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PMKT Project

TB30 (Bryan, Erman, Yizhao and Yu Cheng)
by

Bryan Tan

on 5 February 2014

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Transcript of PMKT Project

Marketing Mix
4 P :
Promotion
Price
Place
Product
Over 23 countries
HQ
SINGAPORE
5 1 outlets
Main areas :
Town
CBD
Sub-urban
Airport
Sentosa
DRINKS
CAKES
LOCAL DELIGHTS
KIDS
Marketing Mix
4 P :
Promotion
Price
Place
Product
s
s
Marketing Mix
4 P :
Promotion
Price
Place
Product
s
Marketing Mix
4 P :
Promotion
Price
Place
Product
s
Coffee Machines
Forum Galleria's The Coffee Bean & Tea Leaf
Introduction
Herbert B. Hyman
Southern California
Specialty coffee and tea retailer
40 years later....
largest
privately-owned, family-run coffee and tea companies in the world
“We select only the top one percent of Arabian beans and finest hand-plucked, whole leaf teas.”
Strengths
Weaknesses
Opportunities
Threats
Global Corporation
Top Quality Products
Well-established Brand
Consistent Company Growth
Corporate Philanthropy
Lack of Recognition and Reputation
Poor Advertising
Online Retail Operations
Shift to Organic Products
Advertisements
High-quality Brewed Coffee
Increasing Number of Competitors
Declining Coffee Prices
COMPETITORS
Target Market
Geographic
demographic
psychological
Whole of Singapore
Disposable Income
Age
Luxury Product
Membership
$$$
BEANS
rewards !!!
Chinese New Year
Christmas
Social Media
SWOT Analysis
Competitors
Target Market
Checklist
RECOMMENDATIONS
product
Research Lab
Special Drink Request
place
Open Space
Customisation
Choose coffee %
120%
100%
70%
30%

price
Bundle Pricing
Collaboration
promotion
Constantly Changing Offers
Elaborate Seasonal Offers
Heavy Human Traffic
$$$
Our Commercial
QR Code
S
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G
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Full transcript