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Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
Bus 540 presentation cherri_edmond
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Bus 540 presentation cherri_edmond

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  • In reference to 85C
  •  One day in Taiwan, after a business meeting, a boss took a group of young businessmen   to a five-star hotel to celebrate their success with afternoon tea.
  • after a business meeting, a boss took a group of young businessmen   to a five-star hotel to celebrate their success with afternoon tea.  Peering into of cafe, the boss discovered not only a glass window, but a division between two worlds.    Inside, life was posh and relaxed whereas outside was busy and rushed.
  • after a business meeting, a boss took a group of young businessmen   to a five-star hotel to celebrate their success with afternoon tea.  Peering into of cafe, the boss discovered not only a glass window, but a division between two worlds.    Inside, life was posh and relaxed whereas outside was busy and rushed.
  •  Peering into of cafe, the boss discovered not only a glass window, but a division between two worlds.    Inside, life was posh and relaxed whereas outside was busy and rushed.
  •  Upon entering the cafe, he also found that the prices were too high for everyday businesspeople to enjoy   their favorite drink on a whim.
  •  At that moment, he decided to build a cafe which breaks down that division and allows everyone to enjoy five-star quality without worrying about their wallet   running empty.
  • Thus Cafe’s journey begins… July 2004, the born of the first shop at Bao-Ping, Taiwan. July 2004 - Opened first shop in Bao-Ping, Taipei County. Create record of serving nearly 2000 guests per day and selling more than 2300 cups of coffee in one day. August 2004 - Opened second shop in Yuan Toun, Taipei County. November 2004 - Opened third shop in Goun Yi, Taichung City. Beginning of franchising 85°C name. Jan 2005 - Opened the 10th franchise store. April 2005 - Opened the 30th franchise store.  8 May 2005 - Sold over 15000 Mother's Day cakes. August 2005 - Won the National Outstanding Company & 1 st Consumer Brand, ROC September 2005 - Won the 2005-2006 Best Product of Golden Diamond Prize, ROC. October 2005 - Opened the 50th franchise store. November 2005 - Won "The TOP Popularity Cafe" in a Yahoo Taiwan Online Poll. It showed Starbucks trailing at second place. January 2006 - Opened the 110th franchising store. reports an average income of up to NT$ 1,800,000 dollars and net profit of NT$ 150,000 to NT$ 700,000 dollars each shop per month. June 2006 - A total of 230 stores so far, and continually increasing...
  • Thus Cafe’s journey begins… July 2004, the born of the first shop at Bao-Ping, Taiwan.
  • 85°C is the perfect drinking temperature to enjoy your cup of coffee. To us, the name symbolizes    our devotion to providing coffee of the highest quality. We hope to give our customers the best drink    possible by paying careful attention to every detail which may affect its taste. Our goal of perfection    extends to all of our products, not just our coffee
  • 85C envisions being the leading cafe franchise based in Taiwan, and becoming internationally recognized for our high quality products and services. 85C also strive for continuing success by building strong and profitable relationships with our franchisees. company
  • The headquarters of is located in Taichung City, whereas the Taipei Branch officeis in the Wugu Industrial Area of Taipei County. Both     places have offices, central kitchens, and logistic systems in order to satisfy the national and global needs.
  • Continuing success Cafe’s development team is constantly creating and researching new products, flavors, and techniques to deliver the freshest and best tasting coffee, cakes, and breads. An extensive product line is more than a cafe. We also feature a bakery with over 80 varieties of fresh breads that are baked hourly. Have a cup of coffee, enjoy a delicious cake, and take home your favorite bread for later. This all inclusive shop will delight all of your senses and change the way you think about the perfect cafe.
  • In Taiwan, one coffee from Starbucks will cost you $3, and right now you can enjoy the same quality with 1/3 price. So, what will you choose? Market demand 。 Experienced five star hotel chefs 。 Prices everyone can afford 。 Welcoming decor ‧ Major trend in line with market, both to meet consumer demand for tasty and healthy
  • SI 店面識別 (Store Identity): display a poster of five start chef in every store to always make buyer know that their products are five start quality. , five-star presentation on behalf of the management team to create than the average takeaway coffee chain high, friendly, but the price not that bad as far a good impression of Starbucks Coffee 。
  • BI 活動識別 (Behavior Identity) : interviewed by Business magazine, award winning report to public..
  • MI 理念識別 (Mind Identity) : those characters go into every corner and every one, so that everyone can enjoy five-star treatment at anywhere and anytime. Five star chef makes five star product that gives sense of reliability to buyers. If there is a line or the store is packed, most people will have an idea that the food must be good, it’s like a grantee sign.
  • VP 陳列展現 (Visual Presentation):use large and clear cake cabinet to attract buyer the first second they walk in the store.
  • is a cafe and bakery specializing in coffee, cakes, and breads. We use premium Guatemalan coffee beans and serve the freshest gourmet baked goods. Each cup of coffee is brewed individually with grounded beans. All of our chefs have worked in five-star hotels and have created each cake to uphold high culinary standards at affordable prices. The first Cafe opened in Bao-Ping, Taipei in July 2004. The cafe set extraordinary records serving more than 2,300 cups of coffee to nearly 2,000 guests every day. Within one and a half years, Cafe expanded to 137 shops throughout Taiwan, creating a new trend in the food industry. Each cafe serves coffee , tea, cakes,   and breads, and offers a comfortable atmosphere for everyone to relax and enjoy a meal or   snack at any time of day. Come watch our chefs prepare your food in our open kitchen or   choose your favorite cake from our display.   Cafe was built on the idea of providing the best quality products, which can usually only   be found in five-star hotels, and offering them at low prices for everyone to enjoy. Our cakes   and breads have been praised by top food enthusiasts and thanks to our wonderful   customers, we received the Most Popular Cafe award from Yahoo Taiwan in 2005.   Cafe continues to grow and currently has 156 cafes in Taiwan. We estimate by the end   of 2006 we will become the largest coffee franchise in Taiwan with over 230 stores.   With our combination of high quality, original products, dedication to continued innovation, and   outstanding customer service, we are continuing to expand globally.
  • Transcript

    • 1. BUS 540 presentation: Case Study: Success Story of “85°C Café” Cherri Chiang Edmond Low Cherri Edmond Confidential
    • 2. Overview <ul><li>Objective </li></ul><ul><li>Introduction of 85°C Café (85C Café) </li></ul><ul><li>85°C Café Marketing Strategy </li></ul><ul><ul><li>The four “P”s </li></ul></ul><ul><ul><ul><li>Product, Price, Place, Promotion </li></ul></ul></ul><ul><li>85°C Café Corporate Identity </li></ul><ul><ul><li>Visual Identity </li></ul></ul><ul><ul><li>Store Identity </li></ul></ul><ul><ul><li>Behavior Identity </li></ul></ul><ul><ul><li>Mind Identity </li></ul></ul><ul><ul><li>Visual Presentation </li></ul></ul><ul><li>Conclusion </li></ul>Cherri Confidential Page 
    • 3. Objective <ul><li>To find out the secret behind 85°C Café success. </li></ul><ul><li>To understand 85°C Café strategy in Marketing Mix concept. </li></ul><ul><li>To identify 85°C Café Corporate Identity. </li></ul>Cherri Confidential Page 
    • 4. Introduction of 85°C Café (85 Café) Cherri Edmond Confidential
    • 5. Story Begins….. <ul><li>…One fine day in Taiwan…. </li></ul>Edmond Confidential Page 
    • 6. Story Begins….. <ul><li>After a Successful business meeting! </li></ul>Edmond Confidential Page 
    • 7. Story Begins….. <ul><li>Mr. Wu Cheng Hsueh - the boss </li></ul>Edmond Confidential Page 
    • 8. Story Begins….. <ul><li>Division between two worlds </li></ul><ul><ul><li>Inside, life was posh and relaxed whereas </li></ul></ul><ul><ul><li>Outside was busy and rushed. </li></ul></ul>Edmond Confidential Page 
    • 9. Story Begins….. <ul><li>The prices were too high in the five-star hotel </li></ul>Edmond Confidential Page 
    • 10. Story Begins….. <ul><li>Decided to build Café with the main objective to: </li></ul><ul><ul><li>breaks down that division </li></ul></ul><ul><ul><li>everyone to enjoy five-star quality without worrying $. </li></ul></ul>Edmond Confidential Page 
    • 11. Story Begins….. <ul><li>Cafe’s journey begins… July 2004 -first shop at Bao-Ping, Taiwan. </li></ul><ul><li>And continue to expand…. </li></ul>Edmond Confidential Page 
    • 12. Conquer….. Edmond Confidential Page 
    • 13. Why 85°C? <ul><li>85°C </li></ul><ul><ul><li>perfect drinking temperature to enjoy coffee. </li></ul></ul><ul><ul><li>devotion to provide highest quality coffee. </li></ul></ul><ul><ul><li>goal of perfection extends to all products. </li></ul></ul><ul><ul><li>*Do you know the number of people who depend on coffee for all their living &gt; 75 million worldwide* </li></ul></ul>Cherri Confidential Page 
    • 14. 85°C Café Vision <ul><li>Leader in cafe franchise based in Taiwan. </li></ul><ul><li>Internationally recognized of high quality products and services. </li></ul><ul><li>Success by building strong/ profitable relationships with their franchisees. </li></ul>Cherri Confidential Page 
    • 15. 85°C Café Profile <ul><li>Capital : USD 2.9 million </li></ul><ul><li>2008 Est. Turnover : USD 160 million </li></ul><ul><li>Number of Employees : 2800 </li></ul><ul><li>Number of Stores : 410 </li></ul><ul><li>Headquarters : Taichung City, Taiwan </li></ul><ul><li>US Branch : Irvine, California </li></ul>Cherri Confidential Page 
    • 16. 85°C Café Marketing Mix Strategy The four “P”s: Product, Price, Place, Promotion Cherri Edmond Confidential
    • 17. Product Cherri Confidential Page 
    • 18. Product <ul><li>Product Focus Ratio: </li></ul><ul><li>Market Share Profit Ratio: </li></ul>Cherri Confidential Page 
    • 19. Product <ul><li>High quality coffee &amp; tea, </li></ul><ul><ul><ul><li>Premium Antigua Arabica coffee beans (The highest quality Arabic coffee beans from a private Guatemalan farm) </li></ul></ul></ul><ul><ul><ul><li>Guaranteed by the Guatemalan Ambassador </li></ul></ul></ul><ul><ul><ul><li>Used by the Swedish Royal Family </li></ul></ul></ul><ul><ul><ul><li>Coffee bean choice for the 2002 National Banquet </li></ul></ul></ul><ul><ul><ul><li>Used by The Hyatt Hotel, Regent Hotel, Lalu Hotel etc </li></ul></ul></ul>Cherri Confidential Page 
    • 20. Product <ul><li>Bakery (Cakes and Desert) </li></ul><ul><ul><ul><li>Chef from five star hotel/restaurant </li></ul></ul></ul><ul><ul><ul><li>Also sold in five star hotels. </li></ul></ul></ul><ul><ul><ul><li>Constantly creating and researching new products, flavors, and techniques to deliver the freshest and best tasting coffee, cakes, and breads. </li></ul></ul></ul><ul><ul><ul><li>Feature a bakery with over 80 varieties of fresh breads that are baked hourly. </li></ul></ul></ul>Cherri Confidential Page 
    • 21. Product Cherri Confidential Page 
    • 22. Price <ul><li>VS. </li></ul><ul><li>A cup of coffee: </li></ul><ul><li>US$0.60~US$2 VS. US$3~US$5 </li></ul><ul><li>Cake: </li></ul><ul><li>US$ 1~US$1.5 VS. US$2.5~US$3 </li></ul><ul><li>Average unit price </li></ul><ul><li>~US$2 VS. ~US$6 </li></ul>Edmond Confidential Page  85°C Café Prices everyone can afford
    • 23. Place <ul><li>Strategic Location: </li></ul><ul><ul><li>Downtown </li></ul></ul><ul><ul><li>business district &amp; commercial office district </li></ul></ul><ul><ul><li>mix residential and commercial area. </li></ul></ul><ul><ul><li>(in 2009, Global head office number over 400) </li></ul></ul>Edmond Confidential Page 
    • 24. Place <ul><li>Environment Focus </li></ul><ul><ul><li>Open kitchen design </li></ul></ul><ul><ul><li>Appealing dessert display </li></ul></ul><ul><ul><li>Welcoming décor </li></ul></ul>Edmond Confidential Page 
    • 25. Place <ul><li>Great Strategic Location: </li></ul><ul><ul><li>85°C Café Irvine, California Branch. </li></ul></ul><ul><ul><li>Population: 212,793 (January, 2009) </li></ul></ul><ul><ul><li>Median income for a household: $98,923 </li></ul></ul><ul><ul><li>Irvine the 7 th richest city in the USA. </li></ul></ul>Edmond Confidential Page 
    • 26. Promotion <ul><li>Sales/ Promotion/ Special Event : </li></ul><ul><ul><li>Holiday sale, New product promotion, Online, magazine, newspaper </li></ul></ul><ul><ul><li>http://www.85cafe.us/ </li></ul></ul>Cherri Confidential Page 
    • 27. Promotion <ul><li>Service : </li></ul><ul><ul><li>24 hours of business model to meet consumer demand (in Taiwan) </li></ul></ul><ul><ul><li>Delivery service </li></ul></ul><ul><ul><li>Telephone, online order </li></ul></ul>Cherri Confidential Page 
    • 28. 85°C Café Corporate Identity Cherri Edmond Confidential
    • 29. What makes 85°C Café success? <ul><li>Visual Identity (VI): </li></ul><ul><ul><li>make a visualized focus. </li></ul></ul><ul><ul><li>Once we see logo of , it automatically paint the picture of best coffee. </li></ul></ul>Cherri Confidential Page 
    • 30. What makes 85°C Café success? <ul><li>Store Identity (SI): </li></ul><ul><ul><li>Use large-scale application of enterprise white, red and black lines </li></ul></ul><ul><ul><li>To create high visual texture weather </li></ul></ul><ul><ul><li>Store layout display a large number of public relations news and information company </li></ul></ul>Cherri Confidential Page 
    • 31. What makes 85°C Café success? <ul><li>Behavior Identity (BI) : </li></ul><ul><ul><li>The image of public relations advertising, news topics operation, interview, winning award etc. </li></ul></ul><ul><ul><li>Manufacturing crowd and the sensational topic/ talk. </li></ul></ul>Edmond Confidential Page 
    • 32. What makes 85°C Café success? <ul><li>Mind Identity (MI) : </li></ul><ul><ul><li>The five-star product </li></ul></ul><ul><ul><li>Affordable price </li></ul></ul><ul><ul><li>Popularity. </li></ul></ul>Edmond Confidential Page 
    • 33. What makes 85°C Café success? <ul><li>Visual Presentation (VP): </li></ul><ul><ul><li>Open work space </li></ul></ul><ul><ul><li>Focus on product display </li></ul></ul>Edmond Confidential Page 
    • 34. Conclusion <ul><li>85°C Café spend effort to capture the consumer market demand by understanding their needs. </li></ul><ul><li>85°C Café heavily strategize the 4Ps Marketing element. </li></ul><ul><li>Well establish/ emphasize of 5 star Corporate Identity lead to 85°C Café empire success. </li></ul>Edmond Confidential Page 
    • 35. Future? <ul><li>Exercise: </li></ul><ul><ul><li>How many stores can 85°C Café open by Dec ‘2010? </li></ul></ul>Cherri Edmond Confidential Page 
    • 36. Thank you so much Cherri Edmond Confidential
    • 37. Appendix Cherri Edmond Confidential Page 
    • 38. 85°C Café Milestone <ul><li>July 2004 - Opened first shop in Bao-Ping, Taipei County. Create record of serving nearly 2000 guests per day and selling more than 2300 cups of coffee in one day. </li></ul><ul><li>August 2004 - Opened second shop in Yuan Toun, Taipei County. </li></ul><ul><li>November 2004 - Opened third shop in Goun Yi, Taichung City. Beginning of franchising 85°C name. </li></ul><ul><li>Jan 2005 - Opened the 10th franchise store. </li></ul><ul><li>April 2005 - Opened the 30th franchise store.  </li></ul><ul><li>8 May 2005 - Sold over 15000 Mother&apos;s Day cakes. </li></ul><ul><li>August 2005 - Won the National Outstanding Company &amp; 1 st Consumer Brand, ROC </li></ul><ul><li>September 2005 - Won the 2005-2006 Best Product of Golden Diamond Prize, ROC. </li></ul><ul><li>October 2005 - Opened the 50th franchise store. </li></ul><ul><li>November 2005 - Won &amp;quot;The TOP Popularity Cafe&amp;quot; in a Yahoo Taiwan Online Poll. It showed Starbucks trailing at second place. </li></ul><ul><li>January 2006 - Opened the 110th franchising store. reports an average income of up to NT$ 1,800,000 dollars and net profit of NT$ 150,000 to NT$ 700,000 dollars each shop per month. </li></ul><ul><li>June 2006 - A total of 230 stores so far, and continually increasing... </li></ul>Cherri Edmond Confidential Page 
    • 39. 85°C Café Operating Characteristics <ul><li>a. Market demand 。 Experienced five star hotel chefs 。 Prices everyone can afford 。 Welcoming decor </li></ul><ul><li>‧ Major trend in line with market, both to meet consumer demand for tasty and healthy </li></ul><ul><li>b. Quality control ‧ High quality coffee, tea, and baked goods that are also sold in five star hotels </li></ul><ul><li>‧ C hoose premium Antigua Arabica coffee beans </li></ul><ul><li>c. Service ‧24 hours of business model to meet consumer demand </li></ul><ul><li>‧ Delivery service </li></ul><ul><li>d. Environment </li></ul><ul><li>‧ Open kitchen design and dessert display </li></ul>Cherri Edmond Confidential Page 
    • 40. 85°C Café Operating Characteristics <ul><li>e. Continuing success </li></ul><ul><li>‧ constantly creating and researching new products, flavors, and techniques to deliver the freshest and best tasting coffee, cakes, and breads. </li></ul><ul><li>f. An extensive product line   </li></ul><ul><li>‧ More than a cafe. We also feature a bakery with over 80 varieties of fresh breads that are baked hourly. Have a cup of coffee, enjoy a delicious cake, and take home your favorite bread for later. This all inclusive shop will delight all of your senses and change the way you think about the perfect cafe. </li></ul><ul><li>g. Award-winning ‧ Diamond Award for top product ‧ Best Franchise Award for best innovation of the forms selected </li></ul>Cherri Edmond Confidential Page 

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