MNM3705
Assignment 3
PORTFOLIO
Semester 2 2025
Due September 2025
,MNM3705
Assignment 3: PORTFOLIO
Semester 2 2025
DUE September 2025
Yuppiechef Coffee Cafes
STEP 1 — PROJECT SCOPE (≈½ page)
The Yuppiechef Coffee Cafes project is a strategic brand extension that converts
Yuppiechef’s existing retail footprint into experiential brand environments. Building on
the company’s heritage as a premium online kitchenware retailer and its recent
expansion into physical stores, the cafés will serve light meals and beverages
exclusively prepared and presented using Yuppiechef kitchenware. This initiative is not
a standalone foodservice business but a deliberate integration of retail and hospitality
designed to make product use observable, tangible and desirable.
Why this project is required. The cafés aim to diversify revenue streams, strengthen
omni-channel brand engagement and convert passive browsing into active purchase.
By allowing customers to experience cookware, tableware and appliances in situ, the
cafés reduce purchase uncertainty, increase the propensity to buy, and provide new
data points (visits, product trials, loyalty behaviour) that improve customer lifetime value.
Project objective (high level). Launch an integrated marketing communications (IMC)
campaign that creates awareness of Yuppiechef Coffee Cafes, drives trial visits to store
cafés, and increases conversion of café visitors into retail purchasers of kitchenware
and appliances.
, Who will execute and govern the project. The project will be led by the appointed
Project Manager who reports to Head of Marketing and Retail Operations. Core
executional personnel include: digital marketing specialists (content, paid media),
PR/influencer relations, a creative production partner (agency), retail managers and
trained café staff (baristas, light-kitchen chefs). Cross-functional support will come from
operations (store fit-out and supply chain), finance (budgets & tracking), and IT (loyalty
integration and analytics).
How the project will be delivered. Execution follows a five-element IMC framework:
(1) targeted digital advertising (Instagram, X, TikTok, Meta), (2) influencer collaborations
and PR, (3) personalized email marketing and CRM activations, (4) in-store experiential
touchpoints (samplings, demos, merchandising), and (5) event-led launches and
tastings. These elements operate in a coordinated three-month launch wave followed by
optimisation and scale-out to additional stores. Success is operationalised via
measurable KPIs (digital impressions & engagement, foot traffic lift, loyalty sign-ups,
conversion rates and sales uplift).
This scope statement clarifies the strategic intent (why), the stakeholders and team
(who), and the executional mechanism (how), ensuring direct alignment with IMC
principles and the assignment brief.
Assignment 3
PORTFOLIO
Semester 2 2025
Due September 2025
,MNM3705
Assignment 3: PORTFOLIO
Semester 2 2025
DUE September 2025
Yuppiechef Coffee Cafes
STEP 1 — PROJECT SCOPE (≈½ page)
The Yuppiechef Coffee Cafes project is a strategic brand extension that converts
Yuppiechef’s existing retail footprint into experiential brand environments. Building on
the company’s heritage as a premium online kitchenware retailer and its recent
expansion into physical stores, the cafés will serve light meals and beverages
exclusively prepared and presented using Yuppiechef kitchenware. This initiative is not
a standalone foodservice business but a deliberate integration of retail and hospitality
designed to make product use observable, tangible and desirable.
Why this project is required. The cafés aim to diversify revenue streams, strengthen
omni-channel brand engagement and convert passive browsing into active purchase.
By allowing customers to experience cookware, tableware and appliances in situ, the
cafés reduce purchase uncertainty, increase the propensity to buy, and provide new
data points (visits, product trials, loyalty behaviour) that improve customer lifetime value.
Project objective (high level). Launch an integrated marketing communications (IMC)
campaign that creates awareness of Yuppiechef Coffee Cafes, drives trial visits to store
cafés, and increases conversion of café visitors into retail purchasers of kitchenware
and appliances.
, Who will execute and govern the project. The project will be led by the appointed
Project Manager who reports to Head of Marketing and Retail Operations. Core
executional personnel include: digital marketing specialists (content, paid media),
PR/influencer relations, a creative production partner (agency), retail managers and
trained café staff (baristas, light-kitchen chefs). Cross-functional support will come from
operations (store fit-out and supply chain), finance (budgets & tracking), and IT (loyalty
integration and analytics).
How the project will be delivered. Execution follows a five-element IMC framework:
(1) targeted digital advertising (Instagram, X, TikTok, Meta), (2) influencer collaborations
and PR, (3) personalized email marketing and CRM activations, (4) in-store experiential
touchpoints (samplings, demos, merchandising), and (5) event-led launches and
tastings. These elements operate in a coordinated three-month launch wave followed by
optimisation and scale-out to additional stores. Success is operationalised via
measurable KPIs (digital impressions & engagement, foot traffic lift, loyalty sign-ups,
conversion rates and sales uplift).
This scope statement clarifies the strategic intent (why), the stakeholders and team
(who), and the executional mechanism (how), ensuring direct alignment with IMC
principles and the assignment brief.
