Add start menu items including an uninstall shortcut. Add variable CPACK_WIX_PROGRAM_MENU_FOLDER to configure folder name.
This new CPack generator produces an *.msi installer file. Requires having the WiX Toolset installed in order to work properly. Download the WiX Toolset installer "WiX36.exe" here: http://wix.codeplex.com/releases/view/93929