1.0 Introduction
New Thought Communications (NTC) are a creative consultancy firm. Therefore our aim is to create the most effective and efficient advertising plan by involving creative innovativeness with a budget of £2 million, this will cover all advertising costs for the first twelve months. The Nibbles Café has already been established, with a network of 25 major UK cities.
This plan will involve factors like research and analysis, creating a target audience profile, setting objectives and various types of strategies and tactics.
We must also ensure that an effective advertising campaign is pursued in order to create consumer awareness, which is vital for Nibbles Café as the coffee shop market is very competitive. This will make it difficult to compete with already established brands. Therefore it will be vital to bring some new ideas into the market to help Nibbles Café differentiate themselves from its competitors.
2.0 Background Analysis
Since 2006, the coffee house market has seen stable growth rates and thus is perceived as a mature marketplace. Throughout 2000 ? 2006, market growth for the industry was 122% (Mintel, Coffee Shops UK report February 2007).
Supermarkets and high street retailers are seeing that this is a very profitable market and have already set up coffee stores inside their shops. However one aspect that differentiates these coffee shops to the ones of the three market leaders is the atmosphere which enables users to sit alone peacefully and is another key selling point.
Starbucks and Costa have each been opening 50 branches a year, and the two giants were almost neck and neck going into 2007. In comparison, Costa has publicised its intentions to expand to 800 UK outlets by 2010, ...