Overview of the Scenario
Discuss About The Journal Of Politics International Relations.
The report helps in the analysis and justification of the rationale which helps in underpinning the promotional campaign which has been designed to overcome the issues in an effective manner. The description of the proposed promotional campaign is required in order to analyse and address the different concerns of the scenario which has been provided. The rationale is required to be provided with the usage of the promotional theories to analyse and address the concerns effectively.
The Cats Café Singapore is one of the best cafés which was introduced and launched in the year 2014 as to create an environment for the different cat lovers. The café was designed in such a manner in which the cat lover friends can catch up with the different friends over premium kind of coffee along with freshly baked pastries.
However, this was seen that in different news and reports surrounding the deaths of the cats at another similar café which is the Cuddle Cat Café and this was affecting the brand image of the Cats Café Singapore and there was huge decline in the number of the visitors at Victoria Street Outlet and this was becoming huge concern for the business as well.
Before addressing the entire issues of the scenario which has been provided, proper SWOT analysis is required to be analysed effectively which will analyse the external and internal factors which affects the Cats Café. The entire analysis will help in aiding the formulation of the effective kind of promotional campaign which will help in identifying the strengths, weaknesses, threats and opportunities.
The SWOT analysis helps in allowing the business organization as to identify the strengths along with weaknesses which is based on different kinds of internal factors such as products or services as to gain competitive advantage and identify the unique selling point effectively. It helps in allowing the organization to uncover the different opportunities along with minimizing the threats from macro environmental factors in business environment. As per the different surveys, it has been seen that there are different organizations in Singapore wherein the working hours are long and the employees work for more than eight hours in the office.
However, in Cats Café helps in offering the different patrons with unique kind of experience wherein the patrons can interact with the cats and this is one of the strengths of the business and the cats act as the form of stress reliver along with comfort which makes the customers feel relaxed and satisfied. In Singapore, this has been seen that the style of working is stressful and there is lot of anxiety due to the competitive environment of the business world in the Singapore . The Cats Café provides the different patrons with stress free delightful environment and experience wherein the customers can interact with one another and relieve their stress efficiently as well.
SWOT analysis for The Cats Café
However, on the other hand, this has been seen that there are different kinds of weaknesses of the business organization wherein it lacks brand awareness as the company as the company was founded in the year 2014 and there is majority of the population who are not aware of the experience which is being provided by The Cats Café as this is new in the entire market.
On the other hand, the central location of the café at Victoria Street helps in presenting an opportunity which helps in capitalising on the different strengths as this will help the café to reach to the working-class population and this is the main attraction for the customers in the market which will help them to try the café once. Furthermore, this has been seen that Cats Café tries to adopt and provide the different kinds of facilities by adopting the stray cats and this is one of the main opportunity which can be analysed by the café as to gain more competitive advantage.
However, on the other hand, the different deaths of the cats in the Cuddle Café along with negative kinds of misconceptions of the public is one such threat to the Cats Café which can be a huge threat for the company and this will affect the entire brand image of the company as the individuals in the market will feel the same about Cats Café like the Cuddle Café. Due to such negative consequences of Cuddle Café, the customers can have different negative impression on the training of the staffs of Cats Café as they would feel that the staffs here are not trained as well and this can create huge issues for the brand image of the company as well.
Conclusion on SWOT Analysis
These are the different kinds of issues and threats which has been analysed in the SWOT analysis, the respective promotional campaign helps in seeking into addressing the issue of declining number of visitors of Cats Café who have different kinds of misconceptions on the business of Cats Café and this affects the entire brand image of the company negatively. The brand equity is defined as the brand loyalty of the wherein the different customers demand a perfect brand which is associated with the different factors such as the awareness among the customers relating to the brand along with preference of the brand among the different customers.
Analysis on the Basis of SWOT Analysis
Based on the different strengths of the Cats Café, this can be seen that the working environment of Singapore along with the different opportunities which can be adopted by Cats Café as this will help in managing the strengths of the company, the target audience of the Cats Café is the working-class individuals in Singapore which is inclusive of the general public as the target audience . The main goal of the respective campaign can be achieved by the café by increasing the awareness on the café to about 75% among the different individuals.
With increasing the overall awareness among the different customers, there will be more than 35% increase of the different visitors at the respective outlet in the next six months. In order to achieve the different objectives, the Integrated Marketing Communication concept has to be implemented in the respective promotional campaign which will deploy the different kinds of tactics from the promotional kind of mix.
IMC helps in the overall integration of the different methods of the brand promotion which helps in promoting particular kind of service or product among the different customers and this is the process through which the audiences are being targeted in the entire market. Furthermore, the brand promotion methods or systems generally includes various advertising techniques, sales promotion, internet and direct kind of marketing as well.
These are the different kinds of tactics which are being used by Cats Café in Singapore as to attract more customers and the rate of the sales can be increased to a huge extent as well. The tactics which can be utilised is maintaining public relations with the customers in a positive manner along with mass media advertising. The personal selling can be adopted by the Cats Café with the usage of the promotions through sale as this will attract the new customers towards their café and this will increase the leads among the different customers.
Furthermore, the internet and direct marketing can be utilised by the Cats Café in building and fostering the relationship among the different customers effectively. These are the different kinds of tactics in achieving the goal of the campaign to build positive brand equity as well. This will help in creating a perception for Cats Café which will be unique in nature and this will become superior in nature in comparison to the other competitors in the entire market.
The advertising is one way of the communication which helps in promoting the products and services as to create proper awareness and this will be helping the company to generate awareness and communicate the information about the company, service and product . There are different advertisements which can be utilised by Cat Café through news paper along with magazines to create a proper brand awareness among the different customers in the entire world. The messages of these advertisements help in conveying key information about the café with the pictures of the café on social media along with interiors of the café as well.
Conclusion on SWOT Analysis
Furthermore, the Cats Café need to introduce the different offerings of the food such as premium coffee shakes along with cakes for the customers. Additionally, the advertisements will help in highlighting the different kinds of advantages of interaction with the cats as this will help in creating proper and accurate value proposition . With the help of the outdoor advertisements which includes posters can be placed in a strategical manner in the different areas wherein the business of Cats Café is situated such as different stations and public venues as this will help in reaching out to the audiences of the promotional campaign.
On the other hand, the magazines and the newspapers can help in reaching out to the primary and secondary audiences as this has been noticed that the majority of the individuals in Singapore prefer reading newspaper and this will be attracting more customers in the entire competitive market. Furthermore, the usage of the mass media advertising will help in attracting attention of the secondary audience which is the general public. The different kinds of advertisements will be used on a weekly manner to attract the different customers and this will help the café in analysing the brand in an efficient manner as well.
The different advertisements which will be provided by the café includes the different social media platforms such as Facebook along with Twitter as this will help customers in finding the information about the organization in an effective manner. In sequence of advertising campaign, the public relations along with the efforts of advertising will raise the brand awareness in an effective manner. has opined that the public relations are the acting of developing positive and clear relationship among the customers and the organization which will help in forming the good relationships to create publicity which is positive in nature and this will assist in minimizing the negative kind of consequences effectively.
The publicity will refer to the entire process of transmitting the different kinds of information which is relating to the product, service along with idea about the organization which is being received through the media. There are different kinds of evidences which helps in analysing and identifying that CSR has created a positive impact on the brand awareness, brand awareness along with value on the brand as well. In order to reduce the negative impact from their café, this is essential for Cats Café to make the customers understand and analyse that they help the different stray cats by donating some amount of money to different NGOs as this will improve their brand image in an effective manner.
Analysis on the Basis of Promotional Campaign
Furthermore, in order to increase their brand image, this is essential for Cats Café to issue the press release as this contains information on understanding the reasons for analysing the reasons for buying the cat which will help Cats Café in making the customers understand the negative impacts which affects the brand image of the company in a negative manner. With the help of the press-release, this is essential for Cats café business to create a proper perception among the publics which will truly care about the wellbeing of the different cats.
The publicity which will be performed by The Cats Café is free of cost and this will help the café in gaining trust among the public which will help the public to trust more and there will be no such issues and negative consequences as well. The press release will be offering various types of solutions to the threats which were generated in the SWOT analysis and gain more customers in comparison to the other competitors in the market.
Furthermore, by press release about the different CSR efforts, Cats Café can receive different kinds of benefits which includes positive publicity with the advertising related to word of mouth. With the help of the two-step flow theory that introduces the respective concept in which it helps in understanding the behaviour of the different individuals who were firstly influenced by the word of mouth by the help of mass media and the influence by the different individuals can be both positive or negative in nature.
These are the different kinds of opinion leaders help in proceeding on influencing the individuals by taking up the beliefs and ideals of the former in an effective manner. This will help in establishing trust along with improving the brand reputation among the different individuals in an effective manner. The Cats Café needs to improve their brand reputation by providing different samples to the customers and this will include the different comments in the news stories.
The Cats Café needs to implement different initiatives wherein the company can discuss the different kinds of deaths of the cats in Cuddle café and this would provide with various types of awareness among the different kinds of positive impacts which will foster the relationship with the customers in an effective manner. With the help of the public relation, the personal selling will help the café in interacting with the different customers in the market and create and foster proper accurate relationship with them as well.
Integrated Marketing Communications
The Cats Café needs to train the employees in the café with different kinds of awareness which is required to be dealt by them while dealing with cats and the customers in the market. The proper education is required to be provided by the company to the employees by providing them with the knowledge about the queries which are being posted by the client and this will help the company in managing the customer base in a positive manner without much difficulties. The employees of the organization will be performing the sales promotional activities to attract more customers towards their company.
The sales promotion refers to the different marketing activities which will provide extra value to the customers and the customers will be happy in receiving such kinds of services in an efficient manner which will be beneficial for the company as well. The staffs who are responsible for the sales promotional activities is required to provide the different coupons to the customers for a minimum purchase of $20 and this will be beneficial for the company in a positive manner. Furthermore, there can be different referrals which can be provided to the customers which will help the customers to gain confidence and this will help in managing and alleviating the issue of the declining visitors rate in the Cats Café.
The membership card can be provided by the Cats Café to the different customers which will be helpful in providing different privileges to the customers such as providing free cakes on birthday or different occasions along with free entry provided to the customers. This will help in creating customer loyalty and gaining competitive advantage as well. Therefore, the direct marketing will help in building relationships with the customers and they can advertise their different products in an efficient manner as well.
Furthermore, the internet marketing will help in generating word of mouth advertising and this will help in maintaining effective kinds of relationship and the internet marketing will help in managing the different kinds of relationships in an efficient manner. In order to communicate effectively with the different customers in the organization, this is essential in nature to communicate through emails and inform the customers about the different new innovations in the products and services.
The Cats Café needs to update the social media platforms on a regular basis such as Facebook and Twitter as this will help in boosting the perceptions of the customers on branding of the different products and services. For example- The feedback which will be gained from the different customers in the company has to be ascertained and this is required to be valued as well which has to be taken care by the different staffs of the organization in an effective manner . The different testimonials of the customers are essential in nature which can be used by the company will help in generating the large amount of sales effectively.
Importance of Direct and Internet Marketing
Conclusion
In order to improve and analyse the promotional campaign, the proper objectives have to be measured by monitoring the actual traffic on website of Cats Café and this will help in measuring the brand equity effectively. In order to establish the different global information of the Cats Café, this is essential in nature for the café to conduct proper surveys and research which will help in measuring the brand equity, brand loyalty and awareness in an effective manner.
Therefore, the Cats Café needs to adopt the different advertising messages which will help in enhancing and modifying their services which are being provided to the customers which will improve the overall efficiency of the firm in an effective manner. Furthermore, if the different kinds of promotional activities fail in the organization, the different CSR related efforts have to be adopted by the company and this will help in managing the different tasks in an effective manner.
The direct and indirect marketing have to be adopted by the company as this will improve the CSR efforts which are being made by the company to gain more competitive advantage in comparison to the other competitors in the economy. The brand equity is required to be achieved by the company which will improve the overall effectiveness of the organization and this will help in managing the different activities of the organization in an effective manner as well.
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