7/29/2019 Marketing Plan of Pastry Outlet at Campus
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by
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Outline
Situa&onAnalysis
Marke&ng
Strategy
Marke&ngTac&c
Marke&ngObjec&ve
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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
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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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Appendix
A di
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Appendix