" GEORGIA COFFEECyber Marketing Plan for GeorgiaCoffeeA Cup of Freshness…Emily31/03/2012 Table of Contents1. Georgia Coffee Business Outline ...................................................................................................... 32. Georgia Coffee Business Operations ................................................................................................ 43. Georgia Existing Marketing Strategy ................................................................................................ 54. New Marketing Strategy Outline ...................................................................................................... 65. Building a Website ........................................................................................................................... 7i. Website Name ............................................................................................................................. 7ii. Website Design ............................................................................................................................ 7iii. Product listing .............................................................................................................................. 7iv. Secured payment gateway ........................................................................................................... 7v. Contact information ..................................................................................................................... 8vi. Order forms ................................................................................................................................. 86. Marketing a Website ....................................................................................................................... 9i. Search engine optimization .......................................................................................................... 9ii. Content marketing ....................................................................................................................... 9iii. Google marketing ........................................................................................................................ 9iv. Affiliate marketing ..................................................................................................................... 10v. Digital marketing ....................................................................................................................... 10vi. Link building............................................................................................................................... 10vii. Viral marketing....................................................................................................................... 10viii. Online Advertisements ........................................................................................................... 11ix. Outsourcing SEO ........................................................................................................................ 11 1. Georgia Coffee Business OutlineSr.No. Particulars Elements1 Pseudo name for local retailer Georgia coffeeNorthern California, New Port2 LocationStreet3 Business Coffee Retailer4 Coffee bean manufacturer Steven located in Ghana6 Coffee Retailer John located in California7 Established In the year 20008 Per year turnover 3 million dollars9 Brand Sold Georgia10 Coffee Manufacturer Emily located in California2. Georgia Coffee Business OperationsEmily is the owner of Georgia coffee who imports coffee beans from her uncle Stevenlocated in Ghana.Steven manufactures coffee beans and sells them to his network ofcoffee manufacturers. Emily enjoys 30% discount on her each order of coffee beans.Emily has named her coffee manufacturing company after her daughter’s name Georgia.Emily has offered the franchisee to her friend John who came up with the idea ofestablishing the shop on Newport Street. Georgia only manufactures limited coffee asadvised by John.Emily takes care of the entire expense of coffee beans and the cost ofimporting coffee beans. John has got exclusive rights to marketing of the product. All marketing expenses areonly incurred by John. John and Emily share the business profit in the ratio of 30%-70%and the larger share belongs to Emily.This is a start-up arrangement subject to changewith increased profits and amendments in business structure. 3. Georgia Existing Marketing StrategySr.No. Strategy ExecutionLocal News paper and Home delivery service of1periodical advertisements other retailersOccasionally sold to CoffeeSample sachet distribution in2 shops - Café coffee day andthe neighborhoodCosta coffeeRegularlysold to nearby3 Once every monthrestaurantsCoffee pamphlets distribution4 Once every two monthsin hotels with free sachetsPromotional offers in Coffee5 Once every two monthsshopsOccasional television6 advertisement on local news Once every six monthschannelHoarding advertisement in Permanently installed for7nearby jogging parkdirectionsWord of mouth publicity in8 Thrice a weekthe neighborhoodNew slogans on jogging park9 hoardings every month - Once every monthCalifornia’s Favorite Coffee!10 Promotion in shopping malls Once every six months4. New Marketing Strategy OutlineI. Building a WebsiteSr.No. Strategy Execution1 Transactions? Secured Payment gateway2 Listing products ? Product descriptions3 Contact information? Highlighting important contactinformation such as marketing andsales personnel4 Order forms? For placing online orders5 Domain Name? E-mail Id: [email protected]. Marketing a WebsiteSr.No. Strategy Execution1 Search Engine? Using keywords Optimization2 Banner Advertisement? Relative web pages3 Web page linking? Building links by writing blogsand articles4 Pay per click advertising? Outsourcing the SEO5 E-newsletter? Content marketing6 Videos? Digital marketing7 Blogs and Articles? Content marketing8 Viral marketing? Promotional offers9 Local listings? Google 10 Map listings? Google11 Google reviews? Google12 Social Media? Face book, Twitter and LinkedIn13 Affiliate marketing? To form new alliances5. Building a Websitei. Website NameThe website name should be customer friendly and intelligent. Choosing awebsite name is not that difficult, but it is important to select one for the long- term and not the short-term. This is because a domain name is not something thatcan be changed often. Besides it should be in line with the company mission,vision and marketing strategy. ii. Website DesignThe website design should be both attractive and simple. Using too many colorsmay make the website look unattractive. Coffee colors and pictures of coffeebeans should be used selectively to make the website look user friendly. iii. Product listingProduct listing involves writing apt descriptions for the products. Coffee as aproduct need not be described, but it is important to portray that you are seriousabout the business. In order to do this some of the titles like “Morning cup ofcoffee”, “Cup of freshness and Cup of confidence” can be used. Coffee as aproduct is often bought on impulse; hence it needs to be highlighted in differentways. iv. Secured payment gatewayThe customer should feel secure and confident to access the website. During thecustomer’s browsing session on your website, if the customer feels like orderingthe product, the ordering procedure should be as convenient as possible.v. Contact informationContact detail is another area of the website which needs to be highlighted. This iswhere the customer will know – Whom should I contact for ordering theproduct? The presentation of contact information content should portrayreliability. Something like “Feel free to call us anytime” would be a littleinformal; “Reach Us” or “We are Listening” on may sound more professional. vi. Order formsWebsites are built using many forms but an order form is the most important one. This is because it is the only way you receive an order and of course the revenue. 6. Marketing a Websitei. Search engine optimizationGoogle has been one of the premium search engines on the web since itsinception. In earlier times, Google search results were not classified on strictnorms. If you typed Coffee Shop then, Google would display the irrelevant pagesas well, but now Google will specifically list the coffee shops in yourneighborhood.ii. Content marketingContent marketing consists of quite a few strategies such as Blogging, articlewriting and e-mail marketing. Blogging is an informal platform where the userlearns about the product in a less formal way. A blogger may write about the firstcoffee experience or a rendezvous in the coffee shop. The idea is to create interestabout the product in the readers mind.Article writing is friendly too but more soit is about specific topics. iii. Google marketingGoogle is not just a search engine it is also an excellent partnership opportunity. Itis not a secret anymore that millions of web users use Google to search for aparticular product or service they need. When you partner with Google locallistings and map listings, Google will list your domain name on the first page ofthe search. iv. Affiliate marketingThis is one of the excellent ways to form a partnership with your website visitors.Affiliate programs on the web are basically about advertising your domain onother relevant websites. A coffee retailer domain could be advertised on thewebpage of a coffee shop or on a blog page about coffee.v. Digital marketingWith the advent of video search engines such as You Tube, Digital media istrending these days. Web users like to use you tube to learn about a newtechnology, product or just listen to songs. Presenting your business in a videoformat and putting the video on you tube helps in creating goodwill, generatingleads and publicity.vi. Link buildingLink building can be done through posting articles and blogs on the website. Allyou have to do is write an article or a blog on your own domain and link it toother relevant websites. For instance, when you write an article about “MakingCoffee” and post it on your website, you can also post the article on a recipewebsite at the same time. Although not many people want to know “how to makecoffee?” quite a few people will click on the link out of curiosity. vii. Viral marketingViral marketing can be done by creating promotional offers such as “Answer aSimple Question and Win a free Coffee Gift Hamper!” on your website."