The coffee house will be called "SPOT Coffeehouse"
here is a bit descreption about the coffee:
TARGET AUDIENCE: Who are the people you want to reach? Please describe the characteristics of the target audience:
Age: 23-33 (1984-1994)
Middle to upper class (income 8k & above)
Interests: quality, luxury, best value, status, consistency, reliable, special,
SINGLE MINDED PROPOSITION: What is the one thing you wish your audience to understand when they see the brand?
Godfather of Coffeehouse in Saudi Arabia
BRAND ESSENCE: Brand Essence is a way of articulating the emotional connection and lasting impression -- usually summed up with one simple statement or phrase -- that defines the qualities, personality and uniqueness of a brand:
Luxurious, friendly, affordable, dining in.
SUPPORTING RATIONAL (RTB’s): What factors will make our audience believe that this take out is true.
Staff (service and friendly)
environment (furniture, music, design, targeted people, service)
quality of coffee
live music (Oud, piano etc)
TONE OF VOICE: In what way do you want to communicate with customers? Wit and humor, determination, confidence, Historical?
BRAND PERSONALITY: Please explain what your perception for the new brand?
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I will make all efforts to provide interesting and engaging content for this assignment. Coffee, music and a beautiful environment make for a good combination.