'THE PLACE CAFE' MARKETING PLAN

TARGET MARKET
23 to 45 consumers who value a good coffee, and care about environmental and humanitarian issues. Normally professionals, managers or business owners, income ranges from $50,000 to $200,000 per year
POSITIONING STATEMENT
Middle to high end
OFFERING TO CUSTOMERS
  • Premium Melbourne style coffee
  • All the coffee and food are fair trade and environment-friendly
  • Quiet and sophisticated environment
  • Gourmet food
  • Free wifi
  • Comfy sofas
  • Big plasma screen, 5.1 Dolby sound system
  • DVD player with more than 300 DVDs
  • PS3, Wii and Xbox360
  • Private meeting corner
  • Pool table, Ping-Pong table and punch bag
  • 24 hours
  • Best place to go after clubbing
PRICE STRATEGY
Premium price, fairly high, a $5 regular flat white, $6 regular latte
DISTRIBUTION
Start with one shop in Kensington Market area
PROMOTION STRATEGY
  • Flier distribution and posters in local area
  • Word of mouth
  • Website
  • Online social media marketing
  • Google Maps
  • Customers reviews on Google Maps and Foursquare