Manga Lounge - Johnny Pham

Manga Lounge

Created by Johnny Pham Presented: June 2021 Marketing I Ms. Sullivan, Everett High School Copyright, 2021

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Table of Contents ● ● ● ● ● ● ● ● ● ●

Cover Page Table of Contents - Page 1 Industry Overview - Page 2 Business Description Page 3 Branding - Page 5 SWOT Analysis - Page 6 Target Market - Page 7 Marketing Goals - Page 8 Marketing Mix - Page 9 References - Page 10

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Industry Overview The Coffee Industry According to trusted blogger Brandon Gaille, in 2017, the coffee industry is a $30-32 billion dollar industry with independent businesses from the U.S making up $12 billion in annual sales.

It’s going to increase at an average rate of 20%. ●

The average coffee consumption in the U.S is 3.1 cups per day.

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56% of adults from the U.S drink coffee that amounts to 66 billion cups per year.

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Top 5 countries that import coffee are France, Germany, Italy, Japan, and the United States.

Our Position in the Industry In all of North America, there is only one existence of a manga café, that being O-Taku Manga Lounge in Montreal Canada. There are no manga cafés in the United States, but with the rise of

popularity in anime and manga culture in the United States, you can expect that market to grow larger to where they should have a dedicated place that targets them.

Manga Lounge will be the first ever manga café in Massachusetts and the United States.

Providing anime fans a dedicated place to read manga, watch anime, and relax with some peace and quiet.

Competition: We do not have any direct competition since we are the only cafe of its kind in the United States, but there are many indirect competitors. Starbucks, Dunkin Doughnuts, and even Barnes and Nobles are indirectly competing with us. We have to show how we’re different from them if we want success Unique Selling Proposition: Manga Lounge offers an experience that other café don’t. We have an expansive library of manga that the customer can read while eating. If they want a place to themself, they can rent a private room for a few hours to use the computer, do homework or private work, and whatever they want. Our main attraction is the experience and atmosphere of a peaceful place to enjoy reading manga.

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Business Description Mission Statement: Our mission is to give anime fans a second home for them. Let them experience a peaceful relaxing environment where they can enjoy their hobby, work, or study without interruption.

Goals and Objectives: For now we want our business to gain popularity and give anime fans a quiet yet enjoyable environment. Then we start spreading the influence of anime and manga culture to other parts of the United States, making manga cafes more popular.

Business Philosophy: We believe that anime and manga is becoming a growing market and its popularity is going to be rising even higher. To help spread influence, we want to give a place just for them to capitalize on its popularity.

Industry: We are in the coffee/café industry. Since we are the only manga cafe in the United States, we have no direct competition. We will be pioneers and trailblazers for this new style of café and being the first ever in the United States will be historical.

Strengths and Skills: Being the only one that does this service. We offer an expansive library of manga for customers to read and private rooms with computers that have access to the internet for anyone to use whatever purpose they may need. We offer more than just coffee, we offer an experience.

Target Market: Our audience are anime and manga fans in general. You don’t need to be a certain age to enjoy anime because they have a type of anime for everyone. Although, teens and young adults fit our demographic more because they can study/work here as a quiet place.

Closing Summary: As the first ever for an everising demographic, it would be a mistake to not tackle such a market that has the potential to have a massive audience. This is an opportunity to start a new trend.

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This is an opportunity to capitalize on a market that has been neglected for years in the United States. Anime has become huge in the United States. How about we make it even bigger?

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Branding

Logo:

Slogan: Where Otakus Can Have Fun

Color Scheme: #E2C9D1

#CECEB2

#646560

Merchandise Examples:

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SWOT Analysis Strengths ★ The only one of it’s kind in the US. ★ Calming and peaceful atmosphere. ★ Hours of content for customers to come back to.

Weaknesses ★ People do not know what our café is, being a new type of café. ★ Active 24hrs will tire out employees. ★ Books and computers could be destroyed.

Opportunities ★ New mangas coming out. ★ Rising popularity of anime and manga culture. ★ Partnerships with other anime companies: Cruchyroll/Funimation.

Threats ★ Pirating ★ Starbucks ★ Barnes and Noble

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Target Market ●

Age ○

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We are mainly targeting people from ages 13-36. That is around the average age of anime fans.

Gender ○ Anime and manga are for people of any gender.

Marital Status ○ It doesn’t matter if you’re married or single.

Family ○ Family structure doesn’t matter.

Location ○ We are established in Boston Massachusetts. However, if we become a success, we can expand across the United States and maybe even other countries.

Education ○ The only education you would really need is the ability to read or how to use a computer.

Income ○ Above $30k a year or it doesn’t matter if you’re underaged.

Occupation ○ Doesn’t apply Religion ○ Doesn’t apply, unless you’re religious and are against anime.

Language ○ Our manga library will be in English, but you can still use the computer.

Lifestyle ○ They might live a busy life or they have a lot of freetime.

Motivation ○ They want time off for themselves or a peaceful space to study/work.

Hobbies ○ They are fans of anime and manga. We are called Manga Lounge for a reason.

Size ○ This is a large market that has somehow been untapped to its full potential. Mostly in part that anime was seen to be uncool back then, but now it’s rising in popularity.

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Marketing Goals Goal #1: Build Brand Awareness ★ Since manga cafés are a new concept in the United States, we need to make it clear what our purpose is and what our services are. ★ To do this we’ll need to build up a social media presence as well as other forms of digital advertisements.

Goal #2: Increase Social Media Following ★ Social media is the easiest way to spread word of our existence. A majority of our target audience also spend a lot of time on social media. ★ Our demographic mainly spend their time on Twitter, Instagram, Reddit, and Tik Tok. Goal #3: Focus on Customer Satisfaction ★ We need to be able to help customers so they can understand how our service works and give them a smoother experience. ★ Showing them a list of our library, coupons to spend an hour without pay, and giving free complimentary drinks and snacks should improve their experience.

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Marketing Mix Product: Manga Lounge’s focus isn’t only on the food. Its main focus is the experience of a relaxing and calming atmosphere for people to enjoy their hobbies. Reading an expansive library with a variety of manga, using a computer to browse the internet, or offering a quiet place to do work or study. All of that while maybe having a treat by your side, if you desire. That’s what we’re selling.

Our top picks from our menu: ★ Boba Tea ★ Parfait ★ Cheesecake ★ Pocky (Free!)

We also offer small free snacks like Dum Dums or mints at the front desk! Soft drinks and water, with refills, will also be free!

We also have two different rooms: ★ An open space with comfortable sofas to sit on and coffee tables. You can chat with others and make new friends. ★ A private room that comes with a computer and a pair of headphones if you don’t want to be disturbed.

Price: At Manga Lounge, we charge you based on the amount of time you spend here since you have full access to our library of manga, free snacks, and other benefits. So the longer you spend here, the more you have to pay. There will also be prices for our menu, but they will be affordable to most.

Having a large amount of manga and computers, there will need to be repercussions should a customer damage one. They will have to pay a fee for breaking said item and prices will vary.

Place: Our café can be found in downtown Boston. Other establishments have also been planned to be built in other states such as California or New York.

Promotion: We will be launching large campaigns to bring up interest. Social media, targeted advertisements, and hand out flyers will spread word of us. A website will also need to be maintained so we can provide even more information: our purpose, what makes us different, FAQs, prices, list of manga in our library, ect.

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Value Proposition Statement: Manga Lounge is the first ever manga café in the United States. We offer customers various ways to spend their time with us such as reading, browsing the computer, working/studying, and treats.

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References: ★ https://www.japan-guide.com/e/e2025_manga_kissa. ★ https://brandongaille.com/16-coffee-consumption-and-industry-sales-statistics ★ https://datacommons.org/place/geoId/25?utm_medium=explore&mprop=income&popt=P erson&cpv=age%2CYears15Onwards&hl=en

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