Pimpisa Jular 4945346628

Sundhika Chagsudulya 4945371228

Usaporn Tanadumrongsak 4945386728

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

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.

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

Mission

To deliver a sense of superior indulgence and a unique café experience

to best fulfill the desire of sweet lovers

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

Mood & Tone

Interior

Exterior

Landmarks

• England: Big Ben, Telephone Booth

• Italy: Pisa Tower, Venice Gondola

Landmarks

• France: Eiffel Tower, Arch de Triumph, Louvre Museum

• The Netherlands: Wind mill, Tulips Field

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

Normal Cake

Our Cake

Name

Sweet Indulgence

• Indulge and spoil oneself with quality desserts

• Elegant yet representational

Name

Sugar Rush

• A need for something sweet

• Easy to recall

• Easy to pronounce

Name

La Patisserie (French: pastry shop)

• Suit with the café atmosphere

• European style

• Elegant yet cozy

Name

Doux [Du]

(French: sweet, gentle, mild, soft, tender)

• Straight forward meaning but represents the uniqueness

• Short, catchy and easy to remember

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

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

Slogan

“The Unforgettable European Taste”

• The best ingredients

• The best European taste

• Feels the European atmosphere from famous European landmarks in different feelings

Slogans

“The Art of Sweet”

• To present desserts as art pieces

• Unique outlook with great taste

• Can use 5 senses to explore

Interview Results

Doux

“The Art of Sweet”

Interview Results

Name Number of answers

Doux 10/30

Sugar Rush 8/30

Sweet Indulgence 7/30

La Patisseries 5/30

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

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

Interview ResultsNumber of answers

8/30

9/30

8/30

5/30

Format

Additional Research

Questionnaires

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

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

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

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