Greyston Bakery

Presentation by Hannah Hartmann, Camille Shaw-Pigeon, Emily Pratt, Tessa Zak, and

Nguyet Ly

Agenda. Company History (Camille). SWOT Analysis (Emily). Marketing Goals and Objectives (Emily). Marketing Strategy and Tactics (Hannah). Marketing Program (4 P’s) (Hannah & Tessa). Implementation (Tessa). Financial Projections (Nguyet). Monitoring and Control (Nguyet)

I. History of Greyston Bakery -Greyston is a for-profit bakery located in Yonkers, NY. It is most well known for it’s unorthodox hiring policy, which involves providing open door employment regardless of work experience and other barriers, such as previous incarceration and drug addiction.

-Founded in 1989 by Roshi Bernie Glassman.

-Has several strong B2B connections with companies such as Bloomingdales, the Guggenheim, and most notably Ben and Jerry’s.

- Also sells direct to consumer via the Greyston website, as well as in special Whole Foods stores.

II. SWOT Analysis

Strengths Weaknesses

-Uniqueness of their mission (no other bakery is doing what Greyston is doing)

-Not having a lot of variety in their products, only have brownies in four flavors

Opportunities Threats

-Expansion of their product lines -Other bakeries that mass-produce their baked goods-smaller companies that target the same market (Dancing Deer and 2 Bites)

III. Marketing Goals and Objectives 1) We would like to increase Greyston’s B2C sales

. allow Greyston to continue to implement its amazing programs

2) Generate greater consumer awareness for Greyston’s mission and product

3) Diversify Greyston’s product line. vegan/gluten free brownies. introduce two new product flavors (peanut butter bar and magic bar)

IV. Strategy and Tactics

● Socially minded upper middle class target market

● Point of Difference: Promote our message of the Greyston difference o “Brownies with a Mission- Benefitting the

Community they Come From”

V. Marketing Program

Placement:● Retailers such as Whole

Foods, Bloomingdales

● Online distribution-Directly to

consumer

V. Marketing Program

Promotions:● advertising in the market circulars

at Whole Foods:

● Print ads in newspapers and

magazines such as the New Yorker

● Social Media: facebook and twitter

● Send out Direct emails to already

existing accounts about our new

product line

● create a marketing event with Whole

Foods, set up tables where we will

provide samples of the new products.

Upon sampling the new product the

customer will be given a coupon to buy

the product .50 Cents off any two

brownies.

● Bring new products to food shows, this

way we can pick up new B2B customers

V. Marketing Program

Products:1. vegan/gluten free brownies (fudge brownie only)2. peanut butter bar3. magic bar

Price:● $2.50 for each new products (about 25%

cheaper than the average price of a brownie)

VI. Implementation

● Whole Foods will give us a sales

report so we can see our the new

product was received.

● Monitoring sales on these new

products.

● To ensure our new products are

doing well we will do customer

feedback surveys through email and

social media, this way we can

monitor the success of them.

VII. Financial Projections

● Social Media- no cost

● Emails - no cost

● Advertising- $750,000

● Coupons- $50,000 (mass marketing event in Whole

Foods)

● New employees - $353,600 per year

● Marketing Research - $50,000 (sales report from

Whole Foods, system for consolidating feedback

from customers, etc.)

VI. Financial Projections

1st year of implementation● Sales Revenue Increase =

$1,250,000● Total Cost =$1,153,600● Additional Profit =$96,400

After 5 Years:● Sales Revenue Increase =

$6,250,000.● Additional Profit =$5,096,400.

Break-even point units ● fixed cost/(unit price - unit

variable cost) ● $800,000 / ($2.5 - $0.71) =

446,927 units. Break-even point revenue● 446,927 * $0.71 = $317,318

VIII. Monitoring and Control

● Sales performance measures monthly

● Monitor responses on social media

● Customer feedback surveys● Changes will be made to the

marketing program yearly to adjust to exogenous changes