SUGAR RUSH Presentation Arslanagic & Cauquil .pdf



Nom original: SUGAR RUSH - Presentation - Arslanagic & Cauquil.pdf
Titre: SUGAR RUSH - Presentation - Arslanagic & Cauquil.pptx
Auteur: Romane Cauquil

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S.R

SUGAR RUSH
FOR EVERY STYLE

Students:
Maida Arslanagic
Romane Cauquil
Professor: Andrea Pennington
2/12/2013

Table of contents
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SUGAR RUSH
SITUATION
OBJECTIVES
AUDIENCE  
STRATEGY
TACTICS
TIME TABLE
BUDGET
EVALUATION
MEDIA RELEASES

SUGAR RUSH
FOR EVERY STYLE

New cupcake shop in
Juan-les-Pins

S.R

We want to reach not
only the tourists but
the locals too, which
will maintain the
brands image during
the whole year

Juan-les Pins-small,
touristic, cozy town,
Perfectly fitting the
vision of our brand

The shop will serve
various cupcakes and
hot beverages

Grand Opening on 5th February 2014

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v 

v 
v 

v 

Situation

STRENGHTS
WEAKNESSES
We are bringing a new trendy cupcake v  Cupcake business is not very distributed in
shop in the area, which is something new
the region.
and innovative.
v  We hope that the locals will accept this
SUGAR RUSH will provide pre-orders and
trendy idea because if they don’t, it could
catering services for customers that can be
affect the business, especially in the winter
ordered over Internet.
season when we count more on the local
The cupcakes will also be custom made
population.
according to the consumers demand and  
desire, satisfying their ideal treat.
All products will be homemade and sold at
reasonable prices.

OPPORTUNITIES
THREATS
v  We have the opportunity to expand the v  Existence of boulangerie-patisseries which
business in the future  
sell traditional French products and are well
v  Social media platforms can act as free
known on the market.
online advertisement  
v  Juan-les-Pins is a place where tourists like to
v  Online engagement allows us to target niche
come the whole year round. We hope that in
market for the future (vegans, gluten free
cases of low tourist season sales will not be
eaters, etc.)  
significantly affected.
v  The climate may also affect the business
 
because customers are reluctant to visit
cupcake shops when the weather is bad, in
case they are not a regular customers.

 

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Objectives

•  Main objective : awareness and significant profit
in the first year
–  1st period : shop sales and takeaways
–  2nd period: online sales, pre-orders and custom made

•  For the Grand opening : invited guests cupcakes and fashion lovers, expecting 50% of
the invited media
•  Advertising : FB, Twitter
and web page

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Audience

4 TARGET PERSONAS: personas are fake members of our target market
Marine  

Young and
stylish student

Charlotte  

Chic business
woman

Stéphanie  

Career Mom

Margaret  

Classy mature
woman

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Strategy

•  Connect cupcakes and fashion with Isabel Marant
•  Pastry and fashion : require creativity
•  Cupcakes : big hit for years - like that timeless designer
handbag that claims pride in our wardrobe.
•  We tend to bring cupcake cult to France
•  Marie-Antoine Carême, founder of the French haute
cuisine :
“I compare a pastry cook who makes good
colifichets to a distinguished fashion designer,
endowed with perfect taste, who can make
charming things with very little material. In the
same way, out of almost insignificant scraps of
pastry, we have to create pleasing and graceful
things that also tempt the appetite.”
 

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Tactics

Various  tac+cs  to  implement  our  strategy    
Ac+ve  on  social  media  
Brand  awareness  and  spread  ‘’word  of  mouth’’  
We  will  use  the  following  sites  to  monitor  and  
manage  our  brand’s  name:  
–  Our  website:  www.sugarrush.fr    
–  Facebook  
–  TwiDer  

•  November 20th 2013 : morning of cupcake testing
event
•  December 15th 2013 : Christmas market in Juanles-Pins
•  Survey evaluation – during the Christmas market
•  Grand opening : cupcake fashion show - new
spring collection by Isabel Marant
•  Isabel Marant : perfectly fits to our target market
•  Advertising : radio, tv, newspapers, flyers
•  Press release

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Time table

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Administration Budget :

Budget

Marketing Budget :

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Evaluation

Will be measured
by:
•  Traffic
•  Interaction
•  Brand metrics
•  Profit
•  Sales
•  Evaluation of our Grand Opening event : strategy
successful or not ?

Flyers

for the free tasting event

Press release

for the Grand Opening

Thank you for
your attention




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