Final Presentation

1. Ton Kok
Rebranding
2B6216: Thadsuang Sriruangsuk
TON-KOK
MKG4140
Marketing
Communication

2. Ton-Kok Overview
Cake Shop
Specializes in fudge cake,
especially for orange flavor
3 branches in BKK
Open more than 30 years
Ton-Kok’s cake has 4 flavor; orange,
chocolate, coffee, and matcha
Yummy
Light&Smooth
Homemade

3.  Old-fashioned
 Increasing in numbers of bakery shops in Thailand
 Limited channel of distribution
Problem

4. Solution
(1)
TON-KOKOld New
Ton Kok, the fudge orange
cake
Ton Kok, Wonderland
of Sweets

5.  Create new kinds & flavor of cake
Solution
(2)

6.  Move the shops to department stores
Solution
(3)

7. ☕️☕️☕️
🍰🍰🍰🍰🍰
Current brand image &
associations
Price is cheap
The shop serves inexpensive coffee as well
Cake’s cream is very rich
Homemade Style
Cake is light and smooth
🍊🍊🍊
Made freshly day by day
One of the best “Orange Fudge Cake”
High quality ingredient

8. Consumer Insights
There are only 3 branches in Bangkok. It’s difficult for people without cars to
reach the shops, so many people prefer to buy more expensive cake in department
stores than traveling there
Recruiting process is unqualified. Some staff serves customers without service
minded attitude, which has negative effect customer satisfaction
Cake shape and shop decoration are out of date. Nowadays, only taste cannot use to
differentiate itself from competitors anymore. Many shops invest much in café
decoration to attract customers. Some make their products in different shape. Even
taste is same, they gained more customers

9. Brand Pyramid
Resonance
Judgements Feelings
Performance Imagery
Salience: Strong brand history, more than 100 years, high
awareness on the best fudge cake, especially orange flavor
Low price cake with
yummy taste
Signature cake made
of high quality
ingredient; 100%
chocolate, orange
imported from USA
Warmth belonging to
homemade style cake
High quality,
cake lovers must
try, freshness,
good souvenir
One of the best
orange fudge cake
shops in Thailand

10. Overall Brand
Strategy
Mission
We aim to optimize
customer satisfaction
by open for any
suggestion in order to
solve current issue and
to create preventive
action for future issue
Vision
To be number one in fudge cake
market in lower market, and
capable to satisfy any customer
with superior products and
services
Core Value
- Freshness: Keep our products
fresh everyday
- Superiority: Our products are
made of high quality
ingredients
- Uniqueness: differentiate
ourselves by unique taste

11. Brand Positioning
PODs (Point of
Difference)
- Use USA imported
orange as an
ingredient
- Rich Chocolate Cream
- Price is cheap, much
lower than market
price
High Quality
Low Quality
AssortmentLikeness
TON-KOK

12. The original taste and well-known splendid
orange cake among dessert-lover
Brand Promise

13. Brand Archetype
#2 The innocents
 Serve a simple products,
but can satisfy every
segment of customers
 Moderate pricing with
high quality of products
 We are young and free to
try new things in our
lives

14. We changed brand logo to
be more modern and
colorful, in order to
make customers sense of
fairytale. And to make
it harmonize with brand
slogan “Wonderland of
Sweets”, we put the
guide, a rabbit mascot
who will navigate the
customersto wonderland,
into the logo as well
TON-KOK
Brand logo
Old
New

15. Brand Slogan
Ton Kok, Wonderland of sweets
Ton Kok, the fudge orange cake
Old
New

16. Brand Target
Current (Lower Market)
 People live near
stores
 Fudge cake lovers,
especially orange and
chocolate
New (Middle to High Market)
 Every one who goes to
department stores
 Assorted type of cakes,
for every customers
 People who love sitting
in cute café
 People who love posting
beautiful picture of
sweets on social media

17. How to communicate with new image (1)?
 Change brand slogan to make customers recognize new vision of the
brand from “Ton Kok, the fudge orange cake” to “Ton Kok, Wonderland of
sweets”. The brand don’t focus on fudge orange cake only anymore, but
assorted types of cake. Moreover, cakes aren’t sold in triangle type
anymore, but in figure form.
 Create brand mascot. As brand slogan was changed to “Wonderland of
Sweets”, we need a rabbit as the brand mascot, same as the story of
“Alice in Wonderland”, to navigate customers to the cafe
 Move the shop from local area to department stores to leverage the
brand

18. How to communicate with new image (2)?
 Decorate café accordingly with “brand slogan”, e.g. chair as mushroom
or flower, rabbit mascot in front of the shop, change plastic and
paper utensils to china and stainless steel
 Invent new types & tastes of cake, since the current brand has only 4
flavors. Cakes aren’t cut and sold in triangle shape any more, but in
other shapes as fruits, flowers, animals, etc.
 Add tea to drinking menu  Increase price of products
 Conduct staff training to increase service quality and brand image

19. How to communicate with new image (3)?
 Create staff uniform accordingly with “brand slogan”, e.g. butler
uniform for male and maid uniform for female but not in formal style,
because we don’t want luxury and tension atmosphere in our shop