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Micromarket Analysis for Goldilocks and Red RibbonPresentation Transcript

1. Micromarket Analysis: Red Ribbon and Goldilocks SEntrep Group 2: Canta, Molina, Olegario, Uy

2. About the Store: Red Ribbon Red Ribbon started business in 1979 at Timog Quezon City, andintroduced cakes and other specialty products in the Philippine market. In 2005, Jollibee FoodsCorporation acquired the company and brought the store to a new phase with its new programs onfranchising, operations, promotions, etc. Red Ribbon is geared towards bringing families and friendstogether with its specialty cakes and products. The tag line of the company is Whatever thecelebration, its more beautiful with a Red Ribbon.

3. About the Store: Goldilocks Goldilocks started in 1966 at Pasong Tamo by two sisters and theirsister-in law. Having different skills they created Goldilocks products with chiffon slices and cakes forspecial occasions. The company has now made Goldilocks as a global brand strategizing regionaland acting local. They have associated themselves well with the Filipinos and are now recognized aspart of the culture of being Pinoy. The brand associates to Filipino values thoughtfulness, care,and love for family. The company claims that it is the leading bakeshop in the country andstrengthens this with the tag line Youre the 1 Goldilocks!View slide

4. Summary of DifferencesCUSTOMER Red Ribbon (Shaw) Goldilocks (Tomas Morato)1.Demographicsa. Age 20s and above 20s and abovea. Sex Mixed Mostly Femalesa. JobProfessionals, Homemakers, Homemakers, Senior Businessmen, Senior Citizens Citizens1.Psychographicsa. What do they buy? Pastries, Cakes, Meals Pastries, Cakes, Mealsa. How long dothey stay? 10-30 minutes 5-15 minutesa. Why do they visit? Lunch/Dinner, Pasalubongs, Quickmeals, Pasalubongs, Gifts, Order Cakes, Business Gifts, Order Cakes MeetingsView slide

5. CustomerPsychographics Red Ribbon customers buy pastries such as mamon, ensaymada,special cakes, and some of them just dine there They buy the bread/pastry products for pasalubong

and gifts for visiting Red Ribbon people, and the whole cakes and rolls for special occasions. RedRibbon customers stay 10-25 minutes buying bread roaming around the area looking for things tobuy Diners stay around 15-30 minutes dining there. They stay and seem to rest for a while.Goldilocks

6. CustomerDemographics Red Ribbon andGoldilockss customers are 20s and above. Red RibbonMix of customers and almost equal percentages of males and females Red Ribbon Red Ribbon Clientele is mostly upper classes A, B, and C. Goldilocks - Mostly female customers although therewere a few young men who visited Goldilocks - Caters more to the masses but also reaches theupper Class C Goldilocks

7. CustomerPsychographics Goldilockss customers buy bread and pastries such as mamon,ensaymada, cake rolls, not so much specialty cakes, and also dine there Red Ribbon Goldilockss

customers stay a little shorter around 10-15 minutes both when buying bread and they seem toalready know what they like to buy Diners also take less time 10-15 minutes and there seems to beless talk and eating is not done in a leisurely manner Goldilocks

8. Summary of DifferencesLOCATION Red Ribbon (Shaw) Goldilocks (Tomas Morato)1.Traffic/Pedestrians At an intersection, High At an intersection, High vehicular and pedestrianVehicular and medium traffic pedestrian traffic1. Industrya. Commercial Yes Yesa. Residential YesYesa. Industrial Yes No

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9. Location Red Ribbon and Goldilocks are both situated on intersections and street corners wherevehicular traffic is high. Red Ribbon in Shaw has a high Red Ribbon pedestrian traffic with variedpeople from all social classes due to public and private transport passing along the area Shawbranch covers all industries- Commercialoffices in Pasig/OrtigasArea- Industrialnear Unilab-Residentialmany condominiumsnear the area Goldilocks

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Location Goldilocks in Tomas Morato although being in an intersection only has medium pedestriantraffic. Goldilockss is near commercial and residential areas Red Ribbon- Commercialnearrestaurants in Tomas Morato- Residentialnear houses and condominiums Red Ribbonsresidential customers are a bit more upscale as the residents own and rent in condominiums.Goldilocks

11.Summary of DifferencesESTABLISHMENT Red Ribbon (Shaw) Goldilocks (Tomas Morato)1.Menu/Offerings Wide variety of cakes, Wide Variety of cakes, pastries, pastries, Western meals withFilipino dishes with some some Filipino meals, made- Western and Chinese food, to-order cakesmade-to-order cakes1. Price Cake rollshalf 165-215; Cake rollshalf 160-190; whole whole 275-330 255-290 Special Cakes350-700 Special Cakes300-550 Butter Mamon20 Fluffy Mamon19 Meal85 Meal - 1051. Level of Service Courteous, More than the Fast, Courteous, Speed ofservice usual Fastfood Service, Speed is fast, limited personnel, mostly is just right, Waiters attend

to self-service your needs1. Facilities Clean, Spacious, with Clean, store area is small, noBathrooms and parking bathroom, limited parking space, space; has a function room

12.EstablishmentMenu Offerings Both Red Ribbon and Goldilocks are Bakeshop and Restaurant RedRibbon offers more westernized food choices with just a few Filipino Red Ribbon dishes included.Some examples of its meals are Salisbury steak, spaghetti, palabok, chicken lollipops, tocino,bangus ala pobre, etc. Goldilockss meal offerings are more Filipino dish-oriented with a littlewestern and Chinese influence. Some examples of meals are kaldereta, dinuguan, spaghetti,dimsum, halo-halo, noodles, etc. Goldilocks

13.EstablishmentMenu Offerings Red Ribbon,which is mainly a bakeshop, offers pastries like mamon,ensaymada, sweets, a wide variety of specialty cakes, and Red Ribbon rolls. The store also offersmade-to-order and themed cakes. Goldilocks offer pastries but on a wider variety as aside from

cakes slices, bread, and common pastries such as mamon, ensaymada, the bakeshop also offersFilipino pastries such as puto, cassava cakes, etc. The store also has themed cakes. Goldilocks

14.EstablishmentPrice Red Ribbon is more on the Red Ribbon more expensiveside as compared toGoldilocks. For example, one popular pastry mamon is sold at P20 by Red Ribbon and at onepeso less at P19 by Goldilocks. Both offer similar packaging and almost the same buttery qualityand goodness of the pastry. Goldilocks

15.EstablishmentPrice On the specialty cakes side and the regular rolls, both offer small and regularcakes and half and whole rolls of cakes. Red Ribbon Red Ribbon offers its rolls at P165 - 215 forhalf rolls and whole for P275- 330. Goldilocks offer it a lower price range at P160-190 for half rollsand 255-290 for whole rolls. Specialty cakes are priced between P350-700 for Red Ribbon andP300-550 for Goldilocks. The price range for Goldilocks reaches the lower class budgets.Goldilocks

16.EstablishmentLevel of Service Red Ribbon and Goldilocks both offer somewhat a fast food typeatmosphere Red Ribbon somehow makes it more special as it serves using silverware utensils andserves it in style. Red Ribbon Speed of service for Red Ribbon is around 15 minutes formeals RedRibbon, although it uses prepared meals, are cooked when ordered so it takes a little longer toprepare but also gives a sense of the shop serving just like in a normal restaurant. Red Ribbon hasmore attendants in its store waiting on customers and looking out for their needs. Goldilocks Thereis more of a restaurant experience in Red Ribbon.

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17.EstablishmentLevel of Service Goldilocks uses smaller plates, plastic spoon and forks and cheapdisposable plastic glasses. Goldilockss speed of service is around 5-10 minutes and almost RedRibbon instantaneous for other branches as they have the meals pre-cooked and are only re-heated. Goldilocks is more of a self-service establishment and there limited employees in the shopespecially for the one in Tomas Morato. The cashier is the same one getting the Goldilocks order forthe themed cakes.

18.EstablishmentFacilities Red Ribbon has a more spacious area and even uses furniture like couchesand stylish chairs. Goldilocks is more on the Red Ribbon economical size and has lesser space.The chairs and tables are simple and modern but the spaces in the dining area are a little nearer toeach other as compared to Red Ribbon. Both shops are clean and well maintained and are up todate with the style of the current time. Goldilocks

19.EstablishmentFacilities Red Ribbon has some edges over Goldilocks in terms of the facility having aRed Ribbon bathroom inside the shop. There is also a function room for occasions and businessmeetings.

20.Conclusion The two bakeshops showed that the shops have an intersecting target market Maindifference is that Red Ribbon caters to more upscale market and Goldilocks reaching into the lower

classes Both are offering the same experience of bringing sweetness into the Filipino families bothhere and abroad.