10 steps marketing plan rex macasaet

The 10 Step
Marketing Plan
for Café de Lipa
Rex S. Macasaet
June 2013
http://rexmacasaet.blogspot.com/

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. Cafe de Lipa PTM are “Working professionals
seeking for real brewed coffee ”
2. Who wants to relieve stress and relax
3. Can choose between StarBucks, Coffee Bean
and Tea Leaf, Figaro and Seattle’s Best
4. Other brands have international and wide
local reach
5. Coffee consumption was at 100,000 metric
tons
Steps 1 to 5
Summary headline of your
PTM and market

6. After taste of “Kapeng Barako”
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

1. Describe the primary target
market (PTM)*
 Age range 21-40:
 Class A and B
 Working Professional(male and female)
 Work stress lead to coffee drinking.
Seeking for relaxation and warm-up for
a meeting

2. My PTM’s NWD
Needs from Maslow’s hierarchy
Wants determine choice
Demands for them to buy the product
Note: There may be multiple answers for needs, wants demands. Of these answers,
underline and use bold font for the best answers. See examples that follow

Describe your PTM needs
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition, Statu
s)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Go for relaxation
and relieve stress
Socialization
I want to share cup of
coffee with other working
professional

2. Café de Lipa PTM’s
needs, wants & demands
Working professionals need to relieve stress and relax
through a cup of coffee
The after taste of “Kapeng Barako” satisfy the need of
a working professional
Working professionals look for nearest coffee shop to
relieve stress and experience the homegrown
coffee taste.

3a. Café de Lipa competitor
on niche market and
International player
 Direct Competitor are the local brand – Figaro
and Bos Coffee. And Starbucks, Coffee Bean and
Tea Leaf(CBTL), Seattle’s Best, and UCC.
 Indirect – Instant coffee, organic coffee, and
healthy variant of coffee
 Variables – Age, Price, after
Taste, Ambiance, and Reach

3b. Café de Lipa Reach and
Customer preferred taste
Reach versus After Taste
As of 2012
STARBUCKS
COFFEE
BEAN and
TEA LEAF
Seattles
Best
FIGARO
UCC
Bos
Coffee
Café de Lipa

Café de Lipa positioning on the
local taste and reach…
Functional Benefit Figaro Bos Coffee
Café de
Lipa
UCC
Seattle
Best
CBTL Starbucks
Local Taste
International Taste
Free Wifi
Affordability
Availability of Shop or
Reach
Offer Sweets and Pastries
Benefit Positioning vs. Brand matrix

4. “Kapeng Barako” after taste captures
the heart of working professional to
complete their day right
 Café de Lipa and its flagship “Kapeng Barako” is
known pretty well in Batangas for its unique after
taste.
 Drinking the Barako doesn’t just involve enjoying its
taste, but also its aroma
“Kapeng Barako’ is a the usual “pasalubong” asked by
non-Batangueno. They are on its after-taste but Café
de Lipa has limited branches.

5a. Coffee Drinker Study
INDUSTRIAL ANALYSIS
 Coffee consumption has shown a high growth in the Philippines
over the last decade. The retail coffee industry is flourishing in
the Philippines. The local climate, with a long rainy season, is
very conductive for the consumption of hot non-alcoholic
beverages. At the same time, hot dry summers drive people into
cafes to order iced drinks. Further, coffee has really become a
part of the lifestyle in the Philippines. Its discerning coffee
drinkers are in favor of well-prepared, strong coffee-based
beverages.

Coffee Consumption
 According to Ms. Chit Juan, president of the Philippine Coffee
Board (PCB), the Philippines is the biggest coffee-drinking
nation in Southeast Asia and its time we should take our coffee
(industry) seriously.
 Last year, coffee consumption was even higher, at 100,000
metric tons, but coffee farmers produce only 30,000 MT per
annum, making the Philippines a net importer of this prized
bean. Importation has likewise increased. At an average price of
P90 – P120/kilo of coffee, the 70,000 MT that we import roughly
translates to P8 billion/year, currently the highest import bill for
coffee in Southeast Asia.

References
 http://www.philstar.com/business/2013/01/05/893325/good-
business-2013
 http://pt.nielsen.com/trends/tr_0701_WhatsHotinFoodandBever
ageProducts.pdf
 http://www.worldmapper.org/posters/worldmapper_1038_coffe
e_consumption_ver2.pdf

5b. Coffee Drinker in Philippines
1. Market share – 90%(9 out of 10
Filipino drinks coffee)
2. 27% went to coffee shop to drink
coffee

6a. Direct Competitor
Local(Filipino) Taste
International Taste
UCC

6b. Flag bearer of Café de Lipa
Café de Lipa’s passion for coffee runs deep, rooted from its
ancestors commitment on great coffee. They continued on its
love for the magical brew, which is the “Kapeng Barako”.
Considered to be the best among the Liberica species, it possess
a strong and full-bodied flavor, which most people who have
tried it attest to the kick or jolt it gives them from every sip.
Drinking the Barako doesn’t just involve enjoying its taste, but
also its aroma. The best way to have it is black without sugar.
And before taking a sip, savor and enjoy its aroma: then let its
flavor and body linger on your mouth before swallowing. After
this will you only be truly captivated by its strong and bold
taste.

7. Coffee that’s affordable but
offers kick or jolt for every sip
 Get prices of your product
 Creatively compare vs. competitors
across different pack sizes and variants
 Quantify the price difference in % terms
vs. competitors
 Conclude on what pricing strategy is
being used

7. Coffee that’s affordable but
offers kick or jolt for every sip.
Price Meter
Local Taste International Taste
Price Meter
High
Low
BREWED COFFEE
High
Low

8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use
3
2
1

8a. Showcasing the real
“Kapeng Barako”

8a. Promo for a Mug
Café de Lipa launch its
promo mechanics where
you can get a signature
mug from Café de Lipa for
8 stamps for every order
of coffee/perfezza,celleto

8b. Figaro targeted young
professionals who likes social events
Uses social
networking
website to spread
the event

9. Place
 Café De Lipa
 Near Call Center
 3 in Batangas and 2 in Manila
 Available for dine in for free-wifi and also
for takeout

10. Winning strategy?
Café de Lipa’s main strategy is to dominate
niche market of 21-40 years old working
professional.
It takes advantage of the home-grown and
traditional blend of Kapeng Barako that
gives a unique after-taste for relaxation

10 steps marketing plan rex macasaet

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