Presentation for IMC (International Marketing Communications) Campaign for Steamin’ Mugs Cafe

1. Group
Presentation
of IMC
Campaign
Presenters:
• Siddharth Tyagi : 10373940
• Deepak Yadav : 10373392
• Touseef Ahmed : 10375436

2. Who We Are ?
• The Steamin’ Mugs Cafe has an outlet in Dublin founded in 2008.
• Hospitality company with four partners.
• Known for its value and quality ingredients.
• Take-away, tasty cakes, pastries, salad, sandwiches and espresso.
• Organic Cups and food on offer
• Only 1% of the best Arabica beans sourced from Africa
• Handcrafted flavors with beans roasted at our own facility.

3. Products
Perfect espresso, coffee
Ice blended drinks
Ice creams
finest pastries and delicacies.
Speciality Tea

4. Competition and
Market Scope
• Starbucks, Insomnia, Café Nero,
Costa Coffee, McDonalds
• One out of three Irish people now
buys an espresso consistently – an
expansion of 10% on the prior year
as showed by a 2017 investigation
of 1,011 people by Allegra World
for UCC Coffee Ireland.The
number of master cafes increased
by 8.5% in 2016, according to
Euromonitor, while the general
market for coffee in Ireland will
develop by 7% all through the next
five years, UCC predicts.

5. Positioning
• Located right in the heart
of Dublin’s city centre
• Competition is directly
with top brands/New
café
• We will market our self
as producers and
importers of best coffee
in the world
• Price is on par or lower
than other coffee houses
which serve lower
quality coffee beans.

7. Communication Platform’s
Flyers
Email
Newspaper Ad

8. Marketing Execution
Engaging content
Company Value based content

9. Contd…
Announcing our achievements on twitter

10. Contd…
Flyer & Leaflet

11. Contd…

16. Marketing Execution
Daily or Weekly blog

17. Digital Content
Strategy
Goals
• Brand awareness is crucial for us and
with cut throat competition and
customers walking past ever-
increasing cafés in the city, online
gives a niche opportunity to establish
as a brand
• Customer engagement Publishing an
article and after that reacting to
remarks or inquiries with present or
potential clients is a chance to
associate. Clients need to purchase
from individuals, not a brand. Hence
the human factor is important.
• Target conversion The ultimate goal
is to convert targets. However, this
can be achieved by setting smaller
realistic targets such as site visits,
capture email address or signing up
for or loyalty card.

18. Target
Personas

19. Target
Personas II

20. BUDGET

21. KPI’s
Channel Platforms Metrics
Social Media Facebook, Twitter, and Instagram Customer reach
Brand awareness
Kissmetrics for analytics
Email Marketing Aweber Client New subscription, Unsubscribes,
bounces etc.
Traditional methods Pamphlets & Leaflets Customer footfall increase
Website SEO Website Improved Ranking
Increase traffic
Organic search
Brand impact
Blog & Content Website blog social media Readership
Bounce rate
Click pattern
Page views
Social sharing

22. Some brilliant examples of
recent past
• Heineken’s social experiment aims
to get consumers to ‘focus on the
things that unite us rather than
divide us’
• Have a big idea
• Tie it to your ‘brand truth’ or
brand values
• Utilise the strengths of different
platforms
• Ad Link here

23. Appendix
The group consisted of Siddharth, Touseef and Deepak with the
exception of Mashooq not being present in any conversation or
meeting for this group assignment. All the three active presenters have
equally contributed towards the assignment and have mentioned their
learnings in detail in the IMC report.
Thank you