PRIMI is a South African based restaurant founded by Peter Castle and Francesco Zanasi. Their vision materialized in the PRIMI WORLD brand. Now, PRIMI is a leading South African brand that is expanding to international territories. With a thriving influence by Italian tradition and cosmopolitan influences, PRIMI specializes in delicious pasta and pizza and has over 16 stores in South Africa and 1 in Botswana.
Previously PRIMI placed focus on developing a culture of #PRIMIEnergy #URBANEnergy. However, PRIMI’s target audience was not well defined.
The 3rd year marketing students at the Cape Peninsula University of Technology are tasked to define PRIMI’s target audience, and create an integrated ONLINE and OFFLINE marketing campaign that speaks to the identified target audience.
- Conduct research to identify PRIMI’s target audience and organize them into key personas.
- Create an integrated ONLINE and OFFLINE marketing campaign that speaks to PRIMI’s Identified target audience.