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1、Coffee Festival 2000,For:International Coffee Orgnization Date:March 8,2003,Content,Market SituationStrategic Thinking on Festival 2000Project ScopeOff-line Support and Promotion,Market Situation,The coffee market in China is still at an embryonic stage,but there is a growing interest in all forms o
2、f coffee drinking.However,around 85%of consumer demand is for soluble coffee,especially in the form of coffee mixes.The awareness is high,but average consumption is low;heavy user is only few.Its more appropriate to make generic promotion than normal competition“brand versus brand”.,Market Situation
3、,Although there is a high level of awareness of coffee in big cities such as Beijing and Shanghai,knowledge of coffee is limited and many potential consumers have never or rarely tasted coffee.There is negative perception about coffee:its“bitter”taste,bad for the digestion and keeping awake at night
4、.Lack of the positive coffee knowledge is key barrier for China coffee consumption.,Market Situation,Cognition of coffee in China is typical western drink.Coffee indicates modern lifestyle,which deeply influences young fashion-conscious Chinese consumers.Positive perception of coffee in traditional
5、Chineses mind includes:energized,which can bring brilliancefeeling like different from common indicate happy and active lifeYoung fashion-conscious Chinese will be the target audience,and lifestyle and culture will be the emphases.,Market Situation,After two years promotion,the Coffee Festivals have
6、 become established events.The idea of the coffee culture has captured the imagination of the intelligentsia and of many actual and potential consumers in China.More companies,and coffee shops,bars and restaurants are involved in this annual event.Its time to expand and embed the idea of the coffee
7、culture to the daily life of Chinese.,Strategic Thinking about Festival 2000,Discover Key Objective,Strategic Thinking about Festival 2000,Solution of Key Objective,More preference,More Association,Use on More Occasions,Know More Benefits,Strategic Thinking about Festival 2000,Why use internetThe in
8、ternet users match with coffees actual and potential consumers.(Young,active,well educated,and strong purchasing power)Image of internet is modern and western,which is similar with image of coffee life in China.Life in internet is virtual,and possible to build exciting experience.Web site could be p
9、ermanent channel for future communication and promotion.,Objectives of Festival 2000 bounded by internet are:build wide association by broadcasting knowledge of coffeeimpress positive coffee imageabundant intelligence,and a little mysticwestern and modernhelp related business connect with targets,St
10、rategic Thinking about Festival 2000,Profile of target audience:Demographic:age from 20-35high education(bachelor degree or above)good job and high incomeforeign or JV company,monthly income 2000+Psychological:advocate western lifestyledrinking coffee is something to show the value of the lifetheir
11、knowledge of coffee is limited Internet is a part of their life,and they use internet more than only e-mail with it,Strategic Thinking about Festival 2000,Taste Coffee LifeOne type of coffee stands for one opinion of lifestyle.Users will view several lifestyle models to be educated or stimulated to
12、express their own opinions.,Concept of the Web Site,Scripts of Option I,Order a cup of coffee,read the related description of itLed into an environment where can experience the coffee life by video and audio from specific life storyExpress attitudes to existing description of coffee lifeJoin in BBS(
13、Bulletin Board System),Life of Espresso,Life storyLife OpinionHobbies.,Life of Ice Coffee Latte,Life storyLife OpinionHobbies.,Invitation or greeting card,Contents and Structure of Site,Main Structure of the Site,Home,Coffee Menu,Coffee Life,BBS,Color,Music,Finery,Scene,Coffee Life Review,News&Offer
14、s,Introduce Typical CoffeeProductsbyTasting&Making,portrait,Share withFriends,Coffee World,IntroduceCoffeePlanting,Roast,&Store,Charming Parts for Customers,Diverse lifestyle opinions Area to express ones selfShare opinion and offer with friends,BBS for free broadcastedit and post advertising by sel
15、f in BBSfree links to their home pagefree post of their newssend invitation to consumer to attend their off-line event,Benefits for Business,Off-line Support and Promotion,Offer formfree samplefree gifts from businessinvitation to event of coffee festivalOffer Providingoffers provided by businesson-
16、line logging on for offersoff-line event to send offers,Announce to Businesssend festival Y2K and coffee life program introduction collect business informationmerchandize key business partner and off-line event,Off-line Support and Promotion,Off-line Support and Promotion,Contents CollectionKnowledg
17、eclassify knowledge about coffee and fashion lifesetup dB to organize all related informationBusiness Information brief introductionprogram plan within coffee festival first,need to initial a list of key business in coffee festival Y2k,On-line PromotionBanners at hot sites(such as sina,online.sh)and related sites(Maxwellhouse,nescafe)News about web site and off-line eventssponsor newsletter of hot sites to spread news,Off-line Support and Promotion,Banner Ads,Icon Ads,PR News,Text Link,Free Hot Topic,Newsletterby e-Mail,Time of Site Built and Online Ad.,
