WHAT MAKES LASALLE BAKERY SO
SUCCESSFUL IN AN INDUSTRY WHERE
FRANCHISES DOMINATE?
Mike Casal, Katherine Hasler, Alexa Kiffel, and Lauren Masterson
SITUATION ANALYSIS
Family owned bakery
Homemade bakery products
National Retail Bakery of the Year 2011
Web presence
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Facebook
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Twitter
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Instagram
Competition:
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Dunkin Donuts on Smith Street and PC campus
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Anthony’s Deli on Admiral Street
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Starbucks on Thayer Street
CUSTOMER ANALYSIS
Key is to maintain customer base
Famous saying “stay humble”
Primary Market = Local neighborhood
made up of Elmhurst community
Secondary Market = college students (PC, URI, JWU)
Attract incoming class- orientation (packets, gift
cards) and “word of mouth”
Customer loyalty= strong relationship
Gives back to the community donating daily leftovers to
various charities
MARKETING MIX
Price
• Good value compared to high quality of ingredients and
specialty products
Promotion
• Rewards card, Social Media, Email blasts
Product
• Homemade bakery items, sandwiches, coffee, drinks
Place
• Smith Street and Admiral Street
SWOT
SWOT
INTEGRATED MARKETING
CAMPAIGN STRATEGY
• Print
•
•
•
•
•
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Store Front
Inside store signage
Rewards Card Program
Providence Freshman
dorm flyers
Weekly promotions
Seasonal promotions
• Digital
•
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Email blasts to loyalty
members
Internet Website
• Social
•
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Facebook
Twitter
SURVEY RESULTS
• LaSalle should direct marketing efforts at females because
they are more likely to drink coffee and more frequently
• LaSalle is not inconvenient for upperclassmen;
underclassmen that don’t have cars find it difficult
• In order to reach the underclassmen, LaSalle should sell
their products on the PC campus
• Dunkin’ Donuts does not have a taste preference over
LaSalle, students prefer LaSalle’s baked goods and
sandwiches and are neural about the competitor’s coffee
THE END!
MIKE CASAL, KATHERINE HASLER, ALEXA KIFFEL,
AND LAUREN MASTERSON