MARKETING CAPSTONE

BUNT CAFE & CO

GROUP 3:
BAEZA SASIETA, NICOLE
ESPINOZA UGARTE, KIMBERLY
RAMOS PORTILLA, WINNIE JANE
VARGAS VIDAL, ANGIE ARIEE
VILCAPOMA SAENZ, FIORELLA ELIANA
 BACKGROUND
Bunt Café & Co is a coffee shop specializing in the sale of coffee and
various foods (coffee, fruit juices, crepes, soft drinks, snacks,
sandwiches, desserts, ice cream, cookies, wine, among others).

In the midst of the 2020 pandemic, Bunt was born as the new
coffee shop in a neighborhood located in the Miraflores district.
Since its foundation, the company has been characterized as a
beautiful, welcoming and warm space, where you can find all
kinds of Peruvian handcrafted products.

Although the organization is relatively new and growing step by

step, we believe that the brand must adopt new tactics that
resonate with modern consumers, who, influenced by new
technologies, are increasingly demanding and volatile.
 MARKET PROBLEMS
High intensity of competitive rivalry.
Various competitors with different value
propositions
High initiative of various cafeterias to
consider Peruvian inputs as part of their
products and as a factor of differentiation
in their production.
Political uncertainty, one of the main
factors why the dollar rises in the Peruvian
market.
Constant changes in restaurant restrictions
due to Covid 19, established by the
government.
Environmental responsibility has
generated important changes.
Young people are showing a tendency to
increase their consumption of healthy
foods.
Most restaurant businesses carry out
sustainable practices as a way to reduce
pollution that may be caused by one of
their establishments.
Online food trade has grown remarkably
in Lima and companies like Rappi,
PedidosYa! and UberEats have indirectly
forced many restaurants and cafeterias to
use this type of service.
 Objective 1
Expand Bunt's online community with evidence of 25% growth on Facebook follower’s
response to build brand loyalty and brand awareness by the end of October 2022,
increasing the amount of content and ad campaigns with an increase of 1.5k
followers in 4 months.

S Expand Bunt’s community by sharing content related to the products at least once a day
through posts and Facebook stories.

M Increase the diffusion of the brand through its Facebook page by 25% evidenced in the
comments, likes, reactions and shares by the followers.

By the end of October, Bunt should already be sharing content related to the products at
A least once a day, as well as content directed to its community to strengthen its relationship
and closeness with customers.

R Expanding Bunt's presence and followers on Facebook increases brand awareness, reminds
current customers of the company's message and values, and reaches a wider audience.

T In four months, Bunt hopes to increase its Facebook community from 665 followers to 1.5k.
 Objective 2
Highlight and enhance the characteristics of the experience offered by Bunt and the
variety of its products, providing them weekly through a new TikTok account to the
target audience, to get a 10% increase in sales by the end of October 2022.

S Increase the brand’s visibility and sales by posting weekly videos related to the experience
and the variety of products offered by Bunt on TikTok.

M Increase the sales up to 10%, which is the initial goal to expand the target audience through
TikTok, making them know more about the brand.

A Increase the sales up to 10%, which is the initial goal to expand the target audience through
TikTok, making them know more about the brand.

With a TikTok account, Bunt will be able to highlight and enhance its characteristics as a
R brand, as well as expand its target audience by generating them to visit the store and try the

products.

T By the end of October 2022, the time limit in which it is expected to obtain the best result in
Bunt’s sales getting a 10% increase
 Objective 3
Increase the semi-annual sales of WhatsApp by 25% by the end of December based
on the sales made through WhatsApp in the second half of 2021 (in soles), offering
benefits on orders to encourage purchase in the next 2 months to family and frequent
costumers.

S Bunt will increase sales through WhatsApp offering exclusive benefits on orders to encourage
purchase.

Increase sales through WhatsApp by 25% by the end of December based on sales made
M through WhatsApp in the second half of 2021

A By the end of December 2021, Bunt should already be offering exclusive benefits for frequent
customers and families through WhatsApp to increase the purchase

By generating new benefits and promotions through WhatsApp, it is possible to increase
R purchases as well as increase the loyalty of families and frequent customers located near the
point of sale.

In the next 2 months, Bunt must offer exclusive benefits and promotions through WhatsApp
T to increase semi-annual sales by 25% through this app based on sales made in the second
half of 2021.
ACTIONS/PROPOSAL/
TRANSFORMATION
 Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 1: Create a content calendar for Facebook, detailing the daily and weekly posts to be published.

Product Quality: Brand name:

Having a content calendar for social The brand name will frequently appear in
Product variety: media will allow Bunt to make higher- the "Design Description" section of the
quality content. content calendar.
Products will be an important factor in
generating content ideas that will be
included in the content calendar for
Facebook.

Design:

Bunt’s content calendar should have an

easy-to-understand design to organize
the frequency of publications in advance,
must offer all the information we need
when creating the content: dates, type of
content, format, description, etc.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 1: Create a content calendar for Facebook, detailing the daily and weekly posts to be published.

Price Place
Discounts: Locations:

The discounts will be included in the content calendar.
Publications will be created where the discounts of the season are
presented through images.
This content will be previously organized within the content calendar,
detailing the dates on which the publications will be made.
The location could become part of the details for the development of
the content ideas that are planned in the calendar.
For example, when planning to make a post (photos or videos)
specifying that some spaces should be shown, both inside and
outside the cafeteria.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 1: Create a content calendar for Facebook, detailing the daily and weekly posts to be published.

Public Relations:
Promotion
Social networks are one of the tools to develop public relations, allowing
Sales Promotion: customers to be addressed directly.

All the incentives and promotions that Bunt plans to run to
attract more customers will turn into ideas to create more
content for Facebook.
Those content ideas will be scheduled in the content
calendar.
The content calendar will allow the correct organization of content ideas that
will help boost Bunt's Facebook profile, directly impacting the company's public
relations by correctly communicating the essence and values of the company
through publications.

Advertising:

The content calendar will allow planning of all the content

that will be developed and that will be necessary to promote
the brand's advertising through Facebook.

Providing a tool to plan the campaigns that will be carried out

on that platform, and meet the objective of expanding Bunt's
online community on Facebook.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 2: Make daily posts and videos on Facebook, in which the products and their preparations will be
shown
Quality: Design:

Product It is important to focus on the quality of the photos
and videos that are published.
Low-quality photos makes the brand look bad, and
Product variety: gives the impression that the company is not
interested in posting good quality content and
The wide variety of products will allow the diminishes the professional look of its account.
generation of different types of content, in
different formats.
An established color palette and font must be
used for the publications on Facebook.
The design will depend on what type of
publication Bunt want to make, Images ads, or
videos, mobile-only poll ads or carousel ads,
etc.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 2: Make daily posts and videos on Facebook, in which the products and their preparations will be
shown
Place
Product Price
Channels:
Features: Discounts: Daily posts and videos will be made through Bunt's
Facebook profile.
The features of the products will be present in the Discounts will be part of the content that
posts, detailed in the copy of the publications, will be published on Facebook. Image of Locations:
mentioning what the product is, its main ingredients, the product will be shown, the discount The location will be present in the content
its price, size, etc. assigned to it, the date until which the published on Facebook Record videos where the
discount will be valid and the modality spaces of the cafeteria are visible (inside and
Brand name:
to access the discount. outside).
The brand name will frequently appear in images or
videos posted on Facebook to generate recognition
and brand awareness.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 2: Make daily posts and videos on Facebook, in which the products and their preparations will be
shown
Physical Environment & People
Promotion
The physical environment will be important for the development of
Sales Promotion: the photos and videos that will be published on Facebook.

All the incentives and promotions that Bunt plans to

run to attract more customers will be posted via The people who are in charge of recording the videos and taking photos
Facebook post. will require having the right skills to carry out the entire design. The work
of the chefs and the sales force will be shown in action.
Advertising:

Bunt will be developing strategies to enhance its

presence through Facebook, and managing to expand
its community. The company may also choose to
invest in advertising on Facebook, through Facebook
Ads.

Salesforce:

The sales force will be considered to be part of the

content for Facebook. Videos will be recorded of the
sales force inviting the public to visit Bunt and try the
products.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 3: Run giveaways on Facebook that are broadcast on Facebook Live

Brand name: Packaging:

Product
The brand name will be placed at the top of Bunt will use 100% sustainable packaging to
the advertising where the giveaways will be deliver the prizes to the winners as shown in
Product variety:
announced. the image.

Since Bunt sells different products, the Sizes:

company will be able to choose among all of
them which is the most convenient to be raffled It will also be necessary to include the size of the
off. drinks and the quantity of the products to be raffled
in the advertising of the giveaway,
Design:

The post must contain images of the products

that will be raffled, the brand logo, a phrase
that captures the attention of users and key
words about the raffle.

Features:

In the advertising of the giveaway that will be

published on Facebook, some of the
characteristics of the products will be
mentioned.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 3: Run giveaways on Facebook that are broadcast on Facebook Live

Inventory:
Place
To carry out the giveaways, the company must
have previously carried out a logistical analysis of
Channels:
the stock of the products, to determine which
products will be raffled so that the company does
People will be able to participate in the
not run out of stock of products and to avoid
giveaway through Facebook.
possible spoiling of food.

Users must follow the established steps:

- tag 3 friends in the comments
- tell them to follow the account
- share the post on their Facebook stories.

And the results will be known through a live

broadcast on Facebook Live.

Locations:

The live broadcast via Facebook to choose

the winner of the giveaway will take place in
the Bunt cafeteria.
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 3: Run giveaways on Facebook that are broadcast on Facebook Live

Promotion
Sales Promotion:
Sweepstakes and giveaways are a type of sales
promotion in which consumers compete for prizes
based on certain steps they are tasked to take.
People
Sales Promotion:
The employees in charge of carrying out the giveaway
through Facebook Live must have a friendly and active
attitude towards the public that connects to the live broadcast

Advertising:

Bunt will be able to invest in Facebook Ads to carry

out its advertising. It will be necessary to correctly
develop the advertising campaign for the giveaway so
that, together with Facebook Ads, it allows reaching
many more people.

Direct Marketing:

Once the stage to participate is over, Bunt will contact

the winners directly sending a message through
Facebook Messenger or via email.
 Objective 1 Strategy 2: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 1: Publish content on Facebook with tips to prepare a good coffee

Product variety:
The products that will be used will be
exclusively coffee and accessories that will
be part of audiovisual pieces for the
content.
Quality:
The quality of the audiovisual pieces must
be optimal and high, because the image of
Bunt's coffee must be enhanced and, in
particular, the professionalism and passion
when preparing it must be detailed, which
must be reflected in the videos.
Features:
The coffee making videos will be part of a
push for social media activation. For this
reason, a simple and digestible language
must be applied for the user who watches
the video.
Advertising
The advertising of the video will be
promoted by the company's digital media
such as Instagram and TikTok, since these
platforms have an algorithm regarding the
activities of consumers.

Desing Physical Environment

For the development of the art design of Developing videos of the making of a good
the videos, an established color palette coffee, we encourage consumers to
must be used for the publications in the develop a sense of interest in the
social networks and receive the company's coffee and promote the interest
collaboration of the members of the store. in preparing or consuming it on the
premises. In this way, new potential
consumers can be captured.
 Objective 1 Strategy 2: BC, coffee lovers located in Lima between 30 to 45 who want
to enjoy a good coffee at any time of the day.
Tactic 2: Create promotions for one month, where coffee is offered every Monday and Wednesday at
the price of S/1
Product variety:
Returns
The promotional product will be the classic
Only in extraordinary cases may the
American coffee, it will not have any
alternative of delivering a new product be
variation in its preparation because the
considered, only when there are problems
flavor of the product is prioritized.
in the preparation or with the inputs that
Quality: result in a poor preparation of the product.
Advertising
The quality will remain intact because
coffee is a product of concurrent For the dissemination of the Monday and
consumption in the company's consumers Wednesday promotion of Cafe a S / 1,
and they could perceive if there is any digital media such as Whatsapp, Facebook
variation and Instagram will be used. A flayer or
audiovisual capsule will be used to
announce the promotion.
Features
Physical Environment
The promoted coffee will be clearly
American. Developing videos of the making of a good
The promotion month will be coffee, we encourage consumers to
established when the raw material has a develop a sense of interest in the
price for its season. company's coffee and promote the interest
It will be only one purchase per person. in preparing or consuming it on the
. premises. In this way, new potential
consumers can be captured.
 Objective 1 Strategy 2: BC, coffee lovers located in Lima between 30 to 45 who want
to enjoy a good coffee at any time of the day.
Tactic 2: Create promotions for one month, where coffee is offered every Monday and Wednesday at
the price of S/1
Physical Environment
Customer Focus (Customer Centricity):
It seeks to increase the influx of consumers
This promotion focuses on giving a great on Mondays and Wednesdays due to the
benefit to the consumer with respect to the promotion. It is considered that on the days
price of a specific product that is in high mentioned the number of customers is not
demand in the company. so high

Design feature :

1
* Announce the same day the promotion
(Monday or Wednesday)
* Generate a sense of interest in consumers Monday &
and the desire to take advantage of the
promotion. Wednesday
* Consumer assistance COFFE TO A
* Provide the promoted product
* Give a satisfying experience
S/
Inventory

Promotion valid for approximately 50 to 100

glasses.
*Promotion valid for approximately 50 to 100 glasses.
 Objective 1 Strategy 2: BC, coffee lovers located in Lima between 30 to 45 who want
to enjoy a good coffee at any time of the day. .
Tactic 3: Create a campaign on Facebook with the #BringYourCup, so that once a month people who
bring their personal cups only pay for the content that fits in the cup.
Product variety: Sales Proimotion

The product used will be American coffee. The promotion encourages consumers to
be more ecological and receive a benefit in
return, which would be the discount on
Quality: their coffee..
Advertising
The quality of the product will remain the
same, without any variation. The campaign will be promoted through
the company's social networks and will be
reflected through flayer or audiovisual
Features
capsules that enhance the image of the
campaign and promote the interest and
The #BeingYourCup campaign is
interaction of consumers.
characterized by the sustainable
consumption of coffee, since utensils that
pollute the environment will not be used. Physical Environment
.
List Price The environment can be made a little more
friendly and reliable for consumers, since
The price will have variations and a price they will have their own cups and will be
will be applied with respect to the ounce able to highlight part of their personality Inventory
capacity of the glass. through them, creating a participatory and Approximate stock for
interesting attitude for them. 50 to 100 people.
Objective 2 Strategy 1: BC, young adults located in Lima between 18 to 32 who spend
time scrolling on TikTok.

Tactic 1: Record videos that follow TikTok’s trends to get more visibility, using the viral songs of the
moment and the challenges.
Physical Environment & People

For this tactic, we are going to share our cafeteria

and market products in order to let people know
what we sell.
As we are using the Tiktok platform, we need to
stitch to the trending music and also trending design
of the videos in order to be viral

Is really important to share stuff such as promotions,

directions of our store, the name of our cafeteria,
payment method, prices, etc. in order to make the
process easy for the customers.
Objective 2 Strategy 1: BC, young adults located in Lima between 18 to 32 who spend
time scrolling on TikTok.

Tactic 2: Create a campaign where customers record themselves on TikTok during their visit to Bunt
with #BuntDay and share them across all Bunt networks.
Physical Environment & People

For this tactic, we are going to give the best

experience to our customers in order to them to
share the best posible side of the cafeteria.

They will show our products, the environment, our

team members, even the packaging and how they
enjoy the products, This is why we should always
give the best experience in order to make good
impressions and therefore, receive more clients,

Also is really important that customers include

important information such us where are we located,
our prices, our name brand, etc,
Objective 2 Strategy 1: BC, young adults located in Lima between 18 to 32 who spend
time scrolling on TikTok.

Tactic 3: Publish videos on TikTok with relevant information about the company, for example its
opening hours, its location, that they are pet friendly and its products are artisanal.
Physical Environment & People

For this tactic, we need to take advantage of this tool

that is tiktok to share information in a funny and cool
way.

We have to share our prices and products, how are

they made, the ingredients, process in our cafeteria
with our team members, daily life inside the
cafeteria, etc. All this should truly reflect reality in
order to gain credibility from our customers.
 Objective 2 Strategy 2: ABC, influencers located in Lima with more than 5k followers
that are specially food bloggers or lifestyle bloggers on TikTok.

Tactic 1: Send the new flavors of products that Bunt has to food bloggers and lifestyle bloggers so that
they can taste them and give their opinion about the product.
Product Variety
Physical Environment & People
The various products that the cafeteria has
Channels
and the new ones that are in pilot tests for
their launch in the establishment will be
They will be established at the discretion of
used.
the blogger.
Quality

The quality of the new supplies will be Advertising

prioritized because they must follow a
recipe that will also be applied to the The aim is to promote established products
preparation of stores. and encourage consumption and interest in
Desing the new products that will be launched in
the cafeteria.
The design of the shipment of the products
will be the same that is used but adding a
Public Relations
card for the blogger indicating the
characteristics of the products and a
By starting a relationship with a blogger you
special thanks.
can promote a public relationship between
Packaging
the brand and the influencer..

Classic bag or personalized box to give

greater emphasis to the launch of new
products.
 Objective 2 Strategy 2: ABC, influencers located in Lima with more than 5k followers
that are specially food bloggers or lifestyle bloggers on TikTok.

Tactic 2: Create partnerships with influencers on TikTok so that they become ambassadors of Bunt,
they can receive benefits in exchange for sharing information about the brand.
Product Variety Channels

Certain products that are in high production Information about the cafeteria and
season such as juices, coffees, desserts products will be disseminated through the
and pizzas. influencers' tiktok social network.

Features Advertising

The redemption of the products must be
promoted in the influencer's publications.
The products must be presented indicating
their characteristics and good taste.
List Price
Prices are not established because the
benefit of free consumption is provided in
certain selected products.
The publicity generated by the diffusion of
the influencer has the purpose of
promoting knowledge of the existence of
the cafeteria, providing a vision of the
establishment and highlighting the quality
and flavor of the products through the
words of the influencer.
Public Relations
By developing this type of interaction

Credit Terms
between the brand and an influencer, a
relationship with greater affinity between
Tart
the parties can be generated. By .........
The terms of the credit relate to the results
to be achieved by providing the products.
Because, the idea is to share benefits
between the parties.
 Objective 2 Strategy 2: ABC, influencers located in Lima with more than 5k followers
that are specially food bloggers or lifestyle bloggers on TikTok.

Tactic 3:Create flavors by season in collaboration with the influencers, they can create the flavor they
prefer and give their creation a name. This product will be available for a limited time for the
influencer's followers to try it out at Bunt's store. Physical Environment & People
Product Variety List Price

The development of new products around The price will be estimated considering the
infusions, desserts or pizzas. production costs and if the influencer
imposes a sales commission for the
Quality & Desing developed product.

Inventory
A quality standard is maintained in each
product created in collaboration with the
Approximately 500 or 1000 products will be
influence. and the design of the new
produced as an initial stage. Subsequently,
products is up to the influencers
the peak of the product and the estimation
of a new stock will be analyzed.
Features
Advertising

The products that will be created by the

The publicity will be promoted by the social
influencers must have an input that is in
networks of the cafeteria, pointing out the
season, that is, that is accessible in price for
collaboration that was carried out with the

Winter
its production.
influencer
Brand Name Public Relations
By developing a product between the
The name of the products created is at the parties, an atmosphere of affinity can be IS COMING..
discretion of the influencer. generated between the cafeteria and the
influencer,
 Objective 2 Strategy 2: ABC, influencers located in Lima with more than 5k followers
that are specially food bloggers or lifestyle bloggers on TikTok.

Tactic 3:Create flavors by season in collaboration with the influencers, they can create the flavor they
prefer and give their creation a name. This product will be available for a limited time for the
influencer's followers to try it out at Bunt's store. Physical Environment & People

Customer Focus (Customer Centricity)

In this case, the influencer and the cafeteria

will focus on the wishes and demands of
the influencer's followers, because this
person will conduct surveys of his public
and as a result the development of the
product will be sought.

Physical Environment

The physical environment of the cafeteria

will possibly be impacted by new
consumers who are exclusively looking for
the product developed by the cafeteria and

Winter
the influencer but will also be interested in
the experience they can obtain from
customer service, the environment and the
other products. IS COMING..
 Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered.

Product

Product variety: Quality:

Bunt has a wide variety of products and Make sure the catalog is complete
these will be included in the new catalog to and attractive. Evidence that the
provide all the information needed to photographs of the products are of
encourage customers to buy. high quality

Design: Brand name:

The design of the catalog must invite The name of the company and the
customers to see what Bunt Cafe & co logo make up the brand name and will
has to offer. be shown in the information and
profile picture

Features:
Size

Opening hours, location, photos, prices,

The size of the products will also be
and product descriptions.
specified to avoid any
misunderstanding with the customer.
Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered.

Price Place

Price List: Channels

Each product will be with its respective The main channel to be used will be
through WhatsApp business.
price. This price list must justify the price-
quality.

Inventory

This is a way to control the stock of

the cafeteria and avoid shortages,
since buying few ingredients for
specific situations can cause
Payment method unnecessary expenses.

Bunt & Co. will offer a payment method

Location Transport
that is accessible to customers. Through
credit card, Yape, Plin, or even in cash The order requested through Rappi and Pedidos Ya
when the order is delivered whatsapp business will be taken from
the main store located in Miraflores.
 Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered.

Process

Design features:

Offer a friendly personalized virtual service

and employees must answer any questions
or concerns that customers have about the
catalog, complete the sale and follow up
on the order

People

Employees

In addition to receiving the orders via

WhatsApp, employees have to fulfill other
functions such as serving customers
directly, cleaning the local, and taking
inventory
 Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 2: Create exclusive family combos for WhatsApp for 4 people.

Features: Packaging: Size:

Product
100% handmade. It will be 100% sustainable in order to The size of the drinks and the quantity of
High-quality. reduce the use of toxic waste, encourage the products offered are specified and
Affordable price. the use of renewable and reusable will be used as justification in case of any
Variety of products materials complaint
Product variety:
Returns:
Combo 1: 4 panini sandwiches (ham,
cheese and butter) + 2 espressos + 2 In case of problems. courtesies will be
orange juices (S/54.00) offered to try that the client does not
Combo 2: 1 margarita family pizza + 4 stay with that bad experience
personal sodas (inca kola or coke)
(S/37.00)
Combo 3: 2 meat empanadas + 2 carrot
cakes + 4 espressos ( S/42.00)

Design:

Keywords that capture the attention of

customers will be added and colors
characteristic of Bunt & Co will be
selected.
 Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 2: Create exclusive family combos for WhatsApp for 4 people.

Price Place Promotion

Price List: Location: Advertising:

The respective price will be placed Store located in Miraflores. Posting videos on whatsapp, facebook
next to each image. and instagram stories
Inventory

Direct Marketing:
The Par Stock will be taken into account to
prevent the cafeteria from running out of
Through email and text messages, the
stock of any product from the inventory as
family combos will be sent to
well as avoiding excess storage
potential consumers.

Payment method:

WhatsApp payment link will be sent to

those who wish to pay by credit card.
Other options. Izipay, Yape, or even in
cash when the order is delivered.
Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 2: Create exclusive family combos for WhatsApp for 4 people.

Physical Environment &

People

The physical environment must convey

harmony, a sense of family, and warmth as a
way of supporting the company's ideology.

Employees must be properly dressed.

The preparation and delivery of the orders

must comply with the safety and health
protocols

Order takers must be attentive to any

requests from customers, such as requests
for changes to some ingredients to prevent
allergies
Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 3: Offer a 15% discount on family combos by Whatsapp in the next month to encourage purchase.

Product

Product variety
Features

Combo 1: 4 panini sandwiches (ham,

cheese and butter) + 2 espressos + 2 Variety of products.
orange juices (15% off ) Phone number.
Combo 2: 1 margarita family pizza + 4 15% discount.
personal sodas (inca kola or coke) (15%
Valid only in the month of July.
off)
Combo 3: 2 meat empanadas + 2 carrot Free Delivery.
cakes + 4 espressos ( 15% off)

Design Brand name

For the design of the advertising, attractive We believe that placing the brand name is
and striking colors will be used to capture the important, since colors are not enough to
attention of the clients generate presence, visibility and brand
awareness.
Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 3: Offer a 15% discount on family combos by Whatsapp in the next month to encourage purchase.

Price Place

Discounts Inventory

Familiar combos will have a 15% discount for The most requested products must be
one month. monitored to establish the pair of stocks and
avoid running out of stock.
Combo 1: (15% off = S/45.90)
Combo 2: (15% off = S/33.90)
Combo 3: ( 15% off = S/36.90)

Transportation
Payment method
The delivery price is the rate of Rappi and
WhatsApp link to pay by credit card, Izipay, PedidosYa companies.
Yape, Plin, or cash.
Free delivery to places near of the local.
 Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 3: Offer a 15% discount on family combos by Whatsapp in the next month to encourage purchase.

Sales Force
Promotion
Bunt Cafe & Co employees will be able to
Sales Promotion and Advertising publicize this discount through their social
networks.
The 15% discount on family combos is just for
July while supplies last. Direct marketing

Post on Fb, and IG for for Email and text messages will be sent to those
only this time. people we have in our database.

WhatsApp, Facebook and

Instagram stories too.
People

People

Employees can share the announcement

through their social networks. This shows that
they are aligned with the company's
objectives and strive to meet them.
Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).
Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered.

Product
Product variety:
The fact that the WhatsApp Business
medium allows uploading long catalogs
and considering that we as a company have
a wide variety of products, we can put all
the products in the catalog so that old and
new customers can see and analyze all the
varieties of these.
Design:
Quality:
The quality of the images and, in
general, the type and size of the font
must be adequate so that the client
can comfortably see the entire variety
of products that Bunt offers.
Brand name:
The name "Bunt&Co" will be the first
impression that customers will have
with the WhatsApp communication
medium, as it is the logo and profile
photo of the WhatsApp phone
number.
Size
The measurements and sizes of both
food and drinks will be described and
published so that the client can get an
idea of ​what the product is like and
avoid misunderstandings.
Returns:
The products may be returned to the
store or the facility to return the
money can be given as long as the
product has arrived in poor condition.

Features:
The design for this type of medium is
very important because it has to be
The catalog must include:
practical for the people who use it. The
Price
company's color ranges must be used so
Description of the products
that it is easy to identify the brand.
Images
Measurements
Ways of payment
Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).
Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered.

Product
Price
List Price:
The prices will be published in the catalog
for a better understanding of the products
and prices by the clients. This is important
because this is the last thing that
determines if the customer makes his
purchase or not.
Payment method/period:
As we mentioned before, Bunt uses a
payment link created from WhatsApp,
payment that is made instantly to
prevent the customer from leaving the
application. Other means of payment will
be through Izipay, Yape, Plin, or cash at
the time of delivering the order.
Place
Channels:
The main channel to use is WhatsApp
Business. Based on what is new in business
technology, this medium is usually very
effective as customers find it quite
practical.
Inventory:
The products placed in the WhatsApp
Business catalog are previously evaluated
in order to know which is the product that
has the most rotation and exit, to avoid
losses.
Locations:
The only place where our products come
from is the main store located at Calle
Percy Phillips Cuba 354.
Transport:
The ways of transport to be used are
through other companies like Rappi or
PedidosYa! in the case of long distances. If
it is delivery for the neighborhood, the
delivery is free because one of the workers
can walk.
Product
Price
People
The people in charge of managing and
responding to WhatsApp messages have to
be aware of the phone and the client, since
doubts can always arise from our clients
and the idea is to answer them as quickly
as possible.
 Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).

Tactic 2: Send an interactive trivia / game to the most frequent customers to participate for exclusive
benefits. Quality:

Product The quality must be high and clear,

there can be no misspellings because
the first impression is always the one
Product variety:
that counts.
The products considered for this trivia will
Brand name:
be the most emblematic and representative
of Bunt, such as: Alfajores, heart cookies,
The brand name will always be
Nutella cookies and the famous mixed
present because in WhatsApp
croissants with ham, cheese and butter.
Business customers will identify our
This is because we want to encourage new
“Bunt&Co” logo, in this way they will
customers to know what products make us
be able to notice that it is the
special.
cafeteria.

Design: Features:

The design must be practical, so the It must include the questions, answers,
answers must be clearly highlighted to information about the prizes to be won.
contrast them with the questions. Price
Otherwise, this could confuse our new Description of the products
customers. Images
Measurements
Ways of payment
 Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).

Tactic 2: Send an interactive trivia / game to the most frequent customers to participate for exclusive
benefits.
Product
Price
Locations:

Discounts:
Additionally, exclusive discounts can be
used if the client, apart from winning the
prize, wants an additional one. To that
additional you can make a discount of 5% or
10%
Place
Channels:
The channels to use to do our trivia will be
WhatsApp Business as this will allow the
interaction between the game and the
client to win exclusive discounts.
In case that the customer needs to collect
the prize from the store, they can go Product
Price
Promotion
directly to our physical store to obtain their
products. Direct Marketing
Transport:
After the trivia, customers will come into
In the event that our clients require the direct contact with the Bunt staff, as the
delivery of their products to other districts, staff will also have the obligation to offer
we will use means of transport such as more products to the customer.
Rappi or PedidosYA!. However, if the
customer lives in the neighborhood, they
can be given a free delivery of their
products.
 Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).

Tactic 3: Offer a coupon of 10 soles for purchases of selected products made through WhatsApp for a month.

Product

Product variety:

The products considered for the 10 soles Quality: Features:

coupons are mainly products that have a
price of 3 to 5 soles, or products that do not The quality of the images and, in It must include the product features,
generate much loss. This is why we mainly general, the type and size of the font price and sizes to avoid
consider cookies as part of the products must be adequate so that the client misunderstandings.
offered. can comfortably see the entire variety
of products that Bunt offers.

Design:
The design for this type of medium is
very important because it has to be
practical for the people who use it. The
company's color ranges must be used so
that it is easy to identify the brand.
Brand name:
The name "Bunt&Co" will be the first
impression that customers will have
with the WhatsApp communication
medium, as it is the logo and profile
photo of the WhatsApp phone
number.
Size
The measurements and sizes of both
food and drinks will be described and
published so that the client can get an
idea of ​what the product is like and
avoid misunderstandings.
 Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).

Tactic 3: Offer a coupon of 10 soles for purchases of selected products made through WhatsApp for a month.

Locations:
Product
Price Promotion
Product
Price
In case that the customer needs to collect
the prize from the store, they can go
List Price: Sales Promotion
directly to our physical store to obtain their
products.
The price will be estimated considering the A coupon of 10 soles will be offered for
production costs and if the influencer Transport: purchases of products that were selected
imposes a sales commission for the through WhatsApp, with the purpose of
developed product. In the event that our clients require the encouraging the purchase of regular
delivery of their products to other districts, consumers.
we will use means of transport such as
Place Rappi or PedidosYA!. However, if the
Product
Price
People
customer lives in the neighborhood, they
Channels: can be given a free delivery of their
products. The people in charge of managing and
responding to WhatsApp messages have to
The channels to use will be WhatsApp Inventory:
be aware of the phone and the client, since
Business as this will allow the interaction
doubts can always arise from our clients
between the game and the client to win The inventory will be previously analyzed
and the idea is to answer them as quickly
exclusive discounts. because Bunt must offer products that
as possible.
have fast turnover, otherwise, a very large
loss of product would occur.
SUPPORT/JUSTIFICATION
OF PROPOSAL
Objective 1 Strategy 1: BC, foodies located in Lima between the ages 20 to 30 with
an income of minimum wage.

Tactic 1: Create a content calendar for Facebook, detailing the daily and weekly posts to be published.
Tactic 2: Make daily posts and videos on Facebook, in which the products and their preparations will be shown.
Tactic 3: Run giveaways on Facebook that are broadcast on Facebook Live.

This objective was set in order to create
more brand awareness and increase
brand loyalty on Facebook because,
according to the Digital News Report 2021
study by the Reuters Institute, Facebook
is the most used social network (69%) by
Peruvian users.
It also generates an effective connection
with consumers (brand loyalty). That is
why the company could benefit from
Facebook if it manages to expand its
community by increasing the amount of
content and ad campaigns.
We believe that these three tactics will achieve this goal for the
following reasons:
The strategy 1 is aimed at foodies, so the tactics will allow the generation of
content focused on the products and thus capture the attention of those foodies
to motivate them to become part of the Bunt community and consequently to try
the products.
Currently, Bunt's competition is very active on their Facebook pages, posting
quality content on a daily basis about the products and services they offer.
Therefore, we believe that Bunt should not be left behind and should start
generating more content through Facebook to expand its community and build
brand loyalty and brand awareness. And this will be achieved by strategically
planning the daily content to be published, and carrying out activities such as
raffles in which users can participate and win prizes for belonging to the Bunt
community.
Objective 1 Strategy 2: BC, coffee lovers located in Lima between 30 to 45 who want
to enjoy a good coffee at any time of the day.

Tactic 1: Publish content on Facebook with tips to prepare a good coffee.

Tactic 2: Create promotions for one month, where coffee is offered every Monday and Wednesday at the price of S/1.
Tactic 3: Create a campaign on Facebook with the #BringYourCup, so that once a month people who bring their personal
cups only pay for the content that fits in the cup.

The goal is to achieve interaction

with consumers through BUNT's We consider that the proposed tactics will promote an increase in the influx of
social networks. consumers.

In addition, unmissable Because we consider that the days of low influx are Monday and Wednesday,
promotional campaigns will be attendees will be able to enjoy an unmissable promotion such as coffee at "1 sol".
established, such as coffee at a It is hoped that the consumer will get to know the cafeteria in greater depth and
low price and a creative campaign be linked as a brand of their favorite companies to while away the time.
called #BringYourCup, which are
intended to promote care for the
environment and the proactive
participation of consumers.
 Objective 2 Strategy 1: BC, young adults located in Lima between 18 to 32 who spend
time scrolling on TikTok.

Tactic 1: Record videos that follow TikTok’s trends to get more visibility, using the viral songs of the moment and the challenges.
Tactic 2: Create a campaign where customers record themselves on TikTok during their visit to Bunt with #BuntDay and share them
across all Bunt networks.
Tactic 3: Publish videos on TikTok with relevant information about the company, for example its opening hours, its location, that
they are pet friendly and its products are artisanal.

This objective was raised in order to take
advantage of technology that is being used a
lot and that is so popular nowadays to
expand our objective public and reach more
people in town that doesnt know about our
cafeteria.
Tiktok is a really importat tool nowadays
because is mostly organic in allows you to
share more natural aspects of any business.
We believe that these three tactics will achieve this goal for the
following reasons:
First of all as we mention before, this platform has a lot of growth
opportunities for any business.
our tactics are all focused on sharing important and relevant aspects
of our cafeteria that every customer wants to know, so we make
them easy the process of purchase as they will know everything
about us.
We show our clients a more personal aspect of our bran which make
ir feel more natural and organic,
 Objective 2 Strategy 2 : ABC, influencers located in Lima with more than 5k followers
that are specially food bloggers or lifestyle bloggers on TikTok.

Tactic 1: Send the new flavors of products that Bunt has to food bloggers and lifestyle bloggers so that they can taste them and
give their opinion about the product.
Tactic 2: Create partnerships with influencers on TikTok so that they become ambassadors of Bunt, they can receive benefits in
exchange for sharing information about the brand.
Tactic 3: Create flavors by season in collaboration with the influencers, they can create the flavor they prefer and give their
creation a name. This product will be available for a limited time for the influencer's followers to try it out at Bunt's store.

The selected tactics promote an intensive participation of the

This objective proposes to create closer
relationships and interactions in digital media
such as tiktok, because various brands
interact with "influencers" to increase their
sales and especially to become known
through them.
For this reason, it is considered to look for
brand ambassadors with a healthy and
familiar profile to promote the image of
BUNT..
selected influencer for the campaigns.
On the other hand, it is expected to generate a public relationship
with the influencer because BUNT will provide extra benefits in their
consumption because it is sought that the person can build loyalty
with the brand and consider it a great recommendation for their
followers.
Finally, the creation of new products will be promoted in
collaboration with the selected influencer. It is considered a viable
alternative because the advertising of said product will be
exclusively through the influencer's platforms..
Objective 3 Strategy 1: ABC families located in the area of the point of sale
(Miraflores).

Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered..
Tactic 2: Create exclusive family combos for WhatsApp for 4 people.
Tactic 3: Offer a 15% discount on family combos by Whatsapp in the next month to encourage purchase.

This objective was raised in order to
increase Bunt's sales by enhancing its
Whatsapp business profile to increase
sales through this medium, applying
strategies that in turn allow the loyalty of
frequent customers and families located
near the cafeteria.
According to a study by Campines (2021),
63% of restaurant companies that used
WhatsApp Business stated that this
marketing tool was very useful to boost
their brand as companies and their sales
during the COVID-19 crisis.
We believe that these three tactics will achieve this goal for the
following reasons:
The strategy 1 is aimed at families, so the tactics will allow the creation of
catalog focused on the products and family combos in order to capture the
attention of those families and motivate them to try the new products with
excellent benefits.
The covid-19 pandemic and the confinement measures caused many companies
to digitize their services and Business WhatsApp was one of the tools they relied
on. For this reason, we consider it opportune for Bunt Cafe & Co to exploit this
medium by creating an attractive catalog that invites consumers to discover and
purchase a product. In addition, the promotions and benefits through this
medium are strategies that will allow the loyalty of frequent customers and
families located near the cafeteria.
Objective 3 Strategy 2: Frequent customers between 20-35 years old who are
located in the area of the point of sale (Miraflores).

Tactic 1: Develop in the profile of the Whatsapp business app the catalog of the products that are offered..
Tactic 2: Send an interactive trivia / game to the most frequent customers to participate for exclusive benefits.
Tactic 3: Offer a coupon of 10 soles for purchases of selected products made through WhatsApp for a month.

We believe that these three tactics will achieve this goal for
the following reasons:

The main objective is to

People like to feel like they're part of something, so
increase our sales through
providing trivia is an interactive way to engage them and
the WhatsApp channel and make them feel like they're part of a community, in this
continue promoting our case the BUNT community.
products so that they become
part of our customers' daily We consider that the offers and promotions should not last
lives. This is how we seek to more than 1 month because we believe that customers
retain them. could lose interest in participating at any time. This is why
we have granted a term of 1 month on the quota of 10 soles.
 The present project aimed to identify some
problems that the company Bunt Cafe & Co presents
with the purpose of offering some solutions to
improve the visibility of the brand, increase sales
and generate consumer loyalty. It was proposed to
establish 3 smart objectives for the company Bunt
Cafe & Co, which helped us to determine the
segments and propose tactics to achieve these
goals.
CONCLUSIONS Although the organization is relatively new and
growing step by step, we believe that the brand
must adopt new tactics that resonate with modern
consumers, who, influenced by new technologies,
are increasingly demanding and volatile. Bunt is
positioning itself as a beautiful, cozy and warm
restaurant. Not only for the variety of products that
the company sells such as its own lager-type craft
beers and for their quality, but also for its excellent
customer service from the workers and owners.
 Recommendations

Bunt should update its SMART objectives according to the changes in the market. In order to stay innovative
it is important that the brand updates itself and establishes relevant strategies that are valuable for its
consumers.
Bunt must be constant in its Facebook posts in order to show the company's commitment to its customers
and continue to maintain an interaction with them, involving them with the content of the posts made by this
social network, since this will allow them to know that the campaigns carried out will be effective for them.
We believe it is important for Bunt to rely on its online platforms to communicate and interact with its
customers. Both the Facebook page and the WhatsApp Business Profile can be used to add value to the
brand.
Furthermore, to improve its communication with customers, we believe it is important for the company to
maintain unity on its different platforms and establish a unified image, tone of voice and communication style
to interact and present itself to its audience.
 Recommendations

Bunt Cafe & Co employees must be clear about the company's goals in order to achieve them efficiently and
contribute to the continued growth of the company. Being a company that highly values ​the family
environment, Bunt's employees must convey that in dealing with customers through the face-to-face and
virtual channels.
In order to offer promotions, Bunt Cafe & Co must continuously monitor its inventory to avoid running out of
stock or stocking up with too many products. In this way, the company will avoid incurring in unnecessary
expenses and product losses due to the fact that they were damaged due to their useful life.
THANKS!