WEST VISAYAS STATE UNIVERSITY

Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

Aozora Café
Marketing Plan

Submitted by:

Joeve Grace G. Natividad

Submitted to:

Ms. Rosemarie Dichosa

Subject Teacher

05 January 2019
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

AOZORA CAFÉ MARKETING PLAN

I. EXECUTIVE SUMMARY

Aozora Café is a small coffee and snack house located in Buenavista,

Guimaras. Aozora is a Japanese term which means blue sky, thus, Aozora Café

literally means Blue Sky Café. It is co-owned by three partners, Joeve, Rhea and

Devi.

As a snack house, Aozora Café offers variety of products such as iced

coffees, juices, shakes, breads, pastries, cakes and ice creams. Products will be

produced in house in order to ensure and maintain their quality.

The store will be conveniently located at the heart of the municipality,

near the schools and LGU offices. The venue will have a comfortable seating area

which will allow customers to stop in and sit down. Aozora Café is an anime and

Kpop inspired snack house which will have a different theme for every month. A

photo booth showcasing the month’s them will also be provided for the customers

for them to take commemorative photos.

 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

Aozora Café is a single and small café that will be managed by the owners

themselves. A minimum of two employees will be hired for serving and assisting

in the kitchen.

An evaluation of the company’s internal strengths and weaknesses and

external opportunities and threats served as the foundation for this strategic

analysis and marketing plan. The plan focuses on the company’s growth strategy,

suggesting ways in which it can build on existing customer relationships, and on

the development of new products and/or services targeted to specific customer

niches. Aozora Café is considered as a business-to-consumer (B2C) marketer

since it sells its product directly to its customer.

II. ENVIRONMENTAL ANALYSIS

A new entrant in a market, Aozora Café will strive to be one of the most sought-

after snack house in Buenavista by providing quality products and service to its

customers.

A. The Marketing Environment

1. Competitive Forces. Aozora Café will have several competitors in the area

which will include The Pitstop, Namit Burger, Miewa Refreshment, Nicole’s
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

Gotohan and Organo Gold, among others. However, none of these

competitors have the same set of products offered by Aozora Café.

2. Economic Forces. Aozora Café will be affected by the over-all movement of

the country’s economy especially with the implementation of the new wave of

additional taxes which will increase the product’s prices. The rise of the

inflation rate will also affect the café’s operations and sales.

3. Political Forces. There are no expected political influences or events that

could affect the café’s operations.

4. Legal and Regulatory Forces. The café will be subjected to the normal

licensing process and regulation such as business registration, health and

sanitation compliance as Aozora Café is in the food industry, as well as fire

and electrical safety compliance and other taxing regulations.

5. Technological Forces. Major technological considerations will be the

advancements in kitchen equipment and the use of internet as a marketing

tool.

6. Sociocultural Forces. In today’s society, consumers have less time for work

or leisure. The hallmarks of today’s successful products are convenience and

ease of use. In short, if the product does not save time and is not easy to use,

consumers will simply ignore it. Aozora Café fits into the picture because it

provides opportunity for the people to slow down, relax and enjoy

conveniently and comfortably.

7.
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

B. Target Markets

Being in the food industry, Aozora Café has a broad target market. People

of all ages, children through adults enjoy delicious threat, and therefore will be

part of the company’s target market.

Of the 100% percent, Aozora Café estimates that 65% of its target market

will be comprised of teens and young adults, 20% will be children and the

remaining 15% will be adults.

C. Current Marketing Objectives

The marketing objectives of Aozora Café is to increase both its revenue

and profit at a rate of 10% every year.

To achieve this outcome, Aozora Café must focus its marketing efforts to

reach out to more customers as possible and to maintain them. The company must

be committed to provide quality product and service that will satisfy customer and

build company loyalty. Also, the company must focus on continuous

improvement of its operations and delivery of its services.

 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

III. MARKETING STRATEGIES

A. Target Market(s)

Target Market 1: Teens and Young Adults

Since most majority of the café’s market will be teens and young adults,

Aozora Café will focus its efforts in satisfying the needs and wants of this age

group. The company will use sensory marketing and will appeal directly on the

different senses of the target group. Although not guaranteed, it is known that

sensory experiences drive connections for young people which is why the

company must try to get in touch with their sensory sides.

Another strategy for this group is to take advantage of internet and

technology. 90% of the time, young people are on their smartphones. Aozora Café

will focus its promotions using social media sites and text ads to reach out to the

target group.

Target Market 2: Children

For this target market, promotion will be focused on creating video ads

and flyers that will catch children’s attention. Since children are visually active

and are attracted to colorful graphics, Aozora Café will create posters and videos

that will attract children visually. Use of cartoon figures and variety of colors will

be utilized to reach out to this age group. Aozora Café will take advantage of
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

children’s “pester power” in order to get their parents to buys the products for

them.

Target Market 3: Adults

Promotional marketing will be the primary strategy for this age group.

This technique includes various incentives to buy such as contests, coupons, and

sampling. Giving of freebies will also be useful for the target group.

Generally, Aozora Café will focus on relationship marketing for all of its

target markets. Building good relationship with the consumers is the main goal of

the marketing campaigns of the company. Aozora Café will focus on how to build

lasting relationship with its customers so they will come back and eventually

develop brand loyalty.

B. Marketing Mix

1. Products. Aozora Café offers both snacks and services to its customers. It

primarily offers light snacks such as iced coffees, shakes and juices, breads,

pastries, cakes and ice creams.

As for the services, Aozora Café will offer a venue for students to study or a

meeting place for friends or a place where one can relax while enjoying his or

her favorite snacks.

 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

2. Place. Aozora Café will be located in the heart of the municipality which will

be generally accessible to everyone in the community. It will be an

airconditioned store where people can come in and seat comfortably.

3. Price. Price is Price is a major contributing factor to the overall success of a

company. Aozora Café’s products will offer affordable and reasonable prices

to its customers. Aozora Café should be sensitive to the price elasticity of its

product and over-all consumer demand.

4. Promotion. Aozora Café will employ a mix of different marketing strategies

such as direct marketing, sensory marketing, social media marketing, and

most importantly relationship marketing. Its promotional efforts will focus on

new product offerings through social media and flyers. Aozora Café will also

have a promotional campaign every month by establishing a monthly theme-

either kpop or anime - in order to pique curiosity and interest of the

customers. A photo booth will also be built every month depending on the

theme of the month.

IV. MEASUREMENT AND MONITORING ACTIVITIES

A. Monitoring and Evaluation

In order to continually improve, Aozora Café will develop methods to

determine which factors of the marketing plan worked and which prove to be

unsuccessful.
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

Methods will include financial analysis, customer surveys and feedbacks,

and use of suggestion box among others. The company will regularly monitor

its revenues and expenses on a monthly basis. Sales for each product will be

monitored to know which products sell well and which products need

improvement.

Customer Surveys and Feedback Form will be given out to customers

once per quarter to know how well the customers receive the products and

services of the company. It will allow the company to know its position in the

market and to determine the satisfaction level of the customers. it will help the

company make improvements in its operations and services.

A suggestion box will be placed to know customer’s interests. Customer

can make suggestions for a products new flavor or design as well the theme

for the next month. Customers’ suggestions and recommendations will be

welcomed and will be used for the improvement of the company.

 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

B. Project Income Statements

The following are the projected income statements of Aozora Café for the

next three years. These income statements are under the following assumptions:

1. On its first year of operations, Aozora Café will be break even.

2. There will be a 10% increase in sales every year.

3. Expenses will increase 5% every year.

4. Gross Profit Rate is estimated to be 45%.

AOZORA CAFÉ
INCOME STATEMENT
For the year ended December 31, 20X8

Sales P 1, 000, 000

Less: Cost of Sales 550, 000
Gross Profit 450, 000
Less: Operating Expenses
Rent Expense P 120, 000
Utilities Expense 72, 000
Salaries Expense 228, 000
Advertising Expense 30, 000 450, 000
Net Income P -0-
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

AOZORA CAFÉ
INCOME STATEMENT
For the year ended December 31, 20X9

Sales P 1, 100, 000

Less: Cost of Sales 605, 000
Gross Profit 495, 000
Less: Operating Expenses
Rent Expense P 126, 000
Utilities Expense 75, 600
Salaries Expense 239, 400
Advertising Expense 31, 500 472, 500
Net Income P 22, 500

AOZORA CAFÉ
INCOME STATEMENT
For the year ended December 31, 20X0

Sales P 1, 210, 000

Less: Cost of Sales 665, 500
Gross Profit 544, 500
Less: Operating Expenses
Rent Expense P 132, 300
Utilities Expense 79, 380
Salaries Expense 251, 370
Advertising Expense 33, 075 496, 125
Net Income P 48, 375
 WEST VISAYAS STATE UNIVERSITY
Main Campus
COLLEGE OF BUSINESS AND MANAGEMENT
GRADUATE SCHOOL
Luna St., Lapaz, Iloilo City

Based on the projected income statements for three years, Aozora Café is

projecting a steady growth over the years. These figures are based on a conservative

estimated after environmental scanning and analysis of the place of business.

Aozora Café will revisit its marketing plan after three months to look at

which tactics worked and which didn’t. At that time, it will decide whether to cut

the unsuccessful tactics and direct those funds elsewhere, or give them more time to

work.