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美Edible Art
Team 9
Kara MillerChen-Ya Tsai (Chloe)
Lydia ZhangXueying Wang (Shirley)
Qianli Guo (Shirley)
Hello!We are 美
Let’s get
started!
Order of Business
Who We Are
What We Do
Our Strategy
Our Competitors
Our Future
“To Provide Beautiful Works of Art that Bring Our Clientele a Unique Sense of Joy and Wonder in Each
Bite”
Our Vision
➜ Goals○ Build a sustainable and valuable relationship
with clients○ Inspire and satisfy clients’ need in both visual
and taste○ Company culture centered around giving back
to the community
➜ Values○ To be a fun, trusted, and unique brand that
brings customers fresh experiences with candy as beautiful as art and as delicious as mom’s homemade cookies
Who We Are
How We Got Our Name美
Meaning: Beautiful / Beauty
Pronunciation: “Meiˇ”
Associations: Identifies our brand as beautiful
and unique
ArtCreativityPerfectionSimplicityNatural
Light
DependabilityConfidence
LoyaltySoftness
TrustHonesty
Down to the Last Detail
➜ Product Description○ Sweet, rich sugar cookie filled with a flavored
hard candy center designed by and for customers everywhere
What We Do
➜ Events○ For Catering
➜ Gifts○ For loved ones
➜ For You○ You don’t need a reason to enjoy Mei!
What We Do
Brand Resonance Pyramid
Our Strategy
Create Awareness
➜ Social Media➜ BoilerTV➜ Promotions➜ Campus Events
Start Small, Grow BIG
➜ Founded in Lafayette, IN
➜ Next Steps: Indianapolis, Bloomington, Muncie, & South Bend
➜ Future: Cities and Communities around the world!
Our Strategy
Align with Others
➜ Small company? No Problem!
➜ Align with a larger confectionary company to take advantage of economies-of-scale
Go VIRAL
➜ #Mei-kitbeautiful➜ Online campaign to
encourage customers creativity
➜ Incentivize with 50% off of delicious Mei cookies!
Our Strategy
● Social media● WOM
● Advertising● Email
● Online Reviews
● Personal selling in store
● Online customer services
Our Strategy - Touchpoints
OurCOMPETITORSWhere is the cookie crumbling?
Cookie Industry Competitors
Kellogg
Key Brands: Keebler &Mother’s Cookies
Campbell
Key Brands:Pepperidge Farms
Mondelez
Key Brands:Chips Ahoy!,Oreo, &Netwon’s
17.7%6.9%8.4%
Pepperidge Farms
Customer Needs
美1
23
POP and PODMei & Pepperidge Farms
POP’s & POD’s
1. Mei POD ➜ Unique
Candy/Cookie Product
➜ Customizable➜ Candy
Flavoring Varieties
➜ Local➜ Colorful➜ Healthier
2. POP
➜ High Quality➜ “Homemade”
Appeal➜ Artisan
Cookie➜ Pricing
3. Pepperidge POD
➜ 6.9% Market Share
➜ 13 Types of Cookies, each with a Variety of Flavors
➜ Well Known➜ Global
SWOT Analysis
Favorable Unfavorable
Internal
Strengths:● High Quality Ingredients● Handmade● Unique Product● Flexibility of Product
Design● Strong Employee
Commitment
Weaknesses:● Lack of Technical Skills● Lack of Economies of
Scale● High Costs● Lack of Brand Awareness
External
Opportunity:● Large Potential
Customer Population● College Event Catering
Threat:● Substitute Products● Price Increases in
Ingredients● Switching Cost for
Customers is Low
LET’S RECAP
WHO WE ARE:Mei. A brand centered around creativity, art, joy, and of course, delicious cookies.
WHAT WE DO:We are a beautiful, customizable soft sugar cookie baked together with a delicious hard candy center.
OUR COMPETITION:Although we have several competitors, our direct competition lies with Pepperidge Farms, a Campbell brand.
OUR STRATEGY:Use our diverse and well populated college campus to spread awareness fast and far through campus events, promotions, and discounts.
OUR FUTURE:Although we’re starting out small, we hope to grow big with your help!
Thank You!
