14-May-14
The Report Topic here
Genre Analysis and condensed creative brief (style, colour and text used)
Genre Analysis and condensed creative brief (style, colour and text used)
The client is the owner of the coffee bar by the name," Cafe Valle Rosa". The location of the bar is in the mid of the city where other restaurants and bars are abundant. The positive side of such a location is that the commercial and corporate offices are located around the placement. Thus, if the idea of the launch and the product features match the choice of customers than the product / brand is likely to take a rapid boost. On the other hand, the place also has a couple of renowned brands around the vicinity but Cafe Villa Rosta take an edge over them from price aspect. At the same time, the taste and cultured environment are almost as good as that of competitors.
The project assigned to us is the production of marketing material for the coffee bar. The genre analysis of the creative brief of the competitors is being carried to present a robust piece of logo and slogan to sketch an eye catching billboard of Cafe Valle Rosa.
The analysis makes it evident that such coffee houses as like Cafe Villa Rosa offer cold coffee, hot coffee with pastries and other munchies. However, in branding and marketing efforts only the product of coffee is focused to grasp attention over the main aspect. Another point noted in the research is that most of the coffee bars depict an affiliation of taste with certain countries like, Italy and Europe etc. Such a depiction is presented not only in the marketing material but also embedded in the culture and environment of the bar with small cultural associated folk themes. However, this aspect cannot be addressed in the marketing plan of the client Cafe Valle Rosa because of the reason that the menu of the client is based on taste buds from an aspect of the variety of types of coffee itself rather than the usage of beans apprehending various cultures. Thus, in this aspect the emphasis on the marketing plan will be over the coffee only rather than origin or types to curtail the focus on the main product only.
The second important analysis is that of the text, style and color used in the marketing plan of the competitors. In this respect, the obvious reading is that most of the coffee chains claim their historical launching years on the slogan to retain customer confidence. This tactic cannot be followed in the marketing plan of customer, as it's a new launch. The warmth of the coffee with rich color and lively look is the signature use of the product in every style studied in the genre analysis. The other point observed is that the logo is printed on the takeaway materials and in-house cutlery as well. Likewise, the environment of the coffee bars is customized according to the claim made in the slogan. Keeping in view the studied features of the competitors and client product and marketing efforts, suggested are the slogans for the billboard.
- Every time is coffee time at Cafe Valle Rosa.
- We fuel ideas with coffee at Cafe Valle Rosa.
Meanwhile, the logo will focus over the freshness and warmth of the coffee as the choice of the users in the vicinity is warm coffee to stay focused in office hours. Further on, necessary attribution will be loaded with the support of posters and accessories used for further dissemination of the brand both in-house and outside the coffee bar.
References;
Braun. Famous Coffee Houses. May 2012. 15 May 2014 <http://www.braunhousehold.com/en-ar/recipes-household-tips/all-about-coffee/famous-coffee-houses>.
Gladkov, Dmitry. Coffee Shops. May 2011 . 15 May 2014 <http://www.minsknightlife.net/coffee.htm>.
