Bread Talk Marketing Analysis Essay

BREAD TALK GROUP (Bakery)Number of brands under cabbage public lecture conference ( bakery)1) Bread maunder2) make merry Box3) The icing room4) Bread SocietyMacro- purlieu* Economic There is a rise in income for to the highest degree middle and lower income earners, making the slit sell price inelastic as it is a smaller proportion of the salary earned. Bread talk will always enjoy a demand for their bakery products.* Demographic There is an increase in Singapores Population (overcrowding) from past years, more people will cause an increase in demand for such bakeries.* Culture It is Asians habit to eat supper/ tea and hence interchange of breads green goddess be used as snacks during these breaks. Therefore there will always be a demand for these snacks.* Technology Bread talk consulted top R& D teams to create more varieties of bread. 50 novel recipes conceptualized with the input of international bakery consultants within its Research & Development team. The exciting Eur o bread series harnesses the taste and quality of European breads and incorporates them with a variety of Asian flavors, such as drunken longan, shady sesame, spinach and sweet potato.* Competition There atomic number 18 also many bakery shops that are strong known such as Four Leaves, Crystal Jade, Cake History, Begawan Solo etc. which are in neighboring vicinity of Bread talk. Consumers may choose to purchase breads in different shops according to their tastes and preferences food market* over 600 bakery retail stores in 15 territories* territories include Singapore, China, Hong Kong and the Middle East Customer target group* people with different range of income esp. low and middle class * no age group* the discern customer who enjoys her daily bread* esp those living in city areasStrategy of company* disposition of innovation introduced new bakery model called Bread babbleTransit positioned as a apace stop for consumers on the go. Bread talk also developed a mobile app lication, allowing users to make purchases, ensconce outlets, and be informed of the latest promotions. By enabling customers to shop-on-the-go, it effectively reduces the in-store shopping time by close to 33% and led to a 75% increase in customer compliments.* Increases productivity and allows for more versatility when sourcing for retail space.* Rapid expansion of the Bread Talk brand.* Strengthened Brand presence Build RamenPlay, Bread talk, Toast Box and The icing room together in Nex reap financial benefits through cost savings due to shared expenditure ( set up costs) * More charity work being do/ sharing their success To celebrate 10th anniversary, BreadTalk pledged 5 cents from individually Floss Bun sold to Straits Times School Pocket Money Fund, raised $50,000 for needy school children. *marting desegregate1) ware bread, pastries, cakes and drinks. Always create new varieties of breads Chilli Crab, Carlee Crab & branded its signature bun whiner Floss Bun. There are 50 types of bun available in each outlet. objective lens apply revenue and to satisfy customers desire for snacks, especially during breakfast and tea time because most people usually take bread or pastries during this time2) Place 25 outlets in Singapore. virtually places includes Parco, Bugis junction, Paragon, Tiong Bahru Plaza, Novena Square, Jurong Point Shopping Centre, Marriott Hotel, Tang Plaza, Junction 8Shopping Centre, Great World City, Capitol Building, Turf City, Parkway Parade, HDB Hub (Toa Payoh), Tampines Mall etc verifiable Locating everywhere allows the customer to get their bread anywhere 3) Price Min. price $1.00.Max. price$2.00Objective Priced averagely so that people can afford the bread4) Promotion a. Store structurei. Each outlet bears the urban, clear glass, clean cut look punctuated subtly with detailing of contrasting colours of artworks, unique to each locale. (Zen-like concept) ii. BreadTalk signature see through kitchens allow their chefs to showca se their expertise upfront, sharing the preparation of the freshly cook breads and tempt the customers to have a taste of their breads.b. Advertisements/Television/Banners to attract others cheaper price during anniversary month Bread talk campaign tagline Breadtalk gets you Talking, c. Use of their own brand plastic bag, pamphlet and coupons also serve up as a type of promotion to attract new customers wherever and whenever the name carries it. d. Loyalty card-Spend above $5, you will get a stamp on your card. With correct no. of stamps, they are able to make unnecessary a free bun. Flaws* Decline in sales was due to some outlets business not doing well, tether to revenue and profits made by other outlets to go wasted as earning cannot overcome losses made. * The popular Chicken Floss Bun idea was stolen by other bakery shops. Bread Talk pushed onto the losing side as competitor sells the product at lower prices price out-grew satisfaction Improvements madeMarket Penetration 1) Bread talk can have delivery services 2) Bread talk can sell using push carts 3) Conduct more lucky draws to encourage more purchase of breadsProduct Development 1) Create Minis Breads like Four Leaves such that consumers get to taste and will go for the commonplace one if the flavours are nice 2) Create certain type of breads during festivals like CNY , ChristmasMarket Development 1) open a place to sit and eat ( E.g. Caf) to allow ppl to rest and interaction /not just buy and go 2) Open more shops in residential areas ( underneath HDB flats etc.) so that it is more convenient for residents variegation 1) Invent new bread flavours that customers like by surveying them before thatSwot AnalysisStrengths 1) odd concept & branding captures interest of consumers as it constantly develops products reflecting contemporarylifestyle and current events. Shops gives customers a find of friendliness2) Wide range of productsBread talk offers over 150 varieties of breads, buns, pastrie s and cakes overall. Breadtalk constantly introduces new products to run to customers changing tastes. It currently introduces approximately 10 items every four months3) Strategic Locations located at strategical and accessible places to attract potential customers as having high customer traffic flow (near public go systems , retail outlets, , cinemas)Weakness 1) Pricing products are priced higher than the products of other bakeries, which might cause customers to choose some other brand 2) Selection of Products products limited to bread and cake compared to Bengawan Solo with pastries choicesOpportunities 1) Nature of Products Bread is a goodness and can be sold anywhere in the world. There is a high potential for world(a) growth since there is a constant consumer demand for bread expanding of business overseas 2) Other Markets BreadTalk has sorry partnerships currently in Indonesia, China (Shanghai) Malaysia, the Philippines, Taiwan ROC and the Middle East (Kuwait, Saudi Arabia, Qatar, Bahrain, Oman and UAE), India and Hong Kong.Threats 1) Product/Brand purpose ReplicationBreadtalk faces the threat of product/brand concept replication by other bakeries especially in regions which Breadtalk has not ventured into (eg USA).2) Competition from Direct and Indirect Competitors indirect competitors include specialized bakeries like Donut Factory, which are currently both capturing increasing consumer interest.