Recomendados
Mais conteúdo relacionado
Semelhante a Mkt. communication (2)
Semelhante a Mkt. communication (2) (20)
Mkt. communication (2)
- 1. Panaderia Pan De Mi Casa Sugar Castle Sugar 4s Jennifer Berrios Songhee Jeong Soyoung Jung Trina Thierry
- 2. ABOUT COMPANY CLIENT INFORMATION EMPLOYEES BUSINESS 1 2 INDUSTRY ANALYSIS 3 SWOT ANALYSIS 4 MARKETING MIX
- 3. CLIENT INFORMATION1 https://www.facebook.com /panaderia.pandemicasa (505) 8884-9921 pandemicasa@hotmail.com Residencial Monte Cielo House number D-311 Panaderia y Pasteleria El Pan de Mi Casa & Sugar Castle Francys Hermida and/or Maria Carolina Haak
- 4. EMPLOYEES2 Owners and Managers Maria Carolina Haack (daughter) & Francys Hermida(mother) Marketer Mr.Haack Baker Santiago Assistants Ninoskia and Marta
- 5. 3 Started 2011 but stopped for awhile and restarted in 2013 Entire business is controlled and managed by family members FAMILY BUSINESS Pastries, bread, cakes, and caterings to consumers MISSION PRODUCTS To reach all families in all different ocations such as birthdays, parties, and reunions and provide high quality pastries WHEN BUSINESS 1) El Pan de Mi Casa
- 6. NEW PRODUCT LINE Launched new product line “Sugar Castle” in 2014 • Fresh • Youthful • Modern BUSINESS 2) Sugar Castle
- 7. ABOUT COMPANY1 2 INDUSTRY ANALYSIS PORTER’S FIVE FORCES MODEL OPPORTUNITY FOR SUCCESS 3 SWOT ANALYSIS 4 MARKETING MIX
- 8. FIVE FORCES MODEL 1) Threat of Substitute 1 Many substitutes exist for bakery products ▶ Bakeries rely upon price and convenience to keep individuals switching to a substitute or baking what they need at home
- 9. FIVE FORCES MODEL 2) Power of Buyers Buyers of the bakery industry: Supermarket, Convenience stores ▶ Large number of small bakeries are all competing to find channels for their products. ▶ Buyers are able to command low prices and discounts.
- 10. FIVE FORCES MODEL 3) Power of Supplies Suppliers do not have much negotiating power ▶ Bakeries can be affected by price swings of the raw ingredients ▶ Changes are a result of global supply and demand rather than suppliers’ negotiating power
- 11. FIVE FORCES MODEL 4) Barriers to Entry Barriers to entry in this industry are low Economies of scale are not required for success Small businesses can enter the industry with a relatively small amount of capital Main determinants of a new bakery’s success Sufficient distribution channels Brand recognition and loyalty
- 12. FIVE FORCES MODEL 5) Industry Rivalry Many players in the bakery industry Businesses have to compete on: • Price • Quality • Differentiation • Relationships with Key Suppliers
- 13. FIVE FORCES MODEL 5) Industry Rivalry - Competitors CAKE SHOP 69 BAKERY SHOP 74PASTRY SHOP 46 CATERING 5
- 14. FIVE FORCES MODEL 5) Industry Rivalry - Competitors SampsonDon Pan La Casa del Pan DIVERSITY QUALITY PRICE (HIGH) FEATURE Varied Products Cafeteria Don Pan Experts in all types of cakes and gourmet pastries Family Business Quality of Products AWARENESS
- 15. EXPAND DITRRIBUTION CHANNELS DEVELOP BETTER SYSTEMS FOR CUSTOMER REACH GOAL PROFIT OPPORTUNITY FOR SUCCESS2
- 16. Local Universities’ Cafeteria • UCC • UNICA Convenience Stores Small Supermarkets Company Meetings Personal Orders BIG SUPERMARKET OPPORTUNITY FOR SUCCESS 1) Expand Distribution Channels
- 17. NUMBER OF ORDER OPPORTUNITY FOR SUCCESS 2) Develop Better Systems for Customers
- 18. ABOUT COMPANY1 2 INDUSTRY ANALYSIS 3 SWOT ANALYSIS EL PAN DE MI CASA SUGAR CASTLE 4 MARKETING MIX
- 19. SWOT analysis • Good quality of the products • Good reviews from customers • Reasonable prices • Family Based Company • Not so strong hierarchy • Lack of Business Awareness • Perishable Food • Too Many Competitors • Not so Convenience Location • Lack of Appropriate Marketing • Ability to Serve Different Groups • Expansion of Product Lines • Expansion of the Distribution Channels • Extension of Bakery Stores • Extreme Competitions • Lower Prices of Competitors • Change in the Bakery Market • Not so Convenience Location • Less Consumption S w O T EL PAN DE MI CASA1
- 20. SUGAR CASTLE2 SWOT analysis • Ability to Attract More Customers • Unique Products • Cost Advantage • Lack of Positioning • Lack of Promotion • Lack of Brand Recognition • Customer Confusion Problems • New Attractive Products • Alliance with other companies • Price Advantage • Seasonal Opportunities • High Competition • Increase of Cost of Ingredients • Failure of Word of Mouth S w O T
- 21. ABOUT COMPANY1 2 INDUSTRY ANALYSIS 3 SWOT ANALYSIS 4 MARKETING MIX PRODUCT PRICE PLACE PROMOTION
- 22. PRODUCT1 • Tres Leches • Cakes for birthday and special occasions • Cheesecake • Pineapple Bread • Chicken Pie • Baguette bread
- 23. PRICE2 Prices are very Affordable
- 24. PLACE3
- 25. PLACE Distribution Channels Order in person → Pick up products in person→ Take products Order by phone → Pick up in person→ Take products Allocate to retailers→ Pick up products in the retailers→ Take products Order by Internet→ Pick up in person→ Take products
- 26. 4 PROMOTION 1) Online – Social Media • Rapid thought sharing and opinion offering • Customer trends for quicker mapping with social media • Opportunities to save money • Viable, lower-cost alternatives to some traditionally expensive research methods
- 27. Panaderia Pan De Mi Casa
- 30. PROMOTION Online – Hashtag #elpandemicasa #sugarcastle
- 31. PROMOTION Online – Email The most effective direct marketing promotions Timely and Powerful communications with people With email marketing, the business can always stay in touch with its customers. Picture and details about your product can easily be sent to the customers once a month.
- 32. PROMOTION 2) Offline – Flyers
- 33. PROMOTION Offline – Business Cards The most powerful and inexpensive marketing tools • Help people to remember its business • Tiny form of advertising A well-designed card will serve an effective and powerful advertising or marketing weapon in your arsenal
- 34. PROMOTION Offline – Corporate Social Responsibility Corporate Social Responsibility: An effective marketing tool to strengthen the organization's’ performance through a better image FREE Backing Classes Ongoing learning opportunities & Preparing diverse individuals for career opportunities
- 35. Through this kind of CSR: • Increase customer retention • Develop and enhance relationships with customers, suppliers and networks, attract • Retain and maintain a happy workforce, • Differentiate from the competitors, • Improve the business reputation and standing and most importantly • Build positive image about the business • Help build stronger brand.