Doux
description
Transcript of Doux
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Pimpisa Jular 4945346628
Sundhika Chagsudulya 4945371228
Usaporn Tanadumrongsak 4945386728
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Business information• Premium Desserts and Pastry shop
• Beverages: Home-made coffee, tea, signature hot chocolate, juice etc.
• Theme: The world’s journey; focusing on the world’s renowned landmarks in Europe
• Quality ingredients only
• Style & Atmosphere: versatility, cultural-oriented, Victorian style, and cozy; the shop will be divided into 2 main zones: indoor and outdoor indicating different interesting countries in the European continent
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Rationale• Our business is unique and standout in its own way• There’s a potential for this café to thrive in the sweets industry• A deluxe spot for target audience to indulge themselves with
quality goods while enjoying luxurious atmosphere• Thus, the café is strongly influenced by European taste and
ambience, which respond perfectly to our fundamental intention.
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Target Audience• Women age from 20 to mid 30s• Social status: B to A• These women receive considerable amount of monthly income
either from their careers or their families at a minimum of 17,000 Bt.
• The target audiences basically live luxurious and extravagant lives by filling their times with hanging out with friends and going shopping in leading department stores
• They are the trend settlers who love to explore new things while keeping themselves updated with fashion
• They enjoy indulgence: good food and good music• They are quality-concerned
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Mission
To deliver a sense of superior indulgence and a unique café experience
to best fulfill the desire of sweet lovers
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VisionWith our uniqueness, we determine
to become the first premium European desserts and pastry venue
in the minds of the customers and to expand our café
into major branches all over Thailand
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Mood & Tone
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Interior
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Exterior
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Landmarks
• England: Big Ben, Telephone Booth
• Italy: Pisa Tower, Venice Gondola
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Landmarks
• France: Eiffel Tower, Arch de Triumph, Louvre Museum
• The Netherlands: Wind mill, Tulips Field
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Desserts and Beverages
• All desserts are inspired by various intriguing landmarks in Europe
• The desserts’ tastes are compatible to the real European taste
• Coco powder and teas are imported from the best available in Europe
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Normal Cake
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Our Cake
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Name
Sweet Indulgence
• Indulge and spoil oneself with quality desserts
• Elegant yet representational
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Name
Sugar Rush
• A need for something sweet
• Easy to recall
• Easy to pronounce
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Name
La Patisserie (French: pastry shop)
• Suit with the café atmosphere
• European style
• Elegant yet cozy
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Name
Doux [Du]
(French: sweet, gentle, mild, soft, tender)
• Straight forward meaning but represents the uniqueness
• Short, catchy and easy to remember
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Slogan
“The Touch of Delicacy”• To bring our products to the best level, • To give our customers a superior taste of
premium desserts• Require a certain degree of expertise. • Comparable to things that are done with
great care and passion
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Slogan
“The Irresistible Desire”
• To become a need for café lovers
• To recall our desserts in terms of their deliciousness
• To come back and try our products again
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Slogan
“The Unforgettable European Taste”
• The best ingredients
• The best European taste
• Feels the European atmosphere from famous European landmarks in different feelings
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Slogans
“The Art of Sweet”
• To present desserts as art pieces
• Unique outlook with great taste
• Can use 5 senses to explore
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Interview Results
Doux
“The Art of Sweet”
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Interview Results
Name Number of answers
Doux 10/30
Sugar Rush 8/30
Sweet Indulgence 7/30
La Patisseries 5/30
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Interview Results
Slogan Number of answers
The Art of Sweet 12/30
The Touch of Delicacy 9/30
The Irresistible Desire 8/30
The Unforgettable European Taste
1/30
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Interview Results
Presenter Number of answers
None 25/30
Yarinda Boonnark 2/30
Patriya Na Nakorn 1/30
Paula Taylor 1/30
Neeranard Coats 1/30
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Interview ResultsNumber of answers
8/30
9/30
8/30
5/30
Format
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Additional Research
Questionnaires
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Questionnaire ResultsCorporate Name/
Slogan
Number of answers
Sweet Indulgence
“The Touch of Delicacy”
6/30
Sugar Rush
“The Irresistible Desire”
4/30
La Patisserie
“The Unforgettable European Taste”
7/30
Doux
“The Art of Sweet”
13/30
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Questionnaire Results
Presenters Number of answers
None 14/30
Neeranard Coats 6/30
Yarinda Boonnark 4/30
Paula Taylor 4/30
Patriya Na Nakorn 2/30
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Questionnaire Results
Dream Café Style Number of answers
European/Victorian 11/30
Artistic/Pop Art 7/30
Modern 4/30
Old-fashion 4/30
Others (Cozy) 4/30
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Questionnaire Results
Average Payment/Visit Number of answers100 Bt or less 6/30
101 Bt - 150 Bt 8/30
151 Bt – 200 Bt 13/30
201 Bt – 500 Bt 3/30