Communication Strategy Proposal

COM451

About the Client

Summary of competitors

Location of competitors

Indirect competitors

Direct competitors

About Anne

Knows what she is doing, professional

background

The idea

Target audience : Families

Her products

Her vision: “ Home away from home”

Possible locations : Khalifa Park, Corniche, Khalidiya Area

Theme : “cozy, homey, sophisticated”

Issues she might face

Our recommendation

Number of competitors: 26 Indirect: 17 Direct: 9 Indirect: focus on cakes, chocolate, non organic Direct: freshly baked, hand made pastries

Le Pont Miss J Café

Maison Sucre

Le Pain Quotidien

Le Pont

Abela and Co.

Name  of  Restraunt/Café     Loca3on     Theme     Direct/Indirect   Status     FocusMarket/Publics  Arlequin  Pa3sserie  &  Restaurant     Khalidiya       Indirect     Neutral     General  

Pa3sserie  Bohsali   Khalidiya   Mediterranean  sweets   Indirect         Family  

Bavaria  Pastries   Khalifa  St.         Direct   Low  end      

Blossom  sweets     Al  Nahyan,Abu  Dhabi     Cakes  and  desserts   Indirect     High  end     Youth  

Khaleej  Bakeries  and  pastries     Salam  street   Arabic  sweets,  cakes,  bread   Indirect     Neutral     General  

Le  Boulanger  risto  café  &  French  bakery           Direct       General  

Al  Bathna  Armed  Forces  Officers  

Club  &  Hotel  ,  Al  Maqtaa  

Interna3onal/  desserts   Indirect   High  end     Family  

Café  Columbia   Beach  Rotana     Scones,  cake,  small  pastries   Indirect   High  end     Business  

Kitsch  Cupcake   Central  Market   Cupcakes   Indirect   Neutral     General  

Maya  La  Chocolaterie   Dalma  Mall   Chocolate     Indirect     Neutral     General  

Fauchon  Le  Café   E3had  towers   French,  chocolates,  cakes,  cookies   Indirect     High  end     General  

Shakespear  and  Co.     Central  Market   Chocolates,  croissant,  cakes   Indirect   Neutral     General  

Spinneys   Khalidya   Croissant,  strudels,  bread,  baguesTes   Indirect     Neutral     General  

Le  Bon           indirect   High  end     General  

Type: Event cakes

Theme: Modern cakes

Status/price: Neutral

Market/public: General

Location: Hamdan, Airport Road

Client Advantage: pastry focused, homey feel

Type: High tea

Theme: Elegent, high end

Status/ Price: High

Market/public: Tourists

Location: Emirates palace.

Client advantages: a desire/want not a need

Le Cafe

Type: Customize cakes, cupcakes, cookies

Theme: French

Status/ Price: High

Market/public: General

Location: Khalidya

Client advantages: pastries

Type: chocolates, croissants, cake, ice cream

Theme: Victorian

Status/ Price: General

Market/public: General

Location: Central Market

Client advantages: homey feel

Type: breakfast, cakes, pastries

Theme: No special theme

Status/ Price: Neutral

Market/public: General

Location: Khalidya

Client advantages: themed and focused

Type: deserts, cupcakes, pies

Theme: American/French

Status/ Price: Neutral

Market/public: General

Location: Khalidya

Client advantages: real feel

Type: Bistro food, bread and pastry

Theme: French

Status/price: Neutral

Market/public: General

Location: Marina, Wahda mall, Khalidya

Client Advantage: order on demand

Type: Fresh/home made feel

Theme: French

Status/price: Neutral

Market/public: General

Location: Najda, Khalidya

Client Advantage: pastry focused, order

Type: Organic food

Theme: Belgian

Status/price: Neutral

Market/public: General

Location: Al Salam Street

Client Advantage: PIE

Type: Quick, grab it, homemade

Theme: Italian, Coffee Shop, Café.

Status/price: Neutral

Market/public: General

Location: Khalidya

Advantage: Enriched ingredients

Type: Snacks and Desserts

Theme: UAE made, international food

Status/price: High

Market/public: Youth

Location: Delivery

Client’s Advantage: Natural Ingredients

Type: Hand made, organic

Theme: Danish pastries

Status/price: High End

Market/public: General

Location: Al Mamoura, Khalidya, Sowah Square

Client’s Advantage: Delivery Service

Type: manufactured tarts, cakes, brownies

Theme: French Tarts

Status/price: Neutral

Market/public: General

Location: Al Souq

Client’s Advantage: home-made+ pies

Communication strategy: emphasize “all natural”

Preferred: tarts, cheesecake, and muffins Help with booth

Taste factor surpasses looks Look and smell not far behind Results of pictures- Google wins

Business decision: hygiene, and quality of service Staff should be polite, friendly faced, and clean.

Communicate that it is a dessert, and something light for the tummy after a heavy meal.

Common in family gatherings, and parties Advertising- Anne’s pastries are a bonding experience.

Majority do not have a specific •  Associate Anne’s pastries for specific times •  Or something to enjoy at any time, and any place.

Majority prefer mornings Advertising- bright and fresh morning feel

Majority: handmade pastries Works in Anne’s favour However: picture results say otherwise

Do not include the prices on Anne’s advertising Advertise quality and taste at an affordable price Does not need to worry about this part

•  Key messages: Anne’s pastries are all natural, rich in taste, and handmade

•  Presentation of pastries and photographs have a huge impact on people’s choice.

•  Present her pastries as a dessert and an experience.

•  Avoid dark colours

•  Stick to the fresh, sunny, and bright feel.

COM 451

COM451

SWOT

A good Experience

Focus on quality rather than quantity

Natural, healthy & fresh ingredients

Has a broad idea about our country

Homey feeling bakery

Home Delivery

Reachable prices

New to the market

It’s not fancy compared to competitors

Finding the right location

Finding the correct staff

Doesn't have existing customers

Anne’s pastries is not offered in other places. Specialized in something new

People are more health conscious now, but want something sweet

Get nutrients into child

Cross marketing opportunity with hotels

Potential to expand into a café

Potential to employ others as business grows

Large target market area

Expanding it to more than one branch around the UAE

Some potential market e.g. Emirati May not like the product’s presentation Not finding the natural needed ingredients Competitors could launch the same product and strategy Competitors having a strong customers basis and having lower prices Lack of walk in customers Finding desired location may be difficult and expensive

COM 451

COM451

Mission and Vision

To take the UAE by storm, by tantalizing the taste buds with extraordinary culinary delights and being the first choice for everyone, who loves homemade dessert.

Our vision is to become a household name for the freshest, tastiest, mouth-watering pastries in Abu Dhabi, served with care and richness from the heart of our home to yours.

COM 451

COM451

Objectives

To create a brand awareness among 90% of customers about her natural homemade desserts shop within 9 months

Create a positive image of Ann’s pastries to attract the target audience

To grab peoples attention & have a good reputation Increasing the positive attitude toward her natural homemade desserts among 90% of customers within the next year

Objectives

Making the customers come back to the shop as a habit and have a daily sale of 90% of the desserts

To have an effect on eating Behaviors of people in Abu Dhabi; particularly eating unhealthy dessert and attract 65% of people towards eating healthy dessert within a year 

Objectives

Families: Mothers, fathers & housewives

Children

Students

Working environment

Emiratis

Western expats

Arab of other nationalities

Asian expats

Target Audience

Target Audience: Mothers

Objectives

To have an effect on the awareness of the natural ingredients used for Anne’s pastries, amongst 70% of middle class mothers in Abu Dhabi; specifically in gaining their trust.

Objectives

Target Audience: Universities, School Students & Working Environment To have an effect on awareness of Anne’s natural homemade pastries;

specifically among university students in Abu Dhabi, to gain their interest within 6 months To have an effect on the acceptance for natural, handmade pastries amongst university students in Abu Dhabi, specifically to increase their interest in taste over looks

Spread the news about Ann’s pastries amongst families , schools, universities and working environments

Objectives

Target Audience: Western Expatriate Community

To have an effect on the awareness amongst 60% of Westerners in Abu Dhabi; by conveying the feeling of home away from home through Anne’s homemade pastries.

COM 451

COM451

Key Messages

•  Claim: Anne’s pastries are the healthier pastry choice •  Fact: Anne’s homemade pastries are made with all natural

ingredients. Parents, who do not allow their children to eat additives, can trust Anne’s pastries to be a healthier treat for them.

•  Example: We asked a lady how she would feel if she ordered

pastries for her children that are made with all natural ingredients. She said it makes her happy to know that she can order something sweet for her child without worrying about additives

The healthier choice of a mouth watering, all

natural, heart warming pastry.

Target audience:

•  Students

•  Parents

•  Expats.

•  Claim: We bring your family together •  Fact: When your family is getting ready for a meal, you wait

around the table to fill up your plate. With Anne’s pastries, everyone wants to make sure they get their piece.

•  Example: Just knowing that my mum ordered from Anne’s

pastries, we gather around the table before it even arrives. Anne’s pastry gathers everyone in the house around a sweet dish.

A sweet treat the whole family can agree upon.

Target audience:

•  Parents

•  Family Members

•  Claim: Anne’s pastries is the new edible trend •  Fact: Anne’s Pastries will be the new buzz around universities

in town. It’s a brand that opinion leaders will introduce to their friends, which will makes them part of the “it” crowd.

•  Example: A group of girls were sitting and talking about

Anne’s pastries. When I asked what it was, they said I was living under a rock.

A tasty pastry you can’t shine without.

Target Audience:

•  Students

•  Young Adults

•  Trend followers and setters

•  Claim: Its taste speaks for itself •  Fact: Anne’s pastries are enriched with flavor grinded from

nature’s ground. Its all-natural ingredients are so intense that it does not need additives to satisfy a customer’s sweet tooth.

•  Example: The people who tried Simply Pie describe them as

delicious, light and they wanted more. They said that they are able to taste every part of the pastry, without it being too heavy on their stomach.

A pastry that doesn’t need artificial additions to

stand out; it’s ingredients speak for itself.

Target audience:

•  General Public

•  Claim: We bring a piece of home to you •  Fact: Recipes originated from a western background •  Example: “Tastes like Home”

A piece of home wrapped in its crust.

Target audience:

•  Expats

•  Name: Simply Pie

•  Box Design / Bag Design

•  Business Card

•  Menu/ To go Menu’s

•  Flyers

•  Start off with the story (Reach the hearts of the people first)- Write up a biography of the Grandma’s love of pastry and baking.

•  This story can be shared in the menu, and can also be told on talk shows. (After the shop is open, Phase 3)

•   Add a story to each product. E.g.; What’s behind the lemon pie?

“A taste of Europe”

“A taste of Belgium”

“Simply Pie, Simply Delicious”

“A taste of Europe/Belgium” Can be used regardless of audience, as it can be perceived in different ways. •  University Students: Always want to travel •  Western Mothers: Want a piece of home •  Other Mothers: Want something new.   Advertisements: focus on the freshness, greenery, and natural part of Europe. Emphasize its taste and homemade natural look.

Start small, and gradually build up. Aim for word of mouth. Achieved through:

1.  Social Media: §  Instagram (share pictures- well shot) §  Twitter (young locals and Europeans) §  Facebook (Mothers) §  Blog within website- gives more space to write about her products §  Whatsapp. §  Blackberry Messenger

•  Advantage: Free and effective- however, needs to be updated and kept active.

Social Media: 1.  Instagram:

•  To show case for her products •  Enquiries

Social Media: 2. Twitter:

•  To keep in touch with the clients

•  Post Updates •  Any customer enquires

answered

Social Media: 3. Whatsapp:

•  Send out mass texts to update clients

•  to receive/accept orders •  Enquires

Social Media: 4. Facebook: •  To Post Updates/

Pictures

•  To accept orders

•  To communicate

with clients

Social Media: 5. Blog within website: •  More information

about products •  Special announcements •  Official page for

orders, enquiries

2.  Special events in schools, universities, public bake sales:

•  Set up a booth where Anne can promote her products.

•  Build an attractive booth that can be portable and used

at all events.

3. Publishing her advertisement through:

•  BlackBerry through broadcasts

•  Traders

•  Twitter.

1.  Open house

Post on social media Meet & Greet good base of people following

2.  Media relations

•  Encourage reviews. •  Allow orders by call. 3. Create Flyers  

Media Relations:

Press kit- News release: Information on Anne and how she started

Important: To officially announce her brand To give it an identity

�  News release should be placed in newspapers and magazines that are relevant to our target audience. Such as...

Talk Show: •  People like to give a face to products that’s why we added the

word Europe to our slogan “A Taste of Belgium/Europe”. •  Promote the products on local talk shows. E.g…

Advertising: •  Outdoor Advertising: More likely for people

to see while they wait at traffic lights (can be used to promote new products)

•  Flyers

•   Radio advertisement: Mornings (6,7am) and afternoons (after work or school around 2,4,5pm)

   

Schedule 3.3#Schedule#####

Campaign/Activity# Objective# Year#2013#

# # Jan# Feb# Mar# Apr# May# Jun# Jul# Aug# Sep#

Phase#“1”#

Teaser# Awareness# 2#weeks# # # # # # # # #

Introductory#Ad# Awareness# 2#weeks# # # # # # # # #

Instagram# Awareness# Post#pictures#on# # # # # # # #

Twitter#Awareness#

+#informing#

#Posting#the#key#messages#&#Slogans#

Update#the#key#messages#&#Slogans#

Answering#Customers’#Enquiries#

# # # # #

Facebook#Invite#more#people#

# #Creating#an#FB#page#&#an#event#Posting#&#updating#pictures#

# # # # #

Blogs#Reaching#even#more#people#

#More#information#

about#the#product#

Special#Announcements#

Official#page#for#enquiries#

!# # # # #

What’s#App# # # # Sending#out#mass#texts# # # # # #

Blackberry#Messenger#(BBM)#

# # # Sending#out#mass#texts# # # # # #

Special#Event##

To#make#the#

product#&#available##

# # #

• Arranging#events#in#schools,#universities#&#Bake#Sale#Day#

• Building#and#setting#a#portable#booth#that#can#be#used#as#a#brand#and#can#be#carried#to#any#events##

# # # #

Schedule We!aim!to!achieve!the!target!of!making!minimum!300!followers!during!phase!1.!After!we!complete!phase!1,!we!will!enter!phase!2.!!!

!!!##

Campaign/Activity# Objective# Year#2013## # Apr## May## Jun# Jul# Aug# Sep#

Phase#“2”#

Open#House##

To#make#the#

innovator#famous#

Posting#on#Social#Media## # # # # #

Meet#&#Greet## # #Inviting#people#to#visit#Anne##

# # # # #

Delivery#Starts## # # Advertise#the#Delivery#number#and#Address# # # #

Event#at#the#Khalifa#Park# # # # #

Fixing#the#booth#to#

offer#pastries#to#taste#and#

order#

# # #

Media#Relations## # # # #

• ##Sending#pastries#to#critics#to#review##

• Publishing#the#critics’#reviews#in#magazines##

Creating#&#distributing#flyers#

# #

Schedule

The#Pastry#Shop#will#start#in#phase#3#in#August#2013##

#

Campaign/Activity# Objective# Year#2013## # Apr## May## Jun# Jul# Aug# Sep#

Phase#“3”#

Press^Kit## # # # # #

• News#Releases#on#opening#the#shop#

• Placing#the#news#release#in#the#leading#newspaper##

# #

Open#the#Shop## # # # # ## # Opening#the#shop## #

Talk#Show## # # # # # # #

Anne#promoting#

her#pastries#in#different#talk#shows##

Advertising## # # # # Outdoor,#indoor,#magazines#poster,#newspaper,#flyers,#billboard,#TVCs,##website,#banners,#radio#Spot.#