MNM3705
Assignment 2 Semester 2 2025
2 2025
Unique Number:
Due date: September 2025
5. MARKETING COMMUNICATION ELEMENTS
The marketing communication plan for Yuppiechef Coffee Cafés must ensure awareness,
engagement, and loyalty while supporting the premium positioning of the brand. To achieve
this, the campaign will use a combination of advertising, public relations, sales promotion,
and digital marketing. Each element is selected to reach the defined target market of young
professionals, families, and lifestyle-conscious consumers in urban South Africa.
5.1 Advertising
Channels and Justification
Advertising will focus on broadcast and print media, specifically urban radio stations,
lifestyle magazines, and community newspapers. Radio is an important channel in South
Africa, as it has wide reach and affordability. For example, stations such as 94.7 Highveld
Stereo in Johannesburg and CapeTalk in Cape Town target urban, middle- to high-
income audiences, which align with Yuppiechef’s customer base. Print advertising in lifestyle
magazines like House and Leisure and Taste can showcase the cafés as stylish
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
1. PROJECT SCOPE
The Yuppiechef Coffee Cafes project is designed to expand the brand experience by
adding in-store cafés to its physical retail spaces. The cafes will serve light meals,
baked goods, and premium coffee while showcasing the use of Yuppiechef
kitchenware in preparing and presenting every item. This initiative goes beyond
offering refreshments — it integrates lifestyle with retail by allowing customers to
interact with Yuppiechef products in a real setting. The project intends to increase
customer engagement, strengthen brand loyalty, and attract new customers who
may not yet be familiar with Yuppiechef’s products.
The primary reason for the project is to deepen Yuppiechef’s brand identity as more
than a retailer of kitchen tools. The cafés will position the business as a lifestyle
brand that promotes quality, creativity, and community experiences (Kotler & Keller,
2022). The objective is not only to increase store visits and sales but also to create
memorable experiences that differentiate Yuppiechef from competitors.
The project will involve Yuppiechef’s marketing and store management teams, café
staff, product suppliers, and barista trainers. Completion will be achieved through
integrated marketing communication that combines digital campaigns, in-store
promotions, influencer partnerships, and public relations events. Together, these
elements will ensure that the target market is aware of and excited about the new
Yuppiechef Coffee Cafes.
2. SITUATION ANALYSIS
2.1 SWOT Analysis
A SWOT analysis helps identify Yuppiechef’s strengths, weaknesses, opportunities,
and threats in launching its new coffee café concept.
Strengths:
Yuppiechef has built a strong reputation as one of South Africa’s leading online and
physical retailers for premium kitchenware. Its customer service track record and
brand recognition give it credibility in launching a café experience. The use of
Yuppiechef’s own kitchen tools in the cafés will reinforce brand authenticity and
Assignment 2 Semester 2 2025
2 2025
Unique Number:
Due date: September 2025
5. MARKETING COMMUNICATION ELEMENTS
The marketing communication plan for Yuppiechef Coffee Cafés must ensure awareness,
engagement, and loyalty while supporting the premium positioning of the brand. To achieve
this, the campaign will use a combination of advertising, public relations, sales promotion,
and digital marketing. Each element is selected to reach the defined target market of young
professionals, families, and lifestyle-conscious consumers in urban South Africa.
5.1 Advertising
Channels and Justification
Advertising will focus on broadcast and print media, specifically urban radio stations,
lifestyle magazines, and community newspapers. Radio is an important channel in South
Africa, as it has wide reach and affordability. For example, stations such as 94.7 Highveld
Stereo in Johannesburg and CapeTalk in Cape Town target urban, middle- to high-
income audiences, which align with Yuppiechef’s customer base. Print advertising in lifestyle
magazines like House and Leisure and Taste can showcase the cafés as stylish
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +27 81 278 3372
1. PROJECT SCOPE
The Yuppiechef Coffee Cafes project is designed to expand the brand experience by
adding in-store cafés to its physical retail spaces. The cafes will serve light meals,
baked goods, and premium coffee while showcasing the use of Yuppiechef
kitchenware in preparing and presenting every item. This initiative goes beyond
offering refreshments — it integrates lifestyle with retail by allowing customers to
interact with Yuppiechef products in a real setting. The project intends to increase
customer engagement, strengthen brand loyalty, and attract new customers who
may not yet be familiar with Yuppiechef’s products.
The primary reason for the project is to deepen Yuppiechef’s brand identity as more
than a retailer of kitchen tools. The cafés will position the business as a lifestyle
brand that promotes quality, creativity, and community experiences (Kotler & Keller,
2022). The objective is not only to increase store visits and sales but also to create
memorable experiences that differentiate Yuppiechef from competitors.
The project will involve Yuppiechef’s marketing and store management teams, café
staff, product suppliers, and barista trainers. Completion will be achieved through
integrated marketing communication that combines digital campaigns, in-store
promotions, influencer partnerships, and public relations events. Together, these
elements will ensure that the target market is aware of and excited about the new
Yuppiechef Coffee Cafes.
2. SITUATION ANALYSIS
2.1 SWOT Analysis
A SWOT analysis helps identify Yuppiechef’s strengths, weaknesses, opportunities,
and threats in launching its new coffee café concept.
Strengths:
Yuppiechef has built a strong reputation as one of South Africa’s leading online and
physical retailers for premium kitchenware. Its customer service track record and
brand recognition give it credibility in launching a café experience. The use of
Yuppiechef’s own kitchen tools in the cafés will reinforce brand authenticity and
