History Wooden Bakery was established in Lebanon, Jal el Dib in 1969 by Mr. Edward BouHabib as a simple bakery providing the market with freshly baked quality bread. In the last decade Wooden Bakery revolutionized the bakery industry in Lebanon by setting new standards and upgrading its products and services.

Edward’s two sons Assaad and Ghassan Bou Habib planned and designed the new concept in 1996 with immense vision, an innovative spirit and an experienced management team. The first Wooden Bakery retail outlet opened at a prime location in Lebanon during 1999. Wooden Bakery launched their first franchised operation in 2002 and has now expanded to 24 franchised and 7 company‐owned outlets in Lebanon.

In 2009, Wooden Bakery launched its first overseas Master Franchise Operation in Saudi Arabia and is currently embarking on an ambitious international expansion plan.

Contains :

Products Manufactured

•Arabic Bread• Kaak• French Bread• Viennoiseries• Arabic Sweets •Pastries of all varieties • Appetizing croissants and Danishes• Delivery Menu (Manakeesh, Sandwiches (Hot & Cold), Bouchees, Pizzas, Salads, Burgers, shawarna,fajita Side Orders, Wooden Bakery specialties) • Special Occasion Menu (canapes, bouchees, mini sandwiches, special cheese & deli platters)

USP :

our price range is affordable for all kind of society classes and huge range of variety. We have chosen this strategy in order to target and win loyal customers from all classes.

Goal :

Wooden Bakery aims to become the first choice bakery in the Middle East and position itself among the industry leaders worldwide.

Target Audience :

We target people from all ages, young & old. Our main target audience is mostly Women,married and have a family.

Some advertising Ads

SWOT ANALYSIS

STRENGTHS

1. The fastest and Biggest company in Lebanon more than 24 branches.

2. price range is affordable for all kind of society classes

3. Major market : Lebanon

5. Customer service department 6. High quality Low price

WEAKNESS

1. Gluten Free2. Weak ATL3. Low calorie menu4. Open 24/7 in all branches5. Plat du jour

Opportunities

1. Should also promote on low calorie menu

2. New substitutes : for those who Are allergic on Gluten.3. Open branches in mountains where

people spend there Summer vacation.

4.Malls Branches5.develop a national and internationalfranchise network

Threats

1. Some consumer ignore the food menu

2. Some consumer ignore that Wooden Bakery serve occasions (Birthday, Wedding…)

3. Huge competitions from competitor

4. Online catering

Competitors

1. Moulin d'or: known to serve the same items provided at Wooden Bakery + Gluten Free + plat du jour

2. Yammine: same as Wooden Bakery concept +24/7

3. Pain d'or: provides only French Bread, pastries, chocolate, special occasion cakes, cold cut sandwiches & salads (more like a café type)

Demographic Segmentation

Age : 15-60Gender : Male – FemaleSocial Class : All Social ClassesGeography : LebanonLife Style : Everyone

ATL Proposal :

• Needs a different style in TVC ad whichcan be more attractive to consumer mind and be more

creative.

•Online Catering.

• Application game fun play and win a meal at wooden.

• Creative Billboards that covers Lebanon especially to spotlight the food and the occasions Pastry.

BTL proposals :

• Guerilla marketing.

• New POS in Malls

• Should be a member of Wedding magazine for it Pastry.

• New product substitutes : Low calorie Menu Gluten Free and plat du jour.

Lines

•(Corporate) ّافتّ الخبز بلشّ عن

•(Bread) خبزنا و لقينا

•(Food) ابن اصل

•(Pastry) القالب غالب

Logo1. Logo lifting2. Business Card3. Letter head4. Envelope

Corporate

1. Tvc Ad2. Promotion Item

Promotion - Item

Bread1. Unipole2. Billboard3. Press Ad4. Unipole – Gluten Free5. Guerilla Marketing

Unipole

Billboard

Press - Ad

Unipole – Gluten Free

Guerilla

Pastry

1. Billboard - Wedding2. Billboard - Birthday3. Billboard - Happy Mother’s Day4. Press Ad - Wedding 5. Press Ad - Birthday 6. Billboard –New Online Catering

Birthday - Billboard

Birthday – Press Ad

Wedding - Billboard

Wedding – Press Ad

Mother’s Day - Billboard

New online catering- Billboard

Food MenuTeaser Realever1. Billboard – Lebanese Food2. Billboard – American Food3. Billboard – Mexican Food4. Unipole – New Low calorie

Menu5. Application game

woodenbakerypot

Teaser – Lebanese billboard

Teaser – Mexican billboard

Teaser – American billboard

Reliever – Lebanese billboard

Reliever – Mexican billboard

Reliever – American billboard

New Low calorie Menu- Unipole

New POS in le Mall

1. Billboard - Pastry2. Billboard - Food

New POS Pastry- Billboard

New POS Food- Billboard

Thank You