...Company’s marketing mix Any business must consider the marketing mix. The marketing mix is one of the most important elements of an effective marketing campaign. This is a combination of factors that helps a business sell its product. There are a total of seven parts of the marketing mix: price, product, promotion, place, physical environment, people, and process. Companies usually use the four P’s to influence the demand for its products which are product, place, price and promotion. Each of the four elements plays an important role in the success of the marketing plan. Product Strategy Product can define as goods and services or ideas offered to customers. A product can be classified as tangible and intangible. Old Town White Coffee (OTWC) shop offers a wide variety of products their customers. The key product OTWC shop focuses is the coffee product line. They offer 3 different coffee classes which are Old Town White Coffee 3 in 1 blend, Nan yang White Coffee O and simple pure white coffee ready to drink product. There are different flavours of instant 3-in-1 white coffee mix found in the market. For instance, Old Town White Coffee 3-in-1, OldTown White Coffee 3-in-1 Ice Cold, Old Town White Coffee 3-in-1 Hazelnut, and Old Town White Milk Tea 3-in-1. The white coffee is originates from Ipoh, Malaysia. They serve the true and fresh product to the customers and make sure all the customers feel the best taste from the white coffee. The food line of products has local...
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...1.0 INTRODUCTION 1. Starbuck is a coffee Shop and a largest coffee shop in the worlds based in Seattle, Washington, USA. Starbucks starts in Seattle in 1971. Three friends, Jerry Baldwin, Zev Siegl, and Gordon Bowker, who all had a passion for fresh coffee, opened a small shop and began selling fresh-roasted, gourmet coffee beans and brewing and roasting accessories. Starbucks is the leading specialty coffee retailer in the nation, with over 5,000 locations in 22 international markets. The Starbucks ensuring the extraordinary potential of coffee is discovered , revealed and delivered- helping to bring great pleasure to millions of people each day. 2. Old Town White Coffee, founded in 1999, made history when the company became the first, the pioneer white coffee producer to manufacture and launch the famous Malaysia Ipoh White coffee as a 3in1 instant Blend. Old town White Coffee 3in1 classic together with the original recipe from 1958 spearheaded a breakthrough in the coffee industry. The company single-handedly captured the original authentic taste of an otherwise localized white coffee, turning in into a mobile commodity a fast moving consumer good (FMCG), capturing the South East Asia market. 1. STARBUCK 2.1 LOGO, VISION & MISSION [pic] Starbucks logo designed by Terry Heckler of Heckler Associates .New Starbucks logo will be displayed on the product starting...
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...8/14/13 OLDTOWN White Coffee - Our Business Company Profile Investor Relation Social Responsibility Our Laurels News Business Opportunity Join Us Contact Us Franchising International Licensing outlets in Hong Kong. In 2000, we commenced our first export of the ‘OLDTOWN’ brand of 3-in-1 instant coffee mix to Singapore. In 2001, our subsidiary, White Cafe Marketing commenced operations as the marketing arm for our Group’s beverage products. During the same year, we also expanded our product line to include different variations of our instant coffee mix and have also expanded our export markets to Hong Kong for our instant coffee mix. In year 2002, White Cafe obtained a HALAL certification from the Islamic Religious Department of Perak for the Group’s beverages. This is part of our Group’s intentions, which is to produce our beverages in accordance with the Islamic law. In the same year, we successfully expanded our nationwide retail distribution of our 3-in-1 instant coffee mix to cover East and West Malaysia through major hypermarkets and supermarkets. In 2003, we also successfully commercialised our own formulated blend of 3-in-1 instant milk tea for the retail market under the ‘OLDTOWN’ brand name. Site Map | Find a Store In view of expanding our manufacturing activities, we incorporated Gongga Food in 2003 and commenced operations in 2004 manufacturing roasted coffee powder for the food services sector using the Group’s proprietary bean roasting process. We distributed...
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...History OldTown White Coffee’s history can be traced back to the incorporation of White Café in 1999, with the intention to provide quality white coffee to Malaysian households and the food services industry. Its founders formulated their own blend of 3-in-1 instant white coffee and commenced manufacturing in 1999. The same year, they successfully commercialised the instant 3-in-1 coffee mix under the ‘OldTown’ brand name for the retail sector. By end of 2009, the OldTown 3-in-1 instant coffee mix was sold at 1,348 retail outlets in Malaysia, 550 retail outlets in Singapore and 2,100 retail outlets in Hong Kong. In 2005, it expanded vertically into the food services sector by opening a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the ‘OldTown White Coffee’ brand name. Since the opening of its first café outlet in Ipoh in 2005, its chain of café outlets has expanded to around 160 café outlets in Malaysia and Singapore. This includes fully and partially owned, and franchised café outlets. The management has successfully mixed tradition with modern conveniences, revamped and revived the traditional café concept into a successful working model with outlets conveniently located and easily accessible to customers. http://www.bfsmagazine.com.my/index.php?option=com_content&view=article&id=165:oldtown-white-coffee&catid=88:food-and-beverage&Itemid=678 History of Oldtown White Coffee Established in 1999, the co-founders...
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...Ah Huat White Coffee – Integrated Marketing Communication Plan Content Page 1. Background Research & Analysis…………………………………………………………………………………......3 2.1 Background of Ah Huat White Coffee…………………………………………….…………….………..….3 2.2 Internal Research & Analysis…………………………………………………………………………………3 2.3 External Research & Analysis.…………………………………......................................................................4 2.4 Consumer Behavior Analysis…………………………………………………………………………………5 2.5 Competitive Analysis…………………………………………………………………………………………6 2.6 Current Brand Item Evaluation……………………………………………………………………………….7 2. SWOT Analysis………………………………………………………………………………………………………...8 3. Key Marketing Problem or Opportunity……………………………………………………………………………….9 4. Marketing Objectives…………………………………………………………………………………………………..9 5.7 Sales, Profit & Market Share…………………………………………………………………………………9 5.8 Enhance Brand Image & Attitude …………………………….……………………………………………...9 5.9 Communication Benefits……………………………………………..………………………….………........9 5.10 Achieve Top of Mind Awareness ……………….……………………………………………….………….10 5. Communication Objectives…………………………………………………………………………………………...10 6.11 Category Need……………………………………………………………………………………………….10 6.12 Brand Awareness……………………………………………………………………………………………10 6.13 Brand Attitude & Preference……………………………………………………………..………………….11 6.14 Brand Purchase/Action Intention ……………………………………………………………………….....
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...CONSUMER FOODSERVICE IN MALAYSIA Euromonitor International October 2012 CONSUMER FOODSERVICE IN MALAYSIA Passport I LIST OF CONTENTS AND TABLES Executive Summary ..................................................................................................................... 1 Malaysians Spend More on Foodservice .................................................................................. 1 Increases in Prices Hit Consumers ........................................................................................... 1 Multinational Brands Maintain the Top Positions, But Local Companies Progress Well ........... 1 Increasing Trend of Dining Out ................................................................................................. 1 Positive Outlook for Multinational and Local Foodservice Companies...................................... 2 Key Trends and Developments .................................................................................................... 2 Rising Prices Affect Consumer Confidence .............................................................................. 2 Government and Private Sector Inject Growth Into Foodservice .............................................. 3 Healthier Choices for Consumers in Restaurants ..................................................................... 5 Foodservice Companies Compete for Customers Through Online Coupon Giveaways........... 6 Tackling Halal Issues in 2011 ....................
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...E-Marketing BM012-3-2-EMKT Individual Assignment | Table of Contents 1.0 INTRODUCTION 3 2.0 STRATEGY IDENTIFICATION 4 2.1Marketing Mix 4 2.11 Product 4 2.12 Price 4 2.13 Place 5 2.13 Promotion 5 3.0 ENVIRONMENTAL ANALYSIS 8 3.1 SWOT Analysis for Starbucks 8 3.2 PEST Analysis for Starbucks 10 3.21 Political 10 3.22 Economic 10 3.23 Social 11 3.24 Technological 11 4.0 E_MARKETING PLAN 14 4.1 E-Marketing Strategic Planning 14 4.11 Segmentation 14 4.12 Targeting 15 4.13 Differentiation 15 4.14 Positioning 16 4.2 Objectives 18 4.3 E-marketing Strategy 18 4.4 E-marketing Tactics 19 5.0 IMPLEMENTATION 22 5.1 Implementation Plan 22 5.2 Evaluation 24 6.0 CONCLUSION 25 7.0 REFERENCES 26 8.0 APPENDIX 30 1.0 INTRODUCTION Starbucks is a well known brand established 1971 at Seattle by Jerry Baldwine, Zev Seigle and Gorden Bawker. The company operates in approximately in 17,000 retail stores over 49 different countries including Malaysia. With the mission statement of “to inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time” Starbucks have been expanding rapidly. Other than the world premium coffee Starbucks offers tea, cold beverages, complementary foods such as sandwiches and salads. (A. Mettlach, 2010) Starbucks has invested highly on IT to target their products and services to market segments. As a result Starbucks has attracted a large number of customers and established a...
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...Introduction Coffee shops are now found everywhere, with such welcoming accommodations it's no surprise that young people have taken to the coffee shops as a second home. Coffee is something they can drink legally, does not impair their judgment, and can be great hangouts. With our changing times, the taste and preference of people also change. Bored of the usual coffee shops around the Metro? Then, Daydream Café is here to offer you a unique and extraordinary experience! With its tagline “Keep you cravings a Daydream Away!” you will surely enjoy a simple coffee with your friends at an affordable price together with an unforgettable experience. With its cute, calm and quiet ambiance, Daydream Café wishes to serve as a venue for relaxation, fun and enlightenment. Daydream Café is not like your ordinary café. It offers delectable and affordable coffee choices, and a relaxed and social environment with the experience of dining as a service. The products will be packed and presented with artistic design and labels appealing to the target market. The packaging is designed to be eco-friendly and to give off a charming and sweet vibe to the customers. Our product will maintain its uniqueness, affordability and quality. Indeed, Daydream café can provide a central gathering place for people of all ages to experience an ageless enjoyment. I. Business Description A. Company Name, Address, Form of Ownership Company Name: KMR Foods Incorporated Address: San Beda College Compound...
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...analysis are marketing objectives, product adaptation, promotion mix, channels of distribution, and price determination. Although the main use of these computers was meant to be sold to schools for a low price, our company has found that these computers can be successfully sold in other markets as well. In Colombia, we can market our XO computers to both the rich and the poor. We will aim to target children of Colombian coffee farmers who strive to learn but cannot afford expensive technology. In fact, there are 618,199 households in the coffee-growing region of Colombia. In addition, there are 653,471 children aged between 5-19 years old (average of one school-aged child per household) in these areas. About 39% of the population in the coffee-growing region (made up of Caldas, Risaralda, and Quindío regions) did not finish primary school and/or secondary school. So, we believe that there is a large market that would be interested in our product. The price will be set at $250, which we believe is a reasonable price. Based on the average income of a Colombian worker, we believe that our product will be well received in the Colombian coffee regions. We believe that the adults will want to invest in their child’s future, as well as buying a well-made piece of technology for an inexpensive price. Table of Contents Introduction 4 Part 1: Market Audit and Competitive Market Analysis The Product 5 The Market 7 Part 2: Preliminary Marketing Plan Marketing Objectives...
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...Marketing Strategies Misty D Staggs-Perraut MKT 500 016Winter 2012 Marketing Management March 13, 2013 Dr. Benjamin Bao Strayer University Executive Summary of my Marketing Plan My Cup of Joe coffee will introduce a new world to this small town that has never really seen anything like it. This coffee shop will offer a variety of coffee that that will appeal to almost anyone that walks through the door that loves that flavor. The coffee shop will reside in a large home that will be bought by the company instead of a strip mall. The house will be bought to have a better way of staying cost friendly. The utilities will be lower as well as the mortgage verses the rent. Instead of a strip mall this will give the people who really want to come and get what they want and what they need, from that feeling of belonging. The coffee shop will have décor from consignment shops and coffee cups from the dollar tree. It will have over sized love seats and couches that are spaced for those who might want to relax or sit somewhere comfortable. People will have the option to sit or to go with their beverage. People can eat a muffin made from the local bakery where a deal was made to get the muffins at a discounted price. Coffee will be sold at a cheaper price than start bucks but a little higher than the small local café’s. There will be an area set up for people to doctor their coffee to suit their needs. Instead of regular sugar” My cup of Joe” will offer liquid sugar which gives a sweeter...
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...1. INTRODUCTION OF STARBUCKS COFFEE The company, Starbucks Coffee was initially incorporated in the year 1971 by 3 entrepreneurs in Seattle where the business of the company is mainly selling whole bean coffee. Throughout the years of 1990s, Starbucks Coffee under the leadership of Howard Schultz, the company had expanded and growth rapidly with several efforts done. Starbucks coffee started its global expansion from year 1996 opening its first store outside of North America in Japan. Opening globally made Starbucks Coffee Company to record total net revenues of USD 9.8 billion for its business sales and operation. One of the Starbucks Coffee Company globally expansion market is Malaysia Food and Beverages Industry. Starbucks Coffee Company expanded to Malaysia in year 1998. The mode of entry of Starbucks Coffee Company to Malaysia expanding and operating its business through the mode of licensing. Berjaya Corporation Berhad is the company that obtained the license to operate Starbucks Coffee Company locally. Berjaya Starbucks Company Sdn. Bhd. Is formed and jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. Starbucks Coffee Malaysia opened its first store on 17th December, 1998 at KL Plaza Bintang, Kuala Lumpur. The business of Starbucks Coffee Malaysia basically are selling of espresso and coffee beverages, non-espresso and coffee beverages, coffee-related accessories and equipment, gift and merchandise, souvenirs, pastries and confessions...
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...analysis…………………………………………………………………… 5. BUSINESS MODEL ANALYSIS • Revenue sources……………………………………………………………………… • Cost drivers…………………………………………………………………………….. • Resource requirements/mapping……………………………………………………… • Investment size………………………………………………………………………… • Critical success factors…………………………………………………………………. 6. FUTURE ACTION PLAN • Sources of start-up capital………………………………………………………….. • Further information needed……………………………………………………………. • Support needed……………………………………………………………………….. 7. CONCLUSION………………………………………………………………………… 8. AXPENDIX………………………………………………………………………… 9. REFERENCE……………………………………………………………………….. Executive summary The objective of this paper is to bring to the investors the Feasibility analysis of our business idea:.. Coffee (quán tên gì vậy?). We hope that after accessing this analysis, investors will feel convinced and move on to implement our business concept As the growth of the economic condition is the rise of living standard. Vietnamese people are no longer satisfied with the traditional way of enjoying coffee where the seats are not comfortable and the coffee are cheap. They do not only...
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...[pic] International Marketing Plan for the Coffee Bean and Tea Leaf Company in Germany Leah Hurley Professor Ishihara BUS-43 Online: International Marketing I. Executive Summary For more than 40 years, The Coffee Bean & Tea Leaf® has remained true to our vision: to bring our customers the most extraordinary collection of coffees and teas from the world's most exclusive growing estates. In keeping with that vision, we proudly offer our premium products through our amazing franchisees located in 19 international countries around the world and growing! Now, our customers can enjoy our delicious beverages from Shanghai to Dubai! Now we are pleased to introduce our latest business endeavor, an international franchise location in Germany! As far as the market susceptibility of the German market to the Coffee Bean and Tea Leaf Co., Germany is known as a coffee drinking nation. In 2010, per capita consumption of coffee increased to 150 liters in total volume terms. According to the German Tea Association, tea became the favorite hot drink of many Germans, with tea imports reaching 44,000 tons in 2009.According to the German Federal Statistics (Statistisches Bundesamt Deutschland’s), people in Saarland consume the highest volumes of coffee (four cups per day), followed closely by Schleswig-Holstein and Nordrhein Westfalen. However, a coffee cup in Germany is relatively small: 100ml on average. Coffee is expected to register see...
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...Tea Room Tina Hoskie Keller Graduate School of Management [pic] Marketing Plan Outline 1. Executive Summary 2. Situation Analysis 2.1 Market Summary 2. SWOT Analysis 3. Competition 4. Product (Service) Offering 5. Keys to Success 6. Critical Issues 3. Marketing Strategy 1. Mission 2. Marketing Objectives 3. Financial Objectives 4. Target Markets 5. Positioning 6. Strategies 7. Marketing Mix 8. Marketing Research 4. Controls 1. Implementation 2. Marketing Organization 3. Contingency Planning 5. Conclusion “The tea party is a spa for the soul. You leave your cares and work behind. Busy people forget their business. Your stress melts away, your senses awaken…” 1. Executive Summary The Mystic Tea Room is in the start-up stages. The concept of opening a tea room has been explored and is presented in this marketing plan. There is a lack of tea rooms in the Murray-Calloway County area and The Mystic Tea Room will be entering the market with limited competition. The closest tea room is located in Hazel Kentucky. The Mystic Tea Room will be a unique local tea room in the Murray-Calloway County area that will be a friendly social place to escape the daily stresses of life and will be a comfortable place to meet friends, old and new, while enjoying a cup of their favorite tea. With the growing demand...
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...Note: Solve any 4 Cases Study’s CASE: I ARROW AND THE APPAREL INDUSTRY Ten years ago, Arvind Clothing Ltd., a subsidiary of Arvind Brands Ltd., a member of the Ahmedabad based Lalbhai Group, signed up with the 150- year old Arrow Company, a division of Cluett Peabody & Co. Inc., US, for licensed manufacture of Arrow shirts in India. What this brought to India was not just another premium dress shirt brand but a new manufacturing philosophy to its garment industry which combined high productivity, stringent in-line quality control, and a conducive factory ambience. Arrow’s first plant, with a 55,000 sq. ft. area and capacity to make 3,000 to 4,000 shirts a day, was established at Bangalore in 1993 with an investment of Rs 18 crore. The conditions inside—with good lighting on the workbenches, high ceilings, ample elbow room for each worker, and plenty of ventilation, were a decided contrast to the poky, crowded, and confined sweatshops characterising the usual Indian apparel factory in those days. It employed a computer system for translating the designed shirt’s dimensions to automatically mark the master pattern for initial cutting of the fabric layers. This was installed, not to save labour but to ensure cutting accuracy and low wastage of cloth. The over two-dozen quality checkpoints during the conversion of fabric to finished shirt was unique to the industry. It is among the very few plants in the world that makes shirts with 2 ply 140s and 3 ply 100s cotton...
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