Marketing retail project
- 1. Hansel & Gretel’s Macarons Jane Lee 2-1
- 2. • Macarons aretrending at the moment, particularly with young women (age 15-28). • This shop is designed for young women to socialize and meet up while enjoying quality, affordable treats. • Shops are designed to stand out with a cute, clean, and innocent look.
- 3. • Hansel &Gretel’s Macarons chose to have the characters from the popular children’s story, Hansel and Gretel, on our logo. • This differentiates our store from the numerous other logos • It also helps the customers remember our store’s name.
- 4. • 12 differentflavours of macarons • Two sizes – mini and regular • Macaron trifles in small and regular sizes (all 12 flavours) • Macaron tarts and cakes (all 12 flavours) • Macaron cupcakes (all 12 flavours)
- 5. Cafe Raspberry Rose Pistachio Citrus Sprinkled Donut Grapefruit Mint Choco Watermelon Choco Strawberry Green Tea Caramel
- 6. Mini Macarons Regular MacaronCake Macaron Cupcake Large Macaron Trifle Mini Macaron Tart
- 7. • Macarons – Mini $0.75 each – Regular $1.25 each • Special deals – 12 regular macarons $12.00 – Half and half deal (6 mini and 6 reg) $10.00 • Trifles – Small $6.00 – Large $28.00 • All cupcakes $ 2.00 each • Cakes and Tarts – Mini $5.00 – Regular $15.00
- 8. • Customers can… – Eat at the store – Take out – Order via telephone & pick up • No deliveries • No waitresses or waiters – H&G’s is not a restaurant • 2 or more employees available to help customers
- 9. Macaron on platesfor in-store dining Macaron boxes for take outs
- 10. • Available inCoquitlam, Burnaby, Vancouver, West Vancouver. – Coquitlam Centre Mall – Metrotown – Pacific Centre Mall – Park Royal Village – UBC • Located just before the food court area in mega malls – Mall goers who were headed to the food court can stop by – Avoids the loud noise generated in the food court • Located at entrances of regional malls
- 11. • Customers willbe enchanted by the wide variety of flavours of our macarons • The simple style of the shop prevents overwhelming people’s eyes. • The soft music encourages conversation making our shop a great place to meet up and socialize
- 12. • Volume willbe low but audible. • Generally calm, quiet music – Acoustic songs(Jason Mraz, Ed Sheeran) – Piano music (Yiruma, David Lanz, Joe Hisaishi) • Bright, cheerful songs • Every third song will be piano music, or anything with no lyrics. – The order is: Song #1, Song #2, No lyrics music i.e. 1. Summer Paradise by Simple Plan 2. The A Team by Ed Sheeran 3. One Summer’s Day by Joe Hisaishi • This is done to relieve the customer’s ears from the voices of singers.
- 13. • The floorsare covered with white tiles • Pastel pink walls with elegant white frames around small sections of the wall • The lights are small, circular, and does not stick out of the ceiling. • Moderate lighting • White, round tables with white chairs
- 14. Small, circular lights Pastel pink walls White tile floors White round tables and chairs
- 15. • Black polo with logo • Black pants or black jeans • Black shoes(no high heels) • Women with long hair must have their hair in a bun • No jewelry other than small earrings • Employees may only have ear piercings • No tattoos. • Ages 15-36
- 16. Black polo Black shoes Hair in a bun Black pants
- 17. Key: Areas selling… -cupcakes: turquoise trifles cupcakes -cakes/tarts: maroon cakes and -macarons: yellow tarts -trifles: pink Dining area -seats: black -tables: orange restroom
- 18. • Two tieredcounter display – Top tier for macarons – Bottom tier for trifles, cupcakes, cakes, and tarts • Macaron trees at window display to draw attention • Cakes and tarts at window display to show variety of products • Macarons and other products displayed at cash register in decorative plates • Mini macarons will be on sticks • Shop separated into three main areas –dining, counter, and kitchen. • No visible separations • Counter divides the space between employees and customers
- 19. Two tiered counterdisplay Mini macarons display at register Mini macaron pops Macaron trees
- 20. • Because thereare only a few locations, large advertisements are unnecessary • No television ads • No radio ads • No billboards • Poster ads in magazines, newspapers, and bus stops • Facebook page for customers to receive coupons and special deals
- 21. When introducing anew flavour…
- 22. Promotion on Holidays/Special Occasions J’aime macarons All I want for Christmas is… Valentine Macarons available from 2.1~2.28
- 23.