Cup-à-la-CakeOliva LLagostera, Barbara Van Stigt and Maria Eugenia Errobidarte

Branding

Cup-à-la-CakeA café specializing in cupcakes and offering:

•Wide rage of teas and coffes.

•Fresh Smoothies.

•Cupcake take-away, pre-order and home delivery.

•Chic Environment.

•Additional Services.

Pastry

Icing

Cherry

Calac - PalindromeWord with no meaningPronounced the same in every language

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 / DifferenciationLeft 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

Brand Vision•Goal

Our goal is to be a point of reference in the pastries industry focusing on delicious cupcakes.

Brand Vision

•ObjectivesProvide 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.

!Include our customers in our growing structure.

!Be Socially Responsible.

"Open the next café within 2 years.

"Open a café in Madrid within 3 years.

!Grow within the market of cupcakes and become known internationally.

!Add a new products (cupcake) each month in order to grow in our product offer, while including the customer

!Allow 25% of our profit to be used for research in the cupcake industry.

Brand Vision

Brand Vision

•SWOT AnalysisStrengthsA real lifestyle type of concept.Cupcakes (Sweet and Salty)AtmosphereExtra Services: Books, Computer, Music Machine, Staff, Take Away and DeliveryPrice - Quality

WeaknessesStart up, lots to learnFocus on a limited target

Brand Vision

•SWOT AnalysisOpportunitiesNo cafés offering books and music machines in Barcelona/Spain.No cafés offering homemade cupcakes.Home made smoothies.Expansion nationally and internationally

ThreatsCompetition 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 PromisesWe 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 & TrademarkCute and catchy name.Memorable.Suggests what our service is about.It is noticed.It is distinctive and attractive.Identifiable.Invented.

Brand Creation

The name CUP-À-LA-CAKE communicates a message = exquisite

•Trademark Industrial Property.

•TypeMixed or Complex Trademark.

•Trademark TaxonomyArtificial Trademark.

•ProtectionProtected as a service mark.Registered internationally.

•Trademark Message

Exquisite cupcakes suitable for everyone.

•Name IdentityOur 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).

Target Profile

•Demographic Profile 1Age: 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 2Age: 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.

•Potential CustomerPossible clients who will order our services for events:

Weddings

Birthdays

New Baby Born

Tea Parties

Gift Packages

Target Profile

Competitors

•DirectPasteleria HoffmanStarbucks

•IndirectBuenas MigasPaulLocal CafésLocal Pastry ShopsTête-à-Tête

•BenefitsOnly store offering wide range of cupcakes.

•ValuesQualityPriceServiceAtmosphere

Competitors

Competitors•SWOT Analysis of Main Competitors

Hoffman:

StrengthsKnown PlaceExclusive“Luxurious”

WeaknessesExpensiveLocationServiceJust Pastries/Cakes

Competitors•SWOT Analysis of Main Competitors

Starbucks:

Brand AwarenessLarge OfferAtmosphere

WeaknessesExpensiveAttention on CoffeeToo Busy

•Competitive AdvantageService

Affordable Prices

Great Quality

Music

Personalized Cupcakes

Large Selection of Cupcakes

Salty Cupcakes

Pre-Orders

CSR

Competitors

Brand Positioning

+ Q

uality- Q

ualit

y+ Design

- Design

Hoffman

Starbucks

Buenas Migas

PaulTête-a-Tête

Cup-à-la-Cake

+ P

rice- P

rice

+ Variety

- Variety

Hoffman

StarbucksBuenas Migas

Paul

Tête-a-Tête

Cup-à-la-Cake

- A

tmos

pher

e+ Service

- Service

+ A

tmosphereHoffman

Starbucks

Buenas Migas

Paul

Tête-a-Tête

Cup-à-la-Cake

Brand Communication

Cup-à-la-Cake will have the following communication strategy:

•Known Guides and Magazines Guides: Absolut BarcelonaMagazines: Elle, Vogue or Telva (Trend and Lifestyle Magazines)

•PromotionCustomers who buy 10 cupcakes will get 1 for free

15 cupcakes will get 2 for free20 cupcakes will get 3 for free

•Client CardClients will get points for every purchase they do

•Recipe BookA new cupcake recipe book will be launched annually

•Online CommunitiesFacebook Fan GroupTwitter News and Updates

•WebsiteOrders 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.

Brand Extension

•How far can it extend?Maximum 1 store per 250.000 people.In Barcelona there would be a maximum of 6 cafés.

•GeographicallyCup à la Cake would be looking forward to expand internationally through franchises.

•ProductsMonthly: New Cupcakes.Annually: Cupcake Book.

Strong Brand

•The Book For all those cupcake or bakery fans.Each year there will be a new volume, which they can collect.

•Differenciation

•CreativityVery chic women orientated café.Both salty and sweet cupcakes.

•TargetThrilled target about such café.

•ServiceFriendly table service and cashier.

Thank You