Canape Marketing Plan
I. Executive Summary
Canape was founded by Mr. Chirag Naik in 2007 with its first single store set up in Margao city in the year 2007 and then went on to open more store after the success of its first store. Recently in 2013 one more store was opened in Miramar. Their first store in 2007 was one of the first to start the concept of self service which is also known as food court or food boutique. Initially they provided cakes, pastries, puffs, pizzas but later on slowly went on to increasing their product line to the current bakery and pastry products. They manufacture all their products in house and only purchase sponge for cakes from Millennium bakeries, Verna. They take order of customized cakes for various occasions such as Birthday cakes, anniversary cake, wedding Cake, christening cake etc.
Now Canape is deciding to step up on its marketing strategies. Now that they are famous for their quality and fresh products they now trying to expand their market to other places, also increasing the product line to many more products and increasing the target market.
II. Situation Analysis:
Customer:
Canape has already two stores operating in Margao, one in Miramar. Canape is now trying to open more chain stores as well as franchisee in major cities like Porvorim , Mapusa , Vasco, Ponda ,Dona-Paula etc. and also in coastal belts of Goa. Canape is also exploring possibilities of selling to integrated outlets in Hospital, Companies etc. This will help Canape to reach out to more customers across Goa.
Competitor:
Some of the competitors of Canape are established brands like Monginis, Carasid ,Cafe Coffee Day, Bread & More, Nescafe and several other local Brands in the vicinity. Canape major competitive advantage over the competitor is providing good quality items and freshly prepared items in the store.
Company:
Company is sole proprietor owned by Chirag Naik who started his first Canape store in Margao. He had a previous experience in this industry as he
Canape was founded by Mr. Chirag Naik in 2007 with its first single store set up in Margao city in the year 2007 and then went on to open more store after the success of its first store. Recently in 2013 one more store was opened in Miramar. Their first store in 2007 was one of the first to start the concept of self service which is also known as food court or food boutique. Initially they provided cakes, pastries, puffs, pizzas but later on slowly went on to increasing their product line to the current bakery and pastry products. They manufacture all their products in house and only purchase sponge for cakes from Millennium bakeries, Verna. They take order of customized cakes for various occasions such as Birthday cakes, anniversary cake, wedding Cake, christening cake etc.
Now Canape is deciding to step up on its marketing strategies. Now that they are famous for their quality and fresh products they now trying to expand their market to other places, also increasing the product line to many more products and increasing the target market.
II. Situation Analysis:
Customer:
Canape has already two stores operating in Margao, one in Miramar. Canape is now trying to open more chain stores as well as franchisee in major cities like Porvorim , Mapusa , Vasco, Ponda ,Dona-Paula etc. and also in coastal belts of Goa. Canape is also exploring possibilities of selling to integrated outlets in Hospital, Companies etc. This will help Canape to reach out to more customers across Goa.
Competitor:
Some of the competitors of Canape are established brands like Monginis, Carasid ,Cafe Coffee Day, Bread & More, Nescafe and several other local Brands in the vicinity. Canape major competitive advantage over the competitor is providing good quality items and freshly prepared items in the store.
Company:
Company is sole proprietor owned by Chirag Naik who started his first Canape store in Margao. He had a previous experience in this industry as he