MNM3705
Assignment 1
Semester 2 2025
Due 29 August 2025
,MNM3705
Assignment 1: Semester 2
DUE 29 August 2025
Marketing Communication Planning Process for Yuppiechef Coffee Cafes
Step 1: Scope
The project scope centers on the design and implementation of an integrated marketing
communication (IMC) campaign to support the launch of Yuppiechef Coffee Cafes
within the company’s existing physical retail stores. These cafes will provide light meals
and premium beverages, prepared and served exclusively with Yuppiechef kitchenware.
In doing so, the initiative transforms each store into an immersive experiential
environment that simultaneously strengthens the retail offering and reinforces the
brand’s identity as a market leader in premium kitchenware.
Why the project is being undertaken:
The primary motivation behind this project is to deepen Yuppiechef’s engagement with
consumers by offering a tangible, real-world experience of its products. While the brand
has traditionally excelled in online and retail channels, the introduction of coffee cafes
represents an opportunity to:
• Enhance brand visibility and awareness, particularly within competitive urban
retail markets.
• Differentiate the Yuppiechef brand by offering customers a lifestyle experience
rather than a transactional retail encounter.
• Stimulate cross-selling opportunities by showcasing products in use, encouraging
customers to purchase items they experience in the cafes.
, • Increase foot traffic to physical stores, thereby strengthening multi-channel
integration between online and offline sales.
Who will be involved in the project:
The campaign will be led by the project manager (myself), in collaboration with
Yuppiechef’s marketing department, retail store managers, and selected external
partners. External collaborators will include creative agencies tasked with campaign
content, digital marketing specialists to oversee online visibility, and lifestyle influencers
who will amplify the campaign’s reach and credibility among aspirational consumer
groups.
How the project will be executed:
The execution strategy will adopt a holistic IMC approach to ensure message
consistency across all touchpoints. Key elements will include:
• Social media campaigns (Instagram and X) featuring visually curated content that
highlights the cafe experience.
• Email marketing tailored to Yuppiechef’s existing customer database.
• In-store activations such as launch events and sampling opportunities.
• Strategic influencer collaborations to create authentic endorsements.
• A bespoke loyalty program designed to incentivize repeat visits and foster long-
term customer relationships.
The campaign will run for an initial three-month period, with performance measured
through store traffic analytics, sales data, and digital engagement metrics. In sum, the
project scope articulates why the initiative is strategically significant, who will be
responsible for its execution, and how it will be delivered, ensuring clarity and feasibility.
Assignment 1
Semester 2 2025
Due 29 August 2025
,MNM3705
Assignment 1: Semester 2
DUE 29 August 2025
Marketing Communication Planning Process for Yuppiechef Coffee Cafes
Step 1: Scope
The project scope centers on the design and implementation of an integrated marketing
communication (IMC) campaign to support the launch of Yuppiechef Coffee Cafes
within the company’s existing physical retail stores. These cafes will provide light meals
and premium beverages, prepared and served exclusively with Yuppiechef kitchenware.
In doing so, the initiative transforms each store into an immersive experiential
environment that simultaneously strengthens the retail offering and reinforces the
brand’s identity as a market leader in premium kitchenware.
Why the project is being undertaken:
The primary motivation behind this project is to deepen Yuppiechef’s engagement with
consumers by offering a tangible, real-world experience of its products. While the brand
has traditionally excelled in online and retail channels, the introduction of coffee cafes
represents an opportunity to:
• Enhance brand visibility and awareness, particularly within competitive urban
retail markets.
• Differentiate the Yuppiechef brand by offering customers a lifestyle experience
rather than a transactional retail encounter.
• Stimulate cross-selling opportunities by showcasing products in use, encouraging
customers to purchase items they experience in the cafes.
, • Increase foot traffic to physical stores, thereby strengthening multi-channel
integration between online and offline sales.
Who will be involved in the project:
The campaign will be led by the project manager (myself), in collaboration with
Yuppiechef’s marketing department, retail store managers, and selected external
partners. External collaborators will include creative agencies tasked with campaign
content, digital marketing specialists to oversee online visibility, and lifestyle influencers
who will amplify the campaign’s reach and credibility among aspirational consumer
groups.
How the project will be executed:
The execution strategy will adopt a holistic IMC approach to ensure message
consistency across all touchpoints. Key elements will include:
• Social media campaigns (Instagram and X) featuring visually curated content that
highlights the cafe experience.
• Email marketing tailored to Yuppiechef’s existing customer database.
• In-store activations such as launch events and sampling opportunities.
• Strategic influencer collaborations to create authentic endorsements.
• A bespoke loyalty program designed to incentivize repeat visits and foster long-
term customer relationships.
The campaign will run for an initial three-month period, with performance measured
through store traffic analytics, sales data, and digital engagement metrics. In sum, the
project scope articulates why the initiative is strategically significant, who will be
responsible for its execution, and how it will be delivered, ensuring clarity and feasibility.
