The Sweet Tooth Fairy is a Utah based purveyor of confectioneries renowned for their unique cupcake creations.  Using primary and secondary research an overall marketing strategy was developed for The Sweet Tooth Fairy.  The research was compiled into print and video formats then used to determine tactics for the strategy.

Primary research of focus groups and mystery shoppers were conducted to better understand the target consumer’s perceptions of the company and industry.  Secondary research revealed demographic, psychographic, and geographic information to better determine and target consumers.  A competitive and brand analysis along with a SWOT analysis helped determine overall strategies and tactics.

A target market was defined along with their purchasing power, quantity, preferences, and media habits.  Internet connectivity, coupons, and in-store experience were large determining factors of the target market’s purchasing decisions and had statistically significant differences from other market segmentations.   This market insight was used to develop promotions and hedonic changes for the business. The results were published in PDF and video formats.