Brewvita Marketing Strategy

Mission Statement

"Quality is our passion, community is our drive, and you are our inspiration."

Brand Identity (Slogan)

"Brew Life, Through Life"
  • Millennial consumers desire more natural and organic products
  • Brewvita, meaning “Brew life”, evokes natural imagery
  • Our coffee awakens consumers to live life and grow, just as the natural bean grows from the ground
Product

Roasted perfectly in the heart of Virginia and kept whole, not ground, in order to keep the freshness and flavor. Brewvita will be selling 12 oz whole bean bags of our signature local roast in light, medium, and dark quality blends.

K-cups will be offered in 12 piece boxes.

Bagged Coffee

  • Our price point is student-sensitive, yet our product is locally made with high quality beans
  • Bagged coffee production cost: $9-9.50 ($0.75 per ounce)
  • Bagged coffee retail price: $13 - $14
  • Competitors' prices: Dunkin Donuts $8.99, Starbucks $12.95 - $13.95

K-Cup

  • Individual K- cups of our Medium and Dark blends. They are perfect for the consumer who does not have time to grind and brew their own cup.
  • K-cup production cost per unit: $0.25
  • K-cup retail price: $0.75
  • Competitors’ prices: Starbucks $0.79, Green Mt. $0.61 per cup, Donut Shop $0.56 per cup
Go to market strategy

Advertising

  • Run by students on campus, Brewvita is independent from Sodexo.
  • Locations:
  • Our whole bean bagged coffee will be sold at a mobile booth that will be strategically placed on campus in high traffic areas such as Demoss Hall, Vines Center (Convocation), the Student Union, and the Library
  • We will have a presence at untapped markets such as Student Activities events and the collaborative space in the arts department
  • Methods:
  • Posters and flyers will communicate times and places to buy the coffee and build familiarity with our brand
  • Materials will include: Pop up banners
  • Pre-convo advertisement on jumbo screen.
  • School of Business splash page announcement slide

Tasting Tables

  • Tasting tables will be the main form of promotion
  • Objectives:
  • Increase awareness and establish a place for our business and introduce the clear improvement in taste to our competition and lower prices. It will also serve as a way to get followers for our social media accounts
  • Locations:
  • The Student Union, Vines Center before Convocation, The Vue, the collaborative space in the arts department
  • Requirements:
  • 2-4 "Brewvistas" manning the table
  • Lights
  • Backdrop with Brewvita's name and logo
  • Large sign, "By Students for Students"
  • Volume (make use of our table space)
  • Table amenities: Almond milk, sugar packets, wooden stirrers, napkins
  • Single K-cup giveaways for people who follow us on Instagram
  • K-cup boxes and bagged coffee available for sale

T-Shirts

  • Bella Canvas 100% cotton T-shirt
  • Production cost: $9.75
  • Higher quality T-shirt means more people wear them and more often
  • Seeing fellow students wearing the t-shirt will bring strong brand recognition
  • Retail Price: $15
  • Shirts will also be used for promotions such as, a bonus gift for a certain amount of coffee purchased, or a giveaway social media contest
Internet Marketing
The focus of all social media will be to emphasize the active, student-led personality of Brewvita.

Facebook

  • Highly customizable, low-cost and high impact
  • Facebook Events
  • Product Updates
  • Facebook ads

Instagram

  • The focus of our social media plan since Instagram currently has the most active following in our target market
  • Regular posts, as close to one a day as possible
  • Instagram stories
  • Giveaways
  • Repost followers fan pictures

Snapchat

  • Behind the scenes
  • Live updates on location
  • Build community
  • geotag can be advertised at mobile location
  • anything 190,000 sq ft and under + 3 hours and under are $5.00
  • Example: all of Demoss Hall and Student Union for 3 hours is $5.00
Target Audience

Residential Students

  • Main target audience
  • The “convenience customer” will favor K-cups. They are drawn to the high quality product at a fair price, and the student-run brand.
  • The “lux customer” will favor bagged coffee. They are attracted to the local, higher quality beans and distinctive, trendy brand.

Faculty

  • Faculty want a convenient, quality product at a fair price, and are more likely to buy bags to take home
  • Loyalty to LU will encourage support for a Liberty student-run business

LU online

  • Future untapped audience
  • Want to feel connected to Liberty community, interested in high-quality product
  • Large potential for monthly coffee subscription
Payment system
  • Square Reader Contactless with Chip Reader
  • 2.75% rate for using Square (regardless of method)
  • Contactless method for Apple pay and Android pay
  • Chip reader for secure card payment
  • Extra magstrip reader
  • Cash and change with lock box for storage
Inventory Management
  • Request space in School of Business to store product
  • Close to campus and easily accessible
  • Use Square's Inventory Managment System
Time Schedule

Week 1 (Prerelease)

  • All social media accounts ready and delegated to marketing members
  • Start posting flyers around the retail locations and high traffic areas on campus
  • School of business splash page announcement posted in business classes
  • Retractable banner shipped
  • T-shirt order made and shipped
  • Table supplies purchased
  • Coffee table backdrop and signs printed
  • Coffee table man hours delegated (2-3 hour time period)

Week 2 (Tasting Tables)

  • Social media postings every Sunday, Tuesday, Thursday
  • All table supplies ready
  • Bagged coffee and K-cup ready for retail
  • T-shirts ready for retail
  • Convocation announcement up with locations and times
  • Snapchat geotag announced and ready to use at our locations
  • Video footage filmed for future social media ads
  • Tasting table locations tested to find high target audience centered areas
  • Monday, Wednesday, Friday coffee table circulation

Week 3 (Retail)

  • Enhance coffee table experience and work hour circulation
  • Most lucrative locations used
  • Snapchat geotags continue to be used and modified
  • Facebook and Instagram ads created
In Conclusion

Our go-to-market strategy can be seen as successful for a number of reasons

  1. Our bagged coffee has an agreeable price for a local high quality bean and yet maintains a good profit margin
  2. The k-cup is quick and appeals to all people who drink coffee, not just the people who brew their own
  3. The brand and table style is contemporary, which matches our young target audience
  4. Tasting tables offer an entrance to the market, they gives insight into the market and spreads our brand through word of mouth
  5. The shirts are a soft, modern style. Because of their premium quality and on-trend style, it will be worn around campus and build the brand
  6. Our social media presence will be creative and consistent through all mediums and attract new customers, while retaining past customers

When implemented, Brewvita's Go-to-market strategy will draw students to our brand, encourage students to try our product, and our consistent presence and quality encourages customers to come back

End

Credits:

Created with images by Unsplash - "coffee latte pattern" • freephotocc - "coffee notebook wooden"

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