Expression coffee shop is launching a marketing plan to promote their new coffee shop located in Surat, Gujarat. Their plan includes an executive summary, situational analysis, marketing strategy, and financial projections over 5 years. Their goal is to increase sales by 30% annually by focusing on young customers and providing innovative coffee products and an eco-friendly environment. They will advertise locally and monitor revenues, expenses, and customer satisfaction to control implementation of their marketing strategy.

1. Bhagavan Mahavir College of
Management
Presented on:
Marketing plan for Coffee Shop
Presented by:
Group no: 5
Name Roll no
Nainesh Jariwala 15
Mayur Savasaviya 47
Maitri Sukhadia 49
Umang Sundhiya 50

2. Expression
Express your feelings

3. Content of marketing plan
for Expression coffee shop
•Executive summary
• Situational analysis
• Marketing strategy
• Financial projection
• Implementation control

4. Executive summary
Expression coffee shop is a coffee shop
located at Athwalines near new court, surat, Gujarat.
Expression coffee shop serves all type of coffee to
provide refreshment. Expression focus all type of
customers such as youngsters, mature, children,
professionals etc. it also serves verity in coffee and
new innovations with coffee.
It adopt eco friendly environment for our
coffee shop. We serve coffee in clay cup. There are eco
friendly furniture use in coffee shop.

6. Situational Analysis
Expression is in its first year of business as a
start-up business. It recognized the fact that a
comprehensive, strategic marketing plan is required to
ensure profitability and success. Expression offers
verity in coffee. The market need is for coffee shop that
provide refreshment, convenience and reasonable
price charged.
Situational analysis also include
• Project at glance
• Market needs
• SWOT analysis
• Key to sucess

7. Project at glance
Shop name : Expression coffee shop
Product : Coffee
Location : Athwalines (surat)
Capacity : 4800 cups/month
Raw material : Coffee bean, Milk, Sugar, Cream, Ice-
cream, Chocolate
Land : 1000 sq.ft
Labor :4
Cost of Project : 2815000

8. Product description
• Expression’s unique roasting style flavored coffee
• Cold Coffee with chocolate ice-cream
• Coffee with cinnamon stick
• Hot coffee
• Coffee with cream
• Black coffee
• Sugar free

9. Market need
•Convenience :
the area of coffee shop is convenient for
valuable customer because it is near to new court and
college area
• Customer services :
servicing the customer with superior attention
is what the employee are trained to provide
• Competitive pricing :
the price of coffee is bit more than a
traditional competitor like Nescafe. But far less than coffee
culture and café coffee day.

10. Objectives
• Increasing sales by 30% in a year
• Retain customer satisfaction
• To provide eco friendly environment.
• To provide different types of innovative products as
per customer’s teats and preferences.

11. SWOT Analysis
• Strength :
Ensure quality of product
Focusing on customer teats and preferences
Pricing policy
Convenient area
Friendly environment
• Weakness :
Existing competitors
Limited range of coffee
Difficult to maintain

12. •Opportunity :
Introduce online/ telephone order system
Developing new product and services in future
New machines of coffee maker are introduce in
market
• Threats :
Government rules and regulation
 Key to success
• Convenience
• Customer attention
• Pricing policy

13. Marketing strategy
• Vision :
to make well known coffee shop of the city
• Mission :
to save the world from mediocre coffee.
• Purpose :
to deliver an unbeatable coffee experience.
• Punch line :
“express your feeling beyond your dream”

14. • Target market :
 Middle class, students, professionals, and youngsters
who like refreshment in their busy schedule
 Children who love sweet and cold coffee
• Advertisement :
 In local news paper
 Store front display

15. Positioning
 Expression competitive edge is based on customer
taste and preferences. There is exestitiing
competitors in the market so its difficult to survive in
market so we more focus on youngsters and students
and for those we provide entertainment source like
customer play musical instruments in our shop.

16. Marketing mix
 Pricing:
expression pricing scheme will be based on a competitive
pricing model with other similar product providers
 Distribution:
Expression products will be dispended from our one and
only shop. we provide home delivery.
 Promotion :
our shop is located in traffic area so it will significantly
increase visibilities.
 Customer services :
we provide products base on customer’s taste and
preferences.

17. Financial Projection
 Break Even Point
B.E.P (in Rs.) = Total F.C / Contribution * sales
= 900000 / 1500000 * 2400000
= Rs.1440000 p.a

18. Annual forecasted Cost for five years
Particulars 2011-12 2012-13 2013-14 2014-15 2015-16
Plant efficiency 85% 87% 90% 93% 95%
(A) Variable cost
Other exp
Raw material 934000 1027400 1130140 1243560 1347470
Crocary 10000 12000 15000 17000 20000
Power & Water 18000 18000 18000 18000 18000
Total(A) 962000 1057400 1163140 1278560 1385470
(B)Fixed cost
Other F.C 900000 900000 900000 900000 900000
Interest 400000 400000 400000 400000 400000
M/C repairs 5000 5000 5000 5000 5000
Depreciation 32700 32700 32700 32700 32700
Total(B) 1337700 1337700 1337700 1337700 1337700
Total(A+B) 2299700 2395100 2500840 2616260 2723170

19. Forecasted sales for five year
Year Amount (Rs.)
2011-12 3400000
2012-13 4200000
2013-14 5000000
2014-15 5700000
2015-16 6000000

20. Implementation control
The purpose of expression marketing plan is to serve as
guide for the business. The following area will be monitoring
to gauge performance:
 Revenue: monthly and annual
 Expenses : monthly and annual
 Customer satisfaction