the perfect coffee

CS2031 Week 9

Done by:Alexandria Lee Emilie Hüttel BrogaardKoh Wan YiLim Mu YaoMatthew Ng

The Brief

CS2031 Week 9

1. Pick a coffee brand

2. Reposition it with a perceptual map

3. Express new position in tagline

The Product

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Yahava Koffeeworks

Artisan coffee

A simple explanation of the exact product you will be advertising (and its main feature). Brand and product may be same thing in the case of corporate advertising e.g. IBM

The Product

CS2031 Week 9

Free coffee tastings

Widest variety of single-origin coffees

Roasted and grinded in house (you can see/smell it!)

A simple explanation of the exact product you will be advertising (and its main feature). Brand and product may be same thing in the case of corporate advertising e.g. IBM

TargetAudience

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Serious coffee drinkers: no mass-market coffee!

Who are we talking to?What are they thinking and feeling about?What are the relevant things going on in their lives?

Want to know what makes good coffee

Appreciate coffee better in the future

Business Opportunities

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More consumers are asking about the origin of the beans and different brewing/roasting techniques.

What are you trying to achieve in business terms?What is the source of this business?

Source: Euromonitor Consumer Reports Singapore, Cafe Culture, p. 23

Yahava is well-positioned to answer these questions with their approach to making coffee.

The Reason

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Many self-proclaimed ‘artisanal’ cafes in Singapore, hence need to stand out.

Why are you advertising? What is the basis of your strategy?

To differentiate themselves, they need to make their religious devotion to every stage of the coffee making process known.

Competing Factors

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What do they feel about other alternatives to Yahava? Is there any weakness that can be leveraged upon?

Instant-brew supermarket coffee Cafe 21, Nescafe, Super

Compete on value

Mass market coffee chains

Starbucks, Coffee Bean, Spinelli  

Compete on convenience

Small independent cafes

The Plain, Orange Thimble, 40 Hands

Compete on niche branding

Restaurant coffee establishments

TCC, Dome Cafe

Compete on ambience

Competitors’ Weaknesses

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What do they feel about other alternatives to Yahava? Is there any weakness that can be leveraged upon?

1.Less control over their coffee production process

2.Focused on cafe experience rather than real coffee.

3.Baristas don’t educate customers, they don’t seem passionate about their craft to the customer

Our Brand

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What do they feel about our brand?Do they dislike/ignore/forget about it?

“The staff were all very friendly - there was even a coffee tasting session going on that we were urged to attend, but nah, we'll

just buy some of our own”

“unexpected gem”

“off-the-beaten-track”

“Good, quality, solid coffees with an incredible variety.”

alexischeong.com

Liang Wei of the4moose.blogspot.sg

amasou umasou

Peter from yumyumformytumtum

“cosy, big and quiet. love the ambience!” Jasper from thefoodnomads

Low knowledge

High CustomisabilityLow Customisability

Highly knowledgeable

baristas

Our Brand

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TCC

Dome Coffee

Antoinette

The Plain

Group Therapy

Forty Hands

Chye Seng Huat

Orange Thimble

Oriole Coffee

Yahava Coffee

Super

Nescafe

Nespresso

Cafe 21

Starbucks

Coffee Bean

Spinelli

Legend:Blue - Off the RackGreen - Mass Market Coffee ChainsRed - Restaurant EstablishmentsYellow - Small Indie Cafes

The Problem

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Yahava’s current positioning doesn’t show its USP

Perceived as a jack of all trades, master of none

Source: http://www.yahava.sg/

Our Proposition

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We know you can find your perfect cup of coffee with us — with our religious devotion to every stage of coffee production.

What are we going to say to the consumer with our advertising?

Desired Response

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“I am not afraid to try different blends because the knowledgeable baristas here will guide me in making my perfect coffee.”

What do we want our consumer to feel after seeing our advertising and using the product?

“Wah! These people know so much about coffee I think they can teach me how to appreciate coffee better next time!”

“These people love coffee; I’m sure to get a good cup of coffee from them.”

TheBig Idea

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Manufacturing Process

TheMessage

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We know what is good coffee since we are so religiously devoted to it. Let us show you the way...

TheTagline

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“The Coffee Pilgrims”

Why itWorks?

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Pilgrims travel long distances with religious faith

Our baristas treat coffee as a religion and are willing to go the distance to bring our customers a good cup of coffee

Why itWorks?

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Pilgrims reach out to non-believers & create a community of enlightened worshippers

Our baristas do this by sharing their expertise & passion for coffee with their customers

Fin.

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