INTELLIGENTSIA COFFEE

Alex Tolbert

Kevin Byers

Jessica Jacobs

Introduction

● Coffee roaster and retailer● Founded in 1995● Stores in Chicago, Los Angeles, New York● Highly trained, consistent staff● Highest quality, premium coffee● Known for bean sourcing, brewing techniques,

and outstanding flavor

Marketing Objective

● Become the leading premium coffee distributor in the U.S. in four key segments (consumer, retail, hospitality, and mail order)

● Increase sales from seasonal roasts introduced in Q2 2013 (10 seasonal roasts currently available)

● Increase revenue by 10% by Q3 of 2013

Marketing Objective

● Establish Intelligentsia in surrounding metropolitan areas (Chicago, Los Angeles, New York, San Francisco)

● Expand stores in Chicago (5), New York (3), Boston (1), Atlanta (1) by Q1 2014 (training labs located in these cities)

● Increase market share by 1 share point ($2.5 million in revenue) by Q3 2013

Target Markets

● Four key retail markets: ● Coffee bars/cafes – primary● Grocery/retail● Hospitality● Mail order

● Target demographic and lifestyle segments:● Educated buyer who values premium, high-quality

products and dynamic experiences● Income levels above $50k● Adults 45 and older

Target Markets

Nancy – 48 years old, human resources consultant, $70k/year, mother of two

Eric – 25 years old, web designer, $50k/year, active social media user, loves trying new things

Sia – 35 years old, portfolio manager, $110k/year, enjoys fine dining, travel to exotic locations

Tom – 55 years old, architect, $80k/year, loves books and museums

Behavioral Objective

● We want our target audience to visit to visit our website traffic 12% more by the end of Q2 2013

● We want our target audience to download the iPhone app 10% more by the end of Q2 2013

● We want 5,000 new customers to try our seasonal roasts● We want to increase our Facebook and Twitter followers by

6% from Q2 to Q3 of 2013● We want our consumers to purchase 10% more products in

our four key products by the end of Q2 2013

Mental Objective

● We want our target audience to perceive Intelligentsia as premium coffee brewed with the purest natural beans

● We want our target audience to view Intelligentsia as the "treat" they deserve

● We want our target audience to perceive us as America’s “Smart Premium Coffee Choice”

Brand Positioning

What’s different

The basics

What brand offers

What brand stands for

Quality beans, choice of flavors, unique brewing techniques

Top quality beans, direct sourced beans,attention to brewing detail, flavor descriptions and guidance

Intelligentsia provides the purest coffee thatconsistently provides the best flavor.

I want to reward myself with Intelligentsia. It makes me feel good and affects my whole day in a positive way.

Life is all about the choices we make. I deserve to have the best tasting and healthiest drink possible to make my daily life more pleasurable.

“Something Bigger”

Emotional Benefits

Functional Benefits

Differentiating

Attributes

Antes

Creative Suggestions

● Invitation to a coffee experience

Media Channels

● Intelligentsia website, app● Facebook and Twitter promotions● Print ads in local magazines, newspapers

● Chicago, TimeOut Chicago, Crain's Chicago Business

● Transit ads● Radio ads

Become leading premium coffee distributor by Q1 2014

Measured by sales

Monitor trial rate of seasonal roasts

Measured by sales, goal 5,000 new tasters

Downloads of Intelligentsia iPhone application

Promoted through in-store purchases and advertisements, goal 10% new downloads

Expansion of stores 10 new stores by Q1 2014

Increased Revenue 10% by Q3 of 2013

Objective Measured Goal