Capucines Cafe Hong Kong Case Study

HONG KONG BAPTIST UNIVERSITY

SCHOOL OF BUSINESS

Department of Marketing

2nd  Semester 2016/2017

BCom MKT (TaiPei) Field Study

A Services Marketing Plan

Vegan Cupcake Cafe - Capucines

Prepared by:

Chan Yee Man, Emily (15909778)

Lui Yuen Ting, Joyce (15909921)

Zhu Enyi,Jenny (15909654)

Wang Lichun,Grace (15909484)

Cheung Tsz Pan, Chris (15910032)

Table of Contents

Executive Summary                

1. Company Background _        

2. Market/Situation Analysis        

2.1 Swot Analysis        

3. Services Marketing Strategy        

3.1 Product (Core Services, Supplementary Services)        

3.2 Place        

3.3 Price        

3.4 Promotion

3.5 Physical Evidence and Servicescape

3.6 Process

4. Conclusion

5. References

6. Appendixes

Executive Summary

Capucines, an entirely new vegetarian cupcake cafe in Hong Kong. It is located in a quiet and innovative corner in the most busy commercial area in Hong Kong, PMQ Central. Capucines mainly sells vegetarian cupcakes and organic flower tea which mainly target people who leads a vegetarian lifestyle and people who want to stay healthy while enjoy eating desserts.

Capucines aims to provide customers with a healthy and delicious cupcakes and flower tea. Therefore we provides customers with different flavours of cupcakes, for example, oreo, vanilla, coconut, chocolate hazelnut, red velvet, green tea, cherry blossom, toffee apple, s'mores, salted caramel crunch and chocolate banana. Besides, we also provide organic flower tea, with the flavours like rose, jasmine, chamomile, lemon balm, hibiscus, red clover and cinnamon tea. We promised our products are all made by  natural and organic ingredients. For the price setting, competitive pricing strategy and value-based pricing strategy are adopted to let our customers to try our products using their experience which deserves the price we set. On the other hand, in  n order to attract customers visiting Capucines, we mainly focus on social media marketing to promote our brand, as it will be lower cost when compared to the traditional channels to a new entrepreneur. The social media marketing activities mainly cover Facebook and Instagram as it could be the one of the fastest way to reach a large number of audience. A vegetarian cupcake making workshop will also be conducted in order to promote a healthy lifestyle to parents and children and have interaction with our customers. We will also echo with the “Green Monday” promotion launched by the government.