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Promotion Coffee - Assignment Example

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Promotion Coffee

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.s (Hudson and Hudson). Since young, contemporary students and professionals are also targeted, therefore, contests can be run during popular shows such as “Friends”. Shows of this sort can be used to show a group of teenagers visiting the coffee’s outlet for getting together. The outlet of this coffee brand can then be promoted as being a place where individuals can relax, read novels or simply sit back and enjoy the music. Also, by acquiring affiliation with Friends and other popular television shows, contests that entitle participants to get a chance to meet the stars shall also be pursued. For instance, customers may find a code hidden on their “bills” that entitle them to such awards. Since, the youth segment is included in the target market, offering discount vouchers for the coffee with the subscription of local mobile communication companies (such as Du and Etisalat) could be particularly useful. Since UAE has become the hub of youth-oriented fashion brands, associating the coffee brand with such fashion groups such as Al-Futtaim and international brands such as Forever 21, Abercrombie and Fitch , Zara, Levi’s and various others could be a profitable promotional strategy. This is supported by the fact that young fashion retailers have recently gained a strong foothold in the Arab market in the last 10 years(Nair). Since there is blooming demand for high-end and main street fashion brands; therefore, it is a feasible strategy to promote the coffee brand by affiliating it with these renowned brands. Research suggests that UAE’s demographics shall witness a lot of change in the coming 20 decades, with 35-44 years being the most common age bracket(Euromonitor). This has meaningful insights for our promotional mix. Since the coffee brand is expected to include a range of coffee ...Show more


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. …
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