Yuban Coffee Executive Summary

Promotion

As our marketing plan mainly focus on business people in urban areas, we think the most efficient ways to do our advertising are trough radios and highway billboards. Take Los Angeles as an example, people sat in traffic for an average of 90 hours in 2013, and for every hour commute driven in peak periods, suffered 39 minutes of delay (“Time Magazine”, 2014). According to the U.S. Census Bureau, the average travel time to work in the United States is 25.4 minutes, and in Los Angeles, it is 26.8 minutes (WNYC). Within these 90 hours in traffic, the only entertainment for drivers is listen to the radio. So, advertising through the radio can be listened by a lot of people, especially office workers who have to drive from home to office and back from office to home every working day. At the same time, consider with the bad situation of traffic, driving

Coffee definitely plays an important role in pantry areas, and office workers consume a good deal of it. In simple terms, pantry area is a big market for Yuban Coffee. That makes personal sale become an important part of promotion. Salesmen of Yuban Coffee should try to keep connected with administrative staffs of companies and persuade them to buy our coffee, which will greatly increase our sales revenue. At the same time, because companies usually buy coffee in large quantities, Yuban Coffee can provide a lower price to them, or give them discounts. For example, we can take $1 off of each bag of coffee if a company buys more than 30 bags at one time, or give 10% off price in low seasons. It is a good way to show our sincerity, and increase the sales units. What’s more, once office workers are used to the favor of Yuban Coffee, there is a great chance that they will buy more Yuban coffee at home, and even influence their families. Day after day, Yuban Coffee can make more and more loyal