Is anyone can help me for a memo

Memorandum

To: Mauna Loa Caf6 Executives

From: Tim Jernigan

Re: Rebranding

5obSecl ? I would like to begin by thanking all of you for this opportunity to help our company prosper during this difficult economic downturn. I am positive that by incorporating certain brand distinctions we will be able to corner our very own section of the coffee and pastry market without surrendering any profit to our main competitor, Starbucks.

First, we must understand the Mauna Loa brand. Our gourmet coffee is imported from Hawaii, but we must also import the idea of Hawaii. We are a day at the beach, we are a vacation from everything Starbucks represents. Most coffee lovers go to Starbucks to work, and the d6cor of Starbucks is professional, not threatening but not entirely welcoming. Mauna Loa will be where people come to relax and talk with friends. They will come on dates, and they will come for a taste of luxury and atmosphere that they cannot find at Starbucks.

Each of our 220 stores will be renovated from a coffee shop into a coffee bar. When I say coffee bar I am \ , \iL

suggesting exactly what you think, we take the atmosphere of a bar that serves alcohol and apply ilto /,/. : . - \ our chain of coffee and pastry stores. We will offer flavored caffeine shots and top 40 music that will ' \ttl\ , make our customers want to talk and relax. Our seating will reflect our brand, comfortable couches divided into sections so that groups of friends will want to stay, relax, and order our coffee. Caffeine is a powerful thing, as a stimulant it makes the user talkative and releases dopamine; the feel-good,

naturally-occurring chemical our body releases to reward us for completing goals. Basically, dopamine is why we feel good, and it can become addictive. Our stores will focus on comfort and stimulus, the music

and release of dopamine will make consumers want to order more coffee and stay longer.

We will also extend our hours to accommodate the crowds leaving bars around 3" and 2 A.M. Most of our stores are located in major cities and are within walking distance to popular bars and nightclubs. With careful advertising we can easily brand Mauna Loa as a place to sober up before you drive home or

relax with a date before heading out for the night. The only way to edge-out Starbucks is to become cooler than Starbuclg-and the only way to do that is to attract younger consumers with new

tut experiences.

These renovations can all occur within company budget. Our new advertising campaign will take place

on social media such as Facebook and Twitter, where we will offer discounts to those who like our page

and follow us. This will allow Mauna Loa to target our core demographic immediately, sales will rise 40%

in our major locations and20% in rural areas. The only way to controlthe market is to make our own. Our luxury coffee bars will target a niche that Starbucks does not have, and the Mauna Loa experience

will be one that everyone will want to have.