An integrated marketing communication campaign for Caffe Bene Philippines

• Main Author: Arpon, April Rose T.
• Format: text
• Language: English
• Published: Animo Repository 2014
• Subjects: Marketing > Philippines; Advertising campaigns > Philippines; Coffeehouses > Philippines; Advertising and Promotion Management; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/7129
• Institution: De La Salle University

Caffé Bene is the leading coffee shop in Korea which started serving premium medium roast coffee along with other menu such as Liege waffle, Italian Gelato and Honey Bread in April 2008. Since then, Caffé Bene has grown to more than 800 stores making it the largest and fastest growing coffee shop chain in Korea. Caffé Bene is in the process of expanding its presence in America with its first store just recently opened in one of the world’s most prestigious location, Times Square Manhattan, New York City, USA. To date, Caffé Bene is the first and only Korean coffee shop chain to set foot in this city. In the Philippines, Caffé Bene started its operation in November of 2012 at Eastwood Citywalk2. The brand aims to become the preferred coffee shop chain amongst the upper class market segment. The coffee industry in the Philippines is continuously growing with coffee being the second most consumed beverage after water. The buoyant economy of the Philippines drives growth of the market base of young Filipinos with high paying jobs. These people look for a coffee shop where they can do their work over a cup of coffee, meet and bond with their friends, and perk up after a long day at work. Caffé Bene will position itself as the third place between work and home that provides purer coffee enjoyment to its customers with its well-balanced medium roast coffee. Thus, Caffé Bene is offering better café experience that every customer deserves. Each Caffé Bene store has vintage European interior accentuated by playful Korean designs. The store is warm and cozy with bookshelves surrounding the area and the aroma of coffee and waffles fill the place. The set-up of the tables and chairs are comparatively more spacious than the typical coffee shop. The proposed integrated marketing communications plan aims to create and strengthen brand awareness for Caffé Bene among women and men aged 25 to 35 years old belonging to socio-economic class AB and upper C living in Metro Manila by placing ads on specific media which they are exposed to such as digital, radio, event and print ad. The brand needs to strengthen its brand awareness, promote its superior product offerings and create relevance by distinguishing itself from other competing brands. The campaign will then make use of indirect comparison advertising to highlight the superiority of Caffé Bene. However, all the indirect comparison advertising that will be executed is guided by the Advertising Standard Council code of ethics stated in Article IV Standard of Presentation Section 2 comparison advertising which states that indirect comparison advertising may be permitted provided the ad will not make use symbols, slogans, titles, or statements that are clearly identified or directly associated with competitive brands. The advertising budget is computed based on the forecasted 6% increase in sales of 2015. Some marketing activities are negotiated in barter deals to lessen advertising cost. The campaign will run for one year wherein the first quarter will be dedicated to awareness and information drive about Caffé Bene’s coffee. The campaign will be evaluated based on the percentage of increase in sales and other metrics such as brand recall and customer engagement rate.