MARKET DPL Festive Ltd is one of the leading bread manufacturers in the country. DPL Festive, as a brand, is constantly evolving and developing new product lines that satisfy the ever changing needs of the consumer. Their products are made with the finest ingredients and cater to the variety dietary needs of consumers in Kenya.They guarantee quality, taste and health benefits make them appealing to different market segments. Their key brands; Festivita, Festive Supreme and Nature’s gold target the mass market. These three sub-segments cover the complete spectrum; from high fibre nutrients for older adults, to high energy products such as Festivita for the younger adults and children. For a well-balanced super nutritious need; the Festive Superseeded bread is a multi-seeded affordable bread high in omega 3, proteins and calcium. DPL Festive Ltd confectionary segment has introduced burger buns and deluxe rolls for the middle class and upper-class families as well. In addition to this, Cream rolls are primarily positioned for the younger age segments but not limited to them as adults enjoy the indulgent treat too. DPL Festive Ltd prides in owning 40% of bread market share in the country. As for the confectionary category, they are the dominant market leaders with their burger buns, hot dog rolls and Cream rolls. Modern retailing trends such as online sales, have fostered sales growth for the confectionary category giving them a boost in reaching their target markets. This has however not affected the bread categories, as bread is a daily product that is usually bought over the counter in kiosk and other retail outlets. The brand moves in tandem with changing consumer needs. They plan to introduce new categories of breads and confectionaries satisfying the needs of the customers across different social economic groups and cultures. There are plans to also increase distribution and reach more interior regions that have been untouched so far. ACHIEVEMENTS Certifications ISO: The brand is on-course to achieving the ISO 20000 certification and ISO 2002 on health and quality of the bakery process. FSSC certification: The recent awarding of the FSSC certification for implementing the Food Safety management policy underscores that DPL Festive Ltd has made giant strides in attaining international production standards. HAPAS certification: Festive products are HAPAS certified. HISTORY DPL Festive Ltd was founded in 2000 by Mr. Suresh Shah who had a vision of providing a variety of high-quality breads and confectionaries that matched European standards. The company started with a single Italian made semi-manual machine but the rise in demand and competition warranted DPL Festive Ltd to increase their production output. Demand was much greater than what was being produced and company had to struggle to keep up. With just 20 employees, the company opened a new bakery along Enterprise Road producing about 10,000 loaves of Festive Classic bread per day. DPL Festive Ltd hence embarked on expansion of the Nairobi factory and built another in Kisumu.This expansion increased production output and ensured an extensive supply of their products across various counties in the country. Starting out was not an easy affair as a company, they faced very restrictive regulations from the authorities. Another major challenge faced at inception was stiff competition from other brands.These brands had existed in the market for many years hence were holding a high percentage of the marketshare. However, over time Festive built up loyal consumers as they came to recognise the superior quality of the products offered. DPL Festive’s persistence, uncompromising quality, embracing innovation and listening to what the people paid off. Their client-base and distribution continue to expand from a humble radius of 50km within Nairobi to presently cover 350Km. PRODUCT DPL Festive Ltd products are designed to achieve utmost customer satisfaction by ensuring that there is consistency in the products’ sumptuousness and ingredients. Bread: • Festive Supreme Bread (white and brown) • Festivita (white and brown) • Nature’s Gold (white and brown) • Silinda Bread • Festive Classic (white and brown) 50
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