-In April 2008, Coffee brand started as "Caffe bene" .Then they tried to do innovative marketing and endless
challenges, so they could change the domestic coffee market and achieve the No.1 brand title.
-In 2011, Caffe bene became No.1 brand. And in 2012, as the first Korean coffee brand coffee, Caffe
bene opened hone store in Manhattan, New York. And in 2013, Caffe bene is opening store in Vietnam, China and
other Asia country to achieve goal which is becoming global.
-When CEO was traveling around Canada he saw that the local indigenous brands were popular. So he gained if he
create competitive brands he will become success. So he brought the idea from the open-air cafe in Europe and started
-Today Caffe bene which think the CSR as important is trying various social contribution program.
And it want to contribute world market and achieve its powerful position.
-Caffe bene manage the perfect 'FTT(Farm To Table)' system that
coffee brand manages coffee from the farm to the table under unitary
-To provide differentiated flavor through the finest coffee beans, Caffe
bene established the roasting plant in 2010.
-Roasting plant's all staff try to improve the quality of coffee beans
and make high-quality coffee.
-Caffe bene menu features European style and they want to make new
-Caffe bene uses its Facebook Fanpage to personally interact with its customers, promote discounts
and services, and entertain fans with interesting posts. There is a famous marketer-generated fanpage.
And many people “like” this fanpage. So Today we will think about why so many people like this page
and what should this brand attract other people.
-Caffe bene has 34,646 Likes. It’s facebook page updates frequently and at least 2
times a day.
-We’ve categorized its content by means of:
-informative : posts that include recipes and facts.
-interactive: posts that require consumer responses like “Tell me your wish’ or etc.
-promotional: posts that advertise caffe bene and new menu or events
-Emotional: posts that evoke emotion of many people.
-advertise other activities: posts that relate CSR or social contribution program.
The Good: Caffe bene made the concept of mascot called
“bene girl”. So when it posts the recipes on the fanpage ,
bene girl help people try. Now this post has clear orders and
tell easy ways to make this drink. This post gained 244+ likes, 24
shares, and plenty of comments. And through this post people talk
with bene girl and ask about this drink.
The bad: In fact Caffe bene want to
announce information about their services
programs. But many people don’t like this
post. there has been a lot of controversy
about Caffe bene. According to
controversy, Caffe bene has problems about
giving coffee or unkindness services. So this
post is written because of that controversies.
But this is not a right solution. When it comes
to this post, there are many negative
comments. And this make other people feel
more displeased to Caffe bene.
I will go to home.
Wow, that’s a enviable sound!
The Good: I think this caffe bene’s way to communicate with customer is very good way. We
know it is fun to answer my questions or comments. This post is too. When I write the comments
café bene give me the comments only for me. Because this comments relation to emotional post
so I think such communication is more effective.
The Good: This post is written about the
event “Tell me your wishes”. People who
don’t like lucky or good chance are not
anywhere. So when people found this
post they feel attractiveness. And
through this events people share their
wishes with Caffe bene so they feel
more friendly to Caffebene.
Later this event try another event that
people whose wish is achieved by Café
bene write comments or story on the
facebook fan page. I think this plus event
make people more fun.
The Good: This is an event page of Caffe
bene fan page. This post is not similar to
Caffe bene fan page in the way that people
can upload their personal story on the Caffe
bene facebook page. And through this stories
Caffe bene give ticket to people. So there are
many “likes”, ”shares’ and stories.
The good: We can know these menus made because celebrate the 5 th anniversary fall special menu. In fact
“5th anniversary fall special menu” means just promotion which attract people to buy these menu. But this
post makes people feel something special about these menu.
The Bad: This post is advertising “love duck”
which is the toy given when people take the
coffee in caffe bene. But look at the
comments. There are many people who did
not gain anything. So they became upset and
caffe bene lose trust.
They did not gain anything.
The Bad: Left side post is an example of emotional post can be ignored.
Because many people think this post could not provide any benefits, and this
post just something meaningless. So there are less “likes”, “shares” and
The Bad: Caffe bene want to attract people
attention but people write the negative
comments. Such “That cup is only for staff”
means this is not fact., so I don’t like post
“ This cup is only for staff”
“Today is not cold. So you feel cold?”
Advertise other activities
The Good: Caffe bene advertise other
activities relation to their brand. This post
try to advertise New York traveler3. So
many people who want to go to New York
or are interested in this activities are attracted
Advertise other activities
The Good: Example of Caffe bene brand’s other
activity. This post is written about Caffe bene volunteer
program. This is caffebene Wakeup Campaign Flash
mob and this is a fun and really entertaining way to
attract to customer’s attention.. This is special because
this post is someone’s post which us shared by Caffe
-In conclusion, we based our findings under 5 categories: Informative, Interactive, Promotional, emotional, advertise
other activities. Caffe bene use promotional as the best, and interactive as the worst.
-Promotional: Caffe bene use their facebook fan page to promote brand. So people feel that they just “consumer”
not “friends”. And many people think this facebook fanpage as advertising page or Caffe bene homepage. Especially
they try to write a emotional post like “today is raining day, isn’t it sad?” but I think this post does not have any
information or something interactive so can be ignored easily.
-Interactive: Caffe bene lacks in this department. They didn’t post game-like or engagement contents. Instead they
post their another activities to advertise their brand. So many friends can’t feel they really engage in brand fan page.
-Many people response to promotional contents and the tone of Caffe bene facebook page is very friendly. So
relative to other marketer-generated facebook fanpage, in this Caffe bene fanpage there are much
1.European stylish interior which make feel
2. Differentiation to the side menu
3.The star-marketing and PPL through
production Sidus HQ
4.The frequency of exposure because of
1.Expand the coffee market
2.New café culture
3.Diversification of customer base
4.Improving the diversification of communication
1.Focus on star image
2.Similar naming to Coffee bean
3.Lack of promotion about main menu
because of diversity of menu
2.Launching a new brand of existing
3.Foreign brands entering coffee shops
4.Expansion of the side menu specializing
5.Expansion of low-cost coffee shop
-starbucks Korea: This brand is a the biggest chain of American coffee market and one of the most popular
brand in the world. And this brand is known as symbol of modern life and expensive product.
Korea fen page 242,752 likes
-Tom N Toms coffee: Toms N Toms coffee is poplar coffee brand focused on coffee mania. And this brand is original
Korean Brand and when it comes to have short history the brand is similar to Caffe bene.
Korean fen page 30,952likes
-Hollys coffee: This brand started in 1998. They have many manias. And they know that CSR is important so they is
running socil contribution program social-H green-H.
Korean fen page 61,309likes
TOM N TOMS – advertise other
-They have done events for two years and now they have an event
“Advertising contest”. Whenever they have this event, many people
have attention to contest. So Tom N Toms use their facebook fan page
to advertise their events and add another musical event. Through musical
event people could know what is ads contest easily.
TOM N TOMS – emotional
-The ton of Tom N Toms is similar to Caffe bene. They use friendly
tone so in fanpage there are much communications with customer.
This post also make people feel friendly. And they induce people to
participate their facebook fanpage post. Through this post people can talk
bout what they want. So this become like funny play.
TOM N TOMS – promotional
-This facebook fanpage have a event. If they write comment to this post
TOM N TOMS give free ice chocolate coupon to people who write
comments. Maybe there is no one don’t like “free”. So many people write
the comments and participate this events.
-This post announce new version tumbler and starbucks own
debit card. So after people see this post they can know new
version will be on sale soon. And through this post people can
talk with other friends about design or package. So this post can
play a role which is important to sale new items.
-Starbucks Korea promote their juice product through this fen page
and post. Whenever to buy starbuks product people use their
starbuks cards, 200won is dominated by starbucks. This is one of the
social contribution program in the starbucks. They write this post and
they have a loot of benefits. First they have attention from people and
second they make people think starbucks as very good firms. And
finally the card’s sale will be raised.
Starbucks Korea – interactive and informative
-This post is the most interesting post in Starbucks posts.
In this post we can know how make “Ristretto Bianco” coffee. And this
post evoke people’s attention because they don’t teach how this coffee
become perfect coffee , and what it is needed to this coffee. So whoever
answer this question, Starbucks give free drink ticket. Kook at the “likes”!
“likes” are 1,185 and “comments”2,065. This number is very surprising. So
this post acts as interactive post at the same time informative post.
Hollys coffee – emotional
-This post acts as emotional post. When people see this post they
feel something cozy or friendly. In the picture there is a drawing
coffee. So I feel this post is written by me or my friends.
And then we can know the benefits of drinking coffee through this
picture. So many people have attention to this picture.
Hollys coffee – advertise other activities
-This post advertise their class “Hollys coffee academy” They
announce the information of this class and we can know through this
post hollys coffee academy could be a good chance to me. And this
post make me participate their fan page, post and academy.
Similarities : These brand uses almost same tone. Especially the tone of tom n toms is more friendly., but it is not
big difference. And on all fen page they have “friends” who “likes” post and talk each other with brand. And people
have lots of attention to this brand.
Differences: Among these brand’s fan pages Starbucks fan page have the biggest number of fan. And
starbucks post is some times just pictures. But they didn’t post just writing. And Tom N toms and Hollys post
act as interactive post more than Caffe bene.
According to this insights, to Caffe bene they need to wrote interactive post.
-They need more informative post for instance of recipe or another fact.
-Each informative post should have honesty and these post should receive attention.
-For example: “ the way to down coffee calories”
-They need more events or game-like contents to attract people’s attention.
-In there fan page they need more funny post.
-They should try to hard to interact their customer
-They should categorize their promotional post.
-They should write creative post.
-They need to post more than just “emotional post”.
-They should combine emotional factor plus other factor. So they should write post that gain
information or feel funny.
Advertise other activities
-They should post not only advertise other activities but also tell why they do such
activities and what relationship other activities with this brands.
Focus Target -People who likes this brand fan page have the 20~40 age band,
especially many facebook user is in 20age group.
So Caffe bene focus this age group then make creative contents.
-Nowadays many people use facebook to communicate each other. So facebook
page acts as chatting site.
So Caffe bene should have post which is the personal story of fan.
Tasty coffee story
-Focus on personal story,
Caffe bene provide interactive personal
page for people. So people can post their
story about what is their coffee style or
what is their favorite coffee.
So through this page they can like this post
to their blog or twitter and also advertise to
I Love Caffe bene
-When they play like I love coffee game they can
give comment about coffee and send to their caffe
bene faebook fan page so they can share their
And then Caffe bene collect these experiences
and make a game-like content. Through this
content brand advertise new menu or share funny
experience with customer and induce many