Kind Bites Bakery: Executive Summary
Marketing Plan
Haley Hunter, Zach Stadnyk, David Zhao, Erika Dowell, James Rogers
ENMN330 Marketing
Sheridan McVean
February 26, 2013
Contents
Executive Summary
This report will provide Kind Bites Bakery with an assessment and marketing plan for the feasibility of entering into the Victoria market of providing gluten-free baked goods to women, couples and consumers with allergies and health concerns to gluten and dairy tolerance. This report includes an assessment of the company’s internal strengths and weaknesses and the potential for Kind Bites to grow and increase sales throughout 2013.
The market for gluten-free products is growing. More people are becoming educated on …show more content…
Entering into a market with few competitors and a low barrier to entry will give her an advantage to capitalize on this growing market of Gluten-Free baked goods.
Networks: Brittany has recently moved to Victoria, but has a strong relationship with friends and family, and has been able to use those networks to grab a small market share of students, while tackling word of mouth advertising around the city
Premium product: Kind Bites uses local products that are strictly gluten and dairy free. It has a variety of flavors and design that can be easily adapted to meet the needs of customers
Small Business/Customization: Brittany is currently the sole owner and baker for Kind Bites. Although it is only a one-person operation, she is able to make batches for medium-sized weddings and custom orders for customers on a short-term basis.
Weaknesses
Limited room to expand: Kind Bites is currently operating out of a house which limits the amount of orders that can be produced in one day and limits her room for expansion of …show more content…
The three main channels in which promotion will be the most effective will be through afternoon treat giveaways, social media and a website.
Afternoon giveaways will involve offering small, six cupcakes at a time and giveaways to different potential customers on a weekly basis. This will include wedding planners, the Celiac Foundation and schools around the Victoria area. The promotional strategy will give potential consumers a chance to taste the product at the peak hours when they would desire it the most; thus, the cupcakes would be strategically delivered between 2 and 3 o’clock in the afternoon. To complement the push strategy of cupcake giveaways, social media will be utilized to the full
Haley Hunter, Zach Stadnyk, David Zhao, Erika Dowell, James Rogers
ENMN330 Marketing
Sheridan McVean
February 26, 2013
Contents
Executive Summary
This report will provide Kind Bites Bakery with an assessment and marketing plan for the feasibility of entering into the Victoria market of providing gluten-free baked goods to women, couples and consumers with allergies and health concerns to gluten and dairy tolerance. This report includes an assessment of the company’s internal strengths and weaknesses and the potential for Kind Bites to grow and increase sales throughout 2013.
The market for gluten-free products is growing. More people are becoming educated on …show more content…
Entering into a market with few competitors and a low barrier to entry will give her an advantage to capitalize on this growing market of Gluten-Free baked goods.
Networks: Brittany has recently moved to Victoria, but has a strong relationship with friends and family, and has been able to use those networks to grab a small market share of students, while tackling word of mouth advertising around the city
Premium product: Kind Bites uses local products that are strictly gluten and dairy free. It has a variety of flavors and design that can be easily adapted to meet the needs of customers
Small Business/Customization: Brittany is currently the sole owner and baker for Kind Bites. Although it is only a one-person operation, she is able to make batches for medium-sized weddings and custom orders for customers on a short-term basis.
Weaknesses
Limited room to expand: Kind Bites is currently operating out of a house which limits the amount of orders that can be produced in one day and limits her room for expansion of …show more content…
The three main channels in which promotion will be the most effective will be through afternoon treat giveaways, social media and a website.
Afternoon giveaways will involve offering small, six cupcakes at a time and giveaways to different potential customers on a weekly basis. This will include wedding planners, the Celiac Foundation and schools around the Victoria area. The promotional strategy will give potential consumers a chance to taste the product at the peak hours when they would desire it the most; thus, the cupcakes would be strategically delivered between 2 and 3 o’clock in the afternoon. To complement the push strategy of cupcake giveaways, social media will be utilized to the full