Doux

Pimpisa Jular 4945346628 Sundhika Chagsudulya 4945371228 Usaporn Tanadumrongsak 4945386728

Business information
Premium Desserts and Pastry shop
Beverages: Home-made coffee, tea, signature hot chocolate, juice etc.
Theme: The world’s journey; focusing on the world’s renowned landmarks in Europe
Quality ingredients only
Style & Atmosphere: versatility, cultural-oriented, Victorian style, and cozy; the shop will be divided into 2 main zones: indoor and outdoor indicating different interesting countries in the European continent

Rationale
Our business is unique and standout in its own way
There’s a potential for this café to thrive in the sweets industry
A deluxe spot for target audience to indulge themselves with quality goods while enjoying luxurious atmosphere
Thus, the café is strongly influenced by European taste and ambience, which respond perfectly to our fundamental intention.

Target Audience
Women age from 20 to mid 30s
Social status: B to A
These women receive considerable amount of monthly income either from their careers or their families at a minimum of 17,000 Bt.
The target audiences basically live luxurious and extravagant lives by filling their times with hanging out with friends and going shopping in leading department stores
They are the trend settlers who love to explore new things while keeping themselves updated with fashion
They enjoy indulgence: good food and good music
They are quality-concerned

Mission To deliver a sense of superior indulgence and a unique café experience to best fulfill the desire of sweet lovers

Vision With our uniqueness, we determine to become the first premium European desserts and pastry venue in the minds of the customers and to expand our café into major branches all over Thailand

Mood & Tone

Interior

Exterior

Landmarks
England: Big Ben, Telephone Booth
Italy: Pisa Tower, Venice Gondola

Landmarks
France: Eiffel Tower, Arch de Triumph, Louvre Museum
The Netherlands: Wind mill, Tulips Field

Desserts and Beverages
All desserts are inspired by various intriguing landmarks in Europe
The desserts’ tastes are compatible to the real European taste
Coco powder and teas are imported from the best available in Europe

Normal Cake

Our Cake

Name
Sweet Indulgence
Indulge and spoil oneself with quality desserts
Elegant yet representational

Name
Sugar Rush
A need for something sweet
Easy to recall
Easy to pronounce

Name
La Patisserie (French: pastry shop)
Suit with the café atmosphere
European style
Elegant yet cozy

Name
Doux [Du]
(French: sweet, gentle, mild, soft, tender)
Straight forward meaning but represents the uniqueness
Short, catchy and easy to remember

Slogan
“ The Touch of Delicacy”
To bring our products to the best level,
To give our customers a superior taste of premium desserts
Require a certain degree of expertise.
Comparable to things that are done with great care and passion

Slogan
“ The Irresistible Desire”
To become a need for café lovers
To recall our desserts in terms of their deliciousness
To come back and try our products again

Slogan
“ The Unforgettable European Taste”
The best ingredients
The best European taste
Feels the European atmosphere from famous European landmarks in different feelings

Slogans
“ The Art of Sweet”
To present desserts as art pieces
Unique outlook with great taste
Can use 5 senses to explore

Interview Results Doux “ The Art of Sweet”

Interview Results 5/30 La Patisseries 7/30 Sweet Indulgence 8/30 Sugar Rush 10/30 Doux Number of answers Name

Interview Results 1/30 The Unforgettable European Taste 8/30 The Irresistible Desire 9/30 The Touch of Delicacy 12/30 The Art of Sweet Number of answers Slogan

Interview Results 1/30 Neeranard Coats 1/30 Paula Taylor 1/30 Patriya Na Nakorn 2/30 Yarinda Boonnark 25/30 None Number of answers Presenter

Interview Results 8/30 5/30 8/30 9/30 Number of answers Format

Additional Research Questionnaires

Questionnaire Results 13/30 Doux “ The Art of Sweet” 7/30 La Patisserie “ The Unforgettable European Taste” 4/30 Sugar Rush “ The Irresistible Desire” 6/30 Sweet Indulgence “ The Touch of Delicacy” Number of answers Corporate Name/ Slogan

Questionnaire Results 2/30 Patriya Na Nakorn 4/30 Paula Taylor 4/30 Yarinda Boonnark 6/30 Neeranard Coats 14/30 None Number of answers Presenters

Questionnaire Results 4/30 Others (Cozy) 7/30 Artistic/Pop Art 4/30 Old-fashion 4/30 Modern 11/30 European/Victorian Number of answers Dream Café Style

Questionnaire Results 3/30 201 Bt – 500 Bt 13/30 151 Bt – 200 Bt 8/30 101 Bt - 150 Bt 6/30 100 Bt or less Number of answers Average Payment/Visit

Doux

by aommu on May 04, 2010

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