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

Café Britt, the renowned Costa Rican coffee producer, aims to enter the coffee shop industry in Taipei, offering a unique coffee experience. The marketing plan focuses on leveraging the origin of the coffee and the successful brand reputation in the US and Europe.

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

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

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

  3. 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.

  4. 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” for diplomats and special guests • National pride • Recognized by worldwide coffee lovers

  5. 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

  6. 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.

  7. 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

  8. Main Competitors

  9. Competitor Analysis

  10. 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?

  11. 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.

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

  13. The Sample

  14. 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”

  15. The Data

  16. The Analysis

  17. Perceptual Map

  18. Brand Culture Map

  19. 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….”

  20. 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

  21. 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

  22. Channels/ Retail 大家好，我是Tuki

  23. Channels/ Retail

  24. The Coffee Shop

  25. XIE XIE, MUCHAS GRACIAS, THANK YOU….

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