marketing plan presentation
DESCRIPTION
A marketing plan for a start up coffee shop in Topeka, KS.TRANSCRIPT
Joe Vagabond’s
Coffee Shop
JV’s
Coffee Shop
Situation Description•Current Sales•Break-Even Point•Weekend Numbers•Construction
Sales•Nearby High Schools•Lake Shawnee•Rockfire Housing
Target Market
•Coffee•Iced & Blends•Smoothies•Pastries
Products
JV’s
Coffee Shop
Situation Description (cont.)
• Sonic, McDonald’s, Gas Stations, From HomeCompeti
tion• Highly Trained, Passionate, Customer ServiceSales Force
• Free Internet, Friendly Environment, RelaxingExpectations
• Word of Mouth, Facebook, Fliers in SHHS, SignsCurrent
Promotions
JV’s
Coffee Shop
Situation Description (cont.)
• LOCATION• Construction• Rely on Word of Mouth • Fast Food & Coffee• Substitute Goods
Problems
JV’s
Coffee Shop
Objectives
Build up customer pool
Acquire more repeat customers
Increase sales past break-even
point
JV’s
Coffee Shop
Market Segmentation
Ethnicity This School State Average
White, not Hispanic 84% 73%
Black, not Hispanic 7% 8%
Hispanic 7% 12%
American Indian/Alaskan Native
1% 1%
Asian/Pacific Islander <1% 2%
Students eligible for reduced priced lunch
17% 39%
Source: NCES, 2005-2006
Shawnee Heights High School
JV’s
Coffee Shop
Highland Park High SchoolEthnicity This School
State Average
Black, not Hispanic 36% 8%
White, not Hispanic 32% 73%
Hispanic 26% 12%
American Indian/Alaskan Native
2% 1%
Asian/Pacific Islander <1% 2%
Unspecified 3% n/a
Students Eligible for Reduced-Price Lunch
77% 39%
Source: NCES, 2005-2006
Market Segmentation (cont.)
JV’s
Coffee Shop
Market Segmentation (cont.)Opportunities
Shawnee Heights
Wed/Thurs Clubs
Off School Clubs
Event Calendar
Highland Park
Several Clubs
Diverse Population
Event Calendar
JV’s
Coffee Shop
Marketing Mix (Product)
Quick Coffee
JV’s
Coffee Shop
Marketing Mix (cont.)
Atmosphere
JV’s
Coffee Shop
Marketing Mix (cont.)
Quick Coffee
•Price Sensitive•Can’t Compete with Sonic/McDonald’s•Coffee is a Convenience Good
Atmosphere•Less Price Sensitive•Coffee is a Shopping Good•Prone to Repeat Purchasing
JV’s
Coffee Shop
Marketing Mix (cont.)
Product Recommendations
BrandingJV’s
Coffee ShopDevelop a Logo
Expand Menu
Non-Coffee Food & Health
JV’s
Coffee Shop
Marketing Mix (Price)
Mixed Strategy
•Competitive Pricing for Drip Coffees (Penetration Strategy)•High Markup on Specialty Drinks Due to Price-Quality (Skimming Strategy)
Variable Pricing •Change Prices Weekly to Capture Customer Interest•Strategy Provides Ample Opportunities to Use Discount Promotions
JV’s
Coffee Shop
Marketing Mix (Place)
Problems•Distance From Major Roads•Parking Lot•Construction Work
Opportunities•Lack of Competition•Lake Shawnee•New Development•Great Ambiance
JV’s
Coffee Shop
Marketing Mix (cont.)
Watching Parties
Waiting for Coffee
Active Feel
Televisions
Brighter than average
Segmented Seating
Active Music
Atmosphere
JV’s
Coffee Shop
Marketing Mix (Promotion)
Opinion Leaders
• Use students to reach other students• Word of Mouth• Cost Effective
Texting
• Text promotions to students• Promotion WILL be looked at• Cost Effective
JV’s
Coffee Shop
Marketing Mix (cont.)
Newsletter/Postcard
• Monthly announcements• Advertise discounts/events• Increase exposure
Meeting Area for Clubs
• Repeat purchasing• Returning customers• Word-of-Mouth
Customer Incentives
• Punch Cards• Reusable Coupons• Discounts for Students
JV’s
Coffee Shop
Marketing Mix (cont.)
Website
• Monthly Update• Online Coupons• Increase exposure
Lake Shawnee
• Baseball Signage & Sponsorship• Trapped Parents/Siblings• Coupons for Hot & Cold Drinks
Live Entertainment• Develop a calendar• TV parties on slow nights• Repeat purchasing
JV’s
Coffee Shop
Budget Forecasting$500per
month
Small labor force
Simple, creative and cost-effective
JV’s
Coffee Shop
Budget Forecasting
April –MayBudg
et
Text Messaging$20/month
Fliers $50/month
Reusable Coupons
$50/month
Facebook$0/month
Student Discounts$0/month
JV’s
Coffee Shop
Budget Forecasting (cont.)
Baseball Field Sign& Team Sponsor
$275/month
Fliers/Coupons at
Lake Shawnee
$100/month
Text Messaging$20/month
Facebook$0/month
May-August Budget
JV’s
Coffee Shop
Budget Forecasting (cont.)
School Year Budget• $120/month• $380 remaining for
other promotions
Summer Budget• $395/month• $105 remaining for
other promotions
Annual Budget• $2,540 spent• $3,460 remaining
for standard promotional ideas (print, radio, tv, etc.)
JV’s
Coffee Shop
RecommendationsOpini
on Lead
erStudents
Text Message
Promotion
s
Student
Discount
s
Target
Baseball Parents/Kids
Brand as JV’s Coffe
e Shop
Improve
Store Layout & Ambiance