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, and
introduced cakes and other specialty products in the Philippine market. In 2005, Jollibee Foods
Corporation acquired the company and brought the store to a new phase with its new programs on
franchising, operations, promotions, etc. Red Ribbon is geared towards bringing families and friends
together with its specialty cakes and products. The tag line of the company is Whatever the
celebration, its more beautiful with a Red Ribbon.
3. About the Store: Goldilocks Goldilocks started in 1966 at Pasong Tamo by two sisters and their
sister-in law. Having different skills they created Goldilocks products with chiffon slices and cakes for
special occasions. The company has now made Goldilocks as a global brand strategizing regional
and acting local. They have associated themselves well with the Filipinos and are now recognized as
part 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 and
strengthens 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. Job
Professionals, Homemakers, Homemakers, Senior Businessmen, Senior Citizens Citizens1.
Psychographicsa. What do they buy? Pastries, Cakes, Meals Pastries, Cakes, Mealsa. How long do
they stay? 10-30 minutes 5-15 minutesa. Why do they visit? Lunch/Dinner, Pasalubongs, Quick
meals, Pasalubongs, Gifts, Order Cakes, Business Gifts, Order Cakes Meetings View 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. Red
Ribbon customers stay 10-25 minutes buying bread roaming around the area looking for things to
buy Diners stay around 15-30 minutes dining there. They stay and seem to rest for a while.
Goldilocks
6. CustomerDemographics Red Ribbon and Goldilockss customers are 20s and above. Red Ribbon
Mix 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 there
were a few young men who visited Goldilocks - Caters more to the masses but also reaches the
upper 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 to
already know what they like to buy Diners also take less time 10-15 minutes and there seems to be
less 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 pedestrian
Vehicular and medium traffic pedestrian traffic1. Industrya. Commercial Yes Yesa. Residential Yes
Yesa. Industrial Yes No

9. Location Red Ribbon and Goldilocks are both situated on intersections and street corners where
vehicular traffic is high. Red Ribbon in Shaw has a high Red Ribbon pedestrian traffic with varied
people from all social classes due to public and private transport passing along the area Shaw
branch covers all industries- Commercial offices in Pasig/OrtigasArea- Industrial near UnilabResidential many condominiumsnear the area Goldilocks
10. Location Goldilocks in Tomas Morato although being in an intersection only has medium pedestrian
traffic. Goldilockss is near commercial and residential areas Red Ribbon- Commercial near
restaurants in Tomas Morato- Residential near houses and condominiums Red Ribbons
residential 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 with
Filipino dishes with some some Filipino meals, made- Western and Chinese food, to-order cakes
made-to-order cakes1. Price Cake rolls half 165-215; Cake rolls half 160-190; whole whole 275330 255-290 Special Cakes 350-700 Special Cakes 300-550 Butter Mamon 20 Fluffy Mamon
19 Meal 85 Meal - 1051. Level of Service Courteous, More than the Fast, Courteous, Speed of
service 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, no
Bathrooms and parking bathroom, limited parking space, space; has a function room
12. EstablishmentMenu Offerings Both Red Ribbon and Goldilocks are Bakeshop and Restaurant Red
Ribbon 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 little
western 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 offers
made-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 offers
Filipino 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 expensive side as compared to
Goldilocks. For example, one popular pastry mamon is sold at P20 by Red Ribbon and at one
peso less at P19 by Goldilocks. Both offer similar packaging and almost the same buttery quality
and goodness of the pastry. Goldilocks
15. EstablishmentPrice On the specialty cakes side and the regular rolls, both offer small and regular
cakes and half and whole rolls of cakes. Red Ribbon Red Ribbon offers its rolls at P165- 215 for
half rolls and whole for P275- 330. Goldilocks offer it a lower price range at P160-190 for half rolls
and 255-290 for whole rolls. Specialty cakes are priced between P350-700 for Red Ribbon and
P300-550 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 type
atmosphere Red Ribbon somehow makes it more special as it serves using silverware utensils and
serves it in style. Red Ribbon Speed of service for Red Ribbon is around 15 minutes for meals Red
Ribbon, although it uses prepared meals, are cooked when ordered so it takes a little longer to
prepare but also gives a sense of the shop serving just like in a normal restaurant. Red Ribbon has
more attendants in its store waiting on customers and looking out for their needs. Goldilocks There
is more of a restaurant experience in Red Ribbon.

17. EstablishmentLevel of Service Goldilocks uses smaller plates, plastic spoon and forks and cheap
disposable plastic glasses. Goldilockss speed of service is around 5-10 minutes and almost Red
Ribbon instantaneous for other branches as they have the meals pre-cooked and are only reheated. Goldilocks is more of a self-service establishment and there limited employees in the shop
especially for the one in Tomas Morato. The cashier is the same one getting the Goldilocks order for
the themed cakes.
18. EstablishmentFacilities Red Ribbon has a more spacious area and even uses furniture like couches
and 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 to
each other as compared to Red Ribbon. Both shops are clean and well maintained and are up to
date with the style of the current time. Goldilocks
19. EstablishmentFacilities Red Ribbon has some edges over Goldilocks in terms of the facility having a
Red Ribbon bathroom inside the shop. There is also a function room for occasions and business
meetings.
20. Conclusion The two bakeshops showed that the shops have an intersecting target market Main
difference 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 both
here and abroad.