VIBRANT

AROMAS
T H E S C E N T Y O U C A N TA S T E
TO MY STUDENTS:

 Y-4C32M
 Y-4C34M
 Y-4C31E
 Coffee Sales
COFFEE
3.5 ACCOUNT FOR
3
12% OF ALL
FOODS AND
BEVERAGES
2.5

2
COMSUMPTION
1.5
FOR OF
1 COLLEGE
0.5 STUDENTS,
0
PROFESSIONALS
0.5 1 1.5 2

Coffee Sales
2.5 3 3.5
AND RETIREES.
Without a doubt, students and professionals in Vientiane Capital are stressed and overworked in today's competitive
atmosphere. When you have to stay up all night working on a project or projects, coffee becomes your best
companion. But, how are you going to obtain a cup of coffee (Joe) when every coffee shop within a 10-kilometer
radius is closed? FEAR NOT, VIBRANT AROMAS is set on becoming a nightly necessary for all coffee addicts in
town. Vibrant Aromas will capitalize on its closeness to town to establish a core group of devoted clients, since there
is a growing need for high-quality gourmet coffee and exceptional service. Vibrant Aromas promise to provide
customers with the best-prepared coffee in the area, which may be combined with locally baked pastries at any time
of day or night.

Coffee is the number one item that students and professionals are willing to purchase. Coffee sales account for
around 12% of foods and beverages sales. On average College students and professionals spend around 200,000 a
month on coffee (My own survey). Coffee is important to students and professionals, teachers, and retiree members
are often in need of an energy boost as well. Having VIBRANT AROMA Coffee will provide a more convenient way
to reach the student body and professionals in town. This new coffee truck will be able to offer something that coffee
shops cannot, mobility. As a mobile truck, VIBRANT AROMAS Coffee can easily navigate the town to take
advantage of foot traffic depending on the time of day. For example, the truck can operate outside of the office
buildings Colleges in the morning to catch students and professionals on their walk to classes or offices and later
relocate to a more central position in the city to serve, students, professionals and tourists alike.
ORGANIZATIONAL OVERVIEW

Vibrant aromas is a new on-demand delivery coffee service created to the needs of
busy college students, professionals and retirees by providing a convenient way to
purchase and receive caffeinated coffee beverages at any hour of the night or day.
Operated out of a mobile beverage truck, Vibrant aromas will offer coffee to people
on foot during the day in locations across the city. In the evening, the Vibrant will
respond to drink orders via Phone and or Apps, and deliver them to customers within
an established range in and around the city at a timely manner. As a start-up
company, Vibrant plans to operate first in the Vientiane Capital and plan to expand
to additional cities across the nation.
MISSION

To provide wonderful, freshly brewed coffee to

their hands at the precise moment they need it, in
order to make the lives of the never-tired college
students, professionals, and retirees a little bit
simpler.
MISSION
To make life a little easier for the never
tiring college students, professionals
and retirees by providing delicious,
freshly brewed coffee right to their
hands, right when they need it.
 GOALS

First and foremost, our goal is to become the number one coffee delivery
service in Vientiane Capital, Lao P.D.R. Keeping this long term goal in
mind, we set out to achieve the following market goals in our first year.

 Position THE VIBRANT AROMAS as a convenient, innovative to our target

market.

 Build brand awareness to 50% in our target market.

 Increase the percent of our target market using our service more than 12 percent
quarterly.

 Increase our number of Facebook like, website traffic and App downloads by 10
percent monthly.
Budget and Resources
We intend to allocate 10% of our anticipated
annual
revenue during the first year of operations.
This
initial budget will be divided to pay for a
number of
marketing methods, and it will be watched
over
and modified throughout the year to make
sure that
funds are being used wisely and assisting us
in
achieving our objectives. We intend to raise
this
expenditure and add more marketing
initiatives as
necessary in subsequent years.
Strengths Weaknesses
 Passionate team of workers providing excellent service and premium specialty coffee  Limited initial financial resources
beverages
 Maintenance of truck is expensive
 Quick, convenient delivery
 No brand awareness or reputation as a start- up
 Affordable pricing for everyone
 Hire the right people for the positions.
 Mobility of truck allowing easy access to customers

Opportunities
 Potential for gaining total market share of late night coffee service in the Madison area
 Trends of consumers seeking cold brew and alcoholic cold brew coffee from foodservice
 Younger generations are increasing their coffee consumption and are more likely to
splurge for unique coffee offerings
Threats
 Popularity of single-cup coffee that our target market can brew at home could take
away from sales
 Growing number of alternative drink options to provide target market with energy
 Ready-to-drink iced coffee is thriving due to convenience

 Environmental, natural claims are appealing to Millennials, could implement into  Mobile ordering offered by competitors like Starbucks during the day that could be
strategy in future seen as a convenient alternative
STRENGTHS

Dedicated individuals make up the VIBRANT AROMAS Coffee team,

innovative, talented people
who are excited about our brand and genuinely care about meeting the needs
of our target
market. Because of this internal passion, VIBRANT AROMAS Coffee
provides excellent service
and delicious specialty coffee beverages. Our speedy delivery service is
another of our
company's key assets, which is incredibly convenient for our target market
who is seeking
coffee that is accessible at all hours of the nights and days. A major segment
of our primary
target market of college students, professionals and retirees agree that they
are more likely
to purchase from food or beverage services that offer delivery (My survey).
Finally, not only
is our service convenient and our beverages delicious, but they are also
affordably priced for
Weaknesses
Limited early financial resources are a problem for any startup that may
be overcome
by constant monitoring, internal management of cash, and careful
budgeting. In
addition to not having a fixed retail location where customers can find
us, our company
Will also be weaker than brick and mortar coffee shops due to the
maintenance
requirements of our coffee truck. The last issue is that, in the first year,
there will be
no brand recognition or reputation among our target market. Hopefully,
this
vulnerability will be mitigated over time by our advertising and
positioning activities.
Opportunities
The coffee industry's current trends as well as shifting consumer expectations in our
target market present a number of possible chances for VIBRANT AROMAS Coffee
as a distinctive, cutting-edge coffee service. Additionally, there are currently no other
late-night coffee delivery services available to our target market at our starting
location in the in downtown of the capital city region, which means VIBRANT
AROMA Coffee has the potential to capture the entire market share of this distinct
market within our first year.

In addition to having essentially ZERO direct late-night competitors in Vientiane

capital area, new trends in consumer tastes may also provide opportunities for
VIBRANT AROMAS COFFEE BRAND. Younger adults are becoming more
engaged coffee consumers as Millennials and iGen generations are drinking more
coffee throughout the day and night than they did years ago. These generations are
Threats
While there are plenty of potential opportunities for our organization, it is also important to
identify and monitor potential
external threats to our organization. One potential trend in coffee that could take away from our
sales is the growing
popularity of single-cup coffee that our Target market could brew at home on their own instead of
using our service. Ready to
drink Ice coffee that can be stored in the refrigerators of consumers as well as single-cup coffee
appliance like Keurig offer
added convenience to consumer at home. However, our ability to offer coffee to consumers who
aren’t at home and are unable
to make their own coffee is a strength that can diminish the impact of this threat. There are also a
growing number of
alternative drink options for consumers that can provide the same energy. Boost that our coffee
does, such as energy drinks,
that many consumers consume at night to stay wired and awake. While our primary target market has a
behavioral
preference for consuming coffee over energy drinks, it’s still important to recognize the energy drink
market as a possible
COMPETITION
The number of new coffee businesses hitting Lao market is slowing. This
then indicates that sales growth in the coffee industry is coming from
increased consumer spending on more expensive, premium beverages.
We expect to see coffee sharp sales continue on an upward trajectory
over the next five years, however increased competition from the ready-
to-drink category could also pose a substantial threat. Ready-to-drink
coffee is one of the fastest non-alcoholic beverages in the our country; it
is convenient, comes in a variety of flavors and is often times cheaper
than specialty coffees at a coffee houses. It shows many brands driving
innovation in the category such as the emergence of nitro ready-to-drink
coffee.
TARGET AUDIENCE
The primary target audience of VIBRANT AROMAS COFFEE will also be college students,
professionals, retirees from middle and upper middle classes, and tourists who habitually consume coffee.
Despite sharing the same behavioral propensity of consuming coffee, this group differentiated by age in
terms of their demography.

Primary research has shown that this consumer group is the most willing to go out and the most likely to
buy gourmet, premium coffee products (My observation). Since gourmet coffee consumption is universal
across different income categories and mostly depends on the level of higher education, our location on the
center of town will provide access to our target audiences. Conveniently enough, people aged 18 to 30
account for the highest coffee and caffeine consumption across all areas ( My observation). About 44% of
the Lao coffee demand comes from Millennials, which make up our primary target audience. In 2020, the
daily of coffee consumption among 18 to 30 years old have been increasing steadily. VIBRANT
AROMAS COFFEE strives to cater to these people who want to conveniently get a cup of coffee, without
having to stop what they are doing.

Nowadays, both professionals and college students are frequently on the go and stressed for time. We at
VIBRANT AROMAS COFFEE recognize this and give our customers the options they need to satisfy
UNIQUE SELLING PROPOSITION

VIBRANT AROMAS COFFEE is determined to become the nightly necessity for all
coffee addicts in Vientiane Capital. With its special delivery services unlike
anything else in town, VIBRANT AROMAS COFFEE will create a new opportunity
for coffee drinkers to have their coffee fix late at night.
MARKETING GOALS
As previously touched on in situational analysis, I have identified a few initial key marketing goals in
our first year in order to build our brand reputation and position ourselves in the minds of our target
market in order to gain market share in Vientiane Capital.

Specifically, these goals are to:

 Position the Vibrant aromas coffee brand as a convenient, innovative service to our target market
 Build brand awareness up to 40% in our target market.
 Increase the percent of our target market using our service by 10% quarterly.
 Increase our number of Facebook LIKES, WEBSITE TRAFFIC, and APP DOWNLOADS by 10%
monthly.

** In the following sections we will further discuss these goals and why we feel they are important **
Short Term Goals
 Create awareness of the service that VIBRANT AROMAS Coffee provides which is quickly and conveniently delivering coffees, espressos, and other
coffeehouse beverages ordered by our customers to their location.
 Increase engagement with our phone application which enables a quicker and easier ordering experience where customers are able to see the status of their order
in real time
 Increase our amount of follows, likes, shares, and comments across our social media platforms .

In short, we want to show our customers that VIBRANT COFFEE is all about:
 • Convenience
 o Easy to use ordering system
 o Personalization/customization of orders
 o Delivery anytime, anywhere
 • Quality
 o Use of natural ingredients and quality coffee beans
 o Handmade product crafted by real baristas in Vibrant aromas coffee truck
 • Speed
 o As an order is placed on the Vibrant Aromas Coffee app, the truck starts making
 o Handmade product crafted by real baristas in Vibrant aromas coffee truck
VIBRANT AROMAS The scent you can taste

Long Term Goal

Our long term goal

night coffee delivery is to become the NUMBER ONE Late-
service in
major citiesVientiane Capital and eventually expanding to other
in the country.
loyalty, This will ultimately be achieved by consumer
customer
share. service, competitive advantages, increased market
VIBRANT AROMAS The scent you can taste

STRATEGIES AND TACTICS

ADVERTISING:
Social media will be our perfect place to connect with our target market because it is something that
they often use. Along with
Facebook and Twitter, Instagram and Snapchat ads would most likely be the most effective social
media platforms to use because this age demographic frequently using them to some extent. Our target
market is full of visual consumers who prefer to see what a brand is about rather than reading about it. We
would generate video advertisements that show the coffee being made, the delivery truck driving around the
city, and happy consumers drinking our beverages in the school, at office and at home at late hours of the
night. My study shows that, our target market is most likely to respond to visual advertisements so it is in our
best interest to be as visual as possible on social media.

We might even reach out to OUR TARGET MARKET Instagram bloggers and offer them a discount or a free
product in exchange for their reviews of VIBRANT AROMAS and the views of their followers after
bought our Coffee and Bakeries.
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
VIBRANT AROMAS The scent you can taste
THANK
YOU
Email
somesone@example.com