B. Week 2: Defining project

Dietary Cafe

scope

Triangle

Segment your market

Define your audience

Demographic

Attitudes

Behaviour

understand their needs

Attractiveness:

Worth effort and resources

not wasting resources on limited growth potential

is this needs segment large enough or have enough growth potential to give you the sales growth you are expecting?

Target Sub-segments

further unlock growth in the short term

can you increase the reach of your brand

wider audience or focus target audience.

Brand Equity to fine tune brand

Brand evaluation - Financial value of the brand

Brand strength - luxury and advantages

Brand Awareness - how much of a presence it has

Brand relevance - USP

Output metrics - Email + promotional material for social media

financial data - responses and feedback

Competitor analysis - competitor comparison + potential improvements

Moodboard, original concepts and inspirations.

Kapfer brand identity prism - on portfolio page.