union bread 商业策划书.docx
- 文档编号:9104663
- 上传时间:2023-02-03
- 格式:DOCX
- 页数:20
- 大小:1.51MB
union bread 商业策划书.docx
《union bread 商业策划书.docx》由会员分享,可在线阅读,更多相关《union bread 商业策划书.docx(20页珍藏版)》请在冰豆网上搜索。
unionbread商业策划书
MarketingProjectof
ANewProductDevelopment
——UnionBread
Author:
ChengBI(Andy)
ZhiweiSONG(Norman)
QuanSUN(Mark)
XinyuXIE(Sarah)
HongboZHU(Brook)
StudentNo.:
510575
569579
510374
518475
511429
Module:
EBMM10MarketingManagement
Tutor:
Dr.NicoleKoenig-Lewis
DateofSubmission:
30thNovember2009
Content
ExecutiveSummary3
BusinessIntroduction3
MarketMix6
MarketingAnalysis13
Conclusion15
Appendix1:
Questionnaire16
Appendix2:
Salespromotioncardsinthepicketing:
18
ExecutiveSummary
UnionBreadisdeterminedtobecomeapopularlocalbreadbrandinSwansea,abrand-newproductwhichanybodyisabletoachieveandcomfortthemselvesbyenjoyingthegreattasteandperceivingglobaldiet&socialculturethroughbread.WiththedesperatedemandsfornewbreadinSwansea,UnionBreadiscommittedtooffercustomersthebestpreparedbread.ItissupposedtoinjectafreshairtothebreadindustryinSwanseacity.
BusinessIntroduction
●Background
Abrand-newproductnamedUnionBreadischallengedtobelaunchedinSwanseacity,providingalargevarietyofflavors.Thisideaisinspiredonthefewexistingrangesofbreadandthepoorlymonotonoustaste.Inwesterncountries,thevarietyofbreadwhichservesasastaplefoodisexpectedtobediversifiedandthetasteisneededtoimproving.Asaresult,wedeterminetorefreshtheentiremarketwithournewcharacteristicproductsinsteadofthatsimplewhite/wheatbread.
AsUKisattractingalargegrowingnumberofpeopletothecountry,itcombinesnumerousculturestogetherespeciallyondiet;wedecidetodevelopaproductmixwhichenablescustomerstoobtainatastefromallovertheworld.I.e.UnionBreadisgivencharacteristicsongeographically-distinguishingdietaryfeature.
●Marketresearch:
Beforeusproductthebread,wedosomemarketresearchbyhandingoutthequestionnaire(seetheAppendix1),andthesequestionnairereturnsprovidedmostfromInternetandotherscamefromtheschoolmatesofSwanseaUniversity.Wehavetheresultsasfollowing:
Fromthedata,wemaketheconclusionofwhatweshouldproduce,whowewillproduceforandhowtodothat.
Thefollowingistheessentialprinciplesandoutlinestoorganizethisproject:
●Objective&Mission
UnionBread'sobjectivesforthefirstyearof operationare:
ØPenetrateintotheSwanseamarket,getwell-receivedandgainreasonablepopularityamongthecitizens.
ØCreateandseizeatargetcustomerbase.
ØMaintaina50%profitmargin.
Alwayskeepingtheseobjectivesinmind,UnionBreadwillmakeitsbestefforttocreateauniquetypeofbread,meetingthedemandwithproductswhichconsistentlycontainhighqualityaswellasimagination.
●ResearchMethods
Bothprimaryresearchandsecondaryinformationareplannedtoapplytotheproject.However,primaryresearcheslikequestionnaireandfocusgrouparesupposedbemorereliedonsincethisisaspontaneousbusinessplan;secondarydatasuchasmodelsandtheorieswillbeconsultedasreference.
●BrandingProcess
vNaming
Asalwaysmentionedthroughtheprevioussections,ournewproductisnamedasUnionBread.Theperceptioncouldbeexplainedfromtheproductphilosophy,whichisestablishedasnotonlyarewecommittedtosatisfycustomerswithpureanddelicatebreadflavorbutalsowearetryingtoenablethemtoexperiencethewholeworldeventhoughtheyarelocatedinUK.Therefore,wecreateasloganaswell——“TastearoundtheWorld.”;Consumersareprovidedwiththecustomofdifferentcountriesratherthanasingleloafofbread.
vLabeling
Ournameofbreadis“UnionBread”anditmeansthatitisagreatunionofbreadfromallovertheworld.Furthermore,themeansalsocouldbebelievedthatmakeagoodconnectionbetweenthecustomersandtheworld.
“Tastearoundtheworld”isthesloganandwehopedthatthecustomerswhobuyourbreadwouldgetamoralchancetotraveltheworldwiththedifferentbreadflavorandthebeautifullandscapecardinthepacking.
MarketMix
●ProductsandPackaging
ThecategoryofUnionBreadiscreativelybuiltupondifferentgeographicalflavors,rangingfromAsia,Europe,American,etc.
Generallyspeaking,UnionBreadisdefinitelymorethanaproductinjectedwithdistinctivetastesofmajorcontinents;alsoitremindscustomersofdifferentdietarycultures.Itisimaginedthatcustomersare“travelling”allovertheworldinpersonatthesametimewhentheyareenjoyingthegreattasteofbread.Thisisthehighlightofourproductaswellasastimulationtopurchase.
◆Chinese——GlutinousRice:
Obviously,riceistheessentialfoodinChina;
Therefore,itisnaturallyselectedastheflavorforChinesetaste.Furthermore,weconsidermixingbamboosmellonbasisofthesweetstickyricetoimplyChinaas“alandofmilkandhoney”.
◆Indian——Curry:
Indiaisfamousforitskeenoncurryfood;moreover,theacceptanceanddemandofcurryflavorisrapidlygrowing.SocurryischosentorepresentIndiantasteinordertoattractthosewhoareacupoftea.
◆South-Africa——TropicalFruit:
TropicalfruitsarepeculiartoSouth-Africa.Thiscategoryisparticularlydesignedtoappealthosewhoarepursuinghealthandnutritionalongwiththegoodtaste.Inaddition,wehavenoworriesaboutthematerialforproductionsinceSouth-Africaissorichinthefruitresource.
◆British——Fish&Chips:
UKissotypicallywell-knownforfish&chipsthatitisregardedasBritishpeople’sfavorite.Asaresult,weintendtolaunchthiscategorytotestthefeedbackfromlocalmarketbyprofessionallymixingtwooftheirfavoriteintoanewproduct.
◆UnitedStateofAmerica——Steak:
SteakisfairlypopularinAmericaaswellasawell-accepteddietpatterninthewesterncountries.Also,steakisconsideredasmartdesignfromtheperspectiveofhealthsinceitcontainsahighlevelofindispensablenutritiontohuman.Soitwillbewellreceivedbyalargegroupofpeople.
◆Brazilian——Barbecue:
ItisbelievedthatbarbecueflavorwhichservesasymbolofBrazilwillsellitselfforitsuniquespeciewithchewablemeat.
◆Australia——Seafood:
Seafoodmakesconsumerseasilyimaginethemselveswanderinginthesea,whichwillundeniablyhelptogainasignificantpopularityamongpurchase.Intermsoftheflavor,seafoodequallyprovidesahighcontentofproteinandadelicioustaste.
Apartfromtheseregularclassicproducts,ourcompanyalsodecidestograduallyputforwardaseriesofseasonalproductstomeettheincreasingdemand.Forexample,breadwithfestivalcharacterswillbesensiblylaunchedontothemarketindifferentholidays;notonlywillitbeimprovedintastebutalsoitwillbemoreemphasizedontheimpactofvisual-packaging,inordertobuildupawarmfestivalatmospherewhichwillpossiblyinspirepurchases.Intermsofwhenisthepropertimingtolaunchthisseriesofproducts,researchesareplannedtobehigh-frequentlycarriedouttofullyunderstandcustomers’behaviors.
●Price
Priceisakeycomponentofaproductthatinternallyrelatedtotheprofitandbreak-evenpointforthecompanyandexternallyinfluencesthepurchasingvolumefromcustomers.Therefore,itiscrucialtodecideareasonablepricethatsatisfiesbothofthebalance.
Weteamhastakenseveralfactorsintoaccounttosetpriceswherecostsandexpenditurewillprobablyoccur;suchas,
⏹rigorouschoiceofmaterialstoassurefreshnessandhygiene,
⏹exquisiteprocessingtechnique,
⏹Uniqueingredients.
Alltheaboveelementsactasdeterminantstoapricingstrategy;andaccordingtothese,weproposeapricesuggestionasfollowing.
Classic:
Separatepricesforeachproductmix:
Chinesetaste(GlutinousRice)
£2.99
Indiantaste(Curry)
£2.99
South-Africantaste(TropicalFruits)
£3.19
Britishtaste(Fishandchips)
£3.19
U.S.tastes(Steak)
£2.99
Braziliantaste(BBQ)
£3.39
Australiataste(Seafood)
£3.39
Recommended:
Preferentialpricesforselectedproductscombination:
Chinesetaste(GlutinousRice)+Australiataste(Seafood)
£5.99
Braziliantaste(BBQ)+SouthAfricantaste(TropicalFruits)
£6.19
Indianflavors(Curry)+Britishtaste(Fishandchips)
£5.79
U.S.tastes(Steak)+SouthAfricantaste(TropicalFruits)
£5.79
●People
◆MarketSegmentation
UnionBreadwillfocusitsmarketingactivitiesonSwanseacity,basicallyaimingatalltheadultswhichmainlyincludefamilies,workingpeopleandteenagers.Beforeexactlytargetingatacertaingroupofcustomers,marketresearchhastobeconsultedtotellthecompanyhowbigthemarketwillbe.Thepiechart(Graph1)belowdemonstratesthesizeofeachpotentialmarketsectionbyDemographicalVariables.
vAges:
rangingfrom7yearsoldto60yearsold.
●7-15:
DependentThinkers:
Teenagersinthisagebracketsometimesarethinkingdependentlyontheirparentsorseniorities.Thatistosay,theymightpossiblybeattractedbyourneotericproductsbutthedecisionofpurchasingornothastobemadebytheirparentsorseniorities;andmorecrucialisthattheyarecompletelydependentonfinancialissues.Asaresult,thisgroupmakesalimitedcontributionof7.9%tothewholemarketscaleasourattractiveproductsundeniablydrawtheirattentions.
●15-25:
Innovators:
Peopleagedbetween15and25havebeenmatureenoughtovaluewhattheylikeandwhattheywant;andtheyhavethetotalcontroloffinancialproblemsaswell.Moreimportantly,thisbunchofpeopleareentitlewiththecharacteristicsthattheyarelikelytopursueanythinginnovative,justlikeourbrandnewproducts.Thus,
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- union bread 商业策划书 商业 策划
![提示](https://static.bdocx.com/images/bang_tan.gif)