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Simplicious Bakery - The First Year Marketing Plan
- 3. Simplicious – Simple life, nutritious, delicious Bread, sandwiches, assorted cakes, beverages Healthy + good to human body Experienced bakers + knowledgeable sales assistants + managers High quality flour, eggs, milk, vegetables Make over $2,000,000 sales 25% market share in Tai Kok Tsui Retain at least 500 loyal customers 3
- 5. Geographic Segmentation Workers, students, elderly Breakfast helps regulate appetite + energy Elderly gain nutrition values to strengthen health Healthy breakfast culture Sha re of Sha re of mind ‘word-of-mouth’ hear t 5
- 7. Examples Bread Students – Baked Croissant with Tomatoes and Chickens • All round nutrition – proteins + dietary fibres Workers – Fresh Graham Bread with Norwegian Salmonsand • High fibre + enhances brain + muscles operations 7
- 8. Assorted Cakes Students – 100% Noir Lover • Black chocolate improves skin appearance, contain dopamine making them happy Elderly – Citron Cake with Lemon Mousse • Nice fragrance, strengthen immune system 8
- 9. Sandwiches – Japanese chicken with Tahini – Korean kimchi – Local organic tomatoes, cucumbers, cheesy cream – Calcium and vitamin E – Dietary Fibres, high calcium 9
- 10. Beverages Students – Carbonated Vegetables and Fruit Juice • Excitement + all-round nutrition Workers – Distilled Coffee (Mocha / Caramel / Green Tea) • Modern tastes 10
- 12. Objective – Current Profit Maximization Pricing Strategies – Status Quo Pricing – Sets the prices at the market • people do not like expensive organic food Average Prices of our Products: – Bread: $8 – Assorted Cakes: $7 – Sandwiches: $15 – Beverages: $10 12
- 13. Other Turning Techniques Discount & Allowance Pricing • 10% for loyalty card holder Special Pricing • To encourage purchases of certain products Last-Minute Pricing • Products are perishable no overnight store • Reduce no. of defective goods every day • $1 less 13
- 15. Selective Distribution – Tai Kok Tsui residential area 16,563 residents over 10,000 potential customers – Including labour force, students, elderly Independent Retailer – Higher flexibility in decision making, e.g. material sourcing 15
- 17. Online Promotion Setting-up Website (texts, graphics, videos) 17
- 18. Advertising on Openrice 170,000 daily visits Flyering (Printing Advertising) Distributing leaflets; low cost + effective Events Sponsoring (Public Relations) Provides workshops in local community Sales Promotions Offering Percentage-Off Customer Loyalty Card 18
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- 22. Sales forecast $2,657,773 Total Expenses $2,075,155 Net Profit $582,618 Illustration of our business: 1. quarterly growth -> +10% through promotion & retention of customers 2. achieve the highest sales in weekly morning (7-10a.m.) 70% (students go to school & workers go working) 3. anticipate lower sales in weekends 50% lower (day-offs/public vacations) 4. higher driving force supporting sales due to uniqueness of products and geographic location 5. highest expenses on materials and HR costs Inclusion of the high-quality of produces and care employees relations 22
- 24. Rationale permitting problems finding out causes coping with situations 1: Set Up control criteria and areas -Compare potential and actual results 2: Monthly Checks -hold meetings 3: Annual Checks -brand review 24