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Wong Lui, Christine 11167718DMak Pui Ying, Angel 11023867D  Leung Hoi Ching , Dolly     To Long Yan, Carol
1. Background2. Objective3. External Environmental AnalysisOpportunities and Threats4. Competitor Analysis5. Target Market...
•   Name: The Bread.Fast•   ∵ comes from the word “breakfast”•   Location: Tsim Sha Tsui East•   Target: Tourists, Student...
Specific:Breaking the tradition and be innovativeMeasurable :Sales turnovergrowth in profitscustomer satisfactionAchiev...
Marketing IntermediatesTrend: the channel of distribution          the internet /group-buying websiteOpportunities :1.Act...
Suppliers:• Trend: provide raw materials   prefer low quality resource costOpportunity:1.Dependence on the source of res...
Publics• Trend: gather information• internet/ famous on-line platform / mouth-of-word of the past customersOpportunities:...
Social- culturalTrend:1. East-meet-West” culture2. high acceptance for new things3. shaped by the traditional culturethat ...
Target Customer1. Tourists∵ high accessibility+ diverse facilities2. White collar worker∵ numerous offices and business bu...
• 1. Convenience                    save time         2. Reflect local culture to tourist      ∵fusion of Chinese and Wes...
4 different criteriaProduct form competitionE.g.: Arome bakeryProduct category competitionE.g.: McDonald’sGeneral compe...
Marketing Mix Strategiesand ProgramsProduct •   ”East meets west” •   Traditional Chinese bun •   Western-style pastry •  ...
Chinese style • Innovative • E.g. Green tea and cheese are used as the   stuffing of the buns
Western style • Creative pastries • Fresh cream pound cakes • Assorted cakes, Swiss rolls  + macaroons
Set breakfast and refreshment • Breads, cakes and drinks • Customers can choose their own set   combinations • Freshly pre...
Price• Penetration pricing approach1. Price of products below    market price→ Establish a large market share  quickly2. I...
Place• Bakery store in Tsim Sha Tsui East mainly  – Few bakeries in TST East  – Locate in central business district• Order...
Promotion• Internet  – Official website  – Social media such as Open rice and Facebook  – Coupons• Posters in campus
Sales promotion activitiesGroupon• 20% discountVIP Privilege Card• Purchase over $50 can apply for the card• 10% discountS...
Milestone     Start Date End Date Budget          Who is       How to evaluate?                                           ...
Stamps       1st       1st       $1,100 Promotion 70% of the customers             Sept,2012 Sept,2013        teams     ar...
Sales Forcast Month         1       2       3        4      5      6        7        8        9      10       11       12 ...
Marketing Expenses Forecast             Month      1st Quarter     2nd Quarter     3rd Quarter        4th Quarter         ...
Marketing ControlsActivity/       Time     Purpose                    People In    How to respond if it isMeasure         ...
III. Satisfaction Controls4. Customers’ per            to understand the              Sales        to appreciate theSurvey...
The Bread.Fastbreaks the tradition and provides innovative and creative                          breads    suitable market...
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Marketing

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Marketing

  1. 1. Wong Lui, Christine 11167718DMak Pui Ying, Angel 11023867D Leung Hoi Ching , Dolly To Long Yan, Carol
  2. 2. 1. Background2. Objective3. External Environmental AnalysisOpportunities and Threats4. Competitor Analysis5. Target Market and Target Customers6. Marketing Mix Strategies and Programs7. Implementation Milestone8. Marketing Budget9. Marketing Control10. Conclusion
  3. 3. • Name: The Bread.Fast• ∵ comes from the word “breakfast”• Location: Tsim Sha Tsui East• Target: Tourists, Students and white collar worker
  4. 4. Specific:Breaking the tradition and be innovativeMeasurable :Sales turnovergrowth in profitscustomer satisfactionAchievable and realistic:The payback period- half yearturnover of $400,000 Growth profit: 5% per monthComplaintTimeline:One year
  5. 5. Marketing IntermediatesTrend: the channel of distribution  the internet /group-buying websiteOpportunities :1.Act as the supplier of fresh-made bread roll and bun for those hotels2. partner with the convenience stores
  6. 6. Suppliers:• Trend: provide raw materials  prefer low quality resource costOpportunity:1.Dependence on the source of resource2 .Easier to have quality control
  7. 7. Publics• Trend: gather information• internet/ famous on-line platform / mouth-of-word of the past customersOpportunities:1.help of on-line platforms the popularity of its new-established brand name
  8. 8. Social- culturalTrend:1. East-meet-West” culture2. high acceptance for new things3. shaped by the traditional culturethat breadOpportunities:1.satisfy the tourists’ need2Loyal Customers
  9. 9. Target Customer1. Tourists∵ high accessibility+ diverse facilities2. White collar worker∵ numerous offices and business building3. Staffs and students of PolyU s near to PolyU and hotel of School of Hotel and Tourism Management
  10. 10. • 1. Convenience save time 2. Reflect local culture to tourist ∵fusion of Chinese and Western breadsshowcase the Hong Kong local feature to the tourists
  11. 11. 4 different criteriaProduct form competitionE.g.: Arome bakeryProduct category competitionE.g.: McDonald’sGeneral competitionE.g.: 7-11Budget competitionE.g.: Leng Leng Che Chai Noodle
  12. 12. Marketing Mix Strategiesand ProgramsProduct • ”East meets west” • Traditional Chinese bun • Western-style pastry • Sets of breakfast +refreshment
  13. 13. Chinese style • Innovative • E.g. Green tea and cheese are used as the stuffing of the buns
  14. 14. Western style • Creative pastries • Fresh cream pound cakes • Assorted cakes, Swiss rolls + macaroons
  15. 15. Set breakfast and refreshment • Breads, cakes and drinks • Customers can choose their own set combinations • Freshly prepared • Hand-made • Organic food
  16. 16. Price• Penetration pricing approach1. Price of products below market price→ Establish a large market share quickly2. Increase to market price after gaining enough market share• Psychological condition of customers – the prices are set in odd amounts
  17. 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. 18. Promotion• Internet – Official website – Social media such as Open rice and Facebook – Coupons• Posters in campus
  19. 19. Sales promotion activitiesGroupon• 20% discountVIP Privilege Card• Purchase over $50 can apply for the card• 10% discountStamps• Purchase over $20• Double of the stamps on weekends• Collection of 20 stamps can get a steam bun or a Western-style pastry freelySeasonal Promotion
  20. 20. Milestone Start Date End Date Budget Who is How to evaluate? responsible?Print 1st 9st $1,240 Promotion 5% increase in salesAdvertisement Sept,2012 Sept,2013 team and Sales revenue after the 1(Poster) Manager monthGroupon 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 everydayVIP Privilege 1st 1st $1,400 Promotion 20% of the customersCard Sept,2012 Sept,2013 teams are holding with the(1000 piece) VIP Privilege Card after the 1 quarter
  21. 21. Stamps 1st 1st $1,100 Promotion 70% of the customers Sept,2012 Sept,2013 teams are using the stamps every monthSeasonal 1st 1st $1000 Promotion 25% increase inSpecial Sept,2012 Sept,2013 teams customers than usual- Chinese day during the SeasonalNew Year Special peroidsSpecial Sale- SweetValentine’sDay- DragonBoat Surprise- Mid-AutumnFestival BigSale- WhiteChristmas
  22. 22. Sales Forcast Month 1 2 3 4 5 6 7 8 9 10 11 12 TotalGroup Sales per groupi. 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 $316500ii. 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 workeriii. 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 studentsTotal 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 $1,000,500per Month 145,000
  23. 23. Marketing Expenses Forecast Month 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter TotalProgram 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 $1,240advertisement (once a quarter)ii. Groupon 2500 $2500 (once a year)iii. VIP Privilege 350 350 350 350 $1,400Card (once aquarter)iv. Stamps 220 220 220 220 220 $1,100 (during peakseason)Total Expense $3,380 $880 $220 $660 $220 $880 $3,740per Month% of sales 11.2% 1.6% 0.2% 0.7% 0.2% 0.6% 0.4%
  24. 24. Marketing ControlsActivity/ Time Purpose People In How to respond if it isMeasure Period Charge out of track?I. Efficiency and Controls1. Employees’ per to understand the all staff to improve the welfareQuestionnaire 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 staffs2. Regular per to update the employees all staff to have more or lessStaff Meeting month the new plans and policies frequent staff meeting of the monthII. Performance Controls3. Evaluation per to assess the effectiveness Marketing to keep the effective parton Promotion quarter of the promotion program Department of the marketingStrategies in stimulating a high strategies, give up the amount of customers ineffective part and think of a new ways of promotion
  25. 25. III. Satisfaction Controls4. Customers’ per to understand the Sales to appreciate theSurvey 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 for5. Mystery per half to supervise the Human improvementShoppers year employees’ performance ResourceScheme by employing the mystery Department shoppers to visitIV. Financial Controls6. Evaluation per to review the financial Accounting to investigate the reasonson Sales month performance of the Manager of low sales revenue andRevenue and company by keep find out the ways toProfit 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. 26. The Bread.Fastbreaks 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. 27. Thank you

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