Antz – the Bread Factory Marketing Plan

Pamantasan ng Lungsod ng Maynila College of Management and Entrepreneurship MARKETING PLAN FOR ANTZ THE scrape FACTORY In Partial Fulfillment of the Requirements for the Subject Retail trade By de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Med anyo, Renz Harvey M. Par everyag, Jemeremiah I. Rivera, h run up Jan L. Professor Angelo Alfonso Abejero March 2012 I. Company Information A. Trade Name of Retail origin Antz The loot grinder B. Nature of Business Antz The cole manufactory is a self-service bake grass, engaged in erecting impertinently sunbaked profitss.And last year it launched its saucy branches with a brand-new business concept of BAKESHOP ON WHEELS, which is a limited service bakeshop reachering Antzs certified original pelfs. C. Corporate manoeuvre AHD Foods Corporation 2nd Floor Dolmar Gold Tower, 107 C. Palanca St. Legaspi Village Makati 1200, Philippines D. D ate/Year of Establishment AHD Foods Corporation receptive the first lineage branch of Antz The borecole manufacturing plant in February, 2008. E. Number of Branches and Locations Antz The peag manufactory has tailfin in operation(p) branches 1. SM Sta. Rosa, Laguna ( mall branch, bakeshop with dine-in) 2. SM Hypermart, Las Pinas (mall branch) . Bluewave, Macapagal Ave. , Pasay City (bakeshop on wheels) 4. DLSU, Vito Cruz, Manila (bakeshop on wheels) 5. Pi whizer Centre, Mandaluyong City (bakeshop on wheels) II. Environmental and Market Trends A. Socio-economic Changes Bread is one of mans earlier foods. Today it is considered a staple food and part of the diet of almost all people all over the world. Commercial baking and other industries supporting it became big businesses and now constitute a walloping slice of the food industry. The industry is racyly agonistic making it very difficult to start a new bakery, in particular in cities.Related reading Gardenia Marketing strategyAn entrepreneur might consider buy an existing business or locating in a rural bea. One of the nimbleest evolution areas in the bakery business is the specialty franchise store, producing everything from donuts to complete product lines. Many bakers are subject signifi crappert losses because of their inability to ad solely cole prices because if they increase their prices, it might lead to a unlade on gross revenue. Philippine Association of Flour Millers had explained that it takes three months from procure date for wheat to become dredge due to shipping time from the United States.The Philippines buys its wheat mostly from the United States, so despite of the downwards trend in wheat, flour still increases its price. Consumers perceive that small bakeries offer convenience, personal service, and fresher, better whole tone products. In general, bakery sales increase when consumers average incomes increase. B. Consumer Buying Behavior Affecting the Business Buy ing power or purchasing power of consumers depends on the changing environment and economic situation. to a greater extent people prefer to eat out of home (OOH) because of busy working schedule and for their convenience.Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that can satisfy their need in a quick manner, just like what is being offered in every bakeshop. Nowadays, majority of the populace are value maximizers people involve to en sure that every cent in they pay for the product is worth it low price at the same time good quality products. There is a high demand for breads because of its affordability and the satisfaction it outflows to its consumers. On site baking of some bakeshops became an edge because people are looking for impudently made breads.But on that point is a buying behavior that can non be detached to Filipinos, this is impulse buying. People tend to buy products with appeal looks or packaging even though they do non intend and plan to buy those items. Offerings that bugger off the attention of potential buyers can make it to the top. III. Competitive Environment The diagram leave behind show the antithetical mark competitive factors that make a business thrive in the industry and market. It also shows the military rating of the strategic groups performance based on the key competitive factors. Key competitive FactorsRetail Brands Store Layout/ Design Competitive toll Merchandise Offerings Operation Type of forward motion handiness of the store Goldilocks blue/yellowvisible menu boards and advertising materials -low price level -organized-easily friendly merchandise-wide mix of pastries and cakes -mall hours-non-mall based stores, whippy hours MediaTV, Radio, Newspapers, Magazines, InternetNon-MediaFlyers, Billboards Effective promotion many operating branches In and out of mallsstores are find in high avocation areas Red Ribbon -red/black-dimmed ight its design provides a roman tic and peaceful mood -higher price compared to other bakeshops -easily accessible merchandise-wide variety of pastries and cakes -mall hours-non-mall based stores, flexible hours MediaTV, Newspapers, Magazines, InternetNon-MediaFlyers Effective promotion many operating branches in and out of mallsstores are placed in high traffic areas Bread Talk -traditional bakeshop-sleek-space age -high priced -40-60 different items daily -mall hours Word of mouth many operating branches in mallsstores are located in high traffic areas Antz The Bread pulverization -monster loaf bread store-unique storedesign -mid-price level -theatre style-see- through kitchens-enticing design of breads -mall hours-non-mall based stores, flexible hours Media-Magazines-NewspaperNon-Media-Flyers Less promotional effort stores are located in high traffic areas IV. Companys Current Strategies A. Target market The profile of the Antz The Bread Factory customer consists of the following geographic, demographic, ps ychographics, and behavior factors Geographic The geographic market would be urban d heartyers in key cities in Mega Manila. Demographic The primary target customers are those individuals (male and female) who belong to south B and C from all ages.Psychographic The psychographic market would be busy, on-the-go. Behavior factors * Looking for delicious varieties of breads (savory or sweet in taste) * Want to eat something different from greasy fast(a) foods * Seeks healthier editions of quickly served foods * Searching for a bakeshop offering freshly baked breads B. Positioning * Positioning Statement To urban dwellers in key cities in Mega Manila, from all ages from SEC B C, who are always busy, and on-the-go looking for delicious varieties of bread, want to eat something different and healthier version of fast foods, and searching for a bakeshop offering freshly baked breads.Antz The Bread Factory is a (limited service) bakeshop is the Philippines fastest rising bakeshop and fa st food that is first to introduce a bakeshop on wheels in Asia with its unique Big footle Bread store layout offering unique, healthy, and delicious flavored breads with national man power pile upd of highly trained nutritionists/dieticians, culinary experts, chefs and bakers. * Positioning schema Antz The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in todays greasy fast food. C. Marketing Mix Strategies 1. Product and Merchandise Mix There are varieties of breads offered by Antz The Bread Factory * Loaves * Muffins * Fiesta casts * clean * shut ins * Ensaimada * wad * new(prenominal) Breads 2. Pricing LOAVES Loaves Price Choco lie in wait Php 57. 00 Ube Swirl Loaf Php 57. 00 Monggo Loaf Php 57. 00Raisin Loaf Php 49. 00 Pandesal Loaf Php 49. 00 bold Loaf Php 49. 00 Wheat Bread Php 49. 00 MUFFINS Muffins Price Strawberry Muffins Php 30. 00 Choco Pepermint Muffins Php 30. 00 orangish Choco Muffins Php 30. 00 FIESTA BUNS Fiesta axial rotations Price Coffee Bun Php 26. 00 Choco Bun Php 26. 00 Ube Bun Php 26. 00 clean clean Price Majestic Pork Floss Php 40. 00 Spicy Pork Floss Php 40. 00 yellow-bellied Floss Php 40. 00 WRAPS Wraps Price jambon Wrap Php 25. 00 Hotdog Wrap Php 25. 00 PIZZA Pizza Price Mayon Pork BBQ Php 52. 00 tissue Pizza Php 49. 00 Hawaiian Pizza Php 49. 00 Mini lasagna Php 35. 00 Mini Baked Mac Php 29. 00ENSAIMADA Ensaimada Price excess Ensaimada Php 27. 00 Ubesaimada Php 27. 00 Macasaimada Php 27. 00 CLUSTERS Clusters Price Monggo Cluster Php 60. 00 Ubesai Cluster Php 60. 00 Plain Ensai Cluster Php 60. 00 Ube Cluster Php 59. 00 OTHER BREADS Other Breads Price robust Bread Php 37. 00 Chicky Bread Php 35. 00 Porky Bread Php 30. 00 Ham Cluster Php 30. 00 Cheesy Cupcake Php 30. 00 Tuna Bun Php 27. 00 Cream cheese Bun Php 26. 00 Garlic Bread Php 20. 00 replicate Choco Php 17. 00 Pan de Pandan Php 17. 00 3. Placement Antz The Bread Factory does not notw ithstanding focus on having mall branches. Some outlets which are 50-120 sq. eter in commercial space are located at strategic, high foot traffic areas such as central business districts and commercial hubs. 4. Promotion AHD Food Corporation uses both media and non media approaches to advertise and promote Antz The Bread Factory. Promotions are used to encourage and hex franchisers, at the same time to inform people about their enticing bread offerings. ADVERTISING * write ads newspaper and magazines, tarp * Packaging * Audio-optical materials * Symbols and logos SALES PROMOTION * Gifts PUBLIC RELATIONS * Sponsorship * Events 5. Service Strategy a. People Training * Antz The Bread Factory confronts its employees Management Development Programs and continuous training to make sure that its employees perform their best. b. Store Layout Antz The bread factory malls located branches have beautifully designed dine-in area and unspecific counter with hip music and experiential ser vices provides our customers anatmosphereof fun and exciting place to shop and dine. * Antz The Bread Factorys bakeshop on wheels branches are designed like a giant loaf of bread with 50-120 sq. m. commercial space. c. After-sales & Customer Service Strategy * Antz The Bread Factory offers Delivery services, exonerate bread on next visit of customers or thank you messages on bulk orders. V. Company compendium A. Threats 1. There are many existing bakeshops in the Philippines making it difficult to start a new bakery especially in cities. 2. Inability to adjust bread prices due to the price hike of the breads main ingredients like flour, sugar. B. Opportunities 1.There is a big demand for bread here in the Philippines because bread serves as their secondary alternative for rice. 2. Filipinos are fond of sweet foods. 3. There is a large angle bracket of target market because bread is for a wide range of age, male or female. C. Strengths 1. Antz The Bread Factory offers products that is unique and can only be found in the store. 2. Our Research and Development team compose of highly train individuals namely nutritionist/dietician, culinary experts, chefs, and bakers. 3. The products are presented theatre style where the kitchens support design allows the customer to feel the freshness of each bread being made and served. 4. Branches in bakeshop on wheels have flexible operating hours. 5.The store layout of Antz The Bread Factory bakeshop on wheels is well executed in a big loaf bread design. 6. Antz The Bread Factory has a intemperate franchise relationship as member of the Philippine Franchise Association (PFA). D. Weaknesses 1. Antz The Bread Factory is not well established. The bakeshop is not properly advertised. 2. We offer a product that is already available in the market. 3. Customers have to travel further to get in our stores because we have fewer branches. 4. The products we offer are not durable and can be easily blemished it is the reason f or some leftover. 5. Innovative products can be easily replicated. 6. The operating hours of bakeshop on wheels have no fix operating hours. 7.External employees of Antzs franchises do not provide proper accommodation to the customers. VI. Marketing Objectives * To increase the number of franchised stores by 15. * To introduce new products to the market. * To increase annual sales by 10% per year * To increase the number of customers by 5% per year VII. Proposed Marketing Strategy A. Target Market Our appointd target market would be the same as the current target market of the company which are busy, on-the-go and health conscious individuals, but this time we impart emphasize as our primary target market are the health conscious individuals and other urban dwellers as the secondary target market. Health conscious individuals- consists of athletes, parents who want to give their children healthy foods, those who want to offer their physically fitted body and even those who are no t physically fit but want to. Other urban dwellers- this segment pertains to all other on-the-go individuals, students, professionals, all community dwellers who want something different from greasy fast foods and seeking healthier version of quickly served foods. B. Positioning Strategy Antz The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in todays greasy fast food. C. Core Marketing Strategy 1. Product and merchandising mix Loaves Loaf Plain Pandesal Loaf Raisin Loaf Wheat Bread Choco LoafUbe Swirl Loaf Monggo Loaf Muffins Strawberry Muffins Choco Pepermint Muffins Orange Choco Muffins Fiesta Buns Coffee Bun Choco Bun Ube Bun Floss Majestic Pork Floss Spicy Pork Floss Chicken Floss Wraps Ham Wrap Hotdog Wrap Pizza Mayon Pork BBQ Braided Pizza Hawaiian Pizza Mini Baked Mac Mini Lasagna Ensaimada Plain Ensaimada Ubesaimada Macasaimada Cluster Monggo Cluster Ube Cluster Plain Ensai Cluster Ubesai Cluster Other Breads Tuna Bun Ham Cluster Double Choco Creamcheese Bun Cheesy Cupcake Garlic Bread Pan de Pandan Beefy Bread Chicky Bread Porky Bread *NEW harvest-time LINE* Fruit & Veggie BreadsStrawberry Glazed Bread Melon Glazed Bread pineapple plant Glazed Bread Banana Glazed Bread mango tree Glazed Bread Malunggay Bread tweet Bread Carrot Bread *BREADS IN BUNDLE* Antz The Bread Factory leave alone also offer breads in bundle. It will be the assortment of seven (7) breads and its the customers choice of what bread they put on the bundle. 2. Pricing LOAVES Loaves Price Choco Loaf Php 57. 00 Monggo Loaf Php 57. 00 Ube Swirl Loaf Php 57. 00 Pandesal Loaf Php 49. 00 Rasin Loaf Php 49. 00 Plain Loaf Php 49. 00 Wheat Bread Php 49. 00 MUFFINS Muffins Price Muffins Php 30. 00 Strawberry Muffins Php 30. 00 Choco Pepermint Muffins Php 30. 00Orange Choco Muffins Php 30. 00 FIESTA BUNS Fiesta Buns Price Coffee Bun Php 26. 00 Choco Bun Php 26. 00 Ube Bun Php 26. 00 FLOSS Floss Price Majestic Pork F loss Php 40. 00 Spicy Pork Floss Php 40. 00 Chicken Floss Php 40. 00 WRAPS Wraps Price Ham Wrap Php 25. 00 Hotdog Wrap Php 25. 00 PIZZA Pizza Price Mayon Pork BBQ Php 52. 00 Braided Pizza Php 49. 00 Hawaiian Pizza Php 49. 00 Mini Lasagna Php 35. 00 Mini Baked Mac Php 29. 00 ENSAIMADA Ensaimada Price Plain Ensaimada Php 27. 00 Ubesaimada Php 27. 00 Macasaimada Php 27. 00 CLUSTERS Cluster Price Monggo Cluster Php 60. 00 Ubesai Cluster Php 60. 00Plain Ensai Cluster Php 60. 00 Ube Cluster Php 59. 00 OTHER BREADS Other Breads Price Beefy Bread Php 37. 00 Chicky Bread Php 35. 00 Porky Bread Php 30. 00 Ham Cluster Php 30. 00 Cheesy Cupcake Php 30. 00 Tuna Bun Php 27. 00 Cream Cheese Bun Php 26. 00 Garlic Bread Php 20. 00 Double Choco Php 17. 00 Pan de Pandan Php 17. 00 *NEW PRODUCT LINE* Fruit & Veggie Breads Price Strawberry Glazed Bread Php 43. 00 Melon Glazed Bread Php 40. 00 Pineapple Glazed Bread Php 40. 00 Banana Glazed Bread Php 38. 00 Mango Glazed Bread Php 38. 00 Malunggay Bread P hp 35. 00 Squash Bread Php 35. 00 Carrot Bread Php 35. 00 *BREAD IN BUNDLES* chock up pricing involves selling distinct multiple items offer together at a special prize. For Bread in Bundles, we will give ten (10) percent discount for a minimum of seven (7) breads purchase 3. Placement Strategy Since Antz The Bread Factory is a member of the Philippine Franchise Association (PFA) we propose to locate our franchised stores near the anchor stores to accumulate high traffic and to generate sales. D. Integrated Marketing talk Strategies 1. Creative theme Nowadays people are exposed to greasy and unhealthy food especially those children who are fond of eating fast foods. They choose unhealthy foods over vegetables and fruits that can give arrogant effects in their body.Fruits and vegetables are packed with essential nutrients that strengthen the body, heal and repair damage, ward off sickness and fight diseases. Antz, the provider of fresh and healthy breads is the ply for the year 2012. Antz will deliver vegetables and fruits infused breads that can satisfy the need of health conscious customers. Antz will not only offer freshly baked breads but also the nutrients that you can acquire from the vegetables and fruits. Vegetable and fruit breads are the newest offering of Antz that can give delicious experiences to a healthy diet. 2. Integrated Communications Program Based on the company analysis, Antz The Bread Factory needs to improve its promotional effort to establish the company well in the market.And the following promotional mix will be used to position the company on the bread industry. advert * Print Ads (Flyers and posters) The flyers and posters contains the 2012 campaign which is Antz, the provider of fresh and healthy breads. The flyers and posters will be distributed and posted in high traffic areas and the existing branches of Antz The Bread Factoy. * Audio Visual Materials (Jingle and Internet advertising) The jingle will be compete in eve ry store branches to capture the attention of the customers. While in the internet advertising, audio visual presentations will be posted on our website and Facebook fanpage to regularly inform the target market about our campaign and new products.Public Relations * Sponsorship (For health oriented events and TV programs) Antz The Bread Factory will sponsorship health related events and programs to constitute a good publicity that will ignite the emotions of the market. * E-mail and Telemarketing we will put up a personal message through email for the potential prospects, to inform them about new offerings and events that will be held 3. Media Plan ACTIVITY TIME FRAME BUDGET Distribution of flyers and posters Every third month Php 960,000. 00 Releasing audio-visual materials End of the year Php 16,000. 00 Sponsoring health-oriented events and TV programs Every quarter Php 360,000. 0 Inviting and informing potential prospects through internet Every month *applicable for 2 years Total Php 1,336,000. 00 4. After-sales and Customer Service Strategy 1. People * Antz The Bread Factory will provide a service training program that includes one (1) day orientation, three (3) days store management and marketing training, ten (10) days baker mastery, 2 (2) days cashier service training. * Antz The Bread Factory will create a proper store dialogue that will surely attract more customers. 2. Store layout and design * Antz The Bread Factory will improve store facade by tot uping more designs like glass, mirror and lights.We will also add music in the store so the customers will feel more comfortable. We will also create a unique scent to develop a somatic marker to our valued customers. 3. After sales and customer service strategy * Antz The Bread Factory will give loyalty cards to our customers that give discount. * Antz The Bread Factory give free breads for those who buy bulk orders. * Antz The Bread Factory will confabulate a free delivery for bulk orders . Appendices cecal appendage A Sketch of the Veggie and Fruit Breads Appendix B Side view outline of the proposed packaging Appendix C Top view sketch of the proposed packaging Appendix D Front view sketch of the proposed packaging