Whipping up delicious treats daily

LA PASTELERÍA

SPECIALIZING IN MINI-DESSERTS
MARKETING PLAN OUTLINE
1.Executive Summary
2. External Analysis
3. Key Success Factors
4. Internal Analysis
5. SWOT Analysis
Bread is delicious on its own, but also works
well with other flavors.
I. EXECUTIVE SUMMARY
 INDUSTRY DEFINITION
The baking industry includes those firms involved in the production,
importation/wholesaling, and retailing of baked goods including breads, cakes, pastries,
cookies, biscuits, and sandwiches. The bakery products' market majorly covers these
products, furthermore their sales through hypermarkets/ supermarkets, convenience
stores, specialty stores, online retailing, and other distribution channels.

Our bakery will offer all of these types of pastries, while having mini-desserts as a
specialization. Every output will be handmade with fresh and organic ingredients, so that
we may be able to give the best and most tasteful experience for our customers. The ready-
made food that we provide would enable people to grab a snack as they rush for work or to
any specified event, therefore, the business' service would save people's time, having an easy
way to buy something delicious to fill their stomachs.
MARKETING OBJECTIVES
- To achieve sales of each specialized mini-
desserts from expected profit raised to 10% by
the end of 2022
- To reach net profit of mini-desserts to 20%
by the end of 2022
- Achieve market share of 1-2% by the end of
2022
- To increase exposure and engagements, to
further develop acknowledgement to the
business' name
II. EXTERNAL ANALYSIS
 INDUSTRY DEFINITION
The baking industry includes those firms involved in the production,
importation/wholesaling, and retailing of baked goods including breads, cakes, pastries, cookies,
biscuits, and sandwiches. The bakery products' market majorly covers these products,
furthermore their sales through hypermarkets/ supermarkets, convenience stores, specialty
stores, online retailing, and other distribution channels.

Our bakery will offer all of these types of pastries, while having mini-desserts as a specialization.
Every output will be handmade with fresh and organic ingredients, so that we may be able to give
the best and most tasteful experience for our customers. The ready-made food that we provide
would enable people to grab a snack as they rush for work or to any specified event, therefore, the
business' service would save people's time, having an easy way to buy something delicious to fill
their stomachs.
 STAGE IN THE PRODUCT LIFE CYCLE
La Pastelería is a start-up business. It is committed to fuse with Spanish, French, and Filipino
taste and culture that brings out the art in pastry products. It introduces a new outcome that
highlights authentic flavor throughout ASEAN Region.
During this process, La Pastelería requires a large budget for advertising to increase
awareness with potential costumers about the best quality pastries that the business offers.
Once that has been achieved, further funds will be required for promotions that will allow
the prospective customers to test and try the product. Sample products from the pastelería
like mini-desserts are more likely to be used for free tasting. Ideally, consumers will like it.
Considering that all the products are new to the market, price can be high to cope up with,
especially for advertising and promotion expenses. Alternatively, if there are similar
products that already exist, the entry price is normally lower.
III. KEY SUCCESS FACTORS
KEY SUCCESS FACTORS
1. Product’s Unique Feature and Quality
Our mini-desserts boast hand-made and locally produced ingredients that is healthy,
light, and pleasing in both taste and aesthetic. The flavor components of our mini-desserts are carefully tested
and selected for the ensuring of customer satisfaction. The Filipino take on the otherwise classic French sweets
appeals to the new generation of food enthusiasts looking for a fresh take on the classic Filipino dessert flavors.
2. Reputable Brand Name
Consumer always consider brands in purchasing products. Even though La Pastelería is new to the industry,
we ensure our consumers that our brand is associated with quality, organic ingredients, nutrition, and safety
process.
3. Worth of Money
Consumers find it wiser to look for a cheap product yet giving value to their money. La Pastelería makes sure
that their customers will be satisfied with the amount they are paying for, and they can experience the services
offered when they dine in, or even when they order for take out. Moreover, it guarantees consumers that the
products are filled with happiness and fulfillment of their appetites.
IV. INTERNAL ANALYSIS
 VISION
We envision a forward-looking
community, working towards
advertising sweet and delightful
pastries, but with the use of
nutritious ingredients, while
promoting diversity.
MISSION
We are journeying the trail towards
diversity, merging Spanish, French
and Filipino taste, to unite new
flavors, promoting organic food by
creating snacks that have exquisite
relish not only for the Filipinos but
also for the rest of the world to
experience.
 CORE VALUES

Honesty and Trust Teamwork Quality and Diversity

Commitment to Passion
Customers
 PRODUCT/SERVICE OFFERINGS
Churros that are at least 5 cm in size, hand-crafted to fulfill it's role on being little enough
to be considered as "mini." Sprinkled with cinnamon sugar to give the traditional Spanish
Mini-Churros taste, the customers having a choice of melted dark, milk, or white chocolate to dip it in.
The chocolate being handmade from fresh and native cacao with the business' own recipe.

Making sure that the flavor is not too overwhelming, with just enough nutrition value, so
that the person eating it could have room for more desserts, instead of being full with one.
Mini-Cheesecake Our cheesecakes will be just the right amount to taste more than enough flavors, such as
raspberry, blueberry, oreo, and ube.
Though it's title doesn't necessarily include the word, "mini," we certainly make them with
just as much care as we do with the rest of our menu. They are already small in size, though
Macaroons we have added Filipino flavors as well to add a twist to the regular French cuisine. Pandan
and Ube will be some of the choices present, along with the usual vanilla, strawberry,
chocolate, and pistachio.
Pies that are small in size, but not exactly. Bursting on your tastebuds the distinct flavor of

Tartlets each ingredient added with just one mouthful. Just like the macaroons, already small in
size, so the "mini," in its name is not needed. Mostly decorated with fresh fruits and our
special handmade cream to compromise with everyone's sweet tooth, being healthy but
enjoyable at the same time.
 SELLING PRICES AND PACK SIZES
PRODUCTS SIZE PACKAGING PRICE(PHP)
each piece pack of 8 w/ dip pack of 16 w/ dip
Mini-Churros 17g carefully 78.99 152.99
packaged in
branded pack of 3 pack of 6
Mini-Cheesecake 80g boxes, 180 357.99
designed
pack of 5 pack of 10
Macaroons 14g specifically
190 372.99
for each
product pack of 4 pack of 8
Tartlets 75g 80.72 159.72
 Current Marketing Strategies and
Activities
La Pastelería POSTER/FLYER

lapasteleria

www.lapasteleria.com
lapasteleria@gmail.com

078-874-2031
lapasteleria
V. SWOT ANALYSIS
 STRENGTHS
Good and accessible location
Owners’ background experience
Hospitable and friendly employees
Affordable prices of services and
product
Innovative productS
OPPORTUNITIES
Rising trend
Increasing use of social media
Low price of raw materials
Occasions
Manufacturer’s experience
WEAKNESSES
New to the industry
Limited funds
Rented, temporary space
Not open for 24 hours
(10am-10pm)
THREATS
Alternative product in the market
Presence of a new competitor
Brand Loyalty to other companies
Strong marketing strategies of competitors
 CONTACT INFORMATION
for inquires or comments on your experience with us

Address: Phone no.: Email:

Tuguegarao City, San Gabriel, Molave St. 078-874-2031 lapasteleria@gmail,com
0917-325-2024

Visit our website: www.lapasteleria.com