Cappuccino Caf Proposed Idea To develop a marketing campaign to launch the Cappuccino Caf and its newest product Cafelato. To generate brand awareness by means of using electronic media (social media and radio).To use the origin of the brand (traditional Italian coee) to develop its marketing campaign. To create a uni!ue identity in the mind of the customer by focusing on the key aspects of brand promise (!uality and reliability)."esearch conducted The customer buying patterns of coee was analy#ed using a survey conducted at the $arbor %ridge &hopping Centre.'nline search was conducted to identify the most eective social media platforms and to understand the fre!uency re!uired. &econdary data was analy#ed to identify the active social media users and their behavior patterns.(odel behavior supporting innovative idea proposedcollaborativee!uitablefairfunhardworkingre)ectiveresponsiblesympatheticwilling to work through ob*ections and challenges constructivelyProposal Cappuccino Cafe strategy will be based on communicating Cappuccino Caf+svalue to the targeted segments. Core organi#ational values- core product values and organi#ational presence will be communicated to potential customers using various marketing sources. Create awareness before the launch event using social media and build up hype before the launch event. This will include a countdown as well as promotional gifts and vouchers leading up to the event. .or customers who *oin the social media pages of the Cappuccino caf will be given free coee mugs at the launch event in addition to the free coee. Proposal cont./aunch a mobile app on the day of the launch and enable potential customers to download the app. The app will contain the caf menu- specials- promotions- discounts as well as loyalty points. Customers will also be able to customi#e their order and place an order before pick up and give feedback on the products. /oyalty coupons will be oered to customers who will tryout the products. .or customers who purchase a Cafelato after tasting the product will be oered 01 complementary Cafelato vouchers to be redeemed within a month 'er complementary cinnamon buns to anyone who walks in to the caf and give them a taste of Cafelato. 2se of sensory branding at the opening event. This will be done with the use of cinnamon )avoured candles to be lit at the opening event where people will get the aroma of cinnamon and coee when they walk past the caf. Implementation plan 3ey millstones need to be met on speci4c deadlines to get things in order to launch the caf. 5n implementation schedule is developed to give deadlines and responsibilities. &cheduleActivity descriptionParticipantsDue date & TimeLocationCommentsDeveloping strategies and key ideas/i 67819807 ':ce ;evelop marketing strategies and campaign ideasDeveloping Social Media communications and app5dnan 0781