The document discusses observational studies conducted at two coffee shops, The Coffee Bean and Tea Leaf and Starbucks Coffee, located in Rockwell Power Plant Mall. It provides details on the customer demographics, behaviors, menus, facilities, and estimated sales and earnings of each coffee shop based on observations made from 4-5:30pm on September 15, 2012. Limitations of the study included only observing customers and personnel without conducting interviews.

1. By
Hannah Abellera
Marta Fretheim
Jane Labarette
Elena Perez

2. Micro-Marketing

 Designing, creating, and manufacturing products, marketing
strategies, and advertising campaigns for the benefit of very
specific geographic, demographic, or psychographic segments of
the consumer market. Micromarketing is a relatively new
marketing trend created by the diversity of the consumer
population and the difficulty in creating a single product that
appeals to all the diverse groups in the population. Also, improved
technological research abilities (such as supermarket scanners)
have enabled marketers to pinpoint which specific market
segments are buying what products, and retailers have come to
prefer localized marketing promotions directed toward the
characteristics of the population in the neighborhoods of their
retail outlets.
Read more: http://www.answers.com/topic/micromarketing-
1#ixzz26hkwHf8X

3. Scope and Limitation

 Coffee Shops of choice were The Coffee Bean and
Tea Leaf and Starbucks Coffee
 Located in Rockwell Powere Plant Mall
 Time: 4:00 to 5:30 pm
 Date: September 15, 2012
 Limitation: Observation of personnel and customers

4. Methodology

 Purely observation of customers and personnel of
the coffee shops
 No interviews done

5. The Coffee Bean and Tea Leaf

 Founded by Herbert B. Hyman in 1963
 One of the largest privately-owned and family-run
coffee and tea companies in the world
 Has 22 varieties of coffee
 Has 20 kinds of tea
 45 stores in the Philippines

6. 

7. Starbucks Coffee

 Established in 1971
 Roaster and retailer of whole bean and ground coffee, tea and
spices with a single store in Seattle’s Pike Place Market
 Present – 17,000 locations in over 50 countries
 Mission: To inspire and nurture the human spirit – one
person, once cup and one neighborhood at a time.

8. 

9. Observational Study
Chart
 Customer
CUSTOMER

The Coffee Bean and Tea Starbucks Coffee
Leaf
AGE Kids-13% Kids-5%
Teens-8% Teens-5%
Adults-80% Adults-90%
SEX Male-48% Male-45%
Female-52% Female-55%
OCCUPATION Students, employees, and Students, employees, and
businessmen businessmen

10. The Coffee Bean and Tea Starbucks Coffee
Leaf
BEHAVIOR -meeting place for those -Perceived as a standard
 Customer

who would hang out in
the cinema, young, old
and foreigners
hang out or a meeting
place
- Filipinos are considered
brand conscious.
-Meeting place -Meeting place
-With laptop for studying -With laptop for studying
or for work or for work
-Reading -Reading
-Chatting with friends -Chatting with friends
-Meeting with clients -Meeting with clients
-Alone and texting -Drop off area, then buy a
-Taking out of drinks, drink (take out)
probably to be brought
into the cinema

11. LOCATION The Coffee Bean and Starbucks Coffee
Tea Leaf
DESCRIPTION 4th floor of Rockwell 2nd floor of Rockwell
Power Plant Mall, along Power Plant Mall,
the side of the cinema alongside is Cibo
 Location

-LS Pascual Optical is
on it's rightside while
Accoustic Dimension is
-located at the entrance
of the mall
-tables outside for
on it's left. smokers
-The Oliver's Super
Sandwiches was on the
other corner space of
the opposite CBTL
TRAFFIC FLOW -an area to drop by for -a drop off area for mall
food and drinks to goers
bring in the cinema
PREVALENT -Family date -Family date
ACTIVITY AND AREA -Couple date -Couple date
-Chatting with friends -Chatting with friends
-Meeting -Meeting
-Taking out of orders -Taking out of orders
-studying -smoking
Studying

12. ESTABLISHMENT The Coffee Bean and Tea Starbucks Coffee
Leaf
MENU -iced blended coffee -Ice blended coffee
-iced tea -Frappe
-hot coffee -hot coffee
-hot tea
-cakes
-pastries
 -hot tea
-cakes
-pastries
-pasta
-salad
-frozen swirl
PRODUCT -coffee -coffee
-tea -tea
-pastries -pastries
-pasta -bread
-tumblers -cake
-Candies
-mugs
LEVEL OF SERVICE -accommodating -warm and
-attentive accommodating
-immediately clears the -Attentive
table

13. ESTABLISHMENT The Coffee Bean and Starbucks Coffee
Tea Leaf
SPEED OF SERVICE -average -fast
-uses a device that will -Normally has 2

alarm and light up to payment counters
signal when the drink is - 2-3 minutes waiting
ready time
-3 to 5 minutes of
waiting
FACILITIES -couches area mounted - couches are situated in
on the wall the area
-tables inside and -tables inside and
outside the shop outside the shop
-clean, air-conditioned -clean, air-conditioned
-Wi-Fi (upon purchase -Wi-Fi (should be
Swirl Card) paid/hour)
-cake refrigerator -cake refrigerator
-glass cabinet for -glass cabinet for
pastries pastries
-no smoking area -Smoking area (outside)

14. Sales Estimate

 Coffee Bean and Tea Leaf
 Coffee + slice of cake
 105 + 115 = P220 per customer
 Average traffic per hour = 43 customers
Estimate of earnings per hour = Php 9,460
Php 8,800 * 12 hours = Php 113,520

15. 
 Starbucks
 Coffee + slice of cake
 Php90 + Php120 = Php210 per customer
 Average traffic per hour = 56 customers
Estimate of earnings per hour = Php 10,500
Php 10,500 * 12 hours = Php 126,000