All non-consumable items used will have little to no impact on the environment. Consumers will have the knowledge that purchasing their coffee through us will have a positive direct impact to their local community. d. Positioning Barn Bistro will be positioned as a café where the community and the consumers come first. Rather than a faceless corporation that sells coffee to make nothing more than just profit, our consumers will know that by using their purchasing power at Barn Bistro they are contributing to something larger than themselves. “Making our neighborhood better, One cup at a time”.
10 Marketing Plan fo Barn Bistro Marketing Program a. Product Strategy Barn Bistro uses high quality goods from local farms to provide the freshest high quality goods. 100% Organic Products Offered Nearly 0 environmental impact from our products b. Price Strategy 16oz coffee will cost $3.50 8oz coffee will cost $2.80 20oz coffee will cost $4.00 (Break Even Analysis) With a startup cost of $60,000 and selling and average of 50 cups a day I feel confident that in 3 years we will break even on our initial investment. c. Promotion Strategy Word of Mouth promoting Social Media outreach Community Events Student Based promotional offers d. Place (Distribution) Strategy Distribution of our Product will be solely based out of our brick and mortar establishment near the campus of U.T. in Austin, Texas. We will also look into other distribution opportunities to offer our consumers ease of attainment (i.e. “Uber Eats”)
11 Marketing Plan fo Barn Bistro Financial Data and Projections a. Past Sales Revenue With our one week soft opening we made $3,125.00. b. Five-Year Projections
12 Marketing Plan fo Barn Bistro With the annual growth of coffee drinkers of 12%, increase awareness of consumer awareness of our brand, and nurturing consumer loyalty on college campuses we feel confident with a projection of 20% annually. Organizational Structure Our organizational structure is very small for now. We are a function startup business structure owned and operated by the founders. Once we grow to a larger size we will adopt a more Line structure where there will be a CEO, Directors, Managers, and Operating staff.
13 Marketing Plan fo Barn Bistro Implementation We have started with this marketing plan prior to opening our doors. We began the introduction phase roughly 6 months prior to opening and have continued to execute the marketing plan to present day. Evaluation and Control We will be able to evaluate the success of the marketing plan by analyzing research data gained by the use of comment cards, emails, and social media presence. Using this data we can evolve our marketing plan in order to stay relevant and current in the industry. References Holmes, H. (n.d.). Coffee shop. Retrieved September 27, 2018, from Sbdcnet.org website:
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