The document provides details about an IMC plan for Cafe Mary Grace. It summarizes the brand's background and current issues it faces in appealing to younger generations and competing with international and local brands. It then outlines the research methodology used including interviews and observations. Based on the research, it identifies three types of customers: Catherine, the loyal current customer; Beth, a more transactional customer; and Beatrice, a potential new loyal customer. It proposes optimizing current contact points like kiosks and social media to invite customers into the cafe through a campaign called "The Mary Grace Letters" utilizing personalized letters from Mary Grace and customers.

2. Cafe
Group
3
Acuesta, Casasis, Cruz, Dayacap, Lara, Lee, Monzon,
Morales, Pagkalinawan, Santos, Soriano, Trinidad

3. Cafe
Background
1994
2006
Before anything else, let us familiarize ourselves with café Mary Grace:
(Click) It is a family brand known for making the best ensaymadas and cheeserolls since 1994.
(Click) In 2006, Mary Grace opened her cafés, welcoming her guests in her home away from home.

4. Cafe
Task
MG has to stay relevant to the
younger generations
Influx of
international
brands
Emergence of
local and
trendy brands
1
2 3
Since then, Mary Grace has been welcoming us to her home. However, just like any other local cafés, MG is facing some issues that need to be addressed:
- MG has to stay relevant to the younger generations
- Influx of international brands
- Emergence of local and trendy brands
Thus we were tasked to create an IMC plan that should address these key issues of the brand.

5. Cafe
Methodology
In depth interviews
Social Media Listening via Topsy
Immersion in both café and kiosks
Shopper intercept in 6 locations
In order to propose a sound IMC plan, we had to do some research. We did
- In depth interviews (how many do we have)
- Social Media Listening via Topsy
- Immersion in both café and kiosks
- Shopper intercept in 6 locations (Podium, Megamall, Shang ri la, Glorietta, Greenbelt, and Gateway).

6. Aggregation
Upon analysing these interview, we came up with three kinds of consumers or aggregates.

7. Aggregation
Current Competitive
Emerging

8. Aggregation
CATHERINE

9. CATHERINE
35-50 years old
SEC ABC1
After analyzing the data gathered we found out that are 3 kinds of Mary Grace customers:
The first aggregate being the current customer:
Catherine
Age: 35-50, Female
SEC ABC1

10. CATHERINE
She’s a fan
Mary Grace
Catherine is a fan of Mary Grace ever since her friend, Claire, gave her a box of ensaymada from MG. (Contact point: friend)

11. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it.
(Values recommendation)
She then asked Claire where she bought those yummy ensaymadas..
(Click)
Because she Values recommendation

12. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it.
MG kiosks for
pasalubongs
(Values Relationships)
Since then, Catherine has been going to the MG kiosks to buy ensaymada, cheeserolls, and other pastries to bring home to her family (pasalubong).
Click
Values relationships

13. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it. MG kiosks for
pasalubongs
she stumbled upon
Café Mary Grace
In one of her mall visits, she stumbled upon Café Mary Grace just in time for her family’s meal time.
(Contact point: Malls)

14. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it. MG kiosks for
pasalubongs
she stumbled upon
Café Mary Grace
She loved the details
of the Café MG
(keen on details)
They went in and at first glance, Catherine loved the details of the Café MG down to their little spoons. The notes on the tables also caught her attention.
(Click)
She’s really keen on details

15. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it. MG kiosks for
pasalubongs
she stumbled upon
Café Mary Grace
She loved the details
of the Café MG
first experience in
Café mary grace was
very pleasant
(Values overall experience)
Her first experience in Café mary grace was very pleasant in a sense that she felt like she was at home plus she loved the taste too.
(click)
Values overall experience

16. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it. MG kiosks for
pasalubongs
she stumbled upon
Café Mary Grace
She loved the details
of the Café MG
first experience in
Café mary grace was
very pleasant
go-to place with
family and friends.
recommend the cafe
to her amigas
Since then, Café Mary Grace has been her go-to place with family and friends for celebration/for lunch because it offers good food and good experience – “Nandoon na
ang lahat”. Her loyalty has caused her to recommend the cafe to her amigas by bringing them there

17. CATHERINE
She’s a fan
Mary Grace
asked Claire where
she bought it. MG kiosks for
pasalubongs
she stumbled upon
Café Mary Grace
She loved the details
of the Café MG
first experience in
Café mary grace was
very pleasant
go-to place with family
and friends go-to place
with family and friends.
As we have seen in Catherine’s story, she was delighted by these touch points:
1. Ensaymada and Cheese roll
2. Kiosks
3. A friend who recommended the café
4. The Ambience: down to the details of the café.
5. Personal notes

18. “Warm and Hospitable kumare
whose company my friends and I
look forward to visiting.”
Brand Relationship Statement
In Catherine’s delight with her experience, she treats café Mary Grace as her:
Warm and Hospitable kumare whose company my friends and I look forward to visiting.
* Kumare is so pregnant in meaning in a sense that it connotes a long-time and very personal relationship between friends. This involves a sharing of life’s most
celebrated moments, feelings, even down to recipes.

19. Competitive Aggregate
BETH

20. BETH
30-45 years old
SEC ABC1
If Catherine treats Mary Grace as her long time kumare, the second type of consumer of the café has a very transactional relationship (?) with Mary Grace.
This is Beth
30-45 y/o
ABC1

21. BETH
Tasted the
ensaymada &
Cheeseroll
Beth has tasted the ensaymada and cheese rolls of Mary Grace from a friend also. (Contact point: WOM)

22. BETH
Tasted the
ensaymada &
Cheeseroll
Also Tried The Kiosk
She has also tried buying from the kiosks. But just a one time thing. She prefers other product of other brands.

23. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk
While searching for a place
to eat alone she stumbled
upon Café Mary Grace
(Values me time)
While searching for a place to eat alone, she stumbled upon cafe Mary Grace. ( Values me-time)

24. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk While searching for a place to
eat alone she stumbled upon
Café Mary Grace
perceived it as a
homey place that has
a simple design.
She perceived it as a homey place that has a simple design.

25. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk While searching for a place to
eat alone she stumbled upon
Café Mary Grace
perceived it as a
homey place that
has a simple design.
her taste is more
for the modern
and edgy
(Trend Follower)
Beth was not a fan of the ambience because her taste is more for the modern and edgy types of restaurant cafes. (Trend-follower)

26. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk While searching for a place to
eat alone she stumbled upon
Café Mary Grace
perceived it as a
homey place that
has a simple design.
her taste is more for
the modern and edgy
she stumbled upon
Bizu
(Values ambiance)
Thus, when she stumbled upon Bizu, she saw that the ambience was perfect for her. (values ambiance)

27. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk While searching for a place to
eat alone she stumbled upon
Café Mary Grace
perceived it as a
homey place that
has a simple design.
her taste is more for
the modern and edgy
she stumbled upon
Bizu
It was elegant and
edgy.
(Keen on details)
It was elegant and edgy. Something that captured her eye. (keen on details)

28. BETH
Tasted the
ensaymada &
Cheeseroll
Also tried the kiosk While searching for a place to
eat alone she stumbled upon
Café Mary Grace
perceived it as a
homey place that
has a simple design.
her taste is more for
the modern and edgy
she stumbled upon
Bizu
It was elegant
and edgy.
Although Beth is a fan of Mary Grace’s ensaymada and Cheese rolls, she still goes to Bizu whenever she looks for a restaurant café because she values her “me-time”
and for her, Bizu gives her that perfect ambience to spend her alone time. ( Has a top of mind already, which is Bizu)
While Beth is delighted by Mary Grace’s:
ensaymada and cheese roll
She felt that the ambience (annoyance? or disguster?) was not her type because she prefers a more modern and edgy cafe.

29. “Mary Grace is the acquaintance
she only talks to whenever she
needs something specific”
Brand Relationship Statement
For her, Mary Grace is the acquaintance she only talks to whenever she needs something specific i.e. cheese rolls/ensaymada.

30. Emerging Aggregate
BEATRICE
Lastly we have the third kind of customer.
She is Beatrice
27-35
SEC ABC1
She is most likely to become like Catherine, who is now a kumare of Mary Grace.
Why is this so? Let us look at the current behavior and relationship of Beatrice towards Mary Grace.

31. BEATRICE
25-35 years old
SEC ABC1
She is Beatrice
27-35
SEC ABC1
She is most likely to become like Catherine, who is now a kumare of Mary Grace.
Why is this so? Let us look at the current behavior and relationship of Beatrice towards Mary Grace.

32. BEATRICE
grew up with MG Products.
top of mind choice for cheese
rolls and ensaymada for
pasalubong
Beatrice was given an ensaymada as well as a cheese roll from Mary Grace when she was young. She grew up liking it and preferring it as a top of mind choice for
cheese rolls and ensaymada. From time to time Beatrice would ask her parents and make pabili or pasalubong. (Contact Point: WOM and kiosk)

33. BEATRICE
grew up with MG Products.
top of mind choice for cheese
rolls and ensaymada for
pasalubong
Beatrice has grown to love the
Mary Grace brand
Beatrice has grown to love the Mary Grace brand. Upon growing up (stick to what they grew up with), having her own work and having some disposable income, she
herself would buy a box of 6 or 12 ensaymadas/ cheese rolls on her own. (has already a sense of independence) (Kiosk-user)

34. BEATRICE
grew up with MG Products.
top of mind choice for cheese
rolls and ensaymada for
pasalubong
Beatrice has grown to love
the Mary Grace brand
(Don’t forget to mention that they have the same psychographics with the current like Values recommendation, relationships, keen on details)
As this cycle and love for Mary Grace continued, she feet as if

35. “Mary Grace was like the mom of my
friend whom I only got to know
because of her baked goods.
Though, I haven’t really met my
friend’s mom personally.”
Brand Relationship Statement

36. Problem
But, there is a problem: her relationship is limited only to those regular transactions and that mild affinity she has for Mary Grace because of her products. She hasn’t had
the opportunity to really get to know Mary Grace more.
Why?
(Click)

37. Problem
she doesn’t even know
that there is a cafe.
All along she thought Mary Grace was just
limited to the products in the kiosk, thus it’s only
the kiosk that she frequents.
Because she doesn’t even know that there is a cafe.
All along she thought Mary Grace was just limited to the products in the kiosk, thus it’s only the kiosk that she frequents.
Therefore, she has not yet gone to the cafe and thus frequent other cafes she has seen on her social media news feed, or personally recommended to her by her friends.

38. Why is this
important for
the cafe?
Why is this important for the cafe?

39. Why is this important for the cafe?
The cafe is the home
of Mary Grace.
The cafe is the home of Mary Grace. The key to a possible deeper relationship between Mary Grace and Beatrice is the cafe, where Mary Grace could welcome her
friends and serve them the products she made with love.

40. “a close tita, like the mom of her
very own best friend, whom she
had already personally met and
built a relationship with.”
Desired Relationship Statement
We believe that Beatrice, through the Cafe, can develop her relationship with Mary Grace from just being aware of her as like her friend’s mom,
(Click)
into someone like a close tita, like the mom of her very own best friend, whom she had already personally met and built a relationship with. You can imagine Beatrice
already being called by tita Mary Grace by her own name, to the point that she can overnight at their home anytime, and she has already been reminded that “you can go
here anytime hija, okay?”

41. simple,
sincere
invitation into their
home
We figured that these kinds of deep relationships, like our relationships for example with our best friends’ parents would start upon a simple, sincere, invitation into their
home.

42. “an invitation to someone’s home
means an invitation for a deeper
relationship with their whole family.”
Human Truth
Because truly,
an invitation to someone’s home means an invitation for a deeper relationship with their whole family.

43. Strategy
From that understanding, we realized that Beatrice is just waiting for an invitation from Tita Mary Grace to invite her to her home. The current kiosk customers are just
waiting for tita Mary Grace to invite them and build a deeper relationship with them.
How will we do this in an efficient manner?
We have remembered that these Beatrices are already frequently in contact with the Mary Grace brand through the kiosks.

44. Strategy
optimizing the current brand contact
points into opportunities for
invitation into Mary Grace’s home
which is the Cafe.
Therefore, all that’s waiting is
(Click)
optimizing the current brand contact points into opportunities for invitation into Mary Grace’s home which is the Cafe.

45. Contact Points
Kiosks
Products
Social Media pages
Recommendation from a friend
The current brand contact points being:
Kiosks
Products
Social Media pages
Recommendation from a friend

46. Big Idea
Thus, we present to you…
To make our consumers feel welcomed by showing them that Cafe Mary Grace is a place to come home to.
(Click)

47. Big Idea
LettersThe Mary Grace
“The Mary Grace Letters”

48. Letters
An IMC campaign utilizing
personalized (and handwritten)
letters from both Mary Grace herself
and from her own customers
in order to invite kiosk customers into
her home, Cafe Mary Grace.
(Read the description on slide)
Because if Mary Grace is the brand, Cafe Mary Grace is her home she welcomes us to.
The main goal is to to turn these current kiosk users into cafe users by inviting them into "her" very own home, Cafe Mary Grace.

50. Execution

51. Execution
MAKING USE OF THE CONTACT POINTS
1. ONLINE
2. PRINT
3. KIOSKS
4.FRIENDS
MAKING USE OF THE CONTACT POINTS:
the full experience of my food(Brand) in my home which is my cafe.

52. bring the letters out without
losing its essence
1a. ONLINE
It’s one of our best inspirations, we felt that it’s not being maximized
Real testimonials from the people

56. Posters will be posted on the
Facebook page
1b. ONLINE
Optimizing the current posters and marrying the cafe into the product shots so that beyond the products, the cafe can also be introduced.

57. Not only is the product featured, but also the specific store where this poster is shot.

59. 1.ONLINE
Presence in Recommendations/
Reviews Websites
Review Websites/Blogs (Looloo, Zomato, Pepper, Spot, When In Manila, etc) will publish articles about Cafe Mary Grace

60. Spot.ph feature for top 10 homey cafe restaurants. Invite these bloggers through Mary Grace's signature invitation into her home, the Cafe.

61. Bloggers will be invited through a personalised letter from Mary Grace to give that intimate feel of invitation

63. Food, Home magazines
There will be an invitation
2. PRINT
Since

68. To make them aware that there
are more choices in the cafe,
that the home of the products
is the cafe
3. KIOSKS
To make them aware that there are more choices in the cafe, that the home of the products is the cafe
High chance to make the kiosk users -> cafe users
Put pictures of the Cafe with the productsa in the kiosks (instead of just pictures of the ensaymada and cheese rolls)
A picture of a family or friends enjoying MG food in the cafe

70. Optimizing the current posters and marrying the cafe into the product shots. Make use of messages from the previous customers written through the letter they insert
into the tables.

71. Optimizing the current posters and marrying the cafe into the product shots. Make use of messages from the previous customers written through the letter they insert
into the tables.

72. PACKAGING - attaching a LETTER TAG on the string of the paperbag (“personal” hand written invitation letter from Mary Grace) → So that when they buy a box they
would get an invitation agad agad being a loyal buyer of the pastries (welcoming them to her home)
Mary Grace kiosk sales ladies will ask the customers if they have been to the cafe, and those who haven’t will be given a discount when they dine at the cafe

74. Promos when you bring your
friends in the cafe
Friendship Fridays
4. FRIENDS
(current of MG Cafe and/or kiosk)
Promos when you bring your friends in the cafe - Friendship Fridays
Sample: Bring 3-5 friends and get 50% off of the Ensaymada and Hot chocolate meal or 25% off on the meals that will be ordered

75. Summary
Beatrice
she doesn’t even know that
there is a cafe.
an invitation to someone’s home means an invitation
for a deeper relationship with their whole family.
optimizing the current brand contacts
into points of invitation
THE MARY GRACE LETTERS
A
P
H
S
I

76. Cafe
Group
3
THE END