N i c o l e D i m p l e A k i s h a P.

D e l a C r u z
12-HUMSS 5
MARKETING PLAN
 WELCOME
WELCOME

TO
TO

MIKROKOSMOS
MIKROKOSMOS LATTE
LATTE

SHOP
SHOP
 MIKROKOSMOS
LATTE MENU
Va n i l l a L a t t e 130.00
Caramel Latte 140.00
Mocha Latte 140.00
Pumpkin Latte 150.00
Hazel Nut Latte 150.00
SPECIAL MENU
Coconut Latte 150.00
Bread 50.00
Lavender Latte 160.00
Slice of Cake 85.00
S'mours 70.00
Ice tea 50.00
INTRODUC
TION
Mikrokosmos Latte, mission is to become the recognized
leader in its target market for providing an outstanding
selection of premiun latte's. Mikrokosmos Latte is a coffee-
based drink made primarily from espresso and steamed milk.
It consists of one-third espresso, two-thirds heated milk and
about 1cm of foam. Depending on the skill of the barista, the
foam can be poured in such a way to create a picture.
 i l at t e
you!
When espresso first spread around the world, it was a bitter, intense
and extraordinary coffee experience for most. For some people, the
bitterness was a problem so they added hot milk to make the drink
sweeter and less bitter. That's why the coffee latte was created, it is
to satisfy the customers who wanted the coffee experience with less
intensity but the Mikrokosmos Latte is unique or different because
we made it with joy and happiness.
I also like reading so i will combine both coffee latte and literature. The
store will supply our customers with a wide variety of books and
articles, and they will have the opportunity to read and enjoying their
favorite beverage.
Overall, we would like our customers to feel always welcome into our
friendly and cozy environment where stress in not welcome.
24/7
Current Situation/Place
OPEN
Mikrokosmos Latte is a newly found start-up latte shop/service which currently is
months before its opening in the city of Mandaluyong. We are also getting ready to
establish and reveal our business in social media, google maps and reveal digital content
of the shop. Our potential customers will have a glimpse of our nature inspired interior
environment Company's phase right now is going through the final phase management-
wise and our marketing team is ready to implement our marketing strategy before we hit
the market and open our business.

FA C E B O O K I N S TA G R A M
Microkosmos Latte Shop @microkosmos_latte_shop

TWITTER G-MAIL
@microkosmos_latte_shop microkosmos.latte.shop@gmail.com
 Day 1
Day 5
18.7
21.5
%
%

OBJECTIVES Day 2
18.7

MISSION
Day 4 %
19.9
%

Day 3
21.1
%

Since it's a new we have generally feet-on-ground objectives, but we

aim to market share on our first business.
> First-impression is what matters most to us, so we are focused on
gaining the best one through justifying our marketing claims.
> Develop trust as a company by having the best quality but keeping
the price close to our competitors or even lower depending on the
circumstances.
> Meeting our customers expectations will drive our sales higher
periodically but it also give us motive to grow and evolve.
 THE MARKET
CUSTOMER SEGMENTATION

> We segmented our customers in four different categories which our marketing strategy
because the latte experience is open to anyone.
> Local residents will be our most important target since the shop operates at a physical
location in Mandaluyong.
This our general not limited to category.
> Students and remote workers will also hold half our target customers since we provide to
both categories.
> Since Mandaluyong has close connections with surrounded cities, our strategy will try to
attract tourist inspiring and work-friendly environment and/or people that come for work in
the city of Mandaluyong.
 TARGET
CUSTOMER

0
10
20
30

S
St
ud
en
ts

W
or
k
s er

To
ur
is t
Lo
ca
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R
W em
or ot
ke e
rs
 STRATEGY
•Establish our presence online a few months before we open for business through social media and a
website online with information about the company and what we offer. We are a customer value driven
company, so our customers means the world to us and we value their feedback and reviews since they
are vital for our business growth and trust.
•Our main activity will include posting content, such as photos and videos, in our social media pages
and website as paid ads and as normal posts to drive our potential customers curiosity to visit our shop
from its first day of business since we have a pandemic.
•Next, we will aim to broaden our network with the power of word-of- mouth marketing. Since we aim
for the perfect first impression and then continue meet the expectations of our customers' needs
throughout, and the fact that we operate in a city with a close community this marketing strategy will
be successful as long as we provide the best services/prices possible.
 Value Proposition

Mikrokosmos Latte will be positioned on an "More for the Same" value proposition
this will allow for differentiating the company based on company's features and values
(serving everyday coffee latte but in a more friendly and vintage like environment),
desirable benefits (customer driven company), and values (99.9% sustainability and
eco-friendly).
Marketing will focus on conveying that Mikrokosmos Latte is more than just a coffee
shop: It is a place for inspiration and sharing of great ideas.
 Review and Control
• Our company's survival and growth in the market is surely depending on how well
we are doing on it and what can we change in our marketing strategy if something
does not go as planned. For our online presence, we will be using online tools such as
Google Analytics and the respectively social media analytic tool. We are strongly
going to focus on reviews and feedbacks we are getting not only on online platforms
and with small, quick questionnaires on-site for everyone who want to leave a more
personal comment for our shop.
• We are also going to look into be in close contact with our suppliers and ask them to
give us some overall statistics on our ordering hence understanding how well we are
doing compared to our competitors or the market.
 CONCLU
SION
In the long run we want to have partners not customers, we want to have an adviser
not a supplier, we want to be a friend not an adversary. That is why we should
regularly and formally do an update on how we can improve our service, so everyone
gets to win. We have to create a can-do, we-love-customers culture in our business and
as Bill Gates said (quoted in 'Smart Business Trends', 2013): Your most unhappy
customers are your greatest source of learning and that concludes everything our
company stands for.
 nk y o u!
Th a
-i purple
u