An integrated marketing communications campaign for 1740 Coffee Genesis

Clicks: 2
ID: 286781
2022
Free PDF
Article Quality & Performance Metrics
Overall Quality
Not rated
Combines reader engagement with the AI quality analysis. This article has not been analysed, so there is no overall score — reader engagement is measured and shown alongside.
AI Quality Assessment
Not analyzed
Readership in this journal
Emerging

Ranked #3,608 of 3,757 articles by views in Malay Journal

Most read Least read

Bar heights use a square-root scale. Only the 120 most-read articles are drawn; the journal has 3,757 in total.

Mint this article as an NFT
Not yet minted

Create a permanent, verifiable on-chain record of this article on the Scimatic Network. The NFT is held in your Journament account, and you can withdraw it to your own wallet at any time.

5 SUSD one-off · no wallet required
Sign in to mint
Abstract
Coffee has always been part of various cultures, including Filipino culture. Coffee became a commodity in the 1800s during its first wave. Later on, coffee was appreciated more while consumers tend to want more quality coffee. With the improvement in the quality of coffee, its price also rose. This is the second wave of coffee culture which happened in the 1970s when Starbucks and other commercial coffee shops started growing. Years after, another culture developed whereby people became more interested in the origin of the coffee, how it was processed and brewed. Traceability of coffee, the skills of the barista, and fair-trade coffee became of high importance during the third wave of the coffee culture. With the Filipinos being a coffee-drinking nation, they also became a fad of third wave coffee culture, especially the millennials. This phenomenon became an opportunity for many coffee lovers and entrepreneurs to supply the demand for quality coffee, specifically specialty coffee. 1740 Coffee Genesis is among the specialty coffee shops that belong to the third wave of coffee culture, while focusing on specialty local coffee, and helping local coffee farmers through selling their coffee and looking for potential customers for them to help them sustain their livelihood. Although many of the coffee shop goers would purchase locally and ethically-sourced coffee like that of 1740 Coffee Genesis’, there is a challenge for 1740 Coffee Genesis to reach more of their target market due to minimal marketing efforts. Hence, this integrated marketing communications campaign is created to help the brand increase its brand awareness, and to increase its overall sales. The marketing strategy proposals were based on the Awareness, Interest, Desire, and Action (AIDA) Model as well as in the Inbound Marketing Model (Attract, Engage, and Delight) that will guide the target market on each step of the consumer journey. Given this, multiple media platforms that are relevant to the target market will be used for this campaign.
Reference Key
persistent_1760659640_68f188b81c233 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Ibas, Shaira Marie Solis
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/34
Keywords Keywords not found

Citations

No citations found. To add a citation, contact the admin at info@scimatic.org

Comments

No comments yet. Be the first to comment on this article.