coffee ville - business plan

DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑASGOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY

TEL NO.: 805 – 8425

MARKETING PLAN

“COFFEEVILLE”SUBMITTED BY:

Juaner, Jorden KentLuague, Mary Kris

Macasinag, AnjienekaQuilatan, Joshua Nathaniel

Sanguyo, Anne Marie

BSBA IV – Marketing (3)

SUBMITTED TO:Prof. Jamaal Villapaña

Marketing Plan: Coffeeville


TEL NO.: 805 – 8425

I. EXECUTIVE SUMMARYCoffee and coffee shops have been

one of the trends in the market nowadays. Though coffee, before, has always strive to appeal to all ages, the popularity of it greatly increased as famous and newly arrived coffee shops popped up like Starbucks, Coffee Bean & Tea Leaf, Figaro, Costa Coffee and more. Most of the time, people will go to coffee stores not only to enjoy their cup of coffee but also to have a soft spot to relax and do their stuffs. And just recently, another coffee shop was established to try competing in the competitive world of brewing industry; and the said shop was named— “Coffeeville”.

This report strives to outline the strategic and marketing approach to be undertaken by Coffeeville— a newly opened local coffee shop.

The said shop has the potential to capture great market share that most of the coffee shops like Starbucks, CBTL and other independent coffee shops have conquered. The report contains strategies which will help the company to have a great jumpstart in the market and opportunities they might grab for some future time.



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The contents of this report include market segmentation, positioning and targeting along with the growth opportunities. Marketing and promotion strategies and the Sales Forecasts for the next Three months are also included.

II. COMPANY DESCRIPTION

A. Company Profile

THE-COFFEEVILLE-STORY

Rey Apolinario, an Overseas Filipino worker, together with his wife Liway Apolinario, a good baker, decided to put up a business for another source of income and to

provide people coffee and delicacies at an affordable price.

They always have the heart to serve people the coffee that is made by purely Filipino coffee beans and to provide them goodies that are homemade. And so, this lead to the creation of “Coffeeville”— a local coffee shop that offers local coffee and baked goods that are intended to satisfy one’s cravings. What’s good is it does extend its products coming along with good prices.

The shop opened last August 17, 2015 at #481 G/F Doña Nena Bldg. Real St., Almanza Uno (infront of SM Southmall), 1750 Las Piñas, Philippines.



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B. Vision & Mission Statement

Company Mission“We aim to transform every store into a living place where communication can happen in all its forms.”

Company Vision“Improve the lives of our guests; Support the communities we serve; and Promote our common humanity.”

C. Company’s Product Line/MixCoffeeville menu is all about great coffee, delicious foods and a dazzling array of hot and cold drinks.



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III. MARKETING GOALS/OBJECTIVES



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Growing the profitability, scale and market share of Coffeeville;

Proposing a good marketing and promotional strategies for the said shop; and

Increasing brand awareness and brand preferences.

IV. MARKETING MIX (current strategy) PRODUCT

o Products: Coffeeville offers a wide variety of foods and beverages intended to satisfy every mouth’s needs and desires. Their offers are proudly Filipino made.

PRICEo The prices of all the products are moderately high. But this is

offset by the outstanding quality and discerning tastes of products. One of the reasons for choosing the privileged and higher middle classes in the target market is the prices.

PLACEo Coffeeville does not just offer high quality products but also a

good place to chat with friends, do your office work, enjoy weekends and more.

PROMOTIONo Had done coupons for discounts on the opening day.

V. COMPETITORS ANALYSIS

Company Name

Differentiation Strategy

Price Place Promotion

Starbucks

Strong brand name

Premium

Pricing

Selective

Reward Card, Online ads, Print ads, Consumer Sales

PromotionsCoffee Bean &

Tea Leaf

Hand Picked and Blended

Teas and Coffee

Premium

Pricing

Selective

Swirl Rewards Card, Online ads, Print ads, Consumer

Sales Promotions

Dunkin’ Donuts

Good Doughnuts and Coffee

Value- Based Pricing

Selective

TV commercials, Online ads, Print ads, Consumer Sales

PromotionsMarketing Plan: Coffeeville


TEL NO.: 805 – 8425

combination

41%

30%

14%

15%

Coffee Shops Market Share

StarbucksCBTLDunkin' DonutsOther independent Coffee Shops

COMPETITION ANALYSIS



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VI. MARKET SEGMANTATION, TARGETTING, AND POSITIONING

A. MARKET SEGMENTATION*o Location Las Piñas

CaviteParañaque

o Age Groups: Kids 5 – 12 yearsTeenagers 16 – 19 yearsYoung Adults 18 – 25

yearsAdults 25 – 50

yearsMature 50 and above

o Gender: MaleFemale

o Marital and Familial Status SingleSingle with DependentsMarriedMarried with ChildrenMarried with Dependents

o Social Class Lower ClassMiddle ClassUpper ClassPrivileged Class

o Lifestyle Coffee LoverBaked Goods Lover

B. TARGET MARKET/S SELECTIONMale or female of 5 – 75 years of age who are residing in Las Piñas and/or other places but are willing to do a purchase



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effort. They could belong from middle to privileged class who has heart for coffee and baked goodies.

MARKET DEFINEDOur target market/s is specifically divided into different profiles:

Students and Youngsters- young men and women in the age bracket of 16 – 23 years are expected to form large sales. Youths are much updated and are always looking forward to something new. What’s better than finding out that the coffee experience they are looking for can be found at Coffeeville?

Professionals- belonging to all careers and in the age bracket of 24 – 45 years. Professionals are always looking for a convenient place to do their work while sipping at their mug of coffee and Coffeeville could be the place for them!

Families- Coffeeville’s menu caters to a variety of tastes and aims to satisfy all kinds of consumer from kids to the oldies. Though a lesser percentage than youngsters and professionals, families are expected to bring up sales to the company. Coffeeville’s wide array of scrumptious choices is designed to draw consumers of all ages; the melt-in-your-mouth, luscious desserts will without doubt make children love them while their parents can also enjoy the unique, delicious coffee; Making Coffeeville a complete family experience.

Mature Consumers- No questions asked. Mature individuals, most of them, are into coffee.



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45%

30%

10%

15%

Forecasted Sales per Target Individuals

Students and YoungstersProfessionalsFamiliesMature Consumers

C. POSITIONING The company is positioning itself in the market as a proud local

coffee caterer and homemade goodies provider. They have this company value proposition: “Coffeeville is where

the good food and good coffee is...it makes everything possible”

VII. MARKETING STRATEGY

A. Product Strategy Products offered are at its best quality so far so a change for

them is not likely needed at the moment. But what’s missing are the following:

The quality of the services. Proper selection or training of Barista and crews must be pushed. Excellence should apply not only to exceptional products but also to the insistence of perfect service.

Security for both the coffee shop and consumers. By putting CCTV inside the store premises, it can

add to consumers’ feelings of being safeguarded.



TEL NO.: 805 – 8425

WIFI. It is somehow important for establishments nowadays to have WiFi. It creates additional appeal of the shop.

B. Place/ Distribution Strategy The place is good. A simple, plain and quiet place to have a

soft spot and peace of mind. It has a great space that could still be utilized well. Additional decorations and furniture will surely add appeal to the store.

FRAMES WITH SAYINGS



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FURNITURES AND SOME COUCH REPLACEMENTS



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C. Promotional Strategy Advertising

The establishment was placed inside a building making it unnoticeable by public. By putting a signage outside the Doña Neña building (a small billboard), it will get consumers’ attention and interest.



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Creation of Coffeeville website.

The popularity of social media sites and websites themselves increased in the 20th century. So we will be using those social media sites as an aid in finding and communicating to present and potential customers.

Facebook:



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Twitter:

Instagram:



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Sales Promotion Sales promotion will be seasonal and it will be posted on

the website and the different pages on social media sites. We prepared three sales promotion for October, Halloween and Christmas:

WORLD’S TEACHER’S DAY

HALLOWEEN



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CHRISTMAS:



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Other Marketing Strategy Positioning Strategy

o We recommend that the Coffeeville create its own company tagline. We recommend this tagline— “Your sweet new getaway is just a sip away.”

PROJECTED MARKET SHARE

10%

39%

28%

12%11%

Coffee Shops Market Share

CoffeevilleStarbucksCBTLDunkin' DonutsOther Independent Coffee Shops



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*In over three-month period, Coffeeville is expected to increase its market share up to 10%.

VIII. IMPLEMENTATION AND CONTROLSTRATEGY DURATION EXPECTED RESULT

Hiring for new Baristas

September – December 2015

New trained and well-oriented Baristas are expected to bring the Coffeeville to another exceptional

service.Installation of CCTV

CamerasSeptember 2015 Security for both management and

the customersCreating a Mini Billboard stand

outside the Doña Nena Building

September 2015 Will create brand awareness and catch attention of bypassers near

the building.

Creation of Coffeeville Website and other pages in Social Media Sites

September 2015 Will lead to brand awareness and can be source of customer

feedbacks.

Installation of WIFI October 2015 Will lead to attraction and retention of current and new customers

respectivelyAcquisition of new decorations and

furniture for the shop

October 2015 Additional asset for the shop. It will also lead to attraction and

retention of customers.World’s Teacher’s

Day Sales PromotionOctober 5, 2015 Can lead to trial purchase and also

catch the attention of prospects and customers.

Halloween Sales Promotion

November 3 - 5, 2015

Will attract and retain potential and current customers

respectively.Christmas Sales

PromotionDecember 18 –

25, 2015Will attract and retain potential

and current customers respectively.

*You will notice that the plan requires too much investment. Well, it is normal for starting company to spend a lot of amount to increase the business value. And, investing will be worth it especially when you know that



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the company has a greater chance of conquering and defending its market share in some future time.

FUTURE PROMOTIONS AND EXPANSION PLANS

SWOT ANALYSIS



TEL NO.: 805 – 8425

Coffeeville has the potential to be popular in the market. Coffee shops like Starbucks and the like are offering their product at a very expensive price. While Coffeeville is there providing almost the same and sometimes more quality products at a lower price. And it’s time for Filipino to patronize companies which are offering local products— and Coffeeville, again, one of them. With proper management and Marketing effort, the said shop can be able to conquer a market share as big as Starbucks have; and have as much branches nationwide as other famous coffee shops do have.

RECOMMENDATIONS: The sales forecast for Coffeeville is very promising and

therefore a need to follow/try the marketing strategies stated in this plan must be considered.


coffee ville - business plan

Documents

great coffee

people coffee

costa coffee

coffee stores

cup of coffee

arrived coffee shops

independent coffee shops

opened local coffee