GOLDILOCKS

GROUP 1
 EXECUTIVE SUMMARY

*MRS. YEE AND MRS. GO RECOGNIZED THIS POTENTIAL AND CHOSE TO ESTABLISH
THE FIRST GOLDILOCKS BAKESHOP AREA IN MAY 1966.

*GOLDILOCKS BEGAN MODESTLY AND GREW FROM A ONE-DOOR APARTMENT STORE

IN 1966 TO OVER 60 OUTLETS AND 2 BILLION PESOS IN SALES IN 1997
1966

* GOLDILOCKS ACCOMPLISHED THIS BY GENERATING HIGHER, PRODUCTS AT

REASONABLE PRICES FOR ITS FILIPINO CUSTOMERS.

* GOLDILOCKS DIVIDES THEIR PRODUCTS INTO TWO CATEGORIES: BAKESHOP AND

FOODSHOP
GOLDILOCKS
 *The brand creates itself in the market by capitalizing on the Filipino value of
maalalahanin(thoughtful). To capture with its remark, "How thoughtful. How
Goldilocks."

*With the addition of ex-San Miguel marketing executive Winston Marbella to

Goldilocks, the corporation surpassed the business in 1996 with its rapid expansion
initiative.

*During the Asian Financial Crisis in 1997, a series of currency depreciation hit
East and Southeast Asian countries. Despite having worn down the crisis better

1966
than other Asian countries, the Philippines' modest economic growth was slowed.

GOLDILOCKS
*Despite the statement that the organization haven't become
overconfident and decided to continue to look for ways to
improve and sustain in the market in the bakeshop industry,
the company wants to keep going its aggressive growth

1966
program in the head of the Asian financial crisis.

GOLDILOCKS
LONG TERM SHORT TERM

COMPETITION IN THE MARKET Advertising Campaign

CRISIS AND ECONOMIC DOWNTURN Consumer Brand awareness

Consumer Research
CAUSE OF THE Competition in the Market
Red Ribbon Bakery, a direct competitor of Goldilocks, is recognized for offering the
PROBLEM identical type of cakes and pastries as Goldilocks. Goldilocks, largest segment of the
business-cakes-attained an all-time high of 74 percent market share. Red Ribbon have 14
percent market share because among leading bakeshops in the Philippines goldilocks owned
70 percent market share.

Crisis and economic downturn

Many businesses gave in and eventually shut down because they couldn't withstand the risky
economy managed to bring about by unfortunate circumstances in the different Asian

1966
countries. The ripple effect distributed all across Asia, and as much as Goldilocks wanted to
increase its sales and capture a larger market share, the crisis was strongly contemplated
because one small and incorrect step from the firm can placed it in danger.

GOLDILOCKS
CAUSE OF THE Consumer Research
PROBLEM *It can assist you in making sound packaging design and bringing new ideas, along with crafting successful
marketing responses. Marketers can use customer research to get to the emotional core of the what individuals
would like.

Advertising campaign
*when you create ads campaign it should be connected with you target market. Sweets and cakes are what kids
love but since goldilocks only use mature talents like mothers, sisters, and aunties they only reach the 50% of
Filipinos to buy they product, the other 50% is in teenagers and kids,

Brand awareness

1966
Even though goldilocks is the most preferred bakeshop of Filipinos, but the some of consumers doesn’t know
the brand well. People tend to buy brands they know or recognize. The more customers know about a brand, the
higher your market share will be. Firms with larger market shares generate more sales than competitors. This
increases your income.

GOLDILOCKS
 ALTERNATIVE SOLUTIONS

ALTERNATIVE SOLUTION PROS CONS

1966

• Some advertisements make false

1. Create a memorable advertising and
focus on customer service and experience.
GOLDILOCKS
• It can provide reasons why the product is suprior and
promises and mislead consumers.
unique, along with an advertising "personality."
Customers discover that the features
promised byIpsum
Lorem the product are not
• Compare ads for uniqueness, memorability,
exactly the same as those advertised
credibility, and incentive to purchase, your ad stands
after purchasing it.
out from others.
• Finding loyal customers is not easy.
 ALTERNATIVE SOLUTIONS

ALTERNATIVE SOLUTION PROS CONS

1966

• Competitors will imitate the

• It boosts the revenue of the company and enables to
2. Monitor both the revenue of company developed plan to recruit workers and
open new branches in other places.
and the salaries and benefits of the clients.
• Many individuals will want to apply and work the Lorem Ipsum
personnel • Creating plans to increase the
company. Lorem ipsum dolor sit amet, consectetur
company's earnings is not easy
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GOLDILOCKS
 ALTERNATIVE SOLUTIONS

ALTERNATIVE SOLUTION PROS CONS

1966

• Not all customers complete the

• To collect information and learn from their
3. Engaged with an online web platform survey form, and some provide false
customers so they could serve them better.
to collect data and conduct surveys on all information.
consumers and to promote the brand of Lorem Ipsum
• An appealing brand raises brand recognition and
product • Some Appealing brand
Lorem ipsum dolor is notconsectetur
sit amet,
adds value to the heart of what people want
attracted for others
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incididunt ut labore et dolore magna aliqua.
GOLDILOCKS
 RECOMMENDATION

Upon studying the alternative solutions given. It is advisable to implement alternative solution no. 3 since the company
has created a program for the expansion of the retail outlets for Goldilocks
1966

Furthermore, implementing alternative solution no. 1 is best for marketing strategy that makes customers aware of the product
and services that engages and helps them make the buying decision.

Lastly, implementing alternative solution no.2 may also a good alternative way to monitor the revenue of company and to give
opportunities and benefits for the employees.
GOLDILOCKS
 SERVICE
Thank You

SERVICE
Alabado, Harry S.
Cao, Janine E.

SERVICE
Fernandez, Jeazel D.
Gaspar, Melanie S.
Javier, Christine M.
Manapat, Danica O.

SERVICE
Santos, Ayheessa Joy A