The Marketing Plan

The most important part of a business plan is the Marketing Plan. To keep
one’s business on course this plan must be geared toward the business’s
mission—its product and service lines, its markets, its financial situation
and marketing/sales tactics.

 The business must be aware of its strengths and weaknesses through internal
and external analysis and look for market opportunities.

 The business must analyze its products and services from the viewpoint of the
customer—outside-in thinking. What is the customer looking for and what does
the customer want (benefits)? The business must gain knowledge of the
marketplace from its customers.

 The business must analyze its target markets. What other additional markets can
the business tap into and are there additional products or services the business
can add?

 The business must know its competition, current and potential. By identifying the
competitor’s strengths and weaknesses the business can improve its position in
the marketplace.

 The business must make decisions on how to apply its resources to the target
market(s).

 The business must utilize the information it has gathered about itself, its
customers, its markets, and its competition by developing a written Marketing
Plan that provides measurable goals. The business must select marketing/sales
tactics that will allow it to achieve or surpass its goals.

 The business must implement the plan (within an established budget) and then
measure its success in terms of whether or not the goals were met (or the extent
to which they were). The Marketing Plan is an ongoing tool designed to help the
business compete in the market for customers. It should be re-visited, re-worked,
and re-created often.

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 MARKETING PLAN OUTLINE
There is no single "right" way to approach a marketing plan. Your marketing plan should
be part of an ongoing self-evaluation process and unique to your business.

A. Mission Statement

1. State the purpose of the marketing plan.

2. Review business goals and objectives as well as specific strategies to reach them.

Everything your company does should be guided by and consistent with your Mission
Statement. This is a short (one or two paragraph) statement of the fundamental nature of your
business, answering the questions: "What business are we in?" and "Who do we serve?"

The mission statement is the one place you can be general, rather than specific. This is your
vision of the business: it's philosophy, and what makes it different from any other business.

If you don't already have a mission statement, write one down. Refer to it often as you develop
your marketing plan. An opportunity that takes you away from your business mission is not a
good opportunity for you. A strategy or tactic that does not carry the business towards fulfilling
its mission is faulty and should be revised.

GOLDEN CRUSTS BAKERY. "A Symphony of Flavors in Every Crumb."

We're in the business of creating mouthwatering, handcrafted pastries and baked goods. Our mission is
to serve anyone with a passion for indulging in high-quality, delicious treats. Whether it's a sweet tooth
craving or a special celebration, Artisan Delights Bakery is here to elevate the joy of every moment with
our delectable creations.

B. Diagnosis: Where are you right now?

In order to determine how to get where you want to be, you need an accurate, objective
picture of where you are now.

Write a brief statement assessing the current state of the business:

"In the delightful world of GOLDEN CRUSTS BAKERY, our ovens have been working overtime to whisk up
success. The aroma of freshly baked treats continues to draw in a steady stream of satisfied customers, and our
commitment to crafting irresistible, high-quality delights has become our hallmark. With a loyal customer base and a
reputation for excellence, Golden Crusts Bakery stands as a sweet testament to the success of blending passion
with precision. As we continue to innovate and expand our menu, the future looks as promising as our pastries
taste. The state of Golden Crusts Bakery is a delectable journey, and the best is yet to come."

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 C. Product/Service

1. Identify each product or service in terms of name, trademark, color, shape or other
characteristic, including packaging and labeling.
1. Golden Bliss Croissants:
• Trademark: A golden swirl emblem with the initials "GC."
• Color: Packaging predominantly in rich gold tones, with product images showcasing the golden, flaky
texture.
• Shape: Classic crescent shape.
2. Royal Velvet Cupcakes:
• Trademark: A regal crown intertwined with a cupcake silhouette.
• Color: Luxurious deep purple packaging with gold accents.
• Shape: Standard cupcake form, topped with velvety frosting.
3. Honeyed Harmony Buns:
• Trademark: A honey dipper nestled within a wheat wreath.
• Color: Warm amber packaging to evoke honey, with a touch of rustic charm.
• Shape: Rounded, slightly flattened bun shape.
4. Cocoa Cascade Cookies:
• Trademark: A cascading chocolate stream illustration.
• Color: Deep brown packaging, perhaps with a glossy finish to mimic chocolate.
• Shape: Varied shapes, including classic rounds and maybe some playful twists.
5. Sunrise Surprise Loaf:
• Trademark: A rising sun behind a sheaf of wheat.
• Color: Gradient packaging from warm yellows to earthy browns.
• Shape: Traditional loaf shape.
6. Signature Sourdough Boule:
• Trademark: An intricate, artistic depiction of a sourdough starter.
• Color: Natural brown packaging to highlight the artisanal nature.
• Shape: Round, rustic boule shape.
7. Sesame Symphony Bagels:
• Trademark: Musical notes formed with sesame seeds.
• Color: Vibrant packaging with splashes of sesame seed illustrations.
• Shape: Classic bagel shape, generously coated with sesame seeds.

2. What is your competitive advantage? How does your product or service differ from the
competition in terms of exclusive processes or superior ingredients, or other features.

The secret sauce at Golden Crusts Bakery lies in our unwavering commitment to excellence, starting with
the finest ingredients sourced with precision. Our competitive advantage stems from the meticulous
selection of premium, top-tier components that elevate every product to a level of unparalleled quality. In
essence, Golden Crusts Bakery stands out not just for what we bake but for the passion, precision, and
dedication that go into each and every product. It's not just a bakery; it's a destination where superior
ingredients meet artisanal craftsmanship to create an unforgettable culinary experience.

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 3. What are your strengths versus your competition's?

1. Superior Ingredients:

• Strength: Golden Crusts Bakery uses premium, locally-sourced ingredients, ensuring a higher quality and more
flavorful product.
• Versus Competition: While some competitors may compromise on ingredient quality for cost, Golden Crusts
Bakery's commitment to excellence shines through in every bite.

2. Artisan Craftsmanship:

• Strength: The bakery embraces artisanal techniques, adding a handmade touch to each product, creating a unique
and authentic experience.
• Versus Competition: In contrast to mass-produced goods, Golden Crusts Bakery's artisan craftsmanship results in a
distinctive flavor and texture that stands out in a crowded market.

3. Innovative Menu:

• Strength: Golden Crusts Bakery offers a diverse and creative menu, introducing unique twists on classics and
staying ahead of culinary trends.
• Versus Competition: While some competitors may stick to traditional offerings, Golden Crusts Bakery's innovative
menu provides customers with exciting choices, attracting those looking for a more adventurous culinary
experience.

4. Exquisite Presentation:

• Strength: The bakery pays meticulous attention to packaging and presentation, creating an aesthetically pleasing
visual experience for customers.
• Versus Competition: In comparison to generic or unremarkable packaging from competitors, Golden Crusts Bakery's
elegant presentation enhances the overall appeal and perceived value of its products.

5. Customer-Centric Experience:

• Strength: Golden Crusts Bakery prioritizes exceptional customer service, creating a warm and welcoming
atmosphere that makes customers feel valued.
• Versus Competition: In contrast to competitors with impersonal or transactional interactions, Golden Crusts Bakery
aims to establish a genuine connection with its customers, fostering loyalty and positive word-of-mouth.

6. Commitment to Tradition and Innovation:

• Strength: Golden Crusts Bakery successfully balances traditional baking methods with innovative approaches,
appealing to a diverse customer base.
• Versus Competition: While some competitors may focus solely on tradition or innovation, Golden Crusts Bakery's
ability to blend the best of both worlds caters to a wider audience with varied preferences.
.

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 4. What are your weaknesses versus your competition's?
1. Potentially Higher Prices:
• Weakness: Premium ingredients and artisan craftsmanship may result in higher production costs, leading to
slightly elevated prices compared to competitors offering more budget-friendly options.
2. Limited Speed in Service:
• Weakness: The artisanal approach may slow down service times, making Golden Crusts Bakery less
suitable for those seeking ultra-fast dining experiences compared to competitors with quicker service
models.
3. Less Tech-Centric:
• Weakness: Golden Crusts Bakery may not be as tech-centric as some competitors, potentially impacting the
convenience of digital ordering and drive-thru experiences for customers who prioritize speed and
efficiency.
4. Varied Customer Preferences:
• Weakness: While the innovative menu is a strength, it may also be a weakness as some customers prefer
familiar options. This might pose a challenge compared to competitors offering a simpler, more predictable
menu.

5. Determine the cost of each product or service.

1. Ingredients Cost:
• Calculate the cost of all the raw materials used in each product, including flour, sugar, butter, eggs, etc.
2. Labor Cost:
• Factor in the labor cost involved in the production of each item, including the time spent by bakers and other
staff.
3. Overhead Cost:
• Include overhead costs such as rent, utilities, equipment maintenance, and other operational expenses.
Allocate these costs based on the proportion of each product's production.
4. Packaging Cost:
• Account for the cost of packaging materials for each product.
5. Distribution Cost:
• If applicable, consider any costs associated with distributing the products to different locations.
6. Profit Margin:
• Decide on a profit margin that you want to achieve for each product. This is typically a percentage of the
total cost.

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 6. Determine the price you charge for each product.
1. Calculate Cost of Production:
• Sum up all costs associated with producing each product, including ingredients, labor, overhead, packaging,
and distribution.
2. Set Profit Margin:
• Decide on the profit margin you want for each product. This is often a percentage of the total cost.

7. What is your product's/service's personality?

The product personality of Golden Crusts Bakery is a harmonious blend of sophistication, warmth, adventure,
authenticity, timeless charm, and elevated indulgence. It caters to individuals who appreciate the artistry and
thoughtfulness behind each delectable creation.

D. Market

1. Identify your customers-include all demographic and lifestyle information

2. Who are your customers?

• Male or female?
• How old?
• What education level?
• What type of work? Profession?
• What level of income?
• How knowledgeable about your product or service?
• What factors (e.g., price, availability, service, etc.)influence this
customer's purchase decisions?
• What other people(if any) influence the purchase decision?
• How would you describe your customers' personality?
• Is there anything else unique about your customer?

Exercise: Think about the 20%of your customers who generate or will generate 80%of
your business. Write one-paragraph description of this typical customer.
Our cherished VIP patrons at Golden Crusts Bakery, the discerning 20% who effortlessly contribute to 80% of the
bakery's thriving success. These individuals craves not just pastries but a curated journey of flavors, drawn to the
bakery's premium ingredients and innovative creations. Their refined taste and unwavering loyalty make them the
heartbeat of our thriving establishment.
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 Example: Lane Medical Systems

Sample Customer: A forty-five year old female office manager of a group medical practice.
High school graduate with some specialized office skills. She feels overworked. Has very little
knowledge of software and is slow to accept new systems. Decisions influenced by(1) ease of
product use, (2) reliability of after-sale service, and (3) price. Other people influencing
decisions: Doctors/dentists in practice (very price-conscious); other office staff(level of comfort
with computer systems).

3. Do you have a large, homogenous customer base, or several smaller market

segments?

If segments: Describe each segment's customers according to sectionD#2 above.

Golden Crusts Bakery caters to several smaller market segments rather than having a large, homogenous customer
base. The bakery's diverse and innovative menu, which includes both classic and adventurous offerings, appeals to
different preferences and tastes. From those seeking traditional, timeless treats to customers with an adventurous
palate eager to explore new flavors, Golden Crusts Bakery strategically targets various segments within the broader
market. This approach allows the bakery to meet the unique needs and preferences of a diverse clientele, creating a
dynamic and inclusive space for a range of customers..

4. Meeting customer needs:

[A] What are your customer's real needs?

Golden Crusts Bakery customers have a spectrum of needs that extend beyond mere hunger. Beyond the basic
desire for delicious and high-quality baked goods, our customers seek an experience—a moment of indulgence and
joy. They crave authenticity, desiring products crafted with care and using premium ingredients.

[B] What are your customers perceived needs?

1. Customers generally expect high-quality baked goods, including fresh and flavorful items.
2. Customers often appreciate a diverse menu that includes various types of bread, pastries, cakes, and other
baked goods to suit different tastes and preferences.
3. Freshness is a key factor for bakery products. Customers usually seek products that are made with fresh
ingredients and are baked on the same day or shortly before purchase.

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 [C] Are you meeting either or both of these?

Yes we definitely meet both of these, but occasionally we lose some mid-range and low-range clients as a result of
the pricing battle.

[D] If not, where do you fall short?

[E] What resistances do people have to buying our product or service?

Generally the price.

Identify location of customers (local, regional, national or international).

Local Customers and sometimes national customers.

6. Identify market trends -include information about market studies and test marketing.

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 7. List factors that affect purchasing such as:

• Seasonal
• Obsolescence
• Tax considerations
• Price
• Availability
• Convenience
• Service
• Emotional considerations ;e.g., prestige, status, fear, pleasure, etc.
• Gift
• Any other factors you can think of

Write a brief paragraph that synthesizes all the factors that affect the purchase of your
product:

The purchase of our products at Golden Crusts Bakery is influenced by a combination of factors
that address both the real and perceived needs of our customers. Our commitment to quality,
with a focus on using fresh and premium ingredients, caters to the fundamental real needs of
customers seeking delicious, nutritious, and satisfying baked goods. Concurrently, our strategic
marketing efforts and branding initiatives aim to align with current market trends, creating a
positive perception and meeting the perceived needs of customers who value innovation and
uniqueness in their choices. Customer satisfaction is further bolstered by attentive customer
service, a diverse range of offerings, and a commitment to staying abreast of market insights
through regular market studies and test marketing. This synthesis ensures that our bakery not
only meets the tangible requirements of our customers but also resonates with their evolving
preferences and aspirations, fostering a comprehensive and delightful customer experience.

E. Distribution

1. Identify the most effective methods forgettingproducts/services to customers in the

target market.

• Do customers come to you?

• Do you go to the customer?
• Do you use dispensers, racks, etc?
• Do you mail out samples, use trial offers, or premiums?
• Do you use the internet?

2. Do you make it easy for customers or potential customers to get to your

product/service?
Yes, customers comes to us. Due to reach of ours in the market through various stores, it is easier for our
customers.
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 3. Have you made it easy for customers or potential customers to get more information
about your product(s) or service(s)?

Yes, through Social media advertisements, and many hoardings across the city it is easy for our customers.

Identify the need for warehousing of products and distribution channels (for example internet)
if not sold direct to buyer.

As we have Stores, we don’t need any of this.

F. Promotional Strategy

1. What is your current image in the marketplace?

• How are you perceived by your customers?

• Is this accurate?

We are a reputed brand in the market.

We are perceived by our customers by product quality, customer service, branding, and overall customer
experience.
Yes, this is accurate.

What would you like your image to be in the workplace?

3. Will everything in your organization consistently represent the image you want to
project?

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 • Employee behavior
• Place of business atmosphere
• Printed communication

Yes, Everything.

4. What type of customers are you targeting with current marketing efforts?

We are mostly targeting Mid Range and High end customers. And as we are a bakery store we are also targeting
childrens.

5. How are your leads followed up?

6. Where/how do you get new business?

By opening new stores.

7. Where/how do you get repeat business?

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Loyal customers, taste and quality and hygiene.

8. What is the source of your most productive referrals? Are you doing everything you can
to manage that source(s)?

9. Review the Message:

Is your message written in terms of what the customer needs and wants to hear, or in
terms of what you want to say about your business, product, service?

Your Promotional Strategy consists of blending and using each of the following
components to the same end — that is, with the same message.

• Advertising
• Personal Sales
• Sales Promotion

Publicity and Public Relations: Does your advertising message follow the AIDA model?
That is, does it:

• Attract Attention?
• Create Interest?
• Arouse Desire?
• Call for Action?

10. List the promotional activities you are currently using:

A. Advertising
Social Media, Print Media, Banner and Glow Sign Board.

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 B. Personal Selling

We sell directly to through stores and also we are planning to open our new delivery system.

C. Sales Promotion (coupons, freebies, name recognition, etc.)

During festivals we give away free samples and discounts.

D. Publicity and Public Relations

Public Relation is very good.

11. Are the benefits you offer being communicated effectively? (Indicate yes or no for
each of the activities listed above)

Yes, due to the extremely good public relations, now are reaching to the customers effectively.

12. Review of Advertising: Does the audience for the media selected match your target
market profile?

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Yes, the audience for the media selected match my target market profile.

13. Review public relations activities-

• What are your plans?

• Can you generate any product publicity? How?
• Special programs

G. Competition (Direct and Indirect)

A. Identify competitors by divisions, product lines and markets.

Local Competitors,.Online Bakeries, Supermarkets and Grocery Stores, Cafes and Restaurants, Specialty Bakeries.

B. Compare your marketing techniques with those of your competitors.

There is no competition in marketing techniques with the competitors.

H. Pricing

1. Review product/service costs for accuracy, Including all variable and fixed expenses.

2. Be sure all products/services carry their share of overhead expenses plus provide for
profit.

3. Comparepricesforyourproducts/serviceswithsimilarproducts/servicesinthe industry.

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 [A] If your prices are higher, do they provide the necessary “added value” to justify the
higher price?

Yes, prices are a little higher than the competitors as we provide added value through quality, store experience,
packaging, presentation etc.

[B] If your prices are lower, do you know why they are, and is the lower price part of your
marketing strategy?

4. How price sensitive is your market—in other words, how much change occurs in buying
behavior when prices rise or fall?

Yes, our market is highly price sensitive market, but we change our price according to the market behavior.

5. Do your prices position you as "top of the line" or" bargain basement?" Are you happy
with your position?

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 6. Does your current marketing strategy support this price position?

Yes, maybe.

I. Action Plan

1. Goals
Identify your goal(s) for each segment or market. Your goals and objectives should be
concrete, measurable and realistic.

• To increase sales volume by X% or Y$ within existing customer base.

• To increase sales volume by X% or Y$ generating new customers.
• ToincreasesalesvolumebyX%orY$gettingcustomerstousetheproduct/service more
often
• To enhance image, name recognition, reputation.
• To introduce a new product or service (same area, new area).

2. Strategy

A strategy is the general approach you will take to achieve a goal. The following list of
common marketing strategies may help your thinking:

• Personal sales calls

• New logo, letter head package, company brochure
• Direct mail
• News letters
• Print advertising (newspapers, consumer magazines, trade journals)
• Media advertising (radio, television)
• Trade show exhibits
• Public relations (trade press, speech making, feature articles,
community relations/community activities)
• Networking
• Discounts for large volume customers

Don't try to implement all possible strategies at once. Choose one or two strategies to
achieve each of your goals. In your selection, consider what you know about your product,
competitors and customers, based on your information above. Also keep in mind your
resources of time, budget and staff. For example, although a major television campaign might
increase visibility for your business, can you afford the production and airtime costs? Is
television the most cost efficient way to target your customers?

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 Develop a tactical plan for each goal:

Goal I:

We will try to increase our footfalls on store and on our website by increasing awareness through ads.

Strategy A:

We will try to make our stores more attractive with good seating arrangements and try to increase our menu items.

Strategy B:

Budget & Timing:

Goal II:

Try to increase more repeat customers.

Strategy A:

Enhancing customer service and public relations.

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 Strategy B:

Giving gifts on festive seasons.

Budget & Timing:

Goal III:

We will try to open our delivery services.

Strategy A:

Premium packaging, proper tracking and user-friendly app for easy orders.

Strategy B:

Budget&Timing:

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