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Brand: De.Co TM

De Co is a dynamic DIY bakery located in Foshan, specializing in Western-style desserts and coffee. Our innovative offerings include customizable cakes in various sizes and a unique Latte Art experience. Targeting middle school and college students, white-collar workers, and middle-class housewives, our marketing strategy focuses on convenience, quality, and engagement through hands-on DIY opportunities. With competitive pricing, strategic distribution, and effective promotional activities, we aim to differentiate ourselves in a rapidly evolving dessert market.

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Brand: De.Co TM

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  1. Marketing Plan by Group 1 Brand: De.CoTM

  2. CONTENTS 1 Description of Business 2 Marketing Research Product Characteristics 3 Target Market 4 5 Distribution & Pricing 6 Promotion

  3. Description of Business De.Co. DIY Bakery Name Foshan Location Partnership Ownership

  4. Description of Business • Location Business Scope • Our own products: western style desserts, coffee • DIY: cakes(3 different sizes), Latte Art (咖啡拉花)

  5. Marketing Research-Industry environment • Opportunities • People today are easy to accept new things and have strong personality. • People’s consumption level is increasingly high and they pay more attention to quality of life. • It can be expanded easily by franchising.

  6. Marketing Research-Industry environment • Threats • The number of prospective competitors is increasing. • The dessert market is a bit saturated(饱和) in first-tier cities，like Guangzhou，Shanghai.

  7. Marketing Research-Needs unsatisfied • Short waiting time • Easy-to-find storefront

  8. Product Characteristics • A designed place for customers waiting for desks • Two choices: diet cakes or common cakes • A variety of types: • pudding, puff(泡芙), • macaron（马卡龙）, cheese cake, etc.

  9. Product Characteristics • Decoration: changed once a month according to different themes • Latte Art DIY

  10. Target Market • Our business aims at all ages of customers, especially • Middle school and college students • White-collar workers • Housewives of middle class

  11. Distribution • Specialty store • A big department store • A bustling area • Virtual store • Buying our goods online • ( only accept the order form of local city ) • Booking for DIY

  12. Pricing • Penetration Strategy • Specific price: • DIY (including fees for ingredients & teaching): • Small: ￥120 • Medium: ￥180 • Big: ￥230 • Small-size desserts: ￥10—20 • Coffee：around ￥9

  13. Promotion • Advertising • Outdoor —— Posters and small black board • Direct mail —— Fliers

  14. Promotion • Sales promotion • Contests —— DIY design competition • Coupon —— Discount at Special time( festival or birthday etc.) • Trade stamps —— Buy 10 get 1 free

  15. Promotion • Others • Collect “zan” —— Get something free • VIP —— VIP Day and discount

  16. Marketing Plan By Group 1 Thank You! Srainy Rebecca Yoyo Carrie Jodie Shirley

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