Marketing Plan

Coffee is the world’s most valuable agricultural commodity. The coffee industry in the

United States, and around the world, has exploded in recent years. Instead of simply drinking

caffeinated and decaffeinated, coffee consumers nowadays are trying different types of coffee,

such as, cappuccino, espresso, mocha, and latte and others.

Consumer demand is ever increasing, and as consumers drink more and more coffee,

quality and value become more and more important. Coffee shops exist all over the world, and so

do people, and no matter where you are, the same kinds of people go to a coffee shop.

There are so many reasons why people go to a coffee shop, some are students who are

stress doing their assignments, some are teachers who are stress in their work and some are

professionals who are pressured to finish their business. Coffee help them to feel relax and do

whatever they have to do. Coffee shop is a place where you can be yourself, and have a good

time on a regular basis. It's a place where you can make memories. It's a place where you can

enjoy life and enjoy the company of your friends and family

We see that building a coffee shop in Tayabas, Quezon is the best business to make,

H.A.N.D coffee shop will surely provide the customers satisfaction when it comes to coffee.

We will provide a quiet and relaxing environment for them to enjoy our café.

We are aiming to be the leading coffee shop in Tayabas Quezon that will guarantee

consumers to give the quality of the products and services. We will make sure that our café will

give them a good experience when it’s comes to service.

Product Strategies

Pricing Strategies

H.A.N.D cafe will offer a unique experience for the consumers by offering an affordable

price yet sophisticated café; we will offer a sense of refinement and peace in hectic and fast

paced world. While other coffee shops cater to convenience with drive through or loud music

venues late into the night, the H.A.N.D cafe will stand apart from its competitors with its quiet

yet soothing ambience, capturing a truly unique (and much needed) market niche.

H.A.N.D café primarily utilizes competition based pricing. The café will give coupons

and discounts for the opening as promotion because we believe that it’s the best way to attract

the consumers.

Promotional Strategy

We will make our coffee shop appealing to people. By the help of new technology

H.A.N.D café will advertise regularly on popular social media sites, such as Facebook and

Instagram. Social media is a tool to engage more consumers for companies and to spread

awareness. Our goal is to involve and engage the consumers in order to have valuable feedback

and development for the service or the product that we are offering; we think that social media

will help us to give them an awareness in the business that we are offering. Compared to

traditional print advertising, this is a cost effective tactic that will allow us to reach prospects in a

highly targeted way (e.g., based on criteria such as age, gender, geography, etc.). We will make a
Web site, which will provide basic information about our café business, the menu, and links to

their presence on the aforementioned social media channels. We will also advertise on local

radio stations. We will make commercials to advertise our café. First impressions matter and the

first impression for a coffee shop is the storefront. The storefront of our coffee shop will attract

the consumers to go and try our offerings. We will also give brochures and fliers for the

consumers.

Target Market

We will focus on our marketing activities on reaching the College students, faculty, and

the young adults, young professionals or people who are working in offices located close to the

coffee shop and families.

Most adult coffee drinkers said their lifelong habit began during their teenage years.

Based on our research, 54% said they began drinking coffee between 13 and 19. Another 22%

reported their coffee cravings started between the ages of 20 and 24. This means that 76% of

adult coffee drinkers began drinking coffee by the time they were 24. So, despite the large

amount of marketing and advertising directed at the younger age groups, H.A.N.D coffee shop

will cater our offerings to the adult and senior market.

We will target this market simply by its well selected location. Although this

demographic group could readily drive downtown, they prefer a local café to unwind and relax

and historically become some of the most loyal patrons.

College Students, Faculty, & Other Young Adults

The café will attract regular customers ( weekly or more) - particularly the newly College

Students, faculty, and young adults by providing free WIFI services and providing interesting

games in the customer area. In this group, they are the consumer who likes coffee and love to

socialize with other people, they long to have a nice chat with a friend and, in general, spend

time with others. Some of them are not mainly looking to consume a coffee; sometimes coffee is

just the excuse to meet someone else.

Young Professionals

Young professionals are the biggest potential customer group for the H.A.N.D coffee

shop. Sometimes they visit the coffee shop and they are part of the discounted customers as well.

They are the one who is price is not the issue but the quality itself. They are the coffee addicted.

This sort of consumer can't live without his or her espresso every morning.

Tourist

We expected that coffee shop will have a tourist customers but not many. Because the

coffee shop is located in Tayabas, Quezon nearby the Tayabas Church, they can easily find our

café. The weather in Quezon is likely

Families

Families can bring their friends or relatives to drink coffee and try the offerings of the

coffee shop. We are targeting families because they are the one who can recommend our café to

the other close friends. They are the one who will talk good about you and if they are happy they

won't hesitate in promoting you to all their coffee lover network! They are the one who is

looking for specialty coffee in a prepared specific way.

Tourist Young Professionals

Target
Market

College Students/
Young Adults & Families
Faculty