Proposal for the branding and marketing of the new coffee chain
You have been hired as Marketing Director by a major Greek Catering company that wishes to enter the retail market, particularly the Coffee store area. You need to prepare a report on the existing Coffee chains in the local market in the context of their Branding and Marketing. Following this, you need to propose the Brand name Logo and USP of the new Coffee Chain Each proposal should comprise a rationale based on theoretical underpinnings. You must also prepare a Perceptual Map of the brands in the given market indicating the place to be occupied by the new brand. Students need to structure the report to include Cover Page, Contents Page, and Introduction to the Report. Main Body of the report with distinct and clearly titled Chapters and sub-chapters Summary and conclusions, Recommendations, References, and Appendices optional. Here the student is allowed to include any tables graphs data information that they feel is relevant to the report yet is not essential to the discussion. And thus, not included in the main body if the report Appendices should be fully referenced.