Marketing plan for AMPM Coffee

First, AMPM Coffee is a music caf. We offer the best coffee in NYC but also, we play the best music
all the time. We have a partnership with billboard chart and the play list is depended on billboard
chart.
Second, AMPM Coffee has a small stage with a grand piano. We have special performance at some
particular time by a professional pianist. Also, customer who want to play the piano can play it by
request.
Third, AMPM Coffee cares about the Earth so, we basically offer coffee in mug in stores. We use paper
cups which made by recycled materials. And, there is benefit to use their own tumbler such as
discount and free extra shot or flavor. Most of furniture in our store are recycled furniture with great
reforming by some artists. But also, we care them hygienically.
Fourth, AMPM Coffee uses fair trade coffee and tea. Fair trade coffee is certified as having been
produced to fair trade standards. We pay for coffee rightly but we make our income the best to
minimize waste

1. Goal
AMPM Coffee pursues to become the best music caf.
We offer the best coffee and the best blended teas by fair trade.
We would expand our stores to other places in NYC by franchising.
2. SWOT Analysis
Strengths

Weaknesses

Unique: Music performance in caf

Earth Friendly Marketing:
-We use cups which made by recycled materials.
-We basically offer coffee in mug in stores
Using fair trade coffee beans.
We respect employ a lot and care of their welfare
a lot such as nice insurance benefit and nice
shelter.

A little expensive price because of high raw

material charge.
Few stores because we are a new brand.
Short history.

Opportunities
New musicians can advertise their selves by
playing their music on the stage.
Customer can watch several kinds of music
performance.

Threats
Big franchise caf (Starbucks).
Low price caf.
A lot of caf in any area.

3. Main Target

Popular using time

Popular drink menu

10s-20s student
8AM, 1PM, 5PM
Flavored latte, Ice blended drink

Main purpose

Study and chill in store

4.
Offering
Offering
Offering
Offering

30s-40s Workers nearby the store

7AM, 12PM, 6PM
Americano, Regular coffee, Caf late,
Cappuccino
To go coffee

Promotion
10% discount for early AM(7-9am) and late PM(10-11:59pm).
5% discount to students with student ID.
5% discount to customers who use reusable cups.
a free coffee after having 9 cups of coffee.

5. Advertisement
To post advertisement on the musician webpages.
To advertise to Colleges and music academy nearby Union Square (Attach advertisement poster and
distribute discount coupons).
To advertise on Cosmopolitan Food section.
To advertise on local magazine and radio.

We
We
We
We

6. Online
have our own webpage.
sell the best coffee bean and the best blended coffee on the internet.
sell several merchandise with our logo such as tumbler, mug, coaster.
love to listen to customers and reflect customers opinion into our business.

7. Price of main menu

Americano
Caf Latte, Cappuccino
Cakes
Espresso coffee bean
House blend coffee bean

Small (12oz)
2.5 $
3.5 $
4.0 $ per a piece
10 $
9$

Medium (16oz)
Large (20oz)
3.0 $
3.5 $
4.0 $
4.5 $
40 $ for whole cake (12 pieces)
15$
18$
13$
16$

8. Address: 189 Bleecker St, New York, NY 10012