UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN Market research and marketing campaign for Bread Talk Bakery in Home Baking delivery service Hnin Chan Myae Naing Level-3 2nd Batch YOUTH International University Table of Contents Introduction ..................................................................................................................................... 3 Unique Burma – UB Bakery ........................................................................................................... 3 A: Explore different markets are researched using different models and tools .............................. 4 P.1 Perform market research in bakery using different methods and tools ..................................... 4 1. Introduction ................................................................................................................................. 4 1.1 Research objective .................................................................................................................... 4 1.2 Research Methodology ............................................................................................................. 4 1.3 Competitors ............................................................................................................................... 4 1.4 Market Size, Share, and Structure............................................................................................. 5 1.5 Target Market ............................................................................................................................ 5 1.6 Trends ........................................................................................................................................ 5 1.7 External Influences ................................................................................................................... 5 1.8 Evaluation of competitors' marketing efforts ............................................................................ 6 P.2 Explain the features of the market for bakeries ........................................................................ 6 2. Introduction ................................................................................................................................. 6 2.1 Marketing aims and Objectives ................................................................................................ 6 2.2 Research market information .................................................................................................... 7 2.3 Research review ........................................................................................................................ 7 2.4 Target Market Analysis ............................................................................................................. 7 2.5 Competitor Analysis.................................................................................................................. 7 P.3 Explain the way in which a product is marketed in a given context ......................................... 8 3. Introduction ................................................................................................................................. 8 3.1 Campaign Budget...................................................................................................................... 8 3.2 Timescale .................................................................................................................................. 8 3.3 Marketing mix ........................................................................................................................... 8 3.4 Marketing Message ................................................................................................................... 9 3.5 Media Selection ........................................................................................................................ 9 P.4 Explain the effectiveness of marketing a product in a home baking delivery service. ............. 9 4. Introduction ................................................................................................................................. 9 4.1 Market Research Findings ........................................................................................................ 9 4.2 Competitor Analysis................................................................................................................ 10 4.3 Rationale for Marketing Promotion ........................................................................................ 10 4.4 Marketing Plan ........................................................................................................................ 10 4.5 Budget Allocation ................................................................................................................... 10 Conclusion .................................................................................................................................... 10 P.5 Produce a marketing plan for a new product at Unique Burma Bakery. ..................................11 5. Introduction ................................................................................................................................11 5.1 Plan for Marketing Promotions................................................................................................11 P.6 Explain the personal planning decisions and approaches for a marketing plan for a new product at Unique Burma bakery. ...............................................................................................................11 6. Introduction ................................................................................................................................11 6.1 Marketing Campaign Manager's Decisions .............................................................................11 6.2 Effect on Marketing Campaign Manager's Decision .............................................................. 12 Conclusion .................................................................................................................................... 12 References ..................................................................................................................................... 13 Introduction The business provides customers with a menu selection and catering for different dietary needs. The business has to be done by providing some menu and different food. As customers can find their needs, it is necessary to evaluate the packaging styles and qualities of the business. Businesses conduct marketing research and marketing activities. This report will describe market research tools and programs. Unique Burma – UB Bakery Unique Burma was established on September 12, 2019. It is open in two central locations. A shop at No. 644 Corner of Merchant Road & Shwe Bon Thar Road, Yangon and No.89, Upper Baho Street, (2) Ward, Mayangone Town Ship, Yangon. Factory: Opened at 18/235, Innwa Street, Shwe Paukkan Industrial Zone, North Okkalapa Township, Yangon. Mission: A culture of creativity, openness and collaboration where our people continuously improve products and processes. Vision: To open more outlets and offer new and innovative plans to customers. A: Explore different markets are researched using different models and tools P.1 Perform market research in bakery using different methods and tools 1. Introduction Market research is necessary for different types of businesses. Businesses use different methods and tools to conduct market research. Doing market research can bring success to the business. Businesses look to research as a way to improve sales of products and services. 1.1 Research objective Research objectives describe the objectives for completing research projects. They include gathering data, making arguments and drawing conclusions. A distinction is often made between research aims and objectives. A research objective is usually a statement indicating the general purpose of the research project. A researcher's research objectives may be more specific than our research objectives and indicate the specific context of the project. Business has only one research objective, but many research objectives. (Ryan, 2022) 1.2 Research Methodology A research methodology is a way of explaining how a researcher intends to carry out the research. It is a logically planned method to solve a research problem. A methodology describes in detail how a researcher approaches a piece of research to achieve reliable and valid results. It may describe what data is collected, where it is collected, and how it is analyzed. (Indeed Editorial Team, 2022) 1.3 Competitors All businesses have competitors. Knowing about the business is key to innovating their products, services and marketing strategies. However, identifying competitors is not always onesize-fits-all. Some of the competitors are mentioned directly, while others are mentioned indirectly. There are three contenders here. These include primary competitors, indirect competitors and substitute competitors. (Rodrigue, 2022) 1.4 Market Size, Share, and Structure When starting a new business, we need to consider the size of the market. Market size refers to the total number of potential customers who purchase the firm's products or use its services. HI cake shop's market size is medium. Market share refers to the percentage of the company's market or overall sales of the business. In other words, it refers to the sales volume of the entire business. Generally, market share is a metric that indicates the size of industries or firms in a market. Market structure is the environment in which a business operates. Market structure can describe how competitive an industry is. Challenges to entering the industry and vendor engagement can also be considered. (Indeed Editorial Team, 2023) (Gordon, 2022) (Indeed Editorial Team, 2023) 1.5 Target Market A target market is a group of customers to whom a business aims to obtain its products or services. This group includes common characteristics such as age, gender, interests, or the location of a business. Defining the target market is an important part of marketing. Businesses focus their efforts on the people who will buy their products or services. (Adobe Experience Cloud Team, 2023) 1.6 Trends A trend is something that changes, develops and goes in a new direction. A trend changes frequently in the market. According to trends, there are trends that people like. Lifestyle, food, dance, music, business and most technology have trends. Trends are things that are popular with people. So, the trend can work in the market. Business people need to explore people's daily life activities. This can help the business to find customers more efficiently. A business selling food is a business, so it is necessary to conduct daily research on food trends. So many business opportunities can be found. Unique Burma researches the trends that people love. Unique Burma will ask their customers what they like with questionnaires. (Chron Contributor, 2021) 1.7 External Influences There are many factors that can affect the success of a business. External influences are on businesses. Businesses cannot control external influences. External influencing factors are listed below. Businesses have PESTLE for operations. PESTLE stands for political, economic, social, technology, legal, and environmental. Unique Burma also has PESTLE. Political policies change the country's leaders and the price of products increases. Economic conditions include paying taxes to the government. Unique Burma is well connected on social and with the development of technology, consumers can buy and eat from home to save time. Unique Burma pays its employees in accordance with the Labor Law. Unique Burma cleans the environment around the shop and cleans the environment to avoid harming the health of the food in the shop. Unique Burma may cost more due to external influences, but it is worth the cost because it is more convenient and attractive to customers. 1.8 Evaluation of competitors' marketing efforts Businesses need to do marketing research because they want to know more about the popularity and likeability of the product. In the bakery industry, shops often don't do marketing. But shops are doing it on social media. Nowadays, people use social media widely, so working on social media offers more opportunities. There are pros and cons to social media marketing. The advantages are saving time. Disadvantages include increased competition and potential for fraud. P.2 Explain the features of the market for bakeries 2. Introduction Businesses have product revenue advantages and do marketing. Marketing is one of the important roles in the process of increasing revenue. This section will explain the marketing features and research process. 2.1 Marketing aims and Objectives Businesses work on marketing objectives and aims. Businesses do marketing because every business wants to make money. Earnings can be traced to the performance of marketing managers or employees. As technology continues to improve, most businesses use social media as a means of advertising and marketing. Advertising on social media is convenient and easy because users can find it quickly. Unique Burma engages customers and does marketing on social media. 2.2 Research market information Baking industry finds a wide variety of flavors of breads, cakes and cookies with foreigners living in the modern world. Bread is mostly consumed abroad for breakfast, lunch, and dinner. Some people eat bread and cakes for breakfast. People who are busy all the time eat snacks that are easy and convenient to fill their stomachs. Bread and pasta are loved by busy people and children. Children like bread more than other foods. Cakes also came into society with bread. Birthday parties, wedding parties use cakes. Some people eat cakes because they don't have parties. Cakes are also used to apologize to someone and to seek a partner. Unique Burma produces a wide range of cakes with designs that customers want. 2.3 Research review Research is the key to success. Baking requires research because people make it. Stores will have a target market and products. The bakery will need to research the market and target markets. Bread has become popular in the modern world. Everyone, regardless of age, gender, eats many types of bread. Unique Burma always has unique decorations and good flavors. 2.4 Target Market Analysis Made to be consumed by any class. People are always busy with work and progress. Such people do not have much time for food. Those people eat a proper breakfast. Those people eat bread and a cup of coffee or tea for breakfast. People eat bread and some snacks to fill their stomachs. Unique Burma creates filling and delicious food. 2.5 Competitor Analysis Every business has great competitors. Some well-known brands in the bakery industry are positioned in the market. They are SP Bakery, Pucci Bakery and Season Bakery. Those bakeries target students and some of the middle class. SP Bakeries and Pucci Bakeries packaging has topped the market. P.3 Explore approaches to marketing nationally and internationally 3. Introduction This section will explain how the marketing campaign is run and how much the budget will cost. When a new product is launched or an existing product is launched, marketing activities are carried out to extend the brand to low income or consumers. 3.1 Campaign Budget Marketing campaigns are not free for every company. Unique Burma conducts marketing searches to find new projects that will satisfy customers. The project focuses on giving consumers the feeling of baking at home. Most people are not interested in this kind of feeling. But you should do this at least once in a while. So Unique Burma use social media to announce it. The business needs to pay for the process, including location, raw material costs, calling people and other trivial matters. The campaign explains to the customer how the bread is made. 3.2 Timescale A marketing campaign should not take too long as it works with budgets. Unique Burma is held once a month. So, they decided to do a one-day campaign. People use social media so much that it is easy to promote the brand's campaign. The campaign takes place on the same number of days as the number of the month. On those days, all bread items are discounted by 13 percent. 3 days in advance on social media, customers can learn more. 3.3 Marketing mix When doing business, there is a marketing mix. The marketing mix generally includes the 4 Ps. The 4 Ps are products, price, place and promotion. Business is the sale of goods or services. They have sale prices and you have to look at your product, find a location and open it. Promotions are made to make the products cheaper and more appropriate. Unique Burma's pastries, cakes and cookies are reasonably priced so everyone can afford them. But it is suitable for most of the target customers. The product is of high quality due to customer satisfaction. 3.4 Marketing Message All businesses have marketing messages. Marketing messages contain information that businesses want to provide to consumers. The messages sometimes describe the benefits of the product. A business also has a marketing message when running a campaign. The business aims to make it easy for customers to order bread whenever they are hungry, lonely, happy, sad and whatever their mood is. Their taste makes customers happier. 3.5 Media Selection There are many social media platforms used by different countries and peoples. Businesses use social media to advertise available products and services. Among the social media platforms commonly used are Facebook, YouTube, Telegram, Instagram and Tik Tok. Unique Burma has chosen Facebook to advertise the products and services available. Because Facebook is a website that people use. P.4 Explain the effectiveness of marketing a product in a home baking delivery service. 4. Introduction Unique Burma conducts a marketing campaign to give customers the feeling of baking themselves. Customers may find that once-in-a-lifetime feeling in this marketing campaign. This section will show the marketing activity and competitor analysis. 4.1 Market Research Findings Before running a marketing campaign; A business must do marketing first. Marketing can have a financial impact on the products and services available to the business. Market research is aimed at the revenue of the company's products and services. Unique Burma conducts major research in-store. There is a questionnaire to ask consumers about the shop's service, bread taste and cleanliness. Unique Burma conducts research by looking at feedback from customers on social media about how customers feel about everything. 15% of customers want to bake their own bread and use Unique Burma's as an opportunity to deal with it. 4.2 Competitor Analysis. Every business is trying to compete to be the top in the market. To do this, the business needs to figure out the plans and processes of competitors. The Unique Burma shop will see almost identical shops like Seasons and SP's activities. These stores tend to offer good service rather than offering discounts and marketing campaigns. But after seeing the marketing campaign that their business has done, those shops will start doing the same marketing campaign. 4.3 Rationale for Marketing Promotion There are a few reasons for doing marketing campaigns. They introduce brands or products to promote sales and increase revenue. Unique Burma runs a marketing campaign to promote the brand at the request of some customers. This helps businesses become more popular and successful than before. Unique Burma takes the opportunity with marketing campaigns, trend flow. This campaign will be more successful for Unique Burma and attract more customers. 4.4 Marketing Plan A marketing plan is a written process for achieving the business's goals. Most businesses make marketing plans to reach their target audience. The business needs to understand the business's market. Then the business can make plans to achieve its goals. Unique Burma will bring in bakers and create the decoration of the bread and the taste will be perfect. Most of Unique Burma's productions are successful. 4.5 Budget Allocation Unique Burma's marketing campaign isn't free, it's about business budgets. Small cakes can be made for 10000 MMK per person, and prices vary according to the type of cake. Conclusion The workers at Unique Burma must advertise how good their product is. That way, the buyers will know how much dedication and love their chefs put into making bread. If so, it will be beneficial for both their brand and the buyers. P.5 Produce a marketing plan for a new product at Unique Burma Bakery. 5. Introduction When you do a marketing campaign, the store has a new product or promotion. New products and promotions can attract customers' attention. Customers will find the most suitable products and promotions from the store. 5.1 Plan for Marketing Promotions. There is a program in place where marketing campaigns are conducted and new product leads and promotions are launched in the store. You can show clients how to do things in your own business. Marketing activities can provide customers with the right information and explain the benefits of new products. Customers are looking for new products and services that appeal to them and new promotions. Customer focus depends on the skills of employees. Employees need to get interested in the new product. The right information can boost branding and revenue. P.6 Explain the personal planning decisions and approaches for a marketing plan for a new product at Unique Burma bakery. 6. Introduction A marketing campaign is carried out only by the decisions and methods of the person most responsible for leading the marketing campaign, the marketing manager or staff. Managers or employees need to think about the budgets the company allows us to use and how to attract customers. The positioning of the brand depends on the decisions of the respondents in the marketing campaign. 6.1 Marketing Campaign Manager's Decisions Marketing campaign status is based on the marketing campaign manager's discretion. The marketing campaign manager's decision must be something important to attract the customer. The decision can increase brand awareness and revenue. A marketing campaign involves employees who attract the attention of the customer. These employees are selected by the marketing campaign manager. Employees need to be skilled at product introductions and able to explain the benefits of that product. The manager should make the right decision in selecting the employees and need to provide the right information to the customers. 6.2 Effect on Marketing Campaign Manager's Decision The manager should take the right decision to increase the revenue of the product. The marketing campaign manager uses budgets approved by the store. Due to the limited budget of the shop, the manager's skills are more apparent. The lower the budget constraint. As the manager's ability increases. Conclusion The sales promotion campaign must be done with the target customers who come to the store. Unique Burma's marketing campaign targets customers who want to bake their own bread. Unique Burma's marketing campaign can be effective to those customers. Decision and cooperation of employees can give the best results in marketing campaigns. References Adobe Experience Available Cloud Team, at: 2023. 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