The Marketing Strategy for a coffee Store in Brazil

High School ・Business ・APA ・4 Sources

Marketing Mix



The Coffee Café has an aim to provide top quality coffee for its users. Brazilians use a simple coffee formula called roasted coffee with small amounts of chocolate. Unlike Italians who use various types of Coffee beverages. The main coffee is served as hot doppio coffee, but the café also offers various sorts of newly baked pastry pieces to accompany the coffee served. Nonetheless, Brazil is a country where travelers, entrepreneurs and others from different nations visit in enormous numbers. Therefore, the café will have to offer various kinds of coffee on hand. The most widely consumed categories that will be available include the standard brewed coffee, Espresso, Americano, Caffè Latte, Macchiato, and Cappuccino (Top5 Reviews 2014). The diversification in types of coffee, as well as in-house baked products, works in favor of the coffee shop against the existing competitors.


At the moment, the average price of coffee per cup is 0.85£. However, most of the coffee shops in Sao Paulo charge approximately 1.21£ (Yorke 2016). As a new entrant into the market. Our coffee shop will charge customers slightly less at a round figure of 1.00£. This amount will not only attract more customers but also cuts across different age groups including the youth who will be able to afford it. Additionally, the pastries will also be sold at a price that is cheaper than that of competitors such as Starbucks. During special occasions, the coffee price will reach 1.50£ to increase consumption. The price set will be one that covers the production cost, friendly to all potential customers and sufficient to generate desirable revenue. Afterwards, the value can be increased to fit the existing market prices.


Sao Paulo is one of the busiest cities in Brazil, and the number of people living in and around the city is enormous. Likewise, the tourist and business population is very high. Quite recently a new cultural spot called the Mirante 9 de Julho has opened in Paulista Avenue near the Sao Paul Art Museum (Perfect Daily Grind 2016). This is the best site for the coffee shop due to the high traffic of people and also the alluring surrounding of the area. The presence of cultural points in this area also serves as a significant attraction for clients who can be both locals and visiting tourists. Additionally, the city boasts of sufficient parking space, and the buildings offer large spaces for seating and serving. The coffee shop will also take advantage of the smart surroundings to enhance its appearance through appropriate lighting, easy accessibility for all people and a conducive environment inside.


Various promotional strategies will be used to increase customer awareness and consumption. One of the best approaches in the today’s world is the use of social media including Facebook and Twitter. The café will perform direct marketing by advertising its products and services by connecting with potential customers and also indicating the location. Also, an indirect referral incentive program will be utilized through the provision of high-quality coffee, snacks, and excellent services yet at affordable prices. Once customers get a feeling of the fantastic discount and quality beverage, they will refer new customers. Once the shop is up and running, promoting the products while supporting specific causes such as helping the needy is another essential promotional strategy. On top of that, promotional events including parties and appreciation occasions. Finally, According to McDonough School of Business (2017), Brazilians are renowned for honest feedback and therefore, customer surveys as means of promotion play crucial role in enhancing customer satisfaction.


McDonough School of Business, 2017. Opening New Markets for a Brazilian Coffee Company. [Online] Available at: [Accessed 27 November 2017].

Perfect Daily Grind, 2016. Coffee in São Paulo, Brazil: 5 Recommended Specialty Shops. [Online] Available at: [Accessed 29 November 2017].

Top5 Reviews, 2014. 7 Most Popular Types of Coffee. [Online] Available at: [Accessed 29 November 2017].

Yorke, H., 2016. Revealed: the world city with the cheapest coffee. [Online] Available at: [Accessed 29 November 2017].

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