marketing plan of pastry outlet at campus

7/29/2019 Marketing Plan of Pastry Outlet at Campus

1/23

by


2/23

Outline

Situa&onAnalysis

Marke&ng

Strategy

Marke&ngTac&c

Marke&ngObjec&ve


3/23

Situation Analysis

PHONE INTERVIEW

Group

Paper

Online

QUESTIONEER FOOD TASTING

Supplier

Random4 BIG

1 Homemade

13 Apr 17 Apr 14 Apr8 Apr


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Questioner Results

No Kind of Pastry Flavour

1. Pie Apple strudle, Pizza sosis

2. Macaroon Chocolate , Green Tea.

3. Slice Cake Tiramisu, Blueberry Cheese, Chocolate Cheese.

No Kind of Pastry Supplier

1. Slice Cake Green cake and Home made (El Cielo)

2. Pie Soes Merdeka

3. Macaroon Prima Rasa

13 Apr 17 Apr

Online

+

Paper

2


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Situation Analysis

Source: MBA ITB Academic


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4 Situa&on Analysis

Product subtitution i.e snacksTHREATS

New USPOPPORTUNITIESHIGHER PRICE compare with

snacksWEAKNESSES

Product Differentiation (well knownsupplier & Homemade.

STRENGHTS

T O

W SImplica&ons FUTURESTRATEGY


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Marketing Objective

May`12 April `13

BEP = FEB

4.4% Profit

Reseller


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Marketing Strategy

Segmentation

6

The segmentation is MBA ITB students

(both of executive and reguler) along with Civitas (alumni).

Years Class Execu=ve Regular Civitas ITB

2009 X40 25 42

X

X41 25 85

Total 50 127

2010 X42 34 55

X43 31 58Total 65 113

2011 X44 29 60

X45 39 106

Total 68 166

2012 X46 37 64

Total 37 64

All Total 220 470 X

Targetting

Focus Target markets

Regular Students of MBA ITB2010, 2011,2012

Secondary Target markets

Executive Students of MBA ITB& Civitas

Civitas MBA ITB Ekseku&f Regular All Total

Total 170 343 513Source: MBA SBM ITB Bandung academic

Source: MBA SBM ITB Bandung academic

8

TargetMarket


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Positioning

Pastry Outlet Affordable priceLuxury taste

Bandung`s well known

Pastry product &

Home made

Frame of

Reference

Compe&&ve

Edge

Point of

Differen&a&on

Pasto Pa=sserie

Brand

MBA ITB studentswith modern lifestyle

Target Market

For MBA ITB students with modern lifestyle, Pasto Pa=serrie is the right place to have pastry offer

Bandung`s well known pastry products and home made with affordable price and luxury taste

The real Campus Pastry Outlet


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Positioning

ForMBA ITB students, Pasto Pa4serrie is

The real campus pastry outletthat delivers

Bandung`s well known pastries product with affordable

price and luxury taste

because onlyPasto Pa4serrie is

The only MBA ITB student choice

Positioning Statement


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Differentiation

Content

Context

Infrastructure

What

How

Where MBA ITB Canteen

B M + BTL Advertisement


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Brand0

Reseller


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Marketing Mix1

PROMOTION

PRICE

PRODUCT

PLACE A C C E S S

O

F

F

E

R

O

F

F

E

R

A C C E S SPLACE

PRICE

BTL

(Internet. WOM)

Value Based Pricing

Bandung`s well known

pastry shop &

Homemade


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Marketing Mix2Product

Taste is Important

&

Size Does Matter


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Marketing Mix3

Pass Your Story.

Valuebased Pricing

Product Cost Price Value Customers

Price

k


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Marketing Tactic4

BTL Promo&on

Promotion

EV

EN

T

Value

Creation

Word of

Mouth

Awareness

A i P


17/23

Action Programs5

YEAR 12012 2013

May June July Aug Sept Oct Nop Dec Jan Feb Mar Apr

Brand Awareness

Facebook,twitter,Blog Advertising

Civitas Email Advertising

Banners on MBA Entrance

Product Banner at MBAITB Special Event eq. Graduation

Campus Magazines Bussines review

Knowledge

Pasto Patisserie In MBAITB website

Facebook,twitter Official Page

Article Poster at MBAITB Event

Actual Purchase

Special price and service for Idul Fitri, Xmas

Food Stall or Special Display in MBAITB Events

Special Price for B'day and function

May 2012 April 2013

Low Season Low Season

Pick Season Pick Season

Fi i l Pl F i


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Financial Plan Forecasting6

17% 3rd party

Rp. 750.000, / day

Rp. 18.000.000,/month

Low Season

Pick Season

Fi i l Pl F ti


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Financial Plan Forecasting7Rp. 665.000,

BEP per

month

C t l


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Controls8

Monitoring ProcessMeasurement, Evalua&on, and

Monitoring

Revenue:

monthly

and annual

Expenses:

monthly and

annual

Milestone

calender

Customer

sa&sfac&on

New product

development

C l i


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Conclusion

Customer Insight

Business model

19

A di


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22

Appendix

A di


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23

Appendix

marketing plan of pastry outlet at campus

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