vaule brand

Description

Highlight key elements of the company’s brand image and discuss what is the desired brand image that the company seeks to establish.
Identify and discuss some values of the brand that reflect its consumers’ own valuesTable Of Content:
1-Introduction
8-Company Objectives
2-Marketing Plan
9-Company Budget
3-Trends Affecting MARCOM
10-Choice Of Advertising Agency
4-Related Marketing & Advertising Cause
11-Company Tagline
5-Brand Image
12-Conclusion
6-Brand Values
7-Marketing Segmentation Methods
Introduction:
Symphony Sweets is a luxurious breakfast and dessert serving
restaurant established in the city of Jeddah.
It has only one firm, moreover it also serves beverages like hot
and cold coffee, and mojito drinks.
Finally, Symphony has a resounding 4.7/5 in google maps, and
they have 39K followers in instagram.
Marketing Plan:
Brand Brief:
-Symphony Sweets is one of Jeddah’s finest sweet
shops that offer unique treats inspired by many
cultures around the world.
-Inside the store, you will find a variety of choices that
will entice you with their attractive presentation.
-Symphony Sweets also uniquely offers Saudi-inspired
sweets; that represent Saudi culture.
-The store is located in the Al Mohammadiyah
neighborhood.
Marketing Plan:
Mission:
-Symphony Sweets brings inspiration and innovation
with a unique and wide range of sweets.
-This allows meeting consumer wants and needs
through quality sweets with authentic flavour, look,
and taste experiences.
Vision:
-To build a national powerhouse stimulated by sweets
with the drive to grow and develop the
sweet market through years of skills (international and
traditional).
Trends Affecting MARCOM:
-One of the symphony’s viral desserts trends was
the Basque cheesecake
that became a trend last year in Turkey.
-Symphony sweets were the first place to bring
this trend in Saudi Arabia The cheesecake was
served with a small glass of warm Belgian
chocolate poured over the cake.
-Other dessert trends that made Symphony more
trendy were the giant Chocolate Mousse Cake
with cherries on top and a small chocolate
fountain in the middle
Related Marketing & Advertising Cause:
-Keeping up with the kingdom’s vision of 2030 ,Saudi
Arabia is motivating the international day of small and
medium enterprises that is held on 27th June.
-An amazing opportunity for Symphony Sweets to
participate in this day, where they can organize an event
to support Jeddah’s small entrepreneurs by hosting a
small market in their store and letting businesses sell
their products as a considering move for supporting
Saudi Arabia’s small businesses.
Brand Image , Brand Values:
-company’s brand image and values an ambassador of dessert
serving .
Marketing Segmentation Methods:
Demographic Method:
-It’s targeted to both genders.
-They state that they welcome children above 10. Thus, the
age gap is for targets above 11 and beyond.
-It both targets those with low and higher incomes.
Geographic Method:
-The only shop available is in Saudi Arabia, and specifically
one restaurant in Jeddah.
Marketing Segmentation Methods:
-Behavioral Method:
-There is an encouragement for people who enjoy
taking pictures of their purchases.
-Furthermore, there is some free royalty
recognition for those who do take pictures.
-Since they end up being recognized by Symphony
their photos get uploaded in Instagram story.
Marketing Segmentation Methods:
Psychographic Method:
-With the menu variety they own, Symphony most commonly
encourages characteristics that enjoy the company of family and
friends.
Seasonal Method:
-Since Symphony geographically is in Jeddah, it celebrates
whatever event or season available, like:
-Founding Day
-Mothers Day
-Saudi National Day
And more…
Company Objectives:
-(Cooperate Objective):
Symphony didn’t right out share their objective, however if
we would chose for them, it would be to expand.
Firstly expand for more restaurants in Jeddah, and then
target cities like Riyadh for example.
Moreover, they have the potential to expand and stand out,
because of their unique and delicious variety of foods and
deserts.
Company Objectives:
– (Communication Objective):
For communication Symphony also doesn’t have an
objective, however we suggest they make more social
media accounts other than Instagram.
Especially, TikTok. it’s popularity cannot be overstated, and
they could use TikTok to show their delicious foods for more
public awareness.
Company Budget:
-Symphony should use the (What we can afford) budget
type. Since they need to analyze how much money is needed
to purchase ingredients for their products.
-Furthermore, occasions like founding day require more
analyzation and planning, because this day holds a bigger
impact than other days.
Company Budget:
(February 2023)
Saturday
(Communication Schedule)
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
1
2
3
4
5
6
7
Beginning Busiest
Of Holiday Day
8
9
10
11
12
13
14
Beginning Valentines
Of Holiday Day
15
16
17
18
19
20
21
Beginning Busiest
Of Holiday Day
22
Founding
Day
23
24
25
26
27
28
Beginning Busiest
Of Holiday Day
Choice Of Advertising Agency:
-We would strongly advise symphony sweets to work with an
advertising agency to attract new customers and retain loyal
customers.
-By that they can also make ads in other social medias to
promote the brand.
-Moreover, constant ads increases awareness. Working with
an advertisement agency means that they will constantly
promote the company.
-As well as, an advertising agency will give the company real
time analytics to check the click thorough rate, number of
impressions.
Company Tagline:
-Symphony already has their own tagline in their
Instagram bio ( Symphony In Every Bite )
Conclusion:
-Symphony is truly a unique seller of sweets,
and is an excellent place to relax either with
yourself or with your family.
-However, they have an opportunity to expand
and bring a greater sense of awareness across
the kingdom.
The References:
-www.instagram.com. (n.d.). Symphony Sweets (@symphonysa) • Instagram photos and videos.
[online] Available at: https://www.instagram.com/symphonysa/?hl=en [Accessed 21 Mar. 2023].
-Arab News. (2022). Where We Are Going Today: Symphony Sweets. [online] Available at:
https://www.arabnews.com/node/2153361/food-health [Accessed 21 Mar. 2023].
-( ‫ مطاعم وكافيهات السعودية اخر‬,‫تحديث‬n.d.). ‫حلويات سمفوني‬symphony [ .‫جدة | المنيو واالسعار والعنوان‬online] ‫دليل‬
.‫مطاعم وكافيهات جدة ومكة المكرمة‬Available at: https://www.rest-cafes-meccajeddah.com/2023/02/symphony.html?m=1 [Accessed 21 Mar. 2023].
-Monshaat.gov.sa. (2019). [ .‫منشآت | منشآت‬online] Available at: https://www.monshaat.gov.sa/.

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