Marketing Mix Analysis for a Newly Opened Coffee Shop

1. Product:
Tangible Characteristics:
Diverse Coffee Menu: Offering a wide variety of specialty coffees, teas, and other beverages.
Comfortable Seating: Providing ergonomic and aesthetically pleasing seating arrangements.
Quick Service: Ensuring efficient and timely service to meet the needs of students and professionals.
Intangible Characteristics:
Ambience: Creating a welcoming and vibrant atmosphere conducive to both work and relaxation.
Quality: Emphasizing the use of high-quality coffee beans and ingredients.
Brand Image: Building a brand image that resonates with the target audience as a go-to place for quality
coffee and a productive environment.

2. Promotion (5 W's Analysis):

Who (Target Audience):
Students from local universities.
Working professionals in nearby corporate offices.
What (Message):
A unique blend of productivity and relaxation in a coffee shop environment.
Special discounts for students and corporate teams.
To Whom (Channels):
Social Media: Engaging platforms frequented by the target audience.
University Collaborations: Partnering with universities for campus events.
Local Business Partnerships: Collaborating with nearby companies for joint promotions.
Which (Mediums):
Online Advertisements: Utilizing targeted online ads.
Campus Events: Participating in university events and sponsoring student activities.
Influencer Collaborations: Partnering with local influencers to amplify reach.
What Effect (Evaluation):
Tracking customer acquisition through promo codes.
Measuring social media engagement and reach.
Analyzing foot traffic during specific promotions.

3. Price (Values/Benefits Analysis):

Values:
Affordability: Offering competitive prices and discounts for students and corporate clients.
Quality: Emphasizing the value of high-quality ingredients and skilled baristas.
Benefits:
Loyalty Programs: Providing discounts and rewards for frequent customers.
Corporate Packages: Offering tailored packages for corporate clients with additional benefits.
Value Combos: Introducing bundled offerings for cost-effective choices.

4. Place (Convenience Add-Ons Analysis):

Location Choices:
Strategic placement near universities, corporate offices, and high-traffic areas.
Accessibility: Ensuring easy access for both students and working professionals.
Convenience Add-Ons:
Online Ordering: Implementing a user-friendly mobile app for online orders.
Delivery Services: Offering delivery options for nearby areas.
Extended Hours: Adjusting operating hours to cater to different schedules.