MNM3705
Assignment 3 Semester 1 2025
Unique Number:
Due date: 22 May 2025
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.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +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.
Assignment 3 Semester 1 2025
Unique Number:
Due date: 22 May 2025
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.
DISCLAIMER & TERMS OF USE
Educational Aid: These study notes are intended to be used as educational resources and should not be seen as a
replacement for individual research, critical analysis, or professional consultation. Students are encouraged to perform
their own research and seek advice from their instructors or academic advisors for specific assignment guidelines.
Personal Responsibility: While every effort has been made to ensure the accuracy and reliability of the information in
these study notes, the seller does not guarantee the completeness or correctness of all content. The buyer is
responsible for verifying the accuracy of the information and exercising their own judgment when applying it to their
assignments.
Academic Integrity: It is essential for students to maintain academic integrity and follow their institution's policies
regarding plagiarism, citation, and referencing. These study notes should be used as learning tools and sources of
inspiration. Any direct reproduction of the content without proper citation and acknowledgment may be considered
academic misconduct.
Limited Liability: The seller shall not be liable for any direct or indirect damages, losses, or consequences arising from
the use of these notes. This includes, but is not limited to, poor academic performance, penalties, or any other negative
consequences resulting from the application or misuse of the information provided.
, For additional support +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.
