7107 Cafe Deck Design
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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.
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7107 Cafe Deck Design
- 4. 20 15Brief background Artisanal Cafe Restaurant (3rd Wave) Ground floor commercial strip of Treston International College,BGC
- 5. CHallenge To promote 7107 as a Glocal Artisinal Coffee House and differentiate it from the market To launch the 7107 Concept Store and create noise and market interest.
- 6. competitors
- 7. AGGREGATES
- 9. Primary Market 18-34 yrs Nearby Communities Secondary Market Millenials of Urban Manila (outside the immediate market) Markus
- 10. psycho graphics
- 11. psycho graphics go on social media all the time Trend followers
- 12. psycho graphics enjoy the company of their friends sociable
- 14. go on social media all the time Trend followers enjoy the company of their friends sociable Consider first convenience & accessibility Practical
- 16. psycho graphics constantly go online to look for new places social media-savvy
- 17. psycho graphics go out of their way to try new things GO - Getters
- 20. constantly go online to look for 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 is a priority. New experiences is a priority.
- 22. Both potential aggregates The Brand is just new and they don’t know about it.
- 24. Current relationship statement There is NO Relationship with 7107 Cafe
- 25. Desired relationship statement 7107 is my gateway to the Philippines in Manila.
- 26. PROBLEM 7107 is inexistent in the consumers’ minds, therefore there’s no relationship with the market.
- 27. Human truth Sometimes we fail to realize what we already have.
- 28. The Filipinos know the culture 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 the brand 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’re missing 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 experience an appetizer of what the 7,107 has to offer all in one place.
- 32. Big idea in one
- 33. executions
- 34. PHASES 1: PRE-LAUNCH 2: LAUNCH 3: POST- LAUNCH
- 35. PRE-LAUNCH
- 38. PRE-LAUNCH POSTERS (DIFFERENT WAYS OF MAKING COFFEE)
- 42. PRE-LAUNCH — smells like coffee — — Give it out to people around the area — — different food bazaar —
- 45. PRE-LAUNCH — FOOD BLOGGERS — — LOLOO, ZOMATO, PEPPER.PH, ETC —
- 46. PRE-LAUNCH We make them brew their own coffee to give them the real coffee experience WHAT WILL HAPPEN?
- 48. PRE-LAUNCH — They get to have a bag of beans of their choice — — There’s a side by side cooking — — they see how their food is cooked —
- 53. LAUNCH
- 59. LAUNCH
- 60. LAUNCH PROMOTION
- 61. LAUNCH There will be a 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.
- 63. POST LAUNCH
- 64. POST LAUNCH “Making them go, giving them a pre-taste/ appetizer”
- 65. LAUNCH
- 68. POST LAUNCH
- 69. POST LAUNCH CSR PROJECT SUGGESTION grinded coffee 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
- 71. END