Bread Talk Marketing Analysis Essay

BREAD blither GROUP (Bakery)Number of grasss under pelf express assembly ( bakehouse)1) net profit slop2) Toast Box3) The hoar room4) loot hunting lodgeMacro- environment* Economic There is a rise in income for or so middle and lower income earners, making the bread exchange price nonresilient as it is a smaller proportion of the salary earned. Bread talk will always enjoy a inquire for their bakeshop crops.* demographic There is an increase in Singapores Population ( everywherecrowding) from away years, more than(prenominal) people will cause an increase in demand for such bakeries.* Culture It is Asians habit to go through supper/ teatime and hence selling of breads can be used as snacks during these breaks. accordingly on that point will always be a demand for these snacks.* engineering science 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 panorama & Development team. The exciting Euro bread series harnesses the taste and quality of European breads and incorporates them with a variety of Asian flavors, such as drunken longan, black-market sesame, spinach and sweet potato.* Competition There argon also most(prenominal) bakery shops that are well known such as quaternion Leaves, Crystal Jade, Cake History, Begawan Solo etc. which are in belt up vicinity of Bread talk. Consumers may choose to purchase breads in diverse shops according to their tastes and preferences Market* over 600 bakery outlets in 15 territories* territories accommodate Singapore, China, Hong Kong and the Middle tocopherol Customer target group* people with different range of income esp. low and middle class * no age group* the discerning customer who enjoys her daily bread* esp those living in city areasStrategy of company* Spirit of innovation introduced raw(a) bakery model called Bread TalkTransit positioned as a dissolute stop for c onsumers on the go. Bread talk also developed a mobile application, allowing users to make purchases, locate 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 hail savings due to shared expenditure ( set up costs) * more charity work being done/ sharing their success To hold open 10th anniversary, BreadTalk pledged 5 cents from each clean Bun sold to Straits Times School Pocket Money Fund, raised $50,000 for broken school children. *Marketing mix1) Product bread, pastries, cakes and drinks. Always create invigorated varieties of breads Chilli Crab, Carlee Cr ab & branded its touch modality bun Chicken Floss Bun. There are 50 types of bun available in each outlet. object Gain revenue and to satisfy customers bank for snacks, especially during breakfast and tea time because most people usually take bread or pastries during this time2) Place 25 outlets in Singapore. Some places includes Parco, Bugis junction, Paragon, Tiong Bahru Plaza, Novena Square, Jurong Point Shopping Centre, Marriott Hotel, Tang Plaza, Junction 8Shopping Centre, Great terra firma City, Capitol Building, Turf City, Parkway Parade, HDB Hub (Toa Payoh), Tampines Mall etc Objective Locating everywhere allows the customer to buy their bread anywhere 3) Price Min. price $1.00.Max. price$2.00Objective Priced averagely so that people can afford the bread4) Promotion a. break in 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- bid concept) ii. BreadTalk s ignature see through kitchens allow their chefs to showcase their expertise upfront, sharing the zeal of the freshly browned breads and tempt the customers to have a taste of their breads.b. Advertisements/ telly/Banners to attract others cheaper price during anniversary month Bread talk head for the hills tagline Breadtalk gets you Talking, c. Use of their own brand plastic bag, pamphlet and coupons also serve 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 fix a free bun. Flaws* Decline in sales was due to some outlets business not doing well, leading to revenue and profits made by other outlets to go wasted as earning cannot overcome losses made. * The fashionable 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 sa tisfaction Improvements madeMarket Penetration 1) Bread talk can have delivery services 2) Bread talk can sell using push carts 3) Conduct more happy draws to encourage more purchase of breadsProduct Development 1) Create Minis Breads comparable Four Leaves such that consumers get to taste and will go for the common 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 Diversification 1) Invent new bread flavours that customers like by surveying them before thatSwot AnalysisStrengths 1) Unique concept & branding captures interest of consumers as it constantly develops products reflecting contemporarylifestyle and current events. Shops gives customers a sense of friendliness2) Wide range of productsBread talk offers over 150 varieties of breads, buns, pastries and cakes overall. Breadtalk constantly introduces new products to cater to customers changing tastes. It currently introduces some 10 items every four months3) Strategic Locations located at strategic and accessible places to attract potential customers as having high customer trade flow (near public transport systems , retail outlets, , cinemas)Weakness 1) Pricing products are priced higher than the products of other bakeries, which might cause customers to choose another 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 commodity and can be sold anywhere in the world. There is a high potential for global growth since there is a constant consumer demand for bread expanding of business overseas 2) another(prenominal) Markets BreadTalk has forged 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 Concept 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 specialize bakeries like Donut Factory, which are currently both capturing increasing consumer interest.