Presenters: Group 4
COFFEE BACKGROUND
First coffee plantation: Ethiopia Arab began expanding its trade, the beans
Origin of the coffee -1598 via Italian Arabic : qahwa (qahhwat al-bun or wine
of the bean
COFFEE IN NEPAL
Tea was introduced in Nepal in 1800s but
Grown in Nepal at the altitude of 500 Coffee producers: Arghakhanchi, Kaski, Parbat,
BACKGROUND
First specialty coffee house in Nepal
American Partner
VISION
To promote Nepalese Coffee
(When Himalayan Java was first established, the national production of Nepal was only 20 tons but today the national production is about 300 metric tons)
MISSION
Its mission is to promote Nepali coffee industry by
investing in the people, from the grower to the consumers, and to promote local grown coffee in the international market.
workers
Set in Heritage Plaza in Kamaladi
Many corporate office in that building
BRAND NAME
Java coffee is one of the most famous Java, island of Indonesia best coffee production Name to differentiate coffee house from other
restaurants
Misconception among people- Computer training
centre
Adopted a logo of a hot steaming cup of coffee
TARGET MARKET
Nepalese who had returned from abroad White collar workers Hip and cool urban middle class
Kathmandu society
INITIAL CHALLENGES
Flaw in the market survey
Sales did not match their research data
Java
ESTABLISHMENT IN THAMEL
Moved to Thamel in 2000
building
Strategic decision
Centre of the city
POSITIONING STATEMENT
Third place a place in the minds of the
taste
Offered foods like bagels, croissant,
pastries, cookies
Customized food and drinks to local taste Menu was redesigned
GROWTH
During the World Cup 2002
matches
Filled with 400-500 customers during match day After match also people continued to visit Java Introduced Coffee cards
EXPANSION / EXTENSION
Opened outlets in
Mocca Trading
Export beans to USA, Canada, Hongkong and
Singapore
Training for baristas, comprehensive training
MARKET SHARE
It has been acquiring a monopoly
Coffee house market
Resounding brand recognition Sales of Coffee machine
INVITED COMPETITION
Competition is encouraged by Java so,
competitors
Believe in yourself and Be confident in your
Brand equity
Achieved strong resonance with its customers
SUCCESS STORY
Most famous place to have coffee
Pleasant environment
Great Coffee & Good Food Success Factor: Consistency in quality,
experience)
Menu redesign (Display calorie content) Franchises of Himalayan Java Cut Food from its menu (25% cut)
CONCLUSION
Premier Coffee house of country
novel offering
Industry Leader New Innovations
RECOMMENDATIONS
Differentiate itself from Himalayan Beans (Confusion
among customers)
Expansion of small outlets at various points Consistency of quality, price & service Expansion beyond the valley Urgent need to employ tools of Brand recall
Use of Social Media for brand recall
COFFEE BREAK..!!!!!