official kupid cafe

8/8/2019 Official Kupid Cafe

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--Foreign Trade Univerrsity--

Kupd CafMakerting plan


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Group

Mai Thy Dung

Phan Th Vi t H

Nguy n Th Thu H ngNguy n Qunh Loan

L Th Thu Trang


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List of content

0. Executive Summary.page 2

1 Introduction...page 3

1.1. Current Situation1.2. Interpretation and limitation1.3. Problem Formulation

2. General Market Conditionspage 32.1. Macro condition2.2. Other conditions

3. Demand Conditions...page 63.1. Customers demand3.2. Segmentation

4. Competitionpage 94.1. Present competitors4.2. Potential competitors4.3. Substituting products

5. Evaluation..page 11SWOT-analysis

6. Objectives...............page 126.1. Marketing objectives6.2. Financial objectives

7. Strategies .........................................................................................................page 127.1. Market strategies7.2. Competition strategies7.3. Competitive position7.4. Product life cycle7.5. Target teams

8. Marketing Programming..page 148.1. Product8.2. Price8.3. Distribution8.4. Communication

9. Budgeting.page 1610. Time Scheduling..page 2111. Organization of marketing activities...page 2212. Control.page 2313. Competitors reactions..page 2414. Uncertainties with the marketing plan.page 25


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Analytical framework for a standard market analysis and marketing plan for Kupid caf inHanoi.

0. Executive Summary

We want to open a caf and are consider a business form that can meet the consumers demandand can contribute to the society. Deriving from the real demand of the market that young peoplenow are so busy with their work and the average age of getting marriage is also older, we think of an idea named Kupid Caf. Kupid caf is not as simply as a space for happy families andclose friends relaxing, but also a place for love matching.

Love is very important to everyone, in any age. A family is also irreplaceable. According to theannouncement of The ministry of Culture, sports and tourism and Unicef, the average age of marriage in Vietnam has been increasing with both males and females, which of males hasincreased 2.9 years; 2.2 years with females. One of the main reasons is most of peoples timespending on their career so they do not have much time for their private life. Besides, theproportion of people getting divorced is increasing. Finding love of these seems to be difficult.Thus, our target segments are: youths (aged 18-22), young working people (aged 23-34) and thecustomers who are nearly middle aged but havent found love or have got divorced.

In the meantime, the model like kupid caf doesnt still appear in Ha Noi, we are the first, sowe can make easy access to our customers and build a good image of our caf in customers. Wecan easily to make our caf become a strong brand kupid caf with a special service matching.

Besides, we must meet the demand of going to caf with normal purposes: gathering to chat, talk,reading, relaxing, working with wifi, etc.

In the future, we want to combine all demands together. People spend time with kupid caf astheir habit. kupid caf will become a bridge to connect people together. We hope that we canbecome the place reserving the memories of couples.

We target the customers from upper middles class and higher classes. Our price will be equal anda bit higher than the average price of the market. The price of a drink will vary from 20,000 to80,000VND.

Our revenue in the first year is estimated to be more than 900 million VND. We spend more than6000 USD for marketing, equal to 120,000,000 VND. Our promotion mix:

- Advertising: on websites, forums, newspapers, etc. Our purpose is to make a hit, then the mainTV channels and newspaper will pay attention to us and talk about us because we are totally new

and we can attract so much consumers attention.- Sales promotion: we apply discounts on special days, like the opening day, 14/2, 8/3 or 30/10.We also try to add new product choices every 2 weeks.

- Public relations: occasionally, we sponsor soft drinks for some events. Moreover, we show off in newspapers and on TV regularly. We also update our forum and websites with interestingcontent.


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- Direct marketing: we try to take care of our targeted customers carefully on our websites andforums, sending birthday wishes.

We are launching the caf in February 2011 and will reach the break-even point in August 2011.The primary financial object is to achieve first year sales of average 100 customers/day and first

year profit of 700 million Vietnamese Dong.

1. Introduction

1.1. Current Situation:

We are the newly founded company to enter the caf market. We have thought of the need of agroup of customers about looking for a lover. The customers targeted are youths (aged 18-22),young working people (aged 23-34) and the customers who are nearly middle aged but haventfound love or have got divorced.

About our competitors, in Hanoi, there are many cafs are very famous and they did create theirown brands such as ; caf Lm, caf inh, Le petit caf, Maxx caf, max space caf, highlandscoffee,etc. Our caf is located

1.2. Interpretation and limitation:

Our limitation is that we lack experiences and this is also a brand new area.

1.3.Problem Formulation:

We are the first in this area and founding a matching caf may cause some misunderstanding inconsumers thoughts. They may think that our main action is just matching couples and otherssuch as friends, family members will not come. Or may be they think we are same as a marriageagency.

Besides, when our business is progressing well, others may open the same services like us.

2. General Market Conditions

2.1.Macro economic factors

Viet Nam is considered as one of the countries recognize recognized as the safe distinction,because of the stable politic system ; Viet Nam is on the way to integrate the internationaleconomies. Having the stability of politics creates good conditions to make economicdevelopment. Vietnamese economy has grown quickly by an average rate over 7% in the past10 years ( source: Ministry of Finance). Not only the growth rate is high, but the quality also isaffirmed. this yearly growth increasing helps the living standards in Ha Noi, Ho Chi Minh city,Da Nang, and etc improve greatly. This will give us a favorable opportunity to start ourbusiness.

Population Ha Noi Ho Chi Minh city The whole country

2007 3.4 6.83 85

2008 6.23 6.91 85.4


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2.2.Other conditionsa) Our caf

Our mission : kupic caf - where love beginsWe will try our best to satisfy our customers .

We will serve you many kind of unique drinks, such as: Italian cappuchino coffee,the bbq pudding, fried rolls, cocktail, fruit juice,etc. You will have goodimpression on these drinks with good display and forgettable flavor.In addition, we also offer you many surprising services such as: free wifi, readingbooks, romance music, matching and meeting , love notes and memory, lovesouvenirs,etcOur waiters, waitress , makers and manager are very friendly, helpful and alwayssmile. We will create an atmosphere as warmth, with a message: coming kupiccaf means making yourself at home.

b) Materials- The sources of coffee are direct from Buon Ma Thuoc to assure the pureness

of coffee flavor and reduce the costs of materials.- Viet nam is a tropical countries, fruits and vegetables are available all around

the year. This will provide us the fresh and cheap materials. We also co-operate with some suppliers of eggs, beef, port, bread,etc, so that we will bewilling to serve you any kinds of drinks or food.

c) CustomersTarget customers are people from 18 to 35, they may be students, white collars,businessmen and businesswomen. They all are always busy, but they are used tospending some hours at coffee houses.We also divided clearly customers into 2 groups:- Group1: people coming to our caf to take drinks, enjoy environment and

atmosphere. They want a place to reading, thinking and talking. Besides, ourcaf is the place for people chatting together, talking to each other. Theydont pay attention to our matching service.

- Group 2: people coming to our caf as usual, then they take notice of ourmatching service, they contact with us, and we will help them. We will try tomatch with someone, we hope they will become one couple and so onWith these targeting customers, we feel sure that our caf will be successful.

d) CompetitorsNowadays, there are many coffee houses and coffee shops appearing in Ha Noi.According to our research, over 2000 cafs in Ha Noi without regarding of thescales and styles. Many cafs are very famous and create their own brands suchas ; caf Lm, caf inh, Le petit caf, Maxx caf, max space caf, highlandscoffee,etc. Nearby area of Ho Tay and Ho Guom are crowded with many famouscafs. Kupid caf is near Ho Tay with a beautiful view. This means we haveto change continuosly , so that kupid caf will stand out in Ha Noi.


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16 people under 18153 people from18 to 21329 people from 22 to 3527 people from 36 to 45

None over 45Thanks to survey, the rate of people from 22 to 35 enjoy drinking coffee is68%

41% : people from 22 to 35 are asked how often do you go to caf : 1-5 timea month

32%

41%

18%9%

< 1 time/month

1 - 5 times/month

5 - 10 times/month

>10 times/month

60% people prefer going to caf at night, 21% at afternoon , the rest at noon.What time do you usually go to caf ?

15% 4%

21%

60% Morning

Noon

Afternoon

Night

35% people from 22 to 35 show their interest in matching service Do you want to have our matching service?


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14%8%

39%

35%4% Absolutedly not

interested

Not interested

Interested

57% people show their interest in kupid caf : drinking+ matching.

4% 6%

20%

57%

13%Never come

Don't come

Hesitate to comeIntend to come

Want to come

58% people like our location near Hoan Kiem Lake.What do you think about our location near Hoan Kiem Lake?

2% 5%17%

58%

18%Absolutely notinterested

Don't like

Normal

According to the below data, we can draw some conclusions about ourobjective customers:

- Young and active people- Working and having stable income- Busy

-

Having habit to drink coffee- Show interest in silent and peaceful space Our segmentations of objective customers are rather suitable. This is a

potential market. 3.3.Buying behavior

3.3.1. Consumption patternThanks to the higher income, people have a better living standard. This leads tohigher requirement of a coffee shop. It is not just a place where people order


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something to drink or eat as its model in the past. Many managers understand thistrend and try to change their coffee shop. They supply their customers with highquality service as wifi, good view, good meals, ect. But none of coffee shop inVietnam supply a matching service- a bridge that will help you to make friends or

even make couples. We are the pioneer.3.3.2. Buying CentreIf the customers want, we also hold parties or some events. It depends on therequirements, we will have some special activities, games or menu. Because weare also hiring the freelances, dont worry about the lack of idea.3.3.3. Decision processPeople who are so busy or have some trouble that do not have their halves or needsomeone to share feeling recognize their problems and go to the decision toseeking who they want. Aparting from these, others also feel uninterested in othercoffee shop because they are nearly the same, there is no attractive difference.They begin to find an entirely extraordinary place. They may see someinformation about our caf by internet, tv, radio or even word of mouth.Kupid Coffee is the only one in Viet Nam brings customers special service so it

will attract many people. They may come because they are curious. Others maycome to find a new relationship with lower price than marriage guidancecounselors. The rest may come to have a place to relax in a fresh atmosphere withsweet melody.With purpose to give customer highest quality, we also supply after-sale service.For more information about this interesting part, please visit marketing strategypart.3.3.4. Buying criteriaWe publicize all of our service and menu on the website so people can easilyaccess and get information they need. Besides, customer can contact us by hotlinenumber from 8 a.m to 11p.m.3.3.5. Buying habit

Firstly, there will be some discounts on the opening. Our caf will operateon February, 2011, so we are going to hold a special event on this month.This is a chance to make attention. We also use TV and internet as theefficient way to introduce our shop. We welcome the new by discountsand keep the loyal customers by after-sale service that will be indicatemore specific on the next chapter.

4. Competition

4.1. Present competitors: Status of primary competitors

- Today in Hanoi, there are around 200 coffeehouses that use theme to make particular stylethemselves. Moreover, theme love is even limited in just under 5 coffeehouses.


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- In fact, there is no official website to evaluate, make rank of coffeehouses in Hanoi. Theinformation, impact degree of these coffeehouses comes from the personal experiences.

- We define the primary competitors of kupid caf are coffeehouses that are located nearbyKupid caf , they seem to be successful with crowed of people and the information of them isquite popular toward youth.

Here is a table show the comparison between strengthen and weakness of Kupid caf and 4primary competitors

strength weakness

Highland coffee - Unique and polite stylesuits to white collars.

- Near opera- house andvast space

- Outdoor coffee andoffice meal

- Famous brand

- High prices- Style only fits with

working, meetiing co-workers, notentertaining

- Some bad effect onbrand recently

Beauty 25 Ly Thuong Kiet - Modern and classicstyles are combined

- Office lunch- Enthusiatic and full

staff - Average prices

- Privacy- The amount of seats is

not large : 50-70

Old street 195 Hang Bong - Familiar style- Spacious- The amount of seats is

large- Average prices- Many people come

here

- Not create thenecessary privacy andsilence

- The parking room islimited

Ciao 2 Hang Bai - Strange, unique ,polite style andarrangements

- Good location withbeautifull view

- Not privacy- Slightly high prices


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- Silent space- Drinks and foods are

good- Famous brand

( franchising)

4.2 Potential competitors- The potential competitor of Kupid caf :coffeehouses that become a copy of kupid caf smodel.

solutions:+build the brand name successfully, with many branchs that work effectively.+ improve more and more the quality of products and services of kupid caf + build the strong relationship with customers, in the future co-operate with matchmaking

centers 4.3 Substituting products-fast food-other drink -service organize anniversary for couples

5. Evaluation

5.1. Swot-analysis

5.1.1. Opporturnites

- The demand of drinking coffee of people from 18 to 40 years old is larger andlarger.

- The proportion of age to get maried lately in Vietnam is more and more increased.It means the service matching will have the large potential.

- In diffirence with others, kupid caf has private room for themselves.

- Regular events are interesting activities, game for couple

- The board of directors are quite young, have experience in marketing to publicsociety, so this model will soon meet young segmentation.

5.1.2. Threats

- New coffeehouse will be built with the new style, special architecture that to bemore mordern and different.

- Its quite easy to make a copy of Kupid caf s model.

- The marketplace of coffeehouses is quite large, nowadays there are around 2000coffeehouses in Hanoi, many of them are located around Hoankiem lake.

- Take a number of costs to endorsement by inviting hot-teens in Hanoi


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5.1.3. Strong sides

- The house for Kupid caf is not rented, has ability to be stay a long time.

- Kupid caf is the unique coffeehouse support service matching people in Hanoi.This service has a large potential in Vietnam, and it will attract more and more youthand older people.

- The price is competitive and suitable for the chosen segmentation.

- Have a full,methodiacal marketing strategies at the beginning.

- Receive own capital from family

- Be easy to co-operate with many matchmaking centers

5.1.4. Weak sides

- The intial capital is quite big.

- Its the first time the board directors apply for business.

- Its the first time the matching service supported in Hanoi, there will have more risk than usual.

6. Objectives:

6.1. Marketing objectives:

- In this year, the proportion of people living in Hanoi know about our brand is 10%.

6.2. Financial objectives

- Reach the break-even point by August 2011. The primary financial object is toachieve first year sales of average 100 customers/day and first year profit of 700

million Vietnamese Dong.7. Strategies:

7.1. Market strategies:

We provide the free matching service paralleling to our product and service.Customers have 2 options: going to our caf and seek by themselves, or going to ourcaf and log in our internet matching system with their identity card. Besides, we dointegrated promotion strategies with strong public relations and tight relationshipswith our targeted customers.

7.2. Competition strategies:

We have the advantage that we are the first and we build a really different andspecial style. We improve our effectiveness, diversify our products and ways of serving customers. Besides, we try our best to create as much value for customers aspossible, focusing on what they really need, and build a strong relationship with ourcustomers. That will make us differentiate from our competitors.

7.3. Product life cycle:


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Usually, the product life cycle is formed like this. We also count this point in ourmarketing strategy.

Our development stage last until our first launch in this November. During thisperiod, we gain no profit and also have to spend money in R&D and also the setting-up cost.

The introduction stage lasts form February 2011 to March 2011. In this stage, wewill spend a lot on promoting products. The customers knowing about our productswill be increasing and they will come to try our products. Our sales profit willincrease, but we still havent reached the break-even point.

The growth stage lasts from March 2011 to August 2011. More and more customersknow about and go to our caf regularly. They have understood our value andenjoyed it. The sales grow rapidly. We have gained profit and the profit is increasingto the highest point.

The Maturity stage starts from August 2011, when we have made a huge influenceon the public. Almost everyone knows about our caf and we have gain customers

belief. They talk about our services to the others. Almost of the single and thematched admire our services and come regularly. The sales reach the peak, but theprofit seems to decrease slightly. The reason is we will spend a lot in modifying theproduct and services and the marketing mix. Also, there will be some competitorsthat provide the similar services.

7.4. Target teams:


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that will save theirprofiles and match thecouples due to somecharacteristic of

information. Thecustomers willreceiver notificationof the meeting ( at ourcoffee shop) by e-mail.

Love notes and board Customers can writetheir feeling on ourlove notes( designed cards)with only 5.000VNDor draw anything theylike on the board( wewill hang it on thewall)

5.000VND/card andno fee for drawing

Loyal customerservice

Customers are given 1tick on customercards, provided thatthe value of customerbills is more than100.000VND.

If comers got 10 ticks,they will receive 10%discount for the nextcoming.

Each customer hastheir own code. Wewill send some gifts toVIP customers.

Free delivery The value of gifts arefrom 100.000VND to150.000VND

Couple card For the 2 people who

become a couple bymatching service.With this card, couplewill receiver 5%discount on the totalvalue of the bill. OnValentines Day or08-03, X-mas, New

Couple tickets to

enjoin a film, concertor event, ect. Eachcouple tickets arefrom 70.000VND-150.000VND

Couple rings:200.000VND-


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Year, they havechance to join a gamenamed luckycouples. Each couple

have a number to takepart in.

300.000VND

Couple clothes:150.000VND-300.000VND

8.1. Price:

We target the customers from upper middles class and higher classes. Our price willbe equal and a bit higher than the average price of the market. The price of a drink will vary from 20,000 to 80,000VND.

Besides, we will discount for the Loyal Customers who have the Loyal Customercard and the couples who have matched successfully in our system.

8.2. Distribution:

We sell the products at the store. About the Matching services, customers have 2options: going to our caf and seek by themselves, making friends, or going to ourcaf and log in our internet matching system with their identity card.

8.3. Communication:

Our message is Match caf- where the love begins.

Promotion mix:

- Advertising: on websites, forums, newspapers, etc. Our purpose is to make a hit,then the main TV channels and newspaper will pay attention to us and talk about usbecause we are totally new and we can attract so much consumers attention.

- Sales promotion: we apply discounts on special days, like the opening day, 14/2,8/3 or 30/10. We also try to add new product choices every 2 weeks.

- Public relations: occasionally, we sponsor soft drinks for some events. Moreover,we show off in newspapers and on TV regularly. We also update our forum andwebsites with interesting content.

- Direct marketing: we try to take care of our targeted customers carefully on ourwebsites and forums, sending birthday wishes

9. Budgeting

Marketing Budget Plan

Category EstimatedQuantityEstimated

Cost per UnitEstimatedSubtotal Notes

Research vi c

Web research 1 $90.00 $90.00


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Independent research 3 $50.00 $150.00

Other research 2 $40.00 $80.00

Research Costs Total $320.00

Communications

Promotional brochures 1,000 $0.15 $150.00

Radio 5 $20.00 $100.00

Web 1 $100.00 $100.00

Communications CostsTotal $350.00

Networking

Memberships 3 $20.00 $60.00

Affiliations 2 $10.00 $20.00

Subscriptions 2 $30.00 $60.00

Networking CostsTotal $140.00

Event

Number of attendees 30

Meal (breakfast, lunch,

or dinner)

Food $10.00 $300.00

Tax (8%) $1.00 $30.00

Food and beveragegratuity (20%) $1.65 $49.50


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Meal CostsSubtotal $379.50

List Services

Valet services 1 $150.00 $150.00

Entertainment 1 $400.00 $400.00

Other services 1 $100.00 $100.00

List Service CostsSubtotal $650.00

Audio/Visual Services

XGA data/videoprojector rental 1 $25.00 $25.00

Wireless mouse 1 $8.00 $8.00

Labor and AVtechnicians 1 $200.00 $200.00

Tax (5%) $11.65 $20.50 Provided by venue(usually)

Audio/VisualServices Subtotal $253.50

Provided by venue(usually)

Additional Costs

Invitation

(printing and postagecosts)

$100.00 $100.00Provided by venue(usually)

Time & Expense(T&E) $400.00 $400.00

Provided by venue(usually)

Company staff T&E $100.00 $100.00 Provided by venue(usually)


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Customertestimonial T&E $30.00 $30.00

Additional Costs

Subtotal$630.00

Giveaways 0

Giveaway #1 15 $10.00 $150.00

Giveaway #2 15 $5.00 $75.00

Giveaway

Subtotal$225.00

Event Costs Total $2,138.00

Event Price perPerson $71.27

Promotions

Product giveaways 30 $6.00 $180.00

Product discounts 100 $2.00 $200.00

Special offers 100 $2.00 $200.00

Promotions CostsTotal $580.00

Advertising

Brochures(development andproduction)

1,000 $0.15 $150.00


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Mailings 15,000 $0.01 $150.00

Postcards 15,000 $0.02 $300.00

Radio 4 $20.00 $80.00Newspapers 6 $50.00 $300.00

Billboards 2 $30.00 $60.00

Bus sides 3 $30.00 $90.00

Advertising CostsTotal $1,130.00

Public Relations

Charity events 3 $100.00 $300.00

Advertising 4 $150.00 $600.00

Employee promotions 6 $50.00 $300.00

Sponsorships 3 $100.00 $300.00

Public Relations CostsTotal $1,500.00

ESTIMATED MARKETING GRANDTOTAL $6,158.00

We have the fixed cost ( the cost for designing the caf shop) at $21.100. Besides, anaverage wholesale price of $2.3 per unit and variable cost of $1.1 per unit. Based on theseassumptions, the break-even calculation is

1.13.221100

17583 units


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10. Time Scheduling

Kupid Caf will introduce in February 2011. Following are summaries of the actionprograms we will use during the first five months of next year to achieve our statedobjectives.

January: We will launch a $580 trade sales promotion campaign and exhibit toeducate the employees and general channel support for the product launch in March. Also,we will create buzz by providing samples to selected product reviewers, opinion leaders,potential customers, and celebrities. This helps us to try to know the demand of mostcustomers.

February: We will start an integrated brochures/television/radio/Interrnetcampaign targeting professionals and customers. The campaign will show the quality of beverage we can per form and emphasize the unique feature of our Caf, thats lovematching. This multimedia campaign will be supported by online-daily ads. Also, we willmake a special event to introduce our Kupid Caf. This event helps us to invite somepotential customers and show What we can bring to you if you choose us.

March: As the multimedia advertising campaign continues, we will add salespromotion such as product giveaways, product discounts, special offers on 8/3 for thecouple matching successfully at our Caf.

April: We plan to roll out a new national advertising campaign this month. Theradio, television ads, some websites will feature celebrity voices telling how delicious ourdrinks we bring to you, how memorable if you and your half-life choose us and thecouples we match from this Caf. The stylized print and online ads will feature avatars of our couple.

May: we will invite some newspapers to interview our couple and focus on publicrelations so as to single people can visit us and may be meet their love there. We willexhibit the ceremony for the couples with promotional sales to encourage more peoplefind their love here. In addition, we will tally and analize the results of customersatisfaction surveys for use in future promotion s and provide feedback for product andmarketing activites.

11. Organization of marketing activities

The chief marketing officer holds overall responsibility for all of the marketing activitiesof our cafe. The below figure shows the structure of the seven-person marketingorganization. This Department handle trade and consumer sales promotion, and publicrelation efforts. The ads and promotion manager will make ideas and plan for promotionand public relations. Initially, there will only be one additional member of the marketingteam.


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12. Controlling:

a) Evaluating the effective value of marketing strategy about the potential customers

We will establish an inspection team to examine the effectiveness of this marketing plan.We will carry on examining periodically and randomly.

We will conduct a survey on satisfaction of customers when they come to our caf, whatthey receive when they come to us is up to their expectations or not. In the meantime, wealso make statistics tables and comparison between the quantities of customers comingto kupid caf before and after carrying on the marketing plan.

Making the detailed lists of regular customers, and update all information of customers ,who are interested in our matching service.

+ Keep regular contact with these potential customers, as they will often come to us andgive us a trustworthy amount of customers by introducing kupid caf to them (concerning friends, relatives and colleagues).

+ We also make surveys on the clients preferences about drinks, music styles, etc. Thesethings will help us to give them some amazing events. For example, a customer enjoysdrinking coffee, and when he comes with us, he doesnt still order anything, we will servea cup of brown coffee, which is just to his habit .What do you imagine about thiscustomers feeling. We are sure that we have made very good impression on him.Certainly, he will come to us when he wants to drink coffee.

Therefore, we require our staff to be chosen carefully and they are take special care of their customers.

+ Besides, we will provide some after-sales services, such as : flowers giving, gift giving,discount, etc the customer who appears in kupid caf on special days as his or herbirthday, valentine day, woman day, noel vacation, and etc

b) Controlling the quality of products and services to establish strong belief tothe clients

Drinks and fastfood:

+The supply of coffee is direct from Buon Ma Thuoc to assure the pureness of coffeeflavor, so that we can satisfy the people who are connoisseurs in coffee.

Chief marketingmanager

Ads, promotionmanager

Employees

Freelances


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Investments in training costs, so that we have professional coffee and drinks makers.We try to create our own style of drinks with differentiated and special styles.

+ We also serve cocktail, mocktail , fruit juice and fastfood with impressive proceduresand displays, in accordance with fresh materials

Services and style

+ The front of matching cafe is designed airily with large room for parking

+ Our staffs attitude is always hospitable, attentive and considerate. They will oftensmile and serve you with all their heart.

+ Keeping pace with all information in our web page, uploading the latest informationabout successful couples, the hottest information of matching services, the recent andfuture events of kupid caf . We always pay much attention to matching.

13. Competitors reactions

a) Nearby cafs and ordinary cafs Kupid caf is the unique caf in Ha Noi providing matching ( a service to helppeople make friends, connect people, and find their sweetheart , parallel serving drinksand foods

matching will help busy people make appointments with someone, create talkingatmosphere . Therefore, we tend to businessmen and businesswomen who dont spendmore time on making friend, finding sweetheart.

kupid caf is near Ho Tay. This place is crowded with many companies, organizationswith many famous caf, such as: May 22 caf , Delta caf , Nhan caf , Hoi caf , and etc.Each coffee house has its own style, making special point to stand out in Ha Noi. But

these caf only serve drinks and spaces with live music and music , except of our matching service. Therefore, kupid caf will stand out by supplying extra servicesand many after-sales services . This requires other caf to have some strategies to keeptheir clients.

Some reactions of competitors:

+ Reducing prices

+ offering many attractive discounts

+ Imitating our model

+ Proving some similar after-sales services

We determine the hidden competitors clearly cafs with model: drinking + serviceslike kupid caf .

kupid caf solutions:

+ driving our target market and market

+ building belief in customers

+ maintaining customers by delicious drinks and meals, warm services


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+ having successful couples thank to love matching services

+ Note: if kupid caf is the place beginning love, they will become our regularcustomers. Meeting at a caf , you may find someone who suits with your style.

c) Marriage agencies and acquaintance services

These agencies and services will promote many activities, consultancy services , andreduce fees for these services. They also carry on some marketing plan on TV, internet,SMS, etc

These agencies and services can co-operate with coffee houses and coffee bar, in orderto offer matching model like us. But customers will pay more money. However,kupid caf recommends matching to you free, you dont have to pay any moneyto bear this service. All things you have to do are fill out our matching forms, andsupply us your profile ( hobby, orders, ideal sweethearts standards, etc)

14. Uncertainties with the marketing plan

a) Financial budgetAs we offer matching service in all the services in caf without requiring any fees,we still pay extra money to maintain this services. Therefore, financial resources of ourcaf are rather large, time to return on capital will be longer.

We need to take careful consideration into the prices, as this prices cover all the costs of services in kupid caf .

The costs of maintaining our web page, advertising cost, salary of marketing team mustbe estimate carefully.

Specific financial plan and persuadable assumptions of finance

Researching clear market and determine the targetsd) The reality of combining drinks+services

Some prejudices against finding sweetheart through caf , people dont completelybelieve in cafs to find their lovers. Some people think cafs are the places gathering,chatting and playing, cafs cant give them private spaces to reading talking. Sometimes,meeting by chance cant assure the long-term relationships. Others show negativeattitude to cafs, marriage agencies and services.

Nowadays , making friends, getting acquaintance, building relationships are popularthank to internet, phone call, introduction. Facebook, blogs,etc help us connect withothers easily and quickly. Therefore, our services may be out of date, we need to updatesand continuous changes to adapt the fast pace of lives. Sometimes, people want tounderstand each other more, this requires a long time. And meeting at caf may becomeboring . Therefore, they can be regarded as potential clients. On the other hand, peoplecome to us because of drinking, spaces and service atmosphere.

We always feel sure that basic services must be good and impressive. We arent allowedto depend on matching services to keep customers.


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Appendix:

Survey on kupid caf

Part1 : Personal information

Full name:

Male/female:

Address:

Telephone number:

Email:

Part2: Answer some questions

Please mark the box that best reflects your response to each question

1. How old are you? below 18 18-22 22-35 35-45 over 45

2. What is your income now? below 2 mil per month 2-5 mil per month 5-10 mil per month over 10 mil per month

3. How often do you go to caf? 10 times/month4. What time do you usually go to drink coffee? in the morning at noon in the afternoon in the evening

5. Which purpose do you have when you come to caf? meeting partners and customers relaxing and chatting with friends working others.. 6. Which ways do you know about cafs? means of media introduction of friends

others.7. What do you evaluate the below factors of a caf?

Not important normal important very importantBeautiful space Delicious drinks with reasonable prices High quality of serving Beautiful music


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Others.. 8. Lets us know the level of satisfaction of familiar caf, you often come here absolutely unlike Normal like very like

9. What do you think of a caf model: drink+ match service? completely unlike Normal like Very like10. what do you think of kupid caf , are you willing to come with us? absolutely not want to know not want consider whether come to or not like really like11. what do you evaluate our location near Ho Tay?

absolutely unlike rather unlike like very like12. what do you evaluate the space of caf divided into 3 floor-building? completely unlike rather unlike like very like13.what do you think of matching service? completely unlike rather unlike like very like14. Which average price are you willing to pay when you come to kupid caf? 20,000vnd-40,000vnd 40,000vnd-60,000vnd 60,000vnd-80,000vnd 80,000vnd-100,000vnd 100,000vnd- 150,000vnd

15. Are you willing to come back our kupid caf? never uncertainly readily very readily

Thank you for your attention!


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MENU

Cappuccino

35.000VND

Latte macchiato

35.000VND

Herbal tea .

25.000VND

.

35.000VNDWhey shake

40.000VND

Special Strawberries

40.000VND

Green Mint

35.000VND


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Fruit Smoothie

40.000VND

Pina summer40.000VND

Special Ice Cream

.

45.000VND

Creamed potatoes

40.000VND

Souffle

45.000VND

Sweet Kiss

40.000VND

Brownie pizza

40.000VND


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Shish Kebabs

35.000VND

Rolled Bread

40.000VND

BBQ burger

45.000VND

Sandwich

20.000VND

Steak pizza.

Small size: 65.000VNDMedium size: 100.000VND

Large size: 180.000VND

Pizza ToppingsSmall size: 65.000VND

Medium size: 100.000VNDLarge size: 180.000VND

SPECIAL MENU FOR VALENTINE


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Treacle tart hearts

30.000VND

180.000VND

Chocolate hearts40.000VND

Red velvet cake

35.000VND

official kupid cafe

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