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Situa&on Analysis

Outline

Marke&ng Objec&ve

Marke&ng Strategy

Marke&ng Tac&c

SituationAnalysis
8Apr 13Apr17Apr 14Apr

PHONEINTERVIEW

QUESTIONEER

FOODTASTING

Supplier

Online

Group

4BIG& 1Homemade

Paper

Random

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No 1. 2. 3. Kind of Pastry Pie Macaroon Slice Cake

QuestionerResults
Flavour Apple strudle, Pizza sosis Chocolate , Green Tea. Tiramisu, Blueberry Cheese, Chocolate Cheese.

13Apr17Apr
Online + Paper

No 1. 2. 3.

Kind of Pastry Slice Cake Pie Macaroon Soes Merdeka Prima Rasa

Supplier Green cake and Home made (El Cielo)

SituationAnalysis

Source:MBAITBAcademic

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T W O S

Situa&onAnalysis
Implica&ons
FUTURE STRATEGY

THREATS OPPORTUNITIES WEAKNESSES STRENGHTS

Product subtitution i.e snacks New USP HIGHER PRICE compare with snacks Product Differentiation (well known supplier & Homemade.

MarketingObjective

May`12April`13

Reseller

BEP=FEB

4.4%Prot

MarketingStrategy
Segmentation Targetting
Focus Target markets

ThesegmentationisMBAITBstudents (bothofexecutiveandreguler)alongwithCivitas(alumni).
Years 2009 2010 2011 2012 Class X40 X41 Total X42 X43 Total X44 X45 Total X46 Total AllTotal Execu=ve 25 25 50 34 31 65 29 39 68 37 37 220 Regular 42 85 127 55 58 113 60 106 166 64 64 470 CivitasITB

Regular Students of MBA ITB 2010, 2011,2012

Secondary Target markets

Executive Students of MBA ITB & Civitas

X

Source: MBA SBM ITB Bandung academic

Target Market

CivitasMBAITB Ekseku&f Total 170

Regular

AllTotal 513

343

Source: MBA SBM ITB Bandung academic

Positioning
TherealCampusPastryOutlet

ForMBAITBstudentswithmodernlifestyle,PastoPa=serrieistherightplacetohavepastryoer Bandung`swellknownpastryproductsandhomemadewithaordablepriceandluxurytaste

TargetMarket

Brand

Frameof Reference

MBAITBstudents withmodernlifestyle

PastoPa=sserie

PastryOutlet

Bandung`swellknown Pastryproduct& Homemade

Pointof Dieren&a&on

Compe&&ve Edge
Aordableprice Luxurytaste

Positioning
PositioningStatement
ForMBAITBstudents,PastoPa4serrieis Therealcampuspastryoutletthatdelivers Bandung`swellknownpastriesproductwithaordable priceandluxurytaste becauseonlyPastoPa4serrieis TheonlyMBAITBstudentchoice

Differentiation

What

Content

How Where

Context Infrastructure

B M + BTL Advertisement MBA ITB Canteen

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Brand

Reseller

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MarketingMix
PRODUCT
OFFER

Bandung`swellknown pastryshop& Homemade

PLACE PLACE

ACCESS OFFER

ACCESS

PROMOTION
BTL (Internet.WOM)

PRICE PRICE
ValueBasedPricing

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MarketingMix
Product

TasteisImportant & SizeDoesMatter

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Price

MarketingMix

Pass Your Story.

ValuebasedPricing ProductCostPriceValueCustomers

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BTLPromo&on

MarketingTactic
Promotion

E V E N T

Value Creation Awareness Wordof Mouth

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ActionPrograms
May2012April2013

YEAR1
BrandAwareness
Facebook,twitter,BlogAdvertising CivitasEmailAdvertising BannersonMBAEntrance ProductBanneratMBAITBSpecialEventeq.Graduation CampusMagazinesBussinesreview

2012 May June July Aug Sept Oct Nop Dec Jan

2013 Feb Mar Apr

Knowledge
PastoPatisserieInMBAITBwebsite Facebook,twitterOfficialPage ArticlePosteratMBAITBEvent

ActualPurchase
SpecialpriceandserviceforIdulFitri,Xmas
FoodStallorSpecialDisplayinMBAITBEvents SpecialPriceforB'dayandfunction

Pick Season Low Season Low Season

Pick Season

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FinancialPlanForecasting

Rp.750.000,/day Rp.18.000.000,/month

Pick Season

17%3rdparty

Low Season

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FinancialPlanForecasting
Rp.665.000,
BEPper month

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Controls
Newproduct development

Expenses: monthlyand annual

MonitoringProcess
Measurement,Evalua&on,and Monitoring

Revenue: monthly andannual

Milestone calender

Customer sa&sfac&on

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Conclusion

CustomerInsight

Businessmodel

Appendix

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Appendix

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