Question

Topic: Strategy

How Can I Improve On Marketing Our Gourmet Bread?

Posted by Anonymous on 5/28/2008 at 12:41 AM ET 250 Points
I am currently the Country Marketing Manager of Village Gourmet Company located in the Manila,Philippines. We sell gourmet breads at supermarkets and we also cater to institutional accounts (e.g. pizzahut, international airlines).

With the rising cost of flour in the market, it has become very difficult to get more clients. Our minimum delivery for a client is just P2000. But despite this, the market seems hesitant.

I do not want to peg my ideas on advertising on billboards and newspapers. I only cater to high end markets so doing so is just a waste of my money.

We dont have that much competitors here in the Philippines. I made my company after living in California and fell in love with the bagels there. So I decided to bring it here and sell it locally.

How can I turn a profit at these economic conditions? How can I advertise to my target market?

Thanks

Ian
check out my website: [inactive link removed]

[Moderator: Inactive link removed from post. 2/14/2011]
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/28/2008 at 9:40 AM Accepted
    Your target market isn't consumers - it's the institutional accounts. What other businesses can you sell to? Hotels? Business cafeterias? Restaurant suppliers? Sandwich Shops?

    What other bread offerings can you create? How about bread bowls (for soup)?

    The economic conditions will cause you to understand your market even better to make sure you help them to be profitable. Ask your customers what else they could sell of yours'.
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