coffeeville marketing plan

8/20/2019 CoffeeVille Marketing Plan

1/21

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, Jr!en Ken"

Lua#ue, Mar$ Kr%&

Ma'a&%na#, An(%ene)a

*u%+a"an, J&ua Na"an%e+

San#u$, Anne Mar%e

BSBA IV - Mar)e"%n# ./0

SUBMITTED TO:

Pr12 Ja3aa+ V%++a4a5a

I2 E6ECUTIVE SUMMARY

Marketing Plan: Cofeeville Page 1


2/21


TEL NO.: 805 – 8425

C11ee an! '11ee &4& a7e 8een ne 1

"e "ren!& %n "e 3ar)e" n9a!a$&2 Tu#

'11ee, 8e1re, a& a+9a$& &"r%7e " a44ea+ " a++

a#e&, "e 44u+ar%"$ 1 %" #rea"+$ %n'rea&e! a&

1a3u& an! ne9+$ arr%7e! '11ee &4& 444e!

u4 +%)e S"ar8u')&, C11ee Bean Tea Lea1,

F%#ar, C&"a C11ee an! 3re2 M&" 1 "e "%3e,

4e4+e 9%++ # " '11ee &"re& n" n+$ " en($

"e%r 'u4 1 '11ee 8u" a+& " a7e a &1" &4"

" re+a; an! ! "e%r &"u11&2 An! (u&" re'en"+$,

an"er '11ee &4 9a& e&"a8+%&e! " "r$'34e"%n# %n "e '34e"%"%7e 9r+! 1 8re9%n#

%n!u&"r$< an! "e &a%! &4 9a& na3e!=

“C11ee7%++e”2

T%& re4r" &"r%7e& " u"+%ne "e &"ra"e#%'

an! 3ar)e"%n# a44ra' " 8e un!er"a)en 8$

C11ee7%++e= a ne9+$ 4ene! +'a+ '11ee &42

Te &a%! &4 a& "e 4"en"%a+ " 'a4"ure

#rea" 3ar)e" &are "a" 3&" 1 "e '11ee &4&

+%)e S"ar8u')&, CBTL an! "er %n!e4en!en"

'11ee &4& a7e 'n>uere!2 Te re4r"

'n"a%n& &"ra"e#%e& 9%' 9%++ e+4 "e '34an$

" a7e a #rea" (u34&"ar" %n "e 3ar)e" an!

44r"un%"%e& "e$ 3%#" #ra8 1r &3e 1u"ure

"%3e2

Te 'n"en"& 1 "%& re4r" %n'+u!e 3ar)e" &e#3en"a"%n, 4&%"%n%n# an!

"ar#e"%n# a+n# 9%" "e #r9" 44r"un%"%e&2 Mar)e"%n# an! 4r3"%n

&"ra"e#%e& an! "e Sa+e& Fre'a&"& 1r "e ne;" Tree 3n"& are a+& %n'+u!e!2

II2 COMPANY DESCRIPTION



3/21


TEL NO.: 805 – 8425

A2 C34an$ Pr1%+e

THE-COFFEEVILLE-STORY

Re$ A4+%nar%, an O7er&ea&

F%+%4%n 9r)er, "#e"er 9%" %&

9%1e L%9a$ A4+%nar%, a #! 8a)er,

!e'%!e! " 4u" u4 a 8u&%ne&& 1ran"er &ur'e 1 %n'3e an! "

4r7%!e 4e4+e '11ee an! !e+%'a'%e&

a" an a11r!a8+e 4r%'e2Te$ a+9a$& a7e "e ear" " &er7e 4e4+e "e '11ee

"a" %& 3a!e 8$ 4ure+$ F%+%4%n '11ee 8ean& an! " 4r7%!e

"e3 #!%e& "a" are 3e3a!e2 An! &, "%& +ea! " "e

'rea"%n 1 “C11ee7%++e”= a +'a+ '11ee &4 "a" 11er&

+'a+ '11ee an! 8a)e! #!& "a" are %n"en!e! " &a"%&1$

ne?& 'ra7%n#&2 @a"?& #! %& %" !e& e;"en! %"& 4r!u'"&

'3%n# a+n# 9%" #! 4r%'e&2

Te &4 4ene! +a&" Au#u&" , a" H GF D5a Nena

B+!#2 Rea+ S"2, A+3ana Un .%n1rn" 1 SM Su"3a++0,

La& P%5a&, P%+%44%ne&2

B2 V%&%n M%&&%n S"a"e3en"

C34an$ M%&&%n

“@e a%3 " "ran&1r3 e7er$ &"re %n" a +%7%n# 4+a'e 9ere

'33un%'a"%n 'an a44en %n a++ %"& 1r3&2”

C34an$ V%&%n

“I34r7e "e +%7e& 1 ur #ue&"&< Su44r" "e '33un%"%e&

9e &er7e< an! Pr3"e ur '33n u3an%"$2”C2 C34an$?& Pr!u'" L%neM%;



4/21


TEL NO.: 805 – 8425

C11ee7%++e 3enu %& a++ a8u" #rea" '11ee, !e+%'%u& 1!& an! a

!a+%n# arra$ 1 " an! '+! !r%n)&2



5/21


TEL NO.: 805 – 8425

III2 MARKETING GOALSOBJECTIVES

• Gr9%n# "e 4r1%"a8%+%"$, &'a+e an! 3ar)e" &are 1 C11ee7%++e<

• Pr4&%n# a #! 3ar)e"%n# an! 4r3"%na+ &"ra"e#%e& 1r "e &a%!

&4< an!

•In'rea&%n# 8ran! a9arene&& an! 8ran! 4re1eren'e&2

IV2 MARKETING MI6 .'urren" &"ra"e#$0 PRODUCT

o Pr!u'"&: C11ee7%++e 11er& a 9%!e 7ar%e"$ 1 1!& an! 8e7era#e&

%n"en!e! " &a"%&1$ e7er$ 3u"?& nee!& an! !e&%re&2 Te%r 11er& are

4ru!+$ F%+%4%n 3a!e2 PRICE

o Te 4r%'e& 1 a++ "e 4r!u'"& are 3!era"e+$ %#2 Bu" "%& %& 11&e"

8$ "e u"&"an!%n# >ua+%"$ an! !%&'ern%n# "a&"e& 1 4r!u'"&2 One 1

"e rea&n& 1r '&%n# "e 4r%7%+e#e! an! %#er 3%!!+e '+a&&e& %n

"e "ar#e" 3ar)e" %& "e 4r%'e&2 PLACE

o C11ee7%++e !e& n" (u&" 11er %# >ua+%"$ 4r!u'"& 8u" a+& a #!

4+a'e " 'a" 9%" 1r%en!&, ! $ur 11%'e 9r), en($ 9ee)en!& an!

3re2 PROMOTION

o a! !ne 'u4n& 1r !%&'un"& n "e 4en%n# !a$2



6/21


TEL NO.: 805 – 8425

V2 COMPETITORS ANALYSIS

C34an$

Na3e

D%11eren"%a"%n

S"ra"e#$

Pr%'e P+a'e Pr3"%n

S"ar8u')& S"rn# 8ran!

na3e

Pre3%u3

Pr%'%n#

Se+e'"%7e Re9ar! Car!, On+%ne a!&, Pr%n"

a!&, Cn&u3er Sa+e& Pr3"%n&

C11ee

Bean

Tea Lea1

an! P%')e!

an! B+en!e!

Tea& an!

C11ee

Pre3%u3

Pr%'%n#

Se+e'"%7e S9%r+ Re9ar!& Car!, On+%ne a!&,

Pr%n" a!&, Cn&u3er Sa+e&

Pr3"%n&

Dun)%n?

Dnu"&

G!

Du#nu"& an!

C11ee

'38%na"%n

Va+ue

Ba&e!

Pr%'%n#

Se+e'"%7e TV '33er'%a+&, On+%ne a!&,

Pr%n" a!&, Cn&u3er Sa+e&

Pr3"%n&

41%

30%

14%

15%

Cofee Shops Market Share

Starbucks

CBT

!unkin" !onuts

#t$er ine&enent

Cofee S$o&s

Marketing Plan: Cofeeville Page '


7/21


TEL NO.: 805 – 8425

COMPETITION ANALYSIS

Marketing Plan: Cofeeville Page (


8/21


TEL NO.: 805 – 8425

VI2 MARKET SEGMANTATION, TARGETTING, AND POSITIONING

A2 MARKET SEGMENTATIONo L'a"%n La& P%5a&

Ca7%"ePara5a>ue

o A#e Gru4&: K%!& - $ear&

Teena#er& - $ear&Yun# A!u+"& H - $ear&A!u+"& - $ear&Ma"ure an! a87e

o Gen!er: Ma+e

Fe3a+e

o Mar%"a+ an! Fa3%+%a+ S"a"u& S%n#+e

S%n#+e 9%" De4en!en"&Marr%e!Marr%e! 9%" C%+!renMarr%e! 9%" De4en!en"&

o S'%a+ C+a&& L9er C+a&&

M%!!+e C+a&&U44er C+a&&Pr%7%+e#e! C+a&&

o L%1e&"$+e C11ee L7er

Ba)e! G!& L7er

B2 TARGET MARKETS SELECTION

Ma+e r 1e3a+e 1 - $ear& 1 a#e 9 are re&%!%n# %n La& P%5a&

an!r "er 4+a'e& 8u" are 9%++%n# " ! a 4ur'a&e e11r"2 Te$ 'u+!

Marketing Plan: Cofeeville Page )


9/21


TEL NO.: 805 – 8425

8e+n# 1r3 3%!!+e " 4r%7%+e#e! '+a&& 9 a& ear" 1r '11ee an!

8a)e! #!%e&2

MARKET DEFINED

Our "ar#e" 3ar)e"& %& &4e'%1%'a++$ !%7%!e! %n" !%11eren" 4r1%+e&:

S!"#$% &$" Y'!$(%#)%* $un# 3en an! 93en %n "e a#e 8ra')e" 1 - /$ear& are e;4e'"e! " 1r3 +ar#e &a+e&2 Yu"& are 3u' u4!a"e! an! are

a+9a$& +)%n# 1r9ar! " &3e"%n# ne92 @a"?& 8e""er "an 1%n!%n# u" "a"

"e '11ee e;4er%en'e "e$ are +)%n# 1r 'an 8e 1un! a" C11ee7%++e P)'+#%%'$&-%* 8e+n#%n# " a++ 'areer& an! %n "e a#e 8ra')e" 1 - $ear&2

Pr1e&&%na+& are a+9a$& +)%n# 1r a 'n7en%en" 4+a'e " ! "e%r 9r) 9%+e&%44%n# a" "e%r 3u# 1 '11ee an! C11ee7%++e 'u+! 8e "e 4+a'e 1r "e3Q

F&-#%* C11ee7%++e?& 3enu 'a"er& " a 7ar%e"$ 1 "a&"e& an! a%3& " &a"%&1$ a++)%n!& 1 'n&u3er 1r3 )%!& " "e +!%e&2 Tu# a +e&&er 4er'en"a#e "an

$un#&"er& an! 4r1e&&%na+&, 1a3%+%e& are e;4e'"e! " 8r%n# u4 &a+e& " "e

'34an$2 C11ee7%++e?& 9%!e arra$ 1 &'ru34"%u& '%'e& %& !e&%#ne! " !ra9

'n&u3er& 1 a++ a#e&< "e 3e+"%n$ur3u", +u&'%u& !e&&er"& 9%++ 9%"u"

!u8" 3a)e '%+!ren +7e "e3 9%+e "e%r 4aren"& 'an a+& en($ "e un%>ue,

!e+%'%u& '11ee< Ma)%n# C11ee7%++e a '34+e"e 1a3%+$ e;4er%en'e2 M&!)# C'$%!#)%* N >ue&"%n& a&)e!2 Ma"ure %n!%7%!ua+&, 3&" 1 "e3, are

%n" '11ee2

Marketing Plan: Cofeeville Page *


10/21


TEL NO.: 805 – 8425

45%

30%

10%

15%

Forecasted Sales per Target Indiid!als

Stuents an +oungsters

Pro,essionals

-a.ilies

Mature Consu.ers

C2 POSITIONING Te '34an$ %& 4&%"%n%n# %"&e+1 %n "e 3ar)e" a& a 4ru! +'a+ '11ee

'a"erer an! 3e3a!e #!%e& 4r7%!er2 Te$ a7e "%& '34an$ 7a+ue 4r4&%"%n: “C11ee7%++e %& 9ere "e

#! 1! an! #! '11ee %&222%" 3a)e& e7er$"%n# 4&&%8+e”

VII2 MARKETING STRATEGY

A2 Pr!u'" S"ra"e#$ Pr!u'"& 11ere! are a" %"& 8e&" >ua+%"$ & 1ar & a 'an#e 1r "e3 %&

n" +%)e+$ nee!e! a" "e 33en"2 Bu" 9a"?& 3%&&%n# are "e

1++9%n#:

• Te >ua+%"$ 1 "e &er7%'e&2 Pr4er &e+e'"%n r "ra%n%n# 1 Bar%&"a an! 're9& 3u&"

8e 4u&e!2 E;'e++en'e &u+! a44+$ n" n+$ " e;'e4"%na+

4r!u'"& 8u" a+& " "e %n&%&"en'e 1 4er1e'" &er7%'e2



11/21


TEL NO.: 805 – 8425

• Se'ur%"$ 1r 8" "e '11ee &4 an! 'n&u3er&2 B$ 4u""%n# CCTV

%n&%!e "e &"re 4re3%&e&, %" 'an a!! " 'n&u3er&? 1ee+%n#& 1 8e%n#

&a1e#uar!e!2

• @IFI2 I" %& &3e9 %34r"an" 1r e&"a8+%&3en"& n9a!a$& " a7e

@%F%2 I" 'rea"e& a!!%"%na+ a44ea+ 1 "e &42

B2 P+a'e D%&"r%8u"%n S"ra"e#$ Te 4+a'e %& #!2 A &%34+e, 4+a%n an! >u%e" 4+a'e " a7e a &1" &4"

an! 4ea'e 1 3%n!2 I" a& a #rea" &4a'e "a" 'u+! &"%++ 8e u"%+%e!

9e++2 A!!%"%na+ !e'ra"%n& an! 1urn%"ure 9%++ &ure+$ a!! a44ea+ "

"e &"re2

FRAMES @IT SAYINGS

FURNITURES AND SOME COUC REPLACEMENTS

C2

Pr3"%na+ S"ra"e#$ A!7er"%&%n#

• Te e&"a8+%&3en" 9a& 4+a'e! %n&%!e a 8u%+!%n# 3a)%n# %"

unn"%'ea8+e 8$ 4u8+%'2 B$ 4u""%n# a &%#na#e u"&%!e "e D5a

Ne5a 8u%+!%n# .a &3a++ 8%++8ar!0, %" 9%++ #e" 'n&u3er&?

a""en"%n an! %n"ere&"2



12/21


TEL NO.: 805 – 8425

• Crea"%n 1

C11ee7%++e 9e8&%"e2

• Te 44u+ar%"$ 1 &'%a+ 3e!%a &%"e& an! 9e8&%"e& "e3&e+7e&

%n'rea&e! %n "e " 'en"ur$2 S 9e 9%++ 8e u&%n# "&e &'%a+

3e!%a &%"e& a& an a%! %n 1%n!%n# an! '33un%'a"%n# " 4re&en"

an! 4"en"%a+ 'u&"3er&2

Fa'e8):



13/21


TEL NO.: 805 – 8425

T9%""er:

In&"a#ra3:



14/21


TEL NO.: 805 – 8425

Sa+e& Pr3"%n

• Sa+e& 4r3"%n 9%++ 8e &ea&na+ an! %" 9%++ 8e 4&"e! n "e

9e8&%"e an! "e !%11eren" 4a#e& n &'%a+ 3e!%a &%"e&2 @e

4re4are! "ree &a+e& 4r3"%n 1r O'"8er, a++9een an!

Cr%&"3a&:

@ORLD?S TEACER?S DAY



15/21


TEL NO.: 805 – 8425

ALLO@EEN

CRISTMAS:

O"er Mar)e"%n# S"ra"e#$



16/21


TEL NO.: 805 – 8425

• P&%"%n%n# S"ra"e#$

o @e re'33en! "a" "e C11ee7%++e 'rea"e %"& 9n

'34an$ "a#+%ne2 @e re'33en! "%& "a#+%ne= “Yur

&9ee" ne9 #e"a9a$ %& (u&" a &%4 a9a$2”

Marketing Plan: Cofeeville Page 1'


17/21


TEL NO.: 805 – 8425

PROJECTED MARKET SARE

10%

3*%

2)%

12%

11%

Cofee Shops Market Share

Cofeeville

Starbucks

CBT

!unkin" !onuts

#t$er /ne&enent Cofee

S$o&s

Marketing Plan: Cofeeville Page 1(


18/21


TEL NO.: 805 – 8425

In 7er "ree3n" 4er%!, C11ee7%++e %& e;4e'"e! " %n'rea&e %"& 3ar)e" &are u4

" 2

VIII2 IMPLEMENTATION AND CONTROL

STRATEGY DURATION E6PECTED RESULT

%r%n# 1r ne9 Bar%&"a& Se4"e38er -

De'e38er

Ne9 "ra%ne! an! 9e++r%en"e! Bar%&"a&

are e;4e'"e! " 8r%n# "e C11ee7%++e

" an"er e;'e4"%na+ &er7%'e2

In&"a++a"%n 1 CCTV

Ca3era&

Se4"e38er Se'ur%"$ 1r 8" 3ana#e3en" an! "e

'u&"3er&

Crea"%n# a M%n%

B%++8ar! &"an! u"&%!e"e D5a Nena Bu%+!%n#

Se4"e38er @%++ 'rea"e 8ran! a9arene&& an! 'a"'

a""en"%n 1 8$4a&&er& near "e8u%+!%n#2

Crea"%n 1 C11ee7%++e

@e8&%"e an! "er

4a#e& %n S'%a+ Me!%a

S%"e&

Se4"e38er @%++ +ea! " 8ran! a9arene&& an! 'an

8e &ur'e 1 'u&"3er 1ee!8a')&2

In&"a++a"%n 1 @IFI O'"8er @%++ +ea! " a""ra'"%n an! re"en"%n 1

'urren" an! ne9 'u&"3er&

re&4e'"%7e+$

A'>u%&%"%n 1 ne9

!e'ra"%n& an!

1urn%"ure 1r "e &4

O'"8er A!!%"%na+ a&&e" 1r "e &42 I" 9%++

a+& +ea! " a""ra'"%n an! re"en"%n 1

'u&"3er&2

@r+!?& Tea'er?& Da$

Sa+e& Pr3"%n

O'"8er , Can +ea! " "r%a+ 4ur'a&e an! a+&

'a"' "e a""en"%n 1 4r&4e'"& an!

'u&"3er&2

a++9een Sa+e&

Pr3"%n

N7e38er / ,

@%++ a""ra'" an! re"a%n 4"en"%a+ an!

'urren" 'u&"3er& re&4e'"%7e+$2

Cr%&"3a& Sa+e&

Pr3"%n

De'e38er H - ,

@%++ a""ra'" an! re"a%n 4"en"%a+ an!

'urren" 'u&"3er& re&4e'"%7e+$2

Yu 9%++ n"%'e "a" "e 4+an re>u%re& " 3u' %n7e&"3en"2 @e++, %" %& nr3a+ 1r

&"ar"%n# '34an$ " &4en! a +" 1 a3un" " %n'rea&e "e 8u&%ne&& 7a+ue2 An!,

%n7e&"%n# 9%++ 8e 9r" %" e&4e'%a++$ 9en $u )n9 "a" "e '34an$ a& a #rea"er

'an'e 1 'n>uer%n# an! !e1en!%n# %"& 3ar)e" &are %n &3e 1u"ure "%3e2

Marketing Plan: Cofeeville Page 1)


19/21


TEL NO.: 805 – 8425

FUTURE PROMOTIONS AND E6PANSION PLANS

S@OT ANALYSIS

Marketing Plan: Cofeeville Page 1*


20/21

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TEL NO.: 805 – 8425



21/21


TEL NO.: 805 – 8425

C11ee7%++e a& "e 4"en"%a+ " 8e 44u+ar %n "e 3ar)e"2 C11ee

&4& +%)e S"ar8u')& an! "e +%)e are 11er%n# "e%r 4r!u'" a" a 7er$

e;4en&%7e 4r%'e2 @%+e C11ee7%++e %& "ere 4r7%!%n# a+3&" "e &a3e

an! &3e"%3e& 3re >ua+%"$ 4r!u'"& a" a +9er 4r%'e2 An! %"?& "%3e

1r F%+%4%n " 4a"rn%e '34an%e& 9%' are 11er%n# +'a+ 4r!u'"&

= an! C11ee7%++e, a#a%n, ne 1 "e32 @%" 4r4er 3ana#e3en" an!

Mar)e"%n# e11r", "e &a%! &4 'an 8e a8+e " 'n>uer a 3ar)e"

&are a& 8%# a& S"ar8u')& a7e< an! a7e a& 3u' 8ran'e&

na"%n9%!e a& "er 1a3u& '11ee &4& ! a7e2

RECOMMENDATIONS: Te &a+e& 1re'a&" 1r C11ee7%++e %& 7er$ 4r3%&%n# an! "ere1re a

nee! " 1++9"r$ "e 3ar)e"%n# &"ra"e#%e& &"a"e! %n "%& 4+an 3u&"

8e 'n&%!ere!2


coffeeville marketing plan

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