1. Greyston Bakery
Presentation by Hannah Hartmann, Camille Shaw-Pigeon, Emily Pratt, Tessa Zak, and Nguyet Ly

2. Agenda . Company History (Camille) . SWOT Analysis (Emily)
. Marketing Goals and Objectives (Emily)
. Marketing Strategy and Tactics (Hannah)
. Marketing Program (4 P’s) (Hannah & Tessa)
. Implementation (Tessa)
. Financial Projections (Nguyet)
. Monitoring and Control (Nguyet)

3. I. History of Greyston Bakery
-Greyston is a for-profit bakery located in Yonkers, NY. It is most well known for it’s unorthodox hiring policy, which involves providing open door employment regardless of work experience and other barriers, such as previous incarceration and drug addiction.
-Founded in 1989 by Roshi Bernie Glassman.
-Has several strong B2B connections with companies such as Bloomingdales, the Guggenheim, and most notably Ben and Jerry’s.
- Also sells direct to consumer via the Greyston website, as well as in special Whole Foods stores.
CAMILLE
founded by Roshi Bernie Glassman to give people who have faced adversities a place to gain work experience. Provides work and living assistance for those below the poverty line, those who have been previously incarcerated or addicted to drugs.
Greys
Current sales are 10 mil in 2010

4. II. SWOT Analysis Strengths Weaknesses
-Uniqueness of their mission (no other bakery is doing what Greyston is doing)
-Not having a lot of variety in their products, only have brownies in four flavors
Opportunities
Threats
-Expansion of their product lines
-Other bakeries that mass-produce their baked goods
-smaller companies that target the same market (Dancing Deer and 2 Bites)

5. III. Marketing Goals and Objectives
1) We would like to increase Greyston’s B2C sales
. allow Greyston to continue to implement its amazing
programs
2) Generate greater consumer awareness for Greyston’s mission and product
3) Diversify Greyston’s product line
. vegan/gluten free brownies
. introduce two new product flavors (peanut butter bar
and magic bar)

6. IV. Strategy and Tactics
Socially minded upper middle class target market
Point of Difference: Promote our message of the Greyston difference
“Brownies with a Mission- Benefitting the Community they Come From”

7. V. Marketing Program Placement:
Retailers such as Whole Foods, Bloomingdales
Online distribution
-Directly to consumer

8. V. Marketing Program Promotions:
advertising in the market circulars at Whole Foods:
Print ads in newspapers and magazines such as the New Yorker
Social Media: facebook and twitter
Send out Direct s to already existing accounts about our new product line
create a marketing event with Whole Foods, set up tables where we will provide samples of the new products. Upon sampling the new product the customer will be given a coupon to buy the product .50 Cents off any two brownies.
Bring new products to food shows, this way we can pick up new B2B customers

9. V. Marketing Program Products:
vegan/gluten free brownies (fudge brownie only)
peanut butter bar
magic bar
Price:
$2.50 for each new products (about 25% cheaper than the average price of a brownie)

10. VI. Implementation
Whole Foods will give us a sales report so we can see our the new product was received.
Monitoring sales on these new products.
To ensure our new products are doing well we will do customer feedback surveys through and social media, this way we can monitor the success of them.

11. VII. Financial Projections
Social Media- no cost
s - no cost
Advertising- $750,000
Coupons- $50,000 (mass marketing event in Whole Foods)
New employees - $353,600 per year
Marketing Research - $50,000 (sales report from Whole Foods, system for consolidating feedback from customers, etc.)

12. VI. Financial Projections
1st year of implementation
Sales Revenue Increase = $1,250,000
Total Cost =$1,153,600
Additional Profit =$96,400
After 5 Years:
Sales Revenue Increase = $6,250,000.
Additional Profit =$5,096,400.
Break-even point units
fixed cost/(unit price - unit variable cost)
$800,000 / ($2.5 - $0.71) = 446,927 units.
Break-even point revenue
446,927 * $0.71 = $317,318

13. VIII. Monitoring and Control
Sales performance measures monthly
Monitor responses on social media
Customer feedback surveys
Changes will be made to the marketing program yearly to adjust to exogenous changes