2. Cup-à-la-Cake
A 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.
3. Calac - Palindrome
Word with no meaning
Pronounced the same in every language
Cherry
Icing
Pastry
5. 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.
6. Brand Vision
•Unique Benefits / Differenciation
Left 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.
7. Brand Vision
•Goal
Our goal is to be a point of reference in the pastries industry focusing on delicious
cupcakes.
8. Brand Vision
•Objectives
Provide 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.
I
!nclude our customers in our growing structure.
B
! e Socially Responsible.
O
" pen the next café within 2 years.
O
" pen a café in Madrid within 3 years.
G
! row within the market of cupcakes and become known internationally.
A
! dd a new products (cupcake) each month in order to grow in our product offer,
while including the customer
A
! llow 25% of our profit to be used for research in the cupcake industry.
9. Brand Vision
•SWOT Analysis
Strengths
A real lifestyle type of concept.
Cupcakes (Sweet and Salty)
Atmosphere
Extra Services: Books, Computer, Music Machine, Staff, Take Away and Delivery
Price - Quality
Weaknesses
Start up, lots to learn
Focus on a limited target
10. Brand Vision
•SWOT Analysis
Opportunities
No cafés offering books and music machines in Barcelona/Spain.
No cafés offering homemade cupcakes.
Home made smoothies.
Expansion nationally and internationally
Threats
Competition 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.
11. Brand Vision
•Brand Promises
We 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.
13. Brand Creation
•Brand Name & Trademark
Cute and catchy name.
Memorable.
Suggests what our service is about.
It is noticed.
It is distinctive and attractive.
Identifiable.
Invented.
The name CUP-À-LA-CAKE communicates a message = exquisite
14. •Trademark
Industrial Property.
•Type
Mixed or Complex Trademark.
•Trademark Taxonomy
Artificial Trademark.
•Protection
Protected as a service mark.
Registered internationally.
•Trademark Message
Exquisite cupcakes suitable for everyone.
•Name Identity
Our 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).
16. •Demographic Profile 1
Age: 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.
17.
18. •Demographic Profile 2
Age: 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.
19.
20. Target Profile
•Potential Customer
Possible clients who will order our services
for events:
Weddings
Birthdays
New Baby Born
Tea Parties
Gift Packages
22. Competitors
•Direct
Pasteleria Hoffman
Starbucks
•Indirect
Buenas Migas
Paul
Local Cafés
Local Pastry Shops
Tête-à-Tête
•Benefits
Only store offering wide range of cupcakes.
•Values
Quality
Price
Service
Atmosphere
23. Competitors
•SWOT Analysis of Main Competitors
Hoffman:
Strengths
Known Place
Exclusive
“Luxurious”
Weaknesses
Expensive
Location
Service
Just Pastries/Cakes
24. Competitors
•SWOT Analysis of Main Competitors
Starbucks:
Brand Awareness
Large Offer
Atmosphere
Weaknesses
Expensive
Attention on Coffee
Too Busy
25. Competitors
•Competitive Advantage
Service
Affordable Prices
Great Quality
Music
Personalized Cupcakes
Large Selection of Cupcakes
Salty Cupcakes
Pre-Orders
CSR
31. Cup-à-la-Cake will have the following communication strategy:
•Known Guides and Magazines
Guides: Absolut Barcelona
Magazines: Elle, Vogue or Telva (Trend and Lifestyle Magazines)
•Promotion
Customers who buy 10 cupcakes will get 1 for free
15 cupcakes will get 2 for free
20 cupcakes will get 3 for free
•Client Card
Clients will get points for every purchase they do
•Recipe Book
A new cupcake recipe book will be launched annually
•Online Communities
Facebook Fan Group
Twitter News and Updates
32. •Website
Orders 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.
34. •How far can it extend?
Maximum 1 store per 250.000 people.
In Barcelona there would be a maximum
of 6 cafés.
•Geographically
Cup à la Cake would be looking forward
to expand internationally through
franchises.
•Products
Monthly: New Cupcakes.
Annually: Cupcake Book.
36. •The Book
For all those cupcake or bakery fans.
Each year there will be a new volume, which they can collect.
•Differenciation
•Creativity
Very chic women orientated café.
Both salty and sweet cupcakes.
•Target
Thrilled target about such café.
•Service
Friendly table service and cashier.
