Coffee Shop Business Plan Marketing Strategy

Welcome to the Coffee Shop Sample Business Plan Marketing Strategy

Table Of Contents
STRATEGY AND IMPLEMENTATION SUMMARY   STRATEGY PYRAMIDS   VALUE PROPOSITION   COMPETITIVE EDGE   MARKETING STRATEGY   SALES STRATEGY   STRATEGIC ALLIANCES   MILESTONES

First and foremost, THE LOST TREASURE OF ‘ARABICA’ will be placing its Drive-thru facilities in locations of very high visibility and great ease of access. They will be located on high traffic commuter routes and close to shopping facilities in order to catch customers going to or from work, or while they are out for lunch, or on a shopping expedition. The Drive-thrus are very unique and eye-catching, which will be a branding feature of its own.
THE LOST TREASURE OF ‘ARABICA’ will be implementing a low cost advertising/promotion campaign which could involve drive-time radio, but not much more.
THE LOST TREASURE OF ‘ARABICA’ will rely on building relationships with schools, charities and corporations to provide significant free publicity because of its community support program. By giving charitable contributions to these institutions, they will get the word out to their students/faculty/employees/partners about TDP. Word of mouth has always proven to be the greatest advertising program a company can instill. In addition, the media will be more than willing to promote the charitable aspects of THE LOST TREASURE OF ‘ARABICA’and provide the opportunity for more exposure every time THE LOST TREASURE OF ‘ARABICA’writes a check to another organization.

5.4.1 Positioning Statements
For busy, mobile people whose time is already at a premium, but desire a refreshing, high quality beverage or baked item while commuting to or from work or school.

5.4.2 Pricing Strategy
THE LOST TREASURE OF ‘ARABICA’ pricing will be comparable to the competition, but with the value-added feature of immediate, drive-thru service and convenience. The following table illustrates our competitive pricing structure. (Table removed for confidentiality.)

5.4.3 Promotion Strategy
The long-range goal is to gain enough visibility to leverage the product line into other regions and generate inquiries from potential inventors. To do that, THE LOST TREASURE OF ‘ARABICA’ needs: Public relations services at $1,000 per month for the next year intended to generate awareness of editors and product information insertions, reviews, etc. It is anticipated that the school fundraising program will generate a fair amount of publicity on its own and will, perhaps, minimize--or even eliminate--the need for a publicist. Advertising at $1,000 per month concentrating on drive time radio. THE LOST TREASURE OF ‘ARABICA’ will experiment with different stations, keeping careful track of results. As with the school fundraising program, THE LOST TREASURE OF ‘ARABICA’ expects the facilities and signage to be a substantial portion of our advertising. However, in the start-up phase, THE LOST TREASURE OF ‘ARABICA’ needs to let people know where to look for the facilities.

5.4.4 Distribution Strategy
THE LOST TREASURE OF ‘ARABICA’ will locate Drive-thru facilities in high traffic areas of the city where it knows working commuters will be passing. THE LOST TREASURE OF ‘ARABICA’ will also make arrangements for the Mobile Cafes to be at as many schools, businesses, and events as possible every year, so that new customers, those who come in from areas where THE LOST TREASURE OF ‘ARABICA’ may not have a Drive-thru facility, can be reached and those who didn't have the time to stop off that morning at their favorite THE LOST TREASURE OF ‘ARABICA’.

5.4.5 Marketing Programs
Distinctive Logo:
We are providing the unique custom made company Logo.
Distinctive Buildings:
THE LOST TREASURE OF ‘ARABICA’ is using diner style buildings for its Drive-thru facilities. THE LOST TREASURE OF ‘ARABICA’ has worked closely with the manufacturer to make the building distinctive, so that it is easy to recognize, and functional. The Fund-raising and Catering Trailer: The Mobile Cafe will be a key marketing tool. The similarities between the Mobile Cafes and the Drive-thru facilities will be unmistakable. The exposure these units will provide cannot be measured in dollars. THE LOST TREASURE OF ‘ARABICA’ will negotiate visits with the Mobile Units at schools, hospitals, corporations and other entities. In the case of schools and certain corporations, a portion of all sales made while on their campus could go to a program of their choice. The organization would promote its presence to their constituency and encourage them to frequent the Drive-thru establishments so that their charitable cause is nurtured. This will give those patrons an opportunity to taste the products and become a regular customer of the Drive-thru facilities. The Mobile Cafes will also be appearing at community events such as fairs, festivals, and other charitable events.

Advertising and Promotion:
In the first year, THE LOST TREASURE OF ‘ARABICA’ plans to spend $18,000 on advertising and promotion, with the program beginning in September, after the opening of the first Drive-thru. This would not be considered a serious advertising budget for any business, but THE LOST TREASURE OF ‘ARABICA’ feels the exposure will come from publicity and promotion, so most of the funds will be spent on a good publicist who will get the word out about the charitable contribution program and how it works in conjunction with the website. THE LOST TREASURE OF ‘ARABICA’ also believes that word-of-mouth advertising and free beverage coupons will be better ways to drive people to the first and second locations. In the second year, THE LOST TREASURE OF ‘ARABICA’ is increasing the budget to $36,000, since it will need to promote several locations, with particular emphasis on announcing these openings and all the other locations. THE LOST TREASURE OF ‘ARABICA’ will continue to use publicity as a key component of the marketing program, since THE LOST TREASURE OF ‘ARABICA’ could be contributing over $70,000 to local schools and charities. In the third year, THE LOST TREASURE OF ‘ARABICA’ will increase its advertising and promotion budget to $72,000, with the majority of the advertising budget being spent on drive time radio. As in the previous years, THE LOST TREASURE OF ‘ARABICA’ will get substantial publicity from the donation of nearly $200,000 to local schools and charities.