DIGITAL
MARKETING
PROPOSAL
FOR COFFEENEST CAFETERIA
AND CONVENIENCE STORE
EXECUTIVE SUMMARY
This presentation by the Blue Phoenix Group focuses on building a strong digital
presence and improving brand identity of Coffeenest and eventually translate it
into sales.
About Coffeenest
A Story of our Humble Beginnings
C O F F E E N E S T
PROBLEM
STATEMENT
The C O F FE E NE S T
ne e d s to fo cus i ts
e ff o r ts o n e stab l i shi n g
its o n li n e p res e nce to
in cre as e i ts sa le s.
CHALLENGES AND PAIN
POINTS
- Digital Presence
- Awareness
- Brand Identity
CHALLENGES
CHALLENGES AND
AND PAIN
PAIN POINTS
POINTS
7 Key Design Elements of an Effective
Website
Context
Content
Customizatio
Commerce
n
Connectio
Communicatio
n
Community
n
CHALLENGES
CHALLENGES AND
AND PAIN
PAIN POINTS
POINTS
7 Key Design Elements of an Effective
Website
Context
Content
Customizatio
Commerce
n
Connectio
Communicatio
n
Community
n
CHALLENGES
CHALLENGES AND
AND PAIN
PAIN POINTS
POINTS
7 Key Design Elements of an Effective
Website
Context
Content
Customizatio
Commerce
n
Connectio
Communicatio
n
Community
n
CHALLENGES
CHALLENGES AND
AND PAIN
PAIN POINTS
POINTS
CHALLENGES AND PAIN
POINTS
- Digital
-
Presence
- Brand
Awareness
GOALS
Develop a U NI QUE Br and Identity
BR AND HEART
- mis sion, vis ion, va lues of Coffee ne st
BR AND MESS AGING
- de ve lop a tagline
BR AND IDENTITY
- logo
GOALS
- e st a bl ish a US P
- know ou r PTM , c o m p e ti t o rs , au d ie n ce
- i mprove t h e ex is t i n g l o g o a n d so c i al m e d i a co n t en t to m a k e a
vi sua l i mp a c t
GOALS
Bui ld a STRO N G D IGITA L PR ESEN C E ut il iz ing:
- pa id soc i al m e dia a ds
- int e re st ing soc i al m ed ia c ont ent
- c re a te digi ta l a sse ts
- lin k our Ins ta gra m a c c ount to our FB pag e
Our Mission
Coffeenest is a coffeehouse creating superior coffee and
uniquely divine food experiences available within the
reach of every Tarlaqueño as we provide the perfect
ambiance to make every business function feel like a
leisurely rendezvous.
Our Vision
To be the desired place for an ultimate coffee
experience in Tarlac with a commitment to
continuous innovation aimed at promoting local
good coffee and cuisine
Our Values
Premium local coffee – we source our beans from the best and
freshest locally grown coffee available.
Integrity – We strive to bring the best coffee and dining experience
to every customer.
Passion – We love local coffee and local cuisine. We are
enthusiastic in bringing our product to our costumers.
Tagline:
NOT JUST A
Coffe
e Afte r
Be f o r
Be f o re Af ter
OLD LOGO NEW LOGO
US
P
Customizable Menu
offering a variety of
food choices
Price Strategy
Product/Price
Matrix
POINTS OF Starbucks Coffee- Cafe Bean on Me
PARITY nest Lucho
Provide Coffee
Cakes
Breakfast Meals
POINTS OF
DIFFERENTIATION
Customizable
Menu
Lunchtime Budget
Meal
Peso Market Size
• 18-44 years old (48.15 percent of population)
• Tarlac city population (2020) = 385,398
• Number of middle class (40%)
• Target market share 1 percent
• Estimated monthly allotment for eating/drinking
out = 1000 pesos
P 742,276.5 = monthly income based on target market share
Product and Service
New Product Strategy Online Delivery
Calumpit
Tuguegarao
Cabanatuan
Place Strategy
PT
Youngsters
- 18-24 years old
- Loves internet
- Try new experience or food
Busy Bees
25-35 years old
Female / Male
Young Professionals
B and C class
Tarlac CIty
Housewif
e old
36-45 Years
Mother / Working moms
Class B and C
Tarlac City
Baseline FB page - Cover page
Overview
Page story
Overview
Previous Social Media Content
Some of our FB contents
What did we
do?
Taken from Marketing 4.0 by Michael Kotler
[Link]
@coffeenest2020
CoffeeNest
coffee
Social
media
Content
Video / Tiktok
Delivery Partner Blog Memes /quotes Human Touch
Our New Social Media
PAID SOCIAL MEDIA ADVERTISMENTS
3 Posts Reviewed to check baseline engagements to decide w/c ones to boost
1. Cheesy Kilig Video
2. How u like ur coffee Tiktok video
3. Wordpress story: “Phils: Largest coffee
exporter”
Cheesy Kilig
VIDEO
How you like your
coffee
Tiktok video
Wordpress story:
“Philippines Coffee Heritage”
Facebook Page
Performance for
1 month
A Mistake Target: Philippines
Promo
Promo
Your second coffee refill is on
US when you order SILOG
Our Winning Panalo Strategy
Customizable Menu
Offering a variety of food
Lessons
Learned
Prepare for operational challenges
Create a UNIQUE brand identity
Establish a strong digital presence
30 second videos > 1 minute videos >
paragraph story
Create an EFFECTIVE brand awareness
Create ways to connect with customers
Don’t fear the competition
EXECUTIVE SUMMARY
This presentation by the Blue Phoenix Group focused on building a strong digital
presence and improving brand identity of Coffeenest.
