MARKETING RESEARCH

Business Brew Berry Café

Information
DIORESA PLAZA BLDG. 1521 Dapitan St. Corner A. H. Espana, Manila.

www.facebook.com/BBCafe
www.instagram.com/BBCafe

Sophia Filoteo and Eunice Parongca

Business Brew Berry Cafe is a medium-scale brewery that is located in the

Paragraph growing industrial center of Sampaloc, Manila. This is a relatively new
business in its start-up phase having been incorporated recently.

Brew Berry Cafe is on the brink of penetrating a lucrative market in a

rapidly-growing economy. The current trend towards an increase in the
number of entrepreneurs and competition amongst existing companies
presents an opportunity for the cafe to penetrate the market. The products
will be positioned very carefully. It will be extremely high quality to ensure
customer satisfaction, supported by impeccable service to the customers.
The primary goal will be to establish and strengthen the license to trade,
which will be bestowed by the communities in which it function. These
communities will continue to benefit from both the value created by Brew
Berry Cafe and its behavior as a corporate citizen.
 Initial plans are to produce three main lines of products primarily
focusing on coffees, cold drinks and pastries. The drinks will be sold in
different sized cups ranging from the 8oz. to 30oz., while the pastries comes
with different flavors and kinds like doughnuts, cookies, cakes, etc. These
products shall be extensively distributed to the area where the market is
appreciative of readily available, good quality brew.

Brew Berry Cafe intends to provide the customer with more than just a
traditional brew. BBC intends to provide a quality brew that will not only be
refreshing and pleasurable, but also encourage gatherings and sharing of fun.
The customers will be assured of products that have been produced using
the highest quality standards.

Amount of Brew Berry Cafe will employ a social media manager to promote the
Marketing Fund brand through Instagram and Facebook. Social media ads will concentrate
on the quality products offered at Brew Berry Cafe so it will be the % of the
sales.

Proponents 19003693800 Sophia Kristina S. Filoteo BSBA-MM

17000176200 Eunice Parongca BSBA-MM

Date Submitted January 21, 2021

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 TABLE OF CONTENTS

THE CONTEXT OF BUSINESS ...................................................................... 5

Growth Potential ................................................................................................................. 5
Brew Berry Cafe also plan to develop the management team correctly. The company
needs the right people, at the right place, at the right time, to ensure optimum growth. The
company plans to build a team so that the people can evolve as society develops – a
mutually beneficial partnership. Brew Berry Cafe shall aim to achieve its primary
objective, which is to establish and improve its trade license granted to the communities
in which their operate. As Brew Berry Cafe thrives and expands, these communities will
continue to flourish. ............................................................................................................ 5
New Products and Developments ....................................................................................... 6
Economic Trends ................................................................................................................ 6
Industry Outlook and Trends .............................................................................................. 6

PROFILE OF THE BUSINESS ........................................................................ 8

Business Name .................................................................................................................... 8
Business Structure............................................................................................................... 8
Business Location ............................................................................................................... 8
Date Established.................................................................................................................. 9
Business Owner(s) .............................................................................................................. 9
Owner/s Experience ............................................................................................................ 9
Vision Statement ................................................................................................................. 9
Mission Statement............................................................................................................... 9
Business Objectives ............................................................................................................ 9
Products............................................................................................................................. 10
Short Term goals ............................................................................................................... 10
Long Term goals ............................................................................................................... 11
Financial Analysis ............................................................................................................. 12
Sales Analysis......................................................................................................................... 12
Profitability Analysis.............................................................................................................. 14
SWOT analysis ................................................................................................................. 15
SWOT activity sheet. .............................................................................................................. 15

MARKET OVERVIEW .................................................................................. 16

Target market: ................................................................................................................... 16
Customer profile: .............................................................................................................. 16
Competitor profile:............................................................................................................ 16
Marketing Objectives ........................................................................................................ 17
Marketing Strategy............................................................................................................ 17
Market research and environmental/industry analysis:..................................................... 19
 Customers ......................................................................................................................... 21
Customer profile: ................................................................................................................... 21
The target customers of Brew Berry Cafe are students, college or high school ages 15-25
year old no matter what gender they, who residing within Sampaloc, Manila and young
professionals in their 20s or 30s who enjoys to interact or study with a circle of friends or
workmates in a minimalistic atmosphere coffee shop. ........................................................... 21
Competitors ....................................................................................................................... 22
Competitor profile: ................................................................................................................ 22

MARKETING PLAN ...................................................................................... 23

Marketing Objectives: ....................................................................................................... 23
Marketing Strategy: .......................................................................................................... 24
Promotional Strategy ............................................................................................................. 24
Employees Positioning...................................................................................................... 25
PRODUCT OFFERING ................................................................................................... 26
Product Pricing.................................................................................................................. 27
Market Positioning ............................................................................................................ 28
Sales and distribution channels ............................................................................................. 28
PRODUCT PROMOTION ............................................................................................... 30
The Team .......................................................................................................................... 36
Marketing Activity ............................................................................................................ 37
Marketing Budget 2021 .................................................................................................... 39

SUPPORTING DOCUMENTATION ............................................................. 40

 THE CONTEXT OF BUSINESS

Growth Potential

Coffee is a much-loved beverage in the Philippines. As a result, it’s the ideal business

venture to set up as it’s sure to make money. But, to ensure that the coffee business is as

profitable as can be, it’s worth thoroughly researching the local market, so that when the

company offers Filipino coffee-drinkers what they want at a price which will keep the bank

balance healthy.

The company wants to grow right as Berry Brew Cafe expands. Initially seeking organic

growth and expansion, and plan to pursue vertical integration in the future in order to be in

complete charge of the shipment of raw materials and products. For instance, the company

understands that it needs to be in continuous communication with the stakeholders to ensure

consumer awareness at all times. This is the essence of the channel the management working

with.

Brew Berry Cafe also plan to develop the management team correctly. The company needs

the right people, at the right place, at the right time, to ensure optimum growth. The company

plans to build a team so that the people can evolve as society develops – a mutually beneficial

partnership. Brew Berry Cafe shall aim to achieve its primary objective, which is to establish

and improve its trade license granted to the communities in which their operate. As Brew

Berry Cafe thrives and expands, these communities will continue to flourish.

5
New Products and Developments

Brew Berry Cafe will produce a seasonal products for Halloween, Christmas season, etc.

BBC will use crowdsourcing in social media accounts from the followers to gather

information and innovate new ideas and implement ideas that customers want and asking what

they want can lead to stronger sales, relationships with the customers. BBC choose to use

crowdsourcing instead of surveys because it is free, while surveys for feedback can have a

high cost and can be slow. Will also gather the employees to brainstorm to get ideas from the

customers who they encounter every day.

Economic Trends

The production of Philippine coffee beans remains relatively limited which unable to

satisfy local demand for coffee (coffee production amounted to 62,062 metric tons of green

coffee beans in 2019), but the Philippines consumes 100,000 metric tons of coffee a year and

drinks just as much coffee as the United States, Brazil, Japan and the European Union.

As a local coffee shops who is specialized with local products, Brew Berry Cafe will

definitely increase the sales of the local coffee bean farmers and help them to be known. Will

also properly credit them with the products so that the consumers are aware who and where

the beans came from.

Industry Outlook and Trends

Sampaloc, Manila is an affluent area with a high student density, an ideal market for a

cafe-sitting business such as Brew Berry Cafe. Students in this area not only have to consume

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coffee but can afford to spend money on the products and are willing to do so because of the

reasonable prices.

Brew Berry Cafe is headed towards to a more health conscious consumers and looking for

a nice ambiance to study or to have an intellectual conversations. The shop will enforced

quality food and ingredients as consumers are being subjected to an increasing number of

options. Consumers will recognize intellectual talk in bar-like ambiance.

7
 PROFILE OF THE BUSINESS

Business Name

Brew Berry Café

Business Structure

Brew Berry Cafe is a business partnership and will be led by Sophia Filoteo and Eunice

Parongca.

Business Location

Brew Berry Cafe is located at DIORESA PLAZA BLDG. 1521 Dapitan St. Corner A. H.

Lacson, Manila.

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Date Established

Brew Berry Cafe will start offering their products in year 2022.

Business Owner(s)

Brew Berry Cafe is owned and will led by Sophia Filoteo and Eunice Parongca.

Owner/s Experience

Berry Brew Cafe’s owners, Sophia and Eunice, are students studying Business

Administration major in marketing management in AMA Computer College. Even though

they do not have any experience yet in this industry, these two will sure to study and attend

seminars to learn how to manage this business.

Vision Statement

“Brew Berry Cafe shall be one of the most trusted and loved coffee shops in the country.”

Mission Statement

“Brew Berry Cafe shall provide and offer quality coffees and pastries in cheapest available

and to make sure that all the coffee drinkers will experience the best tasting coffees without

sacrificing their daily budget.”

Business Objectives

The business objective of Brew Berry Cafe are:

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 • Attract, integrate, retain and motivate the highest quality management and personnel;

• Ensure that the employees remain productive, drive revenue and improve customer

satisfaction;

• Increase annual sales by 10%;

• Secure revenue from the sponsors and advertisers;

• Establish brand awareness by increasing the number of social medias followers.

• Number of returning customer 20% in 1 year

Products

Product / Service Description Price

Coffees ( hot or iced) These are brewed coffee,
lattes, frappes, espressos, ₱45 - ₱105
cappuccino, macchiato,
Breakfast Sandwiches Variation of sandwiches
like egg, bacon, ham, ₱40 - ₱65
cheese and many more.
Desserts Variations of desserts like
pastries, doughnuts, cakes, ₱45 - ₱70
breads and cookies.

Short Term goals

Goal / Objective Description By when

Owners will attend To learn and know more 2021
seminars about their business
Maintain qualified staff Hiring two new well- 1st quarter of the year
mannered and skilled
employees
Maintain quality customer Providing the best customer Jan 2022 – Dec 2022
service service, being friendly and
respectful with our
customers
Maintain productivity in Eliminating distraction Jan 2022 – Dec 2022
our business during work hours

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Long Term goals

Goal / Objective Description By when

Increase Sales Increase sales by 10% Jan 2023 and so on
yearly
Increase brand awareness Being consistent on social Jan 2023 and so on
and name recognition media and sponsoring a
local charity
Create a stellar reputation Gain customers’ trust and Jan 2023 – Jan 2026
have investors in our
business

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 Financial Analysis

This section contains the data for financing the business for the future, what will be needed for future growth, and an estimation of

the operating expenses.

Sales Analysis

Sales Projection

Sale projection of the products consists of the prices and the estimated daily, monthly and annually sales, and every year it has a

10% increase in the sales.

Products/ Description Price Average Projected Daily Sales Monthly Year 1 Sales Year 2 Sales Year 3 Sales
Services Price Quantity Amount Sales Amount Amount Amount
Sold (per Amount (10% inc) (10% inc)
day)
Coffee These are brewed
coffee, lattes,
frappes, ₱45 - ₱110 ₱65 25 ₱1,625 ₱48,740 ₱584,880 ₱643,368 ₱707,704.8
espressos,
cappuccino,
macchiato,
Breakfast Variation of
Sandwiches sandwiches like ₱40 - ₱65 ₱55 20 ₱1,100 ₱33,000 ₱396,000 ₱435,600 ₱479,160
egg, bacon, ham,
cheese and many
more.
Desserts Variations of
desserts like
pastries, ₱45 - ₱70 ₱60 20 ₱1,200 ₱36,000 ₱432,000 ₱475,200 ₱522,720

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 doughnuts, cakes,
breads and
cookies.
Total ₱3,925 ₱117,740 ₱1,412,880 ₱1,554,168 ₱1,709,584.8

Cost of Sales

Cost of sales is consists of the estimated monthly and annually costing of the products. It is shown below how many percent are the

products and their total.

Products/ Services Monthly Sales Cost Monthly Cost Year 1 Year 2 Year 3
(% of sales) of Sales Cost of Sales Cost of Sales Cost of Sales

Coffee These are brewed coffee,

lattes, frappes, espressos,
cappuccino, macchiato, ₱48,740 25% ₱12,185 ₱146,220 ₱160,842 ₱176,926.2
Breakfast Variation of sandwiches like
Sandwiches egg, bacon, ham, cheese and
many more. ₱33,000 40% ₱13,200 ₱158,400 ₱174,240 ₱191,664
Desserts Variations of desserts like
pastries, doughnuts, cakes,
breads and cookies. ₱36,000 40% ₱14,400 ₱172,800 ₱190,080 ₱209,088
Total ₱39,785 ₱477,420 ₱525,162 ₱577,678.2

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Profitability Analysis

Expense Projection
Expense Projection is consists of the total expenses monthly and annually of the business.

Assumptions Increment Monthly Year 1 Year 2 Year 3

Administrative 10% 2,500 ₱30,000 ₱33,000 ₱36,300
Expenses
Salaries & Wages 2 employees @ 10% ₱30,000 ₱360,000 ₱396,000 ₱435,600
₱15,000/month
Rent ₱20,000/month 10% ₱20,000 ₱240,000 ₱264,000 ₱290,400
Utilities Electricity, water 10% ₱6,000 ₱72,000 ₱79,200 ₱87,120
and internet
Advertising and P35,495.1 5% 3,050 36,600 38,430 40,260
Promotion
Total ₱61,550 ₱738,600 ₱810,630 ₱889,080

Income Statement

Income statement is the summary of the business’ profit and loss profit over the course of the month and year.

Monthly Year 1 Year 2 Year 3

Sales ₱117,740 ₱1,412,880 ₱1,554,168 ₱1,709,584.8
Less: Cost of Sales ₱39,785 ₱477,420 ₱525,162 ₱577,678.2
Gross Income ₱77,955 ₱935,460 ₱1,029,006 ₱1,131,906.6
Less: Expenses ₱61,550 ₱738,600 ₱810,630 ₱889,080
Net Income ₱16,405 ₱196,860 ₱218,376 ₱242,826.6

Net Profit Margin: 13.93%

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MARKETING PLAN 2021

SWOT analysis
Strengths Weaknesses
• Affordable price • No experience in marketing food products
• Local Products • No experience in distribution to coffee shops
• Quality Products

Opportunities Threats
• Large Market • Strong competition with concentrated market shares
• Consumer demands for aesthetic and nice ambiance location creates a • Possibility of new market entries
demand for innovative products
• Use of social media networks

SWOT activity sheet.

SWOT weakness/threat Activity to address weakness/threat Completion Date

No experience in marketing food products Attend seminars to learn more about handling 1 year before the opening of Brew Berry Cafe
No experience in distribution to coffee shops
Attend seminars to learn more about handling 1 year before the opening of Brew Berry Cafe
Possibility of new market entries Lowering our price and have discounts in our When there is a new shop nearby / Every
products month
Strong competition with concentrated market Maintain our quality customer service 2022 and so on
shares

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MARKET OVERVIEW

Target market:

The target market of brew berry cafe is mostly college students because it is close to school,

and brew berry cafe is more catchy especially for millennials nowadays. And the ambiance of the

cafe is even more Instagramable which millennials prefer to visit and not only because of the

place but also the price of the products in the brew cafe that are definitely affordable in the pockets

of millennials.

Customer profile:

The target customers of Brew Berry Cafe are students, college or high school ages 15-25

year old no matter what gender they, who residing within Sampaloc, Manila and young

professionals in their 20s or 30s who enjoy to interact or study with a circle of friends or

workmates in a minimalistic atmosphere coffee shop.

Competitor profile:

The competitor's profile is that he graduated in business management at AMA University

and he also has three branches of his business. The marketing mix he uses is product, price, place

and promotion, his strategy to handle his business is promotion and sales talk on various websites

he promotes all his products.

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Marketing Objectives

The product of Brew Berry Cafe is coffee, desserts and breakfast. When it grows Brew Berry

Cafe will add products and services like online apps or partnerships with food delivery services,

because not everyone gets out or they are far from the cafe so the management will make delivers

for them in that case the income will increase. If the good service of the Brew Berry Cafe

continues, it will be better known, and when it is known the cafe will build another branch for

customers who like it.

Marketing Strategy

Brew Berry Cafe’s marketing strategy will focused on promotion, advertisement, pricing of

the products, employment and market positioning. Also, ensuring quality customer service and

products to the customers.

Top 10 Action Steps:

1. Keeping Price Affordable

Keeping affordable price will attract more customers from far and wide.

2. Be Savvy on Social Media

Basically, everyone are on some form of social media, these days. The cafe will try keeping

an active, lively, engaged presence on various social media accounts.

3. Appeal to Millennials

Millennials, aside from being one of the most strapped-for-cash generations in recent

memory, they are largely responsible for this boom in coffee shops.

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4. Create Seasonal Drinks

Brew Berry Cafe will play of the flavors and taste of the season.

5. Free Samples and Giveaways

All love free stuff. Needless to say, it's a good way to raise new traffic on the shop to deliver

free drink samples and gifts for drinks and beans.

6. Make Sure You’re Mobile Friendly

Smartphones are becoming an all-encompassing aspect of daily life. And if the café website

doesn't look mobile, many new curious employers, who choose Google 'coffee shops' in the area,

could miss out.

7. Create Online Deals

More people than ever are on their mobile or behind a laptop computer. The company will

run e-deals on the shop's social media pages and online banner advertising .

8. Make Space Standout

Brew Berry Cafe will make sure the shop stands out above the fray, it will be a minimalistic

interior design so it’ll be simple but will stand out.

9. Embrace Conscious Consumerism

As a coffee shop, consider catering to this need, the cafe will be donating a portion of the

funds to a relevant charity or non-profit at the end of every month. Also, sourcing environmentally

and local products for the brews and snacks is another way to drive up sales from eco-savvy

audiences.

10. Be eco-friendly

It is everyone’s responsibility to create a safe and green climate. We must adhere to the RRR

concept (Reduce, Reuse, Recycle). People can always start at home, like growing tree and plant;

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one of the easiest ways to help create an ecosystem that is eco-friendly is by planting more and

more trees.

Market research and environmental/industry analysis:

As the country are in the merge of COVID-19 virus, cities are in place of lockdown so

schools are evolving into the new normal. The researchers cannot do face to face surveys but they

have alternative ways to conduct research and have verified information coming from the internet.

Manila has evolved into the most densely populated cities in the world according to

Population Stat. It is estimated that the population in the metropolitan region is over 13 million

and that this rises to 15 million people during the days to accommodate employees and students

who enter and exit the city. Three major districts constitute most of the population: Tondo, which

is therefore the most populated district in the city, comprises 38% of the population. The Brew

Berry Café is located in Sampaloc, which occupies 20% of the population, and Santa Ana, which

accounts for 10% of the population.

One of the risks in placing the shop in España is the flood whenever there’s a rainfall in the

city. This natural disaster can’t be avoided so our sales will drop because probably schools are

suspended so Brew Berry Cafe won’t open for the mean time.

Yes there can still be growth in the market. By using the internet they can order online even

they can't go to the Cafe. That's the other technique or opportunities that the company can use so

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that the Cafe can still have income even all the target customers are at home. The customer can

still have the opportunity to eat what they want and what they need.

One of the risks in placing the shop in España is the flood when there’s a rainfall in the city.

This natural disaster can’t be avoided so the sales will drop because probably schools are

suspended so Brew Berry Cafe won’t open for the mean time.

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Customers

Target customers:

Customer Age Gender Ethnicity Education Location Lifestyle Value Interests

Students 15-25 Male or N/A N/A Within Enjoys to hang Loves a Interacting
Female Sampaloc, or study with minimalistic with people
Manila friends atmosphere of a
coffee shop
Young 20s Male or N/A N/A Works within Loves a cup of Loves a Meeting
Professionals and Female España, Manila coffee before minimalistic with the
30s work atmosphere of a workmates
coffee shop
Customer profile:

The target customers of Brew Berry Cafe are students, college or high school ages 15-25 year old no matter what gender they,

who residing within Sampaloc, Manila and young professionals in their 20s or 30s who enjoys to interact or study with a circle of

friends or workmates in a minimalistic atmosphere coffee shop.

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Competitors

Competitor analysis:

Established Value offered

Competitor Size Market share (%) Strengths Weaknesses
date to customers
Origafe N/A N/A N/A N/A N/A
Japanese Style May 2018
Coffee
Mye Coffee N/A N/A N/A N/A N/A N/A
Shop
Cafe Asul Feb. 2, N/A N/A N/A N/A N/A
2020
Black Scoop July 2018 N/A N/A N/A N/A N/A
Cafe

Competitor profile:

The company made their efforts, even with a pandemic, to gather information about their competitors, they emailed, called and reached out

them through social medias, but sadly the company received no response from them.

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MARKETING PLAN

Marketing Objectives:

Objective Specific Measurable Achievable Realistic Timely

Increase Sales. A double digit growth rate Yes Yes Yes Each year

Promotion and Marketing Improve packaging and labeling Yes Yes Yes m
enhancement

Increase brand Increase social media impressions Yes Yes Yes By the end of
awareness. among new target audience by 30%. the quarter.
Launch a new product. Define a product final price. Yes Yes Yes By the of the
month
Attract New Customers. Establish partnership with 2 new Yes Yes Yes No
industry influencers by the end of the
year and develop discount codes for
their followers.

As Brew Berry Cafe launch their opening in the future, the company made sure that these objectives would be achievable.

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Marketing Strategy:

Product and Pricing Strategy

The menu might have a huge effect on costs, and subsequently on pricing. Brew Berry

Cafe needs to consider not just what kind of food it is offering, but also if it’s offering free

bread and butter, what condiments does it offering, and what things will be included with each

main dishes. Whether sandwiches include side salads and fries, for example. Once the cafe

has a menu, it can measure the cost of each object. This is the food cost baseline. The cafe

would still need to measure the rest of the fixed and variable costs before setting rates.

Market Positioning

Since every bar or coffee shop has a certain "unique taste" and that's why somebody

would choose one bar or the other, the flavor just seems to be close to the surface on the

surface. The business plan of the establishment is to serve drinks and provide a social

atmosphere.

Promotional Strategy

Normally, a person talks around 5 to 10 people a day, and with any decision to make,

people first ask good old Google and then go to a best friend or a person who they trust. A lot

of people use a friend's recommendation for everything, including when selecting a doctor or

buying a home, so why don't owners do the same for a coffee place or know what kind of

coffee to drink? If the owners can deliver a little reminder of their place in the memories and

thoughts of the customers, they would immediately talk about the cafe and advise others to

try the coffee and the place.

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Also, if Brew Berry Cafe will offer free Wi-Fi and outlets around the coffee shop, the

customers can stay inside the shop longer, and the longer they're there, the more likely they're

buying something. So, on a very simple level, free internet is a perfect way to keep loyal

customers longer and make them want to come back again and again.

Employees Positioning

Employees will be divided into two sections: customer services and advertising. Based

on the satisfaction of customers, the key priority would be to ensure that current clients are

retained. There is a clear connection between consumer satisfaction and customer loyalty.

Satisfaction of staff and agents is assumed to contribute to customer satisfaction.

In advertising, the business would rely more on media advertising than any other

promotional tool. That because the brand will be sold in a wide market and the media is the

outlet that will be able to attract the highest proportion of the target audience. In addition, the

organization would use social media to target young customers.

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PRODUCT OFFERING

Brew Berry Cafe sells the following:

Desserts
Varieties of muffins and cookies and are the specialty desserts which are the unique flavors of cheesecake.
Coffee Drinks
Coffee and coffee-related drinks are hugely popular these days especially to the students who are struggling and needs caffein in
their body.
Product/Service Features Benefits USP Support Spin Offs
Desserts Unique flavors They got a chance Small amount will Discounts every none
to try new things. be donated to plant now and then
trees.
Drinks Beans are from our They’ve enjoy our Small amount will Discounts every none
very own Filipino coffee as well as be donated to plant now and then
coffee bean farmers they helped to save trees.
mother earth.

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Product Pricing

Product/Service Price Costs Net profit Competitor Price Value

Brewed Coffee 60Php 40.03php 19.97Php 90 – 105Php Cheaper than the
competitors.
Caramel Macchiato 95 Php (12oz) 42.58Php(12oz) 52.42Php 140 Php Cheaper than the
120 Php (20oz) 70.96Php(20z) 49.04 Php 150Php competitors.
Cafe Latte 90 Php (12oz) 66.92Php(12oz) 23.08 Php (12oz) 110Php Almost same price
110 Php (20oz) 78.07Php(20z) 31.93Php (20oz) 120Php
Cappuccino 95 Php (12oz) 66.92Php(12oz) 28.08 Php (12oz) 110Php Almost same price
120 Php (20oz) 78.07Php(20z) 41.93Php (20oz) 120Php
Chocolate Crinkles 25Php (4pcs) 280.97Php 246Php N/A N/A
75Php (1 doz.)
Banana Muffins 25Php (/pc) 170Php 130Php N/A N/A
150Php (half doz.)
Classic Cheesecake 59.17Php (/ slice) 460Php 250Php N/A N/A
710Php (12in)
Meiji Apollo 70Php (/ slice) 590Php 250Php N/A N/A
Strawberry 840Php (12in)
Cheesecake
Meiji Choco Baby 71Php (/ slice) 602Php 253Php N/A N/A
Cheesecake 855Php (12in)

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Market Positioning

Sales and distribution channels

Percentage of
Channel Type Products/Services Channel Strategy
Sales (%)
Physical Store Brewed Coffee 100% Activating word-of-mouth, promoting on different social
Caramel Macchiato 100% media platforms, giving special offers every now and then,
Cafe Latte 100%
Cappuccino 100%
Chocolate Crinkles 30%
Classic Cheesecake 40%
Meiji Apollo Strawberry 40%
Cheesecake
Meiji Choco Baby 40%
Cheesecake
Social Media Chocolate Crinkles 30% Social Medias are the easiest way to gain audience and sales.
(Facebook/Instagram) The cafe will sell a few items from the internet every now and
then. With just a great marketing strategy and content, Brew
Berry Cafe can achieve the 30% sales of Chocolate Crinkles
from Facebook and Instagram.
Social Media Banana Muffins 30% Social Medias are the easiest way to gain audience and sales.
(Facebook/Instagram) The cafe will sell a few items from the internet every now and

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then. With just a great marketing strategy and content, Brew

Berry Cafe can achieve the 30% sales of Banana Loaf from
Facebook and Instagram.
Social Media Meiji Apollo Strawberry 40% Social Medias are the easiest way to gain audience and sales.
(Facebook/Instagram) Cheesecake The cafe will sell a few items from the internet every now and
then. With just a great marketing strategy and content, Brew
Berry Cafe can achieve the 40% sales of Meiji Apollo
Strawberry Cheesecake from Facebook and Instagram.
Social Media Meiji Choco Baby 40% Social Medias are the easiest way to gain audience and sales.
(Facebook/Instagram) Cheesecake The cafe will sell a few items from the internet every now and
then. With just a great marketing strategy and content, Brew
Berry Cafe can achieve the 40% sales of Meiji Choco Baby
Cheesecake from Facebook and Instagram.
Social Media Classic Cheesecake 40% Social Medias are the easiest way to gain audience and sales.
(Facebook/Instagram) The cafe will sell a few items from the internet every now and
then. With just a great marketing strategy and content, Brew
Berry Cafe can achieve the 40% sales of Classic Cheesecake
from Facebook and Instagram.

In summary, to increase the sales, Brew Berry Cafe’s desserts are also available online, Facebook and Instagram. By entering this

platforms, it can help to reach out a bigger audience and an ideal way to create brand awareness and connect to the customers.

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PRODUCT PROMOTION

Normally, a person talks around 5 to 10 people a day, and with any decision to make,

people first ask good old Google and then go to a best friend or a person who they trust. A lot

of people use a friend's recommendation for everything, including when selecting a doctor or

buying a home, so why don't owners do the same for a coffee place or know what kind of

coffee to drink? If the owners can deliver a little reminder of their place in the memories and

thoughts of the customers, they would immediately talk about the cafe and advise others to

try the coffee and the place.

Also, if Brew Berry Cafe will offer free Wi-Fi and outlets around the coffee shop, the

customers can stay inside the shop longer, and the longer they're there, the more likely they're

buying something. So, on a very simple level, free internet is a perfect way to keep loyal

customers longer and make them want to come back again and again.

Brew Berry Cafe will promote an eco-friendly environment inside and outside the cafe.

The cafe wants to aware the customers to save mother earth and to remind them that climate

change is happening. The company wants to reduce the use of plastics and the cafe’s

packaging are made from recycled products, the carbon footprint of the packaging will be

greatly reduced. Plastics are not biodegraded instantly and in need to break down and release

harmful chemicals for hundreds or thousands of years. Some environmentally friendly

packaging, like the cafe’s partnership with an eco-friendly package supplier, can be

compostable and disposable.

Packaging items are also a great impact and impressions to the customers. Brew Berry

Cafe will go green. The company will have a partnership to a eco-friendly packaging

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suppliers. It will be strictly implemented as well as the utensils. Brew Berry Cafe won’t use

plastics as much as possible.

Sample of the packaging and other utensils made from sugarcane (EcoNest Philippines):

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Product/Service Online Public Relations Advertising Promotion Packaging Branding

Brewed Coffee Creating a Will only use Advertise using Promote via Eco-friendly By using eco-
Youtube account eco-friendly social media social media packaging friendly packaging
to vlog the cafe. cups. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.
Caramel Creating a Will only use Advertise using Promote via Eco-friendly By using eco-
Macchiato Youtube account eco-friendly social media social media packaging friendly packaging
to vlog the cafe. cups. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.
Cafe Latte Creating a Will only use Advertise using Promote via Eco-friendly By using eco-
Youtube account eco-friendly social media social media packaging friendly packaging
to vlog the cafe. cups. platforms and accounts and and being a
influencers. friendly-

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activate of word- environment cafe

of-mouth. who promotes
saving mother-
earth.
Cappuccino Creating a Will only use Advertise using Promote via Eco-friendly By using eco-
Youtube account eco-friendly social media social media packaging friendly packaging
to vlog the cafe. cups. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.
Chocolate Post it on the Will only use Advertise using Promote via Eco-friendly By using eco-
Crinkles social media acc. eco-friendly social media social media packaging friendly packaging
packaging. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.

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Banana Muffins Post it on the Will only use Advertise using Promote via Eco-friendly By using eco-
social media acc. eco-friendly social media social media packaging friendly packaging
packaging. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.
Classic Post it on the Will only use Advertise using Promote via Eco-friendly By using eco-
Cheesecake social media acc. eco-friendly social media social media packaging friendly packaging
containers. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.
Meiji Apollo Post it on the Will only use Advertise using Promote via Eco-friendly By using eco-
Strawberry social media acc. eco-friendly social media social media packaging friendly packaging
Cheesecake containers. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes

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saving mother-
earth.
Meiji Choco Post it on the Will only use Advertise using Promote via Eco-friendly By using eco-
Baby social media acc. eco-friendly social media social media packaging friendly packaging
Cheesecake containers. platforms and accounts and and being a
activate of word- influencers. friendly-
of-mouth. environment cafe
who promotes
saving mother-
earth.

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The Team

As the owners of Brew Berry Cafe, making sure the staff hired should have a great communication skill, nice attitude, loves what he or she is

doing. It does not matter the educational background but make sure he or she is a fast learner.

Name Job Title Department Responsibilities

Eunice Parongca Sales Manager Finance - Responsible for keeping track of spending,
income, and any other financial information
- Will also help Sophia in handling Social Media
Accounts

Sophia Filoteo Barista/ Social Media Customer Service/ - Taking orders and making beverages/desserts for
Manager Advertising the customer.
- Managing social media posts across different
social media channels.
- Engaging the audience by creating and monitoring
the published content.

Employee 1 Barista Customer Service - Taking orders and making beverages for the
customer.

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Marketing Activity

Marketing Date of expected

Person responsible Cost (₱) Success indicator
activity/milestone completion
Social media ads Eunice Parongca Before and during the P10,000 Facebook advertisement is a huge
opening of the cafe. help for the business because it can
advertise to people by choosing their
age, location, interests and behavior.
Staff Every 1st of the month P750-P1500 Every first day of the month the cafe
will give away 1 doz. of crinkles to
the first 10 customers. Every month
Giveaways
the give-away products will take
turns for the whole year. In this case,
the word of mouth will activate.
Blog features Sophia Filoteo During the peak of Free When the cafe got a good reviews
gaining customers. and got trending or gain a lot of
customers, there is a chance that
Brew Berry Cafe will be featured.
Influencer promotion Eunice/Sophia Months after the cafe P1,000 By getting an influencer to promote
opened monhlty the cafe, there is a high chance to
gain audience and get a visit/order
from them

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Be a Youtuber Eunice/Sophia Before and after work Free Cafe vlogs are popular right now
hours. because of how aesthetic their
content is, so the company will try it
to gain audience for the cafe.

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Marketing Budget 2021

MARKETING
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
PROMOTION
Influencer P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000 P1,000
Promotion
Social media P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300 P1,300
Giveaways P750 P600 P710 P591.7 P710 P700 P600 P591.7 P750 P591.7 P600 P700
TOTAL P3,050 P2,900 P3,010 P2,891.7 P3,010 P3,000 P2,900 P2,891.7 P3,050 P2,891.7 P2,900 P3,000
TOTAL P35,495.1

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SUPPORTING DOCUMENTATION

Owners’ Profile:

SOPHIA KRISTINA S. FILOTEO

431 Canary Street, Pecsonville Subdivision,
City of San Jose del Monte, Bulacan
filoteo.sophia@gmail.com / 0906 327 9005

PERSONAL INFORMATION

Age : 20 years old

Date of birth : March 27, 2000
Place of birth : Quezon City, Philippines
Gender : Female
Civil Status : Single
Nationality : Filipino
Religion : Catholic
Height : 5’3”
Language Spoken : English and Filipino
Mother : Cynthia S. Filoteo
Occupation : Payroll Specialist
Father : Christian M. Filoteo
Occupation : N/A

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Owners’ Profile:

PARONGCA, EUNICE B.
902 Bucal Calamba City Laguna
Cellphone #: 09070757705
Email Addres: parongcaeunice6@gmail.com

PERSONAL INFORMATION

Date of birth: October 06, 2000

Age: 20
Gender: Female
Civil Status: Single
Citizenship: Filipino
Religion: Iglesia Ni Cristo
Mother: Ma. Saclolo Parongca
Occupation: Factory Worker
Father: Pablito Parongca
Occupation: Tricycle Driver

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Emails with no response:

Black Scoop Cafe

Cafe Asul:

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Origafe:

Mye Coffee:

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