This document discusses a marketing plan for the coffee brand Yahava. It begins by introducing the brand and its artisanal coffee offerings. It then analyzes Yahava's target audience of serious coffee drinkers and competitors in the coffee market. Opportunities and weaknesses are identified. Market research shows consumers want to know more about coffee origins and techniques. The document develops a positioning for Yahava as "The Coffee Pilgrims" who are devoted to every stage of the coffee production process and can guide customers to the perfect cup. The marketing strategy aims to show Yahava's expertise and passion for coffee to educate customers.

1. the perfect coffee
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Done by:
Alexandria Lee
Emilie Hüttel Brogaard
Koh Wan Yi
Lim Mu Yao
Matthew Ng

2. The
Brief
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1. Pick a coffee
brand
2. Reposition it with
a perceptual map
3. Express new
position in tagline

3. The
Product
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Yahava
Koffeeworks
Artisan coffee
A simple explanation of the exact product
you will be advertising (and its main feature).
Brand and product may be same thing in
the case of corporate advertising e.g. IBM

4. The
Product
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Free coffee tastings
Widest variety of single-origin coffees
Roasted and grinded in house (you can
see/smell it!)
A simple explanation of the exact product
you will be advertising (and its main
feature). Brand and product may be same
thing in the case of corporate advertising
e.g. IBM

5. Target
Audience
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Serious coffee
drinkers: no
mass-market
coffee!
Who are we talking to?
What are they thinking and feeling about?
What are the relevant things going on in their lives?
Want to know what
makes good coffee
Appreciate coffee
better in the future

6. Business
Opportunities
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More consumers are
asking about the
origin of the beans
and different
brewing/roasting
techniques.
What are you trying to achieve in business terms?
What is the source of this business?
Source: Euromonitor Consumer Reports Singapore,
Cafe Culture, p. 23
Yahava is well-
positioned to answer
these questions with
their approach to
making coffee.

7. The
Reason
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Many self-
proclaimed
‘artisanal’ cafes in
Singapore, hence
need to stand out.
Why are you advertising?
What is the basis of your strategy?
To differentiate
themselves, they
need to make their
religious devotion
to every stage of
the coffee making
process known.

8. Competing
Factors
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What do they feel about other alternatives to
Yahava?
Is there any weakness that can be leveraged upon?
Instant-brew supermarket
coffee
Cafe 21, Nescafe, Super
Compete on value
Mass market coffee chains
Starbucks, Coffee Bean,
Spinelli
Compete on convenience
Small independent cafes
The Plain, Orange Thimble,
40 Hands
Compete on
niche branding
Restaurant coffee
establishments
TCC, Dome Cafe
Compete on ambience

9. Competitors’
Weaknesses
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What do they feel about other alternatives to
Yahava?
Is there any weakness that can be leveraged upon?
1.Less control over their coffee
production process
2.Focused on cafe experience
rather than real coffee.
3.Baristas don’t educate
customers, they don’t seem
passionate about their craft to
the customer

10. Our
Brand
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What do they feel about our brand?
Do they dislike/ignore/forget about it?
“The staff were all very friendly -
there was even a coffee tasting
session going on that we were
urged to attend, but nah, we'll
just buy some of our own”
“unexpected gem”
“off-the-beaten-track”
“Good, quality, solid coffees with an incredible variety.”
alexischeong.com
Liang Wei of
the4moose.blogspot.sg
amasou umasou
Peter from
yumyumformytumtum
“cosy, big and quiet. love the ambience!”
Jasper from
thefoodnomads

11. Low knowledge
High CustomisabilityLow Customisability
Highly
knowledgeable
baristas
Our
Brand
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TCC
Dome
Coffee
Antoinette
The
Plain
Group
Therapy
Forty
Hands
Chye
Seng
Huat
Orange
Thimble
Oriole
Coffee
Yahava Coffee
Super
Nescafe
Nespresso
Cafe 21
Starbucks
Coffee
Bean
Spinelli
Legend:
Blue - Off the Rack
Green - Mass Market Coffee Chains
Red - Restaurant Establishments
Yellow - Small Indie Cafes

12. The
Problem
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Yahava’s current positioning
doesn’t show its USP
Perceived as a jack of all trades,
master of none
Source: http://www.yahava.sg/

13. Our
Proposition
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We know you can find
your perfect cup of
coffee with us — with
our religious devotion to
every stage of coffee
production.
What are we going to say to the consumer with our
advertising?

14. Desired
Response
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“I am not afraid to try
different blends because
the knowledgeable
baristas here will guide
me in making my perfect
coffee.”
What do we want our consumer to feel after seeing
our advertising and using the product?
“Wah! These people
know so much
about coffee I think
they can teach me
how to appreciate
coffee better next
time!”
“These people love
coffee; I’m sure to
get a good cup of
coffee from them.”

15. The
Big Idea
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Manufacturing
Process

16. The
Message
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We know what is
good coffee since
we are so religiously
devoted to it. Let us
show you the way...

17. The
Tagline
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“The Coffee
Pilgrims”

18. Why it
Works?
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Pilgrims travel
long distances
with religious
faith
Our baristas treat coffee as a religion
and are willing to go the distance to
bring our customers a good cup of
coffee

19. Why it
Works?
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Pilgrims reach
out to non-
believers &
create a
community of
enlightened
worshippers
Our baristas do this by sharing their
expertise & passion for coffee with
their customers

20. Fin.
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