Week 10 EOC: Promotion Without Discounting

How I will bring people into The Bean Break without discounting will be to make a Facebook and Twitter account for my shop and have amazing customer service so the customers will come back frequently. I will build up the social media accounts and promote it with some flyers to post outside of the computers. Another way to bring people in would be to make an App for iPhone/iPad and Android users to take advantage of the menu ahead of time and see the descriptions of the products we will have there. I would also have the first opening day have a local band playing, nothing too noisy or loud to have the customers leave, and greet each guest politely and give them a rundown as to what we offer and what types of coffee/smoothie/food we have provided at The Bean Break. The servers that will be working at The Bean Break will be trained to upsell our products for a size cup more or add a pastry with their beverage to gain more of that customer loyalty and to gain more profit from the products that I will have. Another way to promote will be to have a signature coffee, smoothie, and/or dish and have the server/cashier upsell it my using a ‘WOW’ description, for example: “We have our signature yummy smoothie called the Carmel Chocolate Kiwi Strawberry that will leave you wanting more.” Something along those lines to intrigue and give guests’ suggestions if they do not know what to get. These ideas will definitely be incorporated into my coffee shop because who would not want to try The Bean Break’s coffee, smoothie, and food? Just thinking about that description makes me want that smoothie and I sure do know that customers will love it just as much.

Week 9 EOC: Three Great Mission Statements

I have read and choose 3 very great mission statements from my classmates. I know the mission statement is supposed to represent the company and give the audience a picture in their head about how the company will provide guests’ needs. “The mission should focus on customers and the customer experience the company seeks to create.” (Source: Marketing: An Introduction for Education Management Corporation, page 41) I know one of my classmates, La Bron, had a very descriptive statement that I had pictured in my head, I really liked it, but I know he could have incorporate something along the lines of what the place will be different from rather than the others. Michale S. provided a very well thought out mission statement as well. He took it to another level and really grabbed my attention from what he had put. I also liked the theme he is presenting to the restaurant with the Reggae and how it is kind of different from the other restaurants that we have nowadays. Lastly, the third mission statement that I have picked was Peter’s. It is short and straight to the point, which I greatly enjoyed also. I liked the fact that he is doing a brewery for his project and it, again, grasped my attention. All these mission statements were interesting to read and to know about how I would go into their restaurant/bar as a customer and what I would expect from there based on the mission statements they provided. If I had to choose the best one out of the three, it would be Michale S.’ because it was, once again, well thought out and I enjoyed what his restaurant’s theme was. As a matter of fact, I would attend all these restaurants/bars and be very pleased as a customer.

Week 8 EOC: Creative Content

For my creative content, I will find a picture online and on Photoshop CS6 I will create the exterior of the location with the name of the coffee shop and to show how it could visually attract and bring people in this location. I had a couple of ideas and with the exterior of the location, but I am still working on as to what exactly I want the coffee shop to look like. The location itself needs a lot of work so I am thinking of ideas as to incorporate the creativity with the place. I know for a fact the logo will be a bit simply, but it will stand out in a bold color and the ‘B’ in ‘Bean’ will be a coffee cup with the handle as a ‘B’. I need to look up ideas and make sure they are not taken by other coffee shops so I know I have a lot to think about because some simply ideas may be already used by other companies. The outside of the building will be in an unusual type of shape, but again, I will have it be professional and a place that will stand out from the other coffee shops around the city. The Bean Break will look and attract customers and make them wonder what it has to offer. Looks are everything these days so having an unusual shape to the place will draw eyes to the audience that we have here in Las Vegas. I know customers will come in and see what ‘The Bean Break’ has to offer and the company will ‘wow’ them into coming back for more with the entertainment that we will be serving them. The creative side of me will think of something different and outside of the box.

(Source for all images: http://stockfresh.com/image/416578/strip-mall---blank-signs-and-parking-lot, http://clipartist.info/Holidays/Xmas/Food/coffee_cup_icon_black_white_line_art_coloring_book_christmas_xmas.svg.html, http://thetleilaxumusicmachine.com/category/shows/old-flyers/, http://caffedvita.com/blog/about/, http://www.closetcooking.com/2010/06/asparagus-grilled-cheese-sandwich.html, http://www.lincah.com/2010-toyota-land-cruiser/2010-toyota-land-cruiser-rear-view, http://dryicons.com/free-graphics/preview/folded-promotional-banner/, http://ibontu.25u.com)

Implementation Evaluation Control

The implementation evaluation control for The Bean Break would, again, have to focus on the customers’ wants and needs to make this business successful and to have loyal customers. “Marketers want to reinforce and retain regular users, attract targeted nonusers, and reinvigorate relationships with ex-users.” (Source: Marketing: An Introduction for Education Management Corporation, page 182) As a marketer, I would want unhappy customers to come back to the coffee shop and give it another shot to see how I have improved on the food, coffee, and smoothies. I would want to turn those unhappy customers to regular customers and have them be loyal. The Bean Break does not want to have any problems with customers, whatever the customers want, they will get, or as they say, ‘The customer is always right.’ “Benefit segmentation requires finding the major benefits people look for in the product class, the kinds of people who look for each benefit, and the major brands that deliver each benefit.” (Source: Marketing: An Introduction for Education Management Corporation, page 182) The customers will observe The Bean Break and catch some things that they do not like and things that they do like. I want every customer who comes in to the coffee shop to be comfortable and leave happy with what they paid for. Everything will be customized to their needs and I would want them to leave with a happy stomach. I would not like nothing less than that, the worst that could happen would be if a customer complains and is not satisfied with their beverage or food, it would lead up to a complimentary beverage or snack, which I would not like because it would hurt my business. Every business goes through something like that and I know that would happen at The Bean Break.

Price

Price could be an issues for all types of businesses, it could be too expensive for customers, which wouldn’t attract customers in the lower class society, or it could just be cheap, which would grab the high class societies attention. “Consumers at all income levels—including affluent consumers—are cutting back on their spending and seeking greater value from their purchases.” (Source: Marketing: An Introduction for Education Management Corporation, page 179) At The Bean Break, the pricing for the beverages and food would be not too expensive, yet not so cheap either. I would want the coffee shop to make big bucks to have it be busy, but I also don not want to make it so inexpensive that I would have a ton of customers, which is great, but not be making a lot for my business. “Markets can also be segmented into light, medium, and heavy product users. Heavy users are often a small percentage of the market but account for a high percentage of total consumption.” (Source: Marketing: An Introduction for Education Management Corporation, page 183) The products that I would have would be medium, because I will have premium coffee, organic/fresh fruit, and yummy fresh food. It wouldn’t break anyones pocket, but it would not be inexpensive either. “Many companies target affluent consumers with luxury goods and convenience services.” (Source: Marketing: An Introduction for Education Management Corporation, page 178) I would say that my products would be a bit of a luxury since everything I would want to have at The Bean Break would be really fresh and nothing will have any dye, preservatives, or artificial flavor in the products I will provide. Everything would be better having fresh smoothies and a snack along with it that would be good to customers health and to keep them full.

Promotion

For the promotion part of The Bean Break, I will create a Twitter and Facebook account for the shop and have some friends and family to like, share, retweet, and favorite the posts I will have to keep an interest in others to have them come into the shop. “Consumer needs and wants change with age.” (Source: Marketing: An Introduction for Education Management Corporation, page 178) When Twitter and Facebook gets overrated, I will also create an app for The Bean Break for all the iPhone, iPad, Android, and any other smartphone’s that customers may have. The app will have a brief menu of the coffee, smoothies, and food that I will provide them and to take a look at how to get the the store and so on. “Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic makeups.” (Source: Marketing: An Introduction for Education Management Corporation, page 179) To keep the psychographic segmentation on point, the entertainment promotion will have the segments kind of mesh together and with the suggestion box, the customers can give specific ideas as to what type of bands should be playing or the type of genre music people like more. The entertainment will be a huge promotion for The Bean Break and it will keep the customers, hopefully, come back for more of it. I will have all types of entertainment, not just music, but also some artistic guests’. To have promotion without discounting is a bit of a challenge, but it will keep the coffee shop busy and have more money for it from promoting. I would like to grab customers’ attention with the way I will make the accounts and make a good first impression.
 
(Source for all images: http://stockfresh.com/image/416578/strip-mall---blank-signs-and-parking-lot, http://clipartist.info/Holidays/Xmas/Food/coffee_cup_icon_black_white_line_art_coloring_book_christmas_xmas.svg.html, http://thetleilaxumusicmachine.com/category/shows/old-flyers/, http://caffedvita.com/blog/about/, http://www.closetcooking.com/2010/06/asparagus-grilled-cheese-sandwich.html, http://www.lincah.com/2010-toyota-land-cruiser/2010-toyota-land-cruiser-rear-view, http://dryicons.com/free-graphics/preview/folded-promotional-banner/, http://ibontu.25u.com)

Distribution

“Demographic segmentation divides the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality.” (Source: Marketing: An Introduction for Education Management Corporation, page 177) The Bean Break’s distribution will have these demographic segmentations like it is stated from the quote, with this coffee shop, it will attract younger age groups and most likely high school and college students. That age group would be the main focus on what kind of age group I would like. “Such segmentation provides a powerful tool for marketers of all kinds. It can help companies to identify and better understand key customer segments, target them more efficiently, and tailor market offerings and messages to their specific needs.” (Source: Marketing: An Introduction for Education Management Corporation, page 183) To see what type of people come into The Bean Break, it would give me a better understanding on what customers order or what they suggest I should have into the coffee shop to have them come back and have them know that we made their suggestion happen. It would be a great idea to have a suggestion box at The Bean Break to see what customers had to say about the place and if they had anything they might like for our entertainment portion. I really would like to make this business successful and keep customers happy and provide them their needs to have them coming back for more. These segmentations would be a priority at the shop and to focus on customers needs to keep them loyal. It would help The Bean Break a lot to see what customers like and what they do not like and switch things up to keep them happy and keep my business busy as it should be.

Product

The product portion of The Bean Break would be focused on coffee, smoothies, and delicious food. “Buyers can be grouped according to occasions when they get the idea to buy, actually make their purchase, or use the purchased item.” (Source: Marketing: An Introduction for Education Management Corporation, page 179) The way to have my products sell is to upsell with doing any discounts and also to provide guests’ with great customer service. The products’ main focus is to have the customers approve of the taste and to enjoy the service provided. The coffee should meet customers’ needs and to give them what they expect. I was thinking of having the beverages be customized to whatever type they would like taste wise. “Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs.” (Source: Marketing: An Introduction for Education Management Corporation, page 177) Customizing the beverages would make a huge advantage and if they like it the first time, there will be a guarantee that they will come back again and order their usual. Every customer likes having it their way and what better way to meet their needs than to make something they know they will like? Even the word ‘customized’ would be a great description to the shop. The Bean Break will make the products grow and evolve it into something better with our customization, it will definitely leave customers happy and it will absolutely bring them back because at this shop, the products will make a huge success and the customers will love it. They will also bring in their friends and family for them to try out which means more business and more profits for the products I will have.

Target Market Strategy

The Target Market Strategy for The Bean Break will be for the ages of 15-23 years old and for customers who enjoy coffee and smoothies along with some great food. I also want to target creative and artistic customers as well. “Behavioral Segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product. Many marketers believe that behavior variables are the best starting point for building market segments.” (Source: Marketing: An Introduction for Education Management Corporation, page 179) I know it may be a stereotype, but most artistic people like drinking coffee along with other hard workers that need it for school and/or a job that has late hours. “Marketers rarely limit their segmentation analysis to only one or a few variables. Rather, they often use multiple segmentation bases in an effort to identify smaller, better-defined target groups.” (Source: Marketing: An Introduction for Education Management Corporation, page 183) It would be great to have all different types of customers that enjoy my coffee shop. I think customers who are into exercising would be great to come into The Bean Break because we will have those fresh, organic fruit smoothies that they could enjoy. “Such deceptively simple statements form the backbone of a product’s marketing strategy.” (Source: Marketing: An Introduction for Education Management Corporation, page 53) The statement for The Bean Break would be for the ages of teens to adults who are artistic and exercise daily are the main targeted customers that I would want, but anyone is welcome to check out The Bean Break and see what we have to offer and taste the delicious, premium coffee, smoothies, and food that we will provided. The entertainment would be a huge target market for my business because it will attract them and bring them back.

Situation or SWOT Analysis

“The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T).” (Source: Marketing: An Introduction for Education Management Corporation, page 55) First of all, the strengths for The Bean Break would be the entertainment portion incorporated into the business along with the premium coffee, fresh, organic fruits for the smoothies, and the sandwiches along with some snacks for the business. Weaknesses for the coffee shop would be the pricing of the coffee, smoothies, and sandwiches/snacks, the pricing may be a little bit inexpensive and sometimes too pricey. Another weakness would be the stamp or punch cards that the shop will have. Customers may come in with many of those cards to get free coffee and/or a smoothie which will hurt the business for not getting any profit out of it. Opportunities at The Bean Break will be the entertainment because customers could have their art work shown in the coffee shop so all the customers can see and even purchase depending on the artist. It will also expand more listeners if a local band came in and played a little show for everyone, which does create opportunities for customers and the entertainment, it’ll kind of be a win-win situation. Lastly, threats for The Bean Break would be the competition with other coffee shops around town such as Starbucks, The Coffee Bean, Tropical Smoothie etc. The coffee shop business is pretty tough just because everyone goes to Starbucks mostly to grab their coffee and a pastry. The competition would hurt my business by a lot, which is why I have to find out more ways to upsell and have customers be loyal. I also want customers to know that the coffee and smoothies we will provide will be premium.