Creative Team: Valenisha Client: TOM N TOMS Coffee Product/Service: A Korean Caf with aromatic coffee and freshly-baked

pretzels & thick toasts Job Title: Direct Marketing Campaign Budget: TBC 1. What is the Background? Tom N Toms takes the lead in creativity in an ever-evolving coffee culture, currently running 160 stores in Korea and about 20 stores in other countries. (7 in Los Angeles, 3 in Australia, 10 in Thailand and 1 in Singapore). It aims to open 600 stores all over the world by 2012. Tom N Toms is well known for its freshly baked pretzels and thick toast. Tom N Toms menu revolves around Espresso coffee, gourmet teas, various lattes, iced beverages, tomncinno (ice-blended), yoghurt smoothies, thick toast, tortilla, pretzels, sandwiches, cakes, and muffins. Advertising problems: People do not know of its existence as it is overshadowed by competitors Even though they have attempted to market via Social Networking Platform such as Twitter and Facebook, it does not reach out to more people. There has not been any proper marketing campaign attempted to promote this brand.

Possible competitors: Starbucks Coffee Bean Spinelli

2. What is the Objective? To encourage the consumers to start their day warmly with Tom N Toms. To convey the message that Tom N Toms is a caf with warm welcoming, freshly baked treats and brewed coffee. To promote the brand and reach out to more consumers in order to gain more profit.

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3. Who is the Target Audience? Primary Demographic: o Adults aged 23-40 years old o Office workers o Female and Male o Designers o Lecturers o Tertiary Students o Young Parents o Housewives o Singaporeans o Koreans o Foreigners Psychographic: o Financially able o Like to go caf for client meet o Like to go caf to hang out and catch up with friends o Enjoy drinking coffee or tea o Like anything fresh-baked o Enjoy reading / studying at cozy cafe

Secondary Demographic: o Teenagers and young adults aged 13-22 years old o Students o Part-timers o Female and Male o Singaporeans Psychographic: o Like K-POP or anything related to Korea o Like anything freshly baked o Like cold drinks (tomncinno / ice-blended) o Like to hang out with friends

4. What do we want the Target Audience to Think/Feel about the Product/Service? That TOM N TOMS coffee is a place where you are always welcomed to hang out in, enjoying the warm treats and drinks while spending time with your loved ones. Strategy Approach: Demonstration Strategy By making use of a direct mailer as an interactive direct marketing approach towards consumers, in order to build a personal trust between brand and consumers, encouraging them to start their day with Tom N Toms (demonstration). 5. What is the Selling Proposition/Promise/Benefit? (Single Minded Proposition) TOM N TOMS offers you the friendly coffee culture a handshake and invitation to start your day in a warm manner with freshly baked food and brewed coffee.

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6. What is the Support? As of 2012, Australia had opened 2 new branches, and 5-7 branches in Thailand. Tom N Toms is also mentioned at various food blog such as: Nommynomnom (http://nommynomnom.wordpress.com/2010/04/09/tom-n-toms-singapore/) Hungry-go-where (http://www.hungrygowhere.com/singapore/tom_n_toms_coffee_icon_village/) It is 80% recommended for chill-out place. Lovlife (http://lovelivfe.com/2011/09/12/korean-ish/).

7. What is the Tone and Manner? Warm, friendly Light-hearted

8. What is Required? An interactive Direct Mailer. 9. What is Mandatory? Tagline: The friendly coffee culture Logo:

Product Shot:

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10. Sources. http://www.facebook.com/TNTSINGAPORE http://www.hungrygowhere.com/singapore/tom_n_toms_coffee_icon_village/ http://twitter.com/tntsingapore http://blog.omy.sg/danielang/archives/1297 http://tomntoms.com http://lovelivfe.com/2011/09/12/korean-ish/ http://nommynomnom.wordpress.com/2010/04/09/tom-n-toms-singapore/