Your SlideShare is downloading. ×
Kape Maria
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Kape Maria


Published on

Published in: Technology, Business

  • Be the first to comment

  • Be the first to like this

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. KAPE MARIA October 17, 2013 Bahay ng Alumni, University of the Philippines Quezon City, Philippines
  • 2. Discover the Philippines in every cup! Julia Sevilla
  • 3. Philippine Coffee Industry • Filipinos consume $600 million worth of coffee a year. This is expected to grow to $830 million in 2015 • Despite being on the coffee growing belt and with abundance of coffee farms, the Philippines imports 24 million kilos a year – roughly 60% of annual coffee consumption • Filipinos still primarily drink Instant Coffee. • Filipinos with increasing disposable income from Call Center jobs or dollar remittances are willing to pay more for quality. • Euromonitor 2010 Philippine Coffee Industry • BMI Agriculture report 2010
  • 4. Kape Maria – What We Do Kape Maria provides sustainable livelihood to coffee farmers and cooperatives in different regions all over the Philippines through a strong partnership with coffee farming associations Kape Maria represents a coffee brand that resonates well with Filipinos – one that inspires local pride Kape Maria redefines the coffee culture in the Philippines by providing knowledge on coffee brewing and introducing innovative coffee products that are developed as alternatives to instant coffee
  • 5. Kape Maria – Impact Circle Increase demand for local coffee Distribute coffee to various networks and outlets Use a brand that inspires local pride Increase Coffee Plantations Increase Coffee farmer’s roasting facilities Provide sustainable livelihood: poverty alleviation
  • 6. • • • • 200g bags 120g bags 1 Kilo Bags Quick Brew Distribution • Human Nature • Heima store • Selected Cafes Products • Develop more varieties Café concept • Open flagship coffee shop Distribution • Export market – USA • Local market Supermarkets 2015 Products 2014 Today Business Model - Scale Café concept • Develop café franchise model and open 3 café concepts Distribution • Kape Maria mall kiosks/stalls Capture: $500 million of Instant Coffee industry as consumers are wanting higher quality products Food establishment: 12% of coffee sales. Expected to grow due to growing coffee café culture * Euromonitor 2010 Philippine Coffee Industry
  • 7. Products • Kape Maria Blends packed in 200 grams and 120 grams for retail • Kape Maria Blends packed in 1 kilo for café wholesale • Kape Maria Quick Brew (single drip coffee) in single sachet packs to compete against instant coffee
  • 8. Business Model Philippine Coffee Alliance Bote Central Coffee Farmers and cooperatives Gawad Kalinga Roasting/Packaging /Delivery to channels Sales pitch to new clients Brand trademarks Relationship with partners Human Nature Marketing skills/experience Green beans Roasting fee Packaging Overhead and operational costs Unique coffee blends from different regions in the PHILIPPINES Co creation with creative customers Creative execution in brand design and packaging Social Advocacy: opportunity to support the livelihood of coffee farmers and cooperatives Human Nature stores Independent stores and cafes Supermarkets Sales in coffee and merchandise Coffee drinkers who have mid to high disposable incomes and appreciate well designed products. Coffee drinkers who are passionate Philippine advocates Coffee drinkers who value fair trade and social causes
  • 9. Kape Maria Julia Sevilla • MBA from Melbourne Business School • MBA from Rotman School of Management 2010 (Exchange program) • Work experience in fashion, retail, marketing, branding • Finalist at Royal Bank of Canada’s Next Great Innovator Challenge Jorge Sevilla (Advisor) • 40 years experience in beverage industry • Strong network in beverage distribution John Rehm (Advisor) • Managing Director, Onkyo Corporation • Office Founder, IDEO Singapore Kal Joffres (Advisor) • Director, Tandemic (Kuala Lumpur, Malaysia)
  • 10. What we need • Build Kape Maria’s own roasting/packing facility • Develop operations and logistics for sourcing and distribution • Build a marketing and sales team for local and export markets • Develop and open café concept
  • 11. Our mission is to provide sustainable livelihood to coffee farmers and cooperatives by creatively inspiring coffee drinkers. Questions?