Project Information

Date
Deadline
Project Deliverables
Prepared By



Competitors (Damansara Jaya)
Location Area
How busy is the location? Are there many
local businesses nearby? Is the location
pleasant? What other observation you
notice?

General Demographics
Age, occupation, income, family size,
education and ethnicity. What other
observation you notice?

Caf Competitors Names

Competitor:Second Sunday
Competitor:Clawset Cafe
Competitor:Chuup Cafe
Competitor:Bon Bons Cafe
Competitor:Selfie Cafe
Competitor:
Competitor:
Competitor:
Competitor:
Competitor:
Competitor:
Competitor:
Competitor:
Competitor:



Project Great Coffee S.W.O.T

14 July 2015
25 August 2015
Logo Identity Guide, Name Card & Direct Mailer
Lok Ann Sen

-The area is moderate busy,the number of parking bays is not enough

-Yes,they are many local business nearby such as office.
-This area will be very popular in the future that great investors going
to invest this place.Such as Ataria Shopping Centre.
17-30 years old,student and office workers,secondary, chinese and
malay.This area has less teenagers which is quite worried.The strength of
the area is the students from SMK Damansara Jaya hang out around
Damansara Jaya.
How is it compared to Project Great Coffee? Is the business quiet, moderate or
busy? What is the interior theme e.g homely, vintage or etc? Is the pricing
expensive, moderate or affordable? Is the service, coffee and food excellent, good,
moderate or bad?
It is busy, the interior theme is monochromatic colour, price is moderate,service is
good,the food which is peppermint pancake is nice and delicious.
It is busy, the interior theme is homely, the price is costly and the service of the
waiter is bad which serves the food slowly to the customer.
It is busy, the interior theme is homely, price is moderate, service,coffee and food
is good.
It is moderate, the interior theme is vintage. The price is affordable,coffee and food
is moderate.
It is quiet,the interior theme is homely, price is expensive,the service is moderate
and the beverages and food is moderate.

Observe and interview the Project Great Coffee about its brand identity & business vision, philosophy & culture.

Strengths
-The environment is comfortable and relax.It gives
people the feels of staying at home as usual.
-The price of the food&beverages are affordable which
its attract the attention of the customers which looking
for a reasonable meal.
-The owner provides services which he carry the
food&beverages to the driver which inform them earlier.
(This is a very good way to stands out from others)
-Halal,every races can enjoy their food together.

Weaknesses
-The number of parking bay is not enough which causes the
area less attention from customers.There is double park
everywhere which causes the inconvenience of customers.
-The population of the teenagers is too little.
-The space of the cafe is too small which causes limited of
space.

Opportunities
-Located in the neighbourhood area which the main
target audience are the residence live around the project
great coffee.
-Located beside a bank which is a great opportunity to
improve,usually a place which have a bank near around
means the place has potential to be well-known and
having great flow of peoples.
-There is a school which called SMK Damansara Jaya
which have a lots of student.They loves to hang out at
Damansara Jaya due to the short distance between their
schools and project great coffee.











Your New Brand Strategy T.O.W.S

Threats
-Franchise coffee shop moved to Damansara Jaya in the
future.
- MRT, the transportation of Damansara Jaya is not that
convenience.The government might purchase the area to
construct MRT for the sake of the people.

In order for you to stand out, choose an unusual but relevant business that would give you an edge.

What are the S.W.O.T key points of
Project Great Coffee which you like to
retain or solve?

And what is your unusual but relevant
business idea to add in, and give your
new brand name & logo a competitive
edge?

1. Key point of Project Great Coffee is provides services which he takes

the food&beverages to the driver.

2.Motivates people, people will go back to the cafe
-It has strong motivation in the cafe
-Package design with powerful quotes

Your Target Audience (Core)

Demographics
Age, Location, Gender, Income
Education, Occupation, Ethnicity, Marital
Status, Children & etc

Psychographics

Summary of the Core target audiences
Think, Feel, Hear, Say, Gain & Pain

Emotion: How do you want the

customers to feel about the brand?
What emotions do you want the customer
to have when they see your brand?

Ages:20-30
Location:Damansara Jaya
Gender:Both
Income:3.2k
Ethnicity:Chinese, Malay
Think:Too stress
Hear:Gives up
Say:Hope to change
Gain:few times of failing
Pain:Desperate of life


I want the customer to feel brave to dream when they see my brand, my
concept and my cafe.The different of my brand is that my brand have a very
strong vision which I want to let people to think differently and positive of life
to dream bravely compare to normal competitors.

Rational: What benefits can your

customer get?
What do the customer expect from the
features & benefits of your brands product
and service? How different is your brand
compare to the competitors?

Benefit they get is great quotes when enjoying my product and provide
services to car driver who cant find parking spaces.This will attract the
attention of the customers.Our brand is different that we want to serve with
best services and polite attitude.

Your Target Audience (Secondary)

Demographics
Age, Location, Gender, Income
Education, Occupation, Ethnicity, Marital
Status, Children & etc

Psychographics
Summary of the Secondary target
taudiences Think, Feel, Hear, Say, Gain &
Pain

Cafe/ Product/ Service

What do they care about when considering
your Caf environment, product &
services? How will they influence the core
target audience to come to the caf?

Your Brand Values & Competition

Ages:15-19
Location:Damansara Jaya
Gender:Both
Income:Rm200 per month(income from parents)(Pocket money)
Education:Secondary
Occupation:Student
Ethnicity:Chinese,Malay
Think:feel lost when thinking their future
Feel:Upset
Say:Want to dream while young
Gain:Opportunity to dream
Pain:Parents does not let them to go for a risky dream
They care about a very relax environment,great product and polite
services,Nowadays,student like to go to cafe that is good and famous which
affected the core target audience to come to the cafe, because
nowadays,people follow trend,if the cafe have more customers,they choose
to go to the one with more customers.


Perceptual Map



I will separate send this map to you.

Its doesnt allow me to type in google docs.

Your Brand Primary Message
Single Minded Proposition (SMP)
Short summary from T.O.W.S, Emotion &
Rational, and Brand Values (Perceptual
Map)

Please elaborate the SMP

Slogan/ Tagline
A short, memorable & catchy summary of
the SMP

New Cafe Brand Name

Design Look & Feel

To motivate the target audience to be brave to dream by enjoying our

products with motivate quotes and customise of words on the food of your
choice.

To allow everyone dare to dream,do not feel scared or worry.Nowadays, a
lot of people doesnt want to try because worry to fail or suffer from the
failure experiences.But for my mind, I think that we should dream when we
are young or we will regret when we grow up.

Dream Big,No Worries

Dream Cafe

Style

Elegant

Clean, Corporate, Elegant, Fun, Modern,

Stately, Traditional, etc.

Colour
What to use or avoid
Any preferred palette: Vibrant, Bright,
Solid, Muted, etc.

Visual
Focus on imagery or text
Use of real images or illustrations

Tifanny blue and light yellow.

Preferred palette:High key colour


-text
-illustrations

Copywriting

Tonality

Warm,relax,calm,cheerful,soft

Casual, Descriptive, Direct, Professional,

Warm, Witty, etc.

Budget
Overall Budget
Budget Component

RM5,000.00
Direct mailer printing of 10,000 pcs and distribution at the neighborhood in
Damansara Jaya
Namecard printed in quantity of 200pcs (2 boxes)

Direct Mailer
Direct Mailer Type

Book Mark

Postcard, Flyer, Pamplet, Coupon, Mini

Brochure, CD, Book Mark or etc.

Promotion/ Activity
How your core target audience engage with
the Direct Mailer? What promotion or
activity youll entice the customer to come
to the caf?

Size (Width x Height) cm

Paper Name
Paper Thickness (gsm)

Book mark with motivation quotes on it,it can allow them to keep as an
object that allow them to keep going on with life.Activity such as exchange
the book mark with each other to shares dreams with everyone that will
allow customer to come to the cafe to know each others dream.
5cmx15cm
Art card
230 gsm

Name Card
Size (Width x Height) cm
Paper Name
Paper Thickness (gsm)

9cmx5.5cm
Art card
230 gsm

Primary Colour

DREAM

DREAM BIG
BE BRAVE
BE STRONG

Dream Catcher

Headline/Sub Head

Logo Typeface

Helvetica Bold

Mini Pop_G

Body Text

Helvetica Regular

DREAM

Lok Ann Sen

012 525 6648

lokannsen116@dreamcafe.com

DREAM CAFE SDN. BHD.

23, Jalan SS22/19, Damansara Jaya
47400 Petaling Jaya
03 9700 1314
Daily 10am- 10pm
www.dreamcafe.com

DREAM BIG,
NO WORRIES

YO

UP
VE
GI U
IF

THER

E IS

ALWA
YS

A
C
H
A
N
C
E

R
E
V

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IV

DREAM

WINNERS
NEVER
QUIT
AND
QUITTERS
NEVER
WIN

JUST
HOLD
A BIT
LONGER
AND
SUCCESS

Scan and follow us on facebook

35, Jalan SS22/19, Damansara Jaya,

47400 Petaling Jaya, Selangor, Malaysia
H/P: 0125256648

Dream cafe