Bakers Delight Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Bakers Delight through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Bakers Delight Product Strategy:
Bakers Delight offer wide range of bakery products. Croissants- chocolate, white cob, white dinner Rolls, Artisan collection featuring Pana di casa Vienna Loaf, Sourdough Vienna, traditional cakes, flavored tarts like lemon, fruit mince, Brioche Loaf with flavors like cheese & bacon, choc chip, whole meal Sourdough, Hi protein, Halloween finger bun, apple crumble slice, choc mud scone, blueberry Danish lattice and BBQ Bonanza Pizza. Their target customers are the semi urban and urban families and anyone with sweet tooth. Bakers Delight is also targeting the health-conscious customers by planning to come up with healthier versions of breads like gluten free bread.
Image: Wikimedia
This concludes the product strategy in Bakers Delight marketing mix & strategy.
Bakers Delight Price/Pricing Strategy:
Below is the pricing strategy in Bakers Delight marketing mix strategy:
The price of Bakers Delight products ranges from $1.50 to $4.99, where rolls are around $0.70 to $3.99, while pizza is priced at $4.99. There several loaf combos offered which costs around $6.50 to $8.50.
It has competitive pricing with respect to its competitor like Woolworths, Brumby’s Bakery, the prices of the products are affordable for the target customers.
Read more about Bakers Delight
Bakers Delight Place & Distribution Strategy:
Following is the distribution strategy in the Bakers Delight marketing mix:
Bakers Delight has over 700 bakeries globally. Its located at airports, malls and individual bakeries. Most of the bakeries are over the counter shops and there is not sitting place provided for the customers to sit. Usually customers order food on counter. It is a franchise kind of business.
To increase their sales, Bakers Delight can collaborate with schools and colleges to serve their products in the canteens.
Bakers Delight Promotion & Advertising Strategy:
The promotional and advertising strategy in the Bakers Delight marketing mix is as follows:
Bakers Delight has a good online presence with a classic website, sharing recipes of the dishes on display and featuring the star product with nutritional information. Online puzzles on their products and social media campaigns on Instagram like #MyBakersDelight where people can share their delightful moments, Facebook page, Taglines like “We are for Real” and print media has been some of their strategies. Virtual bakery that displays their core product that replicates a bakery environment including a sales staff. The company has a YouTube channel and they show interesting way of baking like baking unreal bread. There has been a $6 million investment to reposition the brand image into a company that focuses on freshness of bread and advanced baking technique and that all products are handcrafted.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Bakers Delight.
Physical Evidence:
Bakers Delight is bright purple with a wheat strand across it to showcase the purity of its products and that they are made of real, organic ingredients. The ambience of the bakery is warm and comfortable. There are restaurant chains in United Kingdom, Ireland, Australia, fast food chains in US.
People:
For a bakery, the people which consists of the staff and the customers is essential. The staffs are properly trained and customer friendly. The website consists of nutritional information about each product, that indicates they value customer health. Bakers Delight believe in innovation and thus, discuss creative ways to bake and show them on YouTube. There are creative puzzles on the website which the customers can solve and relate more with the product. The company is training the employees into being more energy efficient and recycling materials.
Process:
Bakers Delight displays all the products but doesn’t have a seating arrangement for the customers. So, customers pay over the counter and they their order on self-service basis. They focus and reinforce their mantra of using fresh ingredients and thus creating a positive brand image. Hence this concludes the marketing mix of Bakers Delight.
About Bakers Delight:
Bakers Delight is an Australian owned bakery, with more than 700 franchise chains with outlets locally, in New Zealand and Canada. Established in 1980, it had humble beginning with single bakery in suburbs of Hawthorn.
Founded by Roger Gillespie, it is headquartered at Melbourne. The name originated from the belief that each customer and baker is delighted from their bakery products.
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