Glazed Coffe Shop: Bangladesh

Executive Summary:

Glazed is the first ever donut specialized store in Bangladesh. It came into existence after three donut enthusiasts came together and came up with the winning recipe of glazed donut. However, glazed lacks one product that most donut shops in developed counties have- coffee. Hence, we thought of coming up with coffee and thus extend the product category of glazed. However, instead of doing it in the usual way, we thought of changing the perception of people towards the consumption of coffee. We used a positioning strategy based on uses to indirectly instill a habit in the minds of the consumers that coffee is something that one should be starting the day with. We developed our communication strategies likewise and integrated all the other forms of communication in such a way that all our communication activities delivered the same message. We also wanted to leverage the brand value of glazed as it holds a strong position in the minds of consumers regarding donuts. We linked the higher quality products of glazed and ensured that glazed coffee would come up with similar quality products. We tried to develop a successful communication campaign through integrating a few marketing communication tools.

In addition, we did a thorough analysis of our costs and expenditure for one whole year. We did a forecast of sales in volume and sales in price considering separate prices for all our variances of coffee. We have calculated break even unit and revenue and came to a conclusion that we would not be getting profit until December. We also included a budget for promotional activities in our initial expenses.

Company Overview:

3 Donut enthusiasts came together in the spring of 2012. They Travelled across multiple continents and did extensive research and thus came up with a winning recipe for the scrumptious original glazed, with 14 other flavors. They prepared to establish glazed. The first shop was set up in summer 2013.

Corporate Objective:

Mission: The mission Glazed aims to provide is to sell fresh multi-flavored doughnuts while keeping a standard taste, quality and hygiene in mind.

Vision: Glazed aims to relate their brand with the doughnut category to enhance category recall.

Marketing Objectives:

Marketing objectives are those derived from the corporate objectives. These are more narrowed down and precise objectives that we would like to achieve through our day to day activities. We would be focusing on a few marketing objectives such as:

• Enhance category recall
• Increase market share
• Enhance brand image
• Increase overall demand for the prudcut, and thus increasing sales
• Increasing loyalty towards the brand

Product Mix:

Glazed mainly specializes on donuts. Whenever it comes to donuts, glazed is all we think about.

Product Lines & Brands: Glazed offers only three different product lines such as Donuts, Coffee and Iced Drinks.

1. Donuts: Glazed provides a fifteen fresh and unique flavors of donuts using the best ingredients from all over the world. The different flavors of donuts which Glazed offers are:

Glazed, Winter Glazed, Amazed, Dazzled, Chocolate Custard, Double Chocolate, Angelic, Rainbow, Cookies and Cream, Tiramisu, Strawberry Snowflake, Blueberry, Pie, Caramel Blonde, Little Mac, De la cheese, Milano, Black Hole, Honey Mustard, Chicken, Mango Glazed, Carnival and Banana Cream Pie.