Cameron Benson Tien Tran Yiwen Zhang. Ground coffee specialty product.

Cameron Benson

Tien Tran

Yiwen Zhang

Case Study Project

Café Britt

Ground coffee specialty product

Objectives

Strength

s

• 92 gift stores in 8 countries• Travel retail (biggest chain)• Customized website

Weaknesses

• Not involving with social media• Only focusing on a certain ages (35+)

Opportunities

• Expand more locations• Awareness of their brand

Threats

• Many competitors• Technology awareness not up-to-date

SWOT

Customers- 35 or older

Concentrated targeting-under 35

Atmosphere more alive and fun

Updating website-more picture;

Easier to find product

Opportunities

ImproveCatch

customer’s eye

New way to

package

More

sales

5 products- coffee, chocolate, nuts/sweets, coffee accessories, gift

By having many product related to each other, they can play the cross buying game. By having to buy coffee, they recommend coffee accessories and also letting the customer know all of their product that they being sold.

By understanding the need of the customers, they have put out enough product that can provide their customer with whatever they need to finish their craving in coffee, or just simply satisfying their needs.

Product

They prices out their product, most of an average family can afford it without a worrying about their finances.

Mostly thing in Café Britt is under 80 dollars

--Coffee: 11.95 – 13.95 --Chocolate: 8.66 – 9.95 --Nut/Sweet: 8.66 --Coffee Accessories: 28.95 --Gift Set: 20-190 --Special: 50-256.95

Price

Market

92 gift stores in

8 countrie

s

airports and

hotelsOnline store

Places

PromotionImprove site search

adding visual appeal to the search, making it easier for customers to view their products.

Create segmented customers profiles

1. learn their personality and buying habit2. conduct a recommendation base on the customer’s behaviors

Incorporate cross-selling into recommendation engine

cross-selling, not only it going to impact their revenue but it will impact their customer knowledge on how many products that their company are offering.

Their performance in improving the website are outstanding. You cannot do better than that. It had boost 18% site’s conversion rate and increase in 15% of average order. That’s huge by just changing their website.

They base their focus on the customers, learning what their customers want and need. Doing research on customer’s profiles, giving right recommendation to make it easy. Making their ecommerce website as One-to-One interaction.

Performance

Observation -successfully learn about their customer want and needIn-depth interviews -customers contract customer services & their experience in using the websiteFocus groups -Focus groups: great ideas on saying people 35+ drinking coffee and making the website availableSocial media -having their website known to their customers

Marketing Metrics

how can a simple change in awebsite that can boost 15%

of their revenue.

do more of an advertisementusing Social media.

Younger generation like cool looking stuff, if they can

impress the young generation, they can

increase their revenue even more.

moving on into a different country

Great impress

Input