IVC

Marketing
Research
Objective: Assessed the IVC cart located in Building A, Level
1 by creating survey questions and conducting research on
personal experience, customers, management, employees,
and H.I.S in order to develop marketing strategies and
enhance overall business sales.

Table Of Contents
1. Objective 
2. Methodology 
3. Personal Experience 
4. Findings & Limitations 
       a. Island Vintage Coffee Cart 
       b. Island Vintage Coffee Shop 
       c. Store Manager 
       d. H.I.S 
5. Conclusions 
6.  Marketing Strategies
       a. IVC Coffee Cart
       b. IVC Store Partnerships
       c. RHC Marketing
       d. RHC Social Media Marketing
       e. H.I.S Partnerships
7. Appendices 
 Objective

Assessed the IVC cart located in Building A, Level 1 by creating survey questions and conducting
research on personal experience, customers, management, employees, and H.I.S in order to develop
marketing strategies and enhance overall business sales.

Methodology

Created survey questions tailored towards customers, management, employees, and H.I.S in
order to gain knowledge on both the current and future vision of the IVC cart. During work hours I went on
site and asked participants to fill out a survey form. Following with in person follow up questions based on
their answers. In thanking their time, I provided them with cookies sponsored by Honolulu Cookie
Company.

Personal Experience

Secret Shop Experience (Cart)​:

● Purchased a drink after work at 3:30pm on February 9th
○ Environment ​- In between an empty store and a store that is under construction. I also
noticed it is in the same building as Starbucks. No catching welcome signage. There is a
random faucet which I find unappealing but I understand it is for cleanliness.
● Associate made eye contact with me as I was approaching the cart and greeted me with a “Hello.
What can I get for you today?”
○ Menu ​- Noticed only three items (1) Cold Brew, (2) Nitro Brew, (3) Kona Drip on a
laminated piece of paper.
● I asked if this is all that they offer here and she said yes. Asked what the best selling drink was
and she said, “Our Cold Brew.”
○ Customer Service​ - Very basic experience overall. Not horrible but nothing special either.
Same goes for the cart itself.
● Ended up purchasing a cold brew. She offered me a straw, napkin, stirring stick, and sugar.
○ Product ​- Drink itself was amazing! Definitely holds up to the IVC name.
Other Visits​:
○ Saw employee talking on their phone
○ Saw employee designing a water bottle with a sharpie
 Findings & Limitations

Island Vintage Coffee Cart RQ’s

Cart Employees​:​ Interviewed 2

1. How do you feel about your IVC cart location in Building A?
2. When are your peak hours?
3. What do you think are the best selling drinks?
4. What are the challenges in selling?
5. What sets you apart from the actual IVC store?

Cart Customers​: ​Interviewed 0 (See limitations)

1. How was your overall experience today at the IVC cart?
2. What are the strengths of the IVC cart?
a. Location:
b. Menu:
c. Customer Service:
3. What are the weaknesses of the IVC cart?
a. Location:
b. Menu:
c. Customer Service:
4. What are some ideas you would suggest to improve the IVC cart?

Findings
● Employee claims the coffee pot gets cold when it should be hot.
● Employee claims there are no peak hours and it is always slow because it is in a slow area.

Limitations​: Throughout this entire month I have not seen one single person purchase a drink at the
Coffee Cart thus limiting my ability to interview any Cart Customers. Due to inability to retrieve cart
customer feedback I created questions for store customers tailored towards the cart.
Island Vintage Coffee Store RQ’s

IVC Store Employees: ​ Interviewed 4

1. How do you feel about the IVC cart located in Building A?
2. When are your peak hours?
3. What do you think are the best selling drinks?
4. Working for IVC, what ideas do you have to better promote the IVC cart? Especially during long
line hours?

IVC Store Customers:​ Interviewed 13

1. How was your overall experience today at IVC?
a. Location:
b. Menu:
c. Customer Service:
2. Have you ever visited the IVC cart in building A or pass it by? (Refer to ​YES/NO​)
YES​:
1. What makes you choose to go here instead? How about when the line is long?
2. What are the differences in experiences between here and there?
3. What changes would you like to see at the IVC cart that would make you want to visit more often?
NO​:
1. How do you feel knowing there is an IVC coffee cart on site?
2. Would you plan on purchasing a drink there now that you know about it?
3. What would you like to see the IVC cart offer that would make you want to visit?

Findings​:
● Employee claims It’s good that we have an IVC cart but knows its not selling good.
● Employee said since It’s not selling good we should drive the cart around the area and sell coffee
to our customers.
● Customer claims it’s good to have the cart because it’s convenient when you’re in a rush.
● Customer claims the cart should sell frappes, smoothies, sugar free drinks, acai bowls, drinks out
of coconuts, and etc
● Customers says It’s good to know the cart is an option. It is something to look out for in our next
walk and outing.
● Out of all 14 store customers I interviewed, not a single person knew about the Cart in Building A.

Limitations​: Always could interview more people. However I ran out of Honolulu Cookies at this point to
give out.
Store Manager RQ’s (Resource)

IVC Manager​: ​Roger Tanabe

1. When are your IVC store and cart hours?
2. When are your IVC store and cart peak hours?
3. How many transactions do you average on a daily basis?
4. What is the amount of sales you need to make profit?
5. What are your international customer stats, versus mainland and locals.
6. What do your sales look like between 7-10am versus 10-4pm.
7. What are your best selling drinks?
8. What opportunities do you have for new drinks, food, or snacks in the future?
9. What do you believe are the weaknesses for the IVC cart?
a. Location:
b. Menu:
c. Customer Service:
10. What do you believe are the strengths for the IVC cart?
a. Location:
b. Menu:
c. Customer Service:
11. What opportunities and marketing strategies do you have in mind to enhance the IVC cart sales
(Promotions, giveaways, special drinks)?
12. Would you be willing to do social media partnerships?
13. If we worked together on this what are the top three outcomes you’d like to see?

Findings​:
● Store 2,000 transactions, 3,000 with IVC Shaved, and 10-15 Coffee Cart transactions if lucky
● Sales CONFIDENTIAL
● 80% of customers are international (Japanese, Korean, Australian)
● 20% of customers are local or mainlanders
● 40% of business sales happen in the morning and 60% the rest of the day
● Attempted to start the Cart at 7am but there was 0 customers (Attempted 2 weeks)
----- Personal
● “Every month we try out new things. Our most recent would be our Spiced Chai and Curry
Chicken Sandwich. Now that the bar is opening up we’re currently in the planning stages of
expanding our food and drink menu”
● “Nobody goes there. It’s hidden, people won’t go on the other side of the crosswalk, and people
can’t see it because the sign is blocking. If it was near the H.I.S line in Building B then maybe
people would go to it.”
● “Our associates don’t like working there. They can’t even read or text. It’s like going to jail and
doing nothing.”
● “I would not do any giveaways or promotions since we’re losing money having the cart already.
We wanted to do a special sugar cane drink but the cart would have to go through a long health
inspection process and it’s not worth it.”
● “If we had to pay rent to have that cart I would immediately tell our boss to stop it.”
● “It’s a hassle to take a cart from the second floor all the way down to the first floor every morning.
The bike is going to wear and tear.”
Hawaii Travel Deals RQ’s

H.I.S Employees: ​Interviewed 2 (1 Employee, 1 Manager)

1. How do you feel about the IVC Cart located across the street?
2. Have you ever purchased a drink there? If so, how was your experience?
3. How often do you see H.I.S customers purchasing a drink from the cart during one shift?
4. What are some ideas you would suggest to improve the IVC cart and engage the H.I.S customers
to go there?
5. Do you believe H.I.S would be willing to do partnerships to promote the IVC cart?

H.I.S Customers​:​ Interviewed 0 (See limitations)

1. What are your favorite coffee flavored drinks?
2. Are there any special coffee drinks that you have back home that are not here in Hawaii?
3. How do you feel knowing there is an IVC coffee cart across the street?
4. Would you plan on purchasing a drink there now that you know about it?
5. What are some ideas you would suggest to improve the IVC cart?

Findings​:
● Employee says they have a strict policy with food and drinks on the trolley. They ask them to
throw it away before entering.
● Employee says to make the prices cheaper or offer a discount coupon
● Employee says it’s a good idea but hard to find because its hidden with the construction.

Limitations​: Was unable to interview any H.I.S customers due to a language barrier I had with each one.
Also could not interview H.I.S employees due to internet due to time constraint.
 Conclusions

Important Quotes
Customers
● “IVC cart is very convenient when you’re in a rush.”
● “IVC cart should offer frappes, smoothies, sugar free drinks, acai bowls, drinks out of coconuts,
flat white coffee.”
● “It’s good to know that the IVC cart is available as an option. It is something to look out for in our
next walk and outing.”
Employees
● “The coffee gets cold when it should be hot.”
● “There is no peak hours because it is slow in a slow area.”
● “It’s good that we have an IVC cart but I don’t think it’s selling good.”
● “Since it’s not selling good, I think we should drive the cart around the area and sell coffee to our
customers.”
Manager
● “Every month we try out new things. Our most recent would be our Spiced Chai and Curry
Chicken Sandwich. Now that the bar is opening up we’re currently in the planning stages of
expanding our food and drink menu”
● “Nobody goes there. It’s hidden, people won’t go on the other side of the crosswalk, and people
can’t see it because the sign is blocking. If it was near the H.I.S line in Building B then maybe
people would go to it.”
● “Our associates don’t like working there. They can’t even read or text. It’s like going to jail and
doing nothing.”
● “I would not do any giveaways or promotions since we’re losing money having the cart already.
We wanted to do a special sugar cane drink but the cart would have to go through a long health
inspection process and it’s not worth it.”
● “If we had to pay rent to have that cart I would immediately tell our boss to stop it.”
● “It’s a hassle to take a cart from the second floor all the way down to the first floor every morning.
The bike is going to wear and tear.”
H.I.S
● “We have a strict policy with food and drinks on our trolley. We ask them to throw it away before
entering”
● “Maybe make the prices cheaper at the cart or a discount coupon”
● “It’s a good idea but hard to find because its hidden with the construction”

Personal Conclusion
Based on my personal experience with interviewing customers, employees, H.I.S, and the
manager I am happy to say there are so many possible areas of growth! Whether it be the environment,
the drink options, the customers service, and etc - ideas are limitless! Although most of the employees
seem to agree that the IVC Cart business is very slow, whenever I’d mention it to IVC store customers
they seem to be really delighted about it! With that said, I present to you creative marketing strategies that
include which 4 P’s are targeted to enhance business sales.

4 P’s Marketing: ​Product, Price, Place, Promotion

 Marketing Strategies

IVC Coffee Cart:

1. Mobile Coffee Cart​ - It would be fun to see a mobile coffee cart bike venture around RHC with
an energetic associate. This can be a very interactive way to offer coffee to visitors throughout all
three buildings. ​(Product, Place)
2. IVC Coffee Truck​ - Someone suggested a coffee truck would be more appealing and can offer
more items, especially if located on the main street of Kalakaua Ave. ​(Product, Place)
3. Store Hours ​- It only makes sense to have the IVC cart available during hours when coffee is
mainly consumed so between 7am-4pm. ​(Product, Place)
4. Im’brew’vements Cup​ / ​Esperesso Your Opinons ​- Have a small cup where customers are
able to share their thoughts and ideas. ​(Product)
5. Thanks A Latte Coupon​ - Create mini coupons that say “.50 cents off your next drink” or “Free
special milk substitution (Ex: Almond).” Creating ongoing loyalty customers (One per
transaction/customer). ​(Product, Price, Promotion)
6. Special Cart Drinks​ - Offer special drinks that you can only purchase at the IVC cart versus the
actual store (​Note: Health Inspections​). Customers suggested to have sugar free drink options or
frappes. ​(Product, Promotion)
7. Brewtiful Mornings​ - If cart hours are to change from 7am, there can be a special where you
can get an extra 10% off of your drink if your purchase in the early morning. Hence the start of a
beautiful morning for customers. (Alternative: Non peak hours to promote more sales during slow
times) ​(Product, Place, Price, Promotion)
8. Food To Go ​- Offer specialty snacks that are consumable on the go. ​(Product, Place)
9. IVC Stamp Cart ​- Generate loyalty customers by providing a buy 8 drinks get 1 free drink stamp
that is only applicable to the IVC cart. ​(Product, Promotion, Price, Place)

IVC Store Partnerships:

1. The Island Vintage Experience Pass​ - Experience the top three menu items of your choice from
different Island Vintage locations only at Royal Hawaiian Center for a total price of Ex: $50. Can
also come with a special RHC logo products. (Ex: Island Latte at the IVC Cart, Fresh Ahi Poke at
the IVC Store, Wine at Island Vintage Wine Bar, and Shaved Ice at Island Vintage Shaved Ice).
(Product, Promotion, Price, Place)
2. Entrance Posters ​- Put up posters in the entrance of IVC that shows the location of the cart with
a header saying, “Long line why not try our other location…” ​(Product, Place, Promotion)
3. Coffee Sleeves​ - Create special coffee sleeves at the IVC store that say “Why not try our other
location?” ​(Product, Place, Promotion)
 4. Thanks A Latte Receipts (IVC Store)​ - Buy a drink at the IVC store. Same day receipts can be
shown at the coffee cart to get a discount on their next drink or free upgrade (Applies same day
only). ​(Product, Place, Price Promotion)

RHC Marketing:
1. Lollipop Signage​ - Creatively utilize lollipop signages to promote the IVC coffee cart. Specifically
the one across the street that gets crowded by the H.I.S line and the one near the IVC store.
(Product, Place, Promotion)
2. Accessibility ​- Place IVC cart next to the ABC store so customers inevitably pass it more
frequently. Note that there is a Starbucks located in Building A, an IVC store right at Building C,
so having one in Building B would be perfect. ​(Product, Place, Promotion)
3. R Magazine Page​ - Dedicate one page on the next Q R magazine to promote the cart! You could
utilize interview quotes from the employees to gain vocal perspectives. ​(Product, Place, Promotion,
Price)
4. Coffee Seats ​- It would be nice to have designed seating inspired by the look of IVC for
customers nearby. ​(Product, Place)
5. Coffee With Purchase ​- Like our Gift With Purchase, guests could spend X amount at our
Center to receive a free drink coupon to redeem at Helumoa Guest Services. ​(Product, Place,
Promotion, Promotion)
6. Royal Kids Zone​ - Create a playground for kids to play in at Royal Hawaiian Center near the
coffee cart. ​(Product, Place)
7. Charging Stations​ - Place charging stations and seats for laptop and phone users to utilize near
the coffee cart. ​(Product, Place)

RHC Social Media Marketing:

1. Yelp Check Ins​ - Check into the IVC coffee cart on Yelp to receive 10% off your drink. Write a
review and receive 20%. Take a picture to go along with your review and receive 25%. ​(Product,
Place, Price, Promotion)
2. Insta Stories​ - Offer users free size upgrades when mentioning @royalhawaiiancenter and
@islandvintage coffee on their story. ​(Product, Place, Price, Promotion)
3. @Islandvintagecoffee​ - Promote all actions on this account to reach out to loyal IVC followers.
4. IVC Cart Gift Card Giveaway Contest (Example Names) ​(Product, Place, Price, Promotion)
1. Espresso Your Self ​(Ongoing Example)
i. Description: Promote IVC cart and location on picture.
ii. Like this photo
iii. Follow @islandvintagecoffee and @royalhawaiiancenter
iv. Comment below and express your love for coffee
v. 1 Friend Tag = 1 Entry (Unlimited)
vi. Report = 3 Entries
2. Cup Of Happbeaness​ (Ongoing Example)
 i. Description: Promote IVC cart and location on picture.
ii. Like this photo
iii. Follow @islandvintagecoffee and @royalhawaiiancenter
iv. Comment below your favorite coffee drink or a drink you want to see IVC sell
v. 1 Friend Tag = 1 Entry
vi. Repost = 3 Entries
3. Procaffenating​ (Ongoing) - Develop and Instagram contest to reach out to college
student demographics
4. It’s Coffeeing Season ​(Ongoing) - Develop an Instagram contest for the month of
December
5. Livin La Vida Mocha​ (Ongoing) - Develop an Instagram partnership contest for the
month of May in honor of Cinco De Mayo .

H.I.S Partnerships
1. Coffee Break​ ​Announcements ​- Recurring announcements about the IVC coffee cart from the
H.I.S staff, since people wait 1-15 minutes in line. ​(Product, Place, Promotion)
2. Trolley Signage ​- Create signage on the Trolley’s itself “Waiting in line? Why not purchase a
coffee across the street” ​(Product, Place, Promotion)

Appendices
Survey Forms (See Folder)