DOCE

FOODS
Submitted To:
Prof. Ch. Hassan Sb.
Submitted By:
Muhammad Awais FA-17/MBA-Ex/41/W
Zubair Iftikhar FA-17/MBA-Ex/13/W
Sohail Tufail FA-17/MBA-Ex/21/W
Syed Muhammad Waqas FA-17/MBA-Ex/08/W
Salman Mahmood FA-17/MBA-Ex/40/W
Furqan Shahid FA-17/MBA-Ex/ /W
Syed Aun Ali Shah FA-17/MBA-Ex/ /W
 HISTORY OF THE COMPANY
 In 2011 MIAN AMIR MEHMOOD and MIAN
ASLAM IQBAL decided to open a bakery chain in
Lahore with a vision to spread it into all over
Pakistan. Company started its operation in July-
2011 from Lahore with a view to create a healthy
competition in market after 2 years partnership
has been dissolved and company wholly owned by
MIAN ASLAM IQBAL now Doce Foods have 40
outlets in Lahore and 5 outlets out of Lahore.
 Our vision is to provide quality bakery &
confectionary products in economical price
 Our mission is to create healthy competition in
market and provide top quality bakery and
confectionary items in economical price and
spread outlets all over Pakistan to become one of
the best bakery chains in Pakistan.
 Company have two types of objectives short term
and long term short refers to the day to day
compliance and meeting of daily requirement and
open at least 5 to 8 outlets in a year in long term
means more than one year that company have to
open 100 out lets in 15 year & 2 restaurants
within 10 years and maintain least profitability
to meet over objectives.
 BAKERY ITEMS
 Chicken Burger, Pastries/Trifel cup/Donut/Lemon Tat, Cream Roll/CreamPuff/
Aklair Puff,Special Cake
 Mos Pastry/Muffin Pastry, Rusk Malie, Ice Cream Cake, Nimko, Special
Nimko, Halwa (Seasonal)
 Multani Sohn Halwa, Supper Sohn Halwa, Sohn Halwa, Chicken Tika Pizza
Small, Ch.Pocket Pizza
 Chicken Roll, Browni Pastery, Cake Rusks, Walnut Tat/Lair/Fujj/Dry Pastries,
Toffee Pastery
 Almond Pizza ,Chicken Pizza Large, Chicken Pizza Small, Chicken Sandwitch/
Kutlus, Chicken Tika Pizza
 Large, Chicken Tika Pizza Medium, Plain Cake, Fruit Cake,
Patti/Smosa/veg.roll /m.piza,Ck.
 Ch.Paties+Ch.Shami, Vegetable Patties, Special Biscuit, Biscuit Mix, Bakar
Khani, Mix Sweets / Arabian
 Special Sweets, Fresh Cream Cake, Mos Cake, Dry/ Layer Cake, Plain Bread,
Milky Bread, Brown Bread
 Coconut Bread, Doce Bread, Special Bread Large, Special Bread Small, Lemon
Bread Large, Lemon Bread
 Small, Burger Roll, Sheer Mall, Plain Bun, Lumbay Rusks, Gole Rusk, Brown
Rusk, Fruit Bun
 ICE CREAM ITEMS

 Vanilla
 Mango
 Chocolate

 Strawberry

 Kulfa

 Cups and Sticks

 MINERAL WATER
 Water-19 Ltr
 Water-1500 Ml
 Water-600Ml
 Bottle-19 Ltr

 Nozzle

 Stands
HOLISTIC MARKETING CONCEPT

 Doce Foods strictly use holistic marketing

concepts in all its department and they are
highly interacted and interconnected with each
other so that company makes all its products as
per consumers need here we discuss holistic
marketing concepts of doce foods.
 INTERNAL MARKETING
 It means marketing in between departments of an
organization in doce foods all departments are
interconnected with each other like product
development department is connected with research
and development department so that department
make product according to the need of customer and
research and development department connected
with finance department so that they can manage
finance for production etc.
 RELATION SHIP MARKETING
 Doce foods believe in building relationship with both
internal or external customers they always promote
internal customers so that they work efficiently and
effectively as per need and requirement of customers
and external customers to provide them quality
products and after sale services send them messages
for new offers of discounts or like if they feel that
product is not as per need they will take it back or
change it as per customer need etc.
 PERFORMANCE MARKETING:

 As we have discuess earlier that doce foods is

making quality products as per consumers need
and all its departments are interconnected with
each other they are going up by increasing its
sale by making a product as per customers need
and also by reducing its cost and decreasing its
wastage.
INTEGRATED MARKETING:
 In doce foods Products, services and marketing work
hand in hand towards to growth of the organization.

MARKETING MIX:
 Doce foods have full time experts of marketing and
they always try to deliver right product at the right
time at right place at right price which is affordable
to consumer one bye one we discuss marketing mix
below.
PRODUCT

 As we have discuss above that doce foods deals in

bakery and confectionary items so company owns
its own outlets in Lahore and other cities where
they supply all range of their products and
outlets must be in the approach of customers so
that they can easily approach to shop for their
day to day meals company also make products in
different size price etc.
PRICE

 Pricing strategy used in doce foods is cost plus

strategy so they try their best to purchase raw
material as low price as they can to compete the
market .

PLACE
 Doce foods have its own outlets in Lahore and in
different other cities and also distribution
network with different brands name where
company have no outlet so that product could be
deliver to customers easily.
PROMOTION
 Company makes different deals and make
different offers on different occasions like eid
Christmas and also announce different discount
offers in collaboration with different banks and
other face book groups and message to its
customers to inform them about different offers .

PEOPLE
 Doce foods have different customers for their
different products they use also different
research techniques to know about customers
need and they have committed staff to deliver
quality services on right time and on right place.
PROCESS
 Quality assurance department of doce foods made
best process for their different products so that
they can provide best quality products to its
customers and check their products with in
production on different stages instead of checking
it at the end.

PHYSICAL EVIDENCE
 Sale staff of doce foods is highly committed and
trained to satisfy the customer it will help them
to impose impact on customers mind and help in
increasing brand image which results in in
company’s growth rapidly.
 MARKETING RESEARCH
 Doce foods have highly professional team of
marketers who collect analysis and interpret
data pertaining to the marketing conditions basic
reason for carrying out the marketing research is
to find out the change in the consumer behavior
due to the change in the elements of the
marketing mix marketers need to know about the
changing trends in the market like change in the
customers tastes and preferences all this
research done through the proper process which
we discuss below:
MARKETING RESEARCH PROCESS
 DEFINE THE PROBLEM:
 It refers that every firm has to undertake is to find
out the problem for which the research is to be
conducted it should not be vague otherwise it may
result in the wastage of scarce resources and not too
narrow then the exact conclusion cannot be drawn
Doce foods conducted many times market research on
different issues arises in the market like on staff
behavior or before launching of new product or feed
back on different point about companies products,
tastes, atmosphere, quality, etc .
 DEVELOP THE RESEARCH PLAN

 Doce Foods conduct research through many ways

and many times they outsource their research on
different issues they take customers live
interview or a form of questioner or make calls to
customers or by observing activities or through
experiment activities they collect sample data
from different sales point and then observe it as
per their need.
COLLECT THE INFORMATION

 This is an expensive type of research method it

contains biasedness unwillingness to give
answers that’s why companies avoid using this.

ANALYZE THE INFORMATION

 After collecting the data analyzing process starts
different statistical techniques uses to perform
the analysis such as they compute average and
measures of dispersion also some advance
decision models are used to analyze the data.
 PRESENT THE FINDINGS:
 Finally all the findings and the research are
shown to the top management level like
managing director CEO or board of directors to
make the marketing decisions in line with the
research.

MAKE THE DECISION:

 This is last step of the marketing research once
the findings are presented to the top level
management it is up to them either to rely on the
findings and take decisions or discard the
findings as unsuitable.
KEY COMPETITIVE ADVANTAGES
 Doce foods necessarily check prices and quality of
different others competitors at least once in the
month and always try to keep lower prices with
equivalent or much more better quality and
always try to make different new products as per
customers need. Doce foods believe in innovation
with passage of time they make new innovation
and try to make different products which belongs
to different others countries they make different
products with different qualities and different
brands like premium and or bon vivant etc .
 CORE AND SUPPLEMENTARY
ELEMENTS OF PRODUCTS/SERVICES
 Doce foods make different normal edible products
but it can be made by company as per customers
need with higher quality like picture cakes and
special order sweets etc.

PHYSICAL AND ELECTRONIC

CHANNELS USED
 Doce foods uses different channels to market
itself and uses different distribution channels
with its outlets to increase its sale we discuss it
one by one below.
 DISTRIBUTION CHANNELS
 Doce foods uses multi branding product policy they
sale their products on their own outlets with the
name of doce foods and give distributions in market to
capture the other market share with other brand
names called wheat and sweet and majesty bakers
company have more than 100 distributors in Punjab.
MARKETING CHANNELS
 Doce foods uses different market channels like media
channels 24 news or city 042 for with in Lahore
marketing and also use social media like face book
twitter and Instagram and media channel dunya
news for country wise marketing company starts to
make different competitions or quiz on their different
social media pages and give different gifts to generate
interest of customers they always try to make buzz in
the market.
 HOW DOES THE COMPANY
PROMOTE ITS PRODUCTS
 Company should keep their prices below from competitors
build their brand image start different competitions on
social media contract with different banks to grab
customers by offering discount on their debit or credit card
give special discount to members of different face book
groups make product as per customers need and inform
them about availability of products etc

HOW DO THEY EDUCATE THE CUSTOMERS

 People want help from those who know what they’re going
through and who can help them navigate those issues.
Therefore, the best way to make yourself attractive to a
customer is to help solve their problems via content. How
do you get familiar with your clients' pain points? Ask.
Email them. Call them. Take them out to lunch, dinner or
drinks. Showcasing your unique point of view is truly the
only way to stand out from your competitors. No one has
had the same set of experiences and life lessons you’ve had,
and this is truly your best value prop.
 DEVELOPING BRANDS
 Decide what you’re going to brand.
 Are you branding a product, a service, a company, or an
individual?
 Do your research.
 First, find out everything there is to know about your
market. Then, find out everything there is to know about
your product or service.
 Position your product or service.
 Find and win a place for your offering in the marketplace
and in consumers’ minds by providing unique solutions to
problems or needs that aren’t already being addressed by
competing products.
 Write your brand definition.
 Your brand definition describes what you offer, why you
offer it, how your offering is different and better, what
unique benefits your customers can count on, and what
promise or set of promises you make to all who work with
and buy from your business.
 DEVELOPING BRANDS
 Develop your name, logo, and tagline.
 Your name is the key that unlocks your brand image in your
consumer’s mind. Your logo is the brandmark or symbol that
serves as the face of your brand. Your tagline is the
memorable phrase that provides consumers with a quick
indication of your product, brand, and market position.
 Launch your brand.
 Your brand goes public when you unveil your name, logo, and
slogan, and when you begin to tell your market the story of
how your brand reflects what you stand for.
 Manage, leverage, and protect your brand.
 This is the ―care and feeding‖ phase of the branding process;
it’s the step that leads to a strong, healthy, resilient brand.
Just like good parenting, good branding management can be
summed up in a single word — consistency.
 Realign your brand to keep it current.
 Occasionally, you can (and should) change how your brand is
presented. From time to time, you need to update your brand
presentation (the face of your brand) to keep it relevant to the
market in which it lives.
 BRAND POSITIONING
 Determine how your brand is currently positioning itself
 Identify your direct competitors
 Understand how each competitor is positioning their brand
 Compare your positioning to your competitors to identify
your uniqueness
 Develop a distinct and value-based positioning idea
 Craft a brand positioning statement
 Test the efficacy of your brand positioning statement
 A positioning statement is a one or two sentence
declaration that communicates your brand’s unique value
to your customers in relation to your main competitors.
 There are four essential elements of a best-in-class
positioning statement:
 TARGET CUSTOMER
 What is a concise summary of the attitudinal and
demographic description of the target group of
customers your brand is attempting to appeal to and
attract?
 Market Definition:
 What category is your brand competing in and in
what context does your brand have relevance to your
customers?
 Brand Promise:
 What is the most compelling (emotional/rational)
benefit to your target customers that your brand can
own relative to your competition?
 Reason to Believe:
 What is the most compelling evidence that your
brand delivers on its brand promise?
 BRAND EQUITY
 Doce foods always believe in customers loyalty and
believe that all great products solve a customer
problem. If your product or service is reliable, loyal
clients will continue to purchase your product. Brand
equity is a way to ensure that customers view your
company is different from your competitors. If you
market using your brand equity, you can build a loyal
customer base.
 MANAGING RELATIONSHIPS
 Loyal customers are at the core of every business’
success—businesses have a 60 to 70% chance of
selling to an existing customer, while the
probability of selling to a new prospect is only 5
to 20 percent. Maintaining customer
relationships is no easy task, but if done right, it
can help set your company apart from your
competitors.
HERE ARE 5 EASY WAYS TO MAINTAIN
CUSTOMER RELATIONSHIPS
 Listen to your customers:
Doce foods always listen to customer and make
products according to their need they take feed
back from different social media pages and on form
available on out lets ets and give discounts and
start promotion activites etc.
 Be genuine to your customers:

if your customers are having issues with your

product, provide an honest answer and don’t make
promises you can’t keep. The worst thing you can
do as a business is make false promises instead of
an effective customer solution
HERE ARE 5 EASY WAYS TO MAINTAIN
CUSTOMER RELATIONSHIPS
 Create and engage with your brand ambassadors
For new start-ups, growing a community is the first
step in marketing efforts, and that often includes
building a community of brand ambassadors.
 Put emphasis on customer success:

Customer success is a pivotal focus point for businesses.

If you provide support to your customers, they will, in
turn, reward you with loyalty and valuable feedback.
This could start out small: for example, by entrusting
someone on your team with customer support duties.
This will help you maintain customer relationships, and
establish your business as that which makes meeting
their customer’s needs a top priority.
HERE ARE 5 EASY WAYS TO MAINTAIN
CUSTOMER RELATIONSHIPS
 Keep in touch:
Just like maintaining friendships, in order to
maintain customer relationships you need to keep
in touch. For businesses this can come in the form
of holiday cards, birthday greeting Tweets, or a
quarterly email reminding your customers that
you’re there for them if they need you. By keeping
in touch with your customers, you’ll stay ―top of
mind‖—this is key to making sure your customers
don’t leave you for someone else, or forget about
you altogether.
 BUILDING CUSTOMER LOYALTY
 Doce foods always believe in customer loyalty
that’s why they take feeb backs and customer
views after some period and make changes in the
products as per customer need because cost to
sell the loyal customer is very low instead to
capture new one and they will always suggest for
your brand it will happened when company
become loyal to customers give them after sale
services and high quality in normal price etc.
 INTEGRATION OF VALUE CHAIN
AND VALUE DELIVERY NETWORK

 A value chain is the full range of activities –

including design, production, marketing and
distribution – businesses conduct to bring a
product or service from conception to delivery.
For companies that produce goods, the value
chain starts with the raw materials used to make
their products, and consists of everything added
before the product is sold to consumers.
VALUE DELIVERY NETWORK

 Value delivery network is a part of supply chain

of a company and includes all its direct
participants involved in production, distribution,
marketing, customer service, etc for given
geographical area.
 SWOT ANALYSIS
 Internal Strength:
Doce foods have very committed staff and they know
how to make quality products for consumer as per their
desire in economical afford able price and how to
compete the market and deliever right goods at right
time at right place they also believe in customer
relationship and in brand loyalty .
 Internal weakness:
Doce foods have some issues regarding to management
policies there is no consistency in policy and they need
to improve and train their staff require more focus on
customers need improves day to day staff activities by
giving and assigning tasks or separation of duties must
have written rules regulation policies and procedures
and limited production issues etc .
 SWOT ANALYSIS
 EXTERNAL OPPORTUNITIES:
In today’s market has very much potential that they can
increase their sale by opening its outlets in cities near to
Lahore and by giving more distribution after increasing
production they can give a good healthy competition to their
competitor and increase their sale by just focusing on their
policies and market situation and by adding some more
product range and by opening a hotel line etc.
 EXTERNAL THREATS:
Competitor of doce foods like gourmet or cakes and bakes are
the big threats as they decrease their prices at lowest level to
give challenge or to eliminate the other competitors or start
other promotion activities or build business partnership to
capture the competitor shares so that company have to focus
on competitors acts and must have to change itself with
competitors moves.
 CONSLUSION
 As we see that doce foods Is focusing on
marketing and management polices and growing
itself slowly but they have to improve them self
by giving more skills to staff applying more
policies must have written rules regulations and
written job procedures for staff need more staff
motivation related policies and need more
customer focus polices so that they can improve
them self .