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See the marketing mix section below for specific tactical/operational approaches to achieve marketing objectives.Page 13 of 19
CoffeeVille Marketing Plan3.7MarketingMixIn 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.PricingMenu pricing is intended to position CoffeeVille as slightly higher pricedthan 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.PlaceTo 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 theCoffeeVille market positioning as a premier service.PromotionThe core message that CoffeeVille will seek to communicate to potentialand 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.●AdvertisinginmXandlocalmagazinesA 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.Page 14 of 19
CoffeeVille Marketing Plan●EncouragingarticlesandreviewsinmXCoffeeVille 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, CofeeVillewill work hard to get press in mX.●DirectmailtolocalbusinessesCoffeeVille does direct mail and local advertising to businesses. Directmail campaigns will be a way to communicate directly with the consumer segments, particularly those needing catering services.