Colloquy marketing plan

The Colloquy Grog Shop has planned to build a brand for the company with a sole aim of creating an experience for the customers. The shop believes that branding is something that is worth investing for. This is because it reflects the entire company and creates the image to customers and how they think about the company (Lai, Mo, Lau, Gu & Hao,2016). Brand building is part of the Colloquy Grog Shop’s marketing strategy whereby the company has planned to develop the awareness of the brand via a steady, month to month increase of new customers. The official name is the Colloquy Grog Shop, the logo is just an image of pairs of singles who are conversing, and the slogan is “My partner my joy”. The brand extension is comprised of guidance and counseling.

The branding strategy of the company is consisted of the elements:

Name: Colloquy Grog Shop

Logo:

Slogan: My partner my joy

Brand extension: the company offers additional services such as guidance and counseling.

Marketing Strategy

Colloquy Grog Shop will use a marketing strategy that is based on communicating the shop’s values to the target segments. A number of methods shall be incorporated to achieve the strategy in the most efficient way. The first method will require the shop to place the advertisements at strategic points. Some of the strategic points where the advertisements shall be placed will be the Willamette Weekly, the liberal arts magazines and all the entertainment sites of Poland. These points will be the best sites of meeting the customers since their demographics consists of readers that are similar to those of Colloquy Grog Shop (Lai, Mo, Lau, Gu & Hao,2016). The other method of the marketing strategy will be through the establishment of strategic relationships between Colloquy Grog Shop and other companies that serve similar customer demographics. Some of them shall include the Multnomah Athletic Club since it treats professionals and a mixed up target market. This method of strategic relationships will actually result to mutual benefits to both companies after which visibility shall be developed for each other (Lai, Mo, Lau, Gu & Hao,2016).

Lastly, the company will also embrace the use of grassroots which is a method that offers coupons for the first time customers. Customers who shall invite their friends shall also be rewarded with discounted services with an aim of increasing the number of customers on monthly basis. It is with no doubt that all the strategies discussed concerning the marketing of the Colloquy Grog Shopwill have a positive effect on the achievement of the marketing objectives of the company. Some of them include the development of the shop’s brand through awareness, reducing the marketing expenses achieving the quo status of the company and making the core importance of establishing a structured conversation system for the customers. Through the method of grassroots awareness, the number of sales is estimated to increase by 15% and this will result to the achievement of the financial objectives of the company. Through the strategic relationships, the shop will gain market stability through the reduction of variable costs and a double digit increment of the revenue of the company.

Positioning statement

The Colloguy Grog Shop will do everything t takes to position itself as a bar or a coffee house that is innovative, efficient and best providers of effective conversation system where singles can meet. The resultant benefits of the Colloguy Grog Shop will be the leveraging their competitive edge. The positioning structured by the Colloguy Grog Shop shall place it far much ahead of the competitors who include the local bars, the coffee cafes and community seminars in a number of ways. First, Colloguy Grog Shop has a distinguish service considering the fact that the focus of its business model is beyond the brackets of how the competitors think. The business model concentrates on developing value for the customer who is beyond just offering drinks and other tangible services (McDonald, 2007). Soft drinks are just a source of income of the shop but the Colloguy Grog Shop has further planned to develop albeit inherently and effective social setting that helps and encourages people who are like minded to meet. The system is also competitive because of the unique approach it has used to connect singles together. The structured conversation system that has been further detailed in the section of product and services of the marketing plan has been a new idea in the market. Competitors may have a similar model but this one for the Colloguy Grog Shop is just unique and effective than all the other structures (McDonald, 2007). In addition, concentrating on the various needs of the customers beyond just serving them with drinks is the distinguishing factor that shall place the Colloguy Grog Shop at a competitive edge.

The competitive position of the Colloguy Grog Shop is mapped with reference to the structure of the conversational system of the Colloguy Grog Shop against the same structure of the adjacent competitors. 

                                                Tasty drinks

 

 

Colloguy Grog Shop

 

 

Less customer experience      

                                                                                  More customer experience

 

Competitors like clubs and cafes

 

 

Less tasty drinks

 

The choice of the target market for the Colloguy Grog Shop was done through the evaluation of the behavior of the targeted demographics. To start with, the targeted customers are people who are in need of a thoughtful conversation that can add value to social life (Sorger, 2012). In order to satisfy the need for a thoughtful conversation, professionals were found to fall under this category of needs. The other characteristic of customer behavior that was addressed was the need for companion. People who need to mingle were estimated to range from 25 to 45 years which is a large group compared to others. The Colloguy Grog Shop has also considered the need of pleasure after work and therefore the target captured the customers who earn a salary of over $40, 000 which is connected to the fact that majority of this group are professionals (McDonald, 2007). The various elements of marketing such as the branding, marketing strategy and positioning correlate with the needs of the target through two major ways.

First, the entire structure of the business model has targeted the singles. In this regard, the logo contains an image of pairs of people conversing while dining in a cafe. The slogan portrays the experience of meeting a partner and therefore reflecting the target market of singles. The pricing for the services as explained in the marketing mix shows that the target market is that of professionals (Luther, 2001). The business brand name of Colloguy Grog Shop suggests that the kinds of drinks offered in the shop are not just ordinary drinks since grog represents a variety of drinks including alcoholic, coffee and other brews. The methods of marketing that were proposed are in the same alignment with the strategic points where the customers can be found. For instance, most people between the age of 25 and 45 years are readers. This implies that the target market would be best reached through written publications such as magazines and journals (Luther, 2001).

Mission

The Colloguy Grog Shop has designed a strong mission that was drawn from a number of shop’s objectives and goals. The mission of the shop is to provide a third place neighborhood coffee/bar shop where single people can have a chance to meet. The existence of the Colloguy Grog Shop is based on attracting and maintaining customers through the adherence to the maxims of the marketing plan. In addition, the Colloguy Grog Shop has purposed to provide services that surpass the expectations of its customers. The resultant outcome of the mission statement will therefore be the satisfaction of customer.

The mission statement for the Colloguy Grog Shop reflects the nature of the company as a prestigious place where singles can meet. The structured system of conversation provides an atmosphere that brings down inhibitions and in return builds confidence for single persons to come and meet other singles. The system captures the market target for singles who range from 25 to 45 years.

 

 

 

 

 

 

 

 

 

 

 

References

Lai, C. Y., Mo, P. H., Lau, J. F., Gu, J., & Hao, C. (2016). Association of Situational and Environmental Factors With Last Episode of Unprotected Anal Intercourse Among MSM in Hong Kong: A Case-Crossover Analysis. AIDS Education & Prevention, 28(1), 26-42.

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McDonald, M. (2007). Marketing Plans: How to Prepare Them, How to Use Them. Burlington: Elsevier.

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Sorger, S. (2012). Marketing planning: Where strategy meets action. Boston: Pearson.

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Luther, W. M. (2001). The marketing plan: How to prepare and implement it. New York: AMACOM.

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