6.1 Brand & Value Proposition

Li’brews Book Café utilizes a focus strategy on its market.
By specifically targeting five primary

segments that can cater specifically to their needs. It also includes low-middle class residents of
Bayambang, Pangasinan.
a. Students/Teachers
Li’brews Book Café will target this market simply by its well selected location.
The Book Café is located near the campus of Pangasinan State University in which a lot
of students go in, ranging from a total of 6,000 – 8,000 numbers of students, and teachers
from this school. In addition, our book café offers a place to study for students and books
that will help them in their studies. Teachers who are tired in their work, could also
benefit as our business is for everyone who wants to relax and find peace.
b. Coffeeholics
Coffee afficionado, coffee lovers, & coffee addicts are surely be one of our target
markets as Li’brews Book Café, offers several types of coffee in our menu. Furthermore,
our book cafe will make sure that we serve the best and finest coffee making Li’brews
Book Café be their first choice of book café by Coffeeholics around in town and
province.
c. Bookworms
The book café will attract regular customers, specifically those who love to read
books in general. Li’brews Book Café offers variety of books from educational and
entertainment. Our book café will provide different genres that will take them to different
places according to their own reality. Moreover, Li’brews Book Café will make a place in
which they could read their favorite book peacefully.
d. Family/Friends
Li’brews Book Café could be a way in which family and friends could strengthen
their bonds. This business could market these customers since we offer products and
services that will surely help build their relationships by sharing their cup of coffee to
their love ones or getting lost in a book with them.
e. Locals
Li’brews Book Café is a perfect place for locals and passerby to relax and
unwind. Our shop is open for everyone and can access our shop every day on its
operating hours. The café can attract regular customers weekly by providing free WIFI
services and entertaining games like Uno and Jenga in the customer’s area.
6.1 Brand & Value Proposition

Li’brews Book Café will offer unique value proposition to its customers. The book café
will be a truly one-of-a-kind coffee house that provides not only high-quality coffee, food and
beverages, but also highlights various books in a library like unique type of shop, served by
enthusiastic and knowledgeable baristas in a stress-free environment. It is a place to go to visit
with family and friends to enjoy coffee while reading a book.
6.2 Pricing Strategy

Li’brews Book Café will be moderate and on par with competitors in order for customers
feel they receive value when patronizing it. Our retail and corporate customers are especially
sensitive to service value. Li’brews Book Café will ensure that the price and service are
perceived to be a good value to our customers. High-quality coffee, food, and beverages will be
offered at reasonable price but the price will certainly not be the lowest in the area. Therefore,
the pricing strategy will be competitive with the various product range, but will not rely on the
selling price to overshadow other advantages of doing business, such as diverse line of high-
quality coffee product, pastries and snacks, other beverages, that are readily available, reasonably
priced, and by serving it excellently.
In addition, we recognize that price flexibility is critical to our success. We are prepared
to offer discounts and allowances, sales promotion prices, and to reduce the price over limited
periods of time during the slow-sales hours, in order to increase our operating capacity usage,
and reduce or eliminate idle capacity and subsequent losses.
6.3 Promotion and Advertising Strategy

The promotion of Li’brews Book Café are as follows:
 Social Media Ads/Online Advertising – With the use of social media, Li’brews Book
Café can boost and advertise to reach many of our target customers easily. Social media
platforms like, Facebook and Instagram, in which popular a lot to its users, can attract
many customers compared to the traditional print advertising. Moreover, it is cost
effective tactic that will surely allow them to reach prospects in a highly targeted way.
 Sales Literature – Driving sales initially will require Li’brews Book Café to utilize
banners and mini-billboards that will display our name, logo, and our own slogan. In
addition, we will produce in-house flyers on an as-needed basis that will also help
advertise our business. These will be distributed using traditional methods such as giving
away in stores, hire distributors or personally hand out in Bayambang, Pangasinan and
nearby towns, and attach to business cards and coupons. Upon release of a new catalog,
we will need to check into the financial feasibility of utilizing direct mail for bulk
distribution. Clearly, the most important challenge will be to design the content of our
sales material so that we can sell the firm rather than the products and services.
 Website Marketing – Li’brews Book Café plans to invest funds to become relevant in the
coffee industry outside its target market. Maintaining its presence on search engines,
Google, will help to boost our customers. Li’brews will appear in the top three results
when a person types in "local coffee shop," "coffee shop near me," or "Bayambang coffee
shop." Li’brews Book Café will also invest in their website to ensure that it is user-
friendly, always up to date, and includes professional photos of their menu items and
location.
6.4 Sales Strategy

Li’brews Book Café will use the following methods to increase sales revenue:
 The menu will be based on the most profitable items. Customers will always be drawn to
the café's most profitable products.
 As advisable, the café will raise prices to increase and strengthen the brand image. Prices
communicate a perceived value of a product; so, if set too low, the customers might
assume that the beverages are inferior compared to the competition.
 Monitor flavoring inventory – Excess flavoring inventory ties up capital and valuable
back-room space for storage. The café will utilize 4-6 varieties, including sugar free
offerings.
 Control waste and theft – audit sales and inventory reports to evaluate ingredient
waste due to inefficient preparation, returned drinks and employee consumption. Retail
locations can easily waste 20% or more of their daily sales these three keys
categories, which is a substantial and unnecessary loss.
Monitor the Book Café operation hours.

6.1 Brand & Value Proposition

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Li’brews Book Café utilizes a focus strategy on its market.

By specifically targeting five primary

6.1 Brand & Value Proposition

6.2 Pricing Strategy

6.3 Promotion and Advertising Strategy

6.4 Sales Strategy

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