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
Signing Contract scheme: Quality-
tasting