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3.6PositioningCoffeeVille is a competitively priced, fine coffee and gourmet food supplier.CoffeeVille consumers who appreciate high-quality coffee and food will recognise the value and unique offerings of CoffeeVille●Product and price: Finest coffee beans, ground fresh by CoffeeVille;gourmet focaccia, cakes and pastries fresh daily. CoffeeVille prices are competitive but slightly higher than competitors’ but such pricingis intended to signify higher quality and brand prestige.●Service: Consistently high level of fast and friendly service providedby skilled and experienced staff. Service is a key differentiator of CoffeeVille’s offering. Catering will be delivered as per customer
specifications in line with the CoffeeVille market positioning as apremier service.●Ethics: Fair trade coffee used. CoffeeVille is an environmentally responsible business and uses a minimum of non-recyclable packaging. Local and organic food and ingredients are used wherepossible. Social and environmental responsibility is a key differentiator of CoffeeVille’s offering.3.7Strategy PyramidsAll marketing activities are coordinated with company strategic directionsto achieve company mission, vision and values.CoffeeVille key strategic directions (from business plan) are:●increase revenue through targeted marketing campaigns●control direct and indirect operational costs●maintain superior product and service quality standards●establish CoffeeVille brand as ethical and environmentally responsible company●maintain highly trained and motivated staffCoffeeVille marketing objectives and operational tactics coordinate withkey strategic directions.●To position CoffeeVille as a provider of a superior coffee experience and supplier of gourmet food in the CBD: Achieving this objective willhelp to increase revenue and establish the CoffeeVille brand.●Increase foot traffic from 250 to 300 customers per day: Achieving this objective will help increase revenue.●Increase brand recognition so that at least eight in ten people withinarea (500 metres) recognise our brand in surveys conducted by CoffeeVille and Action Marketing: Achieving this objective will help build the CoffeeVille brand, indirectly working to increase revenue.●Establish good will within our target market so that at least seven of ten people within area (500 metres) rate our company as socially andenvironmentally responsible: Achieving this objective will help build the CoffeeVille brand, indirectly working to increase revenue.Marketing activities are intended to provide the most benefit (in terms ofachieving strategic directions) for the least cost. See marketing expenditure section for details on marketing costs.See the marketing mix section below for specific tactical/operationalapproaches to achieve marketing objectives.
3.8Marketing MixIn general, through an integrated marketing mix, the marketing strategy will seek to create customer awareness regarding the value CoffeeVille represents toward target markets and work toward maintaining and building customer loyalty and referrals.