mk321 branding alto coffee project presentation
TRANSCRIPT
alto-‐ Owl is never sleep at night means coffee makes you always awaken.
-‐ Owl is symbolic of wisdom. -‐ Owl is bird of prey.
when they set the target they never missed.
“Alto” in Italian means “high” That’s why Alto chooses coffee beans grown and harvested 1,000 meters above sea level
which considers the alEtude Arabica plants grow best
-‐ alto in Italian means high -‐ alto is sphere in middle level above 1,000 meter
-‐ alto is symmetry word shape. -‐ alto ; The first capital is spelling by A.
-‐ alto ; Easily pronouncing and remember.
History
Timeline
1960
2010
2012
2014
Coffee RoasEng as family business
Coffee Teammate Co., Ltd Brand alto Coffee
alto Coffee Mega Bangna BouEque Store
alto Coffee Roster Pleonchit Center, Training Center
No Brand ; Kios at office building
“ TAE” Pa)hrapon Ruangsuteerakit
Owner
alto Product & Service
ONE$STOP$COFFEE$SERVICE$
Business ConsulEng & Barista training
alto Beverages
Coffee Machines & Equipment
Café supplies & ingredients
Snack box & Catering Services
Custom Coffee Blends
Fresh Roasted Coffee Beans
Selected Coffee Beans
MEGA BANGNA 2nd FloorOpen daily 10:00 – 21:30
TRAINING STUDIO @ PLOENCHIT CENTER 1st FloorMon-‐Fri 7.30 -‐18.30
Coffee Beans
PERU%VIDA%ALTA% BRAZIL%MOGIANA%PAPAU%NEW%GUINEA%
GUATEMALA%
ETHIOPIA%% ETHIOPIA%SIDAMO% COSTA%RICA%% COLOMBIA%
WAKE%UP% CUSTOM%COFFEE%BLEND%
Designed(to(wake(you(up(any1me(of(the(day!(From%Indonesia,%Thailand%Bold,%dark%chocolate
Custom(coffee(blend(made(to(order%
House&Blends&
Single'Origin*Coffee*
All is 450 Baht Each
1963% Serendipity%
From%Guatemala,%Indonesia,%Thailand%Rich,%Nu>y,%Caramel.%Hints%of%cocoa%on%the%finish%
Used%in%all%Alto's%iced%coffee%drinks%%
Named&a'er&the&year&grandfather&started&roas1ng&coffee&
350%Baht%/Wholesale:4,750%Baht%per%case%(5kg)%%%
From%Ethiopia,%Colombia,%Thailand%Balanced,%Floral,%Fruity%
Used%in%all%Alto's%hot%coffee%drinks%%%%
Result&of&months&of&tes1ng&and&tas1ng&
Signature*Blends*
Coffee Beans
Coffee Equipment
Distributor • Authorized+distributor+of+Meli1a+coffee+machines+from+Germany.+• Authorized+distributor+of+Baratza+coffee+grinders+from+USA.+
Commercial Espresso Machine
Home Espresso Machine
Brewing Equipment
Coffee Grinder
Cafe Accessories
Café ingredients & supplies
MATCHA&GREENTEA&POWDER&
DARK&COCOA&POWDER&
MONIN&SYRUPS&
DAVINCI&GOURMET&SYRUPS&
Beverages
1.#Select#and#use#only#Premium#grade#coffee#beans#with#2#espresso#shots#in#every#drink#2.#Beans#are#always#freshly#roasted##3.#Grind#and#make#each#new#cup#just#for#you#
Premium'fresh+baked'Bakery'&'Desserts'
COFFEE'DRINKS' NON+COFFEE'DRINKS'
• Slow'coffee'• Espresso'drinks'• Frappe'drinks'• +'Special'menu'of'the'month'
• Tea'• Chocolate'• Soda'Pop'
BAKERY'
alto coffee Signature
Owned media
website fanpage instagram foursquare google+
In-‐store
Sales staff & Customer service Products
PromoEons In-‐store media
Reviews
Food reviews site wongnai, openrice, bkkmenu, edtguide, ginraidee, painaidee
Personal site panEp, blogspot, bloggang,
wordpress, clips Press site
thairathonline, roommag, bkonline, etc.
Out-‐store
Print ad Trade shows
WOM
IMC
Poster
Trade shows
Beverages
Every plagorms revolve around wholesales and premium quality is always top of mind consideraEon
Target
“Coffee drinker who seeks quality”
B2B# B2C#
Coffee#Business#Coffee#beans#buyer##to#brew#at#home#
#
#In#store##
beverage#buyer##
#Irregular#customer##
#Coffee#expert/lover#B2B : B2C
70 : 30 Target 30 : 70 Sales
Brand DNA
Speciality Coffee Roaster
Coffee BouEque
Personality
expert
professional
man
friendly
Values
value for money
variety
freshwarm styles
coffee feeling /experiences
scrupulous
special / unique
AXributes
non espresso
training coffee equipment
espresso drink / coffee blend
roasted coffee / coffee beans
Benefits
rich /double shot
aromaEc
quality coffee
choices
reasonable price
quality ingredients
quality supplies
explorer
awake
independentessenEal relaxing
groove
coffee knowledge
exoEc
treat
rewarding
fresh-‐baked bakerybarista
champion
Brand DNA
experiences
alto Coffee Brand
Alto is the specialty coffee roaster & bouEque which offers one stop coffee soluEon. RoasEng premium grade coffee beans and providing quality coffee equipment and café ingredients also, business consulEng and barista training
Brand PosiSoning Statement Brand Promise
HONESTY+TRANSPARENCY-
QUALITY-
MiscommunicaEon; Focusing on B2C > B2B Unaware of brand Customer’s lack of real coffee knowledge
Mega Bangna shop facing all day sijng customers
Challenge
SuggesSon
Create new blends recipe to suite various preferences Communicate and educate more about brand’s story, products and quality Focus on both B2B and B2C on the same scale 50:50
Strategy
Product -‐ Create new blends recipe to suite various preferences -‐ Seasonal menu -‐ Coffee ConsulEng Price -‐ Level prices by product quality -‐ Special prices for take home coffee blends (Beverage + Blends) Place -‐ Open Coffee BouEque around Bangkok for distribuEon centre -‐ Open Coffee shop in premium office building IMC -‐ Communicate more in B2B -‐ Direct markeEng for B2B
“Speciality Coffee Roaster, Coffee BouSque”