90624323 coffee-shop-ppt


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90624323 coffee-shop-ppt

  1. 1. Bhagavan Mahavir College of Management Presented on: Marketing plan for Coffee Shop Presented by: Group no: 5Name Roll noNainesh Jariwala 15Mayur Savasaviya 47Maitri Sukhadia 49Umang Sundhiya 50
  2. 2. ExpressionExpress your feelings
  3. 3. Content of marketing planfor Expression coffee shop•Executive summary• Situational analysis• Marketing strategy• Financial projection• Implementation control
  4. 4. Executive summary Expression coffee shop is a coffee shop located at Athwalines near new court, surat, Gujarat. Expression coffee shop serves all type of coffee to provide refreshment. Expression focus all type of customers such as youngsters, mature, children, professionals etc. it also serves verity in coffee and new innovations with coffee. It adopt eco friendly environment for our coffee shop. We serve coffee in clay cup. There are eco friendly furniture use in coffee shop.
  5. 5. Situational Analysis Expression is in its first year of business as astart-up business. It recognized the fact that acomprehensive, strategic marketing plan is required toensure profitability and success. Expression offersverity in coffee. The market need is for coffee shop thatprovide refreshment, convenience and reasonableprice charged. Situational analysis also include• Project at glance• Market needs• SWOT analysis• Key to sucess
  6. 6. Project at glanceShop name : Expression coffee shopProduct : CoffeeLocation : Athwalines (surat)Capacity : 4800 cups/monthRaw material : Coffee bean, Milk, Sugar, Cream, Ice- cream, ChocolateLand : 1000 sq.ftLabor :4Cost of Project : 2815000
  7. 7. Product description• Expression’s unique roasting style flavored coffee• Cold Coffee with chocolate ice-cream• Coffee with cinnamon stick• Hot coffee• Coffee with cream• Black coffee• Sugar free
  8. 8. Market need •Convenience : the area of coffee shop is convenient for valuable customer because it is near to new court and college area • Customer services : servicing the customer with superior attention is what the employee are trained to provide • Competitive pricing : the price of coffee is bit more than a traditional competitor like Nescafe. But far less than coffee culture and café coffee day.
  9. 9. Objectives• Increasing sales by 30% in a year• Retain customer satisfaction• To provide eco friendly environment.• To provide different types of innovative products asper customer’s teats and preferences.
  10. 10. SWOT Analysis• Strength : Ensure quality of product Focusing on customer teats and preferences Pricing policy Convenient area Friendly environment• Weakness : Existing competitors Limited range of coffee Difficult to maintain
  11. 11. •Opportunity : Introduce online/ telephone order system Developing new product and services in future New machines of coffee maker are introduce inmarket• Threats : Government rules and regulation Key to success• Convenience• Customer attention• Pricing policy
  12. 12. Marketing strategy• Vision : to make well known coffee shop of the city• Mission : to save the world from mediocre coffee.• Purpose : to deliver an unbeatable coffee experience.• Punch line : “express your feeling beyond your dream”
  13. 13. • Target market : Middle class, students, professionals, and youngsters who like refreshment in their busy schedule Children who love sweet and cold coffee• Advertisement : In local news paper Store front display
  14. 14. Positioning Expression competitive edge is based on customer taste and preferences. There is exestitiing competitors in the market so its difficult to survive in market so we more focus on youngsters and students and for those we provide entertainment source like customer play musical instruments in our shop.
  15. 15. Marketing mix Pricing: expression pricing scheme will be based on a competitive pricing model with other similar product providers Distribution: Expression products will be dispended from our one and only shop. we provide home delivery. Promotion : our shop is located in traffic area so it will significantly increase visibilities. Customer services : we provide products base on customer’s taste and preferences.
  16. 16. Financial Projection Break Even Point B.E.P (in Rs.) = Total F.C / Contribution * sales = 900000 / 1500000 * 2400000 = Rs.1440000 p.a
  17. 17. Annual forecasted Cost for five years Particulars 2011-12 2012-13 2013-14 2014-15 2015-16 Plant efficiency 85% 87% 90% 93% 95%(A) Variable cost Other exp Raw material 934000 1027400 1130140 1243560 1347470 Crocary 10000 12000 15000 17000 20000 Power & Water 18000 18000 18000 18000 18000 Total(A) 962000 1057400 1163140 1278560 1385470 (B)Fixed cost Other F.C 900000 900000 900000 900000 900000 Interest 400000 400000 400000 400000 400000 M/C repairs 5000 5000 5000 5000 5000 Depreciation 32700 32700 32700 32700 32700 Total(B) 1337700 1337700 1337700 1337700 1337700 Total(A+B) 2299700 2395100 2500840 2616260 2723170
  18. 18. Forecasted sales for five year Year Amount (Rs.) 2011-12 3400000 2012-13 4200000 2013-14 5000000 2014-15 5700000 2015-16 6000000
  19. 19. Implementation control The purpose of expression marketing plan is to serve as guide for the business. The following area will be monitoring to gauge performance:  Revenue: monthly and annual  Expenses : monthly and annual  Customer satisfaction