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Marketing plan

Submitted to the faculty of the


College of Management and Accountancy
Of the PHINMA – University Of Pangasinan

Krishalene Baustista
Theresa Aquino
Claire M. Legaspi
Ronnalyn S. Ayson
Jo Ann Barbadillio
Erma Jean S. Mamaril
Background Study

Mission:
Diligence cafe is a perfect study cafe for students. Providing free wifi unlimited
coffee, power outlets, napping service, delicious foods and locker rental. Bath shower
services are available too for those who needs to stay overnight and is great for
students who have early classes. We will also have a reader’s corner where you can
review or read at our open library, plus we accept pre-loved books!
And serves you the best brewed coffee and pastries that suites your taste.

Vision:
 To be established and trusted as the perfect cafe for everyone
 To be a leader in innovation, service and quality
 To be among the most admire and respected business in our industry

Current Marketing Situation

Target Market
Diligence cafe will cater to people who want to get their daily cup of great-tasting
coffee in a relaxing atmosphere. Such customers vary in age, although our location
close to the University campus means that most of our clientele will be college
students and faculty.
Our Placement
I media search shows that these are discerning customers that gravitate towards better
tasting coffee. Furthermore, a lot of college students consider coffee bars to be a
convenient studying where they will feel relaxing environment. For us, this will
provide a unique possibility for building a loyal client base.

Industry Analysis
The restaurants and coffeehouses that make up the community of establishments in
the area surrounding Diligent Cafe are quite diverse. Their concepts range from
typical fast food/chain venues to expensive fine dining establishments. However, the
predominating nature of the immediately surrounding restaurants and coffee shops is
casual/ upscale.

SWOT Analysis

Strength
One of proponents is the various services and products offered. A café that serve
coffee, espresso, frappuccino and books. In addition, the ambience is so well-rounded
the relaxation of the customers is guaranteed. The price might be as high as the high-
end coffees out there but it is parceled to the quality of both the product and services.
Weakness
An emerging or new brand in the café business the risk is high that it won’t be as
successful as like in the other countries. Since the business is new in the industry,
factors are: not all Filipinos are book lovers, and some may like to read but not as
enthusiastic as people from foreign countries which leads to uncertainly of consumer
loyalty.

Opportunity
A café is fast growing franchise, a lot of people love drinking coffee, spending time
with friends at cafes or even alone time there. Its ways are already grasped as many,
its saturation is also a good thing. The target location is accessible to the target
market. Moreover high-end cafe to be patronized, a lot of people who loves coffee are
looking for new places, desiring a new taste, and the smell of new aroma. Lastly, ties
ups with other companies for promotions which will benefit the customers with more
similarly
will benefit both the café and the partnered company too.

Threats
There a lot of other cafes or tea houses to replace the proposed project especially if
customers prefer cheaper ones. Likewise, there are tons of instant coffees and teas
available in the general market, again they are way cheaper. Filipinos are practical, if
they think there’s an alternative that will cost less, they would choose that. Also, other
target market trends go for a more healthy way and caffeine is not included on the list
which of course is not a good thing in our end. However , as sales and profit get high,
the arising of competitors will be expected.

Competitor Analysis
The main competitors in the retail coffee segment are Cafe Paradisio, Seatte's best
coffe, Coffee Corner and Olivia's Concept Coffee. These businesses are located in or
near the downtown area, and target a similar segment to JavaNet's

Competition from coffee bar providers comes from locally-owned businesses as well
as national firms. There are approximately eight, local, cafe bars in Katipunan. This
number is expected to grow with the increasing demand for coffee by the coffee
lovers especially college students. Larger coffee providers, such as Starbucks and
Bk'sCoffe are also a competitive threat to Diligent Cafe.
Perceptual Mapping

Promotion
In order for our business to be well known, we will advertise through social media,
magazines, or blogs. We will be having also a promo, for instance, our dearest
customer's frequent study sessions shall not go unrewarded as Diligence Cafe has a
“Sipag Card” where they can track their visits. Their 5th and 10th visits are free if
they fill out the card.

Placement

Diligent Cafe as a perfect study cafe for students, will be place near schools for
students to find a perfect place to entertain their selves with our unlimited coffee and
unlimited Wifi or have our napping service. We will also likely to place our cafe to
downtown areas , in order for other coffee lover such as employees to easily find our
perfect cafe that provide best coffee and pastries to relief their self from stress.

III. Marketing Objectives

 To increase sales
 To enhance customer relationship
 Target new customer
 To improve internal communication
 To increase profit
Key Marketing Management Strategy

Product
Diligence café is a study café that offers high speed internet connection, unlimited
coffee, snack and napping services. They even have an open library. A conference
room for rent with unlimited coffee and internet. A shower services with shower kit
and towel. They also offer locker rentals and printing services.

Pricing

 1hour stay – Php60.00 – inclusive for unlimited coffee, juices, wifi, power
outlet and napping services.
 Full day stay – Php350.00 – inclusive for unlimited coffee, juices, wifi, power
outlet and napping services.
 1-hour conference room rental- Php400.00 - inclusive for unlimited coffee,
juices, wifi, power outlet and napping services.
 Shower services – Php100.00 – inclusive of shower kit.

IV. Action Plan


Action
Operational excellence
 Continually improving operational execution at the restaurant level
 Testing new services and guest interface models
 Streamlining the menu, making it easier to execute and a better
experience for our guest

Marketing
 Emphasis on promoting unique products and value offering
 New strategies and promotion to grow sales in each day part,
including lunch and late night

Advertising and Media


 Developing exciting new campaigns which reflects the broader
changes for the brand
 Maximizing media investment effectiveness

Menu
 Menu innovation- the menu has been upgraded or changed

Remodel
 New remodel package with completion goal

Development
 Focus on countries where we currently have a presence

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