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CAFE 13

Marketing Plan
by

Jackie Maldonado

on 28 June 2016

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Transcript of CAFE 13

References

Café 13
"Golden's Living Room"

Presented By:
Jaqueline Maldonado​
Stephanie Martinez
Ana Puente​
Ian Stanley​


Objectives and Goals
Here at Café 13 we want to maintain a solid, reliable reputation in Golden and provide continual investment in the community. To be the coffeehouse of choice for the local Golden community, downtown business workers, students, and tourists, by providing a higher quality experience than any other competitor.
Competitive Analysis
Local Competition
The Windy Saddle
Higher Grounds
Offers tea, baked goods, and other food​s
Large majority of students from Colorado School of Mines frequent this café​
Offer Mines graduate students discounts on select days​
Not currently involved in social media
Offers fresh food made from scratch for
breakfast, lunch and dinner
Fresh pastries- In-house bakery​
Drinks ranging from a wide selection of beers, wines, coffee and coffee bean flavors from around the world​
Soups, salads and sandwiches​
A new menu is introduced each weekend​
Marketing efforts include:​
Facebook​
Discounts to city employees and students
D'Deli
Brand Identity Elements
Name: Cafe 13



Logo:


Colors: The colors use in the restaurant itself are: Purple, green, yellowish/green, brown. And surrounding their logo shown outside with light blue.
Tagline: Golden's Living Room
Color Psychology in Businesses
It is important for businesses to have a consistent look as it plays an enormous roll for its success.
Colors have a subconscious effect and it gives businesses invaluable tools to get the best responses in creating a successful business.
Recommendations in Colors and Decor
Cafe 13 will continue with its eclectic concept. We recommend changing the colors to:
These colors will give Cafe 13 a sense of space and most importantly a consistent look. Colors are recommended also on logo.
Consumer Price Orientations
This industry has
moderate
to
high
threats​

Threat of new entrants:
Moderate​

Threat of substitute:
High​

Bargaining Power of Buyers:
Moderate
Pressure​

Bargaining Power of Suppliers:
Moderate
Pressure​

Intensity of Competitive Rivalry:
High
Cafe 13. (n.d.). Cafe 13 Menu. Retrieved from http://www.cafe13golden.com/menu.html

Color Psychology to Empower and Inspire You. “White in Business.” Retrieved from
http://www.empower-yourself-with-color-psychology.com/white-in-business.html

D'Deli. (2015). Menu - D'deliD'deli. Retrieved from http://ddeligolden.com/menu/

IBISWorld. (2015, February). The Retail Market for Coffee. Retrieved from http://0-clients1.ibisworld.com.skyline.ucdenver.edu/reports/us/iexpert/default.aspx?entid=6098

Pure Home, ICS 11-7 Interior Color Formula. Retrieved from
http://www.purehome.com/index.php/decor/wall-decor/paint/interior-paint/colors/ics-11-
7-interior-color-sample

Pure Home, ICS 18-1 Interior Color Formula, Retrieved from
http://www.purehome.com/index.php/decor/wall-decor/paint/interior-paint/ics-18-1-
interior-color-sample

Windy Saddle. (2015). Menu « Windy Saddle. Retrieved from http://windysaddle.com/menu/
http://scholar.harvard.edu/files/nithingeereddy/files/starbucks_case_analysis.pdf
denverpubliclibrary.org

Cafe 13 is a locally owned coffee house located in the Colorado National Guard Armory Building.
Expand business online
Sell products and coffee in bulk
Place menu orders for pick-up
Technology
Loyalty Program
Free Trials
Bundle Pricing
Breakfast
1B)
Tex-Mex Scramble served with a regular coffee (juice, add $0.75) and a piece of fruit (baked-good, add $1.25). (
May substitute the toast for tortillas
) - $11.50

2B)
Greek Scramble served with a regular coffee (
juice, add $0.75
) and a piece of fruit (baked-good, add $1.25). - $11.00

3B)
Aussie Scramble served with a regular coffee (juice, add $0.75) and a piece of fruit (
baked-good, add $1.25
). - $11.00

Lunch
1L
)
Reuben Sandwich served with a soda and a bag of chips (
Fruit, add $0.50
). (
May substitute the soda for other drink option at an extra charge
) - $10.75

2L
)
BLT served with a soda and a bag of chips (
Fruit, add $0.50
). (
May substitute the soda for other drink option at extra charge
) - $10.25

3L
)
Pesto Grilled Cheese served with a soda and a bag of chips (
Fruit, add $0.50
). (
May substitute the soda for other drink option at extra charge
) - $10.00

4L
)
Turkey Pesto served with a soda and a bag of chips (
Fruit, add $0.50
). (
May substitute the soda for other drink option at extra charge
) - $11.00
*
A cup of soup or side salad may be added to any option for an additional $1.75


Price-Conscious Customer
Seeks the lowest price possible
Prefers not to spend more then they have to.
Value-Conscious Customer
Want to get the most bang for their buck, i.e. meal bundles.
SEO
PLACE
ACTION PLAN
Product Strategy
Up-Selling
Cross-Selling
Staff
Promotional Strategy
Budget: $13,500
Projected sales for 2015 by 3%
Creative Strategy
Leverage on trends:
Shop Local
Colorado Pride
Retired In The Suburbs
40 plus
High Income Smarties
Favorite media selection:USAToday.com and newspapers
Urban Cliff-Dwellers
Largely 30 somethings but also have an above average number of residents over 65 years old
Food preferences: grab and go
Favorite media selection: radio, news, jazz
BUILDING SALES
3. INCREASE THE SIZE OF THE AVERAGE SALE
Menu items that offer "Meals" that bundle products together at a special price.
Weekend brunch
Continually add "back end" products such as gift baskets, coffee, pastries, specialty drinks
Suggest complimentary products
Simply raise prices
1. CONTINUALLY ADDING NEW CUSTOMERS
Advertising
Remarketing
SEO
Publicity in the media
News channel
Radio
2. INCREASE PURCHASE FREQUENCY
Up Selling
Cross Selling
Loyalty- Emotionally bond customers
Media
Mail
Email
Social Media
Remarketing
Head/Heart Motivators
Value
Performance
Quality
Status
Recognition
Peace of Mind
Mailing and Emailing to current customers
Loyalty Programs
Cross Selling additional transactions
Social Events
Great Customer Service
"Best Customer Programs"
Married In The Suburbs
30 year olds
College educated
They will buy both whole coffee beans from an upscale coffee shop and ground coffee shop from a donut shop
Computer savvy and a variety of magazines is their preferred media selections.
Why these colors?
Yellow/Green:
It's associated with food and it produces a warming effect.
Orange (somewhere between salmon and terracotta):
It is associated with joy and sunshine and it gives brightness and energy. It can highlight most important elements of design.
White:
It is a neutral color and it balances the other two contained with it.
Who are the Customers?
Social Media
Increased website visibility
Offers a variety of different sandwiches with 120 different ingredients to choose from.
Types of sandwiches
Cold
Hot
Vegetarian
Premium Subs
Rocky Mountain Soda (Local)
6 different flavors
THANK YOU!
"Best Customer Programs"
Loyalty Program
Free Trials
Bundle Pricing
Identifying Cafe 13's Best Customers and providing them with special treatments and marketing to find customers that match them can build sales.
Strategies are based on the 80/20 Rule
1. Define and Segment
Householders age 45 to 74
Married couples without children
Married couples with adult children at home
Average Household spending of coffee $106.37
Free samples of the cinnamon rolls offered at the register.
Great way to implement cross-selling.
Allows the customer to try new items without the commitment of having to buy it.
Offer samples of new products too.
Customers that spend $106.37 a week/$5,531.24 a year with us.
2. Provide the Best Customers with Extra Attention/Benefits
3. Profile BC's and find new customers that match that profile
Bundling certain complementary items together (examples on next slide)
Paired with high profit items such as coffee or a piece of fruit.
Options will be displayed on the board behind the counter.
Key Accounts: Clients that spend $106.37 a week/$5,531.24 a year.
Target Accounts: current or potential clients that have key account potential
Secondary Accounts- all other accounts
Facebook
390 likes
710 "check-ins"
Excellent place to reach current and new customers
Promotional efforts
Discuss events at Cafe 13

Buy 10 cups of coffee and get the 11th free!
Customers need to be more aware of the loyalty program.
Display a sign at the cash register
Increases purchase frequency
Getting to know the customer better
Database marketing collecting emails to send relevant and personalized messages to current customers.
Full transcript