1. Café Britt: Positioning for a new coffee shop chain in the Taipei, Taiwan

2. Agenda Executive Summary Café Britt The Company Objective
Market and Competitors
Field Research
Hypothesis and Methodology
Sample and Data Analysis
Brand Culture Map
Implementation

3. Executive Summary
Café Britt considered as the best coffee of Costa Rica intends to introduce itself to the Taiwan market offering an entirely new concept; this concept seeks to deliver a new experience for coffee lovers educating them for the entire process; offering a comfortable environment, quality cup of coffee served by friendly people.

4. Cafe Britt - Company Founded in 1985 by Steven Aronson
First gourmet coffee roaster in Costa Rica
Headquarters in CR (mountains of the historical city of Barva)
In February 2004, established roaster in Peru
Only “the best” for diplomats and special guests
National pride
Recognized by worldwide coffee lovers

5. Cafe Britt – Quick Facts
Café Britt Coffee Corporation is the holding company
Coffee is grown in high-volcanic terrain
Control the entire process
“from the plantation of the cup”
Roast in small batches to guarantee quality

7. Objective
This project is to design a marketing plan for Café Britt, a costarican specialty coffee producer, to enter the coffee shop industry in Taipei, Taiwan.

8. Taiwan Market Taiwan is not a traditional coffee drinking country
TCA data - consumption +120% annually
2004, 10,000 Coffee shops in Taiwan
Third coffee drinking country per capita
According to a different study, the average consumption of a Taiwanese is 100 cups annually, compared with 200 in Japan and 300 in the U.S.

9. Main Competitors
According to a different study, the average consumption of a Taiwanese is 100 cups annually, compared with 200 in Japan and 300 in the U.S.

10. Competitor Analysis Starbucks Barista Dante Ikari Mr. Brown
High-quality Coffee
trendy environment
Don’t rely in advertising
Barista
First Taiwanese-based coffee shop
Higher price and major competitor (compared to Starbucks)
Up-scale, romantic
Dante
Benchmark of starbucks
Well known 35nt coffee
Convenient locations and fast service
Ikari
Affordable price
Coffee from the Milan, Italy
“Take your time culture”
Mr. Brown
King Car Food Industrial
Focus on high-tech processing facilities

11. Research Questions
What are the most important factors in the Taiwanese costumers’ mind for selection of a coffee shop?
Can Café Britt establish a new coffee shop franchise in Taipei that positions itself as an option to traditional chains by leveraging the origin of the coffee (Costa Rica) and the brand that has already been successful in the U.S. and Europe?

12. Hypothesis
Excellent service is more important than comfortable seats in the customer’s mind.
Customers prefer a place that has music over a quite coffee shop.
The quality of the coffee is more important than its actual origin in the consumer’s mind.
Varied food and beverage offerings encourage customers to visit a coffee shop more often.
Most of the customers visit the coffee shop prefer to use the Wi-fi connection over buying the souvenirs from the shop.
People prefer the coffee shop to have comfortable seats rather than an attractive decoration.

13. Methodology Define the Problem Design Survey Apply Survey Test Survey
Decide Appropriate Positioning for Café Britt
Create Perceptual Map
Data Analysis (Multivariate Factor Analysis)
Produce Final Report

14. The Sample

15. The Survey Strongly Disagree Disagree Somewhat Disagree Neutral
AGE: _____
SEX: _____
OCCUPATION: _______________
In average, how many times a week do you visit a coffe shop? ______
A-) Please read each statement and select the most appropriate response using an X for each of the coffee shop chains depending on whether you agree or disagree.
1-) “The seats are comfortable”
Strongly Disagree
Disagree
Somewhat Disagree
Neutral
Somewhat Agree
Agree
Strongly Agree
Ikari
Dante
Barista
Starbucks
Mr. Brown

16. The Data Shop Seat Decoration Service Accessories Prices Music Coffee
Wifi
Variety
Food
Origin
Quiet
Ikari -1 1 -3
Dante
Barista -2
Starbucks 2
Mr. Brown

17. The Analysis Explained Variance Value Seats Decoration Service
Accessories
Prices
Music
Eigenvalue
8.033
3.136
1.809
1.734
1.352
1.164
% of Var.
38.512
15.033
8.671
8.312
6.480
5.579
Cum. %
53.545
62.216
70.528
77.007
82.586
Grouping a p
Explained Variance
Coffee
Wifi
Variety
Food
Origin
Quiet
0.959
0.763
0.577
0.516
0.457
0.360
4.598
3.659
2.766
2.475
2.191
1.725
87.185
90.843
93.610
96.084
98.275 p a

18. Perceptual Map

19. Brand Culture Map Customers Influencers BRAND STORY Reputation
Best high quality Coffee in Costa Rica, has won several awards
Spread by word of mouth by tourists
“Balanced, resonant, big-bodied and grandly acidy, the finest Costa Rica coffees are classic in the sophisticated sense of that abused term”
Relationship
No artificial ingredients
Commitment to quality
 We take care of our people (fair trade)
Experience
Relaxing, soothing, friendly, close to nature.
Symbolism
Environmentally, health and socially conscious.
A Place for connoisseurs who want a different way to relax
Tourists became loyal customers.
The quality of the coffee fascinated them.

20. “Enjoy the journey with Café Britt”
Discover a place where you can escape from the day life and enjoy the finest Arabica, Costa Rican and organic cup of coffee served by the friendliest people…
“Enjoy the journey with Café Britt”
“From the plantation to your cup….”

21. Implementation Product Policy/Service Delivery
Environment design to be consistent with Café Britt brand
Employees will be wearing traditional Costa Rican customs
Focus on good service
Take out items such as cups will be made of recycle paper
Environment design to be consistent with Café Britt brand.
Logo will be included in cups and inside the restaurant.
Employees will be wearing traditional Costa Rican customs.
Focus on good service.
Take out items such as cups will be made of recycle paper.

22. Implementation Packaging Logo of the coffee will prevail
Original design
Varies depending on type of coffee
Advertising
Print Ads/Pictures on store
Taiwan Fun Magazine PR
Taiwan Coffee Association
Participate on national coffee events
Partner with cultural and educational institutions
Environment design to be consistent with Café Britt brand.
Logo will be included in cups and inside the restaurant.
Employees will be wearing traditional Costa Rican customs.
Focus on good service.
Take out items such as cups will be made of recycle paper. 22

23. Channels/ Retail
大家好， 我是Tuki

24. Channels/ Retail

25. The Coffee Shop

29. XIE XIE,
MUCHAS GRACIAS,
THANK YOU….