10 pages bus

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French Bakery- the 4Ps Marketing and Promotion Strategy

Kawtar Ben Hadouch

Southern States University

BUS 480 CAPSTONE COURSE

5/01/2022

French Bakery- The 4Ps Marketing and Promotion Strategy

The 4Ps will be essential in helping French Bakery improve its operations. It will seek answers to the following questions: what are the signature products for this Bakery? Which product is the most profitable? How can the profitable product be grown? How do we improve the sales of the less profitable products? The second concern will be the price; how will the product’s price be set? Will the pricing include other relevant costs? Will the management of the French Bakery consider product bundling to drive up sales? The third “P” is promotion. It will answer questions like what will the firm do to promote its products, and what promotion tools will the company employ. What promotion strategy works best, and how can the company improve it, among other concern (Tapayan, 2018). The last “P” is about the place. Are there ways the bakery firm can use to deliver its products to the customers? What should the firm use to increase its merchandise and front-of-house experience? Carefully considering these 4Ps will ensure the organization improves its operations.

The French Bakery will make the following products; bread, cakes, muffins, buns, rusk toasts, among others. Most of these products are in the market, but their demand is high compared to what is supplied (Tapayan, 2018). Our products will have additional flavors like vanilla and almond to sell higher than our competitors; the main products will be cakes because they come in various varieties and have different pricing options. Individuals should offer cakes at affordable prices.

The bakery firm will incur fixed and variable costs for its products; the fixed costs will include; rent, taxes, insurance, and utilities purchase. The variable cost will be; the amount incurred in the purchase of ingredients, electricity cost, payment of employees, supply and packaging cost, among other variable costs (Barrow, Barrow & Brown, 2021). The pricing of bakery products becomes difficult, especially since many production costs are involved. Selling the products at the right price will make French Bakery make a healthy profit margin. The costs of the bakery product sold will be determined using the following formula; Direct cost + Overhead + Wages +Profit.

The French Bakery firm has made its products; and ways to attain the potential customers includes. The company will use mail campaigns, connect with influential food bloggers, attend food events, carry some samples, drop some samples to the target consumers, and open pop-up shops, among other strategies (Tapayan, 2018). The most effective way of reaching a large customer base is through the mail. The company can use famous online platforms such as Mail chimp to ensure that it has activated its mails for regular communication with clients. Influential food bloggers have an extensive network of followers; they pass word of mouth to their followers about the new firm in the town (Barrow, Barrow & Brown, 2021). The French Bakery company may consider connecting with the food bloggers by organizing a small event where they will showcase some of their products. The bakery firm will also seek to attract customers by employing the following tips; designing the operational areas with a funny and friendly message, giving free samples of the new products, and managing the social media well, among other strategies.

In conclusion, the 4Ps model enhances components of the market mix and aids a company in taking its products or services to a new market. It helps the organization define its products in the following aspects; price, product, promotion, and place; this definition ensures that the products offered to the market meet the customers’ demands.

References

Barrow, C. & Barrow, P. & Brown, R. (2021). The business plan workbook: a step-by-step guide to creating and developing a successful business, tenth edition.

Tapayan, A. (2018). Integrated marketing communications plan for a bakery.