1. Wong Lui, Christine 11167718D
Mak Pui Ying, Angel 11023867D
Leung Hoi Ching , Dolly
To Long Yan, Carol

2. 1. Background
2. Objective
3. External Environmental Analysis
Opportunities and Threats
4. Competitor Analysis
5. Target Market and Target Customers
6. Marketing Mix Strategies and Programs
7. Implementation Milestone
8. Marketing Budget
9. Marketing Control
10. Conclusion

3. • Name: The Bread.Fast
• ∵ comes from the word “breakfast”
• Location: Tsim Sha Tsui East
• Target: Tourists, Students
and white collar worker

4. Specific:
Breaking the tradition and be innovative
Measurable :
Sales turnover
growth in profits
customer satisfaction
Achievable and realistic:
The payback period- half year
turnover of $400,000
 Growth profit: 5% per month
Complaint
Timeline:
One year

5. Marketing Intermediates
Trend: the channel of distribution
 the internet /group-buying website
Opportunities :
1.Act as the supplier of fresh-made bread
roll and bun for those hotels
2. partner with the convenience stores

6. Suppliers:
• Trend: provide raw materials
 prefer low quality resource cost
Opportunity:
1.Dependence on the source of resource
2 .Easier to have quality control

7. Publics
• Trend: gather information
• internet/ famous on-line platform /
mouth-of-word of the past customers
Opportunities:
1.help of on-line platforms
the popularity of
its new-established brand name

8. Social- cultural
Trend:
1. East-meet-West” culture
2. high acceptance for new things
3. shaped by the traditional culture
that bread
Opportunities:
1.satisfy the tourists’ need
2Loyal Customers

9. Target Customer
1. Tourists
∵ high accessibility+ diverse facilities
2. White collar worker
∵ numerous offices and business building
3. Staffs and students of PolyU
 s near to PolyU and hotel of School of Hotel and
Tourism Management

10. • 1. Convenience
save time
2. Reflect local culture to tourist
∵fusion of Chinese and Western breads
showcase the Hong Kong local feature to the tourists

11. 4 different criteria
Product form competition
E.g.: Arome bakery
Product category competition
E.g.: McDonald’s
General competition
E.g.: 7-11
Budget competition
E.g.: Leng Leng Che Chai Noodle

12. Marketing Mix Strategies
and Programs
Product
• ”East meets west”
• Traditional Chinese bun
• Western-style pastry
• Sets of breakfast
+refreshment

13. Chinese style
• Innovative
• E.g. Green tea and cheese are used as the
stuffing of the buns

14. Western style
• Creative pastries
• Fresh cream pound cakes
• Assorted cakes, Swiss rolls
+ macaroons

15. Set breakfast and refreshment
• Breads, cakes and drinks
• Customers can choose their own set
combinations
• Freshly prepared
• Hand-made
• Organic food

16. Price
• Penetration pricing approach
1. Price of products below
market price
→ Establish a large market share
quickly
2. Increase to market price after
gaining enough market share
• Psychological condition of customers
– the prices are set in odd amounts

17. Place
• Bakery store in Tsim Sha Tsui East mainly
– Few bakeries in TST East
– Locate in central business district
• Ordering of cakes is available online
• Cooperate with Hotel Icon
– Last for six months

18. Promotion
• Internet
– Official website
– Social media such as Open rice and Facebook
– Coupons
• Posters in campus

19. Sales promotion activities
Groupon
• 20% discount
VIP Privilege Card
• Purchase over $50 can apply for the card
• 10% discount
Stamps
• Purchase over $20
• Double of the stamps on weekends
• Collection of 20 stamps can get a
steam bun or a Western-style pastry freely
Seasonal Promotion

20. Milestone Start Date End Date Budget Who is How to evaluate?
responsible?
Print 1st 9st $1,240 Promotion 5% increase in sales
Advertisement Sept,2012 Sept,2013 team and Sales revenue after the 1
(Poster) Manager month
Groupon 1st Jan, 1st April, $2,500 Promotion 90% of group coupons
2013 2013 teams (IT) and are being sold and
External used within the 3
Relation months and the
Manager customers are using
the group coupons
regularly everyday
VIP Privilege 1st 1st $1,400 Promotion 20% of the customers
Card Sept,2012 Sept,2013 teams are holding with the
(1000 piece) VIP Privilege Card
after the 1 quarter

21. Stamps 1st 1st $1,100 Promotion 70% of the customers
Sept,2012 Sept,2013 teams are using the stamps
every month
Seasonal 1st 1st $1000 Promotion 25% increase in
Special Sept,2012 Sept,2013 teams customers than usual
- Chinese day during the Seasonal
New Year Special peroids
Special Sale
- Sweet
Valentine’s
Day
- Dragon
Boat Surprise
- Mid-
Autumn
Festival Big
Sale
- White
Christmas

22. Sales Forcast
Month 1 2 3 4 5 6 7 8 9 10 11 12 Total
Group Sales per
group
i. Tourists 7,500 4,000 5,000 30,000 10,000 35,000 25,000 20,000 30,000 30,000 50,000 70,000 $316500
ii. White- 7,500 10,000 10,000 15,000 20,000 20,000 25,000 20,000 30,000 60,000 70,000 45,000 $332500
collar
worker
iii. PolyU 15,000 16,000 25,000 10,000 30,000 15,000 50,000 60,500 50,000 30,000 20,000 30,000 $346,500
students
Total Sales 30,000 30,000 40,000 55,000 60,000 70,000 100,000 100,500 110,000 120,000 140,000 14,5 $1,000,500
per Month 145,000

23. Marketing Expenses Forecast
Month 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter
Total
Program Expense
1 2 3 4 5 6 7 8 9 10 11 12
per
(Sep (Oct (Nov (Dec (Jan (Feb (Ma (Apr (Ma (Jun (Jul) (Ang
program
) ) ) ) ) ) r) ) y) ) )
i. Print 310 310 310 310 $1,240
advertisement
(once a quarter)
ii. Groupon 2500 $2500
(once a year)
iii. VIP Privilege 350 350 350 350 $1,400
Card
(once a
quarter)
iv. Stamps 220 220 220 220 220 $1,100
(during peak
season)
Total Expense $3,380 $880 $220 $660 $220 $880 $3,740
per Month
% of sales 11.2% 1.6% 0.2% 0.7% 0.2% 0.6% 0.4%

24. Marketing Controls
Activity/ Time Purpose People In How to respond if it is
Measure Period Charge out of track?
I. Efficiency and Controls
1. Employees’ per to understand the all staff to improve the welfare
Questionnaire month employees’ sense of standard of the employees
belonging towards the and implement some
company and check the energizing measure to
incentive and morale level stimulate the morale of
of the employees the staffs
2. Regular per to update the employees all staff to have more or less
Staff Meeting month the new plans and policies frequent staff meeting
of the month
II. Performance Controls
3. Evaluation per to assess the effectiveness Marketing to keep the effective part
on Promotion quarter of the promotion program Department of the marketing
Strategies in stimulating a high strategies, give up the
amount of customers ineffective part and think
of a new ways of
promotion

25. III. Satisfaction Controls
4. Customers’ per to understand the Sales to appreciate the
Survey month customers’ satisfaction Manager employees’ effort in
towards the new products bringing good service
of the month, the service quality to the customers;
quality of the sales and the to understand the concern
recommended of the customers and
improvement strive for the room for
5. Mystery per half to supervise the Human improvement
Shoppers year employees’ performance Resource
Scheme by employing the mystery Department
shoppers to visit
IV. Financial Controls
6. Evaluation per to review the financial Accounting to investigate the reasons
on Sales month performance of the Manager of low sales revenue and
Revenue and company by keep find out the ways to
Profit Margin checking the sales revenue stimulate a higher amount
and profit margin of customers such as
strengthen the promotion,
targeting a new market
etc.

26. The Bread.Fast
breaks the tradition and provides innovative and creative
breads
suitable marketing mix strategies and programs
meet the needs of the target market and generate
significant revenue

27. Thank you