Cappuccino

Caf

Proposed Idea

To develop a marketing campaign to launch the

Cappuccino Caf and its newest product Cafelato.

To generate brand awareness by means of using

electronic media (social media and radio).

To use the origin of the brand (traditional Italian coffee)

to develop its marketing campaign.

To create a unique identity in the mind of the customer

by focusing on the key aspects of brand promise
(quality and reliability).

Research conducted
The

customer buying patterns of coffee was

analyzed using a survey conducted at the

Harbor Bridge Shopping Centre.
Online

search was conducted to identify the

most effective social media platforms and to

understand the frequency required.
Secondary

data was analyzed to identify the

active social media users and their behavior

patterns.

Model behavior supporting

innovative idea proposed
collaborative
equitable
fair
fun
hardworking
reflective
responsible
sympathetic
willing

to work through objections and challenges

constructively

Proposal

Cappuccino Cafe strategy will be based on communicating

Cappuccino Cafs value to the targeted segments.

Core organizational values, core product values and organizational

presence will be communicated to potential customers using various
marketing sources.

Create awareness before the launch event using social media and
build up hype before the launch event. This will include a countdown
as well as promotional gifts and vouchers leading up to the event.

For customers who join the social media pages of the Cappuccino
caf will be given free coffee mugs at the launch event in addition to
the free coffee.

Proposal cont.
Launch

a mobile app on the day of the launch and enable potential customers to

download the app. The app will contain the caf menu, specials, promotions,
discounts as well as loyalty points. Customers will also be able to customize their
order and place an order before pick up and give feedback on the products.
Loyalty

coupons will be offered to customers who will tryout the products. For

customers who purchase a Cafelato after tasting the product will be offered 10
complementary Cafelato vouchers to be redeemed within a month
Offer

complementary cinnamon buns to anyone who walks in to the caf and

give them a taste of Cafelato.

Use

of sensory branding at the opening event. This will be done with the use of

cinnamon flavoured candles to be lit at the opening event where people will get
the aroma of cinnamon and coffee when they walk past the caf.

Implementation plan
Key

millstones need to be met on specific

deadlines to get things in order to launch the

caf.
An

implementation schedule is developed to

give deadlines and responsibilities.

Schedule
Activity

Participan

Due

Locatio

description

ts

date &

Li

Time
25/03/15

Office

Developing

Comments

Develop marketing

strategies and

strategies and

key ideas
Developing

campaign ideas
Put campaign ideas in

Adnan

15/04/15

Office

Social Media

to action in the social

communication

media platform and

s and app

develop the mobile

app

Setting up the
launch

Rafaela

25/05/15

Office/

Make sure the site

Cafe

plan is properly done

including the layout,
furniture and all
physical evidence
required to start up.

Feedback on proposed plan

The proposed plan was presented to the

Board of Directors of Cappuccino caf and
minor modifications were made to the
suggestions.

The

key themes of the idea was well taken

and commendations were received.

Desired Improvements and reasoning

Mobile

app for the caf.

This needs to be relooked at given the time

frame for it. As this would require some time
and professional expertise.

Social

Media campaigns.

The social media campaigns require to be

streamlined and monitored. There could be
noise in the commination channels which may
result in not communicating the right message.

Consideration of other aspects (support and/or

challenge)
Some

of the challenges identified includes

communication among group members as

some like to work on their own.
There

are some skills to be improved among

the members of the team.

Some

of the members need to be more open

to innovation and contribute during meetings.

Refined proposal
The

idea is to launch the Cappuccino caf

with the support of social media and a gala

opening event.
A

well coordinated pre-marketing campaign

on social media with rewards is

complemented by the launch event with
loyalty benefits.

Thank you!

Follow-up questions

Describe innovation in your own words.

Innovation

is known as changing the existing

processes, products and ideas or creating

more effective processes, products and ideas
which can increase the success of a business.
This leads to better productivity and
performance.

What different kinds of innovation are there?

There

are three types of innovations, namely

Breakthrough

Sustaining

Disruptive

Breakthrough

This is the type of innovation that is most notable. Breakthrough

innovations refers to something new, bold and way ahead of the
next best thing. Usually a breakthrough product combines the
functions of several different products all into one. These
products often gets the attention of the general public.

Answer cont.
Sustaining

Sustaining is another type of innovation and this is to

do with product developments until the end of its life
cycle. This is coming up with product verities over time.
Generally this is practiced by larger companies and
their business processes and cultures are built for this.

Disruptive
This

is the type of innovation that creates a new market by

applying a different set of values, which ultimately

overtakes an existing market.

What type/s of innovation did your group

show?
Breakthrough

The concept of using a mobile

app to customize your order a place an order

was completely new to the market and no
caf is offering that in the market
Sustaining

: The new ways developed to

present the coffee as well the set up of the

caf.

What are the benefits of innovation?

There are many benefits of innovation and one of

the key benefits is that it increases the productivity
of the organization and the employees working in
those organizations.

Employees who practice innovation tents to be

more productive and come up with new ideas to do
work and they are also highly motivated.

Innovation lay the foundation to change and it

helps organizations to successfully transform
themselves.

How do you think you performed in

the
team meeting?
As the leader of the group it was my responsibility to
manage the whole group as well as to contribute to the
innovation process. It was important that I initiated the
innovation process as well as the communication process in
the team.

I provided the necessary leadership to the team where they

needed a strong motivator also I managed not to hamper
the creativity of my team members.

I also helped team members perform their tasks to the best

of their ability and to make sure they get to their best
potential.

Did you use feedback from Assessment

Task 1 to improve your team
performance? If so, how?
The

feedback from the task 1 specifically helped

to understand the different tram members and

their ability to perform those tasks.
Some

of the members needed to enhance their

skills with the computer so the rest of the team

contributed to that.
Communication

differences where minimized and

contributions from all team members increased.

Based on your impressions and feedback

received from your team, how would you
improve your performance?
As

a leader there were many lessons learnt. Some of

the team members where doing tasks very well as

their own but lacked communication when they
performed in the team. It was a challenge to mange
these individuals and I think it is important that I
improve on my people skills to handle them better.
I

need to also improve on computer skills and

creative thinking skills going forward.

How would you build feedback into future team

activities?
Encourage

team members give more

constructive feedback so that improvements

can be made.
Create

open communication channels so that

there are clear communication among the

members.
Create

a culture of learning so that everyone

learns from the mistakes and move forward.

How would you communicate key issues to

colleagues?

It

is important that issues are communicated

directly with the individual.

If

there are things that needs to be discussed

as a team it is important that all key issues

are communicated directly to the team.
These can be taken up in brainstorming
sessions.

What are the challenges of being innovative

in an open and constructive way?
There

are many challenges, specifically to select the

most innovative idea and the idea that is profitable and

increase the productivity. As an individual and a team it
is important that innovations are prioritized and the
best selections are made based on rational decisions.
The

process of innovation can be hampered if it is

bound by rules and regulations also if it many

constraints on them creates a barrier in the innovations
process.

How would you describe the dynamics of your

team? Did your team work well together? Who
was dominant? Who was quiet?

Team work: As a team, everyone contributed and everyone

had a specific role to play. Specific duties to adhere to.
Some had strong personalities and were not but all of them
bonded well to perform the task.

Dominant : Li was more dominant and he was the visionary.

Because he was thinking ahead he believed to have the
best ideas specially his marketing expertise helped.

Quite : Adnan was a the quiet one as his focus was more on
working on his own rather than talking about it.

What are some barriers to

innovation that can occur within a
team?
There can some times be lack of direction and
at times too many good or bad ideas.
Groupthink

can certainly hamper the

innovations process as if all agree on the

same thing nothing will be achieved.

What are some ways you can

promote successful innovation by
others?
Create open communications.
No

idea is a bad idea.

Support

and guidance.

Motivate

and encourage new thinking.