1

EXECUTIVE SUMMARY

Grab-a-brew will exist to not only provide best inspiring coffees but also to
offer our guest a unique comforting experience and a green friendly environment to
stay and hang out, too. We in the Grab-a-brew will strive hard and harder to provide
our guest the perfect brew better than any other coffee shops.
We believed that Grab-a-brew will be exceptionally qualified and distinctively
positioned to offer the best coffees and finest service, and we will have a number of
upgrades in the coming years. We will be especially concern about recyclables things
to place inside our coffee shop because through this we can encourage our guest to
do the same.
Grab-a-brew coffee will be located in the downtown area near the crossing
surrounded by big establishments, such as businesses, Colleges, Hospital and many
more In which it can be seen by everyone who live nearby or passer bys. Aside from
the coffee and incomparable experience our store will be best designed with distinctly
creative recycled stuffs. Our employees qualification will be more than approachable
and are willing to offer the best services to every guest.

2
CHAPTER I
INTRODUCTION

1.1 Background of the Study

This study seeks to promote Grab-a-brew and enable to start the operation
specifically in Gov. Duterte St. Quirino, Davao City. Since Davao City is one of the
fast escalating economy and visited place in the entire region.
1.2 Statement of the Problem
This study aims to determine how we can promote and establish the Grab-a-brew
coffee.
1.3 Objectives of the Study

To be able to established good profitable business

To be able to build natural coffee brand awareness here in Davao City

To be able to penetrate the market with natural brewed coffee

1.4 Scope and Limitations

The scope of this study is to promote Grab-a-brew and enable to start the
operation specifically in Gov. Duterte St. Quirino, Davao City. Due to limited time and
financial means, the data gathered were very limited and other information was
gathered on the internet.
1.5 Definition of Terms
Grab-a-brew This is the brand name for our coffee shop in order to avoid
plagiarism.
Promote - to present (merchandise) for buyer acceptance through advertising,
publicity, or discounting. (http://www.merriam-webster.com/dictionary/promote)
Market - refers to the group of consumers or organizations that is interested in
the product, has the resources to purchase the product, and is permitted by law and
other

regulations

to

acquire

(www.netmba.com/marketing/market/definition/)

the

product.

3
Establish

achieve

permanent

acceptance

or

recognition

for.

(http://www.merriam-webster.com/dictionary/promote)
1.6 Methodology
The following tools are used for our marketing plan:
SWOT - The purpose of SWOT is to identify the Strengths, Weaknesses,
Opportunities, and Threats of the company.
PESTE - The purpose of a PESTE analysis is to identify all of the various external
political, economic, social, technological, and environmental factors that might affect
a business.
CPM (Competitive Matrix Profile) - The matrix identifies a firms key competitors
and compares them using industrys critical success factors.

4
CHAPTER II
COMPANY ANALYSIS

2.1 Background of Grab-a-brew coffee

2.1.1 VMG
Vision:
To be a recognized and trusted as the ideal coffee shop, a leader in
perfection, service and excellence while promoting green-friendly-environment.
MISSION:
Grab-a-brew coffee will offer our guest a delightful indulgence by providing them
pioneering healthy, natural and scrumptious options with an exceptional customer
service.
GOAL:
Grab-a-brew aims to be the number 1 healthy and natural coffee provider
within Davao City after a year of operation which will soon be recognized as the
benchmark of coffee brewing nationally.
2.1.2 Brief Company History
Grab-a-brew coffee is an organic coffee shop that offers organic products,
and provides friendly service, peaceful place where everyone can meet. Grab-a-brew
main concern is all about the Quality, Service, Cleanliness and Value (QSC&V).
Quality means deliver the products hot, fresh and within the quality standard. Service
means provide fast and accurate. Cleanliness is very important even it is not visible
to the customer. When the coffee shop delivered the QSC&V the profit will follow.
Our objective is to become the best organic coffee shop in Metro Davao.

5
2.1.3 Product or service
Grab-a-brew will offer its customers the best tasting yet organic coffee
beverages in the area. This will be achieved by using high-quality ingredients and
following standard procedure in preparation. The store layout, menu listings and
marketing activities will be focused on maximizing the sales and suggesting the
organic drinks. Along with the espresso drinks, and brewed coffee, as well as some
refreshment beverages, will be sold in the coffee shop. Grab-a-brew will also offer its
clients pastries, pasta and sandwiches.

2.2 MARKETING EFFORTS

2.1.4 Marketing Efforts (current & previous marketing effort)

Grab-a-brew Coffee will start operating within 2016 and plans to introduce the
shop to the market through motorcade, radio ads, and flyers. We will engage in
marketing activities like loyalty programs but mostly on customer acquisition on the
first six months of operation. Loyalty programs will include loyalty card provision and
discount cards while acquisition programs will focus on social media marketing,
and/or advertisements.

2.1.5 Customers and Competitors

Customers
Grab-a-brew coffee customers are coffee drinker aged between 18-39. Of
consumers in this age bracket, 42% drink and prefer iced-mixed coffee. These
consumers are also more likely to stay in coffee shops and utilize Wi-Fi connection.
Another key customer will be companys employees around the location which 48%
drink brewed or flavored coffees on a daily work routine. Davao City has a growing
population due to the increase of job opportunities in the field of Call Centers and
some newly built Condominiums and Real Estates nearby.

Competitors
The coffee shops tight competition between cafes in Davao has also paved
way to the launching of many unique ideas in coffee-making, as well as dynamic
styles used by cafe managers and owners in terms of marketing and setting up
cutting-edge interior designs. Here are some known coffee shops in Davao City:
Blugre Caf, Bastis Brew, Kasagingan, Kangaroo, Cups & Lowercase, Caffe Vivere,
Caffe Palma Gil and the nearby restaurants and food chain that offers the same
foods and beverages. We have identified our main competitors which are Caf
Firenzo, Coffee Cat, and Java Jive.

Chapter III
MARKET
3.1 Market Definition
In the Philippines there are 75 million coffee drinkers and it keeps on going up
to 2-3% a year. In route to that, Davao City has 127 total coffee shops all over the
City. Most of the customers are young adults/professionals who find it more
entertaining to stay in coffee shops where they can just relax, chit chat and of course
get connected through the Wi-Fi that most of the coffee shops offer to lure
customers. Coffee shops guest also increased because of the reason that the Davao
City had implemented liquor band and no-24 hours bar hopping time frames. In
connection with that, the young ones diverted their choice from bar-hopping to coffee
shop hopping. We are bringing and introducing the Davao City into a new and finer
way of celebrating friendship and relationship into the next level of experience and
treats.
3.2 Market Potential
Davaos fast escalating economy now keeps the city above water, new
business is opening and more condo are being built. It means more middle and
upper class would be present in the City. Grab-a-brew has a plan of establishing our
very first store in the downtown area of the city specifically located in Gov. Duterte St.
Quirino where there are only a combine of competitors nearby and there are a lot of
business establishment around the area. We are confident that we can get the most
of the market share on the area. Along with the growing number of coffee lovers in
Davao is the flourishing industry of coffee shops, or more fondly called cafes. The
city is not one you would call a slacker in terms of serving the best coffees to those
who adore them.
3.3 Market Demand
These days, young adults in Davao City are becoming subtler in their nightlife
choices, preferring instead to sit and chat with friends while enjoying their cups of
coffee in their favorite coffee shops. These consumers are also more likely to stay in
coffee shops and utilize Wi-Fi connection. Another key customer will be companys

8
employees around the location which 48% drink brewed or flavored coffees on a
daily work routine. Davao City has a growing population due to the increase of job
opportunities in the field of Call Centers and some newly built Condominiums and
Real Estates nearby. Of course, our coffee shop is also ideal for romantic dates,
group together conversation, and place for doing your office works or even for
studying before exams. Whatever the purpose, what matter most is that our coffee
shop is very welcoming to all guests. It is impossible not to notice that more and
more people, especially young professionals, have become such big fans of coffee
shops. Seems like gone are the days when Friday and Saturday nights meant a few
rounds of beer and bar-hopping and dancing and loud entertainment.

CHAPTER IV
COMPETITORS ANALYSIS

Address

Java Jive

Caf Firenzo

Coffeecat

Centron Building, Elpidio

Elpidio Quirino Ave, Davao

Elpidio Quirino Ave, Davao

Quirino Ave

City, Davao del Sur

City, Davao del Sur

CRITICAL SUCCESS

WEIGHTED

FACTOR

SCORE

1. MARKET SHARE

0.83

0.17

0.33

2. PRODUCT QUALITY

0.33

0.83

0.17

3. PRODUCT VARIETY

0.33

0.83

0.17

0.83

0.17

0.33

4. PRICE
COMPETITIVENESS

TOTAL

2.32

RATING

WEIGHTED
SCORE

2.00

RATING

WEIGHTED
SCORE

RATING

According to the table above, Java Jive will be the number one competitor followed
by Caf Firenzo and Coffeecat. Java Jive has the greatest market share and offers
affordable coffee. On the other hand, Caf Firenzo has best quality of coffee and offers a
wide range of coffee variety.

10
CHAPTER V
CUSTOMER ANALYSIS
Demographic Profile of Local Coffee Drinkers
Percentage
18-25 yrs old
42%
26-33 yrs old
39%
34-39 yrs old
19%

Age

0Gender
Male
Female
Socio-Economic Group
Upper Middle Class
Middle Class
Lower Middle Class

38%
62%
38%
36%
28%

The table above presents the demographic profile of coffee drinkers in metro
Davao which is acquired through interview of amongst local coffee shops.
According to the table, most customers would range from 18 25 years old,
most likely females, and belongs to upper middle class. Data reflects that
professionals drink coffee more often most likely because they can afford to buy
good coffee while spending time with company of friends, co-workers, colleagues,
business partners, family, or maybe alone in a cozy and relaxing ambiance inside the
coffee shops.

11
CHAPTER VI
ANALYSIS OF THE INTERNAL AND EXTERNAL ENVIRONMENT

6.1 SWOT ANALYSIS

INTERNAL ENVIRONMENT
STRENGTHS
1

Pioneer in brewing coffee naturally within the

vicinity which will attract a great number of
naturalist customers.

Convenient location

Excellent staff who are highly trained and

customer attentive.

Youth oriented place

Products of extremely good organic quality

and taste

WEAKNESSES
1

Limited marketing budget to develop brand

awareness

OPPORTUNITIES

Lack of strength to maintain brand loyalty

Poor store decorations

High operating cost

Rented commercial space

EXTERNAL ENVIRONMENT
1. Store extension/expansion
2. Future/New products
3. Consumer trends towards organic/healthy
ways
4. Students from nearby universities can be loyal
customers if pampered accordingly.

12
5. Branch out to other area
THREATS

1. Availability of readily mixed coffee sachets

costs a lot less poses as great alternative for
brewed coffee.
2. Competitions with other coffee shops along
Quirino like Java Jive, Coffeecat, Caf Firenzo
3. Organic coffee bean supply disruptions
4. Policy change
5. Rising prices of coffee beans and dairy
products

Table 1 SWOT Analysis

13
SWOT MATRIX

Mission

Strengths

To be a recognized
and trusted as the ideal
coffee shop, a leader in
perfection,

service

and

excellence while promoting

green-friendly-environment.

Grab-a-brew coffee will

offer our guest a delightful
them
natural

by

providing

pioneering
and

healthy,

scrumptious

options with an exceptional

customer service.

1. Youth oriented
place
2. Products

of

extremely
good

and

location
4. Pioneer

in

naturally within
vicinity

which

will

attract a great
number

of

naturalist
customers.
5. Excellent staff
.

who are highly

trained
customer
attentive.

to

brand
awareness
2. Lack

brewing coffee
the

budget
develop

organic

quality

1. Limited
marketing

taste
3. Convenient

Vision

indulgence

Weaknesses

and

of

strength

to

maintain
brand loyalty
3. Poor

store

decorations
4. High
operating
cost
5. Rented
commercial
space

14
Opportunities
1

Store

extension/expansion
2

Opportunities

Opportunities

place we can do a store developing

extension

to awareness

trends accommodate

Consumer

toward organic/healthy ways

Students from nearby

universities

can

be

customers

if

pampered

loyal

accordingly

through

new services with the

help of social media.

S2 vs. O3
To cater more consumers W5 vs. O1
of organic coffees all over Even
the

city

we

will

the

if

we

are

only

be renting the place we will

store be keen with the needs

space to provide comfort.

area

brand

more launching/introducing

guest.

Branch out to other expanding

W1 vs. O2

With its youth oriented We will soon focus on

products/services

Weaknesses/

S1 vs. O1

Future/New

Strengths/

and comfort of our guest.

S3 vs. O5
To maintain convenient
location we will branch
out to other area where
accessibility

is

highly

considered

Threats

Strengths/Threats

Weaknesses/Threats

1. Availability of readily S2 vs. T2

mixed

W3 vs. T2

coffee We might have a lot of With the excellent service

sachets costs a lot

competitors yet we are we will be able to exceed

less poses as great offering organic options our guest experience to

alternative

for which

diverges

brewed coffee.
much
from
2. Competitions
with
competitors.
other coffee shops
along Quirino like

S5 vs. T2

us

so others competitors.
our

W3 vs. T3

15
Java

Jive, With

the

good

Coffeecat,

Caf qualifications of our staffs

Firenzo
we will not be worried
3. Organic coffee bean
about
the
tight
supply disruptions
competition
because
4. Policy change
5. Rising prices of customer service is highly
coffee

beans

dairy products

Table 2. SWOT Matrix

and regarded.

16
6.2 PESTE ANALYSIS

Political

The Philippines is a constitutional republic with a presidential system. The

Philippines is an active member of the United Nations, ASEAN, East Asia
Summit,

and

the

Asia-Pacific

Economic

Cooperation.

http://trendline.dcrworkforce.com/the-philippines-poised-for-growth-throughbpo.html#sthash.ffe6Rovb.dpuf

Philippines right now has just finished national and local election this last
May 9, 2016 so new set of official will be elected so its possible that laws
will be change. Some investors are likely to sit on the fences until the
conclusion of the May elections and the new set of political leaders take
over.

Mayor Rodrigo Duterte is running for presidency his platform centered on

fighting crime, corruption, and red tape in government will help bring
prosperity and progress to the Philippines.
http://www.rappler.com/nation/politics/elections/2016/119074-rodrigo-dutertedavao-city-exhibit-a

Economical

In 2014, economic growth in the Philippines was strong, driven by strong

foreign direct investment and expansion in the real estate, business
process outsourcing (BPO) and mining sectors. The World Bank estimates
growth of 6.7 percent in 2015.The Philippines Poised for Growth
through BPO. In Davao City the BPO industry is also growing it
contributes a lot in economic growth.
http://trendline.dcrworkforce.com/the-philippines-poised-for-growth-throughbpo.html

DAVAO CITY Although already crowded, the night market located along
Roxas avenue here is still open to vendors who wish to sell their products.

17
The night market provides livelihood to an estimate of 690 to 700 vendors.
As reported that based on their data, DMU collected P2,242,867.07 from
January to December 2014 while the collection doubled to P5,473,421.56
on January to December 2015.
http://davaotoday.com/main/economy/night-market-still-open-acceptvendors/

Davao employment rate at 95.4% as of October 2015.

http://www.sunstar.com.ph/davao/business/2015/01/30/davao-employment954-october-389436

Davao City is the premier City and hub of Mindanao.It is a "Crown Jewel" of
Mindanao in terms of economic activity. It is the most important economy in
the island and the third most important urban center in the Philippines.
http://www.islandsproperties.com/places/davaocity.htm

Like the rest of the country, Davao City operates on an economic system
that is market-oriented, although pricing mechanisms remain regulated in a
few sectors (particularly on basic commodities) to protect consumers. The
competitiveness of the market has been enhanced through the dismantling
of protection for "infant industries" and the breakdown of industries with
monopolistic or cartel tendencies.

http://www.sunstar.com.ph/davao/local-news/201

Social-cultural
DAVAO CITY A law mandating the segregation of halal food from nonhalal food in the market is underway as the city council here unanimously
approved with finality the said Muslim-friendly ordinance, the measure
was proposed by Councilor Halila Y. Sudagar. The purpose of the ordinance
is to promote, protect, and respect the religious belief, customs and
traditions of our Muslim community in Davao City in their sacred concept of
halal and to ensure the spiritual purity and cleanliness on their food
consumption

18
http://davaotoday.com/main/culture-2/davao-creates-law-segregating-halalfood-in-market/

In 2010, the population of Davao City was 1,449,296. But with the large
number of people working in the city, that population totals between 2 and 4
million during the work week. The population consists of Filipino, Chinese,
Spanish, Japanese, Korean, and Arabic races. The languages spoken there
are Davaoeo, a Cebuano dialect, English and Tagalog.
http://www.thephilippines.com/p/davao-city.html#.VyrdF4R97IU

The culture of the city is a blend of Spanish, Japanese and Chinese

influences. Many of the celebrations in the city are fiestas celebrated with
dance and music. Most of the Chinese live in an area called Chinatown,
and most of the Japanese live in an area called Japantown. Davao has the
largest Japanese population of any of the cities in the Philippines.
http://www.thephilippines.com/p/davao-city.html#.VyrdF4R97IU

Davao is known as a city that is clean and green. Their water is considered
to be one of the best in the world for safety, taste and mineral content
without a need to boil or purify, and there is no smoking in public places. It
is also one of the most inexpensive cities to visit.

BRIEF PROFILE
Land Area:

2,444 km

Population:

1,530,365 (2011)

Barangays:

182

http://www.islandsproperties.com/places/davaocity.htm

19

Technological:

The City Information Technology Center is the frontline office in the adoption
and application of Information and Communication Technology (ICT) and
ensures its utilization in strategic area of government concern thus
supporting all departments and offices in their respective ICT thrusts and
programs.
http://www.davaocity.gov.ph/citc/

Energy crisis in Mindanao particularly in Davao City that result in rotational

brownout due to shortage of energy supply.

According to DOST, Setup is "a nationwide strategy encouraging and

assisting micro, small, and medium enterprises (MSMEs) to adopt
technological innovations to improve their products, services, operations
and increase their productivity and competitiveness."
http://www.sunstar.com.ph/davao/busines/2015/01/11/dosts-sme-programgets-p40m-year-386189

THE Department of Energy (DOE) has awarded service contracts to 22

hyrdroelectric power projects (HEPP) that will be constructed in Davao
Region in the coming years.
http://www.sunstar.com.ph/dava/business/2015/01/02/22-more-hydroprojects-davao-region-okayed-384593

Environmental & Ecological

Mindanao has seen some growing cities like Davao, Cagayan de Oro and
General Santos, but its poor infrastructure and failure to upgrade its raw
material exports would be affected by financial slowdowns in three
continents.

20
http://trendline.dcrworkforce.com/the-philippines-poised-for-growththrough-bpo.html

The terrain in Davao is mostly hilly, becoming flatter as the land slopes
down to the shores on the southeast region. Rain is plentiful with rain
averaging about 200 days out of the year and measuring over 70 inches.
The temperature averages about 78 degrees and does not change much
during the year. About half the land is used for timberland and forest, and
a good portion of the remaining land is used in agriculture, producing
bananas, coffee, coconut and pineapple.
http://www.thephilippines.com/p/davao-city.html#.VyrdF4R97IU

Davao is known as a city that is clean and green. Their water is

considered to be one of the best in the world for safety, taste and mineral
content without a need to boil or purify, and there is no smoking in public
places. It is also one of the most inexpensive cities to visit.
http://www.zamboanga.com/z/index.php?
title=Davao_City_New_January_2015

21
CHAPTER VII
MARKETING OBJECTIVES AND GOALS

Grab-a-brew marketing objectives and goals are:

Marketing Objectives:

To be able to promote and nurture Grab-a-Brew Davao City.

To be able to provide good quality of products and excellent customer

experience

To be recognized as the a benchmark of natural coffee shop

To uplift organic consumerism

To establish an environmental friendly coffee shop

Marketing Goals:

Be the best premium-quality coffees producer.

Establish good relationship to our customers and community.

Maximize company profit while minimizing cost.

Provide excellent customer satisfaction.

22

CHAPTER VIII
MARKETING STRATEGIES
Grab-a-Brew Coffee shall focus on customer acquisition marketing for the first 6
months of operation. Loyalty programs will also launch on the first month of operation
and will continue as long as the business operates. Such programs are presented
below.
Customer Acquisition Programs

Product Launching - this will include motorcade along major thoroughfare

in the city and giving out flyers to bystanders. Radio ads will also air a
month before actual opening date. This can also be used for any upcoming
new products that will be introduced in the market.

Social Media Optimization content marketing program among major

websites such as Facebook, Twitter, Instagram and Foursquare will be
conducted to raise awareness of Grab-a-brew which will promote the
business in the city while spending only time and not much money.

Loyalty Programs

Loyalty Cards this provides a reward system that can either be a free
coffee, merchandise, freebies, and/or product tie-ups to build relationships
from established customers. Merchandising items will include but not limited
to shirts, caps, tumblers, and mugs.

Discount Cards an alternative coupon for customers who doesnt want to

enrol in loyalty card program which will keep customers coming back. This
will hopefully build up psychologically on customers to be loyal as they will
continue to experience excellent service and eventually enrol on loyalty
card.

23
In

attaining

the

fundamental

goal

of

increasing

sales

and

achieving

sustainable competitive advantage the strategy includes all basic, temporary, and
continuing activities in the field of marketing that deals with the analysis of the
strategic initial situation of a company and the formulation, evaluation and selection
of market-oriented strategies and therefore contribute to the goals of the company
and its marketing objectives.
PRODUCT

Maintaining a good quality of our organic coffees through serving

newly brewed coffees without preservatives and artificial flavourings.
Themed coffee cups will be used promote the product which will be
enticing for customers to take photos and upload them on social
media sites.

PRICE

Competitive pricing: all products will be competitively priced relative to

the competition. Pay-day special program will be conducted to attract
customers to visit on pay days where they will have special discounts
or freebies.

PLACE

Accessible within the heart of the city location surrounded by big

establishments. The interior will be dressed monthly to fascinate
customers based on occasions or social events adding up to the cosy
atmosphere of the store.

PROMOTION

Loyalty programs mentioned above will continue as the business

operates. Innovative and timely promotional activities will also be
implemented after gathering sufficient data which will include but not
limited to: product/business tie-ups (free movie ticket on 20 th coffee
purchase), seasonal merchandise (limited edition tumblers or shirts),
and/or referral programs (free-load to customers who invites at least 3
friends to try Grab-a-coffee)

24
CHAPTER IX
PRODUCT AND BRAND MANAGEMENT

Grab-a-brew Coffee offers a variety of natural coffee products but seeks to promote
only one brand in its first year of operation while others will follow as the business
gathers information while operating. Below are the coffee brands and its
corresponding tactics.

Freshly brewed natural coffee

Amongst the coffee products, Grab-a-brew Esprecinno

brand

will

carry the business as its prime best-seller to customers. It is projected to be

leading natural brewed coffee in the entire market as marketing campaigns
will focus on it. Esprecinno is a combination of Espresso and Cappucinno.
Product placement will contain Grab-a-brew Esprecinno across all media.
Every barristas will be required to promote Esprecinno to all customers who
did not order it. Other variety of natural coffee will only be promoted if data
shows that it is severely declining in sales.
Durian blend, Mangosteen blend, White chocolate mocha, Espresso,
Cappuccino, Flat White, and Skinny latte are the other brands available in the
store.

Best-selection of Teas
Grab-a-brew offers teas for naturalist customers who prefer tea over
coffee such as Mint Tea and Chamomile Tea. A study will be conducted in
order to identify if it is necessary to add additional brand but there will be no
marketing plans to push the brands for the first six months of operation.

Ice Cold Drinks

Super Thick Milkshake and Soda brands are also available in the shop
for those customers who seek other refreshments.
Pastries and snacks
Grab-a-brew will sell pastries such as Blueberry cheesecake, Carrot
Cake and Lemon cake are all healthy and natural food to match the coffee but
no hard-selling and marketing plan for such brands.

25
CHAPTER X
PRICING MANAGEMENT
Grab-a-brew will provide an introductory pricing scheme which is very
affordable to customers for the first three weeks of operation around 10% less the
normal pricing schedule. This paper will not present the actual price list of the
products as it requires cost-matching of ingredients plus other overhead costs in
order to remain profitable.
Normal pricing schedule will match targeted competitors which should be a bit
affordable compared to Caf Firenzo and Coffee Cat and a little higher than Java
Jive after considering all costs.
Seasonal discounts will be practiced on less sellable items and/or products
aligned with the corresponding season or event to attract new customers at the same
time retaining all loyalty card holders.
Special Discounts will be implemented in accordance with the law such as
senior citizen discounts and persons-with-disability. Loyalty card holders will also
have a priority discount once availed.
Pricing adjustments will be done regularly to keep tabs on close competitors
to gain competitive adjustments and maintain a profitable business.

26
CHAPTER XI
TARGET MARKET AND POSITIONING
According to the information taken from interviews and research, the target market of
Grab-a-brew Coffee is presented below.

Students/ Young Professionals

The demographics of projected customers belong to the age group of

18-25 years old. The buying behaviour of local young professionals or

yuppies is greatly influenced on social media trends. Through social media
marketing, Grab-a-brew will establish a trend to drink a naturally brewed coffee
inside the cosy, sophisticated, and well-dressed establishment paired with
themed coffee cups worthy of post in their social media accounts. This will
attract more customers at the same time be the top-of-mind choice of coffee
drinkers around the metro.

Females
Most females nowadays are very conscious in their health, fitness,
and shape. Grab-a-brew offers all natural and healthy freshly brewed coffee.
A must-try experience will urge not only feminine but also health conscious
male to buy a brew and be back for more. The sophisticated interior design of
the store will make female stay in the shop to conduct friendly or business
meet-ups, relax, study, or work while enjoying the healthy brew. Other studies
also show that women tend to refer a product to friend over men. Thus,
targeting female coffee enthusiasts will be relevant in being the benchmark of
providing natural coffee experience.

Upper Middle Class

People belonging to this group are most likely junior executives, or
businessman/businesswoman. It is highly probable that loyalty card holders
came from this group. By providing attractive reward system for card
holders, upper middle individuals will enrol to the program who seeks
excellent customer experience which Grab-a-brew provides.

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CHAPTER XII
IMPLEMENTATION AND CONTROL
Grab-a-brew will have the owners or stakeholders, marketing head, social
media marketer, finance head, and operation managers to implement marketing
campaigns. Every marketing plan will strictly observe a process from planning,
budgeting, implementation, and evaluation.
Overall Process
The marketing plan will be spearheaded by either the stakeholders or
marketing head ahead of time. Operation managers can suggest a program with
supporting data gathered from operations. The plan must be approved by the finance
head in order to check cost efficiency of the proposal. The approved proposal will be
explained in detail to the operation manager who further cascades the program to
down to those involve in the plan. Managers will be overlooking the execution of the
program to constantly align any disparity in the implementation versus the plan. The
marketing head will then evaluate the results of the program and provides his/her
recommendation to continue, terminate, or create a new program to the
stakeholders.
Customer Acquisition

Product launching Marketing Head will be responsible for the entire product
launching campaign with the assistance of outsourced 3 rd party personnel to
do the radio ad, motorcade and product placements. The program will be
implemented on opening day and maybe repeated if a new product will be

launch to the market.

Social Media Optimization Social Media Marketer will consult approval from
stakeholders before uploading any content online. It is ideal to start
advertising on social media sites before the actual start of operations to
promote ahead.

Loyalty Program

Loyalty and discount program Marketing Head will be responsible for

sourcing 3rd party providers of merchandising materials such as shirts,
tumblers, caps, cards, and coupons. Program will be active as long as the
business operates.

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Pricing
Finance head will work hand-in-hand with stakeholders regarding any
appropriate changes in prices of products to ensure profit after all costs.

CHAPTER XIII
CONCLUSION

Grab-a-brew is expected to have difficulties penetrating the market in the first

three months of operation but all risks will be reduced by successful implementation
of marketing programs making the shop the top-of-mind choice of brewed coffee.
Themed or seasonal designed cups of Grab-a-brew Esprecinno will be all over social
media posts that will raise the level of product awareness resulting to increasing
sales making Grab-a-brew the number one provider fresh, natural, and healthy
brewed coffee in the metro in just six months. Competitors will follow Grabs trend of
dressing up the store every month but Grab-a-brew will remain on top due to
exquisite customer experience provided in their every single visit of customers.
Davaoeos thirst for Grab-a-brew Esprecinno will significantly increase.

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REFERENCES AND INDECES