MNM3705
Assignment 3 Semester 1 2025
Unique number:
Due Date: 22 May 2025
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 68 812 0934
,© Study Shack 2025. All rights Reserved +27 68 812 0934
, 1. INTRODUCTION
Yuppiechef, a well-established brand known for its premium kitchen tools and strong
online presence, has recently expanded into the physical retail space with innovative
customer engagement strategies. The company is now taking its in-store experience
further by introducing coffee cafes within its physical outlets. These cafes aim to
enhance customer interaction by serving light meals and drinks exclusively using
Yuppiechef kitchenware, thereby reinforcing the brand’s quality and lifestyle appeal.
As the newly appointed project manager, the task is to develop a structured
marketing communication plan to create awareness and generate excitement around
this new initiative. This assignment outlines each step of the marketing
communication planning process, from defining the project scope and analysing the
current market environment, to setting objectives, determining budgets, selecting
communication tools, and evaluating outcomes. The goal is to ensure that the
campaign aligns with Yuppiechef’s integrated marketing strategy and effectively
connects with their target audience.
2. PROJECT SCOPE
The purpose of this project is to develop and execute a comprehensive marketing
communication plan for the introduction of Yuppiechef Coffee Cafés within the
company’s physical retail stores. This initiative aims to merge Yuppiechef’s premium
kitchenware identity with the lifestyle experience of enjoying artisanal coffee and light
meals in-store. The integration of café spaces seeks not only to diversify the brand’s
offerings but also to create experiential touchpoints that strengthen customer loyalty
and brand differentiation in an increasingly competitive retail environment (Kotler et
al., 2019).
The primary objective of this project is to raise awareness and generate excitement
among Yuppiechef’s existing and potential customers regarding the launch of the
cafés. This will be achieved through a strategically planned integrated marketing
communication (IMC) campaign. The IMC campaign will promote the new café
offering while showcasing Yuppiechef kitchen tools in use, aligning perfectly with the
brand’s identity as a provider of premium cooking and lifestyle products.
© Study Shack 2025. All rights Reserved +27 68 812 0934
, The scope of the project includes developing all communication materials, selecting
appropriate media channels, managing the launch event, and tracking the
performance of the marketing campaign. Activities will include crafting compelling
brand messaging, creating promotional content, launching a social media campaign,
and training staff to deliver a consistent brand experience. A key success factor will
be maintaining synergy between the retail and café operations to offer customers a
seamless and engaging brand interaction.
The project will involve collaboration across multiple departments including
marketing, retail management, operations, customer experience, and supply chain.
The marketing team will lead campaign development and execution, supported by
the design and digital teams for content creation and online outreach. Operational
staff, such as baristas and café managers, will be trained to act as brand
ambassadors, reinforcing the quality and aesthetic of Yuppiechef products through
their use in food and beverage preparation.
This project will be executed in a phased approach. The first phase includes pre-
launch awareness-building through digital and in-store teasers. The second phase
encompasses the official launch, supported by advertising and influencer
collaborations. The third phase will focus on sustaining interest and engagement
through ongoing promotions, seasonal campaigns, and customer feedback
integration.
Ultimately, the successful completion of this project will allow Yuppiechef to reinforce
its market position as an innovative, customer-focused brand. By offering customers
a chance to experience its products in a lifestyle setting, the company can deepen
emotional connections with its target market while increasing foot traffic and
customer dwell time in physical stores (Belch et al., 2020).
3. SITUATION ANALYSIS
To effectively plan the marketing communication strategy for the new Yuppiechef
Coffee Cafés, it is essential to conduct a comprehensive situation analysis. This
analysis considers the internal and external environments that may influence the
© Study Shack 2025. All rights Reserved +27 68 812 0934
Assignment 3 Semester 1 2025
Unique number:
Due Date: 22 May 2025
This document includes:
Helpful answers and guidelines
Detailed explanations and/ or calculations
References
Connect with the tutor on
+27 68 812 0934
,© Study Shack 2025. All rights Reserved +27 68 812 0934
, 1. INTRODUCTION
Yuppiechef, a well-established brand known for its premium kitchen tools and strong
online presence, has recently expanded into the physical retail space with innovative
customer engagement strategies. The company is now taking its in-store experience
further by introducing coffee cafes within its physical outlets. These cafes aim to
enhance customer interaction by serving light meals and drinks exclusively using
Yuppiechef kitchenware, thereby reinforcing the brand’s quality and lifestyle appeal.
As the newly appointed project manager, the task is to develop a structured
marketing communication plan to create awareness and generate excitement around
this new initiative. This assignment outlines each step of the marketing
communication planning process, from defining the project scope and analysing the
current market environment, to setting objectives, determining budgets, selecting
communication tools, and evaluating outcomes. The goal is to ensure that the
campaign aligns with Yuppiechef’s integrated marketing strategy and effectively
connects with their target audience.
2. PROJECT SCOPE
The purpose of this project is to develop and execute a comprehensive marketing
communication plan for the introduction of Yuppiechef Coffee Cafés within the
company’s physical retail stores. This initiative aims to merge Yuppiechef’s premium
kitchenware identity with the lifestyle experience of enjoying artisanal coffee and light
meals in-store. The integration of café spaces seeks not only to diversify the brand’s
offerings but also to create experiential touchpoints that strengthen customer loyalty
and brand differentiation in an increasingly competitive retail environment (Kotler et
al., 2019).
The primary objective of this project is to raise awareness and generate excitement
among Yuppiechef’s existing and potential customers regarding the launch of the
cafés. This will be achieved through a strategically planned integrated marketing
communication (IMC) campaign. The IMC campaign will promote the new café
offering while showcasing Yuppiechef kitchen tools in use, aligning perfectly with the
brand’s identity as a provider of premium cooking and lifestyle products.
© Study Shack 2025. All rights Reserved +27 68 812 0934
, The scope of the project includes developing all communication materials, selecting
appropriate media channels, managing the launch event, and tracking the
performance of the marketing campaign. Activities will include crafting compelling
brand messaging, creating promotional content, launching a social media campaign,
and training staff to deliver a consistent brand experience. A key success factor will
be maintaining synergy between the retail and café operations to offer customers a
seamless and engaging brand interaction.
The project will involve collaboration across multiple departments including
marketing, retail management, operations, customer experience, and supply chain.
The marketing team will lead campaign development and execution, supported by
the design and digital teams for content creation and online outreach. Operational
staff, such as baristas and café managers, will be trained to act as brand
ambassadors, reinforcing the quality and aesthetic of Yuppiechef products through
their use in food and beverage preparation.
This project will be executed in a phased approach. The first phase includes pre-
launch awareness-building through digital and in-store teasers. The second phase
encompasses the official launch, supported by advertising and influencer
collaborations. The third phase will focus on sustaining interest and engagement
through ongoing promotions, seasonal campaigns, and customer feedback
integration.
Ultimately, the successful completion of this project will allow Yuppiechef to reinforce
its market position as an innovative, customer-focused brand. By offering customers
a chance to experience its products in a lifestyle setting, the company can deepen
emotional connections with its target market while increasing foot traffic and
customer dwell time in physical stores (Belch et al., 2020).
3. SITUATION ANALYSIS
To effectively plan the marketing communication strategy for the new Yuppiechef
Coffee Cafés, it is essential to conduct a comprehensive situation analysis. This
analysis considers the internal and external environments that may influence the
© Study Shack 2025. All rights Reserved +27 68 812 0934
