Coffe Marketing

Plan
By : Rini Karina Tanjung
 Market Summary
The coffee industry is
expected to continue its
Coffee consumption has growth trajectory. The demand
been a longstanding for coffee is projected to
cultural tradition in many increase, driven by emerging
countries, and it has also
Present Future markets and changing
gained popularity consumer preferences.
worldwide. The market Technology is expected to play
was dominated by a larger role in the industry,
with advancements in coffee
traditional coffee shops, Past machines, smart brewing
large coffeehouse chains,
and packaged coffee sold devices, and mobile ordering
in supermarkets. platforms.
Currently, the coffee industry continues to
thrive and evolve. The demand for coffee
remains strong, and there is a growing
trend of coffee consumption among
younger demographics.
 Product Definition
Coffee refers to the diverse range of
beverages and related items that are
derived from the processing and
preparation of coffee beans, providing
consumers with a rich and enjoyable
coffee experience.
 Competition
Competition in the coffee business refers to the
rivalry and contest among companies and
establishments that are involved in the
production, distribution, and sale of coffee
products

Strengths of coffee business

1. Brand Recognition
2. Diverse Product Offering
3. Quality Sourcing and Roasting
4. Customer Engagement and
Experience
5. Innovation
6. Marketing and Advertising

Weaknesses of coffee business

1. Limited Menu Option
2. Higher Pricing
3. Inconsistent Product Quality
 Positioning
Positioning of product
The coffee business can
Consumer Promise
establish a strong position in
Our consumer promise drives us to
the market, build a loyal
consistently deliver on these commitments,
customer base, and
providing you with a coffee experience that
differentiate itself from
surpasses your expectations, such as:
competitors. It's important to
1. High quality
continually innovate, adapt to
2. Exquisite Taste Adventure
evolving consumer
3. Welcoming Atmosphere
preferences, and maintain the
4. Personalized Delight
highest standards of quality
and service to stay ahead in
the competitive coffee
industry
 Customer Reviews and
Brand History Testimonials
Craft a compelling brand Encourage customers to
story that communicates share their positive
the unique origins, experiences and reviews of
values, and vision of your your coffee business.
coffee business.
Communication
Strategies

Social Media Direct Marketing

Create the
Share visually appealing photos of
communication with
coffee, behind-the-scenes glimpses
customer to know how
of your coffee production, and
there are feel about your
stories that resonate with your
business coffee.
target audience.
 Packaging and Fulfillment
Packaging
1. Form Factor: The form factor of coffee product packaging refers to its physical shape, size, and
structure.
2. Pricing: Packaging costs should be factored into the overall product pricing strategy. Balancing
packaging quality, design, and costs is essential to maintain profitability while delivering value to
customers.
3. Look and Design: Packaging design plays a significant role in attracting customers and conveying
the brand's image. The design should be visually appealing, align with the brand identity, and
communicate key product attributes.
4. Strategy: Packaging strategy involves considering the overall goals, positioning, and target market
of the coffee business. Key aspects of packaging strategy include:
a. Differentiation
b. Branding
c. Information and Education
Packaging and Fulfillment
Fulfillment

1. Clear Communication
2. Packaging Considerations
3. Inventory Management
4. Customer Support
5. Shipping Consolidation
6. Packaging Inserts
 COGs

Direct Materials Direct Labor Packaging Costs

Shipping and Overhead Costs

Logistics
 Launch Strategies
Here's an outline of key elements to consider when creating a launch
plan:

1. Define Your Objectives 7. Media Outreach

2. Target Audience 8. Launch Event or Webinar
3. Pre-Launch Teaser 9. Sales and Distribution Strategy
4. Develop Compelling Messaging 10. Promotions and Incentives
5. Content Creation 11. Customer Engagement
6. Influencer Marketing 12. Post-Launch Evaluation
 Public Relation

Strategy and Execution :

1. Define Goals and Objectives
2. Target Audience
3. Key Messages
4. Content Creation
5. Social Media Platform
6. Content Marketing Product and Service Offering
 Advertising
1. Set Advertising Goals

2. Social Media Advertising

3. Local Print Advertising

4. Interactive Events

5. Online Contests and Giveaways

6. Influencer Partnerships
 Pricing per cup

Espresso Cappuccino Origin

Moccaccino
Latte Coffee
$4 $3 to $6 $10 $5
 Distribution

Offline Store Online Store

Vertical Markets/Segments

Company
01 Ex : C0-Working

Coffee shop
02 Ex : Starbuck

Minimarket
03 Ex : Indomaret
 Success Metrics

● Customer are satisfied with the taste of coffee

● Best quality of coffee
● Customer experience
● Positive Review by customer
 Schedule
Month 1:
- Conduct market research to identify target audience, competitors, and
market trends.
- Develop a business plan, including goals, financial projections, and
marketing strategies.
- Secure necessary permits, licenses, and insurance.
- Source coffee beans, equipment, and supplies.

Month 2:
- Set up the physical location, including renovating the space, installing
equipment, and designing the layout.
- Hire and train staff members, including baristas, kitchen staff, and servers.
- Develop a menu and pricing strategy based on market research and target
audience preferences.
- Create a brand identity, including logo, signage, and marketing materials.
 Schedule
Month 3:
- Soft launch the coffee business, inviting friends, family, and local
influencers to experience the offerings and provide feedback.
- Implement a marketing strategy to generate buzz and attract the target
audience, including online advertising, social media campaigns, and local
promotions.
- Collect customer feedback and make adjustments to the menu, service, or
ambiance as necessary.

Months 4-6:
- Focus on building a loyal customer base through exceptional customer
service, consistency in quality, and personalized experiences.
- Monitor sales performance and adjust pricing or promotions accordingly.
- Develop partnerships with local businesses or organizations for cross-
promotions or event collaborations.
- Consider participating in local food or coffee festivals to increase brand
visibility.
 Schedule
Months 7-9:
- Evaluate customer feedback and make menu refinements or additions to cater to evolving
tastes and preferences.
- Launch a customer loyalty program to incentivize repeat visits and gather customer data
for targeted marketing campaigns.
- Explore opportunities for wholesale distribution to local cafes, restaurants, or offices.
- Implement sustainability initiatives, such as sourcing organic or fair-trade coffee beans
and implementing eco-friendly packaging practices.

Months 10-12:
- Conduct a seasonal menu launch, introducing new flavors and limited-time specials.
- Host coffee workshops or tastings to engage with customers and educate them about
different brewing methods or coffee origins.
- Evaluate financial performance, make adjustments to expenses, and review profit margins.
- Identify areas for business growth and expansion opportunities, such as opening
additional locations or exploring new revenue streams.
 Schedule
Months 13-15:
- Consider expanding the online presence through e-commerce platforms or partnerships
with food delivery services.
- Strengthen the brand's social media presence by posting engaging content, responding to
customer inquiries, and running targeted ad campaigns.
- Seek opportunities for media coverage, such as local publications or online influencers, to
increase brand exposure.

Months 16-18:
- Evaluate the overall business performance, including financial metrics, customer
satisfaction, and brand reputation.
- Fine-tune marketing strategies based on data analysis and customer insights.
- Explore collaborations with local artists or musicians to host live performances or art
exhibits in the coffee shop.
- Consider expanding the business through franchising, licensing, or new locations, if
applicable and aligned with business goals.
THANK YOU