The document outlines a marketing plan for a new bakery called Bakery-Bread-Volution. The bakery aims to provide healthy, tasty, and varied bread products sourced from 5 countries. It will be located in Causeway Bay and target mid-class customers who live or work in the area. The plan discusses the bakery's mission, objectives, positioning, products, pricing, promotion, budget, controls, and milestones to open by August 2012.

1. HTM 2121
Tourism and Hospitality Marketing
Bakery-Bread-Volution
LAM Chung Yin, Joyin 11218420D
LAU Chui Man, Oliana 11214484D
WAN Chun Chi, Curtis 11206596D
WAN Cheuk Yan, Patrick 11073707D
WONG Hang Han, Katrina 11156490D

2. • Link: http://www.youtube.com/watch?v=-
PCrLa7cgmM

3. Mission
‘Healthy, Tasty, Variety’
• Healthy: healthy products
• Tasty: consistent high product quality
• Variety: healthy ingredients from 5
countries: China, Taiwan, Korea, Japan,
Germany

4. Objectives
• Minimize the Net Loss for the first year
• Have a positive word of mouth within the
Causeway Bay
• Obtain product quality leadership

5. Positioning
• Pioneer in Healthy Products
• Middle-class
• Outdoor Sitting

6. Targeted Customers
• People live or work in Causeway Bay
• Mid-class (with relatively high disposable
income)

7. Opportunities and Threats
Opportunities Threats
Rise in technology and media Intense competition of bakery
industry
Government support Ever-changing customer's taste and
business environment
Growing Health and Environmental
Protection Concern
Bakery Cafe trend

8. 4Ps
• Place
• Price
• Promotion
• Products

9. Place
• First store: WTC Mall in Causeway Bay
• Place with many big brand stores and offices
locate at sixth floor and above
Reasons Disadvantages
• One of the landmarks in Hong •Land rent: $500,000 per month
Kong Island
•BUT: Avoid resettling the store
• Large customer flow once find the place is inappropriate
(Weekend and with promotional
activities)
•Easy Access to target customers

10. Place

11. Place
Inside Bakery:
• 600 ft and locate at 3rd floor
• White as main color
Provide warmness to customers
• L-shaped open kitchen
• Setting up 3 tables and 6 chairs
Customers to dine

12. Place
Distribution strategy:
• Exclusive distribution
Reason: setting up one outlet due to high
setting up cost
• Direct distribution strategy
Reason: Provide customer linkage and save
middlemen fee

13. Price
• Marketing Objectives:
Survival+ Current Profit Maximization+ Product
Quality Leadership
• Competition-Based Pricing:
(Similar price to our competitors, but$1-2 more
End-Benefit Effect + Unique Value effect +Price
Quality Effect)
• Price- Adjustment Strategies
• Discount pricing
• Last-minute pricing

14. Price
Product Price Range Average Price
Bread $23-27 $25 (before 7 pm)
$20 (after 7 pm)
Cake $330-$375 $350
Beverage $35-$50 $45

15. Promotion
• Sales Promotion •Membership
• Internet •Digital Screen
-Own Website
-Openrice •Taste Test Counter
• Magazines
• Handout
• Apps

16. Promotion
• Sample of leaflet

17. Product
• Healthy Trend
Economic growth + Consciousness+ Big Market
e.g. Japan ‘Food is the key to health’
Ingredients
Value the benefit and nutrition  acquire healthy
specialty
e.g. Papaya (China): preventing cancer, lowering the
workload of stomach, smartening-up ladies’ body
shapes and benefiting lungs’ function

18. Product
• Pastries •Scented Tea
Bread and Muffin
Cake
Toast
Pie and Tart

19. Product
• Cooking Guideline
‘Low fat, sugar and salt but High fiber’
• Other Services
Free water and Microwave oven
wide range of products to bring
customers a varied choice, a tasty try
and a healthy life

20. Budget
For first three months:
• Projected 900 breads, 35 slices of cakes and 40
cups of scented tea to be sold everyday
• Continuous promotion and word of mouth: 2%
bread sales revenue and 3% cake sales revenue
• Expected to be slow down at the final quarter
of year: 0.8% bread and cake sales revenue, 1%
beverage sales revenue

21. Budget
• Breakeven revenue
(Using the first quarter as indicator):
[$1,325,500/ (894,180-275,932)] x894,180
=2.143962x894180
=$1,917,087.6

22. Marketing Control
Based on:
• Sale volume
• Effective promotion
• Product Quality Relationship
• Progression with the change in external environment
Achieve revenue generation purpose
Important in tracking the business
Ensure appropriate action to be taken if standard is
not made
Can maintain the life span of business

23. Milestone
Normal Operation
Promotional scheme:
Promotional Discounts,
Renovation Membership,
Purchasing equipment Training Leaflets,
QR code & apps for bakery
1 MAR 30 APR 31 MAY 30 JUN 31 JUL 31 AUG
2012 2012 2012 2012 2012 2012
Investment Recruitment Trial Opening +
Licensing Selection Promotional scheme:
Signing Contract Quality-tasting