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Copy of Strategic Marketing Plan - Panera Bread

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by

Veronika Waibel

on 5 March 2014

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Transcript of Copy of Strategic Marketing Plan - Panera Bread

Ilyas Abdulin
Veronika Waibel
Hiroki Mochizuki
Antor Rashid
Manalsuren Zorigt

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
13.87%
main competitors
30%
70%
potential market size
for Panera Bread= 4,300 customers
26.37%
22.44%
22.95%
14.37%
Product
Price $$$
Promotion
Marketing Mix
Place
Fresh Sandwiches
Salads
Mac & Chesee
Approximately $10
for 1 meal
Billboard Ads
Promotional Deals
(Breakfast Toast 25% OFF)
Clinton County
Plattsburgh
Consumer
Square
Brand Strategy
Position our company as a place with
Quality food
Fresh right from the oven bakery
Start Lifestyle Marketing to establish
customer Brand Loyalty
age
The first company to print
nutrition facts on their product
so healthy!!!
Swot Analysis
•Unique food and fresh products
•Convenient location
•Quality service leads to
loyal customers
•Better product quality
than competitors
Weaknesses
•Small marketing budget
compare to rivals
•Lacks large entrees of food
to attract college students
•Not enough variety in the menu. •No drive-through for
busy customers
Opportunities
•Emerging market in college
campus provides growth
opportunities
•Serving new products to
attract young adults and children
•Offering promotions or
rewards programs can lead
to increase in profit
•Offering a catering service
in the area
Threats
•Lacks powerful brand image
found with its competitors in town
•Mostly focused on one
group of customers
•Change in trend or
consumer taste bud
•Cheaper food offered
by its competitors
Strengths
Plan of Action
Analyze target market
Define the marketing mix
Swot Analysis
Strategy and Goal
Set target revenues
Design a comprehensive
marketing plan
More Information About Competitors
Price Range $$$
$27
$25
$22
$12
Competitor Psychographics
Texas Roadhouse
premium steak, ice cold beverage,
athmosphere
Koto Japanese Hibachi Steakhouse
Japanese style cuisine,
hibachi grill, mid-size bar
Applebee's
less-caloric alternatives,
tasty food, variety of dishes
Hong Kong Jade Buffet
Chinese buffet, affordable price,
food delivery
Key Metrics and ROI
Target
Revenue
Daily Revenue
500 customer x $10 = $5000
Annual Revenue
Daily Revenue x 350 days = $1,750,000
Net
Income
Source: Mergent Online Database
Net Income
10% of Revenue
$175,000
Marketing
Budget
Marketing Budget
10% of Net Income
$17,500
ROI = 10
Net Income
is 10 times
more than our
Marketing Budget

Total Marketing
Budget
Brand Loyalty
$ 17,500
Surveys from customers
Modify our Menu
Design
Promotional Discounts
Campus
Advertisement
Cardinal Points news Ad
Sponsorship of events
$ 2,500
$ 5,000
General Advertising
Billboard Ads
Radio Ads
Social Media Ads
$ 10, 000
Thank you for your
Attention

Marketing Mix
Full transcript