RAARE CAFÉ RESTORANTE April 2023

Marketing Plan
WWW.R AAR EC AFE RE STOR ANTE. C OM
Overview

01 Executive Summary 05 Marketing Strategies

02 Environmental Analysis 06 Marketing Implementation

03 SWOT Analysis 07 Performance Evaluation

04 Marketing Objectives 08 Contact Us

Executive Summary

The RAARE Café Restorante will be a business like any other in Malusak, Boac, Marinnduque. It is
formed as a partnership owned by : Ara Mae Bilolo, Rosemarie Regio, Angelica Decena , Rica Mae Rodil and
Eiamae Marga Penaflor. Our initial capitalization is Php11,000,000. We take pride in providing excellent
customer service in a friendly, welcoming and adaptable manner. All of the food and coffee we source is
organic, sustainable, and local farmers. We strive to enhance the ordinary café experience by offering the
unique element of being able to self-express through many different forms of art. The business will be a
welcoming and adaptable environment, where people can come for a quick coffee, a lunch meeting, or a night
out with friends. We will provide consistent and superior customer service, offer quality, local and certified
food and beverages, and uphold an environment that promotes creativity at all times. Through these core
values we expect to gain high consumer-perceived value of our product.
Executive Summary
This perceived value will enable us to penetrate the market and gain market share. From
environmental analysis The RAARE Café Restorante is set to operate in Boac, Marinduque, a
third class municipality with a population of 57,283. The café will face competition from other
coffee shops in the area, including T-Spot Tea Shop, Black Mustache Café, and Doughboys
Café and Bakeshop, among others. To stay ahead of the competition, RAARE Café Restorante
aims to differentiate itself by offering high-quality products and services, investing in marketing
efforts, and improving offerings. Economic forces, such as the price and availability of coffee
beans, can impact the success of the café. The café sources its coffee beans locally and offers a
premium product to compete. There are no expected political influences, and the café will
comply with licensing requirements, health and safety standards, and food safety standards.
RAARE Café Restorante will embrace the growing popularity of coffee culture and the "third
place" concept, positioning itself as a community hub, hosting events, offering comfortable
seating, free Wi-Fi, and a welcoming atmosphere.
Executive Summary
The company's strengths include organic and healthy products, strong product differentiation, skilled staff,
and a diverse menu. However, the business faces challenges such as dependence on suppliers, high overhead
costs, and seasonal demand. Opportunities for growth include developing a strong online presence, expanding
the restaurant, and creating unique menu items. Threats to the business include changing consumer
preferences and external competition. The marketing objectives for the first five years of operation include
increasing brand awareness, expanding the customer base, and achieving 20% of the industry's market share.
The objectives are SMART and designed to be completed within a two to five-year range.
Executive Summary
The company's strengths include organic and healthy products, strong product
differentiation, skilled staff, and a diverse menu. However, the business faces
challenges such as dependence on suppliers, high overhead costs, and seasonal
demand. Opportunities for growth include developing a strong online presence,
expanding the restaurant, and creating unique menu items. Threats to the business
include changing consumer preferences and external competition. The marketing
objectives for the first five years of operation include increasing brand awareness,
expanding the customer base, and achieving 20% of the industry's market share. The
objective is smart and designed to be completed within a two to five-year range.
Environmental Analysis
Boac is the capital town of the Province of Marinduque. It is a first class
municipality with a population of 57,283. Of the total barangays, seven (7) are
located in the Poblacion where most of the commercial activities are concentrated.
The RAARE Café Restorante will start their business operation at, Mercader St,
Brgy. Malusak, Boac, Marinduque where most of the commercial establishments are
located on Malusak, Santa Cruz, Marinduque with an initial capitalization of
11,000,000.00, 5 person to man the business.
Environmental Analysis
A. The Marketing Environment
1. Competitive Force. The coffee restaurant industry is highly competitive, with numerous
coffee restaurant vying for customers' attention. Although there are many unique aspects
about the Café restaurant, there are other businesses who will most likely prove to be
strong industry competitors. We have identified the major competitors as businesses who
provide services that overlap with our own, and are located at Brgy. Malusak Boac
Marinduque - the same geographical location as the RAARE Café Restorante. Specifically we
have identified the following businesses as competitors namely:
• T-Spot Tea Shop
• Black Mustache Café
• Café Ma Mita Restaurant
• Tipsy Toes Café and Spa
• Doughboys Café and Bakeshop
• 10 y.o. Café
• EstudyanTEA Milktea Café
• BigBrew
Environmental Analysis
To stay ahead of the competition, our coffee restaurant focus on delivering high-quality
products and services, investing in marketing efforts, and continually improving our offerings.
We could also differentiate our restaurant by offering specialty products, such as artisanal
pastries or unique flavors of coffee, delicacies from our province and hosting an event every
week and have a promo.

2. Economic Force. There are several economic forces that can impact the success of a coffee
restaurant. The price and availability of coffee beans can fluctuate based on supply and
demand. If the supply of coffee beans decreases, the price of coffee will increase, which can
lead to higher costs for the coffee restaurant. Additionally, if there is a high demand for coffee,
the coffee restaurant may need to purchase more coffee beans, which can also increase costs.
Our source of coffee beans is from our local farmer at Brgy. Masalukot, Santa Cruz,
Marinduque. Consumer preferences can also impact the success of a coffee restaurant. If
customers are looking for organic, fair-trade, or sustainably sourced coffee, our restaurant will
be able to meet these preferences. Additionally, consumers may be willing to pay a premium
for high-quality and healthy coffee, so our restaurant offer a premium product to compete.
Environmental Analysis
3. Political Force. There are no expected political influences or events that could affect the
operations of RAARE Café Restorante.

4. Legal and Regulatory Force. We establish a licensing requirement for our coffee restaurant,
which would include meeting certain health and safety standards, as well as complying with
local zoning regulations. We also establish strict food safety standards, such as requiring
regular inspections. We establish proper waste disposal procedures and sustainable sourcing
practices. We ensure compliance with labor laws, such as minimum wage, overtime, and
employee rights protections.

5. Technology Force. The technology used in making coffee involves the brewing process,
which typically involves heating water and passing it through ground coffee beans to extract
the flavour and aroma, while the technology used in processing and roasting coffee beans
includes equipment such as roasting machines, grinders, automatic drip coffee makers, a high
quality espresso machine, an industrial coffee grinder, POS system and website, curb side
pickup supplies, milk and water, industrial blenders, oven and toasters, refrigerators and
freezers, shelving, containers, pumps and storage, and a security system.
Environmental Analysis
6. Sociocultural Force. One socio-cultural force that could impact a coffee restaurant is the
growing popularity of coffee culture and the "third place" concept. In many communities,
coffee shops have become a popular gathering place for people to socialize, work, and relax
outside of home and work. This trend has been fueled by the rise of remote work, the
popularity of social media, and the desire for more personalized and experiential forms of
consumption. Our RAARE Café Restorante embrace this socio-cultural force and position
ourselves as a community hub, were not offering only high-quality coffee but also comfortable
seating, free Wi-Fi, and a welcoming atmosphere. We are hosting events like 3 minutes
challenge, videoke challenge, and those event every theme of the month like in February we
have an event that giving a different discount for the couples and single person. Coffee
restaurants can further foster a sense of community and encourage customers to spend more
time and money at the establishment.
SWOT Analysis
STRENGTH WEAKNESS

• Organic and healthy products • Limited start-up capital in the café restaurant
• Strong product differentiation • Similar product offerings with the competitors
• Skilled and efficient staff • Dependence on the suppliers
• It is located within the commercial area • High overhead cost
• Offering a wide array of products • Seasonal demand
• Neophyte in the business

OPPORTUNITIES THREATS
• Economic conditions
• Developing a strong online presence through social media • Changing consumer preferences
• The ever growing population in the area. • External competition
• Developing a new and unique menu items, such as specialty • Risks in the business
coffee drinks or seasonal flavor, can attract new and existing
customers.
• Coffee shops are the fastest growing industry in the
foodservice industry.
MARKETING OBJECTIVES

Quantitative objectives:
• To acquire at least 20% of the market share in the industry within the
five years of operations.
• To generate an income or achieve an ROI of 30% of initial capitalization
• By year 2 have developed enough brand awareness that 20% of
residence in Marinduque knows about the business.
• By year 5 have yearly sales of approximately ₱1.MM
MARKETING OBJECTIVES
Qualitative objectives:

• To serve RAARE foods and coffees to the target customers.

• To increase customer’s frequency – coupons, challenges, unli foods, etc.
• Group size (target small/large group orders).
• By year 2 promoting and expanding the business concept as a unique
restaurant.
• By year 3 to extend the business in different locality if the acceptability
of our cuisine meets our prior expectations.
• By year 4 to modify the menu and other services with the change of
consumer’s taste, market demand, and competitor’s strategy.
MARKETING STRATEGIES
A. TARGET MARKET
When it comes to identifying our target market for our coffee
restaurant, there are several factors that we consider, such as
demographic characteristics, psychographic traits, and
behavioural patterns. We then evaluated the potential for success
in each segment and decided to target five distinct segments;

• Millennials
• Working Professionals
• Students
• Health- conscious consumer
• Tourist and Travelers
MARKETING STRATEGIES
B. MARKETING MIX

1. Products. RAARE CAFÉ RESTORANTE offers high quality products at low prices. We have tuned
into heart healthy eating and we also offer low fat, low salt, low cholesterol menu items such as
Pasta, Veggie pasta, Brown pasta, Spicy arabiatta, Veggie pasta, Brown pasta, Spicy arabiatta,
Chicken alfredo pasta, Chicken sausage pasta, Chicken meatballs pasta, Butter chicken pasta,
Shrimps pasta, Grilled Salmon with quinoa salad, Vegetarian quiche with mixed greens, Grilled
chicken salad with vinaigrette dressing, Chicken Caesar salad with whole grain croutons,
Mediterranean bowl with falafel and hummus, Chicken and turkey fried chicken strips, Hawaiian
chicken breast dinner, Grilled teriyaki chicken top with ham, pineapple and Swiss cheese, Oven
Roasted turkey dinner stuffing, mashed potatoes and grave and cranberry sauce, Malibu chicken
grilled chicken breast topped with ham and Swiss cheese, Biscocho, Croissant, Churros, Fudge
brownies, Empanadas, Beignets , Tiramisu, Pecan Pie, Muffins, Coffee cake, Scones, Baklava,
Biscotti, Carrot cake, Turmeric latte with almond, Black coffee espresso, Honey cinnamon coffee,
Fruit and coffee smoothie, Black mamba, Classic latte, Classic cappuccino, Classic caramel
macchiato, Classic mocha, Hazelnut latte, Cappuccino and Iced coffee.
MARKETING STRATEGIES
B. MARKETING MIX

2. Price- RAARE CAFFE’RISTORANTE provides a high quality specialty product customized to our
consumer’s needs.

3. Distribution. In general the value delivery network is made up of everyone involved in getting
the product to the consumer. For the The RAARE Café Restorante, this network, as well as the
distribution strategy will be relatively simplistic due to the small size of the company. For our
business we have suppliers who give us, the company, the products we need to serve our
customers. This means that we are a level one channel as there are no intermediaries between
our company and our consumers. We will take a closer look at the three components of our
value delivery chain.
We pride ourselves in exclusively using local and/or ethically sourced products. Therefore our
suppliers are very important to us, as we work closely with them to ensure they are meeting our
standards. Our first, and arguably our most important supplier is the Island Harvest Farm PH at
Masalukot, Santa Cruz, Marinduque they provides us with our coffee supply.
MARKETING STRATEGIES
B. MARKETING MIX
We chose to work with them, because their values of environmental protection
and fair trade align with those of our company. We also require art supplies
which we order almost exclusively online from the Canadian company - Studio
Six Farming and Art Supplies. Other suppliers include the landlord who we rent
the building space from, the suppliers of our electricity, water, heat, and
internet, as well as the companies who print our menus, and sell us utensils
and restaurant equipment. After our company is supplied with all of the
necessary tools, the next step is for us to prepare the product and service to be
purchased. Once we do this, we can then move on to the final step of the value
delivery network, which is distributing the prepared product to our customers.
 Value Distribution Chain

MARKETING STRATEGIES
Value Distribution Chain

ISLAND HARVEST FARM

SUPPLIER

RAARE CAFÉ RESTORANTE

COMPANY

Target Markets
CONSUMERS
 Value Distribution Chain

MARKETING STRATEGIES
4. Promotion. Promotion is the communication between the company and the
consumer. In order to make the market aware of your product offering, we create a
promotion strategy that will inform, persuade and remind consumers about your
product. Without this, consumers would most likely be unaware of our existence,
regardless of how great our product or service might be.
The Creative Café will to some extent, take advantage of all five components of the
promotional mix: advertising, sales promotion, personal selling, public relations, and
direct marketing. By blending all five components we will create effective and
integrated marketing communications (IMC). Because we are a new company, we
must start out with strong IMC to ensure market penetration. By using promotional
strategies that highlights the taste, creativity and perhaps affordability of our café
restaurant by giving discounts, posting specials, using a website and distributing fliers
and events.
Marketing Implementation
In the month leading up to our opening, we will ensure that we have established a good rapport with our suppliers, and
that they understand what we will need from them for opening day and beyond. We also have all our staff hired, as well
as the manager. Everyone will have orientation and training, so that they are prepared for the opening day. Before we
MONTH 1 open for business, we will also begin to introduce ourselves to the public, more importantly, to our target market. In the
first month of implementation, we will strive to create a buzz surrounding our opening, as well as communicate our
points of differentiation from our competitors. Heavy use of the promotional mix will be used during this stage, as it is
integral to a successful future of RAARE CAFERISTORANTE in the industry. We will put an advertisement on the radio and
in the buzz, we will implement personal selling on the Brgy. Malusak, Boac ,Marinduque, as well as the distribution of
coupons of incentive to visit our business when it opens. Finally we will create all of our social media accounts, and our
website, beginning the direct marketing portion of the promotional mix.

The first month of operation will be crucial, and we need to make sure our product and service is of the outmost
quality. The first impressions of our business will be taken from this time frame, and is important in order for us to
be successful that these be positive impressions. Word of mouth is very important in the small town like Brgy.
Malusak Boac Marinduque, so being able to impress to the people who come through the door, will likely create
MONTH 2 positive publicity, one of the key tools in the promotional mix. During this month there will be continued
promotions, including advertisements, sales promotions, and direct marketing. We will have lots of entertainment
and special activities during this month to draw people into the business. Focus will be on establishing an upbeat
and welcoming atmosphere and culture. Though our intention is to always maintain this atmosphere and culture
demonstrating it early to our customers is vitally important to developing consumer relationship.
Marketing Implementation
Ongoing Business Operation
Our implementation strategy for the rest of the year’s operation will be a continuation of
MONTH the second month’s promotions but it with a focus on gaining a new customers while also
3-11 keeping customer coming back. During this time period, there will be a lot of trial and
(hopefully minimal) error. We are expecting to learn what works and what doesn’t during
so that we can learn and gain insight into the market and industry.

Ongoing Business Operation

By the end of our first year in business, we hope to have gained a large amount of insight into what we can
continue to do to see the business thrive, and what we need to remove from our goals/plan. This month will be
a time to re-asses previous notions and assumptions. At this time the marketing plan may be updated, and an
implementation strategy for the following year will be put in place, keeping in mind the marketing objectives
and what we can do to make this happen. We will reassess the training needs of our staff, and seek consumer
MONTH feedback.
Many customers prefer the convenience of ordering and paying for their coffee using their mobile devices so
12 our Café accepting payment through Gcash. We have digital menu boards can display high-quality images of
menu items, along with nutritional information and pricing. They can also be updated in real-time to reflect
changes in inventory or pricing. We also do online reservations and scheduling in our Facebook page (RAARE
Café Restorante) or through our website (www.raarecafferestorante.com) online reservations and scheduling
software can help us to manage customer flow and prevent overcrowding. This technology can also help
restaurants optimize staffing levels to match customer demand.
Performance Evaluation
Overall, the coffee restaurant has performed well over the past year. Customer feedback and reviews
has been positive, with many customers complimenting the quality of the coffee and the friendliness of
the staff. The restaurant has also seen steady business growth and has managed to maintain a loyal
customer base.

Areas of Strength:
• Quality of Coffee
• Exellent Customer Service
• Cleanliness and Good Ambiance

Areas of Improvement:
• Menu variety
• Staff Training
• Marketing
• Product Research and Development

Overall, the coffee restaurant has performed well and has a strong foundation to build on. By focusing
on areas for improvement, the restaurant can continue to grow and provide an excellent customer
experience
Thank You

CONTACT US
+639152457978
www.raarecaferestorante@gmail.com
Brgy. Malusak, Boac, Marinduque