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

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

Taiwan

Executive Summary

Café Britt The Company

Objective

Market and Competitors

Field Research

Hypothesis and Methodology

Sample and Data Analysis

Brand Culture Map

Implementation

AgendaAgenda

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.

Executive SummaryExecutive Summary

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

Cafe Britt - CompanyCafe Britt - Company

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

Cafe Britt – Quick FactsCafe Britt – Quick Facts

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.

ObjectiveObjective

Taiwan MarketTaiwan 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 CompetitorsMain Competitors

Competitor AnalysisCompetitor AnalysisStarbucks •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

Research QuestionsResearch 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?

HypothesisHypothesis 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.

MethodologyMethodology

Define the Problem

Design Survey Test Survey Apply

Survey

Produce Final Report

Create Perceptual

Map

Decide Appropriate

Positioning for Café Britt

Data Analysis (Multivariate Factor Analysis)

The SampleThe Sample

The SurveyThe SurveyAGE: _____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 SomewhatAgree

Agree Strongly Agree

Ikari

Dante

Barista

Starbucks

Mr. Brown

The DataThe Data

Shop Seat DecorationServic

eAccessorie

sPrice

s Music Coffee Wifi Variety Food Origin Quiet

Ikari -1 -1 1 -3 1 -3 -1 0 1 1 -3 -3

Dante 1 -1 0 -3 1 -3 1 0 1 1 -3 -3

Barista 1 -1 -2 -3 -1 -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 0 0 1 0 -3 -3

The AnalysisThe AnalysisExplained 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. % 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

Quality

Low High

High

Low

Environment

Perceptual MapPerceptual 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

Brand Culture Map

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….”

ImplementationProduct 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

ImplementationPackaging

Logo of the coffee will prevailOriginal designVaries 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

大家好， 我是Tuki

Channels/ RetailChannels/ Retail

Channels/ RetailChannels/ Retail

Th

e C

off

ee S

ho

p

XIE XIE, MUCHAS

GRACIAS, THANK YOU….