Marketing Strategy For Puffers Pastry

Customer Analysis

Marketing Strategy for Puffers Pastry should follow some strategic points as:

Increasing brand strength: Strategic value of brand and product should increase several opportunities in business along with building online content strategy. The brand strength is related with sales and marketing trends with evolving under business period.

Exceed current market share: Capturing a dominant market share is likely for addressing high profit values of the companies that serve market for significant period. To achieve optimal market share, most of the companies should consider plan wise profit and sales volume in terms of market share.

Expanding product line: Product line increasing is major growth strategy for revenue increment increasing market share. This strategic decision depends on product life cycle, market opportunities, customer needs, and customer loyalty.

Improving sales and services capability: To improve existing sales and service capabilities, the organization Puffers Pastry should incorporate transformation team to address sales performance improvement.

Customer Analysis in Puffers Pastry states that the organization targets customer groups who seek superior product quality at affordable yet reasonable price. The customer analysis aims to reach target of setting up business community in CBD and for general shoppers in Puffers Pastry shop.

Product Benefits are identified as product should have convenience, speciality, and varieties. Most important factor for product is to reach better quality along with tangibility and intangibilities. Unique Selling Proposition for Puffers Pastry should be based on whether price can reflect on quality or not.

Pricing Strategy for Puffers Pastry should follow price skimming so that Puffers Pastry can achieve significant competitive advantage over price skimming to reach higher revenue advantage.  

Competitive Analysis for Puffers Pastry should be followed with price skimming strategy so that the organization can achieve higher revenue advantage along with competitors. The strategy should be properly incorporated with offering similar products or alternative products in market.

Advertising analysis for Puffers Pastry requires meeting requirements and needs of targeted audience. Targeted audiences should be kept under media strategies along with radio, magazines, and free-to-air TV propositions. 

Free to air TV – Broadcasting commercials in channels 7, 9 and 10 during 8:00 am to 2:00 pm and 6:00 pm to 10:00 pm time intervals.

Radio – Broadcasting on-air commercials in radio stations such as Gold104 and FoxFM

Magazine – The popular magazines should be targeted such as New Idea, “That’s Life!”, and Women’s Weekly

Puffers Pastry can follow continuous advertising media campaign so that media scheduling can achieve sustained and repetitive media campaign. Over set period or interval, the commercial should be repeatedly broadcasted in TV channels and radio stations before half-hourly news on three radio programs within six months for daily basis. Continuous advertising method is useful for involving listeners and customers to continuously remind about the product and service. This advertising and media scheduling is performed over a certain timeline such as months (say for six months). The advertising technique is costly and expensive with spreading out within period. The advertising should start from December 2017 up to May 2018 over six months and should be continuous advertising.

Product Benefits

Apart from continuous advertising, Puffers Pastry should consider some alternatives in scheduling such as backup. The media scheduling alternatives should provide flexibility over change in cost, time, design, and production schedules. The alternatives in media should be considered as number of advertisements, length of advertisement, placement of advertisement, and length of the campaign. Continuous scheduling of advertisements should consider these aspects so that number of advertisement can meet frequent and reach objectives, advertisement length time (seconds), and size of banner. The placement of advertisement should be considered over time slots, and length of campaign should be dependent over time. Media scheduling should be accommodated under the budget of $20,000 – $25,000 over 6-month period.

The media budget should be segmented under six months period so that media scheduling can be properly organized. The media budget is allocated as $20,000 – $25,000 over 6-month period. The Puffers Pastry aims to reach the business objective under primary category as immediate sales improvement and under secondary category as increasing brand value. Business entrepreneurs expect to define Puffers Pastry as first-choice place to have sweet treats in CBD. The budget should last up to six months time interval and quality product in affordable price should be considered as constraint to reach reasons to ‘act and believe’. All products in Puffers Pastry should be fresh on same day and available in stores. The media scheduling can be performed as in tabular format:

Table 1: Media scheduling with cost allocation

(Source: Created by author)

The media campaign should be focused on building business community in CBD for general shoppers. The suggestive measures for Puffers Pastry should be estimation of net present value in three-year period to identify payback time. The contingency alternative should be incorporated with additional funding options.

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