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Marketing Plan: Vanna Coffee Shop

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INDEX
I. Executive Summary……………………………………………………………………….3
II. Current Marketing Situation………………………………………………………………4
III. Market Description………………………………………………………………………..4
IV. Product Review……………………………………………………………………………7
V. Competition Review……………………………………………………………………….9
VI. Distribution Review ……………………………………………………………………..11
VII. Threats and Opportunities Analysis……………………………………………………...11

I. Executive Summary

The leisure and entertainment market in the city of Miami, year after year evidences an increase
and development of its offer, a fact that has created high expectations of citizens and therefore, it
is increasingly difficult to satisfy them.

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Specifically, restaurants and coffee shops sector has become one of the most competitive in the
city because even though the market is wide and heterogeneous, barriers to entry are weak and this
generates monthly new businesses who get into the competition.
However, the great majority of business projects of this type that are launching, they do not obey
a process of planning and analysis, but rather to the intuition and experience of investors who are
hypnotized to the attractiveness of the sector, so they leave exploration aside of the real existing
opportunities.
As a consequence of this empirical entrepreneurship process, a great percentage of coffee shops
that have been created within a few months they are forced to close its doors. Although the short-
term decisions generated profitability at the beginning, at the moment when people describe the
company as “Old-Fashioned”, the business is doomed to bankruptcy because it does not have a
good strategic direction to guide the evolution of actions.
Vanna Coffee House is a trendy and unique local coffee house that has a friendly and chill
environment. Vanna Coffee House is a place where people can go and enjoy one of the best coffee
of Latin America accompanied by our variety of homemade sweet and salty bakery. Also, they can
enjoy the different atmospheres since Vanna has a terrace where there are comfortable couches
with a tropical decoration and there is inside, in which there is A/C and the decoration is white
minimalist with a great variety of plants, comfortable tables, and couches.
To develop the marketing plan it was mainly started by organizing the points of sale, standardizing
our portfolio, codifying our suppliers, making identification of balance points and the creation of
the company to the control entities.

II. Current Marketing Situation

In recent years, the coffee sector has become very strong in Miami, it is known that Cuban coffee
has always been very popular in this city, but now there is everything from Café Cubano to
boutique coffee shops. Today, the city has a wide variety of these located mainly in the Wynwood,

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Downtown, Design District and Miami Beach areas in other areas such as Brickell, it is beginning
to appreciate the diversity in these types of businesses, which are totally innovative

The objective of this business is apart from generating profits, satisfying customers by meeting
their demands, providing them with the best quality and service and also achieving the position of
the shop, initially in the Brickell area and little by little in the rest of the city . For this it is necessary
to have a well-defined and structured marketing strategy that allows attracting customers, keeping
them and developing them, generating more and more satisfaction.

One of the main requirements to achieve the success of a restaurant is to build relationships with
customers and achieve their loyalty. At this time, getting customers to feel satisfied is increasingly
difficult, as competition increases greatly, providing high quality, service and innovation.

Nowadays the different markets are highly competitive, that is why companies must resort to
innovation and value addition in all the campaigns that run from marketing.
The objective of the generation of experiences is to retain customers who are committed to and
love the brand because they feel an emotional-affective bond with it.

III. Market Description

Environmental Environment
The environmental problems that we are currently experiencing have given rise to a new segment
of “green” consumers, who are concerned with preserving the environment, which implies the
demand for products with such an impact on it. These new consumer requirements have led
companies to offer more environmentally friendly, efficient products that do not generate waste,
save raw materials and energy, and that include ecological aspects in their corporate image. The
ecological variable is a differentiating element in the consumer products market

This is one of the reasons why today we talk about “green”, “ecological” and “eco-marketing”
marketing. Among its objectives are:

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- Be guided by the limitations of resources and not in the stimulation of consumer needs.
- Assign greater weight to the stabilization of the ecosystem and to energy consumption than
to the practice of manufacturing disposable products.
- Promote the concept of recycling.
- Compensating for the deterioration produced by industrial development.
- Develop cleaner production programs.

Taking into account the above, companies are facing the challenge of being more competitive in
all areas, when designing their strategies, coffee shops must consider which offer is the most
suitable to satisfy consumers, both environmentally friendly customers and to non-ecologists,
which resources generate the least impact on the environment, what is the ideal technology, how
to create awareness and leave evidence of their respect and act for the conservation of the planet.

The client seeks to distinguish a coffee shop for its ability to offer a quality service that includes
empathetic staff, healthy eating and respect for the environment, and the company seeks social
recognition as attractive and guarantee of success.

Some of the basic measures to counteract the negative impact of a coffee shop on the
environment are:
- Implement measures to save scarce and exhaustible resources.
- Establish an environmentally friendly purchasing policy.
- Train staff in the classification of waste and forms of recycling.
- Acquire the food according to the established rules, making purchase specifications.
- Comply with the maintenance and replacement plans of the technologies in use.

Technological Environment
Currently the world is evolving faster and faster in technological matters, there is talk of the
digital age where the internet has become a key and important part in companies to be able to
grow, since people are increasingly dependent on Computers and these have become
indispensable in your life.

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In the United States, the study of digital consumption was presented, where the Internet usage
percentage by state is revealed. The study revealed that 84.2% of Florida residents use the
internet. Also presented was the study in which on average people in the United States have
between 7 and 8 social media accounts, and spend an approximate 142 minutes a day on social
media.
For the coffee shop sector this represents an opportunity, since the internet plays a very
important role since it not only allows them to promote themselves but also gives the customer
an opportunity to interact with the establishment

One of the main characteristics of Web 2.0 is the interaction between portals and users. This has
created a mass of user-generated content which refers to content that has been created by a user
and not by the creator of the web page. This content can be from a simple comment to a video.
However, few companies have known how to exploit this opportunity to interact with customers.
In order to get the most out of social networks, it is important to have a clear objective and try to
keep the user connected to the brand, through messages, photos, videos, among others.

Sociocultural Environment
According to surveys, in the last year 60% of Americans consume coffee in a coffee shop. It was
also found that both men and women drink approximately 2 to 4 cups of coffee daily but this can
vary by age, the Americans who drink the most coffee are between the ages of 25-34 and spend
approximately $ 2000 annually on coffee.
It was also found that 64% of Americans drink coffee in the morning, that is, the most popular
time to consume this drink is in the morning.
The sale of coffee in the United States between the years 2019/2019 was approximately 26.5
million. The coffee market has grown in the USA and there are approximately 37,274 coffee
houses.

Industry Factors
Being in the healthy trend is part of the personality of many brands today. This trend stems from
the multiple diseases attributed to the consumption of industrialized products, the sedentary

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lifestyle that has gripped the vast majority of the population, and the changing climate conditions
due to the deterioration of the planet’s atmosphere, which has led consumers to adopt Healthy
habits
Despite the fact that in the United States a percentage of consumers consider that the most
important thing is health, it is also true that although you want to live a healthy life, foods high in
sugar and fat are the favorites of the population.
The population in Florida takes great care of what they eat, since being in a city with a tropical
climate in which they have easy access to the beaches, they tend to take a little more care of their
figure and to have good eating habits and make exercise or sports. According to a survey Miami
is one of the cities where there are more vegetarian and vegan people, it is in the ranking 15 out
of 100 American cities.
However, the concern for a healthy life is not limited to eating less fat or sugar; making quality
products is no longer enough. Consumers are beginning to demand that brands adopt a caring
attitude, both with the environment and with societies. Green marketing is ceasing to be an
option and an obligation that consumers are unwilling to negotiate.

IV. Product Review

Vanna Coffee House offers different types of coffee from Colombia and Honduras. Taking into
account that these countries have one of the best coffees in the world. Vanna also offers different
types of coffee filters, teas options, and sweet and salty bakes. Bakes are made in the store every
day and we have sugar free and vegan options. The Vanna Coffee House menu is made up of:

Coffee:

- Espresso
- Americano
- Cappuccino
- Latte
- Mochaccino
- Macchiato
- Cold Brew (Black or with cream)

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Brew To Order:

- Chemex
- Clever

Tea:

- White
- Earl Grey
- Green
- Matcha
- Turmeric Ginger
- Tipus Chai
- Golden Turmeric Latte

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Sweet Bakes:

- Almond Croissant
- Pistachio Croissant
- Mini Chocolate Baguette
- Carrot Cake
- Lemon Tart (Sugar Free/Gluten Free)
- Chocolate Cake (Sugar Free/Gluten Free/Vegan)

Salty Bakes:

- Croissant with ham and cheese

- Spinach and Ricotta Puff Pastry
- Turkey Flatbread
- Artichoke and Kale hand-pie (Vegan)
- Cassava cheese bread (Vegan)

Soft Drinks:

- Water
- Sparkling Water

Vanna Coffee House uses very good quality products, packaging and cups that contribute to the
environment. It also has a “Vanna Friends Card” in which you accumulate points to receive free
products and benefits are obtained on important dates.

V. Competition Review
Currently, the Coffee House sector in Miami is a highly competitive sector in prices, quality and
good flavor, which means that the businessman must implement strategies that allow him to
differentiate himself from his competitors.
In the city there are places like “Eternity Coffee Roasters”, “Tinta y Cafe”, “Finca’s Coffee”, “Dr
Smood”, among others, whose rating can exceed standards of taste, service and quality.

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Eternity Coffee Roasters, a coffee shop opened in 2011 it’s a small indoor store in Downtown
Miami. It offers a variety of coffee from Guatemala and Colombia. They have gift cards and
merchandise like t-shirts, brewing equipment and roasted coffee. It offers coffee, breakfast and
lunch.
Dr Smood, this is a big company because they have many locations six in Miami and seven in
New York. They offer juices, coffee, tea, lunch, snacks, among others. They use all organic and
kosher products, there is not dairy, refined sugar or pesticide in their products. Their product is
clean and healthy, this company started in 2014 and has been rapidly growing.
Finca’s Coffee, this is a coffee shop located in Brickell, it offers Coffee from Honduras and Latin
America snacks. They have different brewing method and the shop is a small indoor place, but
it’s very well decorated.

Place; Vanna Coffee House has two sales modalities, the first is direct sales in the premises that
are located outside of Brickell City Center, the hours that are handled are from Monday to
Sunday 8:00 am to 7:00 am pm, the people who arrive are ordering in the box and then they will
take the products to the table. The second modality of sale is by delivery through the uber eats
platform which will benefit people who do not want to leave their homes or who want coffee for
their office meetings but do not have time to leave.
Brickell is the financial district of Miami, by which the flow of workers in the area is greater,
there are also some graduate universities and hotels. Brickell City Center is a shopping center
that is located in the center of Brickell, it has fancy shops and restaurants. It has become an
alternative business and entertainment option in the city. Which has meant that consumers do not
have to travel to other areas of the city to find variety and quality when it comes to eating and
living experiences. In addition to the variety of restaurants and shops, there are also many
residential buildings and hotels.

Promotion, in terms of promotions discounts will be made in uber eats for 4 or more cafes, since
being in a financial district is more likely that companies buy to take away and consume in
meetings. Additionally, social networks are used, especially Instagram and Facebook in which
photos of the products, the place, events and promotions to be carried out are published. The
accounts will be managed daily and will be in charge of a community manager who will be in

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charge of the art of social networks and will be the person who will be interacting daily with
customers, since that is the way to create good engagement with the consumer.

Price, the price of the coffees and teas is between $ 3.00 and $ 6.00 and that of the Bakes is
between $ 4.00 and $ 8.00. The price is set according to the needs and demands of the market,
taking into account competitors and consumers. The cost of raw materials is approximately 35%
of the price of the dish.

VI. Distribution Review

VII. Threat and Opportunity Analyzes

Opportunities:
- Good development of the area where the coffee shop is located. Brickell is a location that
is becoming very popular and is expanding rapidly.
- Formalization of the sector, more competitive and with better quality in products and
service.
- Expanding coffee shop market.
- Innovation in the development of new products and services.
- Develop experience in marketing.

Threat:
- Increase in raw material costs, mainly in the export of coffee from Honduras and
Colombia.
- Increased competition in the sector. There are approximately 3 highly positioned coffee
shops in the sector and approximately 3 highly positioned coffee shop chains with
substitute products but with prices, quality and service very similar to those of the Vanna
Coffee House.
- Economic outrage because of pandemic.

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References

- Kotler, P. & Armstrong, G. (2018) Principles of Marketing.

- Lutz, A. (2014, October 7). Business Insider. Business Insider.
https://www.businessinsider.com/trader-joes-sales-strategy-2014-10

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