Adam Esposito IBP 1. Executive Summary The focus for our brand promotion will be on social media and social events. Not only is this way very cost effective it reaches out to the masses. Our goal it to touch with many families and their peers. From Cancer walks, to school functions. We will advertise with the client’s food, and special pricing. We would then promote the company through Facebook, Twitter and Instagram. These social media outlets are very beneficial to our client and future customers, by giving review pictures of the food, and pictures of the restaurant. If marketed correctly, this rill provide a steady stream of new clients and will connect to the community more. One happy customer will equal 3 happy customer do to social media and word of mouth. Establish loyalty and great customer support with the client and they will remain a proud customer throughout the years. Introduction - Integrated Brand Promotion is what separates the successful companies to the failed ones. Our client wants to connect with the people through social media and live events. Contributing to local events and causes will help Café Cirino connect on a more personal level, and will establish themselves as a well-known company in the area. Throughout this campaign our marketing and brand promotion efforts will take everything from social media to target audience. 2. Situation Analysis – a. Historical Context – The two owners, mother and daughter, have recently moved to America with the hopes and dreams of forming a successful and delicious Portuguese bakery for their clients to enjoy. b. Industry Analysis – Café Cirino is entering a market that will continue to grow in revenue through 2013. Now what will make the company successful, will be the quality and price of the food. It is very fortunate this company is opening up its doors in the recovery of the economy, but that doesn’t not mean it is going to be an easy task. Since the recession consumer spending continues to go up at a slow pace, and people are going to continue to spend. Prices for eggs, flour, and milk have gone up in the New Year and will continue to go up. c. Market Analysis- The market out client currently is serving (majority) are the Portuguese. Our client has established a steady client base from this ethnic group and without help will continue to target a vast array of different types of consumers. 3. Competitor Analysis The first competitor is Nossa Aldei Portuguese Bakery. There is not much information on this bakery except for they cater to the same target audience as our client does. Nossa Aldei does not have a website nor can be found on the Better Business Bureau, The other competitor is European Bakery. As its other competitor this bakery to has no website and cannot be found on the BBB. Also to not, this bakery has only one review –“There was one major problem with the products I bought, that I never experienced anywhere else. When I got home and opened the cold cu.

1. Adam Esposito
IBP
1. Executive Summary The focus for our brand promotion will
be on social media and social events. Not only is this way very
cost effective it reaches out to the masses. Our goal it to touch
with many families and their peers. From Cancer walks, to
school functions. We will advertise with the client’s food, and
special pricing. We would then promote the company through
Facebook, Twitter and Instagram. These social media outlets are
very beneficial to our client and future customers, by giving
review pictures of the food, and pictures of the restaurant.
If marketed correctly, this rill provide a steady stream of new
clients and will connect to
the community more. One happy customer will equal 3 happy
customer do to social media and word of mouth. Establish
loyalty and great customer support with the client and they will
remain a proud customer throughout the years.
Introduction - Integrated Brand Promotion is what separates the
successful companies to the failed ones. Our client wants to
connect with the people through social media and live events.
Contributing to local events and causes will help Café Cirino
connect on a more personal level, and will establish themselves
as a well-known company in the area. Throughout this campaign
our marketing and brand promotion efforts will take everything
from social media to target audience.
2. Situation Analysis –
a. Historical Context – The two owners, mother and daughter,
have recently moved to America with the hopes and dreams of
forming a successful and delicious Portuguese bakery for their
clients to enjoy.

2. b. Industry Analysis – Café Cirino is entering a market that will
continue to grow in revenue through 2013. Now what will make
the company successful, will be the quality and price of the
food. It is very fortunate this company is opening up its doors
in the recovery of the economy, but that doesn’t not mean it is
going to be an easy task. Since the recession consumer spending
continues to go up at a slow pace, and people are going to
continue to spend. Prices for eggs, flour, and milk have gone
up in the New Year and will continue to go up.
c. Market Analysis- The market out client currently is serving
(majority) are the Portuguese. Our client has established a
steady client base from this ethnic group and without help will
continue to target a vast array of different types of consumers.
3. Competitor Analysis The first competitor is Nossa Aldei
Portuguese Bakery. There is not much information on this
bakery except for they cater to the same target audience as our
client does. Nossa Aldei does not have a website nor can be
found on the Better Business Bureau, The other competitor is
European Bakery. As its other competitor this bakery to has no
website and cannot be found on the BBB. Also to not, this
bakery has only one review –“There was one major problem
with the products I bought, that I never experienced anywhere
else. When I got home and opened the cold cuts, they were
slippery and it smelled. I went back to the shop and tried
getting my money back but they would not refund it. I also tired
the "galareta" which is a jelly with meat and vegetables; it was
tasteless and a bit dry. I would not get anything from here
again!”
This is the whole point to using these social media outlets.
Using this effectively will help push our clients business to the
top locally.
4. Budgeting – The beauty of our integrated brand promotion

3. plan is it is very cost effective. The cost of creating a fan page
of Facebook, Instagram and Twitter is free. Now there are
options with Facebook to advertise, and our client has all the
control on the budget. Client can choose to go with daily
amount of CPC. CPC means cost per click, this is the most
common and effective way for small business to advertise on
Facebook. As for advertising on Twitter, out client can use
Promoted Tweets. The effectiveness of this source is how you
target your audience. You can promote the company through
twitter by targeting users search words, or target the company’s
message to a specific geography. The best part the cost of
Twitter advertising is free. Now the most important part of this
campaign is the management of all the social media outlets. We
will teach our client how to be up to date and connect more with
their customer, or they can hire a social media manager which
ranges from 40k-100k a year, which is completely out of the
budget as for right now. Between the time that is needed and the
actual cost of advertisement, our clients budget will be
approximately 100-250 dollars a month.
5. Objectives – Goals in concrete terms
a. Communications Objectives:
· Increase customer awareness & curiosity
· Change beliefs and attitudes
· Influence purchase intention
· Stimulate trial use
· Convert one time user to repeat purchaser
· Switch brands
· Increase sales
b. Quantitative Benchmarks – As relates to target audience,
increase in market share, increase in percentage of heavy users
c. Measurement Analysis/Criteria for success – We would
measure our clients total sales of goods vs the cost of
production. Now the goal for our client is to establish an

4. average of 30 percent markup on the goods they sell. This
would ensure, the company can pay for the employees and
themselves. Next would be the success of advertising. The keys
to providing our client the tools for success is to make sure they
know how to use them. The first tool would be the most
common networking site in the world, which is Facebook. We
will help start and run the Facebook webpage and connect with
the consumers. Once we setup and help maintain the site, we
will explain the importance of maintenance of the fan page for
the sake of the company. Once that is established we will start
to integrate Instagram since they are linked to Facebook. We
anticipate this move will be easier for our client to understand
and adapt to. The final step would be Twitter. Twitter is a
different animal; as this is a news feed more than connecting
with people. To remain relevant in Twitter must mean you have
something people want or need. With the food that is produced
and the customer service our client will enforce, this remains
another crucial point in promoting the brand of the company.
d. Time Frame –
i. Facebook Implementation- 4 Days
ii. Twitter Implementation- 3 Days
iii. Instagram Implantation- 2 Days
6. Strategy – Now to achieve the success of our integrated brand
promotion what our client will need is patience, dedication, and
correct management. Once after the social media site are created
and a budget is made out by the client to advertise, the next step
will be obtaining customer’s information for the media outlets.
These can be accomplished by holding events for the
community such as walkathons, school functions, and holiday
events. Some areas of research that will be needed are product
testing (such as new foods, price bundles), also new equipment
in the industry that can lead to faster production and cheaper
maintenance.

5. 7. Execution – The copy strategy that would be used would be
targeted at for people to have a desire of our client’s product. It
will advertise to the client to deliver the basic promise of the
good to be delicious, cost effective, and national. Our clients
copy strategy will also aim to show the consumer the character
of the bakery and maybe some historical context of the
company. The only media plan that is scheduled is through the
live events for the community and Facebook digital advertising.
8. Advertising Campaign Proposal (if applicable)
General Objective- The goal for our IBP promotional campaign
is to establish strong brand recognition by defining the
character and traits of the people behind the brand. With a
successful IBP promotion, the customer base will grow, sales
will increase, and the brand itself will establish friendly,
trustworthy company.
The objective for our client when in regards to our
advertisement campaign would be brand recognition and brand
awareness. The problem for our client is they do not advertise
their company other than word of mouth and the business name
in from of their store. Now we aim to address these issues by
implementing so key advertising techniques, such as:
A. Create a selling Point: The company’s selling point will be
their food and pricing. To make it in the food industry, you
must have great food that people talk about. The amount of
small business that succeed are not that many, that is why it is
very important to advertise our client’s brand correctly. In fact
over 50% of small business fail every year, and it is even higher
for the food industry.

6. B. The promotion we will be running for our clients will be
“Buy 3 baked goods and get 1 free!” This promo will help
entice the consumer in purchasing goods from our client. Also
will create word of mouth sales and advertisement when the
consumer spre3ads the news about the sale. With the customer
service and with high quality product this will create a buzz.
C. An alternative method that can be used to help advertise
would be direct marketing against our client’s competitor’s
food. Direct marketing is a very aggressive technique as it can
back fire just as good as it can deliver an edge in competition.
We will help get some of the same dished from each competitor
and offer free samples of our clients dishes. This will help us
measure the customer satisfaction from our dishes and
satisfaction of our competitors food.
9. Sales Promotion Campaign
General Objective- The goal for our IBP promotional campaign
is to establish strong brand recognition by defining the
character and traits of the people behind the brand. With a
successful IBP promotion, the customer base will grow, sales
will increase, and the brand itself will establish friendly,
trustworthy company.
The ending results of our marketing and IBP efforts result in
sales. Yet we have to develop a strategy to make the consumer
bite of our clients products. As the motto goes “We sell the

7. sizzle not the steak..”. As this may be true we have to make sure
the “steak” is something the client wants to come to.
A. The solution is customer centricity. When any item is sold in
any industry is sold it is done by people. The customer
service of the sale is so vital to any consumer when making a
purchase. The following are reasons enough to take customer
service a number one concern for any company:
i. Only 37% of brands received good or excellent customer
experience index scores this year. 64% of brands got a rating of
“OK,” “poor,” or “very poor” from their customers.
ii. 89% of consumers began doing business with a competitor
following a poor customer experience.
iii. Poor customer experiences result in an estimated $83 Billion
loss by US enterprises each year because of defections and
abandoned purchases.
iv. $289 – Average annual value of each customer relationship
lost to a competitor or abandoned.
v. 86% of consumers will pay more for a better customer
experience.
B. As a measurement tool for the sales campaign, we would
always refer back to survey for our clients customer service. We
would always ask the consumer on any improvements that can
be made to make their visit more customer centric.
10. Public Relations Campaign Proposal
General Objective- The goal for our IBP promotional campaign
is to establish strong brand recognition by defining the
character and traits of the people behind the brand. With a

8. successful IBP promotion, the customer base will grow, sales
will increase, and the brand itself will establish friendly,
trustworthy company.
The most common goal of any company is to have great PR, and
to connect with the consumer. To establish within our clients
budget and time we will attack this area by social media. The
point of this part of the campaign is to connect and make our
clients business a small part of the consumers life. We will
establish a Facebook, Twitter, and Instagram account. With
proper training for our client, they will maintain and connect
with many more customers in the future.
A. Local Events- When thinking of “Walk for Cancer” or a
“County Fair” people will think of a couple of things; 1. “How
long is this event?”, 2. “Who am I going to bring?”, and 3.”Will
there be food there or should we eat before we go or after?”.
Our clients services fills that huge gap of “What?”. We would
promote our clients services to be included with the activities
which will give the consumer the first option of eating at the
event. Our Client will have a great advantage in giving out their
business cards with samples from their menu.
B. Facebook- When it comes to networking, you can’t go wrong
with Facebook. This site will allow Café Cirino to connect with
the masses. Every current customer and new customer will have
the option to supply their email address and/or Facebook name.
In return this will allow Café Cirino to connect with the
consumer and post live updates on new products and specials.
People will be allowed to connect with you and share their
experiences with one click of the button. The clients Facebook
account must stay current and always fresh and keep the
consumer interested in the current deals.
i. Although Facebook is the most important social media lead

9. generation tool for b2c marketers (with 77% saying they had
had acquired a customer through Facebook, compared to 60%
for a company blog), among B2B companies, LinkedIn was the
most effective, with 65% having acquired a customer through
the professional network, followed by company blogs (60%),
Facebook (43%), and Twitter (40%).
ii. Facebook is the leading source of referred social media
traffic to websites, at 26%. Twitter is second at 3.6%
iii. 52% of consumers say they have stopped following a brand
on Facebook because the information it posted had become “too
repetitive and boring.”
C. Twitter- Another social media giant, but Twitter is an
information network that deliver information that is important
to the client. That is the effort that Café Cirino is making. They
want to become so connected with their customers that during
the holidays or special events they will look at twitter to see if
there are any special announcements. It is such an important
factor to become involved with social media as it has become a
part of our lives.
i. 34% of marketers have gained leads through Twitter, and 20%
have actually closed a deal on there
ii. Over 500 million registered users (as of March 2012)
iii. Twitter’s advertising revenue is predicted to hit $540

10. million by 2014
Cirino’s Café
Marketing Plan: Team A
Table of Contents
1. Executive Summary
…………………………………………………………………..
2. Corporate
Objectives…………………………………………………………….
3. Research and
Analysis………………………………………………………..
3. 1 Historical
Content……………………………………………………………
3.2 Market
Analysis………………………………………………………………
…..
3.3 Competitor
Analysis………………………………………………………….
3.4 Industrial
Analysis…………………………………………………………….

11. 4. SWOT
Analysis………………………………………………………………
………
4.1
Strengths………………………………………………………………
……………..
4.2
Weaknesses…………………………………………………………
………………
4.3
Opportunities…………………………………………………………
………………
4.4
Threats………………………………………………………………
………………..
5. Marketing
Audit…………………………………………………………………..
5.1 Current Marketing
Strategy……………………………………………..…
5.2 Marketing
Mix……………………………………………………………...
6. Marketing
Objectives……………………………………………………………
…..
7. Proposed Marketing
Program……………………………………………………………
7.1 Service
Strategy………………………………………………………………
…....
7.2 Price
Strategy………………………………………………………………
……….
7.3 Promotion
Strategy……………………………………………………………….
7.4 Process
Strategy………………………………………………………………

12. ……
7.5 People and Place
Strategy…………………………………………………………
8.
Implementation………………………………………………………
…………………
1.0 Executive Summary
In the bakery and café industry, Cirino’s Café provides the
finest breads, pastries, cakes, sandwiches and coffee in the
South River area by using high quality ingredients are prepared
with love and care. The owner, Silvia Marcci, has taken her
knowledge and experience in Portuguese specialties and created
a café for everyone to enjoy. Cirino’s Bakery is formally known
as Café Sical which was founded in 2008 by Maria Damas. On
November 2, 2012, Silvia Cirino and her daughter Diana Meira
acquired Café Sical and legally changed the bakery’s name to
Cirino’s Bakery. They have not made the final decision on the
trademark name. Aside from Silvia Cirino and her daughter
Diana Meira, the bakery has two other full time employees and
two part time employees. One of the full time employee’s is the
pastry chef and the other three employees’ are baristas. This
café is operated in South River, NJ and prides themselves on
specialty pastries from their hometown in Portugal. They are
known for they attention to detail, high quality of products, and
genuine kindness to their customers. They offer personalized

13. cakes for all occasions such as birthdays, anniversaries,
religious events, and much more.
The bakery owners never had a marketing plan and are a “go
with the flow” kind of company who is in desperate need of a
marketing plan and strategy. While Team A works one on one
with the client, Cirino Café, they will be implemented to use
greater strategies than relying solely on word of mouth
advertisement. We hope to catch prospective customers
attention and make people aware that Cirino Café is an
outstanding choice for all of your bakery, coffee, and quick
meal service needs.
In order to make these potential customers aware of the
business, we will be implementing the following marketing
strategies:
· Business cards
· Café menus
· Mailing brochures
· Monthly raffles
· Free give-a-way with qualifying purchases

14. 2.0 Corporate Objectives
The main focus of Cirino’s Café is to provide consistency in
each product and provide excellent service to each customer.
The company strives to use the freshest and most authentic
ingredients to produce the most delicious products to present.
This business has moved a couple times and has changed
business names as well and it is time to make something
permanent and make people aware of who they are, that they are
open for business, and they are here to stay and grow into the
super-shop for all specialty needs. Word of mouth is the most
valuable type of marketing and one slip can really hurt the small
business. Cirino’s Café must make sure they are always doing
their best with every move they make.
With this business, they need to increase the awareness that the
café exists to gain new clients and turn their current customers
into long-term customers. Although they are doing okay right
now, the customers they have are never enough and they need to
urgently build clientele to increase revenue.
Cirino’s Café needs to establish long term customers while

15. bringing in new customers to the business. Cirino’s Cafe must
not only establish these customers, but entice them to purchase
more goods and try new things. Word of mouth will be
necessary for this business since a local bakery recently went
out of business. Within the next 5 years, Café Cirino would like
to have goods being sold in grocery stores.
3.0 Research and Analysis
3.1 Historical Context
Cirino’s Bakery, conveniently located in South River, New
Jersey, has been in business for approximately one year. The
two owners, mother and daughter, have moved to America with
the hopes and dreams of forming a successful and delicious
Portuguese bakery and cafe for their clients to enjoy. This small
business currently employs two full time and two part time
employees to fill the positions to make the bakery run smoothly
and efficiently. This café can service any necessary function
from a small corporate meeting or party to a full service
wedding vieneisse table. The two owners serve as the managers,
book keepers, providers, and saleswomen.
Because of the nature of the work, this business is not generally
affected by the change of season due to the constant need for
baked goods, pastries, desserts, bread, and coffee. Cirino’s Café
can assist anywhere from 30-60 customers a day.
Word of mouth is the pimary source that will get current
customers to continue to use this bakeries service and to get
new customers through the door to achieve long term customers.
With Portuguese desserts not readily known by all ethnicities,
there is little demand for baked goods of this type. Team A must

16. assist and guide Cirino’s Bakery to expand their horizon to
capture the business of Portuguese decent residents in the South
River area along with other ethinicities as well.
3.2 Market Analysis
It is most important in Team A’s market analysis to identify
elements that will demonstrate the ideal customer’s needs. This
section will address the following influencing factors:
Geographical, Demographics, Behavioral, and Psychographics.
Geographical
The geographical market is in Middlesex county and primarily
South River residents who are readily accessible to the bakery
and those within the surrounding area.
Demographics
The target market is the middle and upper class residents. Cafes
and bakeries contain what we would call “luxury” items since
they are not necessities of life. Cirino’s Café needs to capture
the attention of those residents who will be able to spend the
extra dollar to get high quality items.
Behavioral
Customers need to be aware of the quality of the product
that will be above other competitors such as Shop Rite, A&P,
Stop and Shop, Pathmark, and other competitors. Customers
tend to get attached with one bakery and stay with the bakery
even when they are not completely satisfied with them. Many
also simply seek the lowest cost product to save money. By
attempting to have prices in line with top competitiors, it will
be easier to grab potential customers attention to gain more
business.
Psychographics
The customers main intention is to purchase reasonably
prices baked goods and to be completely satisfied with taste,
quality, and visual appearance. Customers are always looking

17. for the best price and quality for their dollar and it is time to
give paying customers exactly what they want.
3.3 Market Analysis
Right now the target market is Portuguese decent residents who
desire the authentic Portuguese breads, pastries, coffees, and
other naturally expected bakery items. After achieving business
from the Portuguese residents, the bakery will start aiming to
capture business from other ethnicities.

18. 4.0 SWOT Analysis
4.1 INTERNAL STRENGTHS
Cirinos bakery provides unique hand crafted products made
from family recipes of their hometown in Portugal. These
experienced owners are dedicating to providing delicious
products using the finest ingredients. Currently the bakery has
extended hours which other bakeries to not have.
4.2 INTERNAL WEAKNESSES
Internal weaknesses include not catering to prospective
customers. They do not make wedding cakes and do not have
common favorites such as American and Italian pastries. The
also have a weak brand name because of the repetitive change in
name and location. The products are highly perishable and items
can not be saved for a couple days if unsold which is a loss of
profit. The limited menu also only pertains to Portuguese
cuisine lovers.
4.3 EXTERNAL OPORTUNITIES
Expansion of products will give the bakery great opportunity
and will expand appeal with Italian pastries. In the future, the
bakery owner may think about opening another bakery in a
different location. There is potential for the bakery to provide
food to local restaurants for sale such as bread, pastries, and
desserts.
4.4 EXTERNAL THREATS
The threats of this business is that there are many competitors
in area which are Portuguese bakeries which include European
Bakery and Nossa Aldeia Portuguese Bakery & Deli. With the
economic slowdown, customers have slowed down business and
are not getting bakery luxuries as often. Food prices have also

19. increased which means that bakery product prices have
increased as well.

20. 5.0 Marketing Audit
5.1 Current Marketing Strategy
5.2 Marketing Mix
Service- Cirino’s Café provides baked goods such as breads,
pastries, sandwiches, coffees, juices, cakes, and pies for
everyone of all ages and ethnicities to enjoy. Their specialty
includes their signature Portuguese filling, “Ovos Moles.” This
bakery is open seven days a week and the owners are always on
the premises for your convenience. They offer custom cakes for
you special needs and special directions to pertain to your
flavor and appeal needs.
People- There is minimal staff yet all workers know the ins and
outs of the bakery and their products. Staff is helpful and will
be able to assist you with questions about products and how to
make a customer order for your special needs.
Price- Price is based on the cost of the product and how much
money it takes to product the product with a profit as well.
Prices are kept at a competitive minimum to keep customers
from going to competitors.
Promotion- Promotion material will be available and there will
be special incentives. (Customer code)
Place- Business is being conducted at their South River Bakery
location.
Process- As of right now, there is no database that is being used
to keep track of raw material inventory, products in stock,
products sold, or income. The credit card machine is still not in
use. Those customers who rely on paying with a credit card are
not able to purchase goods in the bakery that is costing them
money.
6.0 Marketing Objectives

21. Bakery is concerned with the match between products and
markets. Their niche market includes pastries, different rolls
and bread, and unique Portuguese desserts, cakes, and pastries.
The generate start up business must be to obtain all Portuguese
decent customers and then move onto none Portuguese decent
customers.
Cirino’s Café needs to establish long term customers while
bringing in new customers to the business. Cirino’s Cafe must
not only establish these customers, but entice them to purchase
more goods and try new things.

22. 7.0 Proposed Marketing Program
The place strategy is to make local residents aware of location.
This bakery is located at a different location then before and
there is a possibility that previous customers do not know that
they have moved. Customers also need to be aware that there is
a different owner. This will protect the new owner in case the
previous customers did not like the previous owner. It is
mandatory for the business owner to update business
information on a daily basis, social media, and updated specials
by computer and or smart phone.
8.0 Implementation
After the previously stated and explain strategies have been
demonstrated and implemented, the affects will be shown on a
regular basis. After time, all strategies will be improved from
continuous repetition and Cirino’s Café will be closer and
closer to meeting realistic goals.
8.1 Monitoring
A time frame should be set to make sure suggested strategies
are bringing in new business that will turn into long term
dedicated customers. Customer feedback will let the business
owners know how they like the products, the prices of products,

23. the staff, and overall appeal and happiness of giving business to
Cirino’s Café.
8.2 Refining
To pertain to Cirino’s Café, all strategies can be changed
or altered to properly tailor to the small business to obtain as
many new customers as possible if the business feels the
strategies are not working as good as they would like them to.
This ongoing process must be continued every day and all staff
members must be properly trained and informed of all changes
no matter how big or small.
13