This document provides an overview and marketing strategy for Blue Bottle Cafés. It begins with an agenda covering the café industry, Blue Bottle overview, and their marketing strategy. Blue Bottle is a specialty coffee roaster founded in 2002 in San Francisco that has since expanded to New York, Los Angeles, New Orleans, Tokyo, and Oakland. Their marketing strategy focuses on pour over coffee, baked pastries, and single origin roasted beans priced from $17-21. Promotion occurs through banner ads, email blasts, and their coffee club. Their target market is well-educated professionals and retired couples who are coffee lovers.
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The ppt descibes the the Branding and marketing strategies of Starbucks Under 8 functional Bracket like Logo, Standardisation, expansion, Globalisation, Co-branding, Augmented Services, Facing Competition and Pricing Strategies.
A content marketing strategy assumes that content marketing is approached in a customer-centric, connected, planned and strategic way.
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Coming up with a new coffee shop eh?
click to view how you will go about it(Strategy), Tactics, Plan, how will you communicate and convey the message to your audience (Integrated Marketing Communication) Value Proposition etc.
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7. 20152002 2010 2012 2014
Taking $20 million in venture
capital investment
1/1/2012
Taking $25.7 million
in Series B
8/2/2014
Los Angles
expansion
23/7/2014
Founded in San Francisco
1/1/2002
First New York location
15/1/2010
New Orleans
Iced Coffee
5/8/2014
Tokyo
expansion
6/2/2015
8. BLUE BOTTLE CAFÉS
Funding Received $45.7 Million in 2 Rounds from 11
Investors
Headquarters: Oakland, CA
Description: Blue Bottle Coffee is a specialty coffee
roaster focused on discovering and
preserving the true nature of coffee.
Founders: James Freeman
Categories: Coffee, E-Commerce
Website: http://www.bluebottlecoffee.com
12. PRICE
#Pour over Coffee
-- Dandy $3 to $5
--Drip $3 to $4.5
--Iced Coffee $4
#Roast coffee bean
-Price range from $17 to $21
13. PROMOTION
#Banner Ad
Click here for 10% off New Blue
Bottle coffee beans
Register to receive Free Blue Bottle
Coffee beans sample.
#Email Blast-coffee club
-Free trail of our new selection
coffee bean
-Early Bird registration for latest
events
ex: coffee workshop/anything
about coffee
-10% discount when customers
order a 2nd package
-Members order more than 3
packages of coffee bean within a
Click here for 10% off Blue Bottle Coffee beans
Register to receive FREE sample of Blue
Bottle Coffee bean
15. TARGET MARKET
Demographic
• Aged 35-45, working
professionals
• Aged 55-65, retired couples
• Well-educated, higher income
level
Psychographic
• Coffee lovers
• People are taking pleasure of
brewing homemade coffee.
16. MARKET CONDITION
Increase awareness
Create an
attractive website
Add a blog
Deliver customer
value
Encourage
subscriptions among
current consumers
Use direct
marketing
tactics
Differentiate among
competitors
Focus on 48
hour roasting
strategy
Increase
customer
relationships
18. BLUE BOTTLE’S SUCCESS
Vision and Value
--Get growth-stage fund and support from Google Venture.
--At scaling comes from hiring and partnering in the right ways.
--Founders like Freeman scale their organizations in their own
image, and the corporate person they create, that golem, moves like
a shadow behind the founder.
Blue Bottle’s main target market divides into two segments. The first segment is people age between 35-45 years old, well educated, possess a higher income level. This group of people are coffee lovers, not only drinking coffee in the café but also enjoy brewing coffee at home.
The second segment is people age between 55-65, married couples who live by themselves and enjoy their retired life. This group of people are having their free time at home and caring about the quality of coffee bean. They tend to look for high quality roasting coffee bean and taking pleasure of brewing homemade coffee.
the marketing strategy for Blue Bottle Coffee is to create awareness and encourage consumption among current consumers. The current consumers of Blue Bottle Coffee are affluent professional adults who enjoy a freshly brewed coffee. Blue Bottle needs to create an attractive website that would provide enough background information about its products. The existing website is very plain and does not encourage interaction between consumers and the company. In addition, the website should add a blog where consumers can post their comments and add more information to company’s background. Its history and mission is what makes the company unique.