Nona's Sweet Advertising

Nona's Sweets

Executive Summary

This brand communication campaign has as its primary objective to establish Nona's Sweets as a high end bakery in the University area of Charlotte, North Carolina and to maintain brand awareness of Nona's Sweets goods among the families, businesses, and churches in the area that crave high quality baked goods.

From its beginning in a home in Charlotte, North Carolina four years ago, Nona's Sweets has expanded. Today they are to a company with a store on North Tryon Street. From its very start, Nona's Sweets baked goods have been produced to be the utmost its class offered. At this moment in time Nona's Sweets is in its growth stage and is continually seeking to uphold a strong relation with its consumers.

The Olympus Advertising Agency has developed a comprehensive plan to position Nona's Sweets' baked goods as the most outstanding in the baking industry.

I. Situational Analysis

A. Bakery Industry

In recent quarters consumers based their purchase decision on price and perceived value. This trend has increased the sale of private brand baking goods at expense of its branded competitors. According to the food institute, sale of food for at-home consumption have skyrocketed in recent years. These food retailers only accounted for 1.8% of food in 1991 and by 2003 their percentage rose to 11.1%. USDA projects that the consumer price index for food will rise from 3.0% to 4.0% in 2005. CPI for all types of food rose 3.6% for the first nine months of 2004 and it is projected to increase even higher.

B. Company and Brand History

Company Background

It all started four years ago when a family member had a birthday where a cake was ordered from the local grocery store. The cake was not up to par. Dominica Clementi's mother Nonna Jo-Ann decided that she could bake cake that was better. She sent her daughters to school to learn pastry decorations in order to keep up with the new trends of baking. They started by making cakes out of their home. From word of mouth around the church and community Nonna Jo-Ann and her family started to bake for holidays, family functions, and religious activities. In December of 2004 Nona and her daughters bought a store in the Terraces at University to keep up with increased demand for their product.

Brand Background

To meet the demands of quality baked goods market, Nona's Sweets developed there own baked goods in 2001 what would enable customers to enjoy their own top quality baked goods with out the mess of the kitchen.

The founder of Nona' Sweets is Nona her self. She decided to open the store front for people to enjoy her superior baked goods. Her daughter Dominica has described their baked goods as, "the up most delectable tasting baked goods in the area".

Marketing Mix

Being in business for five years now Nona's Sweets has produced a marketing mix that will increase sales, produce brand awareness, and develop a relationship with the community as the leading bakery in the area.

Product

From a delicious dark chocolate 2 layer cake with whipped cream icing to trays of many different types of fudge, Nona's has a wide variety of sweets to offer customers. Nona's cake line has everything you could ask for when in the market for a specialty cake. Cakes are a big part of the sales for Nona's. However, desserts; pastries; cookies; candies; fudge and trays compliment the delicious list of sweets. As a customer you can buy a single cannoli or a tray of cookies, muffins, fudge, pastries, or croissants to serve a function at home or in the office or for private consumption.

Price

Nona's Sweets products are considered to be "premium priced". Consumers tend to prefer Nona's Sweets over other brands because of the high quality delicious ingredients used to make the baked goods. The cakes range in price from $20 up to $140. Cookies are available at .40cents up to .95cents. There are also many other desserts, pastries and candies they range from .50cents to $12 in a single piece or one can buy by the dozen. According to consumers, product prices are justified by the rich fullness of the cakes and pastries that cannot be obtained by any other bakery. By buying such an admired trade name in the bakery industry, Nona's Sweets consumers know they are getting high quality sweets at a quality price. Many of Nona's Sweets consumers only buy their baked pastry goods from them.

Place

Nona's Sweets is located at 9601 N. Tryon St. in The Terraces at University Place, a shopping center in the university area of Charlotte, near McCalister's Deli. All products are made and distributed in the shop. Cookies can also be mailed to customers all over the United States in the same day with a purchase of two-dozen or more cookies. The cookies are received two days after order is placed, so the cookies are soft and fresh. Orders can be placed by phone, fax or by visiting the store location. The location is convenient to area business employee's to stop in and get a pastry for breakfast or to fulfill an after lunch sweet craving. Being located in the University area gives students easy access to get home-made cookies and cakes to fill the void of being away from home or to relieve the stress of studying. The area is also home to many families and Grade schools who will need cakes and treats for birthdays and special events. Kids can even have their birthday party at Nona's Sweets where they can enjoy all the tasty treats and see how they are made. Customers can enter the shopping center by traveling south on N. Tryon St and there is plenty of parking available.

Promotion

For Nona's Sweets grand opening in December of 2004 10% off coupons were mailed out to area consumers in order to build an awareness of the store opening. With a relatively small advertising budget the bakery has a number of cost effective methods for building brand awareness. Other than word or mouth around town Nona's Sweets uses print media as a way to advertise their bakery and product line. They also use the yellow pages, which is used for 12 months out of the year. This helps consumers choose a bakery if they don't already have one in mind. Also, Little One's magazine and Carolina Bride are print media that Nona's