BRAND AND PRODUCT MANAGEMENT
MKT304A
ASSESSMENT 2: GROUP PRESENTATION AND REPORT
Submitted to
WAYNE KINGSTON
Torrens university
● Piyush Bagga : 00222300T
● Minh Hung Dang
● Nupur Gandhi : 00295173T
● Heamin Yoo : 00280241T
22THnovember’2020
Introduction
Building a brand is a way to give identity to your business. It gives the company a specific value,
product offerings, how it will be portrayed to the customers and is basically the company’s image
as well as reputation. Building a brand requires many steps. This report will inform on how a
bakery brand will be developed from scratch and the necessary steps to take. The report will
provide an introduction of the bakery brand, “The whisk” and its target audience as well as the
promotional plan such as situation analysis, objectives and strategies, campaign activities, the
budget, timeline and evaluation. Description of the brand will also be provided in the report such
as its logo and assorted elements, prototype, profile and the brand’s target audience.
ABOUT
“The whisk,” aims to bring freshly baked consumables created with high quality ingredients to
customers’ table daily. We aim to serve products that we feel a lot confident in giving to our own
families and friends. Our baked products include creative, delicious cakes, croissants and pastries
made from the finest, local ingredients.
Our mission is to deliver delicious and nutritious baking products, bringing satisfaction to
everyone. We aspire to bring out the natural taste of all our ingredients to life, pursuing
customers’ health and achieve freshness through baking our goods with a special focus on
cleanliness and hygiene. We will ensure all customers are served with respect, and are offered
with prompt, comfortable, attentive service.
Our vision is to provide baked goods with exceptional quality to every household in Australia.
We have four core values that we strive to follow:
1) Integrity: We will always do the right thing and promise to deliver high quality
baked products
2) Respect: We will treat our staffs and customers with respect and will treat others the
way we want to be treated
3) Innovation: We value innovation and always seek to develop endless ideas from our
people
4) Commitment: We are committed in creating only high quality products using organic
ingredients and fulfill customers’ satisfaction
Logo and assorted elements
Our logo will be created by a designer to ensure professionalism. The main colour we will be
using for our logo will be brown, the color of bread with an image of a large whisk in the middle
to symbolise our group’s name. The name will be in bold brown font on top of an image of a
whisk, symbolising the company’s name. There will also be pictures of our baking products
including bread, croissants and pastries. Our slogan “Whisking your way” will be below the
image of a whisk. Our slogan is short but simple and memorable. It is also relevant to our group
as the name of our group is “The Whisk.” Below is a draft of the logo.
The URL of our company is: www.whisk_your_way.com.au. It is simple and is the same as our
slogan. Hyphens will be used to separate the words. This gives a signal to Google that there are
breaks between the words, hence making it easier for the visitors to understand than if the words
are all combined into one.
Packaging of our baked products will be done using recycled, environmentally friendly boxes
and papers with our logo sticker on the packaging. We will be using corrugated cardboard boxes
as they are sustainable and organic. Our aim when it comes to packaging is to “reduce, reuse and
recycle”. Therefore, we will also offer discounts to customers who bring their own boxes or trays
when purchasing our baked goods in store. This way we will not only save the environment but
also bring an eco-friendly image to our group.
Jingles
Our Jingle will be a simple, catchy tune and will be in a high pitch that is easy to recall and
recite. We will use the tone of “We wish you a Merry Christmas,” as this song is popular, catchy
and easy to sing along. We will do a little, fun word play and use this jingle, “We whisk you a
Merry Brekkie.” We will also have a separate jingle for the Christmas season, “We whisk you a
Merry Christmas.”
Logo image
Prototype
We will bake our goods and serve it to customers for free, asking for their feedback using a
survey. We will utilise the survey in order to fix, edit our recipe and to identify the things that we
can do to achieve a better result. There are primary prototype samples below.
Target Audience :
The target audience defines the market sector we will target and try to engage with. This is a
crucial segment as it is important to engage with the right sector of the market in the way which
appeals to them the most.
Which will be :
Gender : All
Age : 12-70
Location : NSW
Personality : open minded an social
Profile:
The Whisk cafe in Sydney CBD is aiming to bake goods cake and make awesome coffee with
exceptional quality to every household in Australia. The Whisk is a small bakery shop selling
finest cakes, croissants and pastries made from the local ingredients.
Simple pastries will differ throughout the season. Muffins, sandwiches, cookies, pastries and
rolls are going to sell as well.
Four new graduates will own the bakery, all of them are very excellent students from a good
hospitality school located in CBD. The bakery will be opened from Monday to Saturday, from 7
am to 7pm.
Objectives:
Marketing objectives are established goals for a company. The goals of the marketing team are
outlined, team members are given specific directions and executives can be reviewed and
assisted by knowledge.
The primary goal of the Whisk bakery is to increase revenues $33,000 or 5% in Year 2 and by
$71,000 or 10% by Year 3.
Marketing priorities are a central aspect of a marketing campaign. Product and brand failures
occur on an ongoing basis to varying degrees within most product-based organizations (Berry,
n,d). This means that a brand will fail without established targets and brand failures occur due to
various reasons. Defining factors that cause product and brand failures should be taken in
advance to prevent failures. We exist for consumer engagement. When we follow this maxim,
everything else goes straight into the globe and then our service is recognized by the consumer
and is a big success.
Strategies:
The Whisk bakery offers freshly baked products including bread, cookies and pastries. The
bakery will also sell drinks like coffee and tea where customers can enjoy the baked goods with a
drink. Coffee will be served and made by staff who have undergone barista training. Here are
some marketing strategies that we have planned and how we implement them.
1. Develop an unique and iconic logo shop.
That sounds simple, but it’s extremely necessary. You must have visible signs, no matter whether
you have a major cafe in a busy street or a hole within a wall in a passageway. We will spend
some dollars on a unique logo to make sure that people know your brand’s name and connect it.
Make sure the reading from a distance is simple and quick.
2. Build a social media website and remain active.
Social networking is becoming more and more important for food producers and can help more
consumers than ever before. If you say, I have no time really, ask one of your employees to do it
for you. Even if you only use one platform frequently (preferably Instagram), this is appropriate.
The only thing is that you must post frequently to get the attention of people. And then we will
build a website for our shop as it adds value and a website is a good place to share more about
you and the coffee shop. You should list and define a menu for your potential clients, for
example.
3. Organize an event for charity.
At the moment when Covid 19 was booming in many areas A clever way of planning an event
was to invite guests with the promise of a cake or a pastry with a cheaper price depending on
how you want it. The profit from that charity event will be used to help the hospitals develop
their medical equipment or provide food and essentials stuff for students or people. The idea is
that you can buy more after you’re there and even come back with other friends if you’re pleased
with your service. And with a charitable event you are delighted to contribute to the society and
to a shared purpose in connection with your customers.
Situation analysis :
1. SWOT analysis :
STRENGTHS
● Wide range of products
● Well informed and knowledged
employees
● Best quality ingredients
● City location
WEAKNESS
● City location can also pose as a
weakness
● New setup
● Dynamic market
● Initial investment
OPPORTUNITY
● Expansion of product range
● Expansion into a a new location
● Creating unique brand image as its a
new brand
● Creating presence on digital platform
THREAT
● Existing bakeries
● High level of competition
● Economic turndown
● Global pandemic
2. Competition analysis :
Competitors in CBD, Sydney :
● Lorraine’s Patisserie
4.9
Ivy, Shop 5, Palings Lane, 320 George Street, CBD, Sydney
CUISINES:Desserts, Bakery
COST FOR TWO:$20
● Café Cre Asion
4.8
CBD
101/21 Alberta Street, CBD, Sydney
CUISINES:Desserts, Cafe Food, Coffee and Tea
COST FOR TWO:$30
● Black Star Pastry
4.7
The Galeries, CBD
Level 2, The Galeries, 500 George Street, CBD, Sydney
CUISINES:Bakery, Desserts, Coffee and Tea
COST FOR TWO:$30
Campaign activities :
Social media campaign :
● Hashtags :
Create accounts on social media platform like instagram, twitter, facebook and post
pictures creating a hashtag with the brand name (#thewhiskbowl) and create blogs and
share some of the recipes online.
● PR Kits :
Send out PR kits which will include products from our bakery like muffins, breads etc to
famous influencers which help everyone to know about our brand and create awareness
among people, it can create an increase in online shopping and footfall in the shop.
● Online competition :
An online competition will be organised. We will post the details on our page, it will
continue for one week where people will be asked to bake a cake and post it on their social
media page by using our hashtag and tagging us. Two winners will get free products and
various vouchers from our side.
Offline campaign and promotion :
● Baking seminars :
This will help people to believe in our brand and trust us as we will host baking seminars
with professional bakers and it will be free for one week after the opening. More and more
people will engage with the brand and some might develop interest in baking.
● Discounts :
Offering discount on our products after opening for a while will help to bring in more
customers and will create buzz among the competitors as it will come down to price point.
All the products will be available at much cheaper rate.
● Meet and Greet :
This idea will help us bring many people to the store itself. A social media influencer,
famous among the people of australia will be invited to host a meet and greet with their
followers at our shop. The first 50 people to register on our website will be allowed to
attend the meet and greet and will be offered goodie bags which will have our products.
This will help us to gain more and more subscribers on our website who can register
themselves, we can create an enormous database.
Budget:
This is a key element to be considered while introducing a new brand or a new product. A
brand’s management must first set a realistic, viable and adaptable budget that encompasses
every cost that the management will have to incur. These costs must include everything ranging
from trade mark application to furniture.
Expense name
Budget ($)
Hiring a designer to build a unique and identifiable logo for the
brand
1,200
Registration of trade mark
250
Designing the website
4,000
Campaign Activities
8,000
Charity Event
3,000
Monthly rent on shop
2,000
Cost of shop décor and remodel
10,000
Furniture
2,500
We will hire an outside designer to generate our logo because it is something that will later be
associated with our brand and hence needs to be perfect. Website design is a crucial element that
will allow the customers to interact with the brand so it needs to be responsive, welcoming and
functional. Our Aim will be to spend no more than $8,000 on the campaign activities to get our
brand out there. The remodeling of our Bakery’s physical location is a difficult expense to
calculate as it will depend on the condition of the location that we decide to lease. The remodel
can be as small as just adding fresh paints or as big as tearing down and building a new wall or a
new room.
Timeline
According to IP Australia (2020) the Application for a Trade Mark takes Up to 13 Weeks to be
approved. Which is why we plan on submitting it in the second month of planning. This is
because then, we will get the approved application by the end of month 4 and we can be ready to
organize our charity and other campaign activities with the new logo to display. We will lease our
shop by the end of month 5. This will help us to save money as well as have enough time to
remodel and decorate the shop before opening.
Our goal is to plan all the campaign and charity events in month 3 and 4. Right after month 4
when we will have our TradeMark, we can start our Campaign Activities but the Charity event
will take place in the last month because by then people will know about our Bakery because of
the Campaigns, hence increasing the chances of people showing up to the charity event.
vity Month 1 Month 2Month 3Month 4Month 5Month 6Month 7
Openi
ning including Budgets and Timelines
ng the professionally designed logo
ng the Website designed
ng the Website ready and functional
ning Charity event
ning Campaign Activities
nising Charity Event
nising Campaign Activities
ning shop remodel
ng shop
ng remodel
ng Furniture and other finishing touches
mitting Application for Trade Mark
tration
g Staff
Evaluation:
It is important to set measures that help the brand owners evaluate the brand that they are
creating to find out what needs to be changed. One of the biggest ways to evaluate a campaign is
by the amount of people it attracts. The more the engagement by the people the better, because
this implies that those people know about the new market offering. The brand management must
figure out ways that help find out how the brand is interacting with its potential customers and
whether the target audience related to the market offering and its communications. One way of
such evaluation can be achieved by monitoring the number of visitors that the website will have.
This measure allows the brand to study the traffic on the website to understand whether the brand
is relatable to the customers. Also, measuring the amount of interaction that the bakery’s social
media sites will have is a good way for the evaluation of the new brand. This is because every
time anyone interacts with a social media post in the form of comments, likes or shares, more
people are exposed to that post thereby, increasing the posts visibility.
Furthermore, Surveys are also a very good way of collecting feedback from the customers. For
instance, asking people how they got to know of the brand and then focusing the brand’s funds
on those selected advertisement methods that have a higher chance of getting discovered by the
customers.
Conclusion
This is our plan to open a bakery shop in the CBD, there will be a lot of difficulties in the
opening process but the four of us will try to stick to the plan for the opening process so that the
shop will be opened in the most successful way.
References
1. Australian Government, IP Australia. (2020). Trade Mark Price Calculator.
https://www.ipaustralia.gov.au/tools-resources/tm-price-calculator
2. (2020). Retrieved 19 November 2020, from https://www.zomato.com/sydney/best-cbdbakery-restaurants
3. Bakery Industry Analysis. (2020). Retrieved 19 November 2020, from
https://smallbusiness.chron.com/bakery-industry-analysis-64831.html
4. Martins, A. (2020). How to Conduct and Write a Bakery Business SWOT Analysis |
ProfitableVenture. Retrieved 19 November 2020, from
https://www.profitableventure.com/bakery-business-plan-swot-analysis/
5. Perch, D., Darbinyan, M., Darbinyan, M., & Perch, D. (2020). Target Markets Of
Bakeries And Bread Brands. Retrieved 19 November 2020, from
https://thesocialgrabber.com/target-markets-of-bakeries-and-bread-brands/
6. (2020). Retrieved 19 November 2020, from https://www.youtube.com/watch?
v=w9x6qr5MmjQ&feature=emb_title
7. Berry, T. Product and brand failures: a marketing perspective – Marketing Plan Help & Marketing
Advice. Retrieved 22 November 2020, from https://www.mplans.com/articles/product-and-brandfailures-a-marketing-perspective/
