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Marketing Plan

Marketing Plan. —Books Bar Michelle Peggy Shirly Grace. Executive Summary. Description is a business of providing service and place for people to enjoy their spare life in reading &working. . Executive Summary.

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Marketing Plan

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  1. Marketing Plan —Books Bar Michelle Peggy Shirly Grace

  2. Executive Summary • Description is a business of providing service and place for people to enjoy their spare life in reading &working.

  3. Executive Summary • Spacious and quiet reading area provided, discussing rooms and studios rented. • Office-appliances, rare books, magazines &newspapers served • Business service (fax, copy, print, IDD, tickets, booking service…) • Dessert & drink service • 24-hrs-opened

  4. Mission Statement An environment we serve comfort the process of reading &working to make customers bring their inspiration or efficiency into full play.

  5. Situation analysis Market analysis Market segmentation

  6. Target market We will be targeting customers by: • Target specific lines—White-collar class in Macao • high-income level, enjoy relaxing life, think highly of quality of work and environment, celibacy, need a place to comfort reading&working affairs.

  7. Problems & Opportunity • People are in need of a comfortable place to enjoying reading or working in their spare time, as modern life is developing toward high quality. There is a lack of book bar offered in Macao market. • In Beijing,Shanghai,Hong Kong and Singapore, book bar is well-received by educated people.

  8. Problems & Opportunity • Comparison *book bar vs. office more comfortable and relaxed environment, dessert&drink service, reading materials *book bar vs. coffee house quieter,working place offered, business service, 24-hrs-opened,rare books offered *book bar vs. net bar reading materials provided, working place, business service offered, food served.

  9. Opportunity *book bar vs. home quieter, more spacious place, business service offered, reading materials, food convenience, gathering of elites. *book bar vs. library business service, food&drink service, 24-hrs-opened, more relaxing&comfortable environment

  10. Competitive Environment • Major competitors – Cafés in MACAU Example: TOP TAIPEI STARBUCKS

  11. Competitive Environment • TOP TAIPEI • Noisy, crowded, • Food service only • Dark lights • Not fit for reading • Time limited • STARBUCKS • Dark lights • Not quiet enough • Narrow space • Limited service • Served time limits

  12. Competitive Environment Our advantages-----distinctive • Rare books, magazines and newspapers offered • Peaceful, quiet and comfortable environment designed for needs • Business service for convenience • 24-hrs-opened

  13. Market Objectives • Introduce book bar concept to Macau people • Retain a 85% of customers with long-term reactions. • Achieve a 10% return on investment at first 3 month. • spend 13% of service revenue between 2003 and 2004 on development of service supplies and decoration.

  14. Product Marketing Strategy Features Benefits

  15. Features • Theme bar (books)—larger than 50m2 • Quiet, literary environment • 24 hours service • Comfortable, personnel spaces • Considerable services

  16. Benefits • Find a relaxing, quiet place for reading or working in a commercial center • Enjoy the literary atmosphere • Absorb the knowledge or get information

  17. Price • Comparison with competitors—relatively higher price for high level customers • Member Card—month card, year card, normal customers, VIP customers etc. • Discount—VIP discount, quantity discount, holiday discount etc.

  18. Promotion • Local newspaper & magazines • 20% discount for opening month & holiday discount • Free member card for fist-time application • Discount for VIP or year card customers • Activities or lectures organized for intercourse • Display sign & Logo • E-mail

  19. Place – 皇朝 • Locates in new,lofty district, near commercial buildings center • Convenient traffic • Relatively easier for parking • Land cost isn’t expensive comparatively • Peaceful, not much noise

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