Urban Coffee Marketing Plan

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“We aim to make coffee trendy. We aim to make most people who walk through our doors enjoy a good cup of coffee and at the end turn them into Coffee connoisseurs.”

Keep Calm and drink Urban Coffee

Marketing Plan

Table of Contents                                                                          Page

1. Executive Summary……………………………….…………………………………..………………...…….....        3
2. Business Overview

1. Mission…………………………………………………………...……………………………………………..…        3
2. Keys to Success……………………………………………….…………….………………………..………..        4
3. Competition………………………………………………………………..…..................................        4
4. Macro Environment…………………………………………………………………………………………..        4

1. Market Analysis…………………………………………………………………………………………………………        5

1. Market Research…………………………………………………………..…………..        ………………………        6
2. Market Demographics……………………………………………………..……...........................        6
3. Market Forecast……………………………………………………………………………………………….. 7
4. Market Trends and Growth……………………………………………..……………………………….        8
5. Competitive analysis……………………………………………….…………………………………………        9

1. Direct Competition…………………………………….………………………..................        9
2. Indirect Competition……………………………………………………………………………..        10

1. SWOT Analysis……………………………………………………….………………………………………………….        10

1. Marketing Strategy……………………………………………………….…………………………………………..        11

1. Marketing goals and objectives……………………………………….……………………………….        12
2. Financial goals and objectives……………………………………………………………………………        12
3. Segmentation…………………………………………………………………………………………………….        12

1. Geo-Demographic Segmentation……………………………………………………………..        12
2. Psychographic Segmentation……………………………………………………………………        14

1. Target Marketing…………………………………………………………………………………..………….        15
2. Positioning…………………………………………………………………………………………………………        15

1. Marketing Mix……………………………………………………………………….………………………………….        15

1. Product strategy……………………………………………………………………………………………....        15
2. Branding and Coffee Education…………………………………………………………………………        15
3. Quality and Service Guarantee……………………………………………………………….        ………….        16
4. Price……………………………………………...…………………………..………………………………………        16
5. Place…………………………………………………………………………………………………………………..        16
6. Integrated Marketing Communication……………………………………………………………..        17

1. Forecast and Budgeting…………………………………………………………………………………………….        18

1. Sales Forecasting ………………………………..……………………………………………….............        18
2. Budgeting……………………………………………………...……………………………………………......        18

1. Implementation and Controls…………………………………………………………………………………..        19

1. Action Programs………………………………………………………………………………………………..        19
2. Contingency Planning……………………………………………………………………………………….        20
3. Organisation Structure………………………………………………………………………………………        20

1. Executive summary

Urban Coffee is unlike any typical café, it is right in the middle of Maboneng Precinct. Maboneng is a privately developed urban neighbourhood on the east side of Johannesburg CBD. It is thriving community and home to retail, entertainment venues as well as loft apartments, offices, hotels, a museum and creative factory spaces in a connected urban environment.