Brasilian Bakes A Brazilian Inspired Bakery
Created By: Nicolle Braga and KamyllaKallita Santana Presented: June 2021 Marketing II Ms. Sullivan, Everett High School
Copyright, 2021
Table of Contents ● ● ● ● ● ● ● ● ● ● ● ●
Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 References - Page 12
Executive Summary Our Mission Brasilian Bakes aims to provide superior quality baked goods, pastries and sweets. We constantly strive to provide outstanding customer service and believe that customer satisfaction is our ultimate goal. The Company and Management Brasilian Bakes is a Brazilian Bakery that focuses on customer satisfaction. At Brasilian Bakes, we have traditional recipes passed down through generations, stemming from a few different families. Brasilian Bakes is located in Everett, MA and was founded by high school students Nicolle Braga and Kamylla Santana. Our Products We offer many different, traditional, Brazilian pastries and desserts, including: ● Acai ● Coxinha ● Bolo de Brigadeiro ● Arroz doce ● Pastels The Market Across Massachusetts, customers are becoming increasingly aware of the ingredients they eat. This is why one of our main priorities is to only source natural ingredients. Our Competitive Advantages While there are other Brazilian bakeries in and around MA, we are the only Brazilian bakery that uses all natural ingredients, with recipes from 100+ years ago. Start-up Financing Requirements We are seeking $125,000 to cover our rental space, as well as ingredients for our first year of business.
Industry Overview The Baking Industry: According to SmallBusiness, the baking industry generates more than $30 billion in revenue each year. The industry includes 6,000 retail bakeries and nearly 3,000 commercial bakeries. The American Bakers Association reports the economic impact of baked goods produced and sold in the U.S. totals $423 billion. The market for baked goods is expected to grow around 1 percent per annum in the coming decade. Consumption is affected by changes in disposable income, consumer preferences and economic conditions. The major market segments in baking include: ●
Bread: 32 percent; Rolls: 19 percent; Cakes: 15 percent; Retail bakery products: 10 percent; Soft cakes: 8 percent; Pies: 2 percent
Our position in the market According to a survey from Nielsen, 67% of consumers in the U.S. want to know every ingredient in the food they buy. With our promise to only use all natural ingredients, we’re focusing on great tasting treats that satisfy consumers’ need to know what they’re eating. With easy to pronounce ingredients, and no harsh additives, we’re changing the way baked goods are made. We’re also focusing on Brazilian recipes, which offer a new twist and flavor combinations. The Competition Our competition is any bakery around the cities, including: Bakes & Cakes, Crazy Good Kitchen and Santanas. What Makes Us Unique What makes our company so unique is that we use all natural ingredients and it's a secret recipe passed from generation to generation so it is original.
Business Description ●
Mission statement: Our goal is to provide superior quality baked goods, pastries and sweets. We constantly strive to provide outstanding customer service and believe that customer satisfaction is our ultimate goal.
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Goals and Objectives: Our goal is to provide all of our customers with unparalleled products and experience. We use pure, all-natural ingredients to create products that are truly superior in quality, making sure our customers get the best.
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Business Philosophy: We strive to make sure our customers are our number one priority.
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Industry: Working in the pastry industry, you will learn how to work in a fast environment and work on customer service and making sure you are putting your best ability in everything you do.
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Strengths and Skills: We are the best at what we do. We are well known for our famous waffles on sticks. We also use all natural ingredients.
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Target Market: Our target market is anybody that wants to come in and have an excellent experience and feel comfortable where they are.
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Closing Summary : Brasilian Bakes has quality goods and not overpriced and the atmosphere is a safe place for everybody.
Branding Logos:
Slogan: Fresh & Tasty!
Color Scheme: #F4E6DB
Merchandise Examples:
#DD6E44
#FFFFFF
Unique Selling Proposition At Brasilian Bakes, our recipes are traditional Brazilian flavors passed down from generation to generation. We are the only bakery with the secret recipe of our foods, which is why we stand out from other bakeries. We only use pure ingredients, never any artificial flavors. Our bakery serves up Brazilian treats, reminiscent of what your tia or vo used to make, it’ll take you back to your childhood favorite sweets and treats. ● Only natural, organic ingredients ● Family recipes passed down from generation ● One of a kind
Market Analysis SWOT Analysis ● ●
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Strengths All-natural ingredients Wide range of products
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Weaknesses All recipes are from Brazil and customers might be hesitant to branch out to a new culture New in the market
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Threats Bakes and cakes Santanas Crazy good kitchen
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Opportunities Working with other celebrities to sponsor and advertise our bakery.
Competitive Analysis Bakes and Cakes ● ● ●
Located on broadway Well known for there famous cakes Big space for dining
Santanas ● ● ● ●
Located on main st “Best” Acai Good pricing Fast delivery
Crazy Good Kitchen ● ● ● ●
Very popular Unique drinks and shakes Pricey Aren’t really good with timing
Target Market
● Age ● ●
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○ We are catering our product/service to not only kids but adults too. Gender ○ We are servicing both sexes Marital Status ○ Our target market is anyone that wants to come by and eat at our spot, meaning single,married,divorced, whatever the situation is. Family ○ N/A Location ○ We are selling mostly locally but if you do make an order online depending on what city you live in we may or may not be able to deliver to you. Education ○ N/A Income ○ Because our ingredients are more pricey, our customers should have a comfortable income. Occupation ○ N/A Religion ○ N/A Language ○ Our bakery offers customer service in both English and Portuguese, but we service all languages. Lifestyle ○ Lifestyle does not matter, but we cater to individuals who may focus more on health. Motivation ○ N/A Hobbies ○ N/A Size ○ We think our target market is large.
Marketing Goals Goal #1:Gain social media followers ● We want to make sure we can connect with our customers in several ways and grab the attention of potential customers. ● We will be creating a tiktok, facebook and instagram for our brand showing all the fun foods and treats we make with the hashtag #brasilian bakes Goal #2:Build Brand awareness ● We want to create a name for ourselves. ● We will be partnering up with influencers and celebrities to review our brand and create content. Goal #3:Focus on customer satisfaction ● We want to make sure that we are putting our customers first. ● We will have a card and if they get 8 whole punches in them they get a free dessert or treat of their choice.
Marketing Mix PRODUCT: Brasilian Bakes provides value to our customers and our services. We are insured, licensed and provide work warranties for our work. Our services and product focus on high quality customer service and product. It helps us insure that the customer will come back for more. At present, the following are the main categories of Brasilian Bakes products: ● Acai ● Coxinha ● Bolo de Brigadeiro ● Arroz doce ● Pastels Our Most Popular Product Include ● Acai shakes/bowls ● Prato de dia ● Suco de caju ● Churros
PRICE: Because our products use all natural ingredients, our prices are a bit higher than the competition. However, our serving size is bigger so you’re getting more than you would elsewhere.
PLACE: The company is located in Boston. We get tons of customers all around the world because of where we are located.ee
PROMOTION: We rely heavily on our social media, and offer birthday discounts as well as many holiday discounts.
Brand Positioning For individuals who want to satisfy their sweet tooth, but without ingredients they can’t pronounce, we offer organic, all-natural sweets using ingredients from natural resources and recipes from Brazil. Unlike other bakeries, we only source fresh, easy to pronounce ingredients and everything is made fresh daily. We also offer dairy-free and vegan options.
Example Advertisements
References https://smallbusiness.chron.com/bakery-industry-analysis-64831.html