DE LA SALLE – COLLEGE OF SAINT BENILDE

2544 Taft Ave., Manila, Philippines

INDVISM PLATE NO. 01

RETAIL DESIGN (POP-UP STORE)

IDR. Karol Antonio, piid

ODIND1

Ma Regina Nina A Estrada

 CONCEPT AND RESEARCH PAPER

I. PROBLEM STATEMENT

Stout Coffee PH is looking to generate sales to make up for the lost sales
opportunities during the pandemic. Owners are planning to resort to aggressive
marketing through market development strategy in the hopes that it will attract
new market, retain consumers, and eventually lead to generating sales.

II. BACKGROUND OF THE STUDY

Proprietors: Aya and Nanen, sister and co-founders of Stout Coffee PH., was
inspired by their love for home-brewed, hand-crafted coffee beverages, the
great conversations that go along with it and the appreciation they have for
Philippine coffee. The goal is to promote local coffee industry by fostering lasting
relationships with the local coffee farmers and helping create a sustainable
livelihood for the local coffee producers. They wish to take customers with them
as they scour the country for good, quality Philippine coffee that showcases
different flavor profiles from different regions.

The business has been operating for months until lockdown happened.
Almost a year after, they planned on making up for the lost sales and have
decided on maximizing marketing. One of their decisions is to put up a semi pop-
up store that will entice curiosity into the minds of passersby and help create social
media buzz through design.

III. INSPIRATIONS

The inspirations chosen for Stout Coffee PH are deemed appropriate for the
brand and the proposed pop-up store since these are meant to fulfill the
objectives:
 (Images acquired from Google Images & Pinterest)

Inspiration No. 1 is a spilled coffee bean container. A subtle homage to the

business’s products and services.

INSPIRATION NO. 2

(Images acquired from Google Images & Pinterest)

 Inspiration No. 2 is inspired by installation art optical illusions primarily about
playing with scales.

INSPIRATION NO. 3

(Images acquired from Google Images & Pinterest)

Inspiration No. 3 is inspired by the lofi animations and anime cafes. They
evoke feeling of comfort and calmness. (Link for the video:
https://www.youtube.com/watch?v=c0_ejQQcrwI)

IV. LOCATION SITE

Venetian Grand Canal Mall

Address: Upper McKinley Road, McKinley Hill Dr,
Taguig, 1630 Metro Manila
 Image: Map of the existing establishments in the vicinity of Venice Grand Canal Mall.
(Source: https://www.yellow-pages.ph/business/megaworld-lifestyle-malls-4/map)

The mall itself is a tourist destination, which gathers wandering tourists and
vacation goers. Existing establishments within the mall are varied (low to high end
establishments) Office buildings for start-up companies surround the mall as well,
which

The pop-up store will be situated in the second floor of the Venetian Grand
Canal Mall, wherein a more affordable selection of goods are found. The area is
usually a go-to place for working individuals and on-budget tourists look for meals
and goods.

V. TARGET MARKET/ DEMOGRAPHICS

The business seeks to reach the following market:

• Coffee Enthusiasts. The business aims to reach coffee enthusiasts in
the surrounding area.
• Office Workers. Office buildings for start up and established
companies are in the vicinity of the mall.
• Tourists. As the site location is a known tourist destination, the
business may include wandering tourists as a target demographic.
 • Returning consumers. Existing and returning consumers will be
accommodated.

For a more concise target customer profile, the following demographic segment
traits include:

Age. Working millennials born in 1981 until 1996 (Dimock, 2019), and those
who were born in the first few years after 1996 who are just entering the
workforce.

Gender. Male, Female, and Non-Binary. The business will not be gender
specific.

Occupation. Office Workers.

Cultural Background. Particularly province-raised millennial office workers.

The locally sourced coffee beans can trigger a sense of nostalgia.

Family Status. Lower middle class to Upper class.

VI. SWOT ANALYSIS

(Strengths, Weaknesses, Opportunities, Threats)

STOUT COFFEE Strengths – S Weaknesses – W

1. Curbside Pick-Up/ 1. No physical stores
Delivery 2. Less Market Data
2. Diversity of products 3. Cost Disadvantage
Opportunities – O SO Strategies WO Strategies
1. Effective store layout/ • To carry out • Immersive market
design improvements research.
2. Innovation & New and diversity on • Develop customer
Techniques existing products. loyalty.
3. Develop Brand Loyalty
Threats -T ST Strategies WT Strategies
1. Up and coming • Diverse selection • Market
locally sourced coffee of products (not Development
beans store. offered in most Strategy
2. Price Sensitive Market coffee shops) • Stealth Marketing
through design
proposal
INTERNAL ANALYSIS

Strengths.
1. Curbside Pick-Up/ Deliver. Customer convenience is
prioritized.
2. Diversity of Products. Products ranging from durable goods
such as cold brew beverages to coffee equipment and
paraphernalia.

Weaknesses.
1. No physical stores. Business operations are done online.
2. Less market data.
3. Cost disadvantage. Inconsistent supplier charges might
after profit margin for batches (including freight charges)

EXTERNAL ANALYSIS

Opportunities.
1. Effective Store Layout.
2. Innovation & New Techniques. Adapting technological
advancements and incorporating it to the pop-up store.
3. Develop Brand Loyalty. This can be done by offering rewards
and discounts to regular customers. This can increase brand
loyalty and attract potential customers while retaining the old
ones.

Threats
1. Up and coming locally sourced coffee beans store.
2. Price Sensitive Market.

VII. MARKET POSITIONING

A design proposal is presented primarily to generate income. The business

will mainly use stealth marketing through its store design. The design proposal for
Stout Coffee PH pop-up store will instill curiosity into the passersby—the potential
consumers, without them knowing they are being marketed to. In the era of social
media, this will be the competitive edge of the business from the already existing
mid-high range coffee stalls in the area.
 The design is inspired to capture a potential consumer’s attention, tap into
their curiosity, then proceed to showing off the variation of products and services
offered--creating an opportunity for sale.

VIII. MARKETING MATRIX (4Ps)

(Product, Place, Price, Promotion)

STOUT COFFEE PRODUCT STRATEGY:

Stout Coffee sells a variety of coffee beans selection from all over the
country as its main product in its marketing mix. Most famous offerings are: Atok,
Kalinga, La Trinidad, Manyakan, Mt. Apo, Mt. Kitanglad, Sierra Madre, Barako,
Sagada Blend – Dark Roast, etc. Other than the coffee beans, the store offers a
selection of cold brew concentrate and ready to drink beverages that uses their
main service as an end-product. The company believes in the large potential of
locally sourced coffee beans to be able to penetrate the industry and compete
with the already established outsourced coffee beans.

Aside from its main offering, Stout Coffee PH offers a wide selection of home
brewing paraphernalia. This includes the Bamboo Straw, Coffee Scoop – Ifugao
Wood Carved, Hario v60 White Filters 01, 250ml Double Wall Mug, Rivers Micro
Coffee Sripper, 350ml Gooseneck Kettle—to name a few.

They will soon launch Stout-To-Go, a same day delivery of coffee and tea
beverages; ranging from cold brew, hot brew, and crafted drinks on the go.

STOUT COFFEE PH PRICE/PRICING STRATEGY:

The products offered by Stout Coffee PH are priced at mid to premium

range because of its carefully harvested beans that undergo premium quality
control to ensure the product’s quality. The company provides packages and
several sizes that vary in price. The price is directly proportional to the quantity
ordered, the demand and supply ration, and the proximity of the suppliers. The
price of coffee also varies according to the supplement added to the beverage
like extra milk, cream, chocolate, etc.

The home brewing equipment and paraphernalia are priced at suggested

retail price (SRP).
STOUT COFFEE PH PLACE & DISTRIBUTION STRATEGY:

Stout Coffee PH operates on weekdays from 8:00 am to 5:00 pm, and on

Saturdays at around 8:00 am to 12:00 pm. All transactions are conducted online
and received by customers through third-party couriers/deliveries. Local pick-up
is available as well, within Quezon City and its surrounding areas. Stout Coffee PH
also signs up for trade bazaars within Metro Manila. Once of twice a month,
deliveries are welcomed with a cheaper fee for the cities: Las Piñas, Muntinlupa,
Parañaque,, San Pedro Laguna, Bacoor, Dasmariñas and Imus, Cavite.

STOUT COFFEE PH PROMOTION & ADVERTISING STRATEGY:

Stout Coffee PH mainly uses social media paid advertising, and word of
mouth for its marketing strategies. Supplying several events and join bazaars are
used as a strategy as well.

IX. UNIQUE SELLING PROPOSITION (USP)

Filipino Ethnocentrism: Homegrown beans, locally sourced ingredients.

Handcrafted beverages. The business takes pride in only offering home-brewed,
locally source ingredients compared to that of the much cheaper, imported
mass-produced coffee mix available in the market.

One-stop-shops for all things home brewed coffee. The business offers beverages,
a wide selection of coffee beans, and a home brewing paraphernalia.

X. MERCHANDISE DESCRIPTION

The following is the list of products and services with its corresponding prices.

PRODUCT DESCRIPTION PRICE

LOCAL Freshly roasted coffee beans from Bukidnon, P 100.00 –
COFFEE Cavite, Davao, Kalinga, Nueva Vizcaya, Sagada P 1,500.00
BEANS and South Cotabato, Philippines.

(Choices: Atok, Kalinga, La Trinidad, Manyakan,

Mt. Apo, Mt. Kitanglad, Sierra Madre, Barako,
Sagada Blend – Dark Roast, Sagada Blend –
Medium Roast, Espresso Sampler Pack, Stout Picks
Sampler Pack, Drip Box, Mt. Matatum)
COLD BREW Cold Brew Concentrate and Ready to Drink. P 110.00 –
COFFEE Experience fresh, high-quality and locally sources P1,480.00
cold brew coffee that is smooth, delicious and low
in acidity. Made from 100% coffee beans, we
ensure freshness by brewing on demand and
bottling the same day we deliver your coffee.

(Choices: Atok Concentrate, Dupag

Concentrate, Kalinga Concentrate, Mt. Apo
Concentrate, Sagada Blen Concentrate, Sierra
Madre Concentrate, 2.5L Cold Brew Concentrate
Refill, Cold Brew Black, Cold Brew Latte, Cold Brew
White Mocha, Cold Brew Vietnamese, Cold Brew
Dirty Horchata, Matcha Latte, Dirty Chai Latte,
Cold Brew Oat Milk Latte, Cold Breew Toasted
Almond Latte, Cold Brew and Wine Bundle, 1 Liter
Cold Brew Concentrate Set, 500 ml Cold Brew
Concentrate Set, 250 ml Concentrate Set, Cold
Brew Ready-To-Drink Set, Cold Brew Low- Calorie
Set.)

BREW GEAR Airscape, Hario, Rivers, Milke, Gift Sets, P 100.00 - P

Mechandise and more! 2,150.00

(Choices: Bamboo Straw, Coffee Scoop – Ifugao

Wood Carved, Hario v60 White Filters 01, 250ml
Double Wall Mug, Rivers Micro Coffee Sripper,
350ml Gooseneck Kettle, Rivers Wallmug Sleek in
Black, Hario V60 Ceramic Coffee Dripper 01,
Airscape Canisters – Lite, Airscape Canisters –
Stainless Steel, Hario Filter-in Bottle for Cold
Brew,AIrscape Caninsters – Ceramic)
STOUT TO GO Coffee and Tea Same Day Delivery P 100.00 – P
220.00
Hot Drinks: Long Black To Go (8oz), Cappuccino
To Go (8oz), Flat White To Go (8oz), Mocha To Go
(8oz), Single Origin Pour Over (8oz), Chai Latte To
Go (8oz), Signature Hot Chocolate (8oz)

Cold Drinks: Iced Black Coffee To Go (16oz),

Latte To Go (16oz), White Mocha To GO (16oz),
Vietnamese To Go (16oz)
 Craft Drinks To Go: Spanish Latte TO Fo (16oz),
Chai Latte To Go (16oz), Classic Milk Tea To Go
(16oz), Horchata To Go (16oz), Hibiscus and
Honey TO Go (16oz), Matcha Latte To Go (16oz),
Iced Signature Chocolate (16oz)

XI. BRANDING

Logo Analysis:

Simple and sophisticated, STOUT COFFEE PH ‘s logo shows its shop name in single-
stroke capital letters with its established year.

XII. PSYCHOLOGY OF COLORS

(Source: Pinterest)

Black. This color entails luxury, elegance and sophistication. Black is favored by
the youth market aged approximately 16 to 25, who are still trying to find their
own sense of identity and place in this world. Those who are achievement
oriented and ambitious also favor black. (Black in Business, 2019) This is suitable for
the brand since the age range is part of the target market profile.

Russett Brown. Brown in general, is a nod to the product itself—coffee. Brown

suggests endurance, duty and stability. It relates to the outdoors, the practical
and down-to-earth and the family unit. (Brown in Business, 2019) As for the
business, this is suitable because the founders wanted the consumers to have the
same calm conversations experiences that they had when they were first
conceptualizing their business.

Tan. Much like the browns, tan evokes warmth and security. It serves a similar
purpose as the russet brown. Tan is considered a neutral, and with its paleness, it
can be paired as a complement to almost any other color on the color wheel.
The hex code for tan is #D2B48C. (Color-meanings, 2019)

White. White space helps spark creativity since it can be perceived as an

unaltered, clean slate. It may not be the best color for every business. But using
white in marketing can be effective for a minimalist brand or approach. (D, 2019)
XIII. DESIGN THINKING
 XIV. SPACE REQUIREMENTS AND ANALYSIS

Bubble Diagram:

Space Requirements:

• Main Entrance/ Exit.

• Display Area. Featured items will be
displayed here, visible to passersby.
• Cashier.
• Coffee Brewing Area/ Cold Brews.
Ready to drink beverages are stored
here.
• Coffee Beans Display.
• Novelties; other products. Pre-order
items, and coffee equipment.
• Walkway.
• Seating Areas.

XV. DESIGN RATIONALE

Stout Coffee PH founders Aya and Nanen, are about to put up their first
ever semi-permanent physical pop-up store. They plan to launch their Stout-To-
Go offerings as a featured aspect of the store as a mobile café. A selection of
coffee beans will be readily available for pick-up and home brewing equipment
for pre-order.

Due to the sales opportunity lost during the pandemic, the owners have
decided to open up a pop-up store ahead of time on order to carry out their
market development strategy. They plan to tap into the office workers &
wandering tourist market. The location chosen will be at the second floor of
Venice Grand Canal Mall, wherein mid to high range stores are situated.

XVI. DESIGN CONCEPT

The design will be inspired by installation art, a play in scale and proportion
that was meant to capture the eyes of people. Similar to the case of the business,
they hope to instill curiosity and amazement into the mind of potential customers
and hopes that this will eventually generate sales.

XVII. DESIGN OBJECTIVES

• To create a pop-up store design that would adhere to the following

concerns:
o catch the attention of potential customers
o can showcase inventories without the risk of theft
o can be easily sanitized
• To generate income.

XVIII. DESIGN PHILOSOPHY

“My aim is to omit everything superfluous so that the essential is shown to

the best possible advantage.” – Dieter Rams

To design a space of functionality, sustainability and human-centered

without completely disregarding its aesthetics; but rather, accentuates
them. The space must be beyond the deemed “Instagram-worthy”, that
would satisfy the end users’ wants and needs without overwhelming them
with over-the-top design and decors to obtain a well-thought-out space for
their respective functions. Highlighting the users’ comfort while working, the
design must create an environment addressing these aspects while still
giving the users the feeling of warmth in the midst of stress from work.

XIX. DESIGN STRATEGIES

• Overall layout is inspired by the pour over coffee chemex.

• Interior layout will depend on the type of products to be exposed, from it’s
most in demand items into their pre-orders.
• Flooring will be brown rug to resemble a spilled liquid coffee.

XX. ELEMENTS AND PRINCIPLES OF DESIGN

Repetition. In terms of font style, color, and elements (mainly coffee beans) will be
repeatedly used in the space to establish a dominant style and focus.

Hierarchy. The space coverage of the beans at the back of the interior will
become its featured wall as it is the main product. Several coffee beans sample
will be placed upon entering, as they are placed in the display area. However,
it’s overall selection—including the other types, will be seen in the featured wall
of coffee beans.
XXI. MATERIAL BOARD AND MOOD BOARD

MATERIAL BOARD

MOOD BOARD
 XXII. REFERENCES

Black in Business. (2019). Empowered By Color. https://www.empower-yourself-with-color-

psychology.com/black-in-

business.html#:%7E:text=The%20messages%20the%20color%20sends,be%20intimidati

ng%2C%20unfriendly%20and%20unapproachable.

Brown in Business. (2019). Empowered By Color. https://www.empower-yourself-with-color-

psychology.com/brown-in-business.html

Color-meanings. (2019). Canva. https://www.canva.com/colors/color-meanings/tan/

D. (2021, January 23). How to Use the Psychology of Colors When Marketing. Small Business

Trends. https://smallbiztrends.com/2014/06/psychology-of-

colors.html#:%7E:text=White%20Color%20Psychology,best%20color%20for%20every

%20business.