MANAGING MARKETING PROCESSES INITIAL PRESENTATION B2B SME THE HEXAGON OF TRUTH 06/09/2012 AMIT SINGH, TUSS ODIN EKMAN, MATTEO CARAVELLI, MAKI KOBAYASHI, LARS CRONA, MARIA BUSTAMANTE Page 1
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MANAGING MARKETING PROCESSESINITIAL PRESENTATION
B2B SME
THE HEXAGON OF TRUTH 06/09/2012AMIT SINGH, TUSS ODIN EKMAN, MATTEO CARAVELLI, MAKI KOBAYASHI, LARS CRONA, MARIA BUSTAMANTE
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• Product: ‘Slow-roasted’ Coffee
• Number of employees: 30 • Location: Tullinge, Stockholm
• Founded: 2004
• Turnover 7,5 MKR (2011)
Roasting coffee by hand, in small batches
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria BustamantePage 306/9/2012
To change the Swedish coffee culture, through emphasizing quality and communicating that coffee is the result of true craftsmanship
AND TO PRODUCE COFFEE THAT IS MORE• Exclusive• Innovative and fun• Better tasting• Fair• Ecological
Mission Statement
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante
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To roast Sweden's best tasting, most ethical and environmentally friendly coffee.
To increase the general knowledge about coffee and tea and how it is being produced in society.
Vision
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012 Page 5
Customer Focus
Quality Aware Retailers
Restaurants
Catering Companies
SpecialtyStores
CoffeeGrowers
Johan & Nyström
Partner Companies
ConceptStores
Marketing: Demonstrating & Educating about Quality Coffee
The End User
Engagement with:The Brand “Ambassador”
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012 Page 6
Johan & Nyström@johanochnystrom
Marketing: Authoritative Voice & Community Building
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012 Page 7
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Heavy consumption of coffee in Sweden 80% of individuals age 15+ drink coffee on a regular basis and, on average, around
0,5L a day, especially in offices and workplaces (SCB, 2011)
We identified a new opportunity to achieve our goals
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012
New opportunity
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To bring this..
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012
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.. into this!
06/09/2012The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante
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Providing offices quality and choice through individual servings of our slow-roasted coffee, perfectly brewed through a Johan & Nyström coffee machine.
Giving businesses the opportunity to increase the quality of ‘fika’ for their employees
Product
The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante06/09/2012
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The Hexagon of Truth – Amit Singh, Tuss Odin Ekman, Matteo Caravelli, Maki Kobayashi, Lars Crona, Maria Bustamante
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