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1.0 INTRODUCTION OF LITTLE CUPCAKES SHOP 1.1 Background of Company Little Cupcake Shop (LCS) is owned by three close friends’ fresh graduates from UiTM Kelantan that interested in bakery industry. They are Nur Azhanie as Manager, Nor Azia as Account Executive and Nurul Syazwani as Sales&Marketing Executive. It took over a year to develop since we have started to open our business on 11th November 2010, test and perfect our recipes of cupcakes. We are thrilled with the results and we are even happier to be able to share them with our customers. The best part of our day is getting to know our customers, please let us know what you think about our cupcakes. 1.2 Location of Company PT 1122, No 32, Ground Floor, Queens Park, Jalan Tengku Ahmad Panglima, Tanjong Chat, 15300 Kota Bharu, Kelantan.
Map of Little Cupcake Shop
WE ARE HERE Page | 1
Operation Hours • • • Sunday until Thursday opened 10:00am to 4:00pm Saturday opened 10:00am to 6:00pm Friday and Holidays closed
Logo of LCS
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Our Values and Beliefs ”Satisfy Your Cravings” To make our Mission possible, we are committed to consistently serving the highest quality cupcakes and outstanding service. Our Mission isn’t just our Mission. Use our cupcakes to bring joy and cheer to others by giving it to someone. Try it and you will see what we mean. We have a simple Mission – To satisfy the customer’s cravings. We just believe in the power of a satisfaction can make our customers smile. To that end, we strive to make your day by ensuring the quality of our cupcakes and service are of the highest standards and each experience you have with Little Cupcake Shop puts a smile on customer’s face. As such, our Values are based on:
• • • • •
Giving Back to Our Communities A Commitment to Excellence Building Partnerships that are based on Integrity and Trust A Belief in People and Changing Lives Fostering a Culture of Joy and Passion throughout Our Company
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5 Organizational Chart of LCS Manager of LCS Page | 4 .MKT547 1.
feel and message. Our target audience will be those who love to eat Page | 5 . which means that the advertising staff is part of the employee of the company. the company must have a very large budget and enough expertise to embark on the ongoing operations. The advertising objective of Little Cupcakes Company comprises a set of objectives. unless the company’s advertising programs are so large and continuous. On top of that.MKT547 Account Executive Sales&Marketing Executive 2. advertisement messages. In in-house advertising.0 Advertising strategy Successful advertising campaign can be developed around a single advertisement placed in a multiple media. and also to increase the customer loyalty. budgets. a company employs its own advertising staff and paid for the staff overheads. to increase the awareness level of the brand. to encourage trial of the brand. This alternative is not economical and profitable. Among the Little Cupcakes are includes to increase sales. Our company also uses in-house advertising operation as an alternative ways to perform the advertising function. and also selecting media vehicle. or they can be made up several advertisement advertisements with similar look. Little cupcakes uses above-the –line advertising which is usually refers to advertising using the mainstream media such as the electronic media(TV and radio) and print(newspaper and magazine).
We have various types of premiums such as mug. For support media. pens and also notebook which our logo and brand name printed on it. We choose to give away premiums to our customer who bought in a large amount of cupcakes because we want to promote our brand and also appreciate our customers for choosing us to buy cupcakes. These are samples of graphics that will be printed on our premiums and can be found in our store: Page | 6 . Little Cupcakes choose to give away premiums when the customer buys in a large amount. the advertisement that been chosen must always be align with target audience.MKT547 cupcakes in Kota Bharu no matter what range of age they fall. So. t-shirts.
instead of the consumers having to go to the market. It effects bringing the market to the consumer’s home or place of work. Couponing is used in print and digital media to elicit a response from the reader. and email alerts.MKT547 3. social media outlets. texts. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear callto-action. Digital coupons are available on company websites. LCS uses online coupon which customers may print them and brought it to be Page | 7 . An example is a coupon which the reader receives through the mail and takes to a store's check-out counter to receive a discount. Digital Coupons: Manufacturers and retailers make coupons available online for electronic orders that can be downloaded and printed. Direct marketing also can be identifying as any form of one-to-one communication with potential customers.0 Direct Marketing and Internet Marketing It is understood that direct marketing is an interactive system of marketing which use one or more advertising media to affect measurable responses at any location.
Page | 8 .MKT547 use at our shop. Purchases are often made using a special coupon code or promotional code. Customers sign up to receive notice of discounts and offers.1: this online coupon available at our website and the customer can print it to enjoy the discount. Figure 3. which are sent daily by email.
4. brand name information will activate consumer’s memories on the brand attributes previously processed from media ads. banners. print or other media.O.1 Function of P. signs.MKT547 4. Providing information to consumer Providing information is the basic role of P. Reminding consumers Consumers have limited ability to process information and therefore they cannot easily recall back the advertisements that they have previously learned about in broadcast.P material to call attention to the consumers to the specific items and provide information of the products.P. Page | 9 .P display it can helps consumers in creating favorable attitude towards a brand.0 Point Of Purchase Point of purchase materials include displays. price cards or any other in store materials that are designed to influence the customer choices at the time purchasing a product or service. So that’s why our company(LCS) use P.P i.O. This means that once attention is attracted to the P. So it is easy for them to make decision process before purchasing our products. Example from the price cards when consumers come to our shop (LCS) they can get information about the types and price of cupcakes that our company provides. posters.O.O. We use of P.P. ii.O.
O. The various package structure components are: Page | 10 . design. Example.MKT547 iii. our company displayed variety of cupcakes to attract consumer to buy it. shape. Many consumers can’t resist purchasing products that are attractively displayed. A package communicates meaning about brand via its various symbolic components which is color. These structural elements must interact harmoniously to evoke within buyers the set of meanings intended by the brand marketer.0 Packaging and Branding 5. Encouraging purchases Effective P.1 Packaging Structure It’s defining that on how the company designs their packaging to attract consumers to buy their product. 5.P materials influence product and brand choices at the point of purchase and encourage impulse buying. These components taken together represent what is referred to as the packaging structure. physical materials and information labeling. size.
MKT547 i. anniversary. iii. halal symbol. contact number. cleanness and priority into our product. So. website and so on. It’s mean from the box of cup cake our customers will get information like pictures/illustration. Product information on packaging Product information refers to the key words on the packaging. wedding and so on we are designed the box depend to customers demand and will charge extra price for the box. The use of color in packaging Our company uses the white color for the packaging of the box. It is easy for the customer to make in order again The view model of packaging 1) Top of the box Page | 11 . We also use polkadots designs such pink and black color as the combination for our trademark (pink and black) ii. It is because the white color given happiness. The rectangle box is design to fix for a slice of cup cake. Packaging design and shape Our company use rectangle shape for the box of packaging the product. address. name of company. For the events like birthday party.
2.To show for the consumer that is cupcake come from our company -to create the brand awareness -to create the brand image. LCS tag line .MKT547 1.ready for your cravings 1 2 3 4 4.“Satisfy your cravings”. LCS Logo/trademark . Microwave Symbol . 1. It means that we 2) In front of the box For the in front of the box we put the some instruction like symbol to consumer how to serve the cupcake.consumers will smile for satisfaction 3) Upper front the box Page | 12 . Cupcake symbol. 2. Smile symbol. 1O symbol-Heat for 10 seconds 3.Before eat the cupcakes consumer can heat this cupcakes in microwave.
2.littlecupcakeshop. How to contact us Then. SME symbol 5. Made in Malaysia symbol -totally made in Malaysia 1 2 3 3. symbols or any other features that identifies the good and service.my or join us at the facebook(little cupcake shop) or calling directly at 1300 8836688 4) Behind the box 1. from the upper front the box we put the information details how to contact us again. It is a company’s unique Page | 13 . Consumer can search our web site like www. -So customer will feel confident to buy this cupcake. Halal logo symbol -To show for consumers that LCS product got certificated halal logo from JAKIM.com.MKT547 1.2 Branding A brand is the name. institution or idea sold by a marketer. design.
remember and know what kind of product that we serve. We also use a square symbol of cupcakes to make sure consumer can imagine. Branding name 1) Little cupcake shop means that we serve a small and cutes cupcakes to our beloved customers. 4) Satisfy your cravings(company tag line) Satisfy your cravings Important of the branding name 1) Describe the brands and its attribute A brand name should provide suggestiveness.MKT547 trademark and many marketers agree that brand naming is one of the most important aspects of marketing management. We choose the brand name LITTLE CUPCAKE SHOP to describe that we provide a small design of cupcakes to consumers. Page | 14 . 2) Symbol of cupcake means that our company provides delicious cupcakes to customers 3) Square design refers to the shape of cupcake that normally people know more to square shape.
Page | 15 . it will create consumer confusion and consumers may also mistakenly select another brand.MKT547 2) Distinguish the brand from competitive offerings When we have our own brand it can help consumer to make comparison between our products and competitors products. So. 3) Memorable and easy to pronounce We think that the LITTLE CUPCAKE SHOP brand name and square symbol of the cupcake it’s easy to pronounce and easy to remember. we choose LITTLE CUPCAKE SHOP as the brand name to compete with other competitors. If we fail to distinguish a brand from competitive offering.
Competitive parity methods Our company (LCS ) set the amount to spend on promotion based on our competitors’ expenditure.MKT547 6. i. We use this method because we are really aware of the existence of competition in cupcakes industry surrounding us. unit of sales. Page | 16 . instead it is used together with other budgetary methods. For our business we choose competitive parity method as the predetermined our budgets. This technique is not only usually used in isolation of others. competitive parity method and affordability.0 Determining Promotion Budget 6. The method is also very simple since it only requires information on the amount spend by rivals.1 Budgetary Methods Two main methods that are commonly use by the companies which is: a) Predetermined Budgetary Methods b) Strategy Based Budgeting Methods a) Predetermined Budgetary Methods It has several techniques used under this method such as percentage of sales.
mathematical models. For our company we only use objectives task methods as the main strategy to know about our budgets. the experimental approach and payout planning. The methods are objectives task. Page | 17 . the strategy based methods are all based on the strategy of the marketing communication itself.MKT547 b) Strategy Based Budgeting Methods Unlike the predetermined budgetary methods. Objectives task methods Determined marketing communication objectives Determined tasks necessary to meet the objectives. i.
Page | 18 . So in this situation we decide to use advertising and sales promotion as the main tools to promote our company and product which is cupcakes. Based on the importance of two promotional tools to achieve the objectives. When the consumers aware it can easy to influences them to buy this cupcakes. We should know what promotion tools that we want to use to achieve the objectives. finally we should decides what the amount of budget to be allocated to each tools. our company determines its marketing communication objectives to be increasing consumer awareness and inform consumers about our cupcakes product.MKT547 Determined the cost of each element According to the figure. . After this we should determined tasks necessary to meet the objectives. that is to increase consumer awareness and inform consumers about LCS products.
0 Media Strategy 7. It’s commonly used in the advertising or content delivery (online broadcasting) industries. 7. All the message contents that create have intended to influence the behavior of the target audience or market.1INTRODUCTION Media strategy is all about how a message from marketer will be delivered to their target customers or prospects.MKT547 7. The are several of media alternatives that Page | 19 . the receiver of the messages and define the characteristics and criteria of the media that will be used to deliver the messages.2 ADVERTISING MEDIA There are so many types of advertising media that can be used by Little Cupcake Shop (LCS) to successfully communicate the message to our target audience or markets. It involves the procedures such as identify the characteristics of the target audience or market.
Webmasters also take help of social media and social networking for direct promotion of the website in front of prospect or potential customers. It also important for promotion of website relates with the company. This is because. social networking (Facebook) in order to promote our company.2. In order to get update with the advances of the technologies nowadays. people engaged in the process submit websites to numerous web-directories and search engines. products and also services. The benefits are: a. LCS prefer to use website.MKT547 may consider by our company likes broadcast media.1Broadcast Media Broadcasting is the distribution of message content in the form of audio and video to the target audience via any audio visual medium. Website Website promotion not limited for e-Commerce website only. which is guarantee for more sales if have well prepared plan. website have certain strengths that may benefit to LCS. i. print media. Increased Incoming Traffic It is primary objective of website promotion. More sales and revenues Website can gain top ranks in Google and all other major search engines. 7. out of home media and transit media. During promotion. b. Page | 20 .
Website promotion helps in getting maximum attention from targeted segment of customers. and media updates helps in developing credibility of website in front of customers. Instant communication with customers Websites have become an important medium for customer communication. LCS can be connected to target customers or audience via website of our company: www. customer testimonials. d.my Page | 21 . Brand identity development A website helps in developing brand identity.MKT547 c. The information present on website.com. They have made it easier to get customer's feedback or opinion about a newly introduced product or service. Then.littlecupcakeshop.
1: Website of LCS Page | 22 .MKT547 Figure 7.
The customers also will be keep update with any information about our company such as latest promotion package. they also can click Like button on our fanpage Little Cupcake Shop. The target audience can find us on our Facebook account by search Little Cupcake Shop.2 : Sample of menu that have advertised at website of LCS ii. new design of our cupcakes. and latest news about our company and so on. Page | 23 .MKT547 Figure 7. For this time. Social networking The most popular social networking that has been phenomenon to many peoples is Facebook and Twitter. LCS still remains to use website and Facebook to promote our company to the internet surfers. Besides that.
Depending on the network they use.MKT547 LCS have been used Facebook as the broadcast medium to promote because the benefits offer by social networking. we also will print the web address of our preferred network on our next batch of business cards to encourage them to find our business on their social network of choice. We will convince our current customers to join our network by posting a flier about it at our company. One way to use Facebook to find new customers is to reach out to current ones. If a customer has an issue or question to be asked. Also offer new friends a discount if they join our social network. b. as well. Besides that. she can post on our wall or write a short message by explaining the problem. LCS can post on our wall. This allows us to respond and give Page | 24 . our current customers can "check in" at our business whenever they visit. c. Connecting with Current Customers Facebook allows us to connect with our "friend" those who already make use of our company. Finding new customers Facebook gives LCS the chance to reach out to new customers. Open communication Facebook lets us inform our friends about sales or special offers quickly and simply. It also allows customers easily contact us. letting their friends to know that they are there and spreading the word about LCS. The benefits are: a. offering a special discount to current customers for every new person who follows or likes us.
follow. The advertisement will appear on the pages of those whose profiles fit in with LCS's style or goals. Page | 25 . LCS only needs to send an email to current customers. asking them to join. which is one of the best types of advertising. If we have a small budget for advertising. Costs Almost all social networking sites like Facebook are free to use. we will purchase an advertisement that appears on the social networking site. We also can use the site to ask our customers what they like and dislike about LCS. Customers also can post their positive experiences with our company on Little Cupcake Shop page. d. like or be our friend.MKT547 feedback quickly. Usually the cost of an online advertisement is less than an advertisement in printed media or television.
3: Facebook account for LCS Page | 26 .MKT547 Figure 7.
i. For example. Our company has decided to choose SAJI rather than its competitor RASA as the printed media to inform the readers about our company. Magazines also own long life since they can be kept around the house or office for a long time.2. SAJI was stay popular as main cooking magazines since 1995. Print media have remained important to both their readers and advertisers. So. LCS is a bakery company and related with cooking activities. Then. high reproduction quality because the advertisement is printed on good quality paper and provide excellent and attractive picture. Cupcakes that advertised in SAJI look tasty and delicious. This is because the target readers for SAJI are quite same with the target customers of LCS. Magazines As we know.2 Print Media There are two primary print media which are magazines and newspaper that have been in existence for a very long time. Newspapers Page | 27 . ii. the advertisement about LCS will stay in SAJI for a long time. Most of SAJI readers are came from women that have various lifestyles and background such as working women and also housewives.MKT547 7. magazines also have certain strengths that can help to enhance the promotion activities of LCS such as selectivity in target readers as mention before the specific interest groups of women that have been targeted to expose the information about LCS.
Majority newspapers are daily publications but there are also other types such as the weekly newspapers and special audience newspapers that are published for specific groups. LCS also has advertised about the company at Sinar Harian for the Kelantan version.MKT547 Newspapers are also an important type of print media.4 : Sample of opening advertisement at Harian Metro and Sinar Harian. But. Actually. LCS decides to advertise about company at local newspaper such as Harian METRO because it has been reach the highest readers for local newspaper in Malaysia. to cater local Kelantanese peoples. Page | 28 . usually LCS will use all those types of newspaper during festive season to promote the special holiday promotion because commonly special occasion such as wedding ceremony will be held.( Figure 12. LCS does not have specific duration or time to advertise about company. Besides that.
KELANTAN Page | 29 . KOTA BHARU.MKT547 LITTLE CUPCAKES SHOP Satisfy Your Cravings o PLACE : QUEENS PARK.
T shirts.1 Banners Little Cupcake Shop decides to placed the banners of our shop under the high traffic of peoples. bus shelters. Page | 30 . giant inflatable. The banners will be hanged up in front of our shop and also at the junction of traffic lights near Wisma Persekutuan Kota Bharu.2. posters and many others.3 Out Home Media Out of home media includes billboards.MKT547 7.3. This strategy to make sure the possibility to that banners to be exposing to the target customers are high.2. 7. This kind of media is the oldest form of advertising. The reasons LCS to hang up the banner at that area because most of government staff has worked at that buildings and that junction also one of the most high traffic junction and it is one of the main junction that used by all the drivers and riders to go to Kota Bharu town.
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