FIVE-YEAR MARKETING PLAN

FOR BREADTALK, TALKING TO YOU

AROUND THE WORLD

I. EXECUTIVE SUMMARY

BreadTalk was started out as a bakery outlet at Bugis Junction established in July 2000. Due to
increasing popularityof their products, BreadTalk expanded their operations to five other retail outlets
and madeplans for franchising operations before being publicly listed in 2003, with their proprietary
brands being BreadTalk, Toast Box, Food Republic, Rawen Play and The King Room as well as franchises
from USAs Carls Jr and Taiwans Mchilen Star recipient Din Tai Fung. Having such accelerate bakery,
restaurant and food court, BreadTalkGroup Limited became a prominent food and beverages (F&B)
brand. Consequently, the Group/BreadTalk grew into a vast network of more than 15 countries, such as
Mainland China, Singapore, Indonesia and Hong Kong. An operation of this scale is sustained by 6000
global employees managing over 500 outlets (BreadTalk 2012b).

II. STRATEGIC FOCUS AND PLAN

VISION

Established BreadTalk as the foremost International, trend setting lifestyle bakery brand.

GOALS

NON-FINANCIAL GOALS

To maintain the present image as the most demand breads.

FINANCIAL GOALS

To obtain and increase market sales per year.

III. COMPETENCY AND SUSTAINABLE ADVANTAGES

UNIQUE CONCEPTS AND BRANDING

BreadTalk bakeries differentiated themselves from traditional bakeries with seeks and space age
looking store facades and an open concept design. Unlike other bakeries, BbreaTalks novel open
concept design allowed customers to view the bakers at work and generated a lot of customer/s interest
in its products. In addition, BreadTalk came up with creative and fun sounding names for all their buns.
Some buns had a short anecdote to tell a story. New types of buns are introduced regularly as well as to
as maintain consumer interest. Such unique initiatives by BreadTalk allowed them to differentiate
themselves from other bakeries.

IV. SITUATIONAL ANALYSIS

SWOT ANALYSIS OF BAKERY SEGMENT

-To better understand the key issues and trends facing the bakery segments.

SWOT Analysis was implemented, see the FIGURE showed:

STRENGHTS WEAKNESSES
Market leader and the only firm locally in Unpredictable consumer tastes.
bakery operations. No loyal customer base.
Wide product offerings. Business which relies heavily on volume-
Higher economies of sales. based sales.
Continual and successful innovation. Innovative products can be easily
Regional ventures. replicated.
Strong franchise partnership. Restaurant division is a franchise which
needs to be renewed.
No directs control over overseas
operations.

OPPORTUNITIES THREATS
Growing F&B sectors internationally. Market saturation in the local bakery
Emerging markets regionally which share industry.
similar diets. Increasing competition in other country.
Existing competitors in new market.

FIGURE 1. SWOT ANALYSIS FOR BREADTALK

INUSTRY ANALYSIS

COMPANY ANALYSIS

BreadTalk, a Singaporean lifestyle brand that has gained international appeal, is widely credited
for taking the bread and bakery industry to new heights. Its introduction of the floss bun propelled the
brand into consumers minds and since opening in 2000, BreadTalk has continued to chum out exciting
products and offer a unique shopping experience for its customers. Emphasizing its boutique bakery
concept, each BreadTalk store is literally a bread shopping haven where each product tells a story. Be a
chefs or bakers own inspiration, the workings of politics or societys trends. BreadTalks Earthquake
Cheese, Mr. Beans, Crouching Tiger, hidden brought real stories to life. Youthful names and desugns, the
stories cleanliness, and BreadTalk open kitchen all come together for a fun and sophisticated experience.
CUSTOMER ANALYSIS

BreadTalk breads are unique from ingredients, flavor taste and the final bread itself that can
build the interests of its individual to taste BreadTalk products, because people especially Filipinos love
breads its either sweets, or not, because they believe that breads are the second way to solve hunger.

When it comes to health and nutrition, BreadTalk are very confident from ingredients to the final
products. Ingredients are came from Singapore, BreadTalk ingredients are strictly inspected and
approved by Department of Health (DOH), They assure that the ingredients are 100% healthy and safety
for all consumers.

V. MARKET-PRODUCT FOCUS

CURRENT MARKET

-The situation of the breadshop is still going on and nice because some of the customers are in
the middle and high class people wherein the breadshop gained more money which is increasing.

NEW MARKET

Our new market for the BreadTalk are the following:

Students
Call Center Agents
Office workers
Others

NEW PRODUCT

-Create breads to the consumers get to taste and will go for the normal one if the flavors are nice
which affordable to our new market.

TARGET MARKET

-BreadTalk targeted customers who have affordable income.

POINTS OF DIFFERENCE

-The point of difference-characteristic that make BreadTalk Talking to you around world
unique:

Unique Taste

No known competitors offer spicy breads example Fire Floss and other innivative
breads.

VI. MARKETING PROGRAM

PROMOTION STRATEGY

VII. FINANCIAL DATA AND PROJECTION

BreadTalk experienced positive growth in terms of revenue from 2002 to 2007. However, the
growth has been fairly inconsistent as illustrated in the table below.

2002 2003 2004 2005 2006 2007

FIVE-YEAR PROJECIONS

Five-year financial projections for BreadTalk appear below. These projections reflect the
continuing growth in number of cases sold and inreasing production as sales volume increases.

PROJECTIONS

FIGURE 3. FIVE-YEAR PROJECTIONS FOR BREADTALK

VIII. ORGANIZATION

IX. IMPLEMENTATION PLAN

X. EVALUATION AND CONTROL

APPENDIX A.

APPENDIX B.