ISSUE 01

DECEMBER 2022

Tea Coffee Break

TARA MANGAP
E TA

marketing plan
creating a better tomorrow for TCB

Name Name
Name Name
Name Name
Name Name
EXECUTIVE SUMMARY
The Tea Coffee Break, also known as TCB, is one of the many coffee shops in
General Santos City. It was established in December 8, 2020 during the pandemic
and is owned by Ms. Jaira Jumalon. Currently, TCB has only one coffee shop and is
situated in J. Catolico Avenue, General Santos City. This marketing plan was made to
suggest strategies in their marketing efforts to achieve substantial increase in
their market share and brand awareness. This plan reviews the environment of the
coffee industry, analyzes the potential of Tea Coffee Break, and recommends
marketing strategies that could improve TCB’s market standing. An interview was
done with the proprietor in order to collect data regarding the TCB’s current situation
and their future plans.

Tea Coffee Break offers a variety of products from different varieties of coffee,
non-coffee beverages, all day breakfast, sandwiches, pasta and pastries. Their
strength includes quality customer service and reasonable prices, however, this
may get affected by the extreme market competition and their difficulty to
differentiate. This marketing plan suggests that TCB increase social media
engagements through creating contents that connect with their customers,
intensify promotions which include deals and discounts, and always consider
customer surveys to monitor the satisfaction level of their customers. These
strategies will help TCB to increase social media followers, grow yearly revenue,
achieve 5 star rating on delivery partners, and give their valued customers the best
coffee experience.
Environmen
tal
Analysis
Competitive Forces
SOCCSKSARGEN, in general, has been seeing slow
but steady growth in the coffee scene. (Lumawag,
2022). According to the Department of Agriculture
(DA) and the Department of Trade and Industry (DTI),
Filipinos across all socio-economic classes are regular
coffee drinkers. Typically, they drink coffee for
breakfast and during social gatherings to relax and
socialize. The market for coffee shops has grown
throughout time. The retail market for third-wave
(barista, preparation focus) and fourth-wave (roaster
innovation-roast types, on- demand roasting, home
roasting, etc.) coffee shops is expanding.

Political & Legal Environment

The support of the local government and the
agriculture industry has also contributed to the
revitalization of the Philippine coffee industry in the
city. According to the Local Government Unit of
General Santos City, Kape Dose Festival was hosted
by the DTI 12 RAPID Growth Project. In an effort to
establish SOCCSKARGEN as the coffee capital of the
Philippines, the Rural Agro-enterprise Partnership for
Inclusive Development and Growth Project of the
Department of Trade and Industry Region 12
organized "Kape Dose," a coffee festival in the city
with the theme "Empowering Smallholder Farmers
through Sustainable Coffee Partnerships."

Economic Environment
When the city was under the GCQ, the local create some calm in a busy world. It's a welcome routine and
government regulated the operations of the food and a small way to treat yourself. It's in that quiet break that the
beverage sectors, confining them to pick-up and river of creativity begins to flow again. We can't always work
delivery services and eventually allowing limited dine- straight ahead. We need moments between bits of work to
in services. This has had a significant impact on the forget about work. This is especially true for entrepreneurs who
coffee shop's sales revenue, but as food delivery thrive on creativity. Coffee is a great excuse, and better
applications became available in the city, the business coffee is a better excuse. (Mangan, 2022)
began to slowly and steadily regain its profits.

Social and Cultural Environment

Today, coffee has become an important part of
societal norms. The “coffee break” during working
hours helps sustain energy throughout the day. Even
if you're drinking coffee on the go, each sip is a little
break in your day and a little moment of self-care.
Grabbing a cup of coffee with a friend or co- worker,
coffee provides a unique opportunity to reflect and
Technological Environment
Online coffee sales have skyrocketed over the
past few years due to the pandemic.
According to research from the National
Coffee Association’s, The impact of Covid-19
on coffee ecommerce webinar, the annual
growth rate of the ecommerce coffee market
reached over 38% in 2020. More than 50% of
US coffee companies reported that during the
pandemic, they invested more of their
resources in consumer- facing technology,
according to data from the National
Restaurant Association's 2021 State of the
Industry Report. This featured ordering options
from websites or mobile apps, mobile
payments, and delivery options.

During pandemic, the LGU of General Santos

City implemented the GCQ, TCB used mobile
applications such as Grab and Food Panda for
ordering and delivering their products to their
customers. With the aid of technology,
baristas and kitchen employees can
collaborate more effectively to ensure that
orders are professionally made and delivered
quickly to customers which enhances the entire
client experience. This is a useful way to
connect with their customers.
 CURRENT MARKETING

OBJECTIVES&
PERFORMANCE

OBJECTIVES

To provide quality food,

drinks, and services.
Increasing social media
followers or shares.
Growing monthly or yearly
revenue.
To maintain five start ratings
in Grab, Food Panda, and
other delivery platforms.
To give customers the best
coffee experience

PERFORMANCE

Good quality service - The

baristas at TCB are upbeat
and welcoming. By
addressing their clients as
Miss or Mister instead of
Ma'am and Sir, they may
quickly establish rapport with
them and make them feel
valued and appreciated.
TEA COFFEE BREAK

SWOT
ANALYSIS

STRENGTHS
DIVERSE RANGE OF PRODUCTS
The Tea Coffee Break coffee shop business
offers a variety of coffee in addition to excellent
tea and mouth watering sweets, which ensures
that clients will not be disappointed with the
selection of items available to them.

QUALITY PRODUCT/SERVICE
The attributes of a wonderful product or
service that TCB provides, such as excellent
meals, a clean atmosphere and utensils, and a
joyful mood, are all things that customers can
expect to receive. The sum of these seemingly
little aspects results in a positive impression.

PERSONALIZED EXPERIENCE
When clients come to the TCB, there is an
opportunity to connect with them on an
individual basis. It might be in the form of
simple small talk, a grin, a wink, a subtle look,
or anything else that would make the
consumers feel good about themselves. TCB
is able to stand out from its rivals thanks to the
personalized experiences it provides.

REASONABLE PRICE
People have the misconception that coffee is
too expensive to sample, but we give them the
opportunity to do so at a price that is more
affordable; clients who are budget conscious
will find TCB to be more convenient.
 Tea Coffee Break

Weakness
EXTREME COMPETITION
If you create a coffee shop in
a certain market, it is not
something that prevents
other people from replicating
your idea and selling the
same product. It won't be
difficult for new players to
enter the market, and if they
do, TCB will have no choice
than to split the profits with
them.

PEAK TIMES MAY NOT ALLOW

PRODUCTS TO BE OUT QUICKLY
When individuals start their
jobs in the morning and when
there is a rush for lunch, the
kitchen will find itself unable to
keep up with the demand. DIFFICULT TO
Customers might be DIFFERENTIATE
discouraged from placing It makes no difference what kinds of
orders as a result if there is not quality and service a coffee shop
provides for its customers. Coffee
sufficient time for them to would remain the primary commodity
wait for their food before they throughout time. Tea Coffee Break's
rivals provide a coffee that is
have to leave. It is possible to equivalent to Tea Coffee Break's
hire more workers to cover offering. As a result, distinguishing
these shifts, but doing so will café from other types of coffee shops
result in an increase in the within the industry is a very difficult
task.
salaries that are allotted.
 TEA COFFEE BREAK

SWOT
ANALYSIS
OPPORTUNITIES

LOYALTY PROGRAMS AND OFFERING REWARDS

Tea Coffee Break may increase the likelihood that
clients will remain loyal to its business by rewarding
them with free coffee, discounts, and other perks. When
customers get devoted to the brand, they will purchase
the goods repeatedly because they want to support it.
TCB will need to make a little financial investment in
your café to cover this cost. Customers who shop with
you on a frequent basis should be rewarded with
discounts and other perks. With promotions of this
nature, you would not only be able to boost customer
loyalty to your business, but you would also be able to
bring in new clients and keep hold of your existing
ones.
INNOVATION & NEW TECHNIQUES
As a result of the fact that TCB has to do things
manually, it should continually explore new ways to
improve the performance of the company in order to
keep up with the competition. It might come in the form
of a new flavor in a product, a different layout for
seating, a shift in work patterns, or something else
entirely.
EXPAND PRODUCT RANGE
In addition to coffee, TCB could provide consumers with
biscuits, snacks, cakes, and other goods of a similar
nature. This would allow you to expand product line.
Not only will it be a welcome addition to your product,
but it will also bring in some additional revenue for you.
UTILIZING TECHNOLOGY
Tea Coffee break could invest in technology and
continually improve their operations by bringing them
up to date. It could appear to be an expense, but in
reality, it's an investment in the productive capacity of
the company. Company's profits would go up as a
result of the increased efficiency.
 Tea Coffee Break

Threats

CHALLENGING TO MAINTAIN CASH FLOW

In the coffee shop industry, it can
be challenging to keep a consistent
flow of cash on a daily basis. This is
due to a variety of factors including,
but not limited to, weekends,
holidays, strikes, protests, the
pandemic, etc. If consumers
continue to frequent your coffee
shop, it's a sign that business is
going well. However, no two days
are ever the same while you're
working in this field.

THE LOW PRICE OF COMPETITORS

When trying to entice customers,
competitors will occasionally cut
their pricing on the product.
Whether you choose to lower it or
not, it will result in a loss for your PRICE SENSITIVE
company. MARKET
Coffee is the kind of product for
which there is a ceiling on how
much you can increase the price.
If you did that, people wouldn't
COSTLY SUPPLIER come to your establishment for
The suppliers are aware that your coffee since it would be too
company cannot function at all expensive for them to do so. You
without their assistance. Because of won't have any customers left in
this, they are in a position of no time.
strength and can increase the cost
of necessities whenever they see
fit.
Matching
Strengths to
Opportunitie
s&
converting
Weaknesses
and Threats

Tea Coffee Break has developed a personal connection with its customers,
which distinguishes the company from its competitors. As a result of this,
Tea Coffee Break is in a position to expand its partnership with its customers
by providing loyalty programs and providing rewards. It will not only increase
client loyalty, but it will also entice new customers to buy TCB’s products.
The Tea Coffee Break Coffee Shop provides customers with a selection of
beverages and meals to choose from. TCB should always continually
research innovative ways to improve its products and offer new menu items
to intrigue and attract new customers in order to keep up with the intense
competition.

Marketing Plan
On the other hand, despite the fact that TCB
there is a great deal of rivalry in this
business, Tea Coffee Break could
DECEMBER 2022 | ISSUE 01

devise a plan to ensure that they are

able to thrive and continue to be
relevant by implementing innovative
marketing methods in order to attract
customers. Develop and improve pricing
strategies as a response to the cheap
prices offered by some competitors and
also in light of the volatile market that
the coffee shop industry operates in. TEA COFFEE
BREAK
 Improve Market Share and Revenue by 75%
Improving market share could equally improve
revenue generation. It is important that Tea Coffee
Break makes marketing efforts to increase the
TEA COFFEE BRE
number of customers coming into the shop.
AK Promotions such as discounts and organizing small

MARKETING
events shall be imposed to be able to capture a larger
share of the market. TCB has recently expanded their
shop area to double its current capacity and to be

OBJECTIVES able to accommodate more and more customers.

This objective will enable to maximize the increased
capacity of TCB and to be able to generate equivalent
income from this activity.

Relevant Posts to Increase Customer

Engagement in Social Media
Tea Coffee Break has over 4,500 likes in their
Facebook page at the time of writing. Although
there’s a great amount of likes, only a few
engagements happen on the page. The page
specific mark struggles to achieve at least 100 likes on the posts
considering the number of likes on the page.
eting Marketing strategies such as allocating budget to
boost Facebook posts is necessary to increase the
objectives engagements of customers to the page. It is also
recommended that TCB should post contents that
connect with customers like showcasing their
IN THE SPOTLIG excellent customer service to theNi r Oc MusAtoDmI eC rs
HT thr2o4ugh a video advertisement. This objective could
also improve sales of TCB and be able to increase
awareness of the brand.
 Marketing Objectives
GOALS & STRATEGIC GOALS

Increase Brand Visibility and Awareness

Brand visibility and awareness are two very important goals in dealing
with established competitors. Tea Coffee Break has so many competitors
that are already in the market for so many years. It is necessary that TCB
should make more efforts to be visible to the market. The owner of the
shop is very inspired by the purpose of the shop. It is recommended that
TCB create video contents on TCB's purpose and to showcase their pride
of customer service. In this way, people will understand the purpose of
TCB and what differentiates them to other commercialized coffee shops.

Intensify Brand Loyalty

Aside from capturing a bigger share of the market, it is also important to

sustain these customers. While making efforts to create a larger market
and making big changes on marketing, it is also important for TCB to be
able not to lose their valued customers. It is important that TCB monitors
their customer’s experience as it is one factor that differentiates a
company from others. If possible, TCB can create feedback forms for
customers so that in return, TCB can properly identify and address the
concerns of their customers. A positive customer experience can create
brand loyalty and sooner can increase sales of the shop.
 TEA COFFEE BREAK

MARKETING STRATEGIES
THE TARGET MARKET

Every industry, including coffee shops, has a target

market. Every day, millions of Filipinos turn to coffee to get
Taste Seekers- they
their caffeine fix. Geographical areas, age brackets, genders, usually seek an
and just about every other demographic are all represented excellent cup of
among coffee drinkers. coffee that smells and
The target market of Tea Coffee tastes delicious.
Break Higher-quality coffee
beans are typically
Caffeine Friends – coffee drinkers who are acceptable to them
also known as caffeine addicts. They even for a higher
typically don't mind what kind of coffee they price.
drink as long as it contains a lot of caffeine.

Businessmen-
those who
talks business
over coffee

Coffee shop lovers-

those people wanted to Students- those who
stay at the coffee shops wanted to do group
to study, to read and studies or get together
use Wi-Fi. with their classmates or
friends

beverages or just
coffee

Group of family – those who wanted

to enjoy all day breakfast,
sandwiches, pasta , non-coffee
 Young Professionals – those who
wanted to have a break with a cup of
coffee after work, before going to work or
just having a sip of coffee with
colleagues.
ISSUE 001/2022

Products

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01

01 01

01
ISSUE 001/2022

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Products

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01

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 The brand name Tea Coffee Break
or commonly known as TCB was the
MARKETING idea of the owner and her sister. She
STRATEGIES wanted to associate coffee with
break time where people can relax
while having coffee. It was a
pandemic time when the owner
wanted to put up a coffee shop and
MARKETING MIX
that time many were drawn to milk
tea including her sister so she
BRAND NAME suggested adding Tea from Coffee
Break thus the brand Tea Coffee
Break was created.
The logo of the brand is a clock-like
drawing with a leaf and bean inside.
The leaf re presents the tea, coffee
bean for coffee and for the clock-like
drawing for break.
 MARKETING MIX

PRODU
CT

PRODUCT
FEATURES TEA COFFEE BREAK
Tea Coffee Break offers a variety of
products from different varieties of
coffee, non-coffee beverages, all
day breakfast, sandwiches, pasta
and pastries.

It is best known for its coffee products

because they are using high quality
ethically sourced beans which is
Arabica from Kulaman, Sultan Kudarat.
They also offer a surprise drink if the
customer is undecided of what drink
to order.

PACKAGING &
LABELING
Packaging and labeling are essential
as it is used for identification of the
products. It is easier for customers to
identify and differentiate the
products in the market.
Tea Coffee Break uses permanent
and non- removable labels on their
cups. They are also using eco-
PRICE
PRICING STRATEGY
One of the biggest factors in a
customer’s decision is price.
Tea Coffee Break used the
penetration pricing strategy.
Offering low prices for the
products offered to gain
customer’s attention and
increase market share. The
pricing strategy aims to build
customer loyalty.
 marketing mix

LOCATION OF OUTLETS
The establishment is located
beside Pera Hub, Fronting
Gaisano Mall, J. Catolico St.,
Lagao, General Santos City.

DISTRIBUTION
CHANNEL

In a world of high
competition and low margins,
this is a difficult
time for the distribution industry.
Brewed coffee was born during the
pandemic time using direct selling
distribution; a coffee that gives the
customer not only the taste but the
feeling of having a break and healing
from stress. Within a month brewed
coffee grows and has the name Tea
Coffee Break. A pandemic is not a
barrier to TCB, using the direct selling
distribution channel. It makes TCB grow
with the help of social media as one of
the channels they used to connect with
their customers.Their focus is to find the
right customers, the location of demand
to have a fast connection between
products and customers and make it
profitable.
TEA COFFEE BREAK

PROMOTIONS
Type of Promotion Promotional Message

♦ Deals and A Short Reel: The

Discounts Journey of every Bean,
♦ Delivery and Social from farm to your
Media Platforms favorite Surprise Me
♦ Giveaways Drink. ‘ Tara Mangape
Ta '' is one of the most
♦ Seasonal Events
captivating captions
♦ Word of Mouth
that the Tea Coffee
♦ Customize surprise
break posts in the
me drink social media.
♦ Handwritten The Tea Coffee Break
messages / quotes in wants the customer to
a cup feel the break and heal
the stress while
Promotional enjoying the taste of
Objectives iced and hot coffee.
The TCB emphasis
on establishing good
The Tea Coffee
services to the
Break promotional
customer. As well as
objectives aims:
having a good
♦ To increase profit relationship with her
to 75 – 80% employees.
♦ To make the
customer feel the Promotion Budget
break and healing
from stress The budget for
♦ Drinking coffee promotional activities is
5 to 10% of Gross
makes them feel at
Sales.
home
 tea
coffee
break

ISSUE 001/2022
marketing
implementation
marketing organization

Marketing Manager - promotes products or brand,

develops marketing and pricing strategies, generates
new business leads, and oversees marketing
department staff.

Sales and Distribution Officer - facilitates sales at a

given price that generates profit for the company. Sales
and distribution officer plays a key role in setting and
meeting corporate sales and performance goals.

Advertising Officer - directs a company's advertising

activities and staff members to develop creative,
consistent brand-specific ad campaigns.
 issue 001/2022 ACTIVITIES TIMELINE RESPONSIBILITIES

Training and education

strengthens and supports
marketing objectives
where to improve market
share and revenue by
75% and relevant posts to
increase customer
engagement in social
Training Quarterly media.
Training programs are
used to achieve strategic
goals to increase brand
visibility and intensify
brand loyalty. And, also
getting the management
and the staff to recognize
their role and
responsibility. It requires
Activities, Responsibilities and Timetable for

and helps the staff to

introduce themselves to
each new customer.

Marketing can increase

our income through
implementing a
Marketing Mix Plan Year-round marketing mix that
includes product,
packaging and features,
price, place, and
promotion. We market our
Tea Coffee Break
products at the right
place at any time to our
customers. In terms of
Advertising Plan Beginning of the coming the location, it is done in
year the surrounding areas of,
or in J. Catolico St., Lagao,
GSC., since our store is
New Variance of Flavors located there. It can be
Completion

Year-round done any time we can

practice marketing online.

Sponsorship of CSR Increase brand awareness

December 2023-January and attraction of
customers
Activities Giveaways
2024 Year-round Develop a plan for a new
Conducting a coffee flavor offering to
Customer customers for new taste
Year-round and choices.
Satisfaction Survey

Conduct outreach
 issue 001/2022

EVALUATION & CONTROL

PERFORMANCE STANDARDS AND

FINANCIAL CONTROLS
The following activities are to be done, to achieve strategic
control in setting performance standards, assessing and
improving a company’s current performance
Annual Plan Control-it is a breakdown of the aforementioned
pro-forma financial statements into monthly and quarterly
figures of “sale” and profitability.
The following are the steps of Tea Coffee Break to ensure that the
tea marketing plans are successful:
coffee Sales analysis- to compare sales target to actual sales and
break accounting for discrepancies
Financial Analysis - to assess a business to deal with the
planning,budgeting, monitoring, forecasting, and improving
of all financial details within the company.
Market based scorecard analysis
Identify market opportunity and areas of low activity
Locate new market opportunities.
Target marketing activity
Monitor activity close to future projects
Identify development opportunities
Profitability Control-by profitability analysis allows to
maximize the profit of Tea Coffee Break and thus also
maximizes the opportunities that the operations can take
advantage of in order to keep itself successful and relevant in
a very dynamic, competitive, and vibrant market.
TEA COFFEE BREAK

MONITORING
PROCEDURES

The company will adopt the following procedures in

order to take advantage of opportunities to improve
a situation; that is to make changes when
alternatives are available, and to avoid crisis
management
Profitability- to measure all the income and
expenses.
Measuring and Managing Return on Marketing
Investment - after six months of operation,Tea
Coffee Break needs to measure whether the
investment is being spent well or not.
Customer Satisfactions-survey the customer’s
needs and wants through survey form to monitor
their satisfactions.
Advertising and Public Relations-update the
promotions from time to time through social
media/ FB pages.
Promotions-Tea Coffee Break has different
types of promotions that need to be monitored
from time to time whether it is effective or not.
♦ Deals and Discount
♦ Delivery and Social Media Platforms
♦ Giveaways
♦ Seasonal Events
♦ Word of Mouth
♦ Customize surprise me drink
♦ Handwritten messages / quotes in a cup

TCB |
 tea
coffee
break

ISSUE 001/2022
References
Bush, T. (2019). PESTEL Analysis of the Coffee Industry.
https://pestleanalysis.com/coffee-industry-pestel-analysis/

Castro, R. (2021). Specialty coffee market in PH seen growing to $590M by

2025. https://malaya.com.ph/news_business/specialty-coffee-market-in-
ph-seen-growing-to-590m-by-2025/

Lumauag, R. (2022). Gensan, Polomolok Coffee Crawl.

https://www.sunstar.com.ph/article/1923172/davao/lifestyle/gensan-
polomolok-coffee-crawl

Macdonnell, K. (2022). Coffee Shops in the Philippines: 12 Statistics to

Know in 2022. https://coffeeaffection.com/coffee-shops-in-the-
philippines-statistics/

Rahman, M. (2022). PESTEL analysis of the coffee industry.

https://howandwhat.net/pestel-analysis-coffee-industry/

The Department of Agriculture & Department of Trade and Industry

(2019). 2017-2022 Philippine Coffee Industry Roadmap.
https://www.da.gov.ph/wp-content/uploads/2019/06/Philippine-Coffee-
Industry-Roadmap-2017-2022.pdf