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1、CoffeeFestival2000For:InternationalCoffeeOrgnizationDate:March8,2003ContentMarketSituationStrategicThinkingonFestival2000ProjectScopeOff-lineSupportandPromotionMarketSituationThecoffeemarketinChinaisstillatanembryonicstage,butthereisagrowinginterestinallformsofcoffeedrinking
2、.However,around85%ofconsumerdemandisforsolublecoffee,especiallyintheformofcoffeemixes.Theawarenessishigh,butaverageconsumptionislow;heavyuserisonlyfew.It’smoreappropriatetomakegenericpromotionthannormalcompetition“brandversusbrand”.MarketSituationAlthoughthereisahighlevelofa
3、warenessofcoffeeinbigcitiessuchasBeijingandShanghai,knowledgeofcoffeeislimitedandmanypotentialconsumershaveneverorrarelytastedcoffee.Thereisnegativeperceptionaboutcoffee:it’s“bitter”taste,badforthedigestionandkeepingawakeatnight.Lackofthepositivecoffeeknowledgeiskeybarrierfo
4、rChinacoffeeconsumption.MarketSituationCognitionofcoffeeinChinaistypicalwesterndrink.Coffeeindicatesmodernlifestyle,whichdeeplyinfluencesyoungfashion-consciousChineseconsumers.PositiveperceptionofcoffeeintraditionalChinese’smindincludes:energized,whichcanbringbrilliancefeeli
5、nglikedifferentfromcommonindicatehappyandactivelifeYoungfashion-consciousChinesewillbethetargetaudience,andlifestyleandculturewillbetheemphases.MarketSituationAftertwoyearspromotion,theCoffeeFestivalshavebecomeestablishedevents.Theideaofthecoffeeculturehascapturedtheimaginat
6、ionofthe"intelligentsia"andofmanyactualandpotentialconsumersinChina.Morecompanies,andcoffeeshops,barsandrestaurantsareinvolvedinthisannualevent.It’stimetoexpandandembedtheideaofthecoffeeculturetothedailylifeofChinese.StrategicThinkingaboutFestival2000DiscoverKeyObjectiveCoff
7、eeMarketNewUser★MoreFrequency＋MoreQuantityUp-saleStrategicThinkingaboutFestival2000SolutionofKeyObjective★MoreFrequency＋MoreQuantityMorepreferenceMoreAssociationUseonMoreOccasionsKnowMoreBenefitsStrategicThinkingaboutFestival2000WhyuseinternetTheinternetusersmatchwithcoffee’
8、sactualandpotentialconsumers.(Young,active,welleducated,andstrongpurchasing
