Greyston Bakery Presentation by Hannah Hartmann Camille Shaw

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

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)

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 B 2 B 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.

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

III. Marketing Goals and Objectives 1) We would like to increase Greyston’s B 2 C 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)

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

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

V. Marketing Program Promotions: ● advertising in the market circulars at ● create a marketing event with Whole Foods, Whole Foods: set up tables where we will provide samples of Print ads in newspapers and magazines the new products. Upon sampling the new such as the New Yorker product the customer will be given a coupon ● Social Media: facebook and twitter to buy the product. 50 Cents off any two ● Send out Direct emails to already existing brownies. ● accounts about our new product line ● Bring new products to food shows, this way we can pick up new B 2 B customers

V. Marketing Program Products: 1. vegan/gluten free brownies (fudge brownie only) 2. peanut butter bar 3. magic bar Price: ● $2. 50 for each new products (about 25% cheaper than the average price of a brownie)

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 email and social media, this way we can monitor the success of them.

VII. Financial Projections ● Social Media- no cost ● Emails - 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. )

VI. Financial Projections 1 st year of implementation ● Sales Revenue Increase = $1, 250, 000 ● Total Cost =$1, 153, 600 ● Additional Profit =$96, 400 Break-even point units ● fixed cost/(unit price - unit variable cost) ● $800, 000 / ($2. 5 - $0. 71) = 446, 927 units. After 5 Years: Break-even point revenue ● Sales Revenue Increase = $6, 250, 000. ● 446, 927 * $0. 71 = $317, 318 ● Additional Profit =$5, 096, 400.

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