Philippine Christian University

College of Hospitality and Tourism Management

Sampaloc 1, Dasmariñas City, Cavite
2nd Semester S.Y. 2021-22

In partial fulfillment of the requirements for the subject

TOURISM & HOSPITALITY MARKETING

MARKETING PLAN

“BEAN AND TALK”

Submitted by:
GROUP 2
BERNARDINO, JONAH
BUCAYA, AIVY MARIE J.
CAPISPISAN, CHEWVHEA ZIANE
GASPAY, KARLYN KATE
JOVELLANOS, VERONICA
LOPEZ, VERONICA MHAY
MACUNAN, DARLA JOANNE
PATROPEZ, RHEAMAE
SANICO, WELMIE GRACE
SANTELICES, JASMIN CAYE

Submitted to:
Mrs. Maria Salve R. Cabiñan, MBA
I. EXECUTIVE SUMMARY

We built and developed the Bean and Talk , which is a coffee shop
that will not only provide a high quality service but also a relaxing
experience that most of us need after a long tiring day.

Our main business is to provide an unforgettable experience, high

quality food and services to our customers through our coffee shop.The color palette of our logo
is Beige and brownthat is means beautiful, calm and relaxing color that has many positive
connotations, also this colors can captures the feeling of being grounded, sincere, reliable,
wholesome, comfortable and inexpensive, it can also stimulate appetite.

a. Introduction
Current Situation of the Company
Bean and talk is a coffee shop located at Aguinaldo Highway, East, Tagaytay,The Bean
and Talk provides a first-class delivery service of quality hot and cold beverage related
supplies, including whole bean or ground coffee, flavor syrups, snacks and fresh baked
goods and assorted paper supplies. Our services will include selling caffeine at premium
quality but cheaper prices for dine in and takeaway. Our Cafe operates exactly from 8-10
hours from Monday to Friday. The delivery for the dry goods and frozen goods are every
monday. We are working for shifting scheduled and newly hired employees are under
gone to trainings for them to be ready. For our promotional strategies we giveclients
something for nothing or at a reduced price, this tactic encourage loyalty and repeat
business. For instance, we might decide to provide customers who bring their own mugs a
discount on coffee. We could provide discounts or a free dessert to every workplace on
our block if we are situated in a commercial location. By providing membership discount
cards or punch cards with "buy nine, get one free" deals, we can also increase client
loyalty.
Environmental Factors

The cafe is located on low traffic commuter routes and breathtaking views of nature and an
exciting range of commercial establishments. It is perfect who wants to relax and nature
 lovers. This area is overlooking the lake and enclosed in glass. Due to our location and open
architecture design, there may be occasional occurrences of insects while our customers are
dining.

Competitive Analysis

Name Location Price Taste

Bean and Talk Aguinaldo Highway, P100- P200 Rich, good, Perfect
East, Tagaytay (Hot- cold drinks)
Cofioca tagaytay Fgc building P140- p230 Too sweet
(competitor 1) aguinaldo hiway, cor (hot- cold drinks)
airborne st, tagaytay,
4120 cavite
Coffee & dreams cafe 315 emilio aguinaldo P140- p250 Good, rich
(competitor 2) hwy, silang junction (hot- cold drinks)
south, tagaytay, 4120
cavite

Marketing Trends
On numerous social media networks, including Instagram, Facebook, Twitter, Snapchat,
etc., Bean & Talk is very active. Our café uses carefully crafted graphics and films that are
easy to relate to in order to promote its goods on each platform. At its coffee shops, it also
offers a variety of promotions. In association with payment apps, we also distribute
discount vouchers. These are all incentives for sales promotions.
Market Potential
Bean and Talk may also launch product such as, Espresso Tonic An odd mix, this two-step
recipe is perfect for a midday caffeine boost. Mocha on the Rocks, Butterscotch
PuddingCoffee, with a smooth brew, this creamy mix is the (strange) answer to your rainy
days chills. Both cozy and complex. Mochanilla this will quickly become your morning
go-to drink of the season. Coffee Float, like the root beer float of every cool kid's
childhood, this coffee sweetness is perfect for an end-of-the-meal drink. This products that
we may launched, can be excellent way to gain profit.
Marketing Research Findings

Ways to strengthen our business's chances of success

 Check out the main ways in which competitors attract and retain customers.
 Look at a variety of different marketing practices so that we come up with a unique
marketing plan that is just as effective but geared towards our specific target
market.
 Determine the channels (whether it's Instagram, their own website or an email
newsletter) through which our competitors communicate with customers and share
news of promotional offers.
 Evaluate how effective they are and, if we think we can do better, we will write
down how and put these valuable observations into action.
 Finally and most importantly set aside a budget for promoting ourcafé and
communicating with customers. It's important to remember that even if you do
brew the best coffee in the entire city, it won't matter if no one knows about it.
 b. Background of the Plan
Property Needs Analysis
Bean and Talk is located at Aguinaldo Highway, Brgy. Maharlika East, Tagaytay
with approximately 700 square feet. This area included freezer space for on-site
storage of frozen product. The operating space consist of an oven, equipment, counter
and serving area, coffee machine and ambient display cases, cold beverage display, an
eating area and a restroom. The cafe is located on low traffic commuter routes and
breathtaking views of nature and an exciting range of commercial establishments. It is
for perfect who wants to relax and nature lovers. This area is overlooking the lake and
enclosed in glass. Due to our location and open architecture design, there may be
occasional occurrences of insects while our customers are dining. This area is along
tagaytay to nasugbu highway in order to catch customers going to or from work,
while they are out for lunch, stop over or on a shopping expedition. The business will
operate from Monday to Sunday. An hour of operation is 8-10hours. Moreover, our
cafe can also found on social media where in we will accept inquiring, booking and
reservation as well as they can also to view the feedback of our restaurant.

Email: reservationsinfo@beanandtalk.ph

Website: www.beanandtalk.com

Facebook: Bean and Talk Official

Instagram&Twitter:
@beanandtalk_official

Phone number: 0917 522 6969

SWOT ANALYSIS

STRENGTH
o High Service Culture
Bean and Talk provides high-quality service like a clean place, washed cups, good
sitting arrangements, nice seats, and clean waiters and staff. It’s because all of
these little things give the impression of a healthy environment. We believe the
environment is neat and clean and smiling staff, and then customers would love to
visit the shop and drink coffee. It’s not just a coffee, it’s the place to make you feel
good and change your mood.
o Diverse Selection of Products
Our business will offer an array of Filipino coffee as well as exquisite tea and
delicious desserts, meaning customers will not be disappointed with the range of
products.
o Expression of art
Our staff will consist of international level baristas who are experts in coffee arts,
they will express any art that the customers’ requests through coffee. There will
also be musicians and local bands playing in the shop so that the customers can
relieve their stress with the soothing sound of music.
o Online order systems
Also ordering system will be attached to each table so that customer doesn’t have
to stay in line. The website will consist of varies options for the customer to select
from such as flavors, coffee arts, sizes etc. and get them in real time.
o Website
We will build a user friendly website and enable online ordering facilities so that
customers could order there coffee beforehand and have quick take away in rush
hours. We will also use it a means to get customer reviews on products and let
them design their own type of coffee.
o High tech machines
To reduce the time customers has to wait for their coffees we will use high tech
coffee maker machines and to maintain the international quality of the coffee. In
this way we can provide efficient customer service.
o Different and unique
The idea of a coffee shop offering international level coffee in Tagatay is
completely different to what is already out there, we believe this is strength as
people are going to want to test out the idea.
o International Quality Products
Professional coffee roasters and pastry chefs will be hired to work for our business,
and combining their skill with fine produce, the products sold by our business will
be of international quality.
o Friendly Staff
Our business will not only be marketed around the quality products, but also the
high standard of customer service. Service is extremely important in retaining and
gaining customers.

WEAKNESS

o Highly Competitive
Our coffee shop in a certain market, it’s not something that people can’t copy and
create the same product. Competitors can easily enter the market and you’ll have
no option but to share the profit with them.
o Food kind
The kind of foods we are selling is mostly going to involve sugars and sweetener
and higher fat foods, this can be a major weakness in our business as people now
days are much more health conscious and tend to choose the healthier options
when it comes to meals and snacks. To overcome this we are going to have a low
fat and low sugar range.
o Health and safety
As a new business we must learn all the health and safety laws, at first this may be
a weakness as not all staff are going to be up to scratch with the rules. we will
overcome this by sending staff to training.

OPPORTUNITIES
o High demand for specialized coffee
There are only few no. food outlets in Tagaytay, which produce coffee as the core-
product. As Café is specialized in coffee we have the opportunity of serving the
coffee lovers with high quality products.
o Rapid growth and expansion of the coffee market
Through the researches during the past years, it is revealed that the market demand
for coffee is very high. So this will show a drastic growth and an expansion in the
coffee market in the future as well.
o The chance to expand the business nationally and globally
Drinking coffee has become a new trend in Sri Lanka and Indonesia. This will
become a positive impact on the business, as we have the capability of opening
new branches island wide in order to expand the business. Café could be also
launched globally in order to attract the international market, as coffee is the most
favourite drink in many foreign countries.
o Co-branding with other manufacturers of food and drinks
As Café is at its initial stage, there is an opportunity for the company to co-brand
the products with other well-known manufacturers, in order to position the brand
name in the customers mind.
o Ability to launch new products in the Café like “coffee of the day” and
“special meals"
Café has the ability to change and differentiate the products according to customer
preferences and could launch new products with the trend in the society.
o Less competitors
Though the food outlets in Tagaytay serve the customers with coffee products,
there are not specialized in it. So cafe has small no. competitors who are
professionals in coffee products which is a less threat for the company.
o Ability to form lasting relationships with coffee producers.
As Café is dealing with large coffee manufacturing companies in daily basis, we
have the opportunity of getting support from them, in order to extend the business
into large scale.
o Ability to differentiate the produce through price and quality
With the change of the state of economy, the price and the quality of the products
could be differentiated in order to suite the customer preferences and the
affordability of the consumers.
o Can cater to a diverse target market
According to the location and high demand for coffee, we could target a large
customer base which includes foreigners, business crowd, teenagers and teen
adults.
o Increase the customer base through loyalty programs
In order to attract customers and increase the customer base, Café have the
opportunity of conducting loyalty programs and sales promotions.
o Ability to cater to health conscious people and also non- coffee lovers
As Café is serving special bakery goods for health conscious people and also a
range of beverages like hot cocoa and tea for non-coffee lovers, we have the ability
to attract more customers to the business.

THREATS
o Products being copied
With our opportunity of being innovative, we have the risk of products being
copied and possibly bettered by competitors which is a major threat
o Rising cost of ingredients
A coffee house is exposed to rising costs of coffee and dairy products. This is
something that cannot be foreseen but may have a big impact on the coffee store
industry
o Government policies
Government policy of reducing disposable income may reduce people’s income,
which will ultimately reduce the demand for coffee which is not a necessity good.
o Coffee is considered as a luxury product
 As purchasing from a coffee shop is considered luxury for most people rather than
a necessity, many individuals will not visit the cafe when they do not have extra
income.

Market Positioning Statement

Bean and Talk offers the best coffee and espresso drinks for consumers who want
premium ingredients and perfection every time. Bean and Talk not only values every
interaction, making each one unique, but the brand commits itself to the highest
quality coffee in the world. Bean and talk pride to provide coffee beverages and
snacks to customers of all ages delivering high end products and convenient services.
We are committed to remaining the quality, consumer driven service, and an inviting
atmosphere. Our Coffee shop is a successful coffeehouse that operates in Tagaytay.
Its consumers' age range is broad and encompasses much of the public. Although
known for its quality coffee and service, our business also serves a variety of other
beverages and snack items all day. The coffee beans, tea leaves, and food ingredients
are considered high end due to their exceptional grade. Furthermore, the business
carries quality over to our customer service activities. We offer a 100% guarantee on
their products. So if for some reason a client is unsatisfied with a product the baristas
will make another with pleasure. Baristas are always busy creating tailor made
concoctions with efficiency. They move long lines in a matter of minutes which
further proves they are committed to excellent service. Even though the atmosphere
behind the counter is fast paced, the overall environment is a relaxing one with free
Wi-Fi and comfy places to lounge. Clients quickly feel at home, making it a desirable
destination to meet with friends or relax while on the go.

MISSION

At Bean and Talk, we create good memories and give our customers a place to
celebrate life’s special moments by offering the best quality coffee, service, and
ambiance. Serving, and searching their entire satisfaction, to provide High quality
service.

VISION

We are dedicated to the uncompromising quality of our Coffee, service, people,

and profit through a shared commitment to excellence, while taking compassionate
service of our guests and staff. We will constantly strive to outperform ourselves and
be recognized as a leading company.
 c. Objectives
30 % annual growth in sales
o Maintain client satisfaction
o To create an environment that is sustainable
o To offer various types of cutting-edge goods in accordance with consumer tastes and
desires

Keys to Success Factors:

The keys to our success will be:

o A product with outstanding flavor that is supported by a special quality retailer

o Lounge-friendly, posh interior decor
o Choosing a prime location with an upmarket, affluent population, year-round tourism,
lots of foot traffic nearby, a vibrant student population, and a concentration of local
companies
o An industry that exposes Coffeehouse to well-known "trend-setters" and "important
influencers"
o Continuous and forceful marketing
o A highly skilled workforce that is courteous and employs the best talent management
strategies.
o Several sources of income, including coffee, pastries, chocolates, tea, juice, water, and
soft drinks as well as gift baskets, coffee gift cards, and frequency cards.
o A website that can be used to make sales online
o Employee training to ensure the best coffee preparation methods.
o Marketing plans sought to increase the sales of high margin products while also creating
a strong base of devoted customers.

SPECIFIC: Increasing sales by 30% in a year

MEASURABLE: Over the next three quarters, boost sales and profitability.

ATTAINABLE: We will improve our current customer relationships and promote the business
through referrals, networking and through social networks. This will help our business to find
more leads and therefore see to an increase in revenue for the business.
RELEVANT: for them to satisfy with the Food and service that our Shop is offering and this
will boost our Profits.

TIME-BOUND: We will accomplish these goals within one year.

Objectives to Increase Customer Satisfaction

SPECIFIC: We will react to any client inquiries within six hours.

MEASURABLE: We will respond to calls within three rings of the line and close support
tickets within four hours of being opened.

ATTAINABLE: In order to satisfy the performance standards, we will hire more individuals for
the service team.

RELEVANT: Increasing response rates is crucial to the success of our company, thus we'll
show it to the clients.

TIME-BOUND: We'll complete these objectives before the end of this year. Every month, we
will review the performance reports and, if necessary, take action to meet the objectives.
d. Target Market

Bean and Talk is a fantastic restaurant that offers a unique environment as well as
delicious and fascinating food. Because customer happiness is vital, the objective is to
provide not only delicious food but also efficient and courteous service. We aspire to be
the go-to restaurant for all families, couples, individuals, young and elderly, male and
female. Our success will hinge on the well-being of our employees. Everyone will be
treated equally and respectfully.

We want our staff to feel a part of Bean and Talk's success. Employees who are happy are
happy guests. To achieve our goal of overall value in the dining/entertainment experience,
we will mix menu variety, environment, ambiance, a special theme, and a friendly staff to
create a sense of place. One thing is certain: we will always have a diverse selection of
international and regional meals accessible at our restaurant.

Families are expected to contribute 67 percent of the revenue generated at dinner time.

Have a family of 2.4.

household income of >40-50k
A bachelor's degree is held by 67%.
Graduate coursework is held by 26%.
At least 1.6 times every week, go out to eat
Because neither parent has time to cook a meal at home, dinners out are substituted.
Affluent families within a three-mile radius of the site

Individuals: account for 69 percent of lunch revenue.

Ages 16 above
The average individual income is 25,000-36,000.
A bachelor's degree is held by 72 percent of those over the age of 23.
2.3 times per week, eat out
Young professionals that live in the neighborhood
Shoppers who frequent the high-rent stores in the area
 o Market Profile

POSSIBLE USERS POSSIBLE WAYS TO REACH THEM

The ambience and unique quality of our product will become our main weapon to
capture their interests and make them patronize it as it will be combined with an
MILLENNIALS exceptional quality.

Our Coffee shop objectives are to provide peace, relaxation, privacy and
FAMILY OR COUPLE satisfaction. Our costumer will have opportunity to spend their time and bond
with their family and someone.

We also intend to target those workers acquiring convenience in any form due to
WORKERS their busy schedules. In this aspect, the ability of our product in being time saver
can be utilized to make this type of users to become our customers.

For businesses like us, they still account as a crucial part of our sales, so it's
important to consider them as our potential customers. With our eye-catching
PASSERBY/TOURIST food business, it will be difficult for them to miss it while passing by. They are
more likely to be focused on their destination than on their surroundings.
However, by attracting them through our store location with our food offerings,
they will undoubtedly try it and eventually become our customers.
Shoppers only have a few seconds to understand what we do as they go to
SHOPPERS nearby the shopping mall or after they shopping. In this limited time, it is also
critical for us that they must notice us, understand our products, form a good
impression, and decide to enter and try our food.

Social media is an important channel for us throughout our business operations

SOCIAL MEDIA because it allows us to reach our customers. The users itself of these social media
USERS platforms can become aware and be familiar to the products that we are offering
then eventually become our direct customers.
 DEMOGRAPHICS

AGE 16 years old above

GENDER All type

INCOME Average and minimum wage earners or allowance

SOCIAL STATUS Middle and Upper class

Psychographics Behavioral

 Customer who prepare high quality
good and service
 Customer who is introvert
 Customer who prepare to unique
experience and food quality
 Customer who not likes to socialize
 Customer who frequent social media
users
 Customer who likes photography
 Customer who is nature lovers
 Customer who loves to relaxed with
friendly environment and surrounding
 Customer looking for luxury and
comfortable place
 Customer who Favors high quality
 Customer who loves to taste different
cuisine
 Customer who choose brand name
 Customer looking for semi formal
dining settings.
 GEOGRAPHIC
AGUINALDO The location tend to be not over crowded all the time even though it is
HIGHWAY, BRGY. surrounded by malls and other establishment as well as restaurant and
MAHARLIKA EAST, government building.
TAGAYTAY

SOCIAL MEDIA It is the most influential virtual network to conduct good communication and
ACCOUNTS relationship with customers.
(FACEBOOK,
TWITTER AND
INSTAGRAM)

GEOGRAPHIC SEGMENTATION STRATEGY

According to the latest census that was done last 2015, Tagaytay has a total population of 71,181
people and 16,095 households. The figure equals a density of 1,100 inhabitants per square
kilometer. Calculated against the 2010 census, it shows an annual population growth rate of
2.79%.On weekends and holidays, the population doubles because of the influx of tourists and
residents who have a second or vacation home in Tagaytay City. This has become the basis of
the business for choosing the area to be the location of the store since Tagaytay City is a favored
destination because of its cold climate. Tourists seeking Taal Volcano and Taal Lake’s charming
views make the city their favorite place, especially during summer, the holidays, and Holy Week.
As such, the Department of Tourism (DOT) cited the city as the top tourist destination in the
Philippines in 2015. It is also one of DOT’s priority areas for tourism development. Likewise, it
is Calabarzon’s tourist center can lead to the possibility of generating larger customer base. As a
second class city, Tagaytay is earning an average of more than Php20 million but less than
Php30 million. It is allows the business to acquire a whole range of opportunities in
strengthening its brand visibility, increasing its ability to efficiently market itself and gaining
competitive advantages in maximizing its sales and profit. The Actual located of Bean and talk is
low traffic commuter routes and breathtaking views of nature and an exciting range of
commercial establishments. It is perfect who wants to relax and nature lovers. This area is
overlooking the lake and enclosed in glass. Due to our location and open architecture design,
there may be occasional occurrences of insects while our customers are dining. This area is
along tagaytay to nasugbu highway in order to catch customers going to or from work, while
they are out for lunch, stop over or on a shopping expedition. The business will operate from
Monday through Sunday. Furthermore, our restaurant can also found on social media where in
we will accept inquiring, booking and reservation as well as they can also to view the feedback
of our restaurant.
II. MARKETING STRATEGIES
a. Product
Bean and Talk’s primary offering is gourmet roasted coffees with such varieties such as
mocha, carmelicious, white mocha, candy bar latte, and brewed coffee. Complementing
the coffee will be a smoothie line including wild berry, strawberry, peach, mango and
lemonade. Rounding out the simple menu line will be pastries obtained with an outside
supplier, freshly made and delivered daily. The pastry offerings may vary with
seasonality but the primary line will muffins, breads, cookies, scones, and rolls.

We may also launch product such as:

o Espresso Tonic

An odd mix, this two-step recipe is perfect for a midday caffeine boost. Start by getting a
tall glass and filling it halfway with tonic water. Add ice and then stir in an espresso. You
will have a bubbly, frothy light brown drink that believe it or not, is exactly what your
day needs.

o Mocha On The Rocks

A day before you plan on making this sweet treat, fill up an empty ice cube tray with
coffee and leave it overnight to freeze. When you're ready for your coffee the morning
after, throw your beautiful coffee ice cubes into a tall glass, add milk and a few drops of
chocolate syrup and enjoy! For iced coffee lovers this drink is
everything.

Coffee
o Butterscotch Pudding
Prepare by mixing butterscotch powder, cream, cinnamon and your morning coffee.
With a smooth brew, this creamy mix is the (strange) answer to your winter chills.
Both cozy and complex, it will get you prepped for the snow in no time.

o Mochanilla
Pour one table spoon of vanilla syrups and one ofchocolate syrup in a tall glass. Add
cold milk and one shot of espresso and mix. Add ice and top with plenty of whipped
cream and a sprinkle of cocoa powder. This will quickly become your morning go-to
drink of the season.

o Iced Coconut Coffee

In a blender, pour one cup of fresh coconut water unless you're in the city in which case
Zico works too later add a shot of espresso. Stir, add a cute straw and voilà! Your favorite
iced drink is ready.

o Café de Olla
A traditional Mexican drink, this coffee contains pure cane sugar and cinnamon. Stir in
about one table spoon of sugar and half a tablespoon of cinnamon into your morning
coffee and a boost of energy will kick in before you know it.

o Hazelnut Double
After your double shot of espresso is ready, pour into a mug and add one teaspoon of
hazelnut syrup and a sprinkle of shaved hazelnut. Decorate with whipped cream and
enjoy the seasonal delight of this sweet mix.

o Coconut Mocha
Heat one cup of delicious coconut milk and then stir into your freshly brewed cup of
coffee. Add chocolate syrup to your liking and enjoy! Simple yet incredibly tasty, this
drink is a tropical treat.

o Coffee Float
Like the root beer float of every cool kid's childhood, this coffee sweetness is perfect
for an end-of-the-meal drink. To prepare, start with your classic cup of coffee and add
one tablespoon of cocoa powder. Stir. Add a scoop of your favorite vanilla ice cream
and watch it float.

o Energy Boost
After brewing your coffee, put it in the blender and add one to three tablespoons of
coconut oil (depending on your commitment to this concoction) as well as a
tablespoon of unsalted butter. Blend. As strange as it may seem, the taste is quite
interesting and the oil helps your body process caffeine faster and better, so really this
is the perfect solution to your morning exhaustion!

The Bean and Talk Coffee will make these products available through our high quality
products at a competitive price. Double Wall Packaging Coffee Cups. We care about the
environment, which is why we offer a range of coffee cups to suit all of our customers
needs whilst ensuring at the minimum they are biodegradable. Double wall coffee cups
have a high heat resistance to hot liquids meaning they're able to trap heat, helping to
keep drinks hotter for longer without the need for a sleeve. The reason packaging exists
in the first place is to protect your coffee products from damage during the transit
 process, as well as while it sits on shelves in stores or a warehouse waiting to be shipped
to your consumers. An environmentally-friendly disposable coffee cup shows your target
market that you're interested in protecting the planet. A range of shapes and sizes
demonstrates that you can offer a diverse selection of different drinks to suit the
preferences of your target audience.

b. Price
 Menu Strategy

Costs and price will be significantly impacted by

our menu. Not only must we choose the type of food
we will serve, but also whether free bread and butter
will be provided, the condiments we will provide,
and what will be served with each main dish. For
instance, whether sandwiches come with fries and a
side salad. Once we have our menu, we can figure
out how much each item will cost. Our starting
point for food prices is this. Before we can
determine our prices, we must compute the
remaining fixed and variable costs.

 Flexible Pricing

Calculate the prices we must charge in order to

break even using spreadsheet or specialist software.
Keep in mind that many vendors require upfront payment from new cafes. The prices of
specific things can then be raised or lowered in order to generate the necessary profit. We
may change our menu more regularly to reflect our costs if we choose an easy-to-modify
menu format. We may tailor our prices to help us enhance sales of specific things by altering
prices in modest increments and offering high profit items as daily specials.

 Price Bundling

Combining multiple things into one price is one pricing method used frequently in cafes. For
instance, we might offer a large cappuccino for Php 185.00 and a sandwich for Php 200.00
instead of charging Php 185.00 and Php 200.00 separately. Customers will view this as a
great deal, and it will aid in growing our business. We also need to consider how much our
clients are willing to spend. For instance, if we and our rivals are both selling the same
goods, we will need to price them similarly, charge less, or ensure that they are of greater
quality.
  Complementary Pricing

By charging a significantly lower price than our rivals for a popular item while boosting the
price on other things, we use complementary pricing. For instance, we might charge a very
low price for our coffee. Then, in order to make up the difference, make our sandwiches
slightly more expensive than those of our rivals. Customers will be drawn to the low-cost
item, and once they are inside our cafe, they are more likely to purchase the slightly more
expensive item as well.

 Customer Loyalty Discount

By giving clients something for nothing or at a reduced price, this tactic encourages loyalty
and repeat business. For instance, we might decide to provide customers who bring their own
mugs a discount on coffee. We could provide discounts or a free dessert to every workplace
on our block if we are situated in a commercial location. By providing membership discount
cards or punch cards with "buy nine, get one free" deals, we can also increase client loyalty.

c. Promotion

Promotional Mix

The following channels are used by Bean & Talk to advertise its products:

o Advertising
o Offline
o Online
o the internet
o sales incentives
o Word-of-mouth promotion.

Both offline and internet advertising is used by Bean & Talk to promote its products.

It advertises its beverages and ongoing deals via large banners.

On online advertising media platforms like Google Ads and Facebook Ads, the Bean & Talk
marketing team frequently performs various ad campaigns.

On numerous social media networks, including Instagram, Facebook, Twitter, Snapchat, etc.,
Bean & Talk is very active. Our café uses carefully crafted graphics and films that are easy to
 relate to in order to promote its goods on each platform. At its coffee shops, it also offers a
variety of promotions. In association with payment apps, we also distribute discount
vouchers. These are all incentives for sales promotions.

With word-of-mouth marketing, your current consumers serve as your brand's largest
advocates. The Bean & Talk brand's reputation is quite helpful in this area. They have been
successful in relying on client referrals by putting a strong emphasis on customer connections
and customer satisfaction. The chain of suggestion from one customer to another is the
technique that enhances their sales organically.

d. Distribution
To begin, Bean and Talk will utilize direct marketing channel as it will straight sell its
product to its end customers through their physical location at Aguinaldo Highway, East,
Tagaytay. Our product will be made during the operating hours, and will be serve in shorten
time with unique experiences. This channel would enable the business to form genuine
relationship with its customers, provide goods and service in the fastest way and easily
respond to the product performance in the market through accumulating customer feedback.
The Bean and Talk serves coffees, teas, deserts and light lunches in bistro-like settings.
Small, local coffee shops establish a solid reputation in the communities, attracting large
volumes of highly loyal, sometimes daily patrons that operate exactly from 8-10 hours from
Monday to Friday. The delivery of the store for the dry goods and frozen goods are weakly,
every Monday. We are working for shifting scheduled and newly hired employees are under
gone to trainings for them to be ready to serve best and quality of experience and atmosphere
to our clients.

III. TIMETABLE
Activity Person Jan Fe Mar Apr. May Jun Jul. Aug Sep. Oct Nov Dec
in . b. . . . .
charge

Product
Develop new Gaspay
product
Product testing Bucaya
Product launch Santelice
s
Distribution
Train sales Sanico
force
Establishment Patropez
marketing
channel
Promotion
Advertising Lopez
Coupons Lopez
Price

Cost and Macuna

revenue
analysis

Selection of Capispis
pricing an

IV. BUDGET
FINANCIAL STATEMENT
JANUARY- APRIL- JULY - OCTOBER-
FEBRUARY-MARCH MAY- AUGUST - NOVEMBER-
JUNE- SEPTEMBER DECEMBER
SALES 2,500,000 2,000,000 1,800,000 3,500,000
COST OF GOODS
SOLD:
SUPPILES 450,000 400,000 350,000 600,000
LABOR 1,200,000 1,200,000 1,200,000 1,300,000
TOTAL COST OF 1,245,000 1,195,000 1,145,000 1,900,000
GOODS SOLD:
GROSS PROFIT 1,255,000 805,000 655,000 1,600,000

EXPENSES
MARKETING BUDGET 180,000 160,000 160,000 300,000
RENT (STORE 12,000 12,000 12,000 12,000
LOCATION AND
PLANT LOCATION)
UTILITIES 8,000 8,000 8,000 8,000
(ELECTRICITY AND
WATER)
OFFICE SUPPLIES 3,000 2,000 1,000 1,000
DISTRIBUTION 3,000 3,000 3,000 3,000
EXPENSE
 (LPG GAS)
TOTAL EXPENSES 206,000 185,000 184,000 324,000

NET INCOME: 1,049,000 620,000 471,000 1,276,000

TOTAL INCOME: 3,416,000

MANAGEMENT FINANCIAL
Management Quantity Monthly Trimonthly
Barista 3 45,000 135,000
Baker 2 45,000 135,000
Manager 1 30,000 90,000
Security Guard 2 20,000 60,000
Cashier 1 10,000 30,000
Total : 450,000

MARKETING BUDGET PLAN

Jan-Mar April-June July-Sept Oct-Dec

Advertising 150,000 100,000 100,000 200,000

Promotion 30,000 40,000 60,000 200,000

Total : 180,000 160,000 160,000 300,000

V. CONCLUSION
We built and developed the Bean and Talk, which is a coffee shop that will not only provide a
high quality service but also a relaxing experience that most of us need after a long tiring day. In
addition to values, we intend to continue to be the high-quality service focused on the needs of
the customer atmosphere. Complementing the coffee will be a smoother line including wild
berry, strawberry, peach, mango and lemonade. The Bean & Talk marketing team routinely runs
different ad campaigns on online advertising media platforms including Google Ads and
Facebook Ads. Bean & Talk is quite active on a number of social media platforms, such as
Instagram, Facebook, Twitter, Snapchat, etc. It also runs a range of promotions at its coffee
shops. All of them are incentives for sales campaigns. The Bean & Talk Company’s In this
regard, reputation is very beneficial. We have already successful in depending on customer
recommendations by developing a solid a focus on client relationships and satisfaction The
progression of recommendations from one client to another a method that increases sales
naturally.