Content of marketing planfor Expression coffee shop•Executive summary• Situational analysis• Marketing strategy• Financial projection• Implementation control
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.
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
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
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
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.
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.
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
•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
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”
• 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
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.
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.
Financial Projection Break Even Point B.E.P (in Rs.) = Total F.C / Contribution * sales = 900000 / 1500000 * 2400000 = Rs.1440000 p.a
Forecasted sales for five year Year Amount (Rs.) 2011-12 3400000 2012-13 4200000 2013-14 5000000 2014-15 5700000 2015-16 6000000
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