OUTLINE

I. Introduction....................................................................................

II. Market analysis.............................................................................1. Target Market2. Business Competition3. Market Environment

III. Company Analysis........................................................................1. Description2. Goals3. Culture4. Comparision5. Some consideration

IV. Market strategies – Market mix...................................................1. Image2. Features3. Pricing4. Customer Services5. Advertising Promotion

V. Market Position.............................................................................

V. Implementation..............................................................................

VI. Reference list................................................................................I. INTRODUCTION:

In such hustle and bustle of our city, people now don’t have time to turn

around. To get rid of the fatigue, they may desires for a tranquil and comfy spot to

relax and enjoy delicious cakes with hot tea while cozying with their intimates.

Moreover, some people barely have time to bake for themselves a cake or they

don’t want to be extravagant for baking tools. Not only does baking take your

time, but it also requires many tools and supplies to carry out. There are loads of

bakeries out there in our city but how many ones do really concern about

customers’ demands? The problem is the lack of comfort for customers that these

bakeries cannot deliver because their ambition is the sale of their products.

Following all people’s needs, Milky Way bakery is founded in order to

bring a whole new experience for people to explore and feel our devotion and

passion in baking. Especially, decorated with the galaxy theme, this space will

make people feel like they are in the Milky Way, observe and discover the planets.

That is the best way to relax and to fresh their mind. We consider all the

customers’ demand as an essential basis to develop our services.

We believe that this marketing plan can make people know well about our

pastry shop. We try our best to satisfy everyone and make a new trend in the

future.

II. MARKET ANALYSIS:

1. Target market – who are the customers:

The people who are in the age of 16 – 35 (teenagers, adults) are our target

customers. Here are the reasons for choosing these ages:

In the age of teenagers: With colorful and changeable decoration of cakes,

cookies, cheesecakes… and the sweetness at the bottom of the pie,

teenagers or youth can be fond of these products. Not only teenagers love

cakes and the art of their decorations but also kids and middle – aged

people – can enjoy the cakes with happiness in their birthday.

In the age of adults: A small cake with full energy will be perfect for the

adults – who are busy with working – still can enjoy the breakfast with

cheesecakes, cupcakes,… without wasting too much time. Besides that,

they can relax right at the bakery on the first floor and get a view of the

streets below after a hard working day.

More customers can be the potential customers: kids and middle – aged: with the

sweetness and beautiful decoration, birthday cakes or small cookies still can

supply these customers’s demand.

2. Business competition:

There are many various bakeries’ brands in Ho Chi Minh City and after doing

some comparisons we divide our competition into 3 groups:

a. Domestic Brand: we can mention about Kinh Do Bakery, Duc Phat Bakery,

ABC Bakery, Hy Lam Mon Bakery… are huge brands as well as huge

competitors. Customers know their names for a long time ( e.g. Hy Lam

Mon since 1984, Kinh Do since 1993…), these brands has their own baking

function and build a stable trust in every Vietnamese people whenever the

brands are mentioned. This pressure is extremely heavy to every new

bakery because that business should be not only strong and attractive but

also unique to the old ones.

b. Foreign Brand: besides the domestic brands, foreign brands from France,

Singapore, Korea… has also created great image in customers. Prodard

Bakery, Givral Bakery, La Dorée (France) or Tous Les Jours, Paris

Baguette (Korea), Bread Talk (Singapore)… with creative and unique style

of baking as well as decorations. In addition, their promotions and customer

service are diversified, too, and that causes a lot of difficulties for new local

bakeries.

c. “Next – door” Brand: the next – door brands can be any of those brands are

mentioned above. Our bakery Milky Way will be on Vo Van Tan Street and

in an unexpected way, those huge brands may live right opposite or next to

our door. Customers will be more likely to get products in those brands

which staying for a long time, be famous for a long period than using some

cakes from the new one.

3. Market environment:

a. Geographic

- To attract more customers to our bakery, picking up a location for a bakery

is a very essential element. Some criteria when choosing a location include: area,

population, density, age, profession.

- Therefore, we have decided to choose Nguyen Trai in district 1 is the

location for our bakery.

- District 1 meets:  

North: Binh Thanh district, Phu Nhuan district, limited by Nhieu Loc –

Thi Nghe Canal , and district 3, limited by Hai Ba Trung and Nguyen

Thi Minh Khai Street .

South: district 4, limited by Ben Nghe Canal

East: district 2, limited by Sai Gon River

West: district 5, limited by Nguyen Van Cu Street.

- District 1’s area is 8 km2 as a central district of Ho Chi Minh city. This is

considered to be the most prosperous place with the highest living standard in all

respects. It concentrates most of high-rise buildings and large park such as Tao

Dan Park, The Zoo, etc. District 1 is also known as the best spot for shopping in

Vietnam with a high concentration of shopping centres and luxury brands. There

are many shopping malls like Diamond, Parkson and Vincom …

- Besides, district 1 is also surrounded by many food stores, coffee shop on

Cach Mang Thang Tam, Ly Tu Trong, Le Thanh Ton, Hai Ba Trung…as well as

famous brand bakery such as ABC Bakery & Café on Pham Ngu Lao, Brodard

Bakery on Nguyen Thiep, La Dorée on Ly Tu Trong, Tours Les Jours on Nguyen

Thi Minh Khai, etc, which are variety of cakes and attracts lots of customers.

- Some districts near district 10 also have lots of cuisine streets such as: Cao

Thang, Nguyen Tri Phuong, Ban Co, Ly Chinh Thang...

- In short, although our bakery is placed on a high – competitive area, this is

also a potential place to open the shop and easily attract the attention of customers.

b. Demographic:

- District 1 has a population of 204,899 people over the total of 7,162,864

in Ho Chi Minh city, the largest city in Vietnam. The total area of the district is

about 7,7211 km2 , that makes the district a very dense area. The District's density

is 26,538 inhabitants per square kilometre very high comparing the Ho Chi Minh

City’s 3,419 /km2 and Vietnam's 259 /km2

- The districts near district 1 also have high density, about 40,000/ km2,

excepted district 2 (only 2,935/km2) as a suburban area.

- In district 1, the most of people is Kinh people and foreigners who have

very high living standards.

- Our target customers are students, office staff and middle class with the age

about 16 – 35 years old.

- District 1 is the place having lots of big university of Ho Chi Minh city

Lotus University ( ~ 9,000 students)

Banking University ( ~ 10,000 students)

Ho Chi Minh City Medicine and Pharmacy University - Faculty of

Pharmacy (~1,500 – 2000 students)

University of Social Sciences and Humanities ( ~ 31,000 students)

University of Economics (~ 20,000 students)

- Besides, district 1 also has many high schools like Trai Dai Nghia, Luong

The Vinh, Bui Thi Xuan, Le Hong Phong…, especially 5 private high schools

such as Hong Duc, Ernst Thalman, Australian, Asian Pacific, Dang Khoa with the

quantity are about 30,000 students.

- In addition, there are a lot of large and small companies based in district 1,

famously P&G, Samsung, Vinamit, Eximbank, Saigon Securities Inc (SSI), Nam

A Bank with the quantity is about 40,000 people.

- In summary, the quantity of students, office staff in the middle class in age

16 – 445 in district 10 is very high, more than 140.000 people compared with

population in district 10 is 205.000 people, take up more than 65% of district 1’s

population.

- With some elements we have just analyzed, Universe Coffee shop will have

some benefits to develop.

Customer analysis:

a. Population: 205.000 people

b. Ages from 16 – 35: 140.000 – 160.000 people (approximates 70%

population) suitable for the target customers.

c. Type: pupils, students, office staff, parents have small kids…

d. Concentrate of customer basis for particular product:

- Customers who are in the age of 16 – 22: this age’s need is a space to

relax, chat or even pose pictures with friends so Milky Way can be the

place where can provide these customers a creative and comfortable

space whose main theme is about Planet and Zodiac.

- Customers who are in the age of 22 – 35: almost customers in this age

have a particular job and according to the location of Milky Way,

people in this age almost work in offices 8 hours a day – that means

they don’t have much time to enjoy a huge breakfast. Therefore, a quick

serving way with a nutritious cake is suitable for their hard long day. In

the other hand, they may have children and a birthday cake may meet

the demand of their kids’ birthday.

III. COMPANY ANALYSIS:

1. Description:

Enterprises will operate in the following areas

a. Product and sevice:

- A bakery severs mainly European pastries. Besides, we also sell fortune

beverage include soft drink, coffee and tea, except that filtered water is free.

Pastries:

- We have 2 kinds of pastries: one is daily pastries and two is random pastries

(changed by date and holidays)

Daily pastries: cakes, sugarcraft, choux, cupcakes, camaroons, tiramisu,

cheese cake.

Random pastries: cookies, caramel, buns, mousse, muffin, baguette, tarts,

especially moon cake in Mid-Autumn Festival

Beverage:

- Soft drink: Coke, Pepsi, Fanta, 7Up, Orangina, Soda

- Smoothie and Juice

- Tea

- Coffee

Services:

- Customers can decorate birhtday cakes by themselves with buying available

materials such as gateau, whipped cram frosting, chocolate, colorful candy, etc and

hiring decorating tools.

b. Space:

- We have hired a house has one floor include one basement and one floor.

- We will use the basement for displaying all kinds of pastries and

preparation of drinks. Because it is a bakery, so we just serve simple drinks and do

not need much space to contain and prepare materials.

- On the third floor, we will have divided into two places.

In the Frontage, we will design Inner Solar System include Mercury,

Venus, Earth, Mars and place table and chairs for customers to sit and enjoy

pastries and drinks.

In the Backstage, we will design Outer Solar System include Jupiter,

Saturn, Uranus, Neptune and place available materials, decorating tools as well as

tables for customers has advantages in selecting and buying in addition while

decorating cakes.

2. Goals: in 5 years

Timeline:

2013: Construct brand Milky Way Brand, persuade customers to use our products.

Open the new BAKING CLASS for beginners with 5 – 7 participants (only theory

and observation). Donate for the charity for the poverty in Tet Holiday,

Christmas…

2014: Open the BAKING CLASS official every Sunday; widen the class on the 2nd

floor with 10 – 15 participants with learning theory and practicing. Sponsor for

some events in universities or schools or TV programs for Youth Channel (Yan

Around, 24/7 with Stars) for spread out the brand Milky Way.

2015: Open the brand new store in District Tan Binh with advanced facilities.

2016: Foundation of the Milky Way Ltd. Company

2017: Open the brand new store in Da Nang city – which is developing rapidly in

the next 4 years since 2013.

3. Culture:

- Quickness is one of the most important elements for serving customers.

With the Western style of fast baking and serving, Milky Way has to be fit in it.

We cannot make the customers wait and if we do, the apology must be the first

words from us.

- Greeting customers is one of the other important elements that can keep the

customers visit and buy again. Everyone loves to be respected and the greeting can

make them feel more respectable. Not many bakery stores do the greeting when

someone steps into their door. Therefore, every new sale person will be trained for

this step.

- Punctuality in working is considered as the best attitude of staff. Being

present before opening at least half an hour can save a lot of time and solve any

sudden problems without confusing. In the other hands, punctuality expresses the

professional team and respect not only for customers but also for every staff in the

bakery.

- Customers are the best. They are the only benefit that our bakery need.

Every staff and sale person in the bakery has to understand clearly the customers’

needs like how well they know about the product. The customer’s service of out

bakery was set to determine the satisfaction of every customer and study how they

want our bakery to be (more or less fat and sweet, which cakes they love to learn

in the next class…)

- The market is changeable and technology is always been updated - which

requires our bakery to be adapted quickly. To prepare for those cases, Milky Way

advocates a project for every staff in the bakery to update new knowledge once a

month (meeting at the end of the week and month, short meeting at the beginning

of the day) – in order to be ready for every challenge in the market and how to

master technique in baking.

- To run the business effectively, our staff should be coordinating closely to

each other and creating the united spirits through the enterprise. Beside the hard

working day, our bakery may hold a small party or picnic for connecting closely,

eliminate the stressful mood and memorize the good time together.

- Last but not least, protecting the environment is one of the important

element that we cannot let slip away. Classifying the trash, using recycled paper to

pack small cakes and saving water or electricity will be listed in bakery policy to

protect the environment.

- In Tet Holiday, Mid – Autumn Festival, Christmas Eve… our bakery will

set some programs for donating the charity and help the elderly people and poverty

for a warmer holiday such as giving free moon cake or donating cash for poverty

or for disabilities’ school…

4. Comparison:

After comparing to the competitors, Paris Baguette Bakery is the most similar

function in baking and decoration as ours. Here are the comparisons for the

Paris Baguette and Milky Way:

The familiar elements:

a. Location: Paris Baguette is located independently in the corner of Cao

Thang – Nguyen Thi Minh Khai Street and this bakery has a beautiful view

from the 1st floor – where customers can use their cakes after purchasing.

Our bakery Milky Way can provide customers a free space with decoration

followed the main theme “Milky Way and Planet” – bring the interesting

feeling for the customers who use product at the bakery.

b. Price: Paris Baguette has medium price which can fit in the middle class –

major customers in Ho Chi Minh City (from 13.000 for small breads or

cupcakes to 200.000 for large cakes) and so does Milky Way. Our prices

can be fixed in the middle of 8.000vnd to 500.000vnd with several discount

programs during the week or month.

Weaknesses of Milky Way compare to Paris Baguette:

a. Paris Baguette is a successful Korean Brand with a luxury look but cheap

price. In Vietnam, a foreign brand can be trusted more than a local one, that

seems to be a disadvantage with our Milky Way.

b. Paris Baguette has various kind of cakes with creative flavor, besides that,

the bakery can serve Italian soft drink such as smoothies, espresso, latte…

which can use together with the cakes or cookies. Milky Way has to be

flexible in these products, we cannot copy these soft drinks from Paris

Baguette but we must understand and obey the rule in using cakes and café

in general.

Strengths of Milky Way compare to Paris Baguette:

a. Paris Baguette may be good at baking. However, this brand does not have

many promotion or discount for the customers. That means the customers

may not receive the best service in Paris Baguette. In the other hands,

Milky Way can bring the customers many discount programs that supply

not only the good taste of the cake but also create happiness in every

customer who purchases our cakes.

b. Milky Way is going to have a baking class every 2 Sundays for everyone

and they can apply the class for free (the learners can buy the ingredients

right at the bakery). Besides that, the customers can buy a blank cake and

do the decoration on their own, with free screams and other ingredients

provided by the bakery. With this new service, the customers can have a

cake with their styles and gift this cake to their friends or families as a

lovely present without wasting too much time to bake a cake.

We also have another comparison of tremendous competitor Brodard:

Cons of Milky Way compared to Brodard:

Brodard bakery is the famous brand of high-class bakery in the downtown Saigon

over 30 years. There is a wide range of high quality French cakes. Brodard opened

it doors more than two decades ago as a French bakery that offered Parisian-style

breakfasts of fresh baked croissant and baguettes, breads, cakes, ice cream,

chocolate and a lot of designed cakes. Its chains of bakery are now located in

many populous streets such as: Nguyen Hue, Hai Ba Trung, District 1; Cach Mang

Thang Tam, Le Van Sy, District 3, District 10. Brodard Bakery is designed in

Western elegant style in a cozy atmosphere. The shop, which has outdoor and

indoor seating areas, serves various kinds of coffee, smoothies, milkshakes,

Brodard’s French-style cakes and ice-cream and both Western and Vietnamese

dishes to serve all customers’ needs. They even had its own website established

for delivery.

Pros of Milky Way compared to Brodard:

Though we, Milky Way bakery, a fresh brand that cannot go against that reputable

brand, we could bring to customers qualified, fresh and diverse homemade cakes.

Our bakery is designed as galaxy theme and cakes are uniquely made as a planet

each season. A special program that gives clients an exotic cake will be running

every month. Moreover, our customers have a chance to decorate off-the-shelf

cakes as their desire. Or they can bake it themselves by joining the baking course

for free only in our bakery. Brodard is a Western bakery so it mainly serves for the

upper class. Beverages are priced from VND 30,000 to VND 75,000 while a cake

starts at VND 50,000. Our price is less pricy, mini cakes are priced at VND 8,000

– VND 50,000. Medium and others cakes are from VND 100,000. Several

discount programs are applied for everyone at the weekend or end of the month.

We will put much effort into building our own website to promote our brand and

make our clients’ selection as well as delivery more convenient. Shopper also can

easily book the baking course after log in our website.

5. Some considerations:

Strength:

Adhere a clear rule to work, punishment and rewards. Employees are

provided uniforms and serving under the criteria of the conscientious attitude,

hospitality, enthusiasm and serve every request of customers.

Enhance tons of favorable services for our clients such as delivery, sit-in,

cake decorating, and baking class, birthday parties, family reunion parties or tea

breaks for offices for a minimum ten guests.

Establish own website for promotion – this will draw more attention to

Internet community; and customers’ benefit – just staying at home, they can have

more options of cake and wait for the delivery.

People who indulge in baking yet having difficulty in affording tools and

managing time to do so or being ignorant of baking can participate in baking

course at no cost. The professional grade baking tools, supplies and pastry

ingredients are equipped for lease.

The key personnel: they are managers and pastry chefs. Managers are

responsible for making plan, managing, training staff, and providing strategies to

develop brand.

Pastry-cooks are trained to meet customers’ need and assure their food

safety as well as appetite.

Our pastry shop is strategically situated at good location that can attract a

large amount of people.

Dare to try to make new exotic cakes for more attentions. Customers can

taste the exclusive flavor of uncommon cakes inspired from Japan, Korea,

America and Europe.

Shop has specific characteristics: trade secrets, unique and funky

decorations, eco – friendly and we offer some special service (cake decorating,

baking class).

Weakness:

As rookie brand name, our commencement is filled with bunch of

challenges, lack of experience on how to manage, minimal interaction with

partners and customers.

Brand reputation is weak compared with numerous other well-known

trademarks.

Some types of cakes are already familiar and common to customers so

these products may get dull easily.

Shop’s market share is very low. Therefore, the shop has many difficult to

compete with competitors.

The cost of the shop to operating is very high. Ingredients, baking tools and

supplies are pricy.

Opportunities:

Abundant tendency of market, customers especially teenagers like to

discover exceptional, cool things. Milky way design is easy to get all the limelight.

Suppliers, partners: prestigious suppliers with high-qualified tools, supplies;

clear origin that gets peace of mind of customers.

Customize cakes as Southern people’s taste and complacency. Sugar

amount need to be cut down as our customers have an aversion to being obese.

Location is our ultimate advantage because of the abundance of local and

foreign customers.

Economic environment: there are many kinds of entertainment and going to

bakery at the weekend is one of current tendency.

Political and lawful environment: Our country has the stability politic that

leads to easiness in investment of investors. Besides, it is the legal kind of business

in Viet Nam.

Threats:

There are tons of huge pastry brand competitors. The fame and given

market share of them also make the customers’ choice.

Suppliers and partners: finding chance to cooperate with renowned

suppliers. Therefore, we suffer loss when consenting to them. If suppliers don’t

provide material for the shop, it is difficult to find other suppliers with the same

quality of product.

During recession, it has an impact on that staffs’ bonuses and incentives

that affect their performance.

The change of social situation: inflation increases strongly in our country,

the increase in price of many core things such as: gas, water and electricity, salary

of staff leads to the change in price of product. This is one of threats of the

company that must carry high costs in the early stage.

IV. Market Strategies – Market Mix:

1. Image:

a. Name: Milky Way

Meaning:

- When reading this name, customers firstly think about sweet dishes

containing sugar and milk.

- Milky Way is the galaxy that contains our Solar System. We want to

introduce our bakery‘s variety of pastries like the varietytroi72planets in the solar

system.

b. Logo:

c. Decorate:

2. Features:

Help customers to experience the outer space and Milky Way scene with

galaxy design: wallpapers, wall decors, and ornaments; our homemade miniature

cakes such as cupcake, cheesecake, buns, muffins and macaroons are shaped like a

planet in the galaxy. Our trademark will excite the curiosity of people

surroundings.

We create a chance for everyone doting on baking to sign up our non-fee

baking course opening on Sunday twice a month. With attentive attitude and

skilled technique, our pastry expert is willing to teach baking recipes and some

tips. This course is freebie and participants can buy ingredients at retail stall right

in our store.

Offer a wide range of cakes that are homemade and fresh always. Our cakes

are all fancily designed as a planet configuration. Blank cakes stand is also

provided for customers to fill in toppers and decorate as templates or their own

interest.

Eco – friendly campaign: As a social responsible people, we use paper bag

instead of plastic one for packing take away food. This kind of bag is recyclable,

100% food safe and it encourages customers to support and be aware of the

environmental friendly campaigns.

We are willing to bring for customers every devoted service such as

homemade fruit juice, smoothie, tea and free water, wireless network.

3. Pricing: (VND)

a. Fixed costs:

Professional Equipment for baking

2 Ovens x 30,000,000 VND 60,000,000

2 Powder Mixers x 10,000,000 VND 20,000,000

2 Egg Mixers x 15,000,000 VND 30,000,000

Other equipment 10,000,000

(Pans, Measuring cups and spoons, cutters, decorating tools…)

Total: 120,000,000

Depreciation stage (average): 5 years (60 months)

The furniture (tables & chair, cost of decorating space) 50,000,000

Depreciation stage (average): 5 years (60 months)

Advertising Promotion (for the first year) 70,000,000

Cost of business license: 2,000,000

Total: 290,000,000

b. Monthly costs

Depreciation:

Professional Equipment for baking 2,000,000

The furniture ~ 800,000

Labors

1 Main Baker 4,000,000

2 Helpers x 2,000,000 4,000,000

2 Full-time Clerks (or 4 Part-time ones) x 1,500,000 3,000,000

1 cashier 1,500,000

1 Parking staff 1,000,000

Ground rent: 40,000,000

Electricity and Water bill 1,500,000

Tax 5,000,000

Total: 62,800,000

c. Cost of materials:

Main components:

Flour 10,000/kg

Eggs 20,000/10 eggs

Sugar 23,000/kg

Milk 25,000/l

Additional components 2,000/product

1 product needs (average): 50gr flour, 1 eggs, 50gr sugar, and 50ml milk

Cost of materials for 1 pastry 6,900

Cost of materials for 1 beverage 5,000

d. Total cost of 1 product (average)

If expected quantity of products is 150/day (4500/month) (both pastry and

drink)

Total cost of 1 pastry includes:

Monthly cost/ 4500 ~14,000

Cost of materials 6,900

Total 20,900

Total cost of 1 beverage includes:

Monthly cost/ 4500 ~14,000

Cost of materials 5,000

Total 19,000

e.

f. Profit:

30% x Total cost of 1 product

e. Price: ( x 1000 VND)

Milky Way Brodard

Pastries

Birthday cake

Small

Medium

Large

Milky Way Style

150 – 250

200 – 500

650 – 950

550 – 980

175 – 285

210 – 550

640 - 1300

Horoscrope 450 - 750

Cream cake

Cupcake

Cheese cake

Tiramisu

Mousse

Choux

20

35

34

30

15

20

38

40

37

22

Cookies

Roof Cake

Champagne

Vanilla

Almond

Camaroons

30

35

42

45

35

32

44

48

50

38

Baguette

Buns

10

12

12

14

Baked Pastry

Tart

Muffin

Gateaux

25

15

55

34

19

60

Moon Cake (holidays)

Traditional styles

Contemporary styles

Special

65 - 210

55 – 70

285 - 545

99 - 222

66 – 73

300 - 599

Beverage

Soft drink

Coke

Pepsi

15

15

7Up

Soda

Fanta

Orangina

15

20

15

20

Smoothie

Strawberry

Blackberry

Avocado

Pineapple

Mango

Coconut

35

35

30

30

35

30

Juice

Orange

Apple

Coconut

Watermelon

25

25

25

25

Tea

Hot Lipton

Ice Lipton

20

22

Coffee

Cappuchino

Espresso

Latte

25

30

25

4. Customer service:

Customers are asset in every organization. Building up a strong relationship

with customers brings long-term sustainability. Achieving total customer

satisfaction is every organization’s goals. Once customers are highly satisfied,

they will re-purchase in future and become loyal customers,  (Philip et al, 2009).

Milky Way bakery focuses on their customer relationship management (CRM) to

maintain a strong relationship with customers. We bid the grand beneficial

services for our customers. All of the employees are focused on providing

excellent customer service to everyone who comes in. This begins with greeting

every customer when they enter the store, and asking the customers if they need

help with anything. In addition, our staffs remain available while the customer is

shopping, in order to answer questions or offer assistance. We also have a

suggestion box for customers to write feedback and ideas, place special orders, or

ask questions. Customer can give us their feedback about our service standards;

rate the quality of the food; submit ideas for improving the bakery’s appearance

and diversity; and let us know what you really thought of our services. Their

contributions will be rewarded by discount favors.

5. Advertising promotion

Advertising promotion:

With a brand new bakery like Milky Way, we have set a timeline for the

promotion:

a. Before the Opening Day:

- Complete business licenses before grand opening 8 months.

- Send the flyers to universities, schools, offices… near the location of

the bakery before the opening 2 weeks.

- Create a free account on Facebook or other social networks like Zing

Me, Mimo 3 months before the opening…

- Posting short announcement before the opening 2 weeks on youth

social forum such as Kenh14.vn, Zing News…

b. The first week from the Opening day:

- Discount 30% for every cake for the first week.

- Implementing the new service: decorate purchased cakes by the

customers with the rent tools for 10.000vnd/times.

c. On 10th Feb, 2013 (a month after Opening Day):

- Opening THEORY BAKING CLASS for beginners (free) in 3

months (every 2 Sundays a month, from 8:00 am to 11:00 am, class

contents maximum 7 participants). In this class, participants don’t

make their own cakes, they just observe the bakers. To reduce the

teaching cost, one of the bakers from our bakery will give the recipe

and show the participants the baking process of some basic pastries.

After that, the participants can ask the bakers for more baking

technique.

- Implementing the program: “Planet of the Week” with birthday

cakes following the style of 2 random planets (we will bake a cake

with a planet shape such as Mars, Earth…) and “Zodiacs

constellation” cakes following the table below: (picture)

d. On 10th May, 2013 ( 3 months since the first BAKING CLASS):

- The Baking Class starts to get fee at 30.000vnd/person with more

classes opened on every Sunday (not every 2 Sundays) 8:00 – 11:00,

13:00 – 16:00 and 17:00 – 20:00 (maintain this class for 1 year).

- Update more cake recipes for class and buy more tools for studying.

- Apply the promotion: discount 20% every Monday for Cupcakes and

Cheesecakes in one month (increase demand for these cakes).

- Introduce the new website: www.milkywaybakery.vn.

- Prepare for the new service: Purchasing Online (Website and

Facebook).

- Recruit staff for the new service.

e. On 10th Oct, 2013:

- Buy Online service is officially on Website and Facebook with free

shipping.

- Prepare for upgrading Baking Class practicing for the next year. This

Baking Class will be on the 2nd floor of the bakery.

- Promotion for the Halloween: New decoration for the bakery,

discount 20% for bills which are more than 200.000vnd from 10th to

1st Nov 2013.

f. From 10th Nov, 2013 to 9th Jan, 2014:

- Promotion for Vietnamese Teacher’s Day 20th Nov: a package of 7

macaroons or cupcakes with special decoration on the box, discount

15% for every bills from 10th to 25th Nov.

- Introduce the upgraded Baking Class for the participants through

poster (at the bakery), website, facebook and popular forums

(online).

- Promotion for Christmas 24th Dec (from 1st to 30th Dec): decorate the

bakery with Santa Claus and Christmas trees, bake cakes in

Christmas trees, Santa Clause’s shapes. Discount 25% for fruitcakes

and get one free small Santa Clause’s or Christmas tree’s shape

scream for the bill which is more than 80.000vnd. New recipe will

be baked in this period.

- Celebrate promotions for Happy New Year and 1st Anniversary of

Milky Way (from 31st Dec, 2013 to 15th Jan, 2014): with a bill more

than 100.000vnd, the customers can receive a random gift from the

bakery by lucky casting lots:

Special gift: a large tiramisu birthday cake 500.000vnd

Ticket for the new Baking Class 150.000vnd

A coupon for one purchasing cakes at Milky Way 80.000vnd

A coupon for one purchasing cakes at Milky Way 20.000vnd

A pen with brand Milky Way 7.000vnd

- Discount 20% for Zodiac cakes.

g. From 10th to 31st Jan, 2014:

- Widen the distance for shipping cakes (only for purchasing online).

- Register for the upgraded Baking Class at the bakery

(150.000vnd/person, 3 classes in every Sunday): discount 30% for

first 50 participants in the first month (class starts on 1st Feb, 2014).

- Promote for the Baking Class and guide the customers how to attend

the class.

h. From 1st Feb to 28th Feb, 2014:

- Promotion for Valentine’s Day (from 10th to 20th Feb, 2014): baking

the “Love Cake” for couples who buy products in Milky Way. If

they love to decorate cakes, the fee will be decreased for

5.000vnd/times.

i. From 1st to 12th March, 2014:

- Celebrate the International Women’s Day 8th Mar, 2014: discount

50% for ladies from 5th to 10th Mar, 2014. Put fresh flowers to

celebrate the day.

- Customer’s service: make a research for the bakery’s customers how

they like the cake and the new baking class.

j. April and May 2014:

- Congratulate for Southern Releasing 30th Apr and International

Labor 1st May: decorate bakery and cakes with national flag’s shape.

k. June 2014:

- International Children 1st June, 2014: special gift for kids when

purchasing Milky Way’s cakes:

A bill more than 50.000vnd: one cupcake free

A bill more than 100.000vnd: two cheesecake/chous free

A bill more than 500.000vnd: one tiramisu free

l. From 15th August to 6th September 2014:

Promote on theme “New School Year”: decorate bakery with new

school year theme and discount 25% for pupil/student (with

pupil/student ID).

NEXT YEAR (2015):

- Preparing for the new branch in District Tan Binh, HCM City (more

space for displaying product and Baking Class).

IN 2016: Foundation Milky Way Ltd. Company

IN 2017: Open new branch in Da Nang

V. MARKET POSITION:

Positioning is the process, which organizations establish and communicate

the distinctive benefits of the products offered by the organization. Products are

identified or defined by consumers on important attributes - the place, the product

occupies in consumer’s mind relative to competing products. Milky Way bakery

will be positioning itself as one of the most remarkable and reputable pastry brand

in today's market.

a. Product differentiation:

The product of Milky Way bakery is diversified and inspired by the planets and

zodiac constellations so that customers can explore and grasp astronomy

fundamentals with an impression of galaxy design.

Diversity and uniqueness of cake designs are also an outstanding characteristic of

Milky Way bakery compared to other bakeries.

A distinctive line of cake forward designs that cater to market sentiments in fast

velocity.

Producing new cake designs as planet concepts, zodiac constellations every week

and theme celebrations according to seasonal events or holidays.

Create an overall positioning strategy of more benefits for lower price.

b. Service differentiation:

We are launching a new service that most other bakeries do not have. That is the

decorating service. This is chance for avid cake makers to create and decorate their

own masterpiece right away in our shop. 

Products that convey a distinct and unique image of Milky Way bakery that

delivers a natural mental image in consumers' mind.

By entering our website, customers may find it easier to shop online and receive

quick delivery.

c. Image differentiation:

Furthermore, customers: those who are on the go can come to buy food and take it

away; those who have an interest in comfort place to stay in can find our cafeteria

as a ideal space to enjoy eating cakes.

There are suggestion box to record feedbacks from customers about products and

services in order to seize the customer's needs, meet their needs, which will take

measures to overcome these things that are not good, and then we can enhance

quality of service and products, create a good relationship with our customers as

well as a good impression for Milky Way shop.

d. Guarantee differentiation

Packaging can make the buyers pay attention to product. Packaging has the

advantage of giving the product a difference, which is difficult to replicate. So

when customers want to take away, food will be carefully wrapped in New Toyo

paper bag, an environmentally friendly and 100% food safe packaging material,

with the Milky Way bakery logo. Unlike us, other bakeries such as Tous les jours,

etc.… use plastic and cellophane bag to wrap food. For your information, plastic

wrap is not only able to contaminate food, but also hard to recycle. And

cellophane wrap is not currently recyclable and it is biodegradable usually within

90 days after it is buried. These are not “going green” and healthy materials. Milky

Way bakery guarantees for our consumers’ health and environment protection.

e. Price differentiation:

Milky Way bakery’s ultimate customer is everyone. Thus, our settled price

is affordable compared to other pastry shops. The quality of food is always

guaranteed and reliable; the cake ingredients will always be fresh and

selected from prestigious suppliers in the market to make the ambrosial cake with

the most delightful flavors.

VI. REFERENCE LIST:

http://vi.wikipedia.org/wiki/Qu%E1%BA%ADn_1,_th%C3%A0nh_ph%E1%BB

%91_H%E1%BB%93_Ch%C3%AD_Minh

http://www.touslesjoursusa.com/

http://brodardbakery.com/

http://www.newtoyovn.com/

http://www.dztimes.net/tag/bakery.aspx

http://www.proguide.vn/cua-hang/1471-cua-hang-banh-phap-paris-baguette.aspx