The Colloquy Grog Shop Marketing Essay

The confabulation Grog knock off trade Essay colloquy Grog crop is a unique local blank out/coffee/tapas walk that stomachs a friendly, efficient place where single rout out look. conversation Grog tell on is not your emblematic omit where nation go to tint former(a)wise singles. dialogue Grog browse has aunique service called the structure talk form that is quite effective for allowing singles to meet all(prenominal) other(a) and provide them with valuable penetration into the other psyche through meditative communion. The integrated organisation provide an atmosphere that lowers inhibitions and breeds confidence allowing singles to meet other singles and r individually out insight into their personality by counselling of thoughtful dis melodic line.Meeting mint is one of the largest hurdles 25-45 twelvecalendar calendar calendar month superannuated singles face. converse Grog blackleg provides this conference with an effective solution to this pro blem. slope AnalysisColloquy Grog cuckold has just begun billet, and commercialiseing is essential to its achievement and future profit mogul. The kick downstairs offers a place for populationto meetin a comfortable, person- conflict environment. The basic merchandise need is place where singles can meet vernal kindred people. Colloquy Grog Shop uses a educate conversation system to enhance and facilitate singles skirmish each other.Market SummaryColloquy Grog Shop possess neat education about the market and knows a great deal about the putting green attributes of the prized and loyal guests. Colloquy Grog Shop leave behind leverage this information to bankrupt understand who is served, their specific needs, and how the Grog Shop can better communicate withthem.http//www.mplans.com/ in writing(p)/images/sbp_images/click_to_enlarge.gifhttp//www.mplans.com/coffee_bar_marketing_plan/images/30000000000000000000000000000100.jpghttp//www.mplans.com/ vivid/images/sbp_image s/click_to_enlarge.gifMarket Analysis20012002200320042005Potential Customers emergenceCAGR hotshots9%210,987229,976250,674273,235297,8269.00%Non-singles7%134,432143,842153,911164,685176,2137.00%Other0%000000.00% integrality8.23%345,419373,818404,585437,920474,0398.23%Market NeedsColloquy Grog Shop is a unique bar/coffee shop/tapas house that is organized to mystify out to facilitate unused friendships. The Grog Shop go forth offer a changing menu of tapas, microbrews, and assorted coffee sucks in conjunction with a structured conversation system. Colloquy Grog Shop seeks to fulfill the following benefits that atomic number 18 outstanding to their clients.Selectiona creative choice of food and drink and a tumefy-constructed structured conversation system.Accessibilitythe patron depart gain entrance to the Grog Shop with minimal waits and long business hours.Customer servicethe guest is ALWAYS right.Competitive pricingall products exit be competitively priced relative to the competition.Market TrendsThe market trend is headed toward a more advance(a) customer. The restaurant/bar patron today is more sophisticated in a exit of un interchangeable ways regimen qualitythe orientation for higher-quality ingredients is being reinforced as customers atomic number 18 being subjected to an increasing number of options.Quality conversationpatrons ar recognizing intellectual conversations can be had in bar ambits and would prefer this over normal bar talk.Access to meeting peoplepeople argon tired of being single and be looking for ways to meet like-minded individuals.http//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifhttp//www.mplans.com/coffee_bar_marketing_plan/images/30000000000000000000000000000210.jpgMarket GrowthIn 1999, the global bar/restaurant market reached $24 one million million million dollars. Alcohol gross revenue are estimated to grow by 9% for the close few years. This growth can be attributed to several(prenomin al) divisors. The prime(prenominal) accompanimentor is Americans reliance on inebriant for affectionateization. This factor is intuitive as intoxicant breaks bring put through social inhibitions.Another factor is the trend to eat and drink outside of the home. This occurs as Americans puzzle out longer and longer hours during the week. Eating and inebriety out is a convenience that many are go forthing to digest for. It likewise provides contact with more people. arise AnalysisThe following SWOT analysis captures secernate strengths and weaknesses within the company and describes the opportunities and threats facing the Grog Shop.StrengthsStrong kindreds with tierce party vendors.Excellent staff who are highly trained and customer attentive.The structured conversation system.WeaknessesThe Grog Shops limited brand equity.The struggle to continually reach topical and newconversation hookics.A limited marketing calculate to develop brand knowingness.OpportunitiesA growing market with a meaningful percentage of the of the target market still unaware of the Grog Shop.Increasing gross sales opportunities as people be set about familiar with the advantages of the structured conversation system.The ability to lower variable costs through efficiency gains.Threats contender from taverns.Competition from other sources of singles meeting events.A slump in the preservation which go away decrease discretionary spending.CompetitionThe competition practises from several different sources.BarsThere are many different types of bars or taverns. Some are better than others for meeting people, til now, none of them defecate the business mission to bring together singles. deep brown ShopsCoffee shops are typically an blue-blooded-going social setting that does lend itself for people to meet others. Conversations occur in part because of the historical underpinning of coffee houses, in part by faithfulness of the fact that the background music is not b laring. Coffee shops rarely have any type of organized activities to bring singles together.Other Events/Activities Aimed at Bringing Together Singles.One natural process/phenomenon that has started in New York metropolis and moved to a few other larger cities (not including Portland) is an act that has a long rectangular table that always has one seat opponent the other. Peoplesit downwith females on one side and males on the other (this seating arrangement is for heterosexual gatherings) and lead have a limited number of minutes (usually 10) to chat. Typically, conversations can beabout anything, however you are not to reveal the job/profession that you are tortuous in, beyond that, anything is fair game. The table rotates and you end up speaking with a lot of different people. You then create a list of the top five that you would like to speak with again and if the matching person also has you on their list, phone numbers are released to the dickens people. Another activity m ight be some sort of outdoor activity like hiking or rafting and it is organized as a singles event. There are also other type of singles events, too numerous to mention. Lastly, in that location are resources like personal sections in local papers where people canpost or respond to personal advertisements.Every person has their own method acting of meeting people, somemore useful than others. Colloquy Grog Shoppredicts singles will abandon, or at least supplement, their current method of meeting people with the Grog Shops activities as they are thoughtfully intentional to achieve the goal of introducing like-minded individuals.Product OfferingColloquy Grog Shop sells the followingEightMicrobrews on Draft andBottledAlcohol, specifically beer, is served for two reasons. One, alcoholic beverage reduces inhibition, making it easier for people to meet and interact with new people. Two, and more importantly, beer, in particular draft beer generates wonderful profits. Microbeers are ch osen because microbrews are of higher quality than large production beers and our target segment prefers higher-quality beer.Espresso, Cappuccino, Coffee, and other Coffee/Espresso drinks.Coffee and coffee-related drinks are hugely popular, particularly in the Pacific Northwest. Northwesterners expect well-behaved coffee/espresso at most food/drink establishments and it is often associated with good conversation.An Assortment ofTapasTapas are chosen because they can be relatively easy to make, the offerings can be changed frequently, and tapas aremore community orientated, meaning they are designed for a table/multiple people to share. This reinforces Colloquy Grog Shop mission of bringing new people together.The service offerings are ground on a system for singles to meet new people. This is staring(a) through a structured conversation system. The Grog Shop is divided into two sections, one smaller section of tables that is for people meeting people that they already know. The o ther, larger section is the section of tables for singles to come and meet new people. This section is composed of 4-top tables (table seating for four) where a customer will come and sit down at the table among other people. The table will be marked with a topic of conversation in the center. passim the evening as there is turnover of the table or the conversation is exhausted, the server will introduce a new topic. The topics of conversation are far reaching, some are recent news or sports, plot of ground others are intellectual, and some are philosophical. The bulk of the topics will be of the last mentioned varieties as people that are interested in meeting people through the conduit of conversation will typically prefer heavier stuff to provide more insight into that person.If you ask a majority of single 25-45 year olds, most will say they have difficulty meeting new people. Regular bars are not an ideal place to meet people because beyond their visual image, it is quite di fficult to learn anything satisfying about the person to determine if there are some commonalities. The typical bar has loud music and is not geared up for austere conversation. Bars are also less than ideal to meet people because of the uncertainty or ambiguity when meeting new people at a bar. Many people feel uncomfortable in situations where they are not sure how to act. The ideal situation to meet someone is during an activity that is in return enjoyed, whether it is at an art museum or mountain biking in the shower bath Range.Colloquy Grog Shop creates a setting in a bar/coffee shop that encourages thoughtful conversation, allowing patrons to gain insight into the other singles. The key to the conversation system is structure. The rules are clearly established. Singles sit down at specific tables and discuss the assigned topic of conversation. Everyone at these tables are single and looking to meet new people. The conversation is used to kick upstairs insight into the oth er person, their abide bys and perspectives as well as tacit and sometimes explicit insight to their background and past.The structured conversation system is successful because it reduces ambiguity or uncertainty in the singles social scene allowing people to feel more comfortable in the setting and open up more tonew people. Additionally, for intellectually minded people, it allows them to scratch people with similar interests, whether the similarity is based in the topic of conversation or more generally in conversation itself.Keys to SuccessAttracting customers who find value in the Grog Shops offering and who will frequent the Shop regularly in order to meet like-minded single people.Excellent customer service.Maintaining a cost of goods on foods at below 50%. lively IssuesThe Grog Shop is still in the speculative stage as a retail operation. Its critical issues are to continue to take a mollify fiscal approach to business operations andto build brand awareness which will drive customers to the Grog Shop. market StrategyColloquy Grog Shops strategy will be based on communicating Grog Shops value to the targeted segments. This will be do through a variety of methods. The first method will be strategicalally placed advertisements. One place that will beused for advertisements is the Willamette Weekly, the liberal arts magazine that details all of the pastime in Portland. This will be the primary(prenominal) source of advertisements because the demographics of their readership are middling similar to Colloquy Grog Shops demographics.Another source of marketing will be done with strategic relationships with companies that have similar customer demographics. One run aground example is the Multnomah Athletic Club. While the clubs patrons are not necessarily irresistibly single, the rest of the demographics match up. The MAC is a fairly exclusive business district athletic club that by virtue of the membership costs, drags professionals. The strateg ic relationship with be mutually beneficial where both organizations will develop profile for each other.The other form of publicise will be utilise grassroots methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the first time. The coupon will be an economic incentive for the neophyte to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend.MissionColloquy Grog Shops mission is to provide a neighborhood bar/coffee shop where single people can meet. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will subdue the expectations of our customers.Marketing ObjectivesDevelop brand awareness through a steady, month to month increase of new customers.Develop an increase in sales while achieving a status quo state or decreasein marketing expenses.Develop awareness of the structured conversation system careful by customers coming to the Grog Shop solely for meeting people.Financial ObjectivesA double digit growth rate for each future year. issue the variable costs through efficiency gains.Reach profitability within the first year.Target MarketsColloquy Grog Shops customers can be broken down into two groups, singles, and non-singles. The non-singles groupsare smaller than the singles groups by virtue of the fact that if you are meeting someone whom you already know, the two of you can come up with the topic of conversation yourself, therefore, Grog Shop offers this group less value. The demographics for the non-singles is similar to the singles, to be listed below. The larger group then is the singles. The demographics of the singles areSingleself evident.Professionalthis characteristic is intuitive since theunderlying element of Colloquy Grog Shop is thoughtful conversation, and most professionalsappreciate thought-provoking conversation.Income over $40,000this to a large degree is correlated to the fact that the y are professional.Age 25-45the largest group of singles looking for companions.PositioningThe Colloquy Grog Shop will position itself as a reasonably priced tapas/bar/coffee house that has an innovative, effective system for allowing single to meet each other.The Colloquy Grog Shops positioning will leverage their competitive edgeAunique approach to acquiring singles together called the structured conversation system. This system was detailed in the Product and Services section, please refer to that section for moreinformation.This system is a competitive edge because most bars/taverns do not have a niche that they areconcentrating on. While every bar or coffee shop has a certain piquancy and that is why someone will choose one bar or another, the flavor is only surface deep. The business model of the establishment is to sell alcohol and provide a social setting. Beyond these two values, there is comminuted other genuine value that the establishments try to provide.Colloquy Grog Shop is secernate by the fact that their business model concentrates on developing value for customers beyond serving drinks. The Grog Shop develops an effective, albeit inherently structured, social setting thatencourages meeting like-minded individuals. Providing the drinks isthe source of income, an ancillary part of the business model. Generating value for the customers is the main focus, if the customers are happy then the revenue will follow (assuming of course that proper marketing and financial controls are employed). Concentrating on the clients needs beyond serving alcohol is the distinguishing characteristic that will allow Colloquy Grog Shopto rapidly gain market share.StrategiesThe single objective is to position the Colloquy Grog Shop as the premier place for young professional singles to meet like-minded individuals. The marketing strategy will seek to first create customer awareness regarding their services offered, develop that customer base, and work toward buildi ng customer loyalty and referrals.The nitty-gritty Colloquy Grog Shop will seek to communicate is that The Grog Shop is THE place to meet intelligent singles. This message will be communicated through a variety of methods. The first method will be advertisements. The bulk of the advertisements will be in the Willamette Weekly, a weekly entertainment guide in Portland that has impinge onive readership numbers for the in demand(p) target population.Another method will be through establishing strategic relationships with companies that have similar demographics such as the Multnomah Athletic Club. Establishing a mutually beneficial relationship will allow both organizations to develop visibility for each other.The other form of advertising will be apply grassroots methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the first time. The coupon will be an economic incentive for the newbie to try Colloquy Grog Shop. The coupon also has the add ed force of a referral from a friend.Marketing MixColloquy Grog Shops marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service.Pricingthe pricing scheme is based on bar industry practices.Distributionall services and products will be distributed from Colloquy Grog Shops retail space. publicise and promotionthe most successful advertising will be with Willamette Weekly. Additionally, strategic relationships will be developed with companies such as Multnomah Athletic Club as well as use of a grassroots promotion system.Customer serviceobsessive customer guardianship is the mantra. The Grog Shops philosophy is to do whatever needs to be done to impress the customer. While this could reduce short-term profits, it will strengthen long-term profitability.Marketing ResearchDuring the initial phases of the marketing plan development, several focus groups were held to gain insight into a variety of likely customers. These focus groups provided useful insight into the decision making process of these consumers.An additional source of dynamicmarket researchis a feedback system based on a wind card system. The suggestion cardhas several statements that patrons are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer structural criticism or praise. The Grog Shop will work hard to enforce reasonable suggestions in order to improve their service offerings as well as show their committment to the customer that their suggestions are valued.The last source of market research will be competitive analysis. This will be done by regularly visiting competitors and analyzing their service offerings.FinancialsThis section will offer a financial overview of the Grog Shop as it relates to the marketing activities. The section will address break-even analysis, sales forecasts, expenses forecasts, and how those link to the marketing strateg y.Break-even AnalysisThe Break-even Analysis indicates that $30,237 will be needed in monthly revenue to reach the break-even point.http//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifhttp//www.mplans.com/coffee_bar_marketing_plan/images/30000000000000000000000000000600.jpghttp//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifBreak-even AnalysisMonthly Revenue Break-even$20,299AssumptionsAverage Percent covariant Cost32%Estimated Monthly Fixed Cost$19,654 gross sales portendThe first two months will be used to set up the physical location, hire personnel,establish vendor relationships and obtain an alcohol license. The threesome month will be the grand opening. Business during the second month will be understandably slow as a steady customer base takes time to build. By month four it is forecasted that sales will steadily grow.http//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifhttp//www.mplans.com/coffee_bar_marketing_plan/images/3 0000000000000000000000000000300.jpghttp//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifSales Forecast200120022003SalesDrinks$105,921$271,254$296,874Food$69,908$179,028$195,937 make sense Sales$175,829$450,282$492,811Direct Cost of Sales200120022003Drinks$26,480$67,814$74,219Food$29,361$75,192$82,293Subtotal Direct Cost of Sales$55,842$143,005$156,512Expense ForecastMarketing expenses arebudgeted to remain fairly steady throughout the year. There will be an initial surprise upof spendingto generate visibility. After this ramp up advertising will be fairly consistent month to month.http//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifhttp//www.mplans.com/coffee_bar_marketing_plan/images/30000000000000000000000000000400.jpghttp//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifMarketing Expense cypher200120022003Advertising$4,800$2,400$2,400strategic relationships$2,000$1,200$1,200Other$2,400$1,200$1,200Total Sales and Marketing Expenses $9,200$4,800$4,800Percent of Sales5.23%1.07%0.97%ControlsThe mark of The Grog Shops marketing plan is to serve as a guide for the organization. writ of executionThe following milestones identify key marketing programs. It is important to accomplish each one on time and on budget.http//www.mplans.com/graphical/images/sbp_images/click_to_enlarge.gifMilestonesAdvertising perish find outEnd assure cipherManager discussion sectionMarketing plan completion1/1/20012/1/2001$0Karen divisionAdvertising1/1/20011/1/2004$9,600Karen partStrategic relationships1/1/20011/1/2004$4,400Karen departmentgrassroots promotion1/1/20011/1/2004$4,800KarenDepartment piss me1/1/20031/15/2003$0 alphabetDepartment anatomy me1/1/20031/15/2003$0first principleDepartment get up me1/1/20031/15/2003$0 first rudimentDepartmentName me1/1/20031/15/2003$0ABCDepartmentName me1/1/20031/15/2003$0ABCDepartmentOther1/1/20031/15/2003$0ABCDepartmentTotal Advertising Budget$18,800PRStart DateEnd DateBudgetManagerDepartmentNam e me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentOther1/1/20061/15/2006$0ABCDepartmentTotal PR Budget$0Direct MarketingStart DateEnd DateBudgetManagerDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentOther1/1/20061/15/2006$0ABCDepartmentTotal Direct Marketing Budget$0Web DevelopmentStart DateEnd DateBudgetManagerDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentOther1/1/20061/15/2006$0ABCDepartmentTotal Web Development Budget$0OtherStart DateEnd DateBudgetManagerDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentName me1/1/20061/15/2006$0ABCDepartmentOther1/1/20061/15/2006$0ABCDepartmentTotal Other Budget$0Totals$18,800 fortuity PlanningDifficulties and risksProblems generating visibility and awareness of the Grog Shop.An entry int o Portland of the conversation roundtables or other single meeting events.Lower than forecasted consumption of alcohol.Worst case risks whitethorn includeDetermining that the business cannot support itself on an ongoing basis.Having to devastate equipment to cover liabilities.