Bhagavan Mahavir College of

Management
Presented on:
Marketing plan for Coffee Shop
Presented by:
Group no: 5
Name

Roll no

Nainesh Jariwala
Mayur Savasaviya
Maitri Sukhadia
Umang Sundhiya

15
47
49
50

Expression

Express your feelings

Content of marketing plan

for Expression coffee shop
Executive summary
Situational analysis
Marketing strategy
Financial projection
Implementation control

Executive summary
Expression coffee shop is a coffee shop
located at Athwalines near new court, surat, Gujarat.
Expression coffee shop serves all type of coffee to
provide refreshment. Expression focus all type of
customers such as youngsters, mature, children,
professionals etc. it also serves verity in coffee and
new innovations with coffee.

It adopt eco friendly environment for our

coffee shop. We serve coffee in clay cup. There are eco
friendly furniture use in coffee shop.

Situational Analysis
Expression is in its first year of business as a
start-up business. It recognized the fact that a
comprehensive, strategic marketing plan is required to
ensure profitability and success. Expression offers
verity in coffee. The market need is for coffee shop that
provide refreshment, convenience and reasonable
price charged.
Situational analysis also include
Project at glance
Market needs
SWOT analysis
Key to sucess

Project at glance
Shop name
Product
Location
Capacity
Raw material
Land
Labor
Cost of Project

: Expression coffee shop

: Coffee
: Athwalines (surat)
: 4800 cups/month
: Coffee bean, Milk, Sugar, Cream, Icecream, Chocolate
: 1000 sq.ft
:4
: 2815000

Product description
Expressions unique roasting style flavored coffee
Cold Coffee with chocolate ice-cream
Coffee with cinnamon stick
Hot coffee
Coffee with cream
Black coffee
Sugar free

Market need

Convenience :
the area of coffee shop is convenient for
valuable customer because it is near to new court and
college area

Customer services :
servicing the customer with superior attention
is what the employee are trained to provide

Competitive pricing :
the price of coffee is bit more than a
traditional competitor like Nescafe. But far less than coffee
culture and caf coffee day.

Objectives

Increasing sales by 30% in a year

Retain customer satisfaction
To provide eco friendly environment.
To provide different types of innovative products as
per customers teats and preferences.

SWOT Analysis

Strength :
Ensure quality of product
Focusing on customer teats and preferences
Pricing policy
Convenient area
Friendly environment

Weakness :
Existing competitors
Limited range of coffee
Difficult to maintain

Opportunity :
Introduce online/ telephone order system
Developing new product and services in future
New machines of coffee maker are introduce in
market

Threats :
Government rules and regulation

Key to success
Convenience
Customer attention
Pricing policy

Marketing strategy

Vision :
to make well known coffee shop of the city

Mission :
to save the world from mediocre coffee.

Purpose :
to deliver an unbeatable coffee experience.

Punch line :
express your feeling beyond your dream

Target market :
Middle class, students, professionals, and youngsters
who like refreshment in their busy schedule
Children who love sweet and cold coffee

Advertisement :
In local news paper
Store front display

Positioning

Expression competitive edge is based on customer

taste and preferences. There is exestitiing
competitors in the market so its difficult to survive in
market so we more focus on youngsters and students
and for those we provide entertainment source like
customer play musical instruments in our shop.

Marketing mix

Pricing:
expression pricing scheme will be based on a competitive
pricing model with other similar product providers

Distribution:
Expression products will be dispended from our one and
only shop. we provide home delivery.

Promotion :
our shop is located in traffic area so it will significantly
increase visibilities.

Customer services :
we provide products base on customers taste and
preferences.

Financial Projection

Break Even Point

B.E.P (in Rs.) = Total F.C / Contribution * sales
= 900000 / 1500000 * 2400000

= Rs.1440000 p.a

Annual forecasted Cost for five years

Particulars

2011-12

2012-13

2013-14

2014-15

2015-16

Plant efficiency

85%

87%

90%

93%

95%

Raw material

934000

1027400

1130140

1243560

1347470

Crocary

10000

12000

15000

17000

20000

Power & Water

18000

18000

18000

18000

18000

Total(A)

962000

1057400

1163140

1278560

1385470

Other F.C

900000

900000

900000

900000

900000

Interest

400000

400000

400000

400000

400000

M/C repairs

5000

5000

5000

5000

5000

Depreciation

32700

32700

32700

32700

32700

Total(B)

1337700

1337700

1337700

1337700

1337700

Total(A+B)

2299700

2395100

2500840

2616260

2723170

(A) Variable cost

Other exp

(B)Fixed cost

Forecasted sales for five year

Year

Amount (Rs.)

2011-12

3400000

2012-13

4200000

2013-14

5000000

2014-15

5700000

2015-16

6000000

Implementation control
The purpose of expression marketing plan is to serve as
guide for the business. The following area will be monitoring
to gauge performance:
Revenue: monthly and annual
Expenses : monthly and annual
Customer satisfaction