Mary Grace Cafe Deck Design
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Transcript of Mary Grace Cafe Deck Design
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