Coffee Festiva.ppt

1、Coffee Festival 2000,For: International Coffee Orgnization Date: March 8, 2003,Content,Market Situation Strategic Thinking on Festival 2000 Project Scope Off-line Support and Promotion,Market Situation,The coffee market in China is still at an embryonic stage, but there is a growing interest in all

2、forms of coffee drinking. However, around 85% of consumer demand is for soluble coffee, especially in the form of coffee mixes. The awareness is high, but average consumption is low; heavy user is only few. Its more appropriate to make generic promotion than normal competition “brand versus brand”.,

3、Market Situation,Although there is a high level of awareness of coffee in big cities such as Beijing and Shanghai, knowledge of coffee is limited and many potential consumers have never or rarely tasted coffee. There is negative perception about coffee: its “bitter” taste, bad for the digestion and

4、keeping awake at night. Lack of the positive coffee knowledge is key barrier for China coffee consumption.,Market Situation,Cognition of coffee in China is typical western drink. Coffee indicates modern lifestyle, which deeply influences young fashion-conscious Chinese consumers. Positive perception

5、 of coffee in traditional Chineses mind includes: energized, which can bring brilliance feeling like different from common indicate happy and active life Young fashion-conscious Chinese will be the target audience, and lifestyle and culture will be the emphases.,Market Situation,After two years prom

6、otion, the Coffee Festivals have become established events. The idea of the coffee culture has captured the imagination of the intelligentsia and of many actual and potential consumers in China. More companies, and coffee shops, bars and restaurants are involved in this annual event. Its time to exp

7、and and embed the idea of the coffee culture to the daily life of Chinese.,Strategic Thinking about Festival 2000,Discover Key Objective,Strategic Thinking about Festival 2000,Solution of Key Objective,More preference,More Association,Use on More Occasions,Know More Benefits,Strategic Thinking about

8、 Festival 2000,Why use internet The internet users match with coffees actual and potential consumers.(Young, active, well educated, and strong purchasing power) Image of internet is modern and western, which is similar with image of coffee life in China. Life in internet is virtual, and possible to

9、build exciting experience. Web site could be permanent channel for future communication and promotion.,Objectives of Festival 2000 bounded by internet are: build wide association by broadcasting knowledge of coffee impress positive coffee image abundant intelligence, and a little mystic western and

10、modern help related business connect with targets,Strategic Thinking about Festival 2000,Profile of target audience: Demographic: age from 20 - 35 high education (bachelor degree or above) good job and high income foreign or JV company, monthly income 2000+ Psychological: advocate western lifestyle

11、drinking coffee is something to show the value of the life their knowledge of coffee is limited Internet is a part of their life, and they use internet more than only e-mail with it,Strategic Thinking about Festival 2000,Taste Coffee Life One type of coffee stands for one opinion of lifestyle. Users

12、 will view several lifestyle models to be educated or stimulated to express their own opinions.,Concept of the Web Site,Scripts of Option I,Order a cup of coffee, read the related description of it Led into an environment where can experience the coffee life by video and audio from specific life sto

13、ry Express attitudes to existing description of coffee life Join in BBS (Bulletin Board System),Life of Espresso,Life story Life Opinion Hobbies .,Life of Ice Coffee Latte,Life story Life Opinion Hobbies .,Invitation or greeting card,Contents and Structure of Site,Main Structure of the Site,Home,Cof

14、fee Menu,Coffee Life,BBS,Color,Music,Finery,Scene,Coffee Life Review,News & Offers,Introduce Typical Coffee Products by Tasting & Making,portrait,Share with Friends,Coffee World,Introduce Coffee Planting, Roast, & Store,Charming Parts for Customers,Diverse lifestyle opinions Area to express ones sel

15、f Share opinion and offer with friends,BBS for free broadcast edit and post advertising by self in BBS free links to their home page free post of their news send invitation to consumer to attend their off-line event,Benefits for Business,Off-line Support and Promotion,Offer form free sample free gif

16、ts from business invitation to event of coffee festival Offer Providing offers provided by business on-line logging on for offers off-line event to send offers,Announce to Business send festival Y2K and coffee life program introduction collect business information merchandize key business partner an

17、d off-line event,Off-line Support and Promotion,Off-line Support and Promotion,Contents Collection Knowledge classify knowledge about coffee and fashion life setup dB to organize all related information Business Information brief introduction program plan within coffee festival first ,need to initial a list of key business in coffee festival Y2k,On-line Promotion Banners at hot sites(such as sina, onlin