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Dozen 3
- 1. Squirrel Hill LawrencevilleCafé at the Warhol Downtown Southside Milk Chocolate The Elvis Confetti Cake Chocolate Raspberry Melissa Witt Deanne Zatko Kara Sambrick Dana Meiers
- 2. Currently, Dozen Cupcakeshas a very limited advertising strategy used around the Pittsburgh area. To ensure Dozen is gaining customers regularly, we will focus on advertising and promoting the company more. We plan to implement several different promotional aspects so more people are aware of Dozen and become regular customers at their Southside store. Executive Summary
- 3. Because the majorityof people living in Southside are ages 20-50, we plan to gain a large amount of these as our customers. Our goal is to gain 50 new customers each month in the beginning phases of this marketing plan. Objectives Carrot Cake "Census Information." City of Pittsburgh, Pennsylvania - Pghgov.com. Davis, Carolyn. "Coping, with cupcakes | Philadelphia Inquirer
- 4. We plan totarget 20-30 year old females in the Southside region. We wish to advertise and market Dozen Cupcakes more frequently and gain returning customers to our Southside location store. Marketing Strategy Peppermint Chocolate Gingerbread Vanilla Pittsburgh Business Times. "Dozen Bake Shop to open location on East Carson Street on SouthSide - Pittsburgh Business Times: ." Pittsburgh Business Times: Local Business News
- 5. "The cutest littlebakery in Pittsburgh!" We will use social networking and other forms of media to bring customers into our store and make them returning customers. They will see our forms of media advertising in several different ways. Market Positioning Lee, Justin Rae. "The Tartan Online: Bakers' Dozen." The Tartan Online .
- 6. “ Dozen Cupcakes– Buy One…Buy a Dozen!” Message/Tagline Root Beer Float Chocolate Peanut Butter Premium
- 7. We plan tohand out these coupons to each person that attends our sampling events. Ads - Coupons Asteroids Receive $1 off a regular size cupcake! Valid only at our Southside store at 1509 Carson St. Expires 12.31.09 Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com Schooley, Tim. "Dozen Cupcakes plans second location - Pittsburgh Business Times: ." Pittsburgh Business Times: Local Business News Stein, Joel. "CUPCAKE NATION." Time 168.9 (28 Aug. 2006): 72-72. Academic Search Complete . EBSCO.
- 8. When a customerpurchases a cupcake, they will receive a frequency or ‘punch’ card. To make them returning customers, if they buy 9 cupcakes, they will get one free. Ads - Frequency Cards Only valid on regular size cupcakes. Excludes mini cupcakes or package purchases. REWARDS! Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com
- 9. We will displaythis ad outside on the sidewalk of our Southside location to attract walk-in and bring customers into our store. Ads - Outdoor Display Today’s Special Cupcake: Gingerbread Vanilla! Stop in & try us! Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com." Home - redwoodage.com
- 10. Each time anew customer comes into our store, or purchases one of our products, we will add his or her name to our email distribution list which we will send birthday discounts and alerts. Ads - Email List
- 11. Facebook/Twitter accounts CupcakeMascot Sampling Media Jack and Coke East End Stout
- 12. One employee (currentor new hire) in charge of the marketing for Dozen Cupcakes. We will also hire at least one intern to help with our new advertising plans. The intern will be our mascot at sampling and other events. The intern(s) will also help with creating our ads, punch cards, etc. One employee will be outside our store on designated days each month with the intern mascot. Action Programs
- 13. Estimated Expenses – Cost of producing punch cards ………...... $ 80 (500 each month) Cost of producing display sign …..………..... 75 (1 time expense) Purchase of Cupcake costume .…….............. 150 (1 time expense) Sample cupcake cost …..………………… Projected Profit/Loss Pancakes & Syrup Caramel Apple "Premium Business Cards." FedEx Office . N.p., n.d. Web. 4 Dec. 2009. <businessprinting.van.fedex.com/business-cards.aspx>. "Write-On Signs." A Frame Signs . N.p., n.d. Web. 4 Dec. 2009. <www.aframesigns.us.com/a-frame-signs- 5.asp?ID=21035 >. Torabi, Farnoosh. "Starting a Cupcakery By the Numbers | Launching | Small Business | Mainstreet." Business & Financial Headlines and Advice| Mainstreet.com.
- 14. Estimated Revenue – Profit for purchases through coupons … $ Projected Profit/Loss Mint Chocolate Chip Torabi, Farnoosh. "Starting a Cupcakery By the Numbers | Launching | Small Business | Mainstreet." Business & Financial Headlines and Advice| Mainstreet.com.
- 15. Review and trackprofit/sales at the end of every month to start. Review and record all information to see how many punch cards were distributed and used every month, and how many cupcakes were produced each month. We will also review to see if we need to change the discount amount on the coupon (if it needs to be lowered). Controls
- 16. "Census Information." Cityof Pittsburgh, Pennsylvania - Pghgov.com. 24 Oct. 2009 Davis, Carolyn . "Coping, with cupcakes | Philadelphia Inquirer. Lee, Justin Rae. "The Tartan Online: Bakers' Dozen." The Tartan Online . Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. - redwoodage.com.“ Mitchell, Julie. "In Hard Times? Let Them Eat Cupcakes. redwoodage.com." Home - redwoodage.com . 25 Sep. 2009<http://redwoodage.com/content/view/167480/49>. Pittsburgh Business Times. "Dozen Bake Shop to open location on East Carson Street on SouthSide - Pittsburgh Business Times: “Pittsburgh Business Times: Local Business News” Bibliography
- 17. "Premium Business Cards." FedEx Office . N.p., n.d. Web. 4 Dec. 2009. <businessprinting.van.fedex.com/business-cards.aspx>. Schooley, Tim. "Dozen Cupcakes plans second location - Pittsburgh Business Times: Pittsburgh Business Times: Local Business News . Stein, Joel. "CUPCAKE NATION." Time. Torabi, Farnoosh. "Starting a Cupcakery By the Numbers | Launching | Small Business | Mainstreet." Business & Financial Headlines and Advice| Mainstreet.com. "Write-On Signs." A Frame Signs . N.p., n.d. Web. 4 Dec. 2009. www.aframesigns.us.com/a-frame-signs-5.asp?ID=21035>. Bibliography
Editor's Notes
- #5 From our Strategic Direction – Dozen needs to promote and advertise their products more to their target market to increase regular customers.
- #8 These coupons will only be good for one month. They will expire at the end of the month. We will monitor the number of coupons received to see if this is an effective way to bring more people into our store on a regular basis.
- #9 Punch cards do not expire. We will print about 500 a month to start, and see if we need to increase the number each month, if more customers request them.
- #10 Although Dozen does currently have a small sign outside the Southside region, we are suggesting to add a chalkboard to advertise more than just the store name.
- #11 We will ask customers if they would like to join our email distribution list for special offers, events, and birthday discounts. They can sign up in our store, and we also may incorporate this online through Facebook and Twitter.
- #12 Facebook and Twitter accounts: use frequently to promote and advertise what is going on with our Southside store, specifically. Other things social networking will be used for: Promote free sampling dates, Promote frequency/punch cards, Update Twitter account more frequently, 'Last cupcakes of the Day' post for leftover cupcakes, Cupcake Happy Hour on certain days (discounts from 5-7pm), After Hours/extended hours for promotions and events. Cupcake Mascot: The intern will be dressed as a cupcake outside our store (or any other events) especially for our cupcake sampling. Sampling : We will sample different cupcake flavors a few times a month to promote our company and gain new customers. Typically, this will be done outside our Southside store on the sidewalk. We may choose to expand and sample at other locations or events that arise.
- #14 Place ads on Craig’s list, Dozen website, etc so that there will be no fee for advertising.