School/Centre BITC SCHOOL OF HIGHER EDUCATION

Course Name Diploma in Hospitality Management (Patisserie and Baking)

Module Name Hospitality Marketing
Issue date 06.04.2021 Draft submission date
Feedback from Final submission date 26.04.2021
lecturer
Student Number Type 1st Attempt / Resit / 2nd resit
MCQ:

1) WHAT IS THE MARKET SIZE OF YOUR BAKERY?

(D)
A) NATIONAL
B) INTERNATIONAL
C) ONLINE
D) LOCAL

2) WHAT ARE THE MAJOR BRAND OF YOUR BAKERY?

(A)
A) BUN, BREAD,CHEES CAKE
B) TEA , COFFE
C) JUICE,
D) LIME SODA, SOFT DRINKS

3) WHICH TIME IS THE BEST FOR YOU? (C)

A) MORNING
B) AFTERNOON
C) EVNING
D) NIGHT

4) WHAT YOU THINK ABOUT OUR BAKERY?

(D)
A) BAD
B) GOOD
C) EXCLEENT
D) NON OF ABOVE

5) ARE YOU SATISFIED WITH THE PRENST PRODUCT AND SUPPLY?

(D)
A) NOT SO
B) LITTLEBIT
C) VERY
D) SATISFIED

6) WHAT IS YOUR OPINION ABOUT OUR BAKARY’S PRICE RATE?

(B)
A) NOT SO HIGH
B) NORMAL
C) HIGH
D) LIKE AS OTHER SHOPS

7) WHAT IS THE BEST PRODUCT IN OUR BAKERY ? (D)

A) BUN
B) BREAD
C) TART
D) CHEESE CAKE
8) WHAT IS THE BEST THING ABOUT OUR BAKERY ?
(C)
A) SERVICE
B) PRODUCTS
C) SERVICE AND PRODUT BOTH
D) NONE OF THIS THESE

9) WHAT IS THE CURRUNT SITUTATION OF OUR BAKERY’S SERVICE?

(D)
A) VERY BAD
B) BAD
C) GOOD
D) SO MUCH GOOD

10) WHAT CAKE DO YOU NORMALLY BUY? (D)

A) CHEESE CAKE
B) BLACK FOREST
C) FRUIT CAKE
D) CREAM CAKE

ANALYZE

AS PER THIS SURVEY FORM MOST OF CUSTOMERS ARE SATISFIED

WITH OUR BAKERY . IN FIRST QUESTIONS THE CUSTOMER SAYS OUR SHOP IS
LOCAL THAT IS THE TRUE.IN OUR SHOP THERE ARE MANY BRAND BUT THE
MOJUR BRAND IS THE CHEESE CAKE ,BUN , BREAD. IN THE THIRD QUESTION
WE ASK THEM THAT ABOUT TIME THE MOST OF CUSTOMER SAYS THE
EVINING TIME. THEY ARE SAYS OUR BAKERY IS THE BEST THEN OTHER
SHOPS.THEY ARE VERY SATISFIED WITH OUR BAKERY’S PRODUCT AND
SUPPLY.
WE ASK THEM TO ABOUT OUR PRICE RATE .THEY ANSWERD YOUR
BAKERY’S PRICE IS NORMAL. AS PER THEY OUR BAKERY’S CHEESS CAKE IS
THE BEST THEN OTHERS PRODUCT.OUR BAKERY’S SERVICE AND PRODUCT
ARE AWESOME.THEY ARE TELL ME THAT YOUR BAKERY’S SERVICE IS SO
MUCH GOOD.THEY ARE NORMALLY BUY CREAM CAKE FROM OUR SHOP.,
OVERALL OUR BAKERY’S ALL THING IS A GOOD AND VALUBLE.

Marketing Principles
Provide different definitions of marketing.
Marketing is the act of developing an engaging relationship with
every single human being that shows an interest in you.

Marketing is the process of exposing target customers to a product

through appropriate tactics and channels, gauging their reaction and
feedback, and ultimately facilitating their path to purchase.

Marketing is part of the management process responsible for

identifying, anticipating, and satisfying customer requirements
profitably.

Describe the diverse marketing activities carried out

in a business. Provide relevant examples for each
activity.

Diversity marketing (inclusive marketing, inclusion marketing, or

in-culture marketing) is a marketing paradigm which sees marketing
(and especially marketing communications) as a way to connect with
the different individuals in the market. As society has progressed
companies have learned that not everyone can be chalked up as the
same and that every person has different life experiences, may it be
religion culture or beliefs.

1. Authenticity is the #1 brand attribute

 According to the research, 70% of consumers are more trusting
of brands that represent diversity in ads.
 Authenticity in brand messaging and personalization that
resonates with the consumer can add a positive outlook for
consumers towards the brand.
 From the same research, a noticeable 47% of consumers are
more trusting of brands that represent ‘me’ in the ads.
  Brands must aim for genuineness and authenticity over
perfection to truly demarcate themselves.
 Adding real people from diverse communities in your brand
messaging; be it your content marketing or product positioning,
helps you break the stereotypical chaos from a cookie cutter
environment and supports inclusion.
 Example: Amazon

2. Creating meaningful content yields positive results

 Given that inclusive marketing promotes ‘equality’, diversity-
focused brand messaging stands as a bright spot for brands
looking to drive inclusion.
 Human-centric approaches to content such as addressing ‘real’
societal challenges and showing the strength of acceptance of
others’ differences are ideal characteristics of an inclusive
brand.
 Most importantly creating safer experiences via your brand
extends safety for ‘all’ audiences and is of utmost significance
in driving inclusion.
 Example: McDonalds

3. Playing safe is riskier than standing up for a purpose

 The research shines a light on how consumers perceive an
inclusive brand.
 Consumer’s values brands that focus on inclusion by driving
openness, progressiveness, and versatility. Standing up for a
cause and mitigating cultural bias are the first steps to
progressive and open-minded brand values.
 Inclusive ads lead to higher purchase intent and perceptions,
without negative repercussions, signalling that the interpretation
of risk is more perceived than actual.
 The research also revealed that 48% of consumers stopped
buying from a brand because it did not resonate with their own
values.
 Example: Samsung
Explain market segmentation as a tool to identify
customers. Give examples of the different market
segments which Smells Good can attract.
With segmentation and targeting, you want to understand how your
market will respond in a given situation, like purchasing your
products. In many cases, a predictive model may be incorporated into
the study so that individuals can be grouped within identified
segments based on specific answers to survey questions.

Geographic Segmentation
 While typically a subset of demographics, geographic
segmentation is typically the easiest.
 Geographic segmentation creates different target customer
groups based on geographical boundaries. Because potential
customers have needs, preferences, and interests that differ
according to their geographies, understanding the climates and
geographic regions of customer groups can help determine
where to sell and advertise, as well as where to expand your
business.

Demographic Segmentation
 Demographic segmentation sorts a market by demographic
elements such as age, education, income, family size, race,
gender, occupation, nationality, and more.
 Demographic segmentation is one of the simplest and most
commonly used forms of segmentation because the products and
services we buy, how we use those products, and how much we
are willing to spend on them is most often based on
demographic factors.

Firmographic Segmentation
 Firmographic segmentation is similar to demographic
segmentation.
  The difference is that demographics look at individuals while
firmographics look at organisations.
 Firmographic segmentation would take into consideration things
like company size, number of employees and would illustrate
how addressing a small business would differ from addressing
an enterprise corporation.

Behavioural Segmentation
 Behavioural segmentation divides markets by behaviours and
decision-making patterns such as purchase, consumption,
lifestyle, and usage.
 For instance, younger buyers may tend to purchase body wash,
while older consumer groups may lean towards soap bars.
 Segmenting markets based off purchase behaviours enables
marketers to develop a more targeted approach.

Psychographic Segmentation
 Psychographic segmentation takes into account the
psychological aspects of consumer behaviour by dividing
markets according to lifestyle, personality traits, values,
opinions, and interests of consumers.
 Large markets like the fitness market use psychographic
segmentation when they sort their customers into categories of
people who care about healthy living and exercise.

How to Get Started with Segmentation

Market segmentation doesn’t need to be complicated to be effective.

There are five primary steps of segmentation.

 Conduct Preliminary Research

o Get to know your customers better by asking some initial,
open-ended questions.
  Determine How To Segment Your Market
o Decide which criteria (i.e. demographics / firmographics,
psychographics, or behaviour) you want to segment your
market by.
 Design Your Study
o Ask a mix of demographic/firmographic, psychographic,
and behavioural questions. Be sure to make your questions
quantifiable.
 Create Your Customer Segments
o Analyse your responses either manually or with statistical
software to create your segments.
 Test and Iterate
o Evaluate your segments by ensuring they are usable and
helpful. If they aren’t, try segmenting based on other
criteria.

Example (Ariel – Different market segments which Smells

Good can attract)

Segmentation: Customer segmentation is based on the value of the

customer. The identification of the potential customer is essential for
the any company. Ariel also segments its customers accordingly.
Ariel is a part of the market which is growing at a very fast rate. As
the market is already existing the segmentation of the customers
became a lot easier task. Categorizing the customer become easier
when the market already existing.

The segmentation of the detergent market has two most dominant

categorization: Psychographic and Demographic segmentation.
Marketing segmentation is a strategy of dividing the customer with
similar buying pattern and habits. They are a group pf people with the
similar needs and hence they buy the same products. Ariel is a single
product that is required by all segments of the society but the size of
the packet they purchase also vary. The ways to segment the market
for the detergent are as follows:
Demographic segmentation: Ariel is mostly used by the young and
middle-aged women who wash clothes of their family. Married
women consume the product in large quantity as they wash clothes of
entire family. Washing powder is used by all the section of the society
irrespective of their occupation and educational background.

Geographic segmentation: The major usage of premium detergent is

the urban area. The major share of sales come from the large cities. In
rural areas people are still dependent on local detergents. The
company sells its premium products in urban areas and low range
products in rural areas.

Psychographic segmentation: Washing powder or bars is an

essential requirement for all the people irrespective of their
personality and lifestyle. The upper middle class is brand conscious so
they go for expensive products.

Behavioural segmentation: The usage of the detergent is irrespective

of the behaviour of the people. Mostly people don’t have brand
loyalty when it comes to FMCG products. People are just interested in
benefits while using the FMCG goods.

Market Research & Analysis

Types of baking products which attract office

workers.

 Bread
 Toast
 Cake
 Bun
 Biscuits and Cookies
 Doughnuts
The price range which are acceptable to the office
workers.

The price range up to $30 are acceptable to the office workers

The promotion activities which are suitable for

office workers.
 Promocode
 Loyalty Discounts/ In-Store Discounts
 Newsletter/ Email Promotion
 Offer Unique in-house product
 Sending Goodies

Marketing Mix
Advertising

Outdoor advertising

 Outdoor advertising, otherwise known as out-of-home

advertising (OOH), is simply any advertisement made visible to
a consumer outside of their home.
 Just like broadcast advertising, outdoor advertising is considered
a mass-market medium and is intended to support broad
messaging and branding efforts.
 Implementing graphic design into outdoor advertising is critical.
Think about how quickly people pass by a billboard design. I
 n the few seconds that a driver has to see it, the message has to
be read and understood.
Social Media Ads

 Advertising is the financial engine that drives all social media.

 LinkedIn began offering paid advertisements as early as 2005,
and Facebook launched ads in 2007, Twitter added ads in 2010,
and Instagram introduced ads to the platform in 2013.
 The world has become used to the idea of seeing ads in their
social media feed.
 Many people will skip past them, but they still see them, which
leads to familiarity.
 With the invention of tools such as Facebook leads forms, the
social media platform has increased the ways that advertisers
can reach their market. Social media is great for both brand
awareness and business promotion.

Joint Ventures
 Promoting your business is all about getting your offer in front
of the right people.
 One of the easiest ways to do this is to find existing audiences
that match your ideal market.
 A great way to do this is to partner with non-competing
businesses who are marketing to the same people as you are.
 Find services that could potentially add value to your customers,
and that your services could also help their customers.

Sales promotion
 Sell during the off-season: Goods like swimwear, boats, tents,
air conditioners, refrigerators are definitely more popular in
summer but you should consider special strategies to sell them
throughout the year. Offer time-limited discounts, "1+1=3"
campaigns, and other marketing tricks.
 Run clearance campaigns: They're especially popular before
summer and winter. As dealers need to make room for a new
collection, they often run total clearance campaigns when users
can buy goods from old collections at extremely reduced prices.
 Launch a new product: If you're going to expand and turn your
small coffee shop into a bakery, you need to reach new market
segments. You can attract new customers by offering a free
cookie with each cup of coffee or suggest visitors set their own
price once in a while.