strands of the
strategy , which might include advertising, channel marketing, internet marketing,
promotion and public relations can be orchestrated. Many companies cascade a
strategy throughout an organization, by creating strategy tactics that then become
strategy goals for the next level or group. Each one group is expected to take that
strategy goal and develop a set of tactics to achieve that goal. This is why it is
important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and
partially unplanned
Types of strategies
Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic
strategies. A brief description of the most common categorizing schemes is
presented below:
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• Strategies based on market dominance - In this scheme, firms are
classified based on their market share or dominance of an industry. Typically
there are four types of market dominance strategies:
○ Leader
○ Challenger
○ Follower
○ Nicher
• Porter generic strategies - strategy on the dimensions of strategic scope

and strategic strength. Strategic scope refers to the market penetration while
strategic strength refers to the firm’s sustainable competitive advantage. The
generic strategy framework (porter 1984) comprises two alternatives each
with two alternative scopes. These are Differentiation and low-cost leadership
each with a dimension of Focus-broad or narrow.
○ Product differentiation (broad)
○ Cost leadership (broad)
○ Market segmentation (narrow)
• Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is
on the cutting edge of technology and business innovation. There are three
types:
○ Pioneers
○ Close followers
○ Late followers
• Growth strategies - In this scheme we ask the question, “How should the
firm grow?”. There are a number of different ways of answering that question,
but the most common gives four answers:
○ Horizontal integration
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○ Vertical integration
○ Diversification
○ Intensification
A more detailed scheme uses the categories[6]:
• Prospector
• Analyzer
• Defender
• Reactor
• Marketing warfare strategies - This scheme draws parallels between

marketing strategies and military strategies
WHICH MARKETING STRATEGY DAWN BREAD IS

FOLLOWING??
Market expansion
Grow Sales with New Products - With this approach the marketer seeks to achieve
objectives through the introduction of new products. This can be accomplished by:
➢ introducing updated versions or refinements to existing products;

➢ introducing products that are extensions of current
Dawn foods is purely following the market expansion strategy by means of

increasing market share by
1 introducing updated versions or refinements to existing products;
1.1 Dawn bread
1.1.1 Bran bread is the variant
1.1.2 Fortified bread
1.1.3 Milky bread
1.1.4 Plain white bread
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1.2 Buns
1.2.1 Burger buns
1.2.2 Fruity buns
1.2.3 Hot dogs buns
2 Introducing new product lines
2.1Frozen foods
2.1.1 Frozen puri
2.1.2 Frozen plain paratha
2.1.3 Kababs
2.1.4 Fillet burgers
2.1.5 Combo wings
2.1.5 Crispy wings
2.1.6 Hot shots
2.2 Dawn rusk
➢ Positioning Strategy of DBG:

“Dawn gives you the freshest and the most wholesome baked and frozen
products because it extracts the essence of its products from the finely
selected PERFECT GRAINS”
Dawn, in essence, is the perfect grain
➢ The target audience

• SEC Sec A, B&C1
• Gender Primary Female & Secondary Male
• Age 30 years plus
• Education Graduate and above
• Areas of dwelling Middle Class, Upper Middle Class and above
• Personal incomes (if any) Dependent or working Mother
• Household incomes RS 25000 plus

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• Stage in lifecycle Primary Just married and 2 small kids
Secondary Full Nest
• Personality attributes Self actualisers, innovators , esteem
seekers , strivers.
• Who do they idealize? Successful people in all walks of life
➢ Dawn’s Personality
• Taking cue from the great artistic references (such as Gandum key khoshey
jaisey soney ki baliyan; or Sunehri lehlahati gandum) in the traditional
literature and practiced language, the personality for Dawn will be that of
‘Gold’. The rich golden brown color of Gold, the heavy feel of it and the
evocative look will:
– Automatically strengthen Dawn’s position as an upscale ultimate quality

product
– Establish the Perfection factor in every single customer touch-point, be

it advertising, Dawn shelf at outlet or the product experience itself.
• Evoke emotional feelings toward a brand as rich and full as Gold itself.
Dawn Personality – Description
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Competitive strategy
A firm's relative position within its industry determines whether a firm's profitability is
above or below the industry average. The fundamental basis of above average
profitability in the long run is sustainable competitive advantage. There are two basic
types of competitive advantage a firm can possess: low cost or differentiation. The
two basic types of competitive advantage combined with the scope of activities for
which a firm seeks to achieve them, lead to three generic strategies for achieving
above average performance in an industry: cost leadership, differentiation, and
focus. The focus strategy has two variants, cost focus and differentiation focus.
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1. Cost Leadership
In cost leadership, a firm sets out to become the low cost producer in its industry.
The sources of cost advantage are varied and depend on the structure of the
industry. They may include the pursuit of economies of scale, proprietary technology,
preferential access to raw materials and other factors. A low cost producer must find
and exploit all sources of cost advantage. if a firm can achieve and sustain overall
cost leadership, then it will be an above average performer in its industry, provided it
can command prices at or near the industry average.
2. Differentiation
In a differentiation strategy a firm seeks to be unique in its industry along some

dimensions that are widely valued by buyers. It selects one or more attributes that
38
many buyers in an industry perceive as important, and uniquely positions itself to
meet those needs. It is rewarded for its uniqueness with a premium price.\
3. Focus
The generic strategy of focus rests on the choice of a narrow competitive scope
within an industry. The focuser selects a segment or group of segments in the
industry and tailors its strategy to serving them to the exclusion of others.
The focus strategy has two variants.
(a) In cost focus a firm seeks a cost advantage in its target segment, while in (b)
differentiation focus a firm seeks differentiation in its target segment. Both variants of
the focus strategy rest on differences between a focuser's target segment and other
segments in the industry. The target segments must either have buyers with unusual
needs or else the production and delivery system that best serves the target
segment must differ from that of other industry segments. Cost focus exploits
differences in cost behavior in some segments, while differentiation focus exploits
the special needs of buyers in certain segments.
DAWN DIFFRENTIATION STRATEGY
Being broad in approach, having nationwide and international appearance as well,

DAWN is following Differentiation strategy.
THE CORE ATTRIBUTES ARE HEALTH and freshness (softness).that what they
are deliver in adds,
Competition
Competitive Position
• Various established local bread brands and bakers as well, with higher TOM
recall.
39
• Bake Parlor and Wonder are close
Personality
• Bake Parlour: Modern, Mature, and Trendy
• Wonder: Old, near obsolescence
Differentiators
• Duties Bake Parlour: Baking process driven expansion. None otherwise.

• Wonder: Harping about quality. None in fact.
• Bunny’s
TOM recall:
Brand HealthBakeMeasures
Parlor is higher than Dawn
Bread at times in Karachi
Loyalties: Switching is usually due to non-
availability of the usual brand.
40
HOW BREAD IS MANUFACTURED??
INGREDIENTS
The principles of baking bread have been established for hundreds of years. The
basic ingredients are flour, yeast, salt and water. Bread Improvers (flour treatment
agents), usually Vitamin C (ascorbic acid), are used in commercial production.
➢ Flour
Wheat is grown in many parts of the world. However, flour made from `hard` wheats
such as those produced in North America is higher in protein/gluten. Hard and soft
wheats in milling terms are equivalent to strong and weak flours in baking.
Wheat flour is the key ingredient in most breads. Flour quality is particularly
important in bread making as the quality of the flour will have a significant impact on
the finished product.
When flour is moistened and stirred, beaten or kneaded, gluten develops to give
dough `stretch`. The elastic framework of gluten holds the gas produced by the
fermentation action of yeast.
In a year of good harvest a bread grist may consist of 80% of home grown wheat.
This trend is likely to continue with advances in wheat breeding and technology.
However, home grown wheat is not always strong enough to be used in all varieties
of bread and baked products and there is no likelihood at the moment of this country
being able to do without some imported wheat for bread making. Currently about
41
800,000 – 1,000,000 tones of wheat is imported for bread making, mostly from North
America.
➢ Yeast
Yeast requires moisture, food and warmth for growth. When these requirements are
satisfied, the yeast grows. Its function in bread making is to:
• produce carbon dioxide gas to enable the dough to rise
• form the cellular network found in bread crumb
• give bread its characteristic aroma.
➢ Salt
Salt is an essential ingredient in bread. It is used in very small amounts to give bread
flavor. It also helps to control fermentation to produce bread of good volume and
texture.
➢ Water
Water is used to produce the dough. It is important that the water is the correct
temperature and quantity when making bread, because it affects the dispersal of the
other ingredients.
➢ Fat
Vegetable fat is used in very small quantities; it helps to keep the bread soft and also
helps the dough pass more easily through the production process.
➢ Bread Improver
Vitamin C (ascorbic acid) is used to strengthen the dough and help it rise. It has a
beneficial effect on the volume, crumb structure and softness of the bread.
➢ Preservatives
Preservatives, such as acetic acid (vinegar), are often used in commercial baking to
ensure the freshness of the product and prevent staling.
42
PRODUCTION METHODS
There are two main methods of making bread:
- Bulk Fermentation Process (BFP)
- Chorleywood Bread Process (CBP)
�BFP is a traditional method. Ingredients are mixed together to form a dough and
left to ferment for up to three hours. During fermentation the dough changes from a
short dense mass into an elastic dough. The time taken to reach this state largely
depends on the amount of yeast and the dough temperature.
� CBP The modern commercial process used in large bakeries is known as the
Chorleywood Bread Process and was developed in 1961 by the Flour Milling and
Baking Research Association at Chorleywood. This method produces bread and
other fermented bakery goods without the need to ferment the dough in bulk. Dough
development in CBP is achieved during high speed mixing by intense mechanical
working of the dough in a few minutes. Not only does this save considerable time
(which helps keep down the cost), it also produces bread which is better in respect of
volume, color and keeping qualities. CBP is now by far the most common method
used throughout all sectors of the bread baking industry.
CBP allows the use of a much higher proportion of flour made from British wheat.
This helps to reduce our dependence on hard wheat imported from countries outside
the European Community which attract a high levy under the Common Agricultural
Policy. Premium and whole meal breads require a much higher proportion of flour
milled from hard wheat and are consequently more expensive to produce.
43
Note: In 1995 The Flour Milling & Baking Research Association merged with the
Campden Food and Drink Research Association to form the Campden &
Chorleywood Food Research Association.
Process analysis
44
Method
➢ All ingredients are pumped from large storage bins or silos into the dough mixers
automatically. The equipment is controlled by computer. The dough is mixed
intensely for about three minutes in a high speed mixer in batches of around 300
kilos. The temperature of the dough has to be carefully controlled at 28ºC so that the
yeast can grow and the dough become elastic.
➢ When mixing is complete the large mass of dough is tipped into a divider. It is then
divided into individual pieces and shaped into a ball. The weight of each piece of
dough is very important to ensure that the finished product complies with Weights
and Measures Regulations.
➢ The dough pieces are allowed to `recover` for about eight minutes in a conveyor
prover. This is the first or intermediate proving stage. Each piece of dough is then
shaped and molded and placed in a tin, four pieces to a tin for a loaf of bread. The
texture and size of the dough piece is automatically controlled. The dough then
travels through the final prover which allows the dough to rise gently for about one
hour in strictly controlled temperature and humidity conditions. It is then ready for
baking.
➢ The bread is baked for about 20 minutes at 200ºC. The loaves then go into a cooler.
Cooling is usually done under carefully controlled conditions to ensure correct
temperature, humidity and time. This is very important for quality. The cooling stage
lasts for about two hours which enables the loaves to be sliced easily. The bread is
then wrapped and ready for dispatch
45
Distribution
46
47
HUMAN RESOURCE FUNCTION
Objective
Employees are the asset of any organization. To fully utilize this asset there is need
to establish the good and fruitful relationship with the employees. For the purpose to
utilize this human capital, there is need to protect the rights of the employees. If
there is any kind of insecurity to the rights, then employees are demotivated to do
their jobs. For the protection of rights and more supporting to get more rights, there
is department of human resource.
Human Resources may set strategies and develop policies, standards, systems, and
processes that implement these strategies in a whole range of areas. The following
are typical of a wide range of organizations:
1. Recruitment, selection, and on boarding (resourcing)
Recruiting is the process of discovering potential candidates for actual or
potential candidates for actual or anticipated organizational vacancies.
➢ Internal recruitment
48
If the recruitment occurs from the existing employees then it is internal.
➢ External recruitment
If the recruitment occurs excluding from the existing employees then it is
external.
Total process of recruitment and selection of DAWN BREAD
1) Review the job description to ensure that it meets the present and
future requirements
2) Review the person specification to ensure it meets the requirements
of the job description
3) Design the selection process
4) Draft the advertisement and select the advertising media
5) Short list using the person specification only
6) Interview and test short-listed candidates
7) Validate references, qualifications, skills and security clearances
according to job specification.
8) Make appointment
9) Medical tests of employee.
10) After Probation of specified time period the employee is confirmed
on the job.
49
1. Organizational design and development
Organization design involves the creation of roles, processes, and

formal reporting relationships in an organization.
There are two phases in an organization design processes in the DAWN BREAD
:Strategic grouping, which establishes the overall structure of the organization
and second one is operational design, which defines the more detailed roles,
processes and formal reporting.
Organization development is a planned, organizational effort to increase an
organization's effectiveness and abilities. It is basically developed the beliefs,
attitudes, values, and structure of organization in some specific scene so that
they can better adapt to new technologies. For this purpose DAWN BREAD
organize different seminars for the employees to share these beliefs, attitudes,
values including the benefits to the employees.
50
2. Business transformation and change management
Sometimes employees accept and embrace changes in their current business

environment but sometime they feel embarrassment to adopt that change.
Change management is also a project management process for DAWN BREAD
where changes to a project are formally introduced and approved according to
situations.
3. Performance, conduct and behavior management
Performance management can focus on the performance of an organization, a

department, employee, or even the processes to build a product or service
according to the standards.
And when all the job is performed DAWN BREAD, then management can check the
behaviors of the results. And according to these results the future implementations
are organized and managed. And the behaviors of the workers and total staff are
also keeping under control and there is no force and any kind of order behavior is
avoided. To escape from the any kind of thing that leads the employees toward no
more loyal behavior.
51
If you get success in this thing you will be succeeded in the managing the whole
company..
4. Industrial and employee relations

Industrial relations are basically the employment relationship. Industrial
relations is increasingly being called employment relations because of the
importance of non-industrial employment relationships. Many people also equate
industrial relations to labor relations.
In DAWN BRED Industrial relations has three faces:
a) science building
b) problem solving
c) ethical.
In the science building face, industrial relations is part of the social sciences,
and it seeks to understand the employment relationship.
In the problem solving face, industrial relation e as well as employer.
In DAWN BREAD, the financial benefits are always think best way to
compensate the employee. Because it always establish motivation to the
employees.
1. Training and development (learning management)

52
There is little bit difference between training and development of employees.
• Training is for the current time period for the specified range for employees.
• Development is for the future time and is maintained for the future success and
future range organizer.
LEARNING AS A STUDENT INTERN
53
DUTIES
➢ To conduct outdoor activities like free tasting of newly launched frozen
foods chicken combo wings, spicy wings,fillet burgers, and may existing
products as well .These activities were carried out on the famous
departmental and general stores.
➢ To do visit as spo on the stores having dawn products and recording the
level of stock of each category with the sole purpose of having an eye on
the sales staff.
➢ To check the daily reports of spos.
➢ To analyze the customer complaints.
➢ To visit different locations for the purpose of branding.
Accomplishments
➢ I did my best to do all the works that my boss asked me to do.
➢ I Participated warmly in these activities.
➢ Performed multi tasks like pursuing customers by giving the information in the
appropriate way.
➢ I read different articles which my boss assign to me.
➢ I went different locations and stores for the purpose of branding and to check the
customers problems regarding dawn products
➢ I also visited different departments of dawn bread.
Following main stores where activities were conducted
Pot pourri (defense)
Raheem store moon market iqbal town
Al-fateh liberty
Alfateh dha
Fine store Walton
54
D
55
New knowledge acquired
➢ No doubt practical is the most precious knowledge. During this internship I
learn how the deals are accomplished in business sectors. I learn how to write
a contract, agreements.
➢ I also learn how the operations are done in a production unit. I learn how
much advance units are used in blades manufacturing industry.
➢ I also learn that the marketing processes used in the company. Problems in
marketing processes and procedures.
➢ I also learn about the export procedures that are used in the company to carry
the business unit.
➢ Every business has its own terms and language to communicate. As soon as
you are able to understand these terms and language, you have an ample of
confidence to work in any business environment. I have tried t learn all the
terms and language used in dealing. But there is still much room to learn.
Problem encountered
➢ I had some problems at the start of my internship until there is some
confidence is built between employees and me. But it was all good when I
realize that the environment of DAWN BREAD is very friendly. It gave me a
lot of confidence to work as internee.
➢ In start, I had a problem in understanding the terms and language that is used
in dealing. These terms are purely local. So it took a lot of time to understand
these terms.
56
WEEKLY REPORTS
WR 1
RANA SHOAIB ANWER FA09, MBA 13-B, 123

Weekly Report Starting from 21st June – 25th June.
21st June, Monday

One the very first day of my internship, I met with the CEO of DAWN BREAD who
introduced me to HR Manager of DAWN BREAD. I was being told about different
departments of the company by the HR Manager i.e., Accounts Department,
Marketing Department, Human Resource Department, Sales Department and
production Department. In the end of the day I visited all the departments of the
company and also spend time with the employees working in different departments.
22nd June, Tuesday
The HR Manager asked me about my area of interest and as I am doing my
specialization in marketing so he referred me to the Brand Manager of Dawn Bread
Mr.Nisar Ashraf who gave me introduction of the marketing department and told me
about the different units of production of Dawn Bread and marketing strategies of the
company.
23rd June, Wednesday
On the third day of my internship, the brand manager gave me a task to analyze the
reports of sales promotion officer and also told me about the working methods of a
sales promotion officer. I analyzed the customer complaints which were recorded at
the retail shops. The major complaint was the availability of expired products at the
retail shops and the late delivery of fresh products to the shops.
24th June, Thursday
The brand manager gave me the access to visit the official page of DAWN BREAD
on the well known social networking website FACEBOOK to analyze the views and
comments of fans of the DAWN BREAD on FACEBOOK. Majority of the fans gave
positive feedback about the products of DAWN BREAD. There is another unit of
57
DAWN BREAD which is known as BREAD AND BEYOND (ATA BAKERY). The
manager also gave me the access to visit this page as well.
25th June, Friday
On the last day of week, the HR manager sends me with the marketing coordinator
of DAWN BREAD Mr.Yasir Sandhu to visit the University of Central Punjab campus
for the purpose of branding of DAWN BREAD and BREAD AND BEYOND at the
university campus.
WR 2

Weekly Report Starting from 28th June – 2nd July
28th June, Monday
I visited the fashion Designing College located at Johar Town Lahore with the
marketing coordinator of DAWN BREAD for branding purpose.
29th June, Tuesday
The brand manager showed me the merchandizing officers report which were
working at twelve different stores in Lahore. He gave me the brief introduction of
merchandisers. After that he gave me the reports for analyzing purpose.
30th June, Wednesday
On the third day of this week brand manager gave me a magazine with the name of
SYNERGIZER and told me to read that magazine which is related to the marketing
activities of different brands. He specially told me to read the case of OMORE ice
cream.
After reading that magazine I discussed different points with the brand manger
related to the marketing techniques.
1st July, Thursday
On the fourth day of this week, I visited METRO Thokar Niaz Baig branch. There we
met with the manager of METRO Thokar Niaz Baig branch. After coming back from
there the brand manger gave me the article related to the SONIC BRANDING for
reading and analyzing.
2nd July, Friday
58
On the fifth day of this week, I went to the Pot Pouri store in defence for the
promotion activity of DAWN FROZEN FOODS. We make a stall there and distribute
free sample to the people visiting there and I collected their precious feed back
regarding the product quality and taste.
WR 3
Weekly Report Starting from 5th July – 9th July
5th July, Monday
on 5th july my brand manager give me task to visit different sectors of DAWN bread in
lahore. Dawn bread divide lahore in 12 sectors. On Monday I decided to go in
DEFENCE area there is almost 25 stores at which dawn bread sold their product. My
basic purpose to visit this sector to analyzed what are the conditions of dawn bread
stalls at different stores. And what are the problems of shopkeepers.
6th July, Tuesday
On Tuesday I selected JOHAR TOWN sector. On that day I met with different shop
keepers and asked them what are there problems regarding dawn bread products.
7th July, Wednesday
On the third day of this week I visited ALLAMA IQBAL sector and met with different
shopkeepers there. I asked them what they want from DAWN bread, and take their
suggestion that how we can serves them in better way.
8th July, Thursday
On the fourth day I conclude all the data which I gathered in three days and I submit
it to the brand manger of DAWN bread.
9th July, Friday
On the fifth day Dawn bread organize a cricket match event in the DHA Lahore. In
this event there was matches between the REAL ESTATE AGENTS of DHA. We
also do their activity of free sampling of DAWN FROZEN FOODS.
WR 4
Weekly Report Starting from 12th July – 16th July
59
12th July, Monday
on 12th july DAWN BREAD sponsored a cricket match tournament between different
organizations at model town cricket ground. It is basically a two days activity on
which our marketing department duty is the branding of dawn food in the cricket
ground. For that purpose we design the boundary boards which covered the whole
ground.
13th July, Tuesday
On 13th july as it is a second day of tournament we visited there and settled the
boundary again and posted a some new boards of DAWN FOOD. But sad news is
that after a tough competition DAWN BREAD team lost their match.
14th July, Wednesday
On 14th july I visited MODEL TOWN SECTOR and meet different shopkeepers there
and asked them to tell any problems they are facing regarding DAWN FOOD. And I
also checked the stall conditions of the DAWN BREAD .The major stores are like
Victoria, metro etc.
15th July, Thursday
On 15th july me and MARKETING COORDINATOR visited different major stores of
Lahore for the purpose of branding of DAWN PRODUCTS. In stores we took
pictures of different locations and analyzed that the which side of the store attract the
customers most. We also took the sizes of these locations.
16th July, Friday
On the fifth day we showed the pictures to the brand manager. And the market
coordinator also told the estimation cost to the brand manger. After the approval we
sent the order to the advertising agency for the skins.
WR 6
Weekly Report Starting from 19th July – 23rd July
19th July, Monday
on 19th July my boss give me job applications along with the C.V of the candidates
for the post of the SALES OFFICERS and for the MERCHANDISERS and asked me
to the list down the candidates whose qualification and the experience is according
60
to the requirements. After this I submit these APPLICATIONS to the HR OFFICER
who call the candidates for the interview on Tuesday.
20th July, Tuesday
On 20th July we interviewed different candidates as per scheduled there were 52
candidates who were interviewed and among those 52 candidate we selected 10
candidates.
21ST July, Wednesday
On 21st July we started 3 day activity of DAWN FOOD .The activity is basically of
free tasting of dawn frozen foods like chaplii kabab, fillets, chicken samosas, chicken
shots. The place where we done that activity is the well known RAHEEM STORE at
IQBAL TOWN. There we directly interacted with the customers and told them about
our products.
22nd July, Thursday
On 22nd July, we again did the activity at RAHEEM STORE as I mentioned earlier
this was a 3 day activity. This day we changed some of our products we added a
spring roll and chappli kabab in our activity,
23rd July, Friday
On 23rd July as this our last day at RAHEEM STORE we continued our activity on
third day. As like previous days we again received very positive feed back from the
attendants of the activity.
Bibliography:
MR Nisar Ashraf (brand manager)

Personal interview
Aug 9 2010.
Mohammad saleem (marketing coordinator)

Personal interview
61
Aug 11 2010
Mohammad yasir(marketing coordinator)

Personal interview
Aug 12 2010
Moahammad adeel (assist HR manager)

Personal interview
Aug 23 2010
http://www.ifm.eng.cam.ac.uk/dstools/paradigm/genstrat.html
en.wikipedia.org/wiki/Marketingstrategy
www.1000advices.com/guru/strategies_competitive_vk.html
http://www.dawnbread.com/
http://www.breadbeyond.com/main.htm
http://dawnfrozenfoods.com/
http://dawnspread.com/
GLOSSARY:
DBG: DAWN BREAD GROUP
FMBRA : stands for Flour Milling and Baking Research Association (now the
Camden and Chorleywood Food Research Association; UK)
62
ISO 9001 ISO 9001 is the internationally recognized standard for the quality
management of businesses
HACCP Hazard Analysis Critical Control Point (HACCP) is a systematic preventive

approach to food safety and pharmaceutical safety that addresses physical,
chemical, and biological hazards as a means of prevention rather than finished
product inspection
SANHA the South African National Halaal Authority (SANHA) is a national, non-
profit-making organization, representing the Muslim community of South Africa on all
matters pertaining to the general application of the term Halaal with specific
reference to Islamic dietary laws.
EU europeon union
TQM total quality management
CBP Chorleywood Bread Process
63

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INTERNSHIP REPORT

39, quaid-e-azam industrial estate

COMSATS INSTITUTE OF INFORMATION AND

PREFACE ………………..……………………………………………………….. ..4

After the completion of internship program, internship report has been

Pakistan is exporting different products to different countries in which there is some

Mr. Ghulam Hussain (Chairman)

Plot No. 33, Sector No. 24,

BANKERS TO THE COMPANY:

Dawn Bread a name that has come to signify quality and

Prior to the establishment of Dawn Bread, the largest producer of

HISTORY OF DAWN BREAD

For purpose of standardization, the company associated itself

Today, Dawn Bread’s distribution network comprises more than

DAWN BREAD IN A WIDER ASPECT

DAWN BREAD OBJECTIVES

TRUST OF INTERNATIONAL FOOD CHAIN

• McDonald’s hamburger buns throughout Pakistan.

• KFC (KENTACCY FRIED CHIKENS)

To provide quality products to customer and explore new Markets to

We work together as a team for implementation and continual improvement of

PLAIN WHITE BREAD

Major Offices of the Organization

Organizational Chart of DAWN BREAD

Chairman of the Board of

Chief Executive Officer

Director Finance Director Marketing/Export Director Operation

G.M. Finance Executive Director Marketing Executive Director

Manager Finance Marketing Manager General Manager

Deputy Manager Finance Deputy Marketing Manager Divisional Manager

Asst. Accountant Marketing Officer Asst. Manager

Marketing Asst. Incharge

SWOT ANALYSIS OF DAWN BREAD

 Early adopters of new technology, advanced production units with

 TOM recall among Bread Brands through presence in print and

 Largest Distribution Network providing Nation wide coverage. Effective

 Vast range of quality with a choice of flavors within them.

 Less turnover of the employees

 Products launched by force of Sales Team & Competitors (when need

 Large Product Range lacking proper planning, strategy, product

 Confused Branding resulting in the fading of image such as cakes,

 Over work burden on the employees due to limited strength of the

 The recent growth in RTE food sector specially baking

 Low Operating cost, Trade discounts offered by the competitors.

 Since a brand impacts the minds with a “single-minded and differentiated”

➢ Sustainable Competitive Advantage

 DBG, to its advantage, has

WHAT IS marketing strategy?

Marketing strategy is a method of focusing an organization's energies and resources

A marketing strategy can serve as the foundation of a marketing plan. A marketing

A marketing strategy often integrates an organization's marketing goals, policies, and

• Porter generic strategies - strategy on the dimensions of strategic scope

○ Product differentiation (broad)

○ Cost leadership (broad)

○ Market segmentation (narrow)

A more detailed scheme uses the categories[6]:

• Marketing warfare strategies - This scheme draws parallels between

WHICH MARKETING STRATEGY DAWN BREAD IS

➢ introducing updated versions or refinements to existing products;

Dawn foods is purely following the market expansion strategy by means of

➢ Positioning Strategy of DBG:

Dawn, in essence, is the perfect grain

➢ The target audience