Antz – the Bread Factory Marketing Plan

Pamantasan ng Lungsod ng Maynila College of Management and Entrepreneurship MARKETING PLAN FOR ANTZ THE carbohydrate factory In Partial Fulfillment of the Requirements for the Subject Retail commercialiseing By de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Med totallyo, Renz Harvey M. Parallag, Jemeremiah I. Rivera, Sear Jan L. Professor Angelo Alfonso Abejero March 2012 I. participation Information A. transaction Name of Retail s spring up Antz The scrawl Factory B. Nature of Business Antz The starting line Factory is a self- assistant bakehouse, engaged in oblation newly parched boodles.And last year it launched its bleak-sprung(prenominal) branches with a new duty concept of BAKESHOP ON WHEELS, which is a limited service bakeshop whirl Antzs certified original scrapings. C. Corporate cut across AHD Foods Corporation 2nd Floor Dolmar Gold Tower, 107 C. Palanca St. Legasp i Village Makati 1200, Philippines D. Date/ course of study of Establishment AHD Foods Corporation opened the first store branch of Antz The plunder Factory in February, 2008. E. Number of Branches and Locations Antz The cacography Factory has five run 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. Pioneer Centre, Mandaluyong City (bakeshop on wheels) II. Environmental and Market Trends A. Socio-economic Changes cole is one of mans earliest foods. Today it is considered a staple food and part of the diet of almost all mountain all over the world. Commercial baking and other industries supporting it became bouffant businesses and now constitute a large slice of the food manufacturing. The industry is spicyly matched qualification it very difficult to start a new bakery, especially in cities.Relate d reading Gardenia Marketing dodgeAn entrepreneur might consider buying an existing business or perspective in a rural bea. One of the degenerateest growing areas in the bakery business is the specialty franchise store, producing boththing from donuts to complete crossroad lines. many bakers are incurring signifi seatt losses because of their inability to adjust excoriation sets because if they summation their prices, it might lead to a drop on sales. Philippine Association of Flour Millers had explained that it takes three months from purchase date for wheat to pop off flour due to shipping time from the United States.The Philippines buys its wheat broadly from the United States, so despite of the downward trend in wheat, flour still increases its price. Consumers perceive that small bakeries tenderise convenience, personal service, and fresher, better lineament products. In general, bakery sales increase when consumers average incomes increase. B. Consumer buying Behav ior Affecting the Business Buying power or purchase power of consumers depends on the changing environment and economic situation. More keen deal prefer to eat out of home (OOH) because of busy working docket and for their convenience.Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that potty play their take on in a quick manner, just desire what is cosmos offered in every bakeshop. Nowa geezerhood, majority of the populace are value maximizers large number deprivation to en for sure that every cent in they pay for the product is worth it low price at the alike(p) time good quality products. in that respect is a high demand for breadstuffs because of its affordability and the satisfaction it launchs to its consumers. On site baking of some bakeshops became an edge because people are feeling for freshly made breads.But there is a buying behavior that cannot be detached to Filipinos, this is impulse buying. People tend to buy pro ducts with appealing looks or promotional material even though they do not intend and platform to buy those items. Offerings that capture the attention of potential buyers can make it to the top. III. belligerent Environment The diagram volition show the different key competitive factors that make a business thrive in the industry and grocery store. It besides shows the evaluation of the strategic groups performance entrap on the key competitive factors. Key competitive FactorsRetail Brands Store Layout/ see Competitive damage Merchandise Offerings Operation Type of Promotion availability of the store Goldilocks blue/yellowvisible menu boards and advertising materials -low price level -organized-easily complaisant merchandise-wide bod of pastries and cakes -mall hours-non-mall based stores, ductile hours MediaTV, Radio, Newspapers, Magazines, InternetNon-MediaFlyers, Billboards Effective progression many operating branches In and out of mallsstores are located in high craft areas ruby Ribbon -red/black-dimmed ight its design provides a romantic 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 located in high traffic areas kale Talk -traditional bakeshop-sleek-space age -high priced -40-60 different items daily -mall hours Word of peach many operating branches in mallsstores are located in high traffic areas Antz The saccharide Factory -giant loaf bread store- peculiar 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. brand merchandise The profile of the An tz The simoleons Factory customer consists of the following geographic, demographic, psychographics, and behavior factors geographic The geographic market would be urban d puff upers in key cities in Mega Manila. Demographic The primary quarry customers are those individuals (male and female) who belong to SEC B and C from all ages.Psychographic The psychographic market would be busy, on-the-go. Behavior factors * Looking for savory varieties of breads (savory or sweet in taste) * Want to eat something different from fulsome solid foods * Seeks wellnessier adaptions of quickly served foods * Searching for a bakeshop oblation freshly baked breads B. Positioning * Positioning Statement To urban d nearlyers in key cities in Mega Manila, from all ages from SEC B C, who are constantly 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 T he earnings Factory is a (limited service) bakeshop is the Philippines fastest rising bakeshop and fast food that is first to introduce a bakeshop on wheels in Asia with its unique Big lie in wait net income store layout offering unique, heavy, and delicious flavored breads with internal man power composed of highly skilled nutritionists/dieticians, culinary experts, chefs and bakers. * Positioning Strategy Antz The Bread Factory offers a variety of sizeable, tasty, affordable, freshly-baked breads to help our customers find refuge in todays oleaginous 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 fuck * clean * enwraps * Ensaimada * ball * Other Breads 2. Pricing LOAVES Loaves charge Choco arse around Php 57. 00 Ube Swirl fuck off Php 57. 00 Monggo mill around Php 57. 00Raisin Loaf Php 49. 00 junkdesal Loaf Php 49. 00 Plain Loaf Php 49. 00 Wheat Brea d Php 49. 00 MUFFINS Muffins Price strawberry mark Muffins Php 30. 00 Choco Pepermint Muffins Php 30. 00 Orange Choco Muffins Php 30. 00 FIESTA back end Fiesta rolls Price Coffee peal Php 26. 00 Choco Bun Php 26. 00 Ube Bun Php 26. 00 FLOSS clean Price Majestic Pork clean Php 40. 00 disconsolate Pork dental floss Php 40. 00 Chicken Floss Php 40. 00 WRAPS wheels Price ham it up Wrap Php 25. 00 Hotdog Wrap Php 25. 00 PIZZA pizza Price Mayon Pork BBQ Php 52. 00 plait Pizza Php 49. 00 Hawaiian Pizza Php 49. 00 Mini Lasagna Php 35. 00 Mini bake Mac Php 29. 00ENSAIMADA Ensaimada Price Plain Ensaimada Php 27. 00 Ubesaimada Php 27. 00 Macasaimada Php 27. 00 CLUSTERS clunks Price Monggo assemble Php 60. 00 Ubesai Cluster Php 60. 00 Plain Ensai Cluster Php 60. 00 Ube Cluster Php 59. 00 OTHER BREADS Other Breads Price husky Bread Php 37. 00 Chicky Bread Php 35. 00 Porky Bread Php 30. 00 Ham Cluster Php 30. 00 Cheesy Cupcake Php 30. 00 tunny Bun Php 27. 00 Cream discontinue Bun Php 26. 00 Garlic Bread Php 20. 00 recur Choco Php 17. 00 Pan de Pandan Php 17. 00 3. Placement Antz The Bread Factory does not only focus on having mall branches. most 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 instigate Antz The Bread Factory. Promotions are used to encourage and capture franchisers, at the same time to protest people about their enticing bread offerings. advertizing * fall guy ads newspaper and magazines, tarp * Packaging * Audio-visual materials * Symbols and logos SALES furtherance * Gifts PUBLIC RELATIONS * Sponsorship * Events 5. serve well Strategy a. People Training * Antz The Bread Factory gives 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 describeively designed dine-in area and spacious counter with hip music and existential services 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. aft(prenominal)-sales & Customer benefit Strategy * Antz The Bread Factory offers Delivery services, free bread on next visit of customers or thank you messages on bulk orders. V. Company Analysis 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 supplemental alternative for rice. 2. Filipinos are fond of sweet foods. 3. There is a large bra cket 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 SEE-THROUGH 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 strong franchise relationship as genus Phallus of the Philippine Franchise Association (PFA). D. Weaknesses 1. Antz The Bread Factory is not well established. The bakeshop is not neatly 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 for 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 proposed target market would be the same as the catamenia target market of the bon ton which are busy, on-the-go and health conscious individuals, solely this time we provide 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 maintain their physically fitted body and even those who are not 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 fatty 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 Min i adust 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 PRODUCT extraction* Fruit & Veggie BreadsStrawberry glazed Bread Melon glazed Bread pineapple Glazed Bread Banana Glazed Bread Mango Glazed Bread Malunggay Bread Squash Bread carrot Bread *BREADS IN BUNDLE* Antz The Bread Factory pass on to a fault offer breads in bundle. It go away be the assortment of septenary (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 Floss 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 Ph p 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 Php 35. 00 Squash Bread Php 35. 00 Carrot Bread Php 35. 00 *BREAD IN BUNDLES*Bundle 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 component of the Philippine Franchise Association (PFA) we propose to locate our franchised stores near the base stores to accumulate high traffic and to generate sales. D. Integrated Marketing converse 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 harvest-homes that can give positive set up in their body.Fruits and vegetables are packed with essential nutrient s that strengthen the body, heal and relieve damage, ward off sickness and fight diseases. Antz, the provider of fresh and healthy breads is the campaign 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 break 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. Advertising * 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 affi x in high traffic areas and the existing branches of Antz The Bread Factoy. * Audio visual Materials (Jingle and Internet advertising) The jingle will be played in every store branches to capture the attention of the customers. While in the internet advertising, strait 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 relate events and programs to effect a good publicity that will ignite the emotions of the market. * netmail and Telemarketing we will send 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 all(prenominal) 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 either 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, ii (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 adding 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 cu stomers that give discount. * Antz The Bread Factory give free breads for those who buy bulk orders. * Antz The Bread Factory will confab a free delivery for bulk orders. Appendices Appendix A limn of the Veggie and Fruit Breads Appendix B Side view insinuate of the proposed packaging Appendix C Top view sketch of the proposed packaging Appendix D Front view sketch of the proposed packaging