1.

Marketing plan summary

Red Ribbon is one of the fastest growing bake shop chain in the country that serves great-tasting
Cakes, breads and pastries. Bringing back the memories of joy and togetherness, family and home. In every Filipino
celebration, whether it’s an everyday family gathering or grand feast,
Red Ribbon continues to make each moment sweeter to people of all ages.

2. Market analysis

 COMPETTITORS
Goldilocks
Calea pastries and coffee
Julie’s bakeshop
Patty cakes
Other local bakeshop

 People
Customer service
Working students

 SWOT
Target market
Market needs
Market trends
Market growth
Low market shares
High market attractiveness
Red Ribbon merit card (happy plus card)

3. MARKET STRATEGIES

PRODUCT/ SERVICE
To give and meet the customers expectation and to have a high service evaluation.
Its mission is to bring the joy of eating to everyone through its great-tasting food and superior quality.

LOCATION
The current location of Red Ribbon is within City Mall San Carlos City. Considering that the market output that Red
Ribbon may get, there is a big chance of consumer activity there especially since City mall has the only mall that
opens 9am to 9:30pm. But the threat for that area is the existence of competitors. There are other pastry shops on
that area aside from Red Ribbon.

Since City Mall San Carlos city is in the “heart” of the city is it nearly at the schools, Public Market and terminal are
easily accessible to everyone who are in hurry for quick grab of pasalubong and sweets.
(They do have websites and delivery hotlines for bulk orders)

RED RIBBON 4P’S

PRODUCT
Red Ribbon is geared towards bringing families and friends together with its specialty cakes and products. It is
mainly a bakeshop that offers pastries like mamon, ensaymada, sweets, a wide variety of specialty cakes, and Red
Ribbon rolls. The store also offers made-to-order and themed cakes.

Premium ingredients such are real butter, high quality cake flour and its unique red ribbon cream are to be use will
also offer products accordingly to the request of the customer when it comes to sugar content and customize.

PACKAGING

Provide unique Red Ribbon brand package that will give comfort and convenience to the customer with
environment friendly materials.

PRICE

Each product uses different sets of ingredients and pricing may vary according its size and flavors.

Round cakes Jr/reg- 350.00-600.00

Dedication cakes Jr/reg / large-365.00-800.00
Rolls half/full-200.00-300.00
Breads and pastries- 21.00- 39.00

PROMOTIONS
flyers, brochure, TV ads, radio ads, print ads, websites and social media
Promo discount, privilege and loyalty cards (happy plus card, senior citizen card and PWD)

MARKET SEGMENTATION
DEMOGRAPHIC

 Male and Female

 Children, teenager, students, workers and adults who love to eat sweets foods
 Consumers in classes C and D

PSYCHOGRAPHIC

 What do they buy? Breads, pastries and cakes.

 When they buy? Everyday mostly in all occasions
 Why do they visit? Pasalubongs, gifts, order cakes for occasions and meetings
 Where is store located? inside City Mall at food court area
“WHATEVER THE CELEBRATION IS, IT’S MORE BEAUTIFUL
WITH RED RIBBON”

BUDGET- CONFIDENTIAL