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COLOR UP your life
Lecturer: CRAIG BROGAN
MEMBERS: NGUY ỄN THỊ HỒNG YẾN
NGUYỄN HOÀNG ANH
LÊ HUỲNH YẾN NHI
Executive Summarypage 3
Company Infopage 4
Marketing Research page 5
Marketing Plan page 5
Products page 6
Place page 7
Price page 11
Promotion page 15
Positioning page 18
Purchaser page 19
Budget page 22
SWOT page 25
Forecast page 26
I. Executive Summary
Macaron is a traditional French cake which The French often use with tea or coffee at dinner or in afternoon tea sessions. We chose Macaron as our product because people are now conscious about their health, but at the same time want to reward themselves with the affordable luxuries of comfort foods such as chocolates, coffee, juice drinks, and baked products products found in shops and supermarkets. Within the last three years, there has been remarkable increases in the need for these bakery products. We are going to carry out the Color Up Your Life campaign in order to: * To inform the new product Macaron
* Catch the interest of a regular loyal customer base with its broad variety of flavors of macaron. * To make different from others.
* To make Macaron earn a large share in the bakery industry. Mission:
* Offering Macaron at reasonable price to reach the demand from the lower- income to the middle- income. * Earning enough profit to give a fair return for our investors * Creating a friendly, fair, and creative work environment, which respects diversity, new ideas, and hard work.
Key to success:
* Providing the most delicious pastry products with good customer services. Competitive pricing.
* Using the finest quality ingredients.
* Well-trained staff.
* Give back to the community.
* Building strong business and community relationships to support the sales goals. * Developing a full menu by the end of the year.
Attain sales of $400,000 in the first year.
* Increase second year sales by 50% and third year by 30%. Expand to more than 50 stores by the third year of business.
II. Company Info:
Established in 2010,Macaron CORP. is a start-up bakery retail establishment located in many supermarkets and food courts in Ho Chi Minh City. With the consent of Laduree Bakery, Macaron CORP. develop a new bakery brand in Viet Nam to sell Macaron. Ladurée is a famous cakes and pastries brand located in Paris – the heaven of pastry. It is considered as the creator of the double-decker macaron. Laduree is known as the best macaron shop in the world. Every day, we get goods from the manufacturers of Laduree Bakery and distribute to retail stores throughout the city.
III. Marketing Research
IV. Marketing Plan:
The campaign will start on 12 January,2011. It will last 24 months until the break even point. We will show commercial on TV, place advertisements in magazines and websites such as hoahoctro.vn, kenh14.vn, zing.vn and etc. Besides, we need to distribute macaron’s ads, leaflets near some universities, Phu My Hung town,etc. where may have many young people and families wih children.
V. Marketing Mix
Today, as we can see that youth is extremely dynamic so they also want to choose for themselves FMCG products. We are proud to bring you a very special kind of bread never appeared in Vietnam that is MacarOn. The main ingredient of Macaron is almond meal, sugar, egg white, French chefs have brought refinement to the popular foods and turn them into food and elegant luxury. We created many scents and colors for macaron, from the color and smell of roses, the color and smell of green tea, bright yellow fragrant lemon flavor, violet flavor of Raspberry pink to light brown cinnamon flavor and etc. Its recipe is relatively simple but to make delicious...