Marketing Strategy Report: Sweetsmile Bakery & Patisserie, London, UK

This report provides a comprehensive analysis of the marketing strategies employed by Sweetsmile Bakery & Patisserie in London. It begins with an introduction to the bakery and its focus on providing high-quality food. The report then delves into the description of a new product, a health-boosting shake, and proceeds with a detailed market analysis, identifying key trends such as customer experience, employee activation, strategic marketing transformation, AI-based automation, customer retention, internet marketing, and video marketing. It assesses the competitive landscape, including local businesses, advertising, exhibitions, and suppliers, and examines current customer attitudes and behaviors. The report also identifies key issues and opportunities for the bakery. Furthermore, it explores the application of the STP model (segmentation, targeting, and positioning) for the new product, followed by a discussion of the marketing mix elements. The report concludes with a summary of findings and recommendations for the bakery's marketing efforts.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION.......................................................................................................................................3
Description on the new product...............................................................................................................3
Analysis of the market for this product....................................................................................................4
Strategy for the segmentation, targeting and positioning of the product..................................................7
Marketing Mix for this product...............................................................................................................8
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

INTRODUCTION
Every business formulates various tools and techniques to improve the marketing of their
organization. As per the current market situation is necessary to gain the customers trust first
because of the uncertainty of the pandemic every people become more focused about their health
so organization need to follow properly each and every marketing principles to gain the attention
of the customers. This report will discuss about the marketing of the Sweetsmile Bakery &
Patisserie which is famous bakery in Lavender Hill, London. The main focus of this bakery is to
provide the delicious and high quality of food so that they can achieve the loyalty of the
customers. The main motive of this report is to identify the new products and services and then
conduct market analysis which will help to determine the current key trends. Moreover, this
report use STP model to target the audience and then apply marketing mix for the development
of the new product and service.
MAIN BODY
Description on the new product
Every business needs to focus on their products & services so that they can full fill the
requirements of their customers as per their actual need. For this report Sweet smile Bakery &
Patisserie is considered that is popular bakery in London market. This bakery use fresh and
natural ingredients & whole cooked recipes in their products which improves the marketing of
this bakery. The main focus the bakery on provides the fresh, fluffy and flavored products to
their customers so that can become their potential customers. In this bakery everything is fully
fresh made like cakes, bread, homemade pasta and many more dishes cooked by the team.
This bakery looking forward to launch new product that is " shake" . This drink work like a
immunity booster and the main concerned to prepare this shake as an new product is that it can
help to boost the immunity system of the customers so that they will feel that they invest on the
healthy product (Philip, 2017). The main concern of bakery is quality of the shake so that bakery
uses high quality of ingredients which will help to improve the health of the customers. Because

of the Covid pandemic, people avoided the outside food so it is a big challenge for the bakery to
gain the trust of the customers
Analysis of the market for this product
Analysis of the market
It is prominent to do analysis of the market through specific tools and techniques which
can help to improve the market situation of the company. Sweet smile Bakery & Patisserie is
planning to launch new product in the market and the main motive of this product is to focus on
the customer’s health. Bakery conducts market research and analyzes the taste and preferences of
the customers and they analysed that people are become more conscious towards their health and
they want high quality of product with good taste and pocket friendly price. After analyze the
responses of the customer, bakery decides to prepare a drink which provides proper nutrition’s
and also take care of the health (Sabaghinejad, Hosseinizadeh, Azadeh, and Farajpahlou).That
new drink is a shake that will provide in many flavored form and bakery use some organic
ingredients and flavors which will help to improve the immunity system of the customers.
Key market trends
There are many key marketing trends which company needs to think about that to
improve the company growth in the market. Sweet smile Bakery & Patisserie mainly need to
identify the key market trends and then use this to improve the marketing growth at the
marketplace. Customers Experience- This is considered as the most influential key market Trend
which can impact the performance of the company in a positive manner. Sweet smile
Bakery & Patisserie mainly concern about customer experience so they can provide high
quality of goods on a convenient price which will help to gain customer satisfaction. Employee Activation, for the growth of the company it is important to the active
participation of the employees in the each and every activities of the company. Sweet
smile Bakery & Patisserie staff members concerned about their work and also try to
engage with the customers.
 Strategic marketing transformation, this key trend is very demanding and improves the
growth rate of the company. With the help of strategic marketing transformation, bakery
can effectively improve share marketing to adopt advanced technologies.

 AI based automation , This is considered as the specific key trend which trending in the
market and it also fulfill the current market requirement. Bakery adopts this technology
so that they can reach large number of customers which will help to improve the
profitability of the bakery.
 Concentrate on customer retention, as per the current market situation, company need to
focus on employee retention. Bakery manager need to follow strategic recruitment
process and higher high potential employees so that they can retain in the bakery for or
longer period of time (Sun and Wang, 2018).
 Internet, internet is the key trends which provide the positive impact on the marketing of
the business. With the help of internet bakery can improve their business activities and
also aware to the people about their new product.
 Video marketing, As per the current trends, video marketing is taking the more wider
place and also useful to improve the productivity and profitability or the Bakery.
Key competitors and their positioned
Competition level is increasing in each and every industry so it is necessary for the
company to pay more attention on those competitive factors which affect the performance of
the business directly. Bakery need to identify their competitors prepare a strategy according
to this which will help gain more profit advantage as compare to the competitors.
 Local business directors - This is considered as the main competitor which affect the
business and profitability of the company. Bakery business is now become common now
a days and anyone can easily start this business so there is huge level of competition in
the market. This is a fact that people love to eat good and they do not compromise with
the food quality so that is the main concerned of the bakery to maintain the quality of the
good so that they can gain more profit margin. Now company going to launch new
product that is shake which will help to provide the positive impact on the health of the
people (Pjanić, Vuković and Mijić, 2018).

 Advertising- With the help of advertising and promotion, companies can effectively
influence the target market and also create and positive image in front of customers.
 Exhibitions and trade fairs - This is also contain as the most essential current trends of
the competitors which can affect the whole market scenario as per the market Situation.
Sweet smile Bakery & Patisserie need to take care of their competitors so that they can
effectively complete them.
 Supplies - these key competitors affect the whole marketing scenario which can directly
influence the performance of the company. Sweet smile Bakery & Patisserie need to pay
more attention to their supplier make an effective payment accordingly so that Bakery
can take more competitive advantages (Saputra, 2020).
Current customer’s attitude & behavior
Customer’s attitude and behavior impact the marketing of the company and it is essential to
pay more attention to the customer’s attitude and behavior towards any specific products and
services so that it will make possible to make some changes on the products as per the
requirement of the customers. Sweet smile Bakery & Patisserie is doing well in the market and
become successful to attract the customers. Now company going to launch new product that is
shake which can provide the various health benefit to the customers. Now bakery is looking
forward to do some market research and then measure the point of views of the people which
will help to identify and observe the attitude and behavior of the people for the new product and
bakery is expecting positive attitude of the people on their new product so that bakery can
become successful to gain the positive response of the people in term of new product.
Identify the main issue / opportunities
It is necessary to identify the issue which affect the performance of the company and try
to remove these so that company can gain more market growth. Sweet smile Bakery & Patisserie
need to measure those issues which provide the adverse impact on the day to day operations of
the organisation. There are main issues which consisted by this company like absence of clear
direction, low participation of the employee, conflicts among the staff members , lack of
employees engagement , poor cooperation etc. are affect the performance of the company so it is
necessary to reduce these issues and prepare an effective strategies which can help to reduce
these issues so that company can easily take more opportunities for the growth and development.

Strategy for the segmentation, targeting and positioning of the product
This model can help to identify the current market situation so that company can
effectively work according to this Sweet smile Bakery & Patisserie need to prepare a specific
strategies so that they can easily segment, target and position the new product as per the current
market requirements. The description of this model are given below -
Segmentation
 Segmentation is work like a process that can drive the target market into the small
groups, with the help of segmentation, customers & audience divided into the group's
who can share the similar characteristics like demographic , needs , location & interest of
the people. There are four types of segmentation used by the company which can create
the specific group so that so that company can easily target in to this. These four types of
segmentation such as -
 Demographic segmentation, it mainly includes age, gender, location, income, education,
family situation and other factors that determined by the company. Sweet smile Bakery &
Patisserie planning to launch new product so it is essential to identify the target market
and then divide the whole population into the groups as per the age, income and gender
of the people. Bakery target market is local market and colleges and University so that
they can reach the massive audience at the single tome period. The market size is
diversity and bakery plan to select the audience as per their age, gender and income
(Islam, 2020).
 Psychographic segmentation, this segmentation done on the basis of their personal
characteristics like values , attitudes, perception, lifestyle, motivation, psychological
influence, priorities and many more. It is necessary to know the point of view of the
customers so that they can effectively improve their market situation. Sweet smile Bakery
& Patisserie need to analyze the point of view of their customers and also take review and
feedbacks time to time with the help of online and offline methods so that Bakery e can
easily understand the preference and view point of the customer. Geographic segmentation, The factor mainly include the geographical facts like City,
country, climate, radius around certain locations, urban or rural areas. All these factors

involved in this type of segmentation which is necessary to considered by the Bakery to
launch new product in the market (Azhar, Prayogi and Sari 2018).
Targeting
After the segmentation it is essential to consider the targeting in marketing. This is considered
as the most influential strategy which can help to to break a large number of population into the
small segment and groups so that company can easily target the audience as for their business
requirement. Sweet smile Bakery & Patisserie, use targeting strategy to identify the targeted
customers. There are various benefits of targeting which are considered by the Bakery such as it
can help to provide appropriate information to the targeted audience, attract the thigh quality
leads, it can help to differentiate company brand from their competitors, effective customer
loyalty, improve the level of product and services etc. All this is considered as the main benefit
of the targeting strategy. Bakery mainly target the child , younger, middle age and old age people
because everyone like to drink shakes so bakery will provide this immunity booster shake to all
age group in various flavours so that they can more options. This product provides the various
benefits to the London people so that company can easily improve their marketing and gain
mode profit advantage (Ramani and Srinivasan, 2019).
Positioning
Positioning is a strategic method that mainly incorporate with some elements and helpful in
the development of the company growth. Positioning method can help to create the most brand
image in front of customers. It can help to differentiate bakery products from their competitors
with the help of variety tools and techniques such as online platform, traditional marketing
techniques are play a crucial role to create the difference and positive image in front of
customer’s eyes. Bakery launch their new product that is shake so to spread this product
awareness in the market bakery use online media channels and also advertise their product in the
market and colleges.
Marketing Mix for this product
It's necessary for the company to focus on the marketing mix which can help to maintain the
whole process the new product launch in the market. These descriptions of these steps as per the
bakery are given below -

 Product - In this marketing P’s company need to focus on the products and services that
they providing to their customers. Sweet smile Bakery & Patisserie is a famous bakery
that provides high quality of food to their customers. Now Bakery is about to launch a
new product that is Shake. With the help of market research, Bakery analyze that they
need to overcome up with new healthy drink which is work like a immunity booster and
beneficial for the health of the customer. Price - Basically price of the product determine the cost that consumer pay for the
product. Customers mainly link with the price of the product so it is necessary for the
bakery to set the price of the new product at low cost so that large number of customers
tries to use it and then consider the benefits of this product. Bakery need to follow price
penetration pricing strategy which can help to gain more profit at the initial level.
(Kwok, Tang and Yu , 2020).
 Place - This determine the physical location of the company where they can deliver their
products to people. Sweet smile Bakery & Patisserie established in Lavender Hill and
targeted the whole London market and also want to expand their business so that local
people can easily get and enjoy their good and beverages.
 Promotion - This strategy mainly include the advertising, promotion, public relation and
delivery of the product and services of the company. Bakery need to promote their new
product on social media platforms like Face book, Instagram , Twitter and YouTube so
that large number of people can know about the new products and also know the specific
offers and discounts. Promotional activities are helpful to gain more profitability.
CONCLUSION
As per this report it can be concluded that for the success of the business it is important to
seriously follow the marketing principles and prepare a specific strategies so that companies can
take more revenue. This report discussed about the new product of the company and conducts the
market analysis so that company can effectively launch their new product. Moreover, this report
determined the importance of segmentation, targeting and positioning of the new product and
also contain marketing mix analysis.

REFERENCES
Books & Journals
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