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Expression

Express your feelings

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Content of marketing plan

for Expression coffee shop

Executive summary

Situational analysis Marketing strategy

Financial projection

Implementation control

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Executive summary

Expression coffee shop is a coffee shoplocated at Athwalines near new court, surat, Gujarat.

Expression coffee shop serves all type of coffee to

provide refreshment. Expression focus all type of

customers such as youngsters, mature, children,professionals etc. it also serves verity in coffee and

new innovations with coffee.

It adopt eco friendly environment for our

coffee shop. We serve coffee in clay cup. There are eco

friendly furniture use in coffee shop.

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Situational Analysis

Expression is in its first year of business as a

start-up business. It recognized the fact that a

comprehensive, strategic marketing plan is required to

ensure profitability and success. Expression offers

verity in coffee. The market need is for coffee shop thatprovide refreshment, convenience and reasonable

price charged.

Situational analysis also include

Project at glance

Market needs

SWOT analysis

Key to sucess

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Project at glance

Shop name : Expression coffee shop

Product : Coffee

Location : Athwalines (surat)

Capacity : 4800 cups/monthRaw material : Coffee bean, Milk, Sugar, Cream, Ice-

cream, Chocolate

Land : 1000 sq.ft

Labor : 4

Cost of Project : 2815000

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Product description

Expressions unique roasting style flavored coffee

Cold Coffee with chocolate ice-cream

Coffee with cinnamon stick

Hot coffee Coffee with cream

Black coffee

Sugar free

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Market need

Convenience :the area of coffee shop is convenient for

valuable customer because it is near to new court and

college area

Customer services :

servicing the customer with superior attention

is what the employee are trained to provide

Competitive pricing :

the price of coffee is bit more than a

traditional competitor like Nescafe. But far less than coffee

culture and caf coffee day.

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Objectives

Increasing sales by 30% in a year

Retain customer satisfaction

To provide eco friendly environment.

To provide different types of innovative products asper customers teats and preferences.

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SWOT Analysis

Strength :

Ensure quality of product

Focusing on customer teats and preferences

Pricing policy

Convenient area

Friendly environment

Weakness :Existing competitors

Limited range of coffee

Difficult to maintain

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Opportunity :

Introduce online/ telephone order system

Developing new product and services in future

New machines of coffee maker are introduce in

market

Threats :

Government rules and regulation

Key to success

Convenience

Customer attention

Pricing policy

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Marketing strategy

Vision :

to make well known coffee shop of the city

Mission :

to save the world from mediocre coffee.

Purpose :

to deliver an unbeatable coffee experience.

Punch line :

express your feeling beyond your dream

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Target market :

Middle class, students, professionals, and youngsters

who like refreshment in their busy schedule Children who love sweet and cold coffee

Advertisement :

In local news paper

Store front display

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Positioning

Expression competitive edge is based on customer

taste and preferences. There is exestitiing

competitors in the market so its difficult to survive in

market so we more focus on youngsters and students

and for those we provide entertainment source likecustomer play musical instruments in our shop.

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Marketing mix

Pricing:expression pricing scheme will be based on a competitive

pricing model with other similar product providers

Distribution:

Expression products will be dispended from our one andonly shop. we provide home delivery.

Promotion :

our shop is located in traffic area so it will significantly

increase visibilities.

Customer services :

we provide products base on customers taste andpreferences.

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Financial Projection

Break Even Point

B.E.P (in Rs.) = Total F.C / Contribution * sales

= 900000 / 1500000 * 2400000

= Rs.1440000 p.a

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Annual forecasted Cost for five yearsParticulars 2011-12 2012-13 2013-14 2014-15 2015-16

Plant efficiency 85% 87% 90% 93% 95%

(A) Variable cost

Other expRaw material 934000 1027400 1130140 1243560 1347470

Crocary 10000 12000 15000 17000 20000Power & Water 18000 18000 18000 18000 18000

Total(A) 962000 1057400 1163140 1278560 1385470

(B)Fixed costOther F.C 900000 900000 900000 900000 900000Interest 400000 400000 400000 400000 400000

M/C repairs 5000 5000 5000 5000 5000Depreciation 32700 32700 32700 32700 32700

Total(B) 1337700 1337700 1337700 1337700 1337700

Total(A+B) 2299700 2395100 2500840 2616260 2723170

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Forecasted sales for five year

Year Amount (Rs.)

2011-12 3400000

2012-13 4200000

2013-14 5000000

2014-15 5700000

2015-16 6000000

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Implementation control

The purpose of expression marketing plan is to serve asguide for the business. The following area will be monitoringto gauge performance:

Revenue: monthly and annual

Expenses : monthly and annual

Customer satisfaction

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