The Role of PR Assignment: ShakesPeer Cafe (1)

The Role of Public Relations Assignment
Product Launching:
ShakesPeer Cafe



1. BACKGROUND

1.1 Company Background

• Name: ShakesPeer Café
• Location: Jl. Kemang Raya No.2
Kemang, Jakarta Selatan
• Opening hours:
o weekdays: 11am-10pm
o weekends: 11am-12am
• Target market:
o Gender: male and female
o Age: 18-30
o SES: A-B
o Occupation: students, young professional
o Lifestyle: like to hangout, enjoy live music and theatre
• Seating capacity: 70
• Interior design:
o Wooden table
o Brown and Maroon sofas
o A wooden bar table
o Red-brick wall
o Wooden floor with carpet
o Carpeted stairs
o Classic minimalist voyeur and restroom


1.2 Product Info

Live music:
o Performance hours:
 Weekdays:
• Day: 12pm-2pm
• Night: 7pm-9pm
 Weekends:
• Day: 12pm-2pm
• Night (Friday and Sunday): 7pm-10pm
o Band: in house band, or invite well known band on special occasion
o Genre: pop ballad, jazz, by request

Theatre:
o Performance hours: every Saturday, 8pm onwards
o Cast: cooperate with IKJ student of theatre
o Genre: musical

ShakesPeer Café facilities:
o 4 Balcony tables (4 seats/table)
o Popcorn stand (only on theatre performance hours)
o A bar table providing beverages
o Wi-Fi
o An I-Pod provided for each table

Specialties Menu (Named after Shakespeare’s plays and characters):
o Food:
Troilus and Cressida
Chicken Fillet and green vegetables mixed with Asian herbs and spices
Julius Caesar
Fresh watercress, carrot, cucumber, tomatoes, cheese and onions topped with creamy dressing and lemon juice.
Spicy Cleopatra
Spicy fish cubes and fresh vegetables mixed with exotic and fiery Thai spices
Coriolanus
Creamy mushroom and black pepper soup
Mark Anthonie
Warm potato and garlic soup
Cymbeline
Clear vegetable soup with peas, carrots, potatoes, and delicious meat cubes
The Three Witches of Macbeth Roast beef, tomato, and cheese between warm and crispy toast
Pasta Mercutio Fettuccini pasta stir fried with olive oil, black pepper, basil and oregano
The Tempest Sirloin steak with sun dried tomato and tempting garlic sauce
The Gentlemen of Verona Tenderloin steak with traditional Italian herbs and spices

o Desserts and Beverages:
Othello Oreo cheesecake with the cookies on top and bottom.
Lady Macbeth Cheesecake with biscuit base and raspberry layer.
Hamlet Choco Melt Soft chocolate cake with hot liquid chocolate inside.
Lady Viola French vanilla ice cream and caramel sauce served with fresh peaches .
Romeo and Juliet The most perfect couple. Dark chocolate cake with soft french Vanilla ice cream
Twelfth Night Cold Cappuccino with a dash of taste of wild berries
Winter’s Tale Blends of Ice, milk, and your own selection of caramel or mocha latte
As You Like It Hot Chocolate Fudge with generous amount of marshmallows
Midsummer Nights Dream Black Coffee and white chocolate mixture with vanilla ice cream on top
Measure for Measure Delightful mix of Vanilla Latte, caramel, and milk chocolate

o Wine List
Dessert Wines Fonseca 10 year-old Tawny Port Elderberry Honeywine Warre's 2003 Vintage Porto Dow’s Porto Port Vintage 1994 Red Wines Ravenswood 2003 Lodi Zinfandel Wine Ravenswood 2003 Zinfandel Lodi 2005 Chateau La Roche Saint Jean Bordeaux Pinot Noir White Wines Al Verdi Pinot Grigio '06 Wine Chardonnay Snoqualmie Sauvignon Blanc 2004 Martin Zahn Pinot Gris 2004

Entire food’s and beverages’ price (except wines) are ranged between Rp. 22.500,- to Rp. 48.500,-.

1.3 SWOT Analysis

Strength
• Live music and theater concept which is new in Jakarta
• Strategic location
• Delicious food taste and its unique name which makes people more anxious
• Wi-Fi facility
• An I-Pod on each table
• Interesting cafe launching concept
• Nicholas Saputra and Titi Kamal play theatre on launching event

Weakness
• Limited seating capacity, needs reservation on special occasion
• Expensive price of food and drink
• New café, not yet well known

Opportunities
• No direct competitor with exactly the same concept
• The target market lifestyle which love to hangout at café
• The taste and lifestyle of people living in Kemang match the café’s concept
• Young people always anxious with new things(cafe) around them

Threats
• The unwillingness of reporter to come to the launching event because it is a new café
• There is belief that music and theatre performed in ShakesPeer Café are old fashioned and not suitable with today’s trend
• The number of people which are considered in A and B SES in Jakarta are still limited.


1.4 Conclusion

From the company background, product info, and SWOT analysis, this new café has a unique concept of joining live music and theatre together under one roof. Choosing Kemang as the place makes it reachable. The unusual names for foods and drinks are making people more willing to try. With Wi-Fi facility, this café interacts busy business person to come and enjoy different atmosphere that couldn’t be find anywhere else. It also has a VIP room to be used for either private party or meeting.
As a new café, it must have some problems that every new café face. ShakesPeer café is the café with live music and theatre concept so not many people can easily cope with this new lifestyle. This café targeted its customer specifically so it becomes an exclusive hangout place. The expensive price also has to be considered. The limited seats available which need reservation on weekends are going to be a big deal.

2. THE OBJECTIVE

ShakesPeer Café is a new cafe in Jakarta bringing new unique concept, live music and theatre, will enrich Jakarta’s café industries. It carries important message to live up the art of theatre and music especially in Jakarta. It also has vision to be one of the coolest and most exclusive hangout places in Indonesia.

The objective of this launching event is to introduce this café, through mass media with press conference, so that people know the existence of this new café. The programs in this launching event will give you a view of the new café’s concept.

On the launching event, there will be a theater play and live music performance from in house band. The purpose of these performances is to introduce the ShakesPeer Café not only as a hangout place but also a place where theatre is performed to show its interesting and modern side.

3. TARGET PUBLIC

ShakesPeer Café’s target public on the launching event is mass media:

• Printed media:
• Magazine: Cosmopolitan, GoGirl, Trax, Rolling Stone, Mix
• Newspaper: Kompas, Media Indonesia
• Broadcast media:
• TV: O-Channel and Jak-TV
• Radio: Trax fm, Female radio, Jak fm, Hardrock fm, Prambors radio, U fm

The reason why we choose these media (magazine and radio) is because the target markets are paying a lot of attention on these media. We also choose O-Channel because it has the “Rekomendasi” program which recommends new places to hangout including cafe, and Jak-TV has “Jakarta’s Event” program which reports new events in Jakarta including launching event. We also invite reporters from newspapers because they can reach the busy and professional target markets who don’t really enjoy other kind of media.

Beside that, we also invite some public figure as guest in Café’s launching event:

Cornelia Agatha (theatre performer)

Tamara Blezynsky (actress and theatre performer)

Upi Avianto (director)

Tora Sudiro (actor and theatre performer)

Teuku Zacky (actor and theatre performer)

Tompi (singer)

Glenn Fredly (singer)

Maliq and D’Essentials (Jazz band)

4. PROGRAM

In ShakesPeer Café’s launching event, we choose the media press conference way to introduce this café. In the event we invite the reporters and some public figure, especially those who are the theatre players and singers.

In this event, ShakesPeer Café wants to give the public a quick view of how the café will be. To deliver this message, there will be live music matched with the café concept which is pop ballad and jazz. For the main show, there will be a theatre performance played by Nicholas Saputra, Titi Kamal, and also students from IKJ. They will play Romeo and Juliet musical version. Café points toward Imam Wibowo as Master of Ceremony because of his experiences and image which can carry the café’s image.

The interesting part of the whole event is the will be waiters and waitresses with English 18^th century costumes, especially those which are used in Shakespeare’s novels. They will welcome the guests, serve drinks, and help during the event.

Rundown

10.30am-11.00am: registration

11.00am-12.00pm: press conference

11.00am-11.10am: welcoming speech

11.10am-11.40am: presentation

11.40am-12.00pm: question and answer session

12.00pm-12.45pm: theatre performance

12.45pm-13.30pm: live music and lunch time

5. EVALUATION METHOD

By the launching event, ShakesPeer Café introduce it self to public. The café will get either compliments or critics about it self in the end. By all the comments given by invitations, ShakesPeer Café can improve their service and product to satisfy the customer needs and wants.

After the launching event is done, we must do the evaluation on the launching event and press conference. The evaluation has a purpose which is to measure how success this launching event is. The Methods that will be used are:

· Calculate the number of invitations participated on the event

· Calculate the number of event reported in mass media

· Calculate the number of customers coming to the café after the launching day

· Review and discuss the content of the articles written by reporters on mass media.

From the result of the evaluation, the café will get an image of how public response on the new lifestyle and entertainment the café provided. This will also show the public excitement on the whole café’s concept.