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Katelyn Ali, Molly Burns, Liz Polomsky, Mariah Salloum

Positivitea & Treats

09 November 2015 / CO 315-51 / IMC Plan / Professor
Marusic

Our Mission Statement

“At Positivitea and Treats, we strive to provide convenient, quality beverages and food
with inspirational messages at an affordable price for busy college students and faculty.”

What is Positivitea & Treats?

We are a small mobile coffee shop that features a variety of beverages and foods
for anyone on John Carroll University’s campus. Our menu includes a multitude of
pastries, fair trade teas and coffees, and healthy snacks. We operate out of a food truck,
which proves to be quite convenient for students, staff, and faculty members of the
university. We strive to provide warm, welcoming customer service to each customer.
We hold a strong belief that every day is a gift, and that no matter how busy our
customers may be, it’s nothing a great cup of coffee and a positive message can’t help
with.
Our Primary research indicates a need and want for a mobile beverage truck on
campus. Based off of our survey, 79% of our survey contestants said they drink 1-2 cups
of coffee and/or tea each day. This statistic shows that coffee and tea are immensely
popular among our student population. Also, 48% of the people who took our survey
said that they purchase a coffee, tea, or small food item between 5am-11am, which
helped us choose our start-up hours of 7am-11am during the week. A whopping 45.5% of
students said they purchase coffee and/or tea somewhere on campus (with locations
including Einstein’s, Starbucks in the Den, and the Cubby). This statistic shows that a
significant population of the campus is willing to spend money at a business for coffee
and tea, as opposed to making it at home or in their dorm, which means we do have a
big enough crowd to be a successful addition to John Carroll’s campus. In addition, 59%
of our survey contestants said that convenience is a top priority for them while
consuming and purchasing coffee or tea, which shows that there is a need for a
convenient, quality beverage truck on campus.

In terms of measuring our campus community’s desire for our Positivitea and
Treats truck, multiple statistics from our survey prove that the community wants a
mobile drink truck. One of the most forward statistics inquires, “Would you be
interested in purchasing beverages from an outdoor beverage truck located on campus?”
We received an overwhelmingly positive response: 84% of our survey contestants said
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“yes”. Furthermore, 65% of the people who took our survey said that they actually like
inspirational messages and fun facts on the labels and containers of foods and
beverages. This statistic shows that people will enjoy our company’s plans to brighten
the spirits of others through our quality customer service as well as our inspirational
quotes on our beverages. Our survey’s contestants’ top priorities when purchasing and
consuming coffee and tea are as follows: 76 % said quality, 58% said great price, 59%
said convenience, and 26% said great customer service. With our Positivitea and Treats
drink truck, we will satisfy the majority’s desire for quality coffee with our high-end fair
trade coffees and teas. We will satisfy the need for a great price with competitive drink
prices and our rewards program. Our location near the St. Ignatius statue will definitely
prove to be convenient for our customers. Nearly 41% of students said we should place
our drink truck near the Saint Ignatius Statue. This convenient location will pull
students and faculty from the DJ Lombardo Student center, The Health Center, Dolan,
Sutowski, Murphy, and Pacelli Halls, and other miscellaneous students passing through
this popular location to get to other areas on campus. Many students pass this location
to get to the cafeteria, and also to get to the gym, the chapel, and to farther residence
halls, which means that we will gain customers who are simply passing through the area.
Finally, statistics support our need to sell food with our beverages as well. We found that
42% of our survey contestants usually purchase a food item with their beverage. This
percentage proves significant enough for us to sell sale of pastries, cookies, sandwiches,
dry snacks, and fresh fruit at Positivitea and Treats.

In addition, we also found that our secondary research supports a need and want
for Positivitea and treats. For example, we found that according to hsph.harvard.edu,
65% of Americans drink coffee with breakfast. This statistic helped us choose our hours
of 7am-11am during the week. In addition, 87% of millennials drink tea, which is an
overwhelmingly positive statistic that works in our favor. This is because millennials
make up a large portion of John Carroll University’s campus. Aside from coffee and tea
being a popular beverage, especially in the mornings, we found that there are very few
beverage trucks out there harvesting this massive market for coffee, tea, and other
treats. According to starbucks.com, in August and September of 2015, Starbucks
launched mobile beverage trucks in three different college campuses around the U.S.
Furthermore, a recent article published on November 3rd on FoodWorldNews.com
informs us that the Starbucks trucks have been overwhelmingly successful, and that
they plan to expand their drink trucks to more college campuses as well as
internationally. This recent launch by one of the most successful, multi-billion dollar
coffee shop chains in America proves the up and coming need for the “on-the-go”
lifestyle of many busy college students.

Our Primary and Secondary Research show that the campus community needs
and wants Positivitea and Treats. Coffee and tea are very popular beverages for students
and adults alike. When we combine coffee and tea with convenience, we are confident
that we are on the pathway to success. Nearly half of people purchase food with their
beverages as well, which means it is a good idea for us to sell different small food items
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with our drinks. Starbucks immense success with their beverage trucks further proves
that this is a popular, successful idea that we will most likely be able to expand upon in
the future through increasing the number of trucks we have on campus, traveling to
other nearby campuses like Notre Dame College and Ursuline, and possibly expanding
internationally one day.

Our Objectives

Customer satisfaction is extremely important to us and we want to give our

customers what they want. We strive for efficiency and will serve high quality products.
Our goal is to provide 100% organic and fair trade coffee and tea products. Positivitea
will be upfront with our customers about where our products comes from and will be
happy to provide nutrition information upon request. We will donate a small portion of
our profit to a local charity. We want our customers to feel at home when they buy our
products. Positivitea employees will always display our company's mission statement
with the hopes to inspire others.

We plan to stay competitive with other companies by making our products

affordable. After conducting research, we know how much our customers are willing to
spend. There is a need for our business and it is our job to keep prices as realistic as we
can. Having organic and fair trade products as a whole can be expensive but we strive to
give our customers the best product we can give. Positivitea will provide a variety of
products for our customers and will offer catering options for campus organizations in
the future. Positivitea will become acquainted with the campus and will offer our
services in any way we can.

Lastly, we plan to make our company easily accessible to all students and faculty
to reach a larger audience. There are a lot of coffee shops around college campuses and
our goal is to keep our customers from traveling to buy coffee and tea products. The
actual location of the truck is one of ways we can measure our success. As we travel to
different college campuses, we want to be in a central location of the campus. College
students and faculty have extremely busy schedules and it is our job and intention to
help them out with a refreshing beverage and or pastry.

Our Target Audience

Over the last 20 years, the tea industry has rapidly increased in the United States
from $2 billion in 1990 to over $10 billion in 2013 according to the U.S. Tea Association.
A research marketing firm called Euromonitor researched that Americans are now
consuming more than 20 percent more of herbal beverage options than they did in
2000. The U.S. Tea Association found that Americans consumed over 80 percent of tea
in U.S. households in 2014. Our group found that the daily consumption facts were very
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influential and surprising because more than half of the American population consumes
tea on a regular basis. The consumers in the U.S. who mainly consume tea are in the
South and Northeast. Over the last ten years, ready to drink iced tea has grown 15 times
more than ever before compared to hot tea. The U.S. Tea Association reported in 2014,
iced tea sales were estimated at $5.2 billion which can relate to the statistic of
approximately 85 percent of tea being consumed in America being iced.
As the United States begins to expand interest with this tea phenomenon many
other countries have already benefited from tea importing and consumption. According
to the United States Department of Agriculture, China and India have grown roughly
over 40 percent within the last 10 years and nearly over 70 percent over the last 20
years. China consumes the most tea every year with over 725,747.792 tons per year
while Turkey ranks first with quantity consumed per capita, with 3,157 kg/person/year.
Caffeinated drinks have become structured in our routines over the last 20 years all over
the world as this is happening it’s also occurring on college campuses.
The University of New Hampshire reported that 40 percent of 18 to 24 year olds,
consume caffeinated beverages on a daily basis which particularly targets college
students. Consumption with caffeinated drinks has also increased with energy drinks
which 50 percent of college students consume at least one to four energy drinks a
month. On a daily basis, 90 percent adults consume caffeinated beverages and up to
300 milligrams of Caffeine a day which equals up to four cups a day.
Our goal is to target females and males around the ages 18 to 24 because we are
trying to target college students since they are the group that mainly makes up the John
Carroll community. We are even including faculty which will range from age due to
necessity of positions within the university. Census Bureau reported the median income
for a family household in University Heights, Ohio is $67,826. Our group could not
find a national or local median income for undergraduate college students because most
job opportunities that are available for college students are part-time and are paid by an
hourly wage. Another factor that we discussed was that most students only live in the
University Heights community for 6 out of the 12 months every school year and maybe
out of state. The biggest factor we have with our audience is the competition that our
company will face as we begin to share our brand with our targeted audience.
Positivity has many competitors around the University Heights area such as
Starbucks, Dunkin Donuts, Peet's Coffee, Einstein’s and various other local grab and go
shops. Starbucks has a lot of success of inside the cup and even outside the cup which
our group was very intrigued by with customer service. Many customers find
themselves going to Starbucks frequently due to the company offering a convenient
environment for everyone with a variety of food items and coffee free beverages. The
food variety ranges from fruit and cheese platters to baked goods such as a chocolate
croissant. One of their strongest selling points is that they sell a variety of cup sizes
from tall, grande, venti to treinta which gives customers many options for beverage
sizes. Starbucks even as a reputation of ambiance that delivers a mood and comfort to
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every customer. Every customer knows what to expect when they enter any Starbucks
location with the warm color scheme, alternative music, and barista’s wearing green
aprons and even the featured organic looking art. The company strives to have
everything consistently convenient with the baristas trying to keep the lines constantly
moving and the company is always trying to please customers with providing help and
assistance when needed to keep customers coming back. Throughout this marketing
experience our group has noticed that companies try to maintain a consistency when it
comes to the marketing of the company logo, mission statement and environment.
Accessibility is one of the strongest points for returning customers because they have a
multiple payment options for customers. For example, Starbucks has the gold start
rewards program that allows customers to load money and process transactions on.
Every time a customer uses their card they will receive a star or point for that
transaction and after they have reached a certain amount of stars they will receive a free
drink or food item. Customers continue to lean towards this program because they
enjoy receiving rewards that lead to free beverages.
Starbucks and Dunkin Donuts have both expanded empires on opposite coasts
where Starbucks is on the West Coast and Dunkin Donuts is on the East Coast.
Therefore both companies are expanding in opposite directions. Dunkin Donuts has
always been known for how they program events, atmosphere and how they target their
audiences with persuasive commercials. Every year on national coffee day and donut
day customers can participate in these national events by receiving a free iced coffee and
a free donut. Many of the commercials that are featured promote signature seasonal
beverages or featured baked goods and sandwiches. Every year customers anticipate
Dunkin’ signature pumpkin muffin and pumpkin latte. Another advantage the company
has used to promote themselves with includes coupons off a beverage or sandwich.
Whenever a customer purchases an item at Dunkin Donuts each receipt will include a
voucher for a free donut if the customer applies the access code number of the receipt
online after rating the service experience that they had with that specific transaction.
Positivitea’s main competitor with similar products would closely resemble Peet’s
Coffee due to the similarities in tea products and samples that they have as well as
programming opportunities for customers to engage in. Several programming events
include test tasting such as green teas, teas from all over the world and even Peet’s own
signature blends. Peet’s coffee provides a very accessible website that allows customers
to enjoy their experience in stores and even online. They even target customers with
special occasion gift selection opportunities.

John Carroll already has many great varieties of café experiences such as
Einstein’s in the Administration Building, the Starbucks franchise in the library as well
as the cubby in the student center. Providing an additional kiosk experience for
students that is efficient and customer service oriented would be excellent for the John
Carroll community. Our team would like to provide a truck that provides all of the basic
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essentials of caffeinated drinks and fresh baked goods. The beverage food truck would
be able to provide accessibility for the entire campus community because our team
would be able to frequently move the vehicle all around campus. The vehicle would be
accessible for not just business and class hours but for many different events including
student engagement, athletics, educational and alumni events.

Our Strategies
We have six strategies for our company, Positivitea. Our first objective was to
make our business efficient. We created two strategies in order to achieve this objective.
Our first strategy is to have great customer service. The type of service that the customer
receives can heavily impact their feelings on that business and determine if they will
keep supporting them. The staff of Positivitea will always provide their customers with
the best possible service they could receive. The second strategy to making Positivitea
efficient is making our products organic and fair trade. Organic and fair trade products
are healthy and promote a good message to our customers.

Our second objective is to make Positivitea affordable. One of the strategies to

help customers afford our products is providing them with a punch card and/or a
rewards program on our mobile app. As customers keep buying our products, they will
build points to earn rewards for discounts off their purchases or even a free beverage or
pastry. We will also sell Positivitea tumbler glasses and if used at the time of purchase,
the customer will receive a discount. The second strategy for affordability is to have an
organization or a group of the week. This will help attract customers from different
groups and they can receive a discount for belonging to that specific organization.

Our last objective is making Positivitea accessible to everyone at John Carroll.

The first strategy is the location of the truck. The placement of the truck will help make
it easier for every student, faculty, and staff member to buy from us. The second
strategy is that customers will have the option of having their drink or food item
delivered right to their dorm or office building. Having this option will make our
company unique and more accessible than other coffee shops on campus and convenient
for our customers who simply do not have time to take a break because of their busy
schedules.

Our Tactics
In order for our strategies to work, we created tactics for each of them to plan
how our business will achieve these strategies. Customer service is a big part of our
company. We called our company’s name, Positivitea, is about being positive and happy
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and we want our staff to be friendly and always promoting this message to our
customers. Our staff will be trained on how to treat and act with our customers and
specifically how to spread this message. According to our survey, good customer service
is something that people look for when ordering a beverage or food. It will help our
customers to remember our name and to come back next time.

Organic and fair trade is another strategy for our company. Positivitea will have
organic food options which will be healthier and a smart option for customers. Some
prefer organic snacks and Positivitea provides this unique option compared to other
coffee shops around campus. Our company also has fair trade products. Fair trade
products are a safer and healthier compared to other products. The quality of our fair
trade coffee and teas are a lot higher than products sold at other coffee places. Fair trade
gives back to the community and makes a difference with every product sold.

Positivitea will also have a great rewards program. Our program will be on a
paper punch card that will be given to each customer. This punch card will be presented
to the worker each time they purchase something and on their tenth purchase they can
receive a free drink or pastry of their choice. Another rewards program is on our mobile
app. This will be the same as the punch card only it will on all on the customer’s mobile
device. This option is available for people who do not want to carry around the punch
card or find it easier to just have it on their phone. The third program is our Positivitea
tumbler glass. Every time a customer brings this tumbler cup to us, they will only need
to pay $1 to refill it. This is a huge savings for our customers.

Groups and organizations on campus will also receive discounts to make it more
affordable for them. Positivitea will have a group or organization of the week. Some
examples of groups or organizations sponsored are Greek life, SUPB, parents and
alumni weekend, and athletics. Each of these groups will receive a discount that week.
This will help attract larger groups of people and make our products more affordable for
everyone. Some of these groups will go along with some of our programs that Positivitea
will have once a month.

To make Positivitea more accessible, our company will deliver to dorm buildings
and offices. If someone does not feel like getting up for their coffee or other beverage or
food, they can call our coffee shop truck and have it delivered right to where they are
and enjoy it right there. Customers also have the option of order what they would like
right from the app to have it delivered to them. Sometimes people do not like to talk on
the phone and prefer to quickly order from online. This makes it more accessible for our
customers to order. Not only can they have it delivered for themselves, but they can also
deliver to other people for special occasions.

The location of our truck is very important. According to our survey, 40%
responded that they would like our company to be located near the Saint Ignatius statue.
This location is the most accessible for students on campus. For the majority of the
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dorm buildings, it is on the way to class and students can easily make a stop before their
class or on the way to the library to study. Faculty and staff can also find us easily and
get to it in a short amount of time from their classroom, office, or workplace. This
location helps people who are in a hurry and do not have time to walk through buildings
or go off campus for a coffee or small food item. Positivitea is outside and right on the
way to wherever the customer needs to go.

Planning Calendar
Once we launch our coffee truck, we plan to become very involved in campus life.
Like we mentioned before, our customers are our top priority. We will travel to colleges
twice a week from 7 AM-11 AM and 1 weekend per month from 1 AM-4 PM. We will also
be available during college exam week from 5 AM-11 AM and 9 PM-12 AM as needed by
the university. We will have two- three employees and one of these employees will serve
as the mascot for special events only. Our mascot will be a bumble bee. We will also
offer delivery services of select products to dorms and office buildings. Since we will
have two- three employees we can temporarily hire college students to deliver food and
beverages to our customers.
Positivitea will host social media contests and will introduce a hashtag campaign.
One of our events will be called “Bee Happy” and students can show us papers or exam
grades of a B or higher to receive 10% off their order. We have a lot of programming
ideas and some include, a yoga event on the quad, jogging event, late night stargazing,
as well as seasonal themed events throughout the year. We will also offer a seasonal
costume contest and the best costume will win a free beverage or pastry. All contest
winners will be featured on our website and social media accounts.
On national and international coffee days, we will give out free coffee as well as
information about our coffee products to customers. We will educate our customers
about fair trade products through flyers and a promotional video on our social media
accounts. Positivitea will create promotional material as well as monthly coupons to
help students boost their positivitea rewards points. We plan to sell t-shirts, travel
mugs, water bottles with our own personal label to build brand awareness. Our water
bottles will feature a positive quote inside the cap.

Our Budget
Our overall budget will be $850,000. We will have two-three employees and two-
three college students to deliver food and beverages to dorms and office buildings. We
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will offer an incentive for the students working by providing work study credit on their
campus. Our actual employees will be paid minimum wage. We will have a advertising
budget of $225,000 and will include all flyers, website, a mobile app, and custom water
bottle labels. Merchandise sales will help us make a profit. We will charge $20 for t
shirts, $2.99 for travel mugs, and $2.00 for water bottles and or soda. Lastly, to have a
spot on college campuses will cost around $3,000.

Our food truck plus high quality equipment will cost $215,000. The price of gas
will also be a factor and will vary as the price of gas changes. Our truck will feature, an
espresso machine, Oven and refrigerator. The outside of the truck will be painted our
company colors and will include our logo and tagline.

The packaging and paper products will cost around $90,000. This will include,
silverware, napkins, cups for hot and cold drinks, lids, drink sleeves, straws, sugar, and
coffee creamer/ milk products. We also have to factor in a donation of 10 cents when we
have themed cups. We will have this promotion run while we work on the weekends.
We will import our coffee and tea from Fair Trade USA. We will order food and pastries
from other wholesale food distributors. This will cost around $100,000. With money left
in our budget we can adjust cost need be.

Positivitea offers a variety of hot and cold beverages. We plan to charge our
customers $3.00 for a 12oz lattes and specialty drinks and $4.00 for a 16oz. Extra
espresso or syrup in lattes will cost $.60 extra. We also will not upcharge for soy milk
like most other coffee shops do. For a cup of coffee or tea we plan to charge $1.75 for a
12oz size and 2.75 for a 16oz size. We will offer $1 refills on coffee for customers who use
our tumblrs. We will sell, pastries such as muffins, cake pops, cookies, brownies, and
macarons. Our pastries will vary in cost between $2.50-3.50. We will also sell pre-made
sandwiches as well as chips, pretzels, and fresh fruit. Our sandwiches and fresh fruit will
cost around $5.00, and chips/ pretzels will cost around $2.00.

Measurement
Positivitea is going to all lengths to encourage health, happiness and optimism in
our future campaigns by providing health and wellness programs on both quads
throughout the fall and late spring semester. Our team plans on creating an
inspirational campaign through positive messaging on our products cups. We are trying
to create enjoyable and positive messaging similar to the Snapple caps and Nantucket
nectars. Another campaign we really envied was Oprah’s campaign with Starbucks
where she promoted the Oprah Chai Products through placing personal positive quotes
on each sleeve for the hot cups. Here, customers can glance at inspiration as they
indulge into happiness and comfort wherever their day takes them. Another campaign
we are planning to collaborate with the John Carroll community is a late morning
program exercise for yoga lovers. This will be a great way to gather current students
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who are passionate about fitness and wellness which can help spread the word of our
business. All promotional signs will be approved by the John Carroll community and
posted throughout every residence hall, academic buildings and the student center. Our
intent is to eventually build a relationship with residence life so we can promote our
products to residents living on campus.
Collaborating with residence life would allow residents more accessibility with
accessing grab and go products more efficiently throughout the business and class
hours. Students will not have to stress or fight over long lines in Einstein’s during the
day. If our team was able to collaborate with residence life we would park our
Positivitea truck outside one of the residence halls every morning or late afternoon. Our
team is excited to create a campaign where we can have students or faculty take a selfie
holding their purchase next to our truck and post on all social media with the hashtag
Positivitea. This campaign will take place on our snapchat, Instagram, twitter, Facebook
and our website. These social media providers allow us to measure how many
customers are liking, posting and the number of times they are mentioning us. Our
team will be conducting a photo contest as well where customers can take a picture of
how they live out their positivitea with the product wherever they are. For example, a
female customer could be sitting on the quad reading a book because reading could
make her happy in her spare time. We will also be having a twitter contest to track the
impressions of what customers think of our products. The twitter contest will feature a
retweet of one of our products that we release on twitter and we will pick who wins the
contest through the retweet. For Facebook we plan on experimenting Facebook polls
and surveys throughout our company page to receive feedback. Our team has decided to
feature a suggestion box on campus in the mail center area where customers can also
place feedback if they choose not to use electronic surveys or suggestions. Our main
source for measurement will be our website because we can promote promotions,
commercials, personal stories and diary logs through this site. The website will allow us
to brand our company consistently and provide easy access.

Appendix
Our Survey
1. Where do you usually buy coffee and/or tea?
a. Fast food/ beverage business off campus
b. I make my own coffee/ tea at home or in my dorm
c. Starbucks in the Grasselli Library
d. The Cubby
e. Einstein’s
f. Other (Please specify)
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2. Would you be interested in purchasing beverages from an outdoor beverage truck

located on campus
a. Yes
b. No
3. When purchasing and consuming coffee or tea, what are your top priorities?
(check all that apply)
a. Quality
b. Great price
c. Convenience
d. Great customer service
4. How many cups of coffee and/or tea do you purchase and consume each day?
a. 0
b. 1-2
c. 3-4
d. 4+
5. Do you like inspirational quotes or fun facts on the labels or containers of foods
and beverages?
a. Yes
b. No
c. Doesn’t matter to me
6. Do you usually purchase a food item with your beverage?
a. Yes
b. No
7. If you answered yes to the previous question, which of the following food items
do you most often purchase WITH a beverage?
a. Pastry or cookie
b. Sandwhich
c. Dry snack
d. Fruit
8. What time are you most likely to purchase coffee, tea, or small food item?
a. 5 am- 11 am
b. 11 am- 1 pm
c. 1 pm- 4 pm
d. 4 pm- 8pm
e. 8 pm- 12 am
9. Which of the following locations on campus sounds ideal to place a coffee/tea
truck?
a. Outside of Dolan Science Center near the Hamlin Quad
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b. In front of the Grasselli Library

c. Near the Saint Ignatius Statue
10. Are you more inclined to purchase coffee and tea from a location that offers a free
rewards program?
a. Yes
b. No

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"Starbucks Delivery Trucks Rolled Out in More U.S Colleges This Fall, Will They Be
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06 Nov. 2015.

"Tea Fact Sheet." Tea USA News. N.p., 2014. Web. 05 Nov. 2015.

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