Student Project Fact Sheet
This page contains useful information for student projects.
Click here to download a printable version of the fact sheet (414kb PDF).
bb’s cafe Mission Statement
“To be the best and most convenient gourmet bread and signature coffee specialist in Australia and internationally.”
bb’s cafe Position Statement
“Where our signature coffee is our obsession and gourmet breads are our speciality. Where affordable and approachable style makes us your place
to relax and recharge anytime.”
Target Market
bb’s cafe’s target market is the 25 to 35 year female and male that has a higher than average disposable income.
It also caters for the 45+ with a range of home style type products at an affordable price.
Marketing Objectives
- To shift customers perception of bb’s cafe from a coffee and muffin cafe to gourmet bread and signature coffee specialist.
- To increase the frequency of customers’ visitations.
- To maintain positive sales growth and increase market share.
- Increase brand awareness.
- Measure and evaluate the performance of individual bb’s cafes.
Core Product Offering
(please see diagram to the right)
Marketing Strategy
- Focus on our core product offerings such as our signature coffee and gourmet breads.
- Develop promotional material with a clear and concise message which has a consistent visual look.
- Focus on marketing objectives and media options which target bb’s cafe local communities and target markets within local areas.
- Concentrate efforts behind supporting local community groups with the help of Volunteering Australia.
Slogan
“Just the way you like it”.
This catch phase emphasises bb’s cafe ability to supply food options which have been adapted to appeal to local target market demographics and their different lifestyles.
Major Competitors
Our major competitors can be described as all outlets which provide customer with premium coffee and convenient food options. These include Coffee Club, Jamaica Blue, Gloria Jeans, Hudsons and Starbucks.
Promotional Methods
bb’s cafe primary promotional method is via letterbox distribution as it directly targets the local community. We also focus on in-store advertising.
Strengths
- We are the only cafe which specialises in gourmet breads and coffee.
- We offer all meal options including convenient take away food, sweet treats, breakfast and dine in light meals. bb’s cafe Plus is also licensed and offers an extended menu.
- Food options which have been developed with the store local demographic in mind.
- Strong presence in New Zealand with bb’s cafes out numbering Gloria Jeans and Starbucks.
- Growing store number and market share.
- 3 types of franchises available: Kiosk, cafe and cafe Plus.
- 100% Australian owned.
- Situated in high traffic shopping centres and locations.
- National supply network which allows bb’s cafes to take advantage of economies of scale.
Weakness
- Does not have strong international brand compared with Starbucks and Gloria Jeans.
- Some bb’s cafes are still in the old bb’s espresso look which has a negative impact on brand recognition.
Opportunity
- Consumers are pushing for healthy and convenient food alternatives.
- Consumer trend shows a pattern of indulgence emerging as a result of the health push.
- Consumer looking for alternate hot beverages other than coffee.
- Catering for small functions and community events.
Threats
- The large amount of food outlets offering coffee, eg. McDonald’s McCafe, Hungry Jacks and local ma-and-pa operators.
- As larger shopping centres cannibalize smaller local centres sites locations decrease.
- Improved range of convenience foods for home use.
- Competitive push by large operators by adopting healthy food alternatives, eg McDonald’s healthy choice options and salads.
Current Challenges (includes:)
- Growth of sales in existing stores.
- Growth by additional stores and locating appropriate sites.
- Maintaining and improving the quality of our products and services.
- Labour costs.
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