Blue Bottle Café
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This document provides an overview and marketing strategy for Blue Bottle Cafés. It begins with an agenda covering the café industry, Blue Bottle overview, and their marketing strategy. Blue Bottle is a specialty coffee roaster founded in 2002 in San Francisco that has since expanded to New York, Los Angeles, New Orleans, Tokyo, and Oakland. Their marketing strategy focuses on pour over coffee, baked pastries, and single origin roasted beans priced from $17-21. Promotion occurs through banner ads, email blasts, and their coffee club. Their target market is well-educated professionals and retired couples who are coffee lovers.
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Blue Bottle Café
- 2. BLUE BOTTLE CAFÉS RA7031295 Jimmy.H
- 3. AGENDA i. Cafés industry Overview ii. Blue Bottle Cafés Overview iii. Marketing Strategy iv. Conclusion
- 7. 20152002 2010 2012 2014 Taking $20 million in venture capital investment 1/1/2012 Taking $25.7 million in Series B 8/2/2014 Los Angles expansion 23/7/2014 Founded in San Francisco 1/1/2002 First New York location 15/1/2010 New Orleans Iced Coffee 5/8/2014 Tokyo expansion 6/2/2015
- 8. BLUE BOTTLE CAFÉS Funding Received $45.7 Million in 2 Rounds from 11 Investors Headquarters: Oakland, CA Description: Blue Bottle Coffee is a specialty coffee roaster focused on discovering and preserving the true nature of coffee. Founders: James Freeman Categories: Coffee, E-Commerce Website: http://www.bluebottlecoffee.com
- 11. PRODUCT #Coffee beverage -Pour over/Drip coffee -New Orleans iced brewing coffee #Home baked pastry #Roast coffee bean -Fresh roasting coffee bean -Single origins or blends (Yemen, Ethiopia, Mexico, Chiapas & Switzerland)
- 12. PRICE #Pour over Coffee -- Dandy $3 to $5 --Drip $3 to $4.5 --Iced Coffee $4 #Roast coffee bean -Price range from $17 to $21
- 13. PROMOTION #Banner Ad Click here for 10% off New Blue Bottle coffee beans Register to receive Free Blue Bottle Coffee beans sample. #Email Blast-coffee club -Free trail of our new selection coffee bean -Early Bird registration for latest events ex: coffee workshop/anything about coffee -10% discount when customers order a 2nd package -Members order more than 3 packages of coffee bean within a Click here for 10% off Blue Bottle Coffee beans Register to receive FREE sample of Blue Bottle Coffee bean
- 14. PLACE #Heath Ceramics Shop #Artists Shop
- 15. TARGET MARKET Demographic • Aged 35-45, working professionals • Aged 55-65, retired couples • Well-educated, higher income level Psychographic • Coffee lovers • People are taking pleasure of brewing homemade coffee.
- 16. MARKET CONDITION Increase awareness Create an attractive website Add a blog Deliver customer value Encourage subscriptions among current consumers Use direct marketing tactics Differentiate among competitors Focus on 48 hour roasting strategy Increase customer relationships
- 17. CONCLUSION
- 18. BLUE BOTTLE’S SUCCESS Vision and Value --Get growth-stage fund and support from Google Venture. --At scaling comes from hiring and partnering in the right ways. --Founders like Freeman scale their organizations in their own image, and the corporate person they create, that golem, moves like a shadow behind the founder.
Editor's Notes
- #16: Blue Bottle’s main target market divides into two segments. The first segment is people age between 35-45 years old, well educated, possess a higher income level. This group of people are coffee lovers, not only drinking coffee in the café but also enjoy brewing coffee at home. The second segment is people age between 55-65, married couples who live by themselves and enjoy their retired life. This group of people are having their free time at home and caring about the quality of coffee bean. They tend to look for high quality roasting coffee bean and taking pleasure of brewing homemade coffee.
- #17: the marketing strategy for Blue Bottle Coffee is to create awareness and encourage consumption among current consumers. The current consumers of Blue Bottle Coffee are affluent professional adults who enjoy a freshly brewed coffee. Blue Bottle needs to create an attractive website that would provide enough background information about its products. The existing website is very plain and does not encourage interaction between consumers and the company. In addition, the website should add a blog where consumers can post their comments and add more information to company’s background. Its history and mission is what makes the company unique.