Antz – the Bread Factory Marketing Plan

MARKETING PLAN FOR ANTZ – THE BREAD FACTORY

In Partial Fulfillment of the Requirements for the Subject Retail Marketing By: de Dios, Rizcel B. Dizon, Maralon S. Duhaylungsod, Ram Joseph M. Fabi, Francis Jayvincent P. Gabriel, Aira Migelle Igcasenza, Nestine N. Medallo, Renz Harvey M. Parallag, Jemeremiah I. Rivera, Sear Jan L. Professor Angelo Alfonso Abejero March 2012 I. Company Information A. Trade Name of Retail Business Antz - The Bread Factory B. Nature of Business Antz - The Bread Factory is a self-service bakeshop, engaged in offering freshly baked breads.

And last year it launched its new branches with a new business concept of “BAKESHOP ON WHEELS”, which is a limited service bakeshop offering Antz’s certified original breads. C. Corporate Address AHD Foods Corporation 2nd Floor Dolmar Gold Tower, #107 C. Palanca St. Legaspi Village Makati 1200, Philippines D. Date/Year of Establishment AHD Foods Corporation opened the first store branch of Antz - The Bread Factory in February, 2008. E. Number of Branches and Locations Antz - The Bread Factory has five operating branches: 1. SM Sta. Rosa, Laguna ( mall branch, bakeshop with dine-in) 2. SM Hypermart, Las Pinas (mall branch) . Bluewave, Macapagal Ave. , Pasay City (bakeshop on wheels) 4. DLSU, Vito Cruz, Manila (bakeshop on wheels) 5. Pioneer Centre, Mandaluyong City (bakeshop on wheels) II. Environmental and Market Trends A. Socio-economic Changes Bread is one of man’s earliest foods. Today it is considered a staple food and part of the diet of almost all people all over the world. Commercial baking and other industries supporting it became big businesses and now constitute a large slice of the food industry. The industry is highly competitive; making it very difficult to start a new bakery, especially in cities.

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An entrepreneur might consider buying an existing business or locating in a rural area. One of the fastest growing areas in the bakery business is the specialty franchise store, producing everything from donuts to complete product lines. Many bakers are incurring significant losses because of their inability to adjust bread prices because if they increase their prices, it might lead to a drop on sales. Philippine Association of Flour Millers had explained that it takes three months from purchase date for wheat to become flour due to shipping time from the United States.

The Philippines buys its wheat mostly from the United States, so despite of the downward trend in wheat, flour still increases its price. Consumers perceive that small bakeries offer convenience, personal service, and fresher, better quality products. In general, bakery sales increase when consumer’s average incomes increase. B. Consumer Buying Behavior Affecting the Business Buying power or purchasing power of consumers depends on the changing environment and economic situation. More people prefer to eat out of home (OOH) because of busy working schedule and for their convenience.

Customers, especially those who are employed, tend to choose and buy ready-to-eat foods that can satisfy their need in a quick manner, just like what is being offered in every bakeshop. Nowadays, majority of the populace are value maximizers; people want to ensure that every cent in they pay for the product is worth it —low price at the same time good quality products. There is a high demand for breads because of its affordability and the satisfaction it gives to its consumers. On site baking of some bakeshops became an edge because people are looking for freshly made breads.

But there is a buying behavior that cannot be detached to Filipinos, this is impulse buying. People tend to buy products with appealing looks or packaging even though they do not intend and plan to buy those items. Offerings that capture the attention of potential buyers can make it to the top. III. Competitive Environment The diagram will show the different key competitive factors that make a business thrive in the industry and market. It also shows the evaluation of the strategic group’s performance based on the key competitive factors.

Psychographic: The psychographic market would be busy, on-the-go. Behavior factors: Looking for delicious varieties of breads (savory or sweet in taste)

• Want to eat something different from greasy fast foods
• Seeks healthier versions of quickly served foods
• Searching for a bakeshop offering freshly baked breads B. Positioning

Positioning Statement

To urban dwellers in key cities in Mega Manila, from all ages from SEC B – C, who are always busy, and on-the-go looking for delicious varieties of bread, want to eat something different and healthier version of fast foods, and searching for a bakeshop offering freshly baked breads.

Antz - The Bread Factory is a (limited service) bakeshop is the Philippines’ fastest rising bakeshop and fast food that is first to introduce a bakeshop on wheels in Asia with its unique “Big Loaf Bread” store layout offering unique, healthy, and delicious flavored breads with internal man power composed of highly trained nutritionists/dieticians, culinary experts, chefs and bakers. Positioning Strategy Antz - The Bread Factory offers a variety of healthy, tasty, affordable, freshly-baked breads to help our customers find refuge in today’s greasy fast food.

Marketing Mix Strategies

Product and Merchandise Mix There are varieties of breads offered by Antz

The Bread Factory:

• Loaves
• Muffins
• Fiesta Buns
• Floss
• Wraps
• Ensaimada
• Cluster
• Other Breads

Promotion

AHD Food Corporation uses both media and non media approaches to advertise and promote Antz - The Bread Factory. Promotions are used to encourage and capture franchisers, at the same time to inform people about their enticing bread offerings.

ADVERTISING

• Print ads - newspaper and magazines, tarp
• Packaging
• Audio-visual materials
• Symbols and logos SALES PROMOTION
• Gifts PUBLIC RELATIONS
• Sponsorship
• Events

Service Strategy

People Training

Antz - The Bread Factory gives its employees Management Development Programs and continuous training to make sure that its employees perform their best.

Store Layout Antz - The bread factory malls located branches have beautifully designed dine-in area and spacious counter with hip music and experiential services provides our customers an atmosphere of fun and exciting place to shop and dine.

Antz - The Bread Factory’s “bakeshop on wheels” branches are designed like a giant loaf of bread with 50-120 sq. m. commercial space. After-sales & Customer Service Strategy. Antz - The Bread Factory offers Delivery services, free bread on next visit of customers or thank you messages on bulk orders.

Company Analysis

Threats 1. There are many existing bakeshops in the Philippines making it difficult to start a new bakery especially in cities. 2. Inability to adjust bread prices due to the price hike of the bread’s main ingredients like flour, sugar.

Opportunities

There is a big demand for bread here in the Philippines because bread serves as their secondary alternative for rice. Filipinos are fond of sweet foods. There is a large bracket of target market because bread is for a wide range of age, male or female.

Strengths

Antz - The Bread Factory offers products that is unique and can only be found in the store. Our Research and Development team compose of highly train individuals namely; nutritionist/dietician, culinary experts, chefs, and bakers. The products are presented theatre style where the kitchen’s SEE-THROUGH design allows the customer to feel the freshness of each bread being made and served. Branches in bakeshop on wheels have flexible operating hours.

The store layout of Antz - The Bread Factory bakeshop on wheels is well executed in a big loaf bread design. 6. Antz - The Bread Factory has a strong franchise relationship as member of the Philippine Franchise Association (PFA).

Weaknesses

Antz - The Bread Factory is not well established. The bakeshop is not properly advertised. We offer a product that is already available in the market.  Customers have to travel further to get in our stores because we have fewer branches. The products we offer are not durable and can be easily blemished; it is the reason for some leftover. Innovative products can be easily replicated. The operating hours of bakeshop on wheels have no fix operating hours.

External employees of Antz’s franchises do not provide proper accommodation to the customers.

Marketing Objectives

To increase the number of franchised stores by 15. To introduce new products to the market. To increase annual sales by 10% per year * To increase the number of customers by 5% per year VII. Proposed Marketing Strategy A. Target Market Our proposed target market would be the same as the current target market of the company which are busy, on-the-go and health conscious individuals, but this time we will emphasize as our primary target market are the health conscious individuals and other urban dwellers as the secondary target market. Health conscious individuals- consists of athletes, parents who want to give their children healthy foods, those who want to maintain their physically fitted body and even those who are not physically fit but want to. Other urban dwellers- this segment pertains to all other on-the-go individuals, students, professionals, all community dwellers who want something different from greasy fast foods and seeking healthier version of quickly served foods.

Bundle pricing involves selling distinct multiple items offer together at a special prize. For Bread in Bundles, we will give ten (10) percent discount for a minimum of seven (7) breads purchase. Placement Strategy Since Antz - The Bread Factory is a member of the Philippine Franchise Association (PFA) we propose to locate our franchised stores near the anchor stores to accumulate high traffic and to generate sales. Integrated Marketing Communication Strategies 1. Creative theme Nowadays people are exposed to greasy and unhealthy food especially those children who are fond of eating fast foods. They choose unhealthy foods over vegetables and fruits that can give positive effects in their body.

Fruits and vegetables are packed with essential nutrients that strengthen the body, heal and repair damage, ward off sickness and fight diseases. “Antz, the provider of fresh and healthy breads” is the campaign for the year 2012. Antz will deliver vegetables and fruits infused breads that can satisfy the need of health conscious customers. Antz will not only offer freshly baked breads but also the nutrients that you can acquire from the vegetables and fruits. Vegetable and fruit breads are the newest offering of Antz that can give delicious experiences to a healthy diet. 2. Integrated Communications Program Based on the company analysis, Antz - The Bread Factory needs to improve its promotional effort to establish the company well in the market.

And the following promotional mix will be used to position the company on the bread industry.

Advertising

Print Ads (Flyers and posters) – The flyers and posters contains the 2012 campaign which is “Antz, the provider of fresh and healthy breads. ” The flyers and posters will be distributed and posted in high traffic areas and the existing branches of Antz - The Bread Factoy. Audio Visual Materials (Jingle and Internet advertising) – The jingle will be played in every store branches to capture the attention of the customers. While in the internet advertising, audio visual presentations will be posted on our website and Facebook fanpage to regularly inform the target market about our campaign and new products.

Public Relations

Sponsorship (For health oriented events and TV programs) – Antz - The Bread Factory will sponsorship health related events and programs to create a good publicity that will ignite the emotions of the market. E-mail and Telemarketing - we will send a personal message through email for the potential prospects, to inform them about new offerings and events that will be held.

Media Plan

Applicable for 2 years Total: Php 1,336,000. 00 4. After-sales and Customer Service Strategy

People

Antz - The Bread Factory will provide a service training program that includes one (1) day orientation, three (3) days store management and marketing training, ten (10) days baker mastery, two (2) days cashier service training. Antz - The Bread Factory will create a proper store dialogue that will surely attract more customers.

Store layout and design

Antz - The Bread Factory will improve store facade by adding more designs like glass, mirror and lights.

We will also add music in the store so the customers will feel more comfortable. We will also create a unique scent to develop a somatic marker to our valued customers.

After sales and customer service strategy

Antz - The Bread Factory will give loyalty cards to our customers that give discount. Antz - The Bread Factory give free breads for those who buy bulk orders. Antz - The Bread Factory will impose a free delivery for bulk orders.

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