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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 Location Theme Direct/Indirect Status FocusMarket/Publics

Arlequin Patisserie & Restaurant Khalidiya Indirect Neutral General

Patisserie 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 BathnaArmed Forces Officers

Club & Hotel , Al Maqtaa

International/ 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 Etihad 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, baguesttes Indirect Neutral General

Le Bon indirect High end General

http://www.tenyellowpages.com/biz/United_Arab_Emirates/Abu_Dhabi/Patisserie_Bohsali_18443.html

http://www.tenyellowpages.com/biz/United_Arab_Emirates/Abu_Dhabi/Bavaria_Pastries_18442.html

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


Location: Khalidya

Client advantages: pastries

Type: chocolates, croissants, cake, ice cream

Theme: Victorian

Status/ Price: General


Location: Central Market

Client advantages: homey feel

Type: breakfast, cakes, pastries

Theme: No special theme

Status/ Price: Neutral


Location: Khalidya

Client advantages: themed and focused

Type: deserts, cupcakes, pies

Theme: American/French

Status/ Price: Neutral


Location: Khalidya

Client advantages: real feel

Type: Bistro food, bread and pastry

Theme: French



Location: Marina, Wahda mall, Khalidya

Client Advantage: order on demand

Type: Fresh/home made feel

Theme: French



Location: Najda, Khalidya

Client Advantage: pastry focused, order

Type: Organic food

Theme: Belgian



Location: Al Salam Street

Client Advantage: PIE

Type: Quick, grab it, homemade

Theme: Italian, Coffee Shop, Café.



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


Location: Al Mamoura, Khalidya, Sowah Square

Client’s Advantage: Delivery Service

Type: manufactured tarts, cakes, brownies

Theme: French Tarts



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 451COM451

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 451COM451

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 451COM451

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 451COM451

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)

Schedule3.3#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#

# #

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

#

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

Phase#“3”#

Press K̂it## # # # # #

· 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.#

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Entertainment & Humor

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