A marketing plan for Mrs. Fields Cookie Café

• Main Authors: Hwan, Valerie Jayne U., Sy, Trisha Genevieve K., Te, Joanna Isabelle Y., Villegas, Aivee R.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Coffeehouses > Philippines > Marketing; Mrs Fields Cookie Cafe > Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18181
• Institution: De La Salle University

The coffee craze in the Philippines has pushed businesses outside the foodservice industry to enhance their customers experience by complementing their offerings with the welcoming ambience of cafés and bars for the purpose of relaxation and socialization. The brand Mrs. Fields has long been established in the Philippines for almost a decade as a retailer specializing in quality cookies and other baked goodies. In 2007, however, the new Cookie Café Franchise System, Inc. presented a whole new concept to the Filipino market to enjoy Mrs. Fields’ delightfully sweet treats. The Cookie Café’s overall look and feel is similar to that of coffee shops. It gives off a warm and cozy vibe where they offer a wider range of food choices from beverages, sandwiches, full meals, and so much more. The café industry is expected to improve their performance in the market by pushing strategies aimed at younger age groups therefore, the primary target market for Mrs. Fields includes young urban professionals or yuppies with ages ranging from 21 to 27 years old from the AB and upper C class. The main objective of this marketing plan is to increase awareness and sales of Mrs. Fields coffee line alongside its bakes at 60% and 50%, respectively. This study aims to find a way to alter the purchasing behavior of customers to buy both products together, instead of just buying either one of the two. This will be achieved by proposing an advertising campaign focused on coffee and bakes supported by various promotional programs to entice new and existing customers. Overall investments for the proposed plan amounted to a total of Php 925,137 where the company was able to increase its sales and net profit.