Final report major brand management building a brand of primrose bakery

ABSTRACT In this report, we propose a series of specific and detailed strategies to increase the appeal of Primrose Bakery's whole grain bread products to consumers.. With these strategi

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

FINAL REPORT Major: Brand Management

BUILDING A BRAND OF PRIMROSE BAKERY

Vuong Quéc Anh -21DH484753

Đỗ Như Quynh — 21DH482183 Phan Thi Thùy Trang — 21DH484280

HCMC, 3/2024

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ABSTRACT

In this report, we propose a series of specific and detailed strategies to increase the appeal of Primrose Bakery's whole grain bread products to consumers First, we conducted an in-depth analysis of the bread market and found great growth potential in this market, especially around high-quality and sustamable products such as whole-grain bread We have identified target customers and researched the factors that influence their purchasing decisions, thereby shaping an effective marketing strategy

We focus on building a positive and attractive product image for consumers This includes improving product packaging to attract attention, choosing appropriate colors and designs that reflect the brand's values, as well as conveying messages about the nutritional and sustainable value of cakes Primrose Bakery whole grain pasta

Finally, we recommend a detailed and comprehensive marketing plan, including the use of various communication channels such as social networks, online advertising, and community events to increase awareness of brands and products We also recommend developing attractive promotions and discount strategies to attract and retain customers

With these strategies, we believe Primrose Bakery can raise the profile of wholemeal bread products and attract interest from a diverse range of consumers, while creating a lasting brand sustainable and trusted by consumers

1 BRAND AUDIT MARKET

The bakery industry in Vietnam has seen significant growth in recent years, thanks to growing consumer preferences for healthier and more nutritious food options By 2024, the baked goods market, especially those made with whole grains, 1s poised to expand further Primrose Bakery, specializing in whole grain cakes, enters this dynamic landscape with a strategic focus on serving health-conscious consumers According to statistics, the revenue of the Vietnamese bread market in 2023 has reached VND 23,000 billion, and is expected to grow at 7% in the period from 2023 to 2028 The whole grain bread market alone has reached revenue

of VND 2,500 billion in 2023, and is expected to have a growth rate of 8% in the same period Looking at these numbers, we can see the clear potential of the whole grain bread market in Vietnam

Consumption trends in the bread market in Vietnam are reflecting consumers' growing interest in healthy and nutritious foods According to market research data, up to 70% of Vietnamese consumers are interested in healthy foods and 45% of Vietnamese consumers are willing to pay higher prices for whole grain foods This shows that Vietnamese consumers are increasingly aware of the value of healthy food and are willing to pay for high quality products

However, Primrose Bakery also faces significant challenges Competition from big brands such as BreadTalk, Tous les jours, ABC Bakery is one of the most important challenges In addition, high input raw material prices and difficulties in reaching new customers are also problems that need to be faced and resolved

Building on its strengths such as its focus on whole grain ingredients and low-calorie products, along with capitalizing on emerging consumer trends, Primrose Bakery can carve out a unique and dominant position part of this growing market This means taking advantage

of the opportunity from growing consumer demand for healthy whole-grain bread products

2 BRAND STORY

On the bustling streets of Vietnam, where the hustle and bustle of life blends with the flavors

of life, Primrose Bakery was born like a breath of fresh air This place promises to bring you delicious baked goods, made from healthy whole grain ingredients We believe that each loaf

is not simply food, but also a word of love and care for the health of yourself and your loved

Primrose Bakery is not just an ordinary bakery, but the foundation of a community that loves

a healthy lifestyle With the belief that health is the most important, we always want to bring customers delicious, nutritious bread products that help improve their health and well-being Through its dedication to health and community, Primrose has become more than just a bakery — it's a beacon of hope and inspiration, illuminating the path to a healthier future To

us, Primrose Bakery is not just a bakery, but a source of inspiration and pride for a healthy and happy life

AS Le ee a

Figure I: Whole grain bread

3 BRAND KEY VISION

* Healthy lifestyle

¬ * Delicious

* Traditional bakeries

+ Health, nutrition food stores” Nutritious

* Organic cereal cake shop * Safe products

Sustainable and natural

Rich and creative

Safety and reliability

* Enhance health and nutrition

Nutritious

Healthy Sustainable lifestyle

The brand is dedicated to creating high-quality products with meticulous attention to detail while also prioritizing positive impacts on the community and the environment They demonstrate a strong commitment to customer health by using non-toxic materials and adhering to strict safety standards This combination of quality, sustainability, and customer well-being sets them apart as a responsible leader in their industry

3.2 Competition

Primrose Bakery is competing with competitors including traditional bakeries, health and nutrition stores, and organic whole-grain bread stores Traditional bakeries offer variety and familiarity, while grocery stores have the advantage of convenience and competitive prices

Organic whole grain bakeries offer a selection of natural and highly nutritious products However, Primrose Bakery can differentiate itself through the quality, freshness, and nutritional value of its products, as well as personalization and attention to local customers 3.3 Target Market

People who are pursuing a healthy lifestyle and who are interested in nutrition and health can

be the main target audience with high income and health awareness in the 25-50 age group These individuals prioritize their well-bemg and seek out products that align with their values

By catering to this demographic, the brand can establish itself as a trusted provider of wholesome and nutritious options, meeting the needs of health-conscious consumers who value quality and are willing to invest in their health This targeted approach allows the brand

to effectively communicate its message and build strong relationships with its core audience, driving long-term loyalty and success

3.4 Insight

Customers aiming for a healthy lifestyle are looking for a combination of delicious, nutritious and safe products The brand positions itself as a purveyor of whole grain bread, appealing to anyone who values health and well-being Recognizing the growing demand for green and sustainable products that promote human health, Primrose emphasizes creativity, diversity and organic ingredients in its products By prioritizing both taste and nutritional value, businesses can meet the growing needs of health-conscious consumers and build trust and loyalty in their brands

3.5 Benefits

This product not only offers a convenient and healthy choice for quick meals but also contributes to a sustainable and healthy lifestyle It enhances health and adds value for both customers and the environment

3.6 Values, beliefs & personality

Primrose is committed to sustainability, naturalness, richness, creativity, safety, reliability, and enhancing health and nutrition They prioritize using natural ingredients and sustamable practices, offering rich and creative flavors that also support wellness With stringent safety standards, Primrose ensures the reliability and trustworthiness of their products Overall, Primrose aims to provide delicious options that contribute positively to both individual health and environmental well-being

3.7 Reason to believe

Primrose is committed to providing not only delicious, safe, and nutritious products but also

to fostermg a community centered around promoting a healthy and sustainable lifestyle for our customers Customers not only enjoy a healthy food experience, but are also educated on green thinking and innovation, thereby making smarter and healthier food decisions

No bad cholesterol No oil

* High in nutrients & fiber © Reduce your risk of obesity

* Lower your risk of heart disease © Lower your risk of type 2 diabetes

© Lower your risk of stroke ¢ Support healthy digestion

Figure 2: Health benefits of whole grain bread 3.8 Discriminator

Primrose goes above and beyond by offering a diverse range of options suitable for special diets, including vegetarian, vegan, gluten-free, and sugar-free choices We understand the importance of catering to individual dietary preferences and requirements, ensuring that everyone can enjoy our products regardless of their dietary restrictions

4 BRAND VISION PLAN

4.1 Goal

The Primrose Bakery brand will become a brand that provides customers with delicious and beautiful baked goods, using fresh and healthy ingredients Within two years, Sakura Bakery will occupy 20% of the global market share and generate revenue of $10 million USD The Sakura Bakery will also increase the number of its product development and innovation stores In order to become a world leading pastry brand, Sakura Bakery has always been committed to providing customers with the best experience

4.2 Objectives

In the first phase, Primrose Bakery will focus on increasing the number of people who know the brand by increasing website and social network traffic by 30% within 6 months Top of Mind (TOM) accounts for 70% of the portfolio of great whole wheat bread brands that come

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to customers’ minds first Stocks on the market (SOM) wants to dominate with a loyal customer base of 55% Increasing brand awareness also depends on factors such as quality, price, and marketing strategy

a healthy lifestyle

e Slogan:

“WHOLE WHEAT, WHOLE GOODNESS”

Primrose Bakery's slogan is a case of using two words with the same first sound, this is a way to help create an impression and attract customers’ attention The slogan “Whole wheat” is known

to mean that whole wheat contains more fiber, vitamins, and minerals than refined wheat, which enhances its health benefits

"Whole Goodness" is understood as comprehensive goodness, not only providing energy but also essential nutrients for the body with a delicious and quality product

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The slogan also creates positive feelings and satisfaction when enjoying the product, because

it associates delicious taste with goodness for the body Additionally, it can create a strong association between the product and the brand's core value, which is the balance between taste and health The slogan can also convey the message that Primrose Bakery's whole grain bread product is not just ordinary bread but a special bread that can bring many benefits to the body and mind The slogan can also create a clear difference from other wholemeal bread brands because it emphasizes the integrity and perfection of the product, not only in terms of ingredients but also in terms of taste

® Logo:

The logo of the brand "Primrose Bakery” 1s to place its brand name in the middle of the bread body and underneath the baker king's hat, surrounding the bread hat are two stalks of rice It is a harmonious combination; the logo symbolizes baking using raw materials and ingredients that create the

#tad794 Orange-yellow is the main color of the “Primrose Bakery” brand

because it represents the taste and quality of whole-grain bread products that help serve a healthy life Orange-yellow is also the color of the cakes, creating a visual and easily recognizable link

f4a54c between the product and the brand Orange yellow also brings a feeling of warmth, friendliness, safety, and relaxation to customers, evoking positive meanings related to naturalness, sustainability, and quality

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White is the secondary color, used for the word "Primrose" on the logo, helping to increase attention and recall the brand name White can also evoke emotions such as nobility, trust, and strength in customers, evoking positive meanings related to professionalism, luxury, and uniqueness White can also create a harmonious combination with orange yellow, helping to create a consistent and coherent brand identity Besides, yellow is also the secondary color used for the word "Bakery" to create a warm, happy, and energetic feeling, helping to create the impression of a dynamic, friendly brand

e Font:

The brand name Primrose is in Scriptina font This font can help increase brand recognition and recall because it is consistent and unique This font can also make a good impression on customers because it is friendly and approachable

4.3.2 Product Strategy

Whole grain products contain components such as the grain-bran, germ, and endosperm This provides plenty of fiber, vitamins, and minerals Whole grain breads are often aimed at attracting health-conscious consumers looking for more nutritious bread options Key product strategy elements include:

The ingredients use whole grain flour like whole wheat, oats, rye, etc Make whole wheat flour instead of refined white flour Minimize or avoid added sugars and unhealthy fats Add healthy ingredients such as seeds, nuts, and dried fruits for added nutrition

Whole grain nutrition highlights its higher fiber, protein, vitamin, and mineral content compared to white bread Promotes the lack of artificial preservatives, colors, flavors Nutrition is used from ingredients "good source of fiber", many antioxidants

Regarding health benefits such as reducing the risk of diseases such as diabetes, heart disease, obesity Position whole grains as part of a healthy diet and lifestyle Use confirmation or certification from a medical agency if available

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