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Marketing strategy chocolate lounge pub and coffee house
SUBMITTED TO NEERU
SUBMITTED BY NARENDER KUMAR ROLLNO: 5020 MBA 3RD SEM
Marketing strategy : Produce an effective marketing mix 1)Product 2)Place 3)Promotion 4)Price VIII.Final thought : .Distribution Channels 1) Supplier to company 2)Company to customer VI .Executive summary II.Current marketing situation : 1)market description & market segmentation 2)concerning sales volume III.Table of contents : I.Review of competition: V.Controls X .Objectives and issues : How to become effective market leaders VII.Action programs : IX.Product review: 1)introduction to our product 2)mission statement 3)Environmental mission statement 4)positioning of our product in the market IV.
in which it·s general idea is CHOCOLATE and mainly all its products are chocolate based.000 L. such people are mainly categorized as students and working adults in their 20s 30s and 40s. new idea. better quality. and an innovative. the service industry is highly saturated with restaurants. We recognize our competitors fully. we limit our atmosphere to high class. it is exactly what we intend to do. We offer ´moreµ products. where our customers would have breakfast or lunch. where the best music is played and the most exquisite drinks are served. for prices maximally getting to an expensive 50. our lounge radically transforms into one of the hippest pubs in town. yet fully compensated for with our services. With our ´more for moreµ strategy. Our lounge will have a transforming nature between the day and the night. pubs. cafes.I )Executive summary: In Lebanon. and also study or conduct business meeting in a calm atmosphere. weaknesses. and consequently we developed a well understood SWOT analysis that helps us in turn recognize our own strengths. In the day it is mainly a café and a restaurant. ´Chocolate loungeµ brings with a new concept and idea. and understand their strengths and the threats they pose on us. With ´Chocolate Loungeµ. However. What we serve and our general idea is mainly enjoyed by people seeking a place to study or a classy and lively pub. opportunities and threats. In order to enter such a market. you need to introduce a new idea. . and nightclubs. during the night.L a couple.
We conduct business according to a very specific mission statement that consists of 5 commandments and also respect our environmental mission statement that consists of 4 commandments. Our main goal is to achieve a healthy relationship with the customers. However. Current marketing situation: 1) market description & market segmentation The Lebanese services market that we are entering is characterized by high qualities standards of life. highly educated labor force and high saturation. . This dense market is full of local restaurants and cafes that shape the Lebanese social culture. During the night. a new idea and concept. regardless of their spending power. The political situation in Lebanon is likely to affect our sales for we already are suffering from the economic dilemma in the country. is satisfied with their choice that is highly considered. Customer needs are the core of our philosophy in which every employee makes sure that they are taken care of. But with our lounge·s changing nature. Their social class ranges from middle class to upper class. ´chocolate loungeµ is unique in its various aspects of specializations. our lounge welcomes mainly students and customers who are seeking a place to just relax and have an exquisite and exceptional chocolate snack in a soothing setting. as well as of the international investors that find in the Lebanese market an appealing atmosphere. We ensure that every customer. During the day. our customers are adults (above 21 years old ) who are seeking a place to enjoy good music with distinctive drinks in an ´à la modeµ ambiance.II. Our target market consists of various age groups ranging from students to young professionals. our customers also change between the day and night. Our customers will be discovering a new and unique experience amongst the traditional concepts that exist on the Lebanese soil. with the lounge turning into a high profile pub.
there are thousands of university students in Hamra . 2) Concerning Sales volume : Because we are entering a market with fierce competition. This is of course only an estimate. it·s in this year that profits start to appear in the books of ´chocolate loungeµ. sales are expected to increase to 4000$/day . we shouldn·t be expecting big profits during the first year because ´Chocolate Loungeµ needs time to build his loyal customer base . Our lounge can serve 150 seated comfortably customer . We are expecting sales of 2000$ /day during the first year . we found that this is a really reasonable number to expect if the product is high in quality. The next year of operations will surely be more flourishing for ´chocolate loungeµ. Our target customers are quite numerous . after conducting market research and asking professionals in this field . Some might think that 2000$ of sales /day are quite large . so we are estimating to receive every day around 300 customers during our first year of our operations. well not really .Our product is not just an ordinary one but rather an inimitable one which positions chocolate lounge as a niche in the market. With time its sales will increase if all principles will be met. III. Product review: . as well as working adults ( in their 30·s and 40·s ) in the same area.
Chocolate is prestigious. alcoholic drinks.´ 1. Today we are going to unleash chocolate from its cage. sexy.Our purpose is to integrate chocolate in our customers· everyday life 3.Be known for our unique customer relationships and make them our priority in our work. nostalgic. and an object of fantasy and addiction for children and grownup ´childrenµ. desserts . sandwiches and bites.during the night a pub that creates a comforting and chilling ambiance. Our lounge exposes people to a wide range of chocolate products: hot drinks . 2) Mission statement : ³Chocolate lounge´ mission statement: ³Establish ³chocolate lounge´ as the premier purveyor of the finest chocolate to customers .Establish an addictive product that would make our customers always come back for more of our exclusive atmosphere and product.1) Introduction to the product : Throughout history.the best store and lounge in Lebanon and ensure a continuous strive towards perfection and precision in excellent quality . Nowadays the sale of chocolate is being made in a way that contradicts its warm. ´Chocolate loungeµ is a lounge that turns into a pub during the night allowing customers to enjoy a unique experience of exquisite chocolate gourmet products. 2. chocolate has always had the connotation of being joyful. romantic. comforting and special as a symbol of diverse human emotions and has always been a part of our lives . . During the day ´chocolate loungeµ is a place to turn free time into quality time . a symbol in people·s minds of our company . 4.Create exclusive chocolate based products that each one will eventually become a representation. joyful and sensual character. We introduced a new chocolate culture concept and a chocolate bar experience in the Lebanese market that incorporates each aspect of chocolate in our everyday hectic life.
we offer ´moreµ benefits with a price exceeding our competitors· because the products we will be offering will be unique in the market. feelings.5. share our mission 4. .Ensure to maintain good social and environmental responsibility. and a hip pub during the night) 3)Environmental mission statement: ³ ³Chocolate lounge´ is committed to an environmental role in all facets of our operations´ This mission will be fulfilled by accomplishing these steps: 1. groups of friends. Through a new concept.Encourage partners to participate in environmental activities. The position of the product is the set of impressions. 4) Positioning in the market: Positioning is how the company is seen through the eyes of its consumers by emphasizing on our beneficial differences in our customers minds. and attract highly classed Lebanese customers who like similar highly priced pubs/restaurants . Our positioning statement: To college students.Try to use in our operations environmental friendly products (recyclable papers .Ensure an appropriate atmosphere for each specific time of day (a chill-out café during the day. 2. cups «) 3. working people. and perceptions that customers have for the product.Guarantee a clean and healthy environment at the workplace following the highest level of hygiene. Our aim is to give our served customers the greatest value for an appropriate price. We are adopting ´more for the more ´strategy so we can attack our competitors· position.
Review of competition: Because the market is saturated with likes of our café we find ourselves facing many competitors that also bring a special concept into the market. pubs and lounges in the area surrounding our store : Tamaris .Its success is due to what they call as the Starbucks experience.´Chocolate Loungeµ is the lounge and pub where you can turn your free time into quality time while enjoying your favorite and finest chocolate products. so as for promoting their products and stores in Lebanon. . toffee coffee . As for its prices. ABC Achrafieh and Rawcheh. Monot street « ) in the nightlife business . They have more than five branches in Lebanon. Our competitors are all cafés . it is the place to be all day long. Casper & Gambini·s « in the cafés and restaurants business . Lina·s sandwiches . frappuccino.L ). Starbucks offer high quality products at high prices ( Hot Chocolate with whipped cream at 6000L. IV. and many other pubs that are located in Beirut (Gemmayze . not much work is locally required because its international fame. Starbucks . Starbucks Starbucks is an American coffee shop that went worldwide . Starbucks is known for his coffee blends its wide variety of beverages (hot and cold: cappuccino. Dunkin Donuts . a shop during the day and a pub in the night. espresso«). Three that may affect our business: Hamra. ´Chocolate Loungeµ is the first of its kind in Lebanon. Starbucks is known worldwide and its name consists a main attraction for customers.
L.Dunkin donuts: Dunkin Donuts is a worldwide chain offering beverages. It is located in Koraytem. It offers a good quality of coffee for cheap prices. it also sets professional competitions allowing customers to contribute to Dunkin Donuts image. Dunkin Donuts uses a ´less for the same strategyµ. in addition to its advertising campaigns that Dunkin Donuts launches each year. they are serious competitors of ³Chocolate lounge´ because they target high profile customers . in which it attracts most of AUB·s students who form an important part of our target customers. Bliss·s branch is our main threat. As for promotion. Their prices are considered average for university students (hot chocolate with marshmallows at 4750 L. Toffee coffee mainly depends on word of mouth inside the university and distribution of flyers at the gates. As for promoting itself. Dunkin Donuts has many branches in Lebanon. Dunkin Donuts relies on significant advertising. about 300 meters from the lower campus gate of LAU. Toffee Coffee: Toffee coffee is a coffee shop that serves university students (mainly LAU). serve delicious sandwiches and have entered significantly lately the coffee industry by being an award winning coffeehouse . as well as its healthy environment. Casper & Gambini¶s : Casper and Gambini¶s¶ is one of the leading restaurants in Lebanon . Its Branches in ABC Achrafieh and Down Town pose a threat to our lounge .They also serve bites and sandwiches ( baguette sandwiches ) and a wide variety of beverages (warm and cold ) .In addition toffee coffee provides students a quite and relaxing place appropriate to study. ). donuts and other baked goods. Students may have their coffee and donuts in the morning before or between classes .
our variety of drinks will contain chocolate-based products. they position C&G as a high class restaurant (Hot Chocolate is priced at 5000L. listen to good music. typical . to 25000 L. It·s prices range from 10000 L. Distribution channels: 1) Supplier to company: . Club social is located in Gemmayze.L. Their products consist of diversity of sandwiches and multiplicity of beverages. C&G sponsors many events and rely on Public relations to promote itself. Club social is the closest pubs that constitute a threat to our lounge. Regarding promotion. a service that not any competitor offers in Lebanon. because we will be providing at night a similar ambience. V. have a fine drink and eat a byte. people can go hangout. in the nightlife industry in Lebanon. parallel to high profile customers. but quite different products.L). Regarding promotion.L for the drink . which is considered average . and targets a large part of our night customers.because of their near location .Prices are considered high. club social organizes events such as live bands playing and movie projections. Club Social : Club Social is a pub/lounge that opens its doors around 6 pm every night.
we will ask customers for their numbers in order to update our phone number database. Objectives and issues: . or sit on the bar for a quiet drink. In order for people to enjoy our services they can call on our number to make reservations . VII. For any additional information. Max Brenner ¶s chocolate are famous for their finesse and good taste 2-Drinks will be prepared by our own barmen. ´Chocolate loungeµ will create its own database of customers.Ingredients will be provided by local markets but will be controlled by a quality control supervisor. customers can call on the info/reservation line. a website will be created later on in the upcoming years. no home delivery system will be implemented. who will make sure that sandwiches will be of high quality .1-We decided to choose Max Brenner as our Chocolate supplier .They can also come directly to the place and they will be seated on the free table of their choice. no website is needed for us right now to launch our business. 3-Our sandwiches will be homemade by our Chef . ingredients will be bought from suppliers such as: FATTAL & Fils who supplies drinks like Absolute and Dewars. 2) Company to customer: Like every bar/coffee shop our services will be provided in house. occasionally. this will continuously allow us to update our loyal customers on the latest happening events and promotions in the ´Chocolate Loungeµ.
We should continuously come up with new ideas and new products .How to become effective market leaders ? To become effective market leaders we are required to supply unique and exceptional services of high quality and that provide the greatest value to our customers. Management should stay aware and control all internal tasks. the perfect place and atmosphere should be supplied. When we promise to provide a adequate place to study. internal functions are essential to the success of any organization. because customer relationships are the most important to start and to maintain a successful business. which is an innovative service. Being market leaders and successful doesn·t depend only on customers. attained. each in one of the products we serve. we will establish ourselves as market leaders. or mix . we face many competitors. so is continuous employee training and cautious employee recruitment. Complete coordination of all departments is crucial. VIII. The industry we are entering is highly saturated. But by being pioneers in Lebanon to offer a variety of chocolate based products. Marketing Mix: . We should also make sure that our customers· needs and requirements are met. and the winner·s drink . Finally. we should also work hard on sticking to our mission·s statement principles to maintain this market leader figure. maybe try to let our customers participate in creating them : by organizing competitions where applicants have to create new chocolate based drinks . will be introduced on our menu and might carry his name . this will create for us a competitive advantage over our competitors.
Our lounge will be turning into an elegant pub. a high profile restaurant and pub. or for business men who are looking for a place to conduct business meetings.1) Product: ´Chocolate loungeµ. that is all at daytime. in other words all you can think or imagine of chocolate-based products. In addition to what we are offering on our menu. eating. is listed in the menu attached with this project .With our lounge transforming from day to night. and our customers become adults (above 21) who seek to enjoy a good drink along with some good music. right for relaxing. elegant and fascinating . The variety of products that we will be offering. reading newspapers and studying.During the day the lighting will be bright creating a spacey place. what remains is our good service and our exclusive quality. However. offers a wide variety of chocolate products as well as hot and cold dishes for breakfast. which also includes a wide section for alcoholic drinks. 2) Price: . the relaxing music becomes the hippest music in town. During the night. ´Chocolate loungeµ has an exquisite selection of hot and cold chocolate drinks. lunch and dinnertime. we also ensure a good ´chill-outµ atmosphere for our students· customers who are looking for a place to study or read. the selection of beverages and cakes. our lounge goes into a radical transformation. Our lounge·s character will be innovative.
and on the second hand target those highly classed people in the Lebanese society that are intrigued by new restaurants and pubs that are quite expensive.The lounge will be furnished by big and comfortable couches. The location will be between LAU and AUB.´Chocolate loungeµ seeks to attract customers who can afford to pay for our high quality. contains three important universities in Lebanon (AUB. and would cost them according to how many drinks they order if they are just around to chill out.L for drinks. The menu attached with this project gives us an insight on the prices of our products 3) Place: We intend to open our first branch in Hamra. Our prices will range from 5. and . and to a maximum of 50.We chose Hamra as our location to open our first branch because Hamra is full of hotels. with university students roaming the area. thus increase revenues on one hand .L for a meal that would include a drink.we can afford to increase prices .000 L. many tourists wander its streets.L to 25. as it is in the heart of Beirut. Our strategic location will allow us to be comfortable exposing our products to our target customers who are actually looking for a place in this area like ours and are willing to pay this amount of money for this new and unique idea. On average our lounge·s will cost a couple of people around 50. which make up two stories allowing customers a comfortable stay . on Hamra main street. can become synonymous for a good time and comforting atmosphere. Lebanese city of students. LAU and Haigazian) and is considered one of the busiest streets in Lebanon. And because the products we are offering are new to the market . as well as near the stores and banks . Our target customers are mainly middle to high class people.000 L. a sandwich and a dessert from our exquisite selection.000 L. We are planning to rent a store that is around 250m2. and unique with its changing nature.000 L. who are looking for a new and innovative place to spend their free times without the hassle of trying to find somewhere to just have fun.L if they intend to have lunch or dinner. Our lounge being exclusive by its chocolate emphasis.
4) Promotion: We intend to promote ourselves initially by ´word of mouthµ and by our huge and appealing sign and decorations that should attract our customers. Then later on we would try to expand our customer base. Bathrooms will be located in one of these two floors. we could then consider advertising on a larger scope. and target more diversified customers on other branches. The upper floor holds the actual lounge with a larger number of tables. we would keep our advertising costs low.By targeting at first our target customers. we intend to broaden our marketing strategy by launching an advertising campaign. in which at night those who hit our bar will be served upstairs near the DJ and his set. Basically the first floor of our lounge will contain the reception bar. It is also the center of the lounge. and tables that make up the dining area. where orders are taken.And to get to our other customers who are those working adults we will reach them through . However. WHATS UP LEBANON .will also be divided in sections. Basically our lounge will host around 150 comfortably served customers. This upper area will be the place where those who want to study and enjoy a calm atmosphere during the day will dine. the magazines that are read by students are OUTLOOK. as business booms and we position our selves accordingly in the market. couches and sofas. each section containing its couches and table that allow a maximum of 6-8 people seated. It will also include the bar that will serve the various alcoholic and non-alcoholic drinks. preferably the upper one because the first floor will be where the kitchen will be situated. the costs of advertising in these magazines are quite low . We will post advertisements in various magazines that aim towards students and working adults· . MAINGATE.
the right place to rent. EL BALLAD« Some competitions will also be held to enhance our lounge·s liveliness. This would increase our lounge¶s popularity and attractiveness.magazines such EXCLUSIVE. THE GUIDE. create new drinks and the winner would have a drink named after her/him. These competitions would include bartender contests in which various bartenders would enter to perform some stunts. In the mean time we need to arrange a furniture supplier (local or foreign) and make the necessary price negotiations and try to minimize our costs before signing the contract and making the purchase. LEBANON OPPURTUNITIES. but certainly without forgetting our principles that is to maintain the high profile character of our lounge . . and vivacity. a number of steps are in need to be taken. compatible with our budget and our needs. that is if our project was approved today. IX. 2nd month : Hire an interior designer and contractor to make the proper arrangements and repairs in the chosen location. Assuming work must be started in the next month. Action programs: In order for our project to be in full operating scale. we should start in the first month by : We need to choose a proper location for our business.
Make sure the opening night goes as smoothly as possible. meet potential chefs and DJ¶s to insure customer satisfaction and high quality .knives . As well as the remaining necessary staff: valet parking . Create our phone database to keep people updated on our future events. The announcement to customers will be made through students and nightlife magazines. Hire and train employees to make sure their capable of working under all circumstances (the pressures of a Saturday night for example) so they won·t be any problems during first days of operations. 4th month : Recruitment of employees starts . and 18 preferably choose experienced ones. Perform necessary auditing and maintenance to make sure all operations will go smoothly.glasses .cleaning staff.kitchen supplies and buy our plates.DJ equipment . 5th month Organize every employee¶s schedule between day shift and nightshift. first impressions are gold in this business.spoons etc« in order to complete our kitchen Make all the required arrangements with suppliers of ingredients and alcoholic beverages.sound system .3rd month : Make all the necessary installments : phone line .plumbing . ensure media coverage. arrange interviews .computers . forks .we should recruit good employees . . accountants« Start preparations for the opening of our lounge: announce the opening of the lounge weeks before so that people can participate.computers . as well as number of work days per week.electricity .
A valid comparison between our goal and performance should be our main concern. That is why a process of evaluation is needed from time to time. With our marketing mix being intact and well developed. Our target customers are of a high profile because in our lounge we implement a ´more for more strategyµ. XI.XI. We introduced a new chocolate culture concept and a chocolate bar experience in the Lebanese market that incorporates each aspect of chocolate in our everyday hectic life. Controls Our aim is to make sure that we are taking corrective action and achieving our objectives and goals.Final thought ( conclusion ) : ´Chocolate loungeµ being a combination of a café. we have to implement inventory audit checking and examine our quality of products and services. We also took into consideration the threats that our competitors pose on us. we also came up with an action program that details our work in the up coming months. . restaurant and a pub brings a new idea to the business offering generally chocolate based products. to make sure a professional control system is on hand. We also developed our budgets for the years 2007/2008 and 2008/2009 considering all our expenses. This is why MIS (management information system) should be installed in our company. To evaluate and to maintain our company·s high performance. Our target customers are mainly middle to upper class university students. as well as young professionals in their 30s and 40s.
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