Always Coffee

Always Coffee, Always Sugar-Free
Joyce Teoh Mei Kuan (Diploma in Film & TV) Group 1
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INTRODUCTION
Our product to be market is a range of Healthy Coffee Drinks. The name of our
product is Always Coffee. We had our raw materials ready with our reliable local
supplier, Coffee Famillie which is located just few miles away from us.
Always Coffee is a range of coffee drinks that concerned about consumers’ sugar
level. This range of coffee drinks targeted on consumers who look for sugar-free
coffee drinks. Our drinks will be 240 ml in can and 1 Litre in juice box.
Due to the common of coffee drinks in the market, we used Market-oriented pricing to
price our products. Although Always Coffee is a range of health-conscious coffee
drinks which this make our product being easily differentiated from the coffee drinks
in the market, we will still follow the pricing based on our market research report. This
is because we want our consumers pay the same amount but for a healthier coffee
enjoyment.
Our target market is anyone who drinks coffee.
1. PRODUCT DESCRIPTION
1.1. Product Portrayal
‘Always Coffee’ is a product that actually serve only “one” segment of
customer – coffee lover. Coffee drink is common in market but sugar-free
coffee can be unique in market. Always Coffee will be sold in two types of
packaging: 240 ml can and 1000 ml juice box. The coffee will become your
best morning call ever. This is best for health conscious people as Always
Coffee are sugar-free coffee drinks. We expect high sales.
1.2. Product Profile
Product Name : Always Coffee
Product Type : Healthy Coffee drinks
Flavors : (1) Original
(2) Americano
(3) Espresso
(4) Cappuccino
(5) Mocha
(6) Latte
(7) White Coffee
(8) Milk Coffee
Ingredients : Organic Arabica coffee beans, sugar-free
creamer, Milk, Cocoa Powder, Sugar-Free Vanilla
Powder, Nutmeg, Cinnamon, Monin Sugar-Free
Syrup

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Container : Aluminum can and Juice box
Container size : Aluminum can 240 ml; Juice box 1 Litre
Product Price : 240 ml for RM 1.90; 1 Litre for RM 7.90
Estimated Durability : 6 Months from date of manufactured
5 days refrigerated once opened
Machinery used : Advanced coffee processing machinery from UK
and Japan
Brand Slogan : Always Coffee, Always Sugar-free
2. MARKET RESEARCH AND ANALYSIS
We have made some survey of the market to have a clear view about our market as
well as our customers’ demands, needs, and wants. The information helped us to
position our product in the market.
2.1. Market Description
In 2010, Malaysia’s population is 28.6 million and in 2010 also, there are 2.1
million foreign workers who work and stay in Malaysia. Malaysia’s population
is projected to be increased to 38.6 million in 2040. More than seventy-five
percent of Malaysians over the age of eighteen drink coffees, which means
more than 21.45 million Malaysians, drink coffee every day. Yet this number
does not include foreign workers. Many Malaysians swear that they can’t do
without their morning coffee.
There are few brands of coffee drinks which currently play in the market but
we had able to come up with the special sugar-free coffee drinks to target
health-conscious people.
2.2. Market segmentation and Targeting
We segmented the market into the following sectors based on our
observations and a range of market analysis:
Geographical Segmentation
Every part of Malaysia (basically every shopping malls, hypermarkets as well
as minimarket and coffee shop)
Demographic Segmentation
Age : Above 18
Gender : Female and Male
Annual Income : RM 7,200 and above
Occupation : Any
Region and Race : Any
.
Psychographic Segmentation
Coffee lovers
Behavioral Segmentation
Health-conscious people
Majority of Malaysia loves coffee but sometimes they just stay away from
coffee just because they are afraid of their body sugar level. As per survey, in

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2010, there 3.4 million Malaysian suffer from diabetes. This put Malaysia as
the number one country in ASEAN for having the highest number of diabetics
and sixth in the western pacific region. This product may become their
beloved product as this product is a sugar-free product.
Others
Tourists
In 2010, there are 24.58 million of tourists arrived and spent RM 56.5 billion in
Malaysia. The number of tourists increased to 25.72 million in 2013 where the
spending increased to RM 65.44 billion. We placed them as our target
customer too as coffee is the most-consumed beverage in the world.
General Customers
This refers to normal people (other than coffeeholic) who only sometimes
drink coffee.
Market Needs
We are keen to provide the best product that would be valued by our
customer. As per survey, the best volume of a cup of coffee per person is at
the range of 210 ml to 260 ml. So we offer our product with a volume within
that range at 240 ml (aluminum can). We also offer 1 Litre (Juice box) which
this is targeted to people in group, for example family, friends etc. For the 1
Litre packaging we uses Juice box as it is more convenient for keeping
purpose compare to cylinder shape container.
2.3. Competitive Analysis
The coffee drinks industry is highly competitive. There are few companies had
dominated the market. But with the idea of healthy coffee drinks, “Always
Coffee” will post as a new strong competitor in the market as so far no one
selling sugar-free canned coffee. To evaluate the position of “Always Coffee”
in the market, we have done some analysis about the market situation as
below:
2.3.1. Competitor Analysis
The major coffee drinks companies in the current market:
 Nescafe
 Old Town White Coffee
 Pokka Coffee
 Power Root Alicafe
 Wonda Coffee
 MAScafe
 Starbucks
 Foreign products etc
Strategies against competitors
To compete, we will adopt the following strategies:
 Heavy promotional on Sugar-free Coffee
 Transparency production of our coffee
 Organize events and activities that create awareness of
healthy lifestyle in shopping malls
 Create a new culture with our products
 Let customers know that we care about their health

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3. MARKET PLAN
3.1. Product Positioning
Always Coffee is a healthy-coffee drink product. Positioning our product can
help us to choose the best marketing strategies that able to fit the current
position. Right positioning will create a competitive advantage.
3.2. Pricing Strategies
Market-oriented pricing is also known as a competition-based strategy. Firstly,
it compares similar products being offered on the market. Then, seller sets
the price either higher or lower than their competitors depending on how well
or where the product been positioned. In our case, we have set the price
slightly higher than our major competitor as we have confident with our
healthy-coffee drinks.
After we set the price, we will define our profit percentage then only we go for
our cost. This is so called target-profit pricing where it identify the price first
then followed by set the desired profit percentage to be made on the product,
then only we compute the target cost of the product. The target cost will be
given to our engineers and product designers where they will use it as the
maximum cost to be incurred for the materials and other resources needed
for the design and manufacturing of the product.
This is one way of making our product an effective and profitable product.
3.3. Promotional Strategies
To make our product stay strong at its position, we need to heavy emphasize
on the quality of our product and this will be done through promotional events
and activities as mentioned earlier. There are few types of promotional
strategies that will help us to obtain the maximum market share: Advertising,
Public Relations, Sales Promotion, Internet Marketing and Sponsorship.
Message & Media Strategy
“Always Coffee, Always Sugar-Free”
Media strategy refers to the way we deliver our message. We will promote the
healthy lifestyle of Always Coffee and the nutritional information of our
product. We will also advertise our products on the most watched nation TV
channels for example 8TV, NTV7, TV3, Astro etc.
Facebook Marketing
This strategy is now commonly used by all company to promote their products.
By the end of 2013, Facebook boasted 1.23 billion monthly active users
worldwide, adding 170 million in just one year. According to Facebook, 757
million users log on to Facebook daily. Create a page in Facebook is free of
charge. This can becomes a communication platform between company and
customers. We can create product awareness in our page. Every promotions,
ads, events or even messages can be post onto the page. So, make them like
our page, like our product, and then buy our product.

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3.4. Market our Product – All about COFFEE (It can be our selling point)
(1) Coffee is Actually A Fruit
Coffee beans are actually the pits of berries. The coffee berries, also
known as coffee cherries, are an edible fruit that have coffee beans inside.
We only called them “beans” because of their resemblance to beans.
(2) Coffee is a Major Commodity
Coffee consumption is actually great for the developing world as 80% of
coffee farming happens in developing countries while the developed world
is the consumer. The coffee trade funnels money from richer countries to
poor countries.
(3) Coffee can help you live a longer and healthier life.
Coffee contains antioxidants that will help the body to fight chemicals
called “free radicals.” As a result, people who drink coffees are at a lower
risk of diseases.
(4) Coffee contains important nutrients you need to survive
A cup of coffee contains 11% of daily recommended amount of Riboflavin
(vitamin B2), 6% of Panthothenic Acid (vitamin B5), 3% of Manganese
and Potassium, and 2% of Niacin and Magnesium.
(5) Drinking coffee can help you burn fat
Caffeine can increase your metabolism at 3 to 11%. It’s one of the few
chemicals that can actually help with fat burning.
(6) Coffee can help prevent Alzheimer’s and dementia
Several studies show that coffee drinkers are up to 65% less likely to get
Alzheimer’s disease, which is a leading cause of dementia.
(7) Coffee is good for your liver
Coffee may protect against cirrhosis (a condition that lead to several
disease). People who drink 4 or more cups of coffee per day have up to
an 80% lower risk to develop cirrhosis.
(8) The first webcam in the world was made for coffee.
In 1991, a group of Cambridge University
scientists set a camera on their work building’s
coffee pot, streaming the footage live on the web
so that they would be able to see if the pot was
empty or not, saving themselves the disappointment of a coffee-less trip.
(9) Caffeine improves your performance when working out.
For those who consume caffeine before working out, it can leads to a
better physical performance as caffeine increases levels of adrenaline,
and release fatty acids from fat tissues.
(All these facts will be shared during product campaigns and events.)

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4. MANUFACTURING AND OPERATION
4.1. Materials
Our main supplier Coffee Famillie will provide us good quality of organic
coffee beans for our production. Coffee Famillie has been standing as a well-known
coffee beans wholesaler in Malaysia as well as Asia countries. There
is goal congruency between us as we both concern about human health. We
will make a great business partner.
4.2. Machines
We have both local made coffee machines as well as imported one from UK
and Japan. All machines are up-to-date with the most advanced technologies.
4.3. Manpower
We have hired a number of engineers who is good with the most advanced
machines. We also send our technical staffs for training to get familiar with
the machines. Production workers consist of both local and foreign workers.
4.4. Location
As we are now at a very strategic location, we would prefer our manufacturing
factory and warehouse nearby as our supplier Coffee Famillie was just a few
miles away from us. This will help in saving on transportation costs. And also,
we are now located in the busiest city, transporting finishes products to malls
and markets are eventually convenient.

Always Coffee

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