G11 Camiguin - MARKETING PLAN Sample - THE COFFEE CLUB

MARKETING PLAN:
THE COFFEE CLUB

MELODY CHRISTY G. HAMBRE
PA U L C H R I S T I A N C A N O Y
CONTENTS
• Introduction
• Executive Summary
• Business Overview
• Market Analysis and the Competition
• Sales and Marketing Plan
• Operating Plan
INTRODUCTION
• Vision
• To Serve Cagayan de Oro the best cup of
coffee they’ve ever had.
• Mission
• Our values include providing fair wages for
workers, giving back to the communities we
work with, and serving great coffee.
EXECUTIVE SUMMARY
• The Coffee Club will be the go-to place for coffee lovers. The company plans on
serving the highest quality coffee and snacks in a trendy, comfortable atmosphere.
Our convenient location and excellent customer service should build a steady repeat
customer base.
• Our main products will be higher margin gourmet coffee products such as espressos,
cappuccinos, lattés, and a variety of snacks, including healthy alternatives.
• Strategically located within the city, easy walking distance from the technical
school, nursing colleges, and a variety of office complexes, we intend to
cater to students and young office workers by providing plenty of seating
outdoor space and superior customer service with a trendy vibe.
BUSINESS OVERVIEW
The Coffee Industry:
• Millennials are more social and mobile than
previous generations and prefer to have coffee with
friends in trendy, public locations, increasing the
popularity of high-end coffee shops. Philippines
statistics indicate that:
• Gourmet coffee's popularity is increasing across diverse
demographics
• The total coffee consumed in the Philippines in 2020 was
about 3.3 million 60 kg bags.
BUSINESS OVERVIEW
The Competition
• While there currently are other coffee shops within the immediate
area, neither offer patio seating or substantial parking. And since the
pandemic began, open spaces to promote physical distancing is a
trend, and most people resort into food deliveries and still be able to
enjoy their favorite coffee in the comforts of their homes
What Makes the Coffee Club Unique
• The Coffee Club marketing strategy is to cater to the young and
young at heart with top quality products, great service, and plenty of
seating indoors and out. We aim to be the place to meet with friends,
relax, and enjoy a great cup of coffee while strictly following the
minimum health protocols. Ultrafast wifi will enable office workers
and business people to readily communicate and work.
MARKET ANALYSIS AND THE
COMPETITION
• Given the proximity to schools and office complexes, our primary target market will be
office workers and professional business people. Both groups are heavy consumers of
coffee, tea, and snacks.
• Based on our customer surveys, there is a strong demand for a high-end coffee shop in
a central location that serves great coffee and has both outdoor seating and available
parking. The three most common complaints about the existing competition in the area
are:
• Inconsistent product: Discerning customers are reluctant to become regular patrons of a coffee
shop that cannot consistently serve a high-quality product.
• Lack of patio seating: Many people prefer to consume their food and beverages outdoors and to
maintain physical distancing.
• Lack of parking: The lack of parking makes it difficult to attract vehicle commuters.
SALES AND MARKETING PLAN
Our Product Offerings
• The existing competition uses lower grade beans, inexpensive
equipment, and does not properly train staff — resulting in
inconsistent product quality and dissatisfied customers.
• At the Coffee Club we are passionate about coffee and intend
to focus on consistently serving the highest quality product by:
• Sourcing premium beans and snacks and maintaining freshness at all
times.
• Using a top-of-the line espresso machine and related equipment.
• Providing baristas with professional training.
• By focusing on quality, consistency, and great customer
service, we will build a steady repeat customer base.
Pricing Strategy
• We intend to focus on specialty coffees including
espresso, cappuccinos, mochas, etc. as the profit margins
are much higher than regular coffee. For regular coffee
which is made with the best quality, we will not use drip
machines. Instead, each cup will be single served using
a coffee press so that every cup is up-to-the-minute fresh
and delicious.
• Our pricing will be competitive as the company will
targeting the general market. We believe that customers
will be happy to purchase their favorite product within
their budget and enjoy a great cup of coffee.
Sales
• The Coffee Club will be offering counter service in a
professionally designed, cozy, inviting interior space.
Interior seating will be a mix of smaller individual tables
with barriers, and longer, bench-style ones with barriers for
groups (5 to 6 members). Exterior seating will consist of
weatherproof tables and chairs with available sunshade
umbrellas. We intend to be open from 6:30 a.m.-5 p.m.
(dependent on the city’s curfew) on the on weekdays, and 7
a.m.-5 p.m. on weekends.
• In addition to cash, credit, and debit, we also will be
accepting Gcash and Pay Maya for purchases. We are also
working with food delivery companies for our products to be
accessible to those people who work from home.
Advertising and Promotion
• To minimize costs and connect with our customer
demographic, most of our advertising will be of the
digital variety (social media platforms). We intend to
aggressively promote our products using the following
methods:
• Our state-of-the-art website
• Daily specials announced on Facebook, Instagram, and Twitter
• Encouraging our customers to share about the Shop and the
products to their family and friends.
• Statistics demonstrate that loyalty cards and vouchers are
highly effective, and the Coffee Club will use a custom-
designed rewards card to promote repeat business.
OPERATING PLAN
Facilities
• The premises we have chosen is at Divisoria, Cagayan de Oro City. The
space features:
• 2,000 square feet of indoor space in a modern, well-maintained building in an excellent
location
• Approximately 500 square feet of outdoor patio space, with lockup racks for bicycles
• Existing zoning for restaurant usage
• The building owner is responsible for trash collection, recycling, pest control, and
security
• Utilities (water, electricity, gas, internet, phone)
Staffing
• Two full-time and four to six part-time baristas will be
hired at industry standard wages. Baristas will be trained at
a regional barista training academy. The two full-time
employees are previous employees of the owners. The
part-time employees will be sourced from the local post-
secondary institutions.
• Owners and staff will share all regular duties, including
taking orders, making coffee/tea, clearing tables,
restocking, dishwashing, maintaining washroom facilities,
etc.
• To increase employee loyalty, a bonus/profit sharing
system will be put in place.
Equipment
• The following equipment will be purchased:
• Commercial grade La Marzocco Espresso machine
• Espresso grinder
• We currently are negotiating the purchase of used
commercial equipment from the previous tenant,
including:
• Glassdoor fridge
• Dishwasher
• Microwave
• Misc. shelving, storage bins, etc.
• Maintenance contracts for the equipment will be
negotiated with local vendors.

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MARKETING PLAN:

THE COFFEE CLUB

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