MK321 Branding Alto Coffee Project Presentation
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The document provides information about Alto coffee, including: - Alto chooses coffee beans grown 1,000 meters above sea level for optimal quality. - It offers one-stop coffee services including roasting, retail coffee beans and equipment, beverages, and barista training. - The brand aims to provide premium quality coffee and transparency to customers through its specialty coffee and boutique approach.
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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
- 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”