An integrated marketing communications campaign for Sella Uno Garage Cafe

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ID: 286789
2022
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Abstract
Sella Uno is a home-based cafe located in Malabon City, founded by the Reyes Siblings. From their fully-online beginning, the owners opened a physical location for the cafe in their home garage to allow its customers to experience Sella Uno. They aim to provide its customers with comfort and happiness at a reasonable price point. The cafe specializes in their unique offers of internationally-inspired dishes such as their series of strombollis, pastas, and lattes. Sella Uno believes that its customers should be able to enjoy the high quality and unique flavors they have to offer without much financial worries. Sella Uno was established on May 15, 2021 by the Reyes siblings on the same day it started accepting pre-orders for deliveries. It was on May 22, 2021 when the cafe officially opened its physical location. The cafe operated mostly online due to COVID-19 restrictions, but 10 months after Sella Uno opened the Reyes siblings decided to offer alfresco dining which is currently in the parking space of their home that they have converted to a mini cafe. On March 7, 2020, Sella Uno announced to the public through their facebook account that they have begun selling on the Foodpanda Delivery app and that they could begin placing orders for the cafe through the app on March 24, 2022. The main goal of this integrated marketing plan is to achieve awareness of Sella Uno Garage Cafe and set it as a brand who does not only bring quality food and drinks but also give happy and memorable moments that create special connections. The campaign’s goal is to reinforce the brand equity thus creating unique and relatable content that would appeal to its target market of ages 26-32 years old or the young millennials. The campaign strategy is to not only sell the products to customers but also to give them the feeling of happiness while eating the offerings of Sella Uno. In order for the campaign to instill this feeling - the researcher created seasonal promotional opportunities that caters well to the brand and its focus. This paper focuses and has the primary goal of assisting the client to this research, Sella Uno (Restaurant), in developing further as a business. In-depth market research, including SWOT, PESTLE, and Marketing trends, has allowed the team to identify a number of prospective adjustments that are intended to help Sella Uno grow over time in
Reference Key
persistent_1760659663_68f188cf64bf8 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Mangio, Keeshia Camille
Journal Malay Journal
Year 2022
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdm_market/51
Keywords Keywords not found

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