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Lambton College *

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6113

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Marketing

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Apr 3, 2024

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docx

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Uploaded by ChiefHeronPerson1074

Practice Case Study: Honeylu’s Coffee Case Report Instructions:  This assignment will not be marked and is a practice exercise to familiarize your team with video case analysis expectations  It will be completed IN CLASS in your assigned Case Study Teams  You are tasked with creating a new signature drink for Honeylu that embodies who they are and what they do  Watch the video and carefully review the case notes in your text for important tips and details  Complete all questions after thoughtful discussion in your groups in which all members contribute  Elect a MODERATOR for his first, unmarked activity (review the responsibilities of the MODERATOR in your Team Contract) 1 | P a g e

Discussion Questions: 1. Describe who you feel is the perfect target customer for Honeylu’s new signature drink. You must include specifics about their demographics and psychographics of the target customer. The perfect target customer for Honeylu's new signature drink, Retrievers' Roast Combo, is professionals aged thirty to fifty who are passionate about their pets. Demographically, they encompass a wide range of occupations, including businessmen and housewives, residing in the local community. Psychographically, they value quality and seek experiences that align with their refined tastes and busy lifestyles. With a strong affinity for their pets, they prioritize pet-friendly establishments and appreciate the opportunity to share special moments with their furry companions. Honeylu's café provides them with a welcoming environment where they can enjoy a premium drink for themselves and treat their pets to the Puppuccino Delight, creating lasting memories of indulgence and companionship. 2. How do the values and branding of Honeylu’s Coffee come into play in the creation of your specialty coffee? The "Retrievers' Roast Combo" at Honeylu's Coffee perfectly embodies their values and branding. With a focus on creating a dog-friendly environment and providing a unique experience, the name reflects their commitment to customers and their furry companions. The coffee's exceptional quality, achieved through meticulous bean selection and roasting techniques, showcases Honeylu's dedication to excellence. Moreover, the "Retrievers' Roast Combo" fosters a sense of community and connection among dog lovers, creating opportunities for bonding over a cup of coffee. Honeylu's Coffee combines their values, branding, and commitment to deliver an exceptional specialty coffee experience. 3. What other attributes could be added to the new signature coffee to make it even more appealing to the customer?  Seasonal Variations: Introduce limited-time flavors and special editions that align with the changing seasons. This will create a sense of excitement and encourage customers to try new and unique variations of the signature coffee. 2 | P a g e

For example, flavors or syrups like mint and cinnamon can be added to drinks in summer and winter respectively.  Food Pairings : To enhance the appeal of the new signature coffee, Honeylu's can offer delicious food pairings that perfectly complement its flavors. This can include pastries, cookies, or breakfast items carefully chosen to enhance the overall taste experience and encourage customers to indulge in a delightful combination.  Loyalty Rewards Program: Implement a rewards program that rewards customers for their loyalty and frequent visits. This can include earning points for every purchase of the signature coffee, exclusive discounts, or special perks for members. A loyalty program will not only incentivize repeat business but also foster a sense of appreciation and loyalty among customers. By incorporating these suggestions, Honeylu's can create a more enticing and engaging experience for customers, offering seasonal variety, delectable food pairings, and rewarding loyalty, all of which contribute to an enhanced customer experience and increased satisfaction. 4. Conduct secondary research on specialty coffees (research other companies) and detail what other competitors offer in the specialty coffee market. Is there anything that you would like to also consider for your new drink? Intelligentsia Coffee - Chicago, Illinois:  Known for their commitment to direct trade sourcing, ensuring sustainable relationships with coffee farmers.  Meticulous craftsmanship and innovative brewing techniques result in exceptional coffee offerings.  Renowned for providing customers with memorable coffee experiences. Blue Bottle Coffee - Oakland, California:  Dedication to quality and sustainability, sourcing beans meticulously and utilizing precise brewing methods.  Offers an exceptional coffee experience rooted in their passion for craftsmanship and perfection.  Known for their loyal following and locations across the United States and internationally. As for considering elements for your new drink, you may draw inspiration from these competitors by focusing on direct trade sourcing, emphasizing meticulous craftsmanship in the brewing process, and prioritizing unique flavor profiles. Additionally, incorporating sustainable practices and creating a memorable coffee 3 | P a g e

experience for customers can further enhance the appeal of your new drink in the specialty coffee market. 4 | P a g e

PRODUCT Product Characteristics Reasoning/Why? ( What strategy went into your answer? This is your chance to apply marketing concepts and show insight.) Name of the New Signature Drink Retrievers' Roast Combo Retrievers' Roast Combo" perfectly captures the essence of our brand as a dog-friendly café that values quality and customer satisfaction. The name reflects our commitment to providing a warm and welcoming environment for both humans as well as dogs, while highlighting the exceptional coffee roasting and brewing techniques we employ. It conveys professionalism, sophistication, and our dedication to serving a memorable experience to our customers be it human or dog. Contents of the drink Instructions : ▫ Brew a strong cup of coffee and adjust the amount of coffee beans and water according to the desired strength of the coffee. ▫ In a separate container, heat or steam the milk of choice until it reaches desired temperature. While using alternative milks like almond or soy milk, ensure they are well frothed. ▫ Add ice cubes to a serving At HoneyLu's, we believe in creating a unique and customizable coffee experience that caters to every individual's taste. Our signature Retriever's Roast Combo is the epitome of simplicity and personalization. It starts with a base of everyday ingredients like coffee beans and milk, but what sets it apart is the opportunity to enhance it with special add-ons tailored to your preferences. From a variety of milk alternatives like Soy, Almond, and Coconut, to the choice of sweeteners and syrups, the possibilities are endless. It's a coffee adventure where you can truly make it your own. But that's not all. We go the extra mile to make sure every 5 | P a g e

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