ALEXANDRIA LANG FASM 410 PROFESSOR CORY QUACH FALL 2015
The objective of this assignment was to create a popup shop for a brand. This brand should be sold in the Hong Kong market. It must be justifIed that the pop-up shop is needed for the brand. The location of the pop-up must also be justifIed.
For the brand Homie Cookies, a pop-up shop will be created in Sheung Wan on Square Street. This pop-up will bring awareness to what is currently a small brand that does not have their own retail space. In order to bring in customers, this pop up will be a collaboration with street artists Parent’s Parents.
Overall, this pop-up will increase brand awareness for Homie Cookies. After the pop-up it can be decided whether it will be beneFIcial to open their own store front.
EXECUTIVE SUMMARY
TABLE OF CONTENTS
01 Company ProfILE 02 MARKET 03
Location
04 POP-UP DESIGN 05 Promotion
01
1
COMPANY PROFile
HOMIE COOKIES
Homie Cookies is an innovative company founded in 2013 based in hong kong, specializing in soft baked goods.
THE HOMIES... Joyce Cheng Founder Singer & Actress
lEO sU
Bobby Sze
Co-Founder Graphics/merchandising
Co-Founder Managing director
jESSICA wU
pINKY nGIE
HEAD cHEF
rETAIL operations
their mission is to take over southeast asia as the go-to brand for cookies & comfort food
& THEir MISSION
02
2
market research
Currently Sold
Elephant Grounds avg monthly order: 650 cookies
little burro avg monthly order: 300 cookies
EVENTS
while thEre is no physical store front, Homie Cookies has tried to make their brand more well known by pARtnering with VARIOUS events AND ORGANIZATIONS in Hong Kong. Each time they were at one of these events, the cookies sold out within hours. ThE SUCCESS OF THESE EVENTS AND COLLABORATIONS SHOW THE NEED FOR A HOMIE COOKIES POP UP.
& Collaborations
CUSTOMER
Target customer is millennials that are aged 20-25 years old. They are students or recent grads that are most likely in a creative fIeld. This customer lives or will spend most of their time around central and causeway bay.
WENDY Age: 21 Occupation: graphic designer Spends most of her time in Central DISTRICT Appreciates art, FASHION AND GOOD FOOD favorite HOMIE COOKIE FLAVOR is the Ricky James
MRS. FIELDS
DIRECT COMPETITOR Mrs. Fields Cookies is a well-known brand in Hong Kong, as well as, many other countries. You can often smell the freshly baked cookies while you’re in any MTR station. Unlike other competition which is local, Mrs.Fields is a franchise that focuses its market strategy on promotion. They have monthly promotions and also gift boxes from different times of the year. Their product assortment features many different dessert items including; cookies, mufFins, cupcakes, brownies, and assorted candy (Mrs. Fields) The prices can range from HK$14-50. Because Mrs. Fields is a franchise, they have a larger number of stores. Also, since they are a large company they can focus on promotion and discounts to draw customers in the store, especially the MTR locations. Where they cannot compete with a local brand, like Homies, is in the quality of the cookies and the store experience.
Founded in 2005 by Jenny, Jenny’s Bakery is a popular Hong Kong bakery destination (Jenny Bakery Website). Their products include cookies, and candies. While formed in Hong Kong, they have recently expanded into mainland China, and Singapore (Jenny Bakery Website). Their prices range from HK$25-200. In comparison to Homie Cookies, they are much more expensive. They are only available to buy in groups of 4 or 8 cookies in either small or large. The fLavor options at Jenny Bakery are also limited, there are only 3 main fLavors (Jenny).
JennY BAKERY DIRECT COMPETITOR
oddies foodies INDIRECT COMPETITOR
Oddies Foodies is a small takeaway-only ice cream shop in the heart of Wan Chai. They have created the perfect ice cream concoction by combining Italian low-fat gelato with local street made eggettes. They describe the success of ‘Odd Food’ by saying, “it’s being creative on food combinations, be brave with our palette and most importantly, have fun playing from street food style to premium ice cream theme dessert (Facebook). While currently only located in Wan Chai, this East-meets-West dessert shop, is expanding to Gough Street in Sheung Wan. The prices range from HK$25-60.
All-Natural, Sustainable, and Handcrafted are the words that Munchies uses to describe their sweets (Munchies). The Munchies mission statement says, “No GMO’s, no additives, no weird chemicals that you can’t pronounce. We’re all about that natural high. It’s a winwin for both our future generations and the environment. And it all starts with you, our community” (Munchies Website). Their product assortment includes; cookies, donuts, and ice cream. The prices range from HK$12-300. While Munchies is more well known for their donuts, their cookies are close competition for Homies Cookies. The price point is very similar, as well as, many of the cookie fLavors. Homie Cookies are sold in locations near Munchies, and the pop-up shop will be nearby as well.
mUNCHIES
INDIRECT COMPETITOR
SWOT analysis STRENGTHS -Creative branding -CELEBRITY ENDORSED/ COLLABORATIONS -Currently have high demand -LOCALLY MADE -Strong Social media presence on elephant grounds coffee -Unique Flavors with creative names
weaknesses -No physical STORE -MUST EMAIL TO ORDER directly from company -THIRD PARTY STORES are OFTEN SOLD OUT -brand heavily associated with and promoted by elephant grounds
OPPORTUNITIES -use past collaborations to help support and promote the pop up shop -consumers wanting to buy locally made products -Create more variety of baked goods or branded products -collaborate with local artists who align with their customer
Threats -Heavily saturated market for desserts and cookies speciFIcally -CURRENTLY ONLY IN A FEW LOCAL HK STORES -Third party stores are located near many of their competitors -Unable to keep up with production demand
03
3
LOCATION ANALYSIS
SHEUNG wan
CENTRAL & WESTERN DISTRICT 64.7 % ages 25-64 (HK cENSUS) Exotic, hip and eclectic blend of shopping experiences A LOT OF FOOT TRAFFIC IN THIS AREA because it attracts tourists target Customers already shop in this area
THE FACTS
Little Square
Versatile Pop Up space 550 Square Feet Offer Free PR Service for Renters Close to Central & soho near STORES where HOMIE COOKIES are already sold
location SQUARE Street Central
Little Square in Sheung wan makes the perfect location for the Homie Cookies pop-up shop for many reasons. First, the space in general is great because of the versatility. The brand can really make it their own. This space also offers a free PR service for all of their renters. This will beneFicial to Homie Cookies, because while the do have a social media presence it isn’t super well known. This PR service could help boost their brand awareness. Many of the competitors that Homie Cookies has are sold in this area. This means that their target customer will already be in this area shopping. The pop-up could be a way to draw them away from their other favorite brands.
JUSTIFICATION
04
4
Pop up DESIGN
It is important that Homie Cookies tailor their pop-up to draw in the target customer. In order to do so, we are collaborating with a local street art group. Street art in Hong Kong is growing more prevalent especially on Square Street and is a something our target customer enjoys. This is another reason why Little Square is a great choice for Homie Cookies. Little Square encourages pop ups to be creative and make the space their own, which is why the storefront is white when rented. We will use this to our advantage to make it as unique as possible. We will be hosting a 2 week collaboration pop up shop at Little Square. As mentioned earlier, the collaboration will be with a local group. Their role will be to come up with a design for the outside of the Homie Cookies pop up. The design will then be painted on the outside of Little Square. Through promotion by Homie Cookies, and the artists, it will draw in the target customer. It will also intrigue in potential customers who are passing by on the street and see the live painting going on. The painting will be spread out across different times of the day, but will mainly happen during rush hours. After the painting of the mural is done, there will be an event at the store. It will be showcasing the finished mural and there will be special promotions on the cookies. This will be a big event that is highly promoted and will be one of the main reasons the Homie Cookies name is remembered.
CONCEPT
This group’s love of vintage style and determination to make money for their parents someday led to the name Parent’s Parents. Continually growing in popularity, they have received commissions from local brands such as Ovolo, SolaS and Nice Pops, as well as big brands such as Juicy Couture and Kookai (Coconuts). This Hong Kong art collective founded in 2012, is made up of Ysoo, Wong Tin-yau, Jimson and Chris (Coconuts). Each member of the group brings their own talent to the table. Wong is the typographer, Ysoo does the details, Jimson the weird characters, and Chris does the faces. Parent’s Parents brainstorm their topics before working an element separately, then fInally see their work culminate in a mash-up of style and meaning.
Parent’s parents
The interior designers were given many specifIc details on what the inside of the pop up shop should look like. This included details on fLOORING, LIGHTING, DISPLAY CASES, ETC. The overall mood given off should be cozy, yet modern and artistic. After showing initial ideas, the interior designers worked together to try and create the best layout of the space possible.
MOOD BOARD
Hand renderings BY: BOROKA PANNA KOPACZ
Hand renderings BY: BOROKA PANNA KOPACZ
REVIT renderings
BY: Maria Camila Fajardo
view of counter
seating area
behind counter view
FLOOR PLAN
FLOOR PLAN
After many discussions the DESIGNS ON PREVIOUS PAGES ARE what the interior designers came up with for the space. they incorporated a fLow of the area, as well as, showcasing the cookieS BY PLACING THE DISPLAY CASE WHERE IT CAN BEEN SEEN FROM THE OUTSIDE. They have left the exterior side solid white for now, because no design has been created by the street artists yet.AS MENTIONED EARLIER THE STREET ARTISTS WILL BE DESIGNING A MURAL AND PAINTING IT THROUGHOUT THE WEEK OF THE POP UP SHOP.
product assortment
cookie FLAVORS
percentage KEYSER SOZE 20% BANDCAMP 17% CTRL + MALT + DEL
16% ricky james 16%
YATTA 12% RUDEBOY 10% THE BHANGRA 9% ALL COOKIES WILL BE PRICED AT HK$25
After conducting primary research in the stores where Homie Cookies are already sold, I came to the conclusion on how many of each FLAVOR should be available in the pop up shop. The fLavor with the largest percentage is the Keyser Soze with 20%. It was decided that this fLavor should be the largest because it is a classic chocolate chip fLavor that many people enjoy. The second most prevalent fLavor will be Bandcamp with 17%. Bandcamp is a smore cookie. Each time I visited Elephant Grounds this FLavor was sold out. Ricky James and CTRL+MALT+DEL will both be at 16%. Both of these fLavors are generally liked by a majority of the customers. Yatta is at 12%. This is a white macadamia cookie, with a hint of matcha. Matcha has become increasingly popular recently, so this cookie is placed higher than some of the other unique fLavors. The two placed the lowest are Rudeboy at 10% and The Bhangra at 9%. Both of these are very unique fLavors that may not appeal to all of the customers.
justIFICATION
PLANOGRAM
The planogram to the right shows all of the cookies placed together in the case. They will then be separated by which fLavor they are. The two bottom rows have the largest amount of cookies on them. These will hold the four fLavors that will have the biggest stock: Keyser Soze, CTRL+MALT+DEL, BANDCAMP, AND RICKY JAMES. The top row will have the three fLavors that will have less stock. These three are Rudeboy, The Bhangra, and Yatta.
05
5
promotion
mock upS
MOCK INSTAGRAMS ON @Homiecookies
MOCK ADVERTISEMENT IN MTR STATION
The mock ups created are just a few of the ways that the Homie Cookies pop up shop will be marketed. By using social media, Homie Cookies will target a specifIc demographic. These are the types of consumers that they want coming into the store. Also, advertising in the mTR station reaches a large number of people. This guarantees a higher number of people will be reached versus the number of people the social media posts reach.
RESOURCES Contact. (n.d.). Retrieved November 16, 2015, from http://www.littlesquarehk. com/contact/ Home. (n.d.). Retrieved November 16, 2015, from http://www.jennybakery.com/ wp/zh-hans/ Homie Cookies Facebook. (n.d.). Retrieved November 16, 2015, from https:// www.facebook.com/homiecookies/?fref=ts Making Art Work: Hong Kong street art group says artists must diversify to make a living. (2014, September 15). Retrieved November 16, 2015, from http://hongkong.coconuts.co/2014/09/15/making-art-work-hong-kongstreet-art-group-parents-parents-says-artists-must-diversify Munchies Facebook. (n.d.). Retrieved November 16, 2015, from https://www. facebook.com/munchieshk/?fref=ts Munchies | Organic. GMO-Free. Handcrafted Goodies. |. (n.d.). Retrieved November 16, 2015, from http://munchies.hk Oddies. (n.d.). Retrieved November 16, 2015, from https://www.facebook.com/ oddiesfoodies/info/?tab=page_info Primary information was also received by emailing little square, and discussing the pop up with homie cookies.