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Marketing Plan
—Books Bar
MichellePeggyShirlyGrace
Executive Summary
Description
is a business of providing service and place for people to enjoy their spare life in reading &working.
Executive Summary Spacious and quiet reading area provided,
discussing rooms and studios rented. Office-appliances, rare books, magazines
&newspapers served Business service (fax, copy, print, IDD,
tickets, booking service…) Dessert & drink service 24-hrs-opened
Mission Statement
An environment we serve comfort the process of reading &working to make customers bring their inspiration or efficiency into full play.
Situation analysisMarket analysis
Market segmentation
bi gshot1%
others21%
Whi te-col l arcl ass30%
students9%
workppl39%
Target market
We will be targeting customers by:
Target specific lines—White-collar class in Macao
high-income level, enjoy relaxing life, think highly of quality of work and environment, celibacy, need a place to comfort reading&working affairs.
Problems & Opportunity
People are in need of a comfortable place to enjoying reading or working in their spare time, as modern life is developing toward high quality. There is a lack of book bar offered in Macao market.
In Beijing,Shanghai,Hong Kong and Singapore, book bar is well-received by educated people.
Problems & Opportunity Comparison *book bar vs. office more comfortable and relaxed environment,
dessert&drink service, reading materials *book bar vs. coffee house quieter,working place offered, business service,
24-hrs-opened,rare books offered *book bar vs. net bar reading materials provided, working place,
business service offered, food served.
Opportunity*book bar vs. home quieter, more spacious place,
business service offered, reading materials, food convenience, gathering of elites.
*book bar vs. library business service, food&drink
service, 24-hrs-opened, more relaxing&comfortable environment
Competitive Environment Major competitors – Cafés in MACAU
Example:
TOP TAIPEI
STARBUCKS
Competitive Environment
• TOP TAIPEI Noisy, crowded, Food service only Dark lights Not fit for reading Time limited
• STARBUCKS Dark lights Not quiet enough Narrow space Limited service Served time limits
Competitive Environment
Our advantages-----distinctive Rare books, magazines and newspapers
offered Peaceful, quiet and comfortable environment
designed for needs Business service for convenience 24-hrs-opened
Market ObjectivesIntroduce book bar concept to Macau peopleRetain a 85% of customers with long-term
reactions.Achieve a 10% return on investment at first 3
month.spend 13% of service revenue between 2003
and 2004 on development of service supplies and decoration.
Marketing Strategy
ProductProduct
Features
Benefits
Features
Theme bar (books)—larger than 50m2
Quiet, literary environment
24 hours service Comfortable,
personnel spaces Considerable
services
Benefits
Find a relaxing, quiet place for reading or working in a commercial center
Enjoy the literary atmosphere
Absorb the knowledge or get information
Price
Comparison with competitors—relatively higher price for high level customers
Member Card—month card, year card, normal customers, VIP customers etc.
Discount—VIP discount, quantity discount, holiday discount etc.
Promotion
Local newspaper & magazines 20% discount for opening month & holiday
discount Free member card for fist-time application Discount for VIP or year card customers Activities or lectures organized for intercourse Display sign & Logo E-mail
Place – 皇朝 Locates in new,lofty district,
near commercial buildings center
Convenient traffic Relatively easier for parking Land cost isn’t expensive
comparatively Peaceful, not much noise
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