创新创业综合训练

商品推广策划书
Comprehensive Training of Innovation and
Entrepreneurship
Product Promotion Plan

学科专业MAJOR International Logistics

姓 名NAME: LAKERBAI REBEKKA-VALERIIA

护 照PASSPORT

入学年月DATE OF ENROLLMEN 2019.09

2023.01.15
 COFFEE PRODUCT INTRODUCTION, PRODUCT POSITIONING, MARKET
ANALYSIS, PRODUCT PROMOTION METHODS, SUMMARY, ETC.
(2019-23)
BY
LAKERBAI REBEKKA-VALERIIA
Introduction:
Coffee is one of the world’s most popular beverages. Some claim it is the most widely consumed
liquid in the world aside from water. Coffee is more than a beverage, however. It is a memory, an
anticipation, a lifetime of consoling moments of modest pleasure woven into our lives.

Coffee’s success as a beverage undoubtedly is owing both to the caffeine it harbors and to its
sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with the richness and
aroma of the beverage that delivers it. Coffee is produced from the seeds of a small red (sometimes yellow)
fruit that grows on plants halfway in size between shrub and tree. The process that turns these seeds into
beverage is a long and complex process, perhaps the most complex process associated with any major
beverage.

It is also a very labor intensive process involving a vast intercontinental collaboration that starts
with the coffee grower, moves from there to the picker, then to the mill workers who meticulously remove
the fruit and dry the beans, then to those who clean and grade the beans, to those who roast them, to those
consumers and baristas who finally grind the beans and prepare the beverage. Every act along the way can
be performed either with passion and precision or with careless shoddiness. It is the cumulative quality of
all these creative contributions that together make the difference between a lackluster cup and a fine and
distinctive one.

Today's globe is extra moveable unsystematic and encouraging than smooth previous. The essential benefit
of performing job successfully is changing. Globalization, unpredictable consumer demands, strong
competition and ups and down in economical (private) and governmental set-up push organizations to
absorb fast and execute themselves to environmental deviations. Today's customers‟ profiles are sharp in
demanding, how they desire? When they desire? What they desire and what they will compensation for it?
When brand and branding started in late 1940‟s (Guest, 1942), there has been consistent recognition that
branding offers organizations a means for differentiation in markets with similar offerings (Gardner & Levy
1955, Aaker 1991, Keller 2003, Kotler et al 2007). Branding is hence measured mutually and constructive
from both the demand and supply perspective. The aim of branding is expansion of profound and continuing
relationship with the customer because customer selecting the brand according to their attitude, values,
lifestyle and social status. Harsha (1997), one of the most effective tools in hospitality industry branding is
the brand position strategies as it evokes an image of a cafe in the customer’s mind that differentiates it
from the competition. Brand positioning has an important role in helping businesses position in an industry
(Okutoyi, 1992). Effective brand positioning may enable a business to influence the environment in its
favor and even defend itself against completion. The consequence of positioning is the actual formation of
a consumer drive value intent, a solid cause why the target market should purchase the service or product?”
(Kotler 2003, page 308). Main foundations to form the consumer preference to a brand are positioning
strategies. How consumer observe the existing brand by evoking the organization’s statement are vital to
evaluate the consumer. To figure the precise image of a bran in the mind of consumer, accurate positioning
strategy is mandatory for accurate time. Prior to anxiety for coffee and coffee shops brand positioning,
Subsequently Oil, coffee is the 2nd greatest important exported allowed product in the world. Coffee
performed a dynamic part for development of chatting space for people to intellects with friends and family
from all edges of life to assemble. After the presented coffee in the Europe, it renowned for its geniality
and its sensitivity. Rapidly, coffee shops remained in all Europe and true place for social discussion,
fictional discussion and for governmental discussion. Biggest challenge for coffee shops is to understand
their customer and for that they must understand the wants, needs and demands of their customer. Coffee
shops are valuable when customers started to pay good price not only for great cup of coffee but for further
value in order that the coffee shop deliver. Coffee shops are growing and taking new ideas and moving to
the marketable and profitable trends. Coffee shops are providing additional food choices and increasing
their opening hours to grow the market share. The coffee shop market is growing and influencing the
expansion in Turkey. The pragmatic research was passed out at one of the primary coffee shop chains that
are Starbucks and Costa Coffee.

History of Coffee:

Coffee grown worldwide can trace its heritage back centuries to the ancient coffee forests on the Ethiopian
plateau. There, legend says the goat herder Kaldi first discovered the potential of these beloved beans.

The story goes that that Kaldi discovered coffee after he noticed that after eating the berries from a certain
tree, his goats became so energetic that they did not want to sleep at night.

Kaldi reported his findings to the abbot of the local monastery, who made a drink with the berries and found
that it kept him alert through the long hours of evening prayer. The abbot shared his discovery with the
other monks at the monastery, and knowledge of the energizing berries began to spread.

As word moved east and coffee reached the Arabian Peninsula, it began a journey which would bring these
beans across the globe.

Benefits of Coffee:

One could argue that the allure of coffee is rooted in its chemistry, an amalgam of elements that provide
the flavors and aromas it possesses and the physiological effects it causes. Scientists have identified more
than 1,500 chemicals and over 1,000 aroma compounds in your average cup of coffee. This complex brew
may be responsible for a wide range of health benefits, including:

1 A reduced risk of developing type 2 diabetes

2 Protection from memory loss and dementia associated with Alzheimer’s disease
3 Protection from some types of liver damage
4 Enhancement of short-term memory, focus and concentration
5 A reduced risk of some types of cancer
6 A short-term increase in energy and stamina

Effects of Coffee:
The effects of coffee on health, though, have little to do with the historical appeal of coffee. After all,
until quite recently, most scientists believed that coffee was probably more bad for you than good. Among
the harmful effects ascribed to coffee were the following:

1 Stunting the growth of children

2 Causing ulcers
3 Aggravating high blood pressure and heart disease
4 Keeping you awake at night
5 Causing nervousness and jitteriness
6 Playing a role in miscarriage, early births and low birth weights
7 Increasing levels of LDL, the “bad” cholesterol

Some of these bad effects have been debunked – we know that coffee doesn’t stunt growth, for example.
In many of the other cases, scientists have found that the issue is far more complicated than previously
believed. Case in point: an excess of caffeine will certainly cause jitteriness, but the definition of “excess”
varies widely from one person to the next.

Definition of Coffee By-Products

The type of by-product generated depends on the process used to obtain the green coffee bean. In the case
of wet processing, ripe cherries are depulped to eliminate the outer skin, eliminating most of the pulp fixed
to the grains. Then, the coffee beans undergo fermentation processes, are washed to remove the rest of the
pulp, dried by sun exposure and peeled to remove the parchment. Here, skin and pulp are recovered in one
fraction, and soluble sugars and mucilage are generated in another fraction. Finally, the parchment is
obtained.11 Dry processing involves sun drying the coffee cherries for two or three weeks, and green coffee
beans are obtained by simply threshing the dried cherries. At this time, skin, pulp, mucilage and parchment
are obtained in a single fraction, along with part of the silverskin.12 The only by-product of coffee roasting
is the silverskin.

2. Product Positioning

The brand has been defined in many different ways reliant on the viewpoint, the brand is seeming by
different academics (De Chernatony & Riley, 1998; Keller, 2008). But the classical definition of brand is:
"Name, term, design, symbol, or any other feature that identifies one seller's goods or service as distinct
from those of other sellers” (AMA, 1990). According to Kaperer (1992, page12) “brand is not a product; it
is the product’s source, its meaning, its direction, its definition, its identity in time and space”. Brand is a
corporate strength and the value to a business of owning strong brands is incontestable (Ahmad, et al, 2003).
Brands as resources can be a sustainable competitive advantage if they are characterized by “value, rarity,
durability, inappropritability, imperfect imitability, and imperfect substitutability” (Balmer & Gray, 2003,
p. 991). A strong brand also acts as a basis of diversity systematic its title, pictogram or personality (Doyle,
1990; Aaker, 1996; Aaker, 1997). A tough and worthy brand is measured to take corporations further
business, it help businesses building (Keller, 2003, Kapferer, 2004; Aaker, 1991), maintain market share,
love customer loyalty, decrease price (Ghodeswar, 2008), superior safety of challenges and profit (Miller
& Muir 2004). Brands also play a crucial role from the consumers‟ perspective. The benefits that a brand
can bring include: helping to create loyalty, protective a brand from the threat of competition,
communicating features and benefits (Cunningham, 2006; Vranesevic and Stancec, 2003). Brand is not
only provided economic value for money for consumers, but also solves consumer problems and provides
psychological satisfaction with the requisite quality of products. Oxford University Professor Mr. Douglas
Holt (in his book: How Brands Become Icons) proposes these three principles

(1) Symbolic brands progress a position that exceeds practical benefits

(2) Symbolic brands develop identity myths

(3) The brand comes to embody the myth.

Brand has three basic functions;

(1) it help us recognize things

(2) it steer our expectations

(3) It evoke emotional responses.

Marketing Strategy:

Costa Coffee didn't do much advertising and media promotions in past decades. Costa Coffee got
popularity through word of mouth and Whitbread advertising

2.1. Positioning

Positioning is perhaps one of the thorniest and most complex concepts in marketing (Bhat and Reddy,
1998). Positioning is not what you do to a product; positioning is what you do to the mind of the prospect
(Ries & Trout), you position the product in the mind of the prospect (1986, p. 2). As elaborated upon in the
introduction, it was Ries and Trout’s best-selling book „Positioning: The Battle for Your Mind‟ that
popularized positioning in theory and practice. The authors argued that in an “over-communicated society”,
in which the volume of commercial messages far exceeds the individual’s mental processing capacity,
marketers must focus on how to get into the minds of consumers (Ries & Trout, 2001). Holt (2004)
described this perspective as the “mind-share” approach that had become the common leitmotif in
marketing research and practice. The significant ideas around positioning are: It’s not tactical, it’s complete
strategic activity, It’s aimed at maintaining competitive advantage and evolving a strategic, It’s anxious
with handling insights, Brand reputation and image are the outcome of the positioning process.

2.2. Product Positioning:

"Building or rebuilding an image” for a brand is brand positioning (Biel, 2006). Brand positioning is a tool
of strategic brand management. With respect to the link between the brand and its positioning in the mind
of the customers, marketers should repeat the auditing process and adjust brands accordingly (Marsden,
2002, p. 307). The focus of the brand positioning is the perception of brand features. These features can be
perceived as positive, neutral or negative. There are four core elements, which must be taken in
consideration when developing brand positioning, (1) brand equity (2) target consumer group (3) consumer
benefit and (4) competitive frame. Positioning action including changes to (Van den Ven, 2007, p. 216),
Ideas (which brand position and story to choose), People (actors‟ involvement in brand positioning),
Transactions (sequences of decisions and actions) and Context (what the relevant circumstances for brand
positioning projects are).

2.3. Positioning Strategy:

The Costa Coffee positioning strategy is in line as per its global strategy, the quality of the coffee and other
products and services are the Costa Coffee competitive advantage. The EXCLUSIVE coffee has a position
of Costa Coffee. Additional Costa Coffee position is, it has superb coffee quality can be offered with
reasonable price

3. Coffee Market analysis:

The Global Coffee Market is projected to register a CAGR of 4.65% during the forecast period (2022-
2027). Multiple factors drive the coffee market, a few being the increasing demand for certified coffee
products, the acceptance of single-serve coffee brew systems by consumers, and the constant innovation
led by the top players in the coffee market. In developed economies, some consumers are expected to switch
from instant coffee to premium coffee due to its quality and flavor. Instant coffee was once considered a
high-end product but has begun to lose its base of younger consumers, which is changing the market
dynamics.

Scope of the Report

Coffee is the most popularly consumed brewed drink and is prepared from roasted coffee beans, the seeds
of Coffea sp.
The global coffee market is segmented by product type, distribution channel, and geography. By product
type, the coffee market is segmented into whole-bean, ground coffee, instant coffee, and coffee pods and
capsules. Based on distribution channel, the market is segmented into on-trade and off-trade. The off-trade
channels include supermarkets/hypermarkets, convenience stores, specialist retailers, and other channels.
By geography, the market covers the major countries in North America, Europe, Asia-Pacific, South
America, and Middle East & Africa. For each segment, the market sizing and forecasts have been done in
value terms (USD million).

Product Type Whole bean

Ground Coffee

Instant Coffee

Coffee Pods and Capsules

Distribution Channel On-trade Supermarkets/Hypermarkets

Off-trade Convenience Stores

Specialist Retailers
 Other Distribution Channels

United States
Canada
North America
Mexico
Rest of North America
Germany
United Kingdom
France
Italy
Europe
Russia
Spain
Rest of Europe
Geography
India
China
Asia-Pacific Australia
Japan
Rest of Asia-Pacific
Brazil
South America Argentina
Rest of South America
United Arab Emirates
Middle East & Africa South Africa
Rest of Middle East & Africa

Coffee Market Trends

This section covers the major market trends shaping the Coffee Market according to our research experts:

Surge in Demand for Certified Coffee Products

Over the last few years, consumers have become more aware of the manufacturing of the products they buy
and where their purchases are coming from. This is applicable especially in the case of the supply chains
of food and beverage products, such as coffee. Consumers are looking for certified coffee products to ensure
the credibility of their coffee purchases.

The consumers’ concerns about poverty, social injustice, and environmental destruction have driven the
demand for certified sustainable brands and labels in the food and beverage market. Coffee types that adhere
to various combinations of social, environmental, and economic standards and are independently certified
by an accredited third party have been collectively termed “sustainable coffee.”
Certified coffee is also an assurance to the consumer about the product's reliability, as coffee is becoming
an increasingly common target for food counterfeiters. A number of certification organizations are checking
the production procedures and the supply chains of coffee. Some of these organizations include UTZ
Certification, Fair Trade Certification, Rainforest Alliance Certification, and USDA Organic Certification.

Owing to the above factors, the demand for certified coffee is expected to grow significantly during the
forecast period.

Europe Dominates the Market

In a survey conducted by the Institute for Scientific Information on Coffee (ISIC), 68% of the respondents
said they often consumed coffee while working. This trend is leading to a huge demand for coffee in
European countries like Germany, Italy, Spain, and the United Kingdom.
Moreover, advancements in technology (like tabletop machines and traceability tools) are creating bean-to-
cup solutions. The German coffee pods and capsules market is dominated by Nestle's Nespresso, with its
wide product reach. However, Keurig Green Mountain merged with JAB Holding, intending to expand its
presence. This is expected to hinder the growth of Nestle SA in Germany. As per a report published by
Nestle Nespresso SA, in Germany, a growing sense of coffee connoisseurship was most noticeable among
younger generations. About 24.1% of 18-29-year-olds want to try different types of coffee and coffee
recipes and want diversity in the coffee industry.

Coffee Market Competitive Analysis

The coffee market is highly competitive and is dominated by players like Nestle, JM Smucker Company,
Kraft Heinz Company, and Starbucks Coffee Company. Nonetheless, private-label brands, such as
Massimo Zanetti Beverage Group and Tchibo GmbH, are also focused on increasing their market shares
and global and domestic sales.

The leading players in the coffee market recorded a significant scope for growth in their market shares
through innovations in products and expansions in other regions via joint ventures. For instance, in
September 2021, Louis Dreyfus Company Asia Pte. Ltd signed a joint venture agreement with Zephyr
Japan, a Japanese specialty coffee retailer that provides premium coffees. With this joint venture, the
company aims for specialty business expansion, positioning it to increase premium coffee flows into Japan
and other East Asian markets.
Coffee Market Top Players

Coffee Market Recent Developments

• September 2022: CoffeeB, a Swiss coffee brand, developed a new type of compressed coffee balls,
which it calls "the next generation of single-serve coffee." It uses innovative seaweed-based
material wrappers instead of aluminum or plastic ones to create a capsule that retains its shape.

• June 2022: Reliance Brands Ltd announced a strategic partnership with the global fresh food and
organic coffee chain, Pret a Manger, for the launching and growth of the brand in India.

• December 2021: FNC launched a line of coffees produced by women to provide brand
differentiation.

Chinese Coffee Market Analysis:

Market Overview

The Chinese coffee market is projected to witness a CAGR of 10.42% during the forecast period 2022-
2027. The overall Chinese coffee market has been the least affected by the COVID-19 pandemic. As per
the analysis, in 2020, an average of one new coffee shop opened every day in China's Chengdu City. This
pushed the total number of coffee shops in the city to over 4,000, just after Shanghai and Beijing. Chengdu
is the third-largest coffee market in China. Moreover, with strict lockdown measures being imposed in the
country, consumers in China have been resorting to at-home coffee consumption, thus, increasing the sales
of instant coffee in the country during the COVID-19 pandemic.

While tea remains the traditional drink in China, the demand for coffee continues to grow, especially in
urban areas and among younger professionals. To promote the international coffee trade and coffee drinking
culture in China, the Chinese government supported the I-coffee Exposition in Haikou. The I-coffee
Exposition is focused on coffee production, trade, and consumption.
According to data from the China Coffee Association Beijing (CCAB), coffee consumption is increasing
at an annual rate of 15%. The current leaders in the market, like Starbucks and Nestle, have played a
significant role in the growth of the coffee culture in China.

Scope of the Report

Coffee is a brewed drink prepared from roasted coffee beans derived from the seeds of berries of certain
coffee species. Roasted beans are ground and then brewed with near-boiling water to produce the beverage
known as coffee. The market studied is segmented by product type and distribution channel. By product
type, the coffee market is segmented into whole-bean, ground coffee, instant coffee, and coffee pods and
capsules. By distribution channel, the market studied is segmented into on-trade and off-trade. The off-
trade channel is sub-segmented into supermarkets/hypermarkets, convenience stores, specialty stores,
online retail stores, and other distribution channels. For each segment, the market sizing and forecasts have
been done on the basis of value (in USD million).

By Product Type Whole bean

Ground Coffee
Instant Coffee
Coffee Pods and Capsules

By Distribution Channel On-trade Supermarkets/Hypermarkets

Off-trade Specialty Stores
Convenience Stores
Online Retail Stores
Other Distribution Channels

Key Market Trends

Increasing Coffee Demand in China

China’s commercial coffee production is limited mainly to the two southern provinces of Yunnan and
Hainan, while a smaller amount is produced in the Fujian province. Yunnan produces more than 60% of
China’s coffee. Recently, Yunnan’s local government established the Tea and Coffee Industry Bureau,
whose mission is to promote Yunnan’s coffee in the domestic and international markets. China lags behind
other nations in the production of coffee and is dependent on imports. According to the US Department of
Agriculture (USDA), coffee production in China in 2020 was 1800 thousand 60 kg bags in 2020, whereas
China imported 3804 thousand 60 kg bags in 2020. Thus, the government and manufacturers need to invest
more in R&D activities and come up with better measures to increase the production of coffee.
Increasing Consumption of Instant Coffee in China

The instant coffee segment held a significant market share owing to its convenience. Moreover, the rising
household expenditure, changing lifestyles, and acceptance of western culture trends by middle-class
consumers have contributed to the increased demand for instant coffee across the country. In line with the

growing preferences for coffee over other beverages among consumers, instant coffee manufacturers have
launched several flavored products to attract a wider audience. Online retailing has been a minor
distribution channel for instant coffee in China for the past few years. It is likely to gain prominence in the
market during the forecast period owing to the convenience it provides to consumers. Consumers find it
easy to choose their preferred brands from the wide variety of product choices available.
Competitive Landscape

The Chinese coffee market is highly competitive, with a strong presence of local and global players
operating across the country. Thus, in order to sustain their positions in the market, the active players are
bringing innovation in packaging and product offerings to cater to consumers’ increasing demand for
coffee. Key players are now focusing on social media platforms and online distribution channels for online
marketing and branding of their products to attract more customers. Owing to a significant rise in the
consumption of coffee, global and local players are investing in expanding their production facilities across
the country. The key players in the market are Starbucks Coffee Company, Nestle SA, and Luigi Lavazza
SPA.

Recent Developments

In May 2020, Nestle's Sense Cafe released three new coffee products with the unique Yunnan flavor and at
the same time, the brand’s online concept store ''Sense Cafe Flagship Store'' was officially landed on the
TMall platform.

In April 2020, Lavazza Group and Yum China Holdings announced that they entered into a joint venture
to explore the Lavazza coffee shop concept in China. The project was inaugurated with the opening of a
new Lavazza flagship store in Shanghai.

In September 2019, Neste SA opened a new office registered as a fully-owned subsidiary of Neste, located
at Jing’an Kerry Centre in Shanghai.
4. Coffee Product Promotion Methods:

Market is vital aspect of coffee business for getting higher return. Among the different agricultural products
produced and exported from Nepal, coffee is growing as a competitive one with 7.3% share of country’s
total of 15% agricultural export share (FAOSTAT/World Bank, 2006). Participation in international trade
with the developed countries will offer great opportunities to Nepalese coffee. But, at the same time, quality
obligatory for agricultural products set by these countries are very high that Nepal in many situations may
fails to meet these criteria (Adhikari and Adhikari, 2005). In the world market, the demand of organic and
highland coffee is high. Due to climatic peculiarity of mid hills of Nepal and thus the coffee produced in
these regions have great scope in international markets.

At present, more than 65% of Nepalese coffee is exported especially to Japan, Europe and USA in the form
of parchment by the coffee mills and 35% of the total product is processed and supplied in the domestic
market (Gautam and et al, 2008). Nepal exports only super quality green bean to overseas markets. Medium
and low quality green beans are roasted, grinded and sold in the domestic markets. Generally, there are four
value chains found in Coffee sub sector (Fig. 7). Nevertheless, there are not established marketing channels
for selling Nepalese coffee in the international market directly by producer cooperatives and District level
producers associations. Majority of the coffee is exported in the international arenas through personal
contact of the traders rather than institutionalized exporting mechanism. Thus there is no certainty of getting
market and good prices of Nepalese coffee in the international market. Additionally, there is no
transparency in the marketing of coffee: actual price of Nepalese coffee in the international markets is
unknown to the producers, cooperatives and producers associations. The traders generally don't disclose
the actual prices of Nepalese coffee in the international markets. This has created confusion among the
producers.

Fig. 7: Different value chains of coffee sub-sector.

In general Nepalese coffee is getting 3.5 times more price than Indian coffee in the world market due to
high quality (Pathak, 2004 cited by Bastola, 2007). Nonetheless, market of Nepalese coffee is hitherto very
limited because of lack of well-developed marketing channels and low volume of production. In case of
local market main constraints for the growth of Nepali coffee is due to lack of awareness about coffee
among the local consumers. For fostering the marketing of coffee, the NTCDB organizes Coffee Day
annually and provide information regarding the coffee to lure the domestic as well as foreign consumers.
The Coffee Day is organized especially for the promotion of marketing of coffee. Nevertheless, so far
limited activities have organized to promote the coffee in the international market by the government and
nongovernment organizations. The production of coffee in Nepal is less than the quantity and quality
demanded by traders, in this context, it is necessitated to escalate the productivity and quality of coffee in
consideration with demand of international market.

Table 3: Export of coffee in different years

District Cooperative Federation, Gulmi is the only exporter of certified organic coffee (Certified from
NASAA). It mainly exports to Japan and South Korea. Another effort to promote coffee export was done
by Highland Coffee Promotion Company, Everest Coffee Company and Plantec Inc. to USA, Japan and
Europe (Poudel and et al, 2009). Though agricultural policies have focused for the strengthening the
marketing of Nepalese coffee in the international market, the concerned government organizations have not
been able for the promotion of export of coffee in the international market. This reveals that there is clear
gap what is stated in the policies and what is actually implemented in the field. Apparently, there is lack of
research on marketing of Nepalese.

Types of Promotions

There are many different types of promotions that coffee shops can use to achieve their business goals.
Some common promotional strategies include online marketing, print advertising, and events.

Online Marketing

Online marketing is a great way to reach coffee consumers where they're already spending a lot of their
time - on the internet.

There are many different types of online marketing, but some common tactics used by coffee shops include
search engine optimization (SEO), social media marketing, and email marketing.

Email Marketing

Email marketing is a way to connect with customers and promote coffee shop sales, events, and special
offers. Coffee shops can use email to send newsletters, announcements, and coupons to subscribers.

Email announcements can work well in cases where customers are already familiar with the coffee shop
brand.

Coupons

Price conscious customers are more likely to be enticed by coupons and discounts.

Coupons can be included in emails, or they can be sent as separate offers. They can also be promoted
through social media and online ads.

Coupons work best when they are targeted to specific customers or customer groups. For example, a coffee
shop might offer a discount to first-time customers, or customers that live in a certain area.

Events
Hosting events is another great way to promote coffee shops. Events can be used to build brand awareness,
drive traffic, and encourage customers to make a purchase.

Some common types of events that coffee shops host include tastings, open houses, live music, and art
shows.

Event promotions appeal most to customers that are interested in the event's theme. For example, customers
that are passionate about music or art are more likely to attend an event at a coffee shop if it's promoting
those interests.

Tastings

Coffee tastings are a great way to let customers sample different coffees and find their favorite. They're
also a chance to build relationships with customers and educate them about coffee.

Online Promotions for a Coffee Shop

There are a variety of promotional tools you can leverage if you are selling coffee through a website.

For instance you could implement a blog to attract new visitors and keep them engaged with your brand.
The blog could be used to encourage customers to make a purchase by featuring products, sharing recipes,
or offering discounts.

You could also use social media to connect with potential customers and promote your coffee website. You
can share blog posts, product information, and special offers through social media. You can also use social
media to run contests and giveaways.

An affiliate program could also be used to promote your coffee website. In this type of program, you partner
with other websites to promote your products. When a customer clicks on the affiliate link and makes a
purchase, you earn a commission.

Costs

It's also important to consider the budget when selecting promotional strategies. Promotions that require a
lot of money to produce, such as events and print advertising, may not be feasible for all coffee shops.

In order to calculate your ROI, you'll need to consider the cost of the promotion as well as the expected
results. For example, if you're planning a grand opening event, you'll need to factor in the cost of renting
space, hiring staff, and providing refreshments.

You'll also need to estimate how many people will attend the event and how likely they are to make a
purchase.

If you're running a print ad campaign, you'll need to calculate the cost of designing and printing the ads.
You'll also need to consider how many people will see the ads and how likely they are to take action.

When calculating the cost of a promotion, be sure to include all expenses, such as labor, materials, and
overhead.

The bottom line is that Promotional Strategies for Coffee Shops can vary greatly depending on the
business's goals, target audience, and budget. It's important to select promotions that are most likely to reach
the target audience and achieve the desired goal. With a little bit of planning, you can develop an effective
promotion that will help your coffee shop succeed.

5. Summary:

Large amounts of coffee by-products are generated in the industrial processing of coffee cherries to obtain
the coffee beverage. Approximately 90% of the cherry is discarded during the conversion of the cherry into
a tasty, aromatic brew. Coffee waste causes environmental problems worldwide and represents a loss of
natural sources of several added value compound. Brand Positioning is a mandatory notion in field of
marketing. Brand positioning help consumer to choose product that delight their need, arrogate their
passions then reward them to inaugurate their position in civilization. Coffee is the second largest
commodity market next to oil, and growth is expected to continue at a strong pace for the foreseeable future.
The specialty beverage industry is rowing at an equally strong pace, with sales growth in some categories
projected to grow at rates of 40% per year. This growth offers excellent opportunities for new companies
to enter this market, and we are excited about the possibilities of what The Coffee Warehouse can
accomplish in the Spokane and Northern Idaho market. n order to create a successful promotional campaign,
it's important to first consider the goals of the promotion, the target audience, and the type of promotion.
Promotions can vary greatly in terms of cost and effectiveness, so it's important to select promotions that
are most likely to reach the target audience and achieve the desired goal. After the promotion has ended,
it's important to take some time to evaluate the results. This will help you determine whether or not the
promotion was successful and identify areas that need improvement. The safety rules used to test the quality
of green beans should also be adopted for other coffee materials. Thus, coffee by-products have a future as
coproducts and provide an opportunity to increase the competitiveness of the coffee sector.

6. LIMITATIONS & FURTHER RESEARCH

As curiosity results from information gap between what is known and what one wants to know
(Loewenstein 1994), this type of study might figure on understandings on consumer perception. During the
process of this study, researcher had to limit his study in terms of scope. Moreover, this research was
conducted in Turkey, with participants of only one nationality. Thus, the results cannot be generalized.
However, further research should be conducted in different countries, different brand and different industry,
for digging in-depth regarding the branding positioning in different contexts, in order to confirm and
validate this theoretical model, and to determine whether it gives the same result and furthers knowledge.

7. References

Durning, A. T., & Ayres, E. (1994). The history of a cup of coffee. World Watch, 7(5), 20-22.

AEC/FNCCI, 2006. The Study Report On Trade Competitiveness of Nepalese Coffee, Study Report Prepared
by FNCCI/AEC Under Cooperative Grant Agreement Project Between USAID and FNCCI Improving the
Policy Environment for Agricultural Trade, Production and Marketing in Nepal.
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CoPP, 2008. Coffee Promotion Program (CoPP), Annual Report , Hevetas, Nepal.

Gautam and et al., 2008. Economic of coffee Production: A case Study of Sirubare of Syangja and Diagam
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(NARC) and Nepal Horticulture Society (NHS), Kathmandu.

Lion, S. 2009. ‘What Good Will Two More Trees Do? ’The Political Economy of Sustainable Coffee
Certification, Local Livelihoods and Identities. Department of Anthropology, University of Kentucky,
Lexington, USA

MOAC, 2007. Agriculture Business Promotion Policy, Ministry of Agriculture and Cooperatives (MOAC),
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Hans (J.C.M.) van Trijp (1995). Variety - seeking in product choice behavior theory with applications in the
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Jami Xu (2003). Coffee. Journal of Agricultural & Food Information, 5 : 3, 79 - 86. Agnes Arvai
Wieschenberg (1999). Making Mathematics - The Coffee Connection. College Teaching, 47 : 3, 102 - 106.

Joseph A. Michelli (2007). The Starbucks Experience. McGraw-Hill, ISBN: 978-0-07-147784-0, MHID: 0- 07-
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Juhee Kang, Liang Tang, Ju Yup Lee (2012). Self-Congruity and Functional Congruity in Brand Loyalty.
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Kim Cramer and Alexander Koene (2011). Brand positioning: Create brand appeal. Admap, 5 - 6.

Konstantinos Chadios (2003). The Urban Coffee Shop. Massachusetts Institute of Technology, June, 2005.

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M. Sabrı Koz and Kemalettın Kuzucu (2013). Turkish coffee. Yapı Kredi Yayınları - 3820, 21 - 60 & 177 - 198.

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 策划书评价表
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策划书结构合理，内容充实、叙
述简练，条理清楚，研究全面且
具有深度。
策划书质量
The plan is reasonable in structure,
1 Quality of planning
substantial in content, concise in
document
description, clear in organization,
comprehensive and in-depth in
research.（50）
创新创业可行性 推广方案是否可行，是否有创
Innovation and 新。
2
entrepreneurship Whether the promotion scheme is
feasibility feasible and innovative.（30）
格式规范性 格式是否规范
3 Format Whether the format is standard.
standardization （10）
字数是否符合要求
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4 Whether the number ofwords meets
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