Grab a Brew Marketing Plan - Davao City

8/16/2019 Grab a Brew Marketing Plan - Davao City

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EXECUTIVE SUMMARY

Grab-a-brew will exist to not only provide best inspiring coffees but also to

offer our guest a unique comforting experience and a green friendly environment to

stay and hang out, too. We in the Grab-a-brew will strive hard and harder to provide

our guest the perfect brew better than any other coffee shops.

We believed that Grab-a-brew will be exceptionally qualified and distinctively

positioned to offer the best coffees and finest service, and we will have a number of

upgrades in the coming years. We will be especially concern about recyclables things

to place inside our coffee shop because through this we can encourage our guest to

do the same.

Grab-a-brew coffee will be located in the downtown area near the crossing

surrounded by big establishments, such as businesses, Colleges, Hospital and many

more n which it can be seen by everyone who live nearby or passer bys. !side from

the coffee and incomparable experience our store will be best designed with distinctly

creative recycled stuffs. "ur employee#s qualification will be more than approachable

and are willing to offer the best services to every guest.


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CHAPTER I

INTRODUCTION

$.$ Background of th Stud!

%his study see&s to promote Grab-a-brew and enable to start the operation

specifically in Gov. 'uterte (t. )uirino, 'avao City. (ince 'avao City is one of the

fast escalating economy and visited place in the entire region.

$.* Stat"nt of th Pro#$"

%his study aims to determine how we can promote and establish the Grab-a-brew

coffee.

$.+ O#%ct&'( of th Stud!

• %o be able to established good profitable business

• %o be able to build natural coffee brand awareness here in 'avao City

• %o be able to penetrate the mar&et with natural brewed coffee

$. Sco) and *&"&tat&on(

%he scope of this study is to promote Grab-a-brew and enable to start the

operation specifically in Gov. 'uterte (t. )uirino, 'avao City. 'ue to limited time and

financial means, the data gathered were very limited and other information was

gathered on the internet.

$. Df&n&t&on of Tr"(

Grab-a-brew %his is the brand name for our coffee shop in order to avoid

plagiarism.

Promote - to present /merchandise0 for buyer acceptance through advertising,

publicity, or discounting. /http122www.merriam-webster.com2dictionary2promote 0

Market - refers to the group of consumers or organi3ations that is interested in

the product, has the resources to purchase the product, and is permitted by law and

other regulations to acquire the product./www.netmba.com2 "arkt&ng2"arkt2df&n&t&on20

http://www.merriam-webster.com/dictionary/promotehttp://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.netmba.com/marketing/market/definition/http://www.merriam-webster.com/dictionary/promote


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Establish - achieve permanent acceptance or recognition for.

/http122www.merriam-webster.com2dictionary2promote 0

$.4 Mthodo$og!

%he following tools are used for our mar&eting plan1

SWOT - %he purpose of (W"% is to identify the (trengths, Wea&nesses,

"pportunities, and %hreats of the company.

PESTE - %he purpose of a 56(%6 analysis is to identify all of the various external

political, economic, social, technological, and environmental factors that might affect

a business.

CPM (Competitive Matrix Profile) - %he matrix identifies a firm#s &ey competitors

and compares them using industry#s critical success factors.

http://www.merriam-webster.com/dictionary/promotehttp://www.merriam-webster.com/dictionary/promote


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CHAPTER II

COMPANY ANA*YSIS

+,- Background of .ra#/a/#r0 coff

+,-,- VM.

V&(&on1

%o be a recogni3ed and trusted as the ideal coffee shop, a leader in

perfection, service and excellence while promoting green-friendly-environment.

MISSION1

Grab-a-brew coffee will offer our guest a delightful indulgence by providing them

pioneering healthy, natural and scrumptious options with an exceptional customer

service.

.OA*1

Grab-a-brew aims to be the number $ healthy and natural coffee provider

within 'avao City after a year of operation which will soon be recogni3ed as the

benchmar& of coffee brewing nationally.

+,-,+ Br&f Co")an! H&(tor!

.ra#/a/#r0 coffee is an organic coffee shop that offers organic products,

and provides friendly service, peaceful place where everyone can meet. Grab-a-brew

main concern is all about the )uality, (ervice, Cleanliness and 7alue /)(C870.

)uality means deliver the products hot, fresh and within the quality standard. (ervice

means provide fast and accurate. Cleanliness is very important even it is not visible

to the customer. When the coffee shop delivered the )(C87 the profit will follow.

"ur ob9ective is to become the best organic coffee shop in :etro 'avao.


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+,-,2 Product or (r'&c

Grab-a-brew will offer its customers the best tasting yet organic coffee

beverages in the area. %his will be achieved by using high-quality ingredients and

following standard procedure in preparation. %he store layout, menu listings andmar&eting activities will be focused on maximi3ing the sales and suggesting the

organic drin&s. !long with the espresso drin&s, and brewed coffee, as well as some

refreshment beverages, will be sold in the coffee shop. Grab-a-brew will also offer its

clients pastries, pasta and sandwiches.

+,+ MAR3ETIN. E44ORTS

+,-,5 Markt&ng Effort( 6currnt 7 )r'&ou( "arkt&ng ffort8

Grab-a-brew Coffee will start operating within *;$4 and plans to introduce the

shop to the mar&et through motorcade, radio ads, and flyers. We will engage in

mar&eting activities li&e loyalty programs but mostly on customer acquisition on the

first six months of operation.


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Co")t&tor(

%he coffee shops tight competition between cafes in 'avao has also paved

way to the launching of many unique ideas in coffee-ma&ing, as well as dynamic

styles used by cafe managers and owners in terms of mar&eting and setting up

cutting-edge interior designs. Here are some &nown coffee shops in 'avao City1

Blugre Caf, Basti#s Brew, Dasagingan, Dangaroo, Cups 8


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Cha)tr III

MAR3ET

2,- Markt Df&n&t&on

n the 5hilippines there are F million coffee drin&ers and it &eeps on going up

to *-+? a year. n route to that, 'avao City has $*F total coffee shops all over the

City. :ost of the customers are young adults2professionals who find it more

entertaining to stay in coffee shops where they can 9ust relax, chit chat and of course

get connected through the Wi-@i that most of the coffee shop#s offer to lure

customers. Coffee shop#s guest also increased because of the reason that the 'avao

City had implemented liquor band and no-* hours bar hopping time frames. n

connection with that, the young ones diverted their choice from bar-hopping to coffee

shop hopping. We are bringing and introducing the 'avao City into a new and finer

way of celebrating friendship and relationship into the next level of experience and

treats.

2,+ Markt Potnt&a$

'avao#s fast escalating economy now &eeps the city above water, new

business is opening and more condo are being built. t means more middle and

upper class would be present in the City. Grab-a-brew has a plan of establishing our

very first store in the downtown area of the city specifically located in Gov. 'uterte (t.

)uirino where there are only a combine of competitors nearby and there are a lot of

business establishment around the area. We are confident that we can get the most

of the mar&et share on the area. !long with the growing number of coffee lovers in

'avao is the flourishing industry of coffee shops, or more fondly called cafes. %he

city is not one you would call a slac&er in terms of serving the best coffees to those

who adore them.

2,2 Markt D"and

%hese days, young adults in 'avao City are becoming subtler in their nightlife

choices, preferring instead to sit and chat with friends while en9oying their cups of

coffee in their favorite coffee shops. %hese consumers are also more li&ely to stay incoffee shops and utili3e Wi-@i connection. !nother &ey customer will be company#s


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employees around the location which =? drin& brewed or flavored coffees on a

daily wor& routine. 'avao City has a growing population due to the increase of 9ob

opportunities in the field of Call Centers and some newly built Condominiums and

Aeal 6states nearby. "f course, our coffee shop is also ideal for romantic dates,

group together conversation, and place for doing your office wor&s or even for

studying before exams. Whatever the purpose, what matter most is that our coffee

shop is very welcoming to all guests. t is impossible not to notice that more and

more people, especially young professionals, have become such big fans of coffee

shops. (eems li&e gone are the days when @riday and (aturday nights meant a few

rounds of beer and bar-hopping and dancing and loud entertainment.


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CHAPTER IV

COMPETITORS ANA*YSIS

:a'a :&' Caf; 4&rn,?2 - >,-@ 2 >,22 +

+, PRODUCT UA*ITY >,22 + >,?2 - >,-@ 2

2, PRODUCT VARIETY >,22 + >,?2 - >,-@ 2

5, PRICE

COMPETITIVENESS>,?2 - >,-@ 2 >,22 +

TOTA* +,2+ +,>> -

!ccording to the table above, Eava Eive will be the number one competitor followed

by Caf @iren3o and Coffeecat. Eava Eive has the greatest mar&et share and offers

affordable coffee. "n the other hand, Caf @iren3o has best quality of coffee and offers a

wide range of coffee variety.


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CHAPTER V

CUSTOMER ANA*YSIS

'emographic 5rofile of


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CHAPTER VI

ANA*YSIS O4 THE INTERNA* AND EXTERNA* ENVIRONMENT

,- S=OT ANA*YSIS

INTERNA* ENVIRONMENT

STREN.THS

$ 5ioneer in brewing coffee naturally within the

vicinity which will attract a great number of

naturalist customers.

* Convenient location

+ 6xcellent staff who are highly trained and

customer attentive.

outh oriented place

5roducts of extremely good organic quality

and taste

=EA3NESSES

$


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. Branch out to other area

THREATS $. !vailability of readily mixed coffee sachets

costs a lot less poses as great alternative for

brewed coffee.*. Competitions with other coffee shops along

)uirino li&e Eava Eive, Coffeecat, Caf @iren3o+. "rganic coffee bean supply disruptions. 5olicy change. Aising prices of coffee beans and dairy

products

Ta#$ - S=OT Ana$!(&(


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S=OT MATRIX

M&((&on

%o be a recogni3ed

and trusted as the ideal

coffee shop, a leader in

perfection, service and

excellence while promoting

green-friendly-environment.

V&(&on

Grab-a-brew coffee will

offer our guest a delightful

indulgence by providing

them pioneering healthy,

natural and scrumptious

options with an exceptional

customer service.

.

Strngth(

$. outh oriented

place*. 5roducts of

extremely

good organic

quality and

taste+. Convenient

location. 5ioneer in

brewing coffee

naturally within

the vicinity

which will

attract a great

number of

naturalist

customers.. 6xcellent staff

who are highly

trained and

customer

attentive.

=akn(((

$.


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O))ortun&t&(

$ (tore

extension2expansion

* @uture2Iewproducts2services

+ Consumer trends

toward organic2healthy ways

(tudents from nearby

universities can be loyal

customers if pampered

accordingly

Branch out to other

area

Strngth(

O))ortun&t&(

S- '(, O-

With its youth oriented

place we can do a store

extension to

accommodate more

guest.

S+ '(, O2

%o cater more consumers

of organic coffees all over

the city we will be

expanding the store

space to provide comfort.

S2 '(, O9

%o maintain convenient

location we will branch

out to other area where

accessibility is highly

considered

=akn(((

O))ortun&t&(

=- '(, O+

We will soon focus on

developing brand

awareness through

launching2introducing

new services with the

help of social media.

=9 '(, O-

6ven if we are only

renting the place we will

be &een with the needs

and comfort of our guest.

Thrat(

$. !vailability of readily

mixed coffee

sachets costs a lot

less poses as great

alternative for

brewed coffee.*. Competitions with

other coffee shops

along )uirino li&e

Strngth(Thrat(

S+ '(, T+

We might have a lot of

competitors yet we are

offering organic options

which diverges us so

much from our

competitors.

S9 '(, T+

=akn(((Thrat(

=2 '(, T+

With the excellent service

we will be able to exceed

our guest experience to

others competitors.

=2 '(, T2


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Eava Eive,

Coffeecat, Caf

@iren3o+. "rganic coffee bean

supply disruptions. 5olicy change. Aising prices of

coffee beans and

dairy products

With the good

qualifications of our staffs

we will not be worried

about the tight

competition because

customer service is highly

regarded.

Ta#$ +, S=OT Matr&


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,+ PESTE ANA*YSIS

Po$&t&ca$

• %he 5hilippines is a constitutional republic with a presidential system. %he

5hilippines is an active member of the nited Iations, !(6!I, 6ast !sia

(ummit, and the !sia-5acific 6conomic Cooperation.

http122trendline.dcrwor&force.com2the-philippines-poised-for-growth-through-

bpo.htmlJsthash.ffe4Aovb.dpuf

• 5hilippines right now has 9ust finished national and local election this last

:ay >, *;$4 so new set of official will be elected so it#s possible that lawswill be change. (ome investors are li&ely to sit on the fences until the

conclusion of the :ay elections and the new set of political leaders ta&e

over.

:ayor Aodrigo 'uterte is running for presidency his platform centered on

fighting crime, corruption, and red tape in government will help bring

prosperity and progress to the 5hilippines.

http122www.rappler.com2nation2politics2elections2*;$42$$>;F-rodrigo-duterte-

davao-city-exhibit-a

Econo"&ca$

• n *;$, economic growth in the 5hilippines was strong, driven by strong

foreign direct investment and expansion in the real estate, business

process outsourcing /B5"0 and mining sectors. %he World Ban& estimates

growth of 4.F percent in *;$.%he 5hili ppines 5oised for Growth

through B5". n 'avao City the B5" industry is also growing it

contributes a lot in economic growth.

http122trendline.dcrwor&force.com2the-philippines-poised-for-growth-through-

bpo.html

• '!7!" C% !lthough already crowded, the night mar&et located along

Aoxas avenue here is still open to vendors who wish to sell their products.

http://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.html#sthash.ffe6Rovb.dpufhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.html#sthash.ffe6Rovb.dpufhttp://www.rappler.com/nation/politics/elections/2016/119074-rodrigo-duterte-davao-city-exhibit-ahttp://www.rappler.com/nation/politics/elections/2016/119074-rodrigo-duterte-davao-city-exhibit-ahttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.html#sthash.ffe6Rovb.dpufhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.html#sthash.ffe6Rovb.dpufhttp://www.rappler.com/nation/politics/elections/2016/119074-rodrigo-duterte-davao-city-exhibit-ahttp://www.rappler.com/nation/politics/elections/2016/119074-rodrigo-duterte-davao-city-exhibit-ahttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.html


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%he night mar&et provides livelihood to an estimate of 4>; to F;; vendors.

!s reported that based on their data, ': collected 5*,**,=4F.;F from

Eanuary to 'ecember *;$ while the collection doubled to 5,F+,*$.4

on Eanuary to 'ecember *;$.

http122davaotoday.com2main2economy2night-mar&et-still-open-accept-

vendors2

• 'avao employment rate at >.? as of "ctober *;$.

http122www.sunstar.com.ph2davao2business2*;$2;$2+;2davao-employment-

>-october-+=>+4

• 'avao City is the premier City and hub of :indanao.t is a KCrown EewelK of

:indanao in terms of economic activity. t is the most important economy in

the island and the third most important urban center in the 5hilippines.

http122www.islandsproperties.com2places2davaocity.htm

•


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http122davaotoday.com2main2culture-*2davao-creates-law-segregating-halal-

food-in-mar&et2

• n *;$;, the population of 'avao City was $,>,*>4. But with the large

number of people wor&ing in the city, that population totals between * and

million during the wor& wee&. %he population consists of @ilipino, Chinese,

(panish, Eapanese, Dorean, and !rabic races. %he languages spo&en there

are 'avaoeOo, a Cebuano dialect, 6nglish and %agalog.

http122www.thephilippines.com2p2davao-city.htmlJ.7yrd@A>F

• %he culture of the city is a blend of (panish, Eapanese and Chinese

influences. :any of the celebrations in the city are fiestas celebrated with

dance and music. :ost of the Chinese live in an area called Chinatown,

and most of the Eapanese live in an area called Eapantown. 'avao has the

largest Eapanese population of any of the cities in the 5hilippines.


• 'avao is &nown as a city that is clean and green. %heir water is considered

to be one of the best in the world for safety, taste and mineral content

without a need to boil or purify, and there is no smo&ing in public places. t

is also one of the most inexpensive cities to visit.

BRIE4 PRO4I*E


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Tchno$og&ca$1

• %he City nformation %echnology Center is the frontline office in the adoption

and application of nformation and Communication %echnology /C%0 and

ensures its utili3ation in strategic area of government concern thus

supporting all departments and offices in their respective C% thrusts and

programs.

http122www.davaocity.gov.ph2citc2

• 6nergy crisis in :indanao particularly in 'avao City that result in rotational

brownout due to shortage of energy supply.

• !ccording to '"(%, (etup is Ka nationwide strategy encouraging and

assisting micro, small, and medium enterprises /:(:6s0 to adopt

technological innovations to improve their products, services, operations

and increase their productivity and competitiveness.K

http122www.sunstar.com.ph2davao2busines2*;$2;$2$$2dosts-sme-program-

gets-p;m-year-+=4$=>

• %H6 'epartment of 6nergy /'"60 has awarded service contracts to **

hyrdroelectric power pro9ects /H6550 that will be constructed in 'avao

Aegion in the coming years.

http122www.sunstar.com.ph2dava2business2*;$2;$2;*2**-more-hydro-

pro9ects-davao-region-o&ayed-+=>+

En'&ron"nta$ 7 Eco$og&ca$

• :indanao has seen some growing cities li&e 'avao, Cagayan de "ro and

General (antos, but its poor infrastructure and failure to upgrade its raw

material exports would be affected by financial slowdowns in three

continents.

http://www.davaocity.gov.ph/citc/http://www.sunstar.com.ph/davao/busines/2015/01/11/dosts-sme-program-gets-p40m-year-386189http://www.sunstar.com.ph/davao/busines/2015/01/11/dosts-sme-program-gets-p40m-year-386189http://www.sunstar.com.ph/dava/business/2015/01/02/22-more-hydro-projects-davao-region-okayed-384593http://www.sunstar.com.ph/dava/business/2015/01/02/22-more-hydro-projects-davao-region-okayed-384593http://www.davaocity.gov.ph/citc/http://www.sunstar.com.ph/davao/busines/2015/01/11/dosts-sme-program-gets-p40m-year-386189http://www.sunstar.com.ph/davao/busines/2015/01/11/dosts-sme-program-gets-p40m-year-386189http://www.sunstar.com.ph/dava/business/2015/01/02/22-more-hydro-projects-davao-region-okayed-384593http://www.sunstar.com.ph/dava/business/2015/01/02/22-more-hydro-projects-davao-region-okayed-384593


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http122trendline.dcrwor&force.com2the-philippines-poised-for-growth-

through-bpo.html

• %he terrain in 'avao is mostly hilly, becoming flatter as the land slopes

down to the shores on the southeast region. Aain is plentiful with rain

averaging about *;; days out of the year and measuring over F; inches.

%he temperature averages about F= degrees and does not change much

during the year. !bout half the land is used for timberland and forest, and

a good portion of the remaining land is used in agriculture, producing

bananas, coffee, coconut and pineapple.


• 'avao is &nown as a city that is clean and green. %heir water is

considered to be one of the best in the world for safety, taste and mineral

content without a need to boil or purify, and there is no smo&ing in public

places. t is also one of the most inexpensive cities to visit.

http122www.3amboanga.com232index.phpQ

titleR'avaoSCitySIewSEanuaryS*;$

http://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://www.thephilippines.com/p/davao-city.html#.VyrdF4R97IUhttp://www.zamboanga.com/z/index.php?title=Davao_City_New_January_2015http://www.zamboanga.com/z/index.php?title=Davao_City_New_January_2015http://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://trendline.dcrworkforce.com/the-philippines-poised-for-growth-through-bpo.htmlhttp://www.thephilippines.com/p/davao-city.html#.VyrdF4R97IUhttp://www.zamboanga.com/z/index.php?title=Davao_City_New_January_2015http://www.zamboanga.com/z/index.php?title=Davao_City_New_January_2015


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CHAPTER VII

MAR3ETIN. OB:ECTIVES AND .OA*S

Grab-a-brew mar&eting ob9ectives and goals are1

:ar&eting "b9ectives1

• %o be able to promote and nurture Grab-a-Brew 'avao City.

• %o be able to provide good quality of products and excellent customer

experience

• %o be recogni3ed as the a benchmar& of natural coffee shop

• %o uplift organic consumerism

• %o establish an environmental friendly coffee shop

:ar&eting Goals1

• Be the best premium-quality coffees producer.

• 6stablish good relationship to our customers and community.

• :aximi3e company profit while minimi3ing cost.

• 5rovide excellent customer satisfaction.


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CHAPTER VIII

MAR3ETIN. STRATE.IES

Grab-a-Brew Coffee shall focus on customer acquisition mar&eting for the first 4

months of operation.


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n attaining the fundamental goal of increasing sales and achieving a

sustainable competitive advantage the strategy includes all basic, temporary, and

continuing activities in the field of mar&eting that deals with the analysis of the

strategic initial situation of a company and the formulation, evaluation and selection

of mar&et-oriented strategies and therefore contribute to the goals of the company

and its mar&eting ob9ectives.

PRODUCT

:aintaining a good quality of our organic coffees through serving

newly brewed coffees without preservatives and artificial flavourings.

%hemed coffee cups will be used promote the product which will be

enticing for customers to ta&e photos and upload them on social

media sites.

PRICE

• Competitive pricing1 all products will be competitively priced relative to

the competition. 5ay-day special program will be conducted to attract

customers to visit on pay days where they will have special discounts

or freebies.

P*ACE

• !ccessible within the heart of the city location surrounded by big

establishments. %he interior will be MdressedN monthly to fascinate

customers based on occasions or social events adding up to the cosy

atmosphere of the store.

PROMOTION


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CHAPTER IX

PRODUCT AND BRAND MANA.EMENT

Grab-a-brew Coffee offers a variety of natural coffee products but see&s to promote

only one brand in its first year of operation while others will follow as the business

gathers information while operating. Below are the coffee brands and its

corresponding tactics.

• @reshly brewed natural coffee

!mongst the coffee products, Grab-a-brew 6sprecinno brand will

carry the business as its prime best-seller to customers. t is pro9ected to be

leading natural brewed coffee in the entire mar&et as mar&eting campaignswill focus on it. 6sprecinno is a combination of 6spresso and Cappucinno.

5roduct placement will contain Grab-a-brew 6sprecinno across all media.

6very barristas will be required to promote 6sprecinno to all customers who

did not order it. "ther variety of natural coffee will only be promoted if data

shows that it is severely declining in sales.'urian blend, :angosteen blend, White chocolate mocha, 6spresso,

Cappuccino, @lat White, and (&inny latte are the other brands available in the

store.

• Best-selection of %eas

Grab-a-brew offers teas for naturalist customers who prefer tea over

coffee such as :int %ea and Chamomile %ea. ! study will be conducted in

order to identify if it is necessary to add additional brand but there will be no

mar&eting plans to push the brands for the first six months of operation.

• ce Cold 'rin&s

(uper %hic& :il&sha&e and (oda brands are also available in the shop

for those customers who see& other refreshments.• 5astries and snac&s

Grab-a-brew will sell pastries such as Blueberry cheeseca&e, Carrot

Ca&e and


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CHAPTER X

PRICIN. MANA.EMENT

Grab-a-brew will provide an introductory pricing scheme which is very

affordable to customers for the first three wee&s of operation around $;? less the

normal pricing schedule. %his paper will not present the actual price list of the

products as it requires cost-matching of ingredients plus other overhead costs in

order to remain profitable.

Iormal pricing schedule will match targeted competitors which should be a bit

affordable compared to Caf @iren3o and Coffee Cat and a little higher than Eava

Eive after considering all costs.

(easonal discounts will be practiced on less sellable items and2or products

aligned with the corresponding season or event to attract new customers at the same

time retaining all loyalty card holders.

(pecial 'iscounts will be implemented in accordance with the law such as

senior citi3en discounts and persons-with-disability.


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CHAPTER XI

TAR.ET MAR3ET AND POSITIONIN.

!ccording to the information ta&en from interviews and research, the target mar&et of

Grab-a-brew Coffee is presented below.

• (tudents2 oung 5rofessionals

%he demographics of pro9ected customers belong to the age group of

$=-* years old. %he buying behaviour of local young professionals or

MyuppiesN is greatly influenced on social media trends. %hrough social media

mar&eting, Grab-a-brew will establish a trend to drin& a naturally brewed coffee

inside the cosy, sophisticated, and well-MdressedN establishment paired with

themed coffee cups worthy of post in their social media accounts. %his willattract more customers at the same time be the top-of-mind choice of coffee

drin&ers around the metro.

• @emales

:ost females nowadays are very conscious in their health, fitness,

and shape. Grab-a-brew offers all natural and healthy freshly brewed coffee.

! must-try experience will urge not only feminine but also health conscious

male to buy a brew and be bac& for more. %he sophisticated interior design of

the store will ma&e female stay in the shop to conduct friendly or business

meet-ups, relax, study, or wor& while en9oying the healthy brew. "ther studies

also show that women tend to refer a product to friend over men. %hus,

targeting female coffee enthusiasts will be relevant in being the benchmar& of

providing natural coffee experience.

• pper :iddle Class

5eople belonging to this group are most li&ely 9unior executives, or

businessman2businesswoman. t is highly probable that loyalty card holders

came from this group. By providing attractive reward system for card

holders, upper middle individuals will enrol to the program who see&s

excellent customer experience which Grab-a-brew provides.


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CHAPTER XII

IMP*EMENTATION AND CONTRO*

Grab-a-brew will have the owners or sta&eholders, mar&eting head, social

media mar&eter, finance head, and operation managers to implement mar&eting

campaigns. 6very mar&eting plan will strictly observe a process from planning,

budgeting, implementation, and evaluation.

O'ra$$ Proc((

%he mar&eting plan will be spearheaded by either the sta&eholders or

mar&eting head ahead of time. "peration managers can suggest a program with

supporting data gathered from operations. %he plan must be approved by the finance

head in order to chec& cost efficiency of the proposal. %he approved proposal will be

explained in detail to the operation manager who further cascades the program to

down to those involve in the plan. :anagers will be overloo&ing the execution of the

program to constantly align any disparity in the implementation versus the plan. %he

mar&eting head will then evaluate the results of the program and provides his2her

recommendation to continue, terminate, or create a new program to the

sta&eholders.

Cu(to"r Acu&(&t&on

• 5roduct launching :ar&eting Head will be responsible for the entire product

launching campaign with the assistance of outsourced + rd party personnel to

do the radio ad, motorcade and product placements. %he program will be

implemented on opening day and maybe repeated if a new product will be

launch to the mar&et.

• (ocial :edia "ptimi3ation (ocial :edia :ar&eter will consult approval from

sta&eholders before uploading any content online. t is ideal to startadvertising on social media sites before the actual start of operations to

promote ahead.

*o!a$t! Progra"


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Pr&c&ng

@inance head will wor& hand-in-hand with sta&eholders regarding any

appropriate changes in prices of products to ensure profit after all costs.

CHAPTER XIII

CONC*USION

Grab-a-brew is expected to have difficulties penetrating the mar&et in the first

three months of operation but all ris&s will be reduced by successful implementation

of mar&eting programs ma&ing the shop the top-of-mind choice of brewed coffee.

%hemed or seasonal designed cups of Grab-a-brew 6sprecinno will be all over social

media posts that will raise the level of product awareness resulting to increasing

sales ma&ing Grab-a-brew the number one provider fresh, natural, and healthy

brewed coffee in the metro in 9ust six months. Competitors will follow Grab#s trend of

dressing up the store every month but Grab-a-brew will remain on top due to

exquisite customer experience provided in their every single visit of customers.

'avaoeOos thirst for Grab-a-brew 6sprecinno will significantly increase.


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RE4ERENCES AND INDECES

Grab a Brew Marketing Plan - Davao City

Documents

Transcript of Grab a Brew Marketing Plan - Davao City