MARKETING PLAN- GROUP 4

Adrias, Kervy

Bang-I, Ruth Gayle

Cañete, Janela Nichole

Kenned, Hazel Anne

Lobento, Maricar

Nonog, Rafael

Payton, Danlex

Santos, Rianna Aileen

DESCRIPTION OF THE COMPANY

Back then in 2013, Pages and Aroma was previously known as “Brewed Aroma” which

only roast and retail whole beans and ground coffee in a single store located in SM, Baguio City,

until the owner decided to ameliorate into something better. In 2020, the simple coffee store

became privilege to upgrade into a library at the same time café and connect with thousands of

customers every day.

Inaugurated in Baguio City, Philippines in 2018, Pages and Aroma has now become the

most famous library café in the Philippines. It is a library café which serves all type of coffee,

pastries, and books to provide refreshment and relaxation to customers. Pages and Aroma has
been successfully operating with estimated annual revenue of P2.3 million. As of 2021, it has

now 22 branches not only in Baguio City, but all over the country.

Pages and Aroma is currently owned and operated by the partnership of Cañete and

Santos, who are a veteran restaurateurs with several years of experience running and managing

chain restaurant and cafes.

VISION AND MISSION

MISSION

Making one’s day extra special by providing best freshly roasted coffees with excellent

service at a price that is fair to producers and our customers. With a place that makes them

comfortable and feel at ease in every mug of coffee that has evocative smell and rich taste.

VISION

At present we are living in a modern world that disconnects us from our social life. We

aim to be one of the leading Café that allows people to get them through a tough day, spending

time with good friends or meet new ones while others find inspiration in the bustle of the

environment. Having the best quality service and having principles of integrity, cleanliness, and

friendly ambiance.
PRODUCT AND SERVICES OFFERINGS

HOT DRINKS COLD DRINKS SNACKS BOOKS

 Black  Frappuccino  Strawberry  Fictions

Coffee  Vanilla Shortcake  Non-Fictions

 Americano Coffee  Custard  Classics

 Latte  Iced cake  Comics/Graphics

 Cappuccino Caramel  Cheesecake  Detective/Mysteries

 Flat white  Iced Choco  Mocha  Fantasies

 Choco Milk Latte Cake

 Historical Books

 Vanilla  Coffee Jelly  Lemon pie

 Horror

Milk  Strawberry  Peanut

 Literary Books

 Black Tea Milkshake butter

 Romance

 Green Tea  Matcha chocolate

 Science Fictions
Milkshake chips
 Lemon Tea  Short Stories
 Strawberry  Vanilla
 Kid’s/ Children’s
Milkshake chips
Books
 Coconut  Bread roll
 Suspense/ Thrillers
Milkshake  Waffle
 Biographies/
 4season  Leche Flan
Autobiographies
Smoothie  Ube Delight
 True Crimes
 Choco
 Self-help
Sundae

 Vanilla
 Sundae

 Strawberry

Sundae

 Matcha

Sundae

MACROENVIRONMENTAL FORCES

External Forces Opportunity and/or Threat

 Government Policy Political Threat
Price Fluctuation Economic Threat
Population Growth Sociocultural Opportunity and threat
Producing goods and Technological Opportunity and threat

services
Pollutions Environmental Threat

OPPORTUNITIES AND THREATS

1. Political Force: Government Policy

- The business requires government regulations in protecting new technology

innovators, society's interests in general, one business from another, and customers.

2. Economic Force: Price Fluctuation

- The economic environment consists of economic forces that can drastically influence

consumers' buying power and spending patterns. The business needs to maintain or

adapt our purchased good by the changes in the economy.

3. Socio-Cultural Force: Population Growth

- People grow up in a particular society that influences their basic beliefs and values.

Therefore, the business needs to adapt their belief and values.

4. Technological Force: Producing Goods and Services

- The technological environment consists of the forces in creating new technologies,

new products, and market opportunities. Since we lived in the new era where

technology is our mainstream, the business is required to upgrade and adjust their

technology, product and market approach.

5. Environmental Force: Pollution

 - The natural environment includes the physical environment and the natural resources

required by marketers as inputs or influenced by marketing activities. The business

needs to ensure that they are ecofriendly.

MICROENVIRONMENTAL FORCES

Internal Forces Strength and/or Weaknesses

Local Materials Suppliers Strength

Employees Strength and Weakness
Shareholders Strength
Customers Strength
Competitors Strength and Weakness
Marketing Intermediaries Strength

STRENGTHS

 Local Materials Suppliers

 The business has the local ingredients that will encourage customers to come. The

business’s suppliers are more active and deliver anytime. The business has a

greater control to the supplies where the business owner can address any concerns

and ensure all products meet his/her standards.

 Employees

 The business will have a better image when they have a skilled and experienced

employee as they have the expertise to support the organization to achieve

 success. The business owner will have someone that will help him/her to achieve

organizational goals and objectives.

 Shareholders

 It is important to have someone that will help you come up with a better decision

that will lead your business to success. Having a shareholder with a strong and

better relationship with them will make a business successful on long-term basis.

 Customers

 The business owners will have the opportunity to become successful with the help

of customers. They will have a chance to come up with a better marketing

strategy to attract many customers. Without customers, your business will not

grow because customers are the ones who buy and promote your business when

the business services satisfied the customers.

 Competitors

 The business owners have identified the services that the competitors don’t have.

The business will gain insight into what the competitors will invest extra effort in,

and how; as well as what their future steps might be. The business owners will

have the benefit from the competitors by using knowledge of their steps to stay

one step ahead. The business owner modified their strategy and incorporate some

of the techniques the competitors are using to a great effect.

 Marketing Intermediaries
  The business will increase the reach of customers everywhere. The business will

step ahead of the other competitors. The business hired an intermediary distributor

that will become the bridge to help supply and demand meet. The business has the

delivery services that will help to transport the products to the customers.

WEAKNESESS

 Employees

 To some extent incompetence employees affect the business environment. Low

motivation and low skilled employees affect the business. The business would

suffer as the employees would be least motivated towards sales. The business will

have a bad image when the employees did not satisfy the customer’s expectations.

 Competitors

 The business needs to come up with a better marketing strategy. The business

needs to think ahead of their competitors. The business will lose maybe half of the

customers. The business needs to renovate and add more products to satisfy the

customers. There is a possibility that the business needs to lower the price of its

product.

THE MARKET

1. Market Size

- Baguio City 's 2021 population is now estimated at 378,849. Our business is a library

at the same time café. The best thing to do is to advertise and promote our business to
 everyone especially the students because our business is really helpful to them in

terms of doing activities and studying. High school to college students is one of the

future and possible customers of our business. The total market size is the estimated

population of Baguio City which is at 378,849.

2. Market needs

- The market needs to have the most unique and local products that has a different

ingredient that was invented by the owner. Anyone can come and order snacks and

while waiting they can use the books to read. There must be no time limit for

everyone especially the students, they can stay and enjoy. There must be a strong free

Wi-Fi for customers, and they can connect without time limit. There should also be

different kinds of book and they can ask the staff to look for the book they want, for

them not to waste time. Anyone must access our business online when they want to

reserve a space for them to use. There must be a relaxing area outside where they can

go there to feel the fresh air and look for the beautiful surroundings while reading and

holding a snacks or drinks. The market also needs to have delivery services for the

customers.

3. Market trends

- The market will keep on inventing new products because everyone is very excited to

try new things especially the unique one’s. Many people especially teenagers prefer

milk tea as drinks. The products will have different design and toppings and

customers can also choose what design and toppings they want to put on their drinks

and snacks. They like going to an establishment that has free Wi-Fi. Everyone likes to

work and study in a café because it doesn’t feel like work or school and it is easy to
 access caffeine which boosts energy. The establishment will have a design that can

attract many people’s eyes and the design will change when there is an event like

valentine’s day.

MARKETING OBJECTIVES

6 objectives emerged based on what we feel are specific, measurable, attainable, realistic, and

time-bound (SMART) for the business. Each goal is set to be hopefully completed within the

range of two to three years.

We developed new marketing strategies with the aim to:

 Expand out and build enough brand awareness to reach new audiences, customers, and

ensure that at least 70% of Filipinos know about our business.

 Have profit of approximately ₱2,500,000 annually.

 Modify or improve our menu options, offered books, and other services with the change

in consumer’s taste, market demand and competitors’ strategy.

 Maintain a high-quality standard of beverages, pastries and other services.

 Abbreviate the variable costs through efficiency gains.

 Increase average sales from year to year by accomplishing the mentioned objectives

above.

MARKETING STRATEGIES
a. Product/Service Strategies

 Target Market

 Our café’s target market for coffee, includes drip coffee drinkers, coffee

shop lovers, specialty coffee drinkers, and whole bean buyers. On the

other hand, we also target those who loves and are interested in books and

those indulge to the aroma of the coffee.

 Brand positioning

 Our Café goal is to make our customers day perfect with a cup of coffee

we want them to experience a new taste and aroma to better enjoy life

while with a sip of coffee and to make them feel alive and to keep going in

life. Additionally, we want to create a café that combines the books and

drinks at the same time to encourage and help people especially the

students bring back their energy and creativity.

b. Pricing strategies

 Coffee is something we want and we want our customers to continue buying in

our café we give the proper price of each coffee and give them cards to earn

points for each coffee they buy and they can use those points to buy coffee free

we want a fair pricing so that they could enjoy coffee.

c. Distribution strategies

 When it comes to distribution strategies, we have a Facebook page where we post

and share the beauty of our resto and others would know the name of our resto
 and to encourage more people, we give pliers to people so that they can share it to

their friends, families, and co-workers so that they can enjoy drinking coffee

more.

d. Promotional Strategies Communications (IMC) Plan

1. Advertising Recommendations

a) Advertising objectives

 To create awareness to our products and services and to inform people

about the attributes of our café itself.

b) Creative Strategies

 Highlights the connection of the services and products to the possible

customers.

c) Execution

 Print Media (Flyers, Banners, and tarpaulins)

 Commercial (Radio and T.V)

2. Sales Promotion Recommendations

a) Objectives

 To build purchaser demand, animate market interest, to get possible

purchasers to notice a source of inspiration, increment the size of buys and

improve product accessibility utilizing media and non-media showcasing

interchanges.

b) Strategies

 Point-of-purchase

 Premiums (On access to books)

  Freebies (Holidays, Occasion, and Anniversary Celebration)

 Social media giveaways (For Books)

c) Execution

 We have set goals and recognized who are target customers will be. By

then it will be clear for us to simply estimated whether our promotions

will work. Additionally, we promote our own promo to give info to our

future customers that they have something to hold on if they indeed invest

or use and consume our services and products.

3. Public Relations recommendations

a) Objectives

 To keep a positive standing of the brand and keep an essential relationship

with the general population, forthcoming clients, accomplices, financial

backers, workers, and different partners which prompts a positive picture

of the brand and causes it to appear to be straightforward, effective,

significant, and applicable. To also build a favorable relationship with the

target customers.

b) Strategies

 We plan to donate unused books and foods to charities, facilities, and

schools that aren’t really supported by the government. We also plan to

build a small to medium sized library that is open for the less fortunate

kids located at the place where education is not reachable and available for

everyone.

c) Execution
  We will execute the strategy when we have gained, saved, and built our

image as a café that doesn’t just produce food and acts their services but a

café that also supports and motivate children and students.

4. Appendices

a) Design for Print Media

 The designs for print media will show both our offered products which are

the drinks and snacks, specifically coffee and baked goods without

forgetting the accessible wide variety of books and internet connectivity at

the same time. The café’s information like the location and the delivery

services will be also provided clearly.

b) Storyboard for commercial

 It will show the unique idea where the café and library are in one place

that is surprisingly accessible for everyone especially the students. Of

course, the promos and services will also be viewed within the

commercial, but it will mostly be focused within the idea of 2 brought into

1.

TACTFUL IMPLEMENTATION

 Marketing Objective: Generate brand awareness

Strategies: 1. Invite vlogger and food critique in the store to give review and advertise the

store.

2. Raise awareness through the execution of IMC.

 Marketing Objective: Increase Profit

Strategies: 1. Utilize Media Marketing.

2. Increase of process but also make a promo and price discount to increase

the customers.

 Marketing Objective: Improvement in the facility and offers

Strategies: 1. Conduct a customer’s satisfaction survey every 2 months.

2. Observe the wants and need of customers.

3. Interview 5 customers daily regarding their opinion on the facility, menu

and books offered.

 Marketing Objective: Maintain high-quality standard of beverage, pastries and

other services

Strategies: 1. Always maintain the fresh products.

2. Every morning task one employee to state the mission and vision of the

store to keep them motivated through the day.

3. Maintain the regularly maintained inspection.

 Marketing Objective: Abbreviate the variably cost through efficiency gains

Strategies: 1. Implement and monitor the budget

2. Decrease inventory to smallest amount but still meeting the customers’

demands.

3. Reduce labor by hiring part time workers.

 Marketing Objective: Increase average sales

Strategies: 1. Understand the demands and needs of customers.

 2. Prepare options and solutions.

3. Give benefits, promo and discounts to attract customers.

4. Use social media marketing

 MARKETING BUDGET

EXPENSES Budget Actual

Construction Cost  20,000.00 20,000.00

Includes design, drawing, flooring and duct work

PRODUCTS
Beverages  50,000.00 43,000.00
Food  50,000.00 48,000.00
Books  30,000.00 33,000.00
Customer Services  5,000.00 5,000.00
Utilities  10,000.00 10,000.00
Equipment  42,250.00 42,250.00
Advertisement  23,850.00 23,850.00
Supplies  30,600.00 30,510.00
Total Expense  261,700.00 255,610.00
Monthly Revenue  400,000.00 400,270.00
Monthly Revenue - Total Expense:  138,300.00 145,090.00
In the table shown below are the list of expenses. By budgeting and adjusting the expenses and

income, the Coffee shop received more profits.  

FEEDBACK AND CONTROL

Feedback

Consumer satisfaction has been considered as an essential parameter to analyze the

organization’s performance.

The café will have questionnaires filled or make calls to the past customers for finding out the

level of consumer satisfaction. It provides a direction to the sales team and the management.

The organization will form consumer panels where the customers are hired to review the

products, advertisements, and other marketing activities. It helps the management to know about

the consumer’s perception and attitude.

Through feedback and suggestion, the market performance of the products can be analyzed with

the help of genuine feedback from the customers, and the same can be improved through their

suggestions and input.

Control

Each action fulfills a series of objectives; therefore, it is necessary to take control of such actions

so that the objectives are developed error-free. It is very important to manage the results since it

allows to know periodically if the expected objectives are being fulfilled. In addition to this, the

result management gives also the chance of making corrections on time and of giving further

information of future actions needed for the business. The following table shows the methods

performed for the control of each target.

OBJETIVE METHOD CONTROL

1) Increasing the sales by 8% over the Comparison of previous year’s sales

previous year
2) Increasing the incomes by 2% over the Comparison of previous year’s income

previous year
3) Making the customers frequent the café Meetings with the work team

regularly
4) Attracting 10% of new customers Meetings with the work team.

5) Increasing the degree of customer Undertake surveys

satisfaction by 40%
6) Increasing the geographic range of Meetings with the work team.

knowledge of the local

7) Enhancing the presence of customers Meetings with the work team.

during the week