mkt. communication (2)
TRANSCRIPT
Panaderia Pan De Mi CasaSugar Castle
Sugar 4sJennifer BerriosSonghee JeongSoyoung JungTrina Thierry
ABOUT COMPANYCLIENT INFORMATIONEMPLOYEESBUSINESS
1
2 INDUSTRY ANALYSIS
3 SWOT ANALYSIS
4 MARKETING MIX
CLIENT INFORMATION1
https://www.facebook.com/panaderia.pandemicasa
(505) 8884-9921
Residencial Monte Cielo House number D-311
Panaderia y Pasteleria El Pan de Mi Casa & Sugar Castle
Francys Hermida and/or Maria Carolina Haak
EMPLOYEES2 Owners and ManagersMaria Carolina Haack (daughter)
& Francys Hermida(mother)
Marketer Mr.Haack
BakerSantiago
AssistantsNinoskia and Marta
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
BUSINESS1) El Pan de Mi Casa
NEW PRODUCT LINE Launched new product line “Sugar Castle” in 2014
• Fresh• Youthful• Modern
BUSINESS2) Sugar Castle
ABOUT COMPANY1
2INDUSTRY ANALYSIS
PORTER’S FIVE FORCES MODELOPPORTUNITY FOR SUCCESS
3 SWOT ANALYSIS
4 MARKETING MIX
FIVE FORCES MODEL1) 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
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 dis-counts.
FIVE FORCES MODEL3) 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
FIVE FORCES MODEL4) Barriers to Entry
Barriers to entry in this industry are lowEconomies of scale are not required for suc-cessSmall businesses can enter the industry with a rel-atively small amount of capital
Main determinants of a new bakery’s success
Sufficient distribution channels Brand recognition and loyalty
FIVE FORCES MODEL5) Industry Rivalry
Many players in the bakery industry
Businesses have to compete on:
• Price• Quality• Differentiation• Relationships with Key Suppliers
FIVE FORCES MODEL5) Industry Rivalry - Competitors
CAKE SHOP 69
BAKERY SHOP 74PASTRY SHOP 46
CATERING 5
FIVE FORCES MODEL5) Industry Rivalry - Competitors
SampsonDon Pan La Casa del Pan
DIVERSITY
QUALITY
PRICE (HIGH)
FEATURE Varied ProductsCafeteria Don Pan
Experts in all types of cakes and gourmet pastries
Family BusinessQuality of Products
AWARENESS
EXPAND DITRRIBUTION CHANNELS
DEVELOP BETTER SYSTEMSFOR CUSTOMER
REACH GOAL PROFIT
OPPORTUNITY FOR SUCCESS2
Local Universities’ Cafeteria• UCC• UNICA
Convenience Stores
Small Supermarkets Company Meetings Personal Orders
BIG SUPERMARKET
OPPORTUNITY FOR SUCCESS1) Expand Distribution Channels
NUMBER OF ORDER
OPPORTUNITY FOR SUCCESS2) Develop Better Systems for Customers
ABOUT COMPANY12 INDUSTRY ANALYSIS
3SWOT ANALYSISEL PAN DE MI CASASUGAR CASTLE
4 MARKETING MIX
SWOTanalysis
• 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
SUGAR CASTLE2
SWOTanalysis
• 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
ABOUT COMPANY1
2 INDUSTRY ANALYSIS
3 SWOT ANALYSIS
4MARKETING MIXPRODUCTPRICEPLACEPROMOTION
El Pan de Mi Casa Sugar Castel
BREADS CAKES
El Pan de Mi Casa Sugar CastlePRODUCT1
• Tres Leches • Cakes for birthday
and special occasions• Cheesecake
• Pineapple Bread• Chicken Pie• Baguette bread
PRICE2
Prices are very Affordable
PLACE3
PLACEDistribution Channels
1 2 3
Order in person → Pick up prod-ucts in person→ Take products
Order by phone → Pick up in per-son→ Take prod-ucts
Allocate to retail-ers→ Pick up products in the retailers→ Take products
4
Order by Inter-net→ Pick up in person→ Take products
4 PROMOTION1) 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 expen-sive research methods
Panaderia Pan De Mi Casa
El Pan De Mi Casa
Logo El Pan De Mi Casa
PROMOTIONOnline – Hashtag
#elpandemicasa #sugarcastle
PROMOTIONOnline – 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.
PROMOTION2) Offline – Flyers
PROMOTIONOffline – 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 ad-vertising or marketing weapon in your arsenal
PROMOTIONOffline – Corporate Social Responsibility
Corporate Social Responsibility: An effective marketing tool to strengthen the organization's’ performance through a better image
FREE Backing ClassesOngoing learning opportunities
& Preparing diverse individuals for ca-
reer opportunities
Through this kind of CSR: • Increase customer retention• Develop and enhance relationships with customers, suppliers and net-
works, 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.
