Bourke Street Bakery Marketing Plan: Consumer Behavior and Strategy

This report provides a comprehensive marketing plan for Bourke Street Bakery, analyzing the consumer base and market position of the Australian cake shop. It examines consumer involvement in the bakery's proposed business plan, considering situational, psychological, and social influences on purchasing behavior. The report includes a detailed discussion of market segmentation, identifying target markets and creating a buyer persona. A positioning statement and a positioning map, based on market competition, are also included. The analysis focuses on the introduction of soy protein as a key ingredient in bread, catering to health-conscious consumers and addressing global health issues like obesity. The report also explores the level of consumer involvement, influences on buying decisions, and the most profitable target market for the bakery's products. The conclusion summarizes the findings and offers insights for framing effective marketing strategies.

Running head: MARKETING PLAN OF BOURKE STREET BAKERY
Marketing Plan of Bourke Street Bakery
Name of the university
Name of the student
Author note

1MARKETING PLAN OF BOURKE STREET BAKERY
Table of Contents
Introduction................................................................................................................................2
Identification of consumer buyer characteristics.......................................................................2
Level of involvement of consumers.......................................................................................2
Influences on the buying decision process.............................................................................3
Segmentation..............................................................................................................................4
Target market.........................................................................................................................5
Buyer persona:.......................................................................................................................5
Positioning statement.................................................................................................................6
Positioning map: As per market competition.............................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendix....................................................................................................................................8

2MARKETING PLAN OF BOURKE STREET BAKERY
Introduction
The purpose of this report is to present an analysis of customer base to determine the
market position of the Australian cake shop, Bourke Street Bakery
(bourkestreetbakery.com.au, 2018). It will discuss the consumers’ involvement into the
newly proposed business plan by evaluating situational, psychological and social influences
on their purchasing behaviour. From the first part of the assessment, a clear idea of the
market has been obtained. According to Andreasson and Johansson (2014), the bakery wants
to include soy protein as the main ingredient of bread making, considering the increased
consciousness of people towards health and fitness. This report intends to analyse consumer
behaviour creating one buyer persona at least and will talk about different segmentation
variables. Besides, a positioning map will be included along with a distinct positioning
statement.
Identification of consumer buyer characteristics
Level of involvement of consumers
Purchase decision is directly connected with the consumer involvement. There comes
product involvement, which can be increased by advertising campaigns. In this case, the
unhealthy lifestyle of Australian population and global issue of obesity and heart diseases are
responsible for consumers’ preference over consuming healthy foods [kindly find the
appendix].
People consider normal decision-making process when it serves basic needs of daily life.
In order to understand the consumers’ attitude towards the newly planned product, as
described in Dewey (2013), it must be understood that purchase cannot occur without
recognising the requirement of the target market. The focus is to treat global issue of obesity
and several health hazards like diabetes and high cholesterol. Breads with soy protein will

3MARKETING PLAN OF BOURKE STREET BAKERY
satisfy nutritional need of family. The management must invest on marketing campaign and
recruit efficient marketing managers and executives to circulate product information among
the consumers to get the desired outcome in terms of profitability and sale. As per the reading
of McKinley and Wright (2014), customers can access all the available information on
product and nutrition virtually and compare with the other products too.
In the process of limited decision-making, like the first one, consumers consider limited
alternatives before buying. It depends all on consumers’ attitude, as involvement will be high
only when soy protein infused bread is capable of satisfying their health needs. Before,
purchasing consumers will gain knowledge from the packaging and advertisements.
Finally, extended decision-making is where consumers engage themselves into detail
research. AS per the information and market, review a customer would buy the bread if not
influenced by the negative comments or financial restrictions. In this case, post purchase
behaviour is important because positive results help to retain and involve customers. High
level of involvement can be seen here.
Influences on the buying decision process
Situational psychological social
Situational influence deals
with consumers’ current
preferences of foods after
visiting a bakery. As per
Bellaio, Kappeler, Rosenfeld
and Jacobs (2013), It has
been observed that people
are looking for healthy yet
A trend has been noticed
that people are considering
health and fitness issues
seriously and wants to
maintain healthy diet in
terms of healthy lifestyle
choices. People will opt for
bakeries more when they
When a man or women is
coming to a bakery, a
takeaway for family
members is a must.
Therefore, concern for
family members and friends’
health as well is helping to
shape consumer behaviour.

4MARKETING PLAN OF BOURKE STREET BAKERY
tasty foods. Soy protein
infused bread can satisfy
situational need
undoubtedly.
will be provided with such
protein infused bread or
sugar free cakes may be in
future.
Segmentation
While segmenting the protein infused bread, three major variables age, eating habits
of the Australians and urban lifestyle must be considered.
Probable segments for the campaign are:
i. 10-16 years of children coming from families who are health conscious and particular
about healthy diet.
ii. Fitness enthusiasts and sportsperson within the age limit of 16-35 year old females
and males of 16-45 years opt for healthy substitutes.
iii. 35-50 years of both males and females can have protein breads as it satisfies
nutritional needs of old age and help to keep control on several physical
complications.
iv. Financial boundaries are less, as it is affordable for all kinds of income group.
v. Both male and female who are interested in experimenting with new recipes and like
to explore native food items of bakery are potential consumers of soy protein infused
bread. In this case, people from 18 to 40 years of age generally like to consume
innovative food items.
vi. As suggested by Steinberg et al. (2015), people who are of 35-55 years of age,
suffering from health hazards due to old age are consumers of soy bread.

5MARKETING PLAN OF BOURKE STREET BAKERY
vii. Vegetarian people can eat this bread too as it is completely vegan and egg protein has
not been use as ingredient.
viii. According to Dussaillant and Fernandez (2015), Australia is suffering from degrading
health conditions among people who are addicted to alcohol and other intoxicating
elements. In this situation, they are suggested to maintain a healthy diet. Soy protein
bread is for them as well.
Target market
The most profitable target for this product would be 16 to 45 years of people who love
to have delicious bakery items and fitness enthusiasts at the same time. Family members can
influence and sponsor their decision too (Whitworth & Gates, 2013). This segment contains
over 256,000 customers who are conscious about their appearance, maintain workout regime,
have a special liking for bakeries and innovative food items.
Buyer persona:
Geographic/Demographic Psychographic Behavioural
The target buyer is an
Australian woman, living in
Sydney, 24 years of age, a
part time fitness trainer and
master degree student. As
per her age and occupation,
she wants to look
presentable and maintain
diet. Simultaneously, she
has love for bakery food
As her father used to be an
alcoholic and suffered from
health hazards, she has been
brought up eating healthy
foods made by her mother.
Further, as she is a fitness
instructor and health
conscious too, she willingly
wants to consume healthy
foods even it is from a
She has many friends with
whom she likes to hang out.
Most of them are from her
gym. Thus, tendency is to
eat something, which is
delicious yet serving justice
to the diet.

6MARKETING PLAN OF BOURKE STREET BAKERY
items. bakery.
Positioning statement
“To all the fitness enthusiasts, health conscious, gym freaks and mothers who are worried
about children’s nutrition, Bourke Street Bakery presents new soy protein infused bread to
maintain the balance of diet plan amidst of busy lifestyle, as it serves nutritional benefits and
does justice to your taste buds as well on a regular basis.”
Positioning map: As per market competition
Figure 1: Positioning Map
(Created by Author)

7MARKETING PLAN OF BOURKE STREET BAKERY
Conclusion
This paper has suggested market segmentation and targeting guide analysing the
potential consumer base. As per the competitors analysis a positioning map has been included
to understand the current market condition. It will help to frame marketing strategy.

8MARKETING PLAN OF BOURKE STREET BAKERY
References
Andreasson, J., & Johansson, T. (2014). The fitness revolution. Historical transformations in
the global gym and fitness culture. Sport science review, 23(3-4), 91-111.
Bellaio, S., Kappeler, S., Rosenfeld, E. Z., & Jacobs, M. (2013). Partially germinated
ingredients for naturally healthy and tasty products. Cereal Foods World, 58(2), 55-
59.
bourkestreetbakery.com.au. (2018). Cake Shop & Bakery Café In Sydney - Bourke Street
Bakery. Retrieved from https://bourkestreetbakery.com.au/
Dewey, K. G. (2013). The Challenge of Meeting Nutrient Needs of Infants and Young
Children during the Period of Complementary Feeding: An Evolutionary Perspective–
3. The Journal of nutrition, 143(12), 2050-2054.
Dussaillant, F., & Fernandez, M. (2015). Alcohol's harm to others' well-being and health: a
comparison between Chile and Australia. Alcohol and alcoholism, 50(3), 346-351.
McKinley, C. J., & Wright, P. J. (2014). Informational social support and online health
information seeking: Examining the association between factors contributing to
healthy eating behavior. Computers in Human Behavior, 37, 107-116.
Steinberg, S. I., Sammel, M. D., Harel, B. T., Schembri, A., Policastro, C., Bogner, H. R., ...
& Arnold, S. E. (2015). Exercise, sedentary pastimes, and cognitive performance in
healthy older adults. American Journal of Alzheimer's Disease & Other
Dementias®, 30(3), 290-298.
Whitworth, M. B., & Gates, F. K. (2013). Measuring and addressing texture challenges in
healthy baked products. Cereal Foods World, 58(3), 120-125.