2. Originsof the Coffee Market US Coffee Consumption Facts
Global Consumption Facts Coffee Health Benefits Social Media
Marketing Green Marketing Coffee Market Ethics Causal Marketing
Conclusion 3. Thecoffee bean began on the plateaus of central
Ethiopia and somehow must have been brought to Yemen where it was
cultivated since the 6th century Afterthe establishing of the first
coffee houses in Cairo and Mecca-coffee became a passion rather
than just a stimulantA 15th century Turkish law made it legal for a
woman to divorce her husband if he failed to provide her with her
daily quota of coffee 4. Coffee ranked number one out of the top
ten fastest-growing consumer goods categories in 2012 According to
Retailing Todays annual analysis ofthe top 100 retailers and
categories, using Nielsen data 5. An estimated 100 million
Americans drink a total of 350 million cups of coffee a dayCoffee
represents 75% of all the caffeine consumed in the US2.8 billion
cups of coffee served at Dunkin' Donuts shops every yearAbout half
of all American adults have a cup of coffee to start their dayThe
average American coffee drinker enjoys around 3.4 cups of coffee
per dayCoffee represents three-quarters of all the caffeine
consumed in the USThe US is the worlds largest consumer of coffee
importing 16-20 million bags annually, which represents one-third
of all exported coffee 6. Specialty coffee is the term commonly
used to refer to "gourmet" or "premium" coffeeAccording to the
Specialty Coffee Association of America (SCAA), coffee which scores
80 points or above on a 100-point scale is graded
"specialty"Specialty coffees are grown in special and ideal
climates, and are distinctive because of their full cup taste and
little to no defectsSpecialty coffee sales are rising by 20% 7.
Coffee is the most popular beverage worldwide with over 400 billion
cups consumed each yearCoffee is the second most widely used
product in the world after oilWorld coffee production is estimated
at 110-120 million bags per yearCoffee is the worlds second most
popular drink after waterCaf bars average sales of 230 cups per
day14 billion espresso coffees are consumed each year in Italy,
reaching over 200,000 coffee barsJapan ranks number 3 in the world
for coffee consumptionCoffee shops make up the FASTEST GROWING part
of the restaurant business with a 7% annual growth rate 8. Coffee
lovers do not just drink coffee for the boost in energy from the
caffeine but also for the taste and social application Coffee is
frequently labeled the ultimate social drink Theycommonly drink
coffee throughout the day but the cup in the morning is the most
habitual 60% of U.S. coffee drinkers claim to need a cup ofcoffee
to start their day 9. A study in the New England Journal of
Medicine claimed that coffee could decrease the risk of dying from
chronic diseases such as diabetes and heart disease 10.
Relationship marketing is an effective strategy to get to know who
your customers are and to promote brand loyaltyOffer unique
products (specialized roasts, local ingredients, locally themed or
named drinks, custom drinks by your star barista, etc.)Try leaving
out games, puzzles, mind benders and other activities that
encourage customers to linger over their coffeeHost or sponsor
local events (entertainment, readings, book clubs, etc.)Use
technology to creatively compete in marketing with the big chains
services like FourSquare, Yelp, and Google Places can increase your
visibility in your local market.Deliver amazing service from
knowledgeable baristas spend lots of time training your staff and
consider using online services like the American Coffee &
Barista SchoolDevelop fun and interesting customer loyalty programs
(consider going beyond the buy 10, get 1 free approach: create
unique levels or ranks with different benefits, link offerings with
other local merchants, etc.)Be sure to sell coffee-related items
(and track down any co-marketing opportunities with a local
community college or other student-related group in the area) 11.
Starbuckshas over 34 million likes on Facebook Peets Coffee &
Tea Facebook has over 250,000 likes 12. Keurigis the leading
manufacturer of single cup coffee and brewer Grounds contained
inside the K-cup sitwithin a paper filter and the measured quantity
of hot water is forced through the K-Cup, passing through the
grounds and through the filter into the waiting cup or mug below In
North America, Keurig claims a significant market presence with 2.5
million beverages dispensed per day, 200,000 office installations
and 6% of all coffee brewed every day 13. On September 15, 2011,
Fair Trade USA announced its resignation from Fair Trade
International The resignation took effect on December 31, 2011, so
Fair Trade USA has now embarked on a different course from the rest
of the world's fair trade organizations In the US, Fair Trade
certification is granted by Fair Trade USA A non-profit
organization that started certifying coffee in 1998 and has since
included many other products, ranging from tea to chocolate to
fruits and spices The Fair Trade certification model is designed
and audited to ensure equitable trade practices at every level of
the supply chain The organization uses their logo, which was
redesigned in 2012, to identify certified products 14. Coffee
lovers are attracted to causes that help societies Land of a
Thousand Hills Coffee Company In 2005, Jonathan Golden, founder of
Land of a Thousand Hills,recognized a simple and tangible
opportunity to make a difference in the reconciliation of the
Rwandan people This realization led Golden to start a coffee
company that pays afair wage to the farmers of Rwanda, helps them
with their basic needs, and brings a quality product to coffee
lovers The introduction of specialty coffee to the healing fields
ofRwanda proved to be an uncommon opportunity for once warring
countrymen to not only rebuild their homesteads, but to work
together toward lasting peace 15. Companymotto: Drink Coffee. Do
Good. How they we do good? Start by paying their coffee growers in
Rwandahigher than Fair Trade prices Using the profits to invest in
sustainable village projects in Rwanda such as a sustenance farm
for orphans, a soccer field and more! www.landofathousandhills.com
16. Accordingto the US National Coffee Drinking Association
forecast for 2013 Coffee Consumption Jumps by 5%, 83% of
AmericansSay They Drink Coffee on a Past Year Basis
Hispanic-Americans consume Espresso-basedBeverages at twice the
rate of other groups on a Past Day Basis Single-cup segment builds
on growth, ownership ofsingle-cup brewers increases to 12% 17.
Coffee market has been steadily growing New opportunities for
marketers Promote the possible health benefitsSpecialty coffee
Specialty coffee is the term commonly used to refer to "gourmet" or
"premium" coffee According to the Specialty Coffee Association of
America (SCAA), coffee which scores 80 points or above on a
100-point scale is graded "specialty" Specialty coffees are grown
in special and ideal climates, and are distinctive because of their
full cup taste and little to no defects 18. Thank You
Questions?
