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  1. 1. Pimpisa Jular 4945346628 Sundhika Chagsudulya 4945371228 Usaporn Tanadumrongsak 4945386728
  2. 2. Business information <ul><li>Premium Desserts and Pastry shop </li></ul><ul><li>Beverages: Home-made coffee, tea, signature hot chocolate, juice etc. </li></ul><ul><li>Theme: The world’s journey; focusing on the world’s renowned landmarks in Europe </li></ul><ul><li>Quality ingredients only </li></ul><ul><li>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 </li></ul>
  3. 3. Rationale <ul><li>Our business is unique and standout in its own way </li></ul><ul><li>There’s a potential for this café to thrive in the sweets industry </li></ul><ul><li>A deluxe spot for target audience to indulge themselves with quality goods while enjoying luxurious atmosphere </li></ul><ul><li>Thus, the café is strongly influenced by European taste and ambience, which respond perfectly to our fundamental intention. </li></ul>
  4. 4. Target Audience <ul><li>Women age from 20 to mid 30s </li></ul><ul><li>Social status: B to A </li></ul><ul><li>These women receive considerable amount of monthly income either from their careers or their families at a minimum of 17,000 Bt. </li></ul><ul><li>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 </li></ul><ul><li>They are the trend settlers who love to explore new things while keeping themselves updated with fashion </li></ul><ul><li>They enjoy indulgence: good food and good music </li></ul><ul><li>They are quality-concerned </li></ul>
  5. 5. Mission To deliver a sense of superior indulgence and a unique café experience to best fulfill the desire of sweet lovers
  6. 6. 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
  7. 7. Mood & Tone
  8. 8. Interior
  9. 9. Exterior
  10. 10. Landmarks <ul><li>England: Big Ben, Telephone Booth </li></ul><ul><li>Italy: Pisa Tower, Venice Gondola </li></ul>
  11. 11. Landmarks <ul><li>France: Eiffel Tower, Arch de Triumph, Louvre Museum </li></ul><ul><li>The Netherlands: Wind mill, Tulips Field </li></ul>
  12. 12. Desserts and Beverages <ul><li>All desserts are inspired by various intriguing landmarks in Europe </li></ul><ul><li>The desserts’ tastes are compatible to the real European taste </li></ul><ul><li>Coco powder and teas are imported from the best available in Europe </li></ul>
  13. 13. Normal Cake
  14. 14. Our Cake
  15. 15. Name <ul><li>Sweet Indulgence </li></ul><ul><li>Indulge and spoil oneself with quality desserts </li></ul><ul><li>Elegant yet representational </li></ul>
  16. 16. Name <ul><li>Sugar Rush </li></ul><ul><li>A need for something sweet </li></ul><ul><li>Easy to recall </li></ul><ul><li>Easy to pronounce </li></ul>
  17. 17. Name <ul><li>La Patisserie (French: pastry shop) </li></ul><ul><li>Suit with the café atmosphere </li></ul><ul><li>European style </li></ul><ul><li>Elegant yet cozy </li></ul>
  18. 18. Name <ul><li>Doux [Du] </li></ul><ul><li>(French: sweet, gentle, mild, soft, tender) </li></ul><ul><li>Straight forward meaning but represents the uniqueness </li></ul><ul><li>Short, catchy and easy to remember </li></ul>
  19. 19. Slogan <ul><li>“ The Touch of Delicacy” </li></ul><ul><li>To bring our products to the best level, </li></ul><ul><li>To give our customers a superior taste of premium desserts </li></ul><ul><li>Require a certain degree of expertise. </li></ul><ul><li>Comparable to things that are done with great care and passion </li></ul>
  20. 20. Slogan <ul><li>“ The Irresistible Desire” </li></ul><ul><li>To become a need for café lovers </li></ul><ul><li>To recall our desserts in terms of their deliciousness </li></ul><ul><li>To come back and try our products again </li></ul>
  21. 21. Slogan <ul><li>“ The Unforgettable European Taste” </li></ul><ul><li>The best ingredients </li></ul><ul><li>The best European taste </li></ul><ul><li>Feels the European atmosphere from famous European landmarks in different feelings </li></ul>
  22. 22. Slogans <ul><li>“ The Art of Sweet” </li></ul><ul><li>To present desserts as art pieces </li></ul><ul><li>Unique outlook with great taste </li></ul><ul><li>Can use 5 senses to explore </li></ul>
  23. 23. Interview Results Doux “ The Art of Sweet”
  24. 24. Interview Results 5/30 La Patisseries 7/30 Sweet Indulgence 8/30 Sugar Rush 10/30 Doux Number of answers Name
  25. 25. 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
  26. 26. 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
  27. 27. Interview Results 8/30 5/30 8/30 9/30 Number of answers Format
  28. 28. Additional Research Questionnaires
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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