Marketing Mix Môn Franchising | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

lOMoAR cPSD| 58562220 Marketing Mix 1.Product
1.1. Products overview
-Tous Les Jours owns 5 line cakes.
+Regular: some of typical cakes-that product with main ingredients is bread and combine with
other flavor like cream, butter, sausage…with these products can use for breakfast or snacks.
-Milky bread: taste deep milk favor with soft texture bread.
-The +Milk bread: cream filled Korea milk bread with edible Vania bean morsels.
-Choco chip muffin: freshly baked muffins with chocolate morsels.
-Magic mocha cream bread: freshly baked bread filled with creamy mocha.
-Honey toast bread: lightly toasted bread in butter and honey.
-Sausage foliage bread: sweet leaf shape brad toasted over savory sausages. …
+ Pastry and Pie: is made by wrapping a piece of dough around a chunk butter and then
alternatively rolling and folding, it is created extremely thin layers of butter alternating with
extremely thin layers of dough.
-Feuillete chocolat: a swirled pastry with chocolate added.
-Chocolate croissant: a flaky buttery croissant has infused chocolate fillings inside.
-Fruit pastry: square pastry with bountiful mini fruits on top.
-Almond croissant: a sweet dessert croissant topped with toasted slice of almond and powdered sugar.
-Pain au chocolat: a yeast leavened laininated dough with chocolate. …
+Pan Bread: is made of heat resistant glass, ceramic, or a special type of paper that sticks to
the dough, shape of the bread pan is the loaf, or narrow rectangle, a convenient form which enables uniforms slicing.
-Butter pan bread: buttery pan bread, gently brush a little more butter over the top.
-Whipped cream pan bread: pan cream filled with freshly whipped cream and baked until golden brown. lOMoAR cPSD| 58562220
- Chestnut pan bread: a sweet and fluffy non-sliced bread made with roasted chestnuts. …
+Donuts: are deep fried from flour dough, combine with various toppings and flavorings such
as: sugar, chocolate, or maple.
-Croquette donut: croquette donut fried with savory pork and assorted vegetables.
-Premium red bean donut: a donut made filled with a traditional Korea red bean dessert.
-Sweet rice donut: a rice-based donut filled with a traditional Korea red bean dessert past. …
+European bread: is used only for toast or for making stuffing, standard bread has a thick crust
and often has large bubbles of air inside. It is often baked three times daily and is sold totally unwrapped for a crisp crust.
-The honey flower bread: made out of the honey baguette crispy flower shaped bread with cheesy and honey inside.
-Walnut cream baguette; walnut cream baguette filled with delicious whipped butter cream ….
-Tous Les Jours also serve the customers a lot of drinks:
+Coffee: cappuccino: iced-caramel macchiato; americano; ice-vanilla latte; iced-cafe mocha, …
+Smoothies and Bubble: ice-bubble milk tea; ice-green milk tea; blueberry smothie; green tea smothie, …
+Tea and Fruits: strawberry ade; stawberry cappuccino; lemon ade; lime mojito, …
+Seasonal: TLJ mango shaved-ice; blueberry shaved-ice; rice cake shaved-ice. 1.2 Products Value
Tous Les Jours has an ongoing product innovation process that aims to offer new products to
attract and keep customers. We always try give our customer a new flavor by create new recipe
or innovate traditional recipe to make more satisfy form customers .At stores, the customers can
choose any cakes with cream,s ausage; milk,…can be seen in dishes and snacks. The customer can lOMoAR cPSD| 58562220
enjoy a meal at Tour Les Jours’s store with fresh air. Tous Les Jours has a lot of unique products
for special event annually for serving customers. We also change flavor and use fruit seasonal to
suit with weather and bring customer a great experience with our products. 2.Price
Tou Les Jours penetrates the market with the price which has been assessed to be higher
compared to other competitors. This may cause an unsatisfactory revenue for Tous Les Jours. In
fact, Tous Les Jours’s penetration price is believed to be its weakness which inhibits Tous Les
Jours’s ability to approach consumers. Nevertheless, with high price for product to ensure all of
ingredients to be high-quality and all processes are closely monitored.
+ Regular cake: price from VND 25,000- VND 35,000.
+Pastry and Pie: price from VND 30,000-VND 40,000 (depend on flavor: cream; chocolate,..)
+Pan bread: price from VND 50,000-VND 65,000 (depend on size of bread and flavor).
+European bread: from VND 20,00-VND 45,000.
+Donut: VND 30,00-VND 35,000.
-And the pricing of beverages from VND 45,000-VND 65,000.
-Tous Les Jours also receive an order cakes for birthday, wedding base on requirement of the
customer about size, flavor, shape, … 3.Place
-We choose Hau Giang street to approach the customer at district 6 and this street as “Street
Food” with various foods and drinks store; and the buying power is quite large. Our goals are to
bring Tous Les Jours’s product to everyone, provide high-quality products, use our cake as a useful
product as well as a great dishes, snacks or great gift for special events.
Tous Les Jours stores:231 Hau Giang,District 6,HCM city. 4.Promotion
-Message “Authentic Bakery”: Tous Les Jours’s product has high quality, we manage from
ingredients to be made into cakes, we always try to make the best taste to deserve the trust of
customers when choosing us. We devoted to each ingredient in hope of making delicate cake. - lOMoAR cPSD| 58562220
Tous Les Jours’s public related activities: sponsorships and charities for environment programs to
support communities. This help promotes the business in the target market and spread
community’s image to everyone.
-Tous Les Jours’s advertisement is the most notable among its promotion tactics. Tous Les Jours
use some tools like broadcast TV, TVC on the elevators in building, supermarket, printing
(Heritage, The guide...), Internet (E-marketing), …
-More than 90% of consumers that now trust the recommendation from their friends and
family more than other form of marketing. This process is known as ‘word of mouth’ marketing.
We always find new things to apply Tous Les Jours’s products from packaging, ingredients, mand
flavors, …non-stop change to satisfy the customer. We would like to them to be “Fan” of Tous Les
Jours’s cakes, this way is the most effective to promote our brand. SWOT 1. Strengths
Tous Les Jour is unique brand, on the way to be perfect one. And business model was based
on core value that was specially designed to achieve the fragile balance between profitability and a social conscience.
-Tous Les Jour’s Value-with our cake, our coffee and our customer at our core, we live these values:
+Creating a culture of warmth and belonging, where everyone is welcome.
+Acting with courage, challenging the status quo and finding new ways to grow our brand.
+Being present, connecting with transparency, dignity and respect.
+Delivering our very best in all we do, holding ourselves accountable for results.
-Innovation-now, we have to understand that innovation is less about technology and is lot
more about giving consumers novel and value at experiences.
-Strong Market Position and Global Brand Recognition: Tous Les Jour has operations more 40
countries and is the most recognized cake & coffee brand; and we have a chain of approx. 36 retail
outlet national wide in Vietnam.
-High Quality Products-one of the things Tous Les Jour care the most, is the quality of our
products. We are extremely conscious about the quality of food that they offer to customers. lOMoAR cPSD| 58562220
Being made under the supervision of experts of Pastry-cook, also careful selection from
ingredients. Therefore, Tour Les Jous cake was founded with the reputation of an organic product.
-Last but not least,one of the strong point making Marou differnce from other competitors is
its combination of product workshop and coffee shop.Customer can not only buy,taste and drink
the products made from Tous Les Jour but see the whole production,process of make a some of
cakes.It makes customer believe in a safe,clean,modern producing process with international standard. 2. Weakness
-Price obstacle is weakness to Tous Les Jour. Undeniably that Tous Les Jour achieves top
standard in terms of production process, quality ingredients, even the packaging is an attraction.
However, these elements force the price to be higher than the average price of the Vietnamese’s
favourite, so gaining profits enough to pay for operating and producing is tough. It is quite a high
price to purchase for low income people or non-income people.
-Taking a long time in process includes: setting up whole store and training staff.
-Initial cost for setting up a store is quite large from $250,000 to $300,000.
-Tous Les Jour has a wide selection of products, but this wide selection is only limited to bread
and cakes, unlike some other bakeries, which offer pastries and other concoctions. 3. Opportunities
-Cake market in Vietnam is developing, hence, Tous Les Jour can increase its revenues through
expansion in Vietnam or other countries.
-Expanding to high-quality product to meet customer demand, create many cakes using high-
nutrition ingredients, but with reasonable price gets a supernormal profit for franchise.
-Heading toward to potential customer such as children. 4. Threats
-Franchisor may face to Vietnamese government reputation as training staff. lOMoAR cPSD| 58562220
-Other new franchise competitors entering market place.
-Cake products with more affordable and cheaper price have more advantages in the
competition. These brands may target low-end market with competitive price and are widely sold
in market. Therefore, we’d like to deliver added values to customer is significantly vital. Estimated sale volumes Paris Proportion Estimated Growth No Months
ABC Bakery Bread Talk Baguette of success Sales Rate 1 May 774 693 474 65.20% 343 2 June 752 519 502 80.10% 410 19.52% 3 July 900 707 489 71.20% 370 - 9.75% 4 August 876 647 437 75.84% 391 5.64% 5 September 943 708 514 70.08% 365 - 6.62% Average Growth 5.46% 3.01% 2.58% 2.19% Rate
Based on our research, we choose ABC Bakery, Bread Talk, and Paris Baguette, which have similar
stores near our location, as our competitors. The sales data for the last five months have been
retrieved. After analyzing the data, we estimated the proportion of success, sales, and growth
rate as the table shown above.