Bicol College

Daraga, Albay

MARKETING
PLAN
(final requirement)

PRINCIPLES OF MARKETING
subject

submitted by:
Mia B. Bercilla
BSA-X

submitted to:
Mr. Glenn Nasser
Instructor
 TABLE OF CONTENTS

Title Page No.

Marketing Plan Summary……………………………………………………………… 1

Part I: The Business………………………………………………………………….. 2
Business Name……………………………………………………………….. 2
Business Mission……………………………………………………………… 2
Business Vision……………………………………………………………….. 2
Business Goals………………………………………………………………… 2
Business/Organizational Structure…………………………………………… 2
Products or Services………………………………………………………… 3
Part II: The Market Overview………………………………………………………. 3
Target Market………………………………………………………………. 4
Target Customer…………………………………………………………….. 4
Customer Profile…………………………………………………………….. 5
Competitor Analysis…………………………………………………………. 5
Part III: Marketing…………………………………………………………………… 7
Marketing Objectives……………………………………………………….. 7
Marketing Strategy………………………………………………………….. 8
Product……………………………………………………………………….. 8
Pricing……………………………………………………………………….. 10
Position……………………………………………………………………… 11
Promotion…………………………………………………………………… 11
People……………………………………………………………………….. 12
Process……………………………………………………………………… 13
Physical Environment………………………………………………………… 14
Part IV: Organization…………………………………………………………….. 15
 Marketing Plan Summary

Biblio Cafe is aiming to be one of the top choices of hangout

places in the province. It is a comfortable place for people who want to escape the
daily stresses of life. It is located in the commercial area of Old Albay District near a
college and other business establishments. The place is convenient for us to easily
reach out to our target markets who we identify as college students and employees
with active lifestyles.

Biblio Cafe is a business owned and run by sole entrepreneur with

the help of a few employees. The café will offer coffee beverages and pastries. We
also offer books to those who love reading. Thus, the name Biblio Café combined
terms of books and coffee. The products are more affordable compared to our
competitors. One of our main objectives is to gain profit. We want to be a familiar name
in the city so we try to connect with everyone through the social media platforms.

It is part of our goals and objectives to expand our business

someday. With the implications of growing our business we will also add our workforce
by hiring additional employees to accommodate our growing number of customers.

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 Part 1: The Business
Business name: BIBLIO CAFÉ

The proposed business name is Biblio Café, a combination of two French words;
biblio from bibliotheque which means library and café, on the other hand, is French
for coffee. Basically, Biblio Café is a place for books and coffee lovers. The café is
located at the commercial area in Old Albay District near the city’s Capitol.

Business Mission: Biblio Café’s mission is to provide a homey place where people
can relax and enjoy our best tasting coffee.

Business Vision: Our vision is to satisfy everyone who visits our shop and make
them come back to us by providing them great coffee and company.

Business Goals: 1. Generate over P2, 000,000 in sales by the end of year 1.

2. Increase sales by 50% by the end of year 2.

3. Expand or open a franchise by the end of year 3.

Business/Organizational Structure:

Biblio Café is a business owned and run by a sole trader. There are several
people involved in the management and operation of the business. The business
owner is in charge of overseeing the shop’s operation. Two baristas are hired for
coffee preparation. There are three other employees in charge to do the extra works
inside the shop. There will be additional employees as the number of customers and
the percentage of sales increase.

Products or Services:

Our concept upon establishing the business is to let the book lovers and the
coffee lovers meet in one cozy environment. So true to its name, Biblio Café is a place

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 wherein you can enjoy your coffee. The main product obviously circulates around
coffees. Available in the menus are different coffee beverages; brewed coffee, iced
coffee, espresso. Customers can choose from different varieties. We offer and make
drinks that are espresso-based such the cappuccino, macchiato, latte, mocha etc.
Customers can also choose if they want to mix drinks and they are free to make their
own combinations. We also offer pastries to our dear customers. Available are cakes,
pancakes and cupcakes to go with their ordered drinks.

Furthermore, we strongly believe that Biblio Café caters not only

tangible products but also the intangible ones. We have the best services we can offer.
We provide a comfortable and relaxing environment for people who are in need of
place to quiet down and give themselves a rest they deserve. We also have different
selections of fictional books that our customers could borrow while sipping their
favourite drink. We also have friendly and enthusiastic employees that are always
ready to cater needs of our patrons. We want to give our customers great value so we
offer them our best services.

Part II: The Market Overview

Biblio Café is located along the busy street of Old Albay District. Within the
proximity are certain establishments that could bring in potential clients. Students and
faculty from Divine Word College of Legazpi, office workers from government and non-
government agencies, as well as churchgoers of the Old Albay Cathedral, are the ones
most likely to be our customers. Ideally, young adults are the customers we expect to
have for they have more active lifestyle compared to the people in different age ranges.
Customers could either be single, dating or married.

We have tight competition to look out for. There are several coffee shops located
near our business area that also offer products and services the same with us. One of
our direct competitors is the La Mia Tazza that is located near Divine College. Another
tight competitor is Starbucks at SM Mall Legazpi, although it’s a little bit far from the
area, its strong financial position and established marketing and operational practices
would be a great threat to our small unfamiliar shop. 3
Target market:
Basically, our potential target markets are the college students near our area.
Nowadays, because of hectic schedules and work overload, people survive with
caffeine. It’s a necessity. Some students who have to submit requirements for school
and some who need to stay awake for theirs exams rely on caffeinated drinks. We
capitalize on that.

Target customers:
Customer Age Gender Location Lifestyle Interests

High School & 16- Male/Fe Studying Active Book lovers

College 25 male near Albay
Students area
Working active Books/ dating
21- Male/Fe
Office Workers near Albay
60 male
area
Senior citizens 60-- Male/fe Around the Active/non Books/ to relax

- male area -active

Customer profile:
Our ideal customer for our business would be someone who is always on the go.
Someone who is active. Preferably, students and young professionals. It is known that
young adults have the most active lifestyle. And this active lifestyle usually wears and
stresses them out. College students usually are stressed with school works so they are
one of our target consumers. They are the ideal customers because we can offer them
our caffeinated products to help them stay active and at the same time we can offer
them a haven for them to do their school works comfortably.
Satisfied customers tend to comeback more often so we are dedicated to serve
and continue to give them the best services we could offer. We strongly believe that a 3
great service together with the best coffee we have, can earn us loyalty from our
valued customers.

Competitor analysis:
Competitor Value Strengths Weaknesses Threats Opportunitie
offered to s
customers
The main
Starbucks is
strength is
an already
their good
established We sell
Quality of service They offer
company. reasonably
the through their overpriced
They have priced
products convenient, products that
Starbucks loyal products that
and cozy place. are not
customers. everyone
customer And affordable for
And that can afford
service Starbucks is some.
loyalty would and enjoy.
already a
be a threat to
much known
Biblio Café.
coffee shop.
La Mia Good One of their The price of They are We offer less
Tazza location. strength is their located near expensive
Near the that they products is the school so products.
school offer free kind of it’s
area. wifi and they costly. convenient
have a good for the
location. students to
buy coffee in
their place.
Free wifi
 attracts most
millennials
so it would
be a threat to
us.
Affordable We have
and budget convenient
They have a friendly place that
They offer small place products can our
Java
Budget affordable that only lessen our customers
Barista
friendly but delicious cater to a customers. can enjoy.
Café
products. few Customers We can
customers. tend to go for accommodat
less pricey e more
stuff. customers.

Part III: Marketing

Marketing Objectives:

Objective Specific Measurabl Achievable Realistic Timely 6

e
Biblio Café
assumes a 25%
return in
investment YES YES YES YES YES
within a year.

Increase sales
by 50% by the YES YES
YES YES YES
end of year 2.

Become one of YES YES

 the top coffee
shops branded
YES YES YES
by customers in
the region
within 3 years of
operations.

Increase the
percentage of
customers who YES YES YES
rate our
YES YES
products as
“excellent” from
70% to 85%
within 2 years.

Achieve a 90%
awareness
YES YES YES
rating in 2 years YES YES
within its
founding.

Marketing Strategy:
Biblio Café will position itself as the best hangout place for people who want to
drink coffee and relax. Our offerings are more affordable compared to our competitor’s
offerings so that would be an edge for us. Biblio Café has a simple marketing strategy 7
and that is to make people, especially those who are in our target market, aware of our
products and services. We want to develop customer base and make them loyal to us.
These products and services awareness campaign will be done through a variety of
methods. One of these is the use of the social media platform. It is effective and it is
convenient. Another method is through advertising. Advertisement will play a huge role
in our attempt to make our product known.
 PRODUCT

Biblio Café will offer coffee beverages as the main product. The menu list is mostly
composed of espresso-based drinks. Some drinks included in the menu are
Cappuccino, Americano, Macchiato, Café Latte, and Mocha Latte, etc.

One of the features of our products is that the customers are free to choose their
own combination of drinks. They can request drinks of their desired flavour and taste.
Our baristas are always helpful to our clients demand. Another thing, we will offer 50%
discount in a single purchase to anyone that would bring and donate old books they
don’t use anymore. This will be a good way to add more books to our collection and this
will definitely benefit our dear customers. The more books we have the more selection
for our store visitors.

It’s known that coffee contains caffeine and caffeine is an energizer. Drinking our
coffee beverages would benefit those people who need extra energy. It will also benefit
students who want to stay up at night to work with their requirements. And we
confidently assert that our products are delicious and enjoyable. So our customer
would feel satisfied.

Our unique selling point is the great ambience our shop exudes. We have books
our customers could enjoy. The best support we could offer is our place. Students may
come whenever they need comfortable place to hold a meeting. Spin-off products or
services we can offer are free cakes for someone celebrating a birthday
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Product or Features Benefits Unique Support Spin Offs

Service Selling
Position
Coffee They can It can We offer We offer Free
Beverages & request bring free books our shop cakes for
Pastries our satisfactio for people to people birthday
 baristas n to who want in need of
drinks of anyone to read a
their consuming and relax. comfortabl celebrants.
desired our e place.
taste. products.

PRICING of the product

Product Price Costs Net Comp. Value
or Profit Price
Service
9
1 shot 2 shots

Espresso P60 P70 P39-P49 P115-P130

P21
Macchiato P70 P90 P45-P55 P25-P35 P125-P140

Cappucci P80 P100 P29-P40 P135-P150 Our coffee

P51-P60
no beverages are

SML REG LRG a little cheaper

P65 P70 P90 compared to

American P42-P58 P23-P32 P120-P150
what our other
o
 Café Latte P70 P90 P100 P45-P62 P25-P38 P135-P165 competitors
Mocha P90 P100 P110 P36-P44 P150-P180 offer
P54-P66
Latte nevertheless,
Vanilla P90 P100 P110 P36-P44 P150-P180 we make sure
P54-P66
Latte that our coffee
Caramel drinks are as
Macchiato P35-P45 P155-P180 tasty and are
P95 P105 P110 P60-P65
Brewed P65 P70 P90 P33-P45 P120-P150 as worthy of
P32-P45 every penny
Coffee
ICE BLENDED REG LRG
our customers
COFFEE spend.
Hazelnut
P65-P70 P55-70 P185-P205
Chocolate P120 P140
Caramel P115 P130 P69-P78 P46-P52 P180-P200

Double
Chocolate P110 P120 P57-P65 P53-P55 P175-P195

POSITION in the marketplace

Sales and distribution channels

Channel Products/servic Percentage Channel strategy

type es of sales (%)
Shop Coffee 100% of The most appropriate type of distribution
beverages the sale channel for our business is opening a
(Coffee store. It’s also the most convenient type.
beverages Since we sell food products and
(Espresso, beverages it is important for us to
Macchiato, maintain cleanliness and proper sanitation
Cappuccino, so it’s only right to produce and sell our
Americano, Café products in a clean environment. The
Latte, Mocha customers could go directly in our café
Latte, Vanilla
and purchase their orders. It is the best
Latte, Caramel
 Macchiato,
Brewed Coffee,
Hazelnut
Chocolate, way to reach our customers. Through this
Caramel, Double channel we could easily distribute our
Chocolate) and products.
Pastries (cakes,
cupcakes &
pancakes)

PROMOTION of the products or services

Biblio Café, being a newly established business is not a familiar name to

everyone. With this reality, we give plenty of efforts to our promotional activities. A few
weeks before the opening of the café; we distributed pamphlets and hung posters and
tarpaulins in public places. We paid a magazine advertisement and also paid a local
radio station to reach out wider audience. The easiest and the fastest way to promote
our products is through social media. We have had set up a Facebook page (Biblio Café
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Official) for the online community to easily access information about our café. People
can also visit the instagram account of our shop (with the username: @bibliocaféig). We
post aesthetic pictures of our place and of our coffee products to attract the netizens to
try and visit our café. Our concept about the product packaging is we will try to make
everything in our store beautiful and ‘instagrammable’ so it would sell and it would draw
customers especially the millennials. Our branding strategies are simple. We will be
making sure that we give our best services to our customers. Give them good place to
relax and de-stress. We will do whatever needs to be done to impress our customers.
We think that giving the best customer service would make people give trust and value
to our business and that would become our brand.

Product Online Public Advertisin Promotion Packaging Branding

or Service Relation g
s
Coffee Facebook Miniatur Pamphlets Coupons, Make
 e , free taste, Give our
everythin
Beverage Page, Magazin Magazine, discount best
g
s& Instagram es brochures, certificate custome
aesthetics
Pastries Account posters, s r service.
.
online ad

PEOPLE in the business (salespeople, staff etc.)

Biblio Café does not have enough people for it started as a small business
however we have the best people to give our customer the best service they deserve.
Our team is composed of competent employees who have gone through various
trainings before they have accepted in the job. We selected the most skilled, most
capable and most flexible among the ones who applied for the respective jobs.
Employees that are assigned in the frontline possess pleasing qualities. They are
trained how to talk and handle customers. They are well-spoken and friendly. They are
oriented to be warm to our customers. Most importantly they are knowledgeable and
well-informed about why we started the business and why we are operating. It’s instilled
in them the importance of giving the customers satisfaction for our business to go well.

Name Job Title Department Responsibilities

Overall Department Is responsible for
Mia Bercilla General Manager overseeing overall
shop’s operations.
Unica Production and
Valentine & Operations Will be in charge of the
Baristas
Chino Department coffee preparations
Alejandro
Kirsten Employees Will be in charge of the
Delavin, JM extra work (tending
Distribution and
Cruz & customers, fixing the
Customer Support
Jesse Ariola Department tables and chairs, etc.)

The PROCESS represents the buying experience

Product The Process Key Benefits Improvements
or
Service
Coffee  Customers are The benefits for the Not everything
Beverage treated very well. customers of these works out perfectly.
s& Upon entering and processes listed in We’ll make changes
Pastries exit, we make sure the left are when it’s due. For
they are satisfied. happiness and instance, if an
satisfaction. They unsatisfied
 Orders and the
get to have a customer complains
coffee
hangout place that about the length of
preparations are 13
would value them. time the coffee is
done with great
And they get to prepared, the next
care, we make
enjoy refreshing time we will try to
sure the work
products! change it so that it
place is clean.
won’t happen again.
 We handle
complaints and
dissatisfaction
upon our products
and services very
well. If our
customer didn’t
like something we
try to give them
options and try to
appease them by
 tending to their
wants and needs.

The PHYSICAL ENVIRONMENT where the good/services are presented

Biblio Café is established with a warm, cozy friendly environment. It has a modern &
aesthetics-feel interior design that would draw more people in especially those who love to
take photos. The café’s interior is composed of relaxing wallpapers and especially crafted
tables and chairs. It also has contemporary bar stools and high tables for those who prefer it.
We use exposed bulbs that emits yellow lights. When these yellow lights reflect off our walls
and wooden surfaces it produces warm lights that fill the place. Warmer colours are said to
make reading and lounging easier during the night. Also in our café are mini walls that hold
selections of our books, mostly fictions to those customers who want to chill and read while
drinking our coffee delights. 14

Name Selling Environment Delivery Improvements

Environment
Coffee Our products are sold We have a small
Beverages & in right in the café. ‘comments and
Pastries This is where suggestion box’ located
The products and the
everything take place in the corner of our
services are available in
from the order and café. These
the store.
preparation of coffee suggestions and
drinks to the comments are our
consumption of the bases for improving our
products. services. We try to
improve and change
our offers depending on
 the needs and wants of
our customers.

Part IV: ORGANIZATION:

Biblio Café is a small business. However it is our goal and our objective to be a
successful business so we intend to grow our Café. As we aim to expand our business
we acknowledge the fact that it would bring organizational implications. Expansion of
our business will mean more customers to accommodate. We will need a larger place
for the accommodation of our additional facilities and equipments. We added in our
marketing plan the hiring of additional employees as the number of customer increases.
It would be difficult to run a business with only few people as support. So hiring extra
hands will be a great help to us. Growth of a business implies its successful run. It
means our customers value our products and services so in return we will also value by
giving the best services.
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