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Bhagavan Mahavir College of Management
Presented on:Marketing plan for Coffee Shop
Presented by:Group no: 5
Name Roll noNainesh Jariwala 15Mayur Savasaviya 47Maitri Sukhadia 49Umang Sundhiya 50
Expression
Express your feelings beyond your dream
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 shop located 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 that provide 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 shopProduct : Coffee Location : Athwalines (surat)Capacity : 4800 cups/month Raw material : Coffee bean, Milk, Sugar, Cream, Ice-
cream, ChocolateLand : 1000 sq.ftLabor : 4Cost 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 as per customer’s teats and preferences.
SWOT Analysis
• Strength : Ensure quality of productFocusing on customer teats and preferencesPricing policyConvenient areaFriendly environment
• Weakness :Existing competitorsLimited range of coffeeDifficult 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 like customer 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 and only 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 and preferences.
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 yearsParticulars 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 yearYear 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 as guide for the business. The following area will be monitoring to gauge performance: Revenue: monthly and annual Expenses : monthly and annual Customer satisfaction
Thank you