Slide 1

Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Slide 2 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Company Overview: Sprinkles In 2002, Candace Nelson and her husband Charles Nelson, both investment bankers, visited Candace's sister in New York City and tried the cupcakes at Magnolia bakery. Candace believed it was time for cupcakes to stop being the backup dancer to cakes. So on April 13 th, 2005, she started Sprinkles Cupcakes in Beverly Hills the worlds first cupcake bakery. Slide 3 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Brand Audit: POP/POD Points of Parity Baked SweetsSugar DessertsReward CupcakesGift Indulgence Points of Difference ATM cupcake Fun (47% of respondents strongly agree Sprinkles is fun) Landscape of Beverly Hill Trendy (53% of respondents agree Sprinkles is trendy ) High-end dessert (50% of respondents think Sprinkles is rich if it was a person) First cupcake bakery Luxury(48% of respondents agree Sprinkles is luxury) Slide 4 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Brand Audit: Positioning Nature of Competition: Class: Desserts, Confectionery goods Category: Baked desserts Type: Cupcake Target Audience:Female Age: 17-27 Trendy, social media savvy Mid/high overall income (60k+) Slide 5 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Positioning Statement Sprinkles is the only premium dessert brand that focuses on providing the highest quality desserts with great customer service to young, trendy, social media savvy females from 17-27 years old. Slide 6 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Brand Audit: Brand Mantra Rewarding(High-end) QualityMoments Rewarding : The benefits of Sprinkles products are delivered to consumers in a very rewarding manner. Consumers generally associate the purchasing of a Sprinkles product as an indulging reward, whether intentionally or on a whim. Quality: Sprinkles focuses on providing quality moments for its consumers through its top-notch products and quality customer service. Sprinkles consumers are encouraged to lead quality lives High-end: When Sprinkles opened its store in Beverly Hill and introduced the ATM cupcake at the same time, its fashionable and well designed window became a landscape of the beverly hill. People go and consume in Sprinkles not only for cupcake itself but also the high-end and relaxed lifestyle the Sprinkles stands for. Moments : Sprinkles focuses on creating moments for its customers to escape everyday life to enjoy the benefits and indulgence that its brand has to offer. Slide 7 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops Consumer Insight I would like to eat a Sprinkles cupcake because I enjoy the taste, but the portions are too big and not portable. I would like to buy a sweet baked dessert for someone because it is a good gift, but I cannot find something that is cute, small, and unique. Slide 8 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops Sprinkles Cupcake Pops are the ultimate treats for on-the-go Sprinkles fans. Made in a variety of Sprinkles signature flavors, these cupcake pops are a unique twist on traditional cake pops Variety of Sprinkles flavors Portable Cute Packaging Can be gift Small Portions Slide 9 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops Concept #1: Secondary Research According to Hoovers database, specialty eateries can generate additional consumer interest and customer traffic by promoting new products. Confection shop chains are beginning to add innovative new products to attract customers. Sprinkles Cupcake Pops would be a twist to the popular and unique cake pop products that are emerging in the market, which would attract trendy customers who are looking for a Sprinkles taste. According to IBISWorld database, the Specialty Food Stores industry cannot compete with supermarkets on price, but can capture market share through quality, expertise and uniqueness. By introducing Cupcake Pops, Sprinkles is keeping an edge by continuing to provide quality and expertise, but adding uniqueness by bringing signature Sprinkles flavors into the new product. In addition, a quick, easy and nostalgic snack, have been resilient in the past five years. Despite consumers having less disposable income for these discretionary goods during the recession and recovery period, they became an affordable luxury reminiscent of better times according to IBISWorld. This is relevant because Sprinkles Cupcake Pops are in this segment of quick, easy snacks that perform well. Since they are smaller, they are also cheaper than Sprinkles cupcakes. Slide 10 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops From Survey: 80% of respondents felt positive about this product 63% of respondents would pay $2-3 for each Cupcake Pop & 6% would pay over $4 for each 84% of respondents rank Sprinkles Cupcake Pops as the best extension out of the three proposed From Focus Group: All participants believe that this is a realistic product for Sprinkles Most participants believe that this product aligns with Sprinkles as a brand Impressions and associations from participants were mostly positive Participants would buy the Sprinkles Cupcake Pops as gifts or snacks for themselves Slide 11 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops 3 Factor Model Slide 12 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops 4 Factor Model Slide 13 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops Compelling (Moderate) a.Imagery i.47% of survey respondents never buy cake pops & 35% buy them less than once a month; however, 50% of respondents would buy Sprinkles Cupcake Pops ii.65% of respondents would buy Sprinkles Cupcake Pops both as gifts and for themselves iii.36% of respondents would buy this product more than once per month b.Performance i.On average, respondents believe that price value of this extension is moderately strong Relevant (Strong) a.Judgment i.69% of respondents feel that Sprinkles Cupcake Pops would do better than other cake pops on the market; 0% think that it would do worse ii.94% of respondents trust Sprinkles to make these Cupcake Pops iii.59% of respondents believe that Sprinkles Cupcake Pops offer benefits that other cake pops cannot offer iv.On average, respondents believe that the quality of this product extension will be strong v.On average, respondents think that the uniqueness of this extension is moderately strong b.Feeling i.The Sprinkles Cupcake Pops gives mainly positive feelings, according to our focus groups. No participant had anything obvious or prominently negative to mention about this concept. Slide 14 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops 3.Consistent (Strong) a.85% of respondents believe that the introduction of this product will not change the way they think about the Sprinkles brand; this implies good alignment between the extension and the parent brand b.88% of respondents believe that this is a realistic product extension for Sprinkles c.82% of respondents believes that this extension fits Sprinkles brand image d.Sprinkles Mantra: Unique Quality (High-end) Moments i.The Sprinkles Cupcake Pops aligns with this mantra well because the new extension is a unique and high quality product, in the sense that it is a new twist to other cake pops since it is made with signature Sprinkles ingredients and other brand elements. 4. Strong a.Moderate & Positive b.The extension does not change the perceptions of the parent brand, but it moderately positively impacts the parent brand. Sprinkles Cupcake Pops will add a new product category to Sprinkles, and it definitely caters to more purchase and usage situations. Consumers expressed positive sentiment about this product line. Some consumers stated that they would buy this product as snacks for themselves or as gifts because of the additional benefits that it provides: smaller portions, portable, cute packaging. In addition, many consumers believe that Sprinkles could do a great job in producing this new product line, which increases its credibility. People also believe that this product is unique, so it will increase differentiation points for Sprinkles from other baked dessert brands. Slide 15 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops Purchase Intent & ATAR 1.% awareness of extension: 20% 2.% availability of extension: 95% 3.Total Trial Rate: (80%*26%)+(33%*24%)= 28.72% 4.Total Repeat Rate: [(26%x80%)+(24%x33%)]x[(64%x1)+(22%x2)+(14%x4 )] = 28.72% x 1.64 = 47.10% ATAR*: 20%*95%*28.72%*47.10%= 2.57% *This calculation includes our repeat rate; however it may not be completely accurate, and therefore we are providing a calculation without it for comparison. ATAR: 20%*95%*28.72%=5.46% Slide 16 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops - Recommendation AdvantagesRisks REALISTIC: This product extension definitely aligns with the Sprinkles brand. It is a realistic product that many consumers are willing to purchase. RECOMMENDATION: Because it is realistic, Sprinkles should definitely make sure to have these Cupcake Pops in all of their distribution channels and promote it well; it would definitely increase profits. NOT UNIQUE ENOUGH: Consumers may not purchase these cake pops because they dont believe it is worth the price or that it is unique enough. RECOMMENDATION: Sprinkles should focus on marketing its Cupcake Pops well, in order to increase awareness of the product and to communicate its uniqueness (Sprinkles flavors) compared to other types of cake pops. GIFT GIVING: This product could be a very attractive option as a gift purchase. It also reinforces Sprinkles ability to produce high quality baked desserts with great signature flavors. RECOMMENDATION: Create an attractive packaging to promote the gift-focused idea. SMALLER PORTION: This product is an attractive option for those who would like to purchase smaller, more portable portions of Sprinkles baked desserts as a snack or gift. The size also makes it inherently cute-looking, which may increase purchases. RECOMMENDATION: Sprinkles should focus on marketing the awareness of the product and its many potential purchase occasions. We should definitely move forward with launching this product. Its advantages definitely outweigh the risks. It positively reinforces Sprinkles brand equity. 84% of survey respondents ranked this concept as #1 out of all options. It has a great ATAR % as well, which means good market share. Slide 17 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pops - Strategy ParentExtension Brand Extensi on type: Identity (Brand Elements + Image) PODs (from category) Extension Type: Line Category How POPs change or not Brand Extension Strategies Level of Risk Sprinkle s Sprinkles Cupcake Pops Modifi ed Sprinkles Cupcake Pops keep the same image of the parent brand, but includes slight changes in brand elements (product form, packaging). Flavors & packaging that are unique to Sprinkles products Category: Cake Pops The POPs totally changed for this extension compared to the parent brand because it is a new category of product; cupcake pops/cake pops are different from cupcakes. Same product different form. Products that contain brands distinctive taste. Products that capitalize on firms perceived expertise. Products that capitalize on the distinctive image or prestige of brand. Low Slide 18 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers Consumer Insight I would like to give a baking set as a gift, but I cant find anything in stores. I would like to buy a unique baking set to make baking more fun but the products sold are so plain and are sold individually. Slide 19 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers A basic set of premium baking tools and supplies. This set includes cupcake pan, cupcake wrappers, apron, mixing spatula, mitten. -Sprinkles Certified -- Premium quality Slide 20 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers Concept #2: Secondary Research Developing New Products: Specialty eateries can generate additional consumer interest by promoting new products. Unique products can also provide a competitive advantage. As many menu items are seasonal, certain products may available for a limited time to attract additional traffic. o from Hoovers database According to Proquest: Retailers are finding that today's customer wants baking supplies that are easy to use, fun to work with and combine style with function. Slide 21 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers Research Findings 44% of respondents felt positive about this product. 48% of respondents believe that the Sprinkles baking set could offer something other products do not. 68% of respondents can see Sprinkles making this product. 63% of respondents would buy this product as a gift. 35% of respondents would buy this for themselves and 27% would never buy this product. The majority of the respondents (44%) would pay 20-50$ for if they were to buy this product. 90% of respondents trust Sprinkles to make this product. Most of respondents (60%) think that this product fits with Sprinkles existing brand. Slide 22 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers 3 Factor Model Slide 23 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers 4 Factor Model Slide 24 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers Salience (Strong): Sprinkles Baking Set inherits many associations from the parent brand Sprinkles, both positive and negative. Favorability (Strong): Sprinkles Baking Set creates new positive associations and inherits others from the parent. Furthermore, it doesnt inherit most negative associations from the parent such as too sweet or guilty pleasure. Uniqueness (Strong): Sprinkles Baking Set brings in a series of new positive associations separate from the parent brand. Compelling Brand Performance -44% feel positive about the brand, 10% negative, and the remainder are moderately indifferent. -Many in the focus group could see this being purchased as a gift. Imagery -Respondents in the focus group expressed that they see this more a gift rather than a product they would purchase for themselves. -Survey respondents felt strongly that this product would carry the parents associations of high quality, high class, luxury, etc. Relevant Judgement -72% of people dont think this changes the way they think about the Sprinkles brand. -The survey revealed that 62% would buy this as a gift, 36% for themselves, and 27% would never buy this product. Feelings -However, respondents overall felt positive about the new product. They felt that the product gave them feelings of high status, happiness, and exclusiveness. -88% felt that they trust sprinkles to make this product. Slide 25 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers Purchase Intent & ATAR 1.% awareness of extension: 20% 2.% availability of extension: 80% 3.Total Trial Rate: (80%*5%)+(33%*18%)= 9.94% *Regarding repeat rate, we measured whether or not the respondent would recommend the product to a friend, but we do not have numbers for the actual number of recommendations. ATAR: 20%*80%*9.94%= 1.59% *This calculation does not include repeat rate. Slide 26 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers - Recommendation AdvantagesRisks Gift Ability: Cupcake has to be an same day gift. The baking set can be pre-purchased for holidays. Could be a financial loss: 52% of our respondents thought that this product doesnt offer any added benefit Grows brand: This brand extends the consumers idea of what Sprinkles in know for. Allows Sprinkles to engage in new markets. This new brand could dilute the existing brand by causing confusion in the mind of the consumer. New sources of revenue: New markets are viable sources of new revenue for the company. If a failure it could hinder peoples image of the parent brand. Sprinkles should launch the banking set as a limited time holiday product. We recommend this due to its overwhelming desire to be given as a gift. It allows Sprinkles to temporarily expand its portfolio and to generate revenue without bringing negativity to the parent. Our concern for a permanent launch is that our many of our respondents did not see an added benefit. With a short term launch its giftablity is its benefit. Slide 27 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Baking Helpers - Strategy ParentExtensionBrand Extension type: Identity Brand Elemen ts + Image PODsExtension Type: Line category How POPs change or not Brand extension Strategy Level of Risk SprinklesSprinkles Baking Set It is a sub-brand. It borrows equity for the parent assiociations but also developes its own. Same colors, feelings, logo, etc. Simply a differe nt produc t. Higher Quality,g iftablity Category extension: it simply borrows equity from Sprinkles Brand elements. It has completel y different usage benefits. New POPs: Kitchen products. Products that reflect the brands distinctive benefit, attribute, or feature. It borrow the association of quality and baking in general. Moderate Slide 28 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish Consumer Insight I would like to find a colorful gift because it provides happiness and enjoyment, but I can never find something stylish and different. Slide 29 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish This product is a partnership with OPI, the world leader in the professional nail care industry, to celebrate 10th year anniversary of Sprinkles. This line of nail polish focuses on two tone manicures, with colors inspired by signature Sprinkles flavors. It also includes French nail stickers that represent Sprinkles dots. Slide 30 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish Concept #3: Secondary Research According to Forbes, Cupcakes industry has low cost of entry so existing brand has to develop a strong differentiator. If Sprinkles sell Nail Polish, it would be the first cupcake bakery selling beauty products and that would differentiate the brand from others. According to GCI, nail polish industry has been one of the strongest performing categories the past few years. Moreover, those companies that have partnerships with movies, celebrities or well-known brands have perform better as consumers feel attracted to the variety of colours. OPI would benefit from partnering with Sprinkles and so would Sprinkles because it would spread its brand awareness. Slide 31 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish Research Findings 68% of respondents think that Sprinkles Nail Polish cant offer something different than other Nail polish. 64% of respondents said Sprinkles Nail Polish would do equally compared to other Nail polish 76% of respondents claim that this product changes the way they think of Sprinkles Most of respondents think this product would be high quality 82% of respondents doesnt see Sprinkles making this product Respondents would buy it equally as a gift or on a whim for themselves Most of respondents would pay $9 at most for this product. Slide 32 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish 3 Factor Model Slide 33 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish 4 Factor Model Slide 34 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish FAVORABILITY: 50% of respondents said that they would buy this product as a gift which reinforces the gift- giving association of the brand. It will reinforce one of the main brand element of the brand, its colors. UNIQUENESS 42.9% of respondents think this product is unique 35% of respondents think that Sprinkles Nail Polish has something different to offer than other nail polish REWARDING(HIGH-END) QUALITYMOMENTS Good fit. 69% of respondents said this product is rewarding. Good fit. OPI is known for its quality. 75% of respondents claimed that this product has associations with luxury and 80% said that it has associations with high-status. No fit. This product is more related with beauty than moments. SALIENCE: Positive brand associations from the parent brand: ColorfulHigh Status UniqueLuxury Happiness Negative Brand associations: Overpriced Slide 35 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish Purchase Intent & ATAR Awareness: 20% Availability: 80% Trial rate: Average % of those who would definitely buy this concept x 80% industry benchmark + % of those who would probably buy this concept x 33% industry benchmark = (2%x80%) + (18%x33%) = 1.6% + 5.94% = 7.54% Definetly buy: 2% Probably buy: 18% Repeat intent: Average % repeat from only those who would definitely buy x average frequency in 1 year + % repeat from only those who would probably buy x average frequency in 1 year = [(2%x80%) + (18%x33%)] x [(0.69x1) + (0.21x2) + (0.1x4)] = 7.54% x 1.51 = 11.39% ATAR=Awareness x availability x trial rate = 20% x 80% x 7.54% = 1.21% ATAR*=Awareness x availability x trial rate x repeat intent* = 20% x 80% x 7.54% x 11.39% = 0.137% We asked everybody for the repeat rate so it could be overinflated. Slide 36 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish - Recommendation Sprinkles shouldnt launch this product because the advantages it provides are not important enough to cover the existing risks. Also, 71% of respondents ranked this concept as the worst when comparing to the other product proposals and ATAR rate is only 0.137%. ADVANTAGESRISKS OPI is known for its product quality and its multiple partnership with different industries. - RECOMMENDATION: Use OPI name on the product so people can associate it with quality. Sprinkles has no associations with beauty. Instead, it is related with high calories and guilty pleasure. - RECOMMENDATION - Create a new brand which has beauty associations. Sprinkles is related with gift giving and so it is this concept. - RECOMMENDATION: Create an attractive packaging and gift focused. People might be confused. Existing Secondary sources such as Cupcake Wars or Candace Nelson would not give equity to the new product as they are not related with Nail Polish. - RECOMMENDATION: Find celebrities related to the beauty industry to endorse the brand. Increase market coverage. People who does not want to buy Sprinkles cupcakes, ice-cream or other existing products because they are associated with high calories could buy Sprinkles Nail polish. - RECOMMENDATION: Create an advertising campaign targeting these sector. It can dilute brand meaning. Sprinkles has always been consistent with its product portfolio. - RECOMMENDATION: Expand the Beauty products portfolio on a new brand. Slide 37 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles O.P.I Nail Polish ParentExtension Brand Extension type: Identity (Brand Elements + Image) PODs Extension Type: Line Category How POPs change or not Brand Extension Strategy Level of Risk SprinklesSprinkles Nail Polish Sub-brand - Sprinkles Nail polish combines new and parent brand associations. It has a different usage but has the same colors and logo than the parent brand. Same logo, Same colours, Dots, Different usage French manicure, two tone, stylish Category. Sprinkles Nail Polish has completel y different PODs & POPs. Even the logo and colour are the same, its identity change because of its usage Personal care, nails, paint, girls Products that reflect the brands distinctive benefit, attribute, or feature (dots and colours) Products that capitalize on the distinctive image or prestige of the brand (OPI quality and Sprinkles high status) High Slide 38 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Winning Concept: Sprinkles Cupcake Pop Product Sprinkles Cupcake Pops are the ultimate treat for on-the-go Sprinkles fans. Made in a variety of Sprinkles signature flavors, these Cupcake Pops are a unique twist on traditional cake pops. Slide 39 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pop Place Cupcake Pops will be sold inside Sprinkles Ice Cream stores *Cupcake stores only sell cupcakes & Sprinkles Ice Cream store sells a variety of Sprinkles products Slide 40 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pop Price $2.75 each Cupcake Pop Priced between full size cupcakes ($3.75) and mini-cupcakes ($2) to avoid direct cannibalization Slide 41 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pop Positioning Target Market:Female ages 17 to 27 Nature of Competition:Bite-Sized desserts Cute edible gifts Points of Parity:Small Lower calories than a full slice of cake Sweet Satisfy cravings Points of Difference: Sprinkles flavor Premium quality Sprinkles Dot Positioning Statement: Sprinkles Cupcake Pops are the only bite-sized desserts that provide signature Sprinkles flavors in a cute, portable way to the defined Sprinkles target market. Slide 42 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pop April 13, 2015 (Sprinkles 10 th Anniversary) Complimentary Cupcake Pops to Celebrities Oprah Winfrey Blake Lively Emma Watson Kadashians Jimmy Kimmel Slide 43 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Sprinkles Cupcake Pop Maximize Media Coverage - TV + Engagement: #SprinklesCupcakePop #SprinklesBirthday ilovesprinkles.com/Birthday Slide 44 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix Conclusion Sprinkles Cupcake PopsYES Sprinkles Baking HelperYES Seasonal Sprinkles O.P.I Nail PolishNO Slide 45 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix 1.Focus Group 2.Consent Forms 3.Survey 4.Total Survey Response 5.Bibliography Slide 46 Company Overview Brand Audit Cupcake Pop Bakery Set Nail Polish Winning Concept Conclusion Appendix