Campaign presentation

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Campaign presentation

  1. 1. Branding Campaign<br />MariluSerowinski April 2010<br />
  2. 2. Client Overview<br />Bakery – owned by MU student/mom<br />Takes orders from friends; wants to expand<br />“Like Grandma used to make” – traditional, homemade<br />
  3. 3. Client Overview<br />Needs logo<br />Needs marketing tools<br />Doesn’t have a lot of money to spend<br />Business is not “legal” at this time<br />
  4. 4. Current Marketing Tools<br />
  5. 5. Primary Audience<br />25-40, mainly female, Lackawanna County<br />Like homemade items but don’t have time<br />Emphasize convenience & “homemade goodness” without the effort<br />Use traditional & new media<br />
  6. 6. SWOT - Strengths<br />Young, ambitious, eager <br />Good location with lots of potential customers locally and in towns nearby<br />Very competitive prices<br />Home-based, so little overhead<br />
  7. 7. SWOT - Weaknesses<br />Demands on her time can be exhausting<br />No help or “backup” <br />Limited experience as a business owner; “I just want to bake”<br />Need state inspections/certifications <br />Bakery prices increase may be needed<br />
  8. 8. SWOT - Opportunities<br />Well-known family name <br />High quality products<br />New business means an opportunity to innovate and try new things<br />
  9. 9. SWOT - Threats<br />Competition (Sam’s Club, grocery stores)<br />Public isn’t aware that smaller, specialized bakery may be better<br />Inexperience could lead to exploitation by unscrupulous suppliers, buyers, etc.<br />
  10. 10. Features, Benefits, Values<br />“Sweet treats for busy lives”<br />Quality – “old fashioned goodness”<br />Affordable & convenient <br />Offer specials, freebies, personal touches & special orders<br />Position the company as a convenient alternative to baking your own treats<br />
  11. 11. Communications Strategy<br />Use business cards for name recognition & to offer a discount<br />Refrigerator magnets for constant reminder in the home<br />Print ads in local newspaper<br />
  12. 12. Communications Strategy<br />Print ads in local event programs, school yearbooks, etc.<br />Web site (eventually can be e-commerce)<br />Facebook<br />
  13. 13. Budget & Timetable<br />New business, so not much $$<br />Approx $2500 to start (first year)<br />Branding is an on-going effort<br />
  14. 14.
  15. 15. Evaluation of Results<br />Look for some results by Mother’s Day<br />Increase name recognition<br />Use unique specials to count responses<br />
  16. 16. Logo<br />Business cards<br />Magnets<br />Print ads<br />Web site<br />Facebook<br />Tactics:Deliverables Needed<br />
  17. 17. Business Card<br />
  18. 18. Business Card & Magnet<br />
  19. 19. Sample Program Ad<br />
  20. 20. Sample PrintAd<br />
  21. 21. Menu<br />
  22. 22. https://sites.google.com/site/kondratsbakery/<br />Web Site<br />
  23. 23. https://sites.google.com/site/kondratsbakery/<br />
  24. 24. http://www.facebook.com/pages/Kondrats-Bakery/176452565739010<br />Facebook<br />
  25. 25. http://www.facebook.com/pages/Kondrats-Bakery/176452565739010<br />
  26. 26. http://www.facebook.com/pages/Kondrats-Bakery/176452565739010<br />
  27. 27. http://www.facebook.com/pages/Kondrats-Bakery/176452565739010<br />

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