HOLISTIC MARKETING
INTRODUCTION:
Holistic Marketing is a term used to describe a strategy that enables you to look at your marketing efforts as a 'whole ', which in turn helps you develop an overall or 'holistic marketing ' plan.
Most small businesses look at their marketing and select marketing formats to action that they are comfortable with, and therefore, omit to undertake or incorporate marketing actions that are less comfortable for them.
What is holistic marketing? A better Example: If you are in the business of selling bread do you market the benefits of the whole loaf or the benefits of the slice? ▪ If you market a slice, what affect does that have on the whole loaf? ▪ Do your clients and
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HOLISTIC MARKETING – WORKING:
1. First we want a business profile which includes such things as what our current image is within our industry, what position we hold in your customers’ minds, what your business style might be, and so on. 2. Then we need to understand the customers with whom we have been successful and why. 3. Next we need a clear picture of our internal processes and how they impact both our customers and prospects. We would be surprised how often internal processes actually tell our customers we don’t want to do business with them. 4. Once we have a clear picture of our business and our customers, we then need a plan that will guide us toward the vision; we imagine and help them accomplish both short- and long-term goals. 5. And, given all that, we need the right messages aimed at the right people to implement our marketing plan.
Why should we market holistically instead of what we’ve been doing?
• We don’t waste money on unnecessary and ineffective products, and services. • We focus your efforts on the highest probability markets and prospects. • We don’t waste time and money in developing unproductive processes. • We gain the ability to own a word in our customers’ minds. • We become not better but only! • Our marketing brings in sales and lowers the cost of those sales. • Our growth is ensured!
How does MC2 fit into the picture? ➢ We help
As mentioned in the case study, Panera Bread Company is known to be one of the leading bakery/café that offers freshly baked pastries and French inspired entrées across various states in the US. However in the recent years, Panera Bread faced a decrease in their usual high growth rate from 9.1% and 12.0% in the year 2000 to merely 0.2% and 0.5% of comparable sales and annualized unit volumes respectively.
1. Target a new customer segment that id young and always ready to try something new and exciting.
The target audience is artisan bread consumers. Not everyone enjoys artisan bread; it is important to narrow down the target audience so that money isn’t wasted. Advertising is expensive and it is not possible for one single product to satisfy everyone. Selecting the target audience is a choice that the advertisers have to make. Data is taken based off of the United States population and different demographics are viewed within the average household. The numbers suggest the success that Breadsmith has with its customers. Any numbers greater than 100 are a good thing. The target audience can be determined with the help of the chart which shows the demographics of the average households who purchase non-white bread. The average age, gender, marital status, and house hold income are the demographics focused on for the target audience.
3. The marketing strategy of company is not so convincing because they can extend their product range with good
What 3 pieces of information should try to find out from your potential customers whilst researching their needs?
“A loaf of bread in every arm” is the mission statement of Panera Bread Company (Vincelette & Fogarty, 2010, p.1). Panera started as a small bakery under the name Au Bon Pain and grew to one of the largest fast food service companies in the U.S. In 2008 they had the 5th overall rating in the restaurant industry. “Panera Bread is widely recognized for driving the nationwide trend for specialty breads” (Panera Bread, 2011).
of a crust-free pizza; we saw it as a significant marketing advantage." So a new product
Among the crowded field of casual, quick-service restaurants in America, the distinctive blend of genuine artisan bread and a warm, comfortable atmosphere has given Panera Bread Company a golden opportunity to capture market share and reward shareholders through well-planned growth. With the objective of opening approximately 1,000 more bakery-cafes in the next three years, Panera Bread Company must make prudent strategy decisions about new store locations, supply-chain management and expanded offerings, all the while continuing its above-average earnings per share growth of at least 25 percent per year.
Question 1: How can an effective Customer Relationship Management program be used to identify, retain, satisfy and retain customers?
-at 24% user penetration the option A (pizza kit plus toppings) would allow a margin of $12,570 millions while the option B (pizza only) let a total factory sales amount of $35,137 well below the $45,000 millions basic business requirements.
When examining Panera Bread Company, it possesses several strengths. One of the greatest strengths in providing great bread is the actual menu. Panera prides itself on the commitment to the quality and reliability of its products, which is supported by its focus on creating the menu. With an understanding of customers ' needs Panera has developed an extensive product line to satisfy a variety of tastes. Panera continually adapts the menu in response to seasons and changing customer preferences. For example, it introduced whole grain breads because customers were concerned with consuming good carbohydrates. Each bread product is artisan made in one of the seventeen dough facilities to ensure freshness
Summary: Bimbo is one of the world's leading baking companies. Founded in Mexico, Bimbo is a house-hold name in its native country. Today, the company's wide product range includes sliced breads, buns, cookies, snack cakes, pre-packaged foods, tortillas, salted snacks and confectionery products. Profitability in Mexico is optimal, partly due to its vending distribution through small, independent mom-and-pop stores. In addition, its product development and incorporation of a wrapping system that’s allows consumers to see and feel the freshness of the product has created a competitive advantage in comparison to its consumers which had used wax materials for years. A broad portfolio of products enables
On the contrary, due to urbanization the increased demand for ready to eat products at reasonable costs also increased, particularly the bakery products. But in recent times functional foods are rapidly increasing in popularity in sectors such as dairy products or confectionery, in bakery it is still relatively underdeveloped. Bread is one such important staple food and the most widely consumed bakery product all over the world. In bread making, the use of white flour (refined) has been increased with an aim of improving the aesthetic value of white bread, which in-turn led to drastic reduction in the nutritional density and fiber content when compared to bread made from whole grain cereals.
In terms of Customer, I as the marketing manager have selected the target market as following firstly The Harried Assistants, second, The High-Tech Managers,