Marketing Mix of Study Café

Product
In Yangon, there are more than 100 cafés providing the better quality and services. We
also want to develop the café with study room. Our main differentiation is the study room.
We will provide the better quality of coffee and services. Our product is mainly focus on
the service named “Study room with facilities”.
Products list

 Coffee and light foods and snack

 Merchandise (instant coffee, drink)
 Books
 Renting rooms (single and private group room)
Services

 Charging port
 Wi-Fi
 Laptop
 Library

Place
Firstly, we decide to open in one particular shop in Populated places such Yan kin,
Downtown, Hlaing township with the area of 336 square meter. Among them, we have to
choose the most suitable form of building with cost effective price. We need to create the
decoration not in order to be feel crowded and narrow And In order to make easily accessible
and to reach targeted customers.
Promotion
In promotion, we will decide to promote our business as below:

1. Advertising - We will mainly advertise on social media, Word-of-mouth marketing

effect.
2. Sales promotions (Special hours, special discount for student, members discount)
- We will offer free extra hours for each section. Section discount
and food discount for students and members.
3. Public relations -We will participate in educational forums, seminars and literature talks
and supporting to charities.

Pricing

We decided to differentiated the pricing as Cost-based pricing strategy for the café and
value-based pricing strategy for the study room. We will also develop the price discrimination
for the college students. Our pricings are as below:

Study room café (8 a.m. to 8 p.m.)

1 section = 3 hour For student (1 section = 4 hour)

Single 1 section 3000 MMK ($ 2)

Assigned by group 5,

Group private room 1 section 2500 MMK ($1.5) Min Thu Htet

For each Khin Po Po Kyaw

Café