Development of a Communication Strategy for the Grab-and-Go Project «Coffemania Bez Tarelok»

This work is dedicated to studying the features of creating and implementing a communication strategy in the food service sector. The structure of the master's thesis consists of three chapters. The first chapter examines conceptual approaches, key components, and stages of developing a communication strategy, as well as their specifics in the food service industry. The second chapter analyzes the communication activities of the project and its competitors, including a SWOT analysis and a TOWS matrix. In-depth interviews with experts in the field, as well as qualitative and quantitative consumer research, were conducted. To gain a deeper understanding of the relationships between consumer archetypes obtained using the Persona Method and their expectations in brand communication, a cluster analysis was performed using SPSS. The third chapter proposes a communication strategy that includes all components from positioning to offline media. A communication activities plan was developed, target indicators were set, and the effectiveness of investments was demonstrated through the calculation of marketing investment returns.