IMC Group Assignment
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Mkhuseli Richard MzondekiType
2669870
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22222222
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your
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your
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your
your texttext
text
text
Blaine DanielsType
2731500
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Typeyour
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your
your text
text
your text
Takudzwa MuchekiType
2661560
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Typeyour
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yourtext
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text
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Thibedi RapooType
2738422
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your text
text
ASSIGNMENT GRADE 72%
HIGHEST GRADE 77%
TURNITIN SCORE 4%
1
, Table of Contents
1. Executive Summary 4
2. Company Overview 4
3. Analysis Stage 4
3.1 Competitor Analysis 4
3.2 Product Analysis 5
3.3 Target Audience 6
4. Communication Objectives 7
5. Integrated Marketing Communications Plan 8
5.1 Marketing Communication Programme 8
5.2 Promotional Mix 11
6. Media Plan 16
7. Evaluation and Control 17
2
,Plagiarism Pledge
I, Mkhuseli Richard Mzondeki, leader of my group, hereby
declare that the work submitted in this assignment is of our
own, original work. We have fully acknowledged and
referenced all sources of information used, in accordance
with the prescribed referencing style. We understand that
plagiarism, which includes copying, paraphrasing without
proper citation, or presenting someone else’s work as my own,
is a serious academic offense and is subject to disciplinary
action.
By signing this pledge, we affirm that we have not engaged in
any form of academic dishonesty and take full responsibility
for the content of this assignment.
Signature: __________________
Date: 12/10/2024
3
, 1. Executive Summary
This document is an Integrated Marketing Communications (IMC) plan for
Father Coffee, a specialty coffee roastery based in Johannesburg, South
Africa. It includes an overview of the company, competitor analysis, product
analysis, and communication objectives aimed at increasing brand
awareness, social media engagement, and customer satisfaction. The plan
outlines a promotional mix that integrates digital, traditional, and outdoor
advertising, as well as influencer endorsements to engage the target
audience, which primarily consists of coffee enthusiasts, millennials, and
health-conscious individuals. The IMC strategy focuses on leveraging social
media, SEO, email marketing, and collaboration with influencers to boost
Father Coffee’s presence and drive sales,
2. Company overview
Father Coffee is a specialty coffee roastery founded by Nicholas Christowitz,
and based in Johannesburg, South Africa which has been established since
2013. Father Coffee opened due to the absence of a market for speciality
coffee, additionally the first Father Coffee roastery and café were founded in
Braamfontein. The philosophy of this brand is never about adding flavour to
the coffee but rather, working to expose the inherent character, flavour, and
complexity a coffee has to offer. Father Coffee are also the winners of the
2020 “A Shot in the Dark” competition. The brand carefully selects coffees
that showcase exceptional origin, variety, and processing, which they then
roast for the enjoyment of their customer base. Each year, Father Coffee
releases around 60 unique offerings, available for consumers to savour in one
of the cafés. Moreover, customers may enjoy an exceptional cup of coffee ain
one of the cafes, at one of their wholesale partners, or in the comfort of a
consumer’s home. In addition to great coffee, Father Coffee also focus on
quality in other areas, featuring various wine shops, a wine bar, a bakery, and
more. Today the brand operates at various locations in South Africa such as
Rosebank and Sandton.
3. Analysis Stage
3.1 Competitor Analysis
Father Coffee has a competitor in the Naked Kitchen and Coffee Bar, which is
a trendy gourmet deli and coffee concept with branches in Morningside,
Sandton City Shopping Mall, and Sea Point in Cape Town. Naked offers
vegan food which allows them to appeal to a wider demographic. Naked offers
4
Type
Type your
your text
text
Mkhuseli Richard MzondekiType
2669870
Type
Type
Type your
your
22222222
Type
your
Type
Type your text
text
your
text
your
your texttext
text
text
Blaine DanielsType
2731500
Type
Typeyour
Type
text
your
your text
text
your text
Takudzwa MuchekiType
2661560
Type
Type your
Typeyour
your text
yourtext
text
text
Type your text
Thibedi RapooType
2738422
Type
Type your
yourtext
your text
text
ASSIGNMENT GRADE 72%
HIGHEST GRADE 77%
TURNITIN SCORE 4%
1
, Table of Contents
1. Executive Summary 4
2. Company Overview 4
3. Analysis Stage 4
3.1 Competitor Analysis 4
3.2 Product Analysis 5
3.3 Target Audience 6
4. Communication Objectives 7
5. Integrated Marketing Communications Plan 8
5.1 Marketing Communication Programme 8
5.2 Promotional Mix 11
6. Media Plan 16
7. Evaluation and Control 17
2
,Plagiarism Pledge
I, Mkhuseli Richard Mzondeki, leader of my group, hereby
declare that the work submitted in this assignment is of our
own, original work. We have fully acknowledged and
referenced all sources of information used, in accordance
with the prescribed referencing style. We understand that
plagiarism, which includes copying, paraphrasing without
proper citation, or presenting someone else’s work as my own,
is a serious academic offense and is subject to disciplinary
action.
By signing this pledge, we affirm that we have not engaged in
any form of academic dishonesty and take full responsibility
for the content of this assignment.
Signature: __________________
Date: 12/10/2024
3
, 1. Executive Summary
This document is an Integrated Marketing Communications (IMC) plan for
Father Coffee, a specialty coffee roastery based in Johannesburg, South
Africa. It includes an overview of the company, competitor analysis, product
analysis, and communication objectives aimed at increasing brand
awareness, social media engagement, and customer satisfaction. The plan
outlines a promotional mix that integrates digital, traditional, and outdoor
advertising, as well as influencer endorsements to engage the target
audience, which primarily consists of coffee enthusiasts, millennials, and
health-conscious individuals. The IMC strategy focuses on leveraging social
media, SEO, email marketing, and collaboration with influencers to boost
Father Coffee’s presence and drive sales,
2. Company overview
Father Coffee is a specialty coffee roastery founded by Nicholas Christowitz,
and based in Johannesburg, South Africa which has been established since
2013. Father Coffee opened due to the absence of a market for speciality
coffee, additionally the first Father Coffee roastery and café were founded in
Braamfontein. The philosophy of this brand is never about adding flavour to
the coffee but rather, working to expose the inherent character, flavour, and
complexity a coffee has to offer. Father Coffee are also the winners of the
2020 “A Shot in the Dark” competition. The brand carefully selects coffees
that showcase exceptional origin, variety, and processing, which they then
roast for the enjoyment of their customer base. Each year, Father Coffee
releases around 60 unique offerings, available for consumers to savour in one
of the cafés. Moreover, customers may enjoy an exceptional cup of coffee ain
one of the cafes, at one of their wholesale partners, or in the comfort of a
consumer’s home. In addition to great coffee, Father Coffee also focus on
quality in other areas, featuring various wine shops, a wine bar, a bakery, and
more. Today the brand operates at various locations in South Africa such as
Rosebank and Sandton.
3. Analysis Stage
3.1 Competitor Analysis
Father Coffee has a competitor in the Naked Kitchen and Coffee Bar, which is
a trendy gourmet deli and coffee concept with branches in Morningside,
Sandton City Shopping Mall, and Sea Point in Cape Town. Naked offers
vegan food which allows them to appeal to a wider demographic. Naked offers
4
