doi chaang coffee budget : 1,651,500 bahts (=50,000$) ayaka iwasaki 5500010733

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  • Slide 1
  • Doi Chaang Coffee Budget 1,651,500 Bahts (=50,000$) Ayaka IWASAKI 5500010733
  • Slide 2
  • Products: Single-Estate Pea berry Coffee Brands: Doi Chaang Coffee Specialty: - 1. Beyond Fair Trade as mission focuses on not only the quality of coffee, but also improving the Thai farmers living standards by returning 50% of profits to make sustainability and prosperity of all involved in Doi Chaang coffee - 2. Single-estate pea berry coffee uses only single-estate coffee which is produced at one place completely. Pea berry has a richer flavor than the counterparts, often rendering a livelier cup with a full body and distinguished aroma. Pea berry coffee is rare; only 5% of all coffee develops with this characteristic. Background
  • Slide 3
  • Extra interesting info: -The quality of coffee Coffee beans Doi Chaang Coffee treats are 100% organic Arabica beans. It is regarded as one of the top quality beans all over the world. The quality of beans is also garnering immense praise by SCAA. - The difficulties of producing All process to ship beans are hand-sorted. Pea berry beans are roasted differently from the corresponding normal ones. No chemicals, no pesticides above all processes. Appropriate soil for cultivation of beans have been decreased because of global warming = danger of extinction of beans SCCAs logo=Specialty Coffee Association
  • Slide 4
  • Target Audience Primary : Men and women aged 19 25 years, in Thailand Middle class University students Singles The Life Matrix: Struggling Singles High aspirations Emulator achiever People who want to take a rest with coffee during study
  • Slide 5
  • Target Audience Secondary: Women aged 30 40 years, in Thailand Upper middle class Empty Nest1 (Middle married couples still in workforce, no children living with them.) Housewife The Life Matrix: Home soldiers home-centric Societally conscious achievers People who are fan of coffee
  • Slide 6
  • Key Communications Product : Single-Estate Pea-berry Coffee brand name : Doi-Chaang coffee The specialty : (1). Fair Trade( Not charity, it is sustainable business ) (2). Single-estate 100% organic Arabica coffee Price : 1lb(pound)/ 561.79 THB ($16.99) Date released onto the market : 13 th, January, 2014 other details : Bringing economic and environmental sustainability to Akha hill tribe through our mission, Beyond Fair Trade.
  • Slide 7
  • PR Objectives Objectives: (1). To encourage young people to be familiar with fair trade (2). To grab more attention to Fair Trade and Doi Chang Coffees pea berry coffee (3). To improve current situations of coffee industry sustainably Outlet: cafeteria of college or university University and college social networking magazines hotel airport lounge Most important target: University and College students
  • Slide 8
  • PR Strategy of objectives (1) Objectives: (1). To encourage young people to be familiar with fair trade To get awareness of the Fair Trade from the people by creating many opportunities to know about it such as seminar, sample. To make to feel Fair trade familiar to Thai people To make situations that are easy to practice Fair Trade by knowing the knowledge with Pea berry coffee To help to build good relationships among media, customers and Akha hill tribe
  • Slide 9
  • PR Strategy of objectives (2) Objectives: (2). To grab more attention to Fair Trade and Doi Chang Coffees pea berry coffee To gain recognitions from target media by giving samples of Pea berry beans To find organizations which are interested in Fair Trade or Coffee beans to ask for involving or cooperation To have tactics about married women who are annoyed at all the attention because of no children To make opportunities to compare with ordinary coffee and Pea-berry coffee to set Pea-berry beans as alternative above all beans
  • Slide 10
  • PR Strategy of objectives (3) Objectives: (3). To improve current situations of coffee industry sustainably To build good relationships among media, Thai people and Akha hill tribe and keep it as both feel WIN/WIN with Doi Chaang Coffees product and activities To contact with Public Relations Department of University and college which want to build good image to get some support from them To make video clips that describe the tribes daily life to show in seminar
  • Slide 11
  • Target Press Mens Press Textbooks for college students in Thailand from Top Publishing Co., Ltd. Bookpoint Co., Ltd. Womens Press Fresh cup Barista Monocle Online Press Bangkok Post Online
  • Slide 12
  • PR ideas from Target audience perspectives Ways to approach : To primary targets To hold coffee seminars in colleges and universities participants can try to drink and learn about coffee and fair trade for free To set some brochures in cafeterias of college To secondary targets To offer some coffee sample in hotel with coasters written about Fair trade and Logo To make membership service in homepage To send newsletters which can be discount the product for several times people usually drink a cup of coffee after meal. The size of cup =demitasse cups
  • Slide 13
  • PR Ideas to achieve Objectives(1) (1) To encourage young people to be familiar with fair trade To hold seminars to help to understand fair trade and how to make delicious coffee correctly with Akha tribe person To set some brochures in cafeterias of college To contact with some universities which has botany department To contact with press release to ask to see the seminars (Any journalists and writers are served the coffee in the seminar ) To contact with any shops deal with other kinds of fair trade goods such as bags with traditional embroidery to share each information to offer them to students.
  • Slide 14
  • (2) To grab attention to Fair Trade and Doi Chang Coffees pea berry coffee To release newsletters about an activities that Doi Chaang Coffee is trying for Akha hill Tribe latest though some media To offer some samples with coasters which is written about fair trade for people who eat meals To arrange opportunities of meeting between Akha hill people and Journalists or writers To give opportunities for primary and secondary targets to visit Akha hill tribe village to show Doi Chaang Coffees activity and real situation of them. PR Ideas to achieve Objectives(2)
  • Slide 15
  • (3) To improve current situations of coffee industry sustainably To contact with organizations and try to keep good relationships to cooperate activities each other To contact with professors who study coffee beans in Thailand and ask to supervise following projects ex: ) Professor of Chiang Mai University To invest to make some project to improve them sustainably with organizations, professors and people who become interested in Fair Trade PR Ideas to achieve Objectives(3)
  • Slide 16
  • PR Ideas detailed PR IDEASRATIONALE TARGET MEDIA COST Make plans to visit Akha hill tribe village to show Doi Chaang Coffees activity and the real situation To understand natural real situation surrounded Akha Tribe Know the need of Fair Trade Publishers which deal with Textbook Bangkok Post online Around 3,000 Bahts per person To hold coffee seminars in colleges and universities with Akha hill Tribe people To help the general public recognize the goodness of Fair Trade and Doi Chaang Coffee Fresh cup Barista Monocle Less than 10,000 Bahts per seminar To make new projects about fair trade with applicants and organizations To give opportunities to practice each persons idea about Fair trade easily Publishers which deal with Textbook Bangkok Post online Depends on the Project and the number of people
  • Slide 17
  • Promotional Partners Thai printing companies Ruks Printing Co.,Ltd. ( https://www.facebook.com/RuksPrintingThailand) to ask to make brochures of Fair Trade and Doi Chaang Coffees Pea berry coffee Fair Trade International Organizations (http://www.fairtrade.net/)http://www.fairtrade.net/ to ask to write the activities in the newsletter Some Universities and Colleges in Thailand Chulalongkorn University (http://www.chula.ac.th/cuen/)http://www.chula.ac.th/cuen/ Chiang Mai University (http://www.cmu.ac.th/index_eng.php/ )http://www.cmu.ac.th/index_eng.php/ Companies which are interested in Fair Trade or minority tribes in Thailand Thai Craft Fait Trade Co., Ltd (http://www.thaicraft.org)http://www.thaicraft.org Thai Tribal Crafts Fair Trade CO.,LTD ( http://www.ttcrafts.co.th/index.html)http://www.ttcrafts.co.th/index.html