Description of the Product

The Kapepay Coffee shop offer many varieties of gourmet coffee , tea and pastries inspired from
different countries . It includes espresso -based flavors such as mocha , cappuccino , caramel
macchiato and many more . Those espresso shot is blended with cocoa , caramel and steamed milk
that suits your taste . It will not just satisfy your taste but , your starving soul . Coffee can lower the
risk of diabetes . According to Archives of Internal Medicine , those who consumed 6 or more cups
per day had a 22% lower risk of diabetes.

Sometimes the aroma of our gourmet coffee is the one you need to feel relaxed . It can help you
reduce stress from your everyday life . Our coffee and tea doesn't jut satisfy your thirst but it can also
reduce the colorectal cancer risk .Also it can make youur DNA stronger , A study published in the
European Journal of Nutrition showed that coffee drinkers have DNA with stronger integrity since the
white blood cells of coffee drinkers had far less instance of spontaneous DNA strand breakage.

Imagine yourself drinking our 100'% brewed coffee with no added preservatives .. It will make your life
span longer .

We also offer delicious pastries that includes baked goods ( such as cakes , muffin , bread , etc...) .
We also make cakes that has 0 trans fat ingredients and less calories . That is perfect for people who
undergo diet and want to live healthy.

We will also price our product affordably , so that even students can buy our product . We will also
place our coffee shop near to the school , universities , workplace and city hall .

KAPEPAY coffee shop is a place to go for their freshest , healthiest and delicious pastries , coffee
and tea .

Market Strategies

Kapepay's strategy is to gain new customer and retain existing customer . We also target to get the
loyalty of this new customer by providing them better services . Trying to let them come back and
spend more for our goods .

People who are in the night shift , who are studying late are part of our target market.

We will also offer highly developed products inspired from different place after drinking and eating
they will feel that they travel around the world .

The facility's construction will easily allow for flexible dining/coffeehouse/entertainment options
making it attractive to numerous populations.

The kapepay coffee shop satisfies the need of customer in terms of clean and friendly environment .
Where all customer are treated fairly . We also have fast and efficient services that are the needs of
our customer .

Our product has certainly delicious flavors that is perfectly brewed for our customer only . The
operation in our business will be 24 hrs which is accessible anytime to people who are staying late at
night . The Kapepay Coffee shop offer all around the world coffee , tea and pastries that is unique to
every country
Our coffee shop would be for all the people meaning its for pang masa or mass of people .Our
product will be price by its affordability to its customer .

Cost plus pricing is a cost-based method for setting the prices of goods and services. Under this
approach, you add together the direct material cost, direct laborcost, and overhead costs for a
product, and add to it a markup percentage (to create a profit margin) in order to derive the price of
the product. (Bragg,2017)

A pricing method in which a fixed sum or a percentage of the total cost is added (as income or profit)
to the cost of the product to arrive at its selling price.(BusinessDictionary, 2015 )

In cost-plus pricing, a company first determines its break-even price for the product. This is done by
calculating all the costs involved in the production, marketing and distribution of the product. Then a
markup is set for each unit, based on the profit the company needs to make, its sales objectives and
the price it believes customers will pay. For example, if the company needs a 15 percent profit margin
and the break-even price is $2.59, the price will be set at $2.98 ($2.59 x 1.15).(Magloff , 2016 )

For our distribution strategy , we will be using Direct Sales because we are planning to move goods
directly to the customer . A direct sales strategy includes sales made through the party plan, one-on-
one demonstrations, and other personal contact arrangements as well as internet sales. Some
sources have defined direct selling as: "The direct personal presentation, demonstration, and sale of
products and services to consumers, usually in their homes or at their jobs.".(Wikipedia,2017) An
effective strategy for direct sales success is to provide free samples, allowing customers—whether
they’re retail or wholesale—to try a product or service before they buy it. (Maguirre, 2015) We will be
providing a free taste or free sampler of our products to customers .

Our product will be promoted through Advertising , this includes having a page in Facebook and a
Kapepay website . Also , the packaging or the tissues , container of the coffee if it will be takeout.
should be one of our key to attract customers . And we will be having promos like buy 1 take 1
,coupons and contests.

Analysis of the Competition

Key Aspect / Skill Our Company Competitor A Competitor B

Strong Financial Weakness Strength Strength

Capacity
Great Tasting Coffee Strength Strength Strength
Tea and Pastries
Quick Service Strength Weakness Weakness
Pleasant Atmosphere Strength Strength Strength
Location of the Strength Strength Strength
Business
24-Hour Service Strength Weakness Strength