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Marketing Plan

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St. Honoré Bakery
Marketing Plan

I - Business Mission Statement:
Our commitment to excellence in the craft and artistry of baking enables us to deliver high quality products that look superb, delight the customer and make celebration a moment to cherish. Our goal is to generate satisfaction so that at least 60% of our customer base is repeat business and to provide quality product at reasonable prices with exemplary services. Our business offer best quality assortment of great-tasting bread and pastry and related beverages products. We also want to become the favorite bakery shop in the town in which we operates. This will be accomplished by serving a variety of delicious and generously portioned our products at moderate prices. Our customer will be served by friendly & knowledgeable people that are dedicated to provide excellent-customer service.

II- Situation Analysis
Industry Analysis
- baking industry
Baking has grown over the last century in the Philippines, from a relatively small industry to a large, popular industry. Initially, the island featured mainly independent bakeries that serviced cities and towns and provided employment to the local people. Nowadays, chain bakeries have increased the number of bakeries in the Philippines and have also lowered the prices of bakery products. Due to the increased demand for bakery products from the population in the Philippines, the baking industry has grown, leading to it providing greater employment opportunities both in the bakeries and in central management.

• The baking industry

Most countries with developed economies, as well as a number of developing countries, have strong bakery industries. Bakeries provide necessities to the population in terms of bread and cake products. Almost every household relies on the consumption of staple products such as bread, and so the baking industry is able to thrive with this large, reliable demand. Bakeries require skilled bakers as well as other employees to serve customers, meaning the industry provides significant employment opportunities. Many people in their later teen years take up apprenticeships in bakeries to learn the trade.

• Bakeries in the modern world

It is debatable as to whether or not bakeries will continue to thrive in today's modernized world. This is for the most part down to the rise in the power of supermarket chains. Many supermarkets now provide bread and other bakery products themselves - some even have their own bakeries in-store. This is bad news for independent bakeries who struggle to compete with the supermarkets; they are unable to provide the same level of convenience. That said, in most cases the quality of their goods is significantly higher than those sold in supermarkets. It remains to be seen whether the bakery industry will be able to survive when the major supermarkets have such great monopoly power.

TRENDS * In 2011, Gardenia Bakeries Philippines opened a new manufacturing plant in Cebu with a daily capacity of 50,000 loaves in order to serve the Visayas and Mindanao regions. This allowed the company to further improve its distribution across the country as it used to concentrate solely on Metro Manila. The decision to invest in other factories to expand its geographical reach and enter unexploited locations will result in Gardenia Bakeries Philippines maintaining its leading position in baked goods in 2011.
COMPETITIVE LANDSCAPE * Gardenia Philippines continued its lead in baked goods with a 9% value share in 2010. This was due to its strong presence in packaged/industrial bread, where it had a value share of 39% in 2010. The company also benefited from its investments in advertising, which strengthen brand recall, and consistent product quality. Products are made daily and delivered to retail channels.
PROSPECTS
* More Filipinos are expected to purchase packaged/industrial baked goods over unpackaged/artisanal products in the forecast period. As Filipinos increasingly value convenience due to busier lifestyles, greater preference for these types of products was due to the longer shelf-life of packaged/industrial bread, pastries and cakes, which can be bought in bulk as there is no need for immediate consumption.

Competitors
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Customer Profile
-
Technology
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SWOT Analysis
Strengths:
-The talented bakers/degree holder bakers -Competitive price and new marketing strategies -Product differentiation from our competitors
Weaknesses:
-New in the market -New set up -We have not yet established our brand name or customer base
Opportunities:
-Opportunity for expansion of product lines because offer a variety of products. -Potential for growth. We are a small business as of now and this gives us the opportunity to expand into a chain in the future -Ability to serve different groups. We attract a variety of consumer, which yields Opportunities for larger profits
Threats:
-Low prices of competitors -Experience of competitors in the market and advertisement strategies

III- Objectives

IV- Market Strategy
Target Market Strategy
- COMPANY'S STRATEGY New users can be in the form of new customers. Gardenia Bakeries, with its sound financial position and affiliation, would allow it to either set up a new plant in Mindanao area to capture the undeserved area. Not only would it create jobs, this strategy would also allow Gardenia to minimize intermediaries, enabling better inventory and logistics control.Meanwhile, to capture non-users such as those who rely on rice, crackers,cereal, corn or any readily-available food, Gardenia should craft and organize marketing efforts to create a desire for the products. Dedicated salesmen should be assigned on this particular project to facilitate feedback mechanism. One example of creating a desire is by engaging the services of celebrities which the target market can highly associate themselves with.For increased/more frequent usage, Gardenia can find creative ways on how to stretch use of its products, stepping out from its usual bread as sandwich or merienda image.To defend its market share from “cottage” bakeshops as well as the emerging franchise like Julie’s Bakeshop, Gardenia should further strengthen its Gardenia Pushcarts to enable improved penetration on grassroots level. This, or Gardenia, if it would like to maintain its current branding and market image, can establish a new company that would specifically cater the under served market, reminiscent of Jollibee’s Mang Pepe.On the other hand, behemoth conglomerates like San Miguel Group,Gokongwei Group, or similar group that has the financial capability to develop and distribute products to compete head-to-head with Gardenia should also be considered. Gardenia should be mindful of any business dealings that might prelude this to make pre-emptive counter-measure strategies. To protect its position in the market, Gardenia should reinforce market’s association with the product. Citing years of relationship since 1997 would send a message to the consumers of the continuing commitment of the company in ensuring quality food in every table, freshness in every bite. Years of uninterrupted dominance in market would give Gardenia the advantage over the new entrants.Finally, diversification of products could also be an alternative. Entering the beverage or bread spread industries, while risky, would serve as flankersto the core product line of Gardenia Bakeries.

Marketing Mix
Product
-
Place/Distribution
- Our primary way of distributing our products would be through our store. Most customers will be walk-in customers. Food will be available for eat-in or take out. Hopefully in the future we will be able to offer catering services, but during start up we will work out of our own facilities. Customers will be able to walk in and buy our baked goods, as well as set and/or send orders by telephone, online, or through a direct in-store appointment. We will set up a small sitting area to be used by our customers who will enjoy convenient drinks, and the general atmosphere of the store. Because the majority of our products will be baked fresh daily, we will provide for the expected customer estimate of 20-50 customers per day and specialty cakes will be made after an order is placed. At the end of the day, we will move all of our not purchased goods into an area for “Day Old” bread where people will be able to buy the not fresh bread for half the price of what we would normally sell it for. Customers who target this as their opportunity to purchase from us may not be given the advantage of our variety but will receive the opportunity for lower priced goods. By the second day if the products are still not sold we plan to deliver them to the Grant County Rescue Mission, Saint Martins, or other organizations that may benefit from our products.

Promotion
-We hope to contact our customers through the Internet by the use of social networking sites, such as Facebook, and our own website in order to sell our products as well as attract people to our on location business. Beyond an Internet connection, we will incorporate business cards, brochures that provide our menu and product selection, a window display that will be a direct aesthetic appeal, and in the beginning use advertisements in the newspaper to introduce our new business. We hope that our idea to sell “Day Old” bread for half price will promote our products, although we want to be known as a bakery that sells our fresh baked bread and pastries. If allowed we may also try to go to other local coffee shops and small business to post flyers to promote the St. Honoré Bakery. We also expect that our valued community involvement will also work as a promotion by improving the public view of our business and advertising to the individuals involved with the organizations we work with.
Price
- On the actually cost of the particular products, they will vary according to each product. Overtime our prices may fluctuate along with the rises and falls of the raw resources as well as trying to remain close with our competitors and not allow the gap between quality and price become to large. In figure below is a generic list of some of the basic products we hope to sell and the price we plan to sell them at. | | | | | | | | | | | | | | | |

V- Implementation, Evaluation, and Control
Marketing Research
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Organizational Structure and Plan
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Financial Projection
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