Date of Publication

8-2022

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Nelson Guillen

Defense Panel Chair

Miguel Paolo Paredes

Defense Panel Member

Rayan Dui
Vera Reyes

Abstract/Summary

Sella Uno is a home-based cafe located in Malabon City, founded by the Reyes Siblings. From their fully-online beginning, the owners opened a physical location for the cafe in their home garage to allow its customers to experience Sella Uno. They aim to provide its customers with comfort and happiness at a reasonable price point. The cafe specializes in their unique offers of internationally-inspired dishes such as their series of strombollis, pastas, and lattes. Sella Uno believes that its customers should be able to enjoy the high quality and unique flavors they have to offer without much financial worries.

Sella Uno was established on May 15, 2021 by the Reyes siblings on the same day it started accepting pre-orders for deliveries. It was on May 22, 2021 when the cafe officially opened its physical location. The cafe operated mostly online due to COVID-19 restrictions, but 10 months after Sella Uno opened the Reyes siblings decided to offer alfresco dining which is currently in the parking space of their home that they have converted to a mini cafe. On March 7, 2020, Sella Uno announced to the public through their facebook account that they have begun selling on the Foodpanda Delivery app and that they could begin placing orders for the cafe through the app on March 24, 2022.

The main goal of this integrated marketing plan is to achieve awareness of Sella Uno Garage Cafe and set it as a brand who does not only bring quality food and drinks but also give happy and memorable moments that create special connections. The campaign’s goal is to reinforce the brand equity thus creating unique and relatable content that would appeal to its target market of ages 26-32 years old or the young millennials. The campaign strategy is to not only sell the products to customers but also to give them the feeling of happiness while eating the offerings of Sella Uno. In order for the campaign to instill this feeling - the researcher created seasonal promotional opportunities that caters well to the brand and its focus.

This paper focuses and has the primary goal of assisting the client to this research, Sella Uno (Restaurant), in developing further as a business. In-depth market research, including SWOT, PESTLE, and Marketing trends, has allowed the team to identify a number of prospective adjustments that are intended to help Sella Uno grow over time in all facets of their operations. To assist Sella Uno reach its target demographic even further. The marketing plan shown below, includes new themes, menu items, posters, and other advertising efforts to further improve the marketing plan for Sella Uno. The success of all of these suggestions made by the group will depend on the proper usage of these marketing techniques which will be done over the course of the next few months both on-site and online.

The sales objective is to gain incremental sales at 5% using various promos within the campaign period from September 2022 to August 2023. This will be supported by the campaign’s promotional activities to gain incremental sales, amounting to P 1,771, 256.10 total projected gross sales. This will be made feasible by following various promotional activities and achieving the brand's objectives such as: educating customers on product offerings, creating brand awareness, and focusing on offline to online efforts and vice versa.

Brands can make people happy by following ethical and logical business practices, meeting their target audience's expectations by putting elements that make their customers happy at the top of the agenda, and, on occasion, performing unexpected acts of kindness. It pays to have satisfied, empowered customers. Acceptability, Affordability, Accessibility and Awareness are what makes a consumer entertain and purchase a brand. With this, it is very important for the consumer to accept the brand’s approach to their consumers - how they are presented and what is the brand’s equity or “trademark.” In Sella Uno’s case - happiness is what they are trying to show to their audience - that whenever they go to the store or purchase their product - the comfort and happiness their food would bring would immediately lift their spirits. Affordability - since consumers wanted to be able to afford and yet enjoy the food. Next is accessibility since it is also important for the customers to know that the brand can easily be seen and heard. After all, convenience is what really matters for these customers. Though Sella Uno is located in Malabon - it has different ways on how to reach their target market. Lastly, awareness. Awareness is one of the important things that Sella Uno should achieve in order to gain customers, equity and of course, sales.

With the study above Sella Uno should show a diverse marketing collateral, efforts, and promotional activities that would create happiness and positive outlook for the customers to have a full intent on purchasing and visiting the cafe and that would lead to purchase decision and repeat purchase. Sella Uno should also create promotional activities that would not only lead to sales and repeat purchase but also to gain new customers through its promos and activities. These promotional activities should contain relatable content that would capture the attention of the target market. Awareness should be the first step towards the brand as Sella Uno can be considered to be in the introduction level. Sella Uno should also illustrate through their content and promos that even though they are located in Malabon, they are still accessible and easy to reach therefore, their online efforts such as delivery, website and inquiries through social media should be well-maintained.

Abstract Format

html

Language

English

Keywords

Coffeehouses—Philippines—Marketing

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Embargo Period

8-26-2022

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