Crumby Cooking Cookbooks


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Branding Assignment

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Crumby Cooking Cookbooks

  1. 1. Branding Assignment<br />Shane Tiley<br />Meg O’Brien<br />Jennifer Duggan<br />
  2. 2. Before you sample the goodies:<br />If you have allergies, please note that this recipe contains: <br />dairy products (butter, cream cheese, whipped cream …alright, we used Dream Whip), sugar and graham crackers. <br />
  3. 3. Product<br />A line of cookbooks that focus on the use of ‘crumbs’ as a primary ingredient for each recipe! <br />
  4. 4. StrategicPositioning<br />These cookbooks instruct readers on the joys of cooking with the crumbs of common kitchen ingredients!<br />This line of recipe books includes an edition for all areas of cooking and baking.<br />
  5. 5. The line includes:<br />Appetizers – “Nibble Noshers”<br />Salads – “Chop Chop Salad Tops”<br />Main Courses – “Major Morsels”<br />Desserts – “sCRUMBtious Desserts”<br />
  6. 6. Strategic Positioning <br />Each cookbook comes with a <br />“tiny crumb” edition which is a short and sweet reference guide for the preparation of specific crumbs required in each recipe.<br />Each recipe provides accurate ingredient measurements for both single serving and family size portions.<br />
  7. 7. Strategic Positioning<br />The books are tailored to an unpretentious target market that enjoys a good laugh while experimenting in kitchen.<br />Recipes are simple enough for the novice cook, yet inventive enough for the more experienced kitchen connoisseur.<br />“If it’s crumby, then it’s gonna be yummy!”<br />
  8. 8. Competitors: <br />Betty Crocker<br />Kraft<br />Pillsbury<br />The Food Network<br />Real Simple Cookbooks<br />Cooking/Baking for Dummies<br />Seriously Simple Cookbooks<br />Simple Life Cookbooks<br /><br />Free recipe websites/blogs<br />
  9. 9. Oh Crumb…More Competition<br />Although we are in obvious competition with other printed cookbooks, we recognize that the internet presents us with an even more formidable rival. <br />Millions of recipes are published online and are readily available for download, printing or copying; however, we have yet to discover a cookbook line or internet site that focuses on cooking or baking with crumbs.<br />
  10. 10. Competitive Stance<br />We are unique because:<br />Each recipe has a “crumb component”.<br />We provide the only compilation of crumb recipes. <br />Our recipes focus on using common kitchen ingredients.<br />Simple recipes that are easy to manipulate and make your own.<br />
  11. 11. Competitive Stance<br />We are unique because:<br />Our recipes are not only delicious, they are “fast, cheap and easy”!<br />Recipes do not require extensive preparation, cooking or clean up times.<br />Suggested ingredients are relatively inexpensive and can often be “swapped” with alternative/seasonal/cheaper or more exotic ingredients .<br />Recipes are kid, singleton, and soccer parent friendly! <br />
  12. 12. A Bit More About Our Product<br />Laminated pages help combat any potential ‘mess’.<br />Written in layman’s terms – NO JARGON!<br />Our books have personality and humor! Fun facts, tips and quirky kitchen stories will complement recipes throughout the cookbooks. <br />
  13. 13. Target Purchasers<br />Moms, Dads and Caregivers <br />Busy Moms, Dads and Caregivers<br />Singletons (single adults)<br />University/College students<br />Older adults<br />
  14. 14. Brand Personality<br />Cheeky Comfortable<br />Humorous Easy<br />Entertaining Useful<br />Simple Stress Free<br />Unpretentious Connected<br />Resourceful<br />Grass Roots<br />Inventive<br /> And…<br />
  15. 15. FUN!!! <br />
  16. 16. Name Recommendations<br />Crumby Cooking<br />Crushed Grub<br />Café Crumb - Recipes from the Cheap Side<br />
  17. 17. Book Covers<br />
  18. 18. Book Covers<br />
  19. 19. Book Covers<br />
  20. 20. Book Covers<br />