You are planning to open a new bakery in a medium size town of about 200,000 people in the US. Your bakery will be 100% organic. It will be the first organic bakery in town (there are no organic supermarkets in the town, although some supermarkets offer selective organic products but no organic baked goods or desserts). You will be offering organic as well as gluten -free bread, bread-related ingredients, pies, muffins, doughnuts, and other types of desserts. Given that organic ingredients are more expensive your prices are going to be about 20% higher than your competitors’ prices. You have limited resources and you cannot afford to spend a lot of money in traditional promotional methods. Instead, you need to utilize social media to create awareness among your target audience.
1) What should the target market(s) be and why?
2) What should the key positioning of the bakery be relative to the competition? Describe a desirable brand image that the bakery should pursue.