PAUL MARKETING DECK

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Strategy Deck

Krisztina - Himshika - María - Rui

*(Paul Boulangerie, n.d.)

Start

French Culinary is Welcomed Worldwide

France is renowned for its enchanting ambiance, breathtaking landscapes, and artistic heritage, while also gaining fame for its refined gastronomy, particularly its exquisite bakeries and delectable desserts. As stated by Waldfogel (2020), French cuisine ranks as the second most exported European culinary tradition after Italian cuisine. The classical approach, the unparalleled dining experience, and the epicurean journey that engage all senses contribute to making French cuisine distinctively elegant on a global scale (Auguste Escoffier School of Culinary Arts, 2021). Paul has been at the forefront of introducing French cuisine to the world, operating in 47 countries, and continuously expanding worldwide. To facilitate this global expansion, a meticulously crafted marketing campaign targeting discerning consumers across borders becomes imperative.

(Waldfogel,2020 ; Auguste Escoffier School of Culinary Arts, 2021)

Rational for Awareness Campaign

Increase Brand Awareness And Engagement for PAUL

Campaign Objective

Colombia

UK

India

Paul Bakery has been expanding in India, with recent openings in cities like Mumbai. The bakery chain is gaining visibility through new outlets and expansion efforts. (Gautam, 2023)

Paul Bakery has established a presence in the UK, including the opening of franchise stores. The brand is gradually growing and becoming more recognized in the market (restaurantonline.co.uk, 2022)

Colombia is a new market for Paul hence the first step is to establish the brand . According to research finding (Ntloko, 2023) brand awareness is the first step towards achieving marketing goals like generating leads and influencing sales

In addition to the Awareness Campaign will also highlight the "French" heritage and the quality of the brand which resonate with the target consumer and build connection along with engagement

(Gautam, 2023; restaurantonline.co.uk, 2022Ntloko, 2023)

3.

1.

Marketing Activities

Customer Personas & Journey Map

2.

Competitive Analysis

Campaign Calendar

4.

5.

Metrics

6.

References

Content

Customer Personas

Personas

IND

Avi Khurrana

Lyndoh Pinto

Rajesh Kumar

Ananya Dasgupta

(Scott Hokkanen, n.d.; Mintel.com, 2023; touchbistro.com, 2023)

Personas

UK

Ashlee

Brad

(Mintel.com, 2023; SilverChef AU., n.d.) ‌

Personas

COL

David Rodríguez

Camila Orjuela

(SilverChef AU., n.d.)(Ramirez, 2023) (NIQ, 2016) (Forbes, 2023)

Customer Journey

Friend's inform ation

New WFH location

Social media

Engaging content

No knowledge

Enyoyable place

Increase interest

Awareness

Research Paul

Excitment

Reviews

Suitable for WFH and Oro

Promote facilities

Create interactions

Interest

Quality

Reassure measures

Get to know Paul

Follows Paul

Promotions and events

Updated website

Consideration

Fulfilling information

Plans a visit

Works from Paul

Enjoy

Visits Paul

David Rodríguez

Customer service

Productive day

Action

Inconveniences

Good CX

ActivitiesTouchpoints Experience Customer motivation Customer Pain points Business Goal Lessons

Regular work spot

Frequient client

Loyalty

Loyalty program

Customer loyalty

Desicion

Routine

Consistancy

(McKinsey & Company, 2019; Adeleke, Abi, 2019)

Customer Journey Map

Customer Journey

India

Rajesh Kumar

Ananya Dasgupta

Lyndoh Pinto

Avi Khurrana

United Kingdom

Ashlee

Brad

Colombia

David Rodríguez

Camila Orjuela

Competitive Analysis

Competitors

Czepiel, et al. (n.d)Hatzijordanou, et al. (n.d) Cuellar-Healey, et al. (2013)

India Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Original french menu with international options as well not the cheapest, but not overly priced compared to Indian average premium bakery products
• premium locations
• quiality of the food

Paul

• Artisanal Patisserie, European Influence
• Gourmet Desserts, Elegant Ambiance
• Emphasis on Quality Ingredients

Theos

• Market leader in western bakery products in India targeted towards upper middle class and middle class population
• No physical store

Bakingo

• India's Largest Coffee Chain
• Diverse Menu, Casual Atmosphere
• Extensive Urban and Rural Presence
• Present across 1484 locations. ( (“Number of Cafe Coffee Day Locations in India in 2023”)

Café Coffee Day

• UK-Origin, Global Coffee Presence
• Premium Yet Accessible Vibe
• Menu Blends Global and Local

Costa Coffee

The Big Chill Cakery

• Quirky, Artistic Dessert Hub
• Fusion Desserts, Chilled Ambiance
• Premium Quality Ingredients

India Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Premium, Upscale Coffee Experience
• Urban Focus for Youth Appeal
• Localized Menu for Cultural Relevance

Starbucks

• Focus on Armenian Culture
• Cozy Ambiance, Specialty Coffees
• Artisanal Approach to Coffeeb

Lávash Café

Cinnabon

• Global Cinnamon Roll Icon
• Sweet Aroma, Irresistible Treats
• Signature Cinnamon Rolls, Beverages

• Mumbai-Based Patisserie Chain
• Iconic Brownies, Dessert Diversity
• Blend of Global and Local Flavors

Theobroma

UK Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Original french menu with international options as well
• not the cheapest, but not overly priced compared to UK average premium bakery products
• premium locations
• quiality of the food

Paul

• creative products
• reasonable prices
• towards the end of the week offering gourmet pizzas
• good social media
• London location only

The Dusty Knuckle Bakery

• Italian cafe and cuisine experience in a relaxed atmosphere
• the chain aspect has lowered their popularity and quality of products
• still considered premium and overall offering fresh, wide range of products

Carluccio's

• social media not too strong
• sustainable bakery
• French bakery, excelling in French style cakes
• nationwide central locations

Patisserie Valerie

• very popular amongst Brits
• competitive, affordable prices
• fresh products, reasonable selection
• nationwide locations
• frequent advertising

Greggs

• well known in many cities as the artisian bakery
• premium and diverse products
• doing home deliveries and partnership with Waitrose (premium supermarket)
• in house dining (breakfast, lunch)
• bake at home delivery kits

Gail's Artisan Bakery

UK Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Original french menu with international options as well
• not the cheapest, but not overly priced compared to UK average premium bakery products
• premium locations
• quiality of the food

Paul

• creative products
• reasonable prices
• towards the end of the week offering gourmet pizzas
• good social media
• London location only

The Dusty Knuckle Bakery

• Italian cafe and cuisine experience in a relaxed atmosphere
• the chain aspect has lowered their popularity and quality of products
• still considered premium and overall offering fresh, wide range of products

Carluccio's

• social media not too strong
• sustainable bakery
• French bakery, excelling in French style cakes
• nationwide central locations

Patisserie Valerie

• very popular amongst Brits
• competitive, affordable prices
• fresh products, reasonable selection
• nationwide locations
• frequent advertising

Greggs

• well known in many cities as the artisian bakery
• premium and diverse products
• doing home deliveries and partnership with Waitrose (premium supermarket)
• in house dining (breakfast, lunch)
• bake at home delivery kits

Gail's Artisan Bakery

UK Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• premium, good selection of products
• social media is not that competitive, but they are fairly active
• Manchester location only
• Viennoiserie bakery
• offers in-house gourmet lunch, specialty cakes & drinks

Pollen

• traditionally good quality and premium products
• wide range of locations including most airports and connection points across the country
• very well-known brand, a similar level to Greggs
• known to be accessable for premium and quick food options on the go

Prett

• Good social media content and engagement efforts
• London location only in the UK, but has also international branches
• hopping on trends online - including black friday discounts
• premium and custom to brand products

Bread Ahead

• nationwide locations
• more known for good coffee than bakery products
• becoming less popular with the popularity of more premium and affordable products and brands if accessible in similar locations

Café Nero

Colombia Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Original french flavor
• Good service, variety and quality of food
• Reasonable price
• Trendy, casual chic location

Paul

• Traditional menu and location
• Availability
• Loyal clientel
• Quality of the food

Yanuba

• Unique menu
• premium locations
• Not every-day food
• Availability

Al Agua Patos

• Premium locations
• International offer of food including french and american
• relaxed ambience
• reasonable prices

Bagatelle

• Good quiality of food
• Trendy
• Social media worthy
• Premum prices nad products

Masa

• Single location creating exclusivity
• cool ambiance
• Above average prices
• Premium food and service

La Cesta

Colombia Competitors

Niche Competitor

Explanation

Challenger

Market Leader

Competitor

• Original french menu with international options as well
• reasonable prices
• premium locations
• quiality of the food

Eric Kayser

• Variety of products
• consistency
• high prices
• multiple locations
• only for small meals

Starbucks

• Local brand with local products
• great quality
• reasonable prices
• only for small meals
• multiple locations

Juan Valdéz

• Low prices and great local variaty
• quality and consistency on food
• service is not outstanding
• Very informal ambiance

Hornitos

• low prices but low quality
• multiple locations
• classic menu

Pan Pa' Ya

Marketing Activities

Campaign Umbrella Statement

"At Paul, we invite you on a culinary odyssey, a rendezvous with authentic French indulgence. Immerse yourselves in the warmth of our French heritage, savour the premium dining experience, and indulge in the finest flavors crafted with passion. Your journey with Paul is not just a meal; it's an exploration of the heart of France, where every bite is a celebration of authenticity and elegance."

Campaign Theme

Manifesto

Embark on a Culinary Journey with Paul - Your Passport to Authentic French Indulgence!

Indulgence Redefined

French Heritage

Every Bite Tells a Story

Authentic PermiumExperience

Paul Bakery

Campaign Platform - Instagram Launching - Paul - Your Passport to Authentic French Indulgence! #PaulYourPassport

Content UK - English

Content Colombia - Spanish

¡Embárcate en un viaje culinario con Paul! Cada pastelito, un sello de pasaporte del corazón de Francia. 🇫🇷✨ Comparte con nosotros tu delicia francesa favorita. ¿Cuál es tu capricho favorito en Paul? ¡Comenta abajo y saboreemos los sabores juntos! #PaulYourPassport #PaulCulinaryJourney #FrenchIndulgence #OuiOuiBaguette #MiVidaDeBaguette

Embark on a Culinary Journey with Paul! Each pastry, a passport stamp from the heart of France. 🇫🇷✨ Share your favorite French delight with us. What's your go-to indulgence at Paul? Comment below and let's savour the flavors together! #PaulYourPassport #PaulCulinaryJourney #FrenchIndulgence #OuiOuiBaguette #Brexit!Noworries!Wegotyoucovered!

Content India - Hindi

Key Visual

फ्रांस में आपका स्वागत है! Embark on a Culinary Journey with Paul! Each pastry, a passport stamp from the heart of France. 🇫🇷✨ Share your favorite French delight with us. What's your go-to indulgence at Paul? Comment below and let's savour the flavors together! #PaulYourPassport #PaulCulinaryJourney #FrenchIndulgence #OuiOuiBaguette #

(Monika Pretty,2018; Fereshte and Filieri,2023 ; Aleksandra,2021 )

Follow-up Contents

#PaulYourPassport

#JourneyOfSenses

#EveryBiteTellsaStory

Rooted in the heart of France, Paul embodies the essence of French heritage, crafting culinary experiences that transport you to the charming streets of Paris. Our heritage is your invitation to indulge in the finest French flavors.

Indulgence at Paul is more than a culinary experience; it's a journey of the senses. From the first sip of coffee to the last bite of dessert, indulge in the artistry of French flavors, meticulously crafted for your enjoyment.

Beyond food, every bite at Paul is a story - a narrative of culinary excellence, tradition, and shared moments.

Opening Announcement

The campaign is a promotion based activities, even for premium brands, price and offer can still be effective (Manikas, Andrew S. et al., 2017). But it has to be carefully managed, to avoid recruiting only "bargin" consumers. Therefore the “Exclusive Offer" could be a VIP memebership for Paul Globally, or personalized menu for next visit, etc..

🎉 Exciting News! 🎉 We're thrilled to announce the grand opening of our newest Paul destination! 🥖✨ Join us as we embark on a culinary journey, bringing the heart of France to [City Name]. Get ready for an indulgent experience that transcends the ordinary. 🇫🇷🍽️ 📅 Save the Date: [Opening Date] 📍 Location: [Address] What to Expect: ✨ Premium French Dining ✨ Authentic Artisanal Breads ✨ Exquisite Pastries and Desserts ✨ Cozy Ambiance Share the joy! Tag your fellow food enthusiasts, and let's celebrate together. 🥳 Use #PaulNewAdventure to join the excitement! Exclusive Opening Offer: The first [10] guests receive a special treat! 🎁 We can't wait to share the flavors of France with you. Your seat at the table awaits! 🍾🥖 #PaulGrandOpening CulinaryAdventure

(Manikas, Andrew S. et al., 2017; Javanian, 2023)

Enkindling Engagement

IInstagram Live Announcement:

Instagram Story (Interactive Quiz):

"Bienvenue! Join us live as our expert chef unveils the secrets behind crafting one of our signature French delights. Ask questions, share your favorite French experiences, and indulge in the art of authentic dining. Save the date! 🎥🍽️ #PaulLiveCooking #FrenchCuisine"

"Discover Your French Flavor Profile!" "Uncover the flavors that resonate with your French soul! Swipe up to take our quiz and find out your French Flavor Profile. Share your results with us! 🥐🍷 #FrenchFlavorQuiz #PaulIndulgence"

(Duke,2023; )

Brand Awareness Flow

SEO Key Word Examples

Campaign Calendar

Metrics

Overall engagement

Campaign Metrics Table: "Embark on a Culinary Journey with Paul - Your Passport to Authentic French Indulgence!"

+ 100.000 combined interactions

Desicion

Interest

Awareness

Engagement rate on interactive stories

Exclusive offers redemption

Quiz completion rate on French heritage highlights

< 15%

< 25%

30%

Action

Consideration

Multilingual content engagement

+ 10.000 users generating stories

+ 20.000

90%

Customer spotlights engagements

Behind the scenes video views

Additional Considerations

Localized Hashtags:

• Track the usage of localized hashtags and monitor engagement.

• Aim for at least 10,000 uses of each hashtag in its respective region.

Influencer Collaborations:

• Measure the reach and engagement of influencer posts.
• Evaluate the impact of collaborations on follower growth.

((campaignlive.co.uk, 2014; Forbes, 2019; Prosperitycoaching.biz, n.d.; hbr.org, 2019)

Overall engagement

Campaign Metrics Table: Interactive Engagement

+ 120.000 combined interactions

Desicion

Interest

Awareness

Engagement rate on story poll

user engagement with content in other lenguage

Quiz completion rate for discover your french flavor

< 20%

< 30%

95%

Influencer colaboration impact

Action

Consideration

+ 20%

LIVE

+ 3.000 sign-ups

+ 15.000

Landing page registration

Instagram live session viewership

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• Similarweb. (2023). Top 10 paul-uk.com Competitors. [online] Available at: https://www.similarweb.com/website/paul-uk.com/competitors/ [Accessed 6 Dec. 2023].
• “Paul - Overview, News & Competitors | ZoomInfo.com.” ZoomInfo, www.zoominfo.com/c/paul-ltd/351956964. Accessed 6 Dec. 2023.
• Holt, Douglas. “Branding in the Age of Social Media.” Harvard Business Review, Mar. 2016, hbr.org/2016/03/branding-in-the-age-of-social-media. Accessed 6 Dec. 2023.

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References

• “Affluent Consumers Deserve Richer Ads.” Www.campaignlive.co.uk, www.campaignlive.co.uk/article/affluent-consumers-deserve-richer-ads/1304828. Accessed 6 Dec. 2023.
• Panel, Expert. “Council Post: Seven Marketing Strategies for Reaching Younger Customers.” Forbes, 23 Jan. 2019, www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2019/01/23/seven-marketing-strategies-for-reaching-younger-customers/ Accessed 6 Dec. 2023.
• “7 Ways to Market to the Wealthy.” Www.prosperitycoaching.biz, www.prosperitycoaching.biz/a-7-ways-to-market-to-the-wealthy/ / Accessed 6 Dec. 2023.
• Holt, Douglas. “Branding in the Age of Social Media.” Harvard Business Review, Mar. 2016, hbr.org/2016/03/branding-in-the-age-of-social-media / Accessed 6 Dec. 2023.
• Czepiel, J. A., Kerin, R. A., Simmons, H. C., & Cox, E. L. (s/f). COMPETITOR ANALYSIS. Nyu.edu. Accessed on December 7, 2023, from https://pages.stern.nyu.edu/~jczepiel/Publications/CompetitorAnalysis.pdf
• Hatzijordanou, Nadja et all.Competitors marketing analysis theory - Karlsruhe Institute of Technology. accessed on December 7, 2023, from https://www.google.com/search?q=competitors+marketing+analysis+theory&sca_esv=588873340&rlz=1C5CHFA_enCO1071FR1075&sxsrf=AM9HkKkxUsiW68iv5wKmxapTClYK1tkvmg%3A1701985865392&ei=ST5yZee7F-ybkdUPz_O4uA8&oq=competitors+marketing+analysis+th&gs_lp=Egxnd3Mtd2l6LXNlcnAiIWNvbXBldGl0b3JzIG1hcmtldGluZyBhbmFseXNpcyB0aCoCCAEyBRAhGKABMgUQIRigATIFECEYoAEyBRAhGKABMgUQIRigATIIECEYFhgeGB0yCBAhGBYYHhgdMggQIRgWGB4YHTIIECEYFhgeGB1Iwl1QgAlY0E5wAXgBkAEAmAGVAaABkwiqAQM5LjO4AQPIAQD4AQHCAgoQABhHGNYEGLADwgIMECMYgAQYigUYExgnwgIIEAAYgAQYywHCAgYQABgWGB7CAggQABgWGB4YCsICCBAAGBYYHhgP4gMEGAAgQYgGAZAGCA&sclient=gws-wiz-serp
• Cuellar-Healey, S., Ma, M., & Gomez, M. (June, 2013). MARKETING MODULES SERIES Marketing Module 4: Competitor Analysis. Cornell.edu. accessed on December 7, 2023, from https://publications.dyson.cornell.edu/outreach/extensionpdf/2013/Cornell-Dyson-eb1305.pdf

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References

• Harris, J. (October 12, 2022). How to create content marketing personas. Content Marketing Institute. Accessed on December 7, 2023, from https://contentmarketinginstitute.com/articles/build-better-audience-persona
• Ramírez, M. J. (2023, noviembre 15). La tendencia Pet Friendly en Colombia: mascotas online y en el ambiente de trabajo. Marketing 4 Ecommerce - Tu revista de marketing online para e-commerce. https://marketing4ecommerce.co/la-tendencia-pet-friendly-en-colombia-mascotas-online-y-en-el-ambiente-de-trabajo/
• NIQ, 38% de los colombianos come fuera de su hogar una o más veces a la semana. (October 26, 2016). NIQ; NielsenIQ. https://nielseniq.com/global/es/insights/analysis/2016/38-por-ciento-de-los-colombianos-come-fuera-de-su-hogar-una-o-mas-veces-a-la-semana/
• Forbes Staff. (2023, mayo 29). El marketing de influencers creció 35% en Colombia en los últimos dos años. Forbes.co. https://forbes.co/2023/05/29/capital-humano/el-marketing-de-influencers-crecio-35-en-colombia
• Panpaya. (s/f). Com.co. Accessed December 7, 2023, de https://panpaya.com.co/
• LA CESTA. (s/f). La Cesta. Accessed December 7, 2023, de https://www.lacesta.com.co/
• Starbucks. (s/f). Com.co. Accessed December 7, 2023, de https://www.starbucks.com.co/
• Al Agua Patos. (s/f). Com.co. Accessed December 7, 2023, de https://www.alaguapatos.com.co/
• Sons, A. (2017, octubre 21). Yanuba Restaurante y Pasteleria - El sabor de la tradición. Yanuba. https://yanuba.com/
• Magnifique – c’est magnifique! (s/f). Mgfq.com. Accessed December 7, 2023, de https://www.mgfq.com/
• BAGATELLE. (2017, abril 27). Bagatelle. https://www.bagatelle.com.co/
• Masa. (s/f). Somosmasa.com. Accessed December 7, 2023, de https://www.somosmasa.com/
• Juan Valdez. (s/f). Juanvaldez.com. Accessed December 7, 2023, de https://juanvaldez.com/
• Superior, M. (s/f). Hornitos Panadería- Pastelería. Hornitos.co. Accessed December 7, 2023, de https://www.hornitos.co/
• Joel Waldfogel, 2020. "Dining out as cultural trade," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(2), pages 309-338, June.
• Auguste Escoffier School of Culinary Arts. “French Cooking: How and Why French Cuisine Came to Rule the World.” Escoffier, 28 Apr. 2021, www.escoffier.edu/blog/world-food-drink/french-cooking-how-and-why-french-cuisine-came-to-rule-the-world/.

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References

• Manikas, Andrew S. et al. “Using Big Data to Predict Consumer Responses to Promotional Discounts as Part of Sales & Operations Planning.” ERN: Statistical Decision Theory; Operations Research (Topic) (2017): n. pag.
• Javanian, Mohammadreza. “Promotions a Double-Edged Sword for Luxury Brands | Talon.One.” Www.talon.one, 26 July 2023, www.talon.one/blog/promotions-a-double-edged-sword-for-luxury-brands. Accessed 8 Dec. 2023.
• “The Dusty Knuckle Bakery.” The Dusty Knuckle Bakery, 2020, www.thedustyknuckle.com/.
• “Carluccio’s - Local Italian Restaurants and Deli - Authentic Italian Cuisine.” Carluccio’s, www.carluccios.com/.
• “Lovingly Handmade Cakes to Order Online.” Patisserie Valerie, 2020, www.patisserie-valerie.co.uk/.
• Greggs. “Greggs.” Greggs.co.uk, 2022, www.greggs.co.uk/.
• “GAIL’s Bakery | Bread, Pastries & Cakes | London Delivery.” GAIL’s Bakery, gailsbread.co.uk/.
• “Pollen Bakery.” Pollen Bakery, pollenbakery.com/.
• Pret A Manger. “Freshly Prepared Food, Organic Coffee.” Pret.co.uk, 2022, www.pret.co.uk/en-gb.
• Caffe Nero. “UK.” UK, 2019, caffenero.com/uk/.
• “Home.” Bread Ahead, 2020, www.breadahead.com/.

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Cuisine trade excluding fast food (Waldfogel,2020)

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

David Rodríguez

Action

Desicion

(similarweb,2023: zoominfo.com, 2023)

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

Brad Matthews

Action

Desicion

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

Ananya Dasgupta

Action

Desicion

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

Lyndoh

Action

Desicion

About Cami

Camila is a 3-year Social Communication student from a top university in Bogotá. She's a foodie and shares reviews of trendy restaurants on social media. She prefers simple and light food, such as salads or bowls, but always says yes to a nice dessert.

Lifestyl e

Motivation

be on trend, get social media interaction, be the center of attention, good and healthy food

foodie healthy diet

Camila Orjuela

fashionableyoung socialsocial media centered

20 years old Female Single 3-year Social Communication student Wealthy family daughter

Messaging

Looking for a trendy place with healthy menu options, available all day, and perfect for social media posts with friends.

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

Camila Orjuela

Action

Desicion

About Ashlee

Currently on maternity leave and living seperately with the father. She is not married and getting a great sum of child support from the father monthly. She likes to spend time with her girlfriends and do brunch/ cocktail partes in the weekends occasionally when her parents look after her child. She is very bubbly and talkative, as well as naïve. Can easily be talked into things and is very loyal and gets easily attached to what/who she likes. She has a bulldog and her favourite TV show is love island. She loves to gossip and scroll on tiktok. She loves expensive looking products, but does not want to pay the high end prices for fashion, so shops a lot at lower end alternatives. Loves to stalk people online on social media.

Ashlee Mason

Motivation

Lifestyl e

41 years old Female Single mome, seperated Salary: £31,000 Additional high child support income from exppartner Manchester, UK On maternity leave from recruitment

Social media, attention, trends

Her child, jumping on trends, sharing/ posting on social media, , attention, recruitment, social life, people

Asthetics, decor

fashion

Hanging with the girls, brunch

Messaging

Having specialties as well as traditional options would likely motivate her visit and purchasing. The business would need to have a very attractive instagram page and be active also on tiktok/ pinterest. She appreciates things that she can shout about and is mainstream fashion trend – like the pumpkin spice latte from Starbucks.

About Rajesh

Rajesh is a highly successful businessman; he works for one of the largest companies in India as a director of business development. He leads a busy life, constantly traveling around the world for business and meeting clients at high-end restaurants. During his free time, he indulges in premium activities. He has a great admiration for Western lifestyle and cuisine, preferring products that reflect his luxurious status.

Motivation

Lifestyl e

money, Power, Social Status, Recognitions, Reputation, Success

Rajesh Kumar

Golfing

45 years old Male Married with 2 Teens Business Development Director Extra High Income

Poker & Chess

Hiking

Messaging

In Paul, you can indulge in the authentic French premium dining experience and savor every moment. Accompanied by a perfect glass of French wine, relish in the feeling of success.

About Avi

Avi, a recent graduate in his early 20s from India, has just returned home after studying in Europe. He still longs for the European food culture and enjoys visiting upscale international dining establishments to maintain his Western lifestyle back in India.

Motivation

Lifestyl e

Social Influencer

Luxury Lifestyle, Money, Social Status and Social Acceptance

Party

Avi Kurrana

22 years old Male Single (Actively Dating) Recent Fashion Graduate Family Inheritence Trust Fund Kid

International Travel

Messaging

In here, Paul brings to you the standard luxury taste of France to India. Not for all, but just for connoisseur of European luxury.

About Lyndoh

Lyndoh is a young professional working as a doctor in India. He values tradition and conservatism, placing great importance on his family. Whenever possible, he dedicates time to be with family and visit his girlfriend who is studying in China. Additionally, he prioritizes the quality of products and services, always seeking out the best dining experiences. He loves to give reviews and recommendations on good dinning options.

Motivation

Lifestyl e

High quality of life Indulgence & nostalgic & premium Trying new things and new Achievements

Video Game

Family Time

Lyndoh Pinto

26 years old Male Dating (Long-Distance) Doctor, Young Professional Very high Income with multiple investments

Traveling & Festivals

Messaging

At Paul Bakery, we value quality and convenience. Our healthy sandwiches cater to busy individuals like Lyndoh who seek premium culinary experiences. With international standards, quick service, and a menu for discerning tastes, Paul Bakery is a haven for those who appreciate the finer things in life. Indulge in excellence where each visit is an escape to elevated culinary satisfaction.

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

Ashlee Mason

Action

Desicion

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

RajeshKumar

Action

Desicion

About Ananya

Ananya is a young active mom. She always thinks about giving the best to her family. She enjoys meeting with friends and families outside or in social events. She loves travelling and international cuisines.

Motivation

Lifestyl e

Give love and comfort to Hubby & Kid Productive days Daily social life & housework

Ananya Dasgupta

Travel

32 years old Female Married with 1 Todler and a Baby Housewife Mid-High Income

Foodie & Comfort Food

Family Oriented

Messaging

You can visit Paul whenever you crave authentic international cuisine or want to enjoy a coffee or afternoon tea with your friends and family. The delightful bakeries are perfect for social gatherings as they are loved and cherished by everyone.

Experience

Business Goals

Touchpoints

Customer Pain Points

Customer Motivation

Activities

Lessons

Awareness

Interest

Consideration

David Rodríguez

Action

Desicion

About David

David is a tech worker who works from home and occasionally works from cafes. He has a golden retriever named Oro and loves meeting friends for coffee on weekends. He runs marathons and enjoys having breakfast or early lunch after training. He wants to find a bakery that is dog-friendly, has co-working settings, great breakfast options, and a pleasant atmosphere with free Wi-Fi.

Motivation

Lifestyl e

David Rodríguez

Brunch lover Travel Slow-peace

Oro, rewads after train, cool ambiances to work

Dog dad Marathon entusiast

28 years old Male Single WFH Engineer Mid-high income

Messaging

Looking for dog-friendly bakery with co-working space, relaxed vibe for post-workout visits, good ambiance for chatting with friends, great breakfast options, and free wifi.

About Brad

Works out first thing in the morning and loves the occassional indulgence to pop into the local and authentic coffee house/ bakery. He is all about his bros and sports and is big on online dating but doesn’t want to commit. His favourite vacations spots are Ibiza and Tenerife. He is a mamma's boy. Goes to cocktail bars at times when he had a heavier day or when trying to impress on a first date, but otherwise to the pub for a pint after work with the colleagues in the business district, central London. Not a too serious guy, just wants to have fun in life. He likes to emphasize he works in finance to everyone he meets. Post gym in the mornings and following a protein shake, he prefers to grab a quality and healthy breakfast on the go. Does not like to spend time cooking or preparing breakfast. 13

Brad Matthews

32 years old Male Single (Actively Dating) Salary: £65,000 Hackney, London, UK Young professional Works in Finance

Motivation

Lifestyl e

Football, sports betting, gambling

Quality, Lifestyle, Money, Status, Gym, Increasing his ego, attention to smaller details, loves women

Finance, trading, stocks, shares

Pubs, Coffee fanatic

Womanizer

Messaging

3He is keen to join loyalty programmes of businesses he visits on a regular basis if there is something in it for him like freebees. If there is healthy meals available with quality ingredients at a premium business, he will likely make a purchase. Especially revisits if there are also changing lunch options and if near his workplace. He quickly becomes loyal to a place if they have consistency and good service. He prefers to go to cafes where there is attractive and young staff, as well as quick service.