Matthew algie growing-the_territory[1]


Published on

Coffee Marketing Presentation

Published in: Education
  • 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

No notes for slide

Matthew algie growing-the_territory[1]

  1. 1. Matthew Algie<br />Growing the Territory<br />
  2. 2. London’s West End <br />Heart of Entertainment<br />Trendy and Discerning<br />London's main entertainment and shopping district.<br />Attraction for tourists and shoppers.<br />Expensive residential areas with average property price £894,000 and large average outlay<br />Containing many of London's major tourist attractions, businesses, headquarters and the commercial West End theatres. <br />Fashionable District <br />International centre in the London <br />UK’s Entertainment centre with the largest shopping district in Europe, the home of the UK theatre and film industry as well as numerous up-scale bars, restaurants, hotels and nightclubs.<br />
  3. 3. London’s Independent Coffee Houses<br />Rich and Concentrated Market<br />London’s coffee house has become a popular place to relax, study and debate ideas, experiencing growing popularity.<br />London tastes are more refined and differentiating than anywhere else in the UK<br />Matthew Algie best on earth!<br />
  4. 4. SWOT Analysis<br />Strengths<br />Industry Growth of Fair trade coffee—the fastest growing sector of the UK coffee market<br />Coffee shops sold 385 tonnes of fair trade coffee with 67% annual increase<br />15% of the UK coffee market sells Matthew Algie<br />Product freshness unsurpassed—unique model of Roast-After-Sale<br />Weaknesses<br />Weak West London Sales—uncomparable growth to other UK territories<br />Real coffee drinker target market is small <br />
  5. 5. SWOT Analysis (continued)<br />opportunities<br />Growth of Fair trade values create increase in competition aimed at gaining market share <br />Ignored accounts lose interest—easily won over by the competitor<br />Strengthen value of fresher, better tasting coffee <br />Growing Target Market association to quality through education, marketing strategies<br />Building Coffee Culture similar to US <br />Strong growth potential though identification of quality<br />Hands-on assistance can attach the value<br />threats<br />
  6. 6. Attention, Attention!<br />Characteristics of Good Attention to the Accounts<br /><ul><li>Regular Visits
  7. 7. Phone Calls
  8. 8. Personalized Attention
  9. 9. Barrister Trainings
  10. 10. Product Education—instilling Brand Identification
  11. 11. Interaction with Account’s Customers
  12. 12. Unique Promotions </li></li></ul><li>Finding New Opportunites<br />Coffee Shops for Sale in West London<br />Discovery to stay abreast of the shops set to enter the market<br />
  13. 13. Product Differentiation<br />Freshness is Everything!<br />Freshest Coffee on Earth<br />What is Fresh Coffee?<br />Why is Fresh important?<br />Will your Customers notice the difference?<br />What is the impact Fresh Coffee will have on your business?<br />Educate prospects and accounts on the advantages<br />
  14. 14. Matthew Algie is one of the very few UK brands with an eye on its Fair trade Roots...So why not take it to the next level?<br />Keeping your eye on Fair trade!!!<br />
  15. 15. The American Industry Success<br />Coffee culture is unsurpassed with world’s largest coffee drinking population<br />Coffee drinking has evolved—to become Fair trade centric<br />
  16. 16. Introducing the UniqueMatthew Algie Gourmet Experience<br />Leveraging a Successful US Strategy—yet unheard of in the UK<br />Building connoisseur loyalty<br />Bringing Fair trade to light<br />Differentiating Matthew Algie from the rest<br />
  17. 17. What is Artisan Reserve?<br />Artisan Reserve coffee is a selection of limited edition coffees offering you the most unique, exceptional character offered. Beans that are picked at the peak of season. These rare finds are specific to their vintage and are only available for a limited time.<br />Artisan Reserves are Premium Estate coffees that originate solely from a single farm rather than gathered from multiple farms in the region.<br />With utmost care and expertise Matthew Algie can bring these very precious selections from the earth to customer cup – from cultivation, to harvest, processing, shipping, roasting, blending and presentation...the birth of consumer perception of exceptional coffee.<br />
  18. 18. Featured on <br />The goal at the Coffee Review is to entertain and educate coffee drinkers, food service professionals, and the coffee trade with a credible and easy-to-use coffee guide based on objective, blind reviews from some of the most experienced individuals in the specialty coffee industry. It is important to understand that evaluating and enjoying coffees are very different than evaluating and enjoying wines, beers, or cigars. <br />Interpreting Reviews include ratings and reviews and why one should not simply shop by the numbers.<br />Coffee drinkers attach value to the ratings and to the stories of each small lot Artisan farmer.<br />
  19. 19. Tasting the Sublime in Gourmet Coffee!<br />The benchmark to which the entire coffee industry aspires to attain! <br />The concept is simple: conduct blind, expert cuppings and report the findings in the form of 100-point reviews, much like those that exist in the wine industry. Coffee Review is the coffee industry's most highly revered guideline and indicator of the world's largest and most respected coffee buying guide.<br />Consumer connection of Fair trade with Quality<br />
  20. 20. World’s Highest Rated Coffees<br />Matthew Algie Coffee Roasting <br />Glasgow, Scotland<br />Bolvia Mauricio Diez Medina Peaberry<br />Roast: Medium Review Date: June 2010 Origin: La Paz Department, Bolivia Price: £17.10/12 oz.<br /> <br />Blind Assessment: Very sweet-toned aroma: pungent, cocoaish, a hint of flowers. In the cup rich, complexly expressed acidity, syrupy mouthfeel. Deep floral tones are supported by a crisp, lemony baker's chocolate. Long, flavor-saturated finish.<br />Notes: Certified organically grown by Mauricio Diez de Medina at an elevation over 8000 feet above sea level, making it perhaps the highest grown coffee in the world. This particular lot consists entirely of peaberries, a kind of bean that results when the coffee fruit develops only a single, oval bean rather than the usual pair of flat-sided beans. Peaberries produce a somewhat different (often better) cup than normal beans from the same crop, from which they may or may not be separated during grading. Olympia Coffee Roasting is a small-batch wholesale and one-location-retail roasting company with a youthful, no-nonsense style and a commitment to high quality organic coffees. Visit or call 360-753-0066 for more information.<br />Who Should Drink It: Balanced, complete, big-bodied, subtly exotic. Collectors of coffee experiences may be interested in consuming what is possibly the world's highest grown coffee.<br />
  21. 21. Down to the Coffee<br />There’s coffee and there is COFFEE!<br />
  22. 22. Forming the Culture<br />Market strategy to set you apart from the rest<br />Distinguishing attributes to add value to your coffee and to your customer’s experience<br />Promotion of country and farmer reputation<br />3rd Party 100-point Rating System that differentiates<br />Promoting the sensory experience of coffee drinking<br />Unique to BritainFlavour profiling like the finest wine & coffees rated as World’s finest<br />
  23. 23. Coffee taken to a New Level<br />Defining coffees for their distinctive attributes<br />Borrowing from the terminology of wine Matthew Algie coffees are defined by cupping to capture the essence of the Premium Coffee Experience<br />Defining Characteristics: <br /><ul><li> Aroma
  24. 24. Flavour
  25. 25. Body
  26. 26. Character </li></li></ul><li>Promotions dressed to Impress<br />Reinventing the total coffee experience – held at a store near you<br />Coffee Cupping Events<br />Exotic Coffee Pairing Eventscombine the pleasure and fine nuances of coffee with its matching chocolate or dessert for a fun, delicious and unique gourmet-experience for guests.Similar to a fine wine tasting, discover exceptional specialty coffee paired with artisan delicacies from around the world. Producing a much loved gastronomical treat. Clients and guests will remember these distinctive events, as they grow loyalty and ultimately Matthew Algie’s sales and business clientele.<br />Experience the emergence of new flavour<br />
  27. 27. New Venues<br />The coffee experience carried to the place it fits snugly<br />
  28. 28. The new Coffee Frontier<br />Where no other Coffee Company’s gone before...<br />
  29. 29. The Freshest Coffee on Earth<br />The Best Coffee has gotten even better!<br />