2. As It Stands
3. The Brief
6. Target Market
7. Competitive Review
8. Brand Identity
9. SWOT Analysis
11. Get To By
12. Strategy to Creative
13. Creative Executions
This document is a final hard copy and a support aid to the presentation by Team 3
at Red and Yellow School of Logic and Magic proposing the 2013 winter advertising
campaign for V&A Market on the Wharf.
This documentstarts with a current snapshot of V&A Market on the Wharf’s current
positioning and the client brief.
We then describe and explain the research we’ve carried out and the observations
we’ve made, highlighting key findingsthat aided us in our understanding of
alternative food experiences, food retailers, markets and of course V&A Market on
the Wharf. Thorough qualitative research brought forward core insights that give
essential understandings of consumers. The research also enabled the
identificationof a target market and the client’s direct and indirect competitors; all of
which can be summarised in an easy to read SWOT analysis.
The marketing objectives are then set, followed by a get-to-by, which is a concise
summary of our entire strategic thought process (gained from the research, insights,
observations, target market and competitive review) that forms the foundations of
our advertising campaign execution and recommendations.
V&A Market on the Wharf has positioned itself slightly differently to other food
retailers and markets in Cape Town:
• It is centered around being an alternative food experience
V&A Market on the Wharf is 99% food, 100% food related. The market is solely
based on providing a food experience to the customer. It is the only market in
Cape Town that is 100% food focused.
• Values vendor/customer relations
The V&A Market on the Wharf has tried to place an emphasis on business
owners manning their stores in an attempt to create a passionate and personal
experience between vendors and customers. This aimsto enrich the food
experience and provide transparency as to where the food comes from and
where the money is going. It gives each store a story and develops interactive
relationships between customers and vendors.
• The V&A Market on the Wharf is a food retailer with a market feel
The above three bullet points summarise the gap in the market that Market on
the Wharf tries to fill and essentially what owners feel differentiates the retailer
from other markets in Cape Town.
Other factors that form the core values of V&A Market on the Wharf are:
Being 100% food focused it prides itself in being able to provide a large
variety of artisanal food within different categories(fish, meat, sweets, salads,
coffees, curries, alcoholic and non alcoholic beverages etc).
It is an indoor retailer located in the V&A Waterfront, a very accessible and
desirable location for any store.
AS IT STANDS
The V&A Market on the Wharf has proven to be very successful during the summer
months. However, recently V&A Market on the Wharf has suffered a decline in foot
traffic. This decline in numbers is the main reason why V&A Market on the Wharf
has come to us. The brief, as we understand it, can be summarised into four main
Increase awareness. In order to boost the number of visitors to the market
we have been asked to increase awareness.
The V&A Market on the Wharf is currently open 5 days a week (Wednesday –
Sunday). However, being positioned as a food retailer, owners and the top 10
vendors would like to be open 7 days a week to try and capture as much of
the target audience as possible and boost sales.
We have been asked to come up with a campaign that is suited and can be
implemented in time for the coming winter season.
It is the end of the tourist season. In order to increase sales we have been
asked to focus on local Cape Townians and national tourists.
In order to come up with a logically solid and effective marketing campaign it is
imperative that we fully understand the market that the V&A Market on the Wharf is
currently operating in. The next four chapters of this document are dedicated exactly
to that. The research we carried out focused mainly on three different areas:
a. Macroeconomic trends (economic and social)
b. Markets around the World (traditional and contemporary)
c. Food retailers and Markets in Cape Town
After researching all these areas we were able to make sound insights and
observations that ultimately led us to a marketing strategy. Below we discuss our
findings in these three areas so you, our client, are able to fully understand the
strategic thinking behind our marketing campaign.
a. Macroeconomic Trends
a.i. Economic Trends
Since the global downturn of 2008 both companies and consumers are
becoming far more conscious about their spending.
People are becoming far more health conscious. They are interested in where
their products come from and the health benefits of what they choose to
consume. The demand for fresh, organic food is far greater than before as it
is becoming the social norm.
Food is trendier than ever before:
- Food has always been affiliated with family and friend gatherings; however,
nowadays it is even more popular for food to be the forefront of any social
- There are more interactive and experiential elements around food than
there were before, particularly with reference to alternative dining
experiences. Open kitchen restaurants are becoming the norm and supper
theatre experiences like Stardust & Madame Zingara are extremely popular.
- Chefs are becoming celebrities e.g. Gordon Ramsey, Jamie Oliver, Nigella
Lawson, and Hester Blumenthal.
- TV shows demonstrating the interactive element of food are becoming
increasingly popular e.g. Masterchef, Come Dine with Me, Nigella Express
and Hell’s Kitchen.
Social responsibility is becoming more prominent and essential to the success
of any company. People want to know where their products comes from and
that those producers are being treated and paid fairly. The Fair trade sticker
is influencing a large proportion of disposable income spending. The move
toward buying local is already prominent in cities around the world.
b. Markets Around the World
To understand the core fundamentals of how a market works we researched
markets around the world. The research conducted was mainly online research from
reputable websites, blogs and forums.
b.i. Fundamentals of the Traditional Market
Traditionally a market can be a described as a place where local farmers/vendors
bring all their fresh, home grown/home made produce and products to a common
location to sell to local inhabitants.There is rustic feel, stores are temporary and they
usually only happen once or twice a week.These are the basic fundamentals that all
markets seem to have in common.
b.ii. Modern Markets
Modern markets have all the fundamental elements of a traditional market, as
discussed above. However, the most successful markets have a unique selling point
that goes over and above those fundamentals. Examples include Camden Market
where nothing is too weird or too outrageous, or the Grand Bazaar in Turkey that
has been able to last hundreds of years giving it an ancient history that draws
thousands of tourists through its doors on a daily basis.
c. Cape Town
Lastly, we took to the streets of Cape Town and interviewed a total of 80 people.
This was the most appropriate method to use because of the array of different
responses we knew we would receive. We had established guideline questions to
prompt us and use as a basic skeleton to build on. We chose to interview at locations
that offered an alternative food experience during the week and/or on weekends at
the V&A Waterfront, inside V&A Market on the Wharf, Green Point and the CBD.
Our general observations and our research lead us to discover key elements that
would ultimately define our strategy, campaign concepts and executions. The
research carried out at these locations enabled us to determine core insights, a clear
target market and direct competitors, which became fundamental knowledge when
determining strategic and creative campaign execution.
Consumer insights are extremely valuable for any advertising campaign. It allows you
to gain an invaluable understanding of consumers. They are concrete foundations
for strategy. Being able to understand consumers’behaviour and thought processes
allows you to come up with a strong campaign that consumers can easily identify
with. After thorough research and relevant observations we were able to identify 5
core insights that further strengthened our argument for target markets,
competitors and overall strategic and creative concepts and executions.
1. “Market on the what?”
The first insight is a direct quote from an interview that summarised perfectly a
common response from many other interviews. “Market on the what?” clearly
suggests that there are just far too many people that have not heard of V&A Market
on the Wharf.
A few examples: One lady inside the market told us that she comes to V&A at least
once a week, but until that day, when she happened to be passing the market
directly, she had never heard about it. She also mentioned that if she had heard
about it sooner, she would likely have frequented it.
Another woman who works in the V&A Waterfront said that she only heard about
the market after it had already been open for 4 months.
2. V&A Market on the Wharf has no core identity
Another common finding that was prevalent in many interviews was that no one
seemed to come to the market for a specific reason and there was no factor that
made the market particularly stand out from any other market.
Below are some quotesthat best demonstrated the common themes that lead us to
our second and third insights:
(a) “It’s nice and quiet”. A lot of people said that they came to V&A Market on the
Wharf (as opposed to other markets) purely because it’s a lot quieter and is not
(b) “All I know is that it’s a food market”. A lot of people said that they had a rough
idea that V&A Market on the Wharf was a food market, but they couldn’t tell us
much more than that, such as what type of foods etc.
(c) “You mean the craft market?”When we mentioned Market on the Wharf, a lot
of people instantly assumed that we were talking about the old craft market
that has been running at V&A for over 20 years.
3. Market on the Wharf caters for modern and dynamic families
The forth insight dawned on us as we were sitting at MOTW over the weekend. We
spoke to a lot of families, and we noticed that whilst parents and kids were all there
together for the family outing, they had each found something within MOTW that
they enjoyed on an individual level.
For example, two Dads had cycled there with their kids, and while they sat outside
and chatted over a plate of oysters; the kids were given a bit of pocket money and
the freedom to go choose whatever they wanted. The kids all came out with
different things and seemed really entertained. What this essentially showed us is
that V&A Market on the Wharf caters for the dynamics of a modern family; the
families who want to spend time together but also want to be able to find something
for everyone, in other words, spend time together with an element of independence.
4. “We want to make the most of our lunch hour”
This quote came from a lady sitting outside a very busy Food Lovers Market in the
city centre during her lunch hour. The most important thing for her was to be able to
get away from the office as quickly and easily as possible so she could have lots of
time to chat to her friends in an enjoyable environment. This turned out to be a
reoccurring theme. It was very important for a number of workers’ lunch hour
destination to be very accessible, but at the same time, to be a real break and
escape from the working environment, without being boring; rather something
different and experiential.
5. Food, especially a variety of food has the ability to bring different people
This was an observation we made when sitting at V&A Market on the Wharf. What
truly struck us were the unlikely combinations of people that were sitting together
over a variety of meals. Simply put, this ultimately demonstrates the strength of
food as a draw card that brings even the most dissimilar people together.
Cape Town is quieter during the winter compared to the summer months as the
number of tourists both domestic and international decreases. This has a damaging
effect on the V&A Waterfront, as most of its visitors during the summer are tourists.
It’s no secret that after Easter the V&A Waterfront turns into a ghost town. During
winter the locals ‘take back’ the V&A Waterfront as the proportion of local visitors
increases (or rather the proportion of foreigners decreases). From our observations
during the week and on the weekend it’s clear that there are two distinct markets,
within the local market that frequent the V&A Waterfront and the V&A Market on
As we have discussed above, V&A Market on the Wharf needs to target locals.
Realistically, the majority of locals work on a daily basis. From our observations it’s
clear that working individuals make up a large proportion of visitors that frequent
V&AWaterfront for the morning coffee rush, lunch hour and after work drinks.
Targeting local professionals both in the V&A Waterfront and surrounding areas
creates the opportunity to fill V&A Market on the Wharf during the working week.
We spoke to a lot of these people about what it is that they’re looking for
throughout these gaps in their busy days, and we have built a profile based on these
This is Mark; he’s an amalgamation of every working professional that we spoke to
and these are things that Mark looks for when finding a place to go before, during
and after work:
• Variety: Mark has a lunch break everyday and likes to mix it up to keep things
interesting. Mark also enjoys spending time with mates during and after work
so there is a need to cater for every taste.
• Value health/organic cooking: Health is becoming more of a need than a
want as society evolves. Feeling good and looking good are new currencies
and very important in a professional demographic.
• Convenience (proximity/accessibility): Mark is a busy man that keeps a tight
schedule. He cannot be late for work and only has a one-hour lunch break.
He needs a place that’s close to work and if it is that little bit further it needs
to be easily accessible (i.e. parking).
• Bang for his buck: Mark knows that going out for lunch everyday will get
pricey, so he’s going to be looking for the best value for money he can get
• Experience: As we’ve discussed before, Mark is keen to make the most of his
lunch hour. He wants a break from the office but still wants to be excited and
stimulated during his break.
• Social: A large contribution to Mark’s success in the work place relies on his
ability to work with people. Mark therefore places a strong emphasis on
being social with his colleagues.
• Local: Mark is local, and being in the V&A Waterfront can often make him
feel like he’s a tourist in his own city, given all the tourists during the summer
months. Mark appreciates being able to surround himself with local people.
This is achieved by enabling interaction with local vendors and a sense of
Cape Townians are very keen on finding new and different weekend activities, so
there are prospects for V&A Market on the Wharf to position itself as just that, a
weekend activity. Our observations over the weekend indicated that the market is
frequented by a lot of young families that were looking to spend a longer period of
time at the market (In other words they are looking to ‘make a day of it’). Therefore,
the second target market isfamilies with younger children.
This is Susan and her family. They represent every family that we spoke to and are an
amalgamation of all the research, insights and observations that we have learned
about those families. Susan values:
Variety: Susan has a lot of mouths to feed, fussy kids (and husband). She
needs variety to cater for everyone’s needs and wants.
Health/Organic Cooking: Health conscious organic obsessed Susan wants only
the freshest and most nutritious ingredients for her family.
Convenience:Susan has a lot on her plate already and has young children to
constantly keep an eye on and help out. She values accessibility, secure
parking and a safe environment.
Value for Money: Family outings are costly, therefore looking for the most
affordable family enjoyment where you get what you pay for.
Stimulating Experiences: a break from thefamily’s weekly routine, where she
can keep everyone entertained. Especially when it comes to her kids. She
wants them to be able to be independent and take part in activities that keep
them mentally stimulated.
Her Family’s Social Life: Looking for places that accommodate family/ friend
outings. Kids can bring friends and Susan can finally have conversations with
Local Social Responsibility: Susan is very keen to support her local community
in any way possible. She also knows that teaching her kids to do the same is
Commonalities in Mark and Susan
As you can see, both target markets are looking for slightly different versions of the
same thing. In the end they both value all the points below, even though they might
be for very different reasons. Both Mark and Susan want:
• Healthy/organic meals
• Bang for their buck
• Great experience
• To be social
• To support local South Africans
The common elements of both target markets form another part of our concrete
foundation, (along with our research, insights and observations) that formulates a
basis for our entire strategic thought. V&A Market on the Wharf is able to cater for
these different target markets. This will be discussed later under brand identity.
The purpose of including a competitive review is to understand how our competitors
operate in the same market and discover what they doing right as well what they
might be doing wrong. Identifying gaps in the market can be incredibly helpful when
trying to strategically position V&A Market on the Wharf and communicate core
benefits they may have over its competitors.
From our research and observations it’s clear that we are competing in two different
1. During the weekdays V&A Market on the Wharfis competing with a number
of different food retailers and restaurantsprimarily in the Waterfront, and
other indirect competitors in areas of close proximity (Green Point & CBD).
These are the competitors that attract Mark.
2. During the weekend V&A Market on the Wharf is competing against
otherfood markets and other weekend activities. These are the competitors
that attract Susan.
Weekday Competitive Review:
a. Direct Competitors:
The V&A Waterfront has a large variety of restaurants that cater for the working
population in and around the V&A Waterfront.
V&A Fast-food court
Steers, KFC, McDonald’s, Subway, Debonairs, Calamari Express, Subway, Kauai etc.
Beluga, Sevruga, Ocean Basket, Spur, Den Anker, Primi, Quay Four, Nobu, Mitchells,
Moyo, Willoughby’s etc. All these, and many others in the V&A Waterfront are
reputable for high quality food and service that goes above and beyond the norm.
Cape Quarter Spar
We’ve included the Cape Quarter Spar because of its close proximity and its extreme
popularity amongst working professionals in the surrounding area. Cape Quarter
Spar has very competitive prices;it’s convenient and offers free parking (a factor that
was important for the people that frequented it).
b. Indirect Weekday Competitors
Food Lovers Market (CBD)
V&A Waterfront Woolworths
V&A Waterfront Pick n Pay
Small independent Vendors in V&A Waterfront
Pick n Pay Express (Green Point)
Prestwich Street (Green Point)
Graph Illustrating the comparison of Market on the Wharf to Weekday
This graph illustrates how Market on the Wharf has the ability to outperform, or at
least be on par with its main competitors. It compares all the elements that are most
important for working professionals at lunchtime (price, quality, convenience and
experience). V&A Market on the Wharf has the highest level for experience,
convenience and quality with a suitable price structure i.e. a price that reflects best
value for money. The advantages of the V&A fast food court and the Cape Quarter
Spar are that they are both highly convenient, as they are very time efficient on
delivering food to the customer (remembering that workers only have an hour for
their lunch break). However, the fast food aspect doesn’t reflect much of an
experience, however the prices are low. The V&A Waterfront restaurants, as
discussed above pride themselves on excellent quality and service but these justify
the very high prices they charge.
As you can see, Market on the Wharf has the perfect balance of the four elements
that gives it the potential to become the number one choice for weekday meal times,
lunch in particular. However, for some reason (most likely due to low awareness)
this is not the case. The V&A fast food court, restaurants and Cape Quarter Spar are
all vastly busier than Market on the Wharf. We do however have a solution to this
problem that will come to light in the brand identity chapter.
V&A Fast Food
Market on the
Weekend Competitive Review:
a. Direct Weekend Competitors
From our interviews it was clear that The Bay Harbour market and The Old Biscuit
Mill were the first markets that came to mind when we asked people to name
markets in Cape Town.
The Bay Harbour market and the Old Biscuit Mill are similar to one another in terms
of products, quality, price structure and variety. These commonalities are the basic
elements without which few markets would succeed. However, both of these
markets have unique selling points that:
1. Go over and above and stand out from the common elements listed above
2. Give the market core identities
These core identitiesseparate the markets from each other. They also make up the
core benefits that the markets have to offer. These unique benefits are then made
quite clear to consumers who are ultimately able to attach a clear and appropriate
identity to each market.
b. Indirect Weekend Competitors
Indirect weekend market competitors to V&A Market on the Wharf include all other
potential family activities. Some Examples:
A picnic in Newlands Gardens
A visit to a wine farm
A braai at home
Graph illustrating the comparison of Market on the Wharf to its main Weekend
The graph above illustrates how all three markets share the same key elements that
are crucial to the success of anymarket. However, the Bay Harbour Market and the
Old Biscuit Mill have that one special element, that unique selling point that stands
out over and above the other elements and give them their brand identities. These
brand identities are clearly communicated to consumers so as to position
themselves differently to one another. For the Bay Harbour Market it’s the Proudly
South African and entertainment focus that separates it from other markets. For the
Biscuit Mill the core identity is based on the heritage site and being the “first of its
kind” in the Western Cape. In the case of V&A Market on the Wharf, there is no
unique selling point that is being clearly communicated to consumers (as we’ve
discovered from our insights). As a result there is no clear brand identity being
communicated to consumers that allows the V&A Market to be separated from
every other market.The lack of communication of a brand identity coupled with lack
of awareness makes it very difficult for V&A Market on the Wharf to attract new
Please read on to discover the solution to this problem.
Bay Harbour Market Old Biscuit Mill V&A Market on the
Throughout our research into markets around the world and markets within Cape
Town, and as discussed above in the competitive weekend review, it’s very clear that
every successful market fulfills two key criteria:
1. They perfect the key fundamentals expected of any food market (variety,
price, quality and local).
2. They identify a unique selling point over and above these market essentials.
Examples of successful markets with well established unique selling points:
As discussed above, the Old Biscuit Mill’s unique selling point is that it is
based on heritage and being the first of its kind in the Western Cape.
The Bay Harbour Market’s unique selling point is that is focused on locals and
The City Bowl Food market’s unique selling point is that it is all about the
We thus attempted to discover what elements Market on the Wharf has perfected
that could perhaps be capitalised on in order to develop this core unique brand
Several elements that occurred to us included:
Cozy winter feel
However, upon getting a feel for other markets, we realised that all of these
elements as identities have already been “taken”.
This is when it dawned on us that what sets V&A Market on the Wharf apart is not
these elements in themselves, but rather its ability to enable these elements (as a
whole) to fit in with and cater for modern day-to-day lifestyles. In doing so, V&A
Market on the Wharf is the very first market that isn’t attempting to separate itself
from the every day hustle and bustle, but is rather trying to make itself an integral
part of it. V&A Market on the Wharf is setting the trend and is a pioneer as to how
markets should operate in a progressive society. In so many ways it is a modern take
on traditional markets.
It is built on the basis of three core elements:
It’s an array of food
The diverse array of people and tastes it caters for
The array of food experiences that it offers (such as the beer college, the
demo kitchen, Pimp your Biscuit etc.)
By virtue of the fact that it is in a very central location, it boasts a very contemporary
interior design, and its is a market/retail hybrid; V&A Market on the Wharf has the
ability to deliver its three core elements amidst the hustle and bustle of day-to-day
lifestyles. It is this combination of being part of the daily hustle and bustle AND the
ability to cater for an array of contemporary lifestyles and tastes that makes V&A
Market on the Wharf THE modern market. It is a contemporary take on traditional
markets that caters for all modern day South Africans.
The S.W.O.T. Analysis was not included in the presentation but acts as an easy to
read summary of all our strategic thinking that has preceded it. It provides the
opportunity to summarise the weaknesses and strengths of V&A Market on the
Wharf and more importantly the threats and opportunities looking forward.
Caters for adults and kids alike
Soon to be daily
High quality and variety
No brand identity
Lack of awareness
Under developed interiors
No external draw card for passing
Lunch hour/after work drinks influx
Large working population in and
Several USP factors that can give
MOTW a unique brand identity
Accessible to many surrounding
Bay Harbour and Old Bisc. Mill’s well
established brand identities
Convenience of Cape Quarter/fast food
Quality and experience of V&A
Having discovered core insights through thorough research we were able to develop
of a unique brand identity:That market on the Wharf is THE modern market. This
brand identity can be used to differentiate V&A Market on the Wharf from other
food markets and retailers. It can also be used to clearly communicate a core benefit
that V&A Market on the Wharf offers; this being that V&A Market on the Wharf has
the ability to cater for a vast array of different personalities with different tastes on a
daily basis, in the hustle and bustle of a progressive city. It’s our marketing objective
to then communicate this core benefit to consumers and address the issue of
1. Develop a unique identity for Market on the Wharf within 3 months.
2. Build awareness around Market on the Wharf’s new unique identity.
A get-to-by is a statement of strategic intent. It summarises entire strategic thought
process into one sentence and forms the basis of our creative concepts and
The ‘get’ summaries the target market
The ‘to’ states the main objective
The ‘by’ communicates the unique selling point that illustrates the core
benefit that V&A Market on the Wharf has to offer.
Get: On-the-go, experience seeking, progressive South African
To: Make Market on the Wharf’s an integral part of their daily and weekly routines
By: Making them aware that V&A Market on the Wharfis THE modern market that
celebrates and caters for their modern, urban lifestyles.
GET TO BY
This chapter explains the transition from strategic thinking to creative concepts.As
discussed above, V&A Market on the Wharf has the ability to cater for a vast array of
individuals who want a large variety of meals and experiences. It’s the combination
of this ability with the ability to offer all of these factors amidst the hustle and bustle
of day-to-day lifestyles that make V&A Market on the Wharf THE modern market.
This allows V&A Market on the Wharf to be positioned as just that. It is essentially
offering a contemporary version of this array of meals and experiences to an array of
individuals. Conceptually, it’s the meals, individuals and experiences that has enable
the development of a creative concept.
Meals, Individuals, Xperience
The V&A Market on the Wharf is the ultimate modern market. It isn’t just offering a
wide variety of food and entertainment or simply catering to a one specific target
market, but rather doing all three in one place, on a daily basis in heart of Cape Town.
This gives it the distinctive brand identity of being a modern mix of meals, individuals
We wish to make this insight the market’s brand identity and position the Market on
Wharf as the perfect mix of meals, individuals and experiences.
To introduce the concept, a series of print ads with some hybrid terms and
definitions of the mix of food, people and experiences will be released.
At the same time as the print adverts are released, a “Daily Diners” loyalty cardwill
be allocated and delivered to companies around the Waterfront. The card is valid
Monday to Friday between 12-2pm. As a base reward, consumers will get a 10%
discount every time they use their Daily Diners card. In addition to this, consumers
get a different stamp/sticker for every time they buy from a different vendor at the
The rewards would ultimately be up to the vendors’ and your discretion, but some
examples might include:
After the fifth visit to a different vendor, consumers will be awarded a free meal
combination. The more consumers use their Daily Diners card and try different
vendors, the bigger the incentives will become. Another example might be that on
time consumers have mixed their meals, they will receive free access to the
demo kitchen etc.
From the beginning of the campaign, the Market on Wharf Facebook page will
feature an app, which assigns you a flavour combination based on your Facebook
The app goes through the statuses you’ve made, music you’ve listened to, games
you’ve played, wall posts, and events you’ve attended over the last month; looking
for key words like “love” “cold” or “tired.” The app then assigns you two different
flavours based on these words so if you post about feeling cold, it will assign you
warm flavours like chilli or spicy and if you post about being in love, the app will
suggest sweet flavours. The app takes two of these flavours and combines them into
a hybrid term, (similar to those in the print adverts) e.g. “Frilli” (A combination of
fruit and chilli.) along with a list of vendors at the Market on the Wharf which offer
meals that contain those flavours.
(The Facebook page will also include information about the loyalty card and the
After receiving their flavour mix from Facebook; consumers will have the option of
entering a lucky draw to win a free event such as a dinner or free round of drinks at
the market simply by sharing their flavour combination on Twitter. This will attract
more people for after work drinks to maximise sales at the bar, which will indirectly
boost sales of food.
As a driver to the upcoming challenges, posters will be placed in businesses
surrounding the V&A Waterfront such Allan Grey, BP and the Business School. The
posters will challenge consumers to take part in the upcoming mix contests with
cheeky lines like: “Prove you’re the big cheese AND the cherry on top this Thursday
at the Market on wharf.”
For a period of nine weeks, a challenge will be held every Thursday evening after
business hours at the Market on the Wharf, each with a prize for winning. The prizes
are again up to your discretion but just to get the idea across we have included some
examples. The challenges will include:
“Guess the vendor”: Teams of two must taste a series of mixed ingredients
from different vendors at the Market on the Wharf blind-folded and must try
guess which flavour belongs at what vendor. Teams with the most
ingredients guessed correctly can win a free dinner for two.
A food quiz: Teams of three answer a food quiz (based on the signature
dishes from different cultures.) Winners will receive a free Demo Kitchen or
College Beer experience.
Along with the Thursday challenges, there will be weekend challenges (advertised on
the Facebook page) designed to accommodate families with children. The challenge
A Skewer Mix: Families with children put together “mixed skewers” from a
variety of different ingredients offered by the market’s vendors. The most
inventive gets a free kid’s party event at the Market on Wharf. This shows
the market’s appreciation for all ages.
Recipe Book and launch
As a surprise finale for the campaign, a “Mix Meals” recipe book, featuring a dish
from each vendor. The dishes can include examples from their store, or if they are
unwilling, a recipe of a dish aligned with their genre of food. The book can be
launched at the V&A Waterfront at Market on the Wharf.
The event will be advertised on the V&A Market on the Wharf Facebook page.At the
book launch, the concept of “mix” will be brought across through a mix of music,
(French, Afrikaans, Mexican, Kwaito etc.) and the decorations, (Japanese and English
umbrellas, shwe-shwe pattern covered piñatas, doily bunting etc.) Also at the event,
will be a mixed buffet of mini versions of each vendor’s signature dish. Each food
item available will be part of a “meal mix” and will come with an accompanying item.
Meals that are different, but work together. For example, a meaty salad from Build a
Salad and Angus meat.
The channels we have chosen have been carefully selected to find those that will
give the maximum reach but without breaking the bank. We know that V&A Market
on the Wharf spends approximately R30, 000 per month on flyers and as of yet is the
only means of awareness advertising. We’ve used this as a guideline budget when
choosing channels. This chapter aims to fully explain why we chose certain channels.
For our print adverts, we have chosen two channels:
1. Get It (R13,176 for one A4 colour advert/month)
2. 2 Oceans Vibe (R30,000 for months)
1. Get It Magazine
Nationally distributed but regionally tailored
Get It magazine is distributed throughout South Africa. They offer the benefit of
being recognised nationally but are also tailored for different provinces. This
eliminates the wastage that is incurred with generic national magazines, wherein
costs of placing an advert are astronomical (e.g. Food&Home is R33, 630 for an A4
advert), and yet the ad is not even applicable to three quarters of the readership.
Rare combination of quality AND free publication
Get It is a well-recognized, quality publication, but it is also free. No other magazines
in South Africa are able to boast this unique combination offering.
Versatile enough to capture both the Marks and the Susans
In the latest Get It, it is very clear that it offers a range of articles that target both
Mark and Susan. The June issue features Cape Town’s ‘it’ girl, Roxy Louw on the
cover and contains articles about the Wacky Wine festival. This is relevant to the
Marks. It also features articles on the winter Kids Ahoy program being offered at
V&A Waterfront (which features Market on the Wharf), an article relevant to Susan.
This incidental feature may even provide a small platform to work from in upcoming
issues. (THE PERFECT MIX)
Ideal distribution whilst minimizing wastage
The publication is also distributed in areas that capture both Mark and Susan. Three
key areas of Get It’s Cape Town based distribution (of 30 000 magazines) are very
relevant to the Marks: the Waterfront, CBD and the Atlantic seaboard. Furthermore,
Get It’s distribution extends into suburbia (Newlands, Claremont, Constantia etc),
which reaches Susan.
2. Oceans Vibe Editorial
Exceptional reach: 250 000 users on a monthly basis.
Bang for buck
Exponentially greater reach than a lot of other media, particularly the average glossy
magazine and yet still exponentially cheaper!
2 Oceans Vibe is one of the largest blogs in Cape Town. It is exceedingly relevant to
the Marks in terms of content, largely due to its topicality across all spheres.
Its readership is almost perfectly aligned with Mark. It boasts about a “unique niche
readership of decision makers and opinion leaders” – 60 % of which are business
owners and Cape Town based.
Forming a partnership with them is almost the equivalent of acquiring the 2 Oceans
Vibe ‘stamp of approval’. It also ensures that your brand is being aired in a de-
Cross channel synergy
Synergy between 2 Oceans platforms enables an integrated marketing campaign.
Every article is linked to Seth Rotherhyme’s (2 Oceans’ founder) Facebook account,
which in itself has over 2000 followers. 2 Oceans radio also plays a complementary
role in that it amplifies the editorial, and it allows us to reach Susan (extremely well
pinpointed listenership with Moms over a certain period).
Users see it as content, not advertising
Traditionally, articles are seen as a less abrasive form of advertising compared with a
single full-page colour add, which can be seen as slightly aggressive.
3. Daily Diners Club Card
The distribution of daily diner cards to businesses within a 1 km radius of the
waterfront forms the crux of the channel strategy. It is not only a means of creating
awareness, but it is also ultimately a gesture and invitation to the local working
population, an offer to enter into a relationship of sorts. There is no means with
which to address the working population more directly than to offer them a
customized and personal invitation. Inevitably it is a demonstration of the fact that
amidst the hub of Cape Town tourism (V&A Waterfront), there is at least one place
that has not forgotten to look out for locals. There are more than 85 businesses, big
and small that are in walking distance from the V&A Market on the Wharf.
Combined these business have over approximately 3000 – 5000 employees that are
likely to go to V&A Market on the Wharf. Allan Gray, BP, UCT Business School
andNedbank alone have over 2000 employees.
4. Facebook Application
The Marks and Susans are social media based
A marketing strategy (that is aimed in part at young working professionals) wouldn’t
come full circle without some sort of social media aspect. Although our strategy is
not focused on this, we still thought it necessary to extend social media beyond just
saying ‘find us on FB’.
An interesting means of showcasing V&A Market on the Wharf’s variety
It is necessary to expose the Marks to the variety that V&A Market on the Wharf has
on offer, and this allows it to be done in a slightly more interactive and engaging
manner than merely posting hoards of food information.
Complements and ties in with the Lunch for Locals program
As previously mentioned, the Lunch for Locals program forms the crux of the channel
strategy aimed the Marks. The Facebook app ties in logically with what the Lunch for
Locals program is all about.
Finds a way to turn workday procrastination into a benefit
It is no secret that a lot of people spend a lot of time not working at work. Angry
Birds, social media and viral e-mails have been clocking up the hours, but aside from
being fun means procrastination, there are few other benefits to these. Market on
the Wharf’s Facebook app fills the procrastination ‘need’ whilst adding a significant
benefit by allowing locals to ultimately decide what they are going to have for lunch.
Budget break down:
R13,176 for one A4 colour advert per month for a period of 3 month total
2 Oceans Vibe:
R5000 pr articles, twice a month for a period of 3 months total
Daily Diners Card:
R20 per card for 2000 employees
*The above budget does not include cost of the launch party, printing of posters and
This is what you, the client wanted:
Warm up winter and boost sales
Open 7 days a week
“Local is lekker”
We feel that we have achieved and exceeded your expectations.
Having established a solid brand identity based on thorough research, numerous
core insights and observations we were able to communicate a unique selling point.
This modern market that has the ability to cater for different individuals who have a
variety of tastes and who want a vast array of experiences within the hustle and
bustle of Cape Town on a daily basis.
We have come up with an appropriate campaign that talks to a relevant target
market and uses imagery and copy that fits in perfectly with the brand identity.
We have chosen channels that’ll maximize awareness for both target markets and
which appropriately reinforce V&A Market on the Wharf’s ability to place itself asan
integral part of the city’s daily hustle and bustle.
Thank you again for the opportunity to work on your brand. The entire process has
been extremely beneficial to us and we hope it’s been the same for you.