3. About the Client
Summary of competitors
Location of competitors
Indirect competitors
Direct competitors
4. About Anne
Knows what she is doing, professional
background
The idea
Target audience : Families
Her products
Her vision: “ Home away from home”
5. Possible locations :
Khalifa Park, Corniche, Khalidiya Area
Theme : “cozy, homey, sophisticated”
Issues she might face
Our recommendation
6. Number of competitors: 26
Indirect: 17
Direct: 9
Indirect: focus on cakes, chocolate, non organic
Direct: freshly baked, hand made pastries
7. Le Pont Miss J Café
Maison Sucre
Le Pain Quotidien
Le Pont
Abela and Co.
8. Name of Restraunt/Café Location Theme Direct/Indirect Status FocusMarket/Publics
Arlequin Patisserie & Restaurant Khalidiya Indirect Neutral General
Patisserie Bohsali Khalidiya Mediterranean sweets Indirect Family
Bavaria Pastries Khalifa St. Direct Low end
Blossom sweets Al Nahyan,Abu Dhabi Cakes and desserts Indirect High end Youth
Khaleej Bakeries and pastries Salam street Arabic sweets, cakes, bread Indirect Neutral General
Le Boulanger risto café & French bakery Direct General
Al Bathna
Armed Forces Officers
Club & Hotel , Al
Maqtaa
International/ desserts Indirect High end Family
Café Columbia Beach Rotana Scones, cake, small pastries Indirect High end Business
Kitsch Cupcake Central Market Cupcakes Indirect Neutral General
Maya La Chocolaterie Dalma Mall Chocolate Indirect Neutral General
Fauchon Le Café Etihad towers French, chocolates, cakes, cookies Indirect High end General
Shakespear and Co. Central Market Chocolates, croissant, cakes Indirect Neutral General
Spinneys Khalidya Croissant, strudels, bread, baguesttes Indirect Neutral General
Le Bon indirect High end General
10. Type: High tea
Theme: Elegent, high end
Status/ Price: High
Market/public: Tourists
Location: Emirates palace.
Client advantages: a desire/want not a need
Le Cafe
11. Type: Customize cakes, cupcakes, cookies
Theme: French
Status/ Price: High
Market/public: General
Location: Khalidya
Client advantages: pastries
12. Type: chocolates, croissants, cake, ice cream
Theme: Victorian
Status/ Price: General
Market/public: General
Location: Central Market
Client advantages: homey feel
13. Type: breakfast, cakes, pastries
Theme: No special theme
Status/ Price: Neutral
Market/public: General
Location: Khalidya
Client advantages: themed and focused
14. Type: deserts, cupcakes, pies
Theme: American/French
Status/ Price: Neutral
Market/public: General
Location: Khalidya
Client advantages: real feel
15. Type: Bistro food, bread and pastry
Theme: French
Status/price: Neutral
Market/public: General
Location: Marina, Wahda mall, Khalidya
Client Advantage: order on demand
16. Type: Fresh/home made feel
Theme: French
Status/price: Neutral
Market/public: General
Location: Najda, Khalidya
Client Advantage: pastry focused, order
17. Type: Organic food
Theme: Belgian
Status/price: Neutral
Market/public: General
Location: Al Salam Street
Client Advantage: PIE
19. Type: Snacks and Desserts
Theme: UAE made, international food
Status/price: High
Market/public: Youth
Location: Delivery
Client’s Advantage: Natural Ingredients
20. Type: Hand made, organic
Theme: Danish pastries
Status/price: High End
Market/public: General
Location: Al Mamoura, Khalidya, Sowah Square
Client’s Advantage: Delivery Service
21. Type: manufactured tarts, cakes, brownies
Theme: French Tarts
Status/price: Neutral
Market/public: General
Location: Al Souq
Client’s Advantage: home-made+ pies
31. Do not include the prices on Anne’s advertising
Advertise quality and taste at an affordable price
Does not need to worry about this part
32. • Key messages: Anne’s pastries are all natural, rich in taste, and
handmade
• Presentation of pastries and photographs have a huge impact on
people’s choice.
• Present her pastries as a dessert and an experience.
• Avoid dark colours
• Stick to the fresh, sunny, and bright feel.
34. A good Experience
Focus on quality rather than quantity
Natural, healthy & fresh ingredients
Has a broad idea about our country
Homey feeling bakery
Home Delivery
Reachable prices
35. New to the market
It’s not fancy compared to competitors
Finding the right location
Finding the correct staff
Doesn't have existing customers
36. Anne’s pastries is not offered in other places. Specialized in
something new
People are more health conscious now, but want something
sweet
Get nutrients into child
Cross marketing opportunity with hotels
Potential to expand into a café
Potential to employ others as business grows
Large target market area
Expanding it to more than one branch around the UAE
37. Some potential market e.g. Emirati
May not like the product’s presentation
Not finding the natural needed ingredients
Competitors could launch the same product and strategy
Competitors having a strong customers basis and having lower
prices
Lack of walk in customers
Finding desired location may be difficult and expensive
39. To take the UAE by storm, by tantalizing the
taste buds with extraordinary culinary delights
and being the first choice for everyone, who
loves homemade dessert.
40. Our vision is to become a household name for
the freshest, tastiest, mouth-watering pastries in
Abu Dhabi, served with care and richness from
the heart of our home to yours.
42. To create a brand awareness among 90% of
customers about her natural homemade desserts
shop within 9 months
Create a positive image of Ann’s pastries to
attract the target audience
To grab peoples attention & have a good
reputation
Increasing the positive attitude toward her
natural homemade desserts among 90% of
customers within the next year
Objectives
43. Making the customers come back to the shop as a habit
and have a daily sale of 90% of the desserts
To have an effect on eating Behaviors of people in
Abu Dhabi; particularly eating unhealthy dessert and
attract 65% of people towards eating healthy dessert
within a year
Objectives
44. Families: Mothers, fathers &
housewives
Children
Students
Working environment
Emiratis
Western expats
Arab of other
nationalities
Asian expats
Target Audience
45. Target Audience:
Mothers
Objectives
To have an effect on the awareness of the natural
ingredients used for Anne’s pastries, amongst 70% of
middle class mothers in Abu Dhabi; specifically in
gaining their trust.
46. Objectives
Target Audience:
Universities, School Students & Working
Environment
To have an effect on awareness of Anne’s natural homemade pastries;
specifically among university students in Abu Dhabi, to gain their
interest within 6 months
To have an effect on the acceptance for natural, handmade pastries
amongst university students in Abu Dhabi, specifically to increase their
interest in taste over looks
Spread the news about Ann’s pastries amongst families
, schools, universities and working environments
47. Objectives
Target Audience:
Western Expatriate Community
To have an effect on the awareness amongst 60% of
Westerners in Abu Dhabi; by conveying the feeling
of home away from home through Anne’s
homemade pastries.
49. • Claim: Anne’s pastries are the healthier pastry choice
• Fact: Anne’s homemade pastries are made with all natural
ingredients. Parents, who do not allow their children to eat
additives, can trust Anne’s pastries to be a healthier treat for
them.
• Example: We asked a lady how she would feel if she ordered
pastries for her children that are made with all natural
ingredients. She said it makes her happy to know that she can
order something sweet for her child without worrying about
additives
50. The healthier choice of a mouth watering, all
natural, heart warming pastry.
Target audience:
• Students
• Parents
• Expats.
51. • Claim: We bring your family together
• Fact: When your family is getting ready for a meal, you wait
around the table to fill up your plate. With Anne’s
pastries, everyone wants to make sure they get their piece.
• Example: Just knowing that my mum ordered from Anne’s
pastries, we gather around the table before it even arrives.
Anne’s pastry gathers everyone in the house around a sweet
dish.
52. A sweet treat the whole family can agree upon.
Target audience:
• Parents
• Family Members
53. • Claim: Anne’s pastries is the new edible trend
• Fact: Anne’s Pastries will be the new buzz around universities
in town. It’s a brand that opinion leaders will introduce to their
friends, which will makes them part of the “it” crowd.
• Example: A group of girls were sitting and talking about
Anne’s pastries. When I asked what it was, they said I was living
under a rock.
54. A tasty pastry you can’t shine without.
Target Audience:
• Students
• Young Adults
• Trend followers and setters
55. • Claim: Its taste speaks for itself
• Fact: Anne’s pastries are enriched with flavor grinded from
nature’s ground. Its all-natural ingredients are so intense that it
does not need additives to satisfy a customer’s sweet tooth.
• Example: The people who tried Simply Pie describe them as
delicious, light and they wanted more. They said that they are
able to taste every part of the pastry, without it being too heavy
on their stomach.
56. A pastry that doesn’t need artificial additions to
stand out; it’s ingredients speak for itself.
Target audience:
• General Public
57. • Claim: We bring a piece of home to you
• Fact: Recipes originated from a western background
• Example: “Tastes like Home”
58. A piece of home wrapped in its crust.
Target audience:
• Expats
59.
60. • Name: Simply Pie
• Box Design / Bag Design
• Business Card
• Menu/ To go Menu’s
• Flyers
61. • Start off with the story (Reach the hearts of the people
first)- Write up a biography of the Grandma’s love of pastry and
baking.
• This story can be shared in the menu, and can also be told on talk
shows. (After the shop is open, Phase 3)
• Add a story to each product. E.g.; What’s behind the lemon pie?
62. “A taste of Europe”
“A taste of Belgium”
“Simply Pie, Simply Delicious”
63. “A taste of Europe/Belgium”
Can be used regardless of audience, as it can be perceived in
different ways.
• University Students: Always want to travel
• Western Mothers: Want a piece of home
• Other Mothers: Want something new.
Advertisements: focus on the freshness, greenery, and natural part
of Europe. Emphasize its taste and homemade natural look.
64. Start small, and gradually build up. Aim for word of mouth.
Achieved through:
1. Social Media:
Instagram (share pictures- well shot)
Twitter (young locals and Europeans)
Facebook (Mothers)
Blog within website- gives more space to write about her products
Whatsapp.
Blackberry Messenger
• Advantage: Free and effective- however, needs to be updated and
kept active.
69. Social Media:
5. Blog within website:
• More information
about products
• Special announcements
• Official page for
orders, enquiries
70. 2. Special events in schools, universities, public bake sales:
• Set up a booth where Anne can promote her products.
• Build an attractive booth that can be portable and used
at all events.
71. 3. Publishing her advertisement through:
• BlackBerry through broadcasts
• Traders
• Twitter.
72. 1. Open house
Post on social media Meet & Greet
good base of people following
73. 2. Media relations
• Encourage reviews.
• Allow orders by call.
3. Create Flyers
74. Media Relations:
Press kit- News release:
Information on Anne and how she started
Important:
To officially announce her brand
To give it an identity
75. News release should be placed in newspapers and
magazines that are relevant to our target audience.
Such as
76. Talk Show:
• People like to give a face to products that’s why we added the
word Europe to our slogan “A Taste of Belgium/Europe”.
• Promote the products on local talk shows. E.g…
77. Advertising:
• Outdoor Advertising: More likely for people
to see while they
wait at traffic lights (can be used to
promote new products)
• Flyers
• Radio advertisement: Mornings (6,7am) and
afternoons (after work or school around
2,4,5pm)
