Zayed University College of Communication and Media Sciences

Integrated Strategic communication

Public Relation Plan for

Simply Pie Pastry

Prepared by

Maha Jasim 200816089

22 January 2013

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TABLE OF CONTENTS

Section Page I. Executive Summary 3 II. Situation Analysis 4-7

- Analyzing the Situation o Situation defined 4 o Background of the situation 4 o Significance of the situation 4

- Analyzing the Public

o Key public(s) 4 o Analysis of Key Characteristics in the Key Public 5

- Analyzing the Organization

o Internal environment 5 o External environment 5 o SWOT analysis 6 III. Recommendations

- Strategy 7-9 o Goals 7 o Position 7 o Objectives 8 o Key messages 8 o Message Source and spokesperson 9 o Message Appeals 9

- Tactics 9-14

o Branding 9 o Phase 1: Awareness 12 o Phase 2: Awareness & Acceptance 13 o Phase 3: After Shop Opens 13

Schedule 14 Budget 15

V. Appendix 16-19

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I. Executive Summary

Simply Pie Pastry is a new Belgium baker that will start it business in home.

The owner of Simply Pie is Ann, who is really talented and expert in baking Belgium

pastries. Being new to the market and having more natural and simple look compare

to it competitors in the market, creating a threat to Simply Pie.

The ultimate goal of this campaign is to create awareness among our target

audience and build a strong brand image and customer base. Also, we want Simply

Pie to be the first choice for the target market and to be the lead in the market of

pastries in United Arab Emirates. Besides that, Simply Pie aim to change the taste of

the market from the fancy artificial parties to the healthy natural homemade

pastries.

Simply Pie will have primary, secondary and tertiary audiences. Our primary

audience is parents, especially mothers. The secondary audience is students and

young generation. And for the tertiary audience, it is Arab and Western expats.

Simply Pie audience’s objective for the primary audience is to make parent,

especially mother to buy for their beloved children a healthy and homemade

pastries. For the secondary audience, we want university and school students to

make Simply Pie as a trend and buy form it for their gathering and parties. Finally

for the tertiary audience; who is expat, we want them buy from us to remember a

taste from home.

To achieve all that, we will use several types tactics and tools, such as using

social media, flyers and participate in school, university and exhibit events. These

are for the awareness. After being recognized, we will use open house and media

relation by getting food critic taste Simply Pie pastries. After the shop open, we will

use Newspaper, Magazine, Radio and outdoor advertising.

For the budget it is estimated by 116,000 AED. The first phase awareness,

social media wouldn’t need money because it’s free. However, flyers and printing

business card and creating box and bags design will need money. The second phase

will need more money. And the after shop opens phase will cost the most because

of the mediums that we will use.

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II. Situation Analysis

- Analyzing the Situation Desserts and pastries are the first dish households think about when ever a

party or even a family gathering happens. In the UAE there are lots of bakeries and

cafes that sale pastries and dessert. Some of these shops are famous for a special

cake or tart or pie they have. For example, Le pain is famous of it delicious Mix Berry

Tart.

Simply Pie will be the first destination for emirates when they want to buy

pastries. Simply Pie will start as a small business in home. Customers can order and

Simply Pie will deliver it to your house or you can pick it by yourself. Then if it gains

popularity and success, it will develop it to walk in customer shop. As new business

in the market that only use natural ingredients and care about the quality not the

quantity. It will give Simply Pie competitive advantages among competitors. Simply

Pie aims to change the perception and the thinking of emirates from buy fancy with

artificial color desserts to more natural and healthy pastries.

The owner of Simply Pie is Ann, who is a very expert lady in pastries field and

gain experience from working in hotels and being a Chef. She started this business

to reborn the old family gathering and homey tradition. She misses her grandmother

delicious pies and pastries, which make the family gathering so perfect. With using

her grandmother recipes, Ann will change the way we think about pastries. All

Simply Pie pastries are homemade, healthy and natural.

Pastries and desserts Café are widely located around the UAE. Some of them

have a great customer base. In the lead of this market you will find Jones the

grocer, la Brioche and Miss J Café.

- Analyzing the Public

As a pastry business that is establish in the UAE and start in Abu Dhabi. Our

main target audiences are emirates, especially parents. Another target group is

children. Also, Simply Pie aims to be sponsor and be sold in restaurants. Besides

that, we will always want to target expats.

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For our main target audience, we know that parent care for their children

health and they will like to have a homemade natural dessert. With Simply Pie, they

will find what they want. It like you cooked it in your home. It will be a good

solution for working mothers, because they want something they can trust to give

their beloved children.

Our secondary target audience is children. Children love colors and fancy

decorated dessert. It considers a hard market to target, but the delicious taste of

Simply Pie pastries will grip their hearts and make them love it. Simply Pie is not

fancy as other, but it has it own specially way of decorating their pastries.

Another target audience is young generation like university and school

students. Young people are like trendy things. Simply Pie will attract them by being

new to the market and by having different delicious taste.

In addition, Simply Pie will want to be the general public choice and attract

expat too.

- Analyzing the Organization

Simply Pie is a high quality pastry shop. It also serves healthy and fresh

pastries to customers with high quality. The company mission is 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. For the mission you can

see the company main goal. Also, Simply Pie 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.

The owner of Simply Pie is Ann as we mentioned previously. She will manage

to start Simply Pie Pastry form home first. Then when she expand her business, she

will hire some experts staff to help her run the

shop.

Simply Pie Pastry will offer various type

of fresh and homemade pastryies, such as pies,

tarts, muffins, waffles and much more. (As

shown in figures 1,2 and 3)

Figure 1

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It will be in various flavors, such as apple, blueberry, vanilla, chocolate, nuts

and other fruits and vegetable. All Simply Pie pastries will serve with high quality and

love. Simply Pie Pastry offer home delivery service, which is really useful for lots of

people who, cannot come and pick the pastry.

As a new market and a new shop Simply Pie Pastry can face different type of

possible problems or external factors. Being new can be an advantages and

disadvantages in the same time. The main goal new is to create awareness among

the target audience and the public to build an image and brand in the market.

Another external factors that effect Simply Pie Pastry is competitors. We

found that there are 26 competitors, 17 are indirect and 9 are direct. The indirect

competitors focus on cakes, chocolate and non-organic desserts. And for the direct

competitors, they offer freshly baked, handmade pastries. Some of the indirect

competitors are Mister Baker, Le Café and Le Pont. Shakespeare and co., Miss J

café, La Brioche and Le Pain.

To have better understanding about the company position and situation we

create a SWOT analysis. SWOT contains strengths and weaknesses, which are

internal and opportunities and threats, which are external.

For the strength that Simply Pie has, Ann has a good Experience. It focuses

on quality rather than quantity. It uses natural, healthy & fresh ingredients. Simply

Pie has a homey feeling bakery and offer home Delivery all that with reachable

prices.

Figure 3 Figure 2

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However, there are some weaknesses as it is new to the market. Also, Simply

Pie pastries are not fancy compared to competitors. And it does not have existing

customers.

For some of Simply Pie opportunity, it is not offered in other places and it is

new. People are more health conscious now, but want something sweet. Also, it

could be expand it to more than one branch around the UAE and cross marketing

opportunity with hotels or Cafés.

Finally for the threats, some potential market the Emirati May not like the

product’s presentation because it is simple and people always attract to more fancy

decorated desserts. There is also difficulty in finding the natural needed ingredients

for special seasons pastries. Competitors could launch the same product and

strategy. For example, few days ago new pastries lunches called tarts. Also,

competitors have a strong customers basis and having lower prices. Moreover, there

is lack of walk in customers’ area in Abu Dhabi.

III. Recommendations

- Strategy o Goals

Simply Pie main goal is described in it mission and vision as I previously

mentioned in the situation analysis section. However, the main goal of this campaign

is to achieve the mission and vision by creating awareness and build a brand in the

market using various Public Relation tools that we will discuses later in the next

section.

o Position

Simply Pie Pastry is new in the market. It is important to position it in the

right image and place in the customers’ minds. We want to be the first thing that

come to their mind when they think about having a desserts or pastries. We want to

be position as a healthy, natural, delicious and high quality pastry. We want Simply

Pie to be linked to healthy and delight mouth-watering pastry.

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o Objectives

Our Communication objective is mainly to create awareness among target

audience and public. One of the awareness objectives is to cerate brand

awareness among 90% of customers about Simply Pie natural homemade

desserts. Then we have the acceptance objectives, which are having attraction

among 90% of customers about the shop within the next two years. Also,

gaining trust and create loyal customer among 90% of the customers by

having high quality. Besides that, increasing the positive attitude toward

Simply Pie natural homemade desserts among 90% of customers within

the next year. Finally the action objectives, which are making the customers, buy

dessert from her shop as a habit to sale 90% within two years and Making

the customers come back to the shop as a habit and have a daily sale of

90% of the desserts. Also, 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. These objectives are for

the whole key public.

There are some objectives for the specific key target audience. For parent, we

want to have an effect on the awareness of the natural ingredients used in Simply

Pie Pastries, amongst 70% of middle class mothers in Abu Dhabi, specifically in

gaining their trust. Then we have students, we want to have an effect on awareness

of Simply Pie natural homemade pastries, specifically among university students in

Abu Dhabi, to gain their interest within 6 months and increase their interest in taste

over looks. Also, Spread the news about Simply Pie Pastry amongst families, schools,

universities and working environments. The final key public is expat; we want to

have an effect on the awareness amongst 60% of Westerners in Abu Dhabi; by

conveying the feeling of home away from home through Simply Pie homemade

pastries.

o Key Message

For every Public Relation campaign, it is important to determine the key

messages depend on the key public to use it in the media. We will use these

messages in the media to attract our key public. Based on the survey we conducted,

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if we want to target our key public we should emphasize in being healthy, natural,

delicious taste and handmade.

The first key message is for general public, which is the healthier choice of

a mouth watering, all natural, heart warming pastry and a pastry that does

not need artificial additions to stand out; it is ingredients speak for itself.

The second key message is for targeting parents. It is a sweet treat the whole

family can agree upon. Then we have a tasty pastry you cannot shine

without, which is a key message for student and young generation. Finally, A

piece of home wrapped in its crust is a key message for expats.

o Message Source and spokesperson

Most of the big companies have a spokesperson that represents it in their

advertising campaign. Sometime the company uses a really person from itself, or

use a celebrity. But we in Simply Pie Pastry will use an imaginary character as a

cartoon character. It will be either a granny or a pie character. We will use it in our

advertising and campaign. It will be a symbol for Simply Pie and everyone who will

see it will remember Simply Pie. It is part of the branding.

o Message Appeals

For the message appeals, our main message appeal is joyful, bright and fresh

morning feel. We choose this based on the survey we conducted, because most of

them chose morning for the time to buy pastries. Another type of message appeals

that we will use is social appeals. As we chose the parents and Simply Pie is the best

for family gathering, using the social appeals is the best chose. Also, we will use

youth and music appeals to attract students and youth generation. In addition, we

will use play with word appeals. It is a good way to attract public attention especially

if it is a new brand.

- Tactics o Branding

Another important section in the Public Relation plan or campaign is building

the brand and positions it in the right place of people mind. The Public Relation

campaign is achieved by using tactics, strategy and other Public Relation tools. So

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after doing research and know what is your company position and situation, it is

time to take decision to take actions.

First the branding, when you start a company you should have a name, logo

and slogan. These three essential parts build the brand and these are the most one

that the public will know you through them. Making our key public and target

audience know our name and remember our logo or slogan, or even relate us to

something build the brand. This campaign main goal is to build this brand and make

people know Simply Pie Pastry name, logo and slogan.

For Simply Pie the name came after a

long discussion and Ann chose it among

other names we came up. Simply Pie was

the best because it easy to remember and it

simple and represent what the company is.

For the logo, we came up with many logos

with different shapes and style. (As shown

in figure 4) But finally we all agreed on the

final logo, which Ann liked too. The final

logo we agreed on was different than the others that we came up with. (As shown

in figure 5) First, it has more

vibrant color. These colors

are related to fruit and

vegetable colors. It will make

people position then it their

minds. Secondly, it contain

shapes of pie in unique way

and it look like it has be

drawn by hand. All these

make it our best choice.

For Simply Pie slogan, we also came up with many. For example, “A taste of

Europe”, “A taste of Belgium” and “Simply Pie, Simply Delicious”. The most one that

we agreed on is “A taste of Europe” because it can be used regardless of audience,

Figure 4

Figure 5

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as it can be perceived in different ways. For university students, they always want to

travel, so having this slogan will attract them more. And for western mothers they

would be happy to a piece of home delightful pastries. Plus other mother those seek

and want something new to try. In our advertisement we will focus on the

freshness, greenery, and natural part of Europe. Emphasize its taste and homemade

natural look.

Another aspect that we work on to build the brand is to design box, bags,

menu and business card. (Shown in figure 6) We want something simple and keep

the logo. The bags will be wide and have a squire base to fit the box and to keep

the pie safe. Also, it will be easy to carry. (Shown in figure 7) These are some

example of them. For box design, we will have special label for each pie. (Shown in

figure 8)

Figure 6 Figure 7

Figure 8

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Also, kids will have a share of this. (Shown in figure 9) o Phase 1: Awareness

As we mentioned before that the main

purpose of this campaign is the rise awareness

among our target audience to make them know

about Simply Pie Pastry. To achieve this goal we are going to use Words of Mouth.

Nowadays, one of the most effective tools to attract the customer is to make the

people talk about you. Therefore, we will use social media that is the main place

where word of mouth occur and spread. The other reason why is using social media

in the awareness stage because it is free. However, it is important to keep updating

as a company in the social media. Our promotion and advertisement will be in

English and Arabic.

We will use Instagram, Twitter, Facebook, Blog within website, Whatsapp and

Blackberry Messenger. First, we will use Instagram because it is the new trend in the

social media. We can use it to show Simply Pie produce, then people will like the

photos and will want to know more. Enquiries will be the way they know more about

Simply Pie. The second social media outlet is Twitter. In Twitter we can keep in

touch with the clients, post updates and answer any customer enquires. Facebook

will be used also to post and update pictures. Also, accept orders and communicate

with clients. Older generation used Facebook, so it would be effective. For Blog

within website, customers will got more information about products, see special

announcement. Besides that, there will be an official page to order or enquiries. It’s

important to have a website because nowadays when even people hear about a new

company they just go and search about it. And having a website will give the

customers the information they look for. Then we have Whatsapp, by it we can send

out mass texts to update clients, receive/accept orders and answer enquires. Finally

for blackberry Messenger, Simply Pie can publish their advertisement through it or

send it to BlackBerry Traders where they do it for you.

Another Tactics to raise awareness besides using social media is creating or

joining special event in schools, university, exhibition and public bake sales. In these

Figure 9

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event Simply Pie Pastry can set up a booth were they can promote and sale their

product. Besides that Simply Pie can create simple flyers and distribute it in mall and

another places that people gathers. Flyers

are cheap and easy to keep. So

customers can keep it in their bags or

pocket then refer to it when they need it.

The flyer may contain in the backside of it

the menu, so people know what type of

pastries they can order. (Shown in figure

10)

o Phase 2: Awareness & Acceptance After being known and build your brand in the market, Simply Pie can

continue it campaign of awareness and acceptance. As we mentions before, Simply

Pie Pastry will start from home, where ordering will be sit by customers. If the

business were good and gain profit Ann could expand her business and open the

walk in customers shop with a cozy and homey decoration. After having customers,

Simply Pie can do an open house. The open house can be promoted by posting in

social media. People that share the love of Simply Pie will meet and greet. It’s

important to have a good base of people following to have an open house.

o Phase 3: After Shop Opens Simply Pie can use media relation to have more promotion. They can do that

by encourage reviews of food experts. Then by the media relation Ann could have a

news release about how she started. People love to know this kind of news specially

if it is unique and have emotional appeal. However, Simply Pie cannot do that unless

they officially announcer their brand and have identity in the market.

Simply Pie feature news release should be placed in newspapers and

magazines that are relevant to our target audience. Such as The National, Gulf

News, Al Ittihad, Ahlan and Women Today.

Besides having news release, Simply Pie could be part of Talk Shows. People

like to give a face to products that’s why we added the word Europe to our slogan

“A Taste of Belgium/Europe”. Simply Pie can promote their products on local talk

shows. For example, Out & about and “Sbah Al Kar ya Arab”.

Figure 10

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Another way to advertise is using outdoor advertising, more likely for people

to see while they wait at traffic lights or in malls. Also, we will continue distributing

flyers and have radio advertisement. The best time for putting Simply Pie Advertising

in radio is morning form 6 am till 7 am and afternoon when school are work finish

around 2 pm or 4 pm.

Schedule It is important to have a timeline to follow and not be in mess.

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##

# # # #

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#

# #

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.#

  15  

Budget: They are just estimated numbers. Prices will be different depend on the

numbers of the advertising and the size and other element that effect prices.

Total across

Printing 24000

Business card 4000

Menu 7000

Labels 3000

Packaging 5000

Flyers 5000

Open House 17000

Booth 5000

Website 5000

Outdoor 20000

Newspaper 20000

Magazine 10000

Radio 15000

Total 116000

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Appendix:

As part of the research we conducted a survey among Zayed University

female students, instructors Arabic and Western expats (male and female), also

some of the general public to have a better understanding. The ages of the

responders are between 18 to 46 years. These are some of the result we found.

One of the questions was “What you think about pastry?” and around 16

responders said it depends on the pastry ingredients, which is the highest. So Simply

Pie Pastry should promote the idea and emphasize on being healthy and using

natural ingredients to attract people and gain their attention.

Another question was “What is an important factor to you while buying

pastry”, the majority said it is taste then look. For Simply Pie delicious taste is

guarantee, but the look is not as fancy as most people seek. Because it is

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homemade dessert, in Simply Pie we want to make you feel that you bake it by

yourself in your home.

Another question was “What is your preferred choice of pastries”. 18

responders said tarts, which was the highest. Then cheesecake, muffin and cupcake

came after it. With this information Simply Pie can attract people by bake tarts,

cheesecake and muffin, then they can make them try the pies and other pastries

that Simply Pie offers.

In the survey we also asked, “What is your favorite pastry flavor?” The

majority said chocolate then apple and vanilla. Simply Pie should focus in promote

  18  

these flavor more than other. Later they can offer the other when they have a good

and wide customer base.

Another question that we benefit from is “When would you usually go to

bakery?” The highest response was in Morning, which was 17 times, then Teatime

come after it. We use that to detriment when to put the radio advertising. Also, we

will use the joyful and refreshing appeal for the adverting to fit the morning feeling.

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What encourage us to promote about Simple Pie and go forward is the

answers of “What type of Pastries do you prefer?” 97% of the responders said

that they prefer handmade pastries more than the manufactures pastries

One of the questions was “What is the most important for bakery?” the

response was logical. Everyone seek a high quality and hygiene, which are

something Simply Pie would not have to worry about. However, they should really

care about it and try to promote through their message that have quality over

quantity and it is trusted.