Movenpick Case Study in a complex digital world

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1. Donetary’s Premium, fresh and tasty doughnuts

2. TABLE OF CONTENTS Executive Summary Segmentation Plan Consumer Behavior Marketing Plan Customer Satisfaction Miles Stone Financial Goals Management Team

3. Executive SUMMARY 01

4. Doughnuts Piooner of healhty doughnuts Using premium quality ingridients, affordable selling price but with 1. Product 2. Market DONATARY'S main target market is young people and families whose family members are less than 60 years. DONATARY'S will focus more on digital platforms to cover a wider market not only the local area but also abroad. DONATARY'S can be a status symbol and instruments to fulfill the taste of a healthy society.

5. 3. Competition Our current competitors are Pastry Mum and Fluffy Bite. DONATARY'S can be very competitive compete in the market because with a better taste, the price can be reached by many people and better and healthier quality, DONATARY'S sure will be superior to its competitors there is now until far in the future.

6. Rivaldo Advertiser of Donatary’s Silvia Accountant of Donatary’s Nicolene Designer of Donatary’s James & Nicolene Chef of Donatary’s 4. Management James - chef of donatary's who saw the opportunity in the lifestyle the current generation that does not stop consuming fast food so this business idea emerged and there must be a super team who support each other, among others

7. 6. Funding needed Donatary's is seeking $ 100.000 for funding for running business and campaigning the business to expand the business quikly and also adding assets for the fundamental of the business which to handle and increase any problems if happened. Our ultimate goal is an exit within 3 years.

8. 6. Financial Projections

9. Segmentation Plan 02

10. Segmentation Plan Behavioral Adults feels it very unique and looking very good Psychological Kids until adults wants to experience something new which is what we offered a premium doughnuts Demographic 8 – 45 years old, kids, teenager, adults especially with family, middle class above GEOGRAPHIC Focusing on Medan area and expanding to all Indonesian’s region in 3 years

11. Consumer Behavior 03

12. First impression for the consumers about our doughnuts will be that the packaging and donut is instagrammable, aesthetic, eyecatching and it’s bigger than others donuts in Medan. Not only that, it’s hygienic and when consumers e at our donuts, they can feel it’s hearty and less sugary Consumer Behavior

13. Marketing Plan 04

14. 01 02 03 04 Product Place Promotion Price Marketing Plan

15. Our products are made to introduce a less sugar and healthier donuts to people who's on a diet. Our place of business operations are currently located in Medan . We also have a social media platform where the costumer can order the products without going to the operations location. PRODUCT PLACE

16. The price of our product are based on the desired flavor and also the packaging. Also our price are much more affordable than other existing competitors but that doesn't lower our qualities. Our promotion are mostly based on the current trends and involving other IT&B students to participate in our promotion through their main social media. And also in other ways such as having stand/booth in crowded places, contributing in food festival and giving out tester to expand the potential costumer chances PRICE PROMOTION

17. Customer Satisfaction 05

18. In terms of improving or maintaining customer satisfaction we are committed to make the donut with high and a healthier ingridients. CUSTOMER SATISFACTION

19. Miles Stone 06

20. SMART Specific , to be innovative expanding our market Measureable , can serve 156 pcs doughnuts per day Achievable , our products could be known well in Medan area Relevant , introducing healthier doughnuts options Time bound , in 1 years we will establish our name in Medan

21. Financial Goal 07

22. FINANCIAL GOAL

23. MANAGEMENT TEAM CEO : James CMO : Silvia & Rivaldo CCO : Nicolene CFO : Vanessa

24. THANK YOU