Sprinkes

Sprinkes

Brand
 Management
 –
 The
 Power
 of
 Brands
 

Branding
 Team
 Project
 -­‐
 2010
 

R.
 Liljenwall
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 Billy
 Woody
 
 
 
 
 
 
 
 
 
 
 
 Crystal
 Chong
 
 
 
 
 
 
 
 
 
 
 
 
 
 Guido
 Ghedin
 
 
 
 
 
 
 
 
 
 Renata
 Amaro
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Branding Team Project - 2010

EXECUTIVE SUMMARY TEAM BACKGROUND THE BRAND – SPRINKLES CUPCAKES – “THE ORIGINAL CUPCAKE BAKERY”
Company Background and Description The Sprinkles Experience Products and Services Company Business Model Sales Brands owned and managed Sprinkles’ design Social Networks Cause-Marketing TV brands Printed Press brands Celebrity brands Brand Management Structure

5 5 6
7 9 18 20 21 22 24 24 25 28 28 29 30

INTERNAL BRAND ENVIRONMENT
Existing Internal Brand Environment Company Culture and Environment TARGET SWOT Analysis STRENGTH WEAKNESS OPPORTUNITIES THREATS COMPETITORS DIRECT INDIRECT SWOT Summary Employee Training and Morale Research and Development Internal Environment Summary

31
31 32 33 34 34 35 35 36 36 37 37 39 40 41 42

EXTERNAL BRAND ENVIRONMENT
State of the economy Selling Place Overview Existing Places

43
43 46 46 46

2 2

Branding Team Project - 2010

The Brick and Mortar The Mobile Van Cupcakes Mixes Expanding Places Partner Places Retail Places Restaurant Places Conclusion Category Analysis Competitive Analysis PINKBERRY CRUMBS KARA’S CUPCAKES

46 47 48 48 48 49 49 49 50 53 57 59 62

IDENTITY INTERROGATIVE
Prospect – Customer Behavioral Groups Overview Who are the Customers? Demographic Profile of the Customer Dessert lover/Foodie Disposable Income Middle and...