Introduction:
Mugg & Bean is a well-known full-service and On-The-Move restaurant, coffee-themed
franchise restaurant which originated in South Africa back in 1996. The brand prides itself
on tradition and they have been using the same recipes since the start – and have kept the
same huge portions. The restaurant chain has described their customer loyalty in the
following sentiment, “Mugg & Bean is a place where customers become regulars and
regulars become friends. We are you home away from home, the place where you’ll always
get more and more.”
Since launching their app called the Generosity App, which is available on the App Store,
Google Play and AppGallery. The franchise has been able to reward their target audience
with a loyalty program alongside various special offerings on the app. Upon registering you
receive a free cappuccino, and with every R250,00 spent users receive a free beverage –
when using the app when making a purchase. Customers can also get a free slice of cake on
their birthday, and they can send their family and friends a voucher to spend at the
Restaurant.
To compete with their competitors during everyone’s morning coffee run Mugg & Bean has
decided to give customers 20% off when they purchase via the app. When purchasing
through the app they will skip the queue as their order will be readily available for them to
collect. If a customer uses their reusable Mugg & Bean coffee mug they will then receive a
further 5% off their bill. This special will run from 01 April 2022 until 31 May 2022 between 06h00 – 10h00 in the morning, and only from Mondays – Fridays.
Goals
– To increase sales
– To increase users of the Generosity App – rewards programme
– Improve conversion rate
Objectives
- Grow sales of our coffee on Facebook, Instagram & Twitter.
The plan is to grow sales of our coffee by 13% compared to 710 of last month on Facebook, Instagram & Twitter within two months. The aim is to sell 101 cups a week through our social media coffee campaign. A campaign will be initiated and promoted on Facebook, Instagram & Twitter. A 50% discount will be applied for any purchase from Facebook, Instagram, Twitter & Official Mugg & Bean. This goal will increase the number of visitors to our Generosity App and website, Increase Conversion rate and Increase the revenue of the business. This project will commence on 01 April 2022 and run until 31 May 2022.
- Convert 13% more of our readers, viewers, and followers into customers.
The aim is to convert 1.3% a week for two months. A purchase button will be shared across all our social media platforms, blogs and the website. This goal will increase our returns on investments, email database, and newsletter subscription. This project will commence on 01 April 2022, with a projected end date of 31 May 2022.
- Increase Generosity App Registrations by 20% within 3 months.
The aim is to get 6.66% Registrations on our Generosity App. Our target audience consists of all genders between the ages of 18 years old – 64 years old, across South Africa who consume caffeine in the morning. A smart download link will be shared on our website and across all our social media platforms to download on App Store, Google Play, and AppGallery. A free cappuccino will be given to those who downloaded and registered on the Generosity App.
Note: The free cappuccino will be given on the first purchase.
Measure Current Success
Identifying Key Performance Indicators
In the digital age, businesses have access to a treasure trove of data that can be useful and overwhelming depending on how you approach it. Several reliable and inexpensive tools exist to monitor the results of promotional campaigns for e-commerce businesses to help you in measuring your marketing efforts against business goals.
Even if your campaign fails to produce expected results, it might still be worth some time and resources to learn valuable information about what worked and what did not. By taking the time, you can ensure an airtight marketing strategy for your next venture
| KPI | Tools |
| Instagram InsightsInstagram PPC | |
| Facebook AnalyticsFacebook PPC | |
| Youtube | Youtube ViewsTotal TrafficClicks on Ads |
| Twitter Analytics | |
| Website | Average time spentOrganic Website TrafficGoogle AnalyticsAdd to cartClick on Ads |
| App | ROIAdd to cartConversions |
Buyer Persona
| Background | ⦁All genders, social media influencer, enjoys shopping, students, family orientated, owns a smartphone. ⦁Likes coffee, likes convenience, works in a office, likes to order on device, fitness trainer, likes to eat out, commutes to the CBD for work and lives around CBD |
| Demographics | ⦁Age 18 – 64⦁All genders ⦁Lives in Urban Area⦁Earn R 6000 – R 54000 |
| Goals & Challenges | ⦁Maintain a good healthy lifestyle.⦁Finding interesting content to share⦁Save time online⦁Working with data⦁Keep business up to date in a changing world. |
| Characteristics | ⦁People who want to eat healthy⦁People who are on the go ⦁People who are open to trying different types of food⦁People who already spend money eating take out⦁People hosting social events⦁Elderly retired people⦁Anyone who stays at home / work from home⦁Anyone who works outside their home⦁Busy families |
Marketing Strategy
Concept of the digital strategy
Mugg & Bean is wanting to inform their target audience across South Africa about their latest coffee special that will be running from 06h00 – 10h00 from Monday – Friday. The target market will be existing customers who are loyal customers of the restaurant and caffeine lovers that do not frequently buy from the restaurant. The campaign will be advertised across social media platforms, as well as in store advertising and the Generosity App. The campaign will run for two months and will be reviewed after it concludes.
The campaign will be measured by how many new customers have signed up for the Generosity App, the number of sales made in the two months and the conversion rate – measured via various social media platforms (Facebook, Instagram, Twitter and YouTube).
Social media
This campaign will be run on Instagram, Facebook, Twitter and Youtube. The campaign will run for two month to inform our target audience about the morning coffee special. Posts will be shared on Instagram, Facebook, Twitter and Youtube thrice a week (Monday, Wednesday and Friday). On Youtube there will be paid video advertising on the days mentioned previously. The social media posts will be posted at 17h30 each day – to serve as a reminder to purchase a coffee the next day. The call to action used: “Click here to download our Generosity App – and start collecting your rewards today.”
Online advertising
The online advertising used will be Facebook PPC and Instagram PPC . The ads will run for two months on these platforms between 17h30 – 18h30. The ads will only be available to those who are located in South Africa. The call to action used: “Click here to download our Generosity App – and start collecting your rewards today.”
In store Advertising
The in store advertising will be displayed in all Mugg & Bean restaurants across South Africa. Information relating to the coffee special will be placed on all tables a week prior to the special starting and all through the duration of the special (01 April 2022 – 31 May 2022). There will also be in store posters relating to the special. Staff members in each store will also be reminded to inform customers about the ongoing special, and they will need to encourage customers to sign up for the Generosity App.
Conclusion
Implementing your digital marketing strategy does not have to be costly if you use your existing marketing channels correctly, and your messaging is appealing to your audience. As for the Mugg & Bean chain they already have the existing media (social media, their app and in store advertising) that they can use with thousands of users following them. This already makes it easier for them to promote any new promotions throughout the country.
When you make use of the existing platforms and your marketing team is consistent and engaging with your audience any marketing strategy that is implemented should be successful. Always adjust your goals, objectives and marketing strategy when you see that your ideas are not receiving the desired outcomes that have been set.
By Zuzile & Rheece