Advertising and Communication

Topics: Cake, Advertising, Butter Pages: 21 (3132 words) Published: February 13, 2014
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Advertising and communication

Final Assignment

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SUMMARY

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1. Fashionable cakes ..........................................................................3

1.1 The market .........................................................................3

1.2 What is it ? .........................................................................3

1.3 What problem or opportunity does it solve? .....................4

1.4 The product .......................................................................4

1.4.1 The cake mix ......................................................4

1.4.2 The icings ...........................................................4

1.4.3 The cake decors ..................................................4

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2. Reaching our audience ................................................................5

2.1 Who is our target audience? ..............................................5

2.2 What drivers will they respond to? ...................................5

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3. The Integrated Marketing Communications mix ....................5

3.1 The pre-commercialization program ................................5

3.1.1 Press relations ....................................................5

3.1.2 Events ................................................................5

3.2 The commercialization program ......................................5

3.2.1 Event / Street Marketing ...................................5

3.2.2 Specialized press ...............................................6

3.2.3 Internet ..............................................................7

3.2.4 Social Networks ................................................7

3.2.5 TV .....................................................................7

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4. Regulatory issues ........................................................................8

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5. Final Campaign ..........................................................................8

5.1 The slogan .......................................................................8

5.2 The logo ...........................................................................8

5.3 The adverts ......................................................................9

5.3.1 First phase ........................................................9

5.3.2 Second phase ....................................................10

5.3.3 Third phase .......................................................11

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ANNEXES .......................................................................................12

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Competitive Analysis #1 ..................................................................12

Competitive Analysis #2 ..................................................................13

Competitive Analysis #3 ..................................................................14


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1. Fashionable cakes

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1.1 The Market

Traditional anglo-saxon cakes, the cupcakes has nothing new but is becoming very popular during the past few year, particularly thanks to the heroine of the TV show "Sex and the city", which was a cupcakes fan.

This extremely calorie dessert with childish decorations conquers the United States through specialized channels (Magnolia Bakery, Crumbs), traditional brands that sail on the trend (the chocolatier Godiva or chain Cinnabon pastries with cinnamon), or small entrepreneurs who open their store or their online store. We also can see roaming trucks in the New York streets selling cupcakes alongside peddlers Greek sandwiches. The New York Times described in a recent article that dessert as the "final fantasy...
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