Integrated Marketing Communication Plan: Don Leo Coffee (partial)

An integrated marketing communication plan for a startup coffee brand, from research, analysis, to goals, strategy and tactics.

Positioning Statement for Don Leo Coffee

"Nurtured in the beautiful volcanic highlands of El Salvador, roasted medium, and savored day by day, Don Leo Coffee brings a pure Salvadoran experience with a fresh, smooth and rich taste to every coffee lover who is searching for a cup of uniqueness."

Positioning Map

Before planning the campaign, I used positioning map to find Don Leo Coffee's blue ocean and unique selling points. Blue Ocean strategy helped the brand develop its competitiveness in the market and plan marketing campaigns based on its strengths.

Goals, Strategy & Tactics for the IMC Campaign

Pull Marketing Tactics Planning

1. Social Media

2. Blogging

3. Video Marketing

4. SEO / SEM Improvements

5. Website Optimization

Conclusion

Coffee market is extremely competitive, for a start up brand like Don Leo Coffee, it's crucial to find its blue ocean to survive and grow. Fortunately, Don Leo Coffee has a professional, high-quality product with a great brand story. Hopefully the push and pull strategy applied in this marketing plan will increase Don Leo Coffee's brand awareness through the campaigns, and the tactics mentioned above.