External Environment:Demographic Trends • 30% of interviewee eat bakery almost every day (Produce Green Foundation and Hong Kong Vegetarian Society ,2001)Existing • Bakery market keep in growingmarket • From 2005 to 2011 • bakery products business • employees Trend • gross output • Located at Kowloon + Hong Kong
External Environment:Political & Legal Trends Government intervention on the food concern Centre for Food Safety impose guidelines on the operation of food industry (Chow, 2009)
External Environment: EcologicalTrends Steady supplier 91% of the health store customer buy organic food because they are environmentally friendly Plastic bag is harmful to the Earth
External Environment: EconomicTrends The World This Year (2010) lose of confidence in the ability of a few countries to pay their debt Increase in buying power
Micro Environment: Competitor 1Hung Fook Tong Holdings-Competitor in product category Target customers: MTR passengers Promotions: Advertisement and internet Environment: Clean and hygienic Strength: high market share, CSR, healthy image Weakness: plastic container and packages
Micro Environment: Competitor 2Maxim’s Cakes-Competitor in customers category Target customers: white collars Product & Service: Bakery, Cake, made to order services Promotions: Advertisement and sales promotion Strength: long history ,reputation Weakness: seldom new products
Target Market Analysis:Segmentation Geographic • Commercial area segmentation • People who work in offices Demographic • 879,790 office ladies aged from 25 to Segmentation 44 (Census and Statistical Department) • higher disposable income • Social class segmentation and Psychological lifestyle(Jackie L.M. Tam, Susan H.C. Segmentation Tai, 1998) • 5 segments
Target Market Analysis : TargetMarket “Traditionalists” “Strivers” “Achievers” “Adapters” “Middle-class hopefuls” • 7% of the “Achievers” willing to latch new trends (Jackie L.M. Tam, Susan H.C. Tai ,1998) • Rich with high disposable income (Thompson & Hickey, 2011)
Target Market Analysis:Positioning The place the product occupies in consumer‟s minds relative to competing products Competitive advantage : organic and healthy Factors being analyze : Market price, Healthy
4Ps - Price Critical factor in operation (Myers, M. B., Cavusgil, S. T., & Diamantopoulos, A. 2002) Packaged way-$18-$25 Target market is “ Achievers” Higher than our competitor Can achieve physical needs and the social statusCustomers need to actively maintain and present their status throughbuying pattern, brand, tangible and intangible products. (Ehrenreich,1989)
4Ps – Products Atmosphere • Café liked environment- sofa and table • Bright light and green plants Organic food • Bread , cake and health drinks • Quality control by the Hong Kong Organic Certification Centre Package • Breakfast -$20-25 • Lunch--$30-35
4Ps - Promotion Communicate benefit to customer Create demand • Leaflet :background 1.Advertising of Ogreenic & product • Regular discount 2.Sales promotion • Coupon distribution
4Ps - Promotion • Convincing retailer 3.Personal selling • Create relationship with customers 4.Public • Official website relations and publicity • Specific & updated
MilestonesDate Event Objective Person Budget Responsible Before establishment of2/5-7/5/2012 Design the leaflet supervisor company9/5-11/5/2012 Find the printing company PR for leaflet13/5-17/5/2012 Produce leaflet PR $50001/6- 17/6/2012 Plan official website Attract new supervisor customer9/6-15/6-2012 Find website design PR $6000 company10/6/2012 Establishing of official Get awareness website12/6-20/2012 Distribution of leaflet Attract new Assistance $2000 customer manager
Milestones1/7/2012 Opening of company3/7-23/7/2012 Discount period Attract new customer Establishment24/7-25/7/2012 Produce leaflet Assistance $10000 of Orgreenic manager26/7-5/8/2102 Distribution of leaflet Attract new PR $1500 customer7/8-9/8/2012 Product coupon PR 350010/8-20/8/2012 Distribution of coupon Attract new retailers customer25/8-31/8/2012 Offer special discount for Keeping the old customers existing customers1/9-8/9/2012 Distribution of leaflet Attract new customer
Milestones15/10- Distribution of leaflet Attract new Assistance $500 Christmas promotion-28/10/2012 customer manager a highlighted event11/11- Discount period Attract new18/11/2012 customer11/12- Distribution of coupon Attract new retailers15/12/2012 customer17/12- Christmas discount Attract new and31/12/2012 existing customers
Milestones10/1- Distribution of leaflet Attract new Assistance $100015/10/2012 customer manager Promotion in next year5/2-13/2/2012 Discount period Attract new customer6/3-10/3/2012 Distribution of leaflet Attract new Assistance $1000 customer manager12/3- Distribution of Attract new retailers18/3/2012 coupon customer15/4- Offer special discount Keeping20/4/2012 for old customers the existing customers21/4- Evaluation Make Supervisor30/4/2012 adjustment
Marketing Control 1. Statistical report provide precise & specific information 2. Re-assess the pricing & marketing methods
Conclusion Promote healthy lifestyle to office ladies identify the potential benefits of consuming organic products
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