National Dong Hwa University Marketing Management Instructor: Professor Shadab Khalil ART & BREW Group : TABLE OF CONTENTS Introduction I. 1 Product, Price, Place, and Promotion 2, 3 a. Product b. Placement c. Price d. Promotion II. Segmentation, targeting, and positioning a. Segmenting cosumer markets b. Market targeting c. Positioning III. Marketing channels 5, 6 - Traditional Marketing channels - Content Marketing - Social Media Marketing - Email Marketing - In Café Promotion Marketing - Collaborations With Influencer - Websites - Fashion and Art Blogs - Online Marketplace IV. Product Life Cycle V. Conclusion 5 4 BACKGROUND According to the stress survey conducted by the UK wide stress survey, it is estimated that almost 74% of adults have reported feeling so stressed over the past year that they were overwhelmed and were unable to handle their stress. Additionally, the Mental Health foundation’s survey commissioned revealed that nearly 32% of people had experience suicidal thoughts or feeling because of stress. Stress is something inseparable from human beings as they undergo the obstacles they encounter in life. Some people might have a lot of pressure from their work, Some are struggling studying for the exams, while others are carrying a huge burden they are facing. One of the effective solutions to this problem is to provide a place where people can use as a destination people can visit in order to relieve their stress and to take a short break from the busy world. INTRODUCTION The research our team did has discovered one of the most common and the easiest possible ways is to build a cafe. However, this idea of a cafe is so plain and has been too general. So our team designed the cafe so it will provide more features rather than just a normal cafe where everyone usually comes to have their coffee. The cafe we design would provide an art space so that people can come to express themselves or whether just to satisfy their hobby in art, besides art space, we would also provide a trending thrifting store so that people can come shopping. ‘ART & BREW’ is the concept of a modern cafe where coffee, art activity and even shopping would be provided in a building. Following the trend in the society, we consider every part of our business and make sure that people are excited about going there and will not feel bored staying there. It will be a three-story building where every level is designed and provided with different purposes. The elements we prioritize in our business are comfort, aesthetic, and fun. Our goal is to make sure everyone who comes there would relieve their stress and most importantly feel happy. I. Product, Price, Place, and Promotion a. Product A combination of a café, art activity and second-hand clothing store. Art making, Café and thrifting have been trending lately and have been growing in demand. Art & Brew aims to provide all three of those to unleash customer creativity into the art making, able to thrift second-hand clothing and also relax after a long day in the café. Art & Brew are designed for customers ranging from young adults to old-aged adults. The café It will not only provide exceptional coffee and snacks but will also provides a creative and inspiring environment. The café will be decorated with local artwork to support local artists and also provide customer with the feeling of relaxation, inspirational and aesthetic pleasure. Second-Hand Clothing It would be a good addition to this store as it introduces customer with affordable but thoughtfully curated collection of second-hand clothing. Tufting It could be an innovative and engaging addition in a café. Periodically have life tufting demonstrations where skilled artisans showcase their techniques, providing insight into the craft. It also encourages customer with artistic inspiration and also hands-on engagement by allowing customer to participate in tufting workshops. Customs keychain Providing customer with a sense of creativity and personalization by letting customer choose their own materials, shapes, and designs for their personalized keychains. b. Placement Business placement is crucial as we need to have our target audience reach and how a location can influence how our brand is perceived. We plan to run our business out of a three-story building that we will either rent or buy. Each floor will have a different product: on the first floor, we will have the café; on the second, it will be tufting and keychains workshop; and on the third, a store selling second hand clothing. As we think that it will be a very strategic as the customer will be thirsty or hungry after spending time in our clothing store or our art activity workshops and would want to hang out in our café afterwards. We also plan to take advantage of e commerce platform such as Shopee for our secondhand clothing store to boost our sales and also for customer who would prefer online shopping. c. Price Pricing a product can be a challenging mission due to competitive landscape, customer perception of our product compares to its price, profit margins and cost structure. As we provide different services, we also supply different types of plans to satisfy the demands of each customer. Our pricing system goes along with all of our products to establish value propositions for customers as it helps with competitive landscape. Art & Brew plan to focus more on sales by maintaining affordable prices. The café: we would like to emphasize more on quality of the ingredients, craftsmanship in brewing, and unique offerings to justify prices. Second-Hand Clothing: we would set prices based on the perceived value of the clothing items. In accordance with the quality and pricing, we would also categorize the clothing into tiers like premium, standard, and clearance. Tufting and customs keychain: for the pricing we would add a markup to the overall workshop expenses in order to cover costs and overheads and maintain profitability. Determine pricing in accordance with the workshop’s estimated worth. Emphasize the quality of instruction, expertise, or unique learning opportunities. d. Promotion We plan to provide promotional offers such as: Gift-making workshops: customers can create personalized gifts and we can provide cards that can go with it. Discounted Packages: a tufting session and a free beverage or a free keychain making session. Limited-Time Discounts: for customer to keep an eye on our business social media for upcoming flash sale and get customer to keep update on our business. Collaborations: partner up with local businesses to create joint holiday events or offer cross-promotions, attracting diverse audiences to your workshops. Email Campaigns: send out holiday-themed newsletters or emails to subscribers, highlighting the joy of holiday workshops and special offers. Social Media Campaigns: utilize social media to showcase holiday workshop previews and holiday beverage. II. Segmentation, Targeting, and Positioning a. SEGMENTING CONSUMER MARKETS Art & Brew comes with a variety of the best place for customers of all genders who have interest with art activity and hang out with friends at the same time. The following are some variables that make up our product marketing strategy; Demographics Segmentation Art & Brew more focus on millennials and Gen Z adults aged 18-40 who is interest in art, fashion, and coffee shops. We are trying to target metropolis where there are concentrations of young professionals and could include neighborhoods near startups, art districts, universities, etc. Art & Brew also targeting those with a college education with interest in arts, culture, and creative hobbies. Psychographic & Behavioural Segmentation Psychographic segmentation splits into different segments of lifestyles, values and interests. Art & Brew wants interested in different forms of art and creative expression through activities like painting, tufting, and crafting. Indeed, our company desire connection with others engaged locally and participate in community events. Also, Art & Brew wants to stay current on cultural trends in art, food, and fashion. Meanwhile behavioural segmentation we expect to split the buyers with different segments of purchasing habits. First, characteristics of our customers would be surveyed they will visit local coffee shops 2-3 times per week, stay for 1-3 hours reading, hangout, or working on laptop. Meanwhile, the other customers who have interest in art and shopping, they will visit art classes in painting, tufting or crafting. b. MARKET TARGETING Our company utilizes concentrated Marketing to approach several groups of buyers as well as potential customers. We targeting young people aged 23-35 who enjoy spending time at coffee shops and value creative activities. And the other target market is college students aged 18-24 who is interested in art and fashion. By giving a unique activity, we hope our customers can enjoy the activities and facilities that we have provided in our shop. c. POSITIONING Art & Brew is positioned as a creative coffee shop that offers a vibrant artistic for customers to enjoy the food and beverages, participate in art activities, and shop for eco-friendly fashions. Our company wants to more focus on promoting the unique value proposition of blending coffee art, and eco-fashion into a creative community space for the millennials. Our company want to makes it different and more interesting comparing to the other café, so the atmosphere and branding aims to be lively and artistic. That’s what makes our company unique. III. Marketing Channels We will use intensive distribution with multilevel channel structure for our product - Traditional marketing channels We can use television, radio, broadcast, billboard to helps us connect with a diverse, local audience - Content marketing Second-hand clothing brand marketing idea. create style guide and lookbooks featuring our second-hand clothing items, share behind-the-scenes content on how our source and curate our second-hand clothing, feature customer testimonials, reviews, and photos of them wearing our second-hand clothing. Art cafe content marketing idea such as highlight the unique artwork displayed in our cafe, promote upcoming art events, workshops, or live painting sessions happening in our cafe. - Social media marketing Social media plays a significant and pivotal role in the modern marketing channel to connect with our buyer to build our brand, increase sales, and drive website traffic. We will use popular platforms likes Instagram, Facebook, Twitter, LinkedIn, Pinterest, and TikTok - Email Marketing Develop targeted email campaigns to promote new art displays, clothing arrivals, and exclusive promotions. - In cafe promotion marketing We will use in-cafe signage, displays, and events to promote our cafe art and second-hand clothing to our physical visitors. Collaborations with influencer Nowadays, the influencer effect is very influential in promotions. We will collaboration with influencer who specialize fashion and lifestyle content. Their audience is likely interested in clothing and aesthetics, making them a good fit for second-hand clothing promotion. And also, we will collaboration with influencers who have a passion for art and creativity. Their followers may appreciate the artistic atmosphere of our cafe and attracted with the tufting and custom keychain - website We made a website to show our cafe , art product, and second hand clothing. And people also can made a reservation from website. - Fashion and Art Blogs Reach out to local bloggers or online publications to feature out cafe's art and second-hand clothing in relevant articles. - online marketplaces We sell our second hand clothing in online e-commerce platform such as shopee and we believe this can boost out sales because not everyone has the time to come to our store to buy the clothing some people prefer to buy it off an e commerce platform and because it is a second-hand clothing the stock will be limited so they will be pressured to check out quickly. IV. Product Life Cycle V. Conclusion By knowing our company well and arranging the right strategy for our business, we could position our business in the right market and fulfill the market. Moreover, our company would be able to grow larger by following the strategy we design, with the hope to reach as many people as we can and influence the trend in the market while solving the mental problem in our society.
