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Elaboration of An Integrstef Marketing Communications Campaign For Launching A Coffee Shop
Elaboration of An Integrstef Marketing Communications Campaign For Launching A Coffee Shop
Part 1
I. The analysis of the current context of the campaign
elaboration
1.1. A brief description of the new business
The coffee shop that is to be launched is a cat café under the name of “Kitty kafé”. Like all cat
cafés, our coffee shop would be a themed café aimed towards feline lovers. The customers can
watch and even interact with the cats hosted in the café. While some cat cafés require an
hourly fee to be paid to stay and play with the cats, our coffee shop would require the
customers only to pay for the beverage that they consume. The café would be hosting rescue
cats.
The coffee shop would also have the slogan “Tastes so good cats ask for it by name” which
comes hand in hand with the beverage names on the menu: meow espresso, meow latte,
meow cappuccino, etc.
Tucano
Strengths
-Originality of the coffee shop environment idea. (exotic and specific environment)
-Strong financial performance
-Variety of the products
-Transparency of the financial performance
-Close relationship with both team members and clients
-Quality and specific taste of their flavors.
Weaknesses
-Higher prices
-Many substitute competitive products.
-Strong existing competitors.
Opportunities
-Increase brand recognition by entering in a new market
-Great consumption of coffee in Romania- great opportunity to implement this business idea.
-Broaden their geographic reach of business expansion.
-Grow customer loyalty
-Expand the number of their coffee shops
Threats
-Any political system regulations
-Strong competition from other coffee shop chains, especially local brands.
-Competitors targeting their key customers/segments.
-the Coronavirus pandemic Global crisis might be an obstacle in the implementation of the
expansion in another destination from Romania
5 to go
Strenghts
-association with a well-known coffee producer
-profit margin
-high quality of services and products offered
-originality (organization of thematic evenings, loyalty programs, related services)
-many central locations
-low prices
-natural products
-young collective
-franchise
Weaknesses
-small locations
-few employees
-lack of a terrace
-lack of experience
-not very fast serving
-lack of a reputation on the coffee market in Romania
-lack of experience of shareholders
-insufficient initial own funds
Opportunities
-low costs for premises
-the evolution of consumer’s coffee taste
-the possibility of opening new locations
-increasing daily coffee consumption
-decrease in time spent in a café
-increase in the number of customers interested in coffee to go
Threats
-harsher lending conditions
-low liquidity on the market
-increasing the cost of raw materials
-devaluation of the national currency
-the opening of new cafes next door
-a possible decrease in coffee consumption
Miau cafe
Strengths
-It differentiates itself from other cafes
-Accessible location near the Bucharest center
-Sends a positive message by encouraging to adopt cats
-Complex menu
-Good prices
-Cute website
Weaknesses
-Small area for the cafe
-Only targets people that are interested in cats
-Good location but is hard to find
Opportunities
-Giving a home to a lot of cats that are in danger on the streets
-Cat lovers will certainly love the idea of this cafe
-Opportunity to get loyal customers
-Romania’s big coffee consumption
Threats
-Big competitors
-Placed in the center of Bucharest, so it’s in competition with a lot of restaurants and coffee
shops from the area
-Hard to maintain
-If not taken proper care of, the cats could be dangerous, both for diseases or for not being
tamed
Miau cafe
Miau cafe is certainly not using that many marketing communication tools to promote their
place. Perhaps it is because they are too small of a coffee shop, but it does hurt their
opportunities.
Strengths:
-They have a really adorable website(https://www.miaucafe.ro), which seems to have a lot of
effort put into it. It has different sections such as an adoption section, a menu section, a
location page, an about us and a blog
-The Miau cafe has a few social media pages, such as a Facebook and an Instagram one
-They are also featured on the tripadvisor.com website with good reviews, but also on other
recommendation websites
Weaknesses:
-They don’t focus on their marketing as much as they could
-Their Facebook page does exist, but it doesn’t have any posts and seems abandoned
-Not enough communication with their customers