Marketing Plan Report of Pastry Outlet at Campus

7/23/2019 Marketing Plan Report of Pastry Outlet at Campus

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Executive Summary

MARKETING PLAN

PASTRY

Syndicate - IIHaidirAfesina 29111311

HendraWinata 29111328

MitaListyatri 29111329

AndekPrabowo 29111338AprianEkaRahadi 29111344

ChairunnisaMirhelina 29111384

FranciscusXaveriusKresnaP 29111387Agung Indri Pramantyo 29111393

MASTER OF BUSINESS ADMINISTRATION

EXECUTIVE 46

April 2012MM 5008 - Marketing Plan DocumentPriyantonoRudito, Ph.d


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EXECUTIVE SUMMARY

Bandung is not only famous with its traditional food, but also home of homemade with

international tastes. One of the industry which is very popular recently is Pastries

Industries. It is because their taste and also becoming accompanied meals during free

time. Regardless of their small size, but the appearance and also the price is worth for

money. So that is becoming the new lifestyle.

MBA ITB Bandung as a very famous business school in the region, should have it on

their canteen menus. First, most of the students are those who following trend. Second,

MBA ITB will generate more revenue by having pastries on their canteen. Third, MBA

ITB is able to become the first school which sell Bandung`s well-known pastries product.

This marketing plan covers a detailed marketing strategy to make MBA ITB gain

revenue within one year ( starts May 2012 to April 2013) and reach the break even point

in June 2012. The tactic is based on market research result (both of online, paper and

food testing) to MBA ITB reguler and executive students. Then being a reseller is the

business model that will be used. The supplier has been choosen based on their

popularity in Bandung and also among the MBA ITB students. However the price is the

most important factor while choosing it. It is because the main target market is within

MBA ITB.

Therefore Pasto Pattiserie as the name of the brand, for MBA ITB Bandung students, is

the pastries that delivers one stop pastries shopping from Bandung`s well known

company with affordable price.


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TABLE of CONTENT

1 Background .................................................................................................................... 42 Situation analysis .......................................................................................................... 4

2.1 Market Analysis ...................................................................................................... 42.1.1 Customer Need Analysis .................................................................................. 42.1.2 Market Potential Analysis ................................................................................ 7

2.2 Industry Analysis: TOWS Analysis ........................................................................ 83 Marketing Objective ...................................................................................................... 94 Marketing Strategy ....................................................................................................... 9

4.1 Market Segmentation ............................................................................................. 94.2 Targetting ................................................................................................................ 94.3 Positioning ............................................................................................................. 104.4 Differentiation ....................................................................................................... 10

5 Marketing Mix ............................................................................................................. 105.1 Product .................................................................................................................. 10

5.1.1 Product USP ................................................................................................... 135.1.2 Product Portofolio ........................................................................................... 135.1.3 Inventory Level ............................................................................................... 145.1.4 Brand Concept ................................................................................................ 14

5.2 Price ....................................................................................................................... 155.3 Place ...................................................................................................................... 155.4 Promotion .............................................................................................................. 15

6 Action Programs .......................................................................................................... 177 Financial Plan Forecasting.......................................................................................... 188 Controls ........................................................................................................................ 219 Conclusion .................................................................................................................... 2110 Reference .................................................................................................................... 2211 Appendix .................................................................................................................... 22


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1 Background

As one of the famous leading business school in Indonesia, it is a must for SBM MBAITB Bandung to have a very modern canteen. The reason is that students like to spend

their time in a canteen not only to eat but also to do their assignments. One of the

attractions is the food menu. MBA ITB Bandung`s canteen has a very limited choice in

terms of food especially desert. As a fact, desert is type of food that people like to eat on

their free time i.e. pastry. In addition, Bandung is very famous with their homemade

pastries. Lots of well-known brand out there such as Harvest, Kartika Sari, Prima Rasa

and also other famous home made style. Therefore, it will be a very good idea if there

are pastry products at MBA ITB Bandung`s canteen.

According to Wikipedia, Pastry is defined as a sweet-baked products made from dough.

Most of pastries are having a beautiful appearance, colourful, great tastes and also

affordable price. Even though their size is small, but it is enough to fulfil people hunger.

Therefore it is become a life style for having pastries on every place in Bandung. Thus

Syndicate II establishes Pasto Patisserie, so that it can accommodate students with

pastries products in the canteen.

This marketing plan will describes the tactical solution of bringing famous pastries

products from famous brand in Bandung to MBA ITB. The tactic itself is based on

questioner analysis (both of online and paper). In addition, it will define the break-even

point within one year.

2 Situation analysisPasto Patisserie is starting to operate in May 2012. Its products have been well accepted

based on random testing to MBA students. Therefore the marketing plan will be the key

to develop the brand and the product awareness.

2.1 Market Analysis2.1.1 Customer Need AnalysisPaper based on online questioners are being used in order to analyze need and wants

from MBA ITB students regarding pastries products. The questioner is being taken from


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April 13th,2011 April 17th, 2011. The total papers based are 32 and 38 for online.

However, not all questioners answer are being followed to the instruction in each

questions.

Table 1. Quesioner's Result

No.

Question/Answer Number Choosen

1. How often in a week you go to the MBAITB canteen?

a. 1 14

b. 2 15

c. 3 13

d. 4 1

e. 5 1

f. >5 21

2. How much is the maximum budget to buya pastry?

a.


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b. Coffee 30

c. Chocolate 36

d. Raspberry 10

e. Manggo 13

f. Pistachio 12

5. Choose three (3) of the following slice ofcake that you prefer

a. Blueberry Cheese 41

b. Chocolate Cheese 31

c. Strawberry Cheese 36

d. Tiramisu 49

6. What kind of pastries that you like fromthe following products?

a. Pie 18

b. Macaroon 8

c. Slice cake 43

7. If you purchase for a souvenir, whichpackaging that you like?

a. Paper bag 43

b. Box Karton 25

c. Plastic bag 2

d. Styrofoam 0

8. What is your favourite pastry shop in

Bandung?

a. Harvest 28

b. Prima Rasa 35

c. Soes Merdeka 2

d. Home Made 5

* The one in bold is the highest choosen answer

Here is the guidance in order to set up the plan based on the above results;

a) Product price range is not more than Rp 20,000,-b) Pastry flavour;


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Table 2. Flavor for each kind of Pastry

Name Flavour

Pie Apple strudel, Sausage Pizza

Macaroon Chocolate, Green Tea

Slice Cake Tiramisu, Blueberry Cheese, Chocolate Cheese

c) Product priority among three kind of pastries;1. Slice cake2. Pie3. Macaroon

d) Paper bag is being chosen for packaging (take away).

2.1.2 Market Potential AnalysisMBA ITB students in 2011 and 2012 are our market potential, including the next future

students from 47 batch (middle 2012) and 48 (beginning 2013). From the data below, the

students is always increasing in every batch.

Figure 1. MBA Students Trend

Source: MBA SBM ITB Bandung academic


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Below is the complete data of each batch at MBA SBM ITB Bandung

Table 3. MBA Students

Year Regular Executive2009 R40: 42 , R41: 85 X40: 25, X41:25

2010 R42: 55 , R43: 58 X42: 34, X43:31

2011 R44: 60 , R45: 106 X44: 29, X45:39

2012 R46: 64 X46: 37


2.2 Industry Analysis: TOWS AnalysisThe following TOWS analysis captures threat and opportunities facing Pasto Pattiserie

and also the key strength and weaknesses within MBA ITB Bandung`s canteen

products. TOWS is being choosen to make us focus with the growth of the product in the

future, by seeing opprtunities. Therefore it is future oriented.

Figure 2. TOWS Analysis


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3 Marketing ObjectiveThe aim of this marketing plan is to propose pastries product as MBA ITB Canteen

menu. The objectives are;

To offer MBA students a unique food alternative with affordable prices andluxury taste

To achieve profit by Rp. 91,030,004 (35.4 %) in May 2013 To make MBA Canteen as a preferred place for pastries

4 Marketing Strategy4.1 Market SegmentationThe segmentation is MBA ITB students (both of executive and reguler) along with

Civitas (alumni).

Table 4. Market Segmentation

Years Class Executive Regular Civitas ITB

2009 X40 25 42

X

X41 25 85

Total 50 127

2010 X42 34 55

X43 31 58

Total 65 113

2011 X44 29 60

X45 39 106

Total 68 166

2012 X46 37 64

Total 37 64

All Total 220 470 XSource: MBA SBM ITB Bandung academic

4.2 TargettingTargetmarkets focus on regular students of MBA ITB, with the total up to date (April

2012) is470.Regularstudentshavegreat potentials ithas an

intensitygreaterpresenceoncampus rather than the executive. Regular students have

their class from Mondayto Friday, while Executive only Fridayafternoon andSaturday.

Then the average regular students under 30 years old that have a better knowledge and

preference regarding pastries products.


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Table 5. Targetting MBA ITB Students 2010-2012

Civitas MBA ITB Eksekutif Regular All Total

Total 170 343 513


4.3 PositioningThe canteen has not provided a pastry on their menu yet. In contrast with MBA

students lifestyle nowadays. Therefore they need something like snacks while enjoy

their time in canteen, not only relax time, but also doing their class assignment. So

that, for MBA ITB Bandung students, Pasto Pattiserrie is the pastries the real campus

pastry outlet that delivers Bandung`s well known pastries product with affordable price

and luxury taste because only Pasto Pattiserrie is the only MBA ITB student`s choice.

4.4 DifferentiationWe offer three types of pastries. They are slice cake, pie, and macaroon. Our primary

product is the slice cake as it isthe most avorite menu according to the survey. Slice

cake will be produced by Green Cake which is a cake store with a high sense of imageryaccording to the survey result of slice cake. The flavors are Tiramisu, Blueberry Cheese,

Chocolate Cheese. Then we do also have product from El Cielo (a homemade brand) as

another value.

5 Marketing MixPasto Pattieserie`s marketing mix comprises the following approaches to four P`s

(product, price, place and promotion).

5.1 ProductAccording to Wikipedia, Pastry is defined as a sweet-baked products made from dough.

Pastry, a type of food that is light and commonly serve as a dessert. There are lots of

pastry types in the market. However, we mainly focused on cookies, slice cakes and pies.

Then, we provide two types of flavor i.e. sweet and savory.


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Table 6. Pastry Flavour

Based on quesioners result:

Figure 3. Pie Chart from Quesioner's Result for Pie

Figure 4. Pie Chart from Quesioner's Result for Slice Cake

No Kind of Pastry Flavour

1. Pie Apple strudle, Pizza sosis

2. Macaroon Chocolate , Green Tea.

3. Slice Cake Tiramisu, Blueberry Cheese, Chocolate Cheese.


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Figure 4. Pie Chart from Quesioner's Result for Macaroon

There are 4 suppliers, which has been chosen for getting the product. They are Prima

Rasa, Green Caf, Soes Merdeka and El cielo (homemade).The reasons for choosing

those suppliers is becaus it represents three segmentation base on surveys result that

indicate the rank of willingness to buy also their preference.

Table 7. Pastry Supplier

No Kind of Pastry Supplier

1. Slice Cake Green cake and Home made (El Cielo)

2. Pai Soes Merdeka3. Macaroon Prima Rasa

1) Green Cake Strawberry 2) Green Cake Chocolate Cheese 3) El cielo Tiramisu

4) Prima Rasa Macaroon 5) Soes Merdeka Apple Strudle 6) Soes Merdeka Sausage Pizza

Source: Green Cake, El cielo and Soes Merdeka


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The size for slice cake is 6 cm (length) x 4 cm (width) x 2 cm ( height). Then for the

macaroon is 3 cm for diameter, and for tiramisu is 150 gr nett weight per cup.

Students testimoni on food testing:

Slice Cake, flavor Apple StrudleSavory, sweet and mint sensation by Andek

Macaroon, flavor ChocolateThe softest chocolate I ever taste!! by Hendra

Pie, flavor Pizza SossisThe sausage is tender and so yummie. by Mita

5.1.1 Product USP

Tiramisu homemade is the USP in our product. It is a product that become a trademark

or specialization in ours. Tiramisu is becoming the usp not only because of homemade

but from its taste, ingredients, size and flavour. The size is 150 gr nett weight per cup

along with luxury unique taste i.e. low sugar added with some organic ingredients. The

taste become luxury as the one who made the product is pastry chef who has worked at

international five start hotel in Dubai i.e. Al Burj arab. Therefore after many years

overseas , he collected all the best recepies of tiramisu combine with Indonesian taste.

Then for those who would like to have it deliveried, it can be done exclusively for

tiramisu homemade from Elcielo.

5.1.2 Product Portofolio

The product categories are slice cakes, pies and macaroon. These are taken based on

survey results. However, the opportunity for having more varieties are high. It is

because the supplier that we choose are able to give other product such as Gelato

homemade from Elcielo. In the meantime, we are focusing on these three products.


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5.1.3 Inventory Level

To control our inventory level approach to the real demand, the forecasting is really

important. Therefore it based on the future condition (peak or low season) and historicalselling data. We try to make the inventory level is not below from the real demand and

prefer to little excess. It is because our inventory infrastructure called refrigerator and

pastry product can be stocking in 3 days maximum to maintain the quality and

freshness. Therefore a refrigerator has an important role in our inventory system.

5.1.4 Brand Concept

Pasto Patisserie is the name that the product will be marketed. The meaning of it is

pass your story everytime you have the pastries, as here the only place that people can

find a variety of pastries products from well-known brand in Bandung in campus

society.

Logo


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Purple is being choosen for the color to describe the elegant of the company. The logo is

a picture of tiramisu in a cup and the line is continously to descrbing that the taste of

product is ever lasting. We believe that the cost effeciency when it goes to banner and

packaging in terms of color and difficulty level.

Tagline

Pass Your Storyis being choosen to encourage people, they share and tell family and

friends about our delicious pastries at MBA ITB after eating our pastries.

5.2 PriceBased on questioners results, maximum price is Rp 20,000,-. As a reseller, there will be

a higher price compare with the store. However, the value based pricing is our concept.

Thus with the amount that people play, they will find their favourite products at our

outlet. In addition, there is also the free of charge delivery service for those who order

Elcielo product i.e. Tiramisu.

5.3 PlaceThe place will be at MBA ITB campus. The space will be taken at canteen.

5.4 PromotionBelow the line advertisement is the strategy to be used in order to promote the product.

Not only because it is easier but also for cost efficiency. The promotional output will

convey the clear message that Pasto Pattiserrie at MBA SBM ITB canteen is the right

place to have pastries for students with luxury taste from well known brand and

affordable price.

The media campaign is using internet and also actively presence in any ITB activities.

So that students are aware with our presence.


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Table 8. Promotion Media

Media Example

Internet ITB website, Facebook, Twitter, Blog, Civitas Email

Magazine MBA ITB Business Review

Publicity ITB Radio, ITB`s event


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6 Action ProgramsBelow is the timeline of Pasto Pattiserie's action programs for the first year;

Table 9. Action Plan Time Line

YEAR 12012 2013

May June July Aug Sept Oct Nop Dec Jan Feb Mar Apr

Brand Awareness

Facebook,twitter,Blog Advertising

Civitas Email Advertising

Banners on MBA Entrance

Product Banner at MBA-ITB Special Event eq. Graduation

Campus Magazines Bussines review

Knowledge

Pasto Patisserie In MBA-ITB website

Facebook,twitter Official Page

Article Poster at MBA-ITB Event

Actual Purchase

Special price and service for Idul Fitri, XmasFood Stall or Special Display in MBA-ITB Events

Special Price for B'day and function


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7 Financial Plan ForecastingThis is the financial overview of Pasto Pattiserrie related to marketing activities. We address break even analysis, sales forecast,

expense forecast and indicate how these activities link to marketing strategy.

Table 10. Financial Plan Forecasting

Sold/(pieces/

month) Rp./monthSold/(pieces/m

onth) Rp./month Sold/(pieces/month) Rp./monthSold/(pieces/


onth) Rp./monthSold/(pieces/m

onth) Rp./monthSold/(pieces/mo

nth) Rp./monthSold/(pieces/m

onth) Rp./monthSold/(pieces/

month) Rp./monthSold/(pieces/

month) Rp./monthSold/(pieces/


onth) Rp./month

I Revenue (Sales) 90% 90% 30% 60% 100% 130% 100% 90% 80% 100% 100% 130%

A pp le s tr ud le 7 ,5 00 R p. /p ie ce 8 64 6 ,4 80 ,0 00 8 64 6 ,4 80 ,0 00 2 88 2 ,16 0, 000 5 76 4 ,3 20, 00 0 9 60 7 ,2 00 ,00 0 1 ,24 8 9 ,3 60 ,0 00 9 60 7, 20 0, 00 0 86 4 6 ,4 80, 00 0 7 68 5 ,7 60, 00 0 9 60 7, 20 0, 00 0 9 60 7 ,20 0, 000 1 ,2 48 9 ,3 60, 00 0

p iz za s os is 8, 000 R p. /pi ec e 756 5, 670, 000 756 5, 670, 000 252 1, 890, 000 504 3, 780, 000 840 6, 300, 000 1, 092 8, 190, 000 840 6, 300, 000 756 5, 670, 000 672 5, 040, 000 840 6 ,300, 000 840 6, 300, 000 1, 092 8, 190, 000

Ma ca roo n 6, 000 R p. /pi ec e 648 4, 860, 000 648 4, 860, 000 216 1, 620, 000 432 3, 240, 000 720 5, 400, 000 936 7, 020, 000 720 5, 400, 000 648 4, 860, 000 576 4, 320, 000 720 5, 400, 000 720 5, 400, 000 936 7, 020, 000

s li ce c ak e 17, 000 R p. /pi ec e 432 3, 240, 000 432 3, 240, 000 144 1, 080, 000 288 2, 160, 000 480 3, 600, 000 624 4, 680, 000 480 3, 600, 000 432 3, 240, 000 384 2, 880, 000 480 3, 600, 000 480 3, 600, 000 624 4, 680, 000

Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day Rp/day

Total Revenue 843,750 20,250,000 843,750 20,250,000 281,250 6,750,000 562,500 13,500,000 937,500 22,500,000 1,218,750 29,250,000 937,500 22,500,000 843,750 20,250,000 750,000 18,000,000 937,500 22,500,000 937,500 22,500,000 1,218,750 29,250,000 256,968,750

II Expenses

Food Cost

A pp le s tr ud le 4 ,0 00 R p. /p ie ce 8 64 3 ,4 56 ,0 00 8 64 3 ,4 56 ,0 00 2 88 1 ,15 2, 000 5 76 2 ,3 04, 00 0 9 60 3 ,8 40 ,00 0 1 ,24 8 4 ,9 92 ,0 00 9 60 3, 84 0, 00 0 86 4 3 ,4 56, 00 0 7 68 3 ,0 72, 00 0 9 60 3, 84 0, 00 0 9 60 3 ,84 0, 000 1 ,2 48 4 ,9 92, 00 0

p iz za s os is 7, 500 R p. /pi ec e 756 3, 024, 000 756 3, 024, 000 252 1, 008, 000 504 2, 016, 000 840 3, 360, 000 1, 092 4, 368, 000 840 3, 360, 000 756 3, 024, 000 672 2, 688, 000 840 3 ,360, 000 840 3, 360, 000 1, 092 4, 368, 000

Mac ar oo n 5, 000 R p. /pi ec e 648 2, 592, 000 648 2, 592, 000 216 864, 000 432 1, 728, 000 720 2, 880, 000 936 3, 744, 000 720 2, 880, 000 648 2, 592, 000 576 2, 304, 000 720 2, 880, 000 720 2, 880, 000 936 3, 744, 000

s li ce ca ke 13, 000 R p. /pi ec e 432 1, 728, 000 432 1, 728, 000 144 576, 000 288 1, 152, 000 480 1, 920, 000 624 2, 496, 000 480 1, 920, 000 432 1, 728, 000 384 1, 536, 000 480 1, 920, 000 480 1, 920, 000 624 2, 496, 000

Other Cost 50 Rp./piece 135,000 135,000 45,000 90,000 150,000 195,000 150,000 135,000 120,000 150,000 150,000 195,000

Equipment expense (avg.) 1,200,000 Rp./month 1,080,000 1,080,000 360,000 720,000 1,200,000 1,560,000 1,200,000 1,080,000 960,000 1,200,000 1,200,000 1,560,000

Fix Cost

Direct labouR 700,000 Rp./month 700,000 700,000 700,000 700,000 700,000 700,000 700,000 700,000 700,000 700,000 700,000 700,000

Depreciation 101,667 Rp./month 101,667 101,667 101,667 101,667 101,667 101,667 101,667 101,667 101,667 101,667 101,667 101,667

Profit Saharing 3rd Party 0% 0 0 0 0 0 0 0 0 0 0 0 0 0

Total Expenses 12,816,667 12,816,667 4,806,667 8,811,667 14,151,667 18,156,667 14,151,667 12,816,667 11,481,667 14,151,667 14,151,667 18,156,667 156,470,000

III Net Profit 36.7% 7,433,333 36.7% 7,433,333 28.8% 1,943,333 34.7% 4,688,333 37.1% 8,348,333 37.9% 11,093,333 37.1% 8,348,333 36.7% 7,433,333 36.2% 6,518,333 37.1% 8,348,333 37.1% 8,348,333 37.9% 11,093,333 91,030,004

TOTALN o Description Sales U nit11 12

Month

6 7 8 9 101 2 3 4 5

May June Jul Aug Sept March AprOct Nov Dec Jan Feb


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Table 11. Investment Cost

Investment Cost

Etalase 3,500,000

fridge cooler 2,000,000

Equipment (Knife,spoon,b in) 100,000

Catalarise 500,000

Total Investment Cost 6,100,000


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The break even analysis indicates that Rp. 22,500,000 will be required in monthly sales revenue to reach the break-even point and get

profit after one year operation at 35.4%.


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8 ControlsMarketing control is the process of monitoring the proposed plans as they proceed and

adjust where neccessary. Control involves measurement, evaluation, and monitoring.Resources are scarce and costly so it is important to control marketing plans. Control

involves setting standards. The marketing manager will then compare actual progress

with the standards. Corrective action (if any) will be taken. If corrective action is taken,

an investigation will also need to be undertaken to establish precisely why the difference

occurred.

The following areas will be monitored to gauge performance;

Revenue: monthly and annual Expenses: monthly and annual Milestone calender Customer satisfaction New product development

9 ConclusionThere are three points to be consider before launching new product. First STP

(Segementation, Targeting, Positioning) should be clearly defined by any company. So

that the product will be correctly targeted to the customer, in this case is pastries for

MBA ITB Bandung students.

Second, a well understanding of customer need analysis is needed to choose kind of

product to be offer to customer. Therefore market research has an important role .

Third, a business model that the company would like to choose has to be analyze. Pasto

Pattiserrie use a a reseller busines model for MBA ITB canteen. The reason is not only

for cost effeciency in terms of production and advertising, but also as a differentiation

for both of MBA ITB and supplier.


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10ReferenceGhauri, P and Cateora, P (2006) International Marketing, New York: McGraw-Hill

Education

Kotler, Philip, Keller, Kevin Lane, Ang, Swee Hoon, Leong, Siew Meng and Tant, Chin

Tiong (2009) Marketing Management: An Asian Perspective, Singapore: Prentice

Hall

http://www.mplans.com/organic_bakery_marketing_plan/marketing_vision_fc.php

http://twitter.com/#!/el_cielo189

http://www.soesmerdeka.co.id/?call=katalog

http://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper

_Bag

http://en.wikipedia.org/wiki/Pastry

11Appendix

Paper Bag

Fridge Cooler

Etalase
http://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper_Baghttp://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper_Baghttp://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper_Baghttp://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper_Baghttp://duawarnapaperbag.multiply.com/journal/item/5/Tabel_Ukuran_dan_Harga_Paper_Bag


23/23

Kuesioner Survey Online

Marketing Plan Report of Pastry Outlet at Campus

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