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Marketing Strategy / plan
Transcript of Marketing Strategy / plan
will focus its marketing activities on reaching the people working in offices located close to the coffee bar young professionals, college students, commuters and teenagers.
Our market research shows that these are the customer groups that are most likely to buy blended coffee products.
4 Main competitors
Biggest coffee shop chains
To be the country’s leading producer of
ey actor to uccess
To revitalize and/or boost the local coffee industry.
, an 24hours coffee shop, sells coffee fruit drinks, other beverages and sandwiches in its 2,300 square feet premium coffee bar located near the Bonifacio Global City.
is the combination of coffee and fruit and inspired by the group who are all coffee and fruit lovers.
and Its Use of
K F S
EXPECT MORE THAN COFFEE
The chart and table below outline the total market potential (in number of customers) of blended coffee drinkers in Bonifacio Global City
According to Survey
STARTING CAPITAL AND EXPENSES
The Push-Pull Strategy will be used in promoting the product. Posters and flyers will be distributed as advertisements. These materials will highlight the benefits of drinking Kopifrutti products to entice consumers. The group will also use the great power of tongue, recommending the products to family, friends, friends of friends, officemates, co-workers and all sorts of connections.
The group find it ideal to put up its first business venture at the Bonifacio Global City. The group find it ideal because of the number of people in the place.
The target market and/or consumers are the young professionals, college students, office workers and commuters and all fruit and coffee drinkers.
The people that would be involved in this business venture are young individuals, out-of-school youth (OSY) and/or working students.
Kopifrutti price is more likely its competitor’s price. Its price however is not that low, as price goes along with quality. It also uses the psychological strategy of pricing, in which at first glance the price seems to be lower as compared with other competitors. For example, we priced P99.95 instead of pricing it by P100.00, P119.95 instead of P200.00 and P129.95 instead of P130.00. But still, the consumer still able to save 5 cents.
Our company logo:
A happy frog with the aroma of the coffee. The group chose a happy frog, according to Chinese zodiac means good luck and prosperity.
The green color, dominating the product logo represents nature. It is also the color of balance and growth. And the golden brown is a very down-to-earth color that relates to security, protection and material wealth.
Become selected as
"the best coffee bar in
The established three (3) objectives wishes to achieve.
Turn in the profit for the first month of operations.
The birth of started with the collaborative efforts of four (3) young BSBA Students who were required and challenged with their Marketing Professor to create a Business/or product with the use of technology.
It was in early July 2014 that the group started to create a business plan as part of requirements on World Wide Web Course.
Mr. Rosewill Ross M. Inmenzo
Ms. Rosan ligajino
Create the ultimate healthy coffee-fruit drink that satisfies the taste of every
To create employment for youth and/or students.
Provide customers the finest quality beverage in the most efficient time.
that will be both visually attractive to customers, and designed for fast and efficient operations.
aimed to build a solid base of loyal customers, as well as maximizing the sales of high margin products.
training to insure the best coffee preparation techniques
The group find it ideal because of the number of people in the place.
BONIFACIO GLOBAL CITY @ NIGHT
BONIFACIO GLOBAL CITY @ DAY
KEY FACTOR TO SUCCESS
A drink inspired by the group members who are all fruit lovers. These coffee-fruit drinks are not just great tasting but are also best for the health. Coffee is natural antioxidants plus the wonders of the different fruits make this drink not only enjoyable but also very beneficial.
This will be achieved by using high-quality ingredients and strictly following preparation guidelines. The store layout, menu listings and marketing activities will be focused on maximizing the sales of higher margin coffee fruit drinks.
Best tasting Coffee Fruit Drinks
Atmosphere in all the stores with the aim at reaching the human inner soul of the customer.
Creating a positive encounter for consumer who will return over and again.
was able to use social technology to its advantage and bring customers back to its stores by giving them an online space to submit ideas and provide feedback on the brand and their experience with it.
can serve as makeshift office and meeting place, unlimited Wi-Fi available in the store.
Ms. Erica Lois Manoca
Mr. Mark Daniel Mcalino
was formed by
Filipinos drinks coffee
9 - 10
-PCBI ( )
PHILIPPINE COFFEE BOARD INC.
A unique coffee drink inspired by the group members who are all fruit lovers. These coffee-fruit drinks are not just great tasting but are also best for the health. Coffee is natural antioxidants plus the wonders of the different fruits make this drink not only enjoyable but also very beneficial.
- Phil. Star
1. Kopifrutti is a 2-in-1 drinks, with a variety of flavours.
2. Kopifrutti is a healthy coffee-fruit drinks,
that does not only quench the customers craving for
coffee but also packed with health nutrients.
3. New and unique in the coffee-drink industry.
4. Great Ambience and Excellent Service.
5. Much more affordable than its competitor
1. Business owners are inexperienced in the
field of business
2. Limited Capital
1. Expand product selections to coffee cookies, sandwiches and the likes
2. Tie up with other companies for promotion
3. Government Assistance Program for Small Scale Enterprise
4. Loan Facilities available from the different Financial Institutions.
5. According to statistics more than 80% of Filipinos are coffee lover, thus a huge target market is already in place.
1. Competitors are greatly established (e.g. International Competitors)
2. Competitors have already gained a greater part of the market positioning
3. Trademark Infringements and other government restrictions
4. Volatile prices of coffee beans products and other raw materials/ingredients.
AVAILABLE FOR MAPS FOR BUSSINESS
The start-up expenses include:
• Legal expenses for obtaining licenses and permits as well as the accounting services totaling P25,000
• Marketing promotion expenses for the grand opening of KOPIFRUTTI INC. in the amount of
75,000 and as well as flyer printing (2,000 flyers at 3.00 per copy) for the total amount of 6,000
• Consultants fees of 20,000
• rent expenses for one month 100,000.
• Start-up inventory of 350,000, which includes:
o Coffee beans (12 regular brands and five decaffeinated brands) -
o Coffee filters, baked goods, salads, sandwiches, tea, beverages, etc. -
o Retail supplies (napkins, coffee bags, cleaning, etc.) -
o Office supplies
• Equipment for the total amount of
o Espresso machine – 300,000
o Coffee maker – 2,200
o Coffee grinder – 20,000
o Food service equipment (microwave, toasters, dishwasher, refrigerator, blender, etc.) – 350,000
o Storage hardware (bins, utensil rack, shelves, food case) – 100,000
o Counter area equipment (counter top, sink, ice machine, etc.) - 150,000
o Serving area equipment (plates, glasses, flatware) – 75,000
o Store equipment (cash register, security, ventilation, signage) – 150,000
o Office equipment (PC, fax/printer, phone, furniture, file cabinets) – 150,000
o Other miscellaneous expenses - 90,000
P 1,957,200 – starting capital