Marketing Plan

Marketing Strategy for Bird’s Beverages

Competitor Analysis

Market analysis reveals cold and hot beverage business to be a flourishing investment in Birmingham. Both new and established businesses are serving beverages to different groups of the population. A leading player in the industry is Cafe Dupot, a restaurant chain that not only serves beverages but also other foodstuffs. Customer reviews reveal the chain store to be producing quality beverages that meet their expectation.

Key to Cafe Dupot's success is the variety of beverages that meet the expectations of many customers. From cold drinks to hot ones, customers confess that you can never go wrong at Cafe Dupot. To reach its customers, Cafe Dupot has a number of outlets spread over Birmingham and other cities in Alabama. The restaurant takes advantage of its current standing to market itself to the customers. Cafe Dupot also has a nice website from which customers can access information about the available menus and services.

Value Proposition

A survey on beverage consumer behavior shows that a greater percentage prefer taking drinks in the morning and evening hours during work days. This behaviour has been associated with work fatigue as beverages are known to be refreshing (Baker and Saren, 2016). Consumption is also high during weekends especially in cinema malls, event gatherings, and sports venues. Bird’s Beverages targets to serve this diverse customer base in unique ways uncommon with the current industry players.

Traditionally, consumers would sit at an outlet to have their favorite drinks. Consumers are now adopting a new trend where they want to take drinks while on the go. Bird’s Beverages intends to address this issue by packaging drinks in disposable containers that are environment friendly (Hubbard, 2018). It is expected that consumers will love the idea since they will be able to have their favorite drinks even when time is not on their side.

Taste is a timeless cliché that determines the success of any food outlet. As such, Bird’s Beverages focuses on creating a unique taste on all of its beverages for differentiation from the other providers. Although it is impossible to gauge the market penetration of our recipes beforehand, we will rely on the expertise of our professional chefs to meet this objective. Preliminary tests show a promising future for the company’s intended beverage formulas.

Marketing Strategy

In line with today’s widespread use of online marketing, Bird’s Beverages will invest considerably to this tool. The first step is to have an appealing website that visually speaks of the company’s dedication. Given that our main competitors have also invested in their website, we intent to counter their efforts through additional features. The interactive website will automatically be adjusting itself to different screen sizes (Baker and Saren, 2016). Additionally, we will incorporate email marketing to target a greater audience.

With most of our potential customers frequenting social gatherings and sports events, we intend to run paid advertisements in these venues. Our partnership with event organizers will help spread our message to the attendees. Our strategy also focuses on paid advertisements over the internet. The design and arrangement of our floors is also set to be unique from that of current players.

References

Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.

Hubbard, L. J. (2018). Small Business Restaurant Marketing Strategies for Sustainability.