Marketing Strategy

Product Strategy

Brewkidnon Coffee’s primary objective is to provide a welcoming and comfortable atmosphere

where the customer can receive quality coffee and accompaniments at a reasonable price with
a great service. To ensure quality and authenticity of the products offered, the barista/baker will
standardize the procedures for every menu.

The following are the product strategies applied in Brewkidnon Coffee:

- To offer the different coffee products available in Bukidnon.

- The coffee and pastry are prepared the way the customer prefer.
- To offer the products in a cheapest way possible by not compromising the profit.
- Brewkidnon Coffee will provide additional services such as WiFi and charging outlets.

Pricing Strategy

The proponents considered a combination of two pricing strategies in pricing its products. It
includes:

 Cost-based Pricing - the proponents used cost-based pricing strategy that marks up 20%
of the total cost per serving. This is to ensure that all costs are covered when pricing the
products.
 Competition-based Pricing - after considering the estimated price, the price is
bench-marked to the selling prices with that of the competitors. The proponents made sure
that Brewkidnon Coffee’s products are more affordable or if not at least with its competitors
pricing.
People Strategy

Employees are vital to the growth of the business since they are the ones who are giving the
service to the customers to ensure quality products and services, employees specially the
barista/baker is qualified. The following are the strategies with regards to the manpower:

- To hire a barista/baker with meaningful experience in preparing coffee/baking and is

skilful in developing and preparing the menu;
- To hire staff who are knowledgeable in their respective assignments;
- To hire staff who are approachable, hardworking, honest, patient and can work under
pressure;
- To train employees on customer handling;
- To ensure employees are knowledgeable with the business operations specially on the
products served by Brewkidnon Coffee;
- To observe good grooming among employees;
- To implement the “Say Dee Policy” which means all employee from the guard to the crew,
cashier, managers is obliged to smile at each other and to the customers. With this, the
proponents believed that there is a non-verbal communication and interpersonal skill is
being practice by the employees among themselves and to the customer.

Promotional Strategy

Promotion attracts and informs the market in a strategic and creative way. It Is not necessary to
be costly but it should be effective. The proponents decided to employ the following strategies
to market its business.

- Signage at the location that the business will soon to open at a specific date and it must
be posted at least a month before the opening.
- Social Media Marketing and Advertising.
 - Fliers will be distributed along the sidewalks of the city proper a week before the opening.
- Brewkidnon Coffee will sponsor some activities within the city in order to make the
business known to the market.

Place Strategy

The business is strategically located along the Sayre Highway of Malaybalay City. This is to
ensure accessibility to target markets. The proponents considered the business’ visibility to the
customers. The proposed location is near a mall (Gaisano) and a loading/unloading area for
public vehicles which makes it more accessible to the public.

Process Strategy

Brewkidnon Coffee will ensure that the customer will be satisfied with its services. The following
are the strategies applied to the business process:

- The coffee shop will serve 5-7 minutes after order. This is to ensure customers are timely
satisfied. In case of a delay, the customer will be notified of the additional queue time.
- Brewkidnon Coffee will ensure cleanliness of kitchen and of the whole facility.
- Brewkidnon Coffee will practice effective inventory management. Minimum stock
requirement and reorder point are considered to ensure that ingredients and other
inventories are sufficient for business operations. The FIFO (First In First Out) Method will
be used to minimize and avoid spoilage.
- Brewkidnon Coffee will provide a venue for customer feedbacks and suggestions to help
improve its product and services.
Physical Evidence

Minimalist Designs are the most common feature when it comes to relaxation and it is also a
trend on interior design. The Coffee Shop is inspired from a Rustic Minimalist design. Walls,
furniture, tables and chairs are painted with a minimal colors like gray, wood colored, white and
gold. Upon entering the Coffee Shop, the first thing you will see is a bar for the menus, pastries
and the cashier.