nerolak company report

8/10/2019 nerolak company report

http://slidepdf.com/reader/full/nerolak-company-report 1/21

Bhagavan Mahavir College of

ManagementPresented on:

Marketing plan for Coffee Shop

Presented by:

Group no: 5

Name Roll noNainesh Jariwala 5

Mayur Savasaviya47

Maitri Sukhadia49

Umang Sundhiya 50



xpression

Express your feelings



Content of marketing plan

for Expression coffee shop

• Executive summary

• Situational analysis• Marketing strategy

• Financial projection

• Implementation control



Executive summary

Expression coffee shop is a coffee shoplocated at Athwalines near new court, surat, Gujarat.

Expression coffee shop serves all type of coffee to

provide refreshment. Expression focus all type of

customers such as youngsters, mature, children,professionals etc. it also serves verity in coffee and

new innovations with coffee.

It adopt eco friendly environment for our

coffee shop. We serve coffee in clay cup. There are eco

friendly furniture use in coffee shop.





Situational Analysis

Expression is in its first year of business as a

start-up business. It recognized the fact that a

comprehensive, strategic marketing plan is required to

ensure profitability and success. Expression offers

verity in coffee. The market need is for coffee shop thatprovide refreshment, convenience and reasonable

price charged.

Situational analysis also include

• Project at glance

• Market needs

• SWOT analysis

• Key to sucess



Project at glance

Shop name : Expression coffee shop

Product : Coffee

Location : Athwalines (surat)

Capacity : 4800 cups/monthRaw material : Coffee bean, Milk, Sugar, Cream, Ice-

cream, Chocolate

Land : 1000 sq.ft

Labor : 4

Cost of Project : 2815000



Product description

• Expression’s unique roasting style flavored coffee

• Cold Coffee with chocolate ice-cream

• Coffee with cinnamon stick

• Hot coffee• Coffee with cream

• Black coffee

• Sugar free



Market need

• Convenience :the area of coffee shop is convenient for

valuable customer because it is near to new court and

college area

• Customer services :

servicing the customer with superior attention

is what the employee are trained to provide

• Competitive pricing :

the price of coffee is bit more than a

traditional competitor like Nescafe. But far less than coffee

culture and café coffee day.



Objectives

• Increasing sales by 30% in a year

• Retain customer satisfaction

• To provide eco friendly environment.

• To provide different types of innovative products asper customer’s teats and preferences.



SWOT Analysis

• Strength :

Ensure quality of product

Focusing on customer teats and preferences

Pricing policy

Convenient area

Friendly environment

• Weakness :Existing competitors

Limited range of coffee

Difficult to maintain



• Opportunity :

Introduce online/ telephone order system

Developing new product and services in future

New machines of coffee maker are introduce in

market

• Threats :

Government rules and regulation

Key to success

• Convenience

• Customer attention

• Pricing policy



Marketing strategy

• Vision :

to make well known coffee shop of the city

• Mission :

to save the world from mediocre coffee.

• Purpose :

to deliver an unbeatable coffee experience.

• Punch line :

“express your feeling beyond your dream”



• Target market :

Middle class, students, professionals, and youngsters

who like refreshment in their busy schedule Children who love sweet and cold coffee

• Advertisement :

In local news paper

Store front display



Positioning

Expression competitive edge is based on customer

taste and preferences. There is exestitiing

competitors in the market so its difficult to survive in

market so we more focus on youngsters and students

and for those we provide entertainment source likecustomer play musical instruments in our shop.



Marketing mix

Pricing:expression pricing scheme will be based on a competitive

pricing model with other similar product providers

Distribution:

Expression products will be dispended from our one andonly shop. we provide home delivery.

Promotion :

our shop is located in traffic area so it will significantly

increase visibilities.

Customer services :

we provide products base on customer’s taste andpreferences.



Financial Projection

Break Even Point

B.E.P (in Rs.) = Total F.C / Contribution * sales

= 900000 / 1500000 * 2400000

= Rs.1440000 p.a



Annual forecasted Cost for five years Particulars 2011-12 2012-13 2013-14 2014-15 2015-16

Plant efficiency

85%

87%

90%

93%

95%

(A) Variable cost

Other exp

Raw material

934000

1027400

1130140

1243560

1347470

Crocary

10000

12000

15000

17000

20000

Power & Water

18000

18000

18000

18000

18000

Total(A)

962000

1057400

1163140

1278560

1385470

(B)Fixed cost

Other F.C 900000 900000 900000 900000 900000

Interest

400000

400000

400000

400000

400000

M/C repairs 5000 5000 5000 5000 5000

Depreciation

32700

32700

32700

32700

32700

Total(B) 1337700 1337700 1337700 1337700 1337700

Total(A+B)

2299700

2395100

2500840

2616260

2723170



Forecasted sales for five year

Year Amount (Rs.)

2011-12 3400000

2012-13 4200000

2013-14 5000000

2014-15 5700000

2015-16 6000000



Implementation control

The purpose of expression marketing plan is to serve asguide for the business. The following area will be monitoringto gauge performance:

Revenue: monthly and annual

Expenses : monthly and annual

Customer satisfaction



Documents

nerolak company report