Download - Plan team#2
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JOHAN & NYSTRÖM
Managing Marketing ProcessesTeam #2 - Hexagon of Truth
27/09/2012
Maria Bustamante, Matteo Caravelli, Lars Crona, Tuss Odin Ekman, Maki Kobayashi & Amit Singh
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Product: ‘Slow-roasted’ Coffee
Number of employees: 30
Customer: Coffee shops, restaurants, etc. (B2B) Location: Tullinge, Stockholm
Founded: 2004
Turnover: 75 MSEK (2011)Roasting coffee by hand, in small batches
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MISSION To change the Swedish coffee culture, through emphasizing quality and communicating that coffee is the result of true craftsmanship
VISIONTo roast Sweden's best tasting, most ethical and environmentally friendly coffee To increase the knowledge about coffee and how it is being produced in society
AND PRODUCE COFFEE THAT IS MOREExclusiveInnovative and funBetter tastingFair tradeEcological
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Overall coffee market is stable.Growth Areas: Single serve coffee pods (150% increase in 2011)
Fresh coffee bean segment (8% increase in 2011)
% retail sales
2011 2012 2013 2014 2015 2016
Pods 3.9 6.5 8.8 10.3 11.4 12.2
Standard 96.1 93.5 91.2 89.7 88.6 87.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
AT A GLANCE: THE COFFEE MARKET IN SWEDEN
Data and chart obtained from: Euromonitor (2012)
Fresh Ground Coffee: Forecast Standard vs Pods (2011-2016)
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80 percent of individuals aged 15 and older drink coffee on a regular basis in Sweden.On average, the consumption rate reaches 0.5 liters a day.
(Kaffeinformation, 2012)
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JOHAN & NYSTRÖM AT WORKSingle serving coffee bean pods that provide offices with professional barista quality.
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High Price
HighQuality
Low Price
LowQuality
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Pods (ground) Pods (beans) B2B
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Primary target during first phaseMSMEs LOCATED IN GREATER STOCKHOLM
Grow intoGOTHENBURG & MALMÖ
And thenSWEDEN AND THE NORDICS
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2013 MARKETING GOALS
To raise awareness of Johan & Nyström as an office coffee provider by performing in-office demonstrations in 200 offices.
To generate 15+ news articles on “Johan & Nyström at Work”.
To create a community of high quality, fair-trade aware professionals by increasing the Johan & Nyström Facebook likes from 109 to 1000.
To increase Johan & Nyström Twitter followers from 61 followers to 200.
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DEMANDBETTER COFFEE
AT WORK
JOHAN & NYSTRÖM
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INFLUENCERSWorkers
Create demand for high quality coffeeAbility to influence decision-makers
DECISION-MAKERSTop management
Make final decisions for purchaseImprove atmosphere at the workplace
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Anonymous advertisements/messages
Saddle covers for bikes
Escalators in subway
Reveal message sender – Johan & Nyström
Do YOU demand better coffee at work?
Social media
Pitch to media
GUERILLA CAMPAIGN
#demandbettercoffeeatwork
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Johan & Nyström at Work
Fika
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Welcome into the
Johan & Nyström World
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Interact with farmers
Visit the roastery
Learn about coffee in the virtual concept store
The Johan & Nyström World
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SHORT-TERM GOALS FOR JOHAN & NYSTRÖM AT WORK
Raising 3 MSEK from equity and loan financing
Hook and bait pricing and market penetration
Sign 98 MSMEs in 201321 Medium offices35 Small offices42 Micro offices
3368
50
480
Marketing Budget Year 1Total: 631 TSEK
AdvertisingEventsOnline activitiesBrand manager
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LONG-TERM GOALS FOR JOHAN & NYSTRÖM AT WORK
Year 1 Year 2 Year 3-2000000
0
2000000
4000000
6000000
8000000
10000000
12000000
RevenueProfit
100% revenuegrowth the first years
13% revenue increase for the whole J&N company
Profitable thesecond year
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REFERENCESClearChannel (2012) Prices [Internet] Available from: <www.clearchannel.se> [Last accessed 24 September 2012].
Euromonitor (2012) Coffee in Sweden. Euromontor International. 28 March 2012.
Kaffeinformation (2012) Kaffeinformation. [Internet] Available from: <www.kaffeinformation.se> [Last accessed 26 September 2012]. Johan & Nyström (2012) Johan & Nyström Annual Report 2011. Tullinge: Johan & Nyström AB. Johan & Nyström (2012b) Johan & Nyström Website. [Internet] Available from: <www.johanochnystrom.se> [Last accessed 25
September 2012].