Marketing Plan

(Product: Coffee Shakes)

EXECUTIVE SUMMARY
The selling of this product, Coffee Shakes, has just started and running for the past 2
months. At first, it was very hard to gain profits because we were the community that has many
sellers of coffee. We all know coffee shops that are well-known to the consumers, that is our
greatest struggle, our competitors. But compared to the coffee shakes that they are selling, ours
are affordable but really taste good.

It was not easy to maintain the profit that we want, but for a business that is a newbie to
the community, I can say that we are doing good. For now, we do not have all the equipment
that we need and a place that will satisfy the customer’s demands and expectations because we
were just in a stall which is enough for now. Since our coffee shake is a coffee shake, we provide
blenders, minor equipment that we need and bought different types of coffee so customers will
have many options.

Our Vision Statement

Our vision is to build a coffee business that will serve as a stress reliever to our customers, and
at the same time to meet their needs when it comes to coffee.

Our Mission Statement

To sell a coffee that will serve available assorted coffee shakes to our highly valued customers.
To make its best effort to create a unique place where customers can socialize with each other
in a comfortable and relaxing environment while enjoying the best-brewed coffee or espresso
and pastries in town. We will be in the business of helping our customers to relieve their daily
stresses by providing peace of mind through great ambiance, convenient location, friendly
customer service, and products of consistently high quality.

Goals
 Financial Goals

1. Obtain financing to expand manufacturing capabilities, and increase distribution.

2. Increase revenues by at least 50 percent each year.
 3. Reduce variable costs through efficiency gains.

4. Reach profitability within the first year.

 Nonfinancial goals

1. Develop a successful Internet site, while maintaining strong relationships with retailers.
2. Develop its own conservation program aimed at helping communities raise money to
purchase open space.
3. Store design that will be both visually attractive to customers, and designed for fast and
efficient operations.
4. Marketing strategies aimed to build a solid base of loyal customers, as well as
maximizing the sales of high margin products, such as espresso drinks.

SITUATION ANALYSIS
Our first objective as we start selling this product is, of course, to gain a profit. We
observed for the first 5 days if we will need more adjustments if we need to invest more money
if our pieces of equipment are enough for the demands of the consumers, and if the taste of our
product satisfies the needs of the coffee shakes lovers. We conduct a survey, to our first buyers
and their response was good but, of course, there will always be negative comments.

Being a beginner for selling these products and being a small scale coffee business, we
will still conduct a SWOT analysis. We did this to ensure that we have what it takes to run a
coffee business and to determine the problems as well as the solutions so we could be effective
and efficient.

Here is a summary of the result from the SWOT Analysis that was conducted:

 Strength:

1. Our area of strength is that the founders understand the target market and product and
have strong managerial skills.
2. Our product is more affordable and worth it more than its price, also;
3. The varieties of coffee shake that we serve, and also;
 4. Our excellent customer service.

 Weakness:

1. The perceived weakness of our business could be that we are starting on a small scale.
2. Just a stall.
3. A limit space to expand the business.
4. A little number of buyers.

 Opportunities:

1. Some of the buyers are likely to try our different types of shakes.

2. It creates a page on Facebook and accounts on Instagram so it can get the attention of
other consumers.

3. We will start to create a website for this small business to reach more customers.

 Threat:

1. Our large and well-known competitors.

2. Cost of market products in increasing newly highly products.

3. To gain the trust of the consumers.

PRIMARY COMPETITORS ANALYSIS

Every establishment has a competitor. Understanding the strengths and weaknesses of a
competitor or potential competitor is critical to making sure the business survives and grows.
You need to thoroughly assess the competitor on a regular basis even if you only plan to run a
small business.

In fact, a small establishment can be especially vulnerable to competition, especially

when new companies enter a marketplace. From the recent statistics released, Starbucks and
Costa Coffee are some of the leading Coffee Business Company in the world. For a small scale
coffee shake business, it is hard for us to cope up. It is hard to compete with that kind of shop.
We might have many differences but the main difference that we had is that their products are
expensive but delicious while our product is not that expensive like them but as delicious as
their product, it can also be more delicious than theirs. Our product is worth it,

TARGET MARKET

 The target market for Blue Sky products is active consumers at least 15 years old—just
like students: who usually needs coffee when they have lots of requirements in school,
corporate executives, Business Men and Women; who is tired of working and needs a
little sip of coffee for some energy boosting and to relive the stress, Sports Men and
Women: who is at the same time a students who needs to save energy so they can give
time for their studies as well as their sports, tourists; who might find a new products in a
community and families.

 These active consumers represent, mostly, demographic group students and individuals
who need some stress reliever; they are single or married and raising families.
Household incomes are not that material, for now. Despite their incomes, these
consumers are price conscious and consistently seek value in their purchases.
Regardless of their age (whether they fall at the upper or lower end of the target range),
they lead active lifestyles. They are somewhat status oriented but not overly so. They
like to be associated with high-quality products but are not willing to pay a premium
price for a certain brand. Our customers tend to live to not so far from malls.

Market Positioning
 Every seller has their best-selling products (in our case, the best selling coffee shake) and
that is the one of the reason or purpose which the customer had in their mind before
deciding to buy and went to the business’ place. It will make the customer stick with
them so they must make sure that they will satisfy, not only those needs but also the
wants of their customers. Because in just one mistake they may lose them. We are
selling the same product as the other coffee shop has but we differ on how we connect
with people using the product, the taste of the foods will give a positive impact on the
customers and will surely fulfill their satisfaction because they are delicious and having a
good quality.
  They have a variety of menu were in they serve the appetizer, dessert, etc. The best
product that they are serving here is the café mocha latte and coffee brewed shake,
which is also very affordable. With regard to the quantity, their serving will satisfy your
expectations, either with your family and friends.

MARKETING MIX
Price

When it comes to fixing prices for the range of coffees we sell, we are going to ensure
that we set pricing in line with what is available in the coffee industry. We are very aware that
we have got to lower our price so that we will be able to attract customers like never before as
we seek to gain recognition as newbies. When this is achieved, then bottom line is that our
customers will derive real satisfaction when they consume our coffee and pastries
We also have plans in place to discount our coffees once in a while and also to reward
our loyal customers with free cups of coffee.

Product
Our products are more likely into our competitor's product, it has the standard that
every consumer would look for. It stays its standard shape and taste that potential buyers used
to. We make sure that our ingredients are in good condition when turned into a product. Our
product is more worth it for the price, unlike our competitors.

Place

This is too accessible for our potential customers. Some of our customers are too busy,
they will look always for a place that very quick and easily to access. Our place is very visible
because of our stall but a while ago, the management conducts a renovation to make the
establishment recognize. They do little changes on the design since changes are for betterment
or enhancement of the place.

Promotional
 We communicate with consumers and retailers about the products in a variety of ways.
Information about Blue Sky—the company as well as its products—is available via the page, and
in person. The firms' promotional efforts also seek to differentiate their products from those of
their competitors.

The company relies on personal contact with retailers to establish the products in their
stores. This contact, whether in-person or by phone, helps convey the message, demonstrate
the products’ unique qualities, and build relationships. Sales promotions and public relations
currently make up the bulk of our promotional strategy.

Customer service
Obsessive customer attention is the mantra. Our philosophy is to do whatever needs to
be done to impress the customer. While this could reduce short-term profits, it will strengthen
long-term profitability. Having good services is one way to make the customers stick in one
establishment. Customers will recommend to their family and friends, the establishment that
they visited when they experienced a good service so that if the establishment has good
services they will get a lot of customers.

Our Customer Retention Strategies (Ways to Improve Our Customer

Experience)
When it comes to retaining your customers in any business, you must work hard to
continue to meet and even surpass their expectations whenever they buy your goods and
services from you. The success of any business is directly proportional to the numbers of
repeated business they are able to generate.

If a company is able to achieve over 60 percent retention the company will sure
experience huge turnover. We have perfected plans on how to improve our customer
experience from time to time whenever they patronize our coffee café.

These are the ways we intend utilizing when it comes to improving our customer experience so
that we can create a good impression and generate repeated sales from them:

 Ensures that our coffee taste good and neatly served at all times

 Ensure we get feedback from our customers at all times

 Give our customers the flexibility to choose from a wide range of assorted coffee.
  Make use of effective customer relationship management (CRM) software to effectively
manage our clientele base.

 Ensures that we carry our clients along when making decisions that directly affect them.

Activities and plan

The researcher activities and plan for this business are; changing the logo, developing new
flavor or type of milkshake that might attract the attention of the consumers, create an official
website, improving the appearance of the stall by repairing and expanding the stall into enough
size for a coffee shop in the future.

MARKETING BUDGET

A Marketing Budget is a Marketing Plan in terms of costs. It is an estimated amount of

cost that will be required to promote products or services. Marketing Budget is generally part of
a marketing plan and a crucial part of the marketing process. It includes all promotional costs
like advertising and public relations, employing staff, office costs and other expenses included
for marketing. This budget is created to estimate the costs that are necessary for growing a
business and for improvement.

This would be the Budget for the implementation of the activities that have to be done,
including the creation of website and changing of the logo, and lastly for the promotions of the
business to target more market potential and for the incoming orientation, seminars we
conduct for the employee of restaurants.

Activity: Budget allocation

Place
Additional Machinery ₱15000

Pieces of equipment ₱5000

 Rent (stall) ₱15000
Total: ₱35,000
Activity: Budget allocation
Promotion/advertisement

Coupon ₱2,000
Media Advertisement ₱15,000
Flyers ₱2,000
Tarpaulin ₱5,000

Total: ₱24,000

Activity: Budget allocation

Activities For People
Christmas Sale ₱5,000
Summer Promo ₱6,000

Re-training Program/ Workshops ₱15,000

Total: ₱26,000

Market Budget Total Needed (ESTIMATION)

Place: ₱35,000

Promotion/Advertisement: ₱24,000

Activities for People: ₱26,000

TOTAL: ₱85,000.00

CONTROL PROCEDURE

Place
 With the help of the marketing budget, the plans for the business will be easier for the
establishment to earn, many customers will come in the future, through advertisement and
fliers this will more recognizable.

Evaluation Procedure

The purpose of evaluation, in addition to gaining insight into prior or existing initiatives,
this business has a lot of improvement needed to be done, to be able also for the
establishment to be more popular, improvement of the establishment should be implemented
and this includes the promotion of the restaurant, type of advertising, emphasizing their foods
to the customers, posting a promotion thru social media websites like Facebook that could help
the establishment to grow and recognize and by doing this I guaranteed that café balooga will
gain more profit than the last time.

Performance Target Milestone Evaluation Tool Method

Develop the service Improving the skills and
knowledge of the staffs
Standardized and make Improving knowledge about
the new set of menu food technique in a
restaurant
More customers to Keep on posting through
serve social media
Re-training, Workshops,
Orientation
Attending orientation, workshops,
having a self-trainee
Having our own website and social
media accounts