More than just croissants: An advertising campaign for Le Croissant Shop New York natural French cafe bakery for 1998

• Main Authors: Cabanez, Kathleen, Chua, Carolyn, Chong, Niles, Ong, Lynneth, Santos, Jenny
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16816
• Institution: De La Salle University

Le Croissant Shop, a U.S.-based franchised cafe-bakery, entered Philippine shores in 1995. In an industry that has seen substantial growth since the beginning of 1990's, Le Croissant Shop has found itself lost in a shuffle as other cafe-bakeries have been able to use their respective strengths to position themselves well in a select market. This advertising plan will attempt to elevate Le Croissant Shop to the ranks of its more well-known competitors as it aims to position itself as a cafe-bakery that offers a wider variety of food compared to the competition. The advertisements will be produced to target 21 to 35 year old individuals belonging to the AB class, and will promise the target market that Le Croissant Shop offers more choice of meals and pastries when it comes to cafe-bakeries. Le Croissant Shop wishes to increase store traffic by 60% and encourage deliveries. These objectives are expected to be achieved through the advertising campaign, whose objectives are: to create awareness by way of positioning Le Croissant Shop, and to entice the target market to visit the cafe-bakery. Newspapers and radio are the main advertising mediums to be employed since Le Croissant Shop has a limited advertising budget. Non-traditional advertisements will also be utilized as part of the campaign, while sales promotions and merchandising are to be used to support the advertising campaign. This advertising campaign will be implemented beginning January 1998 and will run through the course of the entire year. Estimated at P 7 million, it will be funded in part by stockholders' investments, a marketing fund from franchisees, and a percentage of gross sales.