Business Plan & Excel

Marketing Plan and Budget 1

Marketing Plan and Budget 6

Marketing Plan and Budget

Felicia Ward

Strayer University

BUS599

Dr. Andrea Banto

February 7, 2021

Target market

College and university students, Vienna is a city that has a vast community living with varied lifestyles. Our target to serve college students, employees in large corporations as well as retired people. the colleges and universities in Vienna include Stratford University, George Mason University, Northern Virginia Community College, Marymount University and American University just to name a few. Located in the same cities that their schools are, we target to serve these students in these respective academic institutions as they have time for preparing meals and juggling their schedules. The café is ideal for students who want a place to relax and have snacks as they talk about college life.

Vienna is also home to very large corporations. They include Vienna insurance, Creative Hairdressers, Ratner companies, Jim Koons Management Co, Next Concepts and AmeriChoice just to name at a few. These companies employ and also deal with high-end employees and clients. Given that these are service companies, we strive to provide an ambient location that will be preferred by these employees and clients for relaxing and deliberating on the next business deals. We are looking at taking part in closing business deals by simply providing a cup of gourmet to the professionals who run the corporations in the city.

Vienna is home to young professionals, middle-aged and retirees who are working in this area. We target these groups of individuals. The younger demographic is known to be lovers of snacks in a more upscale place, and the middle-aged prefer to have their snacks delivered at their homes. The retirees prefer to come and sit for a while to enjoy their snacks as well as coffee. These groups of people are our prime targets. The café has worked on recipes that will bring the best taste of products as preferred by individual demographics.

Market competition

Around Vienna, there are several restaurants that operate near the cafe. The restaurants bring a complex competitive landscape. Topmark café has an offering that is likely to rival the combined effects of the restaurants already operating. The Clarity which is located at 442 Maple Ave E has wine bars and whiskey bars. It offers a variety of American foods and small appetizers/snacks. It also offers takeout, outdoor sitting and dine-in arrangements. At Topmark restaurant, the variety of offerings including takeout and dine-in is a right tackle to offer a cutting-edge rivalry to the restaurant. With our takeout and delivery service, the restaurant outshines this competitor out rightly.

The Urbano-Mosaic District is located at 2985 District Avenue. This restaurant offers Tex-Mex, Mexican food, breakfast and brunch. Whereas it offers takeout and delivery, well our brand is way ahead as Topmark offers dine-in services apart from takeout and delivery. The brand is therefore way better.

Maple Ave Restaurant is located at 147 Maple Ave W. the restaurant offers American as well as modern European tastes of food. It only offers takeout services. This gives us the upper hand to provide other options for our customers.

Value proposition

Topmark café is looking at serving the customers in Vienna. With a free delivery team on standby, the café will be ensuring that no order made before 9 pm goes unfulfilled. With custom snack recipes, customers will have to order their chef's specials at discounted rates and book when to dine in or have it delivered to their locations. Topmark café is creating a home away from home experience for a snack and rich coffee lovers at affordable rates.

Marketing vehicles

To scale up the sales and have better brand visibility, a number of marketing strategies have been put in place. The strategies are aimed at ensuring only the right and intended target population is reached. Looking at the target market, students have a different channel when compared to the retirees. Therefore, the marketing vehicles selected are described below.

Website and daily deals- this is a desirable strategy that will put the café brand conspicuously on the web. The website will be used to display daily deals like buy one get one free as well as getting combo items to get the cheapest for free, give news and updates in the blog sections about new recipe launches and the café’s plans to their esteemed customers. This will be used to reach the middle-aged professionals who use the internet to search for products and services.

Direct selling is a strategy that will be used to showcase the brand in events and welfare functions. This will include doing company displays and activations within Vienna. The sales agents will also move from office to office talking to potential targets.

Social media which includes Facebook, Twitter, Instagram and LinkedIn are the best channels to use at reaching the young market comprising of college, university students as well as young graduates and young employees in the target corporations within Vienna. Through the placement of ads, the targeting will be sponsored for increased following, engagements, and brand awareness.

Prints (fliers and brochures) will be used in conjunction with deliveries of orders or takeout. Also, the company will use direct sales to distribute the prints or hand them to middle-aged customers as well as the retirees who do not use social media frequently.

Happy hours will be conducted twice a week especially towards the weekend. This will encourage customers from all walks of life prefer to dine in the café as they will be served with greatly subsidized products.

Marketing budget

Marketing Vehicle	2021	2022	2023	2024	2025
Website & Daily deals	$ 72,000	$72,000	$72,000	$72,000	$72,000
Direct Sales	$ 48,000	$48,000	$48,000	$48,000	$48,000
Social Media	$ 36,000	$36,000	$36,000	$36,000	$36,000
Prints (fliers, brochures)	$ 30,000	$30,000	$30,000	$30,000	$30,000
Happy hours	$ 24,000	$24,000	$24,000	$24,000	$24,000
GRAND TOTAL COSTS	$ 210,000	$210,000	$210,000	$210,000	$210,000

References

Arenas-Jal, M., Suñé-Negre, J. M., Pérez-Lozano, P., & García-Montoya, E. (2020). Trends in the food and sports nutrition industry: A review. Critical reviews in food science and nutrition, 60(14), 2405-2421.

Grasso, S. (2020). Extruded snacks from industrial by-products: A review. Trends in Food Science & Technology.

Zhang, S., Lee, C. K. M., Wu, K., & Choy, K. L. (2016). Multi-objective optimization for sustainable supply chain network design considering multiple distribution channels. Expert Systems with Applications, 65, 87-99.