Pleesecakes website is aimed at a large target audiences. The ages for the products are aimed at everyone from young children, teenagers, adults and older generations. However, the website and the target audience for buying the products are aimed at 20-40 years. The website is not only aimed at people wanting to purchase cheesecake which could be mini cheesecakes or small cheesecakes but also for events purchase such as weddings, birthdays or for larger groups of people up to 15. The website allows you to “eat with your eyes” and this causes a surge in the hormone ‘ghrelin’ that induces hunger. Therefore, when customers are searching the cheesecakes they are scientifically more drawn towards a food product that looks appealing rather than what it smells like (Olympus, 2018).
After the photos of the cheesecakes on the website, the website goes into the ‘Our Story’ this is so you get to know the company better and means you can further relate to the company. After this, the website goes into the menu, the menu is very basic as the business is a brand new start-up that is trying to grow. They do mention on their website that it is being developed further and a new website system for ordering is being developed (Pleesecakes, 2018). However, for further improvement I think that the website should have a photo of each cheesecake next to it so that the customer can roughly see what each cake will look like. On the contrary, I do understand that each cheesecake design can be very different.
The website is aimed at brand building as they have many photos of their cheesecakes and prices, all the photos are linked to their Instagram to further build relationships with social media so that customers click on the photos and then follow their Instagram account. As it is a modern start-up business their funds to develop and market their website and brand will be limited. Pleesecakes use their social media account as their main way of relationship marketing with customers. They post photos regularly to keep customers interested. They also have a YouTube page where they put recipes and ideas for building cheesecakes on. Furthermore, the Founder of Pleesecake: Joe, is very good friends with Joe Wicks which some may know him as ‘The Body Coach’, he also regularly posts photos of Pleesecakes that Joe sends him which boots his customers and followers on Instagram. The body coach has 2.3 million followers and Pleesecake has 138,000 follower.
The typical Pleesecake customer is a 20-30 year old who uses social media regularly. They are interested in food, lifestyle and fitness bloggers. They made not regularly order a cheesecake from Pleesecake but the likelihood of them ordering one for their birthday or their friends birthday is very high. Due to the fact that they are a start-up business and their mum deliveries the cheesecake to the customers means that they have high operating costs so the prices of the cheesecakes are high. I believe as the business gets bigger and grows further, hopefully the cheesecakes prices will drop and become more affordable for everyone. Long-term goals for the business would be to have the Pleesecakes in the supermarket.
References
Olympus. (2018) ‘The crazy psychology behind your eeeeeats obsession’ [Online] https://www.getolympus.com/us/en/learn_center/psychology-food-photography [accessed 15th October]
Pleescakes. (2018) ‘Pleesecakes the best cheesecakes in town’ [Online] https://www.pleesecakes.com/ [accessed 15th October ]
-Just to note I am writing as a student in my Digital Marketing class learning how to develop blogs.
