search offee Culture.pdf different from Tim Hortons and other "grab and go" coffee chains; it wanted to be a European-style cafe, a destination. Coffee Culture chose the theme "Come for the Taste Stay for a Visit!" Customers appreciate the rich colors and comfortable seating at every location, while others enjoy the delicious coffees, specialties and tasty treats. Coffee Culture provides high quality (premium) whole roasted coffee beans that are blended and roasted to specification to ensure each freshly brewed cup of coffee, espresso, latte and cappuccino is deliciously satisfying. Food options include baked goods which are made fresh daily, cakes, and appetizing grilled sandwiches and wraps. More than 80 per cent of the products used in Coffee Culture's operations are from Ontario and Quebec, Including its chicken, turkey and the fresh local eggs used in the brand's famous breakfast sandwiches. The menu is changed at least twice a year.A prestige pricing strategy is used to align with the premium product offerings. Coffee Culture positions itself as a perfect spot to grab a quiet cup of coffee, hold casual business meetings or a place to take advantage of the cafe's free wireless Internet access and plasma TV. Some locations have sidewalk tables to lend a Euro flair (depending on weather) where customers can sit outside. Coffee Culture has grown its number of locations primarily through franchising. Once a franchise location is determined and construction of the cafe has started, the franchisee undergoes one week of classroom training and two weeks of hands-on training at an established Coffee Culture location. The training covers all aspects of running a cafe including: food preparation; ordering inventory; review of operations manuals, hiring assistance, marketing and accounting. The corporate Marketing Department helps the franchisee with a grand opening event and produces promotional materials to help build on the Coffee Culture brand, as well as assistance with ongoing marketing programs to drive sales, The corporate Marketing Department maintains the website - www.coffeeculturecafe.com - and social media accounts on Twitter, Instagram and Facebook. Twitter has 2,446 followers, Instagram has 6,443 followers and 35,453 people follow the Facebook page. Individual franchise locations do not have their own O social media accounts Canadian Coffee Industry Canadians love their coffee, According to Statista, Canadian coffee drinkers consumed 2.8 cups of coffee per day in 2019. Total coffee sales rose by 2% as of December 2019 while sales of super premium coffee rose by 8% in the same period. IBISWorld predicts that the Coffee and Snack Shops industry in Canada will continue growing over the five years to 2025, 11.Ce Culture pat The largest coffee chain in Canada is Tim Hortons, followed by Starbucks and The Second Cup. Tim Hortons and Starbucks have made significant changes to satisfy customers' desire for quick service and efficiency. These changes include the introduction of double lanes at many drive-thru locations, express beverage lanes inside restaurants, and more mobile payment capabilities. Cashless payments will continue to be popular in the next few years for all sizes of coffee shops. Canada has one of the world's highest obesity rates and the percentage of the adult population that is obese or overweight is expected to continue to increase. Consumers are becoming increasingly aware of issues related to weight and obesity, fatty food intake. The pastries and cakes that often accompany a coffee are considered fatty food For the industry, Beverage sales are typically 71.3% of total revenue with Food sales accounting for 23.8% and Other accounting for 4.9%. Other includes retail Items such as packaged coffee and drinkware. Coffee beans are a major input for the industry; the world price of coffee is not expected to increase in the next few years. Coffee is considered a discretionary purchase and demand is categorized as elastic. The Little Italy Neighbourhood Annie was born and raised in the Little Italy Neighbourhood of Toronto. This neighbourhood was named "Little Italy' in the 1920's to recognize that it was the heart of Toronto's Italian community. Today, the area is a mix of shops, restaurants and homes with a European flair, and is considered one of Toronto's most multi-cultural neighbourhoods. It's a very walkable neighbourhood where stores and restaurants benefit from a high volume of foot traffic. There are numerous food options from different cultures and residents enjoy the busy social life that the area promotes. While there are many restaurants, there are only two coffee shops. Starbucks is just down the street from Annie's Coffee Culture location. And two blocks on the other side is a small independent coffee shop. This independent coffee shop sells only coffee and nothing else. Environics Prizm Segments Environics PRIZM is a segmentation system that classifies Canada's neighbourhoods Into 68 unique lifestyle types. For the Little Italy neighbourhood where Annie's franchise is located, there are 2 key segments: Urban Digerati and Our Time. Segment data is Included in the following pages Urban Digerati is a collection of younger singles who live primarily in apartment buildings. This segment appreciates premium coffee and is at Starbucks on a dailyCulture.pot basis. Because the Starbucks location has been in the neighborhood for 10 years, brand loyalty is high. Our Time is a segment that consists of over-60 singles, couples and widowed individuals living in low-rise apartments. This segment likes free-trade and organic coffee on a daily basis. Going for coffee is a time-consuming social outing because this segment is retired and likes to linger over food and drink." Annie's not sure which segment to target or how to communicate with the chosen segment. The Coffee Culture Franchise Agreement is quite strict, but franchisees have some flexibility. Within reason, franchisees can customize the 4Ps to suit their spedfic locations and the corporate Marketing Department will help with implementation. It's all about offering something no one else is offering and increasing sales. Annie has asked for your advice. Her cafe is beginning construction next week and she's about to start her three weeks of franchisee training. What recommendations do you have for Annie?rch ffee culture. pdf PRIZMG Segment Descriptions URBAN DIGERATI YOUNGER, WELL-EDUCATED CITY SINGLES WHO THEY ARE The most urban of all the segments, Urban Digerati is a collection of younger, tech-savvy singles concentrated in the downtown apartment buildings of two cities Toronto and Montreal, Reflecting two emerging demographic trends-the increasing urbanization of Canada and the growth of high-rise neighbourhoods-Urban Digerati offers residents a vibrant vertical world, with bedrooms in the clouds and a lively social scene on the ground Upper-middle- income, highly educated and culturally diverse, Urban Digerati neighbourhoods are typically filled with recently built high-rise apartments and condos located 03 near fitness clubs, clothing boutiques and all types of bars-from wine to coffee Younger, wall-educated to microbrew. Because many residents have yet to start families, they have the City singlan time and discretionary income to pursue active social lives, going dancing and bar-hopping, as well as hitting film festivals and food and wine shows. A group that likes to be viewed as trend-setters, they turn to online shopping to purchase the latest fashion and electronics. They have also made their health POPULATION: and wellness a priority, taking aerobics and Pilates classes But they're not 547 027 simply acquisitive materialists; many are globally conscious consumers who (148% of Canada) support the arts and are actively involved in their communities. HOUSEHOLDS In Urban Digerati, residents have used their higher education- more than half 306406 hold university degrees-to pursue technology - and information-intensive (206% of Canada) lifestyles, Their incomes, averaging above six figures, allow them to buy tech devices and download plenty of apps These are the Canadians who sleep with AVERAGE HOUSEHOLD their phones and go online to bank, shop, invest, look for a job and check out dating services. Digitally obsessed, they stay on top of the latest trends in INCOME popular culture by reading online magazines, restaurant guides and fashion and $116,553 beauty blogs But they haven't completely abandoned traditional media, watching their favourite sports on TV and enjoying business and fashion HOUSE TENURE: magazines at strong rates, As a younger segment enjoying the excitement of Rent & Own urban life, they are a prime target for advertising placed in public transit stations, fitness centres, pubs and nightclubs. EDUCATION: University HOW THEY THINK OCCUPATION: As might be expected with a younger and educated segment, members of Urban Digerati tend to hold a socially progressive view of the world and of family White Collar (Flexible Families, Racial Fusion). They believe that youth should be given the CULTURAL DIVERSITY same privileges and responsibilities as adults, and they tend to have a more open-minded view of romantic relationships (Equal Relationship with Youth, INDEX Sexual Permissiveness). With higher education levels, they have learned to be High critical thinkers and tend to question rules and authority (Rejection of Authority). Eager to learn from others, they like to express their individuality and SAMPLE SOCIAL seek out new and exciting experiences (Social Learning, Pursuit of Originality. VALUE Pursuit of Novelty). And their apartments are often appointed in the latest style in an effort to demonstrate their social standing (Ostentatious Consumption, Sexual Status via Home), influential consumers for marketers, these young urbanites Permissiveness tend to be the early adopters of their peer group, shopping for new and flashy products that align with their interests (Consumption Evangelism, Enthusiasm for Technology. Importance of Aesthetics, Consumptivety). Page 24PRIZM5 PRIZMS Segment Descriptions WHERE THEY LIVE HOW THEY LIVE SHOPPING Banana Republic LEISURE HEM online grocery s tor on health clubs online movie theatre tickets bars popular music/rock concerts food and wine shows Monstration Index Average Low - Greater Golden Horseshoe DIGITAL MEDIA online dating access grove alt restaurant guide TRADITIONAL MEDIA Linkedn TV basketball modern/ alt emative rock radio daily newspapers fashion mogazines FINANCIAL discount brokers stocks TESA high-interest saving FOOD/DRINK organic fruits and vegetables premium coffee Starbucks Mexicaryburrito -style restaurants ATTITUDES Young people should be tought to question outhority It is important to me to regularly get away from cal responsibilities and burdens AUTOMOTIVE "In order to get what I ka, I compact cars would be prepared to take European importa great risks in life" premium vehicles shorter distances driven Tom prepared to pay more for products that gru e bit different from these coo now all over bookteresAvertes PRRun aroy stered Fastwork of Clanton (JS) andis used win permation Page 25Coffee Culture.pdf PRIZM5 Segment Descriptions OLDER AND MATURE, MIDDLE-INCOME SUBURBANITES WHO THEY ARE Our Time is filled with over-60 singles, couples and widowed individuals living In low-rise apartment neighbourhoods across the country. With many now retired, residents have modest educations, and get by on middle incomes and service sector and white-collar coreers. Their low-key lifestyle revolves around close- to-home leisure activities and travel, Many like to spend their days gardening, woodworking crafting or sewing With time on their hands. they enjoy taking moderately priced package tours, cruises and trips to visit family and friends across Canada But they're also content with an evening out at the theatre or at $4 BU a casino with friends. These octive seniors aren't ready to slow down just yet. Older and matin They keep up with the latest trends by attending travel home, food and wine, and health and wellness shows And occasionally, they'll spring for tickets to a classical or jazz concert When it comes to clothes and shopping, they seek a more classic look at stores like Hudson's Bay, Eddie Bauer and Moore's. POPULATION: Living in cities like Kelowna, Winnipeg and Penticton, B.C. members of Our Time 528,993 have embraced technology and will go online to browse for food and recipes, (143% of Canada) sports, and to book their next vacations But they may turn to traditional media to read their favourite hobby and seniors' magazines. As newshounds, they HOUSEHOLDS: ougment their daily and community newspaper habit by visiting online news 239,068 sites, being sure to scan the classifieds for good deals. Our Time residents tune (181% of Canada) in to new country, news and oldies stations on the radio and they enjoy watching sports like curling, golf. CFL football and figure skating. Careful with AVERAGE HOUSEHOLD their money, they manage to give back to the community by supporting organizations ranging from religious to hospital charities. INCOME: $83.341 HOW THEY THINK HOUSE TENURE: As they move into retirement, members of Our Time are increasingly devoting Own & Rent time to contemplation and connecting with small, close -knit groups (Spiritual Quest, Social Intimacy). These Canadians are open-minded and curious, EDUCATION: embracing the unexpected events that interrupt their daily routine (Importance Mixed of Spontaneity). Mony consider themselves citizens of the world and believe that Canada should hold a strong position among all nations (Global OCCUPATION: Consciousness, National Pride). They do not believe that social inequality is Service Sector/White inevitable or acceptable, and they think everyone can contribute to protecting Collar the environment (Rejection of Inequality, Ecological Concern). These seniors have a zest for life and feel they have a great deal of energy to get the most out CULTURAL DIVERSITY of their days, due in part to their focus on diet, exercise and healthy living (Vitality, Effort Toward Health) INDEX Low SAMPLE SOCIAL VALUE: Ethical Consumerism Page toto search fee Culture.pdf RAZM5 Segment Descriptions PRIZM5 WHERE THEY LIVE HOW THEY LIVE SHOPPING Mark's LEISURE Moores natural heath products gardening retodera health and living shows Red Canadian Atlantic casinos Superstore curing Kelowna DIGITAL MEDIA Crave TV Pinterest 8 Forebook TRADITIONAL MEDIA listen to a podcast National Geographic TV oldies radio Canadian Living Sportanet ONE TV FINANCIAL credit uniona senior banking pockoges donated more than $500 x charities FOOD/DRINK organic/free-trade coffee ASW Conodian wine cordiala and liqueurg ATTITUDES "It is important to bo thoroughly fomiller with what I think of as my region its history. its customs and its traditions" O AUTOMOTIVE "I like being in a large crowd" pickup trucks It is important that the purchased used vehicles country should hold astrong NAPA Auto Parts position in the world domestic vehicles It is important to try mom products, new places for vacation, or ne foods jur for the pleasure of the novelty" Pap: 81 110 40606AaBbCCD AaBbCCD AaBbC AaBbcc Aab AnBbCc. Normal No Spaci... Heading 1 Heading 2 Title Subtitle IMPLEMENTATION PLAN Provide an implementation plan for the target market that you chose. Describe the tactics that you would use for Product, Price, Place and Promotion that are consistent with your recommendation and addresses the company's main issues. a. Product (what product/service do you recommend? Give a clear description) b. Price (what price(s) do you recommend?) c. Place (where do you recommend the product be sold/distributed?) Promotion (what promotional tactics do you recommend and consider how you would integrate that with any existing promotional efforts?) PRODUCT (include 3-4 ideas). Define the core, actual, and augment product levels. What product/service do you recommend? Give a clear description for each idea. Explain how each idea will appeal to the target market. PRICE (include 2-3 ideas). What pricing strategies and price(s) do you recommend? Explain how each idea will appeal to the target market. PLACE (include 2-3 ideas). Where do you recommend the product be sold/distributed? Explain how eachidea will appeal to the target market. PROMOTION (include 3-4 ideas). What promotional tactics do you recommend? Explain how each idea will appeal to the target market. Consider how you would integrate with the promotional efforts. Canada)Case Study Bringing Coffee Culture to Little Italy "I don't know what to do!", exclaims Annie Rossi as she throws her hands up in the air. There's so much information and I can't make sense of it all. I've been approved as the newest franchisee for this area, but I need to put together a marketing plan that shows how I plan to differentiate my franchise and grow sales." Annie is a friend from way back. The Rossi family and your family have known each other for years. Annie knows that you are studying marketing at Sheridan College and shares her plans with you. Annie inherited a sum of money and decided to invest in a franchise because she wanted to be part of an established business and existing brand name: she didn't want to start a business from nothing because she has no business experience and very little work experience. Franchising is a contractual agreement in which a parent company (the franchiser) allows an individual (the franchisee) to operate a certain type of business under an established name and according to specific rules (the Franchise Agreement) set by the franchiser. After a lot of research, Annie decided on a coffee franchise, specifically Coffee Culture Cafe & Eatery, for which she invested $350,000 in start-up costs and franchise fees Annie went to Italy when she was younger and loved spending time in Italian cafes sipping coffee. Her fond memories contributed significantly to her dedsion to open a coffee store. Everything about the Coffee Culture brand resonates with her and Annie's determined to make her cafe a success. She is planning to be a hands-on owner and will work in the cafe on a full-time basis (hopefully until she retires many decades from now!). Coffee Culture Cafe & Eatery Coffee Culture Cafe & Eatery has been methodically and strategically expanding its footprint of European-style cafes across the Canada since 2006. Operating under the banner of Obsidian Group Inc., Coffee Culture has grown from a single 10-table location In Woodstock, Ont. to 52 Canadian locations. Obsidian Group Inc. also operates the Crabby Joe's Bar and Grill, Chuck's Roadhouse, and Union Burger brands. Differentiating itself from the competition is at the core of Coffee Culture's business plan and has helped the brand achieve $27 million in sales. The company wanted to be 11 C A