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.

Objectives

“The company’s strategic plan establishes what kinds of businesses the company will operate and its objectives for each. Then, within each business unit, more detailed planning takes place.” (Source: Marketing: An Introduction for Education Management Corporation, page 47) The main objective for The Bean Break would be to bring in a lot of customers into the business and provide a comfortable environment for them to have customers continue to come into the shop. I know that the coffee has to be premium and the smoothies will be from fresh and organic fruits so nothing will be artificial products incorporated into the business. “A market can also be segmented by consumer loyalty. Consumers can be loyal to brands (Tide), stores (Target), and companies (Toyota). Buyers can be divided into groups according to their degree of loyalty.” (Source: Marketing: An Introduction for Education Management Corporation, page 183) In order to have these loyal customers, The Bean Break will, again, have entertainment provided and there will be stamp or punch cards that customers can use to have them come back frequently. How the stamp or punch card works is if the customer buys 9 coffees or smoothies, the 10^th coffee or smoothie would be free up to a certain size that is. Everyone likes free things, but I know by having these stamp or punch cards, it wouldn’t hurt the business very much. The pricing on coffee would be $3.25, 50 cents more for the medium size, and another 50 cents more for the large cup. The pricing with the smoothies will be a little bit more since they will be fresh and organic fruits. The small cup would be $3.50, 50 cents more for the medium, and another 50 cents more for the large smoothie cup. All the beverages will include tax.

Business Mission Statement

“A clear mission statement acts as an ‘invisible hand’ that guides people in the organization.” (Source: Marketing: An Introduction for Education Management Corporation, page 39) The Bean Break's mission is to serve the best entertainment and to provide guests' with freshly brewed coffee to keep them coming back for more. “Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace.” (Source: Marketing: An Introduction for Education Management Corporation, page 41) At The Bean Break, customers will be in a very mellow environment that will have people be stress free. It will have customers coming back because there won’t be a coffee shop like this anywhere else. The Bean Break will suit customers from the ages of 15-25 years old because this will be a hang out spot for them to enjoy a cup of coffee/tea, snacks, and fine, creative entertainment for them. “Difficulties arise in developing a product or brand that will satisfy all consumers.” (Source: Marketing: An Introduction for Education Management Corporation, page 187) Some people might be a bit older that might come in and would not like what we offer them especially with the entertainment part, but I know they will enjoy the food and beverages that we will provide them. They are going to be all different types of beverages and food available so everyone would have a hard time choosing. There will be many options for the customers and I think it will be an advantage for have a wider variety of food and beverages for them. The Bean Break will be something completely different and something you haven’t seen before. It will knock out all the other coffee shops in town! I do hope this company will attract the customers and give them all their needs.