MNM3705
Assignment 3 Semester 1 2025
Unique #:
Due Date: 22 May 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 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.
Varsity Cube 2025 +27 81 278 3372
Assignment 3 Semester 1 2025
Unique #:
Due Date: 22 May 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, 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.
Varsity Cube 2025 +27 81 278 3372
