As consumers interest on coffee increases, a size of the coffee franchise market is continuously expanding. The coffee franchise market has become saturated these days, and coffee brands are struggling to survive from overflowing market. Naturally, marketing strategies, which contribute to increase the brand’s market share, are coming up as current issue. This research paper is going to study a
marketing strategy is an advertisement that appears in very famous entertainment media. Through a partnership with Sidus, they could broadcast the advertisement relatively easily. With a strong influence on the youth, Caffe Bene's main customers are young twenties. In addition to the coffee, the good quality of Gelato and Waffles is satisfying the customers.
SWOT analysis
- Strength
1) Usin
1.1 About Maxim
Launched in 1980, DongSuh Food. Inc.’s main brand
No. 1 Brand in Korean coffee market
Introduced F/D (Frozen Dry) type instant coffee to Korean coffee market
1986.12 Export to the U.S
1994. 9 Launched Maxim Columbia, Brazil, and Kilimanjaro
1998. 2 Export to Europe
1999. 3 Awarded for No. 1 Brand in Coffee (한국능률협회)
1999. 9 Awarded for Bes
Why we choose this
The world biggest coffee brand Starbucks
The PNU student-friendly brand ‘Coffee in Village’
Both are familiar with us
But lots of differences between them. What is it?
Domestic Coffee Market
Dong Suh food company has launched
'Maxwell House’.
This had dominated the domestic market.
(1970~1989)
The ground coffee market was f
Coffeebean's sales ranking is the number two spot in business. and it is nearly half of Starbucks's sales.
In addition, domestic brands are improving their competitiveness recently.
Hollys Coffee that is the no.1 among the domestic brands is increasing their stores by using a franchise marketing.and this is different from Starbucks or Coffeebean. the differnce is that both Starbucks and Coff
Brand Awareness Investigation
-This survey show that the brand value of Zoo coffee-market is considered very
low objectively.
-The main reason would be they are still in production
Membership card.
e.g. Caffe' bene membershop card
Reduces acquisition cost
Lncreases retention rate
Strengthen the relationship with customers
coffee shop in Ewha Univ. at 2008, only 10 years have passed.
At first, people didn't understand the concept of coffee house and even they had negative view about it because of the image of Doenjang Girls. But now franchise coffee house can be easily found in Korea. So many brands are newly rushing into this market and also many of them disappeared felling behind in the competition. In the pro
in Iteawon
ㆍOrin Smith: “ Starbucks Korea is the most productive company now and should be the model of other starbucks company”
B. Market Phenomenon of TAKE-OUT Coffee
ㆍ Starbucks' Strong Points
― provides high quality & Transformation of
coffee culture in Korea
― expanded the concept of employee benefits
― brand image
― fifth sense marketing
Marketing strategy
Starbucks’ mission is to sell top quality and its own culture. So, what is Starbucks doing to achieve this mission? Let’s figure it out based on 4Ps. In terms of product, it offers high-quality goods. Products sold include beverages, pastries, whole coffee beans and coffee-related retail items. Also Starbucks commercializes brand image and sells it. In terms of price, it u
coffee focused on coffee shop raises demand for import of all coffee and high-quality coffee of various countries. Also, with more importance of coffee beans quality, high-price coffee made in a country like Colombia is imported more than a country like Vietnam.
2) Domestic coffee shop brands.
A thing that is remarkable with growth of brewed coffee market is increase of the number of coffee s