I.

Executive Summary

The goal of this marketing plan is to outline the strategies,

tactics, and programs that will make the sales goals outlined of our business
plan.

Cabaña café is determined to become a daily necessity for local

and international coffee addicts, a place to dream of as you try to escape the
daily stresses of life and not just a typical café, we also provides a unique
forum for entertainment through the medium of the internet where a place
that you can socialize and share these experiences with friends and
colleagues.

Marketing will play a vital role in the success of our business,

Cabaña café must build a brand around the services it offers by heavily
promoting itself through social media, print advertising such as flyers and
billboards. Marketing efforts are just beginning by the time the potential
customers enters in our café for the first time. A strong emphasis will be out
on keeping customers and building brand loyalty through programs focused
on staffing, experience, and customer satisfaction.
II. Situation Analysis
A. PEST Analysis
Political
 Threat- Political Stability of a country (change rate of tax
and inflation)
Economical
 Threat- the unstable change of price or price hike of the
raw materials for coffee shop.

Socio-cultural
 The purchasing power of the people that live in the area.
 Opportunity- the area there are so many people working
which most of them love coffee.
 Opportunity- The culture of Filipino or customers to try
products from other countries.
Technological
 Threat- Vendo machine is an instant coffee maker.
 B. Porter’s Analysis

Threat of New Entrants

 Time and cost involved to enter the
market.
 Experience needed, trainings
availability.
 High cost of brand development.

Overall: Low

Bargaining power Competitive Rivalry Bargaining

of suppliers  Large numbers of firms Buyer’s Power
 High variety of  High customer loyalty  High levels of
suppliers  Low switching cost costumer price
 Similar Products sensitivity
 Capable to change its Overall: High  High number of
supplier. costumers who buys at
coffee shop
Overall: medium
Overall: High

Threat of substitute products or

services
 Availability of substitutes.
 Experience needed, trainings
availability.
 Low switching cost

Overall: Low

C. Competitor’s (Direct and Indirect Competitors)

Direct
  The coffee bean & Tea leaf
 Seattle’s best coffee
 Cioccolata Churros Café
 Restock Coffee & Curiosities
 The Coffee Project
 Dreamland Café
 UCC Coffee
 Bo’s Coffee
 Tim Horton’s Café & Bakeshop
 St. Marc Café
 Starbucks

Indirect
 Mc Donald’s
 Jollibee

III. Objectives
 To realize 1% increase in profit every month of operations.
 To develop brand awareness through a steady month to month
increase of new customers.
 To develop an increase in sales while decrease in marketing expenses.

IV. Product Strategy

a. Brand Name and Description
 Cabaña means indigenous hut or more likely an open bahay
kubo. Cabaña Café is a modern café with a Philippines vibes that will let
you taste different kind of coffee that you will love. Cabaña café is
determined to become a daily necessity for local and international coffee
addicts, a place to dream of as you try to escape the daily stresses of life
and just a comfortable place to meet your friends,family,relatives etc.

b. Market-based Mission Statement

Cabaña café will make its best effort to create a unique place
where customers can socialize with each other in a comfortable and
relaxing environment while enjoying the best-brewed coffee and pastries.
We will be in business of helping our customers to relieve their daily
stresses by providing piece of mind through great ambiance, convenient
location, friendly customer service, and products of consistently high
quality. Cabana café will invest its profits to increase the employee
satisfaction while providing the stable return to its shareholders.

c. Product Positioning/Unique Selling Proposition

(USP)
Our business will use Product differentiation and People
differentiation. Our business will offer different kind of coffee where it
provides health benefits to our customers. Purchasing our product will let
our customers taste high quality of our product in a fair price than other
competitors. Existing users should switch too our product for them to
know the quality with benefits of our product that will satisfy their wants.
Our customers will remember our brand by giving them warm welcome,
good service by well trained employees and providing high quality
product.

d. Target Market (Demographic, Psychographic,

Behavioral)
When it comes to selling coffee, there is a wide range of people
who consume coffee especially we will be located at Makati which is the
central business district means our target market can be mainly business
men and women who loves coffee, we also intend selling our products to
sports men and women, students, tourists, and families.

Demographics
Age/Marital Status At least 10 years and above
Gender Both male and female
Socioeconomic Class Lower- middle class to lower-upper class
Occupation Primarily business men and women
Psychographics
Buyers into different groups based on social class, lifestyle, or
personal characteristics. Buyers are lower-middle class to lower-upper
class who live a lifestyle where they can spend a good amount of
money on coffee frequently.
Behavioral
Idea of the Product A product that will satisfy your wants and
able to know the high quality at the lower
price
Motivations for Buying Product that will satisfy your craves at high
quality with lower price.
 V. Pricing Strategy
Our pricing strategy is competition-based Pricing. We will
maintain also to lower our price with high quality products than the other
competitors so that the number of our customer will increase and by doing
this it will more attract customers and to gain more newbies customer in our
café. In line with this we also want to ensure that our customer will have a
satisfaction with our product and to strive a positive relationship with our
beloved customers. We also plans to build a profitable coffee shop with
loads of loyal customers and also we plan to discount our coffees once in a
while and also to have a reward for our loyal customers with free cups of
coffees. We will create an atmosphere that lures many people in. The
“coffee lover” and others will come because the quality and the atmosphere.
Ultimately, we aren’t selling either products or coffee. We are selling
experience. We want to be part of the community, part of their lives, part of
the search for meaning.

PRODUCT (TEA LATTE AND TEA)

DRINKS SMALL MEDIUM SMALL

Chai 145 pesos 160 pesos 175pesos
Double Vanilla 145pesos 160pesos 175 pesos
Tropical Passion 130 pesos 150 pesos 165pesos
Moroccan Mint 120 pesos 130 pesos 150 pesos
Latte 110 pesos 125pesos 140 pesos
Cappuccino 145 pesos 160pesos 170 pesos
Frappe 145 pesos 160 pesos 170 pesos
Hot Chocolate and 55 pesos 65 pesos 75 pesos
steamers
Today’s Iced Tea 125 pesos -------------- -------------------
Hot Tea 110 pesos ------------ -------------------

PASTRIES PRICE

Chocolate Chip Cookie 65 pesos

Oatmeal Raisin Cookie 65 pesos
Ham and Cheese Pandesal 65 pesos
Banana Chocolate Muffin 95 pesos
Blueberry Muffin 105 pesos
Apple Pie 165 pesos
Almond Crunch 195 pesos
Patachio Pound Slice 135 pesos
Banana Caramel Slice 105 pesos

OTHERS
Honey Stick 15 pesos
Sour Apple Stick 15 pesos
Pink Guava Juice 13o pesos
Mango Juice 135 pesos
Hope in a Bottle 45 pesos

VI. Distribution Strategy

 The Cabaña Cafe will work hard to implement reasonable suggestions
in order to improve their service offerings as well as show their commitment
to the customer that their suggestions are valued.

Indirect Marketing Channel

Raw Materials such as coffee beans were delivered from a plantation
in Lipa, Batangas were freshly roast coffee beans are made. Through
transportation the business will provide two trucks once a week to get raw
materials for the business that will be good for the long periods of time to
ensures that there will be enough stocks of goods. Then we are getting from
the manufacturer wholesale so that we can retail it and distribute it to the
customers. As the distributor we offer limited service and our aim is to
distribute our products locally.
Supply Chain Management
Cabana Coffee is the most valuable commodity exported by
developing countries, but despite its economic significance, coffee
production represents a precarious livelihood for both coffee farmers and
laborers. There are a handful of coffee and specialty beverage suppliers
providing product in our market, there is still a great deal of room for new
business. Most importantly, there is room for new business that understands
the need for high-quality service and sales support – in addition to product at
competitive prices. In this industry, customers choose their suppliers based
on available product, price, and service – though most often, it is the service
that suffers the most. While on supplier may offer the product at the right
price, they do not provide the level of service that the customer demands.
The next supplier may offer the right level of service, though their prices are
too high. By positioning ourselves in the market with in-demand, quality
product at competitive prices, with a consistent high level of customer
service – we are confident that we will see customers and their business
continue to increase.

Logistics
Inventory Management
- The employees in charge in purchasing the raw materials
from our manufacturer needed by the business and recording
every transactions.
Transportation
 - Through transportation the business will provide two trucks
once a week to get raw materials for the business that will be
good for the long periods of time to ensures that there will
be enough stocks of goods.

Retailing
Cabaña Café purchases roasted high-quality whole bean coffees and
sell them along with beverages like rich brewed coffees, Italian-style
espresso beverages, cold blended beverages, a variety of pastries, and
coffee-related accessories primarily through company-operated retail stores.

VII. Integrated Marketing Communications Strategy

A. Advertising
1. Advertising Objective: To promote and inform our future
consumers about our product since we are new in the
industry we can also compete with the other businesses in
our industry.
Target Market: -Filipinos who loves coffee.
-Business people from the downtown business
centers, namely call center agent and professional
buildings.
The business will be using persuasive and informative
advertising. The business will give an information and benefits
they will get with the coffee they’re drinking and persuade
them to drink and love our business.
2. Advertising Message: “We roast at it’s finest”
3. Advertising Media: Our business have site for advertising
that will be shared through social media such as Facebook
and instagram to introduce our cafe also to make an update,
if there is a new launch product or if there’s a promotion.
And the billboards print ads will be posted in chosen places
in Manila. And will be giving flyers that will along the
streets of Makati area.
B. Public Relations
The business will have an annual fund-raising event,
which will be given to the homeless people and church.

C. Consumers Sales Promotions

 The business will give gifts such as tumblers, free coffee
and pastries on person with a most liked and shared picture on
social media with our coffee on holidays.
D. Digital Marketing
-There will be a Facebook, instagram and twitter account that
will give our customers a new product.
-There will be an official website for our business, where
customers with loyalty card can check there earning points, and for
the customer without loyalty card, they can check our website for
information’s.
- Our business website and social media account contains a
customer satisfaction rating, comments, and suggestions.
-Customer Loyalty Program:
JOINING CABANA CAFÉ REWARDS
 Get Rewards through availing our Cabana Card
 You can avail our Silver Card at P150.00
 To get our Gold Card with more rewards you need to earn 180 points.
 After you earn three-hundred (300) points within 12 months you can
avail our platinum card. *the balance of the earn points will be reset
top zero
SILVER REWARD CARD
 Avail at 150.00
 When you avail this card, you will get a complimentary cup of coffee
and a keychain.
 Get a 10% discount once you purchase your 5th cup of coffee within 2
weeks.
 Choose any pastry/drink (single serve) in every 50 points you gain in
6 months.
 Valid for 1 year
GOLD REWARD CARD
 Earn 180 points/stars to get this.
 Free coffee of your choice (medium size) on your birthday.
 If you avail this card you get free planner.
 Get a 15% discount once you purchase your 8th cup of coffee within a
month.
PLATINUM REWARD CARD
 After you earn three-hundred (300) points within 12 months you can
avail our platinum card. *the balance of the earn points will be reset
top zero
 Get a 25% discount once you purchase your 9th cup of coffee on a
single receipt.
 Free upsize to large of coffee for every single purchase of medium
sized coffee
 Valid for (1) one year.
 VIII. Proposed Budget
Item Unit Cost Total Cost

Advertising
TV ad production P 2,000,000 P 2,000,000
TV ad cost P 95,000
TV Station 1:
ABS-CBN P 45,000
TV Station 2:
GMA P 30,000
TV Station 2:
TV5 P 20, 000

Public Relations

Media Launch P 430,000

 Venue: P 200,000 P 200,000
 Food: P 1,000 x 80 P 80,000
pax
 Press Kit: P 3,000 x 50 P 150,000
pax

Sales Promotion

 Billboard P 3,000 P 3,000

TOTAL 2,528,000.00
 Marketing
Plan Cabaña café

Members:
Frans Viron S. Lara
Mica Samiano
Aila Porshia Nolos

BSHM501