Assignment:Crown Coffee started out as a café serving traditional Italian coffee by the cup. Later on, he added gourmet sandwiches to his menu. This establishment began when Keith Tan, CEO and Founder of Crown Coffee fellin love with coffee when he visited EXrope some \ears back. Unlike other foXnders of cafes that Ze knoZ, Keith¶spassion not only lies with coffee, but to leverage upon innovation to bring coffee experience to another level.As such, Keith saw the opportunity to grow his F&B business exponentially with smart solutions.
Hence, Crown Digital was founded in 2018.Crown Coffee focuses on developing innovative F&B technology, such as fully-automated coffee machines, smart Point-of-Sale (POS) systems, and smart digital signs. Their most noteZorth\ achieYement thXs far: Ella, Singapore¶s first robotic barista, Zhich has been introduced at various international technology trade shows, such as ConnecTechAsia 2018.In the early days, Keith firstintroduced a coffee machine that is programmable to make coffee with a consistent taste without a skilled barista.Subsequently, heintroduced a robotic barista, called Ellato further enhance both customer experience as well as the efficiency of his service.
Driven by his passion for coffee, Keith Tan said that the firm is workingwith business partners to develop the robot barista, dubbed Ella, to benefit coffee lovers around the worldFor more reference: Suppose that you are a branding consultant.
The brand that you have selectedhas approached you to conduct a digital brand audit to assess the health of the brand and its sources of brand eqXit\, eYalXate the brand¶s positioning relatiYe to its competitors, and to recommend a digital brand strategy to better engage its younger target audience. Your task is to study the brand and its digital environment, collect and analyse any primary and secondary data that is needed for your assessment, and present your findings and recommendations to your client in the form of a written report.
Based on the above scenario, answer the following questions.
Question 1Design and conduct an external digital brand audit on Crown Coffee, by primarily focusing on how the brand is creating impression to the target audience in the Singapore market in comparison to its key competitors (select two key competitors for the brand).
In your digital audit, you need to review the brand vis-a-vis its key competitor with reference to the following channels
(i) their website
(ii) at least two
(2)social media sites
(iii) Online discussion forums/blogs. You can use a combination of methods to conduct the digital audit such as visual web audit, web analytics, content analysis and etc.
MKT541Group-based AssignmentSINGAPORE UNIVERSITYOF SOCIAL SCIENCES (SUSS)Page 5of
7(a)Briefly assessthe market landscape for café business in Singapore and highlight how Crown Café has leveraged on digital to transform their business by comparing with two (2)of theirclosest competitors.(4 marks)
(b)In your audit, you should evaluate and compare Crown Coffee relative to its two (2)key competitors based on the following:xExperience with the brandxImagery of the brand.xAssociations with the brandxKnowledge about the brandxAttitude towards the brand(30 marks)(c)Using the CBBE model, evaluate the triggers of Salience, Performance, Imagery, Judgement, and Feelings for Crown Coffee by mapping the five (5)items from your digital brand audit in section
(a) to each of them respectively. (10 marks) Question 2As part of the digital brand strategy for Crown Coffee, develop a brand positioning for this brand. You are required to identify and recommend the key components of the brand positioning in the following questions.
(a)As part of the brand positioning component -Define the frame of reference for the Crown Coffee.(2 marks)(b)Assess and define the profile of the CroZn Coffee¶s target aXdience based on their psychographics and demographics.
Substantiate this with insights from your digital brand audit.(4 marks)(c)Assess the strategic competitive advantage that the Crown Coffee should claim and develop over time (maximum of two strategic competitive advantage). Explain in what way your recommended competitive advantage(s) are a Point of Difference or/and Point of Parity.
Substantiate this with insights from your digital brand audit.(4 marks)(d)Evaluate what are the major benefits that Crown Coffee offers which could be its point of difference ±supported by insights from your digital brand audit.
Pick out two (2)benefits that could be its point of difference (POD) based on desirability, deliverability and differentiation.(4 marks)
MKT541Group-based AssignmentSINGAPORE UNIVERSITYOF SOCIAL SCIENCES (SUSS)Page 6of 7(e)Evaluate and describe the Reasons to Beliefto substantiate the PODs (from previous question) that the brand could use to convince the target audience where the brand could fulfil. (4 marks)
(f)Based on your recommended response to (a), (b), (c), (d) and (e), construct the entire Brand Positioning statement for Crown Coffee. Within the brand positioning statement, summarised the benefits (both functional and emotional) into one (1)single brand promise.(6 marks)
Question 3(a)Based on the target audience profile and also the brand image portrayed by the two (2) key competitors, describe and rationalise the brand personality that you would recommend for Crown Coffee that will make it stand out from the competitors. Use the Jeniffer Aaker¶s 5 Dimensions of brand personalit\ as \oXr reference. (8 marks)
(b)Examine and evaluate the current visual elements used by Crown Coffee on digital platforms (e.g. website, Facebook, YouTube, Instagram, IGTV, etc) and compare them with your recommended brand personality for the brand. (i)Pick at least two (2)visual elements from two different digital platforms as supporting examples (provide reference of source such as website link), explainwhether the brand personality recommended by you are aligned and coherent Zith these YisXal elements.
Use the ³screen captXre ́ fXnction to paste the visuals on this report to illustrate the visuals. (5 marks)(ii)With this, recommend and describe the kind of visual elements that Crown Coffee should use in the future particularly on their website and Youtube /IGTV platforms. You can support your answer with not more than three (3)visual examples/illustrations for each of the digital platforms. (5 marks)
Question 4 Develop and propose a brief for a digital brand engagement campaign for Crown Coffee.In your response to this question, provide the response on three (3)parts.
Part 1,provide an overall theme for the campaign. Part 2, use your creativity to develop a brief concept on the digital brand engagement campaign. It should comprise of the objective(s) and description of the initiative supporting the objective(s). Marks will be given for creativity. (not more than 300 words).
