Grace Xu
PROFILE/DESCRIPTIONUpdate pineapple cake packaging to be more modern and clearly highlight the product. Remove excess clutter of the text and design elements.
GOALSMake pineapple cakes more appealing to a wider audience. Have people who have never had them before interested in trying them out. Update old packaging to look more giftable. Appeal to a western audience, but still maintain the "asian look." Make pineapple cakes look more appetizing, but not too high end and fancy.
PRIORITIESYoung adults who like to experiment with their food and try out new snacks and pastries. People living in urban areas in the US who have access to Asian stores and have interest in asian foods.
BRAND CHARACTERNice Choice produces a variety of classic chinese snacks and pastries at a reasonable and affordable price.
COMPETITIVE SITUATIONChiate pineapple cakes → premier producer of taiwanese pineapple cakes, famous bakery
Isabelle pineapple cakes → widely available, including at Costco and Walmart
Chimei pineapple cakes →more high end packaging, not as widely available