Bimbo marketing plan

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  • Publicado : 28 de abril de 2011
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Enterprise: Grupo Bimbo
Brand: Marinela

Executive Summary

Grupo Bimbo was established in Mexico in 1945; today it is one of the most important baking companies in brand and trademark positioning, sales, and production volume around the world. In Mexico and Latin America it is an undisputed leader in its area, with presence in the United States and 18 countries in LatinAmerica, Europe and Asia encompassing over 5,000 products and has more than 150 prestigious brands.
Since 1980, Grupo Bimbo has been traded in the Mexican Stock Exchange (Bolsa Mexicana de Valores). It comprises six organizations and a corporate department that operates companies in the baking industry and in general, in the food industry.
It owns more than 150 prestigious brands such as: Bimbo,Marinela, Milpa Real, Tía Rosa, Mrs. Baird's, Oroweat, Entenmann's, Thomas', Boboli, Barcel, Ricolino, Coronado, La Corona, Pastelerías El Globo, Suandy, among many others. Its commitment is to be a highly productive and completely humane company, as well as to be innovative, competitive and oriented to the full satisfaction of its customers and consumers. It is present in Mexico, The U.S.A.,Argentina, Brazil, Colombia, Costa Rica, Panama, Chile, El Salvador, Guatemala, Honduras, Nicaragua, Peru, Venezuela, Uruguay, Paraguay, the Czech Republic and China.

Produce and market food products, develop the value of our brands. Committing ourselves to be a company:
* Highly productive and people oriented.
* Innovative, competitive and strongly oriented towards satisfyingour customers and consumers.
* International leader in the bakery industry, with long-term vision.

Our Purpose

* To make a business of our business, be productive.
* To reach projected profit levels.
* To constantly grow our volume and market share for our brands and to be readily available for our consumers and customers.
* To enable people to develop and reach theirfull potential.
* Ensure that operations are carried out in an environment of control (information, systems and confidence). Participation and self control

Current Marketing Situation
Grupo Bimbo is one of the largest baking companies in the world in terms of production and sales volume. As the market leader in the Americas, Grupo Bimbo has 99 plants, 4 asociates and 3 trading agencies. In2008, Grupo Bimbo net sales amounted $9,551 million dollars.
Since 1980, Grupo Bimbo is a company traded in the Mexican Stock Exchange. The Group has the most extensive distribution network in the country, and one of the largest in the American Continent. It exceeds 39,500 routes, it guarantees that the products are delivered uninterruptedly and fresh to more than 1,800,000 points of sale locatedin 18 countries.
Grupo Bimbo has made important investments through the establishment of production plants, strategic alliances and the acquisition of companies in the same industrial sector in order to consolidate its operations. Among these acquisitions we have: Pan Rico Beijing, Pan Europa, Los Sorchantes, El Globo Bakeries, La Corona, Duvalín, Bocadín, Lunetas, Wonder, Lara and Coronado inMexico; Oroweat, Mrs. Baird’s, Four-s Baking, Pacific Pride and Weston Foods Inc in the United States of America, Park Lane in Germany, Plus Vita in Brazil.This Mexican Trans - national company employs over 102,000 associates.

Market Description

Marinela was created in 1956 under the name of “Pavisa” which means Pasteleria y vizcocheria S.A. A few years later Pavisa changed its name to thecurrent name they have now: Marinela.

Target Marget
Children of 4-13 years of age.
We decided this would be our target market based on previously studies of the marketing segmentation. We found that kids go to the store and want to buy candies; we want them to spend their money on our cake snacks, for that reason our prices are low and meant for them.

Marinela has 2 types of clients; the...
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