Yahava slides
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This document discusses repositioning Yahava Koffeeworks, an artisan coffee brand in Singapore. It found that while Yahava produces high quality coffee and educates customers, its positioning was unclear. To address this, it analyzed Yahava's strengths in coffee production and how competitors differed. It determined that Yahava has an unmatched religious devotion to coffee. The new positioning positions Yahava as "The Coffee Pilgrims" to communicate its commitment to customers' perfect cup. This separated Yahava from competitors successfully.
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Yahava slides
- 1. Finding the perfect cup of coffee
- 2. Yahava Koffeeworks is an artisan coffee brand & cafe in Singapore...
- 3. ...who is pretty damn good at what it does 2009 Telstra WA Business of theYear (Silver Medal) 2008 Golden Bean Awards (GOLD Medal) 2006 Sydney Royal Fine Food Show (Silver & Bronze Medals)
- 4. Yet, 55% of food bloggers we surveyed have never heard of Yahava Koffeeworks.
- 5. Even out of those 45% who have, their opinions varied. Cosy, big and quiet. love the ambience! Good, quality, solid coffees with an incredible variety. The staff were all very friendly Liangwei of the4moose.blogspot.sg Jasper from thefoodnomads Alexischeong.com
- 6. Problem: Yahava Koffeeworkss positioning isnt clear (Its seen as a jack of all trades, master of none)
- 7. Our Challenge: To reposition Yahava Koffeeworks & Express the new positioning in a tagline
- 8. To do that, we looked at what Yahava was already doing... 1 2 3 Yahava has the largest variety of single origin beans & all beans are roasted and grinded in-house Coffee quality is of utmost importance Regular coffee- tasting workshops are held for baristas to share their knowledge and passion with their customers
- 9. And looked at what our closest competitors werent doing. 1 2 3 They have less control over their coffee production process They focused on cafe experience rather than real coffee Baristas dont educate customers. They dont seem passionate about their craft to the customer
- 10. Through that, we realised one thing: Yahava has a religious devotion for coffee unmatched by any other coffee brands.
- 11. We then determined its new positioning...
- 12. And gave it a new tagline... The Coffee Pilgrims
- 13. Result: We sent a message to all coffee drinkers that Yahava is fully committed in its quest to serve them their perfect cup of coffee.
- 14. And as a result, successfully separated Yahava from its competitors.