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