The document provides an overview of Carlo's Bakery's marketing plan, discussing the state of the bakery business, Carlo's Bakery's competitive set and brand positioning, their merchandising approach and retail experiences, lifestyle brand extensions, and observations and opportunities to further grow the brand. It analyzes Carlo's Bakery's brand DNA and positioning and makes recommendations to enhance their retail experiences, website, product packaging and displays in third-party stores to better promote the brand and drive sales.

1. MARKETING PROPOSAL
LUCILLE DEHART

2. CARLO’S BAKERY MARKETING PLAN OVERVIEW:
STATE OF THE BUSINESS
COMPETITIVE SET
BRAND POSITIONING
MERCHANDISING APPROACH
RETAIL EXPERIENCE
LIFESTYLE PLANNING
OBSERVATIONS, OPPORTUNITIES & BRAND EXTENSIONS

3. STATE OF THE BUSINESS
There are over 6,000 retail bakeries in the USA with specialties ranging from pastries, cakes, to cookies, to breads and
cupcakes. Though few have emerged as true brands beyond their regional fame, the baking industry remains dominated by
the top manufacturers/CPG brands. The overall industry is estimated at $36 billion, with the in store bakery businesses
growing from $12.8 billion to $13.4 billion from 2012-2013 and retail bakeries estimated at $3.8 billion.
Carlo’s Bakery was founded in 1910 by Carlos Guastaferro and was purchased in 1964 by the Valestro Family. Located in NJ,
the bakery has gained national notoriety having been featured on the TLC show Cake Boss since 2009; it has since expanded
locations in CT, NY, PA, NE and FL.
The bakery continues to expand beyond its selection of custom cakes and baked goods, now selling an array of merchandise
items under Carlo’s Bakery and Cake Boss and offering fresh delivery shipping, Buddy V Events & Catering services and an
assortment of personal classes and team building activities in its 5 yr old 30,000 sq foot cooking and baking facility (The
Kitchen).
Most recently, the family company opened Buddy V’s Ristorante—cannolis & raviolis– in Las Vegas.
While the TLC show and heritage of the original bakery have driven success over the last decade, the brand continues to have
a significant ability to scale-retail merchandise lines, franchise/company owned store expansion and lifestyle experiential
businesses provide further opportunities to pursue.

4. COMPETITIVE SET
Top 10 Bakeries in USA as rated by Daily Meal:
1. Tartine Bakery, San Francisco
2. Dominique Ansel, NYC
3. Flour Bakery & Café, Boston
4. The Standard Bakery, Maine
5. Macrina Bakery, Seattle
6. Levain Bakery, NYC
7. Salty Tart, Minneapolis
8. Amy’s Bread, NYC
9. Porto’s Bakery, LA, CA
10. Pearl Bakery, Oregon

5. COMPETITIVE SET BOUTIQUEPRODUCT
LIFESTYLE
CHAIN

6. BRAND DNA
FAMILY
ITALIAN
HERITAGE
FRIENDLY/FUN/SOCIAL
AUTHENTIC
TRADITION
QUALITY
ARTISTIC
NOSTALGIC
COMFORT
SAVORY
WHIMSICAL

7. BRAND POSITION

8. LIFE IS SWEET
SAVOR IT
BRAND POSITION

9. MERCHANDISING APPROACH
VALESTRO BRANDS
V
RESTAURANTS BAKE/COOKWARE
PRODUCTS
BAKE SHOPS TLC/LICENSING

10. RETAIL EXPERIENCE

11. LIFESTYLE PLANNING LICENSING-KIDS TOYS, GAMES,
ATMS, FOOD TRUCKS, CANDLES,
COSMETICS/LOTIONS, HELLO
FRESH
ITALIAN RESTAURANTS
NEW DISTRIBUTION
CHANNELS/POP UPS
BAKEWARE
& COOKWARES
SHOP IN SHOPS
BAKE SHOPS & SERVICES

12. OBSERVATIONS & OPPORTUNITIES:
 Window signs and internal signs could be more prominent and create a
sense of urgency to purchase
 Opportunity for mini cake box gift card holders to share experience
 Digital screen should have brand and lifestyle/show images in addition to
featured product
 Family photos feed the heritage but are not in Westfield location
 Need method to engage with customers further-e.mail capture—incent
with free cookie

13. OBSERVATIONS & OPPORTUNITIES:
 Grab and go kiosk should be out from behind counter and present in all locations
for impulse purchase –also perfect for shop in shop opportunities with partner
brands—add hats and shirts/aprons and fun bakery accessories
 Energy and customer experience need to be translated to all locations; perhaps
live feed from flagship or just baking tips videos running
 Tell story of the brand on packaging more; box is tremendous vehicle for
marketing

14. OBSERVATIONS & OPPORTUNITIES:
Overall, the site has information on the products,
merchandise, services and new openings along with the
grab and go feature. The rotating carousel does allow for
some seasonality and multiple messaging. The use of
videos on the product pages is strong.
The navigation and customer experience could be
enhanced and the inclusion of more branding, Cake Boss
connection, heritage and videos should be incorporated.
More content is preferred as well to position the site as a
destination rather than just a menu. Customer reviews
could also be a stronger opportunity for the site. Social
feeds would provide more dynamic experiences along with
the development of a BUDDY BLOG or featured newsletter.

15. OBSERVATIONS & OPPORTUNITIES:
Product presentation at Michaels is
very strong with cohesive packaging
and consistent brand language.
Blade signs for main aisle visibility
would enhance the traffic flow.
Additional displays in chain stores
should be in the business plan—
Kohl’s, Target and BBB.

16. BRAND EXTENSIONS:

17. “There is so much opportunity…I
could really use a head of
marketing!”