1. HTM 2121
Tourism and Hospitality Marketing
Marketing Plan – Bakery
SEM008 Group E
Wong Hiu Tung 11276591D
Wong Ka 11064033D
Wong King Ngo 11309213D
Wong Wui In 11280590D
Yu Pak Tou 11084499D

2. Promotional Video
• http://www.youtube.com/watch?v=6HNw6iH3Yns
&feature=youtu.be

3. Friendship Bakery
“Enjoy your own life through bread”

4. Introduction to our business
Business Type: Bakery Café
Take away or enjoy food in our café
Location: Mong Kok
Product:
-Bread and drinks
-Special bar for customers to choose the
stuffing for their toast

5. Environment : relaxing
far from the rush and stressed life in the
reality
Theme: green
target customers : young people
enhance and enjoy the friendship among their
friends

6. Macro-environment
Opportunities Threats
Suppliers - The introduction of “Energy - Unavoidable increase price in
Label” largely reduces the ingredients like flour that are for
electricity cost. (e.g. German making bread.
Pool and Panasonic)
Marketing intermediaries - Transfer of responsibility of - They are costly which will
promotion to the marketing definitely increase the operation
intermediaries and enjoy their cost
expertise
Publics - Can be a kind of advertisement - Feedback from the publics is
that free of charge subjective which we cannot
control.

7. Micro-environment
Opportunities Threats
Demographic - The place of our business concentrates a large number of our target customers - The number of teenagers is decreasing
recently
Economical - The growth of GDP encourages people to consume more - The growth of GDP may discourage
people from consuming inferior goods
depending on the elasticity of demand
towards bread
- High rent
Technological - Technological advancement shortens the distance between people - Intense competition among competitors
- There are promotion media which is free of charge and they are popular in Hong will increase.
Kong(e.g. Facebook)
Ecological - N/A - The impact posted by the Global
Warming which causes the supply of
ingredients decreases.
Political-legal - N/A - Two License’ should be applied
- The Chinese government implements
policies to limit the exports to Hong
Kong
Social-cultural - Coexistence of food culture and emphasizing efficiency which add the possibility - N/A
of a bakery café

8. Current Main Competitor:
La Bon Pain
sells similar products but does not provide
the dining area for the customers.
Location Price Promotion Strength Weakness
• Shop B, 100 • $7-15 for • boards with • high • only
Argyle each bread slogans to appraisal on students
Street, attract the popular from nearby
Mong Kok customers. restaurant schools and
guide residents are
website frequenters
Open Rice but few
foreigner
• highly come
accessible
• high rent
rate

9. Business Objective
break even within the first three
months
35 to 50 customers for the café and
sell 1500 buns for the bakery every
day
10% to 20% sales growth
maintain our production costs at
75% of the mark-up price
“share of mind” & “share of heart”

10. Target Market
Segmentation
1.Demographic segmentation
Target customers : aged 15-24 years old
875,234 people (12.4% of the population of Hong Kong)
Location: Mong Kok
one of the most densely populated areas in Hong Kong
2.Psychological segmentation
Our target customers:
Purchasing power low, not willing to spend
More willing to buy utility products
Easily influenced by peer

11. Targeting
Target teenagers who are aged 15-24.
most teenagers concentrate at Mong Kok : stable customer flow
provide inexpensive bread and drinks
Position Decision
Uniqueness and differentiable
Provide a place for customer to consume our products which involve
more interaction with customers
Self-serving service
Affordable price

12. Product
Marketing
Promotion Price
mix
Place

13. Product
Relaxing Environment
Self-served toast
Diverse breads
Beverage
Set menu

14. Pricing
Pricing strategies
1. Penetration pricing
set our product price slightly lower than our competitor to attract customers’ interests
stimulate purchase of new products
monopolistic competition  curiosity to experience our unique products
2. Discount pricing
cash discount, quantity discount, or some promotional allowance
Price setting
cost-based pricing methods
Unit cost = Variable cost+ fixed cost/ unit sales
Mark up price = Unit cost/ ( 1-desired return on sales) Self-served
Diverse bread
toast
$4-$13
self-served bread customer-based pricing $25-$35
a higher price
Beverage Set menu
$10-$25 $30-$45

15. Place
Ground floor, 8 Soares Avenue, Mong Kok

16. High population density and attractiveness
Teenagers prefer to go at the weekend and holidays
17 secondary school
High accessibility
Nathan Road, which is the main thoroughfare in
Kowloon
Three rail lines serve the district – Tsuen Wan line,
Kwun Tong lins, and East Rail line
Bus and mini bus can acecess too

17. Promotion
1 ) Advertising
limited capital
 adopt some relatively inexpensive advertising manner
Facebook Fans Page Distribution of leaflets

18. 2) Sales Promotion
Online Coupons
Corporate with Students’ Union
Stamp collection card
3) Monthly event -- The best toast of the month

19. Implementation milestone (start from 1July)
Program Who is Date Budget
responsible?
Distribution of leaflets Manager 1 Jul to 31 Sept $3000
3 Employee
Facebook Fans Page Manager Ongoing $0
Online Coupon Manager 1 Jul to 31 Sept $0
Corporate with Students’ Union Manager 1 Sept to 30 Jun $0
Stamp collection card Manager 1 Jul to 31 Sept $1000
Monthly event -- The best toast of the Manager Ongoing $1000
month
Questionnaire for evaluation Manager Ongoing $1000
Total $6000

20. Marketing Budget
Category Budget needed($)
Rent 65,000
Bill, Fire service, Fix up 60,000
Equipment and Inventory 50,000
(Refrigerator, oven, ect)
Raw materials for bread 20,000
Salaries, insurance, MPF 25,000
Promotion budget 6,000
Current asset 25,000
Total 251,000

21. Marketing controls
Feedback from customer
questionnaire
food, service quality, environment, promotion manner
positive feedback: retain it and keep their quality
negative feedback: investigate the roots of problems and then cope
with them
Sales and market share analysis
measure the monthly growth of sales and market
evaluate our competitiveness
If cannot reach the objective enhance our promotion