Fatma Aaref Albannat 200707405 COM352 -principles of Advertising
Cream Café Description Cream Café is a new coffee shop in Dubai. The vision of Cream Café is to look for better future through improving the scale of the café operations, developing its ability to evaluate energy consumption, and cutting off carbon emissions and the size of waste. My café will enjoy a unique combination of products, prices, atmosphere and attractive places which makes it very noticeable and distinctive from the others. Cream Café has specific quality measures which are required for its products, employees and services. Cream Café enjoys a unique and distinctive atmosphere. It is different from other coffee shops. The atmosphere there is warm and welcoming. Cream café will offer a wide range and variety of genuine coffee drinks. We believe that the hand-made cup of coffee is an art. It needs time and skill to be ideal and tasty. The used coffee will be Mocha Italia. The secret of this coffee lies in its exceptional blend to provide a unique combination of sweetness and bitterness that is required to prepare a great cup of coffee. This secret makes the customers enjoy a unique Italian flavour. The supplied drinks consist of many delicious tastes as Espresso, Ristretto, Machchiato, Amercino, Flat White, Cappuccino, Cafe Latte and Mocha. Customers can customise their coffee by adding decaffeinated coffee, skimmed milk and soya milk; and these are all for no extra charge. In addition, they can add vanilla, hazelnut or caramel syrup to their coffee. As a result to the rapid changing market, Cream Café offers additional range of alternatives including hot chocolate, teas and infusions, and iced coffees with the aim of satisfying its customers.
Cream Café pays much attention to its source of coffee. We have excellent sources and employ people who dedicate to sourcing, checking and blending beans. Cream Café pays much attention to improve the nutritional profile of its products offered in stores. The Café has been working directly with the Food Standards Agency in order to decrease the salt and fat content, however, without impacting the quality and taste. The employees of Cream Café are well skilled and trained. Each of them is professionally trained by the experts of Cream Café to be skilled in the art of coffee. This is one of the reasons that make the Café different from others. Cream Café ensures that its customers will get the perfect cup of Cream Café coffee all the time. Positioning Positioning refers to the way a product of a company is perceived by consumers due to the specific important attributes it possesses when compared to competing product. Since there are many strong competitors in the UAE market, we should position the new café in a creative way to attract the customers and increase their knowledge about it and its services. Positioning is a very important step to place this café in the minds of the customers and to create an attractive image or identity in the minds of our target market. We will enter new markets and offer online services as E-commerce. Our positioning strategy in the internet market is by entering new markets and provide free online services to customers through a well-built website and offer e-commerce services and free delivery.
The cafĂŠ is likely to start on a smaller scale but will peak as people get to familiarize
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with the products offered.
Technical superiority
We will offer a professional website for Cream Café. It is useful and comprehensive for all what customers may need to know. Cream Café uses its website to supply its customers with a comprehensive background of its history, business, products, and sources. Customers are able to read about the coffee shop's success story through the website. Customers may also use the website to find stores in their countries or all over the world. In addition, Cream Café informs its customers with details of its products such as ingredients and calories. In addition, there are many images in the website as well as there is a club for coffee lovers. Such details help the customer relate to the brand as well as create the first steps of brand loyalty. Moreover, Cream Café provides vacancies and careers for people who are looking to work in its staff. The website is a tool in which customers are able to contact with Cream Café. Using its website, Cream Café ensures that its customers have a good idea about what is in their daily beverages and foods. Target Audience (Customers) The main target customers of Cream Café are coffee lovers. The coffee shop targets both genders and a wide range of ages. We will focus mainly on the market of the UAE including opening stores across its Emirates. The main branch will be in Dubai. Later, we are going to expand internationally to reach the GCC countries.
Description of Pricing The prices of our products are varied. It depends on the product itself. In general, Cream Café prices are fair and suitable for all classes, especially because we target a wide range of costumers and have to take that into consideration.
Description of Quality Cream Café takes great responsibility for its business. That's why it always ensures to be responsible on serving the perfect cup of coffee. Cream Café sources are 100% of unique Mocha Italia. Cream Café uses milk that is produced by local cows. The used cups are produced by means of certified sustainable pulp in order to be easily recycled. Promotional Techniques Product promotion is an exceptional tool for building brand identity. Customized products are more efficient than paid advertising; Product promotion can establish a great brand identity by conveying a strong message about the quality and reliability of the company or product. Also promotion is a very important approach to increase sales. Thus, we should focus on providing promotions and advertisements vastly. This area needs to be activated and improved in Cream Café since it has great benefits. In the view of the fact that Cream Café provides beverages, so it is difficult to provide online order service. However, Cream Café will build a more comprehensive page for showing its products. It is highly recommended that Cream Café adopts a creative and effective marketing strategy in order to increase its sales and enhance its brand name. I suggest acting upon the following: - Launch a great marketing campaign includes using a variety of promotional and advertising tools such as placing advertisements on TV, Radio, Magazines, Newspapers as well as online ads. - Cream Café may announce an open day in its stores to provide customers with free drinks. This may increase its popularity and attract new customers.
- Cream CafĂŠ may have discounts on its products within the weekend. - Special offer cards for the cafĂŠ will be available, so that the customers will be able to buy using this card and get 10% discount and bonus.