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Market Analysis and Research Target Market The target market of Moscato includes: A. College Students 70 % B. Young professionals 20 % C. Foreigns and Local Tourists 10 % College students are the most popular target audience in the market. Theyre fond of trying new things and of going anywhere. Theyre vibrant with specialized taste and are active in a lot of activities. Baguio City has a lot of colleges and universities so it is expected that this is the highest market of Moscato. Young professionals are those who range from twentyfive (25) to thirty-nine (39) years old with a college degree. Their education became a heavy consumer of news and information. They are enthusiastic in fashion, dining out and social activities. Baguio City has also a large number of professionals because of its rising population and busy economic zone. Foreign and local tourists are those who are not residing in Baguio but came in to relax and free them selves from any stressors.

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The target market will come from ages 18 and above. Figure 1: Target Market

10 %

20 % 70 %

Students Young Professionals Tourists and Locals

Potential Market Moscato will also cater for gatherings, reunions and any other functions that may increase its revenue. They will also open the bar for colleges and universities. This will allow their students to learn something more about bar operations.

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Competition

Table 1: Competitors

Competitors Giligans - 7 Legarda Rd cor, G. Del Pilar St.,Baguio City

Strength -Location -Open 24 hours

Counterplan -Moscato will be located in Legarda Road which is very accessible because of the presence of Hotels and Bars. - Moscato will provide strategies that will attract the guest to dine in the bar.

Albertos - Carino Street corner Legarda Road, Baguio City

-Has a live band

Moscato will also hire a band. It will

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also add an MTV as another way of entertaining guest. 18 BC - 18 Legarda Rd, Baguio City Theme Its a house like bar with a road style in its ceiling. Moscato is a chess styled bar which will give an idea for the guests to experience something new.

Cactus Bar - Legarda Road, Baguio City

Location Ambiance

Moscato will be more spacious than Cactus Bar. It will make sure that guests could enjoy and easily move around the bar.

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Route 55 - 55 Legarda Road, 2600Baguio City

Located in the dead zone of Baguio City, a silent place where in guests could really relax and feel the cold temperature of Baguio City

Moscato will put more attractions like paintings and furniture which are inspired by its own theme.

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SWOT Analysis Strengths: a. Style is new to the area Moscato is the first bar in Baguio City that will set up a chess style and this will be convenient to the customers who like to experience another form of relaxation.

b. Location of the business Moscato is convenience oriented where in customers would not probably drive a long distance to visit the bar. c. Well trained staff Moscato will ensure that every staff will go through the right process of selecting employees and will undergo training which will make them serve the guests with passion and enthusiasm. Weaknesses: a. New establishment This is the weakness of Moscato since it is expected that it will be having a poor reputation among customers. However, the bar will be conducting advertisements and other marketing strategies for them to be familiar with their market.

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Opportunities: a. Could develop new products while the business is operating it can think more of new products that will suit the taste of the customers.

b. Presence of Hotels in the Location This is an opportunity for the Moscato since those establishments have businessmen and tourists who are seeking for other experience aside from what the hotels offer. Threats: a. Competitors are everywhere Legarda Road is a busy zone since it has a lot of establishments such as hotels, restaurants and bar. With these, Moscato will use its unique selling propositions to attract their customers. Marketing Strategies Strategies are way of gaining customers and increasing the companys profit. This will allow the market to know and be familiar with the establishment. To be able to reach the companys goal, Moscato looks for these strategies:

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Table 2 Seasonal Promotions: Month January Promo Greetings from Three Kings - Guests who will avail of three cocktails can avail of a 10% discount in one dish appetizer.

February

King and Queen of Hearts For every purchase of Php 1000, a couple could avail of couple shirt. Just add Php 200. Golden Bloom as a highlight of Baguio City, Moscato will introduce their customized Panagbenga shirt for their future customers at Php 150

March

Royalty Treat As a celebration for graduation, Moscato will offer a package of food and beverage worth Php 3,999 for eight (8) persons

April

Easter kNIGHTs For every purchase of Php 500, they will be given a chance to pick their surprise dish or drinks, T-shirt, cocktails, mocktails or appetizers

June & July

A touch of Drops Get a free coffee mug for every purchase of Php 400

October

October Fest Moscato will offer a tower

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drink, and a 15% discount on Shot on Board. November Tricky Nights November 2, 8 & 16. Customer who has the best tricky outfit while dining in Moscato will also be entitled for a 50 % discount. December Christmas Promo For every purchase of Php 600, guest will be given a chance to pick their surprise gifts. Shot Glass, Beer Mug, T-shirt, Baller, ID Lace, Lighter, Coin Purse

Table 3 Total Promotional Cost Promotional Tools Couple Shirt Panagbenga Shirt Coffee Mug Shot Glass Baller ID Lace Lighter Coin Purse Total 120 50 20 20 15 25 20 20 30 30 30 30 2,400 1,000 600 600 450 750 27,800 Price 200 200 60 50 Quantity Cost 12,000 10,000

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Other Marketing Strategies: a. Shot on Board This strategy is another way to attract the market in visiting the establishment. It is like playing chess but the only difference is that the customers will use alcoholic beverages in a shot glass instead of using usual characters.

Picture 1: Shot on Board b. Chess Ball Game Moscato will be having an area which will entertain the guests in a different way. This is a Php 60 game and it has no trial. Shot glass will be aligned like chess characters above the table. Every player will be given a small ball and they will be away for one and half meter from those shot glasses. From there, they will shoot the ball to any of the

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glasses. Once the ball was shot, the guest will be given a free mocktail or cocktail. But this will depend on what character of chess does the ball goes. a. a. King and Queen - Mocktails or Cocktails for Php 300 to Php 350. a.b. Bishops Mocktails or Cocktails for Php 250 to Php 300. a.c. Knights Mocktails or Cocktails for Php 200 to Php 250. a.d. Rook Mocktails or Cocktails for Php 150 to Php 200. a.e. Pawns - Mocktails or Cocktails for Php 100 to Php 150.

Picture 3: Chess Ball Game

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Marketing Tools a. Flyers This will be given at Session Road since this is the busiest zone in Baguio City.

b. Brochures This will be available inside the Moscato Bar, placed on the dining table. This will feature the promo of the Bar during each season.

c. Tarpaulin This will be posted near Burnham Park and at the Legarda Road.

d. Stickers - Taxi and any other public utility vehicle swill be given stickers advertising the company name and logo to promote the bar.

e. Media The business will use media such as FM radio stations with the widest reach. Radio ads will be

aired 30 seconds every first week of the month.

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Table 4: Total Advertising Cost Advertising tools Flyers Brochures Stickers Tarpaulins Media 2.00 20.00 25.00 280.00 25,500 3,000 150 pcs. 150 pcs 10 pcs 30 seconds, 3x/day for a month Total 38,050.00 3,000.00 3,000.00 3,750.00 2,800.00 25,500.00 Unit Price Quantity Cost