Coloquy Grog Marketing Plan

Implement and monitor marketing activities

Assessment Task 2: Project – Plan promotional activities

Summarized marketing plan for Colloquy Grog Shop company:

Colloquy Grog Shop is a unique local bar/coffee/tapas house that provides a friendly, effective place where singles can meet. Colloquy Grog Shop is not your typical bar where people go to meet other singles. Colloquy Grog Shop has a unique service called the structure conversation system that is quite effective for allowing singles to meet each other and provide them with valuable insight into the other person through reflective conversation.

Part A: Develop a marketing strategies briefing and plan a team building activity

1. A brief overview of your company’s Marketing Plan, including

marketing objectives and performancetargets to staff.
•Develop brand awareness through a steady, month to month increase of new customers.
•Develop an increase in sales while achieving a status quo state or decrease in marketing expenses.
•Develop awareness of the structured conversation system measured by customers coming to the Grog Shop solely for meeting people.

Performance targets to staff:
- Friendly
- Welcome
- Talk- active

Colloquy Grog Shop’s Marketing Plan:

• Colloquy Grog Shop’s product strategies:
- Eight microbrew beers on draft and in bottles: beer is served for two reasons. One, alcohol reduces inhibition, making it easier for people to meet and interact.
- Espresso, cappuccino, coffee, and other coffee/espresso drinks: coffee and coffee-related drinks are hugely popular, particularly in the Pacific Northwest.
- An assortment of different tapas: tapas are chosen because they can be relatively easy to make, the offerings can be changed frequently, and tapas are more community oriented, meaning they are designed for a table/multiple people to share. Colloquy Grog Shop’s price strategies:
- The pricing of products or services is equal to or lower than the surrounding competition posted prices for the same work. We will sell products based upon time and supplies and a profit margin of 15 to 20% in the first year and growing to 35 to 40% in future years.
- Price of our services must be very affordable for university student and most first entry office.

Colloquy Grog Shop’s promotion strategies:
- Another method will be through establishing strategic relationships with companies that have similar demographics such as the Multnomah Athletic Club.

Establishing a mutually beneficial relationship will allow both organizations to develop visibility for each other.

- The other form of advertising will be using "grassroots" methods where customers will be given coupons for their friends to try Colloquy Grog Shop for the first time. The coupon will be an economic incentive for the newcomer to try Colloquy Grog Shop. The coupon also has the added force of a referral from a friend. Colloquy Grog Shop’s distribution strategies:

- Colloquy Grog Shoplocated in central Melbourne. This allows entire customer to have their needs satisfied in one convenient location. Colloquy Grog Shopserves men, women and accepts appointments and walk-ins. Colloquy Grog Shopis able to serve the entire family in one quick, convenient visit.

2. A discussion of the marketing strategies in the Plan and the order of priority in which you think theyshould be addressed, as applicable.

 creating a very different product line or service so that the business becomes a class leader in the

industry:
•A unique approach to getting singles together called the structured conversation system. This system was detailed in the Product and Services section, please refer to that section for more information.

 distribution:
The Grog Shop develops an effective, albeit inherently structured, social setting that encourages meeting like-minded individuals. Providing the drinks is the source of income, an ancillary part of the business model. Generating value for the customers is the main focus, if the customers are happy then the revenue will follow (assuming of course that proper marketing and financial controls are employed). Concentrating on the client's needs beyond serving alcohol is the distinguishing characteristic that will allow Colloquy Grog Shop to rapidly gain market share.

 pricing, presentation and display of products or services:
The Colloquy Grog Shop will position itself as a reasonably priced tapas/bar/coffee house that has an innovative, effective system for allowing single to meet each other.

The Colloquy Grog Shop's positioning will leverage their competitive edge:

 pursuing cost leadership or product differentiation within a specialist market segment:

Selected marketing strategies Priority

establishing strategic relationships with companies that have similar demographics 3

"grassroots" methods coupon for friend 2

Advertising and promotion: 1

3. A discussion of the marketing mix that will be implemented based on the marketing strategies.

Marketing mix To be implemented based on the marketing strategies

Product Espresso, cappuccino, coffee, and other coffee/espresso drinks: coffee and coffee-related drinks.

Price the pricing scheme is based on standard industry practices.

Promotion The shop plan to operated all year promotion, each month will be difference.

Distribution all services and products will be distributed from Colloquy Grog Shop's retail space.

4. A discussion of the resources that are required to implement the marketing strategies, such as personnelinvolved, costs and budgets, equipment if any required and any other resources as

required.
 Financial:
Media budget

Print
The Advertiser 12,000
Digital/online
direct e-mail 1,000
Facebook/Twitter banner ads 50,000
Other online advertising 50,000
Total 113,000

 Human: manager and project manager will be the responsibility for this project.
 IT : social media will be the IT resource
 Physical resources: coupon, print advertising.
 Technical resources: The message Colloquy Grog Shop will seek to communicate is that The Grog Shop is THE place to meet intelligent singles. This message will be communicated through a variety of methods. The first method will be advertisements. The bulk of the advertisements will be in the Willamette Weekly, a weekly entertainment guide in Portland that has impressive readership numbers for the desired target population.

5. An action plan for implementing the marketing strategies and using a project planning tool such as aGANTT chart or PERT chart. The action plan should identify timelines and roles and responsibilities foryour team members (see Part B) and that will be discussed and confirmed at the briefing (Part C).
Selected marketing strategies Start time End time Team members roles and responsibilities
establishing strategic relationships with companies that have similar demographics Start at 1 January 31 march Project manager
"grassroots" methods coupon for friend Start at 1 January End of February reception
Advertising and promotion: Start at 1 January – 31 December Project manager

Gantt Chart:

1 Like 20$ off
Buy one get one half Price
10$ off for new friend
Early Bird (open – 9:30)
Lucky Draw
Friday night spacial
Sweeties Mama day
Melbourne cup discounts
Boxing day weeks
Valentine love
Summer promotions
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

6. A proposed communication strategy throughout the implementation of the marketing activities. Yourcommunication strategy should ensure that all team members are kept informed of each other’sactivities.
Students need to select 3 from the following options and provide detailed explanation: (Min. 50 words required for each selection explanation)
 discuss options:
 draft an email, formal letter or other written response:

 organize a meeting:

To: Joanna, Vice President of Marketing; Alex, Vice President of Recruitment; All Attendees
Meeting Date: Monday, August 1st
Meeting Time: 4:00pm
Meeting Duration: 1 hour

Attendees: 10
● Dan, Director of Admissions
● Bob, Assistant Director of Admissions
● Brian, Admissions Counselor
● Becky, Admissions Counselor
● Dave, Admissions Counselor

Room: Meeting Room B in the Downey Hall Auditorium

Agenda: Reviewing Homecoming Responsibilities

Executive Overview: The purpose of this meeting was to discuss promotion responsibilities during this year. Our office needs to address this promotion earlier. Therefore, we come to discuss about the new idea to create the new promotion.
 use text messaging or other mobile telephone communication:
Hi Bob, I would like to ask you to join the meeting to create new promotion on this years, please check e mail for more detail
Thx
Jack

7. Identify and plan a team building activity:

• Provide comfortable rest place for breaks.
- In a workplace there are a rest place for break for all staff can rest and exchange the new idea and friends.

• Develop and schedule lunch and learns for employees.
- Every month the manager and staff will meet and discuss about the work team. Manager will more listen to the staff and help all the staff problem.
• With team building fun and fitness in mind, you can schedule fitness sessions in your workplace for employees.
- The company will provide space for fitness and massage for the staff to rest from stress.