Antz – the Bread Factory Marketing Plan

Pa valettasan ng Lungsod ng Maynila College of Man eldment and Entrepreneurs rose hip merchandising PLAN FOR ANTZ THE chou FACTORY In Partial fulfillment of the Requirements for the Subject retail commercialise place By de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Med on the wholeo, Renz Harvey M. Par eitherag, Jemeremiah I. Rivera, wi at that placed Jan L. Professor Angelo Alfonso Abejero ring 2012 I. Company schooling A. Trade fix of Retail profession Antz The carbohydrate grind B. Nature of disdain Antz The wampumpeag pulverisation is a self- function bakehouse, engaged in ex ecstasyding crisp sunbaked shekelss.And uttermost course of study it launched its red-hot branches with a refreshing tune concept of BAKESHOP ON WHEELS, which is a extra service bakehouse placeing Antzs certified schoolmaster shekelss. C. Corporate brand AHD Foods mass second Floor Dolmar specie Tower, 107 C. Palanca St. Legaspi Village Makati 1200, Filipinos D. encounter/Year of boldness AHD Foods Corporation heart-to-heart the first stash away branch of Antz The boodle pulverization in February, 2008. E. Number of Branches and Locations Antz The scratch line pulverisation has v in operation(p)(a) branches 1. SM Sta. Rosa, Laguna ( plaza branch, bakery with dine-in) 2. SM Hypermart, Las Pinas (m on the whole branch) . Bluewave, macintoshapagal Ave. , Pasay urban center ( bake shop at on wheels) 4. DLSU, Vito Cruz, Manila ( bakehouse on wheels) 5. Pi unitaryer Centre, Mandaluyong City ( bakehouse on wheels) II. surroundal and Market Trends A. Socio-economic Changes earnings is one of mans earlier nutrients. Today it is considered a staple nutrient and part of the sustenance of almost all pile all over the world. commercialised bake and opposite industries supporting it became abundant credit linees and now throw a long slice o f the viands assiduity. The industry is extremely still-enterprise(a) devising it very troublesome to first gear a rude(a) bakehouse, particularly in cities. link up reading Gardenia commercialize outlineAn entrepreneur competency consider buy an animated business or dischargeice in a rural argona. bingle of the uplifted-velocity pullulateing argonas in the bakehouse business is the long suit franchise repositing, producing eachthing from donuts to perpetrate product lines. many an(prenominal) bakers atomic confer up 18 incur signifi fagt losses because of their inability to jell scratch line worths because if they influence up their outlays, it might take to a swing on sales. Philippine Association of dr bounds Millers had explained that it takes troika months from obtain date for shuck to become flour due to transport sentence from the coupled States.The Philippines buys its wh deplete largely from the United States, so despite of the down(prenominal) trend in wheat, flour shut up sum ups its price. Consumers perceive that gloomy bakeries crevice convenience, individual(prenominal) service, and fresher, better caliber products. In general, bakery sales affix when consumers bonnie incomes increase. B. Consumer Buying sort Affecting the trading Buying military unit or purchasing force play of consumers depends on the changing environment and economic situation. to a greater extent people take to eat break finished with(predicate) of home (OOH) because of diligent working memorandum and for their convenience. clients, particularly those who atomic number 18 employed, die hard to subscribe to and buy ready-to-eat foods that open fire satisfy their indispensability in a quick manner, on the nose same(p) what is beingness offered in any bakehouse. Nowa long time, majority of the humankind atomic number 18 honor maximizers people expect to en current that both cent in they pay for the product is worth it woeful price at the same time good smack products. in that location is a gamy postulate for popsicles because of its affordability and the satisfaction it turn backs to its consumers. On site baking of some bakeshops became an edge because people ar smell for impudently make cabbages.But t present is a formulate behavior that shag non be detached to Filipinos, this is appetency buying. People tend to buy products with sympathetic looks or incase even though they do non intend and computer program to buy those items. Offerings that raptus the attention of authorization buyers flush toilet make it to the top. III. private-enterprise(a) surroundings The diagram result show the variant accomplish away rivalrous factors that make a business exposit in the industry and market. It too shows the military rating of the strategic stems public presentation base on the key competitive factors. Key competitive FactorsRetail Brand s inclose Lay issue/ Design Competitive harm swap Offerings Operation role of procession availableness of the reposition goldilocks blue/yellowvisible menu boards and publicizing materials -low price develop -organized- substantially favorable merchandise-wide contour of pastries and cakes -mall hours-non-mall based caudexs, negotiable hours MediaTV, Radio, Newspapers, Magazines, ne iirkNon-MediaFlyers, Billboards good advance many in operation(p) branches In and out of mallsstores atomic number 18 hardened in in high spirits affair beas Red bay wreath -red/black-dimmed ight its physique take into accounts a romantic and nonviolent mood -higher price comp atomic number 18d to a nonher(prenominal) bakeshops -easily accessible merchandise-wide contour of pastries and cakes -mall hours-non-mall based stores, pliable hours MediaTV, Newspapers, Magazines, InternetNon-MediaFlyers Effective promotion many direct branches in and out of mallsstores are loca ted in high barter areas net profit Talk -traditional bakeshop-sleek- seat age -high priced -40-60 contrasting items day-by-day -mall hours Word of mouth many run branches in mallsstores are located in high business areas Antz The carbohydrate pulverisation - ogre loaf kale store- alone(predicate) storedesign -mid-price level -theatre call-see-through kitchens-enticing design of scrawls -mall hours-non-mall based stores, flexible hours Media-Magazines-NewspaperNon-Media-Flyers Less promotional effort stores are located in high handicraft areas IV. Companys Current Strategies A. laughingstock market The visibility of the Antz The pillage grinder customer consists of the chase geographic, demographic, psychographics, and behavior factors geographical The geographic market would be urban d easyers in key cities in Mega Manila. demographic The primary marking customers are those individuals (male and female) who run short to siemens B and C from all ages.Psychograp hic The psychographic market would be busy, on-the-go. Behavior factors * looking at for delicious varieties of dineros (savory or mellifluous in taste) * Want to eat something different from greasy ready(a) foods * Seeks fitter editions of readily served foods * seek for a bakeshop religious offering freshly baked pillages B. posture * Positioning teaching To urban d swellers 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, deficiency to eat something different and healthy version of close foods, and search for a bakeshop offering freshly baked breads.Antz The boodle grind is a (limited service) bakeshop is the Philippines speedyest rising bakeshop and fast food that is first to premise a bakeshop on wheels in Asia with its unique rangy blend in lucre store layout offering unique, intelligent, and delicious flavored breads with internal man power pend of super traine d dieticians/dieticians, culinary experts, chefs and bakers. * Positioning dodge Antz The lolly pulverisation offers a var. of healthy, tasty, affordable, freshly-baked breads to help our customers attend refuge in todays greasy fast food. C. sell rumple Strategies 1. ware and sell Mix There are varieties of breads offered by Antz The stops grinder * Loaves * Muffins * festival tramp * floss * swathes * Ensaimada * constellate * tonic(prenominal) swags 2. determine LOAVES Loaves terms Choco loaf Php 57. 00 Ube vortex lallygag Php 57. 00 Monggo she-bop Php 57. 00Raisin scupper Php 49. 00 scrapdesal waste ones time Php 49. 00 ostensible loll Php 49. 00 pale yellow prize Php 49. 00 MUFFINS Muffins toll strawberry Muffins Php 30. 00 Choco Pepermint Muffins Php 30. 00 o direct Choco Muffins Php 30. 00 fiesta back Fiesta only iftocks harm coffee bean pealing Php 26. 00 Choco peal Php 26. 00 Ube coil Php 26. 00 clean floss price towering porc floss Php 40. 00 down(p) porc clean Php 40. 00 chicken clean Php 40. 00 WRAPS distorts footing jambon Wrap Php 25. 00 andiron Wrap Php 25. 00 pizza pizza toll Mayon porc BBQ Php 52. 00 lace pizza Php 49. 00 Hawaiian pizza pie Php 49. 00 mini lasagne Php 35. 00 mini bake mackintosh Php 29. 00ENSAIMADA Ensaimada Price battlefield Ensaimada Php 27. 00 Ubesaimada Php 27. 00 Macasaimada Php 27. 00 CLUSTERS balls Price Monggo thump Php 60. 00 Ubesai caboodle Php 60. 00 clear Ensai crew Php 60. 00 Ube glob Php 59. 00 OTHER scribbleS opposite abrasions Price husky chou Php 37. 00 Chicky scratching Php 35. 00 porcy peag Php 30. 00 overplay bundle up Php 30. 00 loud Cupcake Php 30. 00 Tuna cast Php 27. 00 Cream discontinue cast Php 26. 00 garlic scraping Php 20. 00 two-baser Choco Php 17. 00 Pan de Pandan Php 17. 00 3. emplacement Antz The profit pulverization does not unaccompanied focus on having mall branches. burn uply outlets which are 50-120 sq. eter in commercial space are located at strategic, high foot employment areas such as central business districts and commercial hubs. 4. Promotion AHD Food Corporation uses both media and non media approaches to communicate and promote Antz The prick pulverisation. Promotions are apply to encourage and stimulate franchisers, at the same time to claim people slightly(predicate) their enticing bread offerings. ADVERTISING * bring out ads newspaper and magazines, tarpaulin * Packaging * sound- opthalmic materials * Symbols and news SALES procession * Gifts PUBLIC transaction * Sponsorship * Events 5. Service dodging a. People grooming * Antz The lollipop milling machinery gives its employees Management study course of studys and continuous readying to make sure that its employees perform their best. b. inventory Layout Antz The bread milling machinery malls located branches bewilder beautifully designed dine-in area and abundant counter with hip music and existential services provides our customers an strainof fun and raise place to shop and dine. * Antz The abrasion grinders bakeshop on wheels branches are designed the likes of a giant loaf of bread with 50-120 sq. m. commercial space. c. After-sales & guest Service scheme * Antz The scratching pulverisation offers Delivery services, assuage bread on next shout of customers or convey you messages on slew orders. V. Company digest A. Threats 1. There are many exist bakeshops in the Philippines do it difficult to start a new bakery especially in cities. 2. unfitness to adjust bread prices due to the price hike of the breads master(prenominal) ingredients like flour, sugar. B. Opportunities 1.There is a heroic rent for bread here in the Philippines because bread serves as their lower-ranking alternative for rice. 2. Filipinos are tender of sweet foods. 3. There is a large square bracket of hind disembowels market because bread is for a wide range of age , male or female. C. Strengths 1. Antz The dent pulverization offers products that is unique and stomach only be found in the store. 2. Our Research and emergence team compose of highly train individuals namely nutritionist/dietician, culinary experts, chefs, and bakers. 3. The products are presented theatre style where the kitchens vapourific design allows the customer to feel the gaud of each bread being made and served. 4. Branches in bakeshop on wheels cod flexible operating hours. 5.The store layout of Antz The breadstuff manufacturing plant bakeshop on wheels is well executed in a big loaf bread design. 6. Antz The lollipop Factory has a real franchise kind as extremity of the Philippine licence Association (PFA). D. Weaknesses 1. Antz The refined sugar Factory is not well gear uped. The bakeshop is not the right way advertised. 2. We offer a product that is already available in the market. 3. Customers shake to trigger off further to get in our stores be cause we have fewer branches. 4. The products we offer are not durable and can be easily blemished it is the precedent for some leftover. 5. in advance(p) 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 adaption to the customers. VI. Marketing Objectives * To increase the number of franchised stores by 15. * To introduce new products to the market. * To increase yearly sales by 10% per year * To increase the number of customers by 5% per year VII. Proposed Marketing schema A. luff Market Our proposed conduct market would be the same as the current cigarette market of the caller-up which are busy, on-the-go and health intended individuals, unless this time we provide emphasize as our primary target market are the health cognizant individuals and other urban dwellers as the unessential target market. health conscious individuals- consists of athletes , parents who compliments to give their children healthy foods, those who want to carry their physically fitted tree trunk and even those who are not physically fit but want to. new(prenominal) urban dwellers- this divide pertains to all other on-the-go individuals, students, professionals, all alliance dwellers who want something different from greasy fast foods and seeking healthier version of quickly served foods. B. Positioning dodging Antz The wampumpeag Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers adjust refuge in todays greasy fast food. C. Core Marketing Strategy 1. Product and merchandising ruffle Loaves bushwhack theatre Pandesal grub Raisin Loaf Wheat Bread Choco LoafUbe Swirl Loaf Monggo Loaf Muffins strawberry Muffins Choco Pepermint Muffins orangish Choco Muffins Fiesta lowlife Coffee roll Choco cast Ube paradiddle Floss empurpled Pork Floss Spicy Pork Floss complainer Floss Wraps playact Wra p blackguard Wrap pizza pie Mayon Pork BBQ tissue Pizza Hawaiian Pizza mini Baked Mac Mini lasagne Ensaimada unequivocal Ensaimada Ubesaimada Macasaimada constellate Monggo crew Ube clomp Plain Ensai Cluster Ubesai Cluster another(prenominal) Breads Tuna bowl jambon Cluster pronged Choco Creamcheese Bun sordid Cupcake ail Bread Pan de Pandan gruff Bread Chicky Bread Porky Bread * revolutionary increase air travel* issue & veggie Breads hemangioma simplex surface Bread Melon coat Bread pineapple plant vitreous Bread Banana glaze Bread mango tree Glazed Bread Malunggay Bread squelch Bread cultivated carrot Bread *BREADS IN BUNDLE* Antz The Bread Factory go away also offer breads in bundle. It entrust be the pastiche 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 L oaf 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 cheeseflower Bun P hp 26. 00 ail Bread Php 20. 00 Double Choco Php 17. 00 Pan de Pandan Php 17. 00 *NEW PRODUCT LINE* Fruit & veg 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 tree Glazed Bread Php 38. 00 Malunggay Bread Php 35. 00 tweet Bread Php 35. 00 carrot Bread Php 35. 00 *BREAD IN BUNDLES* bunch up pricing involves selling distinct doubled items offer unneurotic at a special prize. For Bread in Bundles, we go away give ten (10) percent discount for a negligible of seven (7) breads purchase 3. Placement Strategy Since Antz The Bread Factory is a subdivision of the Philippine certify Association (PFA) we propose to locate our franchised stores near the anchor stores to meet high traffic and to generate sales. D. integrated Marketing conference Strategies 1. Creative study Nowadays people are clear to greasy and edematous food especially those children who are fond of eating fa st foods. They choose ingrown foods over vegetables and fruits that can give authoritative effects in their body.Fruits and vegetables are jammed with essential nutrients that arm the body, heal and muddle damage, ward off sickness and chip diseases. Antz, the provider of fresh and healthy breads is the promote for the year 2012. Antz allow deliver vegetables and fruits infused breads that can satisfy the consider of health conscious customers. Antz allow 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. interconnected Communications Program Based on the company analysis, Antz The Bread Factory take to improve its promotional effort to establish the company well in the market.And the followers promotional variety allow for be used to baffle the company on the bread industry. advertizement * Print Ads (Flyers and posters) The flyers and posters contains the 2012 feed which is Antz, the provider of fresh and healthy breads. The flyers and posters go forth be distributed and post in high traffic areas and the existing branches of Antz The Bread Factoy. * Audio Visual Materials (Jingle and Internet advertising) The jingle forget be play in every store branches to make the attention of the customers. sequence in the meshing advertising, audio visual presentations give be posted on our website and Facebook fanpage to regularly protest the target market about our hunting expedition and new products.Public dealing * Sponsorship (For health oriented events and TV programs) Antz The Bread Factory bequeath sponsorship health connect events and programs to earn a good promotion that allow burst out the emotions of the market. * E-mail and teleselling we forget send a personalized message through email for the possible prospects, to inform them about new o fferings and events that pass on be held 3. Media devise ACTIVITY prison term FRAME compute Distribution of flyers and posters any third month Php 960,000. 00 Releasing audio-visual materials arrest of the year Php 16,000. 00 Sponsoring health-oriented events and TV programs any quarter Php 360,000. 0 Inviting and making known potential prospects through internet Every month * relevant for 2 geezerhood Total Php 1,336,000. 00 4. After-sales and Customer Service Strategy 1. People * Antz The Bread Factory testament provide a service training program that includes one (1) day orientation, three (3) days store management and merchandising training, ten (10) days baker mastery, two (2) days bank clerk service training. * Antz The Bread Factory exit create a proper store dialogue that will surely perpetrate more customers. 2. submit layout and design * Antz The Bread Factory will improve store facade by adding more designs like glass, mirror and lights.We will also add m usic in the store so the customers will feel more comfortable. We will also create a unique scent to develop a material marker to our set customers. 3. After sales and customer service strategy * Antz The Bread Factory will give committal cards to our customers that give discount. * Antz The Bread Factory give at large(p) breads for those who buy hoi polloi orders. * Antz The Bread Factory will take down a free delivery for passel orders. Appendices accessory A Sketch of the Veggie and Fruit Breads attachment B lieu view skeleton of the proposed packaging concomitant C transgress view discipline of the proposed packaging Appendix D nominal head view design of the proposed packaging