Documents
Resources
Learning Center
Upload
Plans & pricing Sign in
Sign Out

Roasters Coffee _ Tea Company

VIEWS: 130 PAGES: 24

									Roasters Coffee & Tea Company




           Maglia Advertising
  Johnny Story, Tammy Luksich, Jenna Reinert, Michael Kupka
                                           Table of Contents
Agency Philosophy…………………………………………………………………………………...1
The Product…………………………………………………………...............................................…2
Strengths………………………………………………………………...............................................3
Weaknesses…………………………………………………………..……………………………….4
Market Environment……………………………………………………..........................................5-6
Competition…………………………………………………………….......................................…....7
Target Market……………………………………………………………………………........……8-9
Creative Strategy…………………………………………………………………………………….10
IMC Selection …..…………………………………………………………………............…….11-14
Calendar & Budget…………………………………………………………………………………..15

Direct Marketing……………………….….…………………………….……………………….16-17

Public Relations…………………….….…………………………….…………………………...…18

Roasters Mobile…………….………….………………………………………………………...19-20

Evaluation & Posttesting……………..…………………………………………………………..….21

References………………………………….……………………………………………..…………22
                                Agency Philosophy
We live a moment where it is essential to prepare for the future. We
  are Maglia Advertising, a network of prestige experts, trained to
  fulfill your company’s technological needs. We believe in the
  creative power of your brand and the capability of reaching its full
  potential.


We will not only work to take your company to the next level but also
  expand the door of imagination. As your agency, we unite as one.
  Your problems are our problems. Your success is our success. We
  believe in embracing new technology and utilizing it to maximize
  your company to it’s full potential.



Maglia Advertising is the link… the innovated link connecting you to
  your future.



                                                                         1
                                      The Product

Roasters Coffee & Tea Company was founded in 1992 and
  is a one-of-a-kind hometown brand. Roasters
  philosophy is to serve fresh roasted coffee of the
  highest quality to their customers. Their goal is to “sell
  coffee so fresh it feels as though the coffee beans were
  just picked.”
Roasters offers premium coffee and tea products to the
  Amarillo area. Roasters currently has three locations
  and offers a wide variety of coffee and tea products.
Roasters is well-known for roasting their own coffee beans.
  They also provide catering services to local events and
  businesses. They sell their home-roasted coffee beans
  in bulk so their customers can enjoy multiple cups of
  the freshest coffee in the Texas Panhandle.




                                                               2
                                                     Strengths
   Customer is highly valued
   Quality care for providing services & products
   A local brand
   Drive-thru
   3 convenient locations
      Hasting
      Georgia
      Soncy
   Free Wi-Fi internet access
   Specialty coffee
   Variety of coffee, tea, frozen drinks, smoothies, snacks, etc.
   Trendy
   Get more for your money
   Website & MySpace page


                                                                     3
                                Weaknesses

Soncy store debt.
    This limits the budget and causes a
     financial burden
Competing with corporate brands
    Listed on competition sheet
 Poor IMC program
 Target market does not match brand
  image




                                           4
                  Market Environment

 Coffee beverage prices are lowering.
  Thus, competing with pricing is a
  challenge for Roasters.
 While Roasters has been very successful
  in retail, they grossed the least amount
  of money in 2007. This is due to
  products slowly raising their prices.
      Lids
      Cup sleeves
      Napkins etc.


                                             5
                      Market Environment
Economic factors the company has encountered encompass:
 Increase in minimum wage
    From $5.15/hr to $7.25/hr
 Constant fluctuation of gas prices
 Increase in manufacturing prices for products

Culturally, Roasters management attempts to treat their
employees above average.
  Examples of this include:
 Offer 401K plans
 Offer insurance plans
 Starting wage is higher than average




                                                          6
                                      Competition
As a coffee retailer, Roasters faces some of the
  toughest competitors in the area. The following is a
  list of some of the competitors:

   Starbucks
   806
   Hastings Hardback Café
   Peet’s Coffee & Tea
   McDonalds
   Namaste
   Marshall Coffee Co.
 Joe Mama’s Coffee




                                                         7
                                     Target Market
Our target market is 18-24-year-old males & females. We believe
  targeting a younger audience will be more beneficial because:

Psychographic descriptors:
    *According to research at the University of Alberta
     They learn brand loyalty early and generally maintain that
      loyalty over time.
     This age group is brand-conscience and brand-oriented
     They are not wealthy people but are into their lifestyle and
      are willing to spend money

    *According to a Swedish Cancer Institute web site
     At least four out of five Americans regularly consume
      coffee

    *According to a study completed in 2005 on Coffee
      Consumption trends, the greatest increase in daily coffee
      consumption occurred among 18-24-year-olds.


                                                                     8
                                      Target Market
 Demographic descriptors
       * According to the 2000 US Census
     25, 604 18-24 year olds total males and females in
      Amarillo.
     The total population is 173,627
 It is evident, the older generations are already hooked on
     coffee… Thus, targeting the younger audience is more
     beneficial to the company.
             TO TAL COFFEE CONSUMPTION BY AGE GROUP




Ages 18-24     Ages 25-29       Ages 30-59            Ages 60+
                                                                 9
                           Creative Strategy
We live in a world powered by electronic media, technology,
and mobility. We believe by threading the three together for
Roasters, there are endless possibilities. We decided the
best way to execute this is by launching this campaign with
the title, “Make the Connection.” We want our target
market to associate Roasters with their lifestyles. By working
with I-Mobile Marketing, we believe coupon text messaging
is the best investment Roasters could make to build their
image. We also want our target market to “Make the
Connection” to Roasters and Wi-Fi Internet. Our campaign
is designed to connect Roasters customers to the
technology and communication they love.




                                                             10
             IMC Selection-Television
Television
    As part of a sales promotion we propose involving
     customer interaction by having a commercial contest.
     Within a two month period, customers can turn in a
     homemade video. The winner will receive a $100 gift
     certificate to Roasters along with an iPod.
     The commercial will run on WTTV and News Channel
     10.
    This not only creates a connection with customers, it is
     financially beneficial to Roasters. It also is strategically
     targeted to our market.



                        WTTV                                        11
                      IMC Selection-Radio
Radio
    We believe sponsoring a special show on the WTAMU College
     Radio Station, 91.1 FM, will maximize our frequency and
     reach to the target market. We would like to sponsor the
     “What to Think Network” because it is one of the most hip and
     popular shows on the station.
    We also believe running ads on KZRK 107.9 FM-Rock 108 will
     reach the remainder of our target market, especially since
     they have the highest rating among morning shows.




                                                                     12
            IMC Selection-Internet
Internet

  Since a vast amount of our target market is in
  school, running ads on the WTAMU website
  and the AC website will be a direct way to
  connect to our market.




                                                   13
            IMC Selection-Print Ads
Print Ads

The Prairie & The Ranger
     We believe by posting print ads in the
  WTAMU, & AC school newspapers, it will be
  a good way to brand Roasters image. Our
  target market will begin to associate
  themselves with Roasters.

  The Scene
      We believe by posting a print ad in this
  magazine, the remainder of our target
  market will think of Roasters as apart of
  their coffee and entertainment needs.
                                                 14
                                                                                                 Calendar & Budget
                       Jan.    Feb.    Mar     April   May     June    July    Aug.   Sept.   Oct.   Nov.   Dec.
 Advertising Type                                                                                                  Cost
      Radio
Sponsorship KWTS                                                                                                   $       500.00
 Tea Commercial                                                                                                    $      6,370.00
Gen. Commercial                                                                                                    $      6,370.00

Contest Sponsorship                                                                                                $       300.00
    Television
  WTTV Ad (30)                                                                                                     $          -
  Channel 10 Web                                                                                                   $   60,200.00

 Channel 10 Seasonal                                                                                               $   12,600.00
   Direct Mail
   Coffee Beans                                                                                                    $      3,000.00
     Tea Bags                                                                                                      $      3,000.00
       Print
     The Scene                                                                                                     $       700.00
    The Ranger                                                                                                     $      1,500.00
    The Prairie                                                                                                    $      2,200.00
     Internet
Myspace / Facebook                                                                                                 $          -
   Multimedia
    Services

 Roasters Mobile                                                                                                   $       360.00

                                                                                                     TOTAL COST:   $ 97,100.00

                       Note: These figures are based on data gathered from the Sales Departments at
                       KZRK 107.9 FM, KWTS 91.1 FM, KFDA News Channel 10, The Scene Newspaper,

                       The Ranger Newspaper, The Prairie Newspaper, WTTV, and I-Mobile Marketing Research
                           ,
                       Also the only way WTTV will provide advertisements for free is if Roasters
                                                                                                                                     15
                       agrees to accept BuffCash at each of their locations.
                            Direct Marketing

Event marketing
    WT homecoming
    AC Orientation
    Dead Day
    Fall Fest
    Spring Fling
       At these booths, we our plan would be to give
        away coffee and jump drives. The jump drives
        would have Roasters logo on them and a web icon
        installed that goes directly to the Roasters
        website. This will be a way for the customer to
        make the connection to Roasters at anytime.




                                                          16
                         Direct Marketing
Direct mail

   Giving coffee bean and tea bag samples in
   the mail will give the consumer a chance to
   have a free cup of Roasters coffee at home.
   In the sack of coffee beans, there will be a
   strip of information with the addresses of all
   three Roasters locations and the Roasters
   website.




                                                    17
                                Public Relations
An open house is our proposed way to launch
Roasters new campaign “Make the Connection.”
 This will have potential for both word-of-mouth and local media
coverage. In order to attend the event, customers must fill
out a survey about Roasters.
     Art Exhibits
     Poetry Show
        Starts at 6 free drinks until 8
        Give out jump drives




                                                              18
                                    Roasters Mobile
Staying up-to-date with today’s technology is important. We
   believe cell phone couponing is the next big thing.
 Weekly to monthly updates and discounts on select item will be
   texted to customers who sign up for Roasters Mobile.
     Subscribers will be up-to-date on everything happening at
       Roasters
     Seasonal texts such as Tea-Texts will be offered
     This is a consumer-friendly interaction that initiates action
       and leads to transaction.
     It is an inexpensive way to build a database and connect
       with the customer.




                                                                  19
                                                       Why mobile?
We will tell you why… Our target market loves to communicate. Here is
some data we gathered explaining just how much our target market
loves their cell phones.
  There are 260,500,000 mobile users in the US today.
      98%+ of all mobile phones can receive text messages.
      30%+ of all mobile users want to receive mobile coupons today
      14-34 year olds use their text and picture message services more than
        voice service.
      97%+ people always carry their mobile phones
      A mobile program running for one year can cost less then producing a
        single TV commercial.

                  Likelihood to send/receive text messages by age group




                                                                               20
              Evaluation and Posttesting
One of most important part of our campaign is getting the customers
  connected to Roasters. Setting up kiosks by the front counter will be
  our means of feedback. Features of the kiosks will include.
       Service rating
       Mailing information
       Chance to sign-up for Roasters Mobile
Other   results will be measured by
       Number of hits of website before, during, and after
        campaign
       Number of people who initially sign up for Roasters Mobile,
        and monthly subscription increases and decreases.
       Overall sales increase
       Outcome of attendance during Roasters events
       Response from customers




                                                                          21
                                                          References
“Brand Loyalty.” University of Alberta. Retrieved March 1, 2008:
http://www.qp.gov.ab.ca/2006WinterCatalogue.pdf
“Coffee Houses.” AT&T Yellow Pages. March 2007 edition. pps. 240.
Eayrs,Christian. Prairie Advisor. The Prairie. Personal Interview. April 23, 2008.
Gaultiere, Craig. Roasters Manager. Personal Interview. February 6, 2008.
General Employee. The Ranger. Personal Interview. April 23, 2008.
General Employee. The Scene. Personal Interview. April 23, 2008.
I Mobile Marketing. Retrieved April 23,2008:www.imobilemarketing.com
Labaton, Stephen. “Congress Passes Increase in the Minimum Wage.” The New York Times.
   May 25, 2007.
McClure Brent. Sales Manager. News Channel 10. Personal Interview. April 24, 2008.
 Ray, Randy. Chief Engineer. WTTV/KWTS 91.1 FM. Personal Interview. April 22,2008.
Roasters Employee,Josh. Personal Interview. April 2,2008.
Roasters Website & MySpace page. Retrieved March 14,2008:
http://www.roasters.biz, http://www.myspace.com/roasterscoffee
Slater ,Eric. Production Director. KZRK 107.9 FM. Personal Interview. April 18, 2008.
Starbucks Employee, Lauren. Personal Interview. April 2,2008.
Swedish Cancer Institute. Retrieved March 1,2008:
http://www.ific.org/publications/brochures/caffinebroch.cfm
Total Coffee Consumption by Age Group. Retrieved February 22,2008:
http://www.mcdepk.com/premiumroastcoffee/media/coffee
US Census Bureau, 2000. Retrieved March 1, 2008.
http://amarillo.areaconnect.com/statistics/htm
                                                                                        22

								
To top