Outcomes and Possible Improvements

By the time the campaign was launched, the agency was expecting a growth of 20% on
the Cafe Brazil’s market share and the results at the end of the marketing campaign
were even better growing 24%, from 0.20% to 0.25%. The agency was expecting an
increasing on sales on a rate of 20% and the results showed us an increasing of 21%.

The campaign was successful and we recommended a follow up for the next few
months to revaluate the strategies.

Reflection

I have created a coffee shop for this assessment since I love coffee and going to a coffee
shop is part of my routine. I’ve studied a several coffee shops - mostly of them small
business - to understand how a coffee shop could increase sales and market share
through a marketing campaign using convergent tools and techniques. It was very
challenging, but at the same time very interesting, learn and comprehend convergent
marketing strategies, tools and techniques and how it can be applied for a variety of
business.