Marketing Management

DIVINO espresso
Marketing Plan

, 2014

Marketing Plan Divino Espresso

Marketing Plan Divino Espresso

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Business Summary ..................................................................................................................... 4
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SWOT Analysis ......................................................................................................................... 13
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Marketing Plan Divino Espresso

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.
O ,
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, 85% ( ),
15% 7% . ,
,
,
,
.
.

Business Summary
Divino Espresso

.
80
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.

.


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.

, ,

Marketing Plan Divino Espresso

espresso,
,
. , DIVINO espresso,
espresso
.
espresso
,

15 .

espresso, , ,
.

Divino espresso
1927 .
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Marketing Plan Divino Espresso

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brand espresso,
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400
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( qahwa)
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6

Marketing Plan Divino Espresso

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16 .
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, 1600 ,
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1645.

,
:
.
arabica. .
, ,
. 78%
'arabica'.
,
1% .
arabica

. arabica
(mild coffees).
robusta (). robusta
arabica,
(
).
"" .
, . robusta,
22% ,
- , arabica
.

Marketing Plan Divino Espresso

arabica, robusta ,
.

.

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, ,
.
, .

.
, . ,
, . ,

, . ,
.
Espresso

espresso,
,
, . espresso
,
. ,
,
espresso.
espresso ,
cappuccino. ,
espresso ,
cola .
8

Marketing Plan Divino Espresso

espresso
. short (ristretto)
. long (lungo)
.
,
espresso macchiato (, , ).
, espresso con panna,
grappa, cognac sambuca espresso corretto
(, ).

Divino espresso
,
espresso, espresso, ,
, .
(-bar)
- ,
Divino -
(take away).

Marketing Plan Divino Espresso

,
,
Cash and Carry.

, ,
.
,
. 37%
46%
arabica .
40
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.


.

, ,
, marketing
.

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,
, ,
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,
.
espresso ,
17%,
10

Marketing Plan Divino Espresso

,
.
,

, ,
. ,

.
on
demand
,
. , ,

,
baristi.

.
8%
, ,
.
,
,
.
,
. ,
,
.
franchise
,

, ,
. 70 Coffee
11

Marketing Plan Divino Espresso

Island 2013, 120

, .

Mikel Coffee Company,
77 .


Speciality Coffee Association of Europe (SCAE)
HORECA,
baristi .

. ,
, , caf-bar

.
,
,
caf-bars,
, -

, ..

12

Marketing Plan Divino Espresso

Coffee Market

Caf-bar
Restaurant
Supermarkets
Sports, universities

,
, Illy. illy
espresso 1988. espresso illy

. : Lavazza, Jacobs,
Segafredo .. . ,

Tusso .

SWOT Analysis

13

Marketing Plan Divino Espresso

coffee brand

(.. )

( . , )

espresso

caf

franchise

(.. )

14

Marketing Plan Divino Espresso

,
. .
,

.

H
, ,
.

. , ,
,
(word-of-mouth).
,
.


. "DIVINO espresso"
,
.

,

.

15

Marketing Plan Divino Espresso

.

, .
,
.
DIVINO
,

.
, (newsletter)
.
,
,
, , tips
.

brand , web banners ,
,
.
,
.

baristas
espresso .

,

16

Marketing Plan Divino Espresso

.
marketing social media
, ,
, brand.

.

.
,
( ).
,
.

DIVINO
,
.
, ,
.

.
.

17

Marketing Plan Divino Espresso

16 /.
.

Divino Espresso ,

, .
Divino espresso- Gods Feeling

-
(TARGET MARKET)

-, ,

(POSITIONING)

,
,

(PRODUCT LINE)

18

Marketing Plan Divino Espresso

(PRICE)

(DISTRIBUTION) .

(ADVERTISING)

Brand name.

.
10%.

(SALES PROMOTION)

10%.
.
.
- social media

(RESEARCH AND
DEVELOPMENT)

3% .
,

10%
(MARKETING RESEARCH) .

Marketing Plan
.
.
, ,
. .
, ,
.
, .

, .

19

Marketing Plan Divino Espresso

Marketing Plan
.
( )

2013

( )

2,299,000

0.03

260

155

105

69,300

18,018,000

7,276,500

3,500,000

3,776,500

990,000

1,100,000

110,000.

218,000

1,358,500

20