alto-­‐ Owl  is  never  sleep  at  night  means  coffee  makes  you  always  awaken.  

-­‐ Owl  is  symbolic  of  wisdom.  -­‐ Owl  is  bird  of  prey.  

when  they  set  the  target  they  never  missed.  

“Alto”  in  Italian  means  “high”    That’s  why  Alto  chooses  coffee  beans  grown  and  harvested  1,000  meters  above  sea  level    

which  considers  the  alEtude  Arabica  plants  grow  best  

-­‐ alto  in  Italian  means  high    -­‐ alto  is  sphere  in  middle  level  above  1,000  meter  

-­‐ alto  is  symmetry  word  shape.  -­‐ alto  ;  The  first  capital  is    spelling  by  A.  

-­‐ alto  ;  Easily  pronouncing  and  remember.

History

Timeline

1960

2010

2012

2014

Coffee  RoasEng  as  family  business

Coffee  Teammate  Co.,  Ltd    Brand  alto  Coffee  

alto  Coffee    Mega  Bangna  BouEque  Store

alto  Coffee  Roster  Pleonchit  Center,  Training  Center

No  Brand  ;  Kios  at  office  building

“  TAE”  Pa)hrapon  Ruangsuteerakit    

Owner

alto  Product  &  Service

ONE$STOP$COFFEE$SERVICE$

Business    ConsulEng  &  Barista  training  

alto  Beverages

Coffee  Machines  &  Equipment

Café  supplies  &  ingredients

Snack  box    &  Catering  Services

Custom  Coffee  Blends

Fresh  Roasted  Coffee  Beans

Selected  Coffee  Beans  

MEGA  BANGNA  2nd  FloorOpen  daily  10:00  –  21:30

TRAINING  STUDIO  @  PLOENCHIT  CENTER  1st  FloorMon-­‐Fri    7.30  -­‐18.30

Coffee  Beans

Coffee  Beans

PERU%VIDA%ALTA% BRAZIL%MOGIANA%PAPAU%NEW%GUINEA%

GUATEMALA%

ETHIOPIA%% ETHIOPIA%SIDAMO% COSTA%RICA%% COLOMBIA%

WAKE%UP% CUSTOM%COFFEE%BLEND%

Designed(to(wake(you(up(any1me(of(the(day!(From%Indonesia,%Thailand%Bold,%dark%chocolate

Custom(coffee(blend(made(to(order%

House&Blends&

Single'Origin*Coffee*

All  is  450  Baht  Each  

1963% Serendipity%

From%Guatemala,%Indonesia,%Thailand%Rich,%Nu>y,%Caramel.%Hints%of%cocoa%on%the%finish%

Used%in%all%Alto's%iced%coffee%drinks%%

Named&a'er&the&year&grandfather&started&roas1ng&coffee&

350%Baht%/Wholesale:4,750%Baht%per%case%(5kg)%%%

From%Ethiopia,%Colombia,%Thailand%Balanced,%Floral,%Fruity%

Used%in%all%Alto's%hot%coffee%drinks%%%%

Result&of&months&of&tes1ng&and&tas1ng&

Signature*Blends*

Coffee  Beans

Coffee  Equipment

Distributor •  Authorized+distributor+of+Meli1a+coffee+machines+from+Germany.+•  Authorized+distributor+of+Baratza+coffee+grinders+from+USA.+

Commercial  Espresso  Machine

Home  Espresso  Machine

Brewing  Equipment

Coffee  Grinder

Cafe  Accessories

Café  ingredients  &  supplies

MATCHA&GREENTEA&POWDER&

DARK&COCOA&POWDER&

MONIN&SYRUPS&

DAVINCI&GOURMET&SYRUPS&

Beverages

1.#Select#and#use#only#Premium#grade#coffee#beans#with#2#espresso#shots#in#every#drink#2.#Beans#are#always#freshly#roasted##3.#Grind#and#make#each#new#cup#just#for#you#

Premium'fresh+baked'Bakery'&'Desserts'

COFFEE'DRINKS' NON+COFFEE'DRINKS'

•  Slow'coffee'•  Espresso'drinks'•  Frappe'drinks'•  +'Special'menu'of'the'month'

•  Tea'•  Chocolate'•  Soda'Pop'

BAKERY'

alto  coffee  Signature

Beverages

Training

Owned  media  

website  fanpage  instagram  foursquare  google+

In-­‐store  

Sales  staff  &  Customer  service  Products  

PromoEons  In-­‐store  media

Reviews  

Food  reviews  site  wongnai,  openrice,  bkkmenu,    edtguide,  ginraidee,  painaidee    

Personal  site  panEp,  blogspot,  bloggang,    

wordpress,  clips  Press  site  

thairathonline,  roommag,  bkonline,  etc.

Out-­‐store  

Print  ad  Trade  shows  

WOM

IMC

Poster

Trade  shows

Beverages

Every  plagorms revolve  around  wholesales  and  premium  quality  is  always  top  of  mind  consideraEon

Target

“Coffee  drinker  who  seeks  quality”  

B2B# B2C#

Coffee#Business#Coffee#beans#buyer##to#brew#at#home#

#

#In#store##

beverage#buyer##

#Irregular#customer##

#Coffee#expert/lover#B2B  :  B2C  

70  :  30  Target  30  :  70  Sales  

Insight

CompeStors  ;  ONE  STOP  COFFEE  SERVICE

Brand  DNA

Speciality  Coffee  Roaster  

Coffee  BouEque

Personality

expert

professional

man

friendly

Values

value  for  money

variety

freshwarm styles

coffee  feeling  /experiences

scrupulous

special  /  unique

AXributes

non  espresso

training coffee  equipment

espresso  drink  /  coffee  blend

roasted  coffee  /  coffee  beans

Benefits

rich  /double  shot

aromaEc

quality  coffee

choices

reasonable  price

quality    ingredients

quality  supplies

explorer

awake

independentessenEal relaxing

groove

coffee  knowledge

exoEc

treat

rewarding

fresh-­‐baked  bakerybarista  

champion

Brand  DNA

experiences

alto  Coffee  Brand

  Alto  is  the  specialty  coffee  roaster  &  bouEque  which  offers  one  stop  coffee  soluEon.  RoasEng  premium  grade  coffee  beans  and  providing  quality  coffee  equipment  and  café  ingredients  also,  business  consulEng  and  barista  training    

Brand  PosiSoning  Statement Brand  Promise

HONESTY+TRANSPARENCY-

QUALITY-

MiscommunicaEon;  Focusing  on  B2C  >  B2B  Unaware  of  brand    Customer’s  lack  of  real  coffee  knowledge

Mega  Bangna  shop  facing  all  day  sijng  customers

Challenge

SuggesSon

Create  new  blends  recipe  to  suite  various  preferences    Communicate  and  educate  more  about  brand’s  story,  products  and  quality  Focus  on  both  B2B  and  B2C  on  the  same  scale  50:50  

Strategy

Product  -­‐ Create  new  blends  recipe  to  suite  various  preferences  -­‐ Seasonal  menu    -­‐ Coffee  ConsulEng  Price  -­‐ Level  prices  by  product  quality      -­‐ Special  prices  for  take  home  coffee  blends  (Beverage  +  Blends)  Place  -­‐ Open  Coffee  BouEque  around  Bangkok  for  distribuEon  centre  -­‐ Open  Coffee  shop  in  premium  office  building  IMC  -­‐ Communicate  more  in  B2B  -­‐ Direct  markeEng  for  B2B  

“Speciality  Coffee  Roaster,  Coffee  BouSque”

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5407610210$

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5407610285$

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5407611531$

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5407610400$

Group  Members