FILAMER CHRISTIAN UNIVERSITY

SENIOR HIGH SCHOOL

Roxas Avenue, Roxas City 5800
(Tel No.: 0360 6212-318, 6216-198 fax No. 6213-075)

Masafrappe Café
Marketing Plan

Prepared By:

BUSINESS-1 ENTREPRENUERSHIP
FINAL EXAM
 TABLE OF CONTENTS

Company Profile 3

Brief History 3
Owners Profile 4
General Product Description 4

Objective 5

Executive Summary 6

Situational Analysis 7

Customer 7-8
Company 9-10
Context 10-11
Collaborators 11
Competitors 11-12

Marketing Analysis 13

Segmentation 13
Targeting 13-14
Positioning 15

Tactical Plans 16

Product 16
Price 16
Place 16-17
Promotion 17-18

Financial Projection 19

Appendices 20-22

Masafrappe Café. Marketing Plan

 I – COMPANY PROFILE

A. Brief History of the Business

Masafrappe café is the business chosen for doing this marketing plan. Masafrappe Café was
opened on March 2018 with the purpose of introducing fresh air in the catering sector of the
zone. It is situated in Malabon Metro Manila concretely in the Stall 4, No. 301 Victoria Avenue,
Potrero, Malabon 1475 in front of De La Salle Araneta University. The establishment is set as a
coffee shop, which offers service from the morning until at night.

The owner was an OFW in UAE during his age of 20’s as a waiter. In terms of his experience he
has notice that the coffeehouses in the UAE grew in popularity, they became public social places
where people would meet for conversation and commerce whilst drinking coffee. These days,
enjoying a cup of coffee or tea with a slice of cake has become the norm in our lives. So he
decide to put up a coffee shop business in the Philippines with the help of his sister, and the said
coffee shop to be build they put them a twist that not only a coffee and food they offer, in
addition, it offers service of breakfast, lunch, meals, dinners, Frappe and Milk tea. It also
includes its own outdoor parking and free Wi-Fi for its customers. They pride themselves in
providing excellent customer service in a friendly, welcoming and adaptable environment. All of
the food and coffee they source is ethical, sustainable, and local when possible. They strive to
enhance the ordinary café experience by offering the unique element of being able to self-express
through many different forms of art. They will achieve this by positioning their business as
accurately as they can in the minds of their target markets, which include millennials, and
middle-aged educated adults. They are very optimistic about the success of their business
because of the fact that the industry is in a high growth stage, generational trends seem to be
favoring their product offerings, and the age demographics in the City of Malabon are fitting
with their business objectives and strategies.

Taking everything into account, its vision, mission and goals are:

Vision:
Being a leader in the sector at the local level, achieving the complete satisfaction of the clients
due to the differentiation offered in the area together with the unique decoration that it presents,
thus encouraging to repeat the experience and in turn to promote publicity.

Mission:
Provide an attractive place with extended hours and good atmosphere, offering a cheerful and
fun setting combined with a great gastronomic service that will make you repeat the experience
at more than reasonable prices

Goals:
To provide a substantial income and to create a business and working environment where both
the customer and employee are treated with dignity and respect.

The specific goals of the business are:

3
Masafrappe Café. Marketing Plan
Profit - personal income in excess of 900,000 pesos per year within three years
Clientele - create a base clientele of persons who live and work in the area. These persons will
like a relaxed atmosphere where they can "hang out"
Employees - Competent employees (at least 51% from low-income neighborhoods) who are
committed and loyal.

B. Owners Profile

The owner is 40 years old man who named Erick Reyes, has a lot of previous experience in the
sector and also he has some marketing skills beneficial to his business. He has the Higher Degree
of AB Literature and language teaching and he have an experience in bartending from his
previous course as a HRM student, which has allowed him to detect great weaknesses and
strengths of the sector and to know how to promote them. In terms of his experience, he has
worked in big hotels in Dubai such as the Kings Park Hotel, Grand Nova Hotel at his age of 26
by performing the work of waiter.

C. General Product Description

Masafrappe Café aims to combine a traditional menu with an air of new trends and freshness
with innovative drinks and foods that makes the customer feel comfortable. It also aims to
recreate moments of fun at an affordable price to all budgets. On the other hand, it should be
noted that the place is located in an area of pedestrian and vehicle pass, since it is an area where
new buildings are being built. Apart from this, it is close to the only big universities with the
largest dimension of the town.

Tucked away from the busier streets of this foodie, heritage city called Malabon, they are a little
affordable cafe that is big on good food, tasty drinks, and delightful service. Their menu contains
a number of dishes and drinks that highlight certain Filipino ingredients, mostly evident in their
frappes and pasta. They use tinapa, tuyo, chocnut, barako and brazo de mercedes, all of which
manifest how we take pride in what is made 'local.' And whichever comes to your mind when
you hear or read through their name, whether "masarap" (mouthwatering) or "pang-masa"
(affordable); it is their desire to serve you food and drinks that delights not only the heart and the
appetite but the budget-conscious in us.

Masafrappe Café. Marketing Plan

 II- OBJECTIVE

Masafrappe café marketing objectives for the first three years of operation include:

 Grow total sales by 10% annually.

 Diversify the service offering to insulate the business against fluctuations in any one
component of the revenue stream.
 To bring awareness to the new product, specifically its value and benefits to the selected
target market, leading to a 5% increase in customer traffic and a 4% increase in sales of
beverage drinks and food in company-owned retail stores.
 A new product line will be implemented. Increase within three years of introducing the
new product.
 By the second year of introducing the new product, the number of transactions in each
store will measure the targeted increase in customer traffic, and the increase in the
revenue of beverage drinks and food will be measured by the total sales in each store over
the period of three years

5
Masafrappe Café. Marketing Plan
 III- EXCUTIVE SUMMARY

For coffee shop whose target customers are students, parent’s workers and other individuals
who walk in by, this is a potential sector of the brand. Assuming that all target customers
drink coffee, frappe and milk tea and also eat their breakfast, lunch, meals and dinner at
least twice in a day the proportion of drinks and food brands now meets only 3.5% of demand
according to the survey. Each day a coffee shop sells an average of 200 to 300 cups of
drinks, and 50 to 100 serving set of foods the peak of the week can be up to 400 to 500 glasses
and 150 to 250 set of serving of foods. At some restaurants located in beautiful locations,
the restaurant often crowded and even without seats like Our Blend Cafe’, although the
shop has expanded many floors and many branches in Malabon.

Their name sounds "pang-masa" but more often we hear "masarap." Whichever idea comes to
your mind it is our desire to serve you only the best, but you definitely eat and drink for less. The
channel used by this business to receive the merchandise and offer a good service to its
customers. The channel talks about how we are going to physically distribute our product to the
market, and the value distribution chain that is involved with our business. We determined that
we are a level one channel as there are no intermediaries between the company and the
consumer. At the Masafrappe Café, our pricing strategies will consist of cost-plus pricing
ensuring we make a reasonable margin. We will also incorporate competition based pricing for
certain products, to ensure that our beverage and foods prices will be comparable to other
upscale local cafés. Since marketing will play a dynamic role in the success of Masafrappe café.
It is our dream to introduce the masafrappe brand to consumers all around the city. To achieve
our plan, we must build a brand awareness around our products by promoting itself through
social medias such as Facebook, Twitter, YouTube, Instagram and many more. From the
ingredients for our products to the customer service at our stores, we keep a strict and high
standard, setting the bar for our competitors.

Masafrappe Café. Marketing Plan

6
 IV- SITUATION ANALYSIS

To gain a better understanding of the current and future states of the market we are entering we
have done a SWOT analysis, which is a situational analysis done to identify the internal strengths
and weaknesses, and the external opportunities and threats of an organization. We have done a
detailed analysis on three specific areas that will affect our business: the customer, the
competition, the company, the context, the collaborator and the competitors. These analyses
allow us insight into what to expect as we penetrate the market as well as what to expect over
time.

A. CUSTOMERS

Coffee Shops, especially those that provide a unique value proposition are on the rise in
Philippines. According to Statistics Pilipphine, 86% of the population in the City of
Malabon is over the age of 15, the most popular beverage nowadays consumed by
Filipinos over the age of 16 is coffee and milk tea. When comparing these two facts we
can easily see that the consumer demand for coffee shops in the City of Malabon is
rising. From further consumer research we found that adults aged 35 to 54 make up 42%
of the people who drink specialty coffees, such as lattes and cappuccinos base on the data
were collected through a face-to-face survey with consumers. We have also found that
adults with post-secondary educations are 70% more likely to visit coffee shops, and also
that the highest proportion of specialty coffee drinkers are adults. Looking more
specifically at the City of Malabon, we have found that the median age is 42.3. This
allows us some insight into how many people approximately are interested in coffee
shops and gourmet coffee in Malabon. Millennials were another group that came up
frequently during our research. We found that they are increasingly consuming gourmet
coffee, and that they are decreasing their consumption of alcohol .This generation is often
seeking alternative options to the nightclub scene, and therefore creating a greater
demand for establishments that offer unique activities. When looking at the City of
Malabon, it is easy to see that millennials are an important segment to consider as the
largest age demographic in the region, 20 to 24, falls within this generation. One other
important factor to mention is that the majorities of Filipinos consumers are becoming
increasingly conscious of their impact on the environment, and are taking much more
social responsibility for their buying. This means, that in order to increase the perceived
customer value of a product it is smart to demonstrate how the business and its owners
are socially responsible and use ethically sourced products. To recap, through our
consumer research we have found that educated middle-aged adults are the main
consumers of specialty coffees and coffee shops. We have also discovered the
generational trends that are happening with millennials, such as the decrease in
consumption of alcohol. We have also highlighted the importance of being socially
responsible in the eyes of the consumers. In our marketing strategy we will elaborate on
this research to explain our target markets, and why we chose the ones we did. Although

7 Masafrappe Café. Marketing Plan

 coffee houses it can be consider as a fast food. And this is the following factor that can
affect for the buying behavior of the consumer and the reason for existence of non
buyers. Consumer’s beliefs in the health benefits of a coffee and fast food are unclear. By
knowing some people nowadays are health conscious. And to response this problem we
decide to convert our ingredients into organic. We aimed at analyzing consumers’
perceptions of coffee and fast food health benefits, consumption and purchasing motives
of coffee and fast food consumers with positive perceptions of coffee and fast food health
benefits, and willingness to pay for coffee and fast food with associated health claims.

Market Analysis for the Current and Potential Customers

2018 2019 2020

Potential Customers Growth CAGR

University Students/Millennials 4% 10,000 10,400 10,816 4.00%

Office Workers 3% 15,000 15,450 15,913.5 3.00%

Other Individuals 6% 3,000 3,180 3,371 6.00%

Total 3.68% 28,000 29,030 30,100.5 3.68%

2018 2019 2020

Current Customers Growth CAGR

University Students/Millenials 3% 9,700 9,991 10,290.77 3.00%

Office Workers 2% 15,600 15,912 16,230.24 2.00%

Other Individuals 5% 2,820 2,989.2 3,168.55 5.00%

Total 2.73% 28,120 28,892.2 29,689.17 2.73%

The consistent popularity of café’, combined with the growing interest in the newly trends foods,
has been proven to be a winning concept in other markets and will produce the same results here.
All three target markets for the café service are growing at a relatively fast pace. We're faced
with a large number of potential customers, and we're offering a needed service.

Masafrappe Café. Marketing Plan

8
Target Market Growth:

 University students continue to grow at a steady pace, at nearly 4%

 Office workers in the downtown area and nearby professional buildings continue to add
value, growing at 3%
 Other individuals are becoming an important part of downtown business, growing at
almost 6%
 Teens continue to play a major role in downtown foot-traffic, growing at 2%

B. COMPANY

The SWOT analysis provides us with an opportunity to examine the internal strengths and
weaknesses masafrappe must address. It also allows us to examine the opportunities presented to
masafrappe as well as potential threats.

Masafrappe café has a valuable inventory of strengths that will help it succeed. These strengths
include: a knowledgeable and friendly staff, state-of-the-art coffee shop, and a clear vision of the
market need. Strengths are valuable, but it is also important to realize the weaknesses masafrappe
café must address. These weaknesses include: a dependence on quickly changing technology,
and the cost factor associated with keeping state-of-the art coffee shop.

Masafrappe café strengths will help it capitalize on emerging opportunities. Threats that
Masafrappe café should be aware of include the rapidly falling cost of supplies, and emerging
local competitors.

Strengths
Internal

 Knowledgeable and friendly staff.

 Strong product differentiation
 Up-scale ambiance.
 Good Location.
 Good quality in their product and services
 Modern Facilities
 Owner Training

Weaknesses
 A dependence on quickly changing trends.
 Small, startup company
 Similar product offerings to the competitors

External

Opportunities
 Attract new customers through special offers
 Increase in average spending per household in coffee shop and restaurants.

9 Masafrappe Café. Marketing Plan

  Coffee shops are the fastest growing industry in the foodservice industry
 Develop and implement a loyalty program

Threats

 Crowded Marketplace
 Finance crisis

Keys to Success
The keys to the success for Masafrappe café are:

 The creation of a unique, innovative, upscale atmosphere that will differentiate

masafrappe café from other local coffee shops.
 The establishment of Masafrappe café as a community hub for socialization and
entertainment.
 Attracting customers who find value in the Masafrappe café offering and who will
frequent the Shop regularly in order to meet like-minded single people.
 Excellent customer service.
 Maintaining a cost of goods on foods at below 50%.

C. CONTEXT

According to the North American Industry Classification System (NAICS), the coffee shop
industry( Masafrappe Café) would be classed as a mixture of three deferent industries: full
service restaurants and limited service eating places, other amusement and recreation industries
and live theatres and other performing arts presenters with facilities. The first falls under sector 7
(accommodation and food services), and the second two fall under sector (arts, entertainment and
recreation). To summarize The Masafrappe Café falls in an industry group which comprises
establishments primarily engaged in providing food services and preparing and serving non-
alcoholic beverages intended for immediate consumption. It is also involved in operating
recreation and amusement facilities and services, as well as organizing and promoting
performing arts productions. Looking forward we project that entering this industry, although
competitive, will be successful due to many external factors and generational trends. The coffee
shop industry as a whole is a 6.2 billion dollar industry, and within food service it is a 4.8 billion
dollar industry (Coffee Facts 2015). In terms of global sales, coffee shops are the fastest growing
restaurant industry, with a 9.1% increase from 2014 to 2015 (Friend 2016). The growth itself is
not overly surprising though, as coffee is the most popular beverage consumed by the people
over the age of 16 (Coffee Facts 2015). What may come as more of a surprise is the fact that this
growth is even larger that the whole international restaurant industry, as well as the global fast
food industry, which saw a 5.7% and 5.8% increase in sales respectively (Friend, 2016). In
addition to the increasing popularity of cafés, there has been a steady decrease in nightclub and

10 Masafrappe Café. Marketing Plan

bar popularity; in fact, in the Philippines over 10,000 bars have closed in last ten years (Howe
2016). It is speculated that this switch is due to millennials being less interested in binge drinking
and clubs than generations before them (Howe 2016). Instead there is a rising trend in moderate
consumption of alcohol in establishments that also feature activities such as board games, and
arcade games (Howe 2016). Consumers are also consistently becoming more socially
conscientious and as a result wanting to buy more local and ethically sourced products (Kasriel-
Alexander 2014). This trend is great for the bottom line of locally owned and operated
businesses, as well as those that source certified and ethical products. To summarize, although
this industry is quite crowded already, the fact that it is the fastest growing industry in its market
gives it quite a lot of potential to be successful. Especially, because it incorporates many other
factors that seem to be growing in popularity - such as it is being an establishment that features
an activity, and sources its products ethically.

D. COLLABORATORS

For our business we have suppliers who give us, the company, the products we need to serve our
customers. This means that we are a level one channel as there are no intermediaries between our
company and our consumers. We pride ourselves in exclusively using local and/or ethically
sourced products. Therefore our suppliers are very important to us, as we work closely with them
to ensure they are meeting our standards and providing us with our needed products. Our first,
and arguably our most important supplier is Northern Coffee bean store, this is a based coffee
company that provides us with our coffee supply. We chose to work with them, because their
values of environmental protection and fair trade align with those of our business. Other
suppliers who are of great value to us include, Lady Baker’s Tea Trolley, Harvest Wholesale,
and Urban Meats inside the Malabon Public Market, these are all suppliers who provide us a
supply for the our daily needs in the shop. Other suppliers include the landlord who we rent the
building space from, the suppliers of our electricity, water, heat, and internet, as well as the
companies who print our menus, and sell us utensils and restaurant equipment. And nowadays
with the advent of technology, most of the restaurant and café have opted for online on demand
food ordering platform so masafrappe café decide to go in with the online delivery app such as
Grab and Food Panda. Hence in order to stay ahead the competition and attract customers, it is
essential that the café’ collaborate with the online platform which is a trend today. Although
“collaboration” has become a bit of a corporate buzzword, that doesn’t mean that it’s an empty
cliché.

E. COMPETITORS

The Competitors although there are many unique aspects about the Masafrappe Café,
there are other businesses who will most likely prove to be strong industry competitors.
We have identified the major competitors as businesses who provide services that overlap
with our own, and are located in Malabon the same geographical location as the
Masafrappe Café. Specifically we have indented the following businesses as competition:
Starbucks, The Our Blend Café, The Brewshot Café, The Café 86, The Matcha a Café

11 Masafrappe Café. Marketing Plan

and we consider also the Mcdonals. We suspect that our biggest coffee shop competitor
will be Starbucks, which is an American coffee company and coffeehouse chain. It is a
large scale corporation, with major brand recognition. Because of the fact that it is well
known as a quality and consistent company, they have gained a lot of customer loyalty.
In addition to all of this, they are also capable of investing a lot of resources into
developing their products, marketing, and loyalty programs. For example, they have
recently developed an app that you can use to pre-order your drink, purchase your order
at the counter, and track your purchases in order to gain points and eventually be
rewarded. Competing with them will prove to be difficult, as it is evident that their
resources and company experience will be difficult to compete with, especially as a small
startup company. The Café 86, The Matcha a Café, The Brewshot Café’ and the Our
Blend Café, are all locally owned and operated business in Malabon. They all sell quality
and ethically sourced specialty coffees, Milk teas and provide their consumers with a full
bistro menu that includes breakfast, sandwiches, and pastries. They will be strong
competitors as they provide much of the same products as we do, and in addition they
attract consumers who want to buy local. They are all already established in Malabon,
and because of that they will have loyal customers, especially because they have well
aligned their product offerings with the current consumer demands. The fact that their
product offering is in line with consumer demands for ethically sourced and local
products right now, gives them competitive advantage. Their company’s differential
advantage is similar to that, of The Masafrappe Café, and because it also offers an
alternate activity for a night out, they will be one our largest competitors in the industry.
Despite the strong competition that we have clearly outlined, we believe that our unique
value proposition will help us to work our way into the market and gain a profitable
amount of market share.

Masafrappe Café. Marketing Plan

12
 V- MARKETING ANALYSIS AND STRATEGIES

A. SEGMENTATION

Masafrappe café main approach to gain greater market share in the industry is by paying a close
attention to its market segments. It not only uses demographic segmentation in terms of gender,
income, age, and ethnic background but also employ geographic segmentation drawing upon
country or region of the world and its market size in that specific region and climate. The
demographic segmentation by Masafrappe café is between 25 and 40 years of age with high
incomes, the second target group is 18 to 24 year of age and belongs to richer families. Mostly
Masafrappe café customers belong to the Generation Y which was born between 1977 and 2000
Psychographic segmentation shows that customers belong to the middle class and well-off
customers who were educated (Rafii, 2013).Masafrappe café marketing strategies are situated
between mass marketing and segment marketing; they are targeting a broader public; however,
soon they realized growth opportunities in the industry and set strategies to cater a wider array of
the market segment. Masafrappe café’ has also segmented its markets by demographically and
geographically selecting the store location with educated and coffee lovers.

B. TARGETING

Before creating a positioning scheme and a marketing program we evaluated the market and
determined the best strategy for segmenting, which involved dividing the market into distinct
groups. We decided to segment based on age, life-cycle and psychographics. We then evaluated
the potential for success in each segment by doing a situational analysis, and decided to target
two distinct segments: middle-aged educated adults, and millennials. Our first target market is
middle-aged adults, who have pursued post-secondary education and are now working in high
paying careers. This is because from our consumer research we have found that adults aged 35 to
54 make up 42% of specialty coffee drinkers. We have also found that adults with post-
secondary educations are 70% more likely to visit coffee shops, and also that the highest
proportion of specialty coffee drinkers are adults. This research allows us to see that targeting
this market in Malabon area makes sense, because of the fact that the median age in the City of
Malabon is 42.3, which falls within this target market’s age. The other target market that we
have decided to pursue is millenials. Although they do represent a significant portion of coffee
shop consumers, the fact that they are one of our target markets is less based on the fact that they
are coffee drinkers, and more on how this generation is often seeking alternate options for nights
out with friends. The decrease in the party scene has resulted in a greater demand for
establishments to implement different activities for their consumers to participate. The
Masafrappe Café is a place where millenials can come with their friends to create art and
meaningful experiences. The importance of the latter is increasing dramatically among young
adults, who are resolving that being sober and having real conversations with people is much
more effective at building friendships, than is being highly intoxicated at a club. The fact that

Masafrappe Café. Marketing Plan

13
The Masafrappe Café is a business that can satisfy this demand for millenials, is an important
reason for targeting them. It is also important to note that because 20-24 is the largest age
demographic in the City of Malabon, it makes sense from a business perspective to target them,
as gaining one of the largest age demographics in the city will highly increase our market share.
In a grand sense, we’ve decided to go after a large group of people in terms of age range.
Roughly people start to drink coffee at the age of sixteen, so using the numbers given on
Statistics of Philippines, and the fact that approximately 85% of the population drinks coffee,
there are 21, 522 people in the City of Malabon who consume coffee on a regular basis. This
number can be broken down by the two segments we have determined as well. If millennials are
considered to be people between the ages of 18 and 24 then they make up sixteen percent of this
market. If middle aged adults are considered to be people between the ages of 35 and 54 then
they make up thirty seven percent of the market. Given these numbers, we have decided to target
quite a significant portion of the coffee drinkers in Malabon - approximately fifty-three percent.
By choosing to targeting these groups we are optimistic about achieving our financial goals, and
becoming a successful business within the City of Malabon.

14 Masafrappe Café. Marketing Plan

C. POSITIONING

Brewshot Café
Starbucks
Café 86 Matcha a Café

Masafrappe Café

Our Blend Café

McDonalds

Masafrappe café developed a unique market position for their products and
services offer. This was mean to make their products different from others so as to
attract customers. Masafrappe position itself in the market as a highly reputed
brand in that area of location. In this case, the business has planned its positioning
in a way that brings a distinction between their products brand from those of
competitors, and enjoy the greatest strategic advantage in their target markets.
Their positioning strategy was based on the customers so as to provide the best
service beyond customer expectations.

Positioning is the set of all the consumers’ perceptions in their mind with respect
to a brand, product or service, after having identified the market segments. In that
case, a positioning map has been created to visualize Masafrappe Café's position
in the consumers’ minds over those of the competition. It is defined based on two
clear attributes, quality and price, since these two variables provide competitive
advantage to the company.

Masafrappe Café. Marketing Plan

15
 VI-TACTICAL PLANS

A. PRODUCTS

At the Masafrappe Café, we strive to provide an environment in which individuals have access to
the resources that allow them to express their creativity. The majority of cafés follow a similar
model that consists of providing hot beverages, foods and a cozy space. At the Masafrappe Café,
however, our goal is to enhance the customer’s traditional café experience by adding a truly
valuable element to one’s otherwise run of the mill experience. The way in which we choose to
separate ourselves from our competitors is centered on allowing the consumer to expand their
minds through art, as well as, meaningful conversation with other individuals. Our goal is to
establish an image of acceptance and friendliness. We wish to be seen as a place people can go
where they are not only included, but where they can make lasting bonds and friendships. To
achieve this, we must brand ourselves in an appropriate fashion. At the masafrappe Café we will
advertise the fact that we are not only a unique business to the town of malabon, but that we
support local, as well as ethically sourced goods. We believe branding ourselves in a socially
responsible manner will be attractive to our target markets.

B. PRICE

At the Masafrappe Café, our pricing strategies will consist of cost-plus pricing ensuring we make
a reasonable margin. We will also incorporate competition based pricing for certain products, to
ensure that our beverage and foods prices will be comparable to other upscale local cafés. That
being said, we also have a goal to enhance our local community. A certain portion of our profits
will be donated to local charities and organizations in Malabon. We feel as though our target
market would greatly appreciate this generosity. This in turn would promote brand loyalty,
setting us up for a promising future with a substantial loyal customer base.

C. PLACE

In general the value delivery network is made up of everyone involved in getting the product to
the consumer. For the Masafrappe Café, this network, as well as the distribution strategy will be
relatively simplistic due to the small size of the business. For our business we have suppliers
who give us, the company, the products we need to serve our customers. This means that we are
a level one channel as there are no intermediaries between our company and our consumers. We
will take a closer look at the three components of our value delivery chain in the figure below.
We pride ourselves in exclusively using local and/or ethically sourced products. Therefore our
suppliers are very important to us, as we work closely with them to ensure they are meeting our
standards and providing us with our needed products. Our first, and arguably our most important
supplier is Northern Coffee bean store, this is a based coffee company that provides us with our
coffee supply. We chose to work with them, because their values of environmental protection
and fair trade align with those of our business. Other suppliers who are of great value to us
include, Lady Baker’s Tea Trolley, Harvest Wholesale, and Urban Meats inside the Malabon
Public Market, these are all suppliers who provide us a supply for the our daily needs in the
shop. Other suppliers include the landlord who we rent the building space from, the suppliers of

Masafrappe Café. Marketing Plan

16
our electricity, water, heat, and internet, as well as the companies who print our menus, and sell
us utensils and restaurant equipment. After our company is supplied with all of the necessary
tools, the next step is for us to prepare the product and service to be purchased. Once we do this,
we can then move on to the final step of the value delivery network, which is distributing the
prepared product to our customers.

Value Distribution Chain

Supplier  Northern Coffee bean store

 Lady Baker’s Tea Trolley
 Harvest Wholesale
 Urban Meats

Business
Masafrappe Café

Consumer Target Markets

 Students/Millennial’s
 Workers
 Other Individuals

D. PROMOTION

Promotion is the communication between the company and the consumer. In order to make the
market aware of your product offering, you must create a promotion strategy that will inform,
persuade and remind consumers about your product. Without this, consumers would most likely
be unaware of your existence, regardless of how great your product or service might be. The
Masafrappe Café will to some extent, take advantage of all five components of the promotional
mix: advertising, sales promotion, personal selling, public relations, and direct marketing. By
blending all five components we will create effective and integrated marketing communications
(IMC). Because we are a new business, we must start out with strong IMC to ensure market
penetration.

We will use advertising to reach large groups of people in the Malabon City. Because we are just
starting out and our budget is not very large, we will avoid expensive advertising channels such
as television, and stick to medias such as newspaper and radio. More specifically we will buy
advertisements in the Buzz, which is local paper that comes out monthly and is placed in
locations all over Malabon. Because the Buzz comes out monthly, this will increase the
frequency of the advertisement, which is often a very effective method in getting people to

17 Masafrappe Café. Marketing Plan

recognize your brand. Although personal selling is the most expensive tool per consumer
reached, it is often the most effective. So even though we are working on a tight promotional
budget, we still want to put some effort into this component. We will be walking around
Downtown in Malabon telling the people in the streets about our business. Along with this we
will integrate a sales promotion by giving away discount cards as incentive to come into the café
and try it out at a reduced cost. Public Relations (PR), also known as publicity is the act of
generating positive publicity and this is something we are aiming to take advantage of. Publicity,
like advertising reaches mass amounts of people. But, unlike advertising, PR is unpaid and often
perceived by consumers as more credible and therefore they are more likely to consider going
into your business. Looking into the final piece of the promotional mix, we will use direct
marketing by creating a website that contains all of the information about our business. We will
also use social media as a tool to spread the word about our product offering. We will create a
Facebook, a Twitter, an Instagram, and a Snapchat. These are four very popular and commonly
used social medias, and if we use them in a smart and interactive way, this could be a wonderful
and cost-effective method to gain some the market’s attention.

In summary, all five of these tools are important when it comes to creating an effective
promotional strategy. As a startup business our funds for promotion are quite limited, but
hopefully as we expand and become more profitable we will also be able to expand our
promotions as well.

VII- FINANCIAL PROJECTION

Finances are an integral part of every aspect of a business, and being fiscally responsible as an
entrepreneur is vital to being successful. Below we have outlined our sales forecast for the first
Three years, as well as an expense forecast.

Sales Forecast

A typical, independently owned café generates roughly 7,000 pesos in revenue daily. For our
financial projections we are going to assume this to be a reasonable starting point for our income.
However, we are expecting an increase in customers with time, and from this we are forecasting
a steady increase in sales by 5% annually for our first three years. After the three year period we
project our sales will stabilize, leaving us with daily average revenues of 7,500 pesos, and annual
average revenue of 2,737, 500 pesos.

Annual & Daily Sales Projection

Year 1 Year 2 Year 3

Annual sales 2,555,000 967,250 2,917,445
Daily Sales 7,000 2,650 7,993

18 Masafrappe Café. Marketing Plan

STARTUP FUNDING

Startup expenses for Masafrappe Café for the first year are 88,300 pesos. Startup assets
including initial cash required, startup inventory, and long term assets are 605,500 pesos. This
brings the total funding required to 693,800 pesos. Total starting capital at the beginning of Year
1 will be 693,800 pesos. Detailed charts of startup requirements and funding may be found in
Appendix A.

Appendix A.

MASAFRAPPE CAFÉ
MASAFRAPPE CAFÉ
Startup Requirements
Startup Expenses Startup Funding
Advertising and Promotion 2,800.00 Startup Expenses to fund 88,300.00
Startup Assets to fund 605,500.00
Building Rental Deposit 15,000.00
Consulting Servises 6,500.00 Total Funding Required 693,800.00
Leasehold Improvement 20,000.00 Assets
Licenses and permits 2,500.00 Non-Cash Assets from Startup 605,500.00
Office and Store Supplies 10,000.00 Additional Cash Raised -
Prepaid Insurance 1,000.00 Total Assets 605,500.00
Travel 1,000.00 Capital
Utilities Deposit 1,500.00 Planned Investment -
Wages 28,000.00 Owner Injection -
Total Startup Expenses 88,300.00 Investor -
Other -
Startup Assets
Total Planned Investment -
Cash Required 300,000.00
Startup Inventory 250,000.00 Loss at Startup (Startup Expenses) 88,300.00
Long Term Assets Total Capital 605,500.00
Furniture and Fixtures 25,000.00 Total Funding 693,800.00
Office Equipment 15,000.00
POS Equipment 15,500.00
Total Long Term Assets 55,500.00
Total Assets 605,500.00
Total Requirements 693,800.00

Expenses Forecast

In our first year we project that we will not see a profit due to capital expenses incurred when
opening a new business. But generally, based on industry averages, the costs of goods sold will
represent 15% of sales. In the cafe industry the bulk of your costs are incurred in the way of
operating expenses. Therefore, we expect about 82.5% of sales to go towards covering our
operating expenses. Operation expenses includes labor costs (35%), rent (15%), depreciation,
capital expenditures, training, professional fees for HR consulting, charitable donations (2%),
and other miscellaneous expenses. This leaves the company with an overall profit margin of
2.5% in an average year.

Masafrappe Café. Marketing Plan

19
 VIII- APPENDICES

After the completion of the marketing plan, we have all come to the consensus that in
order to really understand the concepts in marketing, it is essential to apply them. There were
certain terms and ideas, that although we had studied, we came to realize we did not fully
comprehend. The SWOT analysis for example, is a term that is frequently discussed in class, but
actually doing all the research that goes into the full analysis, made us have a greater
appreciation for the benefits it can actually have on a business. It really was the benchmark for
the rest of the plan, as we had to reference back to it consistently. From doing this project, we not
only learned a lot more about marketing, but also about the business in which we chose to do our
plan on. The Masafrappe Café is part of the coffee shop industry. We all became much more
knowledgeable on this industry, as well as the competition that exists within it. It was also
interesting to analyze the market. By doing consumer research, followed by segmenting,
targeting, and then positioning, we really began to understand how all of the concepts linked
together and worked to build the customer relationships we always discuss in class. Although the
entire plan was a learning process, we all agreed that figuring out how all of the pieces fit
together really was the most challenging and eye-opening part. Each piece on its own is
relatively simple, but figuring out how each section fits into the bigger picture of the plan is the
difficult part. It was especially rewarding because of the fact that the plan was on a business that
we worked together to create. It was almost as if we were actual business partners creating a
marketing plan for the startup company.

Appendix B. Full food and beverage menu for The Masafrappe Café.

DRINKS

20 Masafrappe Café. Marketing Plan

MEALS

21 Masafrappe Café. Marketing Plan

 Appendix C

The Site

The Stall 4, No. 301 Victoria Avenue, Potrero, Malabon 1475

References

Berry, Tim. "How to Develop a Positioning Statement." Bplans Blog. N.p., 19 July 2016. Web. 21 Nov.
2016. .

Butner, Sean. "What Is a Good Coffee Shop Profit Margin?" Chron. Chron, 2016. Web. 23 Nov. 2016.

Chapin, Angelina. "Sober Is the New Drunk: Why Millennials Are Ditching Bar Crawls for Juice Crawls."
The Guardian. Guardian News and Media, 21 Apr. 2016. Web. 20 Nov. 2016.

Emerson, Melinda. "Seven Ways to Be More Profitable in Your Small Business." Succeed As Your Own
Boss. N.p., 16 Mar. 2015. Web. 21 Nov. 2016.

Friend, Elizabeth. "Coffee Shops Around the World: Three Key Insights for 2016." Euromonitor
International. Euromonitor International, 10 Apr. 2016. Web. 13 Nov. 2016.

https://www.referenceforbusiness.com/business-plans/Business-Plans-Volume-04/Coffee-
House.html#ixzz6wa9BoeYC

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Masafrappe Café. Marketing Plan