PAMANTASAN NG LUNGSOD NG VALENZUELA

Poblacion II, Malinta, Valenzuela City

MARKETING PLAN

(Caffe La Tea)

In Partial Fulfillment for the Requirements

Of ABM SS8 - Principles of Marketing

Submitted By:

Abadecio, Ronlouie S.

Alejandro, Angelo Paulo R.

Bania, Leelord C.

Darilag, Kyla Regine O.

Dela Cruz, Mark Daniel A.

Donguya, Shane Mae A.

Ilocto, Niño Ferjen C.

Magsipoc, Roxanne B.

Neri, Ralph Adrian

Submitted To:

Sir Archelo D. Eleorda

March 2019
PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

CAFFE LA TEA IN VALENZUELA CITY

CHAPTER I : EXECUTIVE SUMMARY

History

Here in the Philippines, there is a rising rate of citizens that likes beverages especially milktea.

Filipino’s tastes are undergoing huge changes because of the influence of other countries and one of

these is milktea. Demands on milktea products increased throughout the year and more Filipinos are

being fond having great drinks. One of the named stores that sell milktea is Caffe La Tea which in fact

sells very satisfying not only milktea products but also caffeinated products.

The creation of Caffe La Tea started in the group of friends: Happy, Ermina, Clara, and Rona

whereas they have one thing in common which is the love for sumptuous food and creative drinks. They

were inspired by their travel adventures in and out of the country as well as their memorable food stories

along the way. They were motivated to offer the city something fresh, vibrant and original which lead to

the conceptualization of Caffe La Tea. They aim to provide a covy and lively place for friends like them to

gather and chitchat while filling their cravings for a great cup of coffee or tea, paired with the perfect

dessert. The store was brought to life in July 2012, built from the ground up with their passion for food,

coffee and milk tea – not to mention the endless cheers and encouragement from their friends. The

establishment was founded in the busy street of Mabini, Cabanatuan City literally steps away from two

main universities and the provincial hospital and just hundred meters drive from Maharlika Hi-way, the

first Caffe La Tea store is right at the center of target market.

The history of the Caffe La Tea, a franchise in Malinta Valenzuela City, it started on 2015 where

the manager, Gary Padilla, attended in a convention in World Trade Center. They talked with each other

and agreed to have a franchise in Malinta, Valenzuela City. Since the manager has an experience, they

established the Café La Tea in Malinta, Valenzuela City.

PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

Logo History

Manager Gary Padilla gave details about the logo of their coffee shop. The cup in their logo

consists of tea and café because they offer them both. It is called Caffe La Tea because the owners

wanted a catchy name for their business and it’s also because they specialize in tea and coffee based

drinks. They even have a drink called “Americano meets Tokyo” which is their featured product for

February 2018 and it is a combination of coffee and tea. They also want to have minimal ambiance

because their customers were professionals.

Recommendations

The recommendations to the business, Caffe La Tea is to improve their marketing strategy in order to

sustain the business life through the increase of income, increase number of customer , sustainability of

customer’s loyalty and outperforming competitors. This will be possible to achieve if the following

recommendations was put into action:

1. Board games / Card games

- This recommendation will help the customer to avoid boredom instead of just eating they can

also play to make the customer stay longer. It will also help the customer to build their social

skills towards each other.

2. Bookshelves

- The coffee shop should have books with different genre based on the customer taste

because it can also help lift up the boring vibe in the establishment.

3. Improve the layout of their website

- The layout of their website is poorly done which will affect the customer’s decision in dining

because of the poor attraction it provides. They should make it a bit aesthetic so the

customers will be interested in the coffee shop.

4. Placing the menu outside of their store

- Place a menu outside so that people will be notified that the business offers different products

aside from milktea and coffee.

PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

5. Improving Employees interaction with Customers

- Improve the employees interaction with customers so the customer will not feel degraded and

they will feel the good hospitality.

Goals and Objectives

This marketing plan aims to determine the competitors and create strategies to outperform

potential competitors which will help them to be well-known. This marketing plan will not only improve

their popularity but also increase their profits and sales by launching new quality services. The strategies

in this marketing plan will also help target new customers which will enhance customer-business

relationship.

CHAPTER II : CURRENT MARKET SITUATION

This survey is an assessment to determine the current market situation of the business Caffe La Tea in
Valenzuela. This survey is divided into four categories in accordance to Marketing Mix Concept: Product,
Place, Promotion, Price.

Name (Optional):_________________________________________________Gender:_______Age:____

4 – Strongly Agree 3- Agree 2—Disagree 1- Strongly Disagree

4 3 2 1
PRODUCT
1. The product they offer is satisfying
2. The product that you are buying is always available
3. The food presentation is very appealing
4. The food is tasty and flavorful
PLACE
1. The place helps you to relax and be comfortable
2. The store can accommodate large group of people
3. The establishment is a good place to socialize
4. You feel safe when you are inside the coffee shop
PROMOTION
1. The social platform they are using is effective in promoting
2. The brochure is a necessity for their business
3. The Caffe La Tea website is useful in promoting to the customer
4. The business engage in advertising activities
PRICE
1. The price of their product is affordable for everybody
2. The price of their products is fit to the quality of the product
3. The price of the products is expensive
4. The price of the product is less than the other competitors in
Valenzuela
PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

Scale of Interpretation:

1.0- 1.75 – Strongly Disagree ( This part of Marketing Mix Concept fails to satisfy the customer)

1.76 – 2.50 – Disagree 1 (This part of the Marketing Mix Concept

2.51 – 3.25 - Agree

3.26 – 4.00 – Strongly Agree

The results of the survey is provided below using likert scale type of questionnaire and computed using

weighted mean:

4 3 2 1 Weighte Interpretation
d Mean
PRODUCT
1. The product they offer is satisfying 19 10 1 3.6 SA
1. The product that you are buying is 19 11 3.63 SA
always available
2. The food presentation is very appealing 17 12 1 3.53 SA
3. The food is tasty and flavorful 17 10 3 3.47 SA
General Weighted Mean : 3.56 Interpretation : Strongly Agree
PLACE
1. The place helps you to relax and be 25 4 1 3.8 SA
comfortable
2. The store can accommodate large 16 11 3 3.43 SA
group of people
3. The establishment is a good place to 18 11 1 3.57 SA
socialize
4. You feel safe when you are inside the 21 8 1 3.67 SA
coffee shop
General Weighted Mean : 3.62 Interpretation : Strongly Agree
PROMOTION
1. The social platform they are using is 8 15 5 2 2.97 A
effective in promoting
2. The brochure is a necessity for their 10 14 4 2 3.07 A
business
3. The Caffe La Tea website is useful in 3 19 8 2.83 A
promoting to the customer
4. The business engage in advertising 5 15 10 2.83 A
activities
General Weighted Mean : 2.93 Interpretation : Agree
PRICE
1. The price of their product is affordable 6 15 7 2 2.83 A
for everybody
2. The price of their products is fit to the 12 14 3 1 3.23 A
quality of the product
PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

3. The price of the products is expensive 10 12 7 1 3.03 A

4. The price of the product is less than the 6 12 7 5 2.63 A
other competitors in Valenzuela
General Weighted Mean : 2.93 Interpretation : Agree

Market Description

Product Review

Competition

Distribution

CHAPTER III : THREATS AND OPPORTUNITIES ANALYSIS

Strength

 They have symbols and icon in every category to help the customer to identify what they want to

eat.

 The product they offer satisfies the taste of the customer.

 Their ambiance helps the customer to relax.

 The crew is easy to approach everytime the customers ask.

Weakness

 The price of their product is expensive

 They have few numbers of branches

 They have slow internet connection or wireless fidelity

PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

 Their lights are too dim

Opportunities

Political:

Economical:

Socio-Cultural:

 The Philippines is hailed as a nation coffee lover due to Philippines being known as one of the

Tropical Countries around the world whereas the business can make use of this to create more

creative caffeinated products

 Since Filipinos think when there is coffee there should be an indispensable product to make the

coffee taste better which is the salt bread (pandesal) whereas the company can make use of this

analogy to introduce salted breads as additional products so customers can have a variety of

choices and feel the Filipino vibe.

 Nowadays filipino was influenced by other countries because of rising demand of milkteas which

the business can make this as opportunity to adapt more flavors so people won’t get tired of the

repetitive flavor.

Technological:
PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

 With the help of social media platform which is Facebook, they can promote their business easily.

 With the help of the new and progressing CMS (Content Management System) , they can gain

customers through the information highway which is called the Internet since the people are

inclined in using electronic devices.

 With the continuous innovation and development of the machines in making their products they

can easily accommodate many more customers than using old equipment.

Environmental:

 Rainy seasons will affect the sales of business by buying their coffee products since people crave

for hot drinks in cold seasons

 Summer season will have a significant effect to increase their sales by buying milktea since

people crave for cold drinks in hot seasons.

CHAPTER IV : OBJECTIVES AND ISSUES

In the business its not just a competition just to earn profit but also to deliver satisfaction to all the

customer and to keep all loyal customers. The business should have a good relationship and create

good strategies to maintain and survive the firm. The objectives of this marketing plan is help Caffe

La Tea produce good quality services that will satisfy customers and help them attract and gain more

loyal customers. Also to improve their strategy that may lead their business on top and to be well

known.

CHAPTER V : MARKETING STRATEGIES

CHAPTER VI : ACTION PROGRAMS

What will be done When will it be done Who will do it How much will it

cost

Purchasing and 3 days Sales Manager and P2500

PAMANTASAN NG LUNGSOD NG VALENZUELA
Poblacion II, Malinta, Valenzuela City

Installment of Board Project Manager

Games/ Card Games

Purchasing of 1 week Purchasing Manager P6200

bookshelves and

books

Placing the menu 3 days Project Manager P1500

outside the store

Seminar to Employees 2 days Owner and All P250

Managers

Improving layout of 2 days Web Designer P100

Website