Paul is a French bakery came into existence in 1889. They have almost 450 outlets
across the globe. Approx. 4 million customers are served per month in France
alone. They have expanding quite fastly and aims to expand more in foreign
market with in next 10 years. They are currently operating in Pakistan too.
They describe themselves as an affordable luxury. Their aim is to provide high
quality products to their customer. They aim to provide convenience of the
standardized.
Products:
• Pastries
• Bakery goods
• Sandwiches
• Baguettes
• Beverages
• Salads etc.
Target Market:
If we consider Pakistan market it is little different from French one. Major target
market could be upper middle class, upper class and elite class because they are
from that community that loves to spend money on luxury eateries. They can
target college and universities if they offer some sort of special offers to student
body because this community likes to enjoy foods with friends mostly. If we talk
about the age group it could 16 to 35 year. They have to target community which
is more into concept of Hi-Tea and brunch. According to their menu it suits elite
cities like Karachi, Lahore, Islamabad etc. They will also target to people who
are more brand conscious and people here in Pakistan loves international brands
more then local ones so it is Bonus point for De Paul to operate in Pakistan. It all
depends how well they do marketing.
Pricing:
As we know De Paul is a luxurious brand and have products with quite high
price range. According to my opinion if bakery want to gain market share, they
have little bit compromise in starting years because there are many local and
international brands operating in Pakistan. The menu and the pricing follow in
France and other part of the world will only be able to target small market which
can be categorized as niche market. My recommendation would be to lower
down little bit prices so that middle class, upper middle class, upper class and
elite class can be targeted this will help brand to spread their name among large
number of people later Brand can increase their prices when every one starts
loving them and become addicted to brand products.
SWOT Analysis:
Strengths:
International Brand
Paul bakery and pastry, is a French chain established in 1889. With multiple
branches/bakeries spread over worldwide in several countries, it is one of the
well-known brands. And in countries like Pakistan, people have next level of
attraction for foreign brands.
Quality
Paul bakery and pastry never compromise on quality which is why they are able
to operate across the world since a long time. Sweet and other bakery products
are prepared with immense care using traditional and authentic recipes to give
unforgettable taste. In Pakistan, where getting hygienic food is kind of rare, this
bakery provides with one of the best services.
Luxury Brand
This French bakery outlet in Pakistan, do provides with best variety of products,
and their customers can always expect to find their desired items at each bakery,
no matter where that bakery is located across the world. So customers in
Pakistan can expect no difference in products while comparing to brand’s
foreign chains.
Weakness:
Local Bakeries
With quality and fame comes the price. Paul bakery and pastry offers their
products in quite high rates, and it’s justified, but still here many local wellknown bakers, provide same quality products in the much lesser price. People
other than those who are brand conscious, would prefer local bakers.
Paul bakery and pastry, is well known in other countries, but it’s not much well
known among Pakistani locals. Very few people actually know about it and its
origin. So it will take some time to get popular here.
Opportunities:
Online Service
Paul bakery and pastry should consider online service, as there are many locals
here who prefer ordering online rather than going to the store.
More outlets
Currently Paul bakery and pastry has opened its first outlet in Karachi. They
need to be expanding it to other cities. Even in Karachi itself, a single branch
won’t be enough.
They can offer drive thru service as they offer in France.
Less Competition
For now, there are few known bakery brands operating here. So there is a great
opportunity for Paul Bakery and Pastry to grow their brand.
Threats:
Day by day increase in taxes places additional financial burdens on Paul bakery
and Pastry. As to overcome increasing taxes they would’ve to increase their
prices which are already too high for majority of locals.
Increased competition from some other overseas brand, which could lead to lack
of interest in products/services of Paul Bakery and pastry. Also the extra
competition from local good brands could be a threat. Baker Pakistan and be a
threat.
Too much competition from local and international bakers as market share
shrinks
Price wars between competitors, price cuts and so on could damage profits.
Controversies are the major threat to bakery as negative rumors spread vigorously
through social media.
Current conflict between France and Pakistan because of blasphemous content will
leads to boycott of the French brand.
Review Time 