The document outlines a marketing campaign proposal for Egg-Free Cake Box to launch a new line of vegan and gluten-free cakes. It includes an analysis of the vegan/gluten-free market in the UK, recommendations for digital and social media strategies targeting relevant demographics, and a timeline for a soft launch and subsequent campaign from October to December, to be measured by at least a 15% increase in sales.

1. Egg-free
Cake Box
Marketing campaign to
introduce vegan and
gluten-free cake range

2. 1. Company and its new product
2. Vegan and Gluten-free market in UK
3. Soft launch of the product
4. Marketing campaign for the product
5. Timeline for the campaign
6. Measuring the result
Agenda

3. The project is about drawing an effective
marketing campaign for the Cake Box’s new
product to ensure the maximum reach of the
product to the consumers.
An effective marketing campaign design which
can be used by the company to promote the
product. The marketing campaign should ensure
the optimum utilization of of the funds and
innovative theme.
Consultancy Project Brief

4. Audience: People with Vegan and Gluten-free
dietary habits in UK
Preferred marketing channels: All four social
media platforms
Timeframe: October-December
Measurement: Increase in sales at least by
15%
Budget: ￡20,000 to ￡100,000

5. The objective of the study is to develop a
suitable marketing plan for the launch
of the new product (Vegan and Gluten-
free cakes) so that the customer can be
aware of the product and make
purchases through Egg-Free Cake Box
for various occasions.
Consultancy Aim and Objectives

6. Egg-free Cake Box
• First Egg-free Cake Box store in 2008
• Vegetarian cakes, cupcakes and cheese cakes
• 1 hour click and collect service
• Pioneer in the cake market

7. Franchise model
• 125+ stores
• Many more to come
2 to 3 new stores per month nationally in 2020

8. • With its quick service and specialization in
fresh cream cakes Cake Box has created a
whole market for itself.
• A big thanks to its Vegetarian cakes and
easy availability.

9. New Product
VEGAN LEMON DRIZZLE LOAF CAKE
VEGAN FARM HOUSE LOAF CAKE
VEGAN CHERRY AND ALMOND CAKE
VEGAN CHOCOLATE CHUNK LOAF CAKE

10. Market Stats
Vegan and Gluten-free
population in Uk
Journals/
Articles
Cake Box Popularity
and business model
Market reports
Cake box market
position and
competitors
Interview
Qualitative data
collection with the
help of phonic
interviews
Customer
persona
Creating the customer
persona for the new
product
Thematic
analysis
Analyzing the data
according to the
themes it covered
The research process (secondary
research and primary research)

11. Current diet preferences in UK

14. • Group revenue up by 10.8% to £18.7m
in 2020 (2019: £16.9m)
• Franchisee total turnover up by 19% to
£36.5 million (2019: £30.7 million)
• As part of a trial 12 kiosk stores opened
in the year in various shopping centre
locations
Cake Box Highlights

15. Bethany Red
BUYER PERSONA PROFILE
Try to look out for her
health
● 28 yrs
● Manager
● Has 1 kid
● London
● Vegan
Motivation
Social media
Celebrating
Social
Spending
Goals
#1
#2
Healthier lifestyle
Go cruelty free
Chloe Green
Challenges
#1
#2
Lack of Vegan options in
market
No nearby Vegan bakery
#3 Hard to maintain dietary
habits during celebrations

16. • Most favorable location (stores) for the
new products
• Honest feedback from the consumers
• Strength of our product in the market
• Adjustment before wider release
Soft launch

17. Key
Findings
People mostly use social media
sites as their source of information.
People buy cakes from the shops
that are near to their home and
easy to order.
Veganism is trending and so are
Vegan products.
People like to celebrate special
occasions without compromising
their dietary habits.

18. Market goodwill
Already placed as a
vegetarian brand people
expect good quality
products from the Cake
Box.
01
Egg-free Cake Box has created
a market where it provides
cake on demand with its click
and collect service where any
cake is ready in 1 hour with
personalized message.
WHAT SETS CAKE BOX UNIQUE
Cake on demand
02

19. Marketing
Campaign
(Recommendation)
Making celebration a piece of cake

20. SALES FUNNEL
Ads, word of mouth,
instore information,
social media
Awareness
Visiting website,
reaching the stores by
phone or physically
Interest
Making the decision on
the basis of price,
quality and availability
Decision
Final purchase
followed by the
feedback and revisit
Purchase

21. SMM
Social media marketing
to reach the
maximum market in
minimum cost
Print
Banners and hoardings
at the most
stopped by
location
SEO
Consumers who make
query
WOMM
Word of mouth
marketing
Marketing channels
Retargeting
Interactive
screens
Pop up ads
Targeting advertising
Contextual advertising
Digital outdoor
advertising
Interactive

22. Snapchat Radio
Facebook Instagram
CORE PLATFORMS
#Cakeboxforall
Maximum visibility
Encouraging hashtags
Local celebrities
#Cakeboxforall
Food bloggers
Influencers
More posts per week
Geo-filter
Targeted marketing
Radio Ads
RJ mentions
Cake vouchers

23. Snapchat Geo-filter
A Geofilter is a location-based overlay you can find by
swiping right on your Snapchat photo
100 million daily active users, Snapchat provides the
opportunity to reach a massive audience
most popular social media platform for teens ages 13-
17 -- a hard demographic to reach through more
traditional marketing efforts.

24. Utilizing the festive season
More demand for cakes
More queries from Vegan customers
Maximum reach to the audience
Festive mood
More spending capacity

25. Other recommendations
• Participation in Vegan events and festivals in UK
• Positioning itself as a Nature friendly brand
• Viral hashtags #cakeforall #vegancelebrations
• Product placement in Local TV shows or YouTube Videos
• Personalized e-mails

26. Conclusion

27. Marketing timeline
Sept- Oct- Nov- Dec-
Soft launch of the
product +
Determining the
favorable locations
and demand for the
product
Official announcement
on website
+Fb+Insta+Twitter
SEO and Google ads to
reach the targeted
market group
Radio Ads
Collabs with local
celebrities and social
media influencers
TV Ads
Mails, newsletters
Measuring the
results

28. BUDGET
SEO
Social Marketing
Outdoor
Radio/Television
Misc

29. Measuring the Campaign
Goals Possible Metrics
Brand Awareness Website Traffic
Social media visibility
Engagement Store footfall
Online and phone queries
Participation in campaign
Franchise Increased demand
Sales growth
Customer relations/loyalty Regular customers
Acceptance for new product

30. Measuring the result
By the end of December we
will be able to compare the
sales of the stores by the
previous ones and will be able
to analyze the success of our
new product in the market.

31. Thank You

32. References
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https://www.theseus.fi/bitstream/handle/10024/261114/LE_THUY_VEGAN_TREND.pdf?sequence=2&isAllo
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growth/
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more-people-going-vegan/>
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