4. Segmentation
• Geographic Segmentation- Multiple
COOKIE JAR stores are located all across
Kolkata.
• Demographic Segmentation- It caters to all
ages of people be it young or old.
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5. Targeting
• Target market- Our target market is the
higher end customers who can afford to pay
our skimmed priced products.
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6. Positioning
• COOKIE JAR is a well known
brand/franchise, so it already occupies
the positioning of high quality and
values in the minds of the customers.
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7. Blue Ocean Strategy
• There is ample opportunity for growth
that is both profitable and rapid. It is a
little known market space untainted by
competition. Demand is created rather
than fought over.
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9. Vehicle to get into the business
• Our vehicle to get into the business will
be Alliance. Because we don’t have
enough money to start up our own
business (internal development). As we
are inexperienced and new in this field,
so we will not go for Joint Venture or
Acquisition.
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10. Marketing Mix
• Product- Cupcakes
(Quantity will be large, so variety of
cakes will be less).
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11. Marketing Mix
• Price
– High, but still competitive
– It will be Skimming Pricing strategy
because there is no need to penetrate the
market because as we all know COOKIE
JAR is an expensive shop.
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12. Marketing Mix
• Placement
- It is going to be OL (Owner’s
Labeling). So no need to worry.
• Promotion
- No need to promote. Because it will
be done by COOKIE JAR.
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13. SWOT Analysis
• Internal Strengths
– Homemade recipes
– Ability to complete large orders
– Freedom of customers to choose
their cupcake themes
– Skilled staff members that know
how to use spray guns and frosting
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14. SWOT Analysis
• Internal Weaknesses
– Inexperience
– Limited selection (besides cupcakes and
cakes)
– Small number of skilled workers
– Lack of finances and sizes of kitchen
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15. SWOT Analysis
• External Opportunities
– Desire for healthier lifestyle
– Niche market
– Large target market area
– With income, expanding the kitchen size
– Expanding the menu and creating more
job opportunities of other skills
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16. SWOT Analysis
• External Threats
– Change in lifestyle trends
– Competing bakeries within the area
– Businesses with cheaper prices
– Slow rate of profit
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17. Porter’s Five Forces
• Bargaining Power of Suppliers- Low
cost of switching suppliers
• Bargaining Power Of Customers
- Low buyer price sensitivity
- Product is important to customers
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18. Porter’s Five Forces
• Intensity of Existing Rivalry
- Relatively few competitors
- Low storage costs
• Threat of Substitutes
- Substantial product differentiation
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19. Porter’s Five Forces
• Threat of New Competitors
- Customers are loyal to existing brands
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20. How we are going to win
• Differentiation/ Customization- Sell
vegan, wedding and special event
cupcakes, gluten-free, all organic
cupcakes.
• Reliability- Continuous flow of supply
because of our efficient machinery.
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