MARKETING PLAN OF GOFFEE

Your coffee on the go!

A project presented to the faculty of

Business Management Program
STI College Las Piñas

In Partial Fulfillment
of the Requirements for
Marketing Management of
Bachelor of Science in Business Management

Submitted by:
BSBM311
GROUP IV
Aguiman, John Angelo
Chavez, Nickaela
Desoyo, Daina
Mendoza, Jenielyn
Nebres, Ernesto
Nuñez, Joshua
Paulino, Rainhard
Sangoan, Analiza
Soriano, Michelle

Submitted to:
Mr. Pascual Abrazaldo

October 2018
 TABLE OF CONTENTS
Chapter 1 – Introduction...............................................................................................1
a. Etymology...............................................................................................................2
b. History.................................................................................................................2-3
Chapter 2 – Executive Summary...............................................................................4-5
Chapter 3 – Market Analysis........................................................................................6
a. Company Analysis..................................................................................................6
i. Market Positioning......................................................................................7
ii. SWOT.........................................................................................................8
iii. PEST...........................................................................................................9
b. Customer Analysis................................................................................................10
c. Conditions Analysis.........................................................................................11-12
d. Competitor Analysis........................................................................................12-14
Chapter 4 – Marketing Strategy..................................................................................15
a. Marketing Objective..............................................................................................16
b. Vision & Mission...................................................................................................16
Chapter 5 – Target Market Selection...........................................................................17
a. Market Segmentation.............................................................................................17
b. Market Situation....................................................................................................17
i. Survey........................................................................................................17
ii. Survey Results......................................................................................18-21
Chapter 6 – Product/Service Positioning.....................................................................22
Chapter 7 – Marketing Mix Decisions.........................................................................23
a. Price.......................................................................................................................24
b. Promotion.........................................................................................................24-28
c. Product............................................................................................................. 29-32
d. People.....................................................................................................................33
e. Distribution.......................................................................................................34-38
f. Service....................................................................................................................39
Chapter 8 – Financial Objectives.................................................................................40
a. Marketing Objectives.............................................................................................40
b. Service Objectives.................................................................................................40
c. Product Line Objectives.........................................................................................41
d. Advertising Strategy..............................................................................................41
e. Public Relations Strategy.......................................................................................41
f. Action Program.................................................................................................42-43
Chapter 9 – Marketing Plan Assessment.....................................................................44
a. Controls.................................................................................................................44
b. Competitor Responses...........................................................................................44
c. Anticipated Results...............................................................................................45
References...................................................................................................................46
CHAPTER 1 – INTRODUCTION
 ETYMOLOGY

The coffee plant (Coffea arabica) is native to Ethiopia (previously Abyssinia) and
was first written about by the Persian physician Rhazes. The coffee plants were first
cultivated in Yemen and it was first drunk extensively by the Muslim dervishes in
Arden and Turkey was the first country to roast the green coffee beans.

'Qahwah’ is the Arabic term for the coffee drink, and while scholars disagree on the
exact link that led to the English word “coffee”, there is no doubt that it was an
Arabic word with some connection to ‘Qahwah’. It is generally agreed that the term
coffee found its way into European languages in about the 1600′s, most probably
from the Italian term “caffe” which was derived from the Turkish pronunciation
“kahveh” of the Arabic word ‘Qahwah’.

HISTORY

Coffee is a popular and demanded beverage being mostly consumed especially by

Filipino workers in our country, with that being said, we don’t only serve them as a
convenient coffee cube that can be carried out anywhere and anytime like a candy,
but also allow them to sustain nutritional benefits that would help workers such as
BPO agents, public transportation drivers, construction workers, and etcetera. It is
only a two-step instant coffee–drop and stir process. Our team thought of a quality
product that could provide convenience to our audience, specifically a cube that
carries out a nutritious ingredient; ginger, that gives benefits to the consumers in a
low budget price.

The supplier we invested in is Blu Coffee Distributors which was established in 2013,
Blu Coffee Distributors (BCD) was born to be the premier channel partner of highly
acclaimed and globally trusted brands of Italian coffee machines and coffee beans in
the Philippines.
“Goffee” is constructed from the words “go” and “coffee” which means an instant
coffee on the go. The Goffee consists of 4-in-1 coffee cube with ginger extract that
makes it unique and efficiently satisfying. Our company aims to provide product
awareness for our product Goffee, and the goal is to produce a nutritious coffee that
exerts not only uniqueness and efficiency but also exceeds the expectations of our
target market.
CHAPTER 2 – EXECUTIVE SUMMARY
1.1 EXECUTIVE SUMMARY

The Goffee Company is a new local business manufacturer and partnership under
coffee industry that aims to form exceptional product and serve an excellent
quality by introducing and presenting it which will allow the company to exceed
the customers’ expectations. Goffee cube consists of a 4-in-1 coffee cube with
ginger extract that makes the product more nutritious. Our product serves a labor-
saving beverage that would also be the first manufacturer in town to produce a
more packable and easier to contain that uses recyclable materials which
conserves natural resources. The Goffee Company seeks to promote the
awareness of the product in accordance to the target market and discover
customer relationships that maintains loyalty and proposes constructive customer
feedback.

The Goffee Company’s first outlet can be located at Starmall Annex Las Pinas,
exactly nearby the Puregold along the different stalls which are most likely not to
be claimed as competitors of our product, for the purpose of introducing the
Goffee to the public, we chose to allocate it at a place where the people usually
goes especially that our target market is magnifying adult workers.
CHAPTER 3 – MARKET ANALYSIS
3.1 MARKETING ANALYSIS

3.1.1 COMPANY ANALYSIS

The Goffee Company intends to furnish quality product that exceeds the standards
of our clients, and to produce a convenient, nutritious, and unique taste of coffee.

KEY CONCEPTS:

 efficiency and convenience

 consists ginger which is practically nutritious
 effectiveness and competence
 scopes are subjected to client’s demands

3.1.1.1 MARKET POSITIONING

We choose and aim to represent a total quality, quick distinctive, premium

upscale coffee beverage. In order for us to achieve these, we created and
established an identity that could alter its place in the customers’ mind in the
most essential and focal way possible. Keeping our market share cultivation
requires relevance, not only seasonal, but quintessential. We provide a product
that develops and innovates through the feedback thread, the response from
our audience is the main key to inject satisfaction, solidifying the foundation
of our product by being flexible. Maintaining total quality for our product
statically in all aspects and always making room for improvements.
3.1.1.2 SWOT
STRENGTH
• Goffee cube is healthier than harmful
compared to other beverages
• Provides biodegradable packaging &
less likely to have messy procedure
• Efficiently easy-to-drink beverage
• Affordable
WEAKNESSES
 Climate change is primary
determinant
 Production is limited due to limited
resources (plants & crops)
OPPORTUNITIES
 Technological advantage (local and
global product awareness)
 Nutritious and beneficial ingredient
 Unique & efficient
 New entrant to introduce a unique
flavor of coffee in the market
THREATS
 Increase costing of coffee and dairy
products
 Inflation rate (affects raw ingredient
costs)
 Measure of production is unspecified
 3.1.1.3 PEST

POLITICAL FACTORS ECONOMICAL FACTORS

• Government policy and regulations in  Spending power

terms of relationship between supplier  Consumer interest
• Compliance to maintain peace among  Potential buyers
trade and global security
• Attitudes and trade connections
between manufacturers and consumers
SOCIAL FACTORS TECHNOLOGICAL FACTORS

 Global and social trends • Agricultural biotechnology

 Demographic records • Innovative technology
 Social techniques, strategies, surveys
 3.1.2 CUSTOMERS ANALYSIS

Our main target market is lower to higher class professional workers. In other
words, the consumers who are fond of coffee mostly tend to drink coffee in order
to keep focus, improve mood and brain function. The customers must buy Goffee
cube by the reason of innovative, efficient, and new artifact in the market is
released.

100%

90%

80%

70%

60%

50% Non Coffee Drinkers

Coffee Drinkers
40%

30%

20%

10%

0%
18 - 24 years old 25 - 39 years old 40 - 59 years old 60 years old & older

Reference: https://www.washingtonpost.com/news/business/wp/2016/10/31/look-how-much-coffee-millennials-are-
drinking/?noredirect=on&utm_term=.e4a3d0b3b115

Daily consumption among 18 to 24-years-olds rose to 48 percent from 34 percent,

while it climbed to 60 percent from 51 percent among those aged 25 to 39. At the
same, adults 60 and older saw a drop to 64 percent from 76 percent, and there was
also a decline for the 40-to-59 age group.
The coffee craze is also starting earlier in life. Younger millennials, born after
1995, started drinking coffee at about 14.7 years old, while older millennials, born
closer to 1982, began at 17.1 years, data from the association show.

3.1.3 CONDITIONS ANALYSIS

 Microenvironment Situation

a. Demographics

The Goffee Company focuses on professional and non-

professional workers, specifically ages from 18-60 years old
and over, both male and female. The company shall be paying
attention to the consumers and potential buyers who have
purchasing power, as well as observe their buying behavior to
estimate our production flow.

b. Political-legal

The Goffee Company is practically and fully aware of the

safety measures that need to be implemented. According to
Food and Drugs Administration and Fair Trade and
Enforcement Bureau, the Goffee shall comply with the rights
of consumer (Consumer Act of the Philippines RA 7394)
which promotes general welfare and establishes standards of
conduct for business and industry.

c. Economic

The Goffee Company can be considered as an economic

influence especially that the country is very fond of new
artifacts that suits the standards of the millennials. Whereas our
company should promote compliance with the government as
 well in terms of salary and wages, job opportunities, and other
sectors.

d. Socio-cultural

The Goffee Company uses social media outlets and other

advertising strategies in order to achieve the company’s goal
and plan which is to make the product be known in the food
industry, and exceed the customers’ expectations as well.

e. Technological

The Goffee Company is going to use high-technologies and

modern technology equipments and outlets for us to be able to
promote our product with full potential and will allow the
company to gain more recognition and profit in the long run.

3.1.4 COMPETITOR ANALYSIS

Among the major competitors, there are some who, because of their importance or
size, had acquired an increasing influence on the market.

 Nestle Cafe headquartered in Switzerland, was one of the most

important industrial groups in the world. Nestle was world’s most
important producer of instant coffee; it was also the major buyer of
raw coffee. The idea of producing instant coffee was born in the
1930’s when stocks far exceeded demand.
 BRAND NAME PRICE QUANTITY
Nescafe Creamy White ₱179.50 1 pack (30 sachets x 28g)
Nescafe 3-in-1 Latte ₱6.10 1 sachet (27.5g)
Nescafe Classic Refill ₱78.20 1 pack (100g)
Nescafe Classic Resealable ₱147.50 1 pack (200g)
Nescafe Blend & Brew Original ₱171.90 1 pack (30 sachets x 28g)
Nescafe Blend & Brew Brown ₱175.00 1 pack (30 sachets x 28g)
Nescafe Blend & Brew Strong ₱176.00 1 pack (30 sachets x 25g)
Nescafe Gold Blend ₱285.75 1 pack (100g)
Nescafe Dolce Gusto Cafe Lungo ₱432.00 1 pack (112g)

 Great Taste is a Philippine brand, as most of its products are

manufactured here, although a big portion of the coffee beans it uses is
currently imported from Vietnam, which is a big producer of robusta
coffee. Great Taste White is the brand’s landmark shift from the
traditional ‘pure black coffee’ into the currently popular 3-in-1 coffee
mixes. It is packed in multi-serve packaging formats.

BRAND NAME PRICE QUANTITY

Great Taste White Coffee Mix ₱6.00 1 sachet (30g)
Great Taste 3-in-1 Coffee Twin Pack ₱7.85 1 sachet (33g)
Great Taste White Coffee Choco ₱5.85 1 sachet (30g)
Great Taste White Smooth and Chocolatey Coffee ₱9.80 1 sachet (50g)
Great Taste Brown Coffee Twin Pack ₱8.70 1 sachet (33g)
Great Taste Muscovado Brown Coffee ₱6.25 1 sachet (25g)
  Kopiko is an international coffee company that is renowned for its
coffee and coffee confectioneries. The company gets its name from the
Kopiko coffee bean which is grown in Hawaii. Kopiko coffees and
candies are popular throughout the world and are sold in more than 45
countries.

BRAND NAME PRICE QUANTITY

Kopiko Brown Twin Pack ₱10.00 1 sachet (55g)
Kopiko Brown Coffee ₱193.25 1 pack (30 sachets x 25g)
Kopiko Black Twin Pack ₱9.00 1 sachet (50g)
Kopiko Double Cups Coffee ₱6.75 1 sachet (33g)
Kopiko 78C Coffee Latte ₱16.50 1 bottle (240ml)
Kopiko 3-in-1 Black ₱160.00 1 pack (30 sachets x 20g)
CHAPTER 4 – MARKETING STRATEGY
4.1 Marketing Strategy

The Marketing Strategy of GOFFEE will be based on promotional segments. In this way,
the product will attract attention from different levels of customers; professionals and
non-professionals. The main source of the GOFFEE’s marketing strategy will be placed
advertisements through brochures, samples, coupons, and magazines. It will be done
through a variety of methods, brochures and coupons shall be provided in order to spread
awareness to our target market audience. Another source of marketing strategy will be
down with strategic relationships with small retailers or companies that are also new-
entry; this will allow our product to be known in a growing industry of different market
but as a partner, instead of a competitor. To be able to determine which company, we’ll
search for their demographic records and standards to obtain the necessary information so
that we could comply and insert our promotional product feeds. While the brochures and
coupons are included, there will be samples and magazines that could earn incentives for
the customer’s benefits, this would allow the companies to not only earn profit but to also
receive recommendations and feedback from the customers we’ll focus on.

4.2 Marketing Objective

Our objective is to be a Coffee manufacturer that does not only serve a packable output
but also a healthy coffee that will give workers and laborers a better edge with their jobs
and help them prevent fatigues especially those who work overtime as well. This
innovative step will attract leading companies to invest in our concept of “packable and
healthy instant coffee” that will allow us to finally achieve our mission, to produce and
earn profit, and lastly to be the top manufacturer among our competitors.The idea of the
cube is to make it more packable and easier to contain, and most importantly the
packaging that we use is biodegradable, not only it eliminates wastes but also help the
environment with the recyclable materials we use as our packaging. It conserves natural
resources contributes for the production of other raw materials.
4.1.2.1 VISION & MISSION

VISION

We envisage being the best, innovative, and convenient coffee manufacturer with
maintaining prominence that serves efficient and quality coffee cube and provides
affordable prices and outstanding service to accomplish the foremost satisfaction
of the consumers.

MISSION

We aim to dedicatedly produce a unique and nutritious coffee with a sense of

quality and efficiency, to continuously develop improvement in customer
relationship, alongside with the nutritious coffee at low-cost price through
fulfilling needs and desires of the customers
CHAPTER 5 – TARGET MARKET
SELECTION
5.1 TARGET MARKETING SELECTION

5.1.1 Market Segmentation

The target marketing selection is basically the audience that is divided into four
sectors, customers from 18-24, 25-39, 40-59, and above 60 year-olds are
considered as our target market.
We conducted a survey for our market research and customer analysis in public
places like malls, coffee shops, and fast food restaurants that came up with 80
respondents.

5.1.2 Market Situation

5.1.2.1 Suvey

Age:

Gender:

1. What time of the day do you usually drink instant coffee?

o Morning
o Noon
o Evening
o Night
2. How much do you usually spend on instant coffee?
o P6.00
o P7.00
o P8.00
3. What is the most important aspect(s) of your coffee?
o Price
o Taste
o Easiness to make
o Other (please specify): _______
 4. When drinking coffee, do you prefer drinking it instantly and quickly or taking
your time and enjoying it?
o Instantly and quickly
o Taking time and enjoying it
o Other (please specify): _______
5. What brands of instant coffee do you usually buy? And why? (e.g. packaging,
taste, price, etc.)

5.1.2.2 Survey Results

1. What time of the day do you usually drink instant coffee?

25

20

15 Morning
Noon
10 Evening
Night
5

0
18-24 year olds 25-39 year olds 40-59 year olds 60 year olds & older

Figure 1: The chart shows that majority of the respondents or coffee drinkers most intended to drink
coffee in the morning, lesser than the other time within the day.
 2. How much do you usually spend on instant coffee?

14

12

10

8 P6.00
P7.00
6
P8.00
4

0
18-24 years old 25-39 years old 40-59 years old 60 years old & older

Figure 2: The chart shows that majority of the target audience are most likely to buy an instant coffee at a
price of ₱8.00 rather than cheaper.

3. What is the most important aspect(s) of your coffee?

16

14

12

10
Price
8
Taste
6
Easiness to make
4

0
18-24 year olds 25-39 year olds 40-59 year olds 60 year olds nd
older
Figure 3: The chart shows that 18-24 year olds coffee drinkers tend to drink instant coffee based on the
taste of the product, however, 60 year-olds and over are more likely to drink instant coffee due to how
easy it is to make.

4. When drinking instant coffee, do you prefer drinking it instantly and

quickly or taking your time and enjoying it?

18
16
14
12
10
8 Instantly & quickly

6 Taking time & enjoying it

4
2
0
18-24 year olds 25-39 year olds 40-59 year olds 60 year olds nd
older

Figure 4: The chart shows that ages from 18-39 year olds, the consumption of coffee is done by taking
time and enjoying it, but from 40-60 year olds and over, are because of instant and quick procedure.
 5. What brands of instant coffee do you usually buy? And why? (e.g.
packaging, taste, price, etc.)

16

14

12

10
Nescafe
8
Great Taste
6 Kopiko

0
18-24 year olds 25-39 year olds 40-59 year olds 60 year olds & older

Figure 5: The chart shows that the consumers are well-aware that the Nescafe is the leading brand
and most likely to be bought because of either its rich taste, popularity, price, or packaging.
CHAPTER 6 – PRODUCT/SERVICE
POSITIONING
6.1 PRODUCT AND/OR SERVICE POSITIONING

The Product positioning of the Goffee Company is to succesfully deliver the product
with quality and value of uniqueness that invites the consumers to purchase Goffee
cubes. Relative to our market segmentation, the Goffee Company oughts to elabore
the core essentials and the key proofs of delivery in accordance to the product thereof.

The Goffee Company envisions to choose JIC production in order to let our
consumers be aware that the product they are purchasing is preservable and
consumable at any time period. It also complies with best service, freshest produce,
certified residue-free, and easy process-making product, with Goffee cube’s on-the-
go concept.
CHAPTER 7 – MARKETING MIX
DECISIONS
 7.1 Price

The pricing scheme will be based on the cube count and amounts per gram.

INGREDIENT/PACKAGING COSTING QUANTITY/SIZE

COFFEE ₱5.00 33g per sachet
GINGER ₱.50 1g per cube

WAX PAPER ₱.50 2x4 inches

TOTAL: ₱6.00 Per piece

PRODUCTQUANTITY PRICE
PER CUBE (34g) ₱8.00

PER BOX (1 dozen) ₱93.00

 7.2 Promotion

7.2.1 Intellectual Property

 Business Name: GOFFEE COMPANY

 COMPANY LOGO
 PRODUCT LOGO
 PRODUCT PROMOTIONAL POSTER
 PRODUCT LABEL/TAGLINE
 PRODUCT PACKAGING
7.3 Product

 Product Description
The product will be made through an effective process that makes the product
100% total quality, including its quality control and assurance provided. The
Goffee provides convenience to our target market, specifically a cube that
carries out nutritious ingredient; ginger, that gives benefits to the customers in
a low budget price.In producing ginger extract, we use a food processor to
grind the ginger into a fine powder.
Goffee consists of a combination of coffee powder, sugar, creamer, and ginger
extract. It contains vitamins and helpful herbal benefits that prevent colon
cancer and constipation, reduces nausea, cold, and flu, averts dysmenorrhea,
inflammation, and cholesterol, lowers the risk of blood clotting and maintain
blood sugar levels.Popular Science has proven that coffee makes people
smarter. It stimulates the intellect, shapes the psych activities, and a primary
mechanism to block the effects of an inhibitory neurotransmitter called
Adenosine.
 INGREDIENTS

1. COFFEE – Coffee is a brewed drink prepared from roasted coffee beans, the
seeds of berries from certain Coffea species. The genus Coffea is native to
tropical Africa and Madagascar, the Comoros, Mauritius, and Réunion in the
Indian Ocean.

2. CREAMER – are liquid or granular substances intended to substitute for milk

or cream as an additive to coffee, tea, hot chocolate or other beverages. They do
not contain lactose and therefore are commonly described as being non-dairy
products, although many contain casein, a milk-derived protein.
3. GINGER – is a flowering plant whose rhizome, ginger root or ginger, is
widely used as a spice and a folk medicine.

4. SUGAR – is the generic name for sweet-tasting, soluble carbohydrates, many

of which are used in food. The various types of sugar are derived from different
sources.
 Product Procedure Flowchart

Coffee & Creamer

Mixture of 16 grams of creamer and coffee

Ginger Powder
1 gram of ginger powder

Sugar
2 tablespoons of caramelized sugar
 7.4 People

TARGET MARKET
The target marketing selection is basically the audience that is divided into four
sectors, customers from 18-24, 25-39, 40-59, and above 60 year-olds are
considered as our target market.

AREAS RANGE
AGE 18-60 YEARS OLD AND ABOVE
GENDER MALE AND FEMALE
LEVEL OF INCOME LOWER TO HIGHER LEVEL
CLASS LOWER TO HIGHER CLASS

7.5 Distribution
 Supplier

The BLU Coffee Distributors was established in 2013, Blu Coffee

Distributors (BCD) was born to be the premier channel partner of highly
acclaimed and globally trusted brands of Italian coffee machines and
coffee beans in the Philippines.
Culture
We work every day to let you enjoy the lingering pleasure of a certified
Italian espresso and innovate the most delightful beverages with fresh
flavor syrups and sauces.We always deliver experience, expertise and
 innovation.We are flexible with our customers’ needs and tailor fit our
products and services based on our mutual understanding.
Advancement
The quality of our coffee, machines and high standards of our training
program are the keys to the success of our clients. Our brands
management system for quality, environment and safety is certified.
Relationship
Our relationship with our customers is based on trust and loyalty.
The barista’s skill is essential to produce the perfect coffee in the cup.
So, we organize training and specialization workshops for our clients and
co-workers.
Entrepreneurial
Our agents are trained to give all-round business advice to our clients.
Their success is our success. Every year we train and promote
entrepreneurship to more than 10,000 people in the Philippines from our
centers and trade shows.

BRAND NAME QUANTITY PRICE

Miscela Masini 1-2kg ₱1,820.09
Selezione Essse 1-3kg ₱1,176.75
Decaffeinato Beans 1kg ₱2,652.67
Ideale Coffee Beans 1kg ₱491.09
Selezione Speciale 1kg ₱743.19
Selezione Classica 1kg ₱1,461.75
Selezione Arabica 1kg ₱1,605.78
  Manufacturer

Goffee is a new local business manufacturer of coffee that aims to form

exceptional product and serve an excellent quality by introducing and
presenting a product that allows the company to exceed the customers’
expectations.
The idea of the cube is to make it more packable and easier to contain, and
most importantly the packaging that we use is biodegradable, not only it
eliminates wastes but also help the environment with the recyclable
materials we use as our packaging. It conserves natural resources
contributes for the production of other raw materials.
 Wholesalers/Retailers

1. SM SUPERMARKET, HYPERMARKET, SAVEMORE

With customers as top of mind, SM food stores boast of the most
diverse and best quality merchandise. They are greeted by warm
smiles from the staff as they walk into attractive stores designed
with their convenience in mind. Wide aisles, well-organized
shelves and food stations, efficient check-out counters that are
supported by state-of-the-art retailing technology and more are the
minimum standard in every store. Its various store formats under
SM Markets—SM Supermarket, SM Hypermarket and Savemore--
- provide SM the ability to serve different market segments.
(reference: https://www.sminvestments.com/investments/retail/sm-
markets)
2. PUREGOLD
- Puregold Price Club, Inc. (“Puregold” or “the Company”) was
incorporated on September 8, 1998 and opened its first Puregold
hypermarket store in Mandaluyong City in December of the same
year. In 2001, it began its expansion by building 2 additional
hypermarket stores in Manila and Paranaque. It also launched its
loyalty program, which was eventually renamed as “Tindahan ni
Aling Puring” in 2004. Between 2002 to 2006, Puregold continued
its expansion at an average of 3 new stores every year and
established operations in North and South Luzon.
(reference: http://www.puregold.com.ph/index.php/our-business/)
 3. 7-ELEVEN
- 7-Eleven Inc. is a Japanese-owned American international
chain of convenience stores, headquartered in Dallas, Texas.
The chain was known as Tote'm Stores until it was renamed in
1946. Its parent company, Seven-Eleven Japan Co., Ltd.,
operates, franchises, and licenses 66,579 stores in 17 countries
as of 30 June 2018.
(reference: http://www.7-eleven.com/)

 Consumers
The consumers who are fond of coffee are most likely to drink it in
order to keep focus, improve their mood, and brain function. For us to
convince them in purchasing our product, we produced an innovative,
efficient, and new artifact kind of beverage in the market. We always
make sure that our product maintains excellent quality and reliable
customer relationship within the market industry.
7.5 Service
The service’s purpose is to provide total quality service, with regards to the
customer’s feedback and/or recommendations, regardless if it is positive or
negative. The first three years, we aim to provide continuous improvement in
the betterment of the product’s outcome. On the first year, the changes will
only be the focal procedure on the promotion and advertisements that will
give our product more exposure. On the second year, we’ll aim to target our
goal in terms of profit, together with the continuous improvement in
advertisement and customer satisfaction. And on the third year, estimation and
balancing of the proft, cost, and pricing in relevance to the decision of staying
in the business industry or not.

YEAR 1 (2018) YEAR 2 (2019) YEAR 3 (2020)

Promotion & Increase Profit & Estimation & Balanced
Advertising Continuous Promotion, Profit, Cost, & Pricing,
Enchancement Customer Satisfaction Promotion Improvement
CHAPTER 8 – FINANCIAL
OBJECTIVES
8.1 FINANCIAL OBJECTIVES

YEAR OBJECTIVES

1 Reach average sales and advertisement impact

of coffee within the year.
2 Reduce variable costs through efficiency gains.

3 Increase profit up to 3-5%.

8.2 MARKETING OBJECTIVES

YEAR OBJECTIVES

1 Exceed customers’ expectations, comply with

customer requirements.
2 Increase production, profit & purchase, and
explansion of company.
3 Continuous improvement and development of
coffee, produce variations of other beverage.

8.3 SERVICE OBJECTIVES

YEAR OBJECTIVES

1 Promotion & Advertising Enchancement

2 Increase Profit & Continuous Promotion,

Customer Satisfaction
3 Estimation & Balanced Profit, Cost, & Pricing,
Promotion Improvement.
8.4 PRODUCT LINE OBJECTIVES

YEAR OBJECTIVES

1 Ginger Coffee Cube

2 Ginger Coffee Cube, Ginger Tea Cube, Juice

Cube
3 Hot and Cold Beverage Cubes, Food add-ons
(from sponsorship, endorsement, partnership
merge)

8.5 ADVERTISING STRATEGY

YEAR OBJECTIVES

1 Social Media Outlet, Posters, Brochures,

Samples
2 TV Advertisement, Radio Advertisement

3 Celebrity Promotional Advertisement

(Commercial, Billboard, Cover Magazine)

8.6 PUBLIC RELATIONS STRATEGY

YEAR OBJECTIVES

1 Vlogs’ Influencers, Press Release

2 Journalist/Writer Recommendation, Celebrity

Spokesperson for Speeches
3 Donations, Charities, Research & Exploration
 8.7 ACTION PROGRAM

MONTH (YEAR 1) ACTIVITIES

JANUARY Introduce Goffee to the business industry.
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER

MONTH (YEAR 2) ACTIVITIES

JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
 DECEMBER

MONTH (YEAR 3) ACTIVITIES

JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
CHAPTER 9 – MARKETING PLAN
ASSESSMENT
9.1 Controls

Budget – We control our budget by using JIC method in order to minimize the
raw material cost storage which will be consumed when a new set of products are
needed to be manufactured at that time this will prevent the use of bigger storages
for the finished goods, this way the budget for better content of the product will
be lifted.

Customer Feedback – We make public polls and of course surveys to let them
know we are listening about what other variants they want for us to serve. We’re
also looking forward in keeping our customers updated and/or creating an online
presence by being proactive towards monitoring what our target market’s saying
about our product, and to make sure they’re aware of the changes we try to
implement based on their feedback.

Target Market Sales – The target market sales we came up with is divided into
three methods, concentrated, differentiated, and undifferentiated marketing. In
these three, it is most likely to determine the target market we must focus on, and
we’ll also know which audience we are making an impact from. In concentrated
marketing, its focal point is on small firms which would be easier to produce not
much of the product, while on differentiated marketing consists of at least two
target market groups, this will subject to two locations coming from one store’s
promotion, and lastly, undifferentiated marketing magnifies the entire target
market, this applies a single marketing mix that involves the absolute target
market sales.

9.2 Competitor Responses

The competitor’s response may vary depending on the target markets they include
behind their marketing and business plans. The first competitor we’ve
encountered among the list is the Nescafe; they usually focus on engaging the
user experience by bringing people together and creating a sense of well-being.
This simply means that their product encourages people to have a moment to
enjoy with their instant Nescafe coffee. In our company, we obtain to provide
innovative instant coffee cube so we made the best way possible to successfully
turn our ideas into reality, GOFFEE cubes, by letting the workers, travelers, and
more, who are miles away from home t o experience the best home-brewed
coffee.

9.3 Anticipated Results

The anticipated results are measured to collect data not only as a market but
individually. In this phase, it is a competitive advantage to determine the wants
and needs of our each customer. The main reason that the anticipated result is one
of an essential in marketing plan is because the target market gives us the data we
need, while we deliver the results they must know or receive in order to have a
successful business and to fine tune the marketing strategy we’re working on. By
using digital access, we’re able to track every step of the way we need in
determining the people’s go-to’s, to know which or what they’re into, to make it
easier for us to create our promotions and/or advertisements useful and collect
actual sales from them. By which, measuring is the focal point, if we continuously
measure, the innovation and development is continuous as well. It is actually
crucial to do these tasks, but it actually makes a difference and creates a huge
positive outcome and impact in the company that would lift up sales and product
awareness. We are expecting to reach at least the same level of our competitor,
making profit for about ____ amount in a couple of years.
REFERENCES
http://www.blucoffeedistributors.com/

https://espressocoffee.quora.com/Confusion-over-the-etymology-of-the-word-
Coffee

https://www.popsci.com/science/article/2013-02/why-coffee-good-you-here-are-
7-reasons

https://corporatefinanceinstitute.com/resources/knowledge/strategy/bargaining-
power-of-suppliers/

https://strategiccfo.com/market-positioning/

https://www.franchisedirect.com/coffeefranchises/coffeefranchisesswotanalysisbu
sinessreportiv/74/221

https://smallbusiness.chron.com/swot-analysis-coffee-cafe-15644.html

https://www.medicalnewstoday.com/articles/265990.php

https://smallbusiness.chron.com/swot-analysis-coffee-cafe-15644.html

https://www.philstar.com/business/2018/01/31/1782932/external-factors-
affecting-2018-economy

https://www.economicshelp.org/blog/9328/business/effect-exchange-rate-
business/

https://www.coursera.org/lecture/marketingplan/interview-with-luis-rodriguez-
baptista-PvWfG
AGUIMAN SANGOAN
CHAVEZ SORIANO
DESOYO
MENDOZA
NEBRES
NUÑEZ
PAULINO