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Copy of Strategic Marketing Plan - Panera Bread
Transcript of Copy of Strategic Marketing Plan - Panera Bread
We are Panera.
We are bakers of bread.
We are fresh from the oven.
We are a symbol of warmth and welcome.
We are a simple pleasure, honest and genuine.
We are a life story told over dinner.
We are a long lunch with an old friend.
We are your weekday morning ritual. We are the kindest gesture of neighbors. We are home. We are family. We are friends
A loaf of bread in every arm
Estimated Target Market
potential market size
for Panera Bread= 4,300 customers
Mac & Chesee
for 1 meal
(Breakfast Toast 25% OFF)
Position our company as a place with
Fresh right from the oven bakery
Start Lifestyle Marketing to establish
customer Brand Loyalty
The first company to print
nutrition facts on their product
•Unique food and fresh products
•Quality service leads to
•Better product quality
•Small marketing budget
compare to rivals
•Lacks large entrees of food
to attract college students
•Not enough variety in the menu. •No drive-through for
•Emerging market in college
campus provides growth
•Serving new products to
attract young adults and children
•Offering promotions or
rewards programs can lead
to increase in profit
•Offering a catering service
in the area
•Lacks powerful brand image
found with its competitors in town
•Mostly focused on one
group of customers
•Change in trend or
consumer taste bud
•Cheaper food offered
by its competitors
Plan of Action
Analyze target market
Define the marketing mix
Strategy and Goal
Set target revenues
Design a comprehensive
More Information About Competitors
Price Range $$$
premium steak, ice cold beverage,
Koto Japanese Hibachi Steakhouse
Japanese style cuisine,
hibachi grill, mid-size bar
tasty food, variety of dishes
Hong Kong Jade Buffet
Chinese buffet, affordable price,
Key Metrics and ROI
500 customer x $10 = $5000
Daily Revenue x 350 days = $1,750,000
Source: Mergent Online Database
10% of Revenue
10% of Net Income
ROI = 10
is 10 times
more than our
Surveys from customers
Modify our Menu
Cardinal Points news Ad
Sponsorship of events
Social Media Ads
$ 10, 000
Thank you for your