7-3 Final Project Part II: Product Marketing Recommendations

MKT 113

Tip Top Bakery

Anastasia Bo

MKT 113

Final Project Part II

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MKT 113

Tip Top Bakery – Who We Are

• High-end bakery that serves made-to-order breakfast and lunch items
• 5 locations in New Hampshire
• Launching new pre-packaged “to go” sandwiches
• Focused on selling locally sourced meats and produce

The Tip Top Bakery has been successful in cultivating a made-to-order breakfast and lunch business in five locations. In reviewing areas that the bakery can expand without additional locations, market research revealed that offering pre-made “to go” lunch options is a place for expansion.

The “to go” market is in demand right now. Tip Top has a unique opportunity to continue the same fresh and healthy food approach used for its custom orders, so customers are provided with the same quality they are used to, delivered without the wait.

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Tip Top Bakery – Proposed Marketing Strategies

• Use coupons and contests to increase page likes and engagement
• Promote daily specials and deals through frequent posts
• Cross-post content on daily specials on Instagram

Facebook Promotions

In-Store Promotions

• Create in-store signage such as table tents and window displays to promote the new product
• Offer discounts on new product if customers bring a receipt showing a breakfast purchase

The Tip Top Bakery will focus on two areas to promote the new “to go” lunch option.

The first is social media promotions. The focus will be primarily on Facebook and Instagram, as these are the channels that will allow the bakery to use photographs to promote its new lunch options. By using Instagram in addition to Facebook, the bakery can get around the increasingly strict rules about who sees posts made by companies on Facebook.

The second focus will be on in-store promotions. Because the bakery already has a loyal customer base, it will be important to take advantage of that and let current customers know about the new product offering. The bakery can use signage and discounts and distribute exclusive coupons to breakfast customers.

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Tip Top Bakery – Social Responsibility Policy

Tip Top Bakery is committed to being a socially responsible company. We feel it is our duty to give back to the communities in which we work.

To demonstrate our commitment, we implemented:

Recycling of all items that can be recycled

Sourcing meat and produce locally, as possible

Donating perishable food at the close of day to local soup kitchens

We recently began to promote our social responsibility policy and encourage our customers to participate through recycling and donations.

Since the Tip Top Bakery was founded, we have been committed to being a socially responsible company. From the recycling program to the commitment to using local and fresh food, the bakery seeks to put social responsibility above profit.

In addition, the company makes daily donations of leftover high-spoilage food to local soup kitchens and encourages our customers to participate in local initiatives. Over the holiday season, we offered customers the opportunity to donate $1 to their order and raised over $10K to help the hungry in our communities.

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Tip Top Bakery – Internal Market Factors

Two main internal factors that will affect the marketing strategy are the use of local, fresh ingredients and the fact that we are launching a product outside our current offerings.

To leverage our strengths, we will ensure that messaging reinforces that the new “to go” lunches will use local, fresh ingredients similar to regular orders.

If our strengths are used effectively, the risk of entering a new area for us will be mitigated: The product may be different, but the customers’ experience will be the same.

Weakness

• New product is outside of company’s established reputation
• Lacking staff to make new product

Strengths

• Use local, fresh ingredients
• Good reputation of quality
• Competitive pricing strategy

The Tip Top Bakery has some strengths that really set it apart in the “to go” lunch market. Its use of local and fresh ingredients sourced from local companies is something unique to the market. This strength and Tip Top’s strong reputation serving custom orders will be important for the bakery to emphasize in its marketing activities.

The biggest weakness for the bakery is that this new product is very different from what it offers now. To overcome this, it will be imperative that it communicates the new product to its existing customer base first. This group is already aware of the high-quality products the bakery offers, is loyal to the business, and is more likely to try the new product.

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MKT 113

Tip Top Bakery – External Market Factors

The two major external market forces are the opportunity to offer a fast, healthy lunch alternative and the threat of high competition in this space.

To leverage our strength of fast and healthy lunches, we need to ensure that messaging emphasizes this; directing people to our Facebook page to see a daily list of “to go” offerings will be key.

The threat of high competition in this space is a big challenge for us. We will need to use loyalty-based promotions to turn our breakfast customers into lunch customers.

Threats

• High competition in “to go” space
• Changes in neighborhood make-up

Opportunities

• Providing fresh and local food
• Providing fast and healthy lunch options

The Tip Top Bakery has a real opportunity to offer a unique “to go” lunch opportunity. There are high levels of competition in the “to go” lunch market, from other companies and the fact that individuals can bring their own lunch from home. The bakery will need to make sure that our messaging emphasizes why our product is different and better than what is out there now.

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MKT 113

Tip Top Bakery – Translating Wants and Needs Into Messaging

Need: Fast, convenient lunch options

Want: Fast place to have lunch with coworkers

Need: Healthy food alternatives

Want: Support local business

Marketing and Messaging Strategies

Use messaging to highlight local, fresh food use

Use social media to promote daily menu

Promote social responsibility program

Create separate window for “to go” lunches

Provide custom, seasonal menus

The Tip Top Bakery has identified five key messaging strategies that we can use to appeal to the wants and needs of the identified target market. By following these strategies, we will have a good chance of effectively reaching our market in a way that will generate sales for the new product.

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MKT 113

Tip Top Bakery – Target Market Expansion

Our primary target market is working white-collar professionals. They work in neighborhoods where we are located and have the income and need for our products.

The second market we plan to market the “to go” lunches to are college students:

Several major universities are in the areas near our locations

College students are often focused on quick, healthy alternatives

To reach this second market, we plan to work with the universities to offer coupons and discounts to students and employees with university IDs

Right now, the bakery is focused on the working professionals target market. This group already frequents the bakery for their custom orders and are a strong first target market for the bakery.

Once the bakery has launched its marketing promotions to the professional market, it should consider expanding to a second market. Based on the populations surrounding the bakery’s locations, college and university students could prove to be a second market that the bakery should consider. From offering discounts for those with a college ID to potentially even offering a delivery service if demand is there, this untapped group could become a new valuable market for the bakery.

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