Bhagavan Mahavir College

of Management
Presented on:
Marketing plan for Coffee Shop

Presented by:
Group no: 5
Name Roll no
Nainesh Jariwala 15
Mayur Savasaviya 47
Maitri Sukhadia 49
Umang Sundhiya 50
 Expression

Express your feelings

Content of marketing plan
for Expression coffee shop
Executive summary
Situational analysis
Marketing strategy
Financial projection
Implementation control
Executive summary
Expression coffee shop is a coffee shop located
at Athwalines near new court, surat, Gujarat.
Expression coffee shop serves all type of coffee
to provide refreshment. Expression focus all type
of customers such as youngsters, mature,
children, professionals etc. it also serves verity in
coffee and new innovations with coffee.

It adopt eco friendly environment for our coffee

shop. We serve coffee in clay cup. There are eco
friendly furniture use in coffee shop.
Situational Analysis
Expression is in its first year of business as a
start-up business. It recognized the fact that a
comprehensive, strategic marketing plan is
required to ensure profitability and success.
Expression offers verity in coffee. The market
need is for coffee shop that provide refreshment,
convenience and reasonable price charged.
Situational analysis also include
Project at glance
Market needs
SWOT analysis
Key to sucess
Project at glance
Shop name : Expression coffee shop
Product : Coffee
Location : Athwalines (surat)
Capacity : 4800 cups/month
Raw material : Coffee bean, Milk, Sugar, Cream, Ice-
cream, Chocolate
Land : 1000 sq.ft
Labor :4
Cost of Project : 2815000
Product description
Expressions unique roasting style flavored coffee
Cold Coffee with chocolate ice-cream
Coffee with cinnamon stick
Hot coffee
Coffee with cream
Black coffee
Sugar free
Market need
Convenience :
the area of coffee shop is convenient for valuable
customer because it is near to new court and college
area

Customer services :
servicing the customer with superior attention is what
the employee are trained to provide

Competitive pricing :
the price of coffee is bit more than a traditional
competitor like Nescafe. But far less than coffee
culture and caf coffee day.
Objectives
Increasing sales by 30% in a year
Retain customer satisfaction
To provide eco friendly environment.
To provide different types of innovative
products as per customers teats and
preferences.
SWOT Analysis
Strength :
Ensure quality of product
Focusing on customer teats and preferences
Pricing policy
Convenient area
Friendly environment
Weakness :
Existing competitors
Limited range of coffee
Difficult to maintain
Opportunity :
Introduce online/ telephone order system
Developing new product and services in future
New machines of coffee maker are introduce in
market

Threats :
Government rules and regulation

Key to success
Convenience
Customer attention
Pricing policy
 Marketing strategy
Vision :
to make well known coffee shop of the city

Mission :
to save the world from mediocre coffee.

Purpose :
to deliver an unbeatable coffee experience.

Punch line :
express your feeling beyond your dream
 Target market :
Middle class, students, professionals, and
youngsters who like refreshment in their busy
schedule
Children who love sweet and cold coffee

Advertisement :
In local news paper
Store front display
Positioning
Expression competitive edge is based on
customer taste and preferences. There is
exestitiing competitors in the market so its
difficult to survive in market so we more focus
on youngsters and students and for those we
provide entertainment source like customer
play musical instruments in our shop.
Marketing mix
Pricing:
expression pricing scheme will be based on a competitive
pricing model with other similar product providers

Distribution:
Expression products will be dispended from our one and only
shop. we provide home delivery.

Promotion :
our shop is located in traffic area so it will significantly increase
visibilities.

Customer services :
we provide products base on customers taste and
preferences.
Financial Projection
Break Even Point

B.E.P (in Rs.) = Total F.C / Contribution * sales

= 900000 / 1500000 * 2400000

= Rs.1440000 p.a
Annual forecasted Cost for five years
Particulars 2011-12 2012-13 2013-14 2014-15 2015-16
Plant efficiency 85% 87% 90% 93% 95%

(A) Variable cost

Other exp

Raw material 934000 1027400 1130140 1243560 1347470

Crocary 10000 12000 15000 17000 20000
Power & Water 18000 18000 18000 18000 18000
Total(A) 962000 1057400 1163140 1278560 1385470

(B)Fixed cost

Other F.C 900000 900000 900000 900000 900000

Interest 400000 400000 400000 400000 400000
M/C repairs 5000 5000 5000 5000 5000
Depreciation 32700 32700 32700 32700 32700
Total(B) 1337700 1337700 1337700 1337700 1337700

Total(A+B) 2299700 2395100 2500840 2616260 2723170

Forecasted sales for five year
Year Amount (Rs.)
2011-12 3400000

2012-13 4200000

2013-14 5000000

2014-15 5700000

2015-16 6000000
Implementation control

The purpose of expression marketing plan is to serve

as guide for the business. The following area will be
monitoring to gauge performance:
Revenue: monthly and annual
Expenses : monthly and annual
Customer satisfaction
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