Greyston Bakery
Presentation by Hannah Hartmann, Camille Shaw-Pigeon, Emily Pratt, Tessa Zak, and
Nguyet Ly
Agenda. Company History (Camille). SWOT Analysis (Emily). Marketing Goals and Objectives (Emily). Marketing Strategy and Tactics (Hannah). Marketing Program (4 P’s) (Hannah & Tessa). Implementation (Tessa). Financial Projections (Nguyet). Monitoring and Control (Nguyet)
I. History of Greyston Bakery -Greyston is a for-profit bakery located in Yonkers, NY. It is most well known for it’s unorthodox hiring policy, which involves providing open door employment regardless of work experience and other barriers, such as previous incarceration and drug addiction.
-Founded in 1989 by Roshi Bernie Glassman.
-Has several strong B2B connections with companies such as Bloomingdales, the Guggenheim, and most notably Ben and Jerry’s.
- Also sells direct to consumer via the Greyston website, as well as in special Whole Foods stores.
II. SWOT Analysis
Strengths Weaknesses
-Uniqueness of their mission (no other bakery is doing what Greyston is doing)
-Not having a lot of variety in their products, only have brownies in four flavors
Opportunities Threats
-Expansion of their product lines -Other bakeries that mass-produce their baked goods-smaller companies that target the same market (Dancing Deer and 2 Bites)
III. Marketing Goals and Objectives 1) We would like to increase Greyston’s B2C sales
. allow Greyston to continue to implement its amazing programs
2) Generate greater consumer awareness for Greyston’s mission and product
3) Diversify Greyston’s product line. vegan/gluten free brownies. introduce two new product flavors (peanut butter bar and magic bar)
IV. Strategy and Tactics
● Socially minded upper middle class target market
● Point of Difference: Promote our message of the Greyston difference o “Brownies with a Mission- Benefitting the
Community they Come From”
V. Marketing Program
Placement:● Retailers such as Whole
Foods, Bloomingdales
● Online distribution-Directly to
consumer
V. Marketing Program
Promotions:● advertising in the market circulars
at Whole Foods:
● Print ads in newspapers and
magazines such as the New Yorker
● Social Media: facebook and twitter
● Send out Direct emails to already
existing accounts about our new
product line
● create a marketing event with Whole
Foods, set up tables where we will
provide samples of the new products.
Upon sampling the new product the
customer will be given a coupon to buy
the product .50 Cents off any two
brownies.
● Bring new products to food shows, this
way we can pick up new B2B customers
V. Marketing Program
Products:1. vegan/gluten free brownies (fudge brownie only)2. peanut butter bar3. magic bar
Price:● $2.50 for each new products (about 25%
cheaper than the average price of a brownie)
VI. Implementation
● Whole Foods will give us a sales
report so we can see our the new
product was received.
● Monitoring sales on these new
products.
● To ensure our new products are
doing well we will do customer
feedback surveys through email and
social media, this way we can
monitor the success of them.
VII. Financial Projections
● Social Media- no cost
● Emails - no cost
● Advertising- $750,000
● Coupons- $50,000 (mass marketing event in Whole
Foods)
● New employees - $353,600 per year
● Marketing Research - $50,000 (sales report from
Whole Foods, system for consolidating feedback
from customers, etc.)
VI. Financial Projections
1st year of implementation● Sales Revenue Increase =
$1,250,000● Total Cost =$1,153,600● Additional Profit =$96,400
After 5 Years:● Sales Revenue Increase =
$6,250,000.● Additional Profit =$5,096,400.
Break-even point units ● fixed cost/(unit price - unit
variable cost) ● $800,000 / ($2.5 - $0.71) =
446,927 units. Break-even point revenue● 446,927 * $0.71 = $317,318
VIII. Monitoring and Control
● Sales performance measures monthly
● Monitor responses on social media
● Customer feedback surveys● Changes will be made to the
marketing program yearly to adjust to exogenous changes
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