LokAnnSen BGD1405-1 DreamCafe PDF
LokAnnSen BGD1405-1 DreamCafe PDF
LokAnnSen BGD1405-1 DreamCafe PDF
Date
Deadline
Project Deliverables
Prepared By
Competitors (Damansara Jaya)
Location Area
How busy is the location? Are there many
local businesses nearby? Is the location
pleasant? What other observation you
notice?
General Demographics
Age, occupation, income, family size,
education and ethnicity. What other
observation you notice?
14 July 2015
25 August 2015
Logo Identity Guide, Name Card & Direct Mailer
Lok Ann Sen
Observe and interview the Project Great Coffee about its brand identity & business vision, philosophy & culture.
Strengths
-The environment is comfortable and relax.It gives
people the feels of staying at home as usual.
-The price of the food&beverages are affordable which
its attract the attention of the customers which looking
for a reasonable meal.
-The owner provides services which he carry the
food&beverages to the driver which inform them earlier.
(This is a very good way to stands out from others)
-Halal,every races can enjoy their food together.
Weaknesses
-The number of parking bay is not enough which causes the
area less attention from customers.There is double park
everywhere which causes the inconvenience of customers.
-The population of the teenagers is too little.
-The space of the cafe is too small which causes limited of
space.
Opportunities
-Located in the neighbourhood area which the main
target audience are the residence live around the project
great coffee.
-Located beside a bank which is a great opportunity to
improve,usually a place which have a bank near around
means the place has potential to be well-known and
having great flow of peoples.
-There is a school which called SMK Damansara Jaya
which have a lots of student.They loves to hang out at
Damansara Jaya due to the short distance between their
schools and project great coffee.
Your New Brand Strategy T.O.W.S
Threats
-Franchise coffee shop moved to Damansara Jaya in the
future.
- MRT, the transportation of Damansara Jaya is not that
convenience.The government might purchase the area to
construct MRT for the sake of the people.
In order for you to stand out, choose an unusual but relevant business that would give you an edge.
What are the S.W.O.T key points of
Project Great Coffee which you like to
retain or solve?
And what is your unusual but relevant
business idea to add in, and give your
new brand name & logo a competitive
edge?
Psychographics
Summary of the Core target audiences
Think, Feel, Hear, Say, Gain & Pain
Ages:20-30
Location:Damansara Jaya
Gender:Both
Income:3.2k
Ethnicity:Chinese, Malay
Think:Too stress
Hear:Gives up
Say:Hope to change
Gain:few times of failing
Pain:Desperate of life
I want the customer to feel brave to dream when they see my brand, my
concept and my cafe.The different of my brand is that my brand have a very
strong vision which I want to let people to think differently and positive of life
to dream bravely compare to normal competitors.
Benefit they get is great quotes when enjoying my product and provide
services to car driver who cant find parking spaces.This will attract the
attention of the customers.Our brand is different that we want to serve with
best services and polite attitude.
Psychographics
Summary of the Secondary target
taudiences Think, Feel, Hear, Say, Gain &
Pain
Your Brand Values & Competition
Ages:15-19
Location:Damansara Jaya
Gender:Both
Income:Rm200 per month(income from parents)(Pocket money)
Education:Secondary
Occupation:Student
Ethnicity:Chinese,Malay
Think:feel lost when thinking their future
Feel:Upset
Say:Want to dream while young
Gain:Opportunity to dream
Pain:Parents does not let them to go for a risky dream
They care about a very relax environment,great product and polite
services,Nowadays,student like to go to cafe that is good and famous which
affected the core target audience to come to the cafe, because
nowadays,people follow trend,if the cafe have more customers,they choose
to go to the one with more customers.
Perceptual Map
I will separate send this map to you.
Your Brand Primary Message
Single Minded Proposition (SMP)
Short summary from T.O.W.S, Emotion &
Rational, and Brand Values (Perceptual
Map)
Slogan/ Tagline
A short, memorable & catchy summary of
the SMP
Style
Elegant
Colour
What to use or avoid
Any preferred palette: Vibrant, Bright,
Solid, Muted, etc.
Visual
Focus on imagery or text
Use of real images or illustrations
Copywriting
Tonality
Warm,relax,calm,cheerful,soft
Budget
Overall Budget
Budget Component
RM5,000.00
Direct mailer printing of 10,000 pcs and distribution at the neighborhood in
Damansara Jaya
Namecard printed in quantity of 200pcs (2 boxes)
Direct Mailer
Direct Mailer Type
Book Mark
Promotion/ Activity
How your core target audience engage with
the Direct Mailer? What promotion or
activity youll entice the customer to come
to the caf?
Book mark with motivation quotes on it,it can allow them to keep as an
object that allow them to keep going on with life.Activity such as exchange
the book mark with each other to shares dreams with everyone that will
allow customer to come to the cafe to know each others dream.
5cmx15cm
Art card
230 gsm
Name Card
Size (Width x Height) cm
Paper Name
Paper Thickness (gsm)
9cmx5.5cm
Art card
230 gsm
Primary Colour
DREAM
DREAM BIG
BE BRAVE
BE STRONG
Dream Catcher
Headline/Sub Head
Logo Typeface
Helvetica Bold
Mini Pop_G
Body Text
Helvetica Regular
DREAM
DREAM BIG,
NO WORRIES
YO
UP
VE
GI U
IF
THER
E IS
ALWA
YS
A
C
H
A
N
C
E
R
E
V
E
IV
DREAM
WINNERS
NEVER
QUIT
AND
QUITTERS
NEVER
WIN
JUST
HOLD
A BIT
LONGER
AND
SUCCESS
Dream cafe