Anna Zibareva What is Кофе Хауз? One of

Anna Zibareva

What is Кофе Хауз? One of the oldest coffee houses in Moscow (29th of September, 1999) The most numerous coffee house chain Large assortment of coffee, tea and desserts It is the place where people have meetings, negotiations and have a rest with their friends

Market situation The company’s aim is to maintain its market share It often introduces a new product It responds to a change in the competition Constant growth of the number of coffee houses Increasing competition between leaders on the coffee houses’ market

Marketing objectives and strategies To increase brand share by 5 % during the next year To increase the quality of food and quantity of advertising

Advertising objectives According to Colley’s model, Кофе Хауз consumers are on the stage of liking We are to get the level of preference and conviction. Consumers prefer our brand over all others Our aim is to change feelings and attitudes Advertising must appeal to emotions We seek to stimulate action

Competitors* Шоколадница Кофе мания Мока Лока Кофетун * According to the researches www.marketing .spb.ru/mr /food

Problems Low quality food There are no business lunches The coffee houses have not enough comfort Visit of Кофе Хауз сan not bring people a real pleasure

Opportunities Increasing the number of coffee houses Making the image of not only a coffee house, but something more like a place where you can always spend your time with a great pleasure Creating menu with lunches

The consumer Age: 17-45 (according to the observation) Men and women Purchasing motive: conscious (because of it location and possibility to have a meal/snack fast) & emotional (meeting with friends, smell of coffee) Citizens of Moscow They work or study Income: above the average (spend about 20% of their income for food) Active and positive people They like socializing and spending time with friends

The product Method of reaching target consumers is product differentiation Stage in the product life cycle: growth Competitive stage of advertising (emphasizes superiority to competitors’ product) The aim is to create brand preference and establish brand loyalty

Media planning Advertising media Magazines (Cosmopolitan, Men’s Health) Radio (Наше Радио, Europa +) These media have been chosen because of their cost efficiency and media effectiveness These media also can inform consumers about Кофе Хауз advantages and form brand loyalty in future

Theories of media use For effective media planning we use reach theory. We buy space in a wide variety of magazines and radio stations at the same time

Media objectives and strategies - Objectives To inform consumers about quality control of our product To destroy the opinion that Кофе Хауз is a low quality coffee house To reach market share of 5% by the end of the fiscal year Strategies To direct the effort at people, ages 17-45 To use media that reflect the product concept, brand image

Model of the print ad in the magazines

Merchandising Consumer promotion will help to draw new consumers, to increase use of the product For improving consumer’s opinion about Кофе Хауз it is necessary to select personnel very thoroughly

Coupons Coupons will suggest 15% price-off They will be like a reward for next visiting the coffee house On the back side of the coupon there will be a list with coffee house addresses

Minor media We use direct mail with an example of the coupon Advertising on the city format will look like the ad in magazines for the united perception of the product’s concept

Model of coupon

Thank you for listening!