Breadtalk Case Study

1.0 Company Background

BreadTalk funded in 2000 as just a single bakeshop, the company has grown into a multi-concept powerhouse. In the innovation process, BreadTalk has redefined traditional businesses into a leading lifestyle brand, which defines trends and motivates customers to think differently in last ten years. Also, BreadTalk has transformed from a modest Singapore bakery into a leading Asian F&B group (BreadTalk Group Limited, 2013a). It opened first overseas outlet in Jakarta, Indonesia on 2003 as an investment holding public company. It expanded into international market after obtaining some success, and rapidly expanded to become a distinctive household brand owner that established its mark on the world stage. At the end of 2010, BreadTalk operates a chain of 395 retail outlets through its subsidiary Bread Talk Pte Ltd, with a wide range of bread, cakes, buns and pastries. All the brands under its segments are managed by company domination, and aligned with the company’s objectives (BreadTalk Group Limited, 2013b).

2.0 Current positioning, segmentation strategy, and marketing mix strategy in the domestic market

2.1 Current positioning

In the competitive food market, Bread Talk creates a young, healthy and fashion image to customers with variety tastes, up-scale product, and quick service. BreadTalk has gained popularity over the past few years, it spearheading the trends of fresh and stylish bread culture, capturing customers’ attention by this positioning strategy (BreadTalk Group Limited, 2013).

2.2 Segmentation strategy

In order to appealing to preferred customers, BreadTalk targets on up-scale suburb consumers, young generation and working professionals with medium and high-income household market, who are able to afford slap-up bread. To better reach the market, BreadTalk focuses on customers who are favorite of bread, believe the importance of healthy and fresh bread, willingness to try new bread, loyalty to the shop, and high purchase rate (Gilligan, 2003).

2.3 Marketing Mix Strategy

In respond to strong demand for high quality and freshly products, BreadTalk provides various distinctive breads and cakes with superior quality. BreadTalk products stimulate all the senses of customers, not just palate. It combines the best Asian tastes and western influences from France, Germany and Spain to bring customers the best combination of culinary skills that would encapsulate a world taste (Euromonitor International, 2012a). There are around 150 product varieties, the R&D team present