Marketing (Group F)
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Marketing (Group F)

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    Marketing (Group F) Marketing (Group F) Presentation Transcript

    • ORGREENIC BAKERY Group Members: Shung Chi Tao Jennifer 11523480d Cheng Ka Wan 11346388d Wu Shan Ting 11343039d Mok Yee Sum Eugenia 11256305d Marketing HTM 2121
    • Business Concept Vision Statement “To provide quality and nutritious bread to all customers”
    • Business concept Mission Statement “To promote green and healthy brad as the essential diets for everyone, particularly office ladies”
    • Objectives
    • 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
    • Environmental analysis: SWOT
    • 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
    • Micro Environment: Competitor3Roll – Geographical Competitor Target customer: teenagers Product: Swiss roll Promotion: coupon, social media Environment: clean and fresh Strength: fresh image, low cost promotion Weaknesses: limited labor force
    • 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- Place Location of Bakery in HK
    • 4Ps- Place Location of Orgreenic
    • 4Ps- Place
    • 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
    • Budgeting Controls-Forecastsales
    • Budgeting Controls- marketingexpense budget Marketing materials Cost Amount/ days Total needed Color Leaflet $2/leaflet 7500 $15000 Labor cost (Past-time employee distributing leaflet) $133/ day 45 $6000 Website design company $6000 / $6000 Coupon $0.1/coupon 3500 $3500
    • Budgeting Controls-Income statement Orgreenic Income Statement July(2012) August September October November December January(2013) February March April May June JulyRevenueNet sales $62,000 $93,000 $105,000 $124,000 $150,000 $217,000 $155,000 $168,000 $217,000 $210,000 $232,500 $225,000 $232,500Cost of goods $45,060 $46,030 $47,310 $48,450 $51,410 $52,131 $47,280 $46,289 $47,389 $47,694 $47,093 $47,500 $47,460soldGross Profit $16,940 $46,970 $57,690 $75,550 $98,590 $164,869 $107,720 $121,711 $169,611 $162,306 $185,407 $177,500 $185,040ExpensesVariable costWater $2,100 $2,000 $1,900 $1,900 $2,100 $2,200 $2,100 $2,100 $2,100 $2,200 $2,000 $1,900 $1,800Electricity $7,000 $8,000 $8,000 $8,000 $10,000 $10,000 $10,000 $11,000 $12,000 $12,000 $13,000 $10,000 $1,1000Promotioncost(Shown in $10,750 $4,750 $1,250 $1,750 $1,250 $1,250 $1,250 $1,250 $2,250 $1,250 $1,250 $1,250 $1,250table 1)Miscellaneous $110 $130 $120 $150 $130 $180 •Break-even: 5$140 $150 $160 $150 $170 $140 months $1,40expenseTotal variable $19,960 $14,880 $11,270 $11,800 $13,480 $13,630 •High-lighted promotion in Dec, $13,500 $14,520 $16,490 $15,590 $16,400 $13,310 $14,190costFixed Costs income increase rapidlyRentSalary $65,000 $20,000 $65,000 $20,000 $65,000 $20,000 $65,000 $20,000 $65,000 $20,000 $65,000 $20,000 •Increase income steadily$65,000 $65,000 $65,000 $20,000 $65,000 $65,000 $65,000 $65,000 after$20,000 $20,000 $20,000 $20,000 $20,000 $20,000Telephone $110 $110 $110 $110 $110 $110 Dec $110 $110 $110 $110 $110 $1,900 $110Total fixed cost $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110Total Costs $105,070 $99,990 $96,380 $96,910 $98,590 $98,740 $98,610 $99,630 $101,600 $100,700 $101,510 $98,420 $99,300Net Income ($88,130) ($53,020) ($38,690) ($21,360) $ 0 $66,129 $9,110 $22,081 $68,0111 $61,606 $83,897 $77,080 $85,740
    • 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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