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Sweet confections

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.

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Sweet confections

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  1. Sweet confections BY: Cassandra Latawiec, Kevin Withrow, Esther Nicks, Kari Littleford

  2. PART I Basic Company Information

  3. 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.

  4. 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. ”

  5. 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

  6. 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

  7. Retail Format • Brick and Mortar • E-commerce site that allows customers to place orders and make catering appointments online

  8. Product Offering • An array of baked goods • Drinks such as coffee, hot tea, or lemonade • Baking classes • Catering services

  9. 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

  10. 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

  11. 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

  12. PART II Merchandising and Location Strategy

  13. 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.

  14. 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.

  15. 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

  16. 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.

  17. Pricing • Vegan ingredients are more expensive than regular baking ingredients. • As a result our products are slightly more expensive than regular bakeries.

  18. 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.

  19. 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.

  20. PART III Promotional Strategy

  21. Promotional Strategies • Grand Opening Flyer • To Go Menu • Frequent Buyer Card • Birthday Postcards • Baking Classes • Coffee Sleeves

  22. Grand Opening Flyer • Sent out to residents of Southlake & neighboring towns • Provides basic information about the bakery • Incentive coupon

  23. To Go Menu • Sent out to residents of Southlake & neighboring towns • Provides basic information • Products • Price • Contact

  24. Frequent Buyer Card Front • Consumer incentive • Builds brand image • Customer loyalty Back

  25. Birthday Postcards • Communication is key • Facebook, Twitter, or e-mail list • Builds relationships Front Back

  26. Baking Classes • Product education • Veganism • Celiac disease • Local Harvests • Open to anyone • Consumer participation

  27. Coffee Sleeves • Continuing education • Brand awareness • Reinforces mission statement • Strengthens top-of-mind recognition • Reaches out to potential consumers

  28. PART IV Store Layout and Design

  29. Signage Keep calm and have a cupcake • Chalkboard Menus • Chalkboard Conversational Signage • Chalkboard Labeling • Recyclable Frames GENTS LADIES You are the icing on my cupcake

  30. Layout • Free Flow Layout • Relaxed, calming flow • Guests must pass tables before reaching the counter • Variety of seating areas

  31. Space Allocation/Circulation

  32. Interior Design • Environmentally conscious, comfortable, and relaxing atmosphere • Behr Premium Plus Ultra Paint Bamboo Travertine Stone Plates with a Purpose

  33. Interior Design

  34. Ambiance • Relaxing • Eco-friendly • Trendy • Welcoming • Modern yet shabby chic • Intimate or casual • Modern, contemporary Jazz music

  35. Lighting • LED bulbs • Track Lighting • Bottle chandelier • Sunlight Pendant • Reclaimed Wood Ceiling Light • Recycled Lamps

  36. Fixtures • Fixtures selected based on style, purpose, and eco-friendliness • Reclaimed wood • Sustainable hardwood driftwood from Indonesia • Rattan vines • Solid plantation-grown teak

  37. Fixtures

  38. Merchandise Presentation • Baked goods displayed on the countertop • Other goods kept in the glass bakery display • Espresso and coffee machines visible

  39. 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

  40. THANK YOU! • ENJOY THE CUPCAKES AND HAVE A SWEETENED DAY!!!

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