Branding Assignment

Shane TileyMeg O’BrienJennifer Duggan

Before you sample the goodies:

• If you have allergies, please note that this recipe contains:

–dairy products (butter, cream cheese, whipped cream …alright, we

used Dream Whip), sugar and

graham crackers.

ProductA line of cookbooks that focus on the use of ‘crumbs’ as a primary ingredient for each recipe!

Strategic Positioning

These cookbooks instruct readers on the joys of cooking with the crumbs of common kitchen ingredients!

This line of recipe books includes an edition for all areas of cooking and baking.

The line includes:• Appetizers – “Nibble Noshers”

• Salads – “Chop Chop Salad Tops”

• Main Courses – “Major Morsels”

• Desserts – “sCRUMBtious Desserts”

Strategic Positioning • Each cookbook comes with a “tiny crumb” edition which is a short and

sweet reference guide for the preparation of specific crumbs required in each recipe.

• Each recipe provides accurate ingredient measurements for both single serving and family size portions.

Strategic Positioning• The books are tailored to an

unpretentious target market that enjoys a good laugh while experimenting in kitchen.

• Recipes are simple enough for the novice cook, yet inventive enough for the more experienced kitchen connoisseur.

“If it’s crumby, then it’s gonna be yummy!”

Competitors: • Betty Crocker• Kraft• Pillsbury• The Food Network• Real Simple Cookbooks• Cooking/Baking for Dummies• Seriously Simple Cookbooks• Simple Life Cookbooks• Cookbooks.com• Free recipe websites/blogs

Oh Crumb…More Competition

• Although we are in obvious competition with other printed cookbooks, we recognize that the internet presents us with an even more formidable rival.

• Millions of recipes are published online and are readily available for download, printing or copying; however, we have yet to discover a cookbook line or internet site that focuses on cooking or baking with crumbs.

Competitive Stance• We are unique because:– Each recipe has a “crumb component”.–We provide the only compilation of

crumb recipes. – Our recipes focus on using common

kitchen ingredients.– Simple recipes that are easy to

manipulate and make your own.

Competitive Stance• We are unique because:– Our recipes are not only delicious, they are

“fast, cheap and easy”!– Recipes do not require extensive

preparation, cooking or clean up times.– Suggested ingredients are relatively

inexpensive and can often be “swapped” with alternative/seasonal/cheaper or more exotic ingredients .

– Recipes are kid, singleton, and soccer parent friendly!

A Bit More About Our Product

• Laminated pages help combat any potential ‘mess’.

• Written in layman’s terms – NO JARGON!

• Our books have personality and humor! Fun facts, tips and quirky kitchen stories will complement recipes throughout the cookbooks.

Target Purchasers• Moms, Dads and Caregivers • Busy Moms, Dads and

Caregivers• Singletons (single adults)• University/College students• Older adults

Brand Personality

Cheeky Comfortable

Humorous EasyEntertaining UsefulSimple Stress

FreeUnpretentious ConnectedResourcefulGrass RootsInventive

And…

FUN!!!

Name Recommendations

Crumby Cooking

Crushed Grub

Café Crumb - Recipes from the Cheap Side

Book Covers

Book Covers

Book Covers

Book Covers