COFFEASTIC

AENIZ NIZAR
Date

A part of requirement for BMS Advertising

Media Sciences
B MS A D V E R T I S I N G — T H E S I S T I T L E

Dedication
First I want to dedicate this thesis to my teacher Sir Muhammad Omais for his help
and guidance throughout this thesis. I also want to dedicate this thesis to my parent for
their support and encouragement for me.
During this thesis my friends support me in many situations this wouldn’t possible
without them.

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Acknowledgement
First I want to dedicate this thesis to my teacher Sir Muhammad Omais for his help
and guidance throughout this thesis. I also want to pass my heartiest thanks to my
parents for their support and providing me with all the possible ease and comfort so
that I could spend more time doing research, also thanks to my friends for their
encouragement and for participating in my research discussion session.

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Abstract
Coffeastic is a brand which provide a people a perfect environment with good taste of
coffee cup. Providing a platform to people for business meeting, Birthday party,
Hangouts. For providing amusing and good environment to the people, I am
Introducing a new Coffee shop brand were people come to enjoy the cup of coffee
with their love ones. According to the research coffee is being consumed as a
beverage by the SEC A class people. In recent years it’s also drink by youth. So that’s
why our main target is the business man and women and the youth of the SEC A class.

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Table of Contents
1.0 Introduction................................................................................................................................................ 1
1.1 History of the Industry.............................................................................................................. 1
1.2 History of the Product............................................................................................................... 1
2.0 Market Analysis......................................................................................................................................... 2
2.1 Market Background.................................................................................................................... 2
2.2 Market Size..................................................................................................................................... 2
2.3 Market Consumer........................................................................................................................ 2
2.3.1 Demographics.............................................................................................................. 2
2.3.2 Psychographics............................................................................................................ 2
3.0 Competition................................................................................................................................................ 3
3.1 Direct Competitor’s Analysis................................................................................................... 3
3.1.1 Product............................................................................................................................ 3
3.1.2 Price................................................................................................................................. 3
3.1.3 Place................................................................................................................................. 3
3.1.4 Promotion...................................................................................................................... 3
3.1.5 Target Market............................................................................................................... 3
3.1.6 Consumer Psychology............................................................................................... 3
3.1.7 Branding Strategy....................................................................................................... 3
3.1.8 Marketing Strategy..................................................................................................... 3
3.1.9 Promotional Strategy................................................................................................ 3
4.0 Marketing Strategy................................................................................................................................... 4
4.1 SWOT................................................................................................................................................ 4
4.1.1 Strengths........................................................................................................................ 4
4.1.2 Weaknesses................................................................................................................... 4
4.1.3 Opportunities............................................................................................................... 4
4.1.4 Threats............................................................................................................................ 4
4.2 Segmentation................................................................................................................................ 4
4.2.1 Segment A...................................................................................................................... 4
4.2.2 Segment B...................................................................................................................... 4
4.3 Target Market................................................................................................................................ 5
4.4 Consumer Psychology................................................................................................................ 5
4.5 Marketing Objectives................................................................................................................. 5
4.6 Positioning..................................................................................................................................... 5

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4.7 Brand................................................................................................................................................ 5
4.8 Product............................................................................................................................................ 5
4.9 Price.................................................................................................................................................. 5
4.10 Place............................................................................................................................................... 5
5.0 Promotional Strategy.............................................................................................................................. 6
5.1 Advertising Objectives............................................................................................................... 6
5.2 Advertising Strategy................................................................................................................... 6
5.3 Tone of Voice.................................................................................................................................. 6
5.4 Inclusions/Exclusions................................................................................................................ 6
5.5 Budget.............................................................................................................................................. 6
5.6 ATL Activities................................................................................................................................ 6
5.6.1 Traditional Marketing Activities...........................................................................6
5.6.2 Digital Marketing Activities....................................................................................6
5.7 BTL Activities................................................................................................................................ 6
5.8 Media Plan...................................................................................................................................... 6
6.0 Creatives....................................................................................................................................................... 7
6.1 Logo.................................................................................................................................................. 7
6.2 Envelop............................................................................................................................................ 7
6.3 Visiting Card.................................................................................................................................. 7
6.4 Letterhead...................................................................................................................................... 8
6.5 Press Ad 1....................................................................................................................................... 9
6.6 Press Ad 2.................................................................................................................................... 10
6.7 Magazine Ad................................................................................................................................ 11
6.8 Facebook Ad................................................................................................................................ 12
6.9 Google Ad 1.................................................................................................................................. 13
6.10 Google Ad 2............................................................................................................................... 14
6.11 Brochure.................................................................................................................................... 15
6.12 Billboard 1................................................................................................................................. 16
6.13 Billboard 2................................................................................................................................. 17
6.14 Banner/Standie....................................................................................................................... 18
6.15 Poster.......................................................................................................................................... 19
6.16 Leaflet......................................................................................................................................... 20
6.17 Pole Sign 1................................................................................................................................. 21
6.18 Pole Sign 2................................................................................................................................. 22

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6.19 Pole Sign 3................................................................................................................................. 23

6.20 Website (Home Page)........................................................................................................... 24
6.21 Website (About Page)........................................................................................................... 25
6.22 Website (Contact Page)........................................................................................................ 26
6.23 Website (4th Page)................................................................................................................ 27
6.24 Mobile Website (Home Page)............................................................................................ 28
6.25 Mobile Website (About Page)............................................................................................ 28
6.26 Mobile Website (Contact Page)......................................................................................... 29
6.27 Mobile Website (4th Page)................................................................................................. 29
6.28 TVC Copy.................................................................................................................................... 30
6.29 TVC Storyboard....................................................................................................................... 31
6.30 TVC Screenshots..................................................................................................................... 32
6.31 Radio Copy................................................................................................................................ 33
6.32 Other Items............................................................................................................................... 34
7.0 Creatives Justification.......................................................................................................................... 35
7.1 Font................................................................................................................................................. 35
7.2 Color Palette................................................................................................................................ 35
7.3 Logo................................................................................................................................................ 35
7.4 Layouts.......................................................................................................................................... 35
7.5 Images........................................................................................................................................... 35
7.6 Illustrations................................................................................................................................. 35
7.7 TVC Idea........................................................................................................................................ 35
8.0 Reference................................................................................................................................................... 36
9.0 Glossary..................................................................................................................................................... 37
10.0 The Creative Journey.......................................................................................................................... 38

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1.0 Introduction
As we know now a day’s people are much interested towards hangout and parties,
People want a place where they spend their weekends with their friends and family.
For this type of people, I am launching a new brand name “Coffeastic”, the target
market is the SEC A class mainly business man and women and also the youth. The
ups of the brand is taste of the coffee and the environment of the outlet.

1.1 History of the Industry

In 13thcentury people use wine, ale, mead. Beer as a beverages, wines both red and
white are the favorite drink of the SEC A class families. Alcoholic beverages were
always preferred as wine have more nutrition’s and benefit to digestion than water as
per people of that time. Wine is commonly drunk by the people, the quality of wine
differed considerably according to vintage, the type of grape and more importantly,
the number of grape pressings. The first pressing was made into the finest and most
expensive wines which were reserved for the rich people. The second and third
pressings were subsequently of lower quality and alcohol content. Common people
usually had to settle for a cheap white or rose from a second or even third pressing,
meaning that it could be consumed in quite generous amounts without leading to
heavy intoxication. For the poorest, watered-down vinegar would often be the only
available choice. The milk is only consume by the sick and poor people at that time.
As time passes people start inventing different beverages for them like mead which is
made from Honey and water which is also called honey wine. After the beer on 1299
the lemonade in invented by Mongolians. In 15th century people often drank ale and
beer, young children drank milk. The coffee is invented, A Yemenite Sufi mystic
named Ghothul Akbar Nooruddin Abu al-Hasan al-Shadhili has a claim to the
discovery of coffee: he is said to have spotted berry-eating birds flying over his
village unusually energetically. On tasting some jettisoned berries he too found
himself unusually alert.

1.2 History of the Product

As coffee invented in 15th century by Ghothul Akbar Nooruddin Abu al-Hasan al-
Shadhili after that one more story come forward that the coffee is invented by one of
the sheik named Omar, In the form of mocha Omar, One day chewed some berries
only to find them bitter. He roasted them but this only made him hard, then he starting
boiling them and result is fragrant brown liquid which give him amazing energy and
help him to awake for a day, after that he was allowed to return home to Mocha and
elevated to the sainthood while coffee percolate throughout the Arab world. By the
16th century, coffee was the beverage of choice in Persia, Egypt, Syria and Turkey,
Thousands of people come to mecca every year for pilgrim’s purpose and buy coffee
for their home from Ethiopia. From the Middle East the popularity of coffee soon
spread through the Balkans, Italy and to the rest of Europe, east to Indonesia and then
west to the Americas.

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Now coffee is most popular in Middle East and East Africa people start making coffee
houses were people are come for entertainment, for discussing issues, games, musical
show. No one is certain at which point people started roasting and brewing coffee
beans like we do today; although the story above states it, such a quick journey from
coffee cherry to roasted cup of coffee is deemed pretty unlikely. In 1850 Folgers is the
most popular brand in USA. In 1900 Hills bros invent vacuum packaging. The
process to making coffee bean. In the early 1990s American was move to instant
coffee.
The first coffee house is name as a Maxwell House by coffee broker Joel cheek with
his business partner john Neal, the slogan is “Good to the last drop” for Maxwell
house brand. In 1925 the Maxwell house is the well-known brand in United States. In
1971 Starbucks serving coffee beans. Espresso, latte are on the top of the menu in
Starbucks. By the year 2000 Starbucks have 3000 outlets. Now a days Brazil is the
top of the list to produce coffee bean and supply throughout the world.

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2.0 Market Analysis

In market analysis, as our main target is SEC A class people so in Karachi we have to
target the areas like Clifton, SMCHS, Tariq road, Gulshan as we can easily target our
market in this area. In competitors which is Gloria Jeans, Espresso, Dunkin Donuts,
Coffee Wagera is our direct competitors and in indirect we have local seller Funkaar
cafe, Caffe Paraha.

2.1 Market Background

The idea behind to launching an brand which give people place for hangout or for
meet up, A completely good ambiances for a business meeting, birthday parties. A
place where people come to calm down from daily stress, and providing people
pleasant environment.

2.2 Market Size

The market size to target is SEC A as the coffee is the element which show luxurious
life style , Our target market is clear as we have to the areas were SEC A class people
live ,were they go on daily bases , so we can easily target them by our marketing and
different strategies.

2.3 Market Consumer

2.3.1 Demographics
The Demographics of this brand is the both Male and female from age 16 to 70, have
income up to 200,000 to 500,000 with luxurious life style.

2.3.2 Psychographics
Life Style: SEC A class people
Occasions: Business Meeting and Birthday parties, Hangout

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3.0 Competition

1) Gloria jeans
2) Coffe Wagera
3) New York Coffee
4) Esquires Coffee
5) Espresso
6) Dunkin Donuts

3.1 Direct Competitor’s Analysis

Gloria jeans the perfect competitor for Coffeastic. As we have to introducing new
brand in the market, so we have to study our competitors.

3.1.1 Product

 Cafe Mocha - Rs 490

 White Chocolate Mocha - Rs 490
 Chocolate Macadamia latte - Rs 490
 Very Vanilla latte - Rs 490
 Caramel Nut Creme - Rs 490
 Caramelatte - Rs 490
 White Chocolate Mocha - Rs 490
 Mocha Caramelatte - 490
 Hazelnut Mocha latte - Rs 490
 Cafe Americano - Rs 350
 Espresso – Rs 395
 Classic Hot Chocolate - Rs 490

3.1.2 Price

The price of Gloria Jean’s coffee is starting from380rs to 420rs

3.1.3 Place

Gloria jeans have many branches all over the world, In Pakistan it have over 30
branches in almost 12 cities. In Karachi Gloria jeans have 3 branch in lucky one
mall, SMCHS, Dolmen mall Clifton.

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3.1.4 Promotion
As Gloria jeans is an international brand most of the people know about it, its
promising taste always grab their customer retention. Gloria jeans is not much
active for promoting their brand as they have a specific customer which is loyal
from their brand from many years. As they are not that much active on social
media platform.

3.1.5 Target Market

The target market of the Gloria jeans is the SEC A class people.

3.1.6 Consumer Psychology

People who want a place where they can taste a perfect cup of coffee with good
ambiance and group of friend who are looking for a place for hangout and parties.

3.1.7 Branding Strategy

The Gloria jean’s coffee strategy is to maintain the taste and the quality of the product
and provide their customer any perfect experience every time.

3.1.8 Marketing Strategy

The marketing strategy of Gloria jeans that they introduce deals and partnership with
different brands to promote their business easily.

3.1.9 Promotional Strategy

Gloria jeans is not doing that much for promoting their brand as they already make
their customers in past , they are only active on Facebook and promote their business
through Facebook only.

3.2 Direct Competitor’s Analysis

The second key competitor for coffeastic is Coffee wagera which is trending now a
days.

3.2.1 Product
 Cappuccino- Rs 248
 Latte- Rs 248
 Mocha- Rs 292
 Americano- Rs 230

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 Macchiato- Rs 195
 Hot Chocolate- Rs 292
 Milk tea- Rs 150
 Iced Cappuccino- Rs 336
 Iced latte- Rs 336
 Iced Mocha- Rs 398

3.2.2 Price

The price of the product of Coffee wagera is starting from the Rs150 to Rs400 which
include all the Cold and hot beverages.

3.2.3 Place

Coffee Wagera have 5 branches in Karachi, Fivestar, Maskan, Sharfabad, DHA, and
Clifton.

3.2.4 Promotion
Coffee wagera is the one of the most active brand in Karachi as a coffee brand, they
are always active on social media and promote their business through paid ads in
groups like SWOT which is most popular in Pakistan for food reviews. They
everyday post on social media platform regarding their brand deals and new arrival so
that help them to show always active in the market.

3.2.5 Target Market

The target market of Coffee wagera is SEC B+ and SEC A class.

3.2.6 Consumer Psychology

People who is looking for perfect taste for coffee in different flavors with peaceful
enjoyment, they also welcome student to come there and do their assignments with a
cup of coffee.

3.2.7 Branding Strategy

The coffee wagera strategy is to maintain the taste and the quality of the product
and provide their customer a perfect experience which they remember lifetime,
They welcome people in some unique way which people always remember, Also
they provide free water to their customers which all are the part of brand strategy

3.2.8 Marketing Strategy

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The marketing strategy of coffee wagera is that they are not stop on one place they
always introduce new flavor’s and do promotion like buy one get one free so they
easily get customer attention.

3.2.9 Promotional Strategy

The Promotional strategy of coffee wagera that they introduce deals and market
their product and brand on Facebook through Different groups.

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4.0 Marketing Strategy

Our marketing strategy is to target people who are looking for perfect ambiance, and a
place for parties and hangout. As coffee is the thing which people mostly try in
winters but aim is to target people through our taste and quality to attract our
customers in all seasons, For that we also provide iced coffee and other beverages to
catch our customer retention.

4.1 SWOT

4.1.1 Strengths
 The strengths of new brand is the unique taste and the perfect ambiances of the
outlets which provide people perfect place for hangout and meeting.
 Low rates as compare to others.

4.1.2 Weaknesses
 The weakness of the brand is may be people do not like coffee taste of our
brand
 In start May people do not trust on our brand.

4.1.3 Opportunities
 In opportunities we can launch some other product with coffee and also we
can open new branches outside the Karachi.

4.1.4 Threats
 Threat for our brand is our competitors (direct and indirect).
 Our timing might be our threats.

4.2 Segmentation
In this segmentation we can take random coffee outlets and segment through their
target market. In this segmentation we can discuss the SEC A and SEC B+
As we know the coffee is the thing which is mostly consume by SEC A and SEC B+
people.

4.2.1 Segment A
We are first segment SEC A people as they are always go out for parties and hangout
once or twice a week, they all are business man and woman so they always need a
place where they do meetings and enjoy their weekends. SEC A people want perfect
service and product, money is not an issue for them
Demographics
 Age should be 16 to 60 year
 Income should be 200,000 plus
 For both male and female
 Marital status does not matter

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 Business man and women, Student

Psychographics
 People with good life style
 Crazy about hangouts
 Love to spend time with friends and family

Behavior
 Aware about the good product
 Always up for parties
 Monthly or twice a month

Lifestyle
 Luxurious life style

4.2.2 Segment B
Now we can segment SEC B+ as they also a consumer of coffee and able to buy
coffee as we have low to high price coffee, so we can make this class for
segmentation as well.
Demographics
 Age should be 16 to 60 year
 Income should be 80,000 plus
 For both male and female
 Marital status does not matter
 Family and friends

Psychographics
 People with average life style
 Love to spend time with friends and family

Behavior
 Buy perfect things in perfect price
 Prefer on deals and discounts

Lifestyle
 Average life style
 Family oriented

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4.3 Target Market

We can target the people from SEC A as they all are fit for our brand. People with
good life style and always ready for hangout, People who want a place for birthday
parties and hangout with perfect price and good quality.

4.4 Consumer Psychology

Looking for good quality product with pleasant environment.

4.5 Marketing Objectives

Marketing objective is to introduce a new coffee brand in people mind with different
marketing, to develop a good image of the brand in people mind.

 It will extend to overall Karachi

 We offer discounts and deals
 Will take part in different Karachi eats festival
 Hire bloggers/vlogger and influencer to promote Coffeastic on social media
 Also do sponsor event so people get to know the brand name and build trust
 More flavors will introduce in future.

4.6Positioning
Positioning of coffeastic in the market is set with its quality of product, Most of its
competitor selling coffee with high price. Coffeastic is a brand which provide people
a complete package with good price good place and good product at one place. So, it
sets a good positioning in our consumer.

4.7Brand
As we know now a day’s people are much interested towards hangout and parties,
People want a place where they spend their weekends with their friends and family.
For this type of people, I am launching a new brand name “Coffeastic”, It a coffee
café which is located in Karachi. In start there will be 3 branches which located at
DHA/SMCHS/Gulshan/Lucky one. The main idea is to target youngster and business
man and women of SEC A and the main product of the brand is obviously coffee but
with that we offer, Toasts, Mocha, Latte etc. but our main serving is coffee, the price
of the product starting from 180 to 350 as its mainly target for SEC A class . As we
are new in the market we have to introduce our self through different platform like
Social Media, which includes Facebook, Instagram and YouTube marketing as
youngster are more active on this platform, Bill boards has been placed never our
target place, pamphlet distribution to different area according to our target market.
Whenever any new brand is launching in the market it have strength, weakness,
Opportunity and threads. The strength of the Coffeastic is the taste and the ambiances
of the outlet which give customers a perfect place to come. The weakness of the brand
is may be people avoid coffee in summers or our target market might not be a coffee
lover, so I think this will be weakness for our brand. The opportunity is that in future

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we can open our few more branches in different cities of Pakistan with some new
products and the thread of brand is other brands which includes Gloria jeans, New
York Coffee, Coffee wagera and many indirect sellers. In start we can offer discounts
to catch our customers and offer more discount for next visit so we can easily grab our
customer in future.

4.8 Product
 Cafe Mocha
 Caramelatte
 White Chocolate Mocha
 Mocha Caramelatte
 Hazelnut Mocha latte
 Espresso
 Vanilla latte
 Cappuccino
 Latte
 Americano
 Macchito
 Hot Chocolate
 Milk tea
 Iced Cappuccino
 Iced latte
 Iced Mocha

4.9 Price
The price of the product started from 199 to 399, as we target SEC A class so our
price is higher just like our competitors have. Meanwhile the product price of our
competitors starting for 220 to 490.

4.10 Place
The product is available in all 4 outlets (DHA, SMCHS, Gulshan, Lucky one). As this
palace are the best to target our market. In DHA we can target SEC A class people
easily, In Gulshan we can target most of the students. In SMCHS we can easily target
the office people as the many of the offices are located at Shahra-e-Faisal, and in
lucky one many people come on daily bases so its help us to make an image in people
mind.

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QUESTIONNAIORE

Dear Sir/ Madam,

This research is done by the student of Media Science, The aim for this research is to
find out the public choices, interest and opinions.
This data is confidential and only use to complete my research, Thank you so much
for support.

Questions:

1- Age?
 15-20
 20-30
 30-40
 40-50
 50-60

2- Gender?
 Male
 Female

3- Your Occupation?
 Student
 Businessman
 House wife
 Employee

4- Where you live in Karachi?

 Gulshan
 F.b Area
 North Karachi
 Clifton
 DHA
 Malir
 Other

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5- Which road you use to go to office or college?

 Shahrah-e-faisal
 Rashid minhas
 University road
 Shahrah-e-Pakistan

6- Which radio do you like to hear when there is no music system in car?
 FM 91
 FM 89
 FM 96

7- Do you like coffee?

 Yes
 No
 Little bit

8- How many time you drink coffee?

 Once a week?
 Once a month?
 Once in a 3 months?

9- How many time you visit coffee shop?

 Once a month
 Once in a 3 months
 Once a year

10- From where you get suggestion for coffee shop?

 By friends
 By Social media
 By promotion board on roads

11- What will be price for one cup of coffee?

 100 to 200
 200 to 300
 300 to 400
 400 to 500

12- What will matter if you visit coffee shop?

 Price
 Quality
 Ambiance

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 Quantity

13- What will be the place where you like to visit for coffee?
 Clifton/DHA
 Tariq Road
 SMCHS
 Malls
 Bahadurabad

14- With whom you will visit coffee shop?

 Family
 Friends
 Office friends
 Business partner

15- Which social media site you used the most?

 Facebook
 YouTube
 Instagram

16- What would be you like to watch on Social media site?

 Dramas
 Movies
 Any Videos

17- Which type of song do you like to hear?

 Lollywood
 Bollywood
 Hollywood

18- Which color comes in your mind when you hear a word "COFFEE?"
 Brown
 Yellow
 Cream
 Black
 Other

19- Which type of outlet attract you?

 Colorful
 Funky

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 Decent / luxurious

20- Which advertisement do you like most?

 Family oriented
 Emotional
 Animated

Research

Objective:
By this research we can find people mind set and their opinion which help us to set
the image of our brand in people mind. Main object of this research is to find out the
interest and feelings on our target market.

Method and Design:

This research is designed for our target market to find out the fact and figure and
important information which help us in our creative campaign. Almost 52 people
participate in this research.

Sampling Unit:
The survey is conducted from SEC A class.

Sampling Method:
The survey is conducted mainly from different areas of Karachi.

Sample Size Determination:

The research is conducted online, Due to covid there will 52 people participate in it
over the age of 15 to 60.

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Sampling Plan:
Our mainly target market live in Clifton and DHA but we also took survey from
different parts of Karachi.

Data Collection Method:

The research is done through online questionnaire.

Research Instrument:
The research instrument used was Questionnaire.

Questionnaire Result

1- Age?
 15-20 ( 21.6% )
 20-30 (64.9%)
 30-40 (8.1%)
 40-50 (5.4%)
 50-60 (0%)

The question ask to know about the age of our target market and we get 64.9 percent
of our target market having age between 20 – 30 .

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2- Gender?
 Male (52.6%)
 Female (47.4%)

The question asked to know about the gender so we will get a result by which we
know about the ration of the gender from our target market.

3- Your Occupation?
 Student (64.9%)
 Businessman/Business woman (13.5%)
 House wife (2.7%)
 Employee (18.9%)

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The question asked to find out the ration of the occupation of our target market, and
we get 64.9% of the student and 18.9 employee in our target market.

4-Where you live in Karachi?

 Gulshan (0%)
 F.b Area (24.1%)
 North Karachi (0%)
 Clifton (10.3%)
 DHA (37.9%)
 Malir (3.4%)
 Other (24.1%)

Question asked to know the exactly location of our target market live in, Most of the
target market live in DHA and FB Area.

5- Which road you use to go to office or college?

 Shahrah-e-faisal (50%)
 Rashid minhas (16.7%)
 University road (16.7%)
 Shahrah-e-Pakistan (11.1)
 Other (5.6%)

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Question asked to know the area from where our target market travel, so its help us to
target them by print ads.

6- Which radio do you like to hear when there is no music system in car?
 FM 91 (10%)
 FM 89 (50%)
 FM 96 (40%)

The question was asked because we can use radio ads to target our market, So we
asked the people about the radio channel they heard most. Most of the people answer
FM 89 and 40% people answer FM 96.

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7- Do you like coffee?

 Yes (61.1%)
 No (5.6%)
 Little bit (33.3%)

This question asked to know about the people opinion about the coffee and their
interest towards coffee.

8- How many time you drink coffee?

 Once a week (50%)
 Once a month (18.8%)
 Once in a 3 months (31.3%)

This question asked to know about that how many times people preferred coffee in
their daily life. So result let us know that our target market 50% of people take coffee
once a week.

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9- How many time you visit coffee shop?

 Once a month (31.3%)
 Once in a 3 months (37.5%)
 Once a year (31.3%)

This question asked to know about that how many times people preferred coffee in
coffee shop. So result let us know that our target market almost 35 % of people would
like to visit coffee shop once in a 3 month.

10- What will matter if you visit coffee shop?

 Price (5.3%)
 Quality (52.6%)
 Ambiance (36.8%)
 Quantity (5.3%)

This question asked to know about that what will matter if our target market visit
coffee shop, so answer we get the quality of the product.

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11- What will be the place where you like to visit for coffee?
 Clifton/DHA (64%)
 Tariq Road (4%)
 SMCHS (24%)
 Malls (4%)
 Bahadurabad (4%)

This question asked to know about the place where people would like to have a coffee
shop and the answer we get is Clifton or DHA having 64%.

12- Which social media site you used the most?

 Facebook (62.5%)
 YouTube (12.5%)
 Instagram (25%)

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This question asked to know about that which social media platform people use
the most from our target market and we get 62.5% people use Facebook.

13- Which type of song do you like to hear?

 Lollywood (5%)
 Bollywood (30%)
 Hollywood (65%)

This question asked to know about that which song our target market like to hear
so we can target them through radio channel.

14- Which color comes in your mind when you hear a word "COFFEE?"
 Brown (55%)
 Yellow (0%
 Cream (25%)
 Black (20%)
 Other (0%)

This question asked to know about the color which people get in the mind when they
think about coffee so it will help us in the campaign to use that colors.

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This question asked to know about the color which people get in the mind when they
think about coffee so it will help us in the campaign to use that colors.

15- Which type of outlet attract you?

 Colorful (15%)
 Funky (15%)
 Decent / luxurious (70%)

This question asked to know about the people opinion and interest about the ambiance
of the place where they would like to have a visit.

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16- Which advertisement do you like most?

 Family oriented (15%)
 Emotional (10%)
 Animated (75%)

This question asked to know about the people opinion so it will help us to make TVC
as per people interested, 75% people preferred animated TVC to watch.

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5.0 Promotional Strategy

As Coffeastic is the new brand in the market so we have to introduce our brand in the
market through different strategy.
 Social media advertisement on Facebook ,Instagram, YouTube as now a days
people are more towards social media
 Social media groups as people are come there for food reviews.
 I use different blogger and vlogger for promotion
 Arrange different promotional activities in the university.
 Pole sign near office most likely on Shah-e-faisal

5.1Advertising Objectives
The advertising objectives will build up the Coffeastic brand as it’s so important to get
known in a market to stand out as a coffee seller.
 To achieve customer loyalty
 Increasing in sale
 Brand awareness
 Customer retention

5.2Advertising Strategy
The most important source for advertising is social media so we can advertise your
brand on social media through Facebook, Instagram, YouTube, other than that for
targeting Business man and women we use pole sign near offices.

5.3 Tone of Voice

As our aim and target to provide a people a perfect place for enjoyment with cup of
tea, the tone of voice is cheerful and fun.

5.4 Inclusions/Exclusions
Inclusions: In this thesis project both traditional and non-traditional media will be used. In
traditional media we make animated TVC as per the public opinion and print also used by
using the brown and cream color. In non-traditional we use social media to grab people
attention.
Exclusions: We are planning to make our TVC in full 3D animation but unfortunately we
need heavy machines and too much time for their render. In future we come up with some
unique and advance animation

5.5Budget
15,000

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5.6 ATL Activities

In this activity we can use mass media to promote coffeastic, ATL not target a single
person it’s targeted a wide target market. So we use print ads, Radio ads and also use
social media platform to promote our business.

5.6.1 Traditional Marketing Activities

 Radio ads is used to promote the brand as its help us to target professional
people easily.
 Print ads on roads also help us in promoting our brand in market, we can use
pole sign and pamphlet marketing for our brand.

5.6.2 Digital Marketing Activities

 We use Facebook group marketing
 YouTube ads marketing
 We promote our brand through blogger and vlogger.

5.7BTL Activities
In this activity we can arrange a live concerts and place our stall there, Other than
that we can visit different Universities to promote our brand in student’s minds.

5.8Media Plan

RADIO PLAN

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BILLBOARD PLAN

SOCIAL MEDIA PLAN

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8.0 Reference
https://shoutout.pk/rise-of-coffee-culture-in-pakistan/
https://www.castlesandmanorhouses.com/life_05_drink.htm
https://www.historyextra.com/period/medieval/history-coffee-facts-discovery-use-
drink-social-revolution/
https://www.craftbeveragejobs.com/the-history-of-first-second-and-third-wave-coffee-
22315/#:~:text=First%20wave%20coffee%20can%20trace,names%20across%20the
%20United%20States.

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9.0 Glossary
This section should contain all technical words and words not commonly understood,
along with their meanings, used in this report in an alphabetical order.

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10.0 The Creative Journey

Discuss your thesis from an execution point of view here. List the reasons for doing what
you did along with the problems faced in doing the work and how you overcame them.
Also, list the problems that could not be overcome and what you did to get around them.
Furthermore, list the names of the people who helped you in this project and their
specific roles.

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