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John’s Cafe Marketing Mix Report

John’s Cafe Marketing Mix Report

Assessment Task 2: Project – Determine the marketing mix

Resources required for this assessment

  • Internet access.

Student instructions

John’s Cafe Advertising Brief

1.     What Is John’s Cafe?

John’s Cafe is a cafe coffee bar which offers products of homemade cuisines, gourmet coffee and pancakes. The business locates in 10 Little Bourke Street Melbourne. The café has a history of more than 20 years and the café owner Mr. Yip has inherited it as the family business.

2.     The Brand :

John’s Cafe has been considered as the tasty food products and convenient business locations, however due to the lack of staff customer service skills and service attitude; customers are often put off by the business ambience. The business is perceived as “just need to drop in, order your food and forget about the services level”.

3.     The Challenge

Being a famous tour spot and immigration city, Melbourne has a lot of cafes and bars to offer to its residents and travelers. These cafes and bars have offered different varieties of cuisines and gourmet to meet the different demands of the local and international customers. Therefore for John’s Café it is a big challenge to ensure it catches up with the market demands and trends.

4.      Advertising Objectives

·          To change customers’ perception and image regarding John’s Café’s business operational and customer service level

·          To improve the customer response rate from a certain niche market segment and maintain the customer satisfaction rate by 80%.

5.     Who Is The Target Audience?

·          Close by corporate staffs

·          International and interstate tourists

·          Local families

·          Footy fans

·          Local students

·          Retired couples

What do the target audience think and do now?

Think: “it is a tiny little boutique cafe which offers the fabulous taste of food.”

Do: seek the warm, friendly, nice, comfortable dining ambience and environment for themselves and families.What would we like them to think and do in response to the advertising?

Think: it is a hidden treasure and gem that is hiding in the corner of Melbourne CBD. Now I have found it and I will keep on coming back with my friends and families.

Do: a cafe whenever I can think of, doesn’t matter I feel hungry, need to catch up with friends or for the business functions.

What is most likely to achieve this change?

Attention: combination of the cooking styles from Asian and local cuisines.

Branding:  cozy, relaxing, comfortable, good taste and oriental.

Communication: “What a true local gem”.

Reasons to believe

* *  Easy to locate, easy to try and hard to forget once you have tried it.

* *  Real cooking, real people and real food.

* *  Offers frequent discount, vouchers and new varieties of products and services.

6.     MANDATORY Considerations For Execution

·          Use words or symbols of Australian styles such as kangaroos, footy or beach.

·          Signature food or cuisine should be included within all the advertising media options.

·          Advertisement execution includes brochures, radio and TV.

7.     Guidelines for submissions: 

·          Media execution and recruitment spending should not exceed the budgeted level amount.

·          TV script should be designed to be within 30 seconds.

·          Brochure print out should be single paged, A4 sizes.

·          Radio advertisement should be 3 minutes.

You are to respond to a Creative Brief by developing the copywriting for your own organisational campaign or you can base it on the following case study:

If you choose to source and utilise your own Creative Brief, you MUST obtain permission from your Assessor BEFORE starting this project.

When developing your campaign you must –

Part A:  Analyse and interpret creative brief. This will require you to:

  1. Explain the central idea or creative concept used in the campaign
  2. Identify and discuss technique/s used to express your central idea or creative concept. Write an email to organisational manager seeking their confirmation for the most suitable technique/s for your campaign
  3. Outline and discuss the required contents and structures to be communicated to the audience about the brand or image factors, and source all the relevant supporting information which can contribute to the campaign designing. Prepare a rational to explain how you ensure the accuracy and completeness of these sourced information.
  4. Write an email to the management seeking the confirmation about the time schedule and budgetary requirements for creating copy and present the final confirmed schedule and budget requirements.
  5. Discuss any legal and ethical constraints impacting on the designed copy.
  6. Identify and select the suitable digital systems and tools to design the copy scripts, discuss the functions, key features and provide a rationale of how you would use it effectively to design the copy scripts

Part B: Evaluate creative options. This will required to:

  1. Identify and discuss design and copy options according to the requirements of the creative brief
  2. Select the most suitable option/s for the final implementation, and report on:
  • How they help to communicate the required information and image to the target audiences
  • How they meet with the time and budgetary requirements

 Part C: Prepare persuasive copy. This will require you to:

  1. Select the company’ biggest competitor/s and review their promotional materials, discuss their copy impacts in terms of products, services or ideas communicated to their target audiences.
  2. You are to design THREE scripts for your campaign, this include:
  • Write a TV commercial script by using a full story board (consider using the appendix sample)
  • Write a Print Ad with full page colour and should include headline, sub-headline and body copy
  • Write a Radio Ad script with 30 sec duration

Make sure you will include required image, features/benefits of the product, service or idea.

  1. Based on your designed copies, compare with those of competitor/s and write a report explaining the differences of between yours and the competitor/s
  2. Write an explanatory note detailing how the designed scripts address the requirements of the creative brief in terms of information, format, language, writing style, and level of detail
  3. Develop an action plan including tasks to be completed, task priorities, timelines, costing, personnel involved and resources required. To develop your action plan, you can use any type of project planning tool such as a GANTT chart. Make sure your action plan is conducted in accordance with the budget and timelines advised above.
  4. Write an email seeking the confirmation of accepted task responsibilities from relevant personnel
  5. Identify and discuss factors relating to legal, standards, codes of practice and organisational policies and procedures requirements that may impact on the copy designing process.
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