Brew 4 US Marketing Budget

The activities mentioned in Section 9, must be implemented by Brew 4 U at strategic times, and to varying extents to ensure its success and the marketing budget is met. This can be broken down into two budgets: the year one and years two and three. In addition, Section 10.3 identifies key infrastructure/equipment costs involved in year one of the business and a basic profit and loss schedule for the first three years of operation.

10.1 Marketing Budget Year 1: Capital: $100,000

The primary objective of the activities during the launch and year 1 of operation is to grow awareness, in order to encourage patronage and customer loyalty. Some of the larger promotional activities will be discontinued after year 1.

10.2 Marketing Budget Year 2

o An active hit counter allows the owners of the Brew 4 U website to measure how many times people have viewed the website, and what part of the website they view most. o Google AdWords also provides insight on how many people have reached the Brew 4 U website from google specific words and monitor the public’s interest in Brew 4 U. This feature is charged per click, therefore, the number of visits is directly correlated with the cost.

Coupons and Loyal Cards o Coupons and loyalty cards are an efficient way of attracting and keeping customers loyal to a business. o Both coupons and loyalty cards effectiveness are directly related to cost which makes it easy for the action plan to be discontinued- this can be done by stopping the program altogether and honour those that have already been received. o This action can be monitored by staff on their POS system and the 365Cups statistics if loyalty cards or coupons have been scanned or used. o The statistics can be used to properly analyse the cost-effectiveness of the purchasing

o Bew 4 U may ask customers to fill out questionnaires (‘where did you hear about us from’), feedback forms, conduct information interviews or compare sales between times when advertising in is high use and when it is not (Tombs & Seamons, 2013). o If the number of sales does not increase during advertising periods, the action plan will be ceased immediately to stop associated costs.

Internal Promotions (Raffle Draw, Facebook Competition, Bring your own mug’) o The business card raffle can be monitored to see if enough participation and retention of customers is attainted to continue this promotion and fund the winnings. o The raffle will be discontinued if the number of business cards entered and retention is low. o The BYO mug promotion can be monitored daily and weekly to see how many customers use the program. o As there are no extra costs associated with the BYO mug program, other than the $0.90 price saving, the program will be able to continue indefinitely to show the business ongoing support for environmental friendliness.

Table 29: Control and contingencies for the marketing