Post on 14-Aug-2015
OVERVIEW
Background
Aggregation
Problem
Human insight
Strategy
Idea
Methodology
21 competitive
19 emerging
IN-depth interview
20 15Brief background
Artisanal Cafe
Restaurant (3rd Wave)
Ground floor commercial strip of Treston
International College,BGC
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.
competitors
AGGREGATES
Emerging
Markus
Primary Market
18-34 yrs Nearby Communities
Secondary Market
Millenials of Urban Manila
(outside the immediate market)
Markus
psycho graphics
psycho graphics
go on social media all the time
Trend followers
psycho graphics
enjoy the company of
their friendssociable
psycho graphics
Consider first convenience & accessibility
Practical
go on social media all the time
Trend followers
enjoy the company of
their friendssociable
Consider first convenience & accessibility
Practical
Competitive
• 18-25
Ella
psycho graphics
constantly go online
to look for new places
social media-savvy
psycho graphics
go out of their way
to try new things
GO - Getters
psycho graphics
enjoy educating themselves
un- conventional
psycho graphics
look for places
to unwind
value me-time
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
Emerging competitive
Main Difference
Socializing is a
priority.
New experiences
is a priority.
Both potential aggregates
The Brand is just new and they don’t know about it.
Current relationship statement
Current relationship statement
There is NO Relationship with 7107 Cafe
Desired relationship statement
7107 is my gateway to the Philippines in
Manila.
PROBLEM
7107 is inexistent in the consumers’ minds, therefore there’s no relationship with
the market.
Human truth
Sometimes
we fail to realize what we
already have.
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.
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.
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
strategy
To make them experience an appetizer of what the
7,107 has to offer all in one place.
Big idea
in one
executions
PHASES
1: PRE-LAUNCH
2: LAUNCH
3: POST- LAUNCH
PRE-LAUNCH
PRE-LAUNCH POSTERS
PRE-LAUNCH POSTERS
PRE-LAUNCH
POSTERS (DIFFERENT WAYS
OF MAKING COFFEE)
PRE-LAUNCH
7107 IN ONE PASSPORT
pre-LAUNCH
FRONT BACK
PRE-LAUNCH
INSIDE
PRE-LAUNCH
— smells like coffee —
— Give it out to people around the area —
— different food bazaar —
PRE-LAUNCH
PR EVENT
PRE-LAUNCH
INVITATIONS
PRE-LAUNCH
— FOOD BLOGGERS —
— LOLOO, ZOMATO, PEPPER.PH, ETC —
PRE-LAUNCH
We make them brew their own
coffee to give them the real
coffee experience
WHAT WILL HAPPEN?
PRE-LAUNCH
OWN COFFEE KIT
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 —
PRE-LAUNCH
SOCIAL MEDIA#CAFE7107
PRE-LAUNCH
PRE-LAUNCH
PRE-LAUNCH
LAUNCH
LAUNCH
SIGNS POINTING TO
7107
LAUNCH
PLACES IN BGC
LAUNCH
PLACES IN BGC
LAUNCH
PLACES IN BGC
LAUNCH
PLACES IN BGC
LAUNCH
LAUNCH
PROMOTION
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.
LAUNCH
FREE COFFEE
POST LAUNCH
POST LAUNCH
“Making them go, giving them a pre-taste/ appetizer”
LAUNCH
POST LAUNCH
VIDEO
POST LAUNCH
POST LAUNCH
CSR PROJECT SUGGESTION
grinded coffee beans can be used for fertilizers
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
END