Business Analysis of 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.
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