Assessing the Brand Positioning and Marketing Strategies of O’Brownies in the Competitive Dessert Market

Abstract

This report examines the strategic gaps at O’ Brownies, a premium bakery located in Islamabad, and presents a comprehensive plan to improve its market position, visibility, and customer engagement. Based on primary data collected through a customer survey as well as insights shared by the founder, the research identifies key challenges such as limited brand awareness, insufficient marketing efforts, and low visibility of lesser-known products. Established marketing frameworks like Porter’s Five Forces, SWOT analysis, PESTEL analysis as well as Keller’s Brand Equity Model are used to diagnose these issues and suggest practical solutions. The report includes an evaluation of O’ Brownies internal and external environment, considering the highly saturated bakery and dessert market in Islamabad. It highlights how established competitors like Layers Bakeshop and Tehzeeb Bakers create significant challenges for O’ Brownies’ growth. Therefore, the findings emphasize the importance of implementing an integrated marketing strategy to strengthen its market presence. Key recommendations focus on utilizing digital marketing tools such as targeted social media ads, SEO, Google Ads, as well as influencer collaborations. Moreover, offline strategies include increasing brand visibility through billboards, sponsorships at universities, and in-store sampling events. Innovative ideas like loyalty programs and seasonal product campaigns are also suggested to improve customer retention. A six-month action plan for 2025 is proposed to implement these strategies in phases, ensuring optimized use of resources and measurable results. The proposed strategies align with O’ Brownies’ long-term vision of achieving organic growth by maximizing the revenue potential of its current outlet before considering expansion. Hence, implementing these recommendations is expected to enhance brand recognition, increase customer loyalty, and boost sales. Moreover, this report not only addresses immediate challenges but also provides an outline for achieving sustainable growth and securing a strong position in the market.