Doi Chaang Coffee

Budget ： 1,651,500 Bahts

(=50,000$)Ayaka IWASAKI5500010733

• 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

• 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

SCCA’s logo=Specialty Coffee Association

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

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

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 : 13th, January, 2014• other details: Bringing economic and environmental

sustainability to Akha hill tribe through our mission, “Beyond Fair Trade”.

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

Coffee’s pea berry coffee – (3). To improve current situations of coffee industry sustainably

• Outlet: cafeteria of college or universityUniversity and college

social networkingmagazines

　　　　　　　　　 hotel airport lounge Most important target: University and College students

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

PR Strategy of objectives (2)Objectives:– (2). To grab more attention to Fair Trade and Doi Chang Coffee’s 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

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 Coffee’s 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 tribe’s daily life to show in seminar

Target Press• Men’s Press ・ Textbooks for college students in Thailand

from Top Publishing Co., Ltd. Bookpoint Co., Ltd.• Women’s Press ・ Fresh cup ・ Barista ・ Monocle• Online Press ・ Bangkok Post Online

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

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.

• (2) To grab attention to Fair Trade and Doi Chang Coffee’s 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 Coffee’s activity and real situation of them.

PR Ideas to achieve Objectives(2)

• (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)

PR Ideas detailedPR IDEAS RATIONALE TARGET MEDIA COST

Make plans to visit Akha hill tribe village to show Doi Chaang Coffee’s 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 person’s idea about Fair trade easily

・ Publishers which deal with Textbook ・ Bangkok Post online

Depends on the Project and the number of people

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 Coffee’s Pea berry coffee

• Fair Trade International Organizations (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/)

Chiang Mai University (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)

Thai Tribal Crafts Fair Trade CO.,LTD( http://www.ttcrafts.co.th/index.html)