Marketing Principles of Marketing SoupedUP! Group #1 Nader Al Essa Haitham Al Humsi Jill Richardson Kim Rubenstein Luqman Sadiq Alan Yeung

Marketing Principles of Marketing Problem Statement Panera (St. Louis) Bread Co. Despite phenomenal growth nationwide, growth has stagnated in the St. Louis area. Objective: To increase growth in the St. Louis area by opening a new soup restaurant to expand and diversify Paneras customer base.

Marketing Principles of Marketing SoupedUP! TM

Marketing Principles of Marketing SoupedUP!: Mission Statement To provide a unique, healthy, high-quality, and convenient international dining experience

Marketing Principles of Marketing History: Panera Bread Co. Founded in 1987 in St. Louis as Saint Louis Bread Co. Expanded to 19 bakery-cafes by 1993 Bought by Au Bon Pain Co. in 1993 Sold Au Bon Pain in 1999 Renamed Panera Bread Co. Currently has 262 bakery-cafes in 28 states

Marketing Principles of Marketing Stock Price (NASDAQ: PNRA)

Marketing Principles of Marketing Current Marketing Mix: Product Menu: Deli Sandwiches, Panini, Soups, Bakery Goods, Espresso All high quality and fresh Offers bakery goods as well as meal items Restaurants with a European flair

Marketing Principles of Marketing Price Average lunch costs $6.41 Average breakfast costs $3.76 Average purchase costs $5.44 Lower prices than sit-down dining Avoids price competition through brand equity

Marketing Principles of Marketing Promotion Cultivates good will with community through public relations, such as donating to causes such as Walk for Diabetes and donating leftovers to the homeless Frequent purchase programs for both deli sandwiches and espresso Less emphasis on traditional advertising

Marketing Principles of Marketing Place Utilizes a combination of company owned stores and franchises Located in malls, strip malls, and free-standing buildings 262 locations in 28 states with plans to expand to 1500 locations nationwide

Marketing Principles of Marketing Competitor Analysis Competition includes bakeries and other restaurants that fall between fast food and casual dining, such as Starbucks and Einstein Bros. Indirect competitors include fast food and sit down dining venues

Marketing Principles of Marketing Demand and Customers Customers include Trend-setters and Good food traditionalists Both groups desire quality experience tailored to their discriminating tastes Trend setters especially tend to embrace new, healthy menu items

Marketing Principles of Marketing Environmental Analysis With more dual-income families, consumers seek convenient dining solutions More health information is available, making the average consumer more health conscious

Marketing Principles of Marketing S.W.O.T: Strengths Leading bakery-café nationwide Award-winning sourdough bread High quality food Highly profitable Loyal customer base

Marketing Principles of Marketing S.W.O.T: Weaknesses Soup quality varies from day to day Small percent of profits come from dinnertime sales Low brand awareness in new markets Market saturation in St. Louis area

Marketing Principles of Marketing S.W.O.T: Opportunities Increasing health consciousness among consumers Very few direct competitors Ample room to expand into new markets

Marketing Principles of Marketing S.W.O.T: Threats Delivery services such as 569-DINE Due to high profit margins, potential for competitors to enter the market

Marketing Principles of Marketing SoupedUP!: The Plan TM

Marketing Principles of Marketing General Marketing Strategy Subsidiary of Panera Bread Co. Open a new restaurant, SoupedUP!, in Clayton, MO SoupedUP! offers a wide range of high quality soups as well as a selection of the most popular Panera Bread Co. menu items Target health conscious, on-the-go customers Differentiate from Panera Bread Co. by providing a distinct, international atmosphere

Marketing Principles of Marketing SoupedUP!: Product 15 daily soups made from fresh ingredients on site Includes more traditional comfort food as well as exotic international selections 2 sizes, offered in bowls and bread bowls Cold soups and salads to maintain sales in summer months

Marketing Principles of Marketing SoupedUP!: Product Offer vegetarian and vegan selections Customize by offering additional ingredients Foster an international atmosphere, expanding on traditional European feel of Panera Bread Co. Provide an international Soup-of-the-Month option on our menu

Marketing Principles of Marketing SoupedUP!: Product

Marketing Principles of Marketing SoupedUP!: Price

Marketing Principles of Marketing SoupedUP!: Price

Marketing Principles of Marketing SoupedUP!: Price Prices: Regular $2.95, Large (bread bowl) $4.95 Add-ons include tofu, chicken, beef, and shrimp, ranging from $.75 to $1.35 for the regular size and $.95 to $1.75 for the large size Priced relatively high to show high quality

Marketing Principles of Marketing SoupedUP!: Promotion Continue Panera Bread Co.s emphasis on public relations Advertise in current Bread Co. restaurants, university newspapers and Riverfront times Frequent purchase programs such as punch- cards Goodwill donations to local organizations that promote diversity Extra soup donated to needy

Marketing Principles of Marketing SoupedUP!: Place Company owned restaurant Located in Clayton, MO on Forsyth Rd. between Washington University and Clayton Business District Eventually expand to other locations in St. Louis area and other cities with saturated Panera Bread Co. markets

Marketing Principles of Marketing SoupedUP! Any Questions?

Marketing Principles of Marketing Thank you! TM