MARKETING PLAN

THE BREWTIFUL MINDS COFFEE SHOP

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expert

GROUP 6 BES 047 ENGINEERING MANAGEMENT

FONG, AKISHA
SENDIN, DIANNE
TABOR, CLAIRE
VEGILIA, ANGELICA
HERNAEZ, CAM
COMPANY
INFORMATION
COMPANY NAME: THE BREWTIFUL MINDS

ADDRESS: 232 MAC ARTHUR HIGHWAY,

URDANETA CITY PANGASINAN

TELEPHONE:09123456789

CONTACT PERSONS: AKISHA FONG,CLAIRE

TABOR, DIANNE SENDIN, ANGELICA VEGILIA &
CAM HERNAEZ
DATE OF ESTABLISHMENT: JANUARY 2025

DAYS OPEN: 7 DAYS A WEEK/EVERYDAY

SHOP OPERATING HOURS: 6:00 AM TO 9:00

PM

01
 EXECUTIVE SUMMARY
Consumers choose coffee shops for a variety of reasons. Sometimes the choice is made by chance,
such as when they spot a compelling advertisement while heading to work. Alternatively, they might decide to
stop for coffee on a whim while driving. Convenience plays a significant role in their decision-making. Many
people follow a specific path daily to reach work, school, or drop off their kids, making any coffee shop along
that route appealing. It's essential to recognize that consumers return because they appreciate what is
provided.

When you enter a coffee shop today, you'll observe people involved in a variety of activities: catching
up on the news, composing essays, reading literature, working on tasks that require a calm and quiet
atmosphere, and finally, socializing with friends. Historically, these are the ways individuals have occupied their
time in coffeehouses. The Brewtiful Minds is committed to expanding its market presence through strategic
marketing initiatives. The purpose of this marketing plan is to outline the key strategies and tactics that will
drive growth, enhance brand awareness, and increase customer engagement.

VISION MISSION STATEMENT

Inspiring: To be the heart of the community, a place Customer-focused: To provide our customers with the
where connections are fostered and creativity highest quality coffee and a warm, welcoming
flourishes. environment that inspires and rejuvenates.
Quality-driven: To source the finest beans, master the art
Aspirational: To become the most beloved and
of coffee preparation, and consistently exceed customer
respected coffee shop in our region, renowned for
expectations.
exceptional quality and an unforgettable experience. Community-minded: To actively support local
Unique: To redefine the coffee shop experience by businesses, contribute to the well-being of our
offering a unique blend of handcrafted beverages, community, and create a positive social impact.
inviting ambiance, and personalized service. Passionate: To share our passion for coffee with every
customer and cultivate a culture of excellence within our
team.

The brewtiful minds provides its patron hot and cold

The
beverages. In addition, brewtiful minds offers different variety
Product/Service
of cookies and croissants.

The Competitors of The Brewtiful Minds are Elcazo Bistro &

The
Cafe , Bo's Coffee ,Deja Brew Cafe & Unwnd Cafe.
Competitors

The Financial Brewtiful Minds need atleast 500,000 Pesos for the starting of
Status business.

Brand Expansion, Enhance Customer Experiences &

Future Plans
Technology Integration.

02
 GROUP 6

Table of
Contents
COMPANY INFORMATION 01

EXECUTIVE SUMMARY 02

TABLE OF CONTENTS 03

SITUATIONAL ANALYSIS & TARGET MARKET 04

MARKETING OBJECTIVES 05

MARKETING STRATEGIES 06

MARKETING TACTICS 11

SCHEDULES & BUDGETS 14

BUDGET BREAKDOWNS 17

TIME & COST ALLOCATION 19

03
 Situational Analysis &
Target Market
MARKET TRENDS

Experiential Coffee
Focus on the "Third Place": Coffee shops are evolving beyond just a place to grab a drink. They're
becoming a "third place" - a comfortable and inviting space for people to socialize, work, and relax
outside of home and work.
Unique Ambiance: Creating a distinct atmosphere is crucial. Think unique decor, cozy seating, and
inviting lighting.
Community Building: Hosting events like live music, poetry readings, or workshops fosters a sense
of community and attracts repeat customers.

TARGET MARKET
Students
Caffeine Cravings: Students often rely on coffee to
stay awake during long study sessions, power through
exams, and combat the afternoon slump.
Social Hub: Coffee shops become social hubs for
students to study together, collaborate on projects,
and unwind between classes.
Young Professionals & Local Residents
Productivity Boost: Coffee is a popular choice for
workers to increase alertness and focus throughout
the workday.
Meeting Place: Coffee shops provide a convenient
and professional setting for meetings, client
interactions, and informal business discussions.

COMPETITOR ANALYSIS

Elcazo Bistro & Cafe

Differentiation: Brewtiful Minds Position shop as more casual and affordable compared to
Elcazo's potentially more upscale bistro vibe. We focus on a quicker, more efficient service
style.
Bo's Coffee
Differentiation: We highlight unique coffee blends, brewing methods, or a more intimate
and local atmosphere compared to Bo's larger, more corporate feel.
Deja Brew Cafe
Differentiation: We emphasize a more modern, trendy aesthetic or a stronger focus on local
sourcing and sustainability.
Unwnd Cafe
Differentiation: We position our shop as a more energetic and social hub with a focus on
community events and live music, compared to Unwnd's potentially more relaxed and laid-
back vibe. 04
Marketing Objectives
SHORT TERM

The Brewtiful Minds Cafe has established three firm

objectives it wishes to achieve in the next three years:

Provide a unique quality service to our valued customers

through a safe and maximized security measures,
organized café structure and facilities with affordable
price range
To achieve an increase volume of sales of products for
about 10% annually.
To improve online reviews by achieving an average rating
of 4.5 stars across all platforms in six (6) months for
better customer service and customer retention.

LONG TERM:

The Brewtiful Mind Cafe Objective is in three-fold, with each

being as integral to our success as the next.

Product Objective - Provide customers the finest quality

beverage in the most efficient time.
Community Objective - Provide community support
through customer involvement.
Economic Objective - Operate and grow at a profitable
rate through sound economic decisions

05
 MARKETING STRATEGIES
By focusing on these key strategies and implementing the outlined tactics,
Brewtiful Minds Cafe can effectively position itself as a beloved community
hub, attract a loyal customer base, and achieve long-term success.

STRATEGY 1

COMMUNITY FOCUS

STRATEGY 2

CUSTOMER LOYALTY

STRATEGY 3

EXPERIENCE DRIVEN MARKETING

06
 STRATEGY #1
COMMUNITY FOCUS

OBJECTIVE FOR THIS STRATEGY

Brewtiful Mind Cafe aims to be more than just a coffee shop; it

strives to be an integral part of the Urdaneta community. By
fostering a sense of belonging and creating a welcoming space
for locals, the cafe seeks to cultivate a vibrant social hub where
residents can connect, relax, and enjoy a truly unique experience.
This will be achieved by actively engaging with the community
through partnerships with local businesses and organizations,
hosting regular community events, and prioritizing the use of
locally sourced products whenever possible. By becoming a true
community gathering place, Brewtiful Minds Cafe hopes to leave
a lasting positive impact on the lives of its patrons and the town
as a whole.

07
 STRATEGY #2
CUSTOMER LOYALTY

OBJECTIVE FOR THIS STRATEGY

Building strong and lasting customer relationships is a cornerstone of

Brewtiful Minds Cafe’s success. To achieve this, the cafe will
implement a robust loyalty program, rewarding regular patrons with
exclusive discounts, special offers, and personalized experiences. By
incentivizing repeat business, the cafe aims to cultivate a loyal
customer base that feels valued and appreciated. Furthermore, the
cafe will prioritize personalized service, training baristas to learn
customer preferences and offer tailored recommendations. This
personalized approach will foster a deeper connection with customers,
making them feel welcomed and appreciated as individuals. By
cultivating a loyal and engaged customer base, Brewtiful Minds Cafe
will ensure long-term success and solidify its position as the preferred
coffee destination in Urdaneta.

08
 STRATEGY #3
EXPERIENCE-DRIVEN MARKETING

OBJECTIVE FOR THIS STRATEGY

Brewtiful Minds Cafe recognizes that a truly exceptional coffee shop

experience goes beyond simply serving a good cup of coffee. By
meticulously crafting a unique and inviting ambiance, the cafe aims to
create a memorable and enjoyable experience for every customer.
This will be achieved by cultivating a welcoming atmosphere with
comfortable seating, warm lighting, and thoughtful decor. Furthermore,
the cafe will prioritize the quality of its coffee, sourcing high-quality
beans and offering a variety of brewing methods to cater to diverse
preferences. By providing a unique and memorable experience that
extends beyond the beverage itself, Brewtiful Minds Cafe aims to
position itself as a destination for relaxation, socializing, and
community engagement, attracting customers who seek more than
just a quick caffeine fix.

09
MARKETING TACTICS
By implementing these tactics, Brewtiful Minds Cafe can effectively promote
its own shop, attract new customers, and build a loyal following in the
Urdaneta community.

TACTICS 1 TACTICS 2 TACTICS 3

COMMUNITY LOYALTY UNIQUE AMBIANCE

PARTNERSHIPS PROGRAMS
EXCEPTIONAL
COMMUNITY PERSONALIZED COFFEE
EVENTS SERVICES
FOOD & BEVERAGE
LOCAL SOURCING BIRTHDAY REWARDS OFFERINGS

10
 COMMUNITY PARTNERSHIPS/EVENTS & LOCAL SOURCING
TACTICS 1

Brewtiful Minds Cafe will actively engage with the

local community through a variety of initiatives. This includes
forging strong partnerships with local universities and
colleges by offering student discounts, participating in on-
campus promotions, and sponsoring campus events. The cafe
will also collaborate with nearby businesses to create mutually
beneficial cross-promotional offers and referral programs.

Furthermore, Brewtiful Minds Cafe will demonstrate

its commitment to the community by supporting local charities
and non-profit organizations through donations and
fundraising events. The cafe will also host a variety of
community events, such as live music nights, open mic nights,
poetry readings, and art exhibitions, creating a vibrant and
engaging atmosphere for locals. Finally, Brewtiful Minds Cafe
will prioritize sourcing coffee beans and other ingredients
from local suppliers whenever possible, supporting the local
economy and fostering stronger ties within the community.

11
 TACTICS 2
LOYALTY PROGRAMS, PERSONALIZED SERVICES & BIRTHDAY REWARDS

Brewtiful Minds Cafe will implement a robust loyalty

program to incentivize repeat business and foster long-term
customer relationships. This may include a traditional punch card
system or a more modern digital loyalty app that rewards
customers for their patronage. Exclusive discounts and
promotions will be offered exclusively to loyalty program
members, providing them with added value and appreciation.

Furthermore, baristas will be extensively trained to learn

individual customer preferences, allowing them to offer
personalized recommendations and create a more tailored
coffee experience. Recognizing and acknowledging regular
customers by name will further enhance the customer
experience, fostering a sense of familiarity and belonging.
Additionally, special birthday discounts or treats will be offered
to celebrate customer milestones, demonstrating the cafe's
commitment to building strong and lasting relationships with its
patrons.

12
 TACTICS 3
UNIQUE AMBIANCE, EXCEPTIONAL COFFEE & FOOD
AND BEVERAGES OFFERINGS

Brewtiful Minds Cafe will prioritize creating a

unique and inviting ambiance to enhance the overall
customer experience. This will be achieved by carefully
considering the cafe's interior design, incorporating
comfortable seating, warm and inviting lighting, and unique
decor elements. Utilizing natural light and incorporating
plants will further enhance the ambiance, creating a relaxing
and rejuvenating atmosphere.

To complement the ambiance, the cafe will curate

a playlist of relaxing music or create a soothing soundscape.
Furthermore, Brewtiful Minds Cafe will prioritize the quality
of its coffee by sourcing high-quality, ethically sourced
beans and offering a variety of brewing methods to cater to
diverse preferences. Baristas will receive comprehensive
training on proper coffee brewing techniques and
exceptional customer service to ensure a consistent and
enjoyable experience for every customer. Finally, the cafe
will offer a diverse menu featuring light breakfast and lunch
options, pastries, and a variety of teas and juices,
complemented by unique and seasonal menu items to keep
the offerings fresh and exciting.

13
SCHEDULES & BUDGETS
THE CAFE SHOP WILL OPERATE EVERYDAY OR 7 DAYS A WEEK FROM 5:00
AM TO 9:00 PM

Weekly Schedules:
Day Task

Restock inventory, conduct maintenance checks on

MONDAY
machines

Marketing & social media updates, deep clean

TUESDAY
kitchen

Staff training, focus on improving customer

WEDNESDAY
experience

Order supplies for next week, check financials and

THURSDAY
inventory

Plan weekend specials and promotions, review

FRIDAY
employee schedules

High-volume day, ensure all supplies are stocked for

SATURDAY
busy day

Weekly team meeting, reflect on performance,

SUNDAY
restocking

14
SCHEDULES & BUDGETS
Daily Schedules:

Time Task Personnel Responsible

Opening tasks (cleaning, setting up

6:00-7:00 am Manager + 1 staff
the shop, prepping ingredients)

Morning rush (serving coffee, food

7:00 - 9:00 am 2 Baristas + 1 staff(cashier)
items)

Mid-morning (refills, cleaning,

9:00 - 12:00 am 2 Baristas
restocking)

Lunch rush (high volume of

12:00 - 2:00 pm 2 Baristas + 1 staff (cashier)
customers)

Afternoon lull (light cleaning,

2:00-4:00 pm 1 Barista + 1 Staff (cashier)
restocking, serving)

15
SCHEDULES & BUDGETS
Daily Schedules:
Time Task Personnel Responsible

Pre-closing tasks (cleaning,

4:00-6:00 pm 1 Barista + 1 Staff
prepping for evening)

Evening rush (end of workday

6:00-8:00 pm 2 Baristas + 1 Staff (cashier)
customers)

Evening rush (end of workday

8:00-9:00 pm Manager + 1 staff
customers)

16
 Budget Breakdown
Monthly Operating Budget(Estimation)
Category Estimated Cost Notes

Typically varies
Rent P3,000 depending on location
and size

Includes electricity,
Utilities P5,000
water, gas, and internet

Assuming 10 employees
Salaries/Wages P22,000
(1 full-time, 9 part-time)

Inventory/ Coffee beans, milk,

P15,000
Ingredients syrups, pastries, etc.

Equipment For machine servicing,

P2,000
Maintenance small repairs, etc.

Social media ads, local

Marketing P500
flyers, etc.

For daily cleaning (mops,

Cleaning Supplies P1,000
wipes, etc.)

Liability, property, and

Insurance P5,000
worker's compensation

Unexpected expenses
Miscellaneous P1,000
(e.g., office supplies)

TOTAL: P47,000
17
 Budget Breakdown
Cost Allocation
Category Percentage of Total Budget

Rent 16%

Utilities 4%

Salaries/Wages 48%

Inventory/ Ingredients 20%

Equipment Maintenance 2%

Marketing 4%

Cleaning Supplies 1%

Insurance 2%

Miscellaneous 2%

18
 Time & Cost Allocation for
Key Operations

Task Time Required (Per Day) Cost (Per Day)

P700 (coffee beans, milk,

Coffee Preparation 3 hours
etc.)

Pastry Preparation 2 hours P1000 (for pastries, snacks)

Cleaning &
1.5 hours P100 (cleaning supplies)
Maaintenance

Staff Wages 8 hours (total for staff) P500 (fixed)

Marketing 1 hour P500 (social media ads)

19
Financial Data & Control
WE ARE WORKING TOWARDS A BETTER FUTURE

In this final section, map out your future plans for the business.
Dream big! These plans could include expansion projects, new
product offerings, and major partnerships. Discuss how much
impact you want to bring to the industry.

Briefly describe what Briefly describe

the 2035 milestone or what the 2045
plan is. milestone or plan is.

2035 2045

2030 2040

Briefly describe what Briefly describe what

the 2030 milestone or the 2040 milestone or
plan is. plan is.

18
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Salford & Co. www.reallygreatsite.com

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