sweet confections
DESCRIPTION
Sweet confections. BY : Cassandra Latawiec , Kevin Withrow , Esther Nicks, Kari Littleford. PART I. Basic Company Information. Sweet Confections. T he company has a sweet confession to make: it bakes fresh vegan and gluten free products daily. - PowerPoint PPT PresentationTRANSCRIPT
SWEET CONFECTIONSBY: Cassandra Latawiec, Kevin Withrow, Esther Nicks, Kari Littleford
PART IBasic Company Information
Sweet Confections
The company has a sweet confession to make: it bakes fresh vegan and gluten free products daily.
The target market has a sweet confession to make: they live a healthy lifestyle but do not want to deny their sweet tooth.
Mission Statement
“Here at Sweet Confections, it is our mission to offer a variety of healthy baked goods without sparing any
sweetness for the enjoyment of the consumer. Sweet Confections is committed to bake with savvy
substitutes and organic ingredients to ensure that this bakery caters to everyone with a sweet tooth. Sweet
Confections also makes a commitment to help support the environment and economy through purchasing only organic and eco-friendly products. Each day, Sweet Confections will provide a variety of freshly
baked delectable goods, nothing more in ingredients, and nothing less of sweet.
”
Goals and Objectives To spread the word about the
benefits of healthy living. To teach the consumer about the
advantages of becoming a vegan. Inform consumers of healthy vegan
substitutes. Create awareness and provide
information and facts about celiac disease
Target Market Demographic Gender: male and female Age: all ages Economic Status: middle – upper class Core Residence: Southlake, Texas Generic Residence: DFW metroplex Lifestyle Health conscious Interested in learning Vegan friendly Environmentally friendly Maintain gluten-free diets Trendy innovators Early Adopters
Retail Format Brick and Mortar E-commerce site that allows customers
to place orders and make catering appointments online
Product Offering An array of
baked goods Drinks such as
coffee, hot tea, or lemonade
Baking classes Catering
services
Customer Service “Customer is always right” motto Employee Education
Product knowledge Taste testing Customer care techniques
Communication Forum Facebook Page Birthday Treats Thank you Cards
SWOT Analysis Strengths Overall concept follows the trend of a healthy
lifestyle Offers an assortment of baked goods Only bakery in the Southlake location to offer
vegan and gluten-free products Caters to people with Celiac disease by offering
healthy organic substitutes Use only sustainable, eco-friendly materials in the
construction of the store and operations. Weaknesses Poor perception of the product offering
SWOT Analysis Opportunities Expand product offerings to other locations Find new and charitable organizations or businesses with which
to team up Come up with more interactive ways to get the consumer
involved with our business Threats
Direct Established bakeries in the area
Nothing Bundt Cakes Sublime Bakery Spiral Diner & Bakery
Indirect Bigger name businesses
Central Market Sprouts Whole Foods Target
PART IIMerchandising and Location Strategy
Nature of Merchandise
Vegetarianism and Veganism are rising trends in the US and we are catering to this market through our assortment of completely vegan sweets and beverages.
Sweet Confections gives a healthy alternative to baked goods.
We offer baked goods that exclude all animal products or bi-products, such as dairy products.
Variety and Assortment Sweet Confections offers its customers
an assortment of breads, pastries, muffins, cookies, brownies and beverages.
We will also offers products seasonally, we utilize fresh fruits and vegetables in their growing season as much as possible.
Brands Carried We strive to use as much organically
grown local ingredients as possible but for those items that aren’t grown locally we use several vegan brands that are nationally known.
Silken Tofu Ener-G Egg Replacer Specrtrum Organics for our canola,
coconut, and flax oils Hershey’s Cocoa for baking chocolate
Level of Quality Sweet Confections seeks to provide its
customers with products baked with the highest quality ingredients.
Sweet Confections will bake our products without the use of eggs, flour, white sugar, dairy milk, sour cream, butter, dairy cream, and cream cheese.
Pricing Vegan ingredients are
more expensive than regular baking ingredients.
As a result our products are slightly more expensive than regular bakeries.
Store Location Sweet Confections will be located in the
Town Square of Southlake, Texas. It is a central shopping location for
residents and a destination shopping center for surrounding communities.
Store Location Southlake was chosen because of the
central location, prime income range and median age of consumers in Southlake.
In 2008, the median income of a Southlake resident was $172,945 and the median age is 35.
PART IIIPromotional Strategy
Promotional Strategies
Grand Opening Flyer To Go Menu Frequent Buyer Card Birthday Postcards Baking Classes Coffee Sleeves
Grand Opening Flyer Sent out to residents
of Southlake & neighboring towns
Provides basic information about the bakery
Incentive coupon
To Go Menu
Sent out to residents of Southlake & neighboring towns
Provides basic information Products Price Contact
Frequent Buyer Card
Consumer incentive
Builds brand image Customer loyalty Back
Front
Birthday Postcards Communication is
key Facebook, Twitter,
or e-mail list Builds relationships
Front
Back
Baking Classes Product education
Veganism Celiac disease Local Harvests
Open to anyone Consumer
participation
Coffee Sleeves
Continuing education
Brand awareness Reinforces mission
statement Strengthens top-of-
mind recognition Reaches out to
potential consumers
PART IVStore Layout and Design
Signage Chalkboard
Menus Chalkboard
Conversational Signage
Chalkboard Labeling
Recyclable Frames
LADIES
GENTS
You are the icing on my
cupcake
Keep calm and
have a cupcake
Layout Free Flow Layout Relaxed, calming flow Guests must pass tables before reaching the counter Variety of seating areas
Space Allocation/Circulation
Interior Design Environmentally conscious,
comfortable, and relaxing atmosphere
Behr Premium Plus Ultra Paint
Bamboo
Travertine Stone
Plates with a Purpose
Interior Design
Ambiance
Relaxing Eco-friendly Trendy Welcoming Modern yet shabby
chic Intimate or casual Modern,
contemporary Jazz music
Lighting LED bulbs Track Lighting Bottle chandelier Sunlight Pendant Reclaimed Wood
Ceiling Light Recycled Lamps
Fixtures Fixtures selected
based on style, purpose, and eco-friendliness
Reclaimed wood Sustainable hardwood
driftwood from Indonesia
Rattan vines Solid plantation-grown
teak
Fixtures
Merchandise Presentation
Baked goods displayed on the countertop
Other goods kept in the glass bakery display
Espresso and coffee machines visible
Visual Merchandising
Merchandise shown refrigerated bakery display case
Various accents and décor throughout the bakery
Front window sports the logo and hanging cupcakes
Recyclable bench surrounded by plants underneath front window
THANK YOU! ENJOY THE CUPCAKES AND HAVE A
SWEETENED DAY!!!