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    Campaign presentation Campaign presentation Presentation Transcript

    • Branding Campaign
      MariluSerowinski April 2010
    • Client Overview
      Bakery – owned by MU student/mom
      Takes orders from friends; wants to expand
      “Like Grandma used to make” – traditional, homemade
    • Client Overview
      Needs logo
      Needs marketing tools
      Doesn’t have a lot of money to spend
      Business is not “legal” at this time
    • Current Marketing Tools
    • Primary Audience
      25-40, mainly female, Lackawanna County
      Like homemade items but don’t have time
      Emphasize convenience & “homemade goodness” without the effort
      Use traditional & new media
    • SWOT - Strengths
      Young, ambitious, eager
      Good location with lots of potential customers locally and in towns nearby
      Very competitive prices
      Home-based, so little overhead
    • SWOT - Weaknesses
      Demands on her time can be exhausting
      No help or “backup”
      Limited experience as a business owner; “I just want to bake”
      Need state inspections/certifications
      Bakery prices increase may be needed
    • SWOT - Opportunities
      Well-known family name
      High quality products
      New business means an opportunity to innovate and try new things
    • SWOT - Threats
      Competition (Sam’s Club, grocery stores)
      Public isn’t aware that smaller, specialized bakery may be better
      Inexperience could lead to exploitation by unscrupulous suppliers, buyers, etc.
    • Features, Benefits, Values
      “Sweet treats for busy lives”
      Quality – “old fashioned goodness”
      Affordable & convenient
      Offer specials, freebies, personal touches & special orders
      Position the company as a convenient alternative to baking your own treats
    • Communications Strategy
      Use business cards for name recognition & to offer a discount
      Refrigerator magnets for constant reminder in the home
      Print ads in local newspaper
    • Communications Strategy
      Print ads in local event programs, school yearbooks, etc.
      Web site (eventually can be e-commerce)
      Facebook
    • Budget & Timetable
      New business, so not much $$
      Approx $2500 to start (first year)
      Branding is an on-going effort
    • Evaluation of Results
      Look for some results by Mother’s Day
      Increase name recognition
      Use unique specials to count responses
    • Logo
      Business cards
      Magnets
      Print ads
      Web site
      Facebook
      Tactics:Deliverables Needed
    • Business Card
    • Business Card & Magnet
    • Sample Program Ad
    • Sample PrintAd
    • Menu
    • https://sites.google.com/site/kondratsbakery/
      Web Site
    • https://sites.google.com/site/kondratsbakery/
    • http://www.facebook.com/pages/Kondrats-Bakery/176452565739010
      Facebook
    • http://www.facebook.com/pages/Kondrats-Bakery/176452565739010
    • http://www.facebook.com/pages/Kondrats-Bakery/176452565739010
    • http://www.facebook.com/pages/Kondrats-Bakery/176452565739010