Marketing Plan

Prepared for:

Roy T. Valencia

Professor in Marketing Management

Prepared by:

Dex’T Jaynusz Porbulan

Maria Paula

Raffy Fabrigas

October 13, 2019

1. SITUATIONAL ANALYSIS
1.1 Industry Analysis

This paper analyses how the formation of collaboration networks affects

firm-level innovation by applying the ‘Goldilocks principle’. The ‘Goldilocks
principle’ of optimal distance in innovation networks postulates that the best firm-
level innovation results are achieved when the partners involved in the network
are located at the ‘right’ distance, i.e. ‘not too close and not too far’ from one
another, across non-geographical proximity dimensions. This principle is tested
on a survey of 542 Norwegian firms conducted in 2013, containing information
about firm-level innovation activities and key innovation partners. The results of
the ordinal logit regression analysis substantiate the Goldilocks principle, as the
most innovative firms are found among those that collaborate with partners at
medium levels of proximity for all non-geographical dimensions

The analysis also underscores the importance of the presence of a

substitution–innovation mechanism, with geographical distance problems being
compensated by proximity in other dimensions as a driver of innovation, while
there is no support for a potential overlap–innovation mechanism.

1.1.1 Market Characteristics

 A low unemployment rate—most commonly known as the U3

rate—that defines the number of people willing and able to work but
unable to find gainful employment, and who have sought work in
the past four weeks. The U.S. Federal Reserve (The
Fed) estimates a normal rate to fall somewhere between 4% and
5%.
 An increase in asset prices—known as asset price inflation—of
stocks, derivatives, bonds, real estate, and other assets will
earmark a Goldilocks economy. This increase is difficult to see
when using broader measures that gauge real economic growth.
  Low market interest rates. These rates are the percentage of a
dollar amount that a lender will charge a borrower when they lend
money. Market interest rates have a basis on the overnight rate—
set by the Fed—that is the rate banks charge to lend to one
another.
 Low inflation, measured by the quantitative-based—based on a
number—consumer price index (CPI) and the producer price index
(PPI) also identifies this golden economic state. Inflation describes
the purchasing power of a nation's money.
 Steady gross domestic product (GDP) or economic growth is the
most cited indicator of the Goldilocks economy. GDP is a broad
economic measure of the value of all services and finished goods
produced in a country. This measure is a direct indicator of the
health of an economy.

1.1.2 Trends

According to the March 2008 report by Mintel, restaurant visits and

revenues are declining. Consumers are still eating out but not as often. Also,
restaurant diners are tending to spend less per visit, preferring to sometimes
skip dessert or appetizers, or to order less expensive dishes. This
phenomenon is largely driven by economic concern. Same store sales are
flat. Sales would have decreased except that higher prices have offset the
drop off in customer visits and smaller meals.

An increasing number of restaurants are using sampling as the new

medium of advertizing. Even giants such as McDonalds, Starbucks, Coca-
Cola, and Dunkin Donuts are trying sampling on a large scale basis, and
sometimes turning it into a media event. One reason for this trend is the
changing economy. Restaurants know that money conscious consumers
appreciate the word “free,” and since restaurants are trying to find more
inexpensive ways to advertize, they are resorting to freebies in order to
increase impulse purchases. Typically, giving away 50,000 samples requires
approximately 250 man hours, at a cost of $15,000 to $20,000 in labor. When
compared to $335,000 to produce a 30-second spot with an additional
$100,000 to $250,000 to run the spot on a prime-time TV, the freebie method
is highly appealing when cutting costs. Proponents of sampling say that it is
effective and that it has a greater impact because they are able to
communicate with the consumer one-on-one with the product. As an
example, this spring on May 15 McDonalds gave away 2 million Southern
Style chicken biscuits and 6 million Southern Style chicken sandwiches. On
the same day Dunkin’ Donuts gave away 4 million cups of coffee on its
second annual Iced Coffee Day.

There is also a trend towards healthier offerings at restaurants as America

comes to grips with its weight issues. Even fast-food restaurants are selling
healthier menu items, in between their burgers and fried tidbits. In the past,
restaurants competed on how large their beef patties were. McDonalds used
its recent Shrek the Third ad schedule “to promote healthy eating among
children.” The effort was the company’s “biggest promotion of fruits,
vegetables, and milk around the world.” (Kenneth, p.42)

Transfats used to be standard at most restaurants, particularly fast food

establishments, but transfats were outlawed in New York City by policy
changes that are expected to be adapted by the rest of the U.S. if effective.
McDonalds, Burger King, KFC, Pizza Hut, Taco Bell, Wendy’s, and Starbucks
have all done away with transfats as a result of the demand for healthier
foods and along with the FTC issued subpoenas to 44 food and beverage
companies demanding details of their child centered marketing campaigns.

According to the May 26, 2008 issue of Restaurant News, a survey by

Restaurant Marketing Group has proven that food quality is seen as a
significant factor in building customer loyalty. “Despite abundant advertizing
based on the excellence and freshness of mealtime specialties, diners are
defecting from many restaurant brands out of frustration with poor food
quality.” (Gregg, p.1)

1.1.3 Legal, Political & Economical

There are laws that protect the rights of the industry having ceiling prices
of products and regarding increasing and decreasing of prices. The
government protects the consumer by analysing first the situation before
giving inflation in every products and services.

The government monitors the exportation and importation of products that

contributes a lot in the industry because some of the agricultural products
especially the wheat, flour and sugar are from other countries. If they will not
monitor it correctly it will affect the operation of the company and the whole
pastry industry.

The inflation rate of some of the ingredients of pastry products like flour
and sugar there is a tendency of adjusting some of the factors in considering
the pricing strategy of every products.

It can be to increase the price or to decrease the level of amount of the

ingredients in some of the products. The economic status of the country
greatly affect every company and it has a great impact in the marketing mix
and strategies of the company.

1.1.4 Socio-cultural Factors

In environmental factors, todays farming is in average level because we

import some of the ingredients of pastries. Because the country is a typhoon
prone are there are ossibilities that there can be a shortage in sugar or flour
that can result to shortage. However, they have a alternate solution for the
supplies needed in making the products. The products offered by the
company is highly dependent on agricultural products thus environmental
factors should be monitored.
 1.1.5 Technological

In baking, there are upgraded ovens and equipments used. The

technology today enhances the efficiency in making every products that result
to less-cost pricing strategy.

1.2 Sales Analysis

1.3 Competitive Analysis

Goldilock’s’ business idea although isn’t completely unique, has no real

mainstream competition. Eating out and healthy is also not a new thing. Many
times when Americans go out to eat; we look for the atmosphere, food
aesthetics, price and location. How many times do menus offer nutritional
content? If we knew exactly how many calories, sodium, preservatives and origin
of our ingredients in our favorite dish at our favorite restaurant, most of us would
think twice. The fact is, Goldilock’s is unique with the big corporate restaurant
chain support with a “mom & pop” feel.

1.3.1 Competitive Landscape

 Julies bakeshop

Owned by Mrs. Julia Gandionco, the first Julie’s Bakeshop opened its doors on
January 6, 1981, in Mandaue. The original Tita Julie or Ma’am Julie, as she
prefers to be called, had been a canteen concessionaire since 1970. The
bakeshop was intended to supply the bread needs of her canteen business.
Ma’am Julie started her bakery business without baking experience. Because of
her faith in God and the support of her husband, she was able to make it work.
Just three months after the opening of their bakeshop, another branch opened in
Urgello, Cebu City. Three years later, Julie’s already had 10 branches all over
Cebu. The increasing number of outlets led to the formation of RJ and Sons
Commodities, led by Bobby Gandionco, Ma’am Julie’s son, which supplies
baking ingredients and supplies to Julie’s branches.
The first Julie’s branch outside Cebu opened in Iloilo in 1988. Branching out led
to the secret to Julie’s rapid growth in the food business: Franchising. The first
Julie’s franchise opened in 1998 in Mambajao, Camiguin. From there, Julie’s has
been one of the most sought-after food franchising not just in Cebu, but the
whole Philippines.
From its humble beginnings, Julie’s Bakeshop continues to grow with over 300
varieties of baked products and 500 branches in the country. The once little
bakeshop grew into a big corporation, Julie’s Franchise Corporation with three
divisions: the Franchise Division, the Supply and Logistics Division and the
Corporate Shared Services Division.

 Red Ribbon

Red Ribbon Bakeshop is a popular fast-food chain and bakery in the Philippines
and the United States, offering a wide range of cakes and pastries. The chain
began in the Philippines in 1979 in Quezon City along Timog Avenue and started
franchising in 1999. In 1984, they opened their first US branch in West Covina,
California. Today, there are more than 200 branches all over the Philippines, and
there are now 32 stores all over California, two in Las Vegas, two in New Jersey
(Jersey City and Bergenfield), one in metro Phoenix, one in New York and one in
Virginia Beach, Virginia. Other expansion plans continue to be worked out.
In 2005, Red Ribbon was acquired by Jollibee Foods Corporation, a
conglomerate of popular fast-food chains in the Philippines.
With this brief history, we can simply imagine on how they’ve started and how
they’ve gained their success in business as we taste their best products.

1.3.2 Direct Competition

- Small “mom & pop” restaurants
1.3.3 Indirect Competition
- Local Farmer’s markets
- Organic grocery stores (Whole Foods, Trader Joe’s, Safeway,
Harris Teeter, Publix, Vons, Ralph’s
- Specialty grocery stores (non-chain stores)
- Specialty restaurants (vegetarian, raw, whole grain, low carb)
1.3.4 Competitive Adcantage
Competitors are both direct and indirect. Direct competitors are other
bakeshop chains, particularly Red Ribbon. Indirect competitors are other quick
service restaurants such as Jollibee, McDonalds, Mang Inasal. Emerging
competitors such as J.Co Donuts, Krispy Crème, Dunkin Donuts, etc. that also
offer meryenda/snack items with both take away and in-store dining options.
Competitors offer alternative products that satisfy the different needs of the same
target market. In some cases, competitors also copy Goldilocks food items such
as pancit, barbecue, lumpia, etc.
 Goldilocks sources of competitive advantage include strong brand recognition
among Filipinos, both here and abroad (especially US/Canada) and also the
dual-product strategy whereby Goldilocks can offer customers both the main
dishes (viands/ulam/meryenda) as well as a choice of delicious cake
slices/desserts.
Additional differentiation comes from being able to offer fiesta group packages
such as pancit bilao, spaghetti packages and other group food items that have
better value-for-money.

1.3.5 Strategic Group Map

1.4 Customer/Consumer Analysis

 A growing number of consumers, particularly those who are health
conscious, are dealing with chronic illness, have an increased risk of
cancer, or are simply going green, are switching to local, organic, and
seasonal foods. A key motivation for consumers is a simple belief that
these foods are better for their health. Regardless whether or not there are
significant health benefits garnered from eating organic, the populace has
generated a demand that cannot be ignored..
 Official food agencies around the world are unanimous in claiming there is
no evidence of a nutritional difference. Yet a more careful and thorough
review of the science comparing organic and non-organic food reveals
that, collectively, the available evidence does indeed support the
consumer belief and claims by the organic industry that their food is safer,
more nutritious, and better for you than non-organic food.
 Goldilock’s target customers believe in a wide variety of benefits gained
from eating healthier and that fresh, organic ingredients, which are the
base of all of Goldilock’s dishes, provide the key health benefits that the
consumers are seeking, such as increased nutrient levels, decreased
pesticide residues, fewer additives, improved health, and child safe.
 Can people afford it? We are certain of it. Official household spending
statistics in Australia and the UK reveal that the average family spends
five times more on junk food, take-away (carry-out food), alcohol, and
 tobacco than on fruits and vegetables, and five times more on recreation
than on fruits and vegetables. To make healthier choices they need
encouragement and education.
 It is a false assumption that advocating organic food will reduce fruit and
vegetable consumption due to the higher price. Perhaps customers will
instead cut down on junk food, take-away, alcohol, and cigarettes. Some
even report anecdotally that the better taste of organics facilitates an
increase in fruit and vegetable consumption that was hitherto
unachievable.
 Chris Ashton, of the UK-based Nutritional Cancer Therapy Trust, asserts
that "those concerned with the fight against disease know that our bodies
are designed to overcome disease processes before they become
established. Our systems are readily disrupted by toxins and an absence
of sufficient quantities of nutrients."
 Goldilock’s will be initially targeting our restaurant openings in
metropolitan, upper middle class suburban areas where there are a high
number of professionals, educated and affluent people. We believe these
demographics will be the majority of our consumer base.
 We will also strategically target areas for openings where there are
successful Whole Food stores, Trader Joe’s and other organically based
grocery chains. The research has already been done by their executives
in an area which will save Goldilock’s time and money.

1.4.1 Segmentation Dimension

1.4.2 Target market
As part of the analysis, we are segmenting the market based on
demographics and psychographics.

Demographic segmentation is based on financial and educational

parameters.
Psychographic segmentation is based
on lifestyle and values
  The tastes and habits of prospective customers.
That is, are the potential customers oriented toward a healthy
lifestyle and healthy eating in particular
 The financial and educational demographics of prospective customers
The concentration of these prosp
ective customers in large enough numbers in a given geographic area so
that they could provide a critical mass of prospective customers for
Goldilock’s’ unique cuisine Although the owners of
Goldilock’sdo not believe that education, in and of
itself, should be a requirement
for the target market, statistical studies have established that there is a
positive correlation between educational
levels and income.
Furthermore, there is a positive correlation between average education
levels and a greater interest in more healthful, natural, and/or organic
foods

1.4.3 Forecasted changes

Goldilocks economy It is the economy which combines a moderate

economic growth and low inflation. So, just as in a fairy tale, it is the
economy which is neither too hot, generating inflation, nor too cold, creating
recession, but just right. At least right for the Wall Street. Stock market
investors love the Goldilocks economy as it allows a market-friendly
monetary policy, or it does not create reasons for the Fed to intervene and
change its course. In such a macroeconomic environment, companies grow
and generate positive earnings growth, so the stock market performs well.
No wonder that everyone asks the question whether the boom will
continue. After all, the bull market has already became the longest in U.S.
history, while the general economic expansion will break historic record in
July. Will it last?
We all know that, unfortunately, all good things come to an end. It’s true that
the stock prices are high, which indicates that investors continue to
anticipate solid economic activity in the future. But bond yields are low,
which seem to predict stagnation or global recession. The chart below
shows the apparent divergence between the signals sent by the stock prices
and bond yields. Who is right? Do bond markets know something that the
stock markets do not realize

Chart 1: S&P 500 Index (blue line, left axis, points) and the bond yields (red line,
right axis, %, 10-Year Treasuries) from May 2009 to May 2019.
1.5 SWOT Analysis

Strengths:
 Customer-focused
 Distinctive competence in the specialized & unique market
 Attractive customer base
 Promotes healthy lifestyles
 Fully customizable
 Specialty foods
 Local, organic, seasonal food
 Ability to add themes for all occasions
 Pet friendly services
 Convenient
 Children-friendly
 International taste (Asian, Mexican, American, India)
 A la carte (plus for big & small eaters)
 Transportation costs that affect rivals do not affect Goldilock’s local
supplier base
 Weaknesses:
 Huge variety may be intimidating & confusing to some customers
 Only focused on 20-40s age group, middle to upper class, younger
professional crowd
 High overhead costs for operations
 Small footprint in the market
 Lack of “core competence”
Opportunities:
 High level of investment opportunities
 Attractive idea for joint ventures to increase market coverage
 No rival competition will yield rapid expansion opportunities
Threats:
 High costs of food & supplies may squeeze profit margins
 Current economy (recession)
 Large chains may seek acquisition or adopt our M/V/O

1.6 Analysis of Marketing ( if applicable)

1.6.1 Analysis of Company’s marketing program
1.6.2 Analysis of resource and metrics
1.6.3 Brand strength

The main elements of the Goldilock’s brand include the quality and nature
of the food we serve, the methods and sizes by which the food is prepared, the total
experience of eating at Goldilock’s, the knowledge, training, professionalism, and pride
of our staff, the recognition of our high standing within the restaurant industry, and
Goldilock’s participation in the Healthy DiningProgram. Accompanied by extensive
advertizing, promotions, and events we promote and sponsor, Goldilock’s brand equity
will be enhanced through:

 Food and drink elements

o Locally grown, organic, and seasonal
o Specialty, fusion, and uncommon foods and drinks
o A variety of international cuisine

 Food preparation choices

o Prepared and seasoned according to unique customer preferences
 o Customized portion sizes
o Cu
o stomized meal composition (i.e.ala carte or themed)

 The Goldilock’s experience

o Décor, lighting, and overall ambiance of restaurant is enticing and
memorable
o Restaurant space is highly nature oriented and environmentally
friendly
o Staff is highly attentive, welcoming, and endeavors to bring out
each customer’s unique preferences
o Restaurant is designed to provide as much food preparation
visibility as possible to the patrons
o When the dishes are brought to the table, it is an “even
o In addition to the waitperson, a management person visits each table
once during the meal

2 OBJECTIVES
2.1 Corporate Objectives

to provide a safe, secure, stimulating and caring environment in which

children feel secure to explore and experiment confidently; to use assessment,
recording and reporting to promote continuity of learning; to work in partnership
with parents to meet every child’s individual needs; to develop a curriculum which
will include suitable learning opportunities and fun activities for all the children
taking into ccount age and ability which allows for creativity and imagination; to
have an appropriate range of policies and procedures which support lifelong
learning; to encourage staff to reach their full potential through training
opportunities, teamwork, regular appraisals and recognition of skills; work within
a framework which ensures equality of opportunity for all children and families.
Scope and Limitation This study is only limited in the brand Goldilocks for its
product innovation, product positioning and market growth.

2.2 Marketing Objectives

In the first year, establish a regular clientele base that is sufficient to

support daily operations by offering special wine dinner nights or cooking
 demonstrations, coupons for a next visit offered with the check, and by having
the friendliest, most welcoming and hospitable staff in down town

Consistently increase revenue through word of mouth recommendations,

which is accomplished through catering to our patrons by consistently going
above and beyond what is expected and always offering superior quality and
value

Market to every local business, especially within one mile for the lunch
crowd, because the bulk of our 20 – 40, business professional, target group will
work in this area

Initially inundate the local area with marketing campaigns at 20% of

revenue and gradually taper the ads to a sustained level of 5%

2.2.1 Short term (upcoming year)

2.2.2 Long Term ( 3 to 5 years)

3 MARKETING STRATEGY
3.1 Market Segmentation Strategy

As part of the analysis, we are segmenting the market based on

demographics and psychographics. Demographic segmentation is based on
financial and educational parameters. Psychographic segmentation is based on
lifestyle and values:

 The tastes and habits of prospective customers. That is, are the potential
customers oriented toward a healthy lifestyle and healthy eating in particular?
 The financial and educational demographics of prospective customers
 The concentration of these prospective customers in large enough numbers
in a given geographic area so that they could provide a critical mass of
prospective customers for Goldilock’s’ unique cuisine
 Although the owners of Goldilock’s do not believe that education, in and
of itself, should be a requirement for the target market, statistical studies have
established that there is a positive correlation between educational levels and
income. Furthermore, there is a positive correlation between average education
levels and a greater interest in more healthful, natural, and/or organic foods.

We anticipate that there will be a demand for our cuisine from many who
are educated and have a great interest in healthy eating, but who do not fit into
the higher income category. This demographic may come to Goldilock’s once in
a while but because they lack the means and the same level of discretionary
income as those with higher incomes, they will not become our core customers
but will become part of our secondary target market. The primary factor that
comes into play here is that those with both education and higher incomes not
only are more knowledgeable and more motivated with regard to healthy
lifestyles, but also have the financial means. This demographic would become
our core of patrons, our primary target market.

Management has determined three excellent potential sites in Maryland

and Virginia. In Maryland, the ideal general location would be within the triangle
that comes to a point in downtown Bethesda, Montgomery County, Maryland (a
Washington, D.C. suburb). This area is bordered by National Institutes of Health
on the north, Wisconsin Avenue on the east, and Old Georgetown Road on the
west. It is surrounded by a high income residential area, near a very upscale
commercial area, and there are many other restaurants nearby.

In Virginia, the first choice would be the Tysons Two section in Tysons
Corner, which is an upscale shopping area. This location is near the crossroads
of Virginia Routes 123 and 7 near the I-495 beltway. Another possibility for the
restaurant is the exclusive suburb of McLean, about three miles from Tysons
Corner, which would provide excellent access to the downtown area as well as
the suburban populace of Washington D.C.
3.2 Targeting Strategy

Main target customers are mothers and young adults. For mothers,
message is that Goldilocks offers the best breads, pastries, cakes and other
baked products for main meals and desserts/snacks. Thus, Goldilocks is part of
the Filipino family traditions and special occasions such as birthdays, baptisms,
weddings, Christmas season gift giving and others. Goldilocks sells both ready-
to-bring-home cakes and pastries or customized/bespoke/made-to-order baked
products.

For young adults, the target market includes mall goers either going there
for leisure, working adults in offices, BPOs and field/outdoor based workers, and
students. The offering of delicious, affordable Filipino dishes and recipes for
main meals (lunch and dinner) or merienda/snacks.

3.2.1 Target Market

As part of the analysis, we are segmenting the market based on
demographics and psychographics.

Demographic segmentation is based on financial and educational

parameters.
Psychographic segmentation is based
on lifestyle and values

 The tastes and habits of prospective customers.

That is, are the potential customers oriented toward a healthy
lifestyle and healthy eating in particular
 The financial and educational demographics of prospective customers
The concentration of these prosp
ective customers in large enough numbers in a given geographic area so
that they could provide a critical mass of prospective customers for
Goldilock’s’ unique cuisine Although the owners of
Goldilock’sdo not believe that education, in and of
itself, should be a requirement
for the target market, statistical studies have established that there is a
positive correlation between educational
levels and income.
 Furthermore, there is a positive correlation between average education
levels and a greater interest in more healthful, natural, and/or organic
foods

3.3 Product Life Cycle

3.4 Potential Strategies

3.4.1 Strategy Formulation

3.4.2 Strategy Pros and Cons

3.5 Core Strategy

3.5.1 Po sitioning Strategy

Goldilock’s

’
positioning strategy is to target three niche markets within the restaurant industry through its
specialized product offerings. Less than 1% of restaurants nationwide use strictly organic,
local, and seasonal produce and meats, meaning that Goldilock’s competition consists of
businesses that provide a few items in these categories but fail to specialize in any. The
current restaurant trend towards all three venues gives Goldilock’s a competitive edge to
gain a respectable market share with proper marketing.53357774316 Goldilock’s caters to
customers with special needs and wants by providing very detailed customization per item
ordered. The patron is able to choose the size of their dish as well as the style, doneness,
and ingredients. Targeting each buyer’s individual tastes creates an atmosphere in which
the patron gets exactly what is wanted and leads to a greater purchase satisfaction. If the
customer is happy, they will continue to be your customer. Goldilock’s caters to the 20-40
age range, business professional who has a willingness to pay top dollar for atmosphere
and image. By targeting this group, higher product mark ups are actually preferred by the
patron as a means of elitism and segregation from less preferred company such as
children. By offering perfection in a trendy setting, Goldilock’s will attract the affluent,
discerning crowd that will perpetuate the restaurant’s trendy, up scale image and perpetuate
the marketing through this scene

3.5.2 Branding

The main elements of the Goldilock’s brand include the quality and nature
of the food we serve, the methods and sizes by which the food is prepared, the total
experience of eating at Goldilock’s, the knowledge, training, professionalism, and pride
of our staff, the recognition of our high standing within the restaurant industry, and
Goldilock’s participation in the Healthy DiningProgram. Accompanied by extensive
advertizing, promotions, and events we promote and sponsor, Goldilock’s brand equity
will be enhanced through:

 Food and drink elements

o Locally grown, organic, and seasonal
o Specialty, fusion, and uncommon foods and drinks
o A variety of international cuisine

 Food preparation choices

o Prepared and seasoned according to unique customer preferences
o Customized portion sizes
o Cu
o stomized meal composition (i.e.ala carte or themed)

 The Goldilock’s experience

o Décor, lighting, and overall ambiance of restaurant is enticing and
memorable
o Restaurant space is highly nature oriented and environmentally
friendly
o Staff is highly attentive, welcoming, and endeavors to bring out
each customer’s unique preferences
o Restaurant is designed to provide as much food preparation
visibility as possible to the patrons
o When the dishes are brought to the table, it is an “even
In addition to the waitperson, a management person visits each table once during the
meal

4 MARKETING PROGRAMS
4.1 Marketing Mix
4.1.2 Product

Goldilocks has a broad range of baked goods, offers bread,

desserts, chocolate products, muffins, salads, pastries, cakes, cookies,
thirst quenchers, pasta, noodles, snacks, soupinoy, sarapinoy meals, etc.
Various scrumptious items for breakfast are also available in the
Goldilocks menu.

For different location and customers, Goldilocks serves pork, beef,

chicken, vegetables, and seafood products. It makes customized greeting
and premium cakes to make birthday parties and occasions sweeter. The
 company has delivery services for the customers with the name Padala
and Go Delivery. The Gtizen cards for Goldilocks’ elite members so that
they can enjoy extra special perks and privileges.

4.1.3 Prices

Goldilocks is a top company in the Philippines bakery industry and,

its products have a special place in everybody’s heart. It targets the
customers belonging to different age and income groups. Goldilocks uses
competitive pricing policy for its products. The bakes goods and desserts
are available in customer’s reach. The company makes sure that its
products add more sweetness to everyone’s life. However, prices vary
according to the exclusive products and their sizes. Goldilocks offers
services to premium members and generates revenue from membership
charges.

4.1.4 Place

The first store of Goldilocks was opened on a 750 sq ft space and

started with only 10 employees. Later, Goldilocks decided to make it a
global brand as a well-grown firm to serve the entire world. As per the
estimates recorded in 2015. It has over 400 stores in the Philippines, 3 in
Canada, British Columbia, Vancouver, a 12 in California, It expanded to
other main cities including San Diego, San Francisco, Las Vegas, and
Sacramento, for a total of 22 U.S outlets.

Goldilocks has been providing products following Filipino tradition,

continuing to delight customers in the Philippines and abroad. Recently, it
has hit the market of Southeast Asian countries which include Hong Kong
and Singapore. Besides, Goldilocks has received plenty of requests from
the Middle-East to open stores there. Its products are available in
convenience stores, grocery shops, restaurants, etc. The company has
also introduced an efficient delivery system for the products. People can
choose a product on a phone call or by visiting its official website.
 4.1.5 Promotion

Goldilocks connect with the people by displaying promotional

advertisements of Filipino’s pride cuisines on digital mediums. It also
keeps on upgrading packaging of the products to attract more customers.
The company arranges cake decorating challenges in educational
institutes and distributes various presents and cash prizes among the
participants. It introduces several promotional deals on special occasions
and provides an arrangement for events.

4.2 Loyalty Programs

4.2.2 Goldilocks’s Gtizen Card

The Gtizen MyWallet Visa cash card is a debit card, with it you get benefits
available to regular ATM holders like withdraw cash, do cashless shopping,
bills payment and even send money to your loved ones. The Goldilocks
Gtizen Card is a prepaid, which means, you can avoid overspending and
there’s no NO maintaining balance required.

It’s a VISA! So you can use this multifunction card in other establishments all
over the world (Accepted globally where VISA is available.)

Showcasing the company’s renowned generosity, the Gtizen card comes

preloaded and ready to use: 100 points as a birthday treat, which the
customer can use during his/her birth month on the first year of the Gtizen
card and P20 when you activate the MyWallet VISA

Earn from your purchases! Every P25 = P1. You can earn from Goldilocks
stores anywhere in the Philippines. Accumulated points can be redeemed in
any Goldilocks store nationwide. Points have longer life than most
membership cards: 5 years.

Never wore about losing your Gtizen card. Lost cards still retain points, and all
you need to do is get a replacement card. Purhcases with discounts for senior
citizens, persons with disabilities, and employees are still eligible for points
4.3 Customer Service & Support

Goldilocks contact support has telephone number and website support for
the concerned customers. Goldilocks service are said to be fast and has
limited personnel so the atmosphere is light. Most of their services are self
service since the customers are the one to choose their products and giving it
to the counter or cashier for purchasing.

4.4 Market Research

Goldilock’s intends to target a few segments of customers from the health

conscious to those who want a totally different way to eat out. We understand
utilizing information technology to align our marketing research will be a key to
our success. Database marketing is the planned implementation, recording,
analysis and tracking of consumers' direct response behavior over time to derive
future marketing strategies, for developing long-term consumer loyalty and
ensuring continued business growth, (Stone, et al. 2004), we will use database
research in these categories to help us gain competitive advantage.

 Planning marketing activity. All database marketing should form part of a

controlled marketing strategy, which has been produced as a result of market
and competitor analysis and in relation to achievable objectives.
 Targeting consumers. Consumer information should be stored and capable of
manipulation and retrieval from the consumer database, to contact existing
consumers. Analysis of this also helps the organization to identify
characteristics of future consumers.

 Look at current health trends

 Impact on organic foods
 What is trendy internationally that may catch on here in the states
 Measuring your marketing activity. The results of database marketing should
be measured, to tell you what works and what does not.
 Tracking. This involves monitoring consumers' responses over time, for as
long as the relationship with them lasts. This allows the organization to
measure their value, and understand how much of it results from how it
marketed to them.
 Consumer behavior. Tracking the spending patterns and general behavior of
consumers can help the organization establish which products are popular
and which are not. This can help it determine future products and strategy.

 See what people are eating

 What kind of food people are buying
 What people are asking for in similar restaurants
 International trends

 Future strategies. One aim of marketing is to maximize the value of the

organization's consumers to it. The previous steps will ensure it has the
information to plan effective and efficient marketing to achieve this aim.

 Expansion opportunities
 Introduction of new ingredients

 Developing long-term loyalty. By targeting the right consumers, offering them

what they want, and encouraging them to take more of your products, an
organization can protect its consumer base. Its consumers will be more likely
to stay with it for longer.

 Feedback and questionnaires to current customers

 Encouraging profitable growth. This is achieved by increasing the number

of loyal and valuable consumers the organization has, and limiting the
number of consumers with low value and/or high risk. This increases
 turnover and profit, which can be re-invested to ensure service and
product standards are maintained and that consumers stay happy.

Furthermore, the use of database marketing will give Goldilock’s

numerous advantages from a management’s point of view:

 It is measurable. Responses to campaigns are measured, allowing

effectiveness of different approaches to be checked.

 It is testable. The effectiveness of different elements of the approach - the

product, the communications medium, the offer (how the product is
packaged to appeal to the consumer), the target market, and so on - can
be tested. Tests can be carried out quickly, so rapid action can be taken
on the results. Test results can be used to forecast sales more precisely,
helping manage inventory more effectively.

 It is selective. Campaigns can be focused accurately, because

communication is with specific consumers, and can be attuned to their
expected value (for instance, more expensive and frequent
communications to higher-value consumers).

 Communications to each consumer can be personalized, using details

relevant only to them, drawn from the database.

 It is flexible - campaigns can be timed to have their effect exactly when

required.

4.5 Personal Selling

4.6 Trade Promotions
5 IMPLEMENTATION PLAN
5.1 Product Design and development

Goldilock’s’ products must be enticing to new and existing customers. Customer

feedback, demand and popularity of ingredients and entrees will help hone our
products. Goldilock’s will continuously introduce new products from seasonal entrees
developed by the executive chef to popular ingredients. The popularity of ingredients
may be fueled by new research with specific or general health benefits.

Individual products will be targeted to the general population tailored to the local
customers. Menus will offer a variety for children, adults, seniors, vegetarians, health
conscious (diabetics, etc.), to those who simply want to eat better, healthier and a
entirely different eating out experience.
Goldilock’s will also continue to build brand awareness of the unique nature of
our restaurants. Majority of our products will be the end results of loyal customer
feedbacks.

5.2 Marketing Sales

5.3 Distributors

5.3.2 Perishables
Goldilock’s deals directly with local farmers in order to deliver our
local/organic/seasonal menu and which is accomplished directly through a
CSA program agreement with the farms to deliver to the restaurant bi-
weekly. We have two ranches for our meats, two locations for our dairy
products, three farms for our fruits, veggies, and grains, and two sellers for
our eggs in order to ensure that menu items are not disrupted if any one
vendor has a bad crop or simply cannot provide the volume necessary for
the restaurant at any given time. Goldilock’s also purchases from several
individual retailers for specialty items such as local honey, local jams, and
local flowers.
 5.3.3 Non-perishables
Our maintenance is contracted locally through several specialized
vendors which are covered in our lease agreement to be paid by the
owner and includes grounds maintenance, plumbing, heating/cooling, pest
control, and appliance maintenance for leased equipment. Goldilock’s
specialized equipment is maintained through several local vendors based
on current market availability and price to include items such as
replacement furniture, dishware, glassware, bake ware, and uniforms.

5.3.4 Integrated Marketing Communications Strategy

5.3.4.1 Public Relations

Goldilock’s management will interview on radio stations that target
the same 20-40 professional market as the restaurant, local commercials
will be run on channels that have a similar consumer base, printed ads will
run in publications that reach our audience, and high traffic locations,
(such as public transportation terminals, busy intersections, and grid
locked freeways), will all have billboards and banners sighting the grand
opening, offering promotions, and explaining the core values of the
restaurant to increase brand awareness.

5.3.4.2 Sales promotions

Throughout the first quarter of business, a free drink or appetizer will
be standard with a mass marketed coupon, children will eat for free, and
ladies will get their first beverage free. Goldilock’s will offer a special
runners/athlete/dieters daily, set-price menu that focuses on cutting carbs,
carb loading, or low fat goals in order to encourage repeat customer as a
program and not just a onetime healthy meal.

5.4 Resource Requirements

5.4.2 Financial accounting
 One CFO, one accountant, and one administrative assistant to
handle income statements, balance sheets, cash flow statements,
company performance analysis, Sarbanes-Oxley compliance, taxes,
futures, forwards, and stock value.

5.4.3 HR

One HR director, one payroll manager, and one administrative

assistant catering to payroll, employee benefits, travel, hiring, employee
termination, and employee initial and continuation training.

5.4.4 Legal services

One outsourced legal service firm that handles all property,

business, and personnel legal coverage, both recurring and unpredictable.

5.4.5 Management

One restaurant lead manager, five assistant/shift managers who

lead the staff, manipulate the schedule, ensure compliance with all
policies, regulations, practices and CEO wishes, and who cater to our
customer wants and needs.

5.4.6 Supply Chain

One food supply chain lead manager, and one equipment supply
chain manager, both assisted by the restaurant shift managers for
handling all aspects of the restaurant’s logistics.

5.4.6.1 Food supply chain

Three local, organic farms that provide our array of produce

and meat, one local fishery, one international food distributor for
seafood and non-indigenous produce, one major food supplier for
oil, grains, canned goods, frozen goods, dried goods, etc.
 5.4.6.2 Equipment supply chain

One professional kitchen supplier for appliances, tools, pans,

utensils, dishes, glasses, etc, one furnishing supply resource for
tables, chairs, lighting, etc, one business supply distributor for office
paraphernalia

5.4.7 Marketing and PR

One marketing director who focuses on creating new business,

fund raising, PR events, advertisement, brand image, competition, and
long term restaurant persona.

5.4.8 Communications and IT

One outsourced firm that handles the purchasing, maintenance,

upgrades, and continuous operation of all phone, computer, fax, cable,
and back up file operations for a set contract price.

5.4.9 Maintenance

One outsourced maintenance company that is capable of fixing

building flaws, electrical issues, and safety compliancy issues, and one
outsourced grounds keeping and pest control firm for regularly scheduled
preventative visits as well as non-predictable occurrences.

5.4.10 Safety

One safety director to ensure EPA, OSHA, NFPA, and business

code compliance to include scheduling and conducting quarterly and
annual inspection requirements.

5.4.11 Insurance

One outsourced insurance company that underwrites flood, fire,

accidental, life, health, key leader loss, workman’s comp, long and short
term disability, and bankruptcy insurance.
 5.5 Scheduling

6 PERFORMANCE EVALUATION AND MONITORING

6.1 Monitoring Ad Campaigns
6.2 Sales Analysis
6.3 Profit and Loss Statements
6.4 Meeting Schedule
6.5 Customer Profiling
6.6 Salesforce Evaluation
7 FINANCIAL INFORMATION
7.1 Financial Capsule
7.2 Financial Assumption
7.3 Budget
7.4 Sales Projection
8 CONTINGENCY PLANS
8.1 Symptoms of Failure
8.2 Alternative Strategies
9 APPENDICES

References

https://paperap.com/paper-on-strategic-marketing-of-goldilocks/

https://marketingmixx.com/marketing-mix-of-goldilocks/

https://www.spot.ph/shopping/54873/10-cool-things-about-the-goldilocks-gtizen-card