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7107 Cafe Deck Design
The document outlines a marketing strategy for 7107 Cafe to promote awareness and differentiate itself. The problem is that 7107 is inexistent in consumers' minds, lacking any relationship with the market. The human insight is that "Sometimes we fail to realize what we already have." The strategy is to make consumers experience an "appetizer" of what 7107 has to offer all in one place. The idea is to promote the concept of 7107 in one.
7107 Cafe Deck Design
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- 4. 20 15Brief background Artisanal Cafe Restaurant (3rdWave) Ground floor commercial strip of Treston International College,BGC
- 5. CHallenge To promote 7107as a Glocal Artisinal Coffee House and differentiate it from the market To launch the 7107 Concept Store and create noise and market interest.
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- 9. Primary Market 18-34 yrs Nearby Communities SecondaryMarket Millenials of Urban Manila (outside the immediate market) Markus
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- 11. psycho graphics go on social media allthe time Trend followers
- 12. psycho graphics enjoy the company of theirfriends sociable
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- 14. go on social media allthe time Trend followers enjoy the company of their friends sociable Consider first convenience & accessibility Practical
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- 16. psycho graphics constantly go online to lookfor new places social media-savvy
- 17. psycho graphics go out of theirway to try new things GO - Getters
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- 20. constantly go online to lookfor new places social media-savvy go out of their way to try new things GO - Getters enjoy educating themselves un- conventional look for places to unwind value me-time
- 21. Emerging competitive Main Difference Socializing isa priority. New experiences is a priority.
- 22. Both potential aggregates TheBrand is just new and they don’t know about it.
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- 24. Current relationship statement There is NORelationship with 7107 Cafe
- 25. Desired relationship statement 7107 ismy gateway to the Philippines in Manila.
- 26. PROBLEM 7107 is inexistentin the consumers’ minds, therefore there’s no relationship with the market.
- 27. Human truth Sometimes we failto realize what we already have.
- 28. The Filipinos know theculture through their textbooks, but they never really got to experience it. Not everyone has the chance to travel. But this is where 7107 cafe comes in because we want to give them the taste of the WHOLE Philippines.
- 29. Role of thebrand bring you what you’re missing out on the finest of the finest coffee beans and dishes from Luzon, Visayas and Mindanao.
- 30. bring you what you’remissing out on PROBLEM Human Truth 7107 is inexistent in the consumers’ minds Sometimes we fail to realize what we already have. role of the brand
- 31. strategy To make them experiencean appetizer of what the 7,107 has to offer all in one place.
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- 34. PHASES 1: PRE-LAUNCH 2: LAUNCH 3:POST- LAUNCH
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- 42. PRE-LAUNCH — smells likecoffee — — Give it out to people around the area — — different food bazaar —
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- 45. PRE-LAUNCH — FOOD BLOGGERS— — LOLOO, ZOMATO, PEPPER.PH, ETC —
- 46. PRE-LAUNCH We make thembrew their own coffee to give them the real coffee experience WHAT WILL HAPPEN?
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- 48. PRE-LAUNCH — They getto have a bag of beans of their choice — — There’s a side by side cooking — — they see how their food is cooked —
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- 61. LAUNCH There will bea specific feature destination per day for one week at the cafe, and then if you have been there already, show us your print-out adventure photo at that destination. We will then give you a meal in line with the destination theme at a discounted price. The photos will then be posted on a wall in-store.
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- 64. POST LAUNCH “Making themgo, giving them a pre-taste/ appetizer”
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- 69. POST LAUNCH CSR PROJECT SUGGESTION grindedcoffee beans can be used for fertilizers
- 70. SUMMARY Aggregation Problem Human insight Strategy Idea MARKUS &ELLA 7107 is inexistent in the consumers’ minds “Sometimes we fail to realize what we already have.” To make them experience an appetizer of what the 7,107 has to offer all in one place 7107 IN ONE
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