MP

Introduction of the Product

Introduction of the Product

Ruba’s Coffee is a sole proprietorship business founded by ruba and

her friends

Our mission to become the leading food and beverage in the university. Besides, our vision is to serve the best and quality food and beverages to all university community.

The concept of the café will be mainly based on the theme ‘café in the trending atmosphere’ that is set in the like of hipster café but relatively affordable prices

The concept of the café will be mainly based on the theme ‘café in

the trending atmosphere’ that is set in the like of hipster café but relatively affordable prices

It has about 150 outlets in public university and private

Media objectives

Within a 800k RM budget and two months period,

the goal

of the media in Ruba’s coffee campaign is to design a coffee

machine that can leave a brand image in the consumer’s

long term memory through advertising in TV3.

The goal of media over these two months is to reach the

target audience at least 50 times each month through the

TV3 platform including local and spot locations. Reaching each member of those at least two

times on average (average frequency).

In 2020 ruba's goals will open outlet in elected

petrol stations in Malaysia

Target Audience

We recommended that Ruba’s coffee target adults specifically students between the ages of 18 and 30. Recent studies have shown that the largest demographic of adults who consume coffee ranges from college students to middle-aged business.

Ruba’s coffee sells low-involvement products that must be advertised two-round in order to keep its sales up. Therefore, it is recommended that Ruba’s coffee run its TV ads on a continually-based schedule.

Tv3 was selected due to the consistently large viewer audience and their impressive ratings, along with index numbers generally above average.TV3 viewers of all ages and generally attract much larger TV audiences than other cable TV channels. For this reason, it is recommended that Ruba’s coffee run their ads for TV3.

The budget estimated for the product is around RM295,912 . The cost were estimated to publish around 50 slot for the advertisement and each slot are around 10 to 15 second. The strategy for the cost is based on our target audiences and ratings of the program.

Media Planning

MEDIA PLAN FOR NEWSPAPERS

WHY NEWS PAPERS

Media Planning

TOP REASON TO ADVERTISE IN THE STAR NEWSPAPER

1. Reach:This Newspapers deliver powerful reach across many platforms.

newspaper media content in print or online in a typical week, or

access it on mobile devices in a typical month. The majority (58%)

of young adults, ages 18-24, also read newspaper media content in

print or online in a typical week, or access it on mobile devices in a

typical month.

Competitive Analysis

It is recommended that Ruba’s coffee advertise during all two months based on the idea that their target audience students tend to buy more coffee during the exams period which is from December to January.