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Marketing Plan Coffee Bar


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Marketing Plan Coffee Bar

  1. 1. CA A Coffee Bar “The Arabian Coffee Experience” Group 6B Ajay Panandikar Amit Singh Kanchan Chainani Vishal Kedia Vivek Vyas
  2. 2. “Cava Coffee Bar” – The Idea “Cava Coffee Bar” is a unique concept providing a traditional Arabian cafe experience coupled with an exotic cuisine and an authentic Moroccan ambience Will offer a lavish spread of beverages and gourmet garnished with a warm and relaxed atmosphere Will have an exclusive section offering traditional “sheesha” in a wide range of flavors
  3. 3. Objective CA A “Cava Coffee Bar” aims to surpass from just sipping coffee to savoring the finer things in life, with a “feel good” environment, providing a selection of the finest coffees from all over the world at an affordable price making it the perfect “Cava Experience”
  4. 4. Situational Analysis The country has a population of 4.5 million with a growing population of the youth and children that exert a strong influence in food consumption habits It is estimated that Singaporeans drink more than 10,000 gourmet cups a day Market for hot drinks in Singapore increased at the annual rate of 3.7% between 2001-2006 Forecast growth is anticipated to increase to a 39% share of outlets and a 43.6% share of sales value by 2010
  5. 5. Market Segmentation
  6. 6. Target Market
  7. 7. Marketing Strategies PRODUCT – USP We would offer the following: Coffee Tea Gourmet Sheesha Coolers
  8. 8. Marketing Strategies PRICE The pricing would be as follows: Minimum Price Maximum Price Tea 2.5 5.5 Coffee 2 6 Coolers 3 4 Desserts 6 7 Sheesha 5 10 Breakfast 1.5 5.5 Figures in SGD
  9. 9. Marketing Strategies PLACE We would open outlets in the following strategic locations: Orchard Road East Coast Park (ECP) VIVO Clarke Quay Marina Bay
  10. 10. Marketing Strategies PROMOTION We would adopt the following promotion strategies: Print advertisements: • University campus • Outside MRT Stations • Television advertisements in local cabs and buses • Local FM radio advertisements • Discount coupons on frequent visits
  11. 11. In search of that elusive Arabian experience? Or maybe the Sheesha is what excites you? Surely Cava Coffee Bar© is the place to be!!! Indulge yourself!!! Coming Shortly at: Marina Bay Vivo City East Coast Park Clarke Quay Orchard Road
  12. 12. Competitor Analysis DIRECT COMPETITOR Starbucks Coffee INDIRECT COMPETITOR Mc Donald's Local cafes
  13. 13. Positioning Strategies Q High U A L I T High Low Y Low PRICE “Would be positioned as a brand providing high quality products at a reasonable price”
  14. 14. SWOT Analysis
  15. 15. Financial Analysis Revenue Analysis 4000000 3500000 3000000 SGD 2500000 2000000 1500000 1000000 500000 0 1 1 1 2 2 2 3 3 1 2 1Y 2Y 3Y 4Y 1Y 2Y 3Y 4Y 1Y 2Y Q Q Q Q Q Q Q Q Q Q Quarters Revenues Costs Profits Considering a conservative approach, we expect the Break-even Point to be reached early in the Quarter II of operations
  16. 16. Bon Appétit