6. “I buy French Baker when…”
• In the mall vicinity, or
• whenever they feel like eating healthy stuff or
something new/sweet.
7. Public Perception
• Respondents mainly cited age and social
bracket as the main determinants of French
Baker's market.
• middle aged to older aged people, and moms
11. Delivery
• 63.27% of the respondents believe that Grocery
Delivery is possibly a good idea.
12. Digital Media
• Majority prefer logging in using their laptops
• Majority use mobile/online applications for
entertainment
13. Philippine Market Reach
• How many people are cellphone users?
• As of 2010, about 79.3% of Filipino households
are cell phone users
14. • Smartphone Current Share : 20% of all total
mobile phones
• HTC predicts this number to Double or Triple
in the upcoming years due to how adaptive
Filipinos are, being the text messaging and social
networking capital of the world
15. • How many people are Facebook users?
Philippines has 30 to 35 Million Internet Users
• 92.9% of Internet Population Visits Facebook
Frequently
• number one country in terms of Facebook
penetration
16. • How many are bloggers/read blogs?
• 90.3% of internet population read blogs
65.8% write blogs
17. • How many Filipinos are YouTube users/access
YouTube regularly?
• 98.6% of the internet population watch videos
on YouTube
18. Target Market
• Tech-savvy people in general.
• Specifics:
– young professionals/yuppies
– techie moms
– breadwinners who want the best for their families.
20. Experience-The-Lifestyle Campaign
• optimizes mobile and digital communications
technology
• raise awareness
• induce trial
• provide customers with satisfaction
• integrate French Baker and Shopwise experience
into their lifestyle.
21. Customer’s perception of important
Factors for brand/ category
• Quality
• Affordability
• Accessibility
22. Digital and Mobile Media
• Excessive Patronage amongst different segments
• Fundamental platform
• Interaction with consumers
• Not limited by space and time
23. Internal Analysis – French Baker
• Competitive Advantage: Provide a taste of
France and win Filipinos’ hearts
• Foreign experience but feels at home
• Requires balance between strategy and concepts
24. Internal Analysis - Shopwise
• Created for the typical grocery shopper – the
working mom
• Competitive advantage: provide accessibility and
affordability to everyone’s aspirations
• Unique shopping experience
• Requires innovation and integrity
25. Role of Strategy to solidify message
• Platform for interaction
• Consumers rave about the great and convenient
service the companies provide
• French Baker – Superior quality and freshness
• Shopwise – affordability and accessibility
64. VI. Feasibility and Sustainability
• Technological
• Operational
• Financial
65. Technological
• Is the technology available for this strategy? is
the technology accessible for this strategy?
• All yes except for the touch table, the nearest of
which, currently, is available in Singapore.
66. Operational
• is it easily implementable into their current
operations?
• phase 2 - Shopwise can easily adopt the QR
coding as the business frequently implements
promo sales/ discounts.
67. Financials
• Can they afford it? Is it worth it?
• Touch Table - in 3 years, the group expects that
the price of the touch table will be halved.
considering that the current price of the table is
7600, and 3 years ago, it was 15,000.
68. Financials
• Both companies have good financial standing.
• This strategy is an initial step to capture a new
market.
69. Activity Duration Source of Cost Projected Cost
1. Mobile Application
French Baker a. Bread Mania Implementable long-term
Development and
Maintenance 126990
b. Bread Master Implementable long-term
Development and
Maintenance 126990
Shopwise a. Dresswise Implementable long-term
Development and
Maintenance 126990
b. Bag 'em All Implementable long-term
Development and
Maintenance 126990
2. Viral Videos
French Baker a. The Last Supper Implementable long-term Production Cost 3000
Shopwise b. Shopwise Implementable long-term Production Cost 3000
Operational Changes - Wi-Fi Implementable long-term Maintenance
TOTAL COST French Baker 256,980
Shopwise 256,980
PHASE 1
70. a. Magazines
i. Good Housekeeping 2 issues One Page Spread 100000 Total Cost 1,064,975
iii. Cosmopolitan 2 issues One Page Spread 100000
Cost divided
by 2 532,488
iv. Women's Health 2 issues One Page Spread 100000
vi. Yummy 2 issues One Page Spread 100000
vii. Yes! Philippines 2 issues One Page Spread 100000
c. Posters in Malls
i. TriNoma 3 months Posters 63495
ii. SM North EDSA + 3 other
SM branches 3 months Posters 253980
d. Random Posters
5 3 months 232500
French Baker/Shopwise
Experience 3 months
Prizes and FB
Promotions 15000
TOTAL COST French Baker 1,027,488
Shopwise 582,488
PHASE 2
71. Activity Duration Source of Cost Projected Cost
French Baker
1. French Baker Loyalty
Card
Implementable long
term Production and Maintenance 500000
2. Website Recipes/
Newsletter Subscriptions
Implementable long
term Maintenance 20000
3. Touch Table
Implementable long
term
Implementation and
Maintenance 160854
Shopwise 1. myshopwise.com
Implementable long
term
Implementation and
Maintenance 200000
2. House Brand -
DEBONAIRE
Implementable long
term
Implementation an
Promotions 500000
3. Renovations
Implementable long
term
Development and
Construction 2000000
TOTAL COST French Baker 680,854
Shopwise 2,700,000
PHASE 3
75. Implications
One way Forward à Drive Sales Up!
Know our
customers and
interact with them
Experience the
Lifestyle
Campaign
Customer trust,
loyalty and
patronage
Foundation: Digital and Mobile Marketing
