See the marketing mix section below for specific

See the marketing mix section below for specific tactical/operational
approaches to achieve marketing objectives.
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CoffeeVille Marketing Plan
3.7 Marketing Mix
In general, through an integrated marketing mix, the marketing strategy
will seek to create customer awareness regarding the value CofeeVille
represents toward target markets and work toward maintaining and
building customer loyalty and referrals.
CoffeeVille’s marketing mix is comprised of the following approaches to
pricing, distribution (place), advertising/promotion, product and people.
Pricing
Menu pricing is intended to position CoffeeVille as slightly higher priced
than its competitors. This pricing strategy is intended to both increase
revenue and underpin CoffeeVille’s message of higher quality:
●
Breakfast options: $6–$8.
●
Focaccias: $9–$10.
●
Pastries, mufins and cakes: $4–$7.
●
Coffee, tea and hot chocolate: $3–$4.
●
Milkshakes and iced coffees: $5.
●
Bottled drinks: $3–$4.
Place
To appeal to segments, particularly the sit down clientele segment, the
premises will be clean, functional and stylish.
70% of business is expected from takeaway customers meaning that
areas with customer traffic must be free of obstructions to increase speed
of service. Displays will serve the dual purpose of encouraging purchase
and facilitating easy retrieval by staf or customers of items for sale.
Catering will be delivered as per customer specifications in line with the
CoffeeVille market positioning as a premier service.
Promotion
The core message that CoffeeVille will seek to communicate to potential
and existing customers is that CoffeeVille offers a superior customer
experience through products, service values and an environment that
appeal to target segments. This basic message will be communicated
through a variety of methods.
●
Advertising in mX and local magazines
A common attribute of all targeted market segments is that they
commute on a regular basis. CoffeeVille will therefore place regular
advertising in mX and other local magazines deemed to have a high
number of commuters/other segment attributes.
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CoffeeVille Marketing Plan
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Encouraging articles and reviews in mX
CoffeeVille will attempt to get articles and reviews in mX. These can
include information on coffee plantations, ethical coffee practices,
etc. CoffeeVille will regularly provide mX with press releases to
encourage use of our content. In addition, CoffeeVille will invite
people from mX for lunch to discuss the business in order to raise
awareness among writers. Such tactics have proved successful for
similar businesses that have been featured in mX.
Because of the level of effectiveness and minimum cost, CofeeVille
will work hard to get press in mX.
●
Direct mail to local businesses
CoffeeVille does direct mail and local advertising to businesses. Direct
mail campaigns will be a way to communicate directly with the
consumer segments, particularly those needing catering services.