CCB102 Multimedia Design Report 1 Sample
Assignment Brief
Task details
What you need to do:
The object of this assignment is to create a roadmap, informed by a deep understanding of the problem/issue and audience, for a communication design solution that you will later execute during the second half of the semester (in A2).
Consider the following aspects in creating your project plan:
1) Which of the broad purposes of design (commercial, social, educational, entertainment, cultural, or political) that we discuss in lecture most interests me? Select the broad category first and then identify a specific business, service, organisation, event, cause, or public figure that is experiencing a problem or issue. (E.g., a symphony orchestra might be able to sell all its tickets but has a goal to ensure at least 20 percent of them are sold to the under-30 market). Is the target audience appropriate and of sufficient size (refer to the footnote on page one of this document)?
2) Have you addressed all relevant steps of the design process (empathise, define, ideate, and prototype)?
3) Have you applied the five-phase model of the design process to your work?
4) Have you deeply engaged with the problem/issue as illustrated through your research and understanding of the problem and audience? Note: a ‘comprehensive’ understanding of the audience requires a mix of secondary and primary sources. For this reason, ensure the business, service, organisation, event, cause, or public figure has enough of a history and presence to allow you to conduct both secondary and primary research on it.
As a loose rule of thumb, if it has a Wikipedia page, that is a likely indicator of notability, as it indicates it has external, independent materials available on the topic that you can research and further explore.
5) Is your proposed solution functional, ethical, and creative/innovative?
Presentation requirements:
Use a standard, 12-point font and include subheadings for each component (definition of problem/issue, audience overview, proposed communication design solution, thumbnail sketches, “roughs” [one per page and labelled Rough 1, Rough 2, Rough 3] of that proposed solution), and references.
Resources needed to complete task:
? CCB102 Blackboard site.
? Optional: Adobe Creative Cloud Software. QUT has a campus wide license that offers you free use of Adobe software on selected campus computers. (Check out this link to search for what software/platform you desire and to see where on campus it’s offered). You also have in this unit off-campus access to the Adobe software via your personal computer.
? Optional: Online skills training via LindedIn Learning (Formerly Lynda.com). All QUT students
Solution
DOWNFALL OF CAFE COFFEE DAY: MARKETING, SALES AND BUDGET ISSUES
Definition of Issue
Cafe Coffee Day (CCD), an unmistakable espresso chain in India, has defied huge difficulties in the domains of showcasing, deals, and spending plan the executives. One of the principal obstacles has been extraordinary rivalry in the Indian bistro market, where both worldwide and neighborhood players compete for buyer focus. CCD has found it increasingly challenging to maintain its market leadership as a result of this competition (Tripathy, 2019). CCD's brand image has remained static, making it difficult to connect with younger customers who are interested in current trends. Menu development has additionally been restricted, obstructing the bistro chain's capacity to broaden and take special care of advancing customer inclinations. CCD has seen a decline in foot traffic on the sales front, in part as a result of growing competition and shifting customer preferences. The pandemic further exacerbated this issue as clients went to remote work and diminished face to face friendly cooperations (MV, 2021). The deals system, especially in regards to upselling and strategically pitching, hasn't generally yielded the ideal outcomes. Furthermore, the shift towards computerized requesting and conveyance stages represented a test that CCD needed to quickly explore to stay serious. Establishment related issues, including questions and terminations, have added intricacy to the deals scene.
Spending plan the board has likewise been a basic concern (Hidayat and Alifah, 2022). High functional expenses are brought about due to keeping up with bistros with alluring insides and steady quality principles. High rentals in ideal spots have additionally added to functional costs. CCD's significant obligation trouble, coming from extension and enhancement endeavors, has placed tension on its monetary wellbeing. Adjusting evaluating to stay cutthroat while guaranteeing benefit has been a steady test. Budget planning and revenue projections may be impacted by frequent price adjustments made to attract customers (de Luca et al., 2020). Proficient expense controls, including acquisition, production network the executives, and labor force the board, have been essential for benefit. CCD's business environment has been significantly impacted by a variety of budget, marketing, and sales issues. To successfully address these difficulties and recapture its upper hand, CCD should embrace a far reaching approach. Enhancing its digital presence, optimizing costs, reviving its brand, and concentrating on menu innovation should all be part of this strategy. CCD's future success in the dynamic cafe market in India depends on its ability to successfully navigate these obstacles. Because of these difficulties, CCD should focus on renewing its advertising systems. It necessities to put resources into rethinking its image picture and separating itself from contenders. Advancement in its menu contributions, presenting better choices, and embracing moving espresso inclinations can revive client interest. It will create a consistent and appealing customer experience by streamlining its marketing mix across all locations and regions. In order to address deals difficulties, CCD ought to zero in on improving client commitment (Kaul, 2019). Executing powerful dependability programs, customized offers, and further developing the by and large in-store experience can allure clients back to its bistros. Embracing advanced change all the more actually, with easy to understand versatile applications for requesting and unwaveringness following, can take care of the addressing propensities for present day buyers.
Overview of the Audience
Cafe Coffee Day (CCD), a conspicuous chain of espresso bistros in India, faces an exceptional and multi-layered crowd that assumes a critical part in the organization's showcasing, deals, and financial plan difficulties. Understanding this different crowd is essential to extensively resolve the issues that CCD has experienced in these key regions. CCD's crowd traverses a wide range, mirroring the variety of India's populace and the developing inclinations of its purchasers. Key sections of CCD's crowd incorporate youthful urbanites, experts, families, vacationers, carefully canny buyers, and wellbeing cognizant people (Musonera, 2021). CCD has always attracted a young, energetic crowd. A significant portion of its clientele consists of college students looking for a casual yet fashionable setting in which to socialize, study, or unwind. The overall experience, affordability, and quality are important to this audience. They frequently influence trends and share their experiences on social media because they are typically tech-savvy and always connected. Second, professionals seeking a welcoming and casual meeting space are the target audience for CCD (Jeszka, 2022). These people, frequently with higher dispensable wages, continuous CCD outlets during work breaks or gatherings. They value high-quality coffee and snacks and are looking for a brief respite from their hectic schedules in the inviting atmosphere of CCD. Furthermore, families have turned into a fundamental piece of CCD's crowd, especially during ends of the week. Guardians visit CCD with their kids, getting a charge out of espresso while young people investigate the menu's non-espresso choices, including milkshakes and youngster well disposed snacks. The family fragment values CCD's adaptability and family-accommodating climate for university assignment help.
CCD contributes to tourist services, particularly in popular travel destinations. It fills in as a natural and encouraging stop for voyagers who look for a sample of home or a prologue to India's blossoming bistro culture (Blake, 2019). This portion values consistency and dependability. In the present advanced age, CCD's crowd additionally incorporates carefully wise customers. These people incline toward versatile requesting, dependability programs, and online advancements. Comfort and customized encounters are profoundly esteemed by this fragment, making them a persuasive piece of CCD's client base. Finally, as wellbeing mindfulness develops, wellbeing cognizant customers have arisen inside CCD's crowd. They look for better choices like low-fat drinks, natural espresso, and healthy tidbits. This fragment lines up with the worldwide pattern towards health and capable utilization.
Understanding this different crowd is critical in tending to CCD's advertising, deals, and financial plan difficulties.CCD works in a dynamic and exceptionally serious market where separation and brand request are fundamental (RB et al., 2023). Understanding the different crowd is basic in tending to these difficulties. Rivalry is furious, with both global espresso chains and nearby players competing for piece of the pie. Showcasing techniques should reverberate with various crowd sections, taking into account their inclinations and ways of life. CCD needs to tailor its campaigns to appeal to younger demographics while still retaining devoted clients. The test lies in finding some kind of harmony among advancement and custom, offering a new allure while keeping up with commonality.
Brand separation is another huge test. CCD should hang out in a jam-packed market. The key is creating showcasing messages and advancements that feature its one of a kind contributions, from espresso mixes to the bistro feeling. In order to create compelling marketing campaigns that resonate with various segments, it is essential to comprehend the changing preferences of its diverse audience. The decrease in footfall, especially among metropolitan youth, requires creative deals procedures (Firlik, 2022). CCD must reconnect with its main fans through drawing in advancements and unwaveringness programs, offering motivating forces that take care of shifting client needs. This could mean quick and easy takeout options for busy professionals. For families, alluring end of the week arrangements or youngster cordial advancements are fundamental. CCD's capacity to comprehend its crowd's inclinations and designer its deals techniques as needs be is pivotal.CCD's digitally savvy customers require effective digital ordering and delivery platforms in the age of digital transformation. To hold and draw in this section, CCD should put resources into easy to understand applications, vigorous unwaveringness programs, and online commitment drives. Then again, families and vacationers keep on looking for the in-store insight. Improving this experience through predominant assistance, family-accommodating conveniences, and reliably heavenly contributions stays significant.CCD's financial plan the board difficulties are likewise unpredictably connected to its crowd. High functional expenses are brought about due to keeping up with bistros with alluring insides and steady quality principles. High rentals in ideal spots are a critical piece of these functional costs. CCD should adjust the requirement for these speculations with the assumptions for its assorted crowd. CCD's significant obligation trouble, coming from development and broadening endeavors, has placed tension on its monetary wellbeing. Enhancing income streams by investigating establishment models, associations, or extending product offerings can assist with tending to these obligation troubles. Be that as it may, understanding the monetary limit of various client fragments is urgent to advancing evaluating and expanding productivity without distancing a particular crowd bunch.
Cafe Coffee Day's crowd is a different and developing blend of metropolitan youth, experts, families, sightseers, carefully associated shoppers, and wellbeing cognizant people. CCD must tailor its strategies to resonate with this multifaceted audience if it is to address its budget, sales, and marketing issues in a comprehensive manner. CCD can revitalize its brand, improve sales performance, and maintain financial stability in India's competitive cafe market by comprehending its customers' needs, preferences, and behaviors. CCD must prioritize revitalizing its marketing strategies as a response to these difficulties. It necessities to put resources into rethinking its image picture and separating itself from contenders. Advancement in its menu contributions, presenting better choices, and embracing moving espresso inclinations can revive client interest (Estefania and Yuwono, 2023). In addition, in order to provide customers with a consistent and appealing experience, CCD ought to implement a unified marketing mix across all locations and regions. This includes adjusting estimating, advancements, and correspondence methodologies to take care of the different preferences and assumptions for its crowd.
In order to address deals difficulties, CCD ought to zero in on upgrading client commitment and faithfulness. Executing powerful dependability programs, customized offers, and further developing the by and large in-store experience can allure clients back to its bistros. Embracing advanced change all the more actually, with easy to understand versatile applications for requesting and unwaveringness following, can take care of the addressing propensities for present day buyers. For families, giving kid cordial conveniences and advancements can support rehash visits (de Luca et al., 2020). A reasonable spending plan the board technique is indispensable. CCD should consider improving functional expenses by reexamining rent arrangements, investigating financially savvy inventory network arrangements, and executing energy-proficient measures. Financial constraints can be eased by implementing debt reduction strategies and expanding revenue streams. Shrewd estimating changes, combined with an unmistakable correspondence technique, can assist with adjusting the spending plan while passing worth on to clients.
Proposed communication design solution
Proposing a complete correspondence plan answer for Bistro Espresso Day (CCD) is crucial for address its promoting, deals, and financial plan difficulties successfully. The accompanying methodologies can assist CCD with reviving its image, upgrade deals execution, and keep up with monetary dependability. CCD ought to start a brand rejuvenation mission to revive its picture (Ferreira et al., 2021). This mission ought to underscore CCD's rich espresso legacy, obligation to quality, and its special bistro experience. A progression of mixed media commercials, including television, radio, and online stages, can exhibit the brand's validness and commitment to serving the best espresso. The message that CCD is a place where traditions meet contemporary tastes should be conveyed through these campaigns to a younger, trend-conscious audience as well as to devoted customers. Taking special care of assorted client inclinations, CCD ought to zero in on menu development and personalization (Echt et al., 2021). The presentation of occasional and wellbeing cognizant contributions, alongside adjustable espresso mixes, can draw in new clients and continue to exist ones locked in. CCD's advanced stages, for example, its portable application and site, ought to include menu personalization choices, permitting clients to make their optimal espresso or food mixes. Engaging social media campaigns, email newsletters, and promotions in-store ought to be used to promote these changes.
In order to help deals and client maintenance, CCD ought to redo its dependability programs. An easy to use versatile application with an incorporated dependability framework can offer rewards, limits, and customized proposals in view of client inclinations and buy history. Customary correspondence through message pop-ups and email ought to keep clients drew in and informed about selective offers and advancements. CCD ought to improve its digital presence in the digital age. The portable application shouldn't just work with helpful requesting and installment yet in addition act as a center point for client commitment. It can highlight live updates on bistro occasions, espresso studios, and advancements (Rasmikayati et al., 2021). CCD's site ought to be upgraded for ease of use and act as a data center point. Also, a functioning presence via virtual entertainment stages can encourage online networks and advance brand reliability. CCD should be transparent about its efforts to optimize costs in order to address budget issues. A committed segment on the site or versatile application can illuminate clients about the organization's supportability drives, cost-productive store network practices, and energy-saving measures. This correspondence can feature CCD's obligation to lessening functional costs while keeping up with quality.
Thumbnail Sketches
Rough 1
Rough 2
Rough 3
Test and implement
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Figure 1: Cafe Coffee Day banners
(Source: Self-created)
(Source: Self-created)
References
Blake, L.J., 2019. How Agile is My Competitor? Can Strategic Agility Attenuate Latecomer Challengers? The Case of Café Coffee Day (CCD) in India. Journal of Management, 7(2), pp.1-11.
de Luca, P., Pegan, G. and Vianelli, D., 2020. Customer experience in the coffee world: qualitative research on the US market. In Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences (pp. 257-283). IGI Global.
de Luca, P., Pegan, G. and Vianelli, D., 2020. Customer experience in the coffee world: qualitative research on the US market. In Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences (pp. 257-283). IGI Global.
Echt, H., Dittmore, M., Coker, M., Beaudet, N., Croteau, G.A., Cohen, M. and Simpson, C.D., 2021. Characterization of naturally occurring alpha-diketone emissions and exposures at a coffee roasting facility and associated retail café. Annals of Work Exposures and Health, 65(6), pp.715-726.
Estefania, E. and Yuwono, W., 2023, February. Development Toward Digital Marketing On Cincai Cafe & Coffee Social Media Platform. In ConCEPt-Conference on Community Engagement Project (Vol. 3, No. 1, pp. 13-22).
Ferreira, J., Ferreira, C. and Bos, E., 2021. Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. Geoforum, 119, pp.21-29.
Firlik, R., 2022. Retire and Go!: Two Seniors and a Year of Slow Travel on a Budget. McFarland.
Hidayat, A.R. and Alifah, N., 2022. Marketing Communication Strategy for Coffee Through Digital Marketing. Return: Study of Management, Economic and Bussines, 1(4), pp.139-144.
Jeszka, A.M., 2022. Current status of coffee production and global marketing: Recent update. In Coffee Science (pp. 3-13). CRC Press.
Kaul, D., 2019. Segmenting and targeting in Indian market. ANVESHAK-International Journal of Management, 8(1), pp.121-125.
Musonera, E., 2021. Strategic marketing case analysis: Starbucks. Journal of Business and Social Science Review, 2(11), pp.12-22.
MV, N.K., 2021. VG Siddhartha of Cafe Coffee Day: A'Failed'Entrepreneur?. IUP Journal of Entrepreneurship Development, 18(2).
Rasmikayati, E., Saefudin, B.R., Wardhana, M.Y. and Baihaqi, A., 2021. Comparative analysis of coffee preference in Jatinangor. In IOP Conference Series: Earth and Environmental Science (Vol. 644, No. 1, p. 012052). IOP Publishing.
RB, L.D., Nurbaeti, N., Asmaniati, F., Rachmatullah, A. and Atmadja, V.A., 2023. The Influence of Price and Instagram Social Media Promotion on Purchase Decisions at Rumangsa Coffee and Bakery, Hotel Ra Premiere Jakarta. TRJ Tourism Research Journal, 7(1), pp.18-32.
Tripathy, S., 2019. The liquidity problem: A case of café coffee day enterprise. Journal of Advanced Research in Dynamical and Control Systems, 11(8 Special Issue), pp.2209-2214.
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