Time to use all of your amazing knowledge in this course and create a marketing plan!
Ben Magee is the founder of Bliss Coffee. He has always had an entrepreneur spirit and is partnering with his dad, Todd Magee, to establish Bliss Coffee!
Ben’s love for coffee began in the beautiful country of South Africa. There he gained experience as a barista in a local coffee shop. After talking with his sister who lives there, he got the vision to start Bliss Coffee back home in Texas.
Bliss Coffee is a coffee roasting business, launched in 2020, that serves to better the lives of everyone we are in contact with by producing high quality coffee with the most ethical practices behind us. We are passionate about coffee and are hoping to make a change in how people see coffee!
Answer the following questions for him.
Target Market
As a small business owner, Ben needs help identifying his target market. Based on his coffee (products), there could be both a primary target and a secondary target.
• Outline the appropriate target markets for his business – consumers, businesses
• Include a potential customer profile in your analysis (demographics, psychographics, purchase behaviors)
Customer Relationship Marketing
Explain to Ben the concept of customer relationship marketing and how his business can benefit from building relationships with his customers.
• List strategies he can utilize to provide exceptional customer service
Competitive Advantage
How should Ben differentiate and position his coffee in the minds of his customers?
• State how his coffee is more unique than possible competitors – both smaller coffee roasters and large chains like Starbucks
• You might want to include a positioning statement here
Product Strategy
Ben needs to create a product strategy for his coffee. (Chapter 8)
• Should he just focus on limited flavors/roasts and coffee bag sizes?
• Perhaps a mix of both would be a smart move, but what percentage would you recommend?
• Are there other products or services that Ben could add to his business over time?
• Remember your answer should be based on the chosen target market.
Pricing Strategy
As you are designing Ben’s marketing plan, choose the type of pricing strategy that his business should utilize. Not necessarily the price he charges, the pricing STRATEGY. (Chapter 9)
Location/Distribution
Analyze Ben’s location for his coffee roasting (Chapter 11)
How does his location compliment his product and reach his target markets
What are the best channels of distribution for the immediate to short-term as a start-up business
Branding
Now that you have given Ben a good idea of building relationships with customers and have identified his target markets, we need to do some branding for his business.
• Explain to Ben how important branding is to the success of his business
• Create a name/brand/theme to best represent Ben’s business beyond what he has done so far.
Promotional Plan
It is now time to create a promotional/communication plan for Ben’s business. (Chapters 12-13)
• Create a promotional mix that includes
• Advertising
o What mediums would be best for Ben to use
• Sales promotion
o What kind of sales promotion techniques could Ben utilize
• Personal selling
o How can Ben incorporate personal selling for his business
• Public relations
o What kind of sponsorships and other PR elements can Ben use to create a responsible image for his coffee
Summary
DIRECTIONS:
• To receive full credit for this project, you should define and explain each answer in detail. Use your textbook, notes and Internet research to complete this project.
o While I don’t count words to determine completeness of the assignment, this Project should be approximately 1,200 words or greater. (Each question must be answered for full-credit.) Remember, one sentence answers will not receive much credit for this assignment.
• Number and use the question/topic headings
• Please use an 11/12-point font for body paragraphs and a 14-point for headings. Anything larger than this makes your work difficult to read.
• Submit projects in either a Microsoft Word format or convert to a PDF file.
Please do not submit a project in Google docs, Pages or a RTF files, etc. as my work computer cannot open these files.
• Include a title page with your name and title of the project.
• Save your project with your name in the file name.
o Example: Craig Clark 1311 Project would be a filename.
o Submit through the class webpage –please do not email
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