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Joeffreybarriosjr 10stepmarketingplanslideshareupload Joeffreybarriosjr 10stepmarketingplanslideshareupload Presentation Transcript

  • Joeffrey Barrios Jr.June 20131www.joeffreybarrios.blogspot.com
  • Steps 1 to 5Kristine Bakehouse Target Market and MarketInformation.1. For the discerning adults who provide food forthemselves or for their families.2. Who recognize that every human being needs to eatand there are more food choices out there instead of theusual rice and viand.3. Can choose other bakeries like Julie’s or other foodestablishments like Jollibee.4. Gap is bakeshops in Iligan City either sell high-pricedspecialized products or low-priced general products5. Iligan City’s bakeshop market is2www.joeffreybarrios.blogspot.com
  • Steps 6 to 10Kristine Bakehouse Market Mix and Strategy.6. Kristine Bakehouse sells fresh and tasty assortedbread and loaf bread.7. At a relatively higher price compared to its nearestdirect competitors.8. Uses public relations and word of mouth.9. Is sold in Iligan City only.10. Uses niche approach to win.3www.joeffreybarrios.blogspot.com
  • 1. For the discerning Adults who providefood for themselves or for their families.20-40 years old, social class C D and E.College students or adults that provide food forthemselves or their families.Eat 3x a day plus merienda, knowing that bread couldbe a viable substitute for the usual “kanin” and“ulam”.4www.joeffreybarrios.blogspot.com
  • 2. This is what Everybody needs5www.joeffreybarrios.blogspot.comEverybody Needs to EATAfter a good dinner, one canforgive anybody, even one’sown relations. – Oscar WildeThree things are needed for a good life,good friends, good food, and good song– Jason Zebehazy
  • 2. Needs, Wants, and DemandsEverybody needs to have their Physiological Needs met,specifically Food and WaterPeople from Iligan want Kristine Bakehouse’s breadbecause of the distinct taste and the competitive price.People demand variety in their diet, high-quality andfreshness of their food, and the “sulit” factor inchoosing their food.6www.joeffreybarrios.blogspot.com
  • 3a. Meet the CompetitionDirect: Julie’s Bakeshop and Madelicious.Indirect: Fast-food Places, Restaurants, Eateries, andHome-cooked meals.Variables: Taste, Texture, Price, Cleanliness,Freshness.7www.joeffreybarrios.blogspot.com
  • Competitive Position MapPrice/Item TypeMatrixGeneral Items(Assorted Bread)Loaf Bread Pastries HighlySpecialized Items(Cakes and Pies)High PriceLow PriceMadeliciousKristineBakehouseGoldilocksJulie’sPrice vs. Item Type MatrixRed Ribbon
  • Benefit positioning vs. brand map for bakeriesin Iligan CityBenefit Positioning vs. Brand Matrix9www.joeffreybarrios.blogspot.comJulie’s Madelicious Kristine Goldilocks Red RibbonSells cakesSells pastriesSells bread on the same day they werecookedDoes not use preservativesSells loaf breadSells assorted breadSells lower priced bread.
  • 4. Gap? What gap?Bakeries in Iligan City either:Sell high-priced specialized products like cakes andpies or (Red Ribbon and Goldilocks)Sell low-priced general items like assorted bread andloaf bread. (Julie’s and Madelicious)What about premium-priced general items like assortedbread and loaf bread???10www.joeffreybarrios.blogspot.com
  • 4. Ohh…THAT gapThis is where Kristine Bakehouse comes in, by sellingpremium-priced assorted bread and loaf bread.Kristine Bakehouse focuses on quality and freshnessto justify the relatively higher prices.www.joeffreybarrios.blogspot.com 11
  • 5a. Is it BIG enough? Knowing the marketshare using company data.12www.joeffreybarrios.blogspot.com
  • 5b. Is it BIG enough? Knowing the marketshare using competitor data.www.joeffreybarrios.blogspot.com 13
  • 5b. Is it BIG enough? Knowing the marketshare using competitor data.www.joeffreybarrios.blogspot.com 14
  • 5c. Is it BIG enough? Knowing the marketshare using customer usage data.Iligan City has a population of 308,046.Based on statistics, People from Iligan consume 5grams of bread products a day.A typical 3-peso bread is 15 grams, therefore 5 grams =1 peso.www.joeffreybarrios.blogspot.com 15
  • 5c.SourcesAguilar, Filomeno, Jr. “Rice in the Filipino Diet andCulture.” Philippine Institute for Development Studies– Discussion Paper Series No. 2005-15: Web. 7 June2013http://denmark.ph/filer/toledo-cebu/Rice-in-the-Filipino-Iligan City Government Website. Iligan Fast Facts.Retrieved fromhttp://cooklibrary.towson.edu/helpguides/guides/APA_gowww.joeffreybarrios.blogspot.com 16
  • 5. Is it BIG enough?1. Company data =2. Competitor data=3. Customer Usage data =17www.joeffreybarrios.blogspot.com
  • 5. Is the MARKET BIG enough?Considering the fact that the market is made up of 5-6 major players that enjoy 75% market share,And these major players are single-proprietorbusinesses,YES! The market is BIG enough.www.joeffreybarrios.blogspot.com 18
  • 6a. Meet the Products19www.joeffreybarrios.blogspot.com
  • 6b. Product – ClassificationsKristine Bakehouse, similar to its closest direct competitors,sells 2 classifications of bread.1. Assorted bread – The 2-peso, 3-peso or 5-peso bread.Examples: pan de sal, pan de coco, cheese bread, etc.2.Loaf bread – The sliced or loaf bread. Examples:German loaf, cinnamon loaf, normal sliced bread.20www.joeffreybarrios.blogspot.com
  • 6b. Product - What Makes KristineBakehouse different?Fresh bread – Unlike of its competitors, KristineBakehouse only sells bread baked on that sameday. This means that we don’t use chemicalpreservatives.Sweet bread – Because of us Filipinos’ love foranything sweet, the bread of Kristine bakehouseare sweeter than the bread of its competitors21www.joeffreybarrios.blogspot.com
  • 7. Price - How Much?Julie’s Madelicious Kristine’s Goldilocks Red RibbonAssortedBread2 2 3Sliced/loafBread34 34 36Cakes/Pies 300-500 300-50022www.joeffreybarrios.blogspot.com
  • 7. Price – Justify!Compared to its closest direct competitors, KristineBakehouse sells their products at a higher price.This is justified, however, by the freshness of thebread. Unlike its competitors, Kristine Bakehousedoes NOT sell bread baked on a previous day.This is also justified by the quality of the productsthemselves.www.joeffreybarrios.blogspot.com 23
  • 8a. Which mode of Promotiondoes our business use?1. Public Relations2. Word of Mouthwww.joeffreybarrios.blogspot.com 24
  • 8a. PromoPublic Relations – Kristine Bakehouse enhances itspublic relations by providing free bread to the needy.Kristine Bakehouse provides bread to people living inthe streets during times of tragedies, during Christmas,and during some other days.Kristine Bakehouse regularly donates bread tochurches, orphanages and the city’s home for the aged.Kristine Bakehouse regularly donates bread to the menand women who serve and protect Iligan City. Iligan’sPolice Department and Iligan’s Fire Department.www.joeffreybarrios.blogspot.com 25
  • 8a. PromoWord of Mouth – Kristine Bakehouse’s inherentquality and value compels its customers to share theirexperiences.www.joeffreybarrios.blogspot.com 26
  • 8b. Promo – pictures!www.joeffreybarrios.blogspot.com 27
  • 8b. Promo – pictures!www.joeffreybarrios.blogspot.com 28
  • 8c.Promo – The Enemy!www.joeffreybarrios.blogspot.com 29
  • 8d. Promo – Some Realizations.Among the 10 steps included in the 10-step marketingplan, step 8:promo is the one where KristineBakehouse admittedly has the biggest weakness.Acceptance of this weakness is the first step. The nextstep is to remedy said weakness.www.joeffreybarrios.blogspot.com 30
  • 9. Place - Where to buy?Main branch located along the Iligan City’s mainNational Highway.31www.joeffreybarrios.blogspot.com
  • 9. Place - Where to buy?Sold in some school cafeterias in the city.Sold in some factory cafeterias in the city.www.joeffreybarrios.blogspot.com 32
  • 9. Place – Weakness? No!Opportunity? Yes!Kristine Bakehouse only has one physical store inIligan.Despite this, it still holds a 12.5% market share.Having just one physical store is not a weakness….It is an OPPORTUNITY! An opportunity to have alarger market share by expandingin the future.www.joeffreybarrios.blogspot.com 33
  • 10. Kristine Bakehouse generic winningstrategy!Kristine Bakehouse’s main strategy is to dominateIligan City’s niche market of premium priced assortedbread and loaf bread.Accomplishes this by focusing on quality andfreshness34www.joeffreybarrios.blogspot.com
  • Steps 1 to 5Kristine Bakehouse Target Market and MarketInformation.1. For the discerning adults who provide food forthemselves or for their families.2. Who recognize that every human being needs to eatand there are more food choices out there instead of theusual rice and viand.3. Can choose other bakeries like Julie’s or other foodestablishments like Jollibee.4. Gap is bakeshops in Iligan City either sell high-pricedspecialized products or low-priced general products5. Iligan City’s bakeshop market is35www.joeffreybarrios.blogspot.com
  • Steps 6 to 10Kristine Bakehouse Market Mix and Strategy.6. Kristine Bakehouse sells fresh and tasty assortedbread and loaf bread.7. At a relatively higher price compared to its nearestdirect competitors.8. Uses public relations and word of mouth.9. Is sold in Iligan City only.10. Uses niche approach to win.36www.joeffreybarrios.blogspot.com