Marketing Plan

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  • Topic: Cake, Wedding, Gluten-free diet
  • Pages : 8 (2033 words )
  • Download(s) : 23
  • Published : May 8, 2013
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Kind Bites Baked Goods

Gluten Free & Vegan Baked Goods
Market Segment Analysis

Executive Summary

Mission

Objectives

Competitor Analysis

Market Analysis

SWOT

Market Plan

Financials

Objectives:

This year:

Build customer relationships
At least 2 – 3 repeats a week
To obtain 500 a month in revenue – increase to 1000 a month in the summer peak months Increase brand recognition by improving ease of contact and communication Booths @ local markets

Next Year:

Contact more schools, wedding planners etc.
Partnerships
Team up with Haley
Open storefront
Grow income to pay salary

70 % cupcakes
30% other baked goods

Haley – Business Description

Current Product

Competitive analysis

SWOT

Competitive advantage

Market Analysis

1.1 Summary

Kind Bites baked goods is a small company that has a sole focus on providing gluten free, paleo and vegan baked goods, specifically customized cupcakes to a niche market of consumers in Victoria and the surrounding regional area. The baked goods are completely gluten and dairy free, the majority being cupcakes as well as small squares and sugar cookies. They would like to begin with a smaller market of individuals looking to purchase small batches of the cupcakes for personal consumption or to cater for small events, birthdays etc. Moving forward into 2013 Kind Bites would like to begin to target the student population, as well as health conscious families and couples looking for a healthy option of baked goods for their weddings, and family events. Kind Bites is new to the area, and hoping to build its’ business through word of mouth advertising, sample booths set out in tourist locations during the summer, social media, as well through posting advertisements in local fitness establishments.

We are focused on providing a high quality, 100% gluten and vegan free alternative for our customers living a healthy lifestyle, have dietary restrictions, and couples or families looking to have a healthy option at their wedding and large events. The ongoing secondary research has provided us with a niche market of consumers who enjoy living healthy and active lifestyle in the Victoria area. They would like to begin with a smaller market of individuals looking to purchase small batches of the cupcakes for personal consumption or to cater for small events, birthdays etc. Moving forward into 2013 Kind Bites would like to begin to target the student population, as well as health conscious families and couples looking for a healthy option of baked goods for their weddings, and family events. Kind Bites is new to the area, and hoping to build its’ business through word of mouth advertising, sample booths set out in tourist locations during the summer, social media, as well through posting advertisements in local fitness establishments.

1.2 Target Market

The market for Kind Bites Baked Goods is a predominantly upscale consumer, with an average to above average income that will spend their income on a specialty good. We are offering a very premium specialty good that is set at a higher price point than an average baked good.

Potential markets:

1. The health conscious mom – Mothers with children who are healthy, active, and always on the lookout for a delicious twist on a gluten free product 2. Paleo Kid – Targeting schools to sell Kind Bites gluten free goods for those students with extreme dietary restrictions, as well as to offer a healthy alternative to all students 3. Hippie wedding couples – Couples location in the Vancouver Island area, have a disposable income of 25,000 +, looking for customized cupcakes for their wedding day

Market Segments

1.3 The health conscious mom
The health conscious mom is an active, fit woman who either chooses to eat vegan, gluten free or a combination of both. This target market is someone who lives in the area of Victoria, Langford, Colwood and Oak Bay....
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