Brand Vision CUP-À-LA-CAKE A café where people can come and enjoy a wide range of homemade sweet & salty cupcakes as well as a selction of teas, coffees and fresh smoothies in a chic environment.
Brand Vision•Unique Beneﬁts / Differenciation Left overs will be brought to orphanage on daily basis - CSR (Corporate Social Responsibility) Take-away cupcakes. Pre-order (for orders bigger than a speciﬁc nº of cupcakes). Home made cupcakes, of our own recipies. Unique within Barcelona, there is no other store with this concept. Complete different experience than any other place. We are focussing on cupcakes both sweet and salty.
Brand Vision•Goal Our goal is to be a point of reference in the pastries industry focusing on delicious cupcakes.
Brand Vision•Objectives Provide fresh and home made cupcakes at all moments of the day (9 - 22). Be the main place for cupcakes (mufﬁns) within Barcelona in 1 year. I !nclude our customers in our growing structure. B ! e Socially Responsible. O " pen the next café within 2 years. O " pen a café in Madrid within 3 years. G ! row within the market of cupcakes and become known internationally. A ! dd a new products (cupcake) each month in order to grow in our product offer, while including the customer A ! llow 25% of our proﬁt to be used for research in the cupcake industry.
Brand Vision•SWOT Analysis Strengths A real lifestyle type of concept. Cupcakes (Sweet and Salty) Atmosphere Extra Services: Books, Computer, Music Machine, Staff, Take Away and Delivery Price - Quality Weaknesses Start up, lots to learn Focus on a limited target
Brand Vision•SWOT Analysis Opportunities No cafés offering books and music machines in Barcelona/Spain. No cafés offering homemade cupcakes. Home made smoothies. Expansion nationally and internationally Threats Competition such as Starbucks. No brand awareness or image. Economical situation - People trust their cafés. No brand vulgarization due to expansion - e.g. Starbucks is everywhere, the special idea is gone.
Brand Vision•Brand Promises We promise to make each experience at Cup-á-la-Cake unique and special. Consisten performance and availability of products. Quality control. Price control. Staff control. Atmosphere Music changed.
Brand Creation•Brand Name & Trademark Cute and catchy name. Memorable. Suggests what our service is about. It is noticed. It is distinctive and attractive. Identiﬁable. Invented. The name CUP-À-LA-CAKE communicates a message = exquisite
•Trademark Industrial Property.•Type Mixed or Complex Trademark.•Trademark Taxonomy Artiﬁcial Trademark.•Protection Protected as a service mark. Registered internationally.•Trademark Message Exquisite cupcakes suitable for everyone.•Name Identity Our main service is a café place where you can spend your free time. Home made sweet and salty cupcakes. All types of coffee and tea. Fresh smothies. Personalization (music and cupcakes).
•Demographic Proﬁle 1 Age: 16-25 years old Gender: Female Income: Depend on parents. Occupation: Students Hobbies: Going around on bicycle, horse back riding, swimming, ballet, yoga and pilates. Interests: Reading, walking around, music, movies, being with friends and enjoying free time, studies, eating, going out and art. Lifestyle: Creative, innovative, fun and active young people who enjoy trying new things and places. Where do they shop? Mango, COS, H&M, Zara, Topshop, Bershka and vintage shopping. Where do they eat? Starbucks, Central Café, Buenas Migas, Sandwich & Friends, local cafes like tête-à-tête.
•Demographic Proﬁle 2 Age: 20-50 years old Gender: Female Income: Middle income Occupation: First jobs focused on more creative areas: in advertising, marketing, fashion and design. Hobbies: Going around on bicycle, running, yoga and pilates. Interests: Reading, going to the cinema, movies & music, walking around, being with friends and family and enjoying free time, working, eating, going out, art, literature and ballet. Lifestyle: Creative, relaxed, innovative, fun and active young people who are curious on trying new things and places. Where do they shop? Mango, COS, Zara, Topshop, local shops and vintage shopping. Where do they eat? Starbucks, Central Café, Buenas Migas, Sandwich & Friends, local cafes like tête-à-tête.
Target Proﬁle•Potential Customer Possible clients who will order our services for events: Weddings Birthdays New Baby Born Tea Parties Gift Packages
Competitors•Direct Pasteleria Hoffman Starbucks•Indirect Buenas Migas Paul Local Cafés Local Pastry Shops Tête-à-Tête•Beneﬁts Only store offering wide range of cupcakes.•Values Quality Price Service Atmosphere
Competitors•SWOT Analysis of Main Competitors Hoffman: Strengths Known Place Exclusive “Luxurious” Weaknesses Expensive Location Service Just Pastries/Cakes
Competitors•SWOT Analysis of Main Competitors Starbucks: Brand Awareness Large Offer Atmosphere Weaknesses Expensive Attention on Coffee Too Busy
Competitors•Competitive Advantage Service Affordable Prices Great Quality Music Personalized Cupcakes Large Selection of Cupcakes Salty Cupcakes Pre-Orders CSR
Cup-à-la-Cake will have the following communication strategy:•Known Guides and Magazines Guides: Absolut Barcelona Magazines: Elle, Vogue or Telva (Trend and Lifestyle Magazines)•Promotion Customers who buy 10 cupcakes will get 1 for free 15 cupcakes will get 2 for free 20 cupcakes will get 3 for free•Client Card Clients will get points for every purchase they do•Recipe Book A new cupcake recipe book will be launched annually•Online Communities Facebook Fan Group Twitter News and Updates
•Website Orders Online: Customers will have the option to order through our online menu. Personalized Cupcakes: People will have the option to customize their cupcakes. Contests: Users will have the chance to participate in a monthly competition, where they will send to Cup à la Cake their personal cupcake recipe. The best one will have their cupcake sold at the café for a month. Games: Who bakes faster at Cup à la Cake? Recipe of the Month: Cup à la Cake will load on their website a new recipe per month. Individual Service: Consumers will have the chance to create their own user name, were their personal tastes will be saved - i.e. We will send the customer information only about his/her interests.
•How far can it extend? Maximum 1 store per 250.000 people. In Barcelona there would be a maximum of 6 cafés.•Geographically Cup à la Cake would be looking forward to expand internationally through franchises.•Products Monthly: New Cupcakes. Annually: Cupcake Book.
•The Book For all those cupcake or bakery fans. Each year there will be a new volume, which they can collect.•Differenciation•Creativity Very chic women orientated café. Both salty and sweet cupcakes.•Target Thrilled target about such café.•Service Friendly table service and cashier.