The Marketing Mix of Robins Coffee Cafe - Case Study Example

TOPIC: A RESEARCH REPORT ON THE MARKETING OF ROBINS COFFEE CAFÉ PRODUCTS AND SERVICES. Submitted by Table of Contents Table of Contents 2 Executive Summary 3 1.0The Company 3 1.2 Mission 3 1.3 Company’s Objective 3 2.0 Products and Services 4 2.1 Product Description 4 2.2 Pricing Policy 5 3.0 The Market outcomes 5 3.1 Target market 5 3.2 Customer service 5 3.3 Distribution 6 4.0 The marketing mix 6 4.1 Price 6 4.2 Product 6 4.3 Promotion 6 4.4 Place 7 5.0 Monitoring processes of marketing mix 7 5.1 Environmental factors 7 5.2 Customer priorities 8 5.3 SWOT Analysis 8 6.0 Strategy and marketing plan 8 6.1 Competitive Edge 9 6.2 Sales Forecast in the next 3years 9 7.0 Conclusion 10 References 10 Executive Summary Robins Coffee Café is an uptown coffee and fast foods retail establishment located in Southwest Sydney. RCCestablishment features a coffee shop with expansive space expects to catch the interest of our customer base with extreme variety of coffee and pastries products. RCC aims to offer its products at a competitive price to meet the demand of the middle-to higher-income local market area residents and tourists. 1.0 The Company Robins coffee café is a business organization with an extensive experience in sales, marketing, management and customer relation. RCC is owned and operated by Robins business group of companies. The executive officer Mr. Robins Woodland runs the company with his broad advantage in management and customer service experience. The company millennium plan is to create a strong and reliable market position around the city relying on the company’s competitive experience. 1.2 Mission To provide tastiest and premium coffee to the residents of Sydney in a luxurious and relaxing atmosphere 1.3 Company’s Objective To providea full range of coffee, espresso and pastries around the city and other adjacent towns throughout the financial year. To increase and maintain regular customers. To increase our yearly sales from the current $952,370 to over $1m. 2.0 Products and Services R.C.C offers a broad range of quality coffee, espresso, own baked pastries products, our coffee is from high quality Columbian grown imported coffee beans. Our freshly prepared bakery and pastry products are provided at all times during business operations. We also offer gift baskets and bouquets as suitable souvenirs for our tourist customers. 2.1 Product Description We at robins coffee café we brew different types of coffee to satisfy our coffee lovers. RCC menu pride on espresso coffee drinks such skimmed coffee, mochas, cappuccinos, and lattés. the espresso-based drinks is offered with whole, skimmed, soy milk and is properly preparedwith techniques that areof paramount importance to our coffee drinks. Our freshly baked pastries ranges from croissants, cakes, scones, muffins and cookies that our bakers prepare to complement our beverages, thus offering our customers a quality treat. RCC gift baskets and bouquets is prepared and developed by our skilled team and they are custom made upon orders from our clients and as souvenirs .they also come in different designs and colors. 2.2 Pricing Policy At robins coffee café we ensure our customers pay premium price for our quality products and services. Our Price Policy is one in which all customers are charged the same price for all the competitive goods and services offered (Terrill & Middlebrooks, 1999). Our Policy states that any of our products you buy at our store isnon-negotiable or can only be bought at a fixed price, like a cup of cappuccino. 3.0 The Market outcomes The retail coffee industry in Australiahas recently experienced rapid growth. Due to the cool climate in southwest Sydney and the country having a very sophisticated coffee culture which triggers consumption of hot beverage throughout the year. RCC wants to establish a broad regular base of customers, and therefore concentrate its marketing mostly on the local, who are the main target market. Thus establishing healthy, consistent revenue that ensuresthe stability of the business (Baker, 2000). 3.1 Target market Our diverse target market comprises of middle class, students, professionals, and children who love sweet and cold coffee. We also target tourist both local and internationals. 3.2 Customer service Obsessive customer attention is the key objective to R.C.Cs customer policy and does whatever needs to be done to impress the customer because we believe our customers are always right, because good customer relation always strengthen long-term profitability (Chisnall, 1997). 3.3 Distribution All of our products and services are distributed by Robin’s coffee cafe retail space. We have our own distribution centers and delivery personnel to delivery our products to our clients upon order. 4.0 The marketing mix 4.1 Price We offer competitive price for different product flavors and types. Due to value for money our café usually works on the basis of buy one get one free on selected pastries. Our pricing is mandated to our financial and management team (Chisnall, 1997). Our management would like to see the company channel out and starts selling our products packs in convenience stores like sell some of our pastries to selected stores. 4.2 Product We are creating a lot of pastries varieties to go with our quality coffee brands. By changing and improving their ingredients and flavor, we are creating products that are also good for consumptions and health friendly with quality packaging (Chisnall, 1997). Rcc also offers customer friendly Services and products. 4.3 Promotion We offer great deals on buying our products; we give discounts and free samples on offers. Promotion is also through advertising on your premise. Robins coffee café has large windows revealing the inside sitting area, outside table setting with coffee menus posted on highly-visible location, we have signs by the road and outside sitting area. Promotional Advertising: R.C.C uses sales promotions and advertising through the various media channels both locally and internationally from time to time to give our shop a boost in new visits. Our publicity groups are responsible to place coupons in local newspapers and magazines. For example we have social mediaadvertiser through radios, TV’s channel. Client based promotion; we use banners and fliers to cross-promotions with other businesses in the community in order to build on our customer base. At the same time, customer retention programs will be used to make sure the customers are coming back and spending more at the coffee bar. 4.4 Place Will distribute from our café and retail restaurant we also deliver to our customers within Sydney free of charge but those outside a fee is charged (Chisnall, 1997). Our organization ensures our products and services are freshly packaged and the place guaranties the long life of its freshness. 5.0 Monitoring processes of marketing mix 5.1 Environmental factors The major reason for the customers to return to a specific coffee bar is a great tasting coffee, quick service and pleasant atmosphere.Our café provide our local customers are with a high quality product in a relaxing atmosphere and our environment provides them with a unique, classy experience. Our company is certified by the environmental board in the country, our products are health and environmental friendly. 5.2 Customer priorities Also our customer relation team work a great deal in establishing a good and stable customer relation, thus we are able to analysis and know what our customers want ,how to present our products to them. 5.3 SWOT Analysis Strength: our strength focus is on our freshly packaged quality imported coffee and our pastries, quality focus on customer relation and variety of products offered in our café. Weakness: Existing competitors’, low market share and limited range of coffee tomaintain. Opportunity: Introduce online and telephone order system, venturing into fresh fruit and soft drinks business. Threats: Government rules and regulation, relatively low prices by big rivalry company. 6.0 Strategy and marketing plan Robins coffee café marketing strategy is focused at attracting new customers, retaining the already established customers, getting them to come more often and spend more. Establishing a customer loyalty is of a great importance since such customer valueswill provide the company favor of referrals. 6.1 Competitive Edge R.C.C will position itself as unique coffee shop where its patrons can not only enjoy a cup of perfectly brewed coffee but also spend their time in an ambient environment and at an affordable price. Comfortable sofas settings and chairs arrangement, dimmed light and quiet relaxing music will help the customers to relax from the daily routine and stress which is different from incumbent competitors 6.2 Sales Forecast in the next 3years Food costs are assumed at 25% for coffee beverages and 50% for retail beans and pastries. Proximity to the various government offices university will dictate sales seasonality with revenues slightly decreasing during the school vacation periods and improving during school seasons. The chart and table below outline budget of our projected sales forecast for the next three years. Sales Forecast 7.0 Conclusion Our company aims to capitalize on the strong demand for high quality coffee,pastries, other products and services. With successful management aimed at establishing and growing a loyal customer network, the company will see its net worth rising in two years. Robinscafé will maintain a healthy 50% gross margin projection, with reasonable operating expenses to cater for the company’s financial plan. References Robin’s cafe, Marketing Management, 13th edition Websites: www.robinsc.com Terrill and Middlebrooks (1999). Market leadership Strategies for Service Companies: Creating Growth, Profits, and Customer Loyalty. Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business www.encyclopedia.comMagazines: Australia today. Chisnall, P.M. (1997) Marketing Research, Fifth Edition, London: McGraw-Hill Read More