Marketing Plan for Bliss
By Evelyn Flores
Introduction
From the success of drive through fast food options in the RGV and from local
businesses, I have decided to create a drive-thru and dine in business of sweet snacks, coffees,
smoothies, a protein menu and more within Brownsville, Texas. I would love to establish a
connective environment with customers by providing them the option to choose between
accommodating in a comfortable, quiet area or a fast, simple grab and go method. I have been
inspired by Starbucks and a local family business that specializes in drive-thru sour and sweet
Mexican snacks. In addition, I have added a small option of protein/green based smoothies and
snacks substitutions for those who have different diet goals, specifically catering to the fitness
industry.
Mission Statement
We offer a cultivating assortment of personalized sweet snacks and drinks that helps to
empower people’s lifestyle and self-importance.
Our mission focuses on bringing people together through diverse lifestyles in a comfortable
environment to focus on their own goals while enjoying a variety of options from our menu. We
want our focus to make customers feel at peace and welcome when attending our location.
Marketing Objectives

We seek to acquire at least 3,000 customers for our first month through intense
online and traditional marketing techniques. Online marketing has been a huge
presence in the life of young adults. Traditional marketing will help bring in older
age potential customers and families. By promoting and seeking out potential
online marketers, the curiosity of customers will grow enough to keep our
business in mind for their next visit. A good presentation of our menu, physical
environment, purpose, and product deals will help establish a good firstimpression with potential customers.

We seek to retain at least 50% of customers the following month with the
percentage increasing every month through satisfactory loyalty programs.
Customers love to be rewarded and not forgotten. Keeping our relationship with
our current and loyal customers is key for a successful start-up. By offering
loyalty programs, email offers, surveys, and other promotional deals, we will keep
our customers happy. In addition, by providing fast drive-thru service and a
welcoming in-person environment will have customers satisfied with what we do.

Our marketing team will focus on marketing on social media through consistent
customer interaction and weekly interactive and informational posts at minimum
5x a week. As mentioned, online marketing is essential for our target market.
Consistency and daily interaction will help our customer base grow.

Our marketing team will seek partnerships and public relations to help promote
our business alongside other successful businesses in the RGV. Presenting our
business in community events will help spur publicity. We will attend family and
community events to sponsor important social responsibility causes. This includes
events such as Sombrero Fest, Halloween Extravaganza, the Event Center
Professional Events, and other volunteering events. In addition, by using donating
and volunteering methods will keep our main mission realistic by helping
empower social stamina.

We will expand our services in the future by offering customers our business
service through their special events, from surprise parties to business meetings.
For example, we will implement a small tent/area to offer our products to their
invitees during the hours our customer desires. Similarly, we hope to provide
delivery services fast and easy for customers enjoying our products. This is
something we hope to accomplish within a year of service.
Marketing Environment Analysis
The marketing environment analysis in my business involves micro and macro-economic
factors to consider. These involve my competitors, suppliers, intermediaries, and consumers. I
will detail my analysis for each below.
Suppliers
Sam’s Club
I plan on achieving inventory supplies from my local wholesale stores near me. Establishing my
business in Brownsville, Texas, I will use Sam’s Club as my primary business supplier. Sam’s
Club specializes in selling inventory in bulk, catering to businesses at a low price and offering
credit and membership cards for convenience to their customers. It is most accessible to obtain
edible and tangible inventory from them.
Benefits:

Plus member perks (Auto Care/Insurance/Home Improvement/Business Services)

Savings and cash back

Club Services (Credit cards, delivery)
Home Depot
I believe Home Depot is necessary under my supplier list. I will use their services to establish
and improve physical products inside and outside my establishment. I will also use their service
if any repairs or maintenance is needed to continue successfully operating my business.
Benefits:

Installation Services (flooring, water, bath, cabinets, AC, windows)

Outdoor Structures and Fencing

Electrical

Painting

Handyman Services
Staples
Staples would be my main marketing supplier. The offer printing and marketing services for
businesses. Those include posters, cards, business cards, brochures, advertising labels, and
postcards at a relatively low price. In addition, Staples offers a Supplier Diversity Program where
they help local, diverse suppliers connect with customers like myself. So, in return, I will be
working with diverse suppliers so that I can meet my goal in helping out local businesses.
Benefits:

Self-service

Shipping services

Printing/Marketing Services
iKea
I will be using iKea to help bring in aesthetic, comfortable furniture for my dining area. iKea
offers simple and unique products so that my shop looks as simple and welcoming as possible.
Market Intermediaries
Social Media Platforms Advertising System
Many online social media platforms such as Facebook, Tik-Tok, Instagram, and Pinterest
offer ad and marketing services to small businesses. This includes their AD program where a
small business pays the social media outlet for boosting their posts and bringing traffic to their
page. I will be using this system to attract as much potential customers before the opening of my
store.
Other
As mentioned before, another method I will be implementing is to reach customer traffic
through event planning. I will attend social events where I will place an area to sell limited
products to their invitees as a form of marketing. Events include: Birthday Parties, Community
Events, Business Meetings/Events, Family Gatherings, and more. I will also volunteer in events
that help combat local issues as a form of social responsibility.
Competitors
Starbucks
Starbucks has a similar vision as mine. They want people to socialize and feel
comfortable in their own space. This is why, as a huge retailer, Starbucks is my main competitor.
Strengths:

Strong brand recognition

Innovative Business Model

Customer Loyalty

Global Presence

Strong Financial Performance

Increased sustainability practices
Weaknesses:

Dependence on a single product line

Competition in the coffee industry

High prices

Dependence on multiple suppliers

Social Responsibility Demands
By catering against Starbuck’s weakness, I will expand my business to include multiple product
lines. My prices will be quite lower since I will attempt to reach local suppliers that charge less.
Regarding social responsibility demands, Starbucks is currently undergoing a boycott. This
affects their traffic and customer loyalty.
Yukis
Yukis sells Mexican snacks, ice cream, and drinks. Since they have multiple product
lines, it will more likely compete with mine.
Strengths:

High Mexican population

Multiple product lines

Customer loyalty
Weaknesses:

No drive-through option, only dine in

Caters to only one market population.

Higher prices

Low marketing techniques
Having a higher marketing presence and implementing a drive through, I will more than likely
gain traffic towards my business while also having the option to offer dine in.
Macro-economic Factors to Consider
Demographic

Age: young adults to mid age adults. (Gen Z, Millenials)

Family Structure: Teenagers, Single Mothers, Busy Parents, College Students, Dieting
Individuals

Population: Hispanic, young Americans

Education: college students, business professionals
Economic (Based on local Hispanic population)

Government Assistance

Lack of financial literacy

Low consumer spending due to the pandemic
Natural

Shortages due to the pandemic

Increased environmental issues. (Space X, border country)

Government intervention
Technological

Better innovative products created to assist small businesses in better serving their
customers.
Political and Culture

Laws, politics. (Immigration, women’s rights)

Social responsibility demands.

Local political issues
SWOT Analysis for Bliss
Strengths
Weakness

Strong Digital Presence

Competition with well-known brands

Multiple Target Markets

Price Fluctuations

Drive-Through Option

Multiple Product Lines
Opportunities

Expansion in the RGV

Collaborations/Event
Threats

Economic Crisis (Inflation,
Depression)
Sponsorships/Volunteering Events

Global Pandemics (Illness, Covid-19)

Expanding customer rewards program

Political Issues (Immigration, War)

Creating new product lines

Strikes/Labor Disputes due to social
responsibility demands.

Changes in consumer preferences due
to age, trends.
Market Segmentation, Targeting, and Positioning Strategies
Segmentation Criteria
My consumer market will be a variable from demographic and psychographic segments.
My demographic will include young to mid-age adults, ages 12-40. We target both men and
women with an average income of about $30,000. They are primarily Hispanic Americans who
are more likely educated and are from the Gen Z and millennial generations. Most specifically,
they are college students, families, business professionals, and health-conscious individuals. In a
psychographic perspective, our target customers live a productive, social, and busy lifestyle with
a personal-growth mindset. By purchasing our products, they will reflect their own lifestyles as a
productive individual in society by achieving their goals and personal growth.
Targeting Strategy
When choosing a targeting strategy, I will consider factors such as our resources, market
variability, and competitor’s strategies. I am gearing towards a differentiated marketing strategy.
I cater towards multiple segmented markets so that I can reach as much people as possible. In
addition, I plan to implement a socially responsible target marketing because I would love to
respond to local issues in my area such as immigration, economic disadvantaged families,
college students, lack of educational opportunities, and more.
Positioning Strategy
A competitive advantage that will derive from my business is the quality of service and
products I will provide. I estimate that value is better at achieving profits than price itself. I will
attempt to purpose a more for the same proposition. I want to give high quality at lower prices.
By consistent communication with my customers, establishing a loyalty program, and constantly
creating new and customizable products can help my business build a relationship and expand.
Marketing Mix Strategy
Product
Bliss will offer multiple product lines to customers that are both customizable and diet
friendly. I will mention a few examples of products I plan to promote.
Oreo Ice Cream Splash
Description: This product is an ice cream based customizable snack. It will have ice cream, Oreo
cookies, syrups, chocolate chips, banana, nuts, and any add-ons from the menu. Each ingredient
will have diet-friendly options for those who do not want the added calories or have other health
goals to achieve.
Smoothies/Protein Shakes
Description: I will implement smoothies with a variety if flavors, such as Oreo, Blueberry,
Banana, Strawberry, Chocolate and more. These smoothies will include a protein option, greens
and fruits options as well.
Coffee
Description: I will have coffee options for those coffee-lovers who need a burst of energy for
their day. I will include decaf, sugar free options. I plan on purchasing local coffee beans to
support local businesses.
Pancake Delight
Description: This is a sweet customizable snack that has mini pancakes, fruit, nuts, cookies and
more added to it.
Price
I plan on charging my products in the range of $4-$14, depending on add-ons and
customization. I will implement a value-based pricing because I want to provide the best to my
customers. I will assess their daily needs, set the price at which they are willing to offer,
determine the costs of what I plan to deliver, and deliver it at an agreed price. Since it is a
customizable product that required multiple products to be delivered, this should add as much
needed value so that customers will enjoy. Living in an economically challenged population, I
want to show them that you can receive value while paying a decent price for it. Having
customizable options will give them a sense of personal relationship with my products, therefore
becoming loyal customers in the future.
Place
I will place my establishment near a corner, high traffic road. Although it will cost me
more money to build, it is a guaranteed form of marketing and recognition. By improving my
online presence, I will cater towards the younger generations to come try out my place and
deliver a great first impression.
Promotion
Advertising
By purchasing advertising materials such as fliers, business cards, posters, and online ads, I will
reach as much of the younger audience needed.
PR
By becoming socially responsible, I will volunteer and promote local issues it our area by
providing my services free of charge and using my audience to educate others about such issues.
Promotion
By collaborating with other local businesses, we can promote each other in a positive way. This
can reach bigger audiences and help achieve profits.
Social Media
Social media is a huge presence in my target market. As mentioned in my objectives, this will be
my main source of intense marketing. By also creating a rewards program, email marketing, and
more I will build stronger relationships with my customers.
Citations
https://www.rgvhealthconnect.org/demographicdata
https://businessmodelanalyst.com/starbucks-swot-analysis/
https://www.samsclub.com/content/membership-services?xid=hdr_menu_sams-services#buckets
https://blog.hubspot.com/sales/value-based-pricing
https://www.business.qld.gov.au/running-business/marketing-sales/marketing/strategyplanning/competitive-advantage