CWAC Business plan CWAC Business Plan Mollie Pearson | Page 79

Appendix 7
Price
As CWAC is a charity service the price ranges from a 50p card
donation at the tills when you pay for your coffee to a £100
online donation. Even then you can choose any amount you
would like to donate. CWAC has a main feature where you can
become a member for £5 a month and receive many benefits
from it. This feature allows for CWAC to receive a steady income
each month and at a low price point almost anyone can afford to
become a member.
CWAC will promote heavily on social media as this will be a key to
engaging with the consumers. The business will also advertise on bill-
boards, bus shelters and within train stations. This will run for two weeks
every quarter and the first advertisement will begin a month before the
launch to create hype. There will be heavy advertisement within the
coffee shops, with posters, special menus, leaflets and the sticker cam-
paign. Much of the marketing will be spread by word of mouth from
consumers who have visited the shops. Lastly promotion on Love Brum
and Visit Birmingham websites of CWAC will create a further platform
of promotion to a wider market of consumers
Promotion
Place
CWAC will promote its campaign and charity within Faculty,
Quarter Horse, Kanteen, Urban Coffee and Saints Kitchen. These
coffee shops are within Birmingham city centre so easily acces-
sible to the local community. CWAC also has a website online
where consumers can get information, help and updates about
CWAC
CWAC will only sale a few products as the business is more a
service. However, the website does have a shop page, where
consumers can buy CWAC merchandise. The merchandise for
sell is simple with a small price point to persuade consumers to
spend their money. The products are a CWAC badge, fundraiser
sticker packs, reusable takeaway coffee cup and a coffee mug.
All the products are branded with CWAC logo to spread brand
awareness.
Product
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