Marketing Mix

Marketing Mix:

Product:

Our product is made with roasted coffee that will help us to have affordable prices. This coffee is sold in ground or beans. There are also different flavors, with different caffeine levels. We will be able to offer different kinds of coffee with the same base product; only difference will be the flavour and the caffeine level.

The main content of our offer is the new concept we want to spread out in Hong Kong, the coffee art. Like you see in the picture, we are going to offer different draws on your coffee. It can go from a text that you can choose, a colorful draw or even a picture that you want to copy on the top of your coffee, everything will be possible! That concept is spreading in big cities like Los Angeles or London, and the young people are already crazy about it! They can enjoy their coffee and share the originals coffee they got in their social networks. People are now looking for originality, and this concept is definitely original!

Price:

About the prices, we decided to be relatively lower than Starbucks who’s our principal competitor. As their prices are relatively high, we will consider all the costs and try to be just a bit lower than them. A difference of only a few dollars will be sufficient to make the difference. Thanks to that, we hope that customers will be tempted to try our coffee rather than going to Starbucks.

Place:

Rather than several shops in Hong Kong, we decided to open only one big shop at first. When people from Hong Kong will know more about our concept, we will be able to open more shops everywhere in HK. For now, we want to focus our energy in a big opening in Central. As an international concept coming from big cities, the center of the city is the most appropriate place to open our shop. We chose young people as target and in central we can find young workers from HK but also from abroad and we can also find students from different universities in Hong Kong going to central for leisure.

We are going to decorate our shop in a small vietnamese coffee shop style, like you can see in the pictures. Our main market opportunity here is social networking. Young people love to take pictures of places they visit, and the more attractive the decoration will be, the more people will be interested on coming to our shop. A big budget will be used for the design to make this place a little corner of Vietnam in the middle of Hong Kong.

We will also corporate with high end vietnamese restaurants, where we are going to propose our coffee so more people will know about our brand

Promotion:

About the promotion, our main opportunity is social