DR. FILEMON C.
AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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 Villapaa
I.
EXECUTIVE SUMMARY
Marketing Plan: Coffeeville
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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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
Page 2
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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
ones cravings. Whats good is it does extend its products
coming along with good prices.
The shop opened last August 17, 2015 at #481 G/F Doa Nena
Bldg. Real St., Almanza Uno (infront of SM Southmall), 1750
Las Pias, 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. Companys Product Line/Mix
Marketing Plan: Coffeeville
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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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 PIAS
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 mouths 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
Page 5
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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 PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
COMPETITION ANALYSIS
Marketing Plan: Coffeeville
Page 7
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
VI.
MARKET SEGMANTATION, TARGETTING, AND POSITIONING
A. MARKET SEGMENTATION*
o Location
Las Pias
Cavite
Paraaque
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 Pias
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 PIAS
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. Whats 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- Coffeevilles 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. Coffeevilles 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 PIAS
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 whats 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 PIAS
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 Doa
Nea 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 PIAS
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
Page 12
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
Twitter:
Instagram:
Marketing Plan: Coffeeville
Page 13
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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:
WORLDS TEACHERS DAY
Marketing Plan: Coffeeville
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DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
HALLOWEEN
CHRISTMAS:
Other Marketing Strategy
Marketing Plan: Coffeeville
Page 15
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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
Page 16
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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
Page 17
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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 Doa 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
Worlds Teachers 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
Page 18
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
FUTURE PROMOTIONS AND EXPANSION PLANS
SWOT ANALYSIS
Marketing Plan: Coffeeville
Page 19
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
GOLDEN GATE SUBDIVISION, TALON 1, LAS PINAS CITY
TEL NO.: 805 8425
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Marketing Plan: Coffeeville
Page 20
DR. FILEMON C. AGUILAR MEMORIAL COLLEGE OF LAS PIAS
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 its 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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