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HTM 2121Tourism 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
• Link: http://www.youtube.com/watch?v=-PCrLa7cgmM
Mission
‘Healthy, Tasty, Variety’• Healthy: healthy products • Tasty: consistent high product quality• Variety: healthy ingredients from 5
countries: China, Taiwan, Korea, Japan, Germany
Objectives
• Minimize the Net Loss for the first year
• Have a positive word of mouth within the Causeway Bay
• Obtain product quality leadership
Positioning
• Pioneer in Healthy Products
• Middle-class
• Outdoor Sitting
Targeted Customers
• People live or work in Causeway Bay
• Mid-class (with relatively high disposable income)
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
4Ps
• Place• Price• Promotion• Products
Place
• First store: WTC Mall in Causeway Bay• Place with many big brand stores and offices
locate at sixth floor and aboveReasons Disadvantages
• One of the landmarks in Hong Kong Island
• Large customer flow (Weekend and with promotional activities)
•Easy Access to target customers
•Land rent: $500,000 per month
•BUT: Avoid resettling the store once find the place is inappropriate
Place
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
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
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
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
Promotion• Sales Promotion• Internet
-Own Website-Openrice
• Magazines• Handout• Apps
•Membership
•Digital Screen
•Taste Test Counter
Promotion
• Sample of leaflet
Product
• Healthy Trend Economic growth + Consciousness+ Big Market e.g. Japan ‘Food is the key to health’
IngredientsValue 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
Product
• Pastries Bread and Muffin Cake Toast Pie and Tart
•Scented Tea
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
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
Budget
• Breakeven revenue (Using the first quarter as indicator):
[$1,325,500/ (894,180-275,932)] x894,180 =2.143962x894180 =$1,917,087.6
Expect 1 year and 3 months is able to achieve break-even point
Marketing Control
Based on: • Sale volume• Effective promotion• Product Quality Relationship• Progression with the change in external environment
Achieve revenue generation purposeImportant in tracking the businessEnsure appropriate action to be taken if standard is not madeCan maintain the life span of business
Milestone
1 MAR 2012
31 AUG2012
30 APR 2012
31 MAY 2012
30 JUN 2012
31 JUL 2012
Investment Licensing Signing Contract
Renovation Purchasing equipment
Recruitment Selection
Training
Trial Opening + Promotional scheme: Quality-tasting
Normal OperationPromotional scheme:Promotional Discounts,Membership,Leaflets,QR code & apps for bakery