THE BREAD INDUSTRY OF PAKISTAN 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 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. However
10 the ground realities are a bit different since all the wealth is being concentrated in the hands of few and middle class is not emerging as fast as it is emerging in other Asian economies, which is one of the reasons that only 5% of Pakistanis population consumes bread. Inflationary pressures are affecting the prices of raw-materials. PLAN OF PROMOTIONAL PRETZEL BREAD STEP-1: Promotional opportunity: The market for Bakery and cereals in Pakistan increased from 2002-2007, and is growing at an average annual rate of 10.8%. The political scenario as well as the legal scenario is not posing any threat to the bread industry. The government is very enthusiastic about industrialization in the country and wants the foreign sector and private sector to take part in it. So any move towards industrialization and standardization is being encouraged, which should ideally suit the existing as well as new comers in the packaged goods industry. Market Share of Bread Companies in Pakistan: - Dawn bread 50% - Imported breads 15% - And other local breads 35% GAP ANALYSIS Gap analysis is carried out in order to find out in which areas of a certain market there is potential to grow and which areas are saturated with products and services. By doing a gap analysis the companies can evaluate what are the needs and wants of consumers that need to be fulfilled. In this way these companies can come up with the products or services that will not only satisfy the consumers but also bring profits to the company. In other words we can say that a gap analysis gives us the difference between the current and the most desired state of an industry. If we cast a look at the bread industry of Pakistan we shall see that there is a gap among needs to be fulfilled. There is a requirement of newer, tastier and differentiated bread in the market that needs to be fulfilled. There are only a few companies that provide bread in Pakistan and that too provide simple plain basic white bread having almost same taste and quality.. Thus
11 the consumers do not have much choice or differentiation among purchase of any bread that he might prioritize over other. Ultimately they are left with these plain breads from which to choose. Thus we can analyze that there is a gap in the bread industry. Consumers need to
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- Fall '18
- abu nase mohammad saif
- Dawn Bread, Bread Companies