NRA Show 2011
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Transcript of NRA Show 2011
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How South Africa's Leading Brand Turned Bottomless Coffee Into
Abundant Customers
And how you can do the same for your operation!
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Mike Said brandStrategy.co.za
No I Am Not Australian!
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South Africa is South Africa is situated on the southernmost point of the African continent…
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South Africa is a South Africa is a country roughly the size of Texas…With a market the size of Houston!
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South Africa has South Africa has 55,000 high-net individuals holding at least US $1 million in financial assets
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Yet the average Yet the average Annual Gross Family Income in South Africa is only $2752!R1 is equal to $7.80
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We have the only We have the only street in the world that is home to TWO Nobel Peace Prize winners!
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Mugg & Bean is a Mugg & Bean is a coffee themed restaurant franchise focused mainly on the shopping market
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The first store The first store opened in Cape Town in 1996Today there are + 100 stores county wide
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The concept is born The concept is born out of great generosity of spirit and a “connection” with customers
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COMMERCE
ARTPASSION
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Give them Give them something to
identify with and to believe in!
(The First Advert)
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Perception is much Perception is much more important than reality any day of the week!
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Few customers can Few customers can tell good food from bad… but they ALL understand value!
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Warning, you can’t Warning, you can’t exceed customer expectations every
time!
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Constant renewal Constant renewal through innovation is the ONLY way to
survive!
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WHAT YOU ARE BEST AT
PASSIONATE ABOUT
HOW YOU MAKE YOUR MONEY
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Mutually beneficial Mutually beneficial partnerships with
likeminded companies!
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We would rather We would rather have you in our
store drinking free coffee, than…
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Listen to your Listen to your market & avoid change for
changes sake!
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The Way We MarketTo Our Customers
The Way Our Customers Complain
The Way We Communicate
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It’s Question And Answer Time Now!
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