1. Pimpisa Jular 4945346628 Sundhika Chagsudulya 4945371228 Usaporn Tanadumrongsak 4945386728

2. Business information

Premium Desserts and Pastry shop

Beverages: Home-made coffee, tea, signature hot chocolate, juice etc.

Theme: The worlds journey; focusing on the worlds 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

3. Rationale

Our business is unique and standout in its own way

Theres a potential for this caf to thrive in the sweets industry

A deluxe spot for target audience to indulge themselves with quality goods while enjoying luxurious atmosphere

Thus, the caf is strongly influenced by European taste and ambience, which respond perfectly to our fundamental intention.

4. 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

5. Mission To deliver a sense of superior indulgence and a unique caf experienceto best fulfill the desire of sweet lovers 6. Vision With our uniqueness, we determineto become the first premiumEuropean desserts and pastry venuein the minds of the customersand to expand our cafinto major branches all over Thailand 7. Mood & Tone 8. Interior 9. Exterior 10. Landmarks

England: Big Ben, Telephone Booth

Italy: Pisa Tower, Venice Gondola

11. Landmarks

France: Eiffel Tower, Arch de Triumph, Louvre Museum

The Netherlands: Wind mill, Tulips Field

12. 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

13. Normal Cake 14. Our Cake 15. Name

Sweet Indulgence

Indulge and spoil oneself with quality desserts

Elegant yet representational

16. Name

Sugar Rush

A need for something sweet

Easy to recall

Easy to pronounce

17. Name

La Patisserie(French: pastry shop)

Suit with the caf atmosphere

European style

Elegant yet cozy

18. Name

Doux[Du]

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

Straight forward meaning but represents the uniqueness

Short, catchy and easy to remember

19. 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

20. Slogan

The Irresistible Desire

To become a need for caf lovers

To recall our desserts in terms of their deliciousness

To come back and try our products again

21. Slogan

The Unforgettable European Taste

The best ingredients

The best European taste

Feels the European atmosphere from famous European landmarks in different feelings

22. Slogans

The Art of Sweet

To present desserts as art pieces

Unique outlook with great taste

Can use 5 senses to explore

23. Interview Results Doux The Art of Sweet 24. Interview Results 5/30 La Patisseries 7/30 Sweet Indulgence 8/30 Sugar Rush 10/30 Doux Number of answers Name 25. Interview Results 1/30 The Unforgettable European Taste 8/30 The Irresistible Desire 9/30 The Touch of Delicacy 12/30 The Art of Sweet Number of answers Slogan 26. Interview Results 1/30 Neeranard Coats 1/30 Paula Taylor 1/30 Patriya Na Nakorn 2/30 Yarinda Boonnark 25/30 None Number of answers Presenter 27. Interview Results 8/30 5/30 8/30 9/30 Number of answers Format 28. Additional Research Questionnaires 29. Questionnaire Results 13/30 Doux The Art of Sweet 7/30 La Patisserie The Unforgettable European Taste 4/30 Sugar Rush The Irresistible Desire 6/30 Sweet Indulgence The Touch of Delicacy Number of answers Corporate Name/ Slogan 30. Questionnaire Results 2/30 Patriya Na Nakorn 4/30 Paula Taylor 4/30 Yarinda Boonnark 6/30 Neeranard Coats 14/30 None Number of answers Presenters 31. Questionnaire Results 4/30 Others (Cozy) 7/30 Artistic/Pop Art 4/30 Old-fashion 4/30 Modern 11/30 European/Victorian Number of answers Dream Caf Style 32. Questionnaire Results 3/30 201 Bt 500 Bt 13/30 151 Bt 200 Bt 8/30 101 Bt - 150 Bt 6/30 100 Bt or less Number of answers Average Payment/Visit