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Autor/a
Luna Araiza, Ana Lilia
Tazi Riffi, Zineb
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Abstract
The purpose of this marketing plan is to support BIMBO IBERIA with their new brand THE RUSTIK BAKERY products by finding and developing the unmet market as distribution channels in Spain in accordance to the corresponded instructions given by the company.
Over the last few months of 2019, the growth leadership of the brand has slowed down and has reached maximum distribution with retailers. As part of the brand expansion in Spain, it is considered to develop new distribution models and business models to sell the products outside of the supermarkets. (Pardo, 2019).
The main objective of the following study is to elaborate the most suitable strategy and approach for the brand The Rustik Bakery in Spain for BIMBO IBERIA, to expand to the unmet market. (delete)
To realize this strategic marketing plan, a research of the internal situation of the company based on internal information that was provided, as well as additional investigation and analysis of communication campaigns and an external research of drivers, barriers material and online/offline field researches, have been conducted considering various relevant factors which are crucial for the strategic planning. (Check the recommendation)
The internal and external analyses conclude with the SWOT with 3 major takeaways: (1) deploy a new market in the HORECA channel, (2) increase the brand awareness and (3) improve the retail execution in stores. The set of objectives were focused on those takeaways and linked with an overall one: reach a 30% of market share in the baked goods category over the coming years.
The implementation strategy involves tactics and an action plan to excel in the HORECA market with a new package, list of restaurants, price strategy and a sales force team. For the brand awareness, we focused on improving the user experience in the website, social media content and opening the e-commerce platform as complement. To conclude with the improvement of the retail channel we suggest tactics on product portfolio expansion, brand visibility and point-of-sales promotions.
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