This document provides a business plan summary for a proposed organic bakery called Orgreenic. It includes the vision, mission, objectives, target market analysis, SWOT analysis, marketing strategy (4Ps), milestones, budgets, and financial projections. The target market is office ladies aged 25-44 in commercial areas of Hong Kong. Marketing strategies include leaflets, website, discounts, and coupons to attract new and existing customers. Financial projections show steady income growth and profitability within 5 months. Budget and statistical reports will be used for marketing control.
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ORGANIC BAKERY PROMOTION PLAN
1. ORGREENIC BAKERY
Group Members:
Shung Chi Tao Jennifer 11523480d
Cheng Ka Wan 11346388d
Wu Shan Ting 11343039d
Mok Yee Sum Eugenia 11256305d
Marketing HTM 2121
2. Business Concept
Vision Statement
“To provide quality and nutritious bread to all
customers”
3. Business concept
Mission Statement
“To promote green and healthy brad as the
essential diets for everyone, particularly office
ladies”
5. External Environment:
Demographic Trends
• 30% of interviewee eat bakery almost
every day (Produce Green Foundation and Hong
Kong Vegetarian Society ,2001)
Existing • Bakery market keep in growing
market
• From 2005 to 2011
• bakery products business
• employees
Trend • gross output
• Located at Kowloon + Hong Kong
6. External Environment:
Political & Legal Trends
Government intervention on the food concern
Centre for Food Safety impose guidelines on the
operation of food industry (Chow, 2009)
7. External Environment: Ecological
Trends
Steady supplier
91% of the health store customer buy organic
food because they are environmentally friendly
Plastic bag is harmful to the Earth
8. External Environment: Economic
Trends
The World This Year (2010)
lose of confidence in the ability of a few
countries to pay their debt
Increase in buying power
10. Micro Environment: Competitor
1
Hung Fook Tong Holdings-
Competitor in product category
Target customers: MTR passengers
Promotions: Advertisement and internet
Environment: Clean and hygienic
Strength: high market share,
CSR, healthy image
Weakness: plastic container and packages
11. Micro Environment: Competitor
2
Maxim’s Cakes-
Competitor in customers category
Target customers: white collars
Product & Service: Bakery, Cake, made to order
services
Promotions: Advertisement and sales promotion
Strength: long history ,reputation
Weakness: seldom new products
12. Micro Environment: Competitor
3
Roll – Geographical Competitor
Target customer: teenagers
Product: Swiss roll
Promotion: coupon, social media
Environment: clean and fresh
Strength: fresh image,
low cost promotion
Weaknesses: limited labor force
13. Target Market Analysis:
Segmentation
Geographic • Commercial area
segmentation • People who work in offices
Demographic • 879,790 office ladies aged from 25 to
Segmentation 44 (Census and Statistical Department)
• higher disposable income
• Social class segmentation and
Psychological lifestyle(Jackie L.M. Tam, Susan H.C.
Segmentation Tai, 1998)
• 5 segments
14. Target Market Analysis :
Target
Market
“Traditionalists”
“Strivers”
“Achievers”
“Adapters”
“Middle-class hopefuls”
• 7% of the “Achievers” willing to latch new trends (Jackie L.M. Tam,
Susan H.C. Tai ,1998)
• Rich with high disposable income (Thompson & Hickey, 2011)
15. Target Market Analysis:
Positioning
The place the product occupies in consumer‟s minds relative to
competing products
Competitive advantage : organic and healthy
Factors being analyze : Market price, Healthy
16. 4Ps - Price
Critical factor in operation (Myers, M. B., Cavusgil, S. T., &
Diamantopoulos, A. 2002)
Packaged way-$18-$25
Target market is “ Achievers”
Higher than our competitor
Can achieve physical needs and the social status
Customers need to actively maintain and present their status through
buying pattern, brand, tangible and intangible products. (Ehrenreich,
1989)
17. 4Ps – Products
Atmosphere
• Café liked environment- sofa and table
• Bright light and green plants
Organic food
• Bread , cake and health drinks
• Quality control by the Hong Kong Organic
Certification Centre
Package
• Breakfast -$20-25
• Lunch--$30-35
21. 4Ps - Promotion
Communicate benefit to customer
Create demand
• Leaflet :background
1.Advertising of Ogreenic & product
• Regular discount
2.Sales
promotion • Coupon distribution
22. 4Ps - Promotion
• Convincing retailer
3.Personal
selling • Create relationship
with customers
4.Public • Official website
relations
and publicity • Specific & updated
23. Milestones
Date Event Objective Person Budget
Responsible
Before
establishment of
2/5-7/5/2012 Design the leaflet supervisor
company
9/5-11/5/2012 Find the printing company PR
for leaflet
13/5-17/5/2012 Produce leaflet PR $5000
1/6- 17/6/2012 Plan official website Attract new supervisor
customer
9/6-15/6-2012 Find website design PR $6000
company
10/6/2012 Establishing of official Get awareness
website
12/6-20/2012 Distribution of leaflet Attract new Assistance $2000
customer manager
24. Milestones
1/7/2012 Opening of company
3/7-23/7/2012 Discount period Attract new
customer
Establishment
24/7-25/7/2012 Produce leaflet Assistance $10000
of Orgreenic
manager
26/7-5/8/2102 Distribution of leaflet Attract new PR $1500
customer
7/8-9/8/2012 Product coupon PR 3500
10/8-20/8/2012 Distribution of coupon Attract new retailers
customer
25/8-31/8/2012 Offer special discount for Keeping the
old customers existing customers
1/9-8/9/2012 Distribution of leaflet Attract new
customer
25. Milestones
15/10- Distribution of leaflet Attract new Assistance $500 Christmas promotion-
28/10/2012 customer manager
a highlighted event
11/11- Discount period Attract new
18/11/2012 customer
11/12- Distribution of coupon Attract new retailers
15/12/2012 customer
17/12- Christmas discount Attract new and
31/12/2012 existing
customers
26. Milestones
10/1- Distribution of leaflet Attract new Assistance $1000
15/10/2012 customer manager
Promotion in next year
5/2-13/2/2012 Discount period Attract new
customer
6/3-10/3/2012 Distribution of leaflet Attract new Assistance $1000
customer manager
12/3- Distribution of Attract new retailers
18/3/2012 coupon customer
15/4- Offer special discount Keeping
20/4/2012 for old customers the existing
customers
21/4- Evaluation Make Supervisor
30/4/2012 adjustment
28. Budgeting Controls- marketing
expense budget
Marketing materials Cost Amount/ days Total
needed
Color Leaflet
$2/leaflet 7500 $15000
Labor cost (Past-time employee distributing
leaflet)
$133/ day 45 $6000
Website design
company
$6000 / $6000
Coupon
$0.1/coupon 3500 $3500
29. Budgeting Controls-Income
statement Orgreenic
Income Statement
July(2012) August September October November December January(2013) February March April May June July
Revenue
Net sales $62,000 $93,000 $105,000 $124,000 $150,000 $217,000 $155,000 $168,000 $217,000 $210,000 $232,500 $225,000 $232,500
Cost of goods
$45,060 $46,030 $47,310 $48,450 $51,410 $52,131 $47,280 $46,289 $47,389 $47,694 $47,093 $47,500 $47,460
sold
Gross Profit $16,940 $46,970 $57,690 $75,550 $98,590 $164,869 $107,720 $121,711 $169,611 $162,306 $185,407 $177,500 $185,040
Expenses
Variable cost
Water $2,100 $2,000 $1,900 $1,900 $2,100 $2,200 $2,100 $2,100 $2,100 $2,200 $2,000 $1,900 $1,800
Electricity $7,000 $8,000 $8,000 $8,000 $10,000 $10,000 $10,000 $11,000 $12,000 $12,000 $13,000 $10,000 $1,1000
Promotion
cost(Shown in $10,750 $4,750 $1,250 $1,750 $1,250 $1,250 $1,250 $1,250 $2,250 $1,250 $1,250 $1,250 $1,250
table 1)
Miscellaneous
$110 $130 $120 $150 $130 $180
•Break-even: 5$140 $150 $160
$150 $170 $140
months $1,40
expense
Total variable
$19,960 $14,880 $11,270 $11,800 $13,480 $13,630
•High-lighted promotion in Dec,
$13,500 $14,520 $16,490 $15,590 $16,400 $13,310 $14,190
cost
Fixed Costs
income increase rapidly
Rent
Salary
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
$65,000
$20,000
•Increase income steadily$65,000 $65,000
$65,000
$20,000
$65,000 $65,000 $65,000 $65,000 after$20,000
$20,000 $20,000 $20,000 $20,000 $20,000
Telephone $110 $110 $110 $110 $110 $110 Dec $110 $110 $110 $110 $110 $1,900
$110
Total fixed cost $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110 $85,110
Total Costs $105,070 $99,990 $96,380 $96,910 $98,590 $98,740 $98,610 $99,630 $101,600 $100,700 $101,510 $98,420 $99,300
Net Income ($88,130) ($53,020) ($38,690) ($21,360) $ 0 $66,129 $9,110 $22,081 $68,0111 $61,606 $83,897 $77,080 $85,740
30. Marketing Control
1. Statistical report provide precise
& specific information
2. Re-assess the pricing &
marketing methods
31. Conclusion
Promote healthy lifestyle to office ladies
identify the potential benefits of consuming
organic products
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