Marketing Plan Churchill Coffee Company
...les and spending seem to be down, coffee house sales show increases. Culturally in the last ten years coffee houses such as the one we plan to open, have become immensely popular in the US and around the world. The idea of coffee has also evolved culturally from “black liquid” to other, more elaborate gourmet versions. Along with these “new” variations we include a “hip” social scene and a healthy place to hang out. Marketing Planning Churchill Coffee Company’s target market includes a wide array of consumers. Indiscriminatingly, we plan to target high school and college students, couples, business people, senior citizens, and females while still serving whomever walks through the doors. Churchill’s will serve students a place to study and gather with friends other then at bars or other places not conducive to study. Couples will come to share the atmosphere after dinner and Senior citizens and females will come to meet up with others in a social setting. These are who our customers will be. Considering demographics and where competition is light to non- existent we plan to open our houses in midsize and smaller cities in the Midwest and Southeast. We decided this based on the fact that Starbucks and others coffee chains control much of the Northeast and other larger cities markets. This is where we will find them. Because of the vast target market we plan to market our coffee house through three types of media. Our methods will include public relations, demos or samples, and advertising. We will use our marketing tactics to our advantage, as many of our competitors do not market at all. With the unique atmosphere differing as demographics differ we feel we will offer a place that will receive public relation opportunities through news media. Churchill’s plans to use entertainment and themed atmospheres to gain interest and positive word of mouth to people of all ages...