Integrated Health Service Business concept that has a sports approach brand. It begins with a cafe which integrates with a fitness service. It ideally provides a cost cutting advantage for its members once they avail the membership.

1. FROM IDEA TO REALITY
Creating the foundation for both internal and external opportunities ZUREAL

2. Zureal Café is a coffee shop business
under Zureal Corporation.
Zureal Café purchases and roasts
high-quality whole bean coffees and
sells them, along with fresh, rich-
brewed coffees, Italian-style
espresso beverages, cold blended
beverages, a variety of
complementary food items, a
selection of premium teas, which are
all suited for a healthy lifestyle.
BUSINESS DEFINITION ZUREAL

3. BUSINESS DEFINITION ZUREAL
Zureal Corporation (together with its subsidiaries, “Zureal” or the
“Company”) is a holding company that is mainly in the businesses of
sports apparel, sports services and health lifestyle retail stores, for-
profit company that primarily sells membership fee to avail the
integrated sports and healthy lifestyle facilities through Company-
operated retail stores.

4. STRATEGIC DIRECTION ZUREAL
Making the healthy
culture accessible to the
mass market.
Through an integrated healthy
lifestyle service
Zureal will lead the
market towards

5. STRATEGIC DIRECTION ZUREAL
In Year 3, Full blast in
developing a Zureal
community. Launch of the
Zureal Fitness
In Year 5, vertical integration of the
Zureal Services
In Year 1, Proof of Concept
and planning for the Zureal
Fitness

6. PRODUCT
TARGET
MARKET
GEOGRAPHIC
SCOPE
COMPETITIVEZUREAL

7. PRODUCT
ZUREAL
• Heathy Drinks and Food products
that are centered around the Café:
1. In-Store only
2. RTD/RTE Products
• Merchandise of Zureal Brand

8. TARGET
MARKET
ZUREAL
• The Healthy and Active Lifestyle Customers
that are located in
University ofWashington

9. MISSION
To make Healthy
living fulfilling.

10. VISION
5 Stakeholder approach (5 Ps)
People - to inspire the people to live a sustainable and
healthy lifestyle
Profit- to maximize long-term ethical return to
shareowners
Partners- to provide life-long partnerships through win
win outcomes and healthy relationships
Productivity- an organization that evolves around the
ever changing needs of the customer
Planet- to showcase the natural harmony between man
and nature
ZUREAL

11. VALUES
Zeal --To utmost desire to commit in giving
the rightful value to the customers that we,
ourselves, deserve.
Unity -- to give the best customer
experience through achieving harmony in
business
Responsible -- to promote sustainable
lifestyle through healthy living
ZUREAL

12. VALUES
Excellence -- to create a vibrant culture
where people reaches their maximum
potential.
Adaptability -- to consistently put
ourselves in the shoes of the customer.
Leadership -- to pave the way to a moral
and ethical relationship with our partners
ZUREAL

13. GUIDING PRINCIPLES
1. Promote a healthy working
environment where
everyone treats one
another with dignity and
respect.
2. Encourage diversity and
sustainability as a key
component in doing
business
3. Continuous improve the
standard of excellence in
purchasing, and servicing a
healthy experience. ZUREAL

14. GUIDING PRINCIPLES
4. Promote a healthy working
environment where everyone
treats one another with dignity
and respect.
5. Encourage diversity and
sustainability as a key
component in doing business
6. Continuous improve the
standard of excellence in
purchasing, and servicing a
healthy experience.
ZUREAL

15. ZUREAL

16. ZUREAL
Internal Environment
Analysis: Inside-Out
Approach

17. ZUREAL
1. Resource Based View
Approach
2. Reputational Capital
3. Financial Health and
Strength
OUTLIN
4. Organizational Culture
5. Service Profit Chain
6. List of Strengths and
Weaknesses

18. Resource Based View
Approach
Capturing great reputation
and loyalty through quality
customer Experience
Products and
Employees
Brand Reputation
ZUREAL
Tangible Intangible

19. • It will be known to Seattle as a brand which promotes
Health and motivates
• Taking care of our suppliers and customers equally
• Seen in our organizational chart
Reputational Capital
REPUTATION OF ZUREAL
ZUREAL
Zureal will be known with its trust and
authentic human service that promotes
and motivates healthy living through
their café and fitness centers.

20. • Courteous treatment to its customers
• The employees of Zureal are polite and
respectful.This contributes not only to the
boost of Zureal’s image but also to the
formation a friendly environment.
• Seek Feedback
• Zureal constantly seeks feedback from the
customers to get empirical data to improve
its products and services.This includes
listening to their requests to immediately
solve the gap or problem at hand.
ATTAINING
REPUTATIONAL CAPITALZureal attained this through:
ZUREAL

21. • Customers’ Perspective
• Zureal constantly thinks in the shoes of the
customer so that we can supply their ever
changing demand with our products and
services.
• Long termVision
• Zureal makes decisions by thinking of the
long run effect to the business.
ATTAINING
REPUTATIONAL CAPITALZureal attained this through:
ZUREAL

22. Financial Health and Strength
Financial Health
•Financial position/situation
•Currently, Zureal Café is on a tight budget which needs
to pay its rent and other fixed costs.
•Revenues will be critical to bring back the overall
financial health of the company.
Financial Strength
•Ability to generate profit
• seen in our sales of different products→ business model
•Investors
•Find long term partnership with investors to be able to get
more funds for the business
• Pay our long term debt and similar obligations
•Zureal is able to utilize its resources available to meet its short term
commitments
• Able to pay our expenses and we still have a net
income
ZUREAL

23. A culture of healthy and active
human beings, living excellently as a
business partner, citizens of
sustainable community.
Organizational Culture
REAL

24. Service Profit Chain
Internal Service
Quality
Employee
Satisfaction
Employee
Loyalty
Employee
Productivity
External Service
Value
Customer
Satisfaction and
Loyalty
= Equipping employees with quality skills and power to
serve customers
= Gives the employees the motivation and drive to provide high
quality service
= Because the employee are becoming familiar and satisfied with the company, they
begin to set personal standards and goals in order to increase company sales.
= Due to the employees’ satisfaction and loyalty to the company, the
quality of service increases.
=By providing high quality service, customers are encouraged and
are willing to come back because of their satisfactory experience.
ZUREAL

25. LIST OF
STRENGTHS AND
WEAKNESSES
ZUREAL

26. Strengths (1)
• Great Organizational Culture
• Low Cost Structure
• Good Strategic Positioning
• Brand Management
• Customer Management
• Quality Products
• Diverse Revenue Stream
• Have general knowledge of the needs
and wants of the target market.
ZUREAL

27. Strengths (2)
• Business follows Green Business
Model
• Niche Target Market
• Community Focused
• Comprehensive Business Plan
• Great Experience in handling Digital
Marketing
• Online service for easier service
• Business is fit towards on the go
customers
ZUREAL

28. WEAKNESSES
• Cost cutting
• Renew the lease
• Clear vision (SMART form)
• Promotion through
advertisements; provide
quality products and services
• Hire employees
• Website
• Budgeting plan
• Exhausted savings
• Small business loan
• Insufficient capital to grow
• Limited menu
• Uneven share of inventory
• Limited customers
• Lack of promotion
• One Store
• Early Stage of Brand
• Limited to University of
Washington
PROPOSED STRATEGY
ZUREAL

29. ZUREAL
External Environment
Analysis: Outside-in Approach

30. ZUREAL
1.Macro
environments:
PESTEL Approach
2.Industry Life Cycle
OUTLIN
3. Industry Analysis:
Porter’s 5 Forces Model
4. Consumer Trends
5. Opportunities and

31. ZUREAL
PEST
ELANALYS

32. ZUREALPolitical
Seattle proposes tax increase to 2% for people with over
$250,000 income
Seattle proposes “upzones” to create more housing
Seattle’s Office of Economic Development offers businesses
low interest loans for installing energy efficient
improvements

33. ZUREALPolitical
Seattle Public Utilities’ provides savings on annual drainage
fees for property owners with stormwater systems that help
reduce the impact of stormwater on the City’s system,
creeks, lakes, or Puget Sound.
Seattle Passes Soda Tax in 7-1 Vote
The tax will apply to soda, sweetened iced tea, sports drinks,
energy drinks, and juice drinks with added sugar. Alcoholic
beverages and 100 percent juice drinks with no added
sugar will be exempt.

34. ZUREALPolitical

35. ZUREALEconomic
Due to a rise in the need for technology, most
new businesses rising are technology based.
Seattle has a business service team that helps
individual businesses achieve their goals

36. ZUREALEconomic
65 new buildings are being built in downtown
seattle, ⅔ of which are residential. However housing
rent is rising fast.
Government of Seattle is set to support a diverse
economy

37. ZUREALSocial
It has a balance between nature and city
People are generally friendly in Seattle.
Coffee is considered an art form more than just a
simple drink.
Activist activity in Seattle is high (LGBTQ)

38. ZUREALSocial
More than 15,000 bike commuters on the street — that’s
close to 4 percent of the population.
And between 1990 and 2012, the percentage of bike
commuters grew by more than 170 percent.
Close to 10 percent of the population walk to
work, according to Census data reported on by The Seattle
Times — that ranks it fourth in the country.

39. ZUREALSocial
OBESITY
PROBLEM

40. ZUREALSocial
About 25 percent of children (ages 2-4 years old and
receiving WIC services) were overweight or obese.
About 23 percent of 10th graders
in Washington's public schools were overweight
or obese.
About 10 percent were obese and 13 percent were
overweight.
About 27 percent of Washington adults were obese.
OBESITY
PROBLEMCHILDREN

41. ZUREALSocial
Adult obesity trends may have started to level off over the past few
years.
Obesity rates were higher in populations with lower income and
lower education.
ADULT
Among adults:
American Indian/Alaska Native
and Native Hawaiian/Pacific
Islander populations had the
highest age adjusted rates of
obesity.
Black and Hispanic
populations had a higher rate
of obesity than non-Hispanic
whites.

42. ZUREALSocial

43. ZUREALTechnological
Seattle is one of the centers of technology
High prominence of gadgets and cellphones

44. ZUREALEnvironmental
High competition rate due to Seattle being the center of
coffee culture.
Polluted water sources
Expansion of big companies like microsoft is altering
shorelines and creating pollution

45. ZUREALLegal
Minimum wage : $13.00 an hour without tips
$11.00 with tips
Paid sick leave and safe time
More than 4-49 FTE’s (Full Time Equivalents)
Accrual of PSST per hours worked: 1 hour every 40 hours
worked
Use of and carry over of unused PSST
(per calendar year): 40 hours
Fair chance Employment Ordinance
-Prohibits the use of categorical exclusions in ads
-Limits criminal history questions on job applications and
criminal background checks until after an employer
conducts an initial screening to eliminate unqualified
applicants.
•Requires employers to have a legitimate business
reason to deny a job based on a conviction record.

46. Entre New Market Segments
Increase Product usage through more frequent
use or additional applications
Improve the product
Modifying marketing programs
Find niche
ZUREAL
INDUSTRY LIFE CYCLE

47. ZUREAL
PORTE
R’s

48. 5 FORCES
1. THE THREAT OF ENTRY
- Moderate cost of doing business
- Moderate supply chain cost
- Moderate economies of scale
ZUREAL

49. 5 FORCES
2. SUPPLIER POWER
- High variety of suppliers
- Moderate size of individual suppliers
- High overall supply
- Large population of suppliers
ZUREAL

50. 5 FORCES
ZUREAL
3. BUYER POWER
- Moderate switching cost
- Moderate size of individual buyers
- Moderate substitute availability

51. 5 FORCES
4. THREAT OF SUBSTITUTES
- Most likely the beverages served in the cafe may be
substituted by low switching cost
- Low cost of substitutes
- Moderate availability of substitutes
- Moderate performance per price of substitutes
ZUREAL

52. 5 FORCES
5. COMPETITIVE RIVALRY
- Low switching cost
- Variety of firms
- High aggressiveness of firms
ZUREAL

53. COMPETITIVE
ADVANTAGE
The company believes that
the primary competitive
advantage of the company
are its state-of-the-art
integrated healthy lifestyle
services and its world class
customer service through
its empowered employees.
ZUREAL

54. ATTRACTIVENESS UNATTRACTIVENESS
• Few substitute
products
• Low power of
suppliers
• Low power of
customers
• Many
competitors
• Low barriers to
entry
ZUREAL
INDUSTRY

55. ZUREAL
The History of First,
Second, and Third Wave
Coffee

56. 1st Wave: Growing coffee consumption
exponentially.
2nd Wave: The defining and enjoyment of
specialty coffee.
3rd Wave: Purchasing coffee based on its
origin and artisan methods of production.
ZUREAL
WAVES OF COFFEE

57. FIRST WAVE
ZUREAL
First wave coffee can trace its roots back to the
1800’s, when entrepreneurs saw a market for
providing coffee that was both affordable and
“ready for the pot”. Coffee brands like Folgers
and Maxwell House would quickly become
household names across the United States.
This first wave receives criticism for sacrificing
taste and quality to promote convenience and
mass production. While the quality of the mass
marketed brew may be frowned upon, the
innovations in processing, packaging and
marketing would allow the coffee industry to
skyrocket into the future.

58. SECOND WAVE
ZUREAL
One of the driving forces in the transition into the
second wave was a reaction to the “bad coffee” being
marketed under the first wave. Consumers expressed
a desire to know the origin of their coffee and
understand the unique roasting styles of what will
now be called “specialty coffee” beans.
This knowledge added to the enjoyment of coffee as
an experience, rather than just a beverage. Some
coffee historians site the wine industry as an
influence, with its principles and applications now
applied to the coffee industry.
Coffee shops became big business, luring consumers
to a brick-and-mortar shop to drink their favorite
coffee beverage

59. THIRD WAVE
ZUREAL
The term “third wave” is relatively new, so there is not
much history to talk about. The use of the term began
in 2002 with an article by Trish Rothgeb (formerly
Trish Skeie) of Wrecking Ball Coffee Roasters.
In the article, published in the Roasters Guild
publication, The Flamekeeper, Rothgeb defined the
three coffee movements as “waves”. Following this
description, “third wave” became the mainstream
term representing the movement.
Characterized by coffee lovers interested in the
character of the coffee itself. Sometimes this
movement is more of a reaction against bad coffee
and the way bad coffee has been promoted. Not that
marketing and social are not important in third wave
growth, but they are not the driving force.

60. THIRD WAVE
ZUREAL

61. Consumer Trends
ZUREAL

62. Location:
Seattle
10 times more coffee stores per 100,000
residents than the US has overall
The world center for coffee roasting
ZUREAL

63. 40% of 18-24 year old are drinking
coffee each day
Seattle residents spend an average of
$35 a month on coffee
22% of Seattle adults cite hot specialty
coffee as the beverage they consume most
often.
ZUREAL

64. Homer
Coffee & Chocolate
ZUREAL

65. 55% of students are in the age
bracket of 18-22, compared to
the national average of 60%.
ZUREAL
University of
Washington

66. $70,594 $53,889
ZUREAL
Around 500,000 fits the target market
Median
Income
U.S.
Average
3rd Healthiest State in the U.S. (Zorus 2015)
Seattle
Check
Most Caffeinated State in the U.S. (BMI, 2016)

67. ZUREAL
27 Cafes
7 Starbucks
16 Fitness Centers
46,081 total enrollment
• Note: Undergrad, Grad & Prof,
and Non-degree are subsets
of Total Enrollment
University of
Washington Check
Top 50 University in the States
22 Varsity Programs
Home of the Huskies

68. ZUREALMARKET VALIDATION

69. ZUREALINDUSTRY TRENDS

70. ZUREALINDUSTRY TRENDS

71. ZUREALINDUSTRY TRENDS

72. Opportunities
• Increasing Health conscious market in Seattle
• Large share of healthy snacks in overall snack
• Established health communities in Seattle
• High Birth Rate
• High Income
• Reasonable size for the target market
ZUREAL

73. ZUREAL
• Mature Coffee Market
• Passing of the Soda Tax in the state
• Lack of comprehensive service for fitness services
• Limited businesses following the green marketing
model
• High variety of suppliers with no bargaining power
• Business principles are aligned with state policies
Opportunities

74. ZUREAL
THREATS
• Competitive pricing
• Good promotion & low starting
price
• Good promotion & low starting
price
• Finding a niche market
• Offer unique experience/products
• Offer unique experience/products
• Follow regulations religiously
• Capture a loyal customer
• Saturated Market
• Change in consumer
taste/choice
• Competition in the market
• Rise in food prices
• Business Interruption
• Liability Losses
• Population Demographics
• Low Birth rate in other areas
• High volume of fast food chain
around the area
PROPOSED STRATEGY

75. SEGMENTIN
G
TARGETING POSITIONI
NG

76. SEGMENTING
Coffee drinkers
ZUREAL
Seattle population = Coffee Enthusiasts (5:3)
35% of coffee drinkers prefer black coffee
65% of coffee drinkers add sugar/cream
Men -> to help them finish their job
Women -> to help them relax
65% -> consume coffee during breakfast
30% -> consume coffee in between meals
5% -> consume coffee with other meals

77. SEGMENTING
ZUREAL
Coffee shops 424 Starbucks in Seattle
694 Independent Coffee
shops
Famous Types of Coffee shops in Seattle
• Modern coffee shops that specializes in 20-hr cold brew
• Coffee shop that changes the menu and mimics coffee shops around the
world
• Coffee shops with deep leather couches and tables to work
• Part coffee shop part hair salon
• Coffee shops with cozy atmosphere and place for events or game nights
• Coffee and cycling shop

78. Behavior
Demographics
Psychographic
Geographic
Quality, Recognition and Gym
Regular users, Sports lovers,
Athletes, Image Seekers,
Brand freaks
Age 18-36, white collar,
Middle Class to Upper
Middle Class, Both Male
and Female
Achievers, Young
Optimist, Hard Workers,
Goal Achievers
ZUREAL
Destination Urban Location,
Near Colleges and Universities
Age 16-34, white collar
and students
Mid to higher income
High Density and or High
Foot Traffic Location
Value a familiar and
comfortable experience,
regular
SEGMENTING

79. TARGETING
Faculty and University Staff
University Student
Business People
Shoppers
Local Residents
The Healthy and Active
Lifestyle Customers
NICHE MARKET
ZUREAL

80. ZUREAL
POSITIONI
NG
1. 3 C’s of Positioning
2. Positioning Map
3. Marketing Philosophy

81. ZUREAL
3 C’s of Positioning
CUSTOMER RELEVANCE
• Added motivation to athletes
• Education of healthy lifestyle
• Awareness of calorie count and
carbon footprint
• Assurance of quality coffee
• Convenient and Efficient way of
living a healthy lifestyle.
COMPETITION UNIQUE
• Pro-healthy living
• Vertically integrated with other
businesses in mind
• Energy bars and drinks
• Modern Ambience that is
uniquely engage in on the go
customers
COMPANY: VALUE
PROPOSITION• Promote healthy living while enjoying a cup of coffee and chocolate
• Integrated fitness and cafe service in the future

82. Homey
Experience
Modern
Industrial
Experience
Integrated
Experience
Coffee
Experience
POSITIONING MAP
ZUREAL

83. POSITIONING
ZUREAL
To the on the go students and professionals
with an active lifestyle, ZUREAL Café
provides an integrated service of addressing
the demands of a healthy lifestyle which
provides efficient support, quality products
and sustainable process, all at a reasonable
price point.

84. o Marketing 3.0
o Green Marketing
· Unique Value Proposition
ZUREAL
MARKETING 3.0

85. ZUREAL
Green Business
• Raw Materials from Fair Trade
• Products that have their carbon
footprint
• CSR towards raising environmental
awareness
• Cups are guaranteed eco-friendly
• Store Furniture are sourced from
sustainable resources.
• Digital foundation for less carbon
footprint

86. MARKETING
MIXP R O D U C T
P R I C E
P R O M O T I O N
P H Y S I C A L
E V I D E N C E
P R O C E S S
P L A C E
P E O P L E
ZUREAL

87. ZUREAL
PRODUC
Drinks
Food
OTG Meals

88. ZUREAL
Coffee cup made from 100% renewable
resources that break down that fast and so
easily. Even the box the cups come in is made
from 90% recycled paper, and they use 65% less
carbon dioxide to produce!
Organic Coffee Cup
Three Sizes:
Medium
Hype
Great
Coffee Drinks

89. Power Brew
(HOT COFFEE)
Power Cold Brew
(ICED COFFEE)
ZUREAL
Prime Shakes
(FRAPPUCINO)

90. ZUREAL
Prime Shakes
(FRAPPUCINO)

91. Zureal’s Signature Food
ZUREAL

92. Zureal’s Power Food
ZUREAL
Zureal’s Hype
BarsHave your own personal power bars that suits your
cravings. Made with Home based Chocolates mixed
with combinations that you prefer. Great for Post
Workout.
Chocolate
Level
Trail Mix
Combination
Zureal’s Premier
Bars
Made from the signature chocolate of Zureal, the
Premier Chocolate Bar revitalizes the energy to
anyone that consumes it. Great for Post Workout.

93. ZUREAL
Zureal’s Merchandise

94. ZUREAL
PRICE

95. H O T
C O F F E E S t a r b u c k s
D u n k i n
D o n u t s
M c d o n a l d
s
Z u r e a l
C a f e
S m a l l 1 . 8 5 1 . 5 9 1 1 . 6
M e d i u m 2 . 1 1 . 8 9 1 . 4 9 1 . 9
L a r g e 2 . 4 5 2 . 0 9 1 . 6 9 2 . 1 5
I C E D
C O F F E E S t a r b u c k s
D u n k i n
D o n u t s
M c d o n a l d
s
Z u r e a l
C a f e
S m a l l 2 . 2 5 1 . 9 9 1 1 . 9 9
M e d i u m 2 . 6 5 2 . 4 9 1 . 9 9 2 . 3 9
L a r g e 2 . 9 5 2 . 7 9 2 . 4 9 2 . 6 9
T E A S t a r b u c k s
D u n k i n
D o n u t s
M c d o n a l d
s
Z u r e a l
C a f e
S m a l l 3 . 6 5 1 . 5 9 2 . 6 9
M e d i u m 4 . 2 5 1 . 8 9 2 . 7 9
L a r g e 4 . 6 5 2 . 0 9 2 . 8
F R A P P E S t a r b u c k s
D u n k i n
D o n u t s
M c d o n a l d
s
Z u r e a l
C a f e
S m a l l 3 . 9 5 1 . 6 9 3 . 2 5
M e d i u m 4 . 4 5 2 . 0 9 3 . 5
L a r g e 4 . 9 5 2 . 2 9 3 . 7 5
ZUREAL

96. ZUREAL
H O T C O F F E E Z u r e a l 9 0 % 1 0 %
S m a l l 1 . 6 1 . 4 4 0 . 1 6
M e d i u m 1 . 9 1 . 7 1 0 . 1 9
L a r g e 2 . 1 5 1 . 9 3 5 0 . 2 1 5
I C E D C O F F E E Z u r e a l 9 0 % 1 0 %
S m a l l 1 . 9 9 1 . 7 9 1 0 . 1 9 9
M e d i u m 2 . 3 9 2 . 1 5 1 0 . 2 3 9
L a r g e 2 . 6 9 2 . 4 2 1 0 . 2 6 9
T E A Z u r e a l 9 0 % 1 0 %
S m a l l 2 . 6 9 2 . 4 2 1 0 . 2 6 9
M e d i u m 2 . 7 9 2 . 5 1 1 0 . 2 7 9
L a r g e 2 . 8 2 . 5 2 0 . 2 8
F R A P P E Z u r e a l 9 0 % 1 0 %
S m a l l 3 . 2 5 2 . 9 2 5 0 . 3 2 5
M e d i u m 3 . 5 3 . 1 5 0 . 3 5
L a r g e 3 . 7 5 3 . 3 7 5 0 . 3 7 5

97. Online Payment
PICK-UP In THE
STORE
ZUREAL
Online Order

98. PLACE

99. Wifi
Accesible

100. Vision Board
Our members can set their target,
i.e. weight loss, acing the exam,
competing for a marathon. If they
reach their goal, they will have
freebies from the café.

101. PROMOTION ZUREAL

102. PROMOTION ZUREAL
EVENTS AND
PARTNERSHIPS
ZUREAL Marathon
Partnerships with NCAA Events
Partnerships with GYMs and
Fitness Centers
Partnership with local healthy
stores

103. PROMOTION ZUREAL
ZUREAL
Ambassadors
University Athletes
Social Media Influencers

104. PROMOTION ZUREAL
Technology
Website
Social Media Accounts
Local Advertising
Organic Following
#ZurealChallenge
#Featured Content

105. PROMOTION ZUREAL
Videos
Advertisement
Vlog of our Ambassadors
Zureal Taste Test
Zureal Challenge

106. PROMOTION ZUREAL

107. Inbound
logistics
Production
operations
Marketing
and sales
Service
PROCESS ZUREAL
IN
GENERAL

108. PROCESS ZUREAL
RAW
MATERIALS

109. PROCESS ZUREAL
COFFEE
ORDERS

110. People
ZUREAL

111. President
Vice President for
Corporate Relations
Vice President for
Customer Relations
Logistics
Raw Material
Sourcing
Supply Chain
Management
Business
Development
Partnerships
& Licensing
Brand
Development
Ethics and CSR
Ethics Committee
Corporate Social
Responsiblity
Human Resource
Talent
Management
Onboarding
Employee Training
Talent Acquisition
Operational
Customer Support
Customer
Relationship
Marketing
Events
Management
Content Producer
Administrative
Finance
Information
Technology
Legal
Resea
Devel
ZUREAL
Organizational Structure

112. ZUREAL
OUR CO-OWNERS
Have complete access to our
Fitness centers
Stock Options
Reasonable Salary
Health Coverage

113. Physical evidencePhysical
Evidence
ZUREAL

114. SALADS
Guys’ Greek Salad
456 calories, 52g protein, 30g carbs, 16g fat, 11g fiber
Chopped Spinach Cobb Salad
474 calories, 60g protein, 21g carbs, 17g fat, 7g fiber
Thai Shrimp Salad
355 calories, 44g protein, 25g carbs, 8g fat, 7g fiber
Guys’ Greek Salad
Chopped Spinach Cobb Salad
$ 5.39
$ 5.39
$ 5.39
Now Accepting

115. WORKOUT FOODS
Ham & egg & cheese (348 calories)
With a low-calorie count and a fair amount of protein, ham is a go-to
choice when looking for healthy sandwich meats. Be sure to pick a
type of ham that has no sodium additives, as this meat is already
naturally high in salt.
Turkey sandwich (330 calories)
Turkey is low in fat and calories and high in protein. Load your
sandwich up with healthy sandwich meats like this to ensure you will
have energy for a productive workout.
Chicken sandwich (515 calories)
Chicken is lean and protein packed. Like turkey, adding this meat to a
sandwich in your 6 Pack Bag will fuel your workout and give you
energy to power through your day.
Roast Beef sandwich (341 calories)
While higher in protein than ham, roast beef does have more fat than
ham, turkey and chicken. Each slice of roast beef has seven grams of
protein, which will help you build and recover muscle more quickly.
Ham & egg & cheese
Turkey Sandwich

116. Get this week’s special by scanning
the Q.R. Code.
Now Accepting

117. ZUREALSOCIAL MEDIA ACCOUNTS
INSTAGR
AM
WEBSI
TE

118. Education and
Motivation
FACE REALITY. KEEP IT REAL.
ZUREAL
ZUREAL
Brand Management
1. Brand Positioning
2. Brand Elements Strategy
3. Branding Approach
4. Brand Personality
5. Integrated Marketing Communications

119. ZUREAL
BRAND POSITIONING
• Zureal is positioned in the Healthy and Active
Segment in the Café Industry.
• The center of the shop is not the café itself but the
brand and what it stands: finding fulfillment
through being active.
• Zureal’s brand focuses on supporting the existing
healthy market and education potential new
customers to be active.
• Focus is on on the go services rather than
convincing customers to stay.

120. BRAND
ELEMENTS
ZUREAL
The Z star or “Ztar” is the official
logo of Zureal. It marks the passion
igniting individuals wearing the
logo to have a healthy active
lifestyle.
“Zureal” is not a formal word. But its
meaning lies on the company’s
purpose: Be Healthy and Active.
The line “Health is Prime” summarizes the mission, vision and
values of Zureal Café. Health is prime is not just physical health.
It is also the health of society, mental health of the employees and
health of the environment

121. BRAND
ELEMENTS
ZUREAL
White color maintains the flexibility of the logo to fit any color
background
Which is in line with the company’s philosophy of
being adaptive to our market.

122. IT’S IN THOSE DARK MOMENTS THAT
REALLY COUNTS.
BRANDING
APPROACH
ZUREAL
Zureal Brand is grounded on the human side of health.
Good health is finding balance or harmony of body, mind and soul.
Zureal’s advertisements are never about the products per se, but on how
the brand is elevated to a set of principles which customers abide by.
SAMPLE POS

123. MARKETING
PHILOSOHPY
ZUREAL
Zureal upholds the Japanese philosophy of doing
business : providing true value to the customers.
Making people realize the importance of having a
healthy and active lifestyle;
At the same time, supporting them once they shift to
a healthy lifestyle.
HEALTH Education and Motivation
Zureal’s marketing philosophy is emulated in two
principles :

124. BRANDI
NG
Education and
Motivation
ZUREAL
FACE REALITY. KEEP IT REAL.
ZUREAL
SAMPLE
POSTER

125. ZUREAL
Chocolate Coffee Zureal shaKe
SAMPLE
AD
SAMPLE
POSTER

126. BRANDI
NG
Is YOU.YOUR ONLY
LIMIT
ZUREAL
SAMPLE
POSTER

127. BRANDING
APPROACH
ZUREAL
GIVING
VALUE TO
THE
COMMUNI
TYZureal aims to support existing health groups

128. BRANDI
NG
ZUREAL
A VIBRANT
CUSTOME
R
EXPERIEN
CE

129. INTEGRATED MARKETING
COMMUNICATION
ZUREAL
-Vertical Integration: marketing and communications
objectives support the higher level corporate objectives
and corporate missions.
1. Products, from cup to cupboard, are ethically sourced.
2. Harmony in business is the way to good health.
3. The business practices are in harmony with society, environment
and the stakeholders.
-Horizontal Integration: the marketing mix and
business functions (finance, distribution, and
communications) are connected with one another.
1. Employee Satisfaction and Sustainable Practices
are key in promoting the brand and business
value

130. INTEGRATED MARKETING
COMMUNICATION
ZUREAL
-Internal Integration: internal marketing
– keeping all staff informed and
motivated about any new developments
from new advertisements.
1. Valuing feedback and ideas of
customers and employees on how to
make the business better.
Understanding new technological
breakthroughs that can impact the
business. Continuous improvement
of the training manual for
employees.
-External Integration: external partners such as
advertising and PR agencies work closely together to
deliver a single seamless solution – a cohesive
message – an integrated message.
1. Only choosing partners which exhibit the same
principles of the company.

131. INTEGRATED MARKETING
COMMUNICATION
ZUREAL
-Data Integration: different
departments such as sales, direct
mail and advertising can help
each other through. This requires
a marketing information system
which collects and shares
relevant data across different
departments.
1. Information gathered by
different departments will be
available for company
employees upon request.

132. CUSTOMER MANAGEMENT
ZUREAL
Automated services
Website - the company provides a website for the people. First,
this is to allow the people to get to know more about the
background, menu, location and contact details of Zureal Cafe.
Second, it also allows the customers to pre-order and quickly
pay and grab their drink at the cafe. Third, it aids in promotions
through the blogs. Lastly, there is a feedback form for
improvement and product innovations.
FaceBook and Instagram page - this also mostly used for
promotions and advertisements. Another is that, it can also be
for announcing events.

133. CUSTOMER MANAGEMENT
ZUREAL
Co-creation - feedback innovation
From the website, there is a feedback form so that the cafe may be improved in
terms of facilities, products and services. The company is always open for
suggestions to able to develop itself and also to create a better cafe for the customers.
This ensures a better relationship
between the customers and
company. With that, it secures
the loyalty of the customers.
Also, feedback forms are also
available at the cafe.

134. CUSTOMER MANAGEMENT
ZUREAL
Communities
The company keeps up with the
demands of the community by
providing them their needs. Zureal
ensures that they have quality
products and services to the
customers. They think about what is
good for everyone and not just what
is good for the company.
Answering the concerns of the
community manages to maintain
good relations between the
employees and the customers.

135. CUSTOMER MANAGEMENT
ZUREAL
Dedicated personnel assistance
The company only hires employees that
have good characteristics and ethical
values. This is also keep a good
relationship between the customer and
the whole company since the employees
reflects the values and principles of the
company. Because of that, having good
employees will secure the interest of the
customers to the cafe.
The employees are very accommodating to
its customers. Every concern is raised and
there is no favoritism when it comes to
answering the customers’ needs.
The employees treat each and every
customer equally.

136. BUSINESS MODEL
CANVAS

137. VALUE
PROPOSITION
• Unique Integrated
Fitness Service
• New Brand
presence
• Lower cost
structure
• Part of the local
community
• Green Business
• Outstanding
customer
experience
CUSTOMER
SEGMENTS
• Health and
active lifestyle
segment
• Members of
Fitness centers
• Faculty and
University staff
• University
students
• Businesspeople
• Local residents
CUSTOMER
RELATIONSHIP
S
• Personal Assistance
• Co-creation
• Fast service
• Innovative recipes
• Dine-ins, walk-ins,
pick-up, and
takeout
CHANNELS
• Social Media
• Ambassadors
• Tri-Media
• Word of Mouth
• Website
• In-Store
KEY
PARTNERS
• Coffee
farmers
• Local
chocolate
suppliers
• University
• Employees
• Fitness
Centers
• Bloggers
• Influencers
KEY
ACTIVITIES
• Customer Support
• Customer
Management
• Marketing
• Production
• Logistics
• Accounting
• Sustainable
Sourcing
• Research and
Development
• Design and
Branding
KEY
RESOURCES
• Human
• Financial
• Intellectual
• Physical
• Brand
COST STRUCTURE
• Cost driven (fixed & variable costs)
REVENUE STREAMS
• Customer payment transactions
• Licensing of Trademarks
• Merchandise Sales
• Sales from Licensed Goods

138. •Unique Integrated Fitness
Service
•New Brand presence
•Lower cost structure
•Part of the local community
•Green Business
•Outstanding customer
experience
Value proposition

139. CUSTOMER SEGMENT
B u s i n e s s p e o p l e
U n i v e r s i t y
S t u d e n t s
F a c u l t y a n d
U n i v e r s i t y S t a f f

140. CUSTOMER
SEGMENT
Members of
Fitness centers
H e a l t h y a n d
A c t i v e Pe o p l e

141. CUSTOMER RELATIONSHIP
•Personal Assistance
•Co-creation
•Fast service
•Innovative recipes
•Dine-ins, walk-ins, pick-
up, and takeout
ZUREAL

142. KEY
RESOURCES•Human
• President
• Logistics manager
• Operation manager
• Marketing manager
• Administrative manager
• Service crew
• Delivery personnel
•Financial
• Cash
• Lines of Credit
• Bank loan
•Intellectual
• Brand
• Patent
• Copyright
• Partnerships
• Customer database
•Physical
• Store set-up
• Ingredients
• Outsourced goods
• Equipment & machines
• Daily supplies
• Furniture
• Merchandise
ZUREAL

143. ZUREAL
KEY PARTNERS
•Coffee farmers
•Local chocolate suppliers
•University Employees
•College Students
•Fitness Centers
•Bloggers
•Influencers

144. REVENUE
STREAMS•Customer payment
transactions
•Licensing ofTrademarks
•Merchandise Sales
•Sales from Licensed
Goods
ZUREAL

145. ZUREAL
COST
STRUCTUREFixed
• Rent
• Depreciation Expense
• Store set-up
Variable
• Developers & Designers
• Production materials
• Supplies
• CSR Contribution
• Raw Materials
• Utilities
• Salaries expense
• Marketing Budget
• Merchandise cost
• Research and
• Development
• Equipment & Machines
• Furniture
• Taxes
• Interest Expense