Marketing

Planning
FREQUENTLY ASKED QUESTIONS
1. Do I need to do select a Café?

Yes – the assignment is to develop a marketing plan for a Café

What is a café – A dining and takeaway place that predominantly sell Coffee and
other food items, small eating and drinking establishment, historically a
coffeehouse, usually featuring a limited menu; originally these establishments served
only coffee.

Cafes in SL – Barista , Java, Tea Avenue, Coffee Bean and Tea Leaf, Coco Veranda,
Butter Boutique, Common's cafe, Café Kumbuk , e café, caramel Pumpkin, black
cat café ,peppermint Café, Kopi Kade, pages and coffee etc.
2. Can I select an Imaginary Café?

Yes Possible.
Then you need to build a story – your “internal environment Analysis” should be built
up properly , yet your external environment analysis must be real.

3. Should we consider COVID situation

Yes indeed, your PESTEL factors and your internal environment has dramatically
changed after covid
4. Should I used all the Environment audit tools learnt in the
lectures ?

No, you don’t have to – you should use what is necessary – however the main tools – such as
Posters 5 forces, Value chain analysis, BCG matrix, PLC you need to analyze

5. BCG matrix can that be done for the entire Company?

Yes, that’s possible, Relative market share of the café and Industry Growth can be considered

6.Where does SWOT come?

Once you have completed the analysis – summarize that with a SWOT analysis, In a chart

7. How many SMART objectives I should set?

Minimum 4 SMART objectives –And make sure they are SMART
8. Can I use undifferentiated approach in targeting?

Highly Unlikely - Cafes are still premium experience, not as functional

as COCA COLA, or Panadol - Hence it’s better to select differentiated
or niche approach

9. Should My Marketing Objectives be inline with Product

Mix Strategies ?
Of Course – that’s the whole purpose, your STP and Marketing Mix
strategies are fixed to meet to Marketing Objectives
10. Should I use all 7ps ?

Yes – People, processes and Physical Evidence are Important

11. In Implementation- is designing a new structure a

compulsory requirement ?
No – if the current structure is good, you don’t have to

12. Can I do the action plan and Budget together?

Yes – you can use your action plan to design your budget
13. What's the
Actions Allocated Budget April May June July August Sep Oct Nov Dec JAN FEB MAR
1 New Menu Lauch
1.1 Conduct a market research on consumer preference 50,000

format of the 1.2

1.3
1.4
Do NPD for 10 new food items and 6 Beverages
Launch of new Menu with all POS marketing materials
Social Media advertising
60,000
150,000
50,000

budget 1.5
1.6
Social Media Celebrity engagements expenses
Uber and Pick me promotion for new menu
50,000
30,000

2 New Social Media Campaign

2.1 Brief Social Media Agencies
2.2 Evaluate and select an Agency
2.3 Working on the content plan for the year
2.4 Start Social Media Executions
2.5 Agency Cost 720,000
2.6 Start advertising and Activities 600000
3 New App Development
3.1 Brief App Agency
3.2 Develop Online Delivery App
3.3 App designing cost 1,000,000
3.4 Launch Delivery App with all POS materials 200,000
3.5 Give always for App users 100,000

Employee Training Program and Quiz to increase the

4 Knowledge and engagement
4.1 Select trainers
4.2 Arrange internal marketing materials
4.3 Conduct training sessions 150,000
4.4 Evaluation machoism and Printing 100,000
4.5 Reward Employees 150,000

5 International Coffee Day Activity

5.1 Brief the activation agency
5.2 Approve the concept
5.3 Point of Sales materials 150,000
5.4 launch the activities

6 Christmas Campaign
6.1 Do NPD for 5 new food items and 3 Beverages 50,000
6.2 Launch of new Menu with all POS marketing materials 200000
6.3 xmas decors 200,000
6.4 Social Media advertising 100,000
6.5 Social Media Celebrity engagements expenses 50,000
6.6 Uber and Pick me promotion for new menu 50,000

There is no standard format – below is an example

14. What do I right in Monitoring and Controlling

Write below
1. What variances will you watch
2. Who will be benchmarking
3. What are the “performance metrics” will you monitor

Suggest how you do this ? – meetings, Supervisors, customer feedback systems,

regular reports, system controls etc.