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Fine Cakes by Zehra

Marketing Plan
by

Richard Buchanan

on 27 October 2014

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Transcript of Fine Cakes by Zehra

Issues
Nav
Monisha
Richard
Vianney

M
A
C
R
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V
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Demographic
Region
Income
Halton Region
York Region
Durham Region
Peel Region
City of Toronto
$ 91,955
$ 89,100
$ 81,119
$ 77,588
$ 58,381
The City of Toronto has the lowest average household income
The Halton Region has the highest household income
More individuals have more money to spend on a more extravagant cake
Economic Environment
Consumer spending in Canada is expected to decrease
Individuals will not have the resources to spend a lot of money when purchasing a cake
Due to the recession, individuals do not have or want to spend a large amount on a cake

Technological
Increasing use of social media such as Facebook, Twitter and Instagram
Computer software
Some software includes:
Wedding Cake Design Pro
Edible Image Software

Lack of differentiation between competitors
Constantly having to attract new customers
Does not take full advantage of social media outlets such as Facebook, Twitter and Pinterest
Cater to a small market including couples looking for an extravagant cake
Ability to find new product ideas
Limited number of staff
Charging customers extra for delivery and set-up
SWOT
Analysis
Do not take full advantage of social media outlets
Cater to a small market
Limited staff with only have 4-5 part-time employees
Extra charges for delivery and set-up
Opportunities
Take advantage of demographics
Take advantage of social media tools
Computer software
Threats
Decrease in consumer spending in Canada
Industrial product prices are increasing
Producers pay more for raw materials
Could directly or indirectly affect consumers

Strengths
Friendly and top notch service
All ingredients are made from scratch
Good relationship with other vendors

Weaknesses
S
W
O
T
Recommendations

Introduction
Research Report
Marketing Plan Phase 1,2
Marketing Plan Phase 3
Overview
Key Macro Environmental Factors
Key Issues
Key SWOT
Financial and Marketing Objectives
Recommendations
Action Plan Flow Chart
Budget
Measuring and Monitoring
Conclusion

1. Increase overall sales by 20% within one year.
2. Increase marketing spending by 35% in two years.
3. Increase average sale per transaction by $300-$400 in one year

Financial Objectives
1. To attract new customers.
2. Increase customer loyalty by providing previous customers with an incentive.
3. Discontinue current marketing initiatives that are not giving an acceptable return.


Marketing Objectives
Position Fine Cakes By Zehra as the custom cake company that offers the most luxurious, creative, and extraordinary cakes and desserts that help differentiates them from direct competitors
Rationale
This premium and one-of-a-kind positioning can help define and differentiate the brand of Fine Cakes by Zehra
Action Plan
Offering the best quality and premium products that are prepared with ingredients made from scratch.
Presenting a relaxing, serene, and personal atmosphere within the studio whenever a customer walks through the doors
Measurement
Customer feedback forms
Recommendations
Build customer profiles
Rationale
Helps with generating and developing new product ideas
Action Plan
Social media allows for automatic data collection
Loyalty programs
CRM
Measurement
Surveys cards
Forms sent via email and mail to customers
CRM database system
Flow Chart
Budget
Questions
Questions
Questions
Recommendations
Increase Public Relations (PR)

Rationale
Increases awareness, image, and customer base
Action Plan
News station/newspaper invitational
Breakfast television appearance
Partner with educational institutions and culinary schools
Measurement
Number of website hits
Overall sales

Recommendations
Broaden its target market to include brides looking for slightly less extravagant cakes
Rationale
An increase to market size equals an increase to market share
Action Plan
Advertise on website and social media
Measurement
Measure success by overall sales
Recommendations
Engage in social media outlets such as Facebook, Twitter and Pinterest more frequently
Rationale
Increase social and digital communication
Action Plan
Frequently post original content (information, pics, videos etc)
HootSuite organizational tool
Measurement
Website traffic
Monitoring insights, analytics, stats
Recommendations
Introduce Google Trends and/or Google Alerts to see current trends as well as how many people are talking about Fine Cakes By Zehra
Rationale
Increase trend awareness and frequency
Action Plan
Enter queries frequently
Measurement
This will be monitored by the number of individuals visiting each social media outlet daily, weekly, monthly and yearly
Recommendations
Introduce new products and desserts, in addition to the wedding cakes, including baby shower cakes and birthday cakes
Rationale
Future growth opportunities
Maintaining customer satisfaction and excitement
Action Plan
Continue offering new items
Affordable pricing strategy
Measurement
Measure by overall sales
Recommendations
Hire 2-3 full-time seasonal employees to ensure all orders are being completed on time
Rationale
Increased productivity and efficiency for more customer orders
Action Plan
Hire 2-3 employees part/full time based on the season
Measurement
Overall sales for the season
Recommendations
Offer customers a chance to provide feedback online as well as on forms in-store
Rationale
Give existing customers an incentive to return
To encourage new customers to become repeat customers
Action Plan
Building of a customer database system
Measurement
Database for every customer purchase
Recommendations
Create a radio advertisement to help effectively reach the target market but also reach brides from specific cultures around the GTA
Rationale
Increased brand awareness
Competitive edge
Action Plan
Implement on CINA Radio and CMR 101.3 FM
Female voice over
Played once every 2-3 hours
Measurement
Create a success metric consistent with marketing objective
Benchmark against the industry

Recommendations
Introduce the use of sugar substitutes
Rationale
Appeal to health conscious and sugar free customers
Action Plan
Introduce honey and synthetics
1-2 month trial run
Measurement
Measure success by customer feedback
Full transcript