Table of Content Chapter 1: Project Overview 1.1 Introduction..5 1.2 Problem Statement and Issues..6 1.

1.3 Objectives and Aims6

Chapter 2 Project Profile 2.1 Product Name.8 2.2 Product Classification.8 2.3 Product Characteristics...8 2.4 Product Range...14 2.5 Distribution15 2.6 Product Life Cycle.16 2.7 The Brand..16 2.8 Brand Image and Implication.16 2.9 Strength and Weakness..17 2.10 Advantages and Disadvantages...18 2.11 Unique Selling Proposition (USP)...18 2.12 Promotional History and Advertising Schedule..18 2.13 Positioning Statement ..19 Chapter 3 The Company 3.1 Company Overview..21 3.2 Business Description....21 3.3 Company History.22 3.4 Key People...22 3.5 Location and Subsidiaries22 3.6 Brands, Major Products and Services..22 3.7 Corporate Vision..23 3.8 Corporate Mission23
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3.9 Companys Current Promotional Strategy24 3.10 Product Sales History 24 3.11 Current Marketing Objective..25 3.12 Media Expenditure..25 Chapter 4 Consumers and Stakeholders 4.1 Current Consumers Characteristics27 4.1.2 Psychographics27 4.2 Stakeholders Characteristics.27 Chapter 5 Industry and Marketplace 5.1 The Industry29 5.2 The Marketplace..30 Chapter 6 Competitive Situation 6.1 Direct Competitors33 6.2 Indirect Competitors37 Chapter 7 SWOT Analysis 7.1 Strength40 7.2 Weakness...40 7.3 Opportunity...40 7.4 Threats40 Chapter 8 Strategic Target Audience 8.1 Proposed Primary Target Audience42 Chapter 9 Research Development 9.1 Marketplace Research..44 9.2 Market Observation.45 9.3 Online Survey..46 9.4 Interview.53
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Chapter 10 Precedent Studies 10.1 Advertising Strategy..55 10.2 Precedent Studies..56 Chapter 11 References Chapter 12 Appendices

Chapter 1: Project Overview

1.1 Introduction:
Coffeesocit is a Malaysian modern/minimalistic coffee house and restaurant in Publica, which features a wide array of coffees and brews made with their own unique blend of coffee beans that is 100% Arabica beans. Arabica is a type of species of coffee that contains less caffeine than any other species of coffee and its exported right from the exotic lands of south and Central America pacific which is considered as the finest coffee beans ever. They also serve a wide range of food from pastas to steaks to pastries, salads and sandwiches to Asian favorites and desserts. Coffeesocit was established on December 2011 by two Malaysian/Chinese brothers in their twenties (Kar heng 23 years old and Kar weng 26 years old) who were living in Melbourne city the city that is known as the coffee capital of Australia, they got so much inspiration from there, starting for the service to the coffee, food, environment, atmosphere and design of the caf itself, so they came back to their home; Malaysia to establish Coffeesocit that is so much Melbournian in the quality yet adding that local Malaysian touch to it. Although Coffeesocit is considered as a new corporate(18 months old) that started at level 0 - nothingness; an empty shop lot it was but in such a very short period of time it has been recommended by Time Out KL (Artsy Martsy- April 2012) as one of the best places for coffee in Kuala Lumpur just as how they see it that a cup of coffee is like a cup of transition; it brings you from one stage to the next. And just like that, step by step, CoffeeSocit slowly came about. With every transition, a greater life awaits you.

Beside that it had also been mentioned in other magazines, Radio stations and newspapers such as Star newspaper, and Malaysia unreserved.

1.2 Issue:
With the entire unique concept and the quality of drinks/food that Coffeesocit serve it is not well introduced to people. And based on the small survey I conducted just asking the people around the campus and outside the campus whether they know the caf or not, there are many people in kuala lumpur and cyberjaya who dont even know what Coffeesocit really is. Another big issue is the tough competition that Coffeesocit receives from international coffee houses like Starbucks, Coffee Bean as well as some local coffee houses like Coffee stain, Oldtown and Artisan roast coffee. There is also the wrong impression that people get from the name Coffeesocit that it is only a place for coffee; many people who heard about it don't know that they serve food, desserts and other stuff too. The cafe is also considered expensive and currently have no any type of advertisements in any TV, newspapers or magazines they only rely on social media platform to promote, advertise and interact with their customers.

1.3 Objective and Aims: Objectives: To introduce Coffeesocit to the people. Reposition the brand Create a business website that includes the cafs social media and promotions.

Aims:

To show people that Coffeesocit is the perfect place or society for coffee lovers to hang out as well as it is a place for food, desserts and a place for friends to chill, study, and/or hangout. To create a strong brand image for Coffeesocit as one of the leading brands and retailers of finest coffee.

Chapter 2: Project Profile

2.1 Product Name Coffeesocit

2.2 Product Classification Coffeesocit is a modern cafe that serve a wide array of coffees and brews as well as western to asian food. not only that but the placeambience and customer service is what keeps people coming to the cafe.

2.3 Product Characteristics

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2.4 Product Range Drinks Doppio Ristretto Flat White Cappuccino Flavored Latte Flavored Cappuccino Iced Iced Mocha Cappuccino

Coffee

Short Black Latte Macchiato Iced Latte Iced Flavored Cappuccino Hot Chocolate

Long Black Piccolo Latte Baby Cino Iced Black Coffee

Americano Mocha Chai Latte Iced Flavored Latte

Chocolate

Hazelnut Hot Chocolate Earl Grey

Caramel Hot Chocolate

Iced Hazelnut Chocolate Chamomile Dream

Iced Caramel Chocolate Pearl of the Orient

Tea

British Breakfast Tea Iced/Hot Lemon Tea Orange Juice

Fresh Juice

Lemon Ginger Mint Iced/Hot Iced/Hot Jasmine Green Honey Lemon Tea Tea Lemonade

Brunch

Food Eggs Benedict Eggs Atlantic free range poached eggs on multigrain toast w smashed avocado

Smoked salmon avocado on bagel w cream cheese, arugula Bagel w butter + strawberry jam Salad and Smoked Sandwiches Salmon

Smoked baked beans salmon on 3 free range eggs scramble w arugula, + multigrain toast Toast w butter + strawberry jam Caesar Salad w Beef Bacon Caesar Salad w Smoked Salmon

sauted spinach, wild mushrooms, homemade hash potatoes, streaky bacon, free range poached egg w hollandaise Honey toasted muesli-nut blend

Smoked salmon on bagel w cream cheese, capers, arugula

Chicken Ham, Cheese, Tomato

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Hot Food

Cottage Pie Carbonara

Light Bites

wedges Multigrain toast w guacamole dip

Grilled Boneless Chicken Olive-caper Aglio Olio Onion rings

Quick Seared Lamb Mushroom Soup Nuggets

Salmon

Oxtail Ragout

Chips

Chicken finger

Cake Fruits

Red Velvet Cake Affogato

Disserts Carrot Walnut Brownies w Cake vanilla ice cream Affogato w Crme Brle Caramel w mixed berries and caramelized orange sauce

Meringue w mixed fruits

Sticky Orange

2.5 Distribution Coffeesocit now has one branch only and all the products they serve from coffees and brews to dessert, pastas and other types of food are directly distributed to the consumers who comes in to the cafe and order. They also have their own uniquely roast house-blend, they call it The Socit Blend.Its a high quality roasted Arabica coffee beans but they do not sell it strategically through other channels like supermarkets, malls, shops, hotels, or airlines but only inside the cafe itself

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2.6 Product Life Cycle

As shown in the graph above, Coffeesocit is currently still in the introduction stage which is the most important stage in the PLC, this stage is where the product is initially promoted, public awareness of the brand on this stage is very important to the success of the product because if people dont know about the brand or product they simply wont buy it . 2.7 The Brand Coffeesocit is a Malaysia modern coffee house and restaurant that serve a very wide range of food from brunch to pastas, pastries, salad and sandwiches to Asian favorites they also have their very own uniquely roast house blend they call it -The Socit Blend. Coffeesocit for those who know it is best known for its coffee that is 100% Arabica coffee beans that contains less caffeine and considered as one of the finest species of coffee. Coffeesocit has its simple philosophy: To create something like a society for all coffee lovers to hang out and enjoy every single sip of it. There are two things that Coffeesocit focus on the most, first is the atmosphere or the ambience of the place its designed to put you on the perfect mood of drinking coffee! Starting from the colors and fresh flowers to the lightning, the chalk written menu and even the chairs and tables. They have one long communal table in the middle of the coffee house and the purpose of that table is because they want people, even strangers, to sit down with their coffee and have a chat with the person sitting opposite them. And based on my interview with the owner, he said
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that he have witnessed complete strangers getting to know each other and become friends at that very table and again this goes back to the society that Coffeesocit dream to build. Another thing that Coffeesocit considers most is the customer service, with their friendly staff that genuinely welcomes you into their shop and set the relaxing atmosphere for you to enjoy. And this is unfortunately a rare practice around here.

2.8 Brand Image and Implication Coffeesocit has a one unique and different philosophy and concept about it that is so different that other many local coffee houses which is to build a society for all coffee lovers to hang out. Starting from the dcor and atmosphere of the place to the quality of their coffee and desserts and food and to their high quality customer service and their unique concepts like coffee in the dark concept and all their other promotions like ladies night, crazy lunch and loyalty program all are important factors in building that so called coffee society, but it is still on its introduction stage because not so many people even know about it so there is lack of public awareness of the brand and at the same time there is the presence of the competitors over the market. 2.9 Strength and Weakness 2.9.1 Strength

Outstanding customer service The atmosphere is perfect for coffee lovers great ambience High quality Arabica whole bean coffees they have their own uniquely roast house-blend of coffee beans Wide product line with many options available Sustainability
2.9.2 Weakness

Expensive Lack of people awareness of the brand Little spending on marketing Too new to be well known
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2.10 Advantages and Disadvantages 2.10.1 Advantages

Coffeesocit controls all the process of production by themselves which starts from
growing the coffee plant, selecting the coffee nut, roasting the nut, grinding the nut until mixing with ingredients and become a cup of coffee and also have selling coffee by their own shop.

They have their own uniquely roast house-blend of coffee beans They used 100% arabica coffee that is considered as a high quality coffee bean and
contain less caffeine.

The absolutely outstanding service that is hard to find in other local Malaysian cafes
2.10.2 Disadvantages

The prices of their products are considered high. Meaning they serve small portion with
high price

They don't promote their brand. The very high competition.

2.11 Unique Selling Proposition (USP) One great thing about Coffeesocit beside the excellent customer service is the design and ambience of the place, the design and decor, the lightning, the music and fresh flowers just put you in the perfect mood to drink your coffee or just chill and hangout with friends or even study there. On the other hand the quality of the coffee and cake they serve is unbeatable but it is not recognized by people. They also have their own uniquely roast house-blend of coffee beans

2.12 Promotional History and Advertising Schedule 1. Coffee in the Dark: every Friday and Saturday you can enjoy the free flow coffee in the perfect low lightning atmosphere. 2. Ladies night: every Thursday girls who come in group of three or more get free coffee. 3. Crazy Lunch: it was for a limited time only the lunch+drink is for RM10.
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4. Loyalty program: you get the card for free and for every 5 visits for coffee you get one free and for the second five times you get coffee plus cake for free. 2.13 Positioning Statement Coffeesocit is a place for coffee lovers to build their coffee society with the super excellent customer service, perfect music, design and ambience and high quality coffee and food to ensure the premium taste for multi-choice and high taste preference between 19-30 years old young adults and busy workers who would like to stop for a break and enjoy.

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Chapter 3: The Company

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Chapter 3 The Company

3.1 Company Overview and History

Two young Malaysian siblings on their twenties (KarWai Choong 26 years old and Kar Heng Choong 23 years old) are the owners of Coffeesocit who have been trained in Australia and came back home to Malaysia to establish the caf on December 2011. So it was in fact Melbourne that sparkled the fire within these boys to start up their business inspired by the indie, art-loving, people watching, latte-sipping culture that is the pulse of Melbourne, they wanted to bring that scene back here to Kuala Lumpur to build that coffee culture or society that is much like the mamak culture here in Malaysia so they wanted to recreate it with their own signature across it. And you can tell that from the moment you step into the caf that they dont want to be mainstream. it is not just about a good cup of coffee it is about the other half that goes beyond the coffee. The service, the music, the ambience, Kar heng described the persona behind their coffee house. And now they have been dubbed one of the top best coffee places in KL as been mentioned in Time Out KL (Artsy Martsy- April 2012).

3.2 Business Description Coffeesocit is located in Publica, currently it has one store/ branch but willing to expand in the near future. The caf serve a wide range of coffees, chocolate drinks and tea from short black to Americano, latte, ristretto, flat white, cappuccino, hot chocolate, hazelnut hot chocolate, chai latte, lemon ginger mint, earl grey, ice lemon tea and many more to food from bruch to sandwiches and salads, soup, pastas and pastries, seafood as well as desserts like red velvet cake, carrot walnut cake and brownies. They also have their own uniquely roast house-blend of coffee beans that is sold inside the caf only and you wont find it anywhere else. Beside the delicious food and outstanding service and of course a great ambience, interior and lightning Coffeesocit is 100% environmental friendly; everything inside the caf from the menu, to the tables and interior including the long communal table are all sustainable, recycled from old village houses and old boats or antique items.

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3.4 Key People Kar Wai Choong : Executive Director Kar Heng Choong: Executive Director

3.5 Location and Subsidiaries

Publika, D4-G3-3A,
Jalan Dutamas 1, Solaris Dutamas 50480 Kuala Lumpur 3.6 Brands, Major Products and Services Brand: Coffeesocit Service: Caf and restaurant Operating hours: Monday Thursday and Sunday 8:30am to 10:30pm Friday -- Saturday 8:30am to 12:30am Products: 1- Food Brunch: Socit Eggs Benedict with streaky bacon, Socit Eggs Atlantic w smoked salmon, free range poached eggs on multigrain toast with smashed avocado, sauted spinach, wild mushrooms, homemade hash potatoes, streaky bacon, free range poached egg with hollandaise, Smoked salmon, baked beans, Honey toasted muesli-nut blend, Bagel w butter + strawberry jam, Toast w butter + strawberry jam Salad and sandwiches: Smoked Salmon, Caesar Salad with Beef Bacon, Caesar Salad with Smoked Salmon, Chicken Ham, Cheese, Tomato. Hot Food: Cottage Pie, Grilled Boneless Chicken, Quick Seared Lamb, salmon, Oxtail Ragout, carbonara, Olive-caper Aglio Olio, Mashroom soup. Light Bites: Wedges, Onion rings, Nuggets, Chips, Chicken Fingers, Multigrain toast w guacamole dip.

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2- Drinks Coffee: Short Black, Doppio, Ristretto, Long Black, Americano, Latte, Flat White, Cappuccino, Piccolo Latte, Mocha, Macchiato, Flavored Latte (Hazelnut, Caramel), Flavored Cappuccino (Hazelnut, Caramel), Baby Cino, Chai Latte. Iced Coffee: Iced Latte, Iced Cappuccino, Iced Mocha, Iced Black Coffee, Iced Flavored Latte (Hazelnut, Caramel), Iced Flavored Cappuccino (Hazelnut, Caramel) Chocolate: Hot Chocolate, Iced Chocolate, Hazelnut Hot Chocolate, Caramel Hot Chocolate, Iced Hazelnut Chocolate, Iced Caramel Chocolate English Premium Tea: British Breakfast Tea, Earl Grey, Lemon Ginger Mint, Chamomile Dream, Pearl of the Orient. Others: Iced/Hot Lemon Tea, Iced/Hot Jasmine Green Tea, Iced/Hot Honey Lemon Tea, Coke/ Coke Light/ A&W Root Beer, Acqua Panna (Still Water), San Pellegrino (Sparkling Water). Fresh Juice Orange Juice (no sugar, no water, just freshly squeezed oranges), Freshly squeezed Lemonade

3- Desserts Affogato, Affogato w Caramel, Red Velvet Cake, Carrot Walnut Cake, Crme Brle w mixed berries and caramelized orange sauce, Brownies w vanilla ice cream, Meringue w mixed fruits, Sticky Orange. 3.7 Corporate Vision

To establish Coffeesocit as the best place for coffee ever in term of quality,
atmosphere, service and sustainability. 3.8 Corporate Mission

To establish Coffeesocit as one of the finest coffees in malaysia To develop enthusiastically satisfied customers all the time. To build the concept of coffee society where all coffee lovers hang out. Educate Malaysian people about coffee standards.

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 To contribute positively to our environment by using all sustainable materials starting

from the packaging to the furniture inside the cafe 3.9 Companys Current Promotional Strategy

Coffee in the Dark Ladies night Crazy Lunch Loyalty program

3.10 Product Sales History

3.11 Current Marketing Objective 3.11.1 Shot Term Objective To increase the sales by a substantial amount, this is going to be achieved through an increase in the reach and frequency of the brand advertising and publicity efforts. Attract new customers in the target audience of mid class youth friends to come hangout or study. 3.11.2 Long Term Objective Coffeesocit is planning to open more outlets all around Kuala Lumpur within the next few years. It will be looking for shopping malls, airport for the new outlets Become a recognized brand of coffee in Malaysia just like starbuck and coffee Bean.

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3.12 Media Expenditure All Coffeesocits promotional activities are on social media only. They have no print ads, radio ads, TVC, exhibition booth nor even a website! They only rely on: 1- Instagram: On instagram Coffeesocit has over 1397 followers, 201 post on their hashtag #CoffeeInTheDark, and 2246 posts on their hashtag #CoffeeSociety. 2- Facebook : Coffeesocit has over 1913 likes on facebook they keep posting and updating mostly every other day. They post their recent promotions, photos of the customers enjoying their coffee and food or dessert and photos of their food and drinks. 3- Twitter: Twitter comes last when comparing with Facebook and Instagram with around 340 followers. They do post their recent activities or promotions beside they do respond to tweets of customers

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Chapter 4 Consumers and Stakeholders

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Chapter 4 Consumers and Stakeholders

4.1 Current Consumers Characteristics 4.1.1 Demographics Current demographics

a. Age b. Gender c. Education d. e. f. g. 4.1.2 Psychographics a. b. c. d. Perception Learning Motivation & needs Attitude & Personality Occupation Income range: Race & ethnicity Geographical location

: 23 to 50 : Male and Female : Collage students, Collage graduates, Working adults. : Business association and college students : 2000 - 6000 : All : Urban area

e. Lifestyle

: Coffee lovers : newspaper, radio and social media : Service and ambience : coffee lovers who would like to take a break and enjoy their coffee : Social, outgoing

4.2 Stakeholders Characteristics

Coffeesocit is owned, managed and directed by the two siblings (Kar Heng and Kar Wai) Executive Director: Kar Wai Choong Kar Heng

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Chapter 5 Industry and Marketplace

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Chapter 5 Industry and Marketplace 5.1-1 Definition of the Industry: Food & Beverages Industry Food and Beverage (F&B) is an industrial term which is used to define the companies that is involved in producing, manufacturing and processing raw food materials into forms of food and beverage. This includes fresh, prepared foods as well as packaged foods and beverages. Any product meant for human consumption aside from pharmaceuticals, passed through this industry. F&B companies are also involved in distributing the finished food products or the near-finished food products in to the hands of distributors or directly to the consumers. 5.1-2 Definition of the Industry: Food & Beverages Industry The shape of industry is rising because the demand of food is high as food provides nutrition and energy in human dailys life. The industry is in a period of change and expanding its precincts with the shift in consumers preferences. In 2004 the bakery and confectionery products reached RM 2 billion, growing at 3% in current value terms over the previous year. According to industry analysts, the growth can be attributed to the rising health awareness in Malaysia. Similar to other packaged foods, such as confectionery products, consumers are becoming more concerned with their health. Throughout 2005 the health trend is expected to continue to be the main driver of growth for coffee products. Recent product launches of more health-oriented products signify the potential of value added products in Malaysia. The current development in the industry is also a consequence of the economic growth of Malaysia. The increasing purchasing power has created western inspired demand pattern among the Malaysian consumers, which has lead to the entry of a large number of international fast food chains and the emergence of an abundance of foreign products in the Malaysian retail sector. The coffee, confectionery and cake industry is, however, still to a large extend dominated by local players offering a more traditional product assortment. This leaves a great potential for Danish companies to profit on the Malaysian Market.

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5.1.3 Development of the industry Food and Beverage (F&B) is an industrial term which is used to define the companies which involved in producing. Manufacture and processing, distributing and supplying. In 2008, the food processing industry contributed about 10% of Malaysias manufacturing output and companies in this industry are predominantly Malaysian owned. In Malaysia, the food industry is dominated by small and medium scale companies. The major sub sectors are fish and fish products. Livestock and livestock products, fruits, vegetables and cocoa. Currently, Malaysia is the largest cocoa processor in Asia and ranks fifth in the world. However, most of the cocoa beans are imported. Malaysia is also one of the world major producers of spices. Functional/health food produced in Malaysia is mainly in the form of food products that are enriched. Food ingredients such as customized formulations regulered by food manufactures, natural food additives and flavors have the potential for further growth. The total industry in Malaysia provides immense opportunities for Malaysian manufacturers. With a global Muslim population of about 2 billion, the market associated with food is estimated at US$547 billion a year. The concept of halal is associated with food products which are high quality in terms of cleanliness sanitation and compliance with religious requirements. Malaysias food manufacturer can contemplate joint -ventures with established food manufacturers, particularly from Australia and New Zealand, to service ASEAN, Middle East, European and US markets which have sizeable Muslim populations. Local halal food products can gain easy access into these halal markets as Malaysias halal certification is globally recognized.

5.2 The marketplace: Bakery 5.2.1 Current condition of the Marketplace Bakery is currently in an intensive competition, as there are a lot of new brand appear in the market, which are competing each other both directly and indirectly. The competitors include retailers of donuts, bakery and snacks sold through convenience stores, supermarkets, restaurants and retail stores. The marketplace also competes against other retailers who sell sweet treats such as cookie stores and ice cream stores. They are competed on elements such as food quality, concept, convenience, location, customer service and value. The industry trend moving towards expanded fresh product
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offerings at convenience stores during morning and evening drive times and products are either sourced from a central commissary or brought in by local bakeries.

5.2.2 Changes in Marketplace Positive: More competition leads to more effort in innovation, thus boosting the growth of the industry. Negative: More competition in the market leads to more loss in profit and cost in promotion and advertising.

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Chapter 6 Competitive Situation

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Chapter 6 Competitive Situation

6.1 Direct Competitors 6.1-1 Starbucks

Starbucks has grown to be known as the number one coffee store nationwide, and progressively doing so on an international level. Its first store was established in 1971 in Seattle, Washington. It became owned by Howard Schultz in 1987 with the help of local investors. Schultz was captivated by his first Starbucks visit in 1981. After his trip to Italy in 1983, where he was inspired by the coffee bars, he became motivated to become an influential part of the company. He wanted to bring back to Starbucks the romantic and comfortable feel he experienced at the Italian coffee bars and ultimately create a third house experience. Today, according to the Starbucks website, they have 16,706 stores (as of Dec. 27, 2009) in 50 Countries. In 2009 they made strives socially as they opened the Farmer Support Center in Kigali, Rwanda and became the worlds largest buyer of Fair Trade CertifiedTM coffee. Product Range: Drinks: Coffee/ Iced Coffee, Chocolate Beverages, Espresso Beverages, Frappuccino, Starbucks Blended Juice Drinks, tazo Tea, Iced Shaken Teas. Food: Bakery, Savories, Cakes & Desserts.

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Strength: A very popular brand, number one coffee store in the world. Quality Variety Locations Store ambience Weakness: High pricing

6.1-2 Coffee Bean and Tea Leaf

The Coffee Bean and Tea Leaf is a company established far back in 1963. This company has an impressive history of being around for the 53 years in business. The Coffee Bean and Tea Leaf offers a wide range of coffees and teas, and much more. The Coffee Bean and Tea Leaf has domestically owned companies only in Hawaii, California, Arizona, Nevada and Texas. But it has numerous franchisee shops, scattered all over the globe. The international locations of the Coffee Bean and Tea Leaf Company are in Asia are in Brunei, India, Malaysia, Sri Lanka, Singapore, Vietnam, China East Malaysia, Indonesia, Korea and Philippines. Whereas the international locations of the Coffee Bean and Tea Leaf Company located in the Middle East are in Oman, Bahrain, Egypt, Israel, Kuwait, Saudi Arabia, Qatar and the United Arab Emirates. The Coffee Bean and Tea Leaf Company sells a lot of products online too. There are a variety of items like exceptional coffee, tasty teas, gifts, sweets, mugs and tumblers, powders and extracts, coffee and tea passports, equipments, customizable gift cards and then there is the clearance sale too.
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Product Range: Drinks: Tea, Caf Mocha, Sunrise Ice blended drink, Berryd Treasure Ice blended drink, Chai Mate Latte and Chai Rooibos Tea Latte. Further the stores also have 3 limited edition drinks- The Uganda Sipi Falls Coffee and the Chai Mate and the Chai Rooibos herbal infusions. Food: Bakery, light sandwiches, Cakes & Desserts. Strength: Quality Variety Locations

Weakness: Limitation of their marketing strategies Lack of promotion and advertising

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6.1-3 Dome

Product Range: Drinks: Tea, Espresso, Mocha, Hot chocolate, latte, cappuccino, Babycino, Tea and Chai, Smothies, fresh juice, and espreski. Food: Bakery, Salad, sandwiches, pizza, soup, snacks, Italian dishes as well as Cakes & Desserts. Strength: Great ambience Very quality food and drinks

Weakness: Very expensive because they follow the SOP. The food is not suitable or preferred by the Malaysian people. In Malaysia its less famous that other coffee houses

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6.2 Indirect Competitors 6.2-1 Delicious

Delicious started as a cozy tearoom in 1 Utama Shopping Centre with just a few items on its menu in 2004. Even though its location was not prominent, news of its delicious wholesome food spread like wildfire through word-of-mouth. Soon, the thriving caf was packed to the seams with families and young professionals looking for the comfort of homemade food served up. Soon, a second outlet sprouted up in Bangsar Village and now there are five Delicious cafes in the Klang Valley with one more opening in Penang at Straits Quay, Sri Tanjung Pinang in May 2011. Its menu has blossomed into a veritable treasure house of western and local favourites and satisfies the palates of its diners from breakfast till late supper. Word has it that more Delicious cafes are springing up in the Klang Valley and other parts of Malaysia and Singapore so that more food loving folks will have a taste of Delicious' simply sumptuous dishes.

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6.2-2

Dunkin donuts

Dunkin Donuts is the worlds largest coffee and baked goods chain, serving over 3 million customers a day. In 2006, the company boasted revenues of approximately $4.7 billion, with more than 7,000 shops worldwide (5,300 in the U.S.). The company is continues to open 7001000 additional retail locations annually. Dunkin Donuts has forged a strong identity as a coffee destination, and continues to grow its food/beverage offerings incrementally. The company sells about 500 million cups of coffee a year, for approximately $1.65 per cup. Product Range: Donut, Hot Coffee/Iced Coffee, Sandwiches

Strength: Large variety of donut and flavors. No artificial colors or flavors added. Weakness: Short shelf life Donuts are considered fattening and contains high calories.

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Chapter 6 SWOT Analysis

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Chapter 7 SWOT Analysis

Coffee Socits SWOT Analysis

Strength

Weakness

-Store ambience -Excellent Customer service -100% high quality coffee beans that contains less caffeine. -sustainability -Innovative and progressive - they have their own uniquely roast houseblend of coffee beans -Wide variety of product offering

-Expensive -Location -Increasing number of competitors -Lack of advertising and promotion

Opportunity

Threats

-the large consumer base of the industry -expansion -distribution of their Arabica coffee bean brand -The fast growth of coffee industry

-increase in the price of the coffee bean. -The competitive environment

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Chapter 8 Strategic Target Audience

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Chapter 8 Strategic Target Audience

8.1 Proposed Primary Target Audience 8.1-1 Demographic

a. Age b. Gender c. Education d. e. f. g. Occupation Income range: Race & ethnicity Geographical location

: 23 to 50 : Male and Female : Collage students, Collage graduates, Working adults. : Collage students to working adults : 2000 - 6000 : All : Urban area

8.1-2

Psychographic a. b. c. d. Perception Learning Motivation & needs Attitude & Personality : Coffee lovers : newspaper, radio and social media : Service and ambience : coffee lovers who would like to take a break and enjoy their coffee : Social, outgoing, modern

e. Lifestyle

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Chapter 9 Research Development

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Chapter 9 Research Development 9.1 Marketplace Research

For marketplace research purposes, I went to visit Coffeesocit in publica and my aim was to observe the place, the people who walks into the caf, check the menu, the prices, the service and all the things that I will not find on the internet since they dont have a website yet. My biggest concern was to meet the owners of the place as well. Since the first time I stepped a foot into Coffeesocit I could feel the coziness of the place the colors, interior, the fresh flowers, the lightning, the chalk written menu, and the friendly customer service that meets you in the door with a smile and a light chat.
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I did a small chat/interview with the waiters there while I was waiting for the owner to come for the interview I also took some pictures and ordered there coffee in the dark promotion for reviewing purposes. 9.2 Market Observation Apart from observing the market place, the menu, price, and the look and feel of place I was trying to observe how many people comes into the caf, or how many people are interested in the product and service. I went there in a Saturday night which is a weekend I caf was almost full maybe because of the coffee in the dark promotion (its only on Friday and Saturday nights). I saw friend, couples, a solo person just enjoying his/her coffee , and I even saw few families came to the caf that day. Almost everyone ordered the coffee in the dark promotion.

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9.3 Online Survey The online survey was conducted from 12/7 to 14/7, with 61 participants. The survey aim to investigate on coffee lovers, their behavior in consumption of coffee, and whether they know about the existence of Coffee Socit or not, and consumers preference among its relevant market. The results shows that only 16% of the responses actually know or heard about Coffee Socit, And many more that will be explained in more details below:

As can be seen from the pie chart above, there were 27 Male respondents and 34 Female respondents. This was to have an opinion from both genders to know if gender difference could affect in preference.

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The majority of the respondents are from the age group of 18 to 23. That is because the survey was distributed among the students of Multimedia University which are the target of our research.

Since the majority of the respondents are students, their income is very low which a very reasonable result is. The reason why this question was asked is that to understand how would the respondents with different income would respond to the selection of coffee, and whether they would pay higher just for a good taste or they will just have their own home made coffee.

We had a fair mixture of respondents from different cultures. Different cultures have different selection and preferences of where they would drink coffee. In fact, coffee could be a habit in some traditions.

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The majority of the respondents are still studying since it was distributed to around Multimedia University area. However, there are those minorities who are working or unemployed.

We asked the participants whether they are fan of coffee to determine how high or low the demand for coffee drink is. We found out that there is a major group of students are fan of coffee.

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Although the majority of our respondents are fan of coffee, the amount of coffee they drink in a week is very minimal comparing to coffee lovers around the world. This could be due to their profile which is students. There is a possibility that if they were employees with older ages and higher income, the results would have been different.

In terms of awareness, the responses and results showed that there is a large number of participants did not know about Coffee Societe. This could be due to its distance from the area we have distributed our survey and also could be due to their promotion and marketing strategies used that could possibly target business men, employees and adults more than students or young adults.

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From those who know Coffee Societe, there was very less number of students who have been there. This also could be due to the distance to reach there and could be also due to the prices given or the options available nearby.

It was understood that the majority of coffee societe visitors have gotten to know about the place through personal promotion by their friends and family rather than other marketing materials. This could illustrate whether their marketing strategies strong or weak.

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Even though the respondents came from a very low income background and young ages, they have responded positively that they would pay a high price for a cup of coffee and a slice of cake if the taste was good. This could lead to the understanding that price range could not very much affect on the demand if the quality and taste on drink and desert provided is high.

The results above are pretty much expected. Starbucks won a large group of coffee lovers since they are the first and the market and their brand have made it path through since long time ago. Other competitors are considered to be new to the market in comparison with Starbucks and have less coffee houses than Starbucks.

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There was a very high demand for a great ambiance, lighting and interior of the place than any other features. As it is seem that coffee lovers would like to have their coffee with a special mood and proper environment or settings. It is not just a coffee to be taken; it is more to enjoying it within a special atmosphere. Quality of food, drinks and desserts came second in which is reasonable to be recommended as if the quality were low then there is no reason to be there from the first place.

Participants responded that the best way to promote or introduce Coffee Societe to the world was through website and social media. This is a good response since it would not cost much to promote through such medium in comparison to booth promotion or TV commercials. Nowadays, social media have become the most desirable medium for announcement, promotion and marketing. It is the fastest, reliable and more reachable to the world than any other medium.

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9.4 Interview As the brand information is so little and limited on their facebook page, twitter and instagram and few blogs. I had to go and meet the owner and executive director in order to seek further information about the brand and products. I interviewed Mr. Kar Heng Choong who is one of the owners of the caf together with his elder brother Mr: Kar Wai Choong. He is also the executive director he also works in the caf helping in serving food and drinks to the customers.

Coffee Socit Situation Analysis Interview Sheet 1. Could you give me a short brief history about Coffee Socit? 2. Who are you targeting? 3. Are you planning to expand? If yes when and where? 4. Other than Coffee, food, and desserts is there any other products/ service available in Coffee Socit? 5. Coffee Socit relys on social media to promote the brand any reason for that? 6. What is the past and current promotion and advertising campaign on Coffee Socit? 7. What is the brands strength and weakness? 8. USP? 9. Who are the biggest competitors in the market? 10. What so unique about Coffee Socit when comparing with the competitors? 11. Current Condition of the market place?

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Chapter 10 Precedent Studies

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Chapter 10 Precedent Studies 10.1 Advertising Strategy Current strategies in promoting Coffee Socit: 1. Coffee in the Dark

2. Ladies Night

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10.2 Precedent Studies 1. Starbucks:

Above are promotional print ads of Starbucks Malaysia for some festivals like Ramadan and Chinese new year, and Deepavali.

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2. Dome: Print ads:

Website:

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3. Dunkin Donut

Above are some few examples of Duncin Donut print ads and truck design.

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Box Packaging:

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Chapter 11 References
Coffee Societe Facebook Page <https://www.facebook.com/CoffeeSociete?ref=ts&fref=ts> Anna. M. R. (2011). Marketing Strategies and Market Plan Lauren. R (2011). An Analysis of Starbucks as a Company and an International Business Areni, C. S., & Kim, D. (1994). The influence of in-store lighting on consumers' examination of merchandise in a wine store. International Journal of Research in Marketing, 11, 117-125. Friedrick, J. (2007). Building a successful coffee program, one cup at a time. Gourmet news, 72 (5), S3-S4, S10.

Natalie Abel. (2009). Determinants of Customer Loyalty in the Specialty Coffee Industry: the differences between customer loyalty to an independent coffee shop and Starbucks. Colorado: The Colorado College Starbucks S.W.O.T. Business & Company Resource Center. Business & Company Resource Center. Web. <http://galenet.galegroup.com.emils.lib.colum.edu/servlet/BCRC?vrsn=unknown>. "Starbucks Swot Analysis." Scribd. Scribd. Web. <http://www.scribd.com/doc/3972739/Starbucks-Swot-Analysis>.

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Chapter 12 Appendices

Coffee Socit
Your feedback is highly appreciated! * Required Gender: * o o Male Female Age: * Below 18 18 - 23 24 - 29 30 and above Income / salary range: * 500 - 1000 1000 - 1500 1500 - 3000 > 3000 Nationality: * Local International Occupation * Student Working Unemployed Are you fan of Coffee? * Yes No How often do you drink coffee? * 1 to 3 times a week 4 to 6 times a week

o o o o

o o o o

o o

o o o

o o

o o

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o o

7 to 10 times a week More than 10 times a week Coffee Socit is listed as one of the best places for coffee in KL, are you familiar with Coffee Socit ? * Yes No If yes, have you ever been there? Yes No If Yes, how did you got to know about Coffee Socit ? Friends and Family Social Network Websites / Blogs In your opinion, is it worth it to pay more than RM 21 for a cup of coffee and a slice of cake?* Yes No Maybe, if I really like it Out of these, which is your favorite coffee house? * Starbucks Coffee Bean Dome Other: What are the features that influence you when going to a coffee house or a cafe ? * Quality of food, drinks and desserts The great ambiance, lighting and interior of the place Quality of Service Other: What would be the best way to introduce Coffee Socit to the world? * Website and Social Media Booth promotion TV Commercials

o o

o o

o o o

o o o

o o o o

o o o o

o o o

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Print Ads

Interview

1. Could you give me a short brief history about Coffee Socit? 2. Who are you targeting? 3. Are you planning to expand? If yes when and where? 4. Other than Coffee, food, and desserts is there any other products/ service available in Coffee Socit? 5. Coffee Socit relys on social media to promote the brand any reason for that? 6. What is the past and current promotion and advertising campaign on Coffee Socit? 7. What is the brands strength and weakness? 8. USP? 9. Who are the biggest competitors in the market? 10. What so unique about Coffee Socit when comparing with the competitors? 11. Current Condition of the market place?

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