Marketing Plan

K-bakery

Alona Bontoc

11-GAS 2
 EXECUTIVE SUMMARY

K-Bakery will be a provider of good quality, nutritious and affordable products and has a main
goal of satisfying the customer’s demand as well as their interest. For the first year of operation
the product line will include K-Bread, K-cookies, K-macaroons, coffee, juice, and hot chocolate.
Then I will add variations and twist on the up-coming years.

The business will be located in Villa Adelina Pulo, Cabuyao Laguna. The store will operate six
days a week which will be from Monday to Saturday from 7AM to 5PM. It will build a strong
position in the city, and then in the country by offering an affordable and healthier products
made by our production team which includes the bakers and their assistants who are trained
and are really an expert in this field.

K-Bakery plans to expand the physical aspect of the business in three years. Along with the
expansion is the innovation and creation of new recipes to adjust with the demand of the
customers. K-bakery will also purchase additional equipment, hire new staffs and add
marketing strategy that will significantly increase our expected revenue. All of these are listed
in the company’s milestones.

When all of these are achieve, K-Bakery’s vision which is to become the premier company in the
baking industry that serves the best tasting vegetable bread and pastries will also become
possible.

VISION

• K-Bakery ought to create healthier society through our bakery products. We envision to
become the premier company in the baking industry that serves the best tasting vegetable
bread and pastries.

MISSION

• K-Bakery is passionate about baking innovative pastries that taste great and make every
eating experience more satisfying. We will never compromise our product quality and we are
eager to offer a more joyful way of eating vegetables. We will work each day to exceed
customer expectations one order at a time.
CORE VALUES

Safety

• We ensure the health and well-being of all teammates and customers. We create a safe work
environment through ACT: Awareness, Communication, and Training.

Quality

• We maintain the quality of our product line and fuel our desire to be the very best.

Unity

• One company, one team, one vision.

Adaptability

• We will retain long-term partnerships by continuously re-evaluating our products, processes

and talent to meet changing market demands.

Service

• We exceed the expectations of those we serve. We work together to produce extraordinary

results.

Health

• The health of our customer is our major concern so we use fresh vegetables as part of our
recipe. We are creating best-tasting and nutritious bread and pastries.
 MARKET DESCRIPTION

(SWOT ANALYSIS)

STRENGTH

Large Target Market

K-Bakery has a large target market catering to a variety of ages and genders, therefore, the
extent of the target market allows for a greater expectance of revenue.

Accessible Location

Our business will be located in Villa Adelina Pulo Cabuyao Laguna which is an ideal location for
our business as the location attracts a high percentage of local and non—local customers,
allowing for greater exposure.

Expertise of the Bakers

Baker’s skill and passion in producing breads and pastries is considered as an asset of the
business. Their consistency and innovation towards baking can fulfill the demand of the
customers.

Authenticity of the products

The strength of the business also lies in the authenticity of the products that are made by the
experienced bakers. We have our own recipe that made our product unique.

Affordable Price

There are many variation of snacks near our location. Many of the buyers would prefer to buy
cheaper snacks. K-Bakery delivers freshly made goods at an affordable price that attract the
consumer’s interest.

WEAKNESS
Low Brand Awareness

Although, our location can generate a higher customer base, our business is still new in the
market that causes low brand awareness. To overcome this, we have to imply an intensive and
effective marketing strategy to introduce our business.

Limited Product Variation

Limited product variation is one of the weakness of K-Bread in the early stage of its operation.
There is still a need to have further research in the market, and experimentation in the
business’ product and services.

Operating Only in One Area

Since we are just a start-up business, K-bakery is concentrated and operating only in one area.
This means that the market range is not that wide.

Limited shelf life of products

Perishable goods mean limited shelf life which sometimes affect the margin. So we should
observe the demand of the customers per day in order to produce an enough supply.

OPPORTUNITIES

Increasing Use of Social Media

As the use of social media increases, advertising a product or a brand also becomes more
convenient. A hype on social media can make a brand to become known, and can cause a
product to possibly sold-out. Content on certain websites can be shared hundreds, and
sometimes even millions of times making it one of the least expensive ways to penetrate the
business’ target market.

Increasing Number of By-passers

Another opportunity that K-Bakery wants to grab-on are the vast number of people that pass by
the area of the shop. These people are potential customers who can help in the exposure of the
business. Also, a high traffic-location although troublesome for many, can be an opportunity to
shops located only on specific areas like ours.

Expansion of Product Line in the Future

As time passes by, we can already determine the preference of the consumers and through that
we can expand our product line. Expanding our product line is an opportunity because it can
also widen the range of our potential market.

Growth Within Target Market

As we expand our product line, we are also expanding our target market. In time, by-passers
will not be just by-passers. They will become one of our loyal customers.

THREATS

Existing Competitors Offering Similar Products

The threat is the fact that we are competing with already established bakeries, and also there
are other entrepreneurs who are likely going to launch similar businesses within the same
location we plan to launch out from.

Changes in the Customers’ Preference

Not being able to adjust with what is in-demand may cause failure to the business. Customers’
preference changes overtime. They want something new to their eyes and to their taste buds.
Instead of bread, they might choose other snack that could give pleasure to them.

Change in Price of Raw Materials

The price of the raw materials in the market is one factor that we cannot control. If the raw
materials get a price hike, it may result to an increase also in the price of our products.

Substitute Products

This is a threat to our business since we are only limited in selling breads and pastries.
Customers might choose to buy from other business. To prevent this from happening, we must
become creative and innovative in producing unique and nutritious products. We also plan to
add variety of goods in the business.

MARKETING STRATEGY
Product

For most Filipinos, breads are the best substitute for rice because it does not only act as
something that could fill you up but it can also be a convenient way for satisfying hunger in just
a split second. Since people are already hooked for the impression of breads as the leading on-
the-go snack, lots of small bakeries popped up on streets bringing success to numerous Filipino
families all over the country. K-bakery wants to be a part of the journey of successful business
personalities bringing smiles to people through delivering healthy and enjoyable treats. K-
bakery’s specialty, K-bread, is made of the freshest squash topped with the sweetest mango
puree. It is healthy because of the fact that it is naturally made with vegetables and fruits
without any preservatives added. The business do not just offer K-bread in one style. Customers
will also love experiencing the taste of K-macaroons and K-cookies all infused with the
refreshing flavor of squash and mango partnered with Coffee, Juice, and Hot Chocolate.

Promotion

The business will be introduced to the market in various ways. First is advertising through the
use of print media namely tarpaulins and flyers. Although they seem to be old school, they are
all effective in their own ways since physically printed materials can target large population all
at once. The thing is that they should be as attractive as possible to be able to attract
customer’s attention. The second one is that the entrepreneurs have made a page in one of the
most used social media sites which is Facebook. All the information about the business will be
seen through browsing the page. Since people are all into scrolling newsfeeds on Facebook all
the time, it will be easier for the business to let people know about our existence and create
potential customers. We would like to use word of mouth marketing. As we satisfy our
customers’ demands, the tendency is they will suggest us to their friends and families.

Place
The business operates in a commercial space in Villa Adelina Pulo Cabuyao Laguna.The location
was chosen by the entrepreneurs due to the fact that is it surrounded by industrial and
commercial buildings where numerous numbers of people are found. Churches and schools are
also established nearby the place so it would not be hard to introduce the business to people
since they are within our reach.

Price

The original selling price of K-bread is P 10.00 each. Price may vary depending on the size of the
product but rest assured that although the price is cheaper than your usual flavored breads, the
quality in every bite will satisfy your taste buds like never before. The business will be using
Penetration pricing strategy wherein we would be offering our product at lowest possible cost
to gain the attention of customers and encourage them to check out our product. Once our
name is already established in the market, we would be increasing our price to a more
profitable one. K-bakery would also be using bundle pricing strategy in the future when the
business achieves its goal of creating variety in its product line.

People

The business wants to take the lead in the industry of bread making. To be able to attain this
goal, employees must be productive and skilled. K-bakery will motivate its employees through
giving bonuses depending on their performance during the business operations. Employees
would be given freedom to choose their preferred schedules in a week to help them have time
for themselves and for their families. This will help increase their levels of productivity because
they will have a chance to take a good rest and be physically and emotionally ready for the days
ahead. Every employee will be trained on how to properly approach customers to ensure
quality customer service.

Physical Evidence

The inside layout of the business will include a counter and a display case where the freshly
baked K-bread will be placed. The production process of the breads will be transparently seen
by customers to ensure that not a single product is made from scratch or reheated waiting to
be consumed. There are also tables and chairs in front of the store that will serve as waiting
areas and dining areas for those who opted to eat their ordered products right away. The
setting of the store will be surrounded with plants to promote an eco-friendly environment. In
line with this, trash bins will be present in every corner of the store to maintain cleanliness. A
key to a successful business is good customer service. The business will encourage employees
to make happy faces whenever they will be facing customers. This act will provide a sense of
comfort and security and will help leave a good impression on the minds of the customer.