Target Markets Of Bakeries And Bread Brands

Bread is a product that is sold all over the world. And there are millions of bakeries and depending on the city or country the styles of production are different. In France, there is a boulangerie, baguettes, and croissants are made, instead Japanese offer sweat buns. I am going to show you interesting examples of target markets of bakeries and bread brands.

We need to understand the target markets of bakeries and bread companies.

So let’s begin our journey with bakeries.

As I already mentioned every country has its style of bakeries and its specific kinds of bread. So Here the quality is super important, bread is a specific niche product where customers are very familiar with the taste and the quality is very crucial. Only the best bakers can beat the competition.

So let’s look at some famous bakeries in the world and see their targeting strategies.
The first example is an old and prestigious Parisan bakery “Du Pain et des ideas”.

The name of the bakery already gives us notions about what type of branding the company has.
The name of the company is “Bread and ideas”. They speak about the creativity of every bakery should have, new ideas should be present in each bakery.

Christopher Vasseur founded the bakery which has a true philosophy inspired by 19th-century Parisian style. He uses organic ingredients and high-class products. When I examine who they target, I just take a look at their Instagram page or Facebook page, or commercials to find out information about customers. Here is one of their Instagram posts. What do we see here?

The place is well known not only in Paris, but in whole Europe and young people travel here to buy a sweet baked croissant, or other sweets, take a picture and share it on Instagram . We see here an interesting targeting by the following bakery.

Their customers are travelers and explorers, they have high education and like quality and special style of dishes and sweets. They are a highly intellectual segment, have close friends who they would advice to visit here.

In another photo, we see a big queue of people waiting in front of the bakery to buy one of the sweets. Most likely it is rush hour and people are having their lunch here. A sweet croissant is a preferable type of lunch for many Parisians who work or live near the following place.

Targeting a Lunchtime is a perfect strategy for all kinds of restaurants and especially for bakeries. The kind of targeting tactic is called “general targeting”, where all kinds of customers are present, but in the picture I mainly see people who are +30 and -60 age, they have relatively high income and just want to have a quality lunch break.

Let’s see the branding style of the following bakery, As I already mentioned the founder of the bakery emphasizes the idea of creating something big. These are the same croissant or sweets, but the way of preparation and manifestation is different.

This is the interior style of the bakery. We see the old Parisian 19th-century style, and the imaginative style of the interior prompts us about the branding tactics of the bakery. It is connected with the French empire. When somebody enters here he/she feels the greatness of the French empire and feels the taste of the Empire.

2 brilliant examples of marekting campaigns.

Just 2 ways to grow your business.

The visionary style of the bakery tells us that it has a magician brand archetype. It is one of the 12 well-known brand archetypes. What does the Magician archetype represent?

• The goal of the brand archetype is to make dreams come true.
• The strategy of the archetype is developing a vision and living it.
• The values of the archetype are transformation, self-improvement, and change.

The magician archetype gives different kinds of messages like feeling magical moments and experiencing transformations, experiencing the flow, etc.

Here are the 4 messaging levels of the Magician brand archetype.

1. The brands emphasize here the extraordinary senses of people, some things that you can not describe but you surely feel it.
2. Now it is time to feel the magical moments and go for transformation. The famous example of this are the victorinox knifes.
3. So when the transformation is ready, it comes to the moments of flow, the enigma, the etenral feeling.
4. We see here real miracles. from vison to manifestation. Many video games are using the 4th degree of the magician archetype messaging.

Now let’s take a look at another example of a bakery with the name of “Tartine“, this is a big chain of bakeries spread worldwide.

Here we have a modern, new world style of bakery-fast food restaurants, where people visit with friends to have a good time, and hang out a little. The ordinary and new world style of the bakery opens new opportunities to attract more and more customers.

The following bakery-style is much similar to ordinary cafés, where people are hanging out to drink a little coffee, but their beenfit here is that they give quality sweets and different pieces of bread.

Now let’s see who are their customers with a picture taken from Instagram.

I see that people come here with groups to pass an interesting and engaging time, and they comparably young people. And let’s discuss a customer character segment called Conscious Progressives called by the Garrison group. Who are these people?

The segment of people has the age of 18-32 years. They are generally open-minded people, who search for new knowledge and impulses in life. They like being good friends and have a variety group of friends, they gather a lot with friends, and a bakery like Tartine is a perfect gathering place for a segment like Conscious progressives.
The following segment has interests which are very different from other people’s interests, they have specific hobbies and like to spend interesting leisure time, also like to work for developing their professional skills and their priority is not money at work.

Conscious progressives look at the functional benefits of products, of course, they buy for emotional reasons, but they are demanding when it refers to the quality and before buying something they should be sure that it is worth to buy it.

So the bakery and bread should have perfect quality and reasonable prices to make the following segment do a purchase.
They like to read newspapers and are highly media users. The Internet is a measure to expand their views and their inner world. It is an inseparable part of their life.

16 Personalities (what is for your business?)

As we can see, the key target audience for Bakeries is the Conscious Progressives segment, who are aged from 18-32, love to enjoy a free life of challenges. Bakeries have targeted these people, as they are generally open-minded ones, like gathering a lot with friends. And a bakery like Tartine is a perfect gathering place for a segment like Conscious Progressives.

    Appearance is not a priority for them, they are the kind of personalities who want to differ mainly with their mentality and intelligence. They are one of the most intellectual segments but are not authoritative as they love a quiet life and professional work. If they do business, then non-commerce is crucial, or other non-standard businesses.

Conscious Progressives are just 1 of 16 Personalities that you may meet during your daily business and marketing activities. Behaviors of these segments are described in detail in the book, the study of which is very important so that we can have the right ideas about their

1 / Motivations
2 / Fears
3 / Desires
4 / Preferred ways of standing out

The answers to these insights will give you an opportunity to find your ideal customer.

All these types of clients are included in the book called “16 Personalities”, which will open a new Marketing world for you. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand.

Now let’s look at the branding tactics of the this restaurant.

The place is a friendly place, where people come to enjoy a good time, speak to friends, and have a quality sweet and pastries. I am sure this is a preferable place for many young people, a place where they can chat and speak loudly and laugh a lot. The following style of branding refers to the Everyman brand archetype which is one of the 12 brand archetypes known to brand strategists.
What does the Everyman brand archetype represent?

• The archetype desires to connect with others.
• The strategy is developing ordinary virtues and common touch.
• The values of the brand archetype are equality, group identity, and democracy.

The everyman brand archetype gives various messages to customers, they tell customers not to be abandoned and seek for affiliation, ba a joiner and to connect with other people accepting help and friendship.

Now let’s look at the targeting tactics for bread brands.

Bread is used by more than 90 percent of world population. Bread is made in different ways in various countries and let’s at first see what are the main types of bread in the world.

1.The first example is Ciabetta bread, which is an Italian bread made by wheat flour and is one of the best for creating paninis and sandwiches.
2.Another famous type of bread is Sourdough, which is a yeasted bread made from a starter. The following bread is very tasty with grilled cheese.
3․Pita bread Originated in the Middle East, pita is a leavened flatbread made of wheat flour. This type of bread is great for falafel sandwiches.
4․There is a famous French bread called Brioche which is made from eggs and butter. And if you want to make a French toast then this light bread is a perfect choice as it is also a little sweet.

If we know aleady what type of bread we are producing, the next step is considering for whom we are producing the bread. I searched on google and found out many answers concerning this question.
The first answer was bread for diabetics.
And here are the other answers, bread for toast, breakfast, Panini, babies, keto diet, dogs. And it is logical that if we want to create bread brand, then we should look upon its demand in the following markets, in the following city or place.

Let’s look at an example of a marketing strategy for a bread brand that have a super packaging.

The following example shows us some types of marketing tricks the bakery to attract customers in shops and markets.
At first, they changed their logo from the upper case and handwritten style B to a lower case, which created a more reliable atmosphere. They have added a red color which is the color that attracts the most in color gamma. They also made long style packaging, which gives the feeling that is just brought from bakery wrapped in paper.
Overall the following type of colors are very similar to a newspaper style, they have also added a slogan, “Made to be shared, baked to be savored”. It is obvious that people like more ordinary types of packaging when it comes to whole grain loaf.

Let’s look at another example of bread marketing and targeting.

The following advertising of the unknown brand tells us that they put vitamin d in their bread products. They say that they care for us and if we buy their bread we will become healthier. The advertising is quite interesting, just 3 slices of bread on the black surface.

What kind of people does the add target?

Garrison group calls the following segment Actualaisers. Who are these people?
Acualisers (28-50) are very successful and determined people who are perfectionists. Family and security are the most important in their lives. They are very ambitious but do not see money as a measure of success though try hard to have a good career.
They are very family-centered and feel responsible for educating and raising their children. Looking for their eating, especially how much healthy food a child takes every day, that’s why this is a perfect target for the following add. They would like to pay more for quality and healthy food as it is bought for the family.
They are very curious people and are interested in art, music, foreign cultures.
Typically use quality products, and sometimes buy something that they do not really need, just for sake of it. Also like buying everything from one shop and also like planning everything in advance. They are people who are really up to date and know the latest trends in everything, Family is an important part In their shopping decisions and buy a lot for them.

Now let’s look at the branding type of the add. The creative way of adverstising takes us near to 12 brand archetypes, especially Creator brand archetype.

What does the Creator brand archetype represent?

• The creator’s brand archetype desires to create something with enduring value.
• The strategy is developing artistic skills.
• The task of the archetype is to express culture, express own vision.

Here is another customer segment who mainly uses diet bread as they want to keep fit and being in shape all the time. The following segment is called Revitalizers.

They are a segment of people (age 28-50) who are not satisfied with what they have and think that life is moving to past them. Revitalizers care a lot about their looks and shapes, trying to lose weight, dressing fashionable.going to gum and jogging.
They like to keep a diet and always look at the calories of what they eat. And that’s why the following segment is a perfect target for low calory diet bread. They are very ambitious in career, want to reach the top of a career. Live for the moment, do not worry about the future.
They like buying the lowest priced products. Also like being seen as premium brands’ users, as appearances and public opinions are very important to them.

In the blog post we discussed targeting tactics of bread brands and bakeries. You can check out for more information about differet brands and their target markets in thesocialgrabber.com.

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