Creative Briefbronia Cafe Resturant

Company Background:

We have chosen “Bronia cafe & gallery” as our selected Organization for the IMC Campaign. The company is a restaurant which provides sandwich, noodles, pizza, pasta, steaks, pastries, ice cream, Coffee and so on. It is located at the Richmond Concord (2nd Floor), 68 Gulshan Avenue, Gulshan-1, Dhaka 1212. The current General Manager is MR.Mahbubor Rahaman.

 “Bronia cafe & Gallery” is just not a restaurant it’s more than a restaurant. Situated in the heart of Gulshan-1 area, “Bronia cafe & gallery” is not only providing delicious foods but also we can enjoy live music and also there is a Art gallery it is an integrated part of cafe featuring regular exhibition by emerging and established artists of the country, as well as internationals. It was launcher at January 17, 2014.
The food styles that they are providing us Breakfast meeting, Middle slot, Evening slot and Dinner also. Rates are excluding VAT.

Basic Problems:  

After having an in-depth interview session with the owner of the restaurant we have come to an end about the problem they are facing. Here, we are working as an Agency and our main motive is to improve their position by using IMC. After doing some research regarding the problems they are facing, we have decided to deal with the major issues and help them out.

The Major Problems that the facing are given bellow:

• Location Problem
• Promotional Problem

Ad and Communication Objectives:

After addressing the basic problem, we believe the core ad and communication objectives of “Bronia cafe & gallery” should be designed around creating a strong brand image and an everlasting position in the mind of the consumers.

The short term objectives of our team would be to help the business increase its potential sales. We believe it is very much possible through the means of aggressive sales oriented objectives. According to our findings, after talking to MR.Mahbubor Rahaman the manager of the business, it has come to our knowledge that sales can easily be increased to an approximate value of 5% within 6 months if the proper IMC tools are utilized.

The core objective (long term objective) of our team would still be to create a rock solid brand image and positioning of the business. Creating a strong brand image cannot be done as easily as to increase sales in short term, it requires time and patience. We gave the manager and estimated time of around 1 year to fulfill our core objective. As the business is fairly low in the communication effect pyramid, we will have to start from the very bottom of creating awareness among consumers.

The most important thing for us will be to maintain the existing theme of “Bronia cafe & gallery” which is “more than a restaurant”. We are determined to create a brand image and positioning in the mind of the consumers so strong, that whenever they think about the business they will know for sure that it indeed is more than a restaurant.

Target market:

As we are designing an IMC campaign, we have a target audience. . We are defining our target audiences in terms of demographic, psychographic, and behavioural characteristics.

Demographic segmentation: Male and female both are our targeted customer. We arranged a beautiful decoration for all kinds of people who come over here. The young generation is the main targeted customer. We target those people who are jobholder, businessman or even students.

Psychographic segmentation: Our target audiences are middle class to upper class people who love to eat exclusive and quality foods.

Behavioral segmentation: We have targeted “The foodies” who search for taste and quality and go outside to eat once or twice in a week. Also we are trying to understand our targeted people’s knowledge about their foods choice.

Major Selling Idea

 As our client claims, they want to portray their business as means Quality is our ultimate Identity”, we believe the major selling idea would be based around that theme. We wanted to create an atmosphere in the restaurant so different that it would be first of its kind, not in only in that particular area but in the whole country.

Along with great delicious food we are going to provide the consumers with variety of activities that would make their visit not only memorable but will also intern help us achieve the brand position we are aiming it.