8/10/09Referencehttp://www.bangkokpost.com/business/marketing/19502/mister-donut-plans-aggressive-sales-campaigns
http://en.wikipedia.org/wiki/Mister_Donut
http://www.misterdonut.co.th/home/shwa.
www.crg.co.th/new/misterdonut/th/home/indesphp
http://www.thaipr.net/nc/readnews.aspx?newsid=E3A1CD6ED29844820E1A88ACA3D856CD
http://www.bsnnews.com/ContentDetail.asp?ContentID=10331
http://www.bangkokpost.com/business/marketing/19502/mister-donut-plans-aggressive-sales-campaignsComposted byMiz.daisyat17:51comment me:
No comments:My ReflectionMy reflection
To review my principle of marketingIn the principle marketing consist of the concept of marketing and 4ps (marketing mix) was in my memory so,the course reviewed an idea of marketing me again. An activity approachesTeacher apply acknowledge of business contexts with a role-play and discussion in class fixable.I never felt serious in this course but fun and enjoy are instead of its.Activities in classroom approached my knowledge in business contexts and used English skill in real life. ProblemsIf talk about problems in the course,a little of problem that I found. Such as some information of mister Donut.And a short time for make understanding the information mister Donut is one problem for me.That lets me knows in bad result on my work. Mister Donut presentation blogsproject in a lot of information,that made me confused its should sum up in my own way is bestComposted byMiz.daisyat17:43comment me:
No comments:PROMOTION STRATEGY(Thailand)Mister Donut plans aggressive sales campaigns
what make the brand successful in term of promotion strategy.
"Mister Happy Donut": DTAC and Mister Donut (CRG,Thailand) were do business togather.
Both company jointly introduce Happy's "Mister Happy Donut" refill cards which customers can
also use to obtain discounts when purchasing Mister Donut products.Customer can also show
"Mister Happy Donut" card to get 10-bath discount for every purchase worth at least 49 bath of
normally priced Mister Donut products.
Besides, a pair of two cards that forms a complete donut picture offers a discount of as much as
30 baht for every purchase worth at least 99 baht of normally priced Mister Donut products.
The special discounts are offered at 200 Mister Donut outlets nationwide from today until March
31, 2009, only.
(reference from:http://www.thaipr.net/nc/readnews.aspx?newsid=E3A1CD6ED29844820E1A88ACA3D856CD)
This link show promotion 10 bathhttp://vodpod.com/watch/1575727-mister-donut-10-baht-director-version-Composted byMiz.daisyat10:58comment me:
No comments:PRODUCT STRATEGYMister Donut Logo
Mister Donut has a distinctive orange and write logo in the
likeness of a moustachioed chef.More recently,the chain developed
a set of mascot characters based on its donuts.One character in
particular,"Pon de Lion"(a lion with a mane shaped like its "pon de
ring" donut line) has become equally recpgnizable (if not moreso)
to customers in Japan.
(original version reference:http://en.wikipedia.org/wiki/Mister_Donut)
TARGET GROUPS
Mister Donut marget focus on premium group customers who
have a high rate of activity.
The most customers are students,workers,family(25-30 of age).
Who are like an doughnut and bonden or desserts eatting.
(parapharsed from:BSN NEWS.com)
BRANDING
What is a significant branding strategy?
"Mister Donut has a distinctive orange and white logo in the likeness of a moustachioed
chef." This coding present its look like a professional of food (as a moustachioed chef).To freshand dainty always.And strategy "red and yellow"colours is that used in decoration of Mister Donut outlets.
The strategy of red and yellow colours is importance in food market.Bcause,its made customers
to hungry when they see on this brand(according to the Marketing Principle)What's in a name?Customer recognition,confidence and loyalty.Mister Donut has established
its reputation by consistently providing superior quality product and service.When the customers sight the Mister Donut name and trdemark,they will fell internationalcustomers as worldwide.(parapharsed from:The Bangkok Post)
Positioning/Unique selling point
Mister Donut researched the marketplace and developing
innovative products and techniques to meet the needs of that
market place.Mister Donut saled products based on
a"quick-serve"concept,with customers purchasing their donut as
theywould in a bakery,rather than "ordering" them as they would
in arestaurant.
Therfore,the USP are thequalityand developing other delicious pasties is firstly.
Andfashionable contemporaryis secondly.
(parapharse from Newspaper section : business,Bangkok Post online)
Key successful factors related to the product"Dare to go out from your family" Mr.Winouker who founded
Mister Donut.He decided to broke off their partnership,each to
begin his own chain of coffee and doughnut shops within the
believe that he could sell doughnuts and others on his legs without the suggestion from his
brother.Composted byMiz.daisyat07:51comment me:
No comments:COMPANY BACKGROUND
In 1955,two brothers-in-low,Harry Winouker and Bill
Rosenberg,broke off their partnership,each to being his own chain
of coffee and doughnut shops.
Harry founded Mister Donut and Bill founded Dunkin Donuts.
Harry selling doughnuts on the streets of Boston.Its selling more
than 35 kinds of doughnuts,baked goods...and also a special blend of coffee.
After that,businessmen were interested in the brand and address its went into
franchising,selling franchises to entrepreneurs provided that his standards of
Quality,Service,and Cleanliness were upheld.
Its expansion in the opening of 275 stores in the United States of America and Canada.
In Thailand,its located in Siam-square was first place by Central Resterual Group(CRG).Composted byMiz.daisyat07:07comment me:
No comments:RATIONALWhy I chose this brand "mister Donut"?
Because mister Donut more interested than Dunkin Donut such fresh,
good looking product and designing, include to the promotion and
marketing background.
Moreover, mister Donut is internation branding,so its have a lot of
informationsthat's easy to analyze.(in my view!)
Its could support my work better.(I can get the idea to do my work more than others
brand.)And indeed in my head, I believe that branding of mister Donut give a professional
image to the costomer inthe doughnut market. Its rather strong and interesting.Composted byMiz.daisyat05:27comment me:
No comments:7/8/09Journal,week 4Hi! everyone,
today I enjoy on my own way about speaking on this - job interviews' demonstration assignment at classroom.I was looked real the interviewer by posture,tone,consist of questions.Along the way we'll also feel excited,fun and some serious.By this situation made us like "this is real situation" feel as I can I feel.That's activity at classroom.Then,let's move to next issue in this journal.Which topic is the 4Ps of Marketing.The term"marketing mix" became familiarized after Neli H.Borden published his 1964 article,The concept of the Marketing Mix.The Marketing Mix can be divined generally fall into 4 parts;product,price,place (distribution) and promotion in finally.For description the word product refers to real,material products as well as serious and a company wants to sell.Second P is price.It refers to that how much are the intended customers willing to pay?Don't make a high price more than the quality of product.Becuase the customers sensitive with the level of product' price.Mean that should fair price as a slogan >> "Be good quality and fair price" That's good for pricing strategy.Third P is placement (distribution) refers about getting the products to the customer.That show idea of the marketing process or each other one meaning refer to send products to customers.And finally part is the promotion strategy.In this term,promotion represents the various viewpoint of marketing communication,that is,the communication of information about the product with the goal of generation apositive customers response.Or if easily to get this point that tell infoemation about product to customers have knows.Therefore,the Marketing Mix concept reach the company to control and with competitors and external-internal obstacle environment.
Cheers!-Sopida Rattanopas-Composted byMiz.daisyat08:01comment me:
5 comments:Older PostsHomeSubscribe to:Posts (Atom)About me
Miz.daisyHi!dear, welcome to my home, home of relaxing, happiness and satiate with donuts. Well,I'd to introduce myself first. I am Fearn,Sopida Rattanopas, who are interested in mister Donuts,where purcase a bagel and some softdrink to the International business. I think I able take information about this business issue to you as well while, I desire to share any ideas of business or everything that you found it's good to other. By the way,for protection information privacy business,you can call me "Mizdaisy" when connect me. Hope you enjoy and get fill free when you comes in mister donuts's template along. Thank you for comes again.View my complete profile
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Thank you and welcome again to Miz diasy blog."mister Donut, Mister make you happy"
1.0 Executive SummaryThe purpose of this free business plan is to raise $100,000 for the development of a donut shop while showcasing the expected financials and operations over the next three years. Donut Shop, Inc. (the Company) is a New York based corporation that will provide sales of donuts, pastries, and beverages to customers in its targeted market. The Company was founded in 2009 by John Doe.1.1 Products and ServicesThe Donut Shop will offer an extensive variety of donuts, danishes, and pastries to the general public through its retail location. The business will also have an extensive collection of freshly brewed coffees and teas available. One of the unique features of the Donut Shop will be that all of its donuts and pastries will be made on site and sold fresh (as compared to franchised locations that purchase wholesale donuts and pastries). The third section of the free business plan will further describe the services offered by the Donut Shop.1.2 The FinancingMr. Doe is seeking to raise $100,000 from as a bank loan. The interest rate and loan agreement are to be further discussed during negotiation. This free business plan assumes that the business will receive a 10 year loan with a 9% fixed interest rate.1.3 Mission StatementThe Donut Shops mission is to become the recognized leader in its targeted market for quality donuts and beverages.1.4 Mangement TeamThe Company was founded by John Doe. Mr. Doe has more than 10 years of experience in the retail food management industry. Through his expertise, he will be able to bring the operations of the business to profitability within its first year of operations.1.5 Sales ForecastsMr. Doe expects a strong rate of growth at the start of operations. Below are the expected financials over the next three years.
1.6 Expansion PlanThe Founder expects that the business will aggressively expand during the first three years of operation. Mr. Doe intends to implement marketing campaigns that will effectively target individuals within the target market.2.0 Company and Financing Summary2.1 Registered Name and Corporate StructureDonut Shop, Inc. The Company is registered as a corporation in the State of New York.2.2 Required FundsAt this time, the Donut Shop requires $100,000 of debt funds. Below is a breakdown of how these funds will be used:
2.3 Investor EquityMr. Doe is not seeking an investment from a third party at this time.2.4 Management EquityJohn Doe owns 100% of the Donut Shop, Inc.2.5 Exit StrategyIf the business is very successful, Mr. Doe may seek to sell the business to a third party for a significant earnings multiple. Most likely, the Company will hire a qualified business broker to sell the business on behalf of the Donut Shop. Based on historical numbers, the business could fetch a sales premium of up to 4 times earnings.3.0 Products and ServicesBelow is a description of the donuts, pastries, and beverages offered by the Donut Shop.3.1 Sales of Donuts and PastriesThe primary revenue stream for the business will be the sale of donuts, pastries, danishes, and other sweet bread goods to the general public. Mr. Doe expects that the business will carry up to 25 different types of donuts and pastries on a daily basis, which will be prepared on a daily basis.3.2 Sales of BeveragesThe Companys secondary stream of revenue will come from the sale of freshly brewed coffees and teas as well as bottled water and beverages. Mr. Doe anticipates that 30% of the Companys aggregate sales will come from the sale of beverages, which carry extremely high margins. In this section of the free business plan, you should further describe the products and services that you intend to offer to your customers. If you need to add more product categories, please consult the instructions that were included in the BizPlanDB.com zip file.4.0 Strategic and Market Analysis4.1 Economic OutlookThis section of the analysis will detail the economic climate, the donut shop industry, the customer profile, and the competition that the business will face as it progresses through its business operations. Currently, the economic market condition in the United States is in recession. This slowdown in the economy has also greatly impacted real estate sales, which has halted to historical lows. Many economists expect that this recession will continue until mid-2009, at which point the economy will begin a prolonged recovery period. However, donut shops operate with great economic stability as people will continue to purchase donuts/coffee due to the low pricing point for these products.4.2 Industry AnalysisWithin the United States, there are more than 7,000 businesses that operate one or more retail locations that specialize in the sale of donuts and pastries. Each year, these businesses aggregately generate more than $3 billion of revenues and provide jobs to more than 70,000 people. Aggregate payrolls in each of the last five years have exceeded $750 million dollars.4.3 Customer ProfileThe Donut Shops average client will be a middle to upper middle class man or woman living in the Companys target market. In this section of the analysis, you should describe the type of customer you are seeking to acquire. These traits include income size, type of business/occupation; how far away from your business is to your customer, and what the customer is looking for. In this section, you can also put demographic information about your target market including population size, income demographics, level of education, etc.4.4 Competitive AnalysisThis is one of the sections of the free business plan that you must write completely on your own. The key to writing a strong competitive analysis is that you do your research on the local competition. Find out who your competitors are by searching online directories and searching in your local Yellow Pages. If there are a number of competitors in the same industry (meaning that it is not feasible to describe each one) then showcase the number of businesses that compete with you, and why your business will provide customers with service/products that are of better quality or less expensive than your competition.5.0 Marketing PlanThe Donut Shop intends to maintain an extensive marketing campaign that will ensure maximum visibility for the business in its targeted market. Below is an overview of the marketing strategies and objectives of the Company.5.1 Marketing Objectives Implement a local campaign with the Companys targeted market via the use of flyers, local newspaper advertisements, and word of mouth advertising. Continually distribute coupons among local publications and circulars throughout the target market. Acquire a highly visible retail location from which to conduct business operations.5.2 Marketing StrategiesMr. Doe intends on using a number of marketing strategies that will allow the Donut Shop to easily target men and women within the target market. These strategies include traditional print advertisements, distribution of coupons, and maintaining a highly visible retail location. Foremost, Mr. Doe intends to find a highly visible retail location that receives substantial traffic from passers-by and vehicles. Appropriate signage will be placed near and around the Donut Shop to ensure that people within the area become familiar with the Companys location and the products that it sells.5.3 PricingIn this section, describe the pricing of your services and products. You should provide as much information as possible about your pricing as possible in this section. However, if you have hundreds of items, condense your product list categorically. This section of the free business plan should not span more than 1 page.6.0 Organizational Plan and Personnel Summary6.1 Corporate Organization
6.2 Organizational Budget
6.3 Management BiographiesIn this section of the business plan, you should write a two to four paragraph biography about your work experience, your education, and your skill set. For each owner or key employee, you should provide a brief biography in this section.7.0 Financial Plan7.1 Underlying Assumptions The Donut Shop will have an annual revenue growth rate of 10% per year. The Owner will acquire $100,000 of debt funds to develop the business. The loan will have a 10 year term with a 9% interest rate.7.2 Sensitivity AnalysisIn the event of an economic downturn, the business may have a decline in its revenues. However, the very low pricing point of the Companys donuts and coffee products will ensure that the Company can effectively maintain profitability and a positive cash flow in any economic environment.