Bear Necessities Café: Marketing Strategies

Target Market: The primary target market for the Bare Necessities Café would be anyone who
drinks or loves coffee and bakery items. The café offers a variety of coffee-based drinks as well
as homemade bakery items that are available for purchase daily.
The secondary target market for the café would be UNG students since it is based out of a small
college town. The café has an inviting fell and vibe that appeals mostly towards younger people,
but anyone can go and enjoy Bare Necessities.

Brand Positioning Statement: The Bear Necessities Cafe is a Dahlonega local favorite for its
eclectic atmosphere, fresh Italian-style coffee, homemade pastries, and inventive breakfast and
lunch dishes. We're serious about our food and drinks, and we use the freshest ingredients
possible to create a truly unique and delicious dining experience.

Buyer Persona for Primary Target: The buyer persona for a typical customer that walks into
the café would be a person, typically female ages 18-24, attends high school or college, and
introverted. These could also be broken down into categories such as the coffee lover, Wi-Fi
loafer, and the freelancer. Each of these personas could be found at the Bare Necessities Café.
The coffee lover is generally someone who is obsessed with coffee and always has to get their
caffeine fix every day. The Wi-Fi loafer is generally a person who goes to the café in order to get
some work done or take advantage of the café’s free internet for customers. Finally, the
freelancer is typically a person who doesn’t really have a set schedule job and no ties. This
persona usually goes to the café to work and get inspired in a creative way.

Marketing Mix Strategies

- Product/Service: Bear Necessities Café offers Italian-style coffee, homemade pasties,
and inventive breakfast and lunch dishes. These offerings pair perfectly with its cozy and
eclectic atmosphere. Patrons can enjoy the benefits of a friendly staff, free wi-fi, and a
variety of seating options. For these reasons, BNC offers both a product and a service.
They specifically set themselves apart from the competition in that their coffee is Italian
style. Coffee snobs around the world agree that Italy is the mecca for high-quality coffee.
BNC should use this as a point of difference. In addition, BNC differentiates itself from
its competitors with many comfortable and private seating options. If the coffee shops in
Dahlonega even offer comfortable seating options, they are extremely limited. By
emphasizing these two points of difference, BNC can separate their products and services
from their competitors.

- Price: Bear Necessities Cafe should strive to obtain a vision where they position
themselves as a high-quality coffee shop. To make this vision come to life, BNC should
boast their quality higher than their competitors’ prices would need to be slightly above
 their competition. When BNC does this, they are demonstrating and communicating that
their quality is much better through their products and the exception service that their
customers will receive. Along with its commitment to customer loyalty and getting the
best satisfaction, BNC should introduce a loyalty program. Within this program,
customers will be offered exclusive discounts, complimentary items, or any VIP perks
after customers reach a certain number of purchases. BNC should also include seasonal
specials, where they will offer limited-time products. This will be help capture the
attention of customers, by creating an urgent desire to visit the café regularly to
experience or try out these new items. In addition, BNC should incorporate a dynamic
pricing strategies which demonstrate a flexible approach to customers engagement. By
adjusting prices during slow hours, could attract customers to come in during those
periods by offering discounts. The whole purpose of this is to balance customer flow and
ensure there is always traffic throughout the day.

- Promotion: Bear Necessities Café, being a new face in the restaurant industry, generates
most of its leads through smaller, more cost-effective non-traditional advertising. Their
most effective media vehicle would be their social media presence, which, as of now, is
still very underdeveloped.
Being in an area that is flooded with competition, BNC relies on their unmatched
customer service and quality to earn the favor and loyalty of its customers, and they
recruit the help from those that live in the area, such as students from the University of
North Georgia, who not only work there but also help the restaurant grow by spreading
awareness throughout the community.
BNC continues providing a memorable experience for both new and returning customers,
thus supporting the promotion through positive word-of-mouth and consequently
increasing brand awareness and customer satisfaction.
Since BNC has already captured the hearts of those who have visited, it should be easy to
entice the new customers that it plans to bring in. Throughout 2024, the restaurant plans
to employ the following promotion strategies:
- Continue frequent uploads to current social media accounts and expand to other
platforms such as TikTok.
- Create social media campaigns monthly and pay for ads so people in the area are
aware.
- Introduce branded merchandise online and in-store.
- Survey customers for input on which items should be added to the menu.
- Create an app or employ the help (from a business such as Joe) to introduce a
mobile ordering system.
- Develop and optimize the website through search engine optimization.
- Place/Distribution: BNC strategically chose its location to be in the Downtown area of
Dahlonega, Georgia. With it being near the University of North Georgia (UNG) and other
shopping centers, it ensures convenient access for a diverse customer base. The café’s
proximity to the UNG demonstrates an amazing opportunity to cater to college students
and faculty. Also, the fact that their location is near other shopping centers, makes it an
accessible for shoppers and even passersby looking for something to have during their
shopping. Not only should BNC focus on their physical location but also those online.
BNC should plan to extend it accessibility through online ordering system. This would be
perfect for customers who are looking for something quick, on-the-go service. If BNC
wants to increase their audience reach, they should also partner with other local retail
places to sell their products. By doing all this, BNC will help capture the interest of
customers who may not have initially visited BNC before or even heard of it. To include,
BNC should also be involved within the community. This would also help increase its
visibility but also build relationships. BNC can participate at local events, host workshops
within the café, or even collaborate with influencers in the community. These strategies
not only help increase awareness but also demonstrate community unity and the ability to
grow and build connections.