MK321 Branding Alto Coffee Project Presentation

2. alto
-­‐ Owl
is
never
sleep
at
night
means
coffee
makes
you
always
awaken.
-­‐ Owl
is
symbolic
of
wisdom.
-­‐ Owl
is
bird
of
prey.
when
they
set
the
target
they
never
missed.
“Alto”
in
Italian
means
“high”
That’s
why
Alto
chooses
coffee
beans
grown
and
harvested
1,000
meters
above
sea
level
which
considers
the
alEtude
Arabica
plants
grow
best
-­‐ alto
in
Italian
means
high
-­‐ alto
is
sphere
in
middle
level
above
1,000
meter
-­‐ alto
is
symmetry
word
shape.
-­‐ alto
;
The
first
capital
is
spelling
by
A.
-­‐ alto
;
Easily
pronouncing
and
remember.
History

3. Timeline
1960
2010
2012
2014
Coffee
RoasEng
as
family
business
Coffee
Teammate
Co.,
Ltd
Brand
alto
Coffee
alto
Coffee
Mega
Bangna
BouEque
Store
alto
Coffee
Roster
Pleonchit
Center,
Training
Center
No
Brand
;
Kios
at
office
building
“
TAE”
Pa)hrapon
Ruangsuteerakit
Owner

4. alto
Product
&
Service
ONE$STOP$COFFEE$SERVICE$
Business
ConsulEng
&
Barista
training
alto
Beverages
Coffee
Machines
&
Equipment
Café
supplies
&
ingredients
Snack
box
&
Catering
Services
Custom
Coffee
Blends
Fresh
Roasted
Coffee
Beans
Selected
Coffee
Beans
MEGA
BANGNA
2nd
Floor
Open
daily
10:00
–
21:30
TRAINING
STUDIO
@
PLOENCHIT
CENTER
1st
Floor
Mon-­‐Fri
7.30
-­‐18.30

5. Coffee
Beans

6. Coffee
Beans
PERU%VIDA%ALTA% BRAZIL%MOGIANA%
PAPAU%NEW%
GUINEA%
GUATEMALA%
ETHIOPIA%% ETHIOPIA%SIDAMO% COSTA%RICA%% COLOMBIA%
WAKE%UP% CUSTOM%COFFEE%BLEND%
Designed(to(wake(you(up(any1me(of(the(day!(
From%Indonesia,%Thailand%Bold,%dark%chocolate
Custom(coffee(blend(made(to(order%
House&Blends&
Single'Origin*Coffee*
All
is
450
Baht
Each

7. 1963% Serendipity%
From%Guatemala,%Indonesia,%Thailand%
Rich,%Nu>y,%Caramel.%Hints%of%cocoa%on%the%finish%
Used%in%all%Alto's%iced%coffee%drinks%%
Named&a'er&the&year&grandfather&started&roas1ng&coffee&
350%Baht%/Wholesale:4,750%Baht%per%case%(5kg)%%
%
From%Ethiopia,%Colombia,%Thailand%
Balanced,%Floral,%Fruity%
Used%in%all%Alto's%hot%coffee%drinks%%
%
%
Result&of&months&of&tes1ng&and&tas1ng&
Signature*Blends*
Coffee
Beans

8. Coffee
Equipment
Distributor • Authorized+distributor+of+Meli1a+coffee+machines+from+Germany.+
• Authorized+distributor+of+Baratza+coffee+grinders+from+USA.+
Commercial
Espresso
Machine
Home
Espresso
Machine
Brewing
Equipment
Coffee
Grinder
Cafe
Accessories

9. Café
ingredients
&
supplies
MATCHA&GREENTEA&
POWDER&
DARK&COCOA&
POWDER&
MONIN&SYRUPS&
DAVINCI&GOURMET&
SYRUPS&

10. Beverages
1.#Select#and#use#only#Premium#grade#coffee#beans#with#2#espresso#shots#in#every#drink#
2.#Beans#are#always#freshly#roasted##
3.#Grind#and#make#each#new#cup#just#for#you#
Premium'fresh+baked'
Bakery'&'Desserts'
COFFEE'DRINKS' NON+COFFEE'DRINKS'
• Slow'coffee'
• Espresso'drinks'
• Frappe'drinks'
• +'Special'menu'of'the'month'
• Tea'
• Chocolate'
• Soda'Pop'
BAKERY'
alto
coffee
Signature

11. Beverages

12. Training

13. Owned
media
website
fanpage
instagram
foursquare
google+
In-­‐store
Sales
staff
&
Customer
service
Products
PromoEons
In-­‐store
media
Reviews
Food
reviews
site
wongnai,
openrice,
bkkmenu,
edtguide,
ginraidee,
painaidee
Personal
site
panEp,
blogspot,
bloggang,
wordpress,
clips
Press
site
thairathonline,
roommag,
bkonline,
etc.
Out-­‐store
Print
ad
Trade
shows
WOM
IMC
Poster
Trade
shows

14. Beverages
Every
plagorms revolve
around
wholesales
and
premium
quality
is
always
top
of
mind
consideraEon

15. Target
“Coffee
drinker
who
seeks
quality”
B2B# B2C#
Coffee#Business#
Coffee#beans#buyer##
to#brew#at#home#
#
#
In#store##
beverage#buyer#
#
#
Irregular#customer##
#
Coffee#expert/lover#
B2B
:
B2C
70
:
30
Target
30
:
70
Sales

16. Insight

17. CompeStors
;
ONE
STOP
COFFEE
SERVICE

18. Brand
DNA
Speciality
Coffee
Roaster
Coffee
BouEque
Personality
expert
professional
man
friendly
Values
value
for
money
variety
freshwarm styles
coffee
feeling
/experiences
scrupulous
special
/
unique
AXributes
non
espresso
training coffee
equipment
espresso
drink
/
coffee
blend
roasted
coffee
/
coffee
beans
Benefits
rich
/double
shot
aromaEc
quality
coffee
choices
reasonable
price
quality
ingredients
quality
supplies
explorer
awake
independentessenEal relaxing
groove
coffee
knowledge
exoEc
treat
rewarding
fresh-­‐baked
bakerybarista
champion
Brand
DNA
experiences

19. alto
Coffee
Brand
Alto
is
the
specialty
coffee
roaster
&
bouEque
which
offers
one
stop
coffee
soluEon.
RoasEng
premium
grade
coffee
beans
and
providing
quality
coffee
equipment
and
café
ingredients
also,
business
consulEng
and
barista
training
Brand
PosiSoning
Statement Brand
Promise
HONESTY+TRANSPARENCY-
QUALITY-

20. MiscommunicaEon;
Focusing
on
B2C
>
B2B
Unaware
of
brand
Customer’s
lack
of
real
coffee
knowledge
Mega
Bangna
shop
facing
all
day
sijng
customers
Challenge
SuggesSon
Create
new
blends
recipe
to
suite
various
preferences
Communicate
and
educate
more
about
brand’s
story,
products
and
quality
Focus
on
both
B2B
and
B2C
on
the
same
scale
50:50

21. Strategy
Product
-­‐ Create
new
blends
recipe
to
suite
various
preferences
-­‐ Seasonal
menu
-­‐ Coffee
ConsulEng
Price
-­‐ Level
prices
by
product
quality
-­‐ Special
prices
for
take
home
coffee
blends
(Beverage
+
Blends)
Place
-­‐ Open
Coffee
BouEque
around
Bangkok
for
distribuEon
centre
-­‐ Open
Coffee
shop
in
premium
office
building
IMC
-­‐ Communicate
more
in
B2B
-­‐ Direct
markeEng
for
B2B
“Speciality
Coffee
Roaster,
Coffee
BouSque”

22. Ms.$Nisita$Booncharoensombat$
5407610210$
$
Mr.$Nontawit$Sungworn$
5407610285$
Mr.$Narawit$Sakhonsaeng$
5407611531$
$
Ms.$Chanyanuch$RaCanamanee$
5407610400$
Group
Members