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--Foreign Trade Univerrsity--

Kupíd Café
Makerting plan
Group

Mai Thùy Dung

Phan Thị Việt Hà

Nguyễn Thị Thu Hằng

Nguyễn Quỳnh Loan

Lê Thị Thu Trang


List of content

0. Executive Summary…………………………………………………………….page 2
1 Introduction……………………………………………………………...………page 3
1.1. Current Situation
1.2. Interpretation and limitation
1.3. Problem Formulation
2. General Market Conditions……………………………………………………page 3
2.1. Macro condition
2.2. Other conditions
3. Demand Conditions……………………………………………………….…..page 6
3.1. Customer’s demand
3.2. Segmentation
4. Competition……………………………………………………………………page 9
4.1. Present competitors
4.2. Potential competitors
4.3. Substituting products
5. Evaluation………………………………………………………………….….page 11
SWOT-analysis
6. Objectives……………………………………………………………...............page 12
6.1. Marketing objectives
6.2. Financial objectives
7. Strategies .........................................................................................................page 12
7.1. Market strategies
7.2. Competition strategies
7.3. Competitive position
7.4. Product life cycle
7.5. Target teams
8. Marketing Programming……………………………………….…………….page 14
8.1. Product
8.2. Price
8.3. Distribution
8.4. Communication
9. Budgeting…………………………………………………………….………page 16
10. Time Scheduling……………………………………………….…………….page 21
11. Organization of marketing activities…………………………………….…..page 22
12. Control……………………………………………………………………….page 23
13. Competitors reactions………………………………………………..………page 24
14. Uncertainties with the marketing plan……………………………………….page 25

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“Analytical framework for a standard market analysis and marketing plan for Kupi’d café in
Hanoi.

0. Executive Summary
We want to open a café and are consider a business form that can meet the consumers’ demand
and can contribute to the society. Deriving from the real demand of the market that young people
now are so busy with their work and the average age of getting marriage is also older, we think
of an idea named “Kupid Café”. Kupid café is not as simply as a space for happy families and
close friends relaxing, but also a place for love matching.
Love is very important to everyone, in any age. A family is also irreplaceable. According to the
announcement of The ministry of Culture, sports and tourism and Unicef, the average age of
marriage in Vietnam has been increasing with both males and females, which of males has
increased 2.9 years; 2.2 years with females. One of the main reasons is most of people’s time
spending on their career so they do not have much time for their private life. Besides, the
proportion of people getting divorced is increasing. Finding love of these seems to be difficult.
Thus, our target segments are: youths (aged 18-22), young working people (aged 23-34) and the
customers who are nearly middle aged but haven’t found love or have got divorced.
In the meantime, the model like “kupid café” doesn’t still appear in Ha Noi, we are the first, so
we can make easy access to our customers and build a good image of our café in customers. We
can easily to make our café become a strong brand “ kupid café” with a special service
“ matching”.
Besides, we must meet the demand of going to café with normal purposes: gathering to chat, talk,
reading, relaxing, working with wifi, etc.
In the future, we want to combine all demands together. People spend time with “ kupid café” as
their habit. “ kupid café” will become a bridge to connect people together. We hope that we can
become the place reserving the memories of couples.
We target the customers from upper middles class and higher classes. Our price will be equal and
a bit higher than the average price of the market. The price of a drink will vary from 20,000 to
80,000VND.
Our revenue in the first year is estimated to be more than 900 million VND. We spend more than
6000 USD for marketing, equal to 120,000,000 VND. Our promotion mix:
- Advertising: on websites, forums, newspapers, etc. Our purpose is to make a hit, then the main
TV channels and newspaper will pay attention to us and talk about us because we are totally new
and we can attract so much consumers’ attention.
- Sales promotion: we apply discounts on special days, like the opening day, 14/2, 8/3 or 30/10.
We also try to add new product choices every 2 weeks.
- Public relations: occasionally, we sponsor soft drinks for some events. Moreover, we show off
in newspapers and on TV regularly. We also update our forum and websites with interesting
content.

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- Direct marketing: we try to take care of our targeted customers carefully on our websites and
forums, sending birthday wishes.
We are launching the café in February 2011 and will reach the break-even point in August 2011.
The primary financial object is to achieve first year sales of average 100 customers/day and first
year profit of 700 million Vietnamese Dong.

1. Introduction
1.1. Current Situation:
We are the newly founded company to enter the café market. We have thought of the need of a
group of customers about looking for a lover. The customers targeted are youths (aged 18-22),
young working people (aged 23-34) and the customers who are nearly middle aged but haven’t
found love or have got divorced.
About our competitors, in Hanoi, there are many cafés are very famous and they did create their
own brands such as ; café Lâm, café Đinh, Le petit café, Maxx café, max space café, highlands
coffee,etc. Our café is located
1.2. Interpretation and limitation:
Our limitation is that we lack experiences and this is also a brand new area.
1.3.Problem Formulation:
We are the first in this area and founding a matching café may cause some misunderstanding in
consumers’ thoughts. They may think that our main action is just matching couples and others
such as friends, family members will not come. Or may be they think we are same as a marriage
agency.
Besides, when our business is progressing well, others may open the same services like us.
2. General Market Conditions
2.1.Macro economic factors
Viet Nam is considered as one of the countries recognize recognized as “the safe distinction”,
because of the stable politic system ; Viet Nam is on the way to integrate the international
economies. Having the stability of politics creates good conditions to make economic
development. Vietnamese economy has grown quickly by an average rate over 7% in the past
10 years ( source: Ministry of Finance). Not only the growth rate is high, but the quality also is
affirmed. this yearly growth increasing helps the living standards in Ha Noi, Ho Chi Minh city,
Da Nang, and etc improve greatly. This will give us a favorable opportunity to start our
business.

Population Ha Noi Ho Chi Minh city The whole country

2007 3.4 6.83 85

2008 6.23 6.91 85.4

3
2009 6.45 7.16 85.86

( unit : mil people)

Statistics on average income in Viet Nam recently :


Year GDP according to GDP per person Increasing rate
exchange rate ( bil ( USD)
USD )

2007 71.4 823 8.5%

2008 89.83 1024 6.2%

2009 92.84 1040 5.3%

Income increasing means buying power rising. With regard to Ha Noi, the average economic
growth rate always stay at the level over 10 % per year, the population quality is increased
considerably periodically. Average income is over 1400 USD/person/year. The labor population
is raised yearly. This is ideal environment for developing service industry.
Some data on population in Viet Nam recently
Besides, the ages from 15 to 60 account for the large proposition in the population in Viet Nam.
Therefore, there are more people coming to café nowadays

THE PROPOTIONS OF AGE GROUPS IN THE


POPULATION IN 2007

9% 0-14
26%

15-59

60+
65%

In addition, the pressure of working, the aim to fly high with career & the lack of
time push people not to have enough time to find their own love. According to some surveys,
age marriage in Vietnam tends to rise. In 1989, the average marriage age for men is 24, 5 and
women is 23.2, but by 1999 this figure had increased respectively 25, 5 and 24. In 2002, the
marriage age is 28.86 for men and women are 24.74 ..

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2.2.Other conditions
a) Our café
Our mission : “ kupic café “- where love begins
We will try our best to satisfy our customers .
We will serve you many kind of unique drinks, such as: Italian cappuchino coffee,
the bbq pudding, fried rolls, cocktail, fruit juice,etc. You will have good
impression on these drinks with good display and forgettable flavor.
In addition, we also offer you many surprising services such as: free wifi, reading
books, romance music, matching and meeting , love notes and memory, love
souvenirs,etc
Our waiters, waitress , makers and manager are very friendly, helpful and always
smile. We will create an atmosphere as warmth, with a message: coming “ kupic
café means making yourself at home”.
b) Materials
- The sources of coffee are direct from Buon Ma Thuoc to assure the pureness
of coffee flavor and reduce the costs of materials.
- Viet nam is a tropical countries, fruits and vegetables are available all around
the year. This will provide us the fresh and cheap materials. We also co-
operate with some suppliers of eggs, beef, port, bread,etc, so that we will be
willing to serve you any kinds of drinks or food.
c) Customers
Target customers are people from 18 to 35, they may be students, white collars,
businessmen and businesswomen. They all are always busy, but they are used to
spending some hours at coffee houses.
We also divided clearly customers into 2 groups:
- Group1: people coming to our café to take drinks, enjoy environment and
atmosphere. They want a place to reading, thinking and talking. Besides, our
café is the place for people chatting together, talking to each other. They
don’t pay attention to our “ matching service”.
- Group 2: people coming to our café as usual, then they take notice of our”
matching service”, they contact with us, and we will help them. We will try to
“match” with someone, we hope they will become one couple and so on
With these targeting customers, we feel sure that our café will be successful.
d) Competitors
Nowadays, there are many coffee houses and coffee shops appearing in Ha Noi.
According to our research, over 2000 cafés in Ha Noi without regarding of the
scales and styles. Many cafés are very famous and create their own brands such
as ; café Lâm, café Đinh, Le petit café, Maxx café, max space café, highlands
coffee,etc. Nearby area of Ho Tay and Ho Guom are crowded with many famous
cafés. “ Kupid café” is near Ho Tay with a beautiful view. This means we have
to change continuosly , so that “ kupid café” will stand out in Ha Noi.

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3. Demand Conditions
3.1.Customer’s demand
Nowadays, the development of information technology encourages people to
connect all around the world. The popularity of using internet and the cost of phone
call are becoming cheaper, easier and more convenient. Therefore, we can make
more friends and build many relationships through internet with the help of
facebook, blogs, yahoo messenger, forums,etc. However, some people still have
prejudice against this imaginary world and network. They aren’t satisfied with this
way to network, and this is hard to trust in. On the other hand, people are afraid of
making friends through internet. Therefore, we will make they change their mind, by
providing “ matching service” to let people connect together. They can make friends,
find your sweetheart, and build your relationships. You come to our café and register
to join our forum, making friends, and meeting each other at our café . We will give
you ideal space to have a heart-to-heart talk with someone. Our hope is that “ kupid
café” – where love begin.
In the meantime, the model like “kupid café” doesn’t still appear in Ha Noi, we are
the first, so we can make easy access to our customers and build a good image of our
café in customers. We can easily to make our café become a strong brand “ kupid
café” with a special service “ matching”.
Besides, we must meet the demand of going to café with normal purposes :
gathering to chat, talk, reading, relaxing, working with wifi,etc.
In the future, we want to combine all demands together. People spend time with
“ kupid café” as their habit. “ kupid café” will become a bridge to connect people
together. We hope that we can become the place reserving the memories of couples.
3.2.Segmentation
a) Objective customers
Basis on the purpose of establishing business : café with drinks and “matching”, like
the survey we have carried on 450 people at the different ages, our objective
customers are divided into 2 groups:
- Customers coming to café relax: reading, chatting, talking, working,
sufting,etc. they don’t pay attention to “ matching services”.
- Customers coming to café want to have “ matching service”
b) Statistics data
- Customers at the ages from 22 to 35
According to population statistics, population of Ha Noi ( covering areas
before merging ) is 3,289,300 ( until 7/1/2007). The population from 22 to
35 of Ha Noi is estimated 948,565 people until 2010 ( source:
http://www.hanoi.gov.vn).
A survey is conducted on the small scale: customers from 20 to 45
+ Date : 9/11/2010-9/18/2010
+ questionnaire
+Instruments: online survey ( http://www.surveymonkey.com), survey at
offices, university
+ Purpose: to know reactions of customers about ‘ kupid café”, especially
objective customers from 22 to 35
+ the quanity of questionnaires : 525
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16 people under 18
153 people from18 to 21
329 people from 22 to 35
27 people from 36 to 45
None over 45
Thanks to survey, the rate of people from 22 to 35 enjoy drinking coffee is
68%

41% : people from 22 to 35 are asked how often do you go to café : 1-5 time
a month

9%
18% 32%
< 1 time/month
1 - 5 times/month
5 - 10 times/month
>10 times/month
41%

60% people prefer going to café at night, 21% at afternoon , the rest at noon.
What time do you usually go to café ?
15% 4%

60% Morning
Noon
A fternoon
21% Night

35% people from 22 to 35 show their interest in “ matching service “


Do you want to have our “ matching service”?

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4% 14% Absolutedly not
35% interested
8%
Not interested

Interested
39%

57% people show their interest in “ kupid café “ : drinking+ matching.

13% 4% 6%
Never come
20%
Don't come
Hesitate to come
Intend to come
Want to come
57%

58% people like our location near Hoan Kiem Lake.


What do you think about our location near Hoan Kiem Lake?
2% 5%
18% 17% Absolutely not
interested
Don't like

Normal

58%

According to the below data, we can draw some conclusions about our
objective customers:
- Young and active people
- Working and having stable income
- Busy
- Having habit to drink coffee
- Show interest in silent and peaceful space
 Our segmentations of objective customers are rather suitable. This is a
potential market.
3.3.Buying behavior
3.3.1. Consumption pattern
Thanks to the higher income, people have a better living standard. This leads to
higher requirement of a coffee shop. It is not just a place where people order

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something to drink or eat as its model in the past. Many managers understand this
trend and try to change their coffee shop. They supply their customers with high
quality service as wifi, good view, good meals, ect. But none of coffee shop in
Vietnam supply a matching service- a bridge that will help you to make friends or
even make couples. We are the pioneer.
3.3.2. Buying Centre
If the customers want, we also hold parties or some events. It depends on the
requirements, we will have some special activities, games or menu. Because we
are also hiring the freelances, don’t worry about the lack of idea.
3.3.3. Decision process
People who are so busy or have some trouble that do not have their halves or need
someone to share feeling recognize their problems and go to the decision to
seeking who they want. Aparting from these, others also feel uninterested in other
coffee shop because they are nearly the same, there is no attractive difference.
They begin to find an entirely extraordinary place. They may see some
information about our café by internet, tv, radio or even word of mouth.
Kupid Coffee is the only one in Viet Nam brings customers special service so it
will attract many people. They may come because they are curious. Others may
come to find a new relationship with lower price than marriage guidance
counselors. The rest may come to have a place to relax in a fresh atmosphere with
sweet melody.
With purpose to give customer highest quality, we also supply after-sale service.
For more information about this interesting part, please visit marketing strategy
part.
3.3.4. Buying criteria
We publicize all of our service and menu on the website so people can easily
access and get information they need. Besides, customer can contact us by hotline
number from 8 a.m to 11p.m.
3.3.5. Buying habit
Firstly, there will be some discounts on the opening. Our café will operate
on February, 2011, so we are going to hold a special event on this month.
This is a chance to make attention. We also use TV and internet as the
efficient way to introduce our shop. We welcome the new by discounts
and keep the loyal customers by after-sale service that will be indicate
more specific on the next chapter.

4. Competition
4.1. Present competitors: Status of primary competitors
- Today in Hanoi, there are around 200 coffeehouses that use theme to make particular style
themselves. Moreover, theme love is even limited in just under 5 coffeehouses.

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- In fact, there is no official website to evaluate, make rank of coffeehouses in Hanoi. The
information, impact degree of these coffeehouses comes from the personal experiences.
- We define the primary competitors of “kupid café ” are coffeehouses that are located nearby
“Kupid café ”, they seem to be successful with crowed of people and the information of them is
quite popular toward youth.
Here is a table show the comparison between strengthen and weakness of “Kupid café ” and 4
primary competitors

strength weakness

Highland coffee - Unique and polite style - High prices


suits to white collars. - Style only fits with
- Near opera- house and working, meetiing co-
vast space workers, not
- Outdoor coffee and entertaining
office meal - Some bad effect on
- Famous brand brand recently

Beauty 25 Ly Thuong Kiet - Modern and classic - Privacy


styles are combined - The amount of seats is
- Office lunch not large : 50-70
- Enthusiatic and full
staff
- Average prices

Old street 195 Hang Bong - Familiar style - Not create the
- Spacious necessary privacy and
- The amount of seats is silence
large - The parking room is
- Average prices limited
- Many people come
here

Ciao 2 Hang Bai - Strange, unique , - Not privacy


polite style and - Slightly high prices
arrangements
- Good location with
beautifull view

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- Silent space
- Drinks and foods are
good
- Famous brand
( franchising)

4.2 Potential competitors


- The potential competitor of “Kupid café ” :coffeehouses that become a copy of “kupid café ” ‘s
model.
 solutions:
+build the brand name successfully, with many branchs that work effectively.
+ improve more and more the quality of products and services of “kupid café ”
+ build the strong relationship with customers, in the future co-operate with matchmaking
centers
4.3 Substituting products
-fast food
-other drink
-service organize anniversary for couples
5. Evaluation
5.1. Swot-analysis

5.1.1. Opporturnites
- The demand of drinking coffee of people from 18 to 40 years old is larger and
larger.
- The proportion of age to get maried lately in Vietnam is more and more increased.
It means the service matching will have the large potential.
- In diffirence with others, “kupid café ” has private room for themselves.
- Regular events are interesting activities, game for couple
- The board of directors are quite young, have experience in marketing to public
society, so this model will soon meet young segmentation.
5.1.2. Threats
- New coffeehouse will be built with the new style, special architecture that to be
more mordern and different.
- It’s quite easy to make a copy of “Kupid café ” ‘s model.
- The marketplace of coffeehouses is quite large, nowadays there are around 2000
coffeehouses in Hanoi, many of them are located around Hoankiem lake.
- Take a number of costs to endorsement by inviting hot-teens in Hanoi

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5.1.3. Strong sides
- The house for “Kupid café ” is not rented, has ability to be stay a long time.
- “Kupid café ” is the unique coffeehouse support service matching people in Hanoi.
This service has a large potential in Vietnam, and it will attract more and more youth
and older people.
- The price is competitive and suitable for the chosen segmentation.
- Have a full,methodiacal marketing strategies at the beginning.
- Receive own capital from family
- Be easy to co-operate with many matchmaking centers
5.1.4. Weak sides
- The intial capital is quite big.
- It’s the first time the board directors apply for business.
- It’s the first time the matching service supported in Hanoi, there will have more risk
than usual.
6. Objectives:
6.1. Marketing objectives:
- In this year, the proportion of people living in Hanoi know about our brand is 10%.
6.2. Financial objectives
- Reach the break-even point by August 2011. The primary financial object is to
achieve first year sales of average 100 customers/day and first year profit of 700
million Vietnamese Dong.
7. Strategies:
7.1. Market strategies:
We provide the free matching service paralleling to our product and service.
Customers have 2 options: going to our café’ and seek by themselves, or going to our
café and log in our internet matching system with their identity card. Besides, we do
integrated promotion strategies with strong public relations and tight relationships
with our targeted customers.
7.2. Competition strategies:
We have the advantage that we are the first and we build a really different and
special style. We improve our effectiveness, diversify our products and ways of
serving customers. Besides, we try our best to create as much value for customers as
possible, focusing on what they really need, and build a strong relationship with our
customers. That will make us differentiate from our competitors.
7.3. Product life cycle:

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Usually, the product life cycle is formed like this. We also count this point in our
marketing strategy.

Our development stage last until our first launch in this November. During this
period, we gain no profit and also have to spend money in R&D and also the setting-
up cost.
The introduction stage lasts form February 2011 to March 2011. In this stage, we
will spend a lot on promoting products. The customers knowing about our products
will be increasing and they will come to try our products. Our sales profit will
increase, but we still haven’t reached the break-even point.
The growth stage lasts from March 2011 to August 2011. More and more customers
know about and go to our café’ regularly. They have understood our value and
enjoyed it. The sales grow rapidly. We have gained profit and the profit is increasing
to the highest point.
The Maturity stage starts from August 2011, when we have made a huge influence
on the public. Almost everyone knows about our café’ and we have gain customers’
belief. They talk about our services to the others. Almost of the single and the
matched admire our services and come regularly. The sales reach the peak, but the
profit seems to decrease slightly. The reason is we will spend a lot in modifying the
product and services and the marketing mix. Also, there will be some competitors
that provide the similar services.
7.4. Target teams:

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Match coffee targets the customers who are single and are looking for a partner. The
customers can be youths (aged 18-22), young working people (aged 23-34) and the
customers who are nearly middle aged but haven’t found love or have got divorced.
For those 3 groups of customers, we have different ways of marketing and serving.
With youths:
Match coffee is a realistic dating place, in a corner of love and romance. We also
catch the point that loving youths now lack the places to talk.
B. Young working people:
Besides the work, they spend much time going to cafe’ to relax. Finding a love is
also a very important task, so going to café and meeting someone interesting there is
a solution for time saving. The area for this group will be more professional but also
romantic.
C. Nearly middle aged customers: At this age, almost everyone wants to find their
halves to have a family. But maybe it is difficult for them because the single ones at
this age are limited. That’s where Match Coffee matters. We provide a really good
solution!

8. Marketing Programming
Product:

Name of service description price Marginalia

Free wifi Our customers are Free High speed wifi ( 5


able to access the free Mbps)
wifi with high speed.
It’s very suitable for
the young and the
officer

Books and music Relax with interesting free There are so many
books and beautiful kind of books and
songs. songs from various
countries

Matching For customers who free Matching by the


want to find their love computer system ( by
or just need to share searching some
their feeling. What keywords on the
they have to do give profile and matching)
us some personal
information. We have
an automatic system

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that will save their
profiles and match the
couples due to some
characteristic of
information. The
customers will
receiver notification
of the meeting ( at our
coffee shop) by e-
mail.

Love notes and board Customers can write 5.000VND/card and


their feeling on our no fee for drawing
“love notes”
( designed cards)
with only 5.000VND
or draw anything they
like on the board( we
will hang it on the
wall)

Loyal customer Customers are given 1 Free delivery The value of gifts are
service tick on customer from 100.000VND to
cards, provided that 150.000VND
the value of customer
bills is more than
100.000VND.
If comers got 10 ticks,
they will receive 10%
discount for the next
coming.
Each customer has
their own code. We
will send some gifts to
VIP customers.

Couple card For the 2 people who Couple tickets to


become a couple by enjoin a film, concert
matching service. or event, ect. Each
With this card, couple couple tickets are
will receiver 5% from 70.000VND-
discount on the total 150.000VND
value of the bill. On Couple rings:
Valentine’s Day or 200.000VND-
08-03, X-mas, New

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Year, they have 300.000VND
chance to join a game Couple clothes:
named “lucky 150.000VND-
couples”. Each couple 300.000VND
have a number to take
part in.

8.1. Price:
We target the customers from upper middles class and higher classes. Our price will
be equal and a bit higher than the average price of the market. The price of a drink
will vary from 20,000 to 80,000VND.
Besides, we will discount for the Loyal Customers who have the Loyal Customer
card and the couples who have matched successfully in our system.
8.2. Distribution:
We sell the products at the store. About the Matching services, customers have 2
options: going to our café’ and seek by themselves, making friends, or going to our
café and log in our internet matching system with their identity card.
8.3. Communication:
Our message is “Match café- where the love begins”.
Promotion mix:
- Advertising: on websites, forums, newspapers, etc. Our purpose is to make a hit,
then the main TV channels and newspaper will pay attention to us and talk about us
because we are totally new and we can attract so much consumers’ attention.
- Sales promotion: we apply discounts on special days, like the opening day, 14/2,
8/3 or 30/10. We also try to add new product choices every 2 weeks.
- Public relations: occasionally, we sponsor soft drinks for some events. Moreover,
we show off in newspapers and on TV regularly. We also update our forum and
websites with interesting content.
- Direct marketing: we try to take care of our targeted customers carefully on our
websites and forums, sending birthday wishes
9. Budgeting

Marketing Budget Plan

Estimated Estimated Estimated


Category Notes
Quantity Cost per Unit Subtotal

Research việc

Web research 1 $90.00 $90.00

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Independent research 3 $50.00 $150.00

Other research 2 $40.00 $80.00

Research Costs Total $320.00

Communications

Promotional brochures 1,000 $0.15 $150.00

Radio 5 $20.00 $100.00

Web 1 $100.00 $100.00

Communications Costs
$350.00
Total

Networking

Memberships 3 $20.00 $60.00

Affiliations 2 $10.00 $20.00

Subscriptions 2 $30.00 $60.00

Networking Costs
$140.00
Total

Event

Number of attendees 30

Meal (breakfast, lunch,


or dinner)

Food $10.00 $300.00

Tax (8%) $1.00 $30.00

Food and beverage


$1.65 $49.50
gratuity (20%)

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Meal Costs
$379.50
Subtotal

List Services

Valet services 1 $150.00 $150.00

Entertainment 1 $400.00 $400.00

Other services 1 $100.00 $100.00

List Service Costs


$650.00
Subtotal

Audio/Visual Services

XGA data/video
1 $25.00 $25.00
projector rental

Wireless mouse 1 $8.00 $8.00

Labor and AV
1 $200.00 $200.00
technicians

Provided by venue
Tax (5%) $11.65 $20.50
(usually)

Audio/Visual Provided by venue


$253.50
Services Subtotal (usually)

Additional Costs

Invitation
Provided by venue
(printing and postage $100.00 $100.00
(usually)
costs)

Time & Expense Provided by venue


$400.00 $400.00
(T&E) (usually)

Provided by venue
Company staff T&E $100.00 $100.00
(usually)

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Customer
$30.00 $30.00
testimonial T&E

Additional Costs
$630.00
Subtotal

Giveaways 0

Giveaway #1 15 $10.00 $150.00

Giveaway #2 15 $5.00 $75.00

Giveaway
$225.00
Subtotal

Event Costs Total $2,138.00

Event Price per


$71.27
Person

<Giveaway item
Promotions
description>

<Giveaway item
Product giveaways 30 $6.00 $180.00
description>

Product discounts 100 $2.00 $200.00

Special offers 100 $2.00 $200.00

Promotions Costs
$580.00
Total

Advertising

Brochures
(development and 1,000 $0.15 $150.00
production)

19
Mailings 15,000 $0.01 $150.00

Postcards 15,000 $0.02 $300.00

Radio 4 $20.00 $80.00

Newspapers 6 $50.00 $300.00

Billboards 2 $30.00 $60.00

Bus sides 3 $30.00 $90.00

Advertising Costs
$1,130.00
Total

Public Relations

Charity events 3 $100.00 $300.00

Advertising 4 $150.00 $600.00

Employee promotions 6 $50.00 $300.00

Sponsorships 3 $100.00 $300.00

Public Relations Costs


$1,500.00
Total

ESTIMATED MARKETING GRAND


$6,158.00
TOTAL

We have the fixed cost ( the cost for designing the café shop) at $21.100. Besides, an
average wholesale price of $2.3 per unit and variable cost of $1.1 per unit. Based on these
assumptions, the break-even calculation is
21100
≈ 17583 units
2 .3 − 1 .1

20
10. Time Scheduling

Kupid Café will introduce in February 2011. Following are summaries of the action
programs we will use during the first five months of next year to achieve our stated
objectives.
January: We will launch a $580 trade sales promotion campaign and exhibit to
educate the employees and general channel support for the product launch in March. Also,
we will create buzz by providing samples to selected product reviewers, opinion leaders,
potential customers, and celebrities. This helps us to try to know the demand of most
customers.
February: We will start an integrated brochures/television/radio/Interrnet
campaign targeting professionals and customers. The campaign will show the quality of
beverage we can per form and emphasize the unique feature of our Café, that’s love
matching. This multimedia campaign will be supported by online-daily ads. Also, we will
make a special event to introduce our Kupid Café. This event helps us to invite some
potential customers and show “What we can bring to you if you choose us”.
March: As the multimedia advertising campaign continues, we will add sales
promotion such as product giveaways, product discounts, special offers on 8/3 for the
couple matching successfully at our Café.
April: We plan to roll out a new national advertising campaign this month. The
radio, television ads, some websites will feature celebrity voices telling how delicious our
drinks we bring to you, how memorable if you and your half-life choose us and the
couples we match from this Café. The stylized print and online ads will feature avatars of
our couple.
May: we will invite some newspapers to interview our couple and focus on public
relations so as to single people can visit us and may be meet their love there. We will
exhibit the ceremony for the couples with promotional sales to encourage more people
find their love here. In addition, we will tally and analize the results of customer
satisfaction surveys for use in future promotion s and provide feedback for product and
marketing activites.
11. Organization of marketing activities
The chief marketing officer holds overall responsibility for all of the marketing activities
of our cafe. The below figure shows the structure of the seven-person marketing
organization. This Department handle trade and consumer sales promotion, and public
relation efforts. The ads and promotion manager will make ideas and plan for promotion
and public relations. Initially, there will only be one additional member of the marketing
team.

21
Employees

Chief marketing Ads, promotion


manager manager
Freelances

12. Controlling:
a) Evaluating the effective value of marketing strategy about the potential customers
We will establish an inspection team to examine the effectiveness of this marketing plan.
We will carry on examining periodically and randomly.
We will conduct a survey on satisfaction of customers when they come to our café, what
they receive when they come to us is up to their expectations or not. In the meantime, we
also make statistics tables and comparison between the quantities of customers coming
to “ kupid café” before and after carrying on the marketing plan.
Making the detailed lists of regular customers, and update all information of customers ,
who are interested in our “ matching” service.
+ Keep regular contact with these potential customers, as they will often come to us and
give us a trustworthy amount of customers by introducing “ kupid café” to them (
concerning friends, relatives and colleagues).
+ We also make surveys on the clients’ preferences about drinks, music styles, etc. These
things will help us to give them some amazing events. For example, a customer enjoys
drinking coffee, and when he comes with us, he doesn’t still order anything, we will serve
a cup of brown coffee, which is just to his habit ….What do you imagine about this
customer’s feeling. We are sure that we have made very good impression on him.
Certainly, he will come to us when he wants to drink coffee.
Therefore, we require our staff to be chosen carefully and they are take special care of
their customers.
+ Besides, we will provide some after-sales services, such as : flowers giving, gift giving,
discount, etc the customer who appears in “ kupid café” on special days as his or her
birthday, valentine day, woman day, noel vacation, and etc
b) Controlling the quality of products and services to establish strong belief to
the clients
Drinks and fastfood:
+The supply of coffee is direct from Buon Ma Thuoc to assure the pureness of coffee
flavor, so that we can satisfy the people who are connoisseurs in coffee.

22
Investments in training costs, so that we have professional coffee and drinks makers.
We try to create our own style of drinks with differentiated and special styles.
+ We also serve cocktail, mocktail , fruit juice and fastfood with impressive procedures
and displays, in accordance with fresh materials
Services and style
+ The front of “ matching cafe” is designed airily with large room for parking
+ Our staff’s attitude is always hospitable, attentive and considerate. They will often
smile and serve you with all their heart.
+ Keeping pace with all information in our web page, uploading the latest information
about successful couples, the hottest information of “ matching” services, the recent and
future events of “ kupid café” . We always pay much attention to ”matching”.
13. Competitors reactions
a) Nearby cafés and ordinary cafés
“ Kupi’d café” is the unique café in Ha Noi providing “ matching” ( a service to help
people make friends, connect people, and find their sweetheart , parallel serving drinks
and foods
“ matching” will help busy people make appointments with someone, create talking
atmosphere . Therefore, we tend to businessmen and businesswomen who don’t spend
more time on making friend, finding sweetheart.
“ kupid café “ is near Ho Tay. This place is crowded with many companies, organizations
with many famous café, such as: May 22 café , Delta café , Nhan café , Hoi café , and etc.
Each coffee house has its own style, making special point to stand out in Ha Noi. But
these café only serve drinks and spaces with live music and music , except of our “
matching “ service. Therefore, “kupid café “ will stand out by supplying extra services
and many after-sales services . This requires other café to have some strategies to keep
their clients.
Some reactions of competitors:
+ Reducing prices
+ offering many attractive discounts
+ Imitating our model
+ Proving some similar after-sales services
We determine the hidden competitors clearly – cafés with model: drinking + services
like “kupid café “.
“ kupid café “ solutions:
+ driving our target market and market
+ building belief in customers
+ maintaining customers by delicious drinks and meals, warm services

23
+ having successful couples thank to “ love matching “ services
+ Note: if “ kupid café “ is the place beginning love, they will become our regular
customers. Meeting at a café , you may find someone who suits with your style.
c) Marriage agencies and acquaintance services
These agencies and services will promote many activities, consultancy services , and
reduce fees for these services. They also carry on some marketing plan on TV, internet,
SMS, etc
These agencies and services can co-operate with coffee houses and coffee bar, in order
to offer “ matching” model like us. But customers will pay more money. However,
“kupid café “ recommends “ matching “ to you free, you don’t have to pay any money
to bear this service. All things you have to do are fill out our “ matching” forms, and
supply us your profile ( hobby, orders, ideal sweetheart‘s standards, etc)
14. Uncertainties with the marketing plan
a) Financial budget
As we offer “ matching” service in all the services in café without requiring any fees,
we still pay extra money to maintain this services. Therefore, financial resources of our
café are rather large, time to return on capital will be longer.
We need to take careful consideration into the prices, as this prices cover all the costs of
services in “kupid café “.
The costs of maintaining our web page, advertising cost, salary of marketing team must
be estimate carefully.
Specific financial plan and persuadable assumptions of finance
Researching clear market and determine the targets
d) The reality of combining drinks+services
Some prejudices against finding sweetheart through café , people don’t completely
believe in cafés to find their lovers. Some people think cafés are the places gathering,
chatting and playing, cafés can’t give them private spaces to reading talking. Sometimes,
meeting by chance can’t assure the long-term relationships. Others show negative
attitude to cafés, marriage agencies and services.
Nowadays , making friends, getting acquaintance, building relationships are popular
thank to internet, phone call, introduction. Facebook, blogs,etc help us connect with
others easily and quickly. Therefore, our services may be out of date, we need to updates
and continuous changes to adapt the fast pace of lives. Sometimes, people want to
understand each other more, this requires a long time. And meeting at café may become
boring . Therefore, they can be regarded as potential clients. On the other hand, people
come to us because of drinking, spaces and service atmosphere.
We always feel sure that basic services must be good and impressive. We aren’t allowed
to depend on “ matching” services to keep customers.

24
Appendix:

Survey on “ kupid café “


Part1 : Personal information

Full name:

Male/female:

Address:

Telephone number:

Email:

Part2: Answer some questions

Please mark the box that best reflects your response to each question

1. How old are you?


⃞ below 18 ⃞18-22 ⃞ 22-35 ⃞ 35-45 ⃞ over 45
2. What is your income now?
⃞ below 2 mil per month ⃞ 2-5 mil per month
⃞ 5-10 mil per month ⃞ over 10 mil per month
3. How often do you go to café?
⃞ <1 time / month ⃞ 5-10 times/month
⃞ 1-5 times/ month ⃞ > 10 times/month
4. What time do you usually go to drink coffee?
⃞ in the morning ⃞ at noon
⃞ in the afternoon ⃞ in the evening
5. Which purpose do you have when you come to café?
⃞ meeting partners and customers ⃞ relaxing and chatting with friends
⃞ working ⃞ others…………………..
6. Which ways do you know about cafés?
⃞ means of media
⃞ introduction of friends
⃞ others…………….
7. What do you evaluate the below factors of a café?
Not important normal important very important
Beautiful space ⃞ ⃞ ⃞ ⃞
Delicious drinks with reasonable prices ⃞ ⃞ ⃞ ⃞
High quality of serving ⃞ ⃞ ⃞ ⃞
Beautiful music ⃞ ⃞ ⃞ ⃞

25
Others……….. ⃞ ⃞ ⃞ ⃞
8. Let’s us know the level of satisfaction of familiar café, you often come here
⃞ absolutely unlike ⃞Normal
⃞ like ⃞ very like
9. What do you think of a café model: drink+ match service?
⃞ completely unlike ⃞Normal
⃞ like ⃞Very like
10. what do you think of “ kupid café” , are you willing to come with us?
⃞ absolutely not want to know
⃞ not want
⃞ consider whether come to or not
⃞ like
⃞ really like
11. what do you evaluate our location near Ho Tay?
⃞ absolutely unlike ⃞ rather unlike
⃞ like ⃞ very like
12. what do you evaluate the space of café divided into 3 floor-building?
⃞ completely unlike ⃞ rather unlike
⃞ like ⃞ very like
13.what do you think of “ matching service”?
⃞ completely unlike ⃞ rather unlike
⃞ like ⃞ very like
14. Which average price are you willing to pay when you come to “ kupid café”?
⃞20,000vnd-40,000vnd
⃞40,000vnd-60,000vnd
⃞60,000vnd-80,000vnd
⃞80,000vnd-100,000vnd
⃞100,000vnd- 150,000vnd

15. Are you willing to come back our “ kupid café”?


⃞ never
⃞ uncertainly
⃞ readily
⃞ very readily
Thank you for your attention!

26
MENU
Cappuccino

35.000VND

Latte macchiato

35.000VND
Herbal tea.

25.000VND

35.000VND
Whey shake

40.000VND

Special Strawberries

40.000VND

Green Mint

35.000VND
Fruit Smoothie

40.000VND

Pina summer
40.000VND

Special Ice Cream

45.000VND

Creamed potatoes

40.000VND

Souffle

45.000VND

Sweet Kiss

40.000VND

Brownie pizza

40.000VND
Shish Kebabs

35.000VND

Rolled Bread

40.000VND

BBQ burger

45.000VND

Sandwich

20.000VND

Steak pizza
.

Small size: 65.000VND


Medium size: 100.000VND
Large size: 180.000VND

Pizza Toppings
Small size: 65.000VND
Medium size: 100.000VND
Large size: 180.000VND

SPECIAL MENU FOR VALENTINE


Treacle tart hearts

30.000VND

180.000VND

Chocolate hearts
40.000VND

Red velvet cake

35.000VND