Marketing Plan for Percolate Coffee in Singapore

Running head: MARKETING PLAN
PERCOLATE COFFEE
Name of the Student
Name of the University
Author Note

MARKETING PLAN1
Executive Summary
The purpose of the assignment is to develop a marketing plan for a new product of an
existing coffee shop in Singapore. The paper dealt with structuring a marketing plan, which
included marketing strategies and tactics for the long-term success of the business. The
business selected for this report was Percolate Coffee, located in Bedok, Singapore. The
discussed strategies involved in branding by reflecting on the product details and positioning
strategy. The pricing, distribution and integrated marketing communication strategy of the
new product has been planned is completely based on the changing preferences and demand
of the current market in which the business is operating in Singapore. The paper deduced that
the product could be of great success with better communication strategies, and finally, it will
also help in increasing brand awareness.

MARKETING PLAN2
Table of Contents
Introduction................................................................................................................................4
Situational Analysis:..............................................................................................................4
PESTEL Analysis-.............................................................................................................5
Product Decisions.......................................................................................................................9
Branding.................................................................................................................................9
Product Description..............................................................................................................10
Positioning Strategy.............................................................................................................10
Target Market.......................................................................................................................11
Product Pricing.........................................................................................................................11
Product Distribution Strategy...................................................................................................12
Integrated Marketing Communication.....................................................................................12
Conclusion................................................................................................................................13

MARKETING PLAN3
Introduction
The business document that outlines the marketing strategies including, branding,
positioning, pricing, promotional and distribution strategy is referred to as a marketing plan.
The marketing plan is usually based on a 12-month plan. The purpose of the paper is to
design a marketing plan clearly outlines the marketing strategies and tactics for a new product
developmen of a business. The business selected for this paper is Percolate Coffee. It will
discuss about the plan to introduce a new product/service within the famous coffee shop
Percolate Coffee, which is situated in the heartlands of Bedok, Singapore. The business
started operating since the year 2014, which means it is a new business setup and can utilize a
lot of opportunities in the coming years. The name of this coffee shop is referred to the literal
meaning of "percolate", which is filtering of liquid through a porous substance for yielding its
true essence.
The mission of the organization is to serve the customers with speciality coffees that
would help them in getting the authentic taste and enjoyment of having coffee. The
organization considers themselves as the curator of exceptional beverages and artisanal
goods. They aim to provide their customers with a warm customer service experience. It can
be analyzed from the mission that the organization has a long term plan for serving the
customers for which it requires an effective marketing plan. Making up of a new product
planning in order to penetrate deeper in the market, therefore, requires a lot of market
research and analysis that are explained clearly as the assignment proceeds (Kotler et al.
2015). The plan discussed below will help in a clear understanding of the target market, the
time to be taken, the cost that can be incurred, and how the overall plan can be executed. It
will help in bridging the gap between what is thought to be done and what is being done.