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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 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.#