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Team 2

Team 2. The Big Pitch II Team members Nazurah Huzzy Haikal Darren Aaron. Content Page. Roles of the team members NYDC Field Trip Observations Visuals Interview Questions Our next plan of action Conclusion. NYDC Field Trip. NYDC Outlet

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Team 2

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  1. Team 2 The Big Pitch II Team members Nazurah Huzzy Haikal Darren Aaron

  2. Content Page Roles of the team members • NYDC Field Trip • Observations • Visuals • Interview Questions • Our next plan of action • Conclusion

  3. NYDC Field Trip • NYDC Outlet • The team decided to head over to NYDC Novena Outlet • Purpose: research & conduct more background information about NYDC • Get interviews and to take down our findings & observations about the café.

  4. Role of the team members • Huzzy: Took down the observations that we saw at NYDC • Nazurah: Brainstorm on ideas to put into our communication concept • Haikal: Photographer & Interviewer • Aaron & Darren: Interview questions crafter & researchers

  5. Our Observations • Price range of food fits the Target Audience who are the affluent ones • Menu – Attractive, in a journal/notebook form. • Atmosphere – Deco portrays New York, vibrant colors. • Service – FAIL (too slow, poor seating management, no sequence in serving their food, short of manpower)

  6. Our Observations • Corporate colours are strongly present in the design of the outlet • Brand Pillars • Bonding (present, patrons come in a big group and mingle a lot) • Tribal (not present, atmosphere does not entice you to come back again) • Cosmopolitan (present due to the layout and deco of the outlet) • Celebration (not present, the atmosphere is too casual) • Dynamic (not present, there’s no hype in the atmosphere)

  7. Visuals that we saw Pastries & Cake being on display, presentation is organized & presentable NYDC Novena Branch, lunch hour was packed with office workers who were enjoying their meals Two Menus that consist of food and desserts

  8. Visuals that we saw New York inspired art bring out the ambience of NYDC Innovative way of using Art and Words for promotion deals NYDC Mannequin showcasing that their café is a place for celebrations as seen by those that have celebrated their birthdays

  9. Visuals that we saw NYDC is heavy on the feel of celebration with their corporate colours of red being use around the whole shop NYDC is crowded during lunch hour & brings out the spirit of celebration & happiness with the bright colours being use Latest mainstream music being played

  10. Visuals that we saw Customize your own Birthday celebration package Any occasion can be celebrated at NYDC , therefore it is catered to those who want a unique way of celebrating any occasion Long, variety of food , though expensive

  11. Food we ate NYDC Tomato Soup NYDC Kids Friendly Menu Surf & Turf Pasta @ $11.80 with a drink Dish that we did not order…

  12. Food we ate NYDC New York Cheesecake with whipped cream & strawberry sauce Ham & Cheese @ $10.80 with drink Spiked Affagato that was Aaron’s favourite dessert

  13. Interview Questions • Response from Howard Manager of NYDC, 38 years old on communication strategies that NYDC use : • Communication Strategies that NYDC has use • Email • Flyers • Sms • Credit Card discounts (Standard Chartered) • Meaning of NYDC motto : “Celebrate Life, Big City Style” • “Means Fun , Celebration as friends, office workers, couple and families” • Goal of NYDC: “Usage of Décor, Ambience, Element of Surprise & casual dining”.

  14. What we plan to do next week • Come up with strategies for them to promote and fulfil their brand pillars • Strategies to advertise NYDC (on the different platforms) • Planning , brainstorming & to come up with possible advertisement campaigns based on our findings and the Big idea • Conduct an online survey via Survey Monkey to find out about the public experience of NYDC

  15. Conclusion So what is the meaning of NYDC motto : Celebrating Small Worlds Big City Style? • It means NYDC is seen as a place for Celebration as it places emphasis on the New York Deco and ambience of the place through it’s presentation of food & desserts • Small Worlds is a term that means that it is a place where friends meet and hangout together at this place as the world is indeed small • Big City Style means The Whole New York package which range from the food to the whole décor of the place to simulate a New York feel

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