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 CafĂŠ
Le Pont Le Pain Quotidien
Maison Sucre
Abela and Co.
Name of Restraunt/Café Arlequin Pa3sserie & Restaurant
Loca3on Khalidiya
Theme
Direct/Indirect Indirect
Status Neutral
FocusMarket/Publics General
Pa3sserie Bohsali
Khalidiya
Mediterranean sweets
Bavaria Pastries
Khalifa St.
Indirect
Family
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
Le Cafe Type: High tea Theme: Elegent, high end Status/ Price: High Market/public: Tourists Location: Emirates palace. Client advantages: a desire/want not a need
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, CafĂŠ. 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
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Key messages: Anne’s pastries are all natural, rich in taste, and handmade
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Presentation of pastries and photographs have a huge impact on people’s choice.
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Present her pastries as a dessert and an experience.
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Avoid dark colours
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Stick to the fresh, sunny, and bright feel.
SWOT COM 451 COM451
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 cafÊ 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
Mission and Vision COM 451 COM451
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.
Objectives 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 yearÂ
Target Audience
Families: Mothers, fathers & housewives
Western expats
Children
Arab of other nationalities
Students
Asian expats
Working environment Emiratis
Objectives
Target Audience: Mothers 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.
Key Messages COM 451 COM451
• 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
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Name: Simply Pie
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Box Design / Bag Design
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Business Card
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Menu/ To go Menu’s
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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: § § § § § §
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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
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To accept orders
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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
good base of people following
Meet & Greet
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)
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Flyers
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Radio advertisement: Mornings (6,7am) and afternoons (after work or school around 2,4,5pm)
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