MNM3705 Assignment 3
PORTFOLIO (COMPLETE
ANSWERS) Semester 2 2025 -
DUE October 2025
For assistance contact
Email:
, The marketing communication planning process for the launch of Yuppiechef's in-store coffee
cafes must be systematic, conforming to the principles of Integrated Marketing
Communication (IMC). The primary goal is to drive awareness and excitement for the new
experiential retail concept, ensuring customers understand the unique connection to the
Yuppiechef kitchenware being showcased and used.
Here is the 11-step marketing communication plan:
1. Define the Project Scope
The project scope is limited to the marketing communication strategy for the launch of the
new Yuppiechef Coffee Cafes within the existing physical store locations.
Goal: To establish the cafes as a premium, experiential extension of the Yuppiechef
brand that subtly promotes the core kitchenware products.
Key Deliverable: A cohesive IMC campaign that clearly communicates the brand
synergy and drives initial foot traffic and trial purchases.
Geographic Focus: Initial communication will target the local trading areas surrounding
the physical stores where the cafes are launched.
Timeframe: A three-month intensive launch period (pre-launch, launch, and post-
launch).
2. Conduct a Proper Situation Analysis
A thorough internal and external analysis is essential to understand the communication
environment.
Internal Analysis (SWOT)
Category Details
Strong reputation for premium, quality kitchen tools. Creative history of brand
promotion. Established physical store locations and a loyal customer database
Strengths
(online/retail). The unique selling proposition is the 'try before you buy'
opportunity (using the items in the cafe).
PORTFOLIO (COMPLETE
ANSWERS) Semester 2 2025 -
DUE October 2025
For assistance contact
Email:
, The marketing communication planning process for the launch of Yuppiechef's in-store coffee
cafes must be systematic, conforming to the principles of Integrated Marketing
Communication (IMC). The primary goal is to drive awareness and excitement for the new
experiential retail concept, ensuring customers understand the unique connection to the
Yuppiechef kitchenware being showcased and used.
Here is the 11-step marketing communication plan:
1. Define the Project Scope
The project scope is limited to the marketing communication strategy for the launch of the
new Yuppiechef Coffee Cafes within the existing physical store locations.
Goal: To establish the cafes as a premium, experiential extension of the Yuppiechef
brand that subtly promotes the core kitchenware products.
Key Deliverable: A cohesive IMC campaign that clearly communicates the brand
synergy and drives initial foot traffic and trial purchases.
Geographic Focus: Initial communication will target the local trading areas surrounding
the physical stores where the cafes are launched.
Timeframe: A three-month intensive launch period (pre-launch, launch, and post-
launch).
2. Conduct a Proper Situation Analysis
A thorough internal and external analysis is essential to understand the communication
environment.
Internal Analysis (SWOT)
Category Details
Strong reputation for premium, quality kitchen tools. Creative history of brand
promotion. Established physical store locations and a loyal customer database
Strengths
(online/retail). The unique selling proposition is the 'try before you buy'
opportunity (using the items in the cafe).
