Bakers Inn is targeting to produce 600 000 loaves per day by the end of the year as it seeks to increase its market share to 55% in the highly competitive sector.
BY TATIRA ZWINOIRA
Once the target is reached, Bakers Inn would expand into the region in Mozambique, Zambia, Botswana and Nigeria, chief executive officer Ngoni Mazango said.
The projected increase in market share comes after the confectionery company has spread its tentacles and accounted for 44% of the market share from last year’s 38%.
Bakers Inn CEO Ngoni Mazango giving a speech during the launch of the Bakers Inn traders and consumers bread promotion.
Speaking at the launch of a double promotion for traders and consumers yesterday in Harare, Mazango said the company recently finished building a new plant which would be unveiled once average daily sales reached 500 000.
“We have got a new plant on standby capable of producing up to 100 000 loaves per day that we will introduce once we increase our average daily sales from 450 000 to 500 000 across the country. Currently, we produce up to a capacity of 500 000 loaves per day,” Mazango said.
“We want to increase our production levels to 600 000 from 500 000 loaves of bread which will directly increase our market share from the current 44% to 55%. We want 55% of the bread consumed in Zimbabwe to be Bakers Inn bread.”
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He said the increment from 38% to 44% was due to traders increasing their sales and consumers buying more of their bread.
To meet the new target, Bakers Inn yesterday launched two promotions — Stock Up and Win for traders and Buy and Win for consumers that will run concurrently from today up to April 2.
Some of the prizes will include nine Honda Fit vehicles, 19 2,5KVA generators, 19 laptops, 19 LED televisions, cash and monetary consolation prizes.
Head of marketing Douglas Magonya said the promotions were volume-based meaning the more traders can sell and consumers buy the higher the chance to reach their target.
“These are volume-based promotions where we are encouraging our customers to stock more of our products and reward them. Nationwide we are expecting to award a total of 54 traders who will have a chance to win,” Magonya said.
