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MARKETINGPLAN FORCURT’S CAFEKickASE Marketing
INDUSTRY &CATEGORYANALYSISCoffee Shops
MAJOR COMPANIESSource: Hoovers
OVERVIEW33%16%51%Coffee Shop Market ShareStarbucksDunkin Brands Inc.OtherSource: http://www.statista.com/statistics/250166...
OVERVIEW▪ Part of specialty eatery industry▪ Average 20,000 stores▪ Combined annual revenue $10billion▪ Forecasted growth ...
OVERVIEW▪ Typical customer▪ 25-45▪ Affluent▪ Educated▪ Brand names are important▪ Community programs help independent coff...
OVERVIEWPositive word-of-mouth especially important forindependent coffee shops with small marketing budgets
COMPETITIVE LANDSCAPE▪ Consumer taste and personal income drive demand▪ Compete with▪ Small companies can compete effectiv...
OPERATIONS▪ Coffee shops depend on customer traffic▪ Located in areas convenient for pedestrians and drivers▪ Typical loca...
COMPETITORS• Location• Brand recognition• Quality• Atmosphere• Cheap• Convenient• Fast• Location• Local• Variety of baked ...
BRANDANALYSIS
BRAND EQUITY STATEMENTMany coffee shops can boast that they are about community, but not many actually mean it. Curts Cafe...
STRENGTHSAmbianceMissionGood FoodSpecialty food & drinks“living room” to host groupsStaff that cares & is committed to the...
WEAKNESSESDoes not wantto make studentsmain focusStaff in trainingLimited budget Limited menu
THREATSMore convenient competitors•Low awarenessLimited budget•Consumer’s brand name preference
OPPORTUNITIESImprove customer service•Use free/inexpensive tools for marketingExpand menu•Partnership with real estate off...
RESEARCH
QUANTITATIVE RESULTS
QUANTITATIVE RESULTS
QUANTITATIVE RESULTS
CONSUMERANALYSIS
WHAT CURT’S CUSTOMERS ARESAYING“I didn’t know about themission, but I’m glad toknow more about it”“helps to know you’rehel...
TARGET AUDIENCE▪ Evanston residents (2 mile radius)▪ Age 35 and up▪ Health conscious▪ Care about their community▪ Socially...
OBJECTIVES
KEY CONSUMER INSIGHTWhile high quality food and a comfortable environment are important toconsumers, they are more incline...
ADVERTISING OBJECTIVEIncrease awareness of Curt’s social mission
MESSAGE STRATEGYPresent Curt’s as the place where community comestogether and everyone is welcomed
BIG IDEA
TAGLINE“Everyone’scomfortable here”
PRINT ADVERTISEMENTSEvEryonE’scomfortable hereHow do you knowif you’ll fit in atCurt’s?Don’t worry, youwill.
Will you find peoplelike you at Curt’s?Absolutely.EvEryonE’s comfortablE hEPRINT ADVERTISEMENTS –EVANSTON ROUNDTABLE
EvEryonE’s comfortablEhereOur couch is non-exclusive.Is Yours?PRINT ADVERTISEMENTS –EVANSTON ROUNDTABLE
EvEryonE’scomfortable hereHow can you helpyour community?one cup at a time.PRINT ADVERTISEMENTS –EVANSTON REVIEW
EXAMPLE-INMAGAZINE AD
SOCIAL MEDIA
SOCIAL MEDIA CAMPAIGN-TWITTER
A neighborhood gathering place with a judge-free, warmatmosphere, that welcomes everyone to the community of Evanston.With...
SOCIAL MEDIA CAMPAIGN-FACEBOOK
Fresh-roasted coffee, expertly crafted lattes, sandwiches, with freshly-baked scones and muffins, and super healthy green ...
SOCIAL MEDIA CAMPAIGN-INSTAGRAM
•Sending pictures of couches•Sending pictures of how people get comfy in odd places•More pictures of customers-creates com...
SOCIAL MEDIA CAMPAIGN-PINTEREST
SOCIAL MEDIA CAMPAIGN-YOUTUBE
ofocus on communicating with customersof Evanston Communityosocial media, print ads, out of homeads, and word of mouthoawa...
THANKYOU!
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Marketing Plan for Curt's Cafe by KickASE Marketing Roosevelt University

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Marketing plan for the Evanston based coffee shop Curt's prepared by Sandra Jaime, Alison Graves, and Edith Rojas of Roosevelt University.

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  • When the time comes, you’ll need to begin with an Exec Summary and a TOC of course.Your slide design is pretty neat. Is that Roosevelt U there, in schematic?I love your Agency’s name. HA! You might not get away with that in The Oh-So-Serious Real World. So why not do it here! YES! KickASE!MY COMMENTS AFTER READING EVERYTHING: (YOU’LL SEE MORE COMMENTS ON INDIVIDUAL SLIDES)Your Midterm earned this team an A-. Nevermind if there were minor struggles in the getting-going, KickASE is definitely kicking ACE now. You are farther along than any other team in terms of creating a Marketing Plan that I would happily display as an example for future Capstone classes. Well done, A, S & E! Your sense for visual design of the information and your very good thinking on several (but not yet all) slides earned you that high grade. Your BIG IDEA was technically NOT included in Midterm grading, but it is such a rich and appropriate idea for Curt’s, it undoubtedly influenced my evaluation of everything that came before it. What pulled you down to an A- were the missing pieces: Need a Brand Equity Statement. Need a page (or more than one) that is specifically dedicated to Consumer Analysis. You do have great Research feedback, well presented although there is room for further commentary on those pages, too. HERE’S THE CRUX OF WHAT’S MISSING: I just need to hear KickASE tell me (probably in that Consumer Analysis page) what all those research results and qualitative feedback add up to. Help us to SEE the person we are talking to. Who is she/he/they? What is likely to appeal to them and fit into their lives best? What MOVES them? (based on research) Do you see what I am missing? Finally, you should spell out your Target Recommendation before you present your Objectives. All these things are necessary for your completed Plan, but I congratulate you on a Midterm that made me smile! I’m excited for all three of you. Now dig into the Creative side of this….take this baby over the finish line in an equally strong way, and I will hire all three of you myself. Well, maybe not exactly, since mine is a one-woman business, but you know what I mean. A-
  • Seems like this ought to be before the pie chart, but it’s debatable. Oh, wait. aren’t these the major Evanston brands? So you need to MAKE THAT CLEAR, because it’s too easily misconstrued that you are still speaking of the coffee shop industry in general (like pie chart)
  • Wow. A picture tells a story. (Like how your slide design adapts for content, too)But again, just a short line pointing out SOMETHING> “Starbucks has built a commanding lead.” “Dunkin is gaining on Starbucks.” SOMETHING. Tell me a trend if you can
  • Lovely slideLike your good sense for type design. Keep a Plan inviting to read, I always say, and this helps to do thatWhat does “Average 20,000 stores” mean? Average what? Where?
  • I’d say Typical Curt’s Café customer. Or you can use friendlier language if you wish, like “”Who’s coming to Curt’s Café?”There is wonderful advice on this page. I suggest you separate those last three lines onto its own slide, because this is separate from the “demographics” above. If the demos start to feel a little “light” then add a line about average income, average household size, you can get those data about Evanston’s neighborhoods quite easily.
  • I believe word-of-mouth is hyphenated. I have been researching this. BOY is this an important line. GOOD
  • GREAT. You are bringing appropriate visuals to your pages. Well done. other teams would do well to take a quick peek at this.And THE ANALYSIS LINE offered by KickASE is what makes this great “ ‘at’s what I’m talkin about….”Suggest adding “Curt’s Café must compete with” and build more space between “compete with” line and the icons.
  • …oops depend ON customer traffic. Don’t they also depend on repeat business? Did you leave that out on purposeLast line analysis is good, but either break it into two sentences or punctuate it properly.
  • This is good, but I think it’d be even betterif you had a line or two summarizing the competitive scene, giving the Client a sense for how they fit in herethese bullets say the important facts, true, but including a line or two from “KickASE” (establishing your ‘voice’ in the Plan), tells us what to think about all of this.You might also consideradding a map page, showing locations and distance from Curt’s
  • I would like to see you work in your Brand Equity Statement here. Where did that go? It was an individual assignment for each of you; make a combined Equity Statement and include it in your Plan.
  • I absolutely commend your vvisualsense of presenting informationSo, am I to assume then, that you believe Ambiance to be more important, by virtue of its placement at the peak of the pyramid? Or do you say all the rest is what adds up to the Ambiance? I think a line of analysis (another brilliant conclusion from KickASE) is necessary or at least advisable.
  • Yikes. Change that word “subpar” I think you can be honest more diplomatically.Besides, there were quite a few reviewers who said the service was okay or even better than okay. Limited budget. GOOD. Not everyone sees this problem.There are a couple of other things you left out. I hate the word “Weaknesses” don’t you? That’s why SWOT is such a despotic format.
  • Yes.Let’s call it Low awareness or awareness still building for new business. What do you mean by “limited reach?” Do you mean media reach?
  • All good.
  • Call this Quantitative Results, in contrast to previous slide. Yes?I NEEEEEEED a line of analytical KickASE thinking here. What am I supposed to think, and therefore do?
  • AGAIN, please write a line or two of KickASE Analysis! (KickAnalysis?)What am I supposed to be concluding from the results here? how do I make sense of both THIS and the apparent results from Slide 21? They seem to be conflicting, don’t they?
  • Wonderful slide. Good visual display. Again, brava(Even though these are technically “thought balloons” hahaha. I know this because a Conversation Balloon is the foundation for my Rachel Writer Ltd. Identity.)Ask me about the difference, but it’s not a big deal. I like the way that you are showing some results from your Quantitative Research. I might find a way to use that Phrase, so your results look official.
  • Placement: OBJECTIVES should follow RESEARCH, definitely. They usually come AFTER Consumer Analysis, Target Recommendation
  • A brave and clearly focused ad objective.You have to be aware, however, that you are strategically setting an objective that does NOT mention the food/drinks aspect of the restaurant. Maybe that’s okay. Just be sure that this is what you intend in your messaging.
  • Yes, you definitely DO have a very Big Idea young ladies. And I’m excited to see it BLOW UP
  • You are definitely ON TO something very good. You need to “populate” this line with its meanings. Let’s talk about ways you could “tell them what the line says”
  • Okay. It’s a start. But I want you to find a way to convey the excellent and compelling MEANING behind your tagline. Your word “comfortable” means a lot more than physical comfort on a couch. You want to get across the HUMAN benefit of feeling comfortable. Welcome. Included. Part of the Group. Accepted. All that stuff! FOR ME that the magic of your tagline, because it speaks to the MISSION and to the BUSINESS at the same time. Just a pic of the interior is okay, but doesn’t get across the community and the connection and the inclusiveness of the place and of its missionYour “open to all” phrase is the most important part of the headline here. Location, not so much. (You’ll probably only have media in the immediate area anyway.)Spend your precious copy space on things about Curt’s that PROVE your tagline to be true! You have a KICK ASE Idea here, so don’t spare the horses!!!!!!You can stage photos, too, you know. You can “steal” images from their FB feed. You can use stock shots. But for me, this is an architectural, interior design shot. Not a people shot.
  • Transcript of "Marketing Plan for Curt's Cafe by KickASE Marketing Roosevelt University"

    1. 1. MARKETINGPLAN FORCURT’S CAFEKickASE Marketing
    2. 2. INDUSTRY &CATEGORYANALYSISCoffee Shops
    3. 3. MAJOR COMPANIESSource: Hoovers
    4. 4. OVERVIEW33%16%51%Coffee Shop Market ShareStarbucksDunkin Brands Inc.OtherSource: http://www.statista.com/statistics/250166/market-share-of-major-us-coffee-shops/
    5. 5. OVERVIEW▪ Part of specialty eatery industry▪ Average 20,000 stores▪ Combined annual revenue $10billion▪ Forecasted growth moderateover next two years▪ Driven by consumer spending andpreference
    6. 6. OVERVIEW▪ Typical customer▪ 25-45▪ Affluent▪ Educated▪ Brand names are important▪ Community programs help independent coffee shops establish localrelationships▪ Inviting store environment andgreat customer serviceareextremely important
    7. 7. OVERVIEWPositive word-of-mouth especially important forindependent coffee shops with small marketing budgets
    8. 8. COMPETITIVE LANDSCAPE▪ Consumer taste and personal income drive demand▪ Compete with▪ Small companies can compete effectively by offering specializedproducts, serving local market, or providing superior customer serviceConvenience stores Gas stations Quick service/fastfood restaurantsDonut shops Gourmet foodshops
    9. 9. OPERATIONS▪ Coffee shops depend on customer traffic▪ Located in areas convenient for pedestrians and drivers▪ Typical locations:▪ Many customers consume beverages in the shops therefore a comfortableenvironment is important to provide positive customer experiencedowntown malls University campuses Office buildingsSuburban shoppingcenters
    10. 10. COMPETITORS• Location• Brand recognition• Quality• Atmosphere• Cheap• Convenient• Fast• Location• Local• Variety of baked goods• Location• Specific target audience• Weekend brunch• Local• Café• More extensive menuCurt’s Café has great location, high quality food, new menu options, anda friendlier atmosphere not found at chain cafés
    11. 11. BRANDANALYSIS
    12. 12. BRAND EQUITY STATEMENTMany coffee shops can boast that they are about community, but not many actually mean it. Curts Cafe is agenuine local coffee shop that is all about traditional neighborly hospitality. The quality breakfast and lunchoptions are carefully and lovingly created by one special head chef, Elena. Families can come and enjoy a healthymeal without losing any of the flavor. With options like fruit loop waffles and PB&J sandwiches, the little onestaste buds are also pleased. When you step into Curts you are entering a second home. Friendly staff welcomeyou to the comfortable environment. Curts individuality is expressed through its unique style that instantlyrelaxes you. Its patrons have come to think of Curts like home away from home.Curts is a warmhearted establishment that gives you the opportunity to give back to what you value, yourcommunity. Our mission to help the youth of Evanston receive training, will change their lives forever. Come byto Curts where everyone is welcomed.
    13. 13. STRENGTHSAmbianceMissionGood FoodSpecialty food & drinks“living room” to host groupsStaff that cares & is committed to thecompanyAmbiance is mostimportant tocustomers on top ofgood quality foodandaccommodations
    14. 14. WEAKNESSESDoes not wantto make studentsmain focusStaff in trainingLimited budget Limited menu
    15. 15. THREATSMore convenient competitors•Low awarenessLimited budget•Consumer’s brand name preference
    16. 16. OPPORTUNITIESImprove customer service•Use free/inexpensive tools for marketingExpand menu•Partnership with real estate office
    17. 17. RESEARCH
    18. 18. QUANTITATIVE RESULTS
    19. 19. QUANTITATIVE RESULTS
    20. 20. QUANTITATIVE RESULTS
    21. 21. CONSUMERANALYSIS
    22. 22. WHAT CURT’S CUSTOMERS ARESAYING“I didn’t know about themission, but I’m glad toknow more about it”“helps to know you’rehelping”“good place forconversation”“couches has familyhome feel that youdon’t get at corporatecoffee shops”"fresh madefood, events, good place torelate with people, neverseen that at Starbucks orPanera"“comfort has to begood”
    23. 23. TARGET AUDIENCE▪ Evanston residents (2 mile radius)▪ Age 35 and up▪ Health conscious▪ Care about their community▪ Socially aware▪ Men and women
    24. 24. OBJECTIVES
    25. 25. KEY CONSUMER INSIGHTWhile high quality food and a comfortable environment are important toconsumers, they are more inclined to be loyal if the shop has a localsocial mission
    26. 26. ADVERTISING OBJECTIVEIncrease awareness of Curt’s social mission
    27. 27. MESSAGE STRATEGYPresent Curt’s as the place where community comestogether and everyone is welcomed
    28. 28. BIG IDEA
    29. 29. TAGLINE“Everyone’scomfortable here”
    30. 30. PRINT ADVERTISEMENTSEvEryonE’scomfortable hereHow do you knowif you’ll fit in atCurt’s?Don’t worry, youwill.
    31. 31. Will you find peoplelike you at Curt’s?Absolutely.EvEryonE’s comfortablE hEPRINT ADVERTISEMENTS –EVANSTON ROUNDTABLE
    32. 32. EvEryonE’s comfortablEhereOur couch is non-exclusive.Is Yours?PRINT ADVERTISEMENTS –EVANSTON ROUNDTABLE
    33. 33. EvEryonE’scomfortable hereHow can you helpyour community?one cup at a time.PRINT ADVERTISEMENTS –EVANSTON REVIEW
    34. 34. EXAMPLE-INMAGAZINE AD
    35. 35. SOCIAL MEDIA
    36. 36. SOCIAL MEDIA CAMPAIGN-TWITTER
    37. 37. A neighborhood gathering place with a judge-free, warmatmosphere, that welcomes everyone to the community of Evanston.With freshly made coffee, sandwiches, and baked goods, everyone iscomfortable here.Evanston, IL – http://curtscafe.org
    38. 38. SOCIAL MEDIA CAMPAIGN-FACEBOOK
    39. 39. Fresh-roasted coffee, expertly crafted lattes, sandwiches, with freshly-baked scones and muffins, and super healthy green drinks, all served up ina warm and welcoming neighborhood atmosphere. Curts Cafe offers allthis goodness with a mission to support the community of Evanston.Curts provides training and job placement for at-risk youth, supportscommunity food enterprises, and promotes local artists and musicians.Curt’s is the place of comfort and non-judgment of locals who need aplace to escape. Stop by today and enjoy!
    40. 40. SOCIAL MEDIA CAMPAIGN-INSTAGRAM
    41. 41. •Sending pictures of couches•Sending pictures of how people get comfy in odd places•More pictures of customers-creates communication•More interaction about comfort•What makes people comfortable?•How do they become comfortable in other spaces?•What kinds of food or drink makes them feel appreciated?
    42. 42. SOCIAL MEDIA CAMPAIGN-PINTEREST
    43. 43. SOCIAL MEDIA CAMPAIGN-YOUTUBE
    44. 44. ofocus on communicating with customersof Evanston Communityosocial media, print ads, out of homeads, and word of mouthoawareness of socialmission, atmosphere, and comfortSUMMARY
    45. 45. THANKYOU!
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