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The coffee shall target a diverse audience. The overall target audience for this coffee is defined as men and women whose age is between 18 to 60 years and who consume coffee or enjoy special coffee related meals and beverages. …
The coffee shall be an ethically traded coffee, hence, it shall focus specifically on career-oriented individuals living in urban areas with relatively higher incomes. These individuals are socially responsible individuals who care about sustainability and environment and would not hesitate in paying a premium price for an ethically traded coffee. Due to the presence of cultural diversity in UAE this strategy would be particularly useful in attracting foreigners and tourists who would rather go for ethically traded coffee rather than otherwise. The brand’s offerings are targeted towards such affluent individuals who are likely to go to Tim Horton’s or McDonalds. Furthermore, part of the proceeds of coffee purchases shall be donated regularly to local charity funds. The coffee would be promoted through television via placement in various reality and other shows. The “branded entertainment” strategy would be used here whereby the subliminal placement of coffee in these shows would subconsciously remind customers of the coffee brand while they watch their favorite show. ...
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