,MNM3705 Assignment 2 (COMPLETE ANSWERS)
Semester 2 2025 - DUE September 2025; 100%
TRUSTED Complete, trusted solutions and
explanations.
STEP 5: COMMUNICATION ELEMENTS
To successfully launch and communicate the new Yuppiechef
Coffee Cafes division, a carefully planned integrated marketing
communication (IMC) strategy is essential. The communication
elements chosen must align with the target market (middle- to
upper-income urban professionals, students, and coffee
enthusiasts between 20–45 years old), the budget, and the
objectives of brand awareness, customer acquisition, and
customer loyalty.
1. Advertising (Broadcast & Digital Media)
Channels: Social media ads (Instagram, Facebook, TikTok,
YouTube), Google Ads, and selected radio stations (Metro
FM, 5FM, Cape Talk).
Why these channels?
o Young professionals and students are heavy social
media users.
o Radio has strong reach during commuting hours in
cities like Cape Town and Johannesburg.
How many ads?
, o Digital: 3–4 ads per week per platform for the first
three months.
o Radio: 2–3 slots daily during peak drive times (7–9
am and 4–6 pm).
Message content:
o “More than just coffee — an experience.”
o Emphasis on premium coffee, cozy atmosphere, and
the Yuppiechef brand credibility.
o Promotions like “Buy 1 get 1 free on launch week.”
Frequency: Consistent repetition over 3 months to build
recognition.
Target reach: Students (through TikTok/Instagram),
professionals (LinkedIn/Radio), general urban consumers
(Google Ads & YouTube).
2. Print Media
Channels: Lifestyle magazines (Taste, House & Leisure),
university newspapers, local community papers.
Why these channels?
o Print provides credibility and appeals to lifestyle-
conscious readers who value quality dining
experiences.
Semester 2 2025 - DUE September 2025; 100%
TRUSTED Complete, trusted solutions and
explanations.
STEP 5: COMMUNICATION ELEMENTS
To successfully launch and communicate the new Yuppiechef
Coffee Cafes division, a carefully planned integrated marketing
communication (IMC) strategy is essential. The communication
elements chosen must align with the target market (middle- to
upper-income urban professionals, students, and coffee
enthusiasts between 20–45 years old), the budget, and the
objectives of brand awareness, customer acquisition, and
customer loyalty.
1. Advertising (Broadcast & Digital Media)
Channels: Social media ads (Instagram, Facebook, TikTok,
YouTube), Google Ads, and selected radio stations (Metro
FM, 5FM, Cape Talk).
Why these channels?
o Young professionals and students are heavy social
media users.
o Radio has strong reach during commuting hours in
cities like Cape Town and Johannesburg.
How many ads?
, o Digital: 3–4 ads per week per platform for the first
three months.
o Radio: 2–3 slots daily during peak drive times (7–9
am and 4–6 pm).
Message content:
o “More than just coffee — an experience.”
o Emphasis on premium coffee, cozy atmosphere, and
the Yuppiechef brand credibility.
o Promotions like “Buy 1 get 1 free on launch week.”
Frequency: Consistent repetition over 3 months to build
recognition.
Target reach: Students (through TikTok/Instagram),
professionals (LinkedIn/Radio), general urban consumers
(Google Ads & YouTube).
2. Print Media
Channels: Lifestyle magazines (Taste, House & Leisure),
university newspapers, local community papers.
Why these channels?
o Print provides credibility and appeals to lifestyle-
conscious readers who value quality dining
experiences.
