Coffee Bean

Target Market

Seats cater to small group of people

Barista do not actively promote

Introverts

Dim lightings

Target Market

Soothing music such as classical music

Product

Suitable ambience and atmosphere

Constantly introducing new beverages

SHOPPING

more comfortable and enjoy the experience

higher level of consumer satisfaction

-fairly expensive

-differentiations from competitors are stressed

-some degree of brand loyalty

youths especially tend to follow trends

repeated and loyal consumers

Trendy people

Product

SPECIALITY

Associated with high social status

Maturity Stage

-automatic proportioning

-unique twin pressure system

(highly technical and specialised, high performance featured)

Product Line

UNSOUGHT

Target Market

-awareness is essential

-great knowledge

-very infrequent purchases

People who value quality coffee

Product

Product Bundling

Conclusion

Intro

Scrambled Eggs & Toast at $3.90 as a meal

Place

Marketing Channel

Intensive Distribution

Direct Channel

Indirect Channel

Pricing

Place

Comparison between Changi Airport Terminal 1 and East Coast Park Outlet:

East Coast Park

Changi Airport

- A bit noisy

- Many kids

- Kids are likely to be introverted

- Small, quiet area

- Tourists that value quality coffee

- Probably introverts

- Not many kids

Social Media

Twitter

Facebook

Promotions -Sales Promotions

- uses Twitter a listening device

-Monitor tweets about them

-Clarify and answer doubts

- Improve higher customers satisfaction

- Frequent wall posts

- Supporters are keep informed of latest updates

-Can clarify doubts and share opinions

Target market:

Trendy people

Introverts

Promotions - Advertising

Loyalty Program

- Works like an ez-link card where they only need to pay with the card.

- Get "beans" by using the card

-Target market: people who value quality coffee

- Can drink coffee and at the same time get offers

Social Media

Target market:

Trendy people

Introverts

Outdoor Advertising

- Banner - advertising drink that coffee bean sells during the Christmas season

- Target Market: Trendy people

- Outdoors most of the time, the banner will be seen by them

- Improves customers relations

- Gain users loyalty

Promotions- Public Relations

Contests

-“Love it!, Snap it!, Win it!”

- Target market: People who value quality coffee

- They can make the same or higher quality coffee at home

- Can showcase their machine and get a chance to win prizes from Coffee Bean

News

Product Placement

- Seen in Bewitched (2005 film).

-Target market: Trendy people

- Majority of them watch movies

- If their idol is drinking coffee bean's coffee - convinced to go and try the coffee.

- one of the most credible sources

- readers tend to believe what is said.

Blog Reviews

- Allow first time consumers to gain knowledge

- Make a better choice on what to purchase

Target Market:

People who value quality coffee and trendy people

-More likely to read reviews before trying out.

Target Market:

People who value quality coffee

- Mostly adults who will read

Introverts

- Tends to read a lot

Internet Advertising

- Advertise log cake and brioche on social media

- Target Market: Trendy people

- Will have social media as it is the trend nowadays and will see these advertisements

Volunteer Activities

- To build goodwill and a positive image

Target Market:

- People who value quality coffee

- Trendy people

- Introverts

For example, CBTL participated in #GivingTuesday

- Agreed to give all of the profit to Singapore Children's Society

- Managed to raise $4,000

Done by: Wen San, Mabel, Tian Yu, Savin, Joanne and Ming Jun