What is unique selling position and overall brand image

Assignment Help Marketing Management

Reference no: EM133624062

Assignment:

Essay

I. Title

Lily's chocolate and coffee

II. Executive Summary & Table of Contents

Lily's Chocolate & Coffee, an Iraqi cafe that serves decadent chocolate, beverages and an Iraqi speciality, has made its way to Vienna, VA.

Saif and Lily Alobaidi, siblings who emigrated from Iraq in 2009, are the proprietors. The siblings are introducing Vienna to Lokma, an Iraqi fried confection accompanied by a sugary coating, through their own enterprise. In Iraq, Lokma is customarily accompanied by condiments such as honey or sugar nectar. The Vienna-based company presents a chocolate-topped variant of Lokma. Lillys chocolate and coffee is an Iraqi coffee shop that is located in Vienna VA and recently opened in and Alexandria, VA. They serve hot and iced beverages like coffee, tea hot chocolate smoothies juices, and also desserts like cakes, muffins, pancakes, and also lockma is the most famous for. Lokma is a traditional Middle Eastern.

III. Business Challenges & Goals: A brief description of the offering and the goals of the plan (an introduction). Make sure the Marketing goals are measurable and achievable. Lily's chocolate and coffee recently opened at a new location Old town Alexandria, their goal is to grow bigger and open a variety of locations around VA. One of the obstacles they face is that few individuals are aware of the shop, which hinders the company's ability to expand at a quicker rate.

IV. The Market/Competitive Analysis:

Customers: Who are they and what do they need? Young adults and people from all Arab and non-Arabic countries visit Lily's chocolate & coffee because of their delicious desserts and beverages.

Company Analysis: Your firm's strengths and weaknesses relative to this market and the offering. One of the company's weaknesses is lack of partners which can impact the business's customer service. Their strength is offering many different dessert options and constantly offering seasonal desserts/beverages to keep customers coming.

Collaborators: Your collaborators could include suppliers and/or distributors or retailers.

Competitors: Who are they and what are they doing? Lily's cafe is a coffee shop that serves hot/cold beverages, food and dessert.

Climate: Opportunities and threats created by environmental forces, regulations/legislation, economy, etc. Also consider including social, cultural, and technological forces. many people post on their socials about Lily's chocolate and coffee therefore this is a great opportunity for their business to grow however other coffee shops like Starbucks and Peet's cafe could also be a threat to their business.

V. The Strategy: This is the chunkiest part of the plan and includes the overall strategy based on Sections III & IV. Be sure to include Pricing, Promotion, Place, and Product info. If it's an established company, what are you keeping that's working? What will you be changing?

The Position: What is the unique selling position and overall brand image? The message? The Mission Statement? Lily's Chocolate and coffee's mission is to introduce the community to a taste of the famous Iraqi dessert lukma.

The Strategy: Why did you choose the strategy you did? Consider including a brief discussion of alternatives that were considered and discarded. I chose lily's Chocolate and coffee because they have a variety of options to choose from that welcomes both east and the western cultures.

The Offering: Provide details on the features and benefits of the offering, as well as its pricing options. They offer tasty lukmas for a reasonable price. Their price range for 5 pieces of lukma ranges between $6-$10.

The Communication Plan: How will the offering be launched? What will the ongoing communication strategies be? When they launch a new food item/beverage they post it through their socials for the targeted audience.

Distribution: How will the offering be sold? Who will sell it? Who will ship it? If it's a service, who will provide the services? The offerings will be sold through the physical location by the staff members or through door dash or Uber.

VI. Budget:

Investment: Provide details about the budget needed to launch and maintain the offering. Be sure to include a breakdown of how the budget will be allocated (to what promotion, what research, etc.).

VII. Conclusion

Professionalism, Grammar, Formatting

Written plan:

Make sure each section is appropriately labeled, and that page numbers match up with the Table of Contents.

Overall, this should look like a professional document - something you can add to a portfolio.

Reference no: EM133624062

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