Marketing campaign for Mrs. Fields Treats To-Go

• Main Author: Josue, Carina
• Format: text
• Language: English
• Published: Animo Repository 2012
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18030
• Institution: De La Salle University

The use of baked sweet treats in the Philippines has expanded from just being considered as food for personal consumption now, it is nurturing social relationships, as people give it as gifts or pasalubong. This trend is capitalized by Mrs. Fields Philippines as it ventures into the gifting and pasalubong industry, by offering baked sweet treats in premium packaging and pre-set quantities. The latest innovation of the company is its Treats-to-Go line, launched in August 2012. It offers a pre-set number of the brands core bakes in a standard box with discounted prices. The product currently has low awareness and brand trial because of its limited promotions and the existence of big players in the bakery industry. Seeing the potential of this product line, the group has proposed to create a marketing plan for 2014 to increase the products awareness and sales. After extensive gathering of primary and secondary data, the existing target market of the company was segmented into two: the primary, which includes young professionals aged 20-30 years old, and the secondary market which includes mothers with young children, aged 31- 40 years. Both segments are part of the socio-economic classes A, B and Upper C, usually purchasing pasalubong because of a need to thank someone, celebrate an occasion, express altruism, or comply with a social norm. The objectives for the marketing plan are to project Treats-to-Go's image as the best option for premium pasalubong in the bakery industry, and to increase product awareness amongst the target market that will eventually lead to an increase in sales. The goals for the first year are to increase online awareness of the Treats-to-Go Product Line to 46% and to raise sales by 23%. These goals and objectives will be feasible through the implementation of a consistent marketing communication program. Lastly, certain adjustments were made in the brands marketing mix based on relevant findings from primary and secondary research, in order to directly respond to the preferences and needs of the target market.