Marketing Plan

1
Marketing Plan

• Books Bar
• Michelle
• Peggy
• Shirly
• Grace

2
Executive Summary

• Description
• is a business of providing service and
  place for people to enjoy their spare life in
  reading working.

3
Executive Summary

• Spacious and quiet reading area provided,
  discussing rooms and studios rented.
• Office-appliances, rare books, magazines
  newspapers served
• Business service (fax, copy, print, IDD, tickets,
  booking service)
• Dessert drink service
• 24-hrs-opened

4
Mission Statement

• An environment we serve comfort the process
  of reading working to make customers bring their
  inspiration or efficiency into full play.

5
Situation analysis

• Market analysis
• Market segmentation

6

• Target market
• We will be targeting customers by
• Target specific linesWhite-collar class in
  Macao
• high-income level, enjoy relaxing life, think
  highly of quality of work and environment,
  celibacy, need a place to comfort readingworking
  affairs.

7
Problems Opportunity

• People are in need of a comfortable place to
  enjoying reading or working in their spare time,
  as modern life is developing toward high quality.
  There is a lack of book bar offered in Macao
  market.
• In Beijing,Shanghai,Hong Kong and Singapore, book
  bar is well-received by educated people.

8
Problems Opportunity

• Comparison
• book bar vs. office
• more comfortable and relaxed environment,
  dessertdrink service, reading materials
• book bar vs. coffee house
• quieter,working place offered, business
  service, 24-hrs-opened,rare books offered
• book bar vs. net bar
• reading materials provided, working place,
  business service offered, food served.

9
Opportunity

• book bar vs. home
• quieter, more spacious place, business
  service offered, reading materials, food
  convenience, gathering of elites.
• book bar vs. library
• business service, fooddrink service,
  24-hrs-opened, more relaxingcomfortable
  environment

10
Competitive Environment

• Major competitors Cafés in MACAU

Example
TOP TAIPEI
STARBUCKS
11
Competitive Environment

• STARBUCKS
• Dark lights
• Not quiet enough
• Narrow space
• Limited service
• Served time limits

• TOP TAIPEI
• Noisy, crowded,
• Food service only
• Dark lights
• Not fit for reading
• Time limited

12
Competitive Environment

• Our advantages-----distinctive
• Rare books, magazines and newspapers offered
• Peaceful, quiet and comfortable environment
  designed for needs
• Business service for
• convenience
• 24-hrs-opened

13
Market Objectives

• Introduce book bar concept to Macau people
• Retain a 85 of customers with long-term
  reactions.
• Achieve a 10 return on investment at first 3
  month.
• spend 13 of service revenue between 2003 and
  2004 on development of service supplies and
  decoration.

14
Marketing Strategy
Features

• Product

Benefits
15
Features

• Theme bar (books)larger than 50m2
• Quiet, literary environment
• 24 hours service
• Comfortable, personnel spaces
• Considerable services

16
Benefits

• Find a relaxing, quiet place for reading or
  working in a commercial center
• Enjoy the literary atmosphere
• Absorb the knowledge or get information

17
Price

• Comparison with competitorsrelatively higher
  price for high level customers
• Member Cardmonth card, year card, normal
  customers, VIP customers etc.
• DiscountVIP discount, quantity discount, holiday
  discount etc.

18
Promotion

• Local newspaper magazines
• 20 discount for opening month holiday discount
• Free member card for fist-time application
• Discount for VIP or year card customers
• Activities or lectures organized for intercourse
• Display sign Logo
• E-mail

19
Place ??

• Locates in new,lofty district, near commercial
  buildings center
• Convenient traffic
• Relatively easier for parking
• Land cost isnt expensive comparatively
• Peaceful, not much noise