Sweetie Pie by Savie is a bakery in Athens, GA that specializes in unique Asian-American baked goods and beverages. However, most residents and students are unaware of its existence. Research found that younger customers prioritize price and convenience over quality, while older customers prefer higher quality. The objectives are to increase brand awareness, daily visits, and social media presence. The concept is to attract locals by showing how Savie's offers international flavors without travel, while supporting local. Various marketing strategies are proposed, including social media focusing on ingredient origins, branded items, events like a bachelorette tea, on-campus promotions, and a grand re-opening day with free samples.

1. Sweetie Pie by
Savie
Stay Local. Eat International.

2. Key Fact:
Sweetie Pie by Savie
specializes in unique, high
quality, Asian-American
baked goods and
beverages for affordable
prices.

3. The Problem
Most Athens residents and students
are unaware of the existence of
Sweetie Pie by Savie.

4. Researc
h
● Primary research included a
visit to Sweetie Pie by Savie
and competitors, personal
interviews, and surveying.
● Secondary research included
using Mintel Reports to gain
more insight on the industry
and target markets.

5. Researc
h
● Major findings:
○ Adults aged 18-24 have no
particular preference in bakeries.
Purchases based largely on price
and convenience.
○ Adults older than 24 are
influenced mainly by taste and
quality. Willing to spend more on
high quality goods.
○ Both demographics have a
preference for shopping local.
○ Main competitors include: Ike
and Jane, grocery store bakeries,
Insomnia Cookies, and Gigi’s
Cupcakes.

6. The
Objectives
Increase brand awareness with UGA
students and Athens residents.
Increase awareness and overall daily
visits to the bakery.
Increase awareness and purchases of
speciality cakes.
Increase social media presence.

7. introducing...
STAY LOCAL.
EAT INTERNATIONAL.

8. The
Concept
Use students’ and residents’ love of local
businesses to attract them to Savie’s
bakery.
Show why Savie’s is the most unique local
bakery in the area.
Play on the ability to taste international flavors
without actually having to travel to that
country, while supporting a local store.

13. Storyboard

14. Destination
Savie’s
A 30 second spot, created to
emphasize to customers that
though Savie’s may be a little out
of the way - it’s international and
unique tastes make the trip
totally worthwhile!

15. Social Media
Idea

17. ● Currently: Sweetie Pie by Savie posts are
identical to those posted by any other
bakery in town.
● Ex: “#greentea #redbeanbuns today!!
Happy Wednesday!!”
● Idea: Focus Instagram on the unique
ingredients in each baked good, the
history of the ingredient, and where it
originated.
● This will show how rare it is to find
desserts with these spices in Athens!
● Ex: See photo!!

18. Use your Instagram to show
customers the one-of-a-kind
flavors they can find in your
bakery during the week!

19. Branded
Items

21. Branded Items
Gift Bags for delicious treats!
You know you need
that laptop sticker...
Girls love cupcakes, but
they really love hair ties!

22. Potential Events
& Promotions

23. Savie’s
Bachelorette Tea!
Invite all bridesmaids and their maids of
honor for a congratulations tea!
Serve samples of different cakes and
wedding pastries.
Give all brides who attended the tea 10% off
any Savie wedding cake for their
upcoming nuptials.

24. On-Campus
Organizations
!
● Bring samples of baked goods to
UGA club meetings.
● Familiarize the company with the
students.
● Build relationships with club
executive board.
● Look to set up percentage nights to
benefit the club and create more
buzz about the business.

25. Grand Re-
Opening Day!
Put up canopy tents in the parking lot of Savies.
Distribute flyers all over town to advertise the
event and draw a large crowd.
Set up tables under the tent with free samples
of Savie’s products.
Savie will be available to mingle with new
customers and show them around the
bakery.

26. Business to Business Promotion
Receipt Exchange
Pair with local Asian restaurants
Boost awareness and profits!

27. Wild Card
Bus Transit Interactive Display
How far from…?
UGA Transit - Students, Faculty, Athens Residents

28. Savie, you know our
Plan is the Sweetest...

29. Stay Local.
Eat International.