What is TATE'S?

Marketing Mix

Future Strategic Implications

• Product: Shopping
• Price: Price Penetration
• 3.60 Pounds = $4.50 for a pack of 13,
• Normally around $5 USD
• Place: Bake shop, online, high-end grocers, tea shoppes

• Expand to other regions in UK and EU
• Have a manufacturer and distributor overseas
• Increase to a more premium price
• Open another bake shop in another major city

Promotional Mix

• PR: Grand opening and sponsorship of local event
• Free samples
• Online discounts
• Social influencers
• Holiday buy one, get one
• Local newspaper ads

What is Tate's?

Product and Market Focus

• Target market
• Any consumer, parents buying treats for themselves or kids
• Customer value proposition
• We offer tasty treats that will satisfy your sweet tooth and compliment any tea or coffee drink. Our variety of products enhances your every day life, caters to any event and serves as the perfect gift
• Product positioning
• Differentiation strategy

• Tate’s Bake Shop is a multi-million dollar bakery that erupted from a bake shop in Southhampton, NY
• Sells 2 million cookies a week
• Was sold for a reported $100 million to a Manhattan investment firm in 2014
• •Products include cookies, cakes, pies, brownies, blondies, macaroons
• Can be bought online, in the bake shop in Southhampton, or through certain high-end gourmet grocery stores around the US and Canada

Executive Summary

• Tate's is an every product and treat that has an expanded life cycle by serving other aspect's of the consumers life
• Expand into Manchester, UK (2016 biscuit capital of UK)
• Plan to open a bake shop with a tea room, cater events, sell online and sell in high-end grocery stores and tea shops in the Manchester area

Who is our customer?

Goals and Objectives

• Demographics
• Middle to upper class- disposable income
• Any education can enjoy
• Any tea/coffee drinker or person who enjoys treats
• Lives in Northern area of Britain
• Psychographics
• Buy trendy products
• Willing to try new things
• Consumes tea and coffee as daily routine
• Traditional consumption habits

• Expand Tate's product life cycle and market share
• Become the "go to" biscuit in households that actively consume biscuits
• Extend the product line and incorporate traditional British treats
• Create more value-added activities

NOW IN MANCHESTER, UK

Core Strategy

SWOT Analysis

• Market concentration
• Value-adding activities
• Glocalization
• "Extender" competitive strategy
• Emphasize product differentiation

• Strengths: well-known, original bake shop, manufacturer, gluten free, variety
• Weaknesses: no distributors abroad, hard to differentiate benefits, will have to ship
• Opportunities: expand to other countries, creative marketing, collaborate with British companies
• Threats: won't be accepted, import/export problems, stores may be content, competition

Current and Potential Competitors

Tate's Competitive Advantage

• McVitie’s Digestives, Jaffa Cakes, Malted Milk Biscuits, Rich Teas, Walker’s Shortbread Fingers
• Competitor strengths: established in the market, cheaper, loyal customers
• Competitor weaknesses: generic brand names, not affiliated with any bakeries, no made to order option
• Could copy bake shop idea, create high-end products, expand product lines

• Bake shop associated with name
• More than just every day consumption
• Great tasting gluten free option
• Creating value-adding activities
• Custom orders for gifts, parties, favors
• Tea room in bake shop
• Catering events
• Local event sponsorships
• Holiday markets

Current Marketing Situation

• 1.8 billion in biscuit sales in UK in 2015
• UK consumers tend to not prefer the fluffy, buttery biscuits from America
• Younger British people are more likely to be eating biscuits, with 95% compared to 90% of over 55s
• More than 9 out of 10 people eat sweet biscuits, no sign of cutting back over concerns about sugar