Bakery Marketing Plan
Bakery Marketing Plan – do your research and then write your bakery marketing plan by following these easy steps.
Price
How are you going to price your baked goods?
Are you going to be aiming at the high end of the market?
If you are, then you will need to produce premium products using quality fresh baking ingredients.
Are you looking at producing and selling wholesale?
If you are, then you will need to do some research to see how to price your products.
What prices are currently being charged in the industry for similar products.
Product
What type of bakery you are going to set up?
What products are you going to offer?
Are you going to open a niche bakery such as:
An artisan bakery, a gluten free bakery; a natural bakery, an organic bakery, a raw food bakery.
A large scale commercial bakery or are you going to purchase a bakery franchise such as Bakers Delight or a Brumby’s Bakery.
If you are opening a niche bakery, you will need to ensure that the niche you choose will work for your target market.
You will also need to ensure that you choose the correct location (place) to open your bakery.
Many large supermarkets now offer freshly baked bread in house.
There is no point opening just another bakery down the road from a large supermarket unless you are going to offer something different.
You need to determine what your niche is going to be, your unique selling point, as you do not want to be competing on price alone.
Differentiate your bakery from competitors bakeries.
Determine exactly what your differentiating factors are going to be before opening your bakery.
Ensure that you follow this through when setting up your bakery across all your marketing and branding touch points
– including the products you make and sell, the price you charge for your products, through to how you market your products.
Tips: Keep up to date with the latest food eating trends.
Other points of difference are open a bakery with an international influence such as:
A French Bakery, an Italian Bakery or a bakery with an emphasis and focus on another nationality.
See how a customer of ours is doing just that
a Kosher – French Bakery – specialising in challuh bread & doughnuts. They also specialise in sourdough & organic baked goods,
they are based in Sydney, NSW.
Or another customer – Traditional Iraqi Bakery who specialise in baked goodies & treats from Iraq located in NSW.
Promotion
How are you going to promote your bakery – are you going to have an opening party to let all the locals know about your new bakery?
Are you going to run promotions, print flyers, use social media, have a website?
Hold an event to raise money for a local charity or sponsor relevant local events both of which are always great marketing initiatives for a local bakery.
Tips: Brain storm various ideas to see how you are going to promote your new bakery and be sure to include approximate pricing for each option,
once you have decided which options you are going to include create a mini action plan with goals, objectives & a time frame for each option.
Place – Location
Next you will need to determine where you are going to open your bakery, are you going to open your bakery in one of the major cities.
Sydney, Melbourne, Brisbane, Perth, Adelaide or perhaps one of the smaller cities such as the Gold Coast, Northern Territory, ACT (Australian Capital Territory).
You may opt for a regional bakery in one of the towns, local to where you live. Like this Bakehouse in the beachside town of Coffs Harbour, NSW
Next you will need to determine if you are going to be opening your bakery in a shopping centre a high street or on a business park.
Are you planning on producing and supplying baked goods Australia wide or just locally?
Tip: These are just some of the things to think about in terms of Place – Location.
The best way to determine what will work best for you is to do some research.
See how this customer opened a bakery in a regional town in South Australia (SA)
Or how this customer opened in the city Perth, Western Australia (WA)
Customer
Next step is to think about who you want to sell to, who are your customers going to be.
Define your target market (which group of customers are you going to be aiming your product offering to?)
Define your customers persona (create a summary of your key customer, who they are, predominant age group (age group range).
Where do they likely to live? What products are they are likely to buy, how much money they are likely to spend on a product).
You can take this a few steps further to assist with your marketing & branding endeavours which will enable you to ascertain where & how to market –
promote your bakery.
A few examples of things you can look into include What do your target market read?
Which publications, which online media channels are they likely to frequent.
How are they likely to spend their leisure time? What activities are they likely to partake in?
Competition
You need to find out who your competitors are now and possible competitors moving forward.
You need to determine the local competition & possible competition further afield.
If you are opening a bakery in a small country town where there are no supermarkets, you do not have to worry about
competing with in store bakeries.
You need to know if there are any bakery franchises in the area where you are thinking of opening.
You will need to investigate to see if there are any bakeries & if there are what products are they selling & what is their pricing strategy?
The next step in our business 101 guide is your Bakery Financial Plan
