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Published byGabriella Stevenson Modified over 9 years ago
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Company Overview In 2002, Candace Nelson and her husband Charles Nelson, both investment bankers, visited Candace's sister in New York City and tried the cupcakes at Magnolia bakery. Candace believed it was “time for cupcakes to stop being the backup dancer to cakes.” So on April 13 th, 2005, she started Sprinkles Cupcakes in Beverly Hills – the world’s first cupcake bakery.
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Nature of Competition: Class: Desserts, Confectionery goods Category: Baked desserts Type: Cupcake Target Audience:Female Age: 17-27 Trendy, social media savvy Mid/high overall income (60k+) Positioning
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Points of Parity Baked SweetsSugar DessertsReward CupcakesGift Indulgence Points of Difference ATM cupcake Fun (47% of respondents strongly agree sprinkles is fun) Landscape of Beverly Hill Trendy (53% of respondents agree sprinkles is trendy ) High-end dessert (50% of respondents think sprinkles is rich if it was a person) First cupcake bakery Luxury(48% of respondents agree sprinkles is luxury)
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Rewarding(High-End) QualityMoments Brand Mantra
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Concept #3: Sprinkles O.P.I Nail Polish
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Sprinkles O.P.I Nail Polish – 3 Factor Model
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Sprinkles O.P.I Nail Polish – 4 Factor Model
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Sprinkles O.P.I Nail Polish – Advantage/Risk & Recommendation AdvantagesRisk QualityLack of Assn. w/ Beauty Sprinkles is Gift related like nail polishConfusing Increase market coverageMay dilute brand Sprinkles shouldn’t launch this product because the advantages it provides are not important enough to cover the existing risks. Also, 71% of respondents ranked this concept as the worst when comparing to the other product proposals and ATAR rate is only 0.137%.
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Concept #2 – Sprinkles Baking Helper A basic set of premium baking tools and supplies. This set includes cupcake pan, cupcake wrappers, apron, mixing spatula, mitten. -“Sprinkles Certified” -- Premium quality
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Sprinkles Baking Helper– 3 Factor Model
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Sprinkles Baking Helper– 4 Factor Model
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Sprinkles Baking Helper– Advantage/Risk & Recommendation AdvantagesRisk Gift-abilityFinancial risk Grows BrandDilute Brand New channel of revenueDamage to Brand Sprinkles should launch the banking set as a limited time holiday product. We recommend this due to its overwhelming desire to be given as a gift. It allows Sprinkles to temporarily expand its portfolio and to generate revenue without bringing negativity to the parent. Our concern for a permanent launch is that our many of our respondents did not see an added benefit. With a short term launch it’s giftablity is its benefit.
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Concept #1: Sprinkles Cupcake Pop Sprinkles Cupcake Pops are the ultimate treats for on-the-go Sprinkles fans. Made in a variety of Sprinkles’ signature flavors, these cupcake pops are a unique twist on traditional cake pops Variety of Sprinkles flavors Portable Cute Packaging Can be gift Small Portions
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Sprinkles Cupcake Pop – 3 Factor Model
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Sprinkles Cupcake Pop– 4 Factor Model
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Sprinkles Cupcake Pop– Advantage/Risk & Recommendation AdvantagesRisk Aligns with Sprinkles BrandNot unique enough Gift Giving Small Portions We should definitely move forward with launching this product. Its advantages definitely outweigh the risks. It positively reinforces Sprinkles’ brand equity. 84% of survey respondents ranked this concept as #1 out of all options. It has a great ATAR % as well, which means good market share.
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Sprinkles Cupcake Pop
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Sprinkles Cupcake Pop - Place Cupcake Pops will be sold inside Sprinkles Ice Cream stores *Cupcake stores only sell cupcakes & Sprinkles Ice Cream store sells a variety of Sprinkles products
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Sprinkles Cupcake Pop - Price $2.75 each Cupcake Pop Priced between full size cupcakes ($3.75) and mini-cupcakes ($2) to avoid direct cannibalization
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Sprinkles Cupcake Pop - Positioning Target Market:Female ages 17 to 27 Nature of Competition:Bite-Sized desserts Cute edible gifts Points of Parity:Small Lower calories than a full slice of cake Sweet Satisfy cravings Points of Difference: Sprinkles flavor Premium quality Sprinkles “Dot”
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Positioning Statement Sprinkles Cupcake Pops are the only bite-sized desserts that provide signature Sprinkles flavors in a cute, portable way to the defined Sprinkles target market.
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April 13, 2015 (Sprinkles 10 th Anniversary) Complimentary Cupcake Pops to Celebrities Oprah Winfrey Blake Lively Emma Watson Kadashians Jimmy Kimmel
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Sprinkles Cupcake Pop IMC Maximize Media Coverage - TV + Engagement: #SprinklesCupcakePop #SprinklesBirthday ilovesprinkles.com/Birthday
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Questions?
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Thank You
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