Marketing Plan for Coffee Shop - Essay Example

Marketing Plan Mission ment To provide high quality coffee and tea beverage to the coffee drinker at affordable prices in the way the customer wants it. The mission of the firm is geared towards guaranteeing that the customer is able to get the product in a way that the customer cannot get anywhere else. According to Lonsway (2013), modern businesses must be able to know that the customer is just as concerned with the way the product is delivered to them as the product itself. As a result, the customers want a good service that will help them not only get a high quality product but also allow them to have best experience with regard to how the product is delivered to them. This experience attitude is paramount for any business to be able to succeed. The Jacob’s Coffee Shop will try to make sure that the customer gets a good experience as they consume the products of the business. This is why the Jacob’s Coffee Shop has decided to use an app that the customer can use in choosing the design and nature of the product. Not many coffee shops offer the customer with a way to be in command of the way he gets his product. This will be very useful in making sure that the customer is engaged and maintained at Jacob’s Coffee Shop. Branding strategy Brand name The business will have the name of Jacob’s Coffee Shop. The name is inspired by a story in the bible where one person sold his inheritance for a bowl of well cooked soup. The soup that was served to him was so good that he could not resist and even sold his highly valued inheritance just for one bowl. In this regard, the Jacob’s Coffee Shop will provide its customers with such good coffee and beverage products that the customers will come back for more. Logo Slogan Power Your Day: coffee is a stimulant and many people use it to energize themselves. Brand extension While the main product for Jacob’s Coffee Shop will be coffee served at the coffee shop, Jacob’s Coffee Shop will take advantage of the available market to make sure that it has more business. In this regard, Jacob’s Coffee Shop will also offer deliveries especially to functions where coffee is needed in large quantities, at the request of the customer. As Gibson (2013) says, coffee shops must know how to extend their services in order to increase their revenues and profits. Marketing strategy for Jacob’s Coffee Shop Phase 1 Brand introduction At the introduction stage, Jacob’s Coffee Shop will focus on the more organic way of marketing. This will be achieved by the following ways; Word of mouth Word of mouth will be an important way to promote the business. All the initial customers will be asked kindly to spread the information about the shop to their friends and family. At the same time, to help the word of mouth strategy to work, there will be well designed colorful leaflets that will be made and each customer given a number of them to give to their friends and family. Social media To engage the customers, the social media will be used. There are several social media that are available and they all offer both free and paid marketing opportunities. To begin with, there will be a Facebook page created for the business. The Facebook will be used to engage the customers by giving them updates and also giving them an opportunity to communicate any suggestions and complaints about the Jacob’s Coffee Shop. Phase II Paid advertisements The second phase will involve paid advertisements. The fact that Jacob’s Coffee Shop is a small business will mean that it will not be feasible to advertise in mainstream media. However, it will be feasible to advertise in the local magazines. The other marketing channel that will be used at this phase will be social media. This will be done through paying for advertisements on social media platforms such as Facebook. Facebook will especially be used for advertisements. The reason for paying for advertisements on Facebook is that paid advertisements on Facebook increases both the reach of the adverts as well as the engagement level. The reach in this case refers to the number of people on Facebook who see an update once a Facebook page places one. The engagement refers to the number of people on Facebook who actually engage with the post such as through sharing it with his or her friends, liking it (clicking the like button) or even commenting on it. Results from past studies indicate that the paid advertisements have higher engagement rates as well as more reach. As Morris (2012) says, Facebook offers a simple way to advertise for both large established businesses as well as small startups like Jacob’s Coffee Shop. The advertising fee can be as low as only $5 per day. To test the waters and see how Facebook advertising will help Jacob’s Coffee Shop achieve its marketing objectives, the lowest advertisement budget on Facebook will be used. This is only five dollars per day. Once it is established that this strategy is working, more advertisement money will be injected into this. The other social media strategy that will be used is Twitter. Twitter also offers promotional services where one can promote the tweets in order to reach a wide audience than just the people following his account. In this regard, this will also be used to promote Jacob’s Coffee Shop through its twitter account. Rationale for response The rationale for using two phases for the marketing strategy is because at the beginning, it is necessary to be moderate as the business scans the market to know the kinds of product delivery the customer wants. Positioning statement Jacob’s Coffee Shop will offer affordable beverages to coffee drinkers and serve the customers the way they need the beverage. Rationale Coffee lovers always want to have the best coffee at affordable costs. Unfortunately, some of the best places to buy coffee do not offer the customer the best coffee and even those who come close do not give the customer the opportunity to determine how the product he or she is getting is going to be. Marketing science and customer behavior There are three major issues that will affect how the customer will relate with the Jacob’s Coffee Shop. As a starter, there is the issue of class. The customer needs to know that they are buying a product that is placing her at a better place. No one wants to be carrying a cup of coffee that everybody asks them why they are drinking such terrible coffee. It will be necessary to create the Jacob’s Coffee Shop brand as something that the customer can be proud of and relate to. The second issue that Jacob’s Coffee Shop brand will have to content with is the issue of price. While most people appreciate good coffee, not one wants to spend a fortune just buying a cup of coffee. Thirdly, the customers want an efficient way to get their coffee while they are on the go (Blazey, 2000). These three factors will affect the ways in which customer will regard the Jacob’s Coffee Shop. The problem with these three factors is that they seem to work against each other. This will mean that to be able to position Jacob’s Coffee Shop well, it will be necessary to make sure that there is harmony between these three factors. Striking a delicate balance among these three factors will help Jacob’s Coffee Shop to position itself as the brand that the customers want to have as their friend. References: Blazey, M. (2000). Insights to Performance Excellence in Health Care 2000: An Inside Look at the 2000 Baldrige Award Criteria for Health Care. New York, NY: ASQ Quality Press. Gibson, M. (2013). Understanding Coffee SHop Business in Modern Economy. Journal of Cofee and Beverage , 14-21. Lonsway, B. (2013). MAKING LEISURE WORK LONSWAY: Architecture and the Experience Economy. London, UK: Routledge. Morris, P. (2012). Using Facebook For Small Business: A Case of Cofeee Shops. Journla of Marketting, 4, 5 , 89-94. Read More