Target Market Activity

Group 7

Daiz, Kharylle Andrei

Magat, Adrian Kenzo
Maybuena, Kristine
Narca, Shaina Shannen Kaye
Ramos, Umi Zyrus Elijah

Submitted to: Prof Marco B. Mata

April 15, 2023
Herran Bakery
Background
 One of the oldest Filipino-Chinese bakeries in Manila was established in the
1940s.
 Provides quality bread for every Filipino home. 
 Founded by Wong Kang Ying and taken over by his son, Raymond Wong Lee.
 Located in Pedro Gil, Sta Ana Manila. 
 Tagline: “Freshly baked Tasty Goodness” 

Problems

 Lack of marketing strategy. 

 No other branches. 
 No delivery services for far areas.
 Lack of Social Media presence

Target Market Summary

As a bakeshop, Herran Bakery has a broad target market that can come from
all ages and enjoy delicious and sweet treats as it produces quality, freshly baked
pastries for Filipino Homes. All consumers will appreciate their products as they are
affordable and come in various pastries, pieces of bread, cakes, and many more,
which will satisfy and meet their needs allowing them to enjoy each purchase with
family or friends during special occasions, merienda time, or simply for everyday
consumption. Herran goods are also best recommended for "pasalubong" when
going home to the province or for taking a trip out of town. Despite having only one
branch located in Sta. Ana, Manila, consumers can visit their store daily during
operating hours. The shop’s location is also accessible, making it easier for other
consumers from outside the locality to easily find their physical store as it is located
on a main road.

Target Market Segmentation

Demographic

Age  Primary: 7-30    

Secondary: 31 and above
Gender Male & Female

Race/Ethnicity Filipino

Location Metro Manila

Occupation Young adults, students, working contractual professionals,

middle to management positions, office workers, travelers,
etc.

Socio-economic D, C1, C2, B with a monthly income of P15,000 above

class

Education Primary, Secondary, College, Graduate School, Postgraduate

School

Generation Gen X, Gen Y, Gen Z 

Geographic

Country/Region Philippines - Metro Manila

City size Urban 

Climate Tropical 

Population Populated urban areas

density

Cultural Factors Filipino, Chinese, and Fil-chi cultures like (Chinese New Year,
etc.)

Psychographic

Lifestyle Hardworking, Practical, Physically Fit

Personality Energetic, Versatile, Traditional, Generous, Adventurous 

Activities Loves reading, Bonding with Family, Intrapersonal Activities, and

Interpersonal Activities, Outdoor activities (e.g., picnic)

Behavioral

 Loves to try new bread. 

 Wanted to eat healthy and affordable foods.

  Interested in promo deals (buy 1 take 1, bundles, discounts)

 Loves to eat pastries and cakes.

 Likes to pack food for “pasalubong” or bring “baon” to school/offices.

 Usually starts a day with coffee and bread. 

Target Persona

Person 1:

Name: Lito
Age: 35
Occupation: Accountant
Marital Status: Married
Income: Php 35,000/month
Location: Metro Manila
Interests: Spending time with family, reading books
Pain Points: Needs good quality bread to start the day with family and to
pack a sandwich at the office, but not at a higher price. An affordable but
delicious bread.
Goals: Stay full and focused on work, save money on good bread. 
Objections: concerned about the taste and quality of the bread to enjoy with
the family and bring to the office. Prefers affordable but fresh and fluffy bread.
Communication preferences: Preferably wants a face-to-face conversation
and meeting for proper communication. 

Person 2:

Name: Eva
Age: 21
Occupation: Working Student (Fast Food Crew)
Marital Status: Single
Income: Php 15,000/month
Location: Metro Manila
Interests: Spending time with family, reading books
Pain Points: Needs an easily prepared and instant food to start a day before going
to school and to pack a sandwich to consume on duty at work. An affordable but
delicious bread.
Goals: Stay full and focused on school and work, save money on good bread. 
Objections: Concerned about the taste and quality of the pastry and bread; prefers
instant and readily to consume; prefers affordable yet satisfying food
Communication preferences: Preferably wants a face-to-face conversation for
proper communication. 
A day in a life

Eva wakes up early to prepare for her exam. With no time to cook breakfast,
she opts to buy from Herran Bakery for her breakfast and packed food (bacon) for
later. Since the shop is located along the main road and with multiple jeepneys
passing by, it is easier for her to take a ride going to school. On her way to school,
Eva eats the bread she bought while reviewing for her upcoming exam. Upon
arriving at school, she hurries to class to avoid being late than her Professor coming
in. A little while later, they began their test as well as take the other classes
afterwards.

Once classes are finished, Eva prepares to leave school and makes way to
her work. She does her crew duties as usual, then after a few hours she felt hungry
at just the right moment as it is already their break time. She gets the hopiang
monggo she bought earlier from Herran and remembers how she has been craving
for it, but the bakery would always be sold out. It was a good thing she decided to
buy from the bakery because her cravings were satisfied. Eva notices her colleagues
eyeing the hopia she’s eating and offers them a piece and when they took a bite,
they find it good enough to want to buy as well. They ask Mokang where she bought
it, and she answers. Apparently, the bakery also offers delivery via food or regular
delivery apps like Grab. Hearing about it, her workmates decided to try it
immediately. They ordered but not all goods were available at the time so they
thought, since Eva is closer to the shop, maybe they should have her deliver all the
goods they want to try next time as well. They all had a laugh about it and Eva will
agree jokingly only if they’d pay her service as well.

Eva’s duty ends and she makes her way home, bringing along with her some
of her family’s favorite hopia and brownies which she had ordered along with her
workmates earlier. She had ordered this as pasalubong for her mother and little
brother, who asked her earlier to buy from Herran should she pass by along the
bakery earlier than usual. With the traffic being heavier during Wednesdays, it was a
good thing she tagged along her workmate’s orders earlier because otherwise, she
would have made it to the shop late and already closed. Arriving home, she greets
her mother and hands her the pasalubong. Eva’s little brother was already asleep at
the time, so she asks her mother to prepare the pastries for their breakfast instead.
Eva settles down to rest and prepares for a new day tomorrow.

SWOT Analysis

Strengths
 Competitive and Affordable product cost.
 Well-established urban presence. 
 High-quality products.

Weaknesses
 Low social media presence.
 Lack of marketing strategy.
  Can’t cater to far places outside the city. 
 No other branches.

Opportunities
 The emergence of food delivery services nationwide. 
 The rise of social media marketing techniques. 

Threats
 The growing branches of other competitors. 
 Competitive marketing strategy of other newly opened bakeries.