Colombia Brand Experience

8/8/2019 Colombia Brand Experience

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Caf de Colombia:

consumption trends

Copyright FNC 2009

Luis Fernando Samper

Guatemala - February 2009


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Today Colombia is one of the mostwell-known origins for coffee. It

wasnt always this way

During the late 50s the

price of Colombian coffeewent from $0.85/lb to$0.45/lb due to an excessivesupply of coffee in the world

Awareness of Colombia as acoffee-growing country

92% 91%

85%

94%89%

95%

85%82%

76%72%

68%71% 72% 69%

55%

February, 2010 Copyright FNC 2009

.

Only 4% of consumersrecognized Colombia as acoffee origin.

Roasters dominated the

market and they tended tohide origin in order to gainmore flexibility in blends.

Colombia had an excellent product butnobody knew about it. The need for adifferentiation strategy was evident.

22%

Aided awareness


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The road towards origin

differentiation 1960 - Creation of the Juan Valdez

Character

Make sure consumers demandColombian coffee


offering 100% Colombian coffee brands

1980 - Colombian Coffee ingredientbrand strategy

A new segment in the coffee categorywas created: 100% Colombian coffee

Successful Push-pull strategy


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As from the 90s the category changed.Colombian coffee needed to become relevant

for different price points and occasions

Breakfast Mid-morning Mid PMLunch Dinner


Value

Commercial

Premium

Specialty

1

2 4

1 Breakfast2 Mid AM

3 Lunch

4 Mid PM

5 Dinner

4

3

1

2

5

4 4

24

1 1

1

Matures Boomers Xers Ys

Our strategy needs to takeinto account:

Occasion Different Needs

Location


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To satisfy consumers that wanted

more than just quality

New generations have greater access andinterest for more information about theproducts they consume.

Globalization also generated a niche of moreY(20-34yrs): 47% of the segment are


.

Origin became an increasingly importantdifferentiation tool.

More diverse product categories: Consumerswant more options with different valuepropositions.

X(35-48 yrs): 61% of the segment

are coffee drinkers (U.S.)

coffee drinkers (U.S.)


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Our brand architecture and

strategy needed to evolve.

Just one ingredient brand

will not do the job tocommunicate the optionsColombian coffee has.



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Our new Juan Valdez has helped to reposition

Colombian coffee in the Specialty category

Generating demand for Colombian coffee atdifferent price points and consumption occasions

Specialty


100% Colombian

Value

Mainstream

Premium


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Generating industry demand for specialtycoffees from Colombia at higher prices



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Innovation is key to an ever evolving

experience

Protected Geographical Indication

Using Federations infrastructure we can now create a stronger link toorigin with consumers with traceability technology

Specialized tools Beantrack


Virtual Trips to the origin


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Where is your coffee from, really?

Interactive tools placed in JuanValdez Coffee Shops to know and

appreciate their coffee Allows connoisseurs to know the

specific origin of the Colombiancoffee by entering Beantrack


code in the package


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Supporting traceability with

Beantrack Interface powered by the

producers traceability system

Friendly navigation speciallydesigned for consumers

Tool for coffee amateurs


n eres e on eeper now e geregarding coffee origin

See www.juanvaldezcafe.com


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Virtual Trips to origin

Virtual trip where the traveler candiscover the origin of its coffee,departing form his/her own house.

Edutainment tool that explains howthe geographic and environmentalfactors affect coffee attributes


Consumers friendly navigation

A Virtual experience similar in conceptto a winery tour- Why this coffee isspecial and different

See:www.cafedecolombia.com/la_tierra_del_cafe/regiones_cafeteras/narino


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As producers, our challenge is to make the origin

relevant to consumers. Centered on the coffee

grower, his/her efforts and our values andidentity.

February, 2010 Copyright FNC 2009An Authentic Origin Experience


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Thanks

For further information please visit our websites:


www. e erac on eca e eros.orgwww.100porcientocafedecolombia.com

www.cafedecolombia.com

www.juanvaldez.com

Colombia Brand Experience

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