Presentation on theme: "Agenda Executive Summary Café Britt The Company Objective"— Presentation transcript:
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 CompetitorsField ResearchHypothesis and MethodologySample and Data AnalysisBrand Culture MapImplementation
3 Executive SummaryCafé 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 RicaHeadquarters in CR (mountains of the historical city of Barva)In February 2004, established roaster in PeruOnly “the best” for diplomats and special guestsNational prideRecognized by worldwide coffee lovers
5 Cafe Britt – Quick Facts Café Britt Coffee Corporation is the holding companyCoffee is grown in high-volcanic terrainControl the entire process“from the plantation of the cup”Roast in small batches to guarantee quality
7 ObjectiveThis 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% annually2004, 10,000 Coffee shops in TaiwanThird coffee drinking country per capitaAccording 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 CompetitorsAccording 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 Coffeetrendy environmentDon’t rely in advertisingBaristaFirst Taiwanese-based coffee shopHigher price and major competitor (compared to Starbucks)Up-scale, romanticDanteBenchmark of starbucksWell known 35nt coffeeConvenient locations and fast serviceIkariAffordable priceCoffee from the Milan, Italy“Take your time culture”Mr. BrownKing Car Food IndustrialFocus on high-tech processing facilities
11 Research QuestionsWhat 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 HypothesisExcellent 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 BrittCreate Perceptual MapData Analysis (Multivariate Factor Analysis)Produce Final Report
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 DisagreeDisagreeSomewhat DisagreeNeutralSomewhat AgreeAgreeStrongly AgreeIkariDanteBaristaStarbucksMr. Brown
16 The Data Shop Seat Decoration Service Accessories Prices Music Coffee WifiVarietyFoodOriginQuietIkari-11-3DanteBarista-2Starbucks2Mr. Brown
17 The Analysis Explained Variance Value Seats Decoration Service AccessoriesPricesMusicEigenvalue8.0333.1361.8091.7341.3521.164% of Var.38.51215.0338.6718.3126.4805.579Cum. %53.54562.21670.52877.00782.586GroupingapExplained VarianceCoffeeWifiVarietyFoodOriginQuiet0.9590.7630.5770.5160.4570.3604.5983.6592.7662.4752.1911.72587.18590.84393.61096.08498.275pa
19 Brand Culture Map Customers Influencers BRAND STORY Reputation Best high quality Coffee in Costa Rica, has won several awardsSpread 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”RelationshipNo artificial ingredientsCommitment to quality We take care of our people (fair trade)ExperienceRelaxing, soothing, friendly, close to nature.SymbolismEnvironmentally, health and socially conscious.A Place for connoisseurs who want a different way to relaxTourists 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 brandEmployees will be wearing traditional Costa Rican customsFocus on good serviceTake out items such as cups will be made of recycle paperEnvironment 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 designVaries depending on type of coffeeAdvertisingPrint Ads/Pictures on storeTaiwan Fun MagazinePRTaiwan Coffee AssociationParticipate on national coffee eventsPartner with cultural and educational institutionsEnvironment 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