Caf Britt Positioning for a new coffee shop

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

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

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.

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” best for diplomats and special guests ◦ National pride ◦ Recognized by worldwide coffee lovers

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

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.

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

Main Competitors

Competitor Analysis Starbucks • 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 35 nt 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

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?

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.

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

The Sample

The Survey 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 Ikari Dante Barista Starbucks Mr. Brown Disagree Somewhat Disagree Neutral Somewhat Agree Strongly Agree

The Data Shop Seat Decoration Service Accessories Prices Music Coffee Wifi Variety Food Origin Quiet Ikari -1 -1 1 -3 -1 0 1 1 -3 -3 Dante 1 -1 0 -3 1 0 1 1 -3 -3 Barista 1 -1 -2 -3 -1 0 1 0 -3 -3 Starbucks 1 -1 2 -3 -3 -3 1 1 1 -1 -3 -3 Mr. Brown 0 -1 0 -3 0 0 1 0 -3 -3

The Analysis Explained Variance Value Seats Eigenvalue Decoration Service Accessories Prices Music 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. % 38. 512 53. 545 62. 216 70. 528 77. 007 82. 586 Grouping a a p p p a 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. 275 100. 000 p a p p p a

Perceptual Map

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 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 “Balanced, resonant, big-bodied and grandly acidy, the finest Costa Rica coffees are classic in the sophisticated sense of that abused term”

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…. ”

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

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

Channels/ Retail 大家好， 我是Tuki

Channels/ Retail

The Coffee Shop

XIE XIE, MUCHAS GRACIAS, THANK YOU….