Marketing Plan for Auntie Annes

Marketing Plan for Auntie Anne’s

By Mark Skop

Background

The company was founded in 1988 by Anne and Jonas Beiler. They had bought a market stand in a farmers market in Dowingtown PA to sell pretzels and lemonade. They originally wanted to generate an income so that they could give back to the community by giving free counseling services to families and couples. However, after some experimentation, Anne and Jonas created a pretzel that customers said was the best pretzel they had ever tasted. This pretzel has now become the one we know and love today.

Auntie Anne’s has been in business for 22 years and have 1,100 locations in 44 states and 22 countries and their headquarters is in Lancaster PA. They serve over 300,000 franchises. Auntie Anne’s rolls over 500,000 pretzels every two days and even has an online store that sells apparel, specialty items, pretzel kits among other things.

Mission Statement

Auntie Anne’s mission statement says they will act honestly and ethically in all affairs. They vow to offer their customers high quality products and services at a fair price, and provide a wholesome and supportive workplace for all employees. Part of the mission statement also says, we strive to make everything we do pay tribute to God who has entrusted us with this task.

Goals

Financial:

1. To increase sales by 10% within 2 years.

2. Be able to give more money to charitable organizations.

3. Increasing value for stakeholders

Nonfinancial:

1. Within in 3 years move into other locations like theme parks or college campus.

2. Come up with more innovative menus

3. Expanding the brand

Competitive Advantage

Auntie Anne’s competitive advantage is its unwavering commitment to extending the brand, and its successful growth. Auntie Anne’s has quality products and exceptional customer service. Auntie Anne’s has the Perfect Guarantee, which basically says that if you do not like the pretzel you choose, they will replace it...