Executive Summary:
Advertising plays a very important role in todays age of competition. Advertising
is one thing which has become a necessity for everybody in todays day to day
life, be it the producer, the traders, or the customer. Advertising is an important
part.
Coffee House is a small coffee shop located at albion, a suburb in Melbourne,
Victoria, Australia it is around 24km from the central Melbourne. The cafe is
opened for the all day and sells all types of coffee & snacks.
Situation Analysis:
Coffee House caf successfully completed its 1st year & about to start their
operation for second year. The local citizen accepted this cafe very well & for
this reason marketing plan is bit tricky for its continues success. Based on all of
these management decided to do massive advertisement on News paper,
Magazine & outdoor billboard .
Coffee House introducing many new offer includes loyalty card for the customers.
In this caf we give priority on customer choice. Here customer can get their own
recipe coffee made by us.
Logo:
# Newspaper Advertising:
# Creative Concept:
For newspaper advertisement we focusing our loyalty card offer programme &
customer creation made by us programme. Top of that coffee House offering
complimentary cookies with every coffee.
Key Highlight@ Loyalty Card programme Buy 2 coffee & get 3rd coffee free.
@ Highlight coffee House own logo to establish as a brand name.
@ Introducing Customer own creation,made by us
@ The value of our customer.
# Accuracy & Completeness:
On the advertisement we tried to fill all our target contents.
@ We highlight our logo.
@ We explained our loyalty programme offer.
@we explained Customer own creation,made by us
@ we showed the value of customers to us.
# Budget:
We decide to publish our coffee house advertisement on all the major &
popular newspapers for 3 month.
Examples: Harald Sun , The Age, The Australian etc.
Name
Herald Sun
The Age
Australian
Others
Total
Per day Cost
$ 350
$390
$375
$200
# Legal & Ethical Constraints:
We followed all the codes of practice issued by*Advertising Federation of Australia.
*Australian Communications and Media Authority.
*Australian Competitions & consumers Commission.
*Australian Performing Right Association.
Magazine Advertisement:
Total Cost(90 days)
$31500
$35100
$33750
$18000
$118,350
# Creative Concept:
For Magazine advertisement we focusing our Free cookies with every coffe offer
programme & customer creation made by us programme.
Key Highlight@ Free cookies with every coffee.
@ Highlight coffee House own logo to establish as a brand name.
@ Introducing Customer own creation,made by us
@ The value of our customer.
# Accuracy & Completeness:
On the advertisement we tried to fill all our target contents.
@ We highlight our logo.
@ We explained on going programme offer.
@we explained Customer own creation,made by us
@ we showed the value of customers to us.
# Budget:
We decide to publish our coffee house advertisement on all the major &
popular Magazine for 12 weeks.
Examples: Mens Health , Bazaar, Who etc.
Name
Mens Health
Bazaar
Who
Cosmopolitan
New Idea
Others
Total
Per Week cost
$300
$500
$250
$350
$400
$1000
# Legal & Ethical Constraints:
We followed all the codes of practice issued by*Advertising Federation of Australia.
*Australian Communications and Media Authority.
*Australian Competitions & consumers Commission.
*Australian Performing Right Association.
# Outdoor Advertisement:
Total Cost(12wk)
$3600
$6000
$3000
$4200
$4800
$12000
$33600
# Creative Concept:
For Outdoor advertisement we focusing our Free cookies with every coffe offer
programme & customer creation made by us programme.
Key Highlight@ Free cookies with every coffee.
@ Highlight coffee House own logo to establish as a brand name.
@ Introducing Customer own creation,made by us
@ The value of our customer.
# Accuracy & Completeness:
On the advertisement we tried to fill all our target contents.
@ We highlight our logo.
@ We explained on going programme offer.
@we explained Customer own creation,made by us
@ we showed the value of customers to us.
# Budget:
We decide to publish our coffee house advertisement on all the major Bus
stops & local Billboard for 12 weeks.
Name
Billboard
Bus Stop
Others
Total
Per day cost
Total cost
$1000
$800
$90000
$500
# Legal & Ethical Constraints:
We followed all the codes of practice issued by* Local Council.
*Advertising Federation of Australia.
*Australian Communications and Media Authority.
*Australian Competitions & consumers Commission.
*Australian Performing Right Association.
$72000
$45000
$207,000
