FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION (HONS) HUMAN RESOURCE

MANAGEMENT (BA243)

DIGITAL MARKETING (MKT558)

GROUP PROJECT: HAYDEN COFFEE

PREPARED BY:

NAME MATRIC NO
HANI KHALILAH BINTI ZAIDI 2021614404
NUR AMALINA BINTI WAN KAMARUL AZLAN 2021856378
SITI ROSE SHERYLEEN BINTI ABDUL GHANI 2021454324
SOFIYA ‘ADANI BINTI SAHARUDDIN 2021816322
SYAFINAS BINTI SENUSI 2021480262

PREPARED FOR:
MADAM NURUL FARIHIN BINTI MHD NASIR

DATE OF SUBMISSION:

GROUP:
RBA2435C
ABSTRACT

Hayden Coffee, located in Manir, Terengganu, stands as a small and intimate coffee
haven owned by Cik Damia Sorfina that reflects the happiness that its name suggests. This
locally-owned gem offers a distinct coffee experience within a cozy cabin stall, serving as a
cherished destination for enthusiasts looking for a break from busy city life. Customers may
enjoy convenience and a welcoming atmosphere at Hayden Coffee, that blends a rustic cabin
environment with a carefully chosen selection of premium coffee beverages. Our video
concept aims to visually present the process of making iced and blended coffee, showcasing a
variety of flavours highlights the additions of caramel and chocolate syrup. We aim to
evaluate the engagement of the two platforms used, Instagram and TikTok.
1.0 INTRODUCTION

Hayden Coffee is a small and intimate coffee business set in a cozy cabin stall. It is a
sole proprietorship owned by Cik Damia Sorfina. The owner chose the name of “Hayden"
because it is often associated with happiness, and it reflects a sense of joy and contentment. It
has become a commitment to the owner to deliver moments of happiness through the simple
pleasure of enjoying a cup of coffee. It is locally-owned business that has become a cherished
destination for coffee enthusiasts located in the heart of Manir Terengganu. Established with a
passion for creating a distinct coffee experience, Hayden Coffee takes pride in its intimate
setting, providing a departure from the bustling city life.

Hayden Coffee Cabin Stall business is a unique type of coffee venture characterized
by its small, cabin-like structure that serves as a mobile or semi-permanent location, offering
a curated menu of high-quality coffee beverages. This unique venture combines the warmth
of a rustic cabin atmosphere with the aromatic allure of freshly brewed coffee. Coffee cabin
stalls typically cater to customers looking for a quick and convenient coffee experience.
Despite its small size, Hayden Coffee also offers outdoor seating for customers to spend
leisure time with friends or simply enjoying a relaxed atmosphere to enhance the overall
customer experience.

The pricing strategy for Hayden Coffee positions it within an accessible range for a
diverse customer base, starting at a minimum of RM6 per cup. The minimum price point of
RM6 is designed to cater to a broad audience, ensuring that individuals with varying budgets
can indulge in the premium coffee offerings crafted by Hayden Coffee. Despite the affordable
starting point, customers can expect a superior quality cup, showcasing Hayden's dedication
to sourcing high-quality beans and a commitment to delivering a delightful coffee experience.
This pricing strategy not only makes Hayden Coffee an attractive option for daily indulgence
but also allows the brand to reach a wider market, fostering a community of coffee
enthusiasts who appreciate both the value and excellence in every cup.
2.0 DESCRIPTION OF VIDEO CONCEPT

Our video concept is aesthetically pleasing editing that revolves around showcasing
the preparation of iced and blended coffee with a diverse range of flavors. It would feature
the step-by-step process of crafting these beverages, highlighting variations like strawberry,
cappuccino, latte, americano, chocolate, and more. Each flavor would be presented with
attention to detail, emphasizing the artistry and creativity behind crafting a delightful array of
iced and blended coffee options. The video concept includes the meticulous addition of
caramel and chocolate syrup to enhance the flavor profile of the iced and blended coffee. It
would demonstrate the precise drizzling and blending techniques, ensuring a perfect balance
of sweetness and richness in each beverage. Viewers will be enticed by the tantalizing visuals
and the delicious combination of caramel and chocolate syrups with various coffee flavors,
creating an enticing and indulgent experience for coffee enthusiasts. Furthermore, slow-
motion shots and close-ups capture intricate details, showcasing the precision and artistry of
coffee preparation. It allows viewers to appreciate the subtle movements, such as the pouring
of milk or the drizzling of syrup. Lastly, we chose a soothing soundtrack or background
music to enhance the mood and complements the visual elements which brings a sense of
relaxation.
3.0 EXPLANATION ON THE EVALUATED PLATFORMS’ OUTCOME

Instagram

Instagram is best suited for visually appealing material because it is a visual-centric

platform. Good photos, interesting videos, and eye-catching information work well. Likes,
comments, and shares are well-known ways that the site encourages interaction. For this
video, we got 30 likes and 2 comments. Instagram works well for in-depth narratives or
extensive descriptions since it supports lengthier captions and several photographs in a single
post.

TikTok

Besides, TikTok is a platform that relies on short-form videos (15–60 seconds) that
are funny, imaginative, and engaging. This is an excellent medium for presenting the brand's
essence and interacting with a younger demographic. Since TikTok's excellent music
integration, original soundtracks are possible, which might improve the content's
attractiveness. Our video. Engaging users may be increased by taking part in or making your
own TikTok challenges. TikTok trends change often, so being informed and producing
content that follows the trends can increase visibility.

Finally, consider likes, shares, comments, and general involvement, TikTok prioritises
sharing and creative interactions, whereas Instagram places more emphasis on likes and
comments. Examine the content kinds that work well on each platform. For a longer time
more in-depth material, for example, may do well on Instagram, but short, sharp video would
do well on TikTok. When comparing how Hayden Coffee is viewed on various platforms,
TikTok allows for a more casual and entertaining brand image, while Instagram may be
considered as more polished and professional.

4.0 CONCLUSION

In conclusion, Hayden Coffee Cabin Stall's formation of social media has shown to be
a very useful tool for assessing consumer feedback, preferences, and involvement. By means
of an extensive examination of social media analytics, including user interactions, comments,
and sentiment analysis, the cafe has acquired valuable insights on the behaviour of its
customers. In addition to help them gain a better knowledge of their target market, using this
information has enabled them to make calculated changes to their marketing plans, menu
selections, and customer support. entire, strengthening customer relationships and refining
the cabin stall’s entire business strategy have been made possible by the use of social media
in performance evaluation at Hayden Coffee.