Squirrel Hill Lawrenceville Café at the Warhol Downtown Southside Milk Chocolate The Elvis Confetti Cake Chocolate Raspberry Melissa Witt Deanne Zatko Kara Sambrick Dana Meiers
Currently, Dozen Cupcakes has a very limited advertising strategy used around the Pittsburgh area.
To ensure Dozen is gaining customers regularly, we will focus on advertising and promoting the company more.
We plan to implement several different promotional aspects so more people are aware of Dozen and become regular customers at their Southside store.
Because the majority of people living in Southside are ages 20-50, we plan to gain a large amount of these as our customers.
Our goal is to gain 50 new customers each month in the beginning phases of this marketing plan.
Objectives Carrot Cake "Census Information." City of Pittsburgh, Pennsylvania - Pghgov.com. Davis, Carolyn. "Coping, with cupcakes | Philadelphia Inquirer
We plan to target 20-30 year old females in the Southside region.
We wish to advertise and market Dozen Cupcakes more frequently and gain returning customers to our Southside location store.
Marketing Strategy Peppermint Chocolate Gingerbread Vanilla Pittsburgh Business Times. "Dozen Bake Shop to open location on East Carson Street on SouthSide - Pittsburgh Business Times: ." Pittsburgh Business Times: Local Business News
"The cutest little bakery in Pittsburgh!"
We will use social networking and other forms of media to bring customers into our store and make them returning customers. They will see our forms of media advertising in several different ways.
We plan to hand out these coupons to each person that attends our sampling events.
Ads - Coupons Asteroids Receive $1 off a regular size cupcake! Valid only at our Southside store at 1509 Carson St. Expires 12.31.09 Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com Schooley, Tim. "Dozen Cupcakes plans second location - Pittsburgh Business Times: ." Pittsburgh Business Times: Local Business News Stein, Joel. "CUPCAKE NATION." Time 168.9 (28 Aug. 2006): 72-72. Academic Search Complete . EBSCO.
When a customer purchases a cupcake, they will receive a frequency or ‘punch’ card. To make them returning customers, if they buy 9 cupcakes, they will get one free.
Ads - Frequency Cards Only valid on regular size cupcakes. Excludes mini cupcakes or package purchases. REWARDS! Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com
We will display this ad outside on the sidewalk of our Southside location to attract walk-in and bring customers into our store.
Ads - Outdoor Display Today’s Special Cupcake: Gingerbread Vanilla! Stop in & try us! Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com
Each time a new customer comes into our store, or purchases one of our products, we will add his or her name to our email distribution list which we will send birthday discounts and alerts.
Ads - Email List
Media Jack and Coke East End Stout
One employee (current or new hire) in charge of the marketing for Dozen Cupcakes. We will also hire at least one intern to help with our new advertising plans.
The intern will be our mascot at sampling and other events. The intern(s) will also help with creating our ads, punch cards, etc. One employee will be outside our store on designated days each month with the intern mascot.
Estimated Expenses –
Cost of producing punch cards ………...... $ 80
(500 each month)
Cost of producing display sign …..………..... 75 (1 time expense)
Purchase of Cupcake costume .…….............. 150
(1 time expense)
Sample cupcake cost …..…………………
Projected Profit/Loss Pancakes & Syrup Caramel Apple "Premium Business Cards." FedEx Office . N.p., n.d. Web. 4 Dec. 2009. <businessprinting.van.fedex.com/business-cards.aspx>. "Write-On Signs." A Frame Signs . N.p., n.d. Web. 4 Dec. 2009. <www.aframesigns.us.com/a-frame-signs- 5.asp?ID=21035 >. Torabi, Farnoosh. "Starting a Cupcakery By the Numbers | Launching | Small Business | Mainstreet." Business & Financial Headlines and Advice| Mainstreet.com.
Estimated Revenue –
Profit for purchases through coupons … $
Projected Profit/Loss Mint Chocolate Chip Torabi, Farnoosh. "Starting a Cupcakery By the Numbers | Launching | Small Business | Mainstreet." Business & Financial Headlines and Advice| Mainstreet.com.
Review and track profit/sales at the end of every month to start.
Review and record all information to see how many punch cards were distributed and used every month, and how many cupcakes were produced each month.
We will also review to see if we need to change the discount amount on the coupon (if it needs to be lowered).
"Census Information." City of Pittsburgh, Pennsylvania - Pghgov.com. 24 Oct. 2009
Davis, Carolyn . "Coping, with cupcakes | Philadelphia Inquirer.