Madame B – Tea & Pancakes House – Rebranding Products & Concept

Research

We began by doing a preliminary analysis of the market in Bucharest where the brand operates: we conducted a SWOT analysis, a PEST analysis, and explained the company’s position on the reference market.

As a result, we identified direct and indirect counterparts and forecasted market trends, marketing possibilities, as well as potential economic risks to the brand. We’ve also divided the coffee and tea cafes and pancake houses in Bucharest into categories based on the benefits that potential customers seek when they go out.

Rebranding

The goal of Madame B’s rebranding effort was to improve the consumers’ impression of the products and services supplied by redesigning the name, logo, packaging, commercials, and marketing approach.

Following a well-thought-out approach, we concluded that renaming Madame B’s products and the entire idea would give the company a new identity. As a consequence of the marketing research, the logo and identifying components, including the website, have been rethought and set on a more current foundation.

Integrated Marketing Communication

The campaign’s goal was to solve a choice problem that has been discovered. This entailed advertising Madame B’s tea shop to a demographic of people aged 18 to 26 years old, based on a quantitative study using the questionnaire as the instrument.

Students, as well as workers, those who work in a corporate setting, entrepreneurs, and freelancers, fall into this group. They want to hang out with their buddies, especially on weekends. They are also active on social media platforms, the most popular of which is Facebook.

Unique Selling Proposition – USP

We picked ‘the most delicious pancakes’ as Madame B’s USP. This feature was derived from customer reports, which stated that the goods were delicious in addition to the beautiful plating. The restaurant’s reviews during the investigation also supported this theory.
Another feature we wanted to emphasize is the diversity: Madame B provides a broad selection of pancakes in a variety of tastes, ranging from savory pancakes with salmon to sweet pancakes with Kinder Bueno or Oreo.

Madame B recognizes the competition and wants to provide more than just a slice of pancakes – she wants to provide a fresh customer experience.

Communication Strategy

We leveraged social media (Facebook, Instagram) and the restaurant’s newly constructed website as media outlets because we are targeting a youthful demographic who no longer watches television. As a result, the publicity will be able to reach a large number of people within the target group. We employed advertising in the following ways:

• We designed a new website that contains information about the restaurant and its features, the menu, a blog part where oddities and industry trends are discussed regularly, as well as information about Madame B. events.
• We’ve set up an Instagram feed where we share high-quality photographs of the food preparations, customers, short movies, and other images that depict the restaurant’s environment.
• Facebook page constantly updated with information about products, promotions, and future events; We also used Facebook Ads to promote the Facebook page and site.
• Offline, we placed two banners at the entrance to the restaurant to draw attention to the restaurant and shared flyers with Madame B’s brand identity.

Media Strategy

Conventional Environments (ATL)

• Two banners that illustrate Madame B’s preparations, at the entrance of the restaurant

Unconventional Environments (BTL)

• Creative flyers to increase brand awareness

Online Environment (TTL)

• Creating and managing the official website with a special section for the blog, regularly posting curiosities about products and articles
• Using Facebook Ads throughout the campaign.