Cafe

Group3

Acuesta, Casasis, Cruz, Dayacap, Lara, Lee, Monzon, Morales, Pagkalinawan, Santos, Soriano, Trinidad

Cafe

Background1994

2006Before 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.

Cafe

Task MG has to stay relevant to the

younger generations

Influx of international

brands Emergence of

local and trendy brands

12 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 brandsThus we were tasked to create an IMC plan that should address these key issues of the brand.

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).

Aggregation

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

Aggregation

Current Competitive

Emerging

Aggregation

CATHERINE

CATHERINE

35-50 years oldSEC 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, FemaleSEC ABC1

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)

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

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). ClickValues relationships

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)

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

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

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

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 roll2. Kiosks3. A friend who recommended the café4. The Ambience: down to the details of the café.5. Personal notes

“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.

Competitive Aggregate

BETH

BETH

30-45 years oldSEC 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 Beth30-45 y/oABC1

BETHTasted the

ensaymada & Cheeseroll

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

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.

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)

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.

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)

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)

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)

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 rollShe felt that the ambience (annoyance? or disguster?) was not her type because she prefers a more modern and edgy cafe.

“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.

Emerging Aggregate

BEATRICE

Lastly we have the third kind of customer.

She is Beatrice27-35SEC 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.

BEATRICE

25-35 years oldSEC ABC1

She is Beatrice27-35SEC 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.

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)

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)

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

“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

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)

Problemshe 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.

Why is this important for

the cafe?

Why is this important for the cafe?

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.

“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?”

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.

“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.

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.

Strategyoptimizing 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.

Contact PointsKiosks

Products Social Media pages

Recommendation from a friend

The current brand contact points being:KiosksProductsSocial Media pagesRecommendation from a friend

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)

Big Idea

LettersThe Mary Grace

“The Mary Grace Letters”

LettersAn 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.

Execution

ExecutionMAKING 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.

bring the letters out without losing its essence

1a. ONLINE

It’s one of our best inspirations, we felt that it’s not being maximizedReal testimonials from the people

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.

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

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

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

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

Food, Home magazines There will be an invitation

2. PRINT

Since

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 cafeHigh chance to make the kiosk users -> cafe usersPut 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

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.

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.

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

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

Summary

Beatriceshe 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

AP

HS

I

Cafe

Group3

THE END