MARKETING

CAMPAIGN AND
SWOT ANALYSIS

MKA23
Agres | Estabaya | Habon | Hernandez | Santos | Zipagan
 OBJECTIVES
People nowadays, regardless of their age, enjoy coffee.
Coffee has always been a must-have for everyone, young,
old, and in between. Coffee is essential to one’s ability to
function. Everywhere now, there are many options for
where to drink coffee in town, making it difficult for
startups to become known and compete with the existing
coffee shops in the market. Copi copi's main objective is to
provide excellent and high-quality delicious coffee that
tastes like coming home to a family after a long day. A
distinct flavor that is both budget-friendly and reasonably
priced. Copi copi will be a customer-oriented business that
operates not only for profit.

Return on investment after 6-10 months of market

operation.
Create loyalty cards for the first 100 customers upon
the company's launch and offer them discounts.
Collect the insights, opinions, and suggestions of 25
people regarding their experience and what they
would like to see improved about the product.
Post three to five times per week on social media
accounts to increase customer engagement.
Open a new branch to serve more customers and
expand the company nationwide.
 BUDGET
Item Purpose Cost Estimate

Graphic design of logo,

Branding and Design packaging, posters, and Php 5,000
other marketing materials.

For Facebook, Instagram,

and Tik Tok content
Social Media Advertising Php 3,000
development and paid
advertisements.

To measure the
Market Research effectiveness of the Php 2,000
campaigns.

A pool of prizes will be given

Giveaways Php 4,000
to the winners.

Sponsored face-to-face or
Sponsorship/ Partnerships online events and partnering Php 5,000
with organizations.

In-store retail signage

displays such as posters,
Print Media Php 6,000
poster boards, or cardboard
displays along the road.

PR packages and talent feels

allocated for local food
Influencer Marketing Php 5,000
bloggers and lifestyle
creators.

This is about 10% of the total

allocated budget of Php
Contingency Fund Php 3,000
40,000 in case of necessary
adjustments. 
 BUDGET

Estimated campaign impact: In terms of profitability,

there is insufficient data to determine the amount of
investment required and the projected return on
investment. However, we expect that income for the
first year that the marketing campaign impact would
be generated is at least Php 250,000.
 ADVERTISING MESSAGE
1.) Primary Message: The ultimate weekend treat is finally

here! Copi Copi comes with four varieties of beverages:

Iced and hot coffee, frappe, fruit cream drinks, and fruit

Ade series.

2.) Message Pillar 1: This minimalist cafe along Tagaytay-

Sta. Rosa Road looks aesthetic with its white and brown

interiors. With the right amount of coffee dose, you’ll

surely crave more.

3.) Message Pillar 2: Experience love at first sip with

freshly brewed coffee.

4.) Proof of Point: Despite that Copi Copi is a newly

opened business, coffee lovers around the upland area

love the good quality brewed coffee that the cafe serves.

5.) Call to Action: Start the week right with some Copi Copi

goodness! Come through to pick me up.

 CREATIVE STRATEGY
Copi copi will be a coffee shop in Tagaytay that provides
quality and delicious coffee and pastries to customers all
over Luzon and aims to expand its business through social
media platforms such as Tiktok, Instagram, and Facebook.
Copi copi will implement strategies that benefit both
customers and the business. There will be interesting uses
of advertising, such as providing tarpaulins to public
vehicles such as tricycles and placing stickers in public
places. There are also photo and video contests where the
content is about the place and people share their
experiences when they visit it, all while using hashtags.
The business will use flyers, social media advertisements,
and promotional offers to attract customers’ attention
while focusing on building relationships with them. The
business will also expand its location to accommodate
more customers while also providing live bands that will
play instrumental music outside the shop at night,
serenading the customers.
 MEDIA DECISIONS
Because Copi Copi is a newly established business,
utilizing different mediums will increase the brand's
recognition. Through this strategy, the brand can also
garner new customers that will aid several advertising
objectives. What are the advertising objectives? As
previously mentioned, Copi Copi just got into the industry.
Hence, it is only natural for them to have a strong sense of
creativity and competence in developing the brand's image
and financial stability. In doing so, cluttering promotions
that could reach places is one of the best ways to achieve
the stated goals, wherein they may be able to do it through
trends and programs that will make customers have a
stronger association with the brand.

There are social media applications that they can put to

use to increase awareness. Amidst the pandemic, modern
technology has been a great help to everyone, especially to
start-up businesses. Knowing this, Copi Copi can market
its aesthetically pleasing photos of its shop and products
by using hashtags in apps like Facebook and Instagram,
which can affect the algorithm of people's apps. However,
only making use of hashtags and publication materials
 MEDIA DECISIONS
without proper timing will not suffice. Thus, the group
suggests making posts frequently that viewers can relate
to, so the brand can establish a strong association in the
market. Posting may get done at least three times per
week. Furthermore, the immersion of people in food
bloggers and influencers is efficient because we can see
that people's buying patterns can be affected when they
see reviews about a product or place. The mentioned
would have to be patterns that play a pivotal role in the
effectiveness of the said promotion.

Besides social media, tangible mediums like promotional

posters, merchandise and membership cards would also
be effective. Moreover, establishing a good image of the
brand and a better perception of it will evoke feelings of
loyalists and future customers, and it is pursuable through
sponsorships and partnerships. Partnerships and
sponsorships create a better understanding of what a
business can do for its people and environment. It gives a
chance for people to ponder how it operates. Needless to
say, these will not get implemented if not for proper
budgeting.
 SALES AND PROMOTION MATERIALS

1.) Social Media – Facebook, Instagram and TikTok accounts.

Copi Copi had established its own social media platforms
to further increase engagement with potential customers.
Creating an online platform to introduce their products is
an effective way to educate your customers about your
brand and what your company has to offer.

On Copi Copi’s Facebook page and Instagram accounts –

they post their graphic-designed menus and
announcements such as limited and exclusive promos, as
well as pictures of their customers who shared a
wonderful dining experience with them. While in their
TikTok account – they share plenty of aesthetically
pleasing short video clips of their coffee-making process
for customers to see how they create their traditionally
made coffee drinks.
 SALES AND PROMOTION MATERIALS

2.) Clothing Merchandise – Printed T-Shirts (in collaboration

with Museo Clothing).
Just a few years ago, the trend of graphic-designed shirts,
well-known as graphic shirts, had escalated. Copi Copi is
not just an ordinary coffeehouse that serves beverages and
snacks, they also offer brand merchandise exclusively for
their business’ anniversary. In collaboration with Museo
Clothing, they devised the idea of creating a graphic t-shirt
incorporating the coffeehouse’s brand name on its design
blended with other elements.

3.) Membership / Loyalty Cards.

To show gratitude for the Copi Copi loyalists, the
coffeehouse decided to give back by giving away loyalty
cards during the BER months. Customers will be given a
stamp for every purchase, and once they have collected all
9 stamps, they will be given a free drink. This tactic of
theirs is indeed effective in garnering more consumer
attention because customers are more likely to consider
this a little treat or reward after showing support towards
the coffeehouse.
 SWOT ANALYSIS
Illustration (table) of SWOT Analysis
STRENGTH
high service culture
continuous sale
quick motivated staff
quality product and service
OPPORTUNITIES
to increase brand loyalty by providing incentives,
to enhance the overall customer experience,
to attract more attention, create a new series of
products,
special offers are used to attract new customers,
using online advertising tools to raise brand
awareness,
increasing the number of product options;
Copi Copi can change and differentiate its products
based on customer preferences, and it may launch
new products in line with societal trends.
Copi Copi has the ability to attract more customers
because it serves special bakery goods for health-
conscious people as well as a variety of beverages
such as hot cocoa and tea for non-coffee lovers.
Capability to develop brand quality.
Capability to grow. (Open additional branches in other
areas)
Capability to broaden the target market.
WEAKNESSES
less market data
manual system
difficult to estimate capital & profit
difficult to establish a brand
THREATS
inconvenience due to limited
space and lack of employees,
rising ingredient costs can have an
impact on product production,
the high cost of maintaining FDA
regulations can result in
unexpected expenses or liability
for the business,
coffee that is homogeneous (raw
materials bought from a supplier
of other local coffee shops),
due to a labor shortage,
production and sales are moving
at a reasonable pace,
coffee is regarded as a luxury item.
That is why many people will not
visit the cafe if they do not have
extra money,
lastly, low participation in
sustainable business practices.
 SWOT ANALYSIS
This SWOT analysis is designed to help Copi Copi fully
understand the different circumstances businesses or
venture faces or may face, which provides valuable insight
into the many different facets of business management.
Conducting a good SWOT analysis is as easy as just listing
the Strengths, Weaknesses, Opportunities and Threats.

1.) Strengths
The first letter in the SWOT acronym is S, which stands
for ‘Strengths’. Strengths are a property of every
organization or venture which answers the question “What
do we do well?” or “What is good about us/our product?”
Strengths are internal — that is to say, every organization
has a different set of strengths which they worked for
themselves. For Copi copi, their strengths are the
following:

high service culture: Although Copi copi is a coffee

shop that is a quick turn around small business, its
target market and customers require 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,
 SWOT ANALYSIS
continuous sale: Coffee is such a small item that people
can make it at home. But they would like to go out with
friends to have coffee at some outdoor place especially
when the location of the coffee shop is near a cold
location. That’s why customers keep coming and going
to Copi copi, whenever they get time,

quick motivated staff: We can notice from internet

marketing videos of Copi copi that they have several
staff in their shop. This is considered a strength
because the work routine is so simple that the staff
knows the steps they have to perform over and over
again. Since a variety of customers keep on coming and
going all the time, all these things make the staff
motivated. They know that they have to be quick to
serve their customers,

lastly, quality product and service: This is considered a

strength because Copi copi totally offers high quality
products and service. Their menu consists of different
options to choose with namely: for iced or cold, we
have Americano, Vanilla, Spanish, Matcha, Hazelnut
and Caramel which range from 80 to 175 pesos only.
 SWOT ANALYSIS

2.) Weaknesses
Every business or venture has its weaknesses and things
that they don’t do so well or even do poorly, or things that
aren’t so good about them. Weaknesses are particularly
noteworthy if they prevent you from achieving Copi copi's
‘mission’ or make doing so more difficult. This might mean
unnecessarily leaking finances, improperly targeting
clients, or poorly executing a service, among other things.
For Copi copi, their weaknesses are as follows:

less market data: When we launch a coffee shop

business in a new market, we need data to check the
statistics. Since Copi copi is just new to the business
industry, it’s very difficult to collect the market data,
especially in this niche,

manual system: If Copi copi wants a quality product

and service, you have to do things manually. When we
talk about manual processes, it’s good but time-
consuming and costly,
 SWOT ANALYSIS

difficult to estimate capital & profit: Profit in the coffee

shop business comes in the form of bits and pieces.
Therefore, Copi copi have to be very vigilant in
accounting and math. Only then, Copi copi would be
able to keep their accounting books in order,

lastly, it is difficult to establish a brand: Almost every

coffee shop around the world provides some unique
taste, and that becomes its reputation. Of course, Copi
cppi is providing a quality service but it doesn’t mean
that Copi copi is the only seller in the market. That’s
why it’s difficult to make a unique name in this
category;
 SWOT ANALYSIS

3.) Opportunities
Opportunities are a combination of different
circumstances at a given time that offer a positive outcome,
if taken advantage of. The key word in this definition is
"circumstances", because opportunities are said to be
external. That means that, unlike with Strengths, however
hard anyone tries they cannot "create" opportunities and
they can only choose how to position themselves to gain
maximum benefit from them, or whether or not to grasp for
them. For Copi copi, their opportunities are as follows:

to increase brand loyalty by providing incentives,

to enhance the overall customer experience,
to attract more attention, create a new series of
products,
special offers are used to attract new customers,
using online advertising tools to raise brand awareness,
increasing the number of product options;
Copi Copi can change and differentiate its products
based on customer preferences, and it may launch new
products in line with societal trends.
 SWOT ANALYSIS

Copi Copi has the ability to attract more customers

because it serves special bakery goods for health-
conscious people as well as a variety of beverages such
as hot cocoa and tea for non-coffee lovers.
Capability to develop brand quality.
Capability to grow. (Open additional branches in other
areas)
Capability to broaden the target market.
 SWOT ANALYSIS

4.) Threats
In business analysis, Threats are anything that could cause
damage to your organization, venture, or product. This
could include anything from other companies who might
intrude on your market, to supply shortages which might
prevent you from manufacturing a product. For Copi copi,
the possible threats are the following below:

inconvenience due to limited space and lack of

employees,
rising ingredient costs can have an impact on product
production,
the high cost of maintaining FDA regulations can result
in unexpected expenses or liability for the business,
coffee that is homogeneous (raw materials bought from
a supplier of other local coffee shops),
due to a labor shortage, production and sales are
moving at a reasonable pace,
coffee is regarded as a luxury item. That is why many
people will not visit the cafe if they do not have extra
money,
lastly, low participation in sustainable business
practices;