Digital Marketing Campaigns for French Baker and Shopwise

1. NOKIA E7
Protégé Project
TEAM BLUE

2. Landscape Assessment and
Consumer Profiling

3. • Surveyed 50 people
– General feel and perception of French Baker
and Shopwise
– How well they are acquainted with digital/
mobile media.

4. French Baker
• Affordability
• Great ambiance
• Breads are delicious, healthy and have variety

5. Influence
• Family and friends
• Effective media and reviews/blogs

6. “I buy French Baker when…”
• In the mall vicinity, or
• whenever they feel like eating healthy stuff or
something new/sweet.

7. Public Perception
• Respondents mainly cited age and social
bracket as the main determinants of French
Baker's market.
• middle aged to older aged people, and moms

8. Shopwise
1. Accessibility
2. Marketing/Promotions
3. Pricing

9. Apparel
• Only 6 of the 49 respondents said that they
actually purchase apparel from supermarkets.

10. Influence
• Majority of the respondents buy grocery with
their families.

11. Delivery
• 63.27% of the respondents believe that Grocery
Delivery is possibly a good idea.

12. Digital Media
• Majority prefer logging in using their laptops
• Majority use mobile/online applications for
entertainment

13. Philippine Market Reach
• How many people are cellphone users?
• As of 2010, about 79.3% of Filipino households
are cell phone users

14. • Smartphone Current Share : 20% of all total
mobile phones
• HTC predicts this number to Double or Triple
in the upcoming years due to how adaptive
Filipinos are, being the text messaging and social
networking capital of the world

15. • How many people are Facebook users?
Philippines has 30 to 35 Million Internet Users
• 92.9% of Internet Population Visits Facebook
Frequently
• number one country in terms of Facebook
penetration

16. • How many are bloggers/read blogs?
• 90.3% of internet population read blogs
65.8% write blogs

17. • How many Filipinos are YouTube users/access
YouTube regularly?
• 98.6% of the internet population watch videos
on YouTube

18. Target Market
• Tech-savvy people in general.
• Specifics:
– young professionals/yuppies
– techie moms
– breadwinners who want the best for their families.

19. Experience-The-
Lifestyle Campaign

20. Experience-The-Lifestyle Campaign
• optimizes mobile and digital communications
technology
• raise awareness
• induce trial
• provide customers with satisfaction
• integrate French Baker and Shopwise experience
into their lifestyle.

21. Customer’s perception of important
Factors for brand/ category
• Quality
• Affordability
• Accessibility

22. Digital and Mobile Media
• Excessive Patronage amongst different segments
• Fundamental platform
• Interaction with consumers
• Not limited by space and time

23. Internal Analysis – French Baker
• Competitive Advantage: Provide a taste of
France and win Filipinos’ hearts
• Foreign experience but feels at home
• Requires balance between strategy and concepts

24. Internal Analysis - Shopwise
• Created for the typical grocery shopper – the
working mom
• Competitive advantage: provide accessibility and
affordability to everyone’s aspirations
• Unique shopping experience
• Requires innovation and integrity

25. Role of Strategy to solidify message
• Platform for interaction
• Consumers rave about the great and convenient
service the companies provide
• French Baker – Superior quality and freshness
• Shopwise – affordability and accessibility

29. Phase 1- Awareness

30. Viral Video- French Baker

31. Viral Video - Shopwise

33. Application – French Baker

34. Application- French Baker

35. Application- Shopwise

36. Application- Shopwise

37. Installation of Wi-Fi

38. Phase 2- Experience

39. French Baker Fresh Purchase

42. Shopwise Photo Contest

44. Shopwise Golden Tag

45. QR Code

46. QR Code

47. QR Code

48. French Baker/Shopwise Experience

49. Phase 3 - Lifestyle

50. very own HOUSE BRAND

52. Debonaire means “having a sophisticated and
stylish charm”

53. RENOVATION
ultimate shopping lifestyle

54. glasses
mirrors
curtains
drapes
lighting
stylish shelves
comfy benches

55. My French Baker Tips and Recipes Booth
My French Baker Tips and Recipes Booth

57. French Baker: Touch Table

58. Shopwise Online SHopping

59. Special code entered into company website
Unique serving suggestions
More website traffic
Download and sync into phone
Share thru Bluetooth
Wider knowledge = less hesitation to try new offerings

60. French Baker
Touch Table animation

61. Shopwise
ONLINE SHOPPING

62. Gantt Chart
(Timeline)

64. VI. Feasibility and Sustainability
• Technological
• Operational
• Financial

65. Technological
• Is the technology available for this strategy? is
the technology accessible for this strategy?
• All yes except for the touch table, the nearest of
which, currently, is available in Singapore.

66. Operational
• is it easily implementable into their current
operations?
• phase 2 - Shopwise can easily adopt the QR
coding as the business frequently implements
promo sales/ discounts.

67. Financials
• Can they afford it? Is it worth it?
• Touch Table - in 3 years, the group expects that
the price of the touch table will be halved.
considering that the current price of the table is
7600, and 3 years ago, it was 15,000.

68. Financials
• Both companies have good financial standing.
• This strategy is an initial step to capture a new
market.

69. Activity Duration Source of Cost Projected Cost
1. Mobile Application
French Baker a. Bread Mania Implementable long-term
Development and
Maintenance 126990
b. Bread Master Implementable long-term
Development and
Maintenance 126990
Shopwise a. Dresswise Implementable long-term
Development and
Maintenance 126990
b. Bag 'em All Implementable long-term
Development and
Maintenance 126990
2. Viral Videos
French Baker a. The Last Supper Implementable long-term Production Cost 3000
Shopwise b. Shopwise Implementable long-term Production Cost 3000
Operational Changes - Wi-Fi Implementable long-term Maintenance
TOTAL COST French Baker 256,980
Shopwise 256,980
PHASE 1

70. a. Magazines
i. Good Housekeeping 2 issues One Page Spread 100000 Total Cost 1,064,975
iii. Cosmopolitan 2 issues One Page Spread 100000
Cost divided
by 2 532,488
iv. Women's Health 2 issues One Page Spread 100000
vi. Yummy 2 issues One Page Spread 100000
vii. Yes! Philippines 2 issues One Page Spread 100000
c. Posters in Malls
i. TriNoma 3 months Posters 63495
ii. SM North EDSA + 3 other
SM branches 3 months Posters 253980
d. Random Posters
5 3 months 232500
French Baker/Shopwise
Experience 3 months
Prizes and FB
Promotions 15000
TOTAL COST French Baker 1,027,488
Shopwise 582,488
PHASE 2

71. Activity Duration Source of Cost Projected Cost
French Baker
1. French Baker Loyalty
Card
Implementable long
term Production and Maintenance 500000
2. Website Recipes/
Newsletter Subscriptions
Implementable long
term Maintenance 20000
3. Touch Table
Implementable long
term
Implementation and
Maintenance 160854
Shopwise 1. myshopwise.com
Implementable long
term
Implementation and
Maintenance 200000
2. House Brand -
DEBONAIRE
Implementable long
term
Implementation an
Promotions 500000
3. Renovations
Implementable long
term
Development and
Construction 2000000
TOTAL COST French Baker 680,854
Shopwise 2,700,000
PHASE 3

72. Conclusion &
Recommendation

73. Conclusion
A Current Picture of Digital and Mobile
Media Usage
Knowing our Consumers
“Experience the Lifestyle” (ETL)
Campaign
Tech-Savvy People
Three Phases: Management and
Implementation

74. Recommendation
Reach and
extensiveness
Convenience Personalization
Experience
integration
Ingrained in
Life

75. Implications
One way Forward à Drive Sales Up!
Know our
customers and
interact with them
Experience the
Lifestyle
Campaign
Customer trust,
loyalty and
patronage
Foundation: Digital and Mobile Marketing

76. • This is the moment, for French Baker
To offer freshness and focus on where they differ
This is the day, bite it fresh and smile
When the experience becomes lifestyle
For all this years, we aimed to raise awareness
And now the time has come to use digital mobile
for success
This is the moment, for Shopwise
Great service offered, good life at affordable
price
Accessible, quality for all
This is the moment, most innovative moment of
them all!