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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

MARKETING PLAN

“COFFEEVILLE” SUBMITTED BY: Juaner, Jorden Kent Luague, Mary Kris Macasinag, Anjieneka Quilatan, Joshua Nathaniel Sanguyo, Anne Marie

BSBA IV – Marketing (3)

SUBMITTED TO: Prof. Jamaal Villapaña

I.

EXECUTIVE SUMMARY

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

Coffee and coffee shops have been one of the trends in the market nowadays. Though coffee, before, has always strive to appeal to all ages, the popularity of it greatly increased as famous and newly arrived coffee shops popped up like Starbucks, Coffee Bean & Tea Leaf, Figaro, Costa Coffee and more. Most of the time, people will go to coffee stores not only to enjoy their cup of coffee but also to have a soft spot to relax and do their stuffs. And just recently, another coffee shop was established to try competing in the competitive world of brewing industry; and the said shop was named— “Coffeeville”. This report strives to outline the strategic and marketing approach to be undertaken by Coffeeville— a newly opened local coffee shop. The said shop has the potential to capture great market share that most of the coffee shops like Starbucks, CBTL and other independent coffee shops have conquered. The report contains strategies which will help the company to have a great jumpstart in the market and opportunities they might grab for some future time.

The contents of this report include market segmentation, positioning and targeting along with the growth opportunities. Marketing and promotion strategies and the Sales Forecasts for the next Three months are also included.

II.

COMPANY DESCRIPTION

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

A. Company Profile

THE-COFFEEVILLESTORY Rey Apolinario, an Overseas Filipino worker, together with his wife Liway Apolinario, a good baker, decided to put up a business for another source of income and to provide people coffee and delicacies at an affordable price. They always have the heart to serve people the coffee that is made by purely Filipino coffee beans and to provide them goodies that are homemade. And so, this lead to the creation of “Coffeeville”— a local coffee shop that offers local coffee and baked goods that are intended to satisfy one’s cravings. What’s good is it does extend its products coming along with good prices. The shop opened last August 17, 2015 at #481 G/F Doña Nena Bldg. Real St., Almanza Uno (infront of SM Southmall), 1750 Las Piñas, Philippines. B. Vision & Mission Statement  Company Mission “We aim to transform every store into a living place where communication can happen in all its forms.”  Company Vision “Improve the lives of our guests; Support the communities we serve; and Promote our common humanity.” C. Company’s Product Line/Mix Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

Coffeeville menu is all about great coffee, delicious foods and a dazzling array of hot and cold drinks.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

III.

MARKETING GOALS/OBJECTIVES  Growing the profitability, scale and market share of Coffeeville;  Proposing a good marketing and promotional strategies for the said shop; and  Increasing brand awareness and brand preferences.

IV.

MARKETING MIX (current strategy)  PRODUCT o Products: Coffeeville offers a wide variety of foods and beverages intended to satisfy every mouth’s needs and desires. Their offers are proudly Filipino made.  PRICE o The prices of all the products are moderately high. But this is offset by the outstanding quality and discerning tastes of products. One of the reasons for choosing the privileged and higher middle classes in the target market is the prices.  PLACE o Coffeeville does not just offer high quality products but also a good place to chat with friends, do your office work, enjoy weekends and more.  PROMOTION o Had done coupons for discounts on the opening day.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

V.

COMPETITORS ANALYSIS

Company Name Starbucks Coffee Bean & Tea Leaf Dunkin’ Donuts

Differentiation Strategy Strong brand name Hand Picked and Blended Teas and Coffee Good Doughnuts and Coffee combination

Price

Place

Promotion

Premium Pricing Premium Pricing

Selective

Reward Card, Online ads, Print ads, Consumer Sales Promotions Swirl Rewards Card, Online ads, Print ads, Consumer Sales Promotions

ValueBased Pricing

Selective

Selective

TV commercials, Online ads, Print ads, Consumer Sales Promotions

Coffee Shops Market Share Starbucks

15% 41%

14%

Dunkin' Donuts Other independent Coffee Shops

30%

Marketing Plan: Coffeeville

CBTL

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

COMPETITION ANALYSIS

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

VI.

MARKET SEGMANTATION, TARGETTING, AND POSITIONING

A. MARKET SEGMENTATION* o Location

Las Piñas Cavite Parañaque

o Age Groups:

Kids Teenagers Young Adults Adults Mature

5 – 12 years 16 – 19 years 18 – 25 years 25 – 50 years 50 and above

o Gender:

Male Female

o Marital and Familial Status

Single Single with Dependents Married Married with Children Married with Dependents

o Social Class

Lower Class Middle Class Upper Class Privileged Class

o Lifestyle

Coffee Lover Baked Goods Lover

B. TARGET MARKET/S SELECTION Male or female of 5 – 75 years of age who are residing in Las Piñas and/or other places but are willing to do a purchase effort. They could

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

belong from middle to privileged class who has heart for coffee and baked goodies. MARKET DEFINED Our target market/s is specifically divided into different profiles:  Students and Youngsters- young men and women in the age bracket of 16 – 23 years are expected to form large sales. Youths are much updated and are always looking forward to something new. What’s better than finding out that the coffee experience they are looking for can be found at Coffeeville?  Professionals- belonging to all careers and in the age bracket of 24 – 45 years. Professionals are always looking for a convenient place to do their work while sipping at their mug of coffee and Coffeeville could be the place for them!  Families- Coffeeville’s menu caters to a variety of tastes and aims to satisfy all kinds of consumer from kids to the oldies. Though a lesser percentage than youngsters and professionals, families are expected to bring up sales to the company. Coffeeville’s wide array of scrumptious choices is designed to draw consumers of all ages; the melt-in-your-mouth, luscious desserts will without doubt make children love them while their parents can also enjoy the unique, delicious coffee; Making Coffeeville a complete family experience.  Mature Consumers- No questions asked. Mature individuals, most of them, are into coffee.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

Forecasted Sales per Target Individuals

15% 10%

Students and Youngsters 45%

Professionals Families Mature Consumers

30%

C. POSITIONING  The company is positioning itself in the market as a proud local coffee caterer and homemade goodies provider.  They have this company value proposition: “Coffeeville is where the good food and good coffee is...it makes everything possible” VII.



MARKETING STRATEGY

A. Product Strategy  Products offered are at its best quality so far so a change for them is not likely needed at the moment. But what’s missing are the following: The quality of the services. Proper selection or training of Barista and crews must be pushed. Excellence should apply not only to exceptional products but also to the insistence of perfect service.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425



Security for both the coffee shop and consumers. By putting CCTV inside the store premises, it can add to consumers’ feelings of being safeguarded.  WIFI. It is somehow important for establishments nowadays to have WiFi. It creates additional appeal of the shop.

B. Place/ Distribution Strategy  The place is good. A simple, plain and quiet place to have a soft spot and peace of mind. It has a great space that could still be utilized well. Additional decorations and furniture will surely add appeal to the store.

FRAMES WITH SAYINGS FURNITURES AND SOME COUCH REPLACEMENTS

C.

Promotional Strategy  Advertising  The establishment was placed inside a building making it unnoticeable by public. By putting a signage outside the Doña Neña building (a small billboard), it will get consumers’ attention and interest.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425



Creation

of

Coffeeville website.  The popularity of social media sites and websites themselves increased in the 20th century. So we will be using those social media sites as an aid in finding and communicating to present and potential customers. Facebook:

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

Twitter:

Instagram:

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

 Sales Promotion  Sales promotion will be seasonal and it will be posted on the website and the different pages on social media sites. We prepared three sales promotion for October, Halloween and Christmas:

WORLD’S TEACHER’S DAY

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

HALLOWEEN

CHRISTMAS:

 Other Marketing Strategy Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

 Positioning Strategy o We recommend that the Coffeeville create its own company tagline. We recommend this tagline— “Your sweet new getaway is just a sip away.” Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

PROJECTED MARKET SHARE

Coffee Shops Market Share

11%

10%

Coffeeville Starbucks

12%

CBTL 39%

Other Independent Coffee Shops

28%

Marketing Plan: Coffeeville

Dunkin' Donuts

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

*In over three-month period, Coffeeville is expected to increase its market share up to 10%. VIII.

IMPLEMENTATION AND CONTROL

STRATEGY Hiring for new Baristas

DURATION September – December 2015

Installation of CCTV Cameras Creating a Mini Billboard stand outside the Doña Nena Building Creation of Coffeeville Website and other pages in Social Media Sites

September 2015

Installation of WIFI

October 2015

Acquisition of new decorations and furniture for the shop World’s Teacher’s Day Sales Promotion

October 2015

Halloween Sales Promotion Christmas Sales Promotion

September 2015

September 2015

October 5, 2015

November 3 - 5, 2015 December 18 – 25, 2015

EXPECTED RESULT New trained and well-oriented Baristas are expected to bring the Coffeeville to another exceptional service. Security for both management and the customers Will create brand awareness and catch attention of bypassers near the building. Will lead to brand awareness and can be source of customer feedbacks.

Will lead to attraction and retention of current and new customers respectively Additional asset for the shop. It will also lead to attraction and retention of customers. Can lead to trial purchase and also catch the attention of prospects and customers. Will attract and retain potential and current customers respectively. Will attract and retain potential and current customers respectively.

*You will notice that the plan requires too much investment. Well, it is normal for starting company to spend a lot of amount to increase the business value. And, investing will be worth it especially when you know that the company has a greater chance of conquering and defending its market share in some future time.

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

FUTURE PROMOTIONS AND EXPANSION PLANS SWOT ANALYSIS

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

STO W peTh Rrpa Eoke N arn G tet T suH s:nS ie st i: e s :

:

Marketing Plan: Coffeeville

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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIÑAS GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY TEL NO.: 805 – 8425

 Coffeeville has the potential to be popular in the market. Coffee shops like Starbucks and the like are offering their product at a very expensive price. While Coffeeville is there providing almost the same and sometimes more quality products at a lower price. And it’s time for Filipino to patronize companies which are offering local products — and Coffeeville, again, one of them. With proper management and Marketing effort, the said shop can be able to conquer a market share as big as Starbucks have; and have as much branches nationwide as other famous coffee shops do have. RECOMMENDATIONS:  The sales forecast for Coffeeville is very promising and therefore a need to follow/try the marketing strategies stated in this plan must be considered.

Marketing Plan: Coffeeville

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