Marketing Plan —Books Bar  Michelle  Peggy  Shirly  Grace

Executive Summary  Description is a business of providing service and place for people to enjoy their spare life in reading &working.

Executive Summary  Spacious and quiet reading area provided, discussing rooms and studios rented.  Office-appliances, rare books, magazines &newspapers served  Business service (fax, copy, print, IDD, tickets, booking service…)  Dessert & drink service  24-hrs-opened

Mission Statement An environment we serve comfort the process of reading &working to make customers bring their inspiration or efficiency into full play.

Situation analysis Market analysis Market segmentation

Target market We will be targeting customers by:  Target specific lines—White-collar class in Macao  high-income level, enjoy relaxing life, think highly of quality of work and environment, celibacy, need a place to comfort reading&working affairs.

Problems & Opportunity  People are in need of a comfortable place to enjoying reading or working in their spare time, as modern life is developing toward high quality. There is a lack of book bar offered in Macao market.  In Beijing,Shanghai,Hong Kong and Singapore, book bar is well-received by educated people.

Problems & Opportunity  Comparison *book bar vs. office more comfortable and relaxed environment, dessert&drink service, reading materials *book bar vs. coffee house quieter,working place offered, business service, 24-hrs-opened,rare books offered *book bar vs. net bar reading materials provided, working place, business service offered, food served.

Opportunity *book bar vs. home quieter, more spacious place, business service offered, reading materials, food convenience, gathering of elites. *book bar vs. library business service, food&drink service, 24-hrs- opened, more relaxing&comfortable environment

Competitive Environment  Major competitors – Cafés in MACAU Example: TOP TAIPEI STARBUCKS

Competitive Environment TOP TAIPEI  Noisy, crowded,  Food service only  Dark lights  Not fit for reading  Time limited STARBUCKS  Dark lights  Not quiet enough  Narrow space  Limited service  Served time limits

Competitive Environment Our advantages-----distinctive  Rare books, magazines and newspapers offered  Peaceful, quiet and comfortable environment designed for needs  Business service for convenience  24-hrs-opened

Market Objectives Introduce book bar concept to Macau people Retain a 85% of customers with long-term reactions. Achieve a 10% return on investment at first 3 month. spend 13% of service revenue between 2003 and 2004 on development of service supplies and decoration.

Marketing Strategy Product Features Benefits

Features  Theme bar (books)— larger than 50m 2  Quiet, literary environment  24 hours service  Comfortable, personnel spaces  Considerable services

Benefits  Find a relaxing, quiet place for reading or working in a commercial center  Enjoy the literary atmosphere  Absorb the knowledge or get information

Price  Comparison with competitors— relatively higher price for high level customers  Member Card—month card, year card, normal customers, VIP customers etc.  Discount—VIP discount, quantity discount, holiday discount etc.

Promotion  Local newspaper & magazines  20% discount for opening month & holiday discount  Free member card for fist-time application  Discount for VIP or year card customers  Activities or lectures organized for intercourse  Display sign & Logo 

Place – 皇朝  Locates in new,lofty district, near commercial buildings center  Convenient traffic  Relatively easier for parking  Land cost isn’t expensive comparatively  Peaceful, not much noise