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BLACK FOREST SHOP A Marketing Plan By Elaine, Rachel, Yi BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

COMPANY OVERVIEW

BLACK FOREST PASTRY SHOP is the last of a long tradition of family owned , which is owned by John Ziemba. They have been in business for over 2002 in Downtown Oakville. Black forest pastry shop is located in downtown that is very convenient to purchase some on your way home or work. Our all pastries are baked daily right before your eyes and the price is really nice and competitive. Moreover, we have gluten friendly pastries including goods and special pastries for special events. PRODUCTS Our products including old fashioned tarts, cupcakes, , pies and cakes . The best sellers are Butter Tarts, Chocolate Fudge Brownies and our salad and fresh salad. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

SEGMENT #1 – Time-Starved Super Mom

Name: Jessica Sex: Female Age: 39 Location: Oakville, ON Status: Single Mom Dependents: Two Kids Occupation: Accountant

DESCRIPION Jessica has two kids and both of them are chocoholics. They are addict to chocolate desserts and sweet food. She is a working mom who is super busy. She works in Oakville near in the afternoon. and what they eat is definitely important to her. She puts more emphasis on Sobeys. She always buys some food and desserts on her way back home, which is very convenient. In order to let her kids finish all the breakfast, she needs to think about different breakfast dishes and to make them more attractive. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

She is active in her community and always connects with other mom. They share their life and children stuffs together. Like what kind of food their kids food. They sometimes go to the grocery and stores together. She likes to use some coupon apps and really appreciate some discount information in different stores. She also searches some new stores that recently open online and like to have a try some new stuffs. Facebook and other social media. Her phone is always within reach as well.

WHAT SHE NEEDS?

Jessica is a really busy Mom, she needs to buy the breakfast and desserts on her way back home, since she works in downtown, bakery stores that open in downtown seems convenient to her and should be her first choice. She appreciate coupon and discount information, she prefer to go to the store that have buy more get more discount. She needs food that her children like and have good and elegant outlook to attract her kids eat more. and healthy body. She needs store that have chocolate flavor desserts or bakeries since her kids really like chocolate. She always meet with other Mom so she needs a place that they can have some gossip talk and afternoon tea rest. She needs the brand of the store to be trustful and recommended by other people. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

SEGMENT #2 – Simple & Quality Life Pursuer

Name: Linda Sex: Female Age: 57 Location: Oakville,ON Status: Housewife Dependents: Two mature Kids Occupation: ESL tutor

DESCRIPION Linda has lived in Oakville near Ontario Lake over 20 years. She has two mature kids; the oldest, daughter, graduated her university and got a job in Toronto, and the youngest, son, has been studying Her husband still has been working, but after 5 years he has a plan to retire. Her two children come to home 1 or 2 times a month. She was a full time ESL teacher, but now she is a part time ESL tutor. She satisfies about her life. She wants enjoying her life, so she involved many small group meetings. She likes to meet her friends, and they usually meet in downtown for brunch or lunch together. husband designed their big living room to meet and rest with many family and friends. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

She enjoys inviting her friends or her students before holidays or for tea party. Her cooking is so nice, but recently she feels baking needs more time. She always enjoys to eat delicious dessert. is always good. She enjoys to give small stuffs as gifts for her friends or students. She has strong responsibility. She believes sharing is valuable, so sometimes she involved donation or volunteer events. In summer, she and her husband tend to visit other country for travel. She likes Italian and Japanese foods. Her hobby is listening classic music and reading books. Her husband has a small yacht. In summer season usually they spend weekend in their yacht. Sometimes she invites her close friends to spend time together in the yacht. She does exercises and yoga 2 or 3 times a week in YMCA. She loves to eat fresh food. She is not good at new technology.

WHAT SHE NEEDS?

because she is a little sensitive and neat. She prefers prepared or sliced produces because she can save time and can reduce waste. She needs seasonal foods or desserts because when she invites people, she wants to show her table a little special. She likes pretty package to present. More convenience way is what she needs. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

WHO IS THE COMPETITION? COBS FRESH COBS Bread is part of Bakers Delight Holdings Ltd, established in 1980 with more than 700 bakery locations throughout Canada, Australia and New Zealand. 35 years of proven results. COBS is built on the promise that COBS Bread is expanding across Canada and currently has COBS Bread have won a number of franchising awards. Real Bread, Real People, Real Delight products, train and develop excellent people and delight customers each and every time. are the foundation of COBS, product ranges include traditional breads, specialty loaves, artisan breads as well as sweet and savoury treats. week Fresh baking and creation of excellent customer experiences in the marketplace. COBS specialty is bread. Although there are other items sold at COBS Bread makes and sells fresh bread everyday, 7 days a week. All of COBS bread is made from scratch everyday. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

COBS only sell today what they bake today. variety of flavours and textures. All of their bread is freshly baked and sold each day in each bakery charities at the end of each day. The next morning, we start baking from scratch again. COBS Bread supports a healthy lifestyle by offering a broad range of products that contribute to healthy living. Everyday breads are made with unbleached , with no preservatives, no added , no added colourings, lower salt options or flavours. savoury snack items when developing new products. COBS bread varieties range from white loaves and sourdough Apricot Delight loaves. Each COBS bakery offers more than 60 different baked items every day and chooses from 200 recipes. COBS always has events and promotions. loaf they purchase. Once they have collected a fully stamped card, customers can redeem their Loaf Rewards Card for any large sand On main website, COBS offer a wide range of tasty recipe ideas that are suitable for all meal occasions. Each one is simple to prepare and uses fresh ingredients. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

WHO IS THE COMPETITION? HOUSE Our pastries are handmade by Danes honoring the old world authentic recipes, using only the purest, freshest ingredients. Danish Pastry House produces fresh baked Danish with deliciously light, with a rich mouth feel and flavor that has made the Danish pastry an international specialty. and love. Excellent people and delight customers each and every time. Danish food technologist gives high priority to food safety and procedures. All authentic Danishes are baked fresh daily.

Danish food technologist gives high priority to food safety and procedures. Danish pastries are handmade by Danes honoring the old world This creates a deliciously light, flaky pastry with a rich mouth feel and flavor that has made the Danish Pastry an international specialty. and breakers to come to Canada and facilitate their commitment to authenticity, taste and tradition. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

Danish pastries makes and sells fresh bread everyday, 7 days a week. All authentic Danishes are baked fresh daily. Danish pastries are handmade by Danes honoring the old world authentic recipes. Danish pastries supports a healthy lifestyle by offering a broad range of products that contribute to healthy living. Not like other sweet and heavy dough . Danish Pastry House produces fresh baked Danish dough with no less than 27 pastry with a rich mouth feel and flavor that has made the Danish pastry an international specialty. different kinds of Kage, 3 different kinds of bread. Danish troditional rye Bread is bit different from other respective less sweet but more dark and sour. They introduced their recipe on Tontonto start. They also have different product in special times such as they made dense chocolate raspberry cake and white chocolate chips during Halloween week. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

WHO IS THE COMPETITION?

MONASTERY BAKERY & DELICATESSEN

Since Monastery first opened its doors in 1990, they've been They are the most biggist bakery shop in Oakville.

Exceptional, delectable, and downright delicious. grocery list, people will come to understand the pride and devotion in all that Monastery do.

They sell variouse sections items; deli and cheese counter, hot fine meat and seasonal fruits and vegetables.

Because the owner is an Italian, Monastrery has a specialty section of Italian ingredient. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

There are many selections. coffee and time limited 1$ primium coffee. Also, they have weekly promotion. They have two kinds of loyalty cards, a general 5% discount They affiliate with local farms so that they are provided to customers fresh seasonal produces. They have many party items such as gift card, gift basket, cake, flower and catering service. They hire part time parking helpers during weekend for reducing The good and simple structure website design made it easy to find exact content. Customers can buy half or whole cooked food for their convenience. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

SWOT ANALYSIS STRENGTH have been in business for over 25 years. Our price is very nice and very competitive. Chocolate Fudge Brownies and our Chocolate Raspberry cake, Lemon raspberry cake. Toronto. cake on 1st October. Lemon raspberry cake on 31st May. Fresh fruit in a waffle cup on 28th May. cake in any popular flavor. summer, they can key lime tarts for hot days. Fresh Ontario peach pie. Cupcakes, Midnight Madness. for several years. Our location is good. Easy to go. More people than other places Black forest pastry shop owner is apprenticed under European . Our shop has the nice old fashion outlook. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

to raises funds for Oakville grieving children support group. Have discounts when you buy more.

WEAKNESS Online: The website does not show all the products that sell in the shop. No price of products showed online. style of the pastry shop. The home page cannot tell people this is the bakery shop website. Offline: Our daily products are limited everyday. Customers are more limited to some loyalty customers, has less new customers.

OPPORTUNITY pastries with lower sugar. a try in our shop. market. compared with other competitors. Near our shop there are many good restaurants. It means after eating people tend to find dessert. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

THREATS Has a smaller budget for marketing and advertising than other competitors. Our shop is more traditional than other bakery shops, so the category of pastry is limited.

Competitors have more promotions and events. Compared with other competitors, they have more online and offline communications with customers. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

BRAND POSITIONING STATEMENT

For both old generation, who already get used to traditional baking way, and Black Forest Pastry Shop, which is located in Oakville downtown, focuses to both generations. No other local bakery shops are maintained such high standards of old fashioned traditional recipe. Our bakery carries many kinds of cake, pie, pastry, salad and sandwich. Our friendly homey feeling environment bakery provides you fresh bakeries everyday, with the most convenient way to deliver to your home too. PRODUCT

Black forest pastry shop sells many kinds of bakery stuffs. Such as cake, tarts, cupcakes, cookies, pies, sandwich based on own old fashioned recipe. In terms of bakeries, shop sells seasonal baking products. Provides fresh salad and sliced seasonal fruit package. Extends various baverage line, including premium coffee, several flavours tea, hot chocolate and seasonal fresh fruit juice. The outlook of products need to be improved, be more elegant and pretty. Hence, especially children will more like them. And it also can be represented as gifts especially to young ladies.

PRICE Offer a different menu package, different combo come with different price. Offers membership card to loyalty customers. Have discounts for special items, such as holiday and special events. If you buy any six items, No Tax. 10% of the proceeds from each sale will go towards homeless charity. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

PLACE (online) Bakery products can be found online where the consumer would be able to products that are offering. Consumers would be able to follow shop on social media sites like Facebook, Twitter, and Instagram. This would be an easy way to get up to date news and information about what is happening in shop. Advertise using banner ads can be posted on local food website, such Put website link or banner ads on our friendship partner web. Put ads on Facebook is a common way to reach out to audiences. PLACE (offline) By printing flyers and banners outside the store to attract people. Have a big booth at Mall on weekend and outdoor food festival. Let people try out the food sample and they could get flyer and know shop and new items. So people can join the community enjoy making cake and tryout the products too. Especially parents can join with their children to have fun and learn bakery knowledge. PROMOTION (online) Consumers can share information, or learn more about shop and the overall message on the store website, which is the main place storeget to communicate with the consumers. communicate with the store. Post current events, promotion, limited time products that are happening in store. email first or at checkout to gain their information. Send newsletters when there is relevant information that consumers would enjoy. There will always a key topic for the newsletters whether it is an upcoming event that customers can attend or an new product is coming out. BLACK FOREST PASTRY SHOP A Marketing Plan By Elaine, Rachel, Yi

Facebook advertising is the common and save money way to reach out our target customers. Post or create banner when there is new event or products coming. take a photo of their favorite item with a good idea then upload on Email coupon book to loyal customers monthly that they can show the coupon through their smart phone or print it out to staffs when checkout.

PROMOTION (offline) Offer special 10% off discount for senior every Tuesday. Since in downtown there are more seniors, seniors will be one of the largest audience of the store. Offer 5% off discount for customers who have loyalty card. special items. Deliver free for the family package order within the range of downtown, which will be more convenient for family that are busy to come to the store Have several special cake package products, which are associated with 10% off and our store will pay that 10% and donate them to the local charity to help homless people there. after people finish their meal at the partnership restaurant they can get coupon for purchasing desserts in Black Forest Pastry Shop. Mail the coupon book to our loyal customers monthly. Or give it to them when at checkout. Create some merchandises that people can use at home as a gift like a tablemat, napkin with store logo on it. Give it as a gift when people purchase over $20 in store. packages. card. Primarily for students and seniors.