MARKETING PLAN

“THE COFFEE CLUB”

I. Executive Summary

The coffee club cafe ,is determined to become a daily necessity for students and for
those coffee addicts, a place to dream of as you try to escape the daily stress of life
and just a comfortable place to meet with your friends or to read a book, and the place
that would make you comfortable to do your homeworks or projects,all in one. With
the growing demand for high-quality gourmet coffee and great service, The coffee
club cafe will capitalize on its proximity to the Far Eastern University,to build a core
group of repeat customers. The coffee club cafe will offer its customers the best
prepared coffee in the area that will be complimented with pastries, as well as free
books that its patrons can read to enjoy their visit.

II. Company Review

2.1 MARKETING MANAGEMENT

MANAGER/OWNER

BARISTA CASHIER/COUNTER JANITOR/JANITRESS SECURITY GUARD

SERVER

2.2 History of the Company

The coffee club cafe is managed by Ms.Erika Kirsten Cruz, The Coffee Club is a lot
bigger than just your local café down the road,and nearby in different universities.Our
first store opened at Sampaloc Manila near Far Eastern Universty. The Coffee Club
serves as a relaxed meeting place in all of our stores around the world.Our simple,
well thought out menu comprises favourite foods that celebrate local produce which
means no matter which of our stores you visit, you can experience the same great
menu and find some new local favourites

2.3 VISSION

The Coffee Club Cafe promise to serve a premium coffee,with the good service of the

staffs.Our Cafe nourishes people by serving dalicious coffee for everyone.And known

as the best coffee shop in this town.

2.4 MISSION

1. Provides a good facilities for the costumers so that they will feel comfortable.

2. To provide perfect,delicious coffee products and excellent,rellable service.

3. To earn the trust of our costumers,employees partners and our community and to

contribute to good development and prosperity.

OBJECTIVES
1. To ensure a friendly comfortable Atmosphere.
2. To Serve the best quality most interesting varieties of coffees,espresso
drinks,breads and cakes at all time to everyone.
3. We strive to treat our costumers respectfully.
4. We will provide a pleasant and welcoming environment
5. To become selected as the BEST NEW COFFEE SHOP in this area.

III.Environmental Sean

3.1 SWOT Analysis

Strengths

1. Excellent staff who are highly trained and customer attentive.

2. Affortable price to all costumers

3. Our coffee shop will surely give satisfication to our dear costumers

4. Unique Concept

5. Close to Far Eastern University

Weaknesses

1. High retail property cost

2. Increasing price of coffee beans

3. Competing against established wineries

4. Lack of established reputation

5. Lack of individual attention to loyal costumers

6. Limited funds and resources

Opportunities

1.Ability to attract students from Far Eastern University.

2.The ability to expand (open other branches from other places)

3. We will make it more attractive and stylish when it comes to the place so that our
costumers will be satisfied
4. We have an ability to improve and innovate our menu that our cafe offered

Threats

1. Large number of competitors in specialty coffee business.

2. Rising prices of coffee beans and dairy product.

3. Competition with fastfood chain

4. Reports on health effects from coffee ingredients.

III.Market

4.1 Marketing Objective

The objective of the Coffee Club Shop are the following:

1.To ensure a friendly comfortable Atmosphere.

2.To Serve the best quality most interesting varieties of coffees,espresso

drinks,breads and cakes at all time to everyone.

3.We strive to treat our costumers respectfully.

4.We will provide a pleasant and welcoming environment

5.To become selected as the BEST NEW COFFEE SHOP in this area.

4.2 Target Market

The coffee club cafe targets the students from Far Eastern University, University
of Sto.Thomas, University of the East and other schools near the location of the
coffee shop because it was just near to those schools and this makes sure that they will
support the coffee shop specially when they have vacant time or they need a place
where they can stay and do their school works. We will surely makes our costumers
satisfied by making our facilities clean and by serving them in a friedly way.
 20%STUDENTS
FROM OTHER
SCHOOL
40% STUDENTS IN
FEU

20% STUDENTS IN
UE

20% STUDENTS
IN UST

40% STUDENTS IN FEU

20% STUDENTS IN UST
20% STUDENTS IN UE
20% STUDENTS FROM OTHER SCHOOLS

4.3Marketing Mix
 4.3.1. Product
The Coffee Club will provide a first-class service of quality to our costumers and
promise to serve a delicious hot and cold coffeedrinks, frappe,breads and cakes.

HOT COFFEE ICED COFFEE FRAPPE

CAPPUCINO ICED COFFEE LATTE MOCHA FRAPPE

CAFE LATTE ICED MOCHA JAVA CHIPS FRAPPE

AMERICANO ICED AMERICANO CHOCO PEPPERMINT

FRAPPE
ESPRESSO CAPPUCINO CAPPUCINO

MACCHIATO STRAWBERRY FRAPPE

CARAMEL MACCHIATO VANILLA

FRESHLY BREWED CHOCOLATE FRAPPE

COFFEE

HOT CHOCOLATE

CAKES AND BREADS

CHOCOLATE CAKE MUFFINS

MOCHA CAKE CINAMMON ROLL

CHIFFON CAKE GLAZED DONUT

BRAZO DE MERCEDES GARLIC BREAD

UBE CAKE CUPCAKES

RED VELVET CAKE CROSSIANS

Our Coffee Shop will surely serve a fresh and brewed coffee,delicious
cakes and breads that will make the costumers satisfied

4.3.2 Price

SIZE ICED COFFEE HOT COFFEE FRAPPE

TALL 75.00 70.00 85.00

GRANDE 85.00 80.00 95.00

VENTI 95.00 90.00 105.00

Cakes and Breads

CHOCOLATE Whole -330 php MUFFINS 25 php

CAKE
Per slice-55 php
 RED VELVET Whole-390 php CROSSIANS 35 php
Per slice-65 php
MOCHA CAKE Whole-330 php CINAMMON ROLL 35 php
Per slice-55 php
CHIFFON CAKE Whole-360 php GLAZED DONUT 35 php
Per slice-60 php

BRAZO DE Whole-320 php GARLIC BREAD 35 php

MERCEDES
Per slice-50 php
UBE CAKE Whole-330 php CUPCAKE 30 php
Per slice-50php

4.3.3Place

Since the business is loacated near Universities.My business will target the students
studying near the Universities near in Sampaloc,Manila.

CHARACTERISTICS PRIMARY MARKET SECONDARY MARKET

A.Geographical Location SAMPALOC,METRO SCHOOL OR OFFICE

MANILA NEARBY PLACE
 B.Target Market STUDENTS NEAR STUDENTS AND
SCHOOL OR EMPLOYEES
EMPLOYEES

Location map :

4.3.4 PROMOTION
 A great coffee is important,But if you want a loyal costumers,creating a homely
environment is crucial,First you’ll need a fast and stable WIFI, a large portion of
your costumers are more interested in the internet than the drinks.Keep a steady
supply of recent fashion,music and health magazines lying around. I think availability
of WIFI in coffee shop is a must.So why not harness your Internet capabilities as a
promotion.Coffee Shops who create an environment where costumers can be
productive,in addition to caffeinated,can have some unexpected benefits,First,
costumers who remains in a coffee shops are likely to spend more money.Hopefully
customers spend that money on higher margin items,such as pastries,hot and cold
coffee and drinks and desserts.Second,If costumers know that they can bring their
laptop or other device and acess important and programs ,such as email,presentations
or online research,they are more like to schedule meetins or work sessions at the
coffee shop.This may bring the coffee shop new costumers.To make it success we
will create a unique and interesting sign-on or a home page.This page would appear
each time our costumer logs in to our free WIFI network.These costumers are
already in our coffee shop,therefore this marketing tool would not target potential or
new costumers but to encourage the current costumers to make additional
purchases.And also to promote our Coffee shop we will advertise our coffee shop to
social media by liking,following and sharing our pages.And also by giving flyers and
posting a tarpulin near the place.
Facebook: The Coffee Club
Instagram:@thecoffeeclub
 St. Paul University at San Miguel
(A branch of St. Paul Quezon City)
Salangan San Miguel, Bulacan

MARKETING PLAN

“THE COFFEE CLUB”

Submitted by:

Erika Kirsten Cruz

SHI-St.Leo the Great

Submitted to:
Mrs.Jean Manalastas

V.Financial Plan

The table below,shows the marketing budget of “The Coffee Club Shop” cafe to
successfully execute the marketing plans of the company.

5.1Marketing Budget

CATEGORY PROJECTED ACTUAL DIFFERENCE

Product Marketing 8,000 6,000 2,000

Paid 27,000 24,000 3,000

Advertisements
 Market Research 6,000 4,000 2,000

Product Research 6,000 4,000 2,000

Branding and 15,000 11,000 4,000

Creative
Other 7,000 6,000 1,000

Total: 69,000 55,000 14,000

Staffs Salary:

DAILY MONTHLY ANUALLY

CASHIER 350.00 10,500.00 126,000.00

JANITOR/JANITRESS 300.00 9,000.00 108,000.00

BARISTA 350.00 10,500.00 126,000.00

SECURITY GUARD 500.00 15,000.00 180,000.00

5.3 SALES PLAN

 Product 2018 2019 2020 2021

Cold Drinks 34,675.00 36,500.00 38,325.00 40,150.00

(Iced Coffee)

Hot Drinks 32,850.00 34,675.00 36,500.00 38,325.00

(Hot Coffee)

Frappe 38,326.00 40,150.00 41,975.00 43,800.00

Bread/Pastries 71,000.00 73,000.00 74,825.00 76,650.00

Cakes 122,275.00 124,100.00 12,925.00 127,750.00

Total 299,126.00 308,425.00 317,550.00 326,675.00

 5.2 CASH FLOW PROJECTION

CASH RECEIPTS MONTHLY ANUALLY

Cash received from costumers 20,000.00 240,000.00

Cash received from Income 13,000.00 156,000.00

CASH PAYMENTS

Electricity and Water 10,000.000 120,000.00

Maintenance and Service 40,000.00 480,000.00

Kitchen wares,Equipments 20,000.00 240,000.00

CURRENT ASSETS

Prepaid Rent 10,000.00 120,000.00

Office Supply 5,000.00 60,000.00

Store Supply 8,000.00 96,000.00

Cash Paid for Utilities 2,500.00 30,000.00

Cash Paid for Various Expenses 2,000.00 24,000.00

B. CASH FOR INVESTING

ACTVITIES

Cash paid for machineries and 1,000.00 12,000.00

equipments

TOTAL 131,500.00 1,578 ,000.00

5.4 BUSINESS OPERATION

Business operations, are the repeatable elements of a business that can be highly
optimized through process improvements such as automation. Secondary processes
that aren't revenue critical aren't usually considered operations. The term operations
also has a back-office feel to it. Customer or market facing activities such as
marketing, sales, trading and new product development aren't typically considered
operations. In many cases, marketing and sales have separate marketing
operations and sales operations teams that perform back-office functions.

Process is very important because of its efficiency and its impact on productivity.It
can be done manually done quicker with the software or that duplicate work done by
the other department that can cost a business time and money.It should be
documentated department by department so that the managers can study them to find
the improvements,cost-savings or consolidation.
Staffing is determined by the processes.It is a function of employee recruitment,
screening and selection performed within an organization or business to fill job
openings. A small business need a few people who are generalists while the large
company will need more people who are specialists.

Location is the place where a firm decides to site its operations. Location decisions
can have a big impact on costs and revenues.Your choice of business location affects
your income, your expenses, and sometimes whether you're operating
legally. Choosing a location for a new business is one of the most important decisions
because the location of a business can affect many aspects of how it operates, such as
total sales and how costly it is to run.

Equipment or Technology helps the businesses to maintain data flow, manage

contacts, track processes and maintain employee records. Technology makes it
possible for businesses to operate efficiently and effectively with minimal manpower
and helps to reduce the cost of doing business. Technology helps business operations
by keeping them connected to suppliers, customers and their sales force. Because of
its ability to streamline operating costs, technology delivers instant access to supplies
and information, so businesses are better able to offer affordable pricing of goods and
services without sacrificing quality.