LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestras Condiciones de uso y nuestra Política de privacidad para más información.
LinkedIn emplea cookies para mejorar la funcionalidad y el rendimiento de nuestro sitio web, así como para ofrecer publicidad relevante. Si continúas navegando por ese sitio web, aceptas el uso de cookies. Consulta nuestra Política de privacidad y nuestras Condiciones de uso para más información.
Sweet Freedom Bakery’s mission is to provide great tasting baked goods, breads, and
soups that do not contain gluten, nuts, casein, refined sugars, corn, soy and eggs.
These products seek to serve as a safe option for individuals suffering from allergies
and intolerances or individuals who want to make healthier and more educated choices.
Sweet Freedom Bakery prides itself on being completely transparent when it comes to
informing its consumers of ingredients used in all products. Also, all ingredients are
locally grown, so consumers can be aware of where the ingredients are produced.
In addition to its mission to transparency and health benefitting ingredients, Sweet
Freedom Bakery seeks to educate its consumers about making healthier choices and
why choosing Sweet Freedom Bakery will better their lives. Although Sweet Freedom
Bakery provides strong and innovative products, its Collingswood location suffers from a
lack of foot traffic and awareness. With gluten-free and allergy-free trends on the rise,
now is the time to make Sweet Freedom Bakery a must-see attraction in downtown
two42 consists of a diverse group of marketing students from Rutgers University-
Camden. Combined they excel in creative design, logistics planning and have an
extensive knowledge of local and global marketing trends. With an intense focus on
coordination, two42 has been able to create a high-end integrated marketing
communication plan which is sure to compliment and improve Sweet Freedom Bakery’s
Marketing Problem or Opportunity
The Collingswood location has the opportunity to gain consumer awareness and
increase foot traffic, which in turn would boost sales.
The food industry is a larger and an ever-changing industry. As gluten intolerance and
other food allergies increase, the food industry has had to evolve to fit the needs of
today’s consumers. Currently, the popular trend that has taken the food industry by
storm, is the gluten-free diet. The gluten-free industry boasts high growth from $4.9
billion in 2013 to $11.6 billion in 2015 and is on the upswing (Mintel, October 2015).
Consumer consumption of gluten-free foods increased from 24% in 2013 to now 30% in
2015 (Mintel, October 2015).
In addition, as stated from the Food Allergy Research & Education, the food allergy
trends are on the rise. Researchers estimate that up to 15 million Americans have food
allergies. This potentially deadly disease affects 1 in every 13 children (under 18 years
of age) in the U.S. That’s roughly two in every classroom. (FARE, 2015).
Aided by celebrity endorsement, gluten-free products can be found in any restaurant,
super-market or specialty store throughout the country. Typically, those diagnosed with
Celiac disease are required to follow a gluten-free diet; however, 77% of individuals who
do not have Celiac disease still consume foods that do not contain gluten because of
the health benefits they contain (Mintel, 2015). Although considered to be a fad diet, the
gluten-free trend continues to grow at a rapid rate (Mintel, 2015). Between the years
2013 and 2015, the gluten-free food category grew by 136% (Mintel, 2015). Also,
consumers’ motivation to purchase food, that contains ingredients that will benefit their
health, appears to continuously grow (Mintel, 2015).
Sweet Freedom Bakery falls under the category of bakery within the retail bakery
industry. Shopping at specialty stores, specifically natural food stores, recently became
popular among consumers at 58% (Mintel, 2015). This trend has room for expansion
because it has proved to be recession proof and has opportunities to prove to
consumers that “better for you” can be also be affordable (Mintel, 2015). Continuing the
“free-from” trend, consumers are seeking bakery products made with high fiber and
whole grains while avoiding high fructose corn syrup, allergens, and GMOs. Individuals
concerned about the health effects of gluten in their diets are driving demand for gluten-
free products and bakeries are responding by introducing alternative flours such as rice,
corn, and ancient grains to their lines (D'Adamo).
This is one of the bigger industries that are growing. The economic cost of children’s
food allergies is nearly $25 billion per year (FARE, 2015). Since there are a larger
industry of the Bakery retail Industry, the size and trends are changing rapidly. Eight
foods account for 90 percent of all reactions: milk, eggs, peanuts, tree nuts, soy, wheat,
fish and shellfish. Even trace amounts of a food allergen can cause a reaction (FARE,
Philadelphia is a city known for its soft-pretzels, cheese-steaks and all things chock-full
of gluten and dairy. For those of us with food allergies and intolerances, or who are
mindful of how our diet impacts our health and wellbeing, it can be difficult to nearly
impossible to find a tasty treat for our sensitive systems. Sweet Freedom is here to
serve as a safe haven to children and adults alike who have been deprived of the
simple pleasure of eating a freshly baked goodie (Sweet Freedom Bakery).
Not only are the products vegan (dairy-free, casein-free, egg-free) and gluten-free, but
Sweet Freedom Bakery avoids the use of corn, wheat, peanuts, and soy as well. The
only sweeteners it will ever use are the most natural and unrefined of sugars that are
gentler on your body. Rest assured that Sweet Freedom Bakery also avoids the use of
toxic chemical sweeteners and other highly processed sugars and preservatives at all
times. Sweet Freedom Bakery makes it a mission to provide the best tasting allergy-
friendly treats that even those without allergies will love. (Sweet Freedom Bakery).
Nestled among the eclectic shops in downtown Collingswood, Sweet Freedom Bakery
adds a unique flair that a consumer will not find in an ordinary bakery. Other locations
can be found on South Street in Philadelphia, and in Bryn Mawr, Pennsylvania. Sweet
Freedom Bakery provides a diverse menu containing great tasting baked goods,
breads, juices, coffee drinks, and, most recently added, soups. Each item found on its
menu is produced without gluten, dairy, wheat, soy, nuts, casein, refined sugars, and is
vegan (Sweet Freedom Bakery). Sweet Freedom Bakery is also certified as Kosher
under the supervision of the International Kosher Council (Sweet Freedom Bakery). Not
only are its products safe to eat for people suffering from allergies, but cater to religious
dietary restrictions as well.
Many gluten and allergen free products have a certain taste that negatively contrasts to
traditional products. However, Sweet Freedom Bakery’s products strongly rival that
notion. When eating anything from a cupcake to a piece of bread, the consumer cannot
tell the difference. Not only is each and every product delicious, they are made with
ingredients that seek to benefit the consumer’s health. Chickpea flour is used in
replacement of traditional flour (Sweet Freedom Bakery). According to Jen, the current
manager of all three locations, chickpea flour energizes and does not cause crashes
usually experienced when eating a sweet treat (Sweet Freedom Bakery). The sugar
replacement utilized in all products is not a sugar substitute like “Splenda”, but a raw
sugar that does not contain harmful chemicals (Sweet Freedom Bakery). The
combination of all ingredients used in Sweet Freedom Bakery’s products seeks to
provide nutritional value.
Reference Prices at Sweet Freedom Bakery
6-inch Cake: $45
Peak times during the year include: Mother’s Day, Thanksgiving Eve, Valentine’s Day
and Christmas. Halloween appears to be a difficult holiday to attract customers.
Previous marketing tactics included a promotion where children were handed a page
containing a typical Halloween character to color. When finished, the character the
children colored could be used to redeem a discount on specific products. Although a
large number of children took a character to color, only a handful of parents decided to
redeem their discount.
In addition, Sweet Freedom Bakery experiences a higher level of traffic on Tuesdays,
Fridays and Saturdays. Also, Sweet Freedom Bakery sells its products at local farmer’s
markets during the weekend where it experiences a higher level of sales. However, on
the other remaining days of the week traffic drastically decreases and early closure can
occur. Mondays were removed from the schedule because of the severe lack of traffic
Current advertising includes a social media presence on Facebook, Twitter, Pinterest,
Instagram, YouTube and Google Plus. Posts include pictures of products and current
promotions and discounts. Another advertising tactic Sweet Freedom Bakery utilizes is
advertisements on Philadelphia taxis. Customers are urged to take photos of the
advertisements and email them to Sweet Freedom Bakery to redeem a free product.
Sweet Freedom Bakery succeeds in a variety of areas. It serves strong, quality
products, cares for its customers, continuously innovates new products, is centrally
located, and continuously invents new recipes using unique and diversified ingredients.
Also, it competed on the hit Food Network competition show, Cupcake Wars. However,
as with every company, it too has weaknesses. Sweet Freedom Bakery’s usage of
social media needs improvement, specifically on Instagram and YouTube.
In addition, the level of engagement between followers and Sweet Freedom Bakery’s
social media platforms is quite low. Although it has close to 2,000 followers, the
maximum amount of likes a single posted picture has received is 142. This means the
highest rate of engagement from its follower base was about 7%. On average, Sweet
Freedom Bakery posts receive around 50 likes; meaning average engagement is even
lower. According to a Mintel study, higher engagement levels among consumers help
lesser-known businesses gain a larger share online (Mintel, 2015). On Facebook,
followers can share and comment about experiences consuming Sweet Freedom
Bakery’s products, and create buzz about the business. Higher levels of engagement on
Facebook can also encourage promotions, contests, etc., which help businesses create
more awareness (Mintel, 2015).
Sweet Freedom Bakery’s vendor spot in the farmer’s market frequently sells out
because of the consistently high level of sales received. However, this does not
translate in terms of foot traffic and sales in the Collingswood storefront. It decided to
decrease hours to account for periods during the morning and late evening where the
store would not see a single customer for hours.
The chart below analyzes the social media presence of Sweet Freedom Bakery and its
competitors, excluding Whole Foods Market. Whole Foods Market was excluded from
this analysis because it is a national chain and its social media prowess far exceeds
that of these local companies.
The following information is a statistical breakdown of Sweet Freedom Bakery and its
competitor’s social media presence:
Sweet Freedom Bakery
Only mentions Philly location
Does not utilize “Boost” option
Frequent posts about products, specials and pictures of products
Only mentions Philly location
Daily posts of pictures of products and specials
Only mention on Philadelphia location
Posts related to recipes and pictures of products
2 videos from over 2 years ago
Frequent posts about products, specials, events, and classes
Posts of pictures of products
One post from over 4 years ago
Very infrequent posts. Last post was from July 15th, 2015
Whole Foods Market
Separate accounts for different areas
General Whole Foods Account: 1,843,778 followers
South Jersey: 14,489
Daily posts about specials, products, events
Frequent videos about recipes and tips
Collingswood has 13%-18% of 25-34 year olds in the area surrounding Sweet
Freedom Bakery (Figure 1.1).
In Figure 1.2 the medium-dark and dark purple colors signify 55% and over of
women living in the area surrounding the bakery.
Median Household Income:
The household income in the surrounding area median is $69,000. The deep
dark purple color shows the entire area is covered with this income amount
Figure 2.1 shows that 8%-17% in the areas inside the black circle are 25-34 year
olds. This area is closest to Collingswood.
Gender seems to be the same as Collingswood in (Figure 2.2) showing the areas
inside the black circle range from 50%-over 50% are women. The medium to
dark purple colors highlight these percentages.
Median Household Income:
Income is more for the Cherry Hill area as shown in (Figure 2.3). Inside the white
circle shows the area near Collingswood which has an income of over $74,000,
highlighted by the dark purple color.
two42 analyzed three segments of the market it will consider to target. The first segment
of the market is Moms living in the Cherry Hill and Collingswood area, between the ages
of 30-45. These moms have young children around the elementary and middle-school
age, and seek to provide healthy treats for their children to benefit their health or have
specific dietary or allergy needs. These mothers obtain their information from watching
the news, online newspapers, magazines, and Facebook.
About 12 million Americans have food allergies, and estimated 3.3 million are allergic to
peanuts, and 1.8 million are allergies to other tree nuts (Mintel, Oct. 2010). Add to that
an estimated 30-50 million Americans that are lactose intolerant, and it is safe to say
there is a demand for “free from” foods in America. (Mintel, Oct. 2010). Because of
these intolerances and allergies, Mintel reports that in a single household when one
individual has an allergy or an intolerance the rest of the family is affected and changes
their diets alongside the individual with the allergy or intolerance (Mintel, Oct. 2010).
Mintel also reports that moms are the driving force behind changing the entire family’s
lifestyle and are the primary purchasers of food in the household, so typically it is
imperative to market to moms (Mintel, Oct. 2010).
Another important segment to be considered is Young Professionals, specifically
women, ages 25-35, also living in the Cherry Hill and Collingswood area. These females
are health conscious and seek to purchase health-benefitting products from small, local
businesses. They are active exercisers, specifically yoga, and like to be educated about
the ingredients within the products they purchase. A large section of Young
Professionals, ages 25-35, fall under the millennial generation. These Young
Professionals mainly obtain information on online newspaper sources and through
Facebook and Instagram.
As a generation, Young Professionals tend to err on the side of caution when it comes
to what they eat and what companies they decide to patronize. According to a Mintel
study, “Older Millennials are less likely to trust large food manufacturers, and wish food
companies were more transparent about how they manufacture their products” (Mintel,
2015). In addition, Millennials are more open to trying new foods and changing their
diets in order to benefit their health (Mintel, 2015). A bakery like Sweet Freedom, a
small, health conscious company that provides delicious treats and foods would highly
appeal to Millennial’s needs. Sweet Freedom provides a list of all the ingredients they
use in every product, and the majority of their products are manufactured on site.
Consumers can speak directly to the employees about how everything is made and
what products are used in the kitchen. The same Mintel study found that “Millennials are
doing their own research to educate themselves before making a purchase” (Mintel,
2015). In addition, they are “in need of more information from manufacturers about their
ingredients and product manufacturing processes” (Mintel, 2015).
Another important segment Sweet Freedom Bakery seeks to target are Women ages
30-50 living in Camden County. These women are active, fit, health conscious and seek
to eat foods with health benefits. These women are regular patrons of yoga studios,
pure barre classes, and do not have children or have children out of the household. In
addition, they fall in the segment of middle to upper middle class having a higher than
average income. These women obtain informational primarily from watching the news,
online news sources and Facebook.
Mintel reports that adults, specifically women, have a more positive perception of
gluten-free foods, and are more likely to try and purchase those products (Mintel, 2014).
In addition, Mintel reports that adults eat gluten-free foods for their overall health and
wellness, not because they were diagnosed with Celiac disease or other dietary related
illnesses (Mintel, 2014). Therefore, Sweet Freedom Bakery has an opportunity to reach
this target market because they offer foods that seek to benefit overall health and
SWOT Analysis and Strategic Direction
Strength (Controllable) Weakness (Controllable)
Strong, great tasting products.
Health benefitting ingredients.
Free from soy, gluten, dairy, casein,
nuts, and refined sugars.
Vegan and Kosher products.
Innovation for new recipes, products.
More Facebook and Instagram
followers than McMillan’s Bakery and
DiBartolo’s Bakery. Opportunity to
reach larger audience.
Social media presence, specifically
Instagram and YouTube.
Posting versus advertising on
Lack of awareness relative to
Lack of advertising of in-store
Opportunity (Uncontrollable) Threat (Uncontrollable)
Gluten-free diet trend.
Allergen-free diet trend.
Trend in U.S. to eat healthier, locally
Children’s food allergies.
Whole Foods Market.
DiBartolo’s attends events with
David Tutera and The Cake Boss.
Whole Foods Market- can
purchase groceries as well as
DiBartolo’s Bakery and McMillan’s
well established in area for a longer
period of time.
Competition hours are longer than
Sweet Freedom Bakery.
Increase in sales at the Collingswood, New Jersey location of 10% by February 14, 2017.
Focusing on the Collingswood and Cherry Hill area, young professionals, specifically
women, ages 25-35 would be the most viable and reachable target market. These
women tend to be health-conscious and have a desire for transparency from retailers.
They pay mind to what they consume and are aware of the impacts that non-healthy
foods may have on their bodies. This target market gathers their information through
social media outlets such as Pinterest, Facebook, Instagram, YouTube, and Snapchat.
Because of this, the target market of Young Professionals, ages 25-35, are most likely
to be receptive to social media campaigns. By choosing this target market, Sweet
Freedom Bakery can increase brand awareness, causing a further increase in sales by
February 14th, 2017.
The perceptual map shows the positioning in which Sweet Freedom Bakery has in
reference to its competition. The perceptual map is based on price (y-axis) and level of
transparency (x-axis). Sweet Freedom Bakery makes it a point to be known that they do
not use refined sugars or any allergy-associated products. On the opposing side of the
spectrum sit McMillan’s and DiBartolo’s Bakery. DiBartolo’s Bakery offers gluten-free
products, such as bread, but does not specialize in the quality of ingredients. These two
bakeries sit at a lower price point with less focus on nutrition and more focus on taste.
Therefore, for young, female professionals, Sweet Freedom Bakery is the one Specialty
Bakery that provides a high level of transparency in their products, unlike DiBartolo’s
who provides baked goods at a low cost.
Objective One: Increase traffic by 10% by February 14, 2017 to the Collingswood
location. Valentine’s Day is a peak time of the season for Sweet Freedom Bakery. An
increase in traffic will be directly related to an increase in sales, awareness and the
opportunity to strengthen current and new relationships with customers.
Objective Two: To reach 300 app downloads by January 31, 2017. The app will include
information about the products, online ordering, and current promotional campaigns.
This will increase brand awareness for the Collingswood location.
Advertising Must Solve:
The Collingswood location has an issue with consumer
awareness. This problem leads to a lack of foot traffic which
negatively effects sales. Increasing awareness would therefore
increase traffic and positively impact sales.
Target Audience: Demographics: Young professionals, ages 25-35. Located in
the Cherry Hill and Collingswood area.
Psychographics: Health-conscious, interested in yoga and
physical well-being. Interests in socializing with friends, crafting
and being environmentally friendly.
Key Promise – The
Single Most Important
Message to be
“Sweet Freedom Bakery promises for its consumers, a baked
good that satisfies a sweet tooth craving, but considers what a
healthy body needs and cuts out the refined and processed
ingredients”. - From Positioning Section
reasons to believe the
The fastest growing of the dietary categories continues
to be gluten-free products. Retailers say gluten-free
items are among the most asked about products in the
segment of free-from foods.
Mintel research shows the gluten-free category grew by
63 percent from 2012 to 2014.
Only 25 percent of consumers living in a home with a
gluten-free diet said celiac disease or gluten sensitivity
was the main cause for the switch.
reasons to believe the
Dietary trends among friends
Internal motivation to make better choices
Having a reliable resource for dietary needs close by
Key Copy Points: Large variety of gluten free products
Complete transparency with ingredients
Great choice for people with dietary restrictions
Call to Action: Increase traffic by 10% by February 14, 2017 to the
To reach 300 app downloads by January 31, 2017.
Address: 577 Haddon Ave, Collingswood, NJ 08108
Phone: (856) 869-7322
IMC Program Recommendations
The idea of a “Free-From” campaign provides the opportunity to educate and engage
with consumers. Promotional ideas relative to the “Free-From” campaign can
encompass taglines such “Free-From Monday Stress!” and “What are you breaking
Free-From?” The idea behind this campaign provides the ability for promotional
sampling as well as digital marketing with social media engagement. This also creates
an opportunity to listen to consumers.
Ask the Experts
In reference to the “Free-From” campaign, a short YouTube series can help educate
and promote the key benefits on the ingredients used in Sweet Freedom Bakery’s
products. An expert panel of doctors, nurses and nutritional specialists can provide key
benefits of living a gluten-free, organic lifestyle. Consumers are likely to acknowledge
their statements and become fond of the products offered by Sweet Freedom Bakery
that meet their requirements because of the expert’s knowledge and credibility.
While introducing experts to the campaign, Jen Kremer can become Sweet Freedom
Bakery’s resident expert. With short monthly check-ins, Jen can inform consumers of
her daily lifestyle habits and how they reflect the gluten-free, organic lifestyle along with
her tips and tricks. While creating rapport with consumers, Jen can share and export her
YouTube videos along all social media channels to promote awareness.
Sweet Freedom Bakery App
A creative and interactive app will be made to share all of Sweet Freedom Bakery’s
Included in the app:
Who We Are: This will explain all about Sweet Freedom Bakery: Where they started,
how they came about and information on employees.
What We Do: This will explain the drive of the business; what they make that people
love so much.
What We Have: Includes all items in the bakery; from breads to soups and of course,
What They’re Saying: This will include all reviews posted by credible sources.
Contact Us: Phone number and email
Order Online: This will give on-the-go customers a chance to order from anywhere,
Our Community: This gives a chance to post from Pinterest and connect Jen’s lifestyle
and the style of the bakery to the customer. It will include posts from Pinterest, tips and
tricks and information taken from the YouTube videos.
Social: This will link the customer to Pinterest, Facebook and Instagram. It will give a
chance for people to constantly be aware of everything Sweet Freedom Bakery is doing
and become a part of it.
Budget Allocation Recommendations
Advertising Budget $20,000
IMC Plan Budget
Total Summary by Medium
% to Total
Total Network TV $0 0.0%
Total Spot TV $0 0.0%
Total Syndicated TV $0 0.0%
Total Cable TV $0 0.0%
Total Local Radio $0 0.0%
Total Newspaper $0 0.0%
Total Magazines $0 0.0%
Total OOH $0 0.0%
Total Traditional Advertising $0 0.0%
Total Paid Search $3,650 18.3%
Total Online Banner Advertising $0 0.0%
Total QR Codes $0 0.0%
Number of Apps $5,000 25.1%
Total Remarketing - Ad Networks $0 0.0%
Total Remarketing - Facebook $8,100 40.6%
Total Video Games $0 0.0%
Total Microsites $0 0.0%
Total Digital Advertising $16,750 83.9%
Total Advertising Specialties $0 0.0%
Total Groupon cost $0 0.0%
Total Sweepstakes and Promotions $0 0.0%
Total SalesPromotion $0 0.0%
Total Events $0 0.0%
Total Trade Show $0 0.0%
Total Sponsorships $0 0.0%
Total Media Outreach $0 0.0%
Total Social Media $601 3.0%
Total Public Relations $601 3.0%
Total Direct Mail $0 0.0%
Total Email $0 0.0%
Total Text Messages $0 0.0%
Total Direct Marketing $0 0.0%
Total Personal Selling $0 0.0%
Total Personal Selling $0 0.0%
Total Advertising and Promotion $17,351 87.0%
Agency Fee (15%) $2,603 13.0%
Grand Total - Advertising and Promotion Cost $19,954 100.0%
Buying Information: Development cost ($5,000)
Development Cost $5,000
Number of Apps 1
Total Cost $5,000
The app will include information about the products,
online ordering, and current promotional campaigns
Medium: Paid Search
Buying Information: Determine how much you are willing to spend per day. Then,
indicate the number of days the ad will run.
Cost per day $10.00
Number of days 365
Total Paid Search $3,650
Comments and Keywords
Nut Free Bakery
South Jersey Bakery
Soy Free Bakery
Egg free bakery
Medium: Remarketing, Facebook
Buying Information: .90 per click; assume 3,000 clicks per month (Philadelphia).
Minimum purchase - one month
Number of clicks per month 3,000
Cost per click $0.90
Number of months 3
Total Remarketing - Facebook $8,100
The logo will appear consumers visit different sites.
Medium: Social Media
Buying Information: No cost to set up. Agencies may include an hourly rate of
$50 per hour to monitor and update social media sites. Video production
should be charged at the agency rate of $50 per hour for filming and editing.
Number of hours for social media set up 1
Number of hours per month for social media monitoring
and updates 50
Number of months monitoring and updating social media 12
Agency hourly rate $50.00
Total Social Media $601
Summary and Conclusion
Sweet Freedom Bakery has an opportunity to increase sales by 10% by February 14th,
2017, at their Collingswood location. This will be achieved by increasing both foot traffic
and awareness of the Collingswood bakery, which will directly increase sales,
awareness and customer relationships. The “Free From” campaign utilizes social
media and mobile apps, which will allow Sweet Freedom Bakery to interact with and
educate their consumers on the benefits of being free from soy, gluten, dairy, casein,
nuts, and refined sugars. By engaging in this campaign, Sweet Freedom Bakery will
have the opportunity to be a member of the lifestyle and community in Collingswood,
while increasing consumer awareness of their bakery.