SCHOOL OF COMMUNICATION

SEMESTER II
ACADEMIC SESSION 2023/2024

YBP233 BRAND COMMUNICATION

LECTURER (S):
ASSOCIATE PROFESSOR DR. SHUHAIDA BINTI MD NOOR
DR. KAMARUZZAMAN ABDUL MANAN

PROJECT PAPER:
GROUP 7: THE KAPIT’S CGH BRAND REVAMP

NAMES MATRIC NO.

MOHD YUSRI BIN UTTO 159951

MUHAMMAD ‘ATIF BIN SUHAIMI 162001

MUHAMMAD IMAN DANIEL BIN MUHAMMAD ASRUL 162863

ONG YU FAN 161890

WONG SUET YING 161658

ZULHILMI BIN RUSLI 165190

Table of Content

Content Page Number

1.0 Introduction 1-2

1.1 The Kapit’s Background

2.0 Brand Analysis 3-6

2.1 Salience
2.2 Performance
2.3 Imagery
2.4 Judgement
2.5 Feeling
2.6 Resonance
2.7 Brand Communication Objectives

3.0 Brand Communication Strategies 6-9

3.1 Advertising - Printed Posters
3.2 Social Media Marketing - Video Content on Facebook and
Instagram

4.0 Production of Brand Communication Material and 9 - 11

Execution

5.0 Budget and Timeline 11 - 14

5.1 Phase One - Research and Analysis
5.2 Phase Two - Brand Strategy Development
5.3 Phase Three - Marketing Material Production
5.4 Phase Four - Campaign Monitoring and Evaluation
5.5 Budget and Timeline in Table Form

6.0 Measurement of Brand Communication Performance 15 - 20

6.1 Introduction
6.2 Objectives
6.3 Metrics and Data Collection Method
6.4 Results
6.5 Conclusion

7.0 References 21

8.0 Appendices 22 - 23
1.0 Introduction
Branding is an important aspect of business that extends beyond logos and slogans. It
refers to a product, service, or company's overall identity and perception. Effective branding
creates a distinct image in the minds of consumers, distinguishing the brand from its competitors
and cultivating loyalty and trust. Brand has dimensions that differentiate it in some way from
other products designed to satisfy the same need. The deliberate process of giving a good,
service, or business a unique identity is called branding. A blend of verbal, visual, and
experiential elements have been employed in the creation of this identity in order to
communicate the brand's values, personality, and promise, The purpose of branding is to create a
distinctive and memorable presence in the market that appeals to customers and shapes their
attitudes and actions.
The key components in branding can be structures such as brand identity, brand
positioning, brand personality, brand voice, brand equity, and brand awareness. The term "brand
identity" refers to the spoken and visual components of a brand, including the tagline, colour
scheme, typography, and logo, which when combined provide the brand a unique appearance and
atmosphere. Brand positioning pertains to the way a brand is viewed in the context of
competition, and it involves determining a distinctive value proposition that sets it apart from
rivals. Brand personality gives a company characteristic qualities that make it interesting and
relatable. Brand voice, on the other hand, refers to the theme, tone, and style employed in
communications to continuously uphold the brand's identity and core principles. Brand equity is
the value that a company adds to a product or service through consumer preference and loyalty,
which enables businesses to charge higher prices. Finally, brand awareness assesses how familiar
consumers are with the brand, with high awareness leading to consumer choice and preference.
Branding can be simplified as creating awareness, developing brand essence and driving
consumer response. Creating awareness of a brand is to make sure the customers lock the brand
in their mind. It goes with the clear identity that must be distinct, unique, visible and consistent.
Furthermore, developing brand essence is to stand out the core promise of the brand to gain
customer’s interest. Finally, encouraging customer response is vital for engaging with customers
through communication, exchanging experiences, offering services, and articulating the brand's
purpose.

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1.1 The Kapit’s Background
In the heart of Universiti Sains Malaysia (USM), lies a unique culinary gem that has
become a beloved fixture among campus residents and students alike known as The Kapit’s.
They open in two outlets which are at Cahaya Gemilang & InSphere. INFORMM. The Kapits is
well-known for its extensive menu which includes excellent rice dishes, pasta, burgers, cakes,
and coffee. It is open every Monday to Sunday from 10:00 AM to 10:30 PM. Every meal is
expertly prepared and combining flavours to suit a range of palates. Their pasta selections are on
par with those of well-known Italian restaurants and their rice dishes combine traditional and
creative recipes. Their cakes are not only delicious but also exquisitely presented, and same goes
with their burgers featuring premium ingredients with inventive toppings. Thus, The Kapit’s is a
popular dining spot not only for the USM communities but also for diners and foodies alike in
Penang area.
The visionary behind the Kapit’s is the entrepreneur Mohamad Shafiq Kamaruddin, who
founded the organisation and transformed it into a culinary success story. In 2011, he
commenced his business journey during his first year at USM to leverage his passion for food
and entrepreneurial spirit. He was born and raised in Selangor and graduated from USM with a
bachelor's degree in education. Besides that, he is also a 2017–2018 USM alumni as well. The
first Kapit’s Cafe began operating in 2013 at Cahaya Gemilang where the original location was
previously an obsolete computer lab, which was then transformed into a café. The outlet menu
features approximately thirty meal options and thirty-five beverages, catering to a wide variety of
preferences and tastes.
Building on the success of the Kapit’s, Mr. Shafiq opened a new store named Rumah
Kacha as a result of the Kapit’s store's incredible success. In the beginning, The Kapit’s initially
operated in three areas which are Cahaya Gemilang, InSphere, and Purple Republic to grant
faculty and students easy access to wholesome food (Renushara, 2020). However, in February
2023, the Purple Republic location was permanently closed. Despite this, The Kapit’s is still
going strong, providing a delightful dining experience that the USM community has grown to
love. Thus, the founder of Kapit’s Cafe, Mr. Shafiq, serves as a motivational example of how
passion, creativity, and perseverance can lead to extraordinary achievements. Starting his journey
as a dedicated student, he has since transformed into a successful entrepreneur.

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2.0 Brand Analysis
The present paper offers a thorough brand analysis of The Kapit’s, scrutinising crucial
elements necessary for comprehending and enhancing the brand. Analysis topics include
salience, performance, imagery, judgement, feeling, and resonance based on brand building
blocks. Brand building blocks model provides a road map and guidance for brand building, a
yardstick by which brands can assess their progress in their brand-building efforts as well as a
guide for marketing research initiatives ((Keller et al., 2015). Each section provides a roadmap
for a brand revamp to improve visibility, customer satisfaction, and overall market presence by
highlighting areas that need improvement and identifying strengths.

2.1 Salience
Salience is the term used to describe a brand's awareness and familiarity in the
marketplace. Due to its somewhat hidden location inside, The Kapit’s currently has low visibility
and recognition. As a result, the community doesn’t really realise its existence, leading to lower
brand salience. Due to its lack of prominence, the cafe may go unnoticed by potential patrons,
which would reduce the number of impromptu visits and clientele. By strategically promoting
the cafe, improving its signage, and perhaps launching digital marketing campaigns, it will
become more well-known and draw in more customers. Increasing visibility is crucial to
attracting interest and creating a consistent stream of new clients.

2.2 Performance
Performance measures the degree to which a brand satisfies the requirements and
expectations of its clientele. According to the analysis, The Kapit’s has difficulties in this area as
a result of a staffing shortage as well as a space and seating shortage. Potential customers may be
turned off by these restrictions if they result in uncomfortable dining situations and longer wait
times. However, the cafe's student-friendly atmosphere and a welcoming ambiance, along with
its reasonable prices, are substantial advantages that resonate deeply with its primary target
market of university community. These attributes create an inviting space where the USM
communities can socialise, study, and relax without breaking the bank. Therefore, The Kapit’s
could investigate options for increasing seating capacity and optimise staff schedules to
guarantee better service during peak hours in order to improve performance. Customer

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satisfaction could be further increased by increasing operational efficiency through improved
workflow management and perhaps implementing a reservation system.

2.3 Imagery
Imagery is associated with the perceived atmosphere and visual appeal of a brand. The
Kapits Cafe successfully combines a sophisticated theme with a warm, inviting atmosphere,
making it a popular hangout spot for visitors and USM community alike. However, despite its
aesthetic charm, inadequate ventilation undermines this positive perception, impacting patron
comfort and possibly resulting in unfavourable encounters. To uphold and enhance the cafe's
inviting atmosphere, addressing ventilation issues is paramount. Improving air circulation not
only ensures a more comfortable environment but also contributes to a more pleasant dining or
study session. By prioritising atmosphere maintenance, The Kapit's can strengthen its
attractiveness and attract a consistent flow of customers looking for both leisure and great dining
experiences.

2.4 Judgement
Consumer evaluations and perceptions of a brand are influenced significantly by their
judgments, particularly when it comes to food quality. While Kapit’s Cafe receives praise for its
pleasant atmosphere and reasonable prices, consumer assessments of its food often highlight an
average taste. This notion is due, in part, to the habit of prepping, packing, and freezing meals in
advance, which can affect flavour and freshness. By adding more freshly prepared dishes and
refining culinary techniques, The Kapit’s should concentrate on improving food quality in order
to improve judgement. Besides that, by expanding the menu to include more freshly prepared
dishes could greatly improve the dining experience and increase customer satisfaction and
reviews. By prioritising freshness and flavour, Kapit’s Cafe can surpass customer expectations,
establishing a reputation for excellence in both ambiance and culinary offerings. This strategic
focus is expected to attract more discerning diners and significantly improve the brand's
perception within the community and beyond.

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2.5 Feeling
Emotional resonance encapsulates the sentiment that consumers develop for a brand.By
providing enjoyable and calming contemporary music, The Kapit’s masterfully cultivates a
positive atmosphere that enhances the dining experience. This carefully curated ambiance not
only enhances customer satisfaction but also fosters strong emotional connections with the
brand. Thus, reiterating these positive emotions and making sure that patrons associate The
Kapits with a satisfying dining experience depend on preserving and even improving this upbeat
atmosphere.

2.6 Resonance
Resonance gauges how loyal and in-depth a customer’s relationship is with the brand.
The Kapits distinguishes itself from other USM cafeterias by providing a wide range of food
options, including cakes, pasta, and burgers. This special offering makes The Kapits stand out
from its rivals and increases customer loyalty. Brand resonance and customer loyalty can be
further strengthened by keeping up with innovations and menu expansions. The Kapits can
continue to hold a distinctive position in the market and keep customers interested by
consistently releasing new and exclusive menu items.
The brand analysis has revealed a number of important areas that need to be improved in
order to revitalise The Kapits Cafe. It is imperative to take critical steps to improve operational
performance by addressing issues with manpower and seating, improve visibility and recognition
through improved marketing and signage, and refine the cafe's image by resolving ventilation
issues. Customers' perceptions and emotions will also be strengthened by improving the food
quality to surpass average taste expectations and preserving the pleasant emotional atmosphere.
The last point is that keeping your menu options distinctive and varied will increase consumer
loyalty and brand resonance. In order to ensure long-term success and growth in the cutthroat
food service industry, The Kapit’s must address these elements in order to develop a stronger,
more identifiable brand that strongly connects with its target segment.

2.7 Brand Communication Objective

Adored by both staff and students, Kapit’s Cafe holds a cherished place as a campus
favourite at USM. However, to ensure sustained growth and enhanced consumer engagement, a

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strategic revamp of the brand is imperative. This revamp will focus on refining marketing and
communication strategies, amplifying brand awareness, and increasing visibility. By
implementing these strategic initiatives, The Kapit’s can solidify its brand presence, attract a
broader clientele, and elevate the overall dining experience. This approach not only aims to
strengthen existing customer loyalty but also seeks to captivate new patrons, establishing Kapit’s
as a go-to destination known for its quality food, inviting atmosphere, and vibrant community
spirit.

Brand Communication Objectives:

1. Increase awareness and visibility of The Kapit’s.
2. Improve their marketing and communication of The Kapit’s.

The primary aim of the brand communication overhaul is to elevate Kapit’s Cafe's profile
and increase its visibility among both USM community and the broader public. Despite its
popularity among current patrons, The Kapit’s somewhat hidden location has limited its
recognition. Enhancing visibility is crucial to attracting new clients and strengthening the brand's
presence within the university community. Furthermore, creating an integrated marketing
strategy is crucial for effectively promoting Kapit's Cafe and its latest offerings. Clear and
consistent communication will be fundamental in articulating Kapit's unique value proposition,
highlighting recent advancements, and ensuring strong customer engagement. These initiatives
are intended to not only attract new customers but also strengthen loyalty among current patrons,
establishing Kapit's Cafe as a premier destination for exceptional dining and community
connection at USM.

3.0 Brand Communication Strategies

For small businesses to thrive in today's highly competitive market, it is essential for
them to have effective brand communication. The Kapit's, which is situated near Desasiswa
Cahaya Gemilang Harapan (CGH) in the main campus of USM provides a unique and serene
break from the hustle and bustle of daily life for USM students, staffs, as well as visitors seeking
quality and comforting foods and drinks.

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 However, their brand communication methods need to be strengthened in order to raise
awareness among their target audience, attract new customers, and retain the ones that they
already have. A comprehensive brand communication strategy for The Kapit's CGH includes the
utilisation of both conventional types of advertising, such as printed posters, and modern forms
of digital marketing, which are carried out through social media platforms.
The brand communication strategy that we propose for The Kapit’s CGH revolves around
the objectives that we have proposed earlier, namely objective 1 which is to increase visibility
and awareness for The Kapit’s CGH and objective 5 which is to improve their marketing and
communication.

3.1 Advertising - Printed Posters

In order for The Kapit’s to increase its visibility and awareness as well as improving its
marketing and communication efforts among its target audience, we propose for the café to
utilise local advertising through the creation of printed posters. In addition to advertising about
the café, this will also help to communicate about all of its basic information to the target
audience such as the location, operation hours, and what kind of foods they serve.
These posters should feature aesthetically pleasing as well as warm and welcoming
imagery of The Kapit’s CGH such as its foods and drinks, its interior setting, or photos of
customers enjoying their foods at The Kapit’s CGH to make the poster more inviting. The
posters should also feature engaging headlines, and a friendly tone that makes people feel
intrigued and eager to visit The Kapit's CGH.
These posters should also be placed at strategic locations with high foot traffic such as on
notice boards near the libraries, cafeterias, the mosque or at the student lounges within USM.
The timing of when these posters should be placed should also be coordinated with the period in
which USM receives the highest number of students and visitors such as during the start of the
academic year and during major events such as Karnival Keusahawanan & Kerjaya Pulau Pinang
(3KPP) or during Convocation Expo (ConvEx). The high number of people during these periods
will ensure that more people are exposed to these posters and in turn, will help to increase the
visibility as well as the awareness of these people about The Kapit’s CGH.

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3.2 Social Media Marketing - Video Content on Facebook and Instagram
In today's digital environment, it is important to take advantage of social media platforms
to engage with the target audience, increase brand recognition, and drive traffic to a business’
own website. Our recommendation for The Kapit's CGH to increase its visibility and awareness
as well as improving its marketing and communication efforts among its target audience is to
implement a strategic approach to social media marketing that emphasises platform-specific
strategies through video campaigns. This approach has the potential to considerably improve the
café’s online presence and attract more customers.
The social media platforms that we have chosen for The Kapit’s CGH are Facebook and
Instagram. This is because The Kapit’s has already established its presence on these platforms
especially on Instagram since it already has more than 12,000 followers on this platform. On
Facebook, even though its followers are not as much as on Instagram, The Kapit’s still managed
to accumulate more than 5,000 followers on this platform. Besides that, we chose these platforms
because Instagram is a visual-centric platform that is particularly effective in attracting younger
audiences, such as university students, making it the optimal choice for showing the aesthetic
nature and the pleasant experience that The Kapit's CGH can provide to its customers. Moreover,
Facebook is chosen because it is an essential platform for holistic marketing initiatives due to its
versatility. This allows The Kapit’s CGH social media marketing initiatives to reach a broader
demographic, such as parents and visiting family members, faculty members, and also other
visitors.
We suggest the use of video content because it is a potent medium for storytelling and
can substantially improve brand recall and engagement among The Kapit’s CGH target audience.
The concept for the video includes an in-depth review of food items at The Kapit's CGH by a
popular or relatable USM student. This will help to enhance the authenticity and relatability of
the video content, as the reviewer shares a similar demographic to the target audience of The
Kapit’s.
The video should start with a concise introduction highlighting the location of The
Kapit's, ensuring that the viewers are properly informed of its whereabouts. Additionally, it
should incorporate a brief tour of the cafe, showcasing its inviting and cosy atmosphere, seating
arrangements, and unique interior design. The primary emphasis of the content should be on
reviewing popular menu items, providing detailed descriptions of their flavour, ingredients, and

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presentation. The student reviewer should convey their authentic reactions and preferences, and
they should also enthusiastically convince viewers to visit and experience the food items offered
by The Kapit's CGH.
The video must be shot in high definition with clear audio to ensure that a quality content
is provided to the audience. This includes the use of good lighting which can also enhance the
visual appeal of the food items being reviewed. Since it is a food review video, it should be in a
longer video format that is engaging enough to attract the target audience and it should be ideally
between 5-8 minutes. The video will feature pleasant background music, captions, and quick
transitions to maintain viewer interest on the video. It will be posted on both platforms to
leverage both platforms’ unique features to maximise reach and during peak engagement times
for the target audience, such as evenings and weekends.
Once the video has been posted, metrics such as likes, comments, shares, and views
should be tracked to gauge the video's performance. Additionally, comments from social media
users should also be monitored for feedback and suggestions and The Kapit’s should also engage
with the audience by responding to their comments and questions promptly. A comparison for
the number of followers before and after the video campaign should also be conducted to assess
its impact on The Kapit’s social media audience growth.

4.0 Production of Brand Communication Materials and Execution

1. Physical Production - Poster
As for the physical production, we utilised the Canva application to create our posters
due to its wide range of free templates and attractive designs. Crafting an effective poster goes
beyond selecting suitable printing materials as it hinges more on careful design and editing
phases that align with Kapit's brand identity. Thus, we employ size, colour, and placement to
highlight key aspects. As an example, the headline text prominently features The Kapit’s name
and incorporates their slogan, "we serve ugly food that tastes good," capturing immediate
attention. In contrast, the body text provides comprehensive details such as operation hours and
location information, ensuring clarity and legibility. Besides that, selecting a colour palette that
authentically reflects Kapit's brand and evokes the desired emotions is essential. Therefore, we
utilise contrast to highlight key elements and ensure readability by integrating Kapit's official
colours which black and white for a consistent and elegant presentation. Thirdly, by integrating a

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QR code, it can also help to enhance the poster's modern appeal. The QR code is strategically
positioned to prompt quick scanning for direct access to Kapit's official Facebook and Instagram
pages. This seamless digital integration boosts audience engagement and interaction. Lastly,
prominently displaying Kapit's operating hours and locations at the poster's centre also enhances
clarity, ensuring visitors can easily locate and understand where and when to visit Kapit's.

2. Digital Production - Food Review Video

Video content is an effective promotional medium in the constantly evolving world of
digital marketing, enabling brands to captivate consumers and effectively communicate their
message. At The Kapit's, we use Capcut, which is a free and easy to use video editing
application, to create captivating promotional video that showcase the core qualities of The
Kapit’s products and services. Our video production strategy begins by prioritising the
presentation of Kapit's food's distinct flavours and sensations in a visually appealing and
fascinating manner. Our detailed preparation of lighting, camera angles, and framing guarantees
the production of high-quality video footage. Besides that, optimal lighting is also essential for
highlighting the cheerful tones and intricate textures of dish creations. Meanwhile, strategic
camera angles and framing methods are used to portray The Kapit’s dishes in the most visually
attractive manner. The visual components are intentionally crafted to captivate the viewer's
attention and create a sensory encounter that replicates the pleasure of eating at The Kapit's.
Furthermore, the editing process in CapCut is crucial in converting the original footage
into a professional promotional video once it has been taken. Our primary focus when editing is
to prioritise sound quality, guaranteeing that the audio is both clear and well-balanced. To further
enhance the video, we also included background music that aligns with the video’s tone to create
a sense of emotion that deeply connects with the viewers. In addition, we use sound effects and
memes to infuse the videos with personality and humour, enhancing its entertainment value and
leaving a lasting impression to the viewers. The integration of colourful graphics, great audio,
and engaging extra features results in this food review video that not only captivates the viewer's
attention but also successfully conveys the pleasurable eating experience at The Kapit's. With
careful attention to detail, our advertising video effectively attracts potential consumers by
inviting them to experience the flavours and atmosphere of The Kapit's.

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5.0 Budget and Timeline
A budget and timeline are essential components of every successful project, acting as the
basis for planning, carrying out, and tracking progress. They guarantee that resources are
distributed effectively and that the project remains on pace to fulfil its goals within the limits. A
precise budget and timeframe will lead the process of developing The Kapit's Cafe's brand
communication techniques and successful promotion of its services. The budget is the financial
plan for the project, describing the expenditures connected with each activity. The Kapit's Cafe
has a total budget of RM 230, which must be precisely dispersed among several programs to
optimise effect. The timeline of the project was done from 11th April 2024 (week 3 of the
semester) until 27th June 2024 (week 14 of the semester).

5.1 Phase One - Research and Analysis

The initial phase, spanning weeks three (11th April 2024) to five (25th April 2024),
focuses on research and analysis, with RM 30 allocated for market research, competitive
analysis, and a brand audit. During this week, the key emphasis will be on collecting thorough
data to better understand the cafe's existing market position and client preferences. This includes
creating and disseminating questionnaires to USM students to learn about their dining habits,
preferences, and views of The Kapit's Cafe. There will also be focus groups to look further into
key parts of the customer experience. This phase will assist in identifying critical areas for
improvement and informing future strategic choices. Simultaneously, a competitive study will be
conducted to determine the strengths and weaknesses of local cafes.
This will include visiting rivals and recording their products, prices, customer service,
and general atmosphere. The collected data will be collated into a thorough report, emphasising
areas where The Kapit's Cafe may distinguish itself and achieve a competitive advantage. The
last stage in this phase is to undertake a brand audit to assess the existing brand identity,
communication methods, and consumer perception. This will include examining existing
marketing materials, analysing consumer feedback, and determining the consistency and
effectiveness of present brand messages. The brand audit results will offer a clear picture of the
brand's present status and opportunities for improvement.

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5.2 Phase Two - Brand Strategy Development
During weeks six (2nd May 2024) to eight (16th May 2024), the major emphasis will be on
creating a thorough brand strategy for The Kapit's Cafe. This step is critical because it
establishes the groundwork for all subsequent branding and marketing activities. There is no
budget cost for the brand strategy creation guarantees that the process is complete and
successful. The initial step in this phase is to organise a brainstorming session with cafe's
management, employees, and chosen customers. These sessions seek to collect multiple
viewpoints and insights on the cafe's present brand perception, strengths, problems, and
possibilities. By fostering open conversations, it can find the key principles and unique selling
points (USPs) that should characterise the brand. These seminars will also allow the team to
align with the brand's vision and goals.
A thorough market study will be performed to better understand the competition
landscape, target audience, and market trends. This involves analysing data collected during the
initial research phase and conducting additional studies if necessary. Customer profiling will aid
in determining the individual demands, tastes, and habits of the target audience, especially USM
communities. Understanding client profiles will allow you to create focused and successful brand
messages that connect with your audience. Based on the insights gained from the brainstorming
and market study, the next phase is to create the brand positioning and message. Brand
positioning is deciding how The Kapit's Cafe will distinguish itself from rivals and establish a
distinct presence in the eyes of its target audience. This involves developing a convincing value
proposition that emphasises the cafe's distinguishing characteristics and advantages. The brand
message will be designed to consistently express this strategy across all touchpoints, resulting in
a unified and memorable brand identity.

5.3 Phase Three - Marketing Material Production

Marketing materials production is scheduled for weeks nine (23rd May 2024) to week
eleven (6th June 2024), with a large amount of the budget, RM 230, set out for making a
promotional video and developing posters.. To boost awareness and attract new clients, a
high-quality advertising video will be created. This video will emphasise the redesigned menu,
the better atmosphere, and the cafe's distinctive features. The procedure consists of scriptwriting,
hiring a videographer, filming, and editing. To reach a larger audience, the promotional video

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will be disseminated on multiple digital channels, including social networking sites like
Instagram and Facebook. In addition to digital content, physical marketing materials like posters
will be created and manufactured.
This poster will be carefully shared across the USM campus and surrounding regions to
create awareness among the USM communities. The design will emphasise the cafe's new offers
and encourage consumers to come. A comprehensive social media plan will be adopted,
including the development of interesting digital content. This includes creating images, writing
appealing messages, and scheduling material for several social media sites. Furthermore, a
portion of the cash will be allocated to promoting postings so that they reach a bigger audience,
improving the cafe's exposure. Most of the budget goes to the food that we paid for the
advertising video content and printing materials for the poster.

5.4 Phase Four - Campaign Monitoring and Evaluation

During the last weeks of the project, from week twelve (13th June 2024) to week fourteen
(27th June 2024), the emphasis changes to monitoring its progress. This phase is crucial for
determining the efficacy of brand communication initiatives and ensuring that project goals are
met. The no budget involved is devoted to monitoring and assessing the effectiveness of the
marketing materials created in earlier rounds. The marketing effort, which includes a
promotional video, posters, and social media material, will formally commence. This entails
distributing this content via a variety of channels in order to successfully reach the intended
audience. The campaign seeks to raise The Kapit's Cafe's exposure, attract new customers, and
improve interaction with current ones.
During this time, the emphasis will be on actively maintaining and optimising the
campaign to ensure that it works smoothly and has the intended effect. Specific KPIs will be
defined and monitored to assess the effectiveness of brand communication tactics, such as social
media engagement, customer feedback and reviews, sales performance, and brand recognition.
Analytics technology such as meta-analytics will be used to collect data on these KPIs. Regular
monitoring and analysis will assist in determining the success of marketing materials and
initiatives. By allocating the whole budget to monitoring and assessing the efficacy of brand
marketing initiatives, The Kapit's Cafe can assure a data-driven approach to attaining its goals.

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This phase is critical for determining the effect of marketing efforts, making informed choices,
and building the framework for future brand growth and promotion.

5.5 Budget and Timeline in Table Form

Week Task Budget (RM) Activities
3-4 Market Research and 30 Design surveys,
Surveys distribute to students,
analyse results
4-5 Competitive Analysis 0 Visit competitors,
& Brand Audit document
observations,
compile report
6-8 Brand Strategy 0 Brainstorming
Development sessions, develop
strategy document
9-10 Create an Advertising 90 Scriptwriting, hiring
Video videographer,
shooting, and editing
10-11 Poster and Print 110 Graphic design,
Materials printing
11-12 Social Media Content 0 Content creation,
scheduling, and
boosting posts
12-14 Execute and monitor 0 Marketing Campaign
the Measurement of Launch &
Brand Performance Review
Communication and Reporting
Performance

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6.0 Measurement of Performance Report for The Kapit’s Cafe Brand Revamp
6.1 Introduction
This report provides detailed performance metrics for The Kapit’s brand revamp
initiatives, with a strong emphasis on evaluating the impact of the digital food review video
alongside the creation of a physical poster. The overarching goal was to significantly enhance
brand visibility, attract new customers, and foster deeper engagement with our existing customer
base.

6.2 Objectives
1. Increase visibility and awareness
2. Enhance customer experience
3. Upgrade food quality and preparation
4. Optimise operational efficiency
5. Improve marketing and communication

6.3 Metrics and Data Collection Methods

6.3.1 Food Review Video Performance
The brand revamp's success is measured by monitoring key metrics like likes, comments,
shares, and new followers across related posts. Thus, we can evaluate the video's effectiveness
by monitoring key metrics like views, likes, comments, and shares. These metrics serve as
critical indicators of viewer engagement and reach, which can be gleaned from analytics
provided by video hosting platforms. This data is gathered using powerful social media analytics
tools such as Facebook Insights and Instagram Analytics. Facebook Insights provides in-depth
information on post engagement, page likes, reach, and other interaction metrics, offering
valuable insights into how audiences engage with the content. Similarly, Instagram Analytics,
accessible through Instagram Insights, tracks post-performance, engagement rates, follower
growth, and impressions, providing essential data to evaluate the campaign's effectiveness and
audience engagement.

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6.4 Results
6.4.1 Increase Visibility and Awareness
Social Media Engagement (Food Review Video Performance)
Metric Facebook Instagram
Total Views 72 4560
Likes 3 139
Comments 0 14
Shares 1 7
Average Watch Time N/A 17 seconds per view
New Followers N/A 33
Reach N/A 1917
Profile Visit N/A 75.1 % followers
24.9% non-followers
Table 6.4.1 Analysis of Video Performance Metric

When comparing two social media platforms, Facebook and Instagram, the data shows
that engagement on Instagram is significantly higher than on Facebook. This is because
Instagram users predominantly consist of youth aged between 12 to 45 years old. According to
McLachlan, (2023), recent statistics indicate that as much as 85% of Instagram users fall into this
age group of 45 years old and below. Considering that Kapit's Cafe also targets this age group, it
logically proves why the Instagram engagement rate is higher than Facebook. In contrast,
statistics also show that the age demographic for Facebook users is typically 25-54 (Brittle,
2023). It cannot be denied that the majority demographic within the Universiti Sains Malaysia
community comprises students aged between 18 to 24 years old. This is because Instagram
includes a broader range of users compared to Facebook. Therefore, this is also one reason why
Instagram has more engagement, as young people prefer Instagram over Facebook. Instagram is
one of the highly effective platforms to increase visibility.

6.4.2 Enhance customer experience

Customer experience refers to how customers feel about a company or brand based on
their interactions with it, which shapes their overall perception. This experience is closely linked

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to customer-based brand equity (CBBE), a model that focuses on how customers view brand
equity from their perspective, directly impacting their loyalty to the brand. At the beginning of
May, we visited Kapit’s for a site visit related to our assignment. As researchers, we noticed a
range of experiences during our time there. The Kapit’s offers a good customer experience in
terms of ambience. The dim lighting and soothing music create a very relaxing atmosphere.
Anyone visiting The Kapit’s is sure to feel chilled out, especially after a busy day. However, the
poor air ventilation inside The Kapit’s is a major issue when it comes to attracting their target
audience, whether it's the USM community or others. The inadequate ventilation system makes
the place hot and uncomfortable, which might discourage customers from returning. We
informed The Kapit’s staff about this issue and expressed our hope that they could improve the
air ventilation. At the end of June, we visited The Kapit’s again to see if there had been any
improvements. We were pleased to find that the ventilation system had indeed improved, as they
had serviced the two air conditioners inside. Now, the atmosphere is very comfortable, especially
after being out in the hot sun for a while. It’s clear that The Kapit’s values customer feedback
and takes it seriously.

6.4.3 Upgrade Food Quality and Preparation

As customers, we naturally expect delicious food to be served, especially when we're
hungry. Therefore, food quality and preparation are crucial for any business in the food and
beverage sector. This is because the quality of food directly impacts the café's reputation.
Positive reviews and word-of-mouth recommendations are more likely when customers are
pleased with their meals. Furthermore, superior food quality and unique preparation methods can
distinguish eateries from competitors, attracting more customers, especially in a competitive
market. As stated in our previous proposal, one of the main pain points for The Kapit’s is their
food quality. In this context, food quality and preparation refer to the taste of the food, the
freshness of the ingredients, and the presentation. These two elements are interrelated as both are
important for creating a positive perception among their target audience, encouraging them to
visit The Kapit’s. The food served at The Kapit’s is typically prepared in advance, stored in clean
containers, and then reheated when ordered by customers. This method ensures that food can be
served quickly, especially during peak hours. While this preparation method remains unchanged,
the taste and quality of the ingredients have significantly improved.

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 On our second visit, the food was noticeably tastier, and fresher compared to our first
visit, which is evident from our food review. Our reviews are honest assessments of each dish.
Moreover, The Kapit’s regularly introduces new menu items to attract attention. The latest
additions are ‘pasta tomyam’ and ‘pasta cili padi,’ which blend in Western and Eastern cuisines.
These new dishes incorporate spicy elements, appealing to the Malaysian palate, as many
Malaysians enjoy spicy food. Additionally, The Kapit’s has launched new desserts for the durian
season: Premium D24 Durian Cheesecake and Durian Burnt Cheesecake. These cakes are
available for pre-order only, due to limited stock, to ensure the quality of each piece. The Kapit’s
have made significant improvements in their food quality and preparation, moving in a positive
direction.

6.4.4 Optimise Operation Efficiency

Operational efficiency refers to a business's ability to deliver products or services in the
most cost-effective way without sacrificing quality. It involves optimising processes and
maximising resource use to ensure smooth and effective operations. For an eatery like The
Kapit's, operational efficiency can significantly impact overall performance and customer
satisfaction. During our first site visit to The Kapit’s, we found that only one staff member was
on duty at the time. As a result, our experience was not very positive; we weren't served well,
and our food took quite a while to be prepared. This was understandable due to the very limited
workforce at that time. However, during our second visit, we noticed improvements as the
number of staff had increased. As seen in our food review video, there were two staff members
on duty serving customers. Consequently, we were well attended to, and our food was served
quickly. Thus, having an adequate workforce plays a crucial role in ensuring the smooth
operation of a business.

6.4.5 Improve marketing and communication

In today’s digital age, the success of marketing and communication efforts is often
measured through quantifiable metrics such as views and likes on social media platforms. For
Kapit’s, a vibrant student-centric establishment, leveraging a food review video on Facebook and
Instagram offers a strategic avenue to enhance brand visibility and engage with its target
audience. This measurement report shows how the impact of this marketing initiative can be

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effectively measured through the views and likes garnered by the video. The number of views on
the food review video is a fundamental indicator of its reach. A high view count signifies that the
video has successfully captured the attention of a wide audience. This metric reflects the initial
interest generated by the food review video and its ability to draw viewers to engage with the
content. For The Kapit’s, monitoring the view count over time can reveal the effectiveness of the
video in attracting potential customers.
Besides that, we are also able to analyse trends in viewership, such as spikes following
promotions or collaborations with influencers, which can provide insights into the factors driving
engagement. As evidence, the engagement rate data for the video we produced is shown in Table
6.4.1 Analysis of Video Performance Metric. The views and likes on the food review video for
Kapit’s Cafe serve as pivotal metrics in measuring the success of the marketing and
communication efforts. By analysing these metrics, the cafe can gauge the reach, engagement,
and overall approval of the content. Through this focused evaluation, The Kapit’s can refine its
digital marketing strategies to foster deeper connections with its audience, enhance brand
visibility, and ultimately drive business growth.

6.5 Conclusion
The brand revamp campaign for Kapit’s Cafe has met all our objectives by achieving
remarkable success on various fronts. Central to our digital strategy, the food review video not
only achieved exceptional engagement but also sparked lively conversations and shares across
multiple digital platforms such as Facebook and Instagram. This promotional video, in
combination with our targeted social media efforts, has led to a substantial increase in
interactions, including views, likes, comments, and follows. Our initiatives to refresh the cafe’s
revamp, enhance its visibility, and tell the uniqueness of The Kapit’s have clearly resonated with
students and the wider community not only in USM but also around Penang area. Furthermore,
the improved brand presence not only attracts more customers but also cultivates a stronger sense
of loyalty and community among existing patrons. By effectively leveraging both digital and
physical marketing strategies, we have solidified The Kapit’s position as a beloved and essential
part of the campus experience. In conclusion, the successful execution of the brand revamp
campaign highlights the importance of a cohesive and well-targeted branding strategy.

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 The brand revamp campaign for Kapit’s Cafe exceeded expectations by demonstrating
strong engagement with the food review video and increased interaction on social media. These
results validate that the updated branding resonated effectively with our target audience and
significantly boosted The Kapit’s visibility.

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7.0 References

Brittle, J. (2023, November 29). Facebook vs Instagram in 2024 – Major Differences Compared
[Review of Facebook vs Instagram in 2024 – Major Differences Compared].
BigARTmob. https://bigartmob.com/facebook-vs-instagram/

Keller, K. L., Parameswaran, A. M. G., & Jacob, I. (2015). Strategic Brand Management:
Building, measuring, and managing brand equity. Pearson.

McLachlan, S. (2023, March 24). Instagram Demographics in 2023: Most Important User Stats
for Marketers. Hootsuite Social Media Management.
https://blog.hootsuite.com/instagram-demographics/

Renushara. (2020, September 2). Meet Mohamad Shafiq, who went from selling hotdogs under a
staircase to owning 3 cafes. WORLD OF BUZZ.
https://worldofbuzz.com/meet-mohamad-shafiq-who-went-from-selling-hotdogs-under-a-
staircase-to-owning-3-cafes/

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8.0 Appendices

Appendix A: Poster

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 Appendix B: Food Review Video

Appendix C: Instagram Insights of The Kapit’s Official Instagram Account

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