Plan team#2

JOHAN & NYSTRÖM

Managing Marketing ProcessesTeam #2 - Hexagon of Truth

27/09/2012

Maria Bustamante, Matteo Caravelli, Lars Crona, Tuss Odin Ekman, Maki Kobayashi & Amit Singh

Product: ‘Slow-roasted’ Coffee

Number of employees: 30

Customer: Coffee shops, restaurants, etc. (B2B) Location: Tullinge, Stockholm

Founded: 2004

Turnover: 75 MSEK (2011)Roasting coffee by hand, in small batches

MISSION To change the Swedish coffee culture, through emphasizing quality and communicating that coffee is the result of true craftsmanship

VISIONTo roast Sweden's best tasting, most ethical and environmentally friendly coffee To increase the knowledge about coffee and how it is being produced in society

AND PRODUCE COFFEE THAT IS MOREExclusiveInnovative and funBetter tastingFair tradeEcological

Overall coffee market is stable.Growth Areas: Single serve coffee pods (150% increase in 2011)

Fresh coffee bean segment (8% increase in 2011)

% retail sales

2011 2012 2013 2014 2015 2016

Pods 3.9 6.5 8.8 10.3 11.4 12.2

Standard 96.1 93.5 91.2 89.7 88.6 87.8

Total 100.0 100.0 100.0 100.0 100.0 100.0

AT A GLANCE: THE COFFEE MARKET IN SWEDEN

Data and chart obtained from: Euromonitor (2012)

Fresh Ground Coffee: Forecast Standard vs Pods (2011-2016)

80 percent of individuals aged 15 and older drink coffee on a regular basis in Sweden.On average, the consumption rate reaches 0.5 liters a day.

(Kaffeinformation, 2012)

JOHAN & NYSTRÖM AT WORKSingle serving coffee bean pods that provide offices with professional barista quality.

High Price

HighQuality

Low Price

LowQuality

Pods (ground) Pods (beans) B2B

Primary target during first phaseMSMEs LOCATED IN GREATER STOCKHOLM

Grow intoGOTHENBURG & MALMÖ

And thenSWEDEN AND THE NORDICS

2013 MARKETING GOALS

To raise awareness of Johan & Nyström as an office coffee provider by performing in-office demonstrations in 200 offices.

To generate 15+ news articles on “Johan & Nyström at Work”.

To create a community of high quality, fair-trade aware professionals by increasing the Johan & Nyström Facebook likes from 109 to 1000.

To increase Johan & Nyström Twitter followers from 61 followers to 200.

DEMANDBETTER COFFEE

AT WORK

JOHAN & NYSTRÖM

INFLUENCERSWorkers

Create demand for high quality coffeeAbility to influence decision-makers

DECISION-MAKERSTop management

Make final decisions for purchaseImprove atmosphere at the workplace

Anonymous advertisements/messages

Saddle covers for bikes

Escalators in subway

Reveal message sender – Johan & Nyström

Do YOU demand better coffee at work?

Social media

Pitch to media

GUERILLA CAMPAIGN

#demandbettercoffeeatwork

Johan & Nyström at Work

Fika

Welcome into the

Johan & Nyström World

Interact with farmers

Visit the roastery

Learn about coffee in the virtual concept store

The Johan & Nyström World

SHORT-TERM GOALS FOR JOHAN & NYSTRÖM AT WORK

Raising 3 MSEK from equity and loan financing

Hook and bait pricing and market penetration

Sign 98 MSMEs in 201321 Medium offices35 Small offices42 Micro offices

3368

50

480

Marketing Budget Year 1Total: 631 TSEK

AdvertisingEventsOnline activitiesBrand manager

LONG-TERM GOALS FOR JOHAN & NYSTRÖM AT WORK

Year 1 Year 2 Year 3-2000000

0

2000000

4000000

6000000

8000000

10000000

12000000

RevenueProfit

100% revenuegrowth the first years

13% revenue increase for the whole J&N company

Profitable thesecond year

REFERENCESClearChannel (2012) Prices [Internet] Available from: <www.clearchannel.se> [Last accessed 24 September 2012].

Euromonitor (2012) Coffee in Sweden. Euromontor International. 28 March 2012.

Kaffeinformation (2012) Kaffeinformation. [Internet] Available from: <www.kaffeinformation.se> [Last accessed 26 September 2012]. Johan & Nyström (2012) Johan & Nyström Annual Report 2011. Tullinge: Johan & Nyström AB. Johan & Nyström (2012b) Johan & Nyström Website. [Internet] Available from: <www.johanochnystrom.se> [Last accessed 25

September 2012].