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Contents
Assumption…………………………………………………………....5-6
Marketing theories ................................................................................. 6-8
Good values…………………………………………………………….08
Promotional Mix ................................................................................. 8-10
Conclusion………………………………………………………..…….10
Reference……….……………………....................................................11
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3. I am a marketing manager of a pastry shop by the name Afrah’s Baking Delights. It
is located in a very convenient place in my neighborhood across the downtown in
Al-Khobar surrounded by many other pastry shops. Being surrounded by many other
pastry shops increases the level of competition which in my opinion creates the best
atmosphere to work as the competition among the productivity and quality of good
rises. It is the urge among sellers to achieve goals by getting sales volume, market
share and of course greater profit.
In our bakery we sell all types of sliced breads, brownies, and different varieties of
biscuits, tarts, cinnamon rolls, kunafas, macaroons, fudge cakes, cheesecakes,
cookies, pretzels, croissants, baklava’s, edible chocolates, etc. and we also ensure
that we use extracts of freshly chopped cinnamon, lemon or orange in our baking
products as it gives a nice mouth watering smell in the freshly baked items. Apart
from the smell, it is very important that the item should have a great taste as well as
it persuades the customer to buy and become a long term client. As we are encircled
by many other pastry shops, it has led our firm to produce new products more
frequently on daily basis with advanced technology and servicing for lavish and
good quality items to be produced. We have kept our prices low so that many
customers get attracted and they keep coming to shop from our bakery. For more
customer sales, we have kept the price range of everything very affordable. As a
marketing manager, I have kept well trained staff that knows how to deal with the
customer’s needs and wants. I have given workers their own work schedules so that
they know what time they should function at what shifts. We are also present to take
orders on the demand of the customers especially for any special events to make
them unforgettable, such as making wedding cakes, engagement cakes, graduation
etc! I am also well aware of the mess which can be created in the kitchen and
sanctuary, but to keep the highest standards alive, I have employed a few employers
who do regular cleaning, washing and inspect for the freshly baked items. This way
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Afrah’s Baking Delights
4. our bakery stays clean and hygienic for the customers as well as the workers, as it
creates a better environment to work.
The assumption for my pastry shop would be to get to the high global level in terms
of quality of products and services offered by us to our customers. In this age of
rapidly changing life styles consumers are driven to change their eating habits
constantly, Afrah’s Baking Delights responds to their desires and extended its
existing product line. In addition our main objective is the continuity in the provision
of superior products at better competitive prices and to create a successful network of
Franchisees for Afrah’s Baking Delights in the downtown of the Kingdom of Saudi
Arabia and then in the Middle Eastern region and the World.
Marketing philosophies Every company can have different perspective or
philosophies. For example of any random company, they have the idea that if the
production is done on a large scale, the cost would be less and the product would be
sold automatically. In this way, the company will focus mainly on the large scale
production of goods. Similarly, some other company can have a different perspective
and idea which can be that if the quality of the product is enhanced, there will be no
difficulty in selling the product. The marketing manager designs the strategies that
will allow them to gain relationships with the customers. There are five main
concepts a marketing manager needs in order to compete and bring a successful
conclusion for their organizational goals. The five competing concepts by which
companies are guided in their marketing efforts are: production concept, product
concept, selling concept, marketing concept, societal marketing concept.
Production concept: Those company who rely in this philosophy that if the goods
and services provided will be kept cheap and if it would be provided or made
accessible at many various places there won’t be any obstacles regarding sales or
trading. Production itself by name is a concept that is based on the consumers who
favor the products which are available easily and are economical and affordable. By
keeping the production concept in mind companies invest all their marketing efforts
in cutting down the cost of production and establish their distribution system. In
order to diminish the cost of production and to pull it down to a minimum level,
these companies indulge in large scale production. This helps them in performing the
economics of large scale production. Correspondingly, the cost of production per
unit is reduced, the point of relevance of this philosophy is apparent only when
demand exceeds supply. It does have a drawback as well, it is not always mandatory
that the customer every time purchases the easy available and cheap goods and
services.
Product Concept: This concept holds that consumers will favor products that offer
the most quality and innovative features. Product concept is based on the ways to
improve quality, performances and use great features of high standard to attract
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5. buyers, the basis of this thinking is that the customer gets fascinated and tempted
towards the products of good quality. On this basis or idea, such companies express
their marketing efforts to flourish and expand the quality of their product. It is an
acceptance of the followers of the product concept that the clients get attracted to the
products of admirable quality. This isn’t the absolute truth because it is not the only
basis of purchasing goods. The purchasers do take care of the products prices, its
availability etc. A good quality product with splendid features but high price can
upset the budget of a customer. For this reason, it can be said that only the quality of
product is not the only way to the success of marketing.
Social Marketing Concept: It uses the same strategy of marketing concept never the
less, it targets around the product benefit to the betterment of the society as a whole.
Greater emphasis is put on environment impact. The companies who trust this
concept direct all their marketing efforts towards the achievement of consumer
satisfaction and social welfare. In short, this process is known as the latest concept of
marketing. The companies adopting this concept can gain long term profits.
Marketing Concept: It focuses on what people really desire and want more than the
needs of the salesperson. Marketing concept deals with the importance of satisfying
the customers need to attain company success. It relies upon marketing research to
represent market portions, their size and their needs and it is ensured that he
appropriate decisions are made to satisfy the needs of customers. It is believed that
success only by customer’s satisfaction hence this concept is believed by many firms
that only such good/services should be made available which customer need or want
and not the things that you can do! In other words to conclude, they do not sell what
they can make but they can make what they can sell. By this process, an advantage
of this is that long term profits can be earned.
Selling Concept: This conception influences that consumers will not purchase the
firms products until it initiates oppressive selling attempts, Particular companies who
believe in this concept that mostly the items is misrepresented just by focusing on
sales on behalf of what people actually need or want think that it results in high
customer dissatisfaction and also think that leaving the customer alone will not help.
On second thought there is a need to attract the customer towards the products. They
think that goods are not bought but they have to be sold. By keeping this strategy in
mind, companies focus their marketing efforts towards educating the clients.
As a marketing manager, I chose marketing concept for my pastry shop as it deals
with the importance to satisfy the clients need to score success in company. Being
surrounded by many pastry shops has increased the level of competition amongst our
competitors which has led our workers to work more efficiently producing the best
products. It is the pressure among sellers to achieve targets by getting sales volume,
market share and of course greater profit. The expectation for my pastry shop would
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6. be to get to the high international level in terms of quality of products and services
offered by us to our customers.
Good values by building customer relationships When managing a pastry
shop, building good relations with customers and satisfying them with their needs is
a very necessary task as it the process of creating and maintaining profitable
customer relationships. For good values it is very important to have trust which can
be built from honesty, reliability and capability. Apart from trust, there are other
main factors for building good customer relationship such as commitments,
recommendations, word-of-mouth and customer satisfaction which can be earned by
providing good quality products. Never the less, satisfaction gauges how positively
the customer feels toward the other due to the underpinning of positive expectations.
Quality is an element of satisfaction. Loyalty measures the degree of association to
which the customer feels that the relationship is worth the energy that it takes to
preserve, support, and endorse. Word-of-mouth marketing is perhaps the most
powerful influence. Recommendations will measures word-of-mouth that what
customers are saying and recommending to others and it measures action.
Promotional Mix: Is a way of communicating between the buyers and sellers. It
is to create an impact on the customers and alter their decision of buying the
products. It has five main aspects: Advertising, Sales promotion, personal selling,
public relations and direct marketing.
Advertising – it is a form of non personal promotion. It happens when the companies
pay to promote ideas, goods or services in an array of media outlets. It Presents and
promotes ideas, goods, or services to an identified sponsor. For instance, printing
adverts, radio, television, billboard, direct mail, brochures and catalogs, posters,
motion pictures, web pages, banner ads, and emails etc. Advertising is found
everywhere, because with the help of advertising, companies get engaged in a one-way
communication to their clients or prospects. Companies use different types of
advertisements to promote and introduce the products, to remind the consumers
about the existing product and to increase the demand again in the market. Different
kinds of advertising most commonly used are: Informative advertising- It is the
distribution of advertising messages through mass media with the intent of briefing a
target market about the benefits exhibited by a new product or innovation.
Persuasive advertising- Is which essentially provides the prospect with hard data
about the nature and function of the product. Furthermore, the assumption is that the
consumer already understands the basic nature of the product, but needs to be
convinced of the desirability and the benefits that set a distinct product apart from
the competition. The advertising media used must be appropriate in order for it to be
cost-effective, for my pastry shop the media selected is the local newspaper named
as Arab news as it is very promising form to advertise and have millions of readers,
patrons researching their purchases, read by highly educated and affluent
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7. congregation .In addition the cost of advertising in newspaper is very low. Other
form of media which I selected for my pastry shop as a manager is television, it is
widely watched all over the world and television offers the greatest circle of
advertising qualities. It is set apart from challenging media by its ability to endeavor
sight, sound and motion to develop an emotional response. Television is also
selected much because of brand image, consumer’s perceptions, cost, demonstration
capabilities, person to person communication and retention.
Sales promotion - Media and non-media marketing communication are employed for
a pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples: Coupons, sweepstakes, contests,
product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins,
and exhibitions. Sales promotion has 6 main objectives which are to attract new
customers, to introduce new products and services, to induce current clients to buy
more, to increase sales in off seasons, to add the stock of the dealers. It also helps the
firm to stay competitive.
Personal selling - A process of helping and persuading one or more prospects to
purchase a good or service or to act on any idea through the use of an oral
presentation. It is a procedure involved in between person to person and between the
considered buyer and seller. It is very flexible in building relationships and getting
fast response. Examples of personal selling include: Sales presentations, sales
meetings, sales training and incentive programs for urgent salespeople, samples, and
telemarketing which can be face-to-face selling or via telephone.
Public relations - is the way organizations, companies and individuals communicate
with the public and media. It is a paid intimate incentive of supply for a product or
service unit by planting significant news about it or a complimentary presentation of
it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio
presentations, charitable contributions, speeches, issue advertising etc. Several
common goals exist for public relations as these are the messages that are delivered
by companies that do not cost anything to place.
Direct Marketing is a channel-agnostic form of advertising that allows businesses
and nonprofits to communicate straight to the customer, with advertising techniques
such as mobile messaging, email, interactive consumer websites, online display ads,
flyers, catalog distribution, promotional letters, and outdoor advertising. It is a form
of advertising in which physical marketing materials are provided to consumers in
order to communicate information about a product or service. This removes the
middle men from the promotion process, as a company's message is given directly to
a potential customer.
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8. As my pastry shop is new, being a marketing manager, I have chosen advertisement
medium and created flyers as they couple up as one of the most cost-effective,
easiest form of advertising. They can readily be distributed and create awareness of
the shop to people. Since flyers are easy and cheap to produce, attracting even a
small number of customers will still off-set costs you incurred to print and distribute.
Apart from flyers, I have made business card copies of my pastry shop as it is one of
the most valuable networking aids to attain more loyal customers. It is a great way to
promote my pastry shop, as these cards are reusable and contain all the useful
information like website and contact number and these cards pass from person to
person, giving the same message to each individual who comes in contact with it.
To conclude, I would also like to mention that I have made the boxes, shopping bags
with the name of my pastry shop which is Afrah’s Baking Delights to attract more
prospects and increase my sales. This is attractive way yet very cheap too. I have
chosen marketing concept because it gives importance to the needs and wants of the
people and it is the best because products made are of high demand. In the
promotional mix I have chosen advertisement as it is the best way to promote a
bakery that is new in business. Planning out all the theories and promoting methods
is very important as it gives a better picture of the ideas to the business and the goals
can be better achieved. This assignment has helped me a lot to see how a business
needs resources and the right planning methods to start up as a successful business,
not only the promotion but each and every field is to be studied in detail to ensure the
business grows well later on and will create a brand image among the consumers.
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