BC
BC Becharas Brothers Coffee Marketing and Communications Plan
BC
Team Half & Half Cream
Michelle Gharzouzi - Copywriter/Creative Director gharzouz@msu.edu
Jessica Brown - Public Relations jmbrown263@gmail.com
Feiran Hao - Account Services haofeira@gmail.com
Milk Nate Strother - Planner/Human Behaviorist stroth10@gmail.com
Ryan DeRose - Social/Traditional Media Planner derosery@msu.edu
Sam Derian - Art Director
samderian@me.com
History ARTISTRY | TRADITION | EXCELLENCE The perfect bean and the perfect cup. Becharas Brother’s Coffee Co. has been committed to providing high quality coffee to people around the world for the last century. Spanning three generations and 100 years, we have made sure the best possible product reaches our consumers. Through the art of cupping, our family assures that each blend and package of coffee is given the individual attention it deserves. The result, bringing the drinker a delicious cup of coffee every day. Based in Highland Park, MI Becharas Brother’s Coffee Co. has remained one of Michigan’s best kept secrets. As the main provider of coffee to the United States Armed Forces for almost 50 years and the supplier of beans to restaurants across the midwest, we’re excited to bring our coffee into your home. From our family to yours, sit back, relax and enjoy the taste of a century’s worth of art and dedication.
Assignment
Develop a line of retail packaging and a new line for office
Objectives
Support the goal of obtaining a 5% market share in Michigan and Midwest, as well as increasing brand awareness by 90% or more in target markets. Increase profitability by establishing the Becharas Brothers coffee as an art form which is now available in the retail setting.
SWOT Strengths Established brand in wholesale setting Detroit’s last institutional coffee manufacturer The Family legacy “Made in Michigan” Consumers have already been drinking their coffee
Weaknesses Brand awareness Name recognition Profit margins Lack of distribution channels Local community involvement
Analysis Opportunities Great kept secret in Michigan New line of packaging Online Store/ Web development Growth in the coffee market
Threats Intense local competition Brand Loyalty Political instability in coffee growing regions Exposed to commodity price fluctuations
Target Markets
25 $60,000 income College graduate White collar professional Wants to start a family Media savvy Values exclusivity Not brand loyal Habitual coffee drinker
John 60 Married $75,000+ income Kids moved out of home Retired Spends more on quality Craves information Makes coffee at home
Jane
45 Married $70,000 income Well-educated Has a family Pre-retirement Likes to try new things Developed taste palate Buys coffee at supermarket/ Grocery store
Jill & Jack
Product Positioning
Based on family and tradition, Becheras Brothers Coffee is a 100 year old brand that has mastered the artistry of roasting coffee by crafting unique blends to fit consumer expectations on quality, taste and freshness.
“Artists think outside the box. We believe coffee looks better in one�
Packaging By attacking specialty stores, we have the ability to show wealth and class in our packaging that will be instrumental in breaking into this market. Though we are a 100 year old brand, the public will think we are new to the coffee industry. We need to show that we possess high class and elegance but have been focusing and perfecting the art of roasting coffee for a century. - The black package shows this elegance/ wealth while the contrasting bright colors will grab our target market’s attention and allow it to stand out on the shelf. The floral borders speak to the “artistry” in which Becharas Brothers use in creating each batch of coffee. - We chose to package our coffee in a box because it’s easily stackable and can be arranged with either the broad or narrow side facing the customer to save on shelf space.
New Blends Jamaican Blue Mountain Coffee is one of the most expensive and sought-after coffees in the world. The best lots of Blue Mountain coffee are noted for their mild flavor and lack of bitterness. The United States only gets nearly 10% of the annual Blue Mountain coffee crop – 85% of all Blue Mountain coffee is exported to Japan and most of the remaining 5% goes to Europe. In addition to its use for brewed coffee, the beans are the flavor base of Tia Maria coffee liqueur (Embassy of Jamaica, 2007). http://www.jamaicaemb.jp/ “100”, Becharas Brothers 100th year anniversary blend’s packaging is created to showcase Becharas Brothers history, artistry, and superior taste over the competition. The packaging will be printed with gold foil to really stand out from the rest exuding an elite status over any other blend on the shelf. The decaf version will be printed with silver foil.
NET WT 9.0 OZ
Brewing for taste since 1914
Brewing for taste since 1914
Becharas Brothers Coffee
Becharas Brothers Coffee
Jamaican Blue
100 NET WT 9.0 OZ
BC BC BC BC BC BC BC
Budget 1
$250,000
25% 45% 30% Outdoor Magazine Radio
Meda Mix Print Benefits:
- Provides an opportunity to present more detailed information and longer expectations. - Allows us to reach a particular target market more precisely - It is cost efficient and its selling power is proven - Leading influence on word of mouth - Improve ROI
Magazines:
DBusiness Detroit Home Hour Detroit StyleLine Magazine Metro Parent Lifestyle information: Family oriented, Home improvement (decor), entertaining and raising children, furnishing a home
Meda Mix Outdoor To obtain a 24/7 brand recognition we will be utilizing billboards to reach business professionals as well as the stay at home mom. Billboards provide sky-high reach and an enormous amount of frequency. Using 4-color layouts and strategically placing each showing along the most populated highways will allow us to effectively reach our target goal.
Radio An affordable medium for gaining customer loyalty and supporting the brand’s message. The speed, flexibility, and immediacy of radio advertising will also allow us to get our ads up and running in no time. Spot Morning Drive - :30 or :60 Evening Drive - :30 or :60 Detroit Pride Coffee isn’t about current popularity or labels. It’s about who’s been here the longest and endured the test of time. It’s not about where it’s from, but who it’s made for. For 100 years Becheras Brothers Coffee has mastered the artistry of processing coffee, based on family and tradition. Now serving you at selected specialty stores. Becheras Brothers Coffee— The artists of masterpiece coffee. Coming Out - 100th Anniversary The greatest kept secret in Detroit is coming out. Becheras Brothers Coffee celebrates 100 years of artistry and tradition. The last coffee roasters in the motor city are proudly showcasing their craft. Calling all educated coffee drinkers to taste their masterpieces. Available at selected specialty stores. Dare to taste an art form? Becheras Brothers Coffee— Mastering the artistry of coffee since 1914. [background song: Diana Ross’s “I’m Coming Out”]
Meda Mix Social Media This social media plan includes strategies and techniques to increase online awareness of Becharas Brothers Coffee Co. as requested by Nick Becharas and John Parks. Main Goal: Establish company as experts in the specialty coffee industry while increasing followers, reachability, and consumer involvement. Benefits: No cost to company, increases both product and company visibility, foster’s customer loyalty and gains marketing insights. Summary of existing SM: Facebook (exists with roughly 500 followers using a current approach of remaining friendly and incorporating a connection to the city of Detroit). Twitter (casual presence. No searchable account but company is mentioned in a couple tweets from others).
Steps to Action: 1. Create stronger presence and reach by following all companies you do business with as well as other specialty coffee suppliers, possible stakeholders, statewide, local and midwestern media. Connect with anyone with similarities to increase visibility among publics. 2. Engage in general interaction to increase visibility. 3. Once visibility increases, begin encouraging more interactivity and expert knowledge. (i.e. post or tweet questions/trivia on coffee and encourage public to provide responses. utilize subject relevant hashtas). 4. Update followers on the daily roasting and cupping activities, goal is to educate the public and be interesting. 5. Finally, once established slowly incorporate the types of postings that company was previously using to remain friendly, approachable, family oriented and connected to Detroit. 6. Use for product/retail announcements and launch. Develop connection between artistry and Detroit, topics include the DIA, Motown music and sculptures.
Press Release Company must identify newsworthy aspects of their company by asking the following questions 1. We’ve been around for 100 years, why will people want to know this? 2. We’ve been around for 100 years, what made us successful? 3. What can we do for the people of Michigan? 4. What are the current news trends and hot topics and how do we fit into them? We drafted two releases, one of which focuses on your actual 100 year anniversary and how company reached such a milestone. The second announces the move to the retail market. News Angle: How a small family owned company remained successful during the rough economic times experienced in Michigan.
We also suggest contacting the Governor’s communication office to request recognition in the form of a tribute in regards to the 100 year anniversary. This creates a news angle that includes support from the head of state government. Suggested Outlets: dbusiness, Crain’s Detroit Business, Bridge Magazine, Chicagomag.com (midwest reach), Edible Wow Magazine (food scence in Southeast MI), Detroit Free Press, Detroit News, Lansing State Journal, etc. Specialty food and coffee magazines and online outlets. specialtyfood. com is a national website who has featured MI products and successful business ventures in the past. Also check out the “The Michigan Business Directory” for a list of Food and Beverage Trade Publications that circulate in MI.
Press Release
Budget 2
$350,000 Includes all of Budget 1
15% 20%
35% 30% Outdoor Magazine Radio Direct Mail
Direct Mail
Direct mail allows for a chance to target specific people based on demographics. It will be an efficient and effective way to offer incentives that will bring in customers and hopefully evoke more purchases on the already low prices, when postcards come with coupons.
Every artist has a muse; Becharas Brothers Coffee considers the consumer theirs
Sam Derian 1234 Smith Ln East Lansing MI 48823
BC
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Free Cup of Coffee Treat yourself to one of our artistic blends. Valid in select specialty stores
Becheras Brothers, the artists of coffee, would like to invite you to try a free sample of one of our crafty blends. As the last coffee roasters in Detroit, we bring the freshest beans from countries in Latin America, like Colombia, and ship our orders out daily so you can enjoy fresh and rich tasting coffee in the comfort of your home. We’ve been a proud participant of the wholesale market for 100 years, and now hope to humbly serve you for another 100 years through the retail market.
Budget 3
$ 450,000 Includes all of Budget 1&2
15% 10% 15%
35% 25% Outdoor Magazine Radio Direct Mail TV
tv Labor Legacy Monument/ Coffee Watermark “We’ve bean here a long time too”- Copy Frame by frame: The ad starts with a shot of Labor Legacy Monument. [Important monument in Detroit, high chance consumers will recognize it and associate Detroit with Becheras Brothers Coffee.] As the camera does a 360° shot of the ring-shaped monument, the background changes to give a time-passing effect. The idea is to convey that time has passed by, showing the same monument with different backgrounds and seasons in the same shot. A 360° shot is possible given the monuments ring-shape and location. [Advantage is seasons are clearly marked in Detroit, so clear shots of different background can be taken over time.] The camera starts to zoom into the ring-shaped monument, eliminating everything that is outside of the Labor Legacy Monument. Eventually, everything inside of the monument begins to turn black, to eventually resemble black coffee. [The shot eventually turns into an upper shot of a coffee mug on a white table.] The coffee mug, with black coffee, is taken by a consumer’s hand, leaving a shot of the white table where the coffee mug was sitting. The table has a coffee colored watermark. The Becheras Brothers Coffee logo appears, along with a tagline that reads: “We’ve bean here for a long time too.” Background music for the ad should tie into the artistry theme. [Classical music or a recognizable/famous symphony.]
Storyboard
Weve been here for a while too
BC
“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep” “Vision is the art of seeing what is invisible to others” “In art as in love, instinct is enough”
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Flight Plan
Direct Mail
Television
Radio
Outdoor
Magazines
Social Media