Coffee Republic -Marekting Communications Plan Essay

1 ) Executive Synopsis Coffee Republic was founded in 1995 simply by Bobby and Sahar Hashemi, who observed a market space where they could promote their good quality product at reasonable prices to clients wishing anything more than just regular coffee and fast food proposed by other high street chains(Hashemi S, 2001).

Initially the product was marketed in the UK only, good results . the development of the brand name, the company features managed to enter markets internationally in countries such as Saudi Arabia, United States of America, Romania, Ireland etc . Since Coffee Republic is usually not a typical coffee shop string, but runs under 3 brands simultaneously: Coffee Republic, Coffee Republic Deli and Republic Deli, it is essential also to concentrate on the food selection. Food market is very particular and even a small mistake can lead to a great loss in customers. Lately, the company offers collapsed into administration, blaming recession due to its problems.

Developing a marketing communications plan in order to reinvigorate Coffee Republic as a brand requires the use a pull technique that should give attention to advertising approach in several medias such as: car radio or taxis and other marketing communications tools just like sponsorship. 2 . Campaign Aims. Marketing communications targets typically label sales and/or to the desired goals the marketing communications have in affecting the mind of the audience. (Pickton Deb., Broderick A. 2005). Rather than developing new releases, that the organization could bring in to the industry, it is more important to deliver the essence of the trademark to the viewers. In other words, using the flow details to reposition the brand inside the mind with the consumer.

With the budget of just one million there exists a need to develop a campaign directed at a segment of everyday consumer who will be looking for a caffeine to have them through the day’. The age of the customer is 21-35 years plus they are usually white colored collar staff with a normal income of 20, 1000 pounds g. a. Additionally, they rely on general public transport to get them to operate, rather than issues private method of transport.

Main Objectives in the campaign: a. To raise the awareness of Espresso Republic among the list of market of 21-35-year-old, men and women, white back of the shirt workers, with an income above 20, 000 pounds l. a., and who count on public travel to get them to work. b. To reposition the brand as you selling a gourmet and exclusive merchandise, but as well one, offering an exclusive product at an affordable price. c. To create solid brand beliefs, so that the consumer is aware of what stands for rather than for what this sells. deb. To ensure that the meals offer is distinct and differs from others’, in the mind of the consumer. e. To reinvigorate the Coffee Republic brand and stop this going out of organization.

Positioning: The marketplace for Caffeine shops and deli shops is very competitive and is characterized by companies and smaller business people which operate on two edges of it. Possibly it is reigned over by small independent retailers functioning on the local size or bigger chains like Costa Caffeine with significant budgets, having the capacity to set high standards and which the audience seems to favor more than stores such as Espresso Republic. Trying to fit into both of those markets is really difficult as it requires more financial input to be able to develop the two coffee and food give.

Coffee Republic is a company which usually does not qualify for either of people territories as well as the aim of the marketing communication plan will be to try and force it in the higher end in the hierarchy, therefore it can contend with larger advancements. In order to compete and attain the earlier established objectives, it will probably be essential to reposition the brand. Considering that the essence of positioning a brandname or product is to differ this from the rivals in the head of consumers (De Pelsmacker G., Guens Meters., Van para Bergh T 2001), will probably be necessary to enhance the part of food selection and to emphasize it is meaning in the campaign generally.

The company will need to start advertising not only a superb quality coffee but also add variety by offering a selection of chicken, cheeses and also other gourmet food, but also provide not too complex lunchtime service, a number of seats and tables for the sit-down lunch time crowd and take-out wedding caterers options which includes for example cold meat and cheese plastic trays. What is more, the organization will have to re-consider the location of their units. The right location intended for delis and coffee outlets is in workplace districts, commercial malls and mall eateries and food courts, where the potential customers of light collar personnel could be got into contact with.

3. Total Creative Motif In order to gain the attention of 21-35-years-old white collar workers, depending upon public transfer, the concept, that Caffeine Republic will desire to deliver will have to be impressive and effective. The general motif will have to help remind the target audience of mouth-watering food and delicious espresso available only in Coffee Republic price tag units. Because the segment targeted is a band of young and middle section aged persons, probably conscious modern trends and latest trends, the clear statement of modern quality will also have to be depicted along with a picture of very best value and high quality meals and coffee available at an affordable price.

The general creative idea would be to use even more aggressive coupure that the target audience would locate encouraging as well as robust. Devise like: Contain it OUR way!; Wake up into a smell of coffee!; FAMISHED? Have it each of our way!, could relay a clear and sound message, which the target audience will certainly associate with simplicity although also with good quality of products presented. 4. Marketing communications Strategy The promotional mixture will be used in order to support the pull approach. The combination of advertising technique and sponsorship will be implemented in order to satisfy the established targets.

The advertising and marketing will have to occur in mainly in radio, general-interest magazines and taxis because the financial resources intended for the plan are fairly small and the company can not manage television advertising and marketing. Although advertising can be seen since expensive in overall expense terms this has to be outweighed by the fact that many people of target audience can be reached (Pickton D., Broderick A. 2005). In the the airwaves, it would be helpful to use the noises of a lot of well known celebs, who may easily affect the target audience and raise the interest amongst new, potential clients.

Because the targeted audience relies on general public means of transport while getting to work, it could be reasonable also to set aside some assets in little posters inside taxis and stickers including slogans on their sides. Considering that the company already has a significant well designed internet site, it would be useful to start advertising and marketing it in other places in the internet. To balance radio stations advertising it might be a good idea to advertise the company on the radio’s website. The advantage of this really is that many audience frequently visit the website in the station they will listen to plus the target audience can be reached in two mediums simultaneously.

In order to reach the target target audience through national radio train station, some kind of sponsorship may enjoy an essential position in the marketing campaign. Sponsoring a concert or a national event, would definitely become noticed throughout the media of national radio station. Throughout the concert, symbols and trademarks of the organization will be omnipresent and in like that, noticed by target audience. a. Advertising Strategy Media: Local R / c: since the airwaves advertising is considerably inexpensive, it would be really worth to invest in that kind of advertising the brand. It reaches the biggest amount of potential customers-the target audience, at the lowest cost.

Because the audience targeted is noticeably young, the very best station to market would be a nationwide radio station, but because the financial resources pertaining to the marketing campaign are quite small , and the work will have to concentrate on large community radio stations, where cost of a campaign will probably be much smaller. Local plumber to promote the business in the a radio station would be early morning, when the majority of the target audience get up to job, or pay attention to the radio although working. In addition to the radio plan, it would be worthwhile to promote the business on the websites of the r / c. As mentioned ahead of, it is a great chance to raise the understanding of the target market through two mediums concurrently at a reasonable cost.

The price tag on small banners at the websites of the radio stations should not be excessive and will be a highly effective supplement to get the radio marketing campaign. Taxis: The reason for success of promoting the company upon taxis is very clear. Your research shows that cabs spend a lot more than 90% of their working amount of time in town and city centers and because of these there is quite a big probability of the adverts displayed inside and the sides being noticed by the target audience traveling to and from function.

What is more, each taxi spends the average of 8 several hours working in metropolis centers, which gives the effectiveness of town billboards, which can be much more pricey. With the spending budget available, the company will have an excellent opportunity to reach the city and town centers, where the potential audience spends a lot of their time. General-interest journals: because of quite a small economic budget in the company, it could not afford to develop a powerful internet advertising plan, which will be a great option in that case.

However , in order to boost the campaign, the business can make a make use of the channel of general-interest magazines. Advertising and marketing in magazines, very often read by target audience including the Spectator, The company Magazine or The Economist, although also in more general interest magazines including Marie Claire or Multicultural, will constitute a great and effective means of reaching the segment targeted.

The benefit of magazine advertising and marketing is that the production quality is definitely high and as a result a more persuasive branding offer can be designed. b. Sponsorship -sponsorship could possibly be defined as ad advertisement activity, whereby one party permits another an opportunity to make use of an association with a target audience in substitution for funds, providers and resources(Fill, 2002). To obtain noticed in the national radio stations, or even on television, it would be helpful to sponsor a conference or a live concert, which usually gains a lot of attention of young people and enables the chance to get noticed simply by them.

As stated before, that medium will make sure that the firm logos and posters will also be observed during the celebration as well as ahead of it takes place, during commercials promoting this. 5. Statement Summary The evaluation with the marketing connection plan is very important in the whole process of the marketing campaign. It is essential to remember to gauge the degree where each area of the marketing communications strategy has written for successful progress the campaign. With such approach, every single part must be assessed according to different characteristics in order to observe the efficiency of the plan.

Since the marketing campaign concentrates on advertising strategy and sponsorship generally, it will be required to measure the degree to which these two marketing equipment have contributed to the general achievement of the advertising campaign. Bibliography: Espresso Republic PLC (2007) Espresso Republic Total annual Report, Rubicon De Pelsmacker P., Guens M., Truck de Bergh J (2001) Marketing Communications, Harlow: Pearson Education Limited Hashemi S. (2007), Anyone Will go through successfully: Building Espresso Republic from your Kitchen Table 57 Actual life Laws in Entrepreneurship, Capstone Fill C. (2002) Marketing Communications: Contexts, Approaches and Applications, Harlow: Pearson Education Limited Fill C. (2007) Marketing and sales communications: Engagements, Tactics and Practice, Harlow: Pearson Education Limited Pickton D., Broderick A (2005) Integrated Marketing Communications, Harlow: Pearson Education Limited