MNM3705
Assignment 2
Semester 2 2025
Due September 2025
, MNM3705
Assignment 2
Semester 2 2025
Due September 2025
STEP 5: COMMUNICATION ELEMENTS
The marketing communication campaign for Yuppiechef Coffee Cafes adopts an
Integrated Marketing Communication (IMC) strategy designed to deliver a consistent,
persuasive, and premium brand message across both digital and physical channels.
This approach ensures that every customer touchpoint—whether online, in-store, or
through direct engagement—reinforces Yuppiechef’s positioning as a lifestyle-oriented,
aspirational brand.
By integrating social media advertising, influencer partnerships, email marketing, and in-
store promotions, the campaign leverages customer media habits, maximizes return on
investment, and creates a seamless consumer journey from awareness to trial and
loyalty.
1. Social Media Advertising (Instagram & X)
Rationale:
Social media remains the primary platform for discovery and lifestyle engagement
among Yuppiechef’s target audience—digitally connected professionals aged 25–35.
Instagram’s visual-first nature highlights the café’s design aesthetic, artisanal coffee,
and premium kitchenware, while X provides real-time trending visibility and
Assignment 2
Semester 2 2025
Due September 2025
, MNM3705
Assignment 2
Semester 2 2025
Due September 2025
STEP 5: COMMUNICATION ELEMENTS
The marketing communication campaign for Yuppiechef Coffee Cafes adopts an
Integrated Marketing Communication (IMC) strategy designed to deliver a consistent,
persuasive, and premium brand message across both digital and physical channels.
This approach ensures that every customer touchpoint—whether online, in-store, or
through direct engagement—reinforces Yuppiechef’s positioning as a lifestyle-oriented,
aspirational brand.
By integrating social media advertising, influencer partnerships, email marketing, and in-
store promotions, the campaign leverages customer media habits, maximizes return on
investment, and creates a seamless consumer journey from awareness to trial and
loyalty.
1. Social Media Advertising (Instagram & X)
Rationale:
Social media remains the primary platform for discovery and lifestyle engagement
among Yuppiechef’s target audience—digitally connected professionals aged 25–35.
Instagram’s visual-first nature highlights the café’s design aesthetic, artisanal coffee,
and premium kitchenware, while X provides real-time trending visibility and
