What is the organized competition for naming?
Company "Bakery"
Company's area of activity:
Network of bakeries, with the prospect of changing the format to DAILY FOOD – prepared and beautifully packaged natural food for every day, to-go format with the possibility to snack in the bakery.
Description of product/service categories:
Network of bakeries
Distribution channels and sales geography:
5 in St. Petersburg and 1 in Moscow
Location – residential areas (Deyvatkino, Pr. Prosveshcheniya, Komendantsky pr.)
Target audience portrait:
Several target groups are identified:
1) Men and women aged 20-35
2) Moms with children
3) "Mortgage holders" (young families with preschool children, younger schoolchildren in new buildings)
4) In the bakery on Pr. Khoshimina (Aparthotel YE'S): fashionistas, athletes, coaches, media personalities, employees of class A business centers
Existing or proposed positioning:
Existing:
- We are a bakery at home
- Homey atmosphere (you can come down in pajamas)
- Beautiful friendly baker-cashiers
- Constantly replenished assortment
Proposed:
- We are not just a bakery, but also food for every day - DAILY FOOD
- In the morning, people come to us for coffee with croissants, syrniki for breakfast, yogurt with granola. They come to us for lunch or take away (home or to the office) salads, sandwiches, soups. They stop by before dinner, take food with them so they don't have to cook, as well as bread, rolls for breakfast.
- And all day long - rolls and coffee.
- A place where expectations will be exceeded and cashiers will provide quality service
- You can come to us more often for food for every day
- To go with the possibility to snack on-site
- 60/40 – takeout/eating in the bakery
Closest competitors (in the current positioning – bakery):
Yaren Baton
Provence (on Pr. Khoshimina)
Future competitors (in the future positioning – DAILY FOOD format)
CEKH 85
DAILY (from Azbuka Vkusa)
Green Box
Fresh Point
Uzbenka (Moscow)
Main competitive advantages of the company:
- Working with staff to exceed expectations
- Attractive, young staff
- One of the first bakeries in these areas
- Financial planning
- Cleanliness
- More advantageous offers than individual competitors (for example, Provence) (combo)
Is there a creative concept for the company?
Yes, the graphic design can be viewed on our website bakery.org
What should be reflected in the name?
Daily format: for every day
Close to home
Tasty
Cozy and warm
Is it allowed or welcomed to tie the name to the surname/first name of the owner, geographical location, area of activity, or another key word (please specify)?
No
Can the name be a neologism (new form)?
Possibly, for example Bar - GastroBar
Which words and phrases are better not to use?
- With the letter H: Loaf, Bun, Baton, Bread
- Food names
- General, generic names
- Detached from reality
Language of writing:
Russian
Word count:
Phrase, 2-3 words
Is trademark registration planned?
YES
Will domain registration with the chosen name be conducted?
Yes
Should the domain name exactly repeat the name in English letters?
YES
In which zones is registration planned?
.com .ru
