1) The document outlines a marketing plan for a new bakery called Bakery-Bread-Volution that aims to be healthy, tasty, and offer variety.
2) The bakery will open its first store in Causeway Bay and target mid-class customers who live or work in the area.
3) The marketing plan covers the 4Ps - placing the store in WTC Mall, pricing strategies, promotional activities, and a wide range of healthy bread, cake, and tea products.
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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
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
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
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
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
Signing Contract scheme: Quality-
tasting