Marketing

Plan
for Because Coffee

Presented by Sydney Boozer, Zeiry Carrillo, Sarah Hoover, Matt

Marsh, Thomas Sperry
I. Executive Summary
Because Coffee is an independently owned and local coffee roasting
company. Because Coffee does business both on a B2C and B2B
basis, providing high quality coffee to individuals and businesses of
all sizes.

Because it is a small startup, current marketing initiatives are geared

toward expanding brand awareness and engaging further with
current customers.

Future Goals:
Build brand awareness by investing further into social media and
other promotional material
Further engage with current customers to grow brand
relationship with customers and encourage repeat customers
II. Situation Analysis
A. Macro level external environment
The world as a whole, and how the business fits in its role
B. Internal environment
The internal business environment of the company including its
resources and capabilities
C. Industry and Market analysis
The industry as a whole and the local market the business is a part of
D. Competitive environment
Competitors in the area and what they are doing
E. SWOT Analysis
An analysis of the organizations Strengths, Weaknesses, Opportunities,
and Threats
II. Situation Analysis
A. Macro level external environment
a. Political, Legal, and Ethical:
i. Potential future issues involving plastic falls in line with current sustainability
standards
b. Demographics:
i. Coffee is highly popular with Gen Y and Gen Z
ii. Atmosphere is perfect for studying or as a meeting place
c. Trends:
i. Rise in use of subscription services shows potential for growth in subscriptions
ii. Home delivery on the rise
d. Economic Status:
i. Coffee has seen increased demand as well as increased cost
e. Natural Issues:
i. Current sustainability practices reduce plastic waste as well as other forms of
pollution
II. Situation Analysis
B. Internal environment
Story:
"...we love coffee and we love people!... We are focused on leveraging our skills and
interests to make a difference in causes that are bigger than we are. Coffee is always a part
of how we get stuff done, so we had this great idea to roast our own coffee and create a
new avenue to help others." -Because Coffee website
Capabilities:
Space for high volume of customers
Limited space for roasting and brewing coffee
Active social media presence with 1,173 followers (as of 3/3/20)
Resources:
Small staff of 4
Limited staff
Allows for personalized care for customers
Roast, bag, and brew coffee in-house
Website with subscription service available
II. Situation Analysis
C. Industry and Market Analysis
1. Industry
a. Defined as specialty snacks and nonalcoholic beverages
b. Total Revenue in 2019: $50.7B
c. Annual growth from 2014-2019: 4.6%
d. Growth for the next 5 years: 1.4%
e. 2019 Coffee shop spending: $13.2B
f. Trends moving towards healthier and sustainable options
2. Market
a. Located in Dawson County, population: 25,083
b. Median age: 43.3 years old
c. Poverty rate: 8.7%
II. Situation Analysis
D. Competitive environment
Major Competitors:
Starbucks: DaVinci's Donuts:
28,218 locations 5 locations
Market Share: 39.8% Strengths:
Strengths: Unique and customized coffee and
Strong brand image doughnut options
Extensive global supply chain High quality products
Efficient Affordable
Ethical Standards Weaknesses:
Weaknesses: Weak brand recognition
High price points Minimal social media presence
Lack of unique products Only 5 locations
Imitation products High employee turnover
Low general product standards
II. Situation Analysis
D. Competitive environment
McDonald's:
38,695 locations
Market Share: 31%
Strengths:
Second-largest restaurant network worldwide
High brand recognition
Affordable
Fast service
High integration of technology to improve efficiency
Tasty food
Weaknesses:
Low satisfaction for employees
Breakfast menu limited in variety
Management issues
Malfunctioning machinery (ice cream machine)
Few seasonal products
II.
Situation
Analysis
E. SWOT Analysis
III.
Marketing
Goals &
Objectives
IV. Marketing Strategies
Development
A. Target Market
B. Positioning
C. Marketing Mix Strategies:
Product/Service
Price
Promotion/Integrated Marketing Communication Plan
Place/Distribution
IV. Marketing Strategies
Development
A. Target Market
Drip coffee drinkers, coffee shop lovers, specialty coffee drinkers
and whole bean buyers
These people drink coffee often, spend ample amounts of time
in coffee shops (often times local) and purchase beans to roast
at home.
IV. Marketing Strategies
Development
B. Positioning
Because Coffee has a unique, philanthropic position with 2
focuses:
Missions through Lighthouse Baptist Church
A promise to use ethical, sustainably-sourced coffee
Customers can give back while enjoying delicious coffee
IV. Marketing Strategies
Development
C. Marketing Mix Strategies:
Product/Service
Locally-roasted
Well-described flavor profiles and types of roasts
Branded merchandise
Strategy: expand current coffee selection
Price
Dependent on coffee selection
Single-purchase price: ranges from $13-$16 for 12oz bag of whole or roasted
coffee
Subscription price: ranges from $13-$15.50 monthly for 120z bag of whole or
roasted coffee
Promotion/Integrated Marketing Communication Plan
Place/Distribution
IV. Marketing Strategies
Development
C. Marketing Mix Strategies (continued):
Promotion/Integrated Marketing Communication Plan
Promotes B2B and B2C sales
Active newsletter with deals and information available to subscribers
Giveaways 1 to 2 times per quarter on social media page
Place/Distribution
Products available on website and in brick-and-mortar store in Dawsonville, GA
Because of B2B connections, Because Coffee is able to make wholesaler deals
with local businesses
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
V. Marketing Action Plan/
Implementation Calendar
VI. Marketing Metrics
A. Budget
A comprehensive break down of the budget and the allocation of
resources

B. KPI's (Key Performance Indicators)

The top 3 Key Performance Indicators to observe to garner a better
understanding of customers and their needs
VI.
Marketing
Metrics
A. Budget
VI. Marketing Metrics
B. KPI's (Key Performance Indicators)
Conversion rate of Subscription Purchases
Purpose: track how often users complete a subscription sign-up or renew
subscription to see how consumers respond to products
Cart Abandonment Rate
Purpose: analyze how far the consumer goes through the purchase process and
understand why they abandon mid-purchase
Sessions Per User
Purpose: understand what consumers are interested in by analyzing how often
they return to the website