Team F4 is proposing a new cafe called Cafe Roma that serves high quality coffee at reasonable prices. They identify problems with existing cafes like low brand loyalty and copycat stores. Their cafe will target busy metropolitan customers by offering specialty coffee beans from around the world and different coffee styles. Menu items will range from 2000 to 3000 won, significantly lower than competitors. Advertisements will feature popular celebrities to build the brand. The team concludes there is a need for a cafe that offers both good coffee and value for busy city residents.

1. Team F4 12042551 SeoMinhee 12052566 ChoiJiyoung 12083294 Jo Yeon Jeong caferomathe coffeein the Metropolitan

2. PROBLEMS Brand loyalty ▼ Price Copycat products Brand image ▶ PRICE

3. Tasks: Brand-new Caferoma

4. NEW IMAGES A coffee shop for people who desire ‘real’ coffee in metropolitan A coffee shop serving high quality coffee A coffee shop of excellent taste and reasonable price

5. TARGET

7. The people in Metropolitan are the same as the beans and the alphabets.C a f é R o M a The coffee in the metropolitan

8. T a s t e C a f é R o M a C a f é R o M a The coffee in the metropolitan

10. Kenya Peaberry

12. Americano

13. Cappuccino

14. Latte

15. Mocha

16. MacchiatoC a f é R o M a The coffee in the metropolitan

17. P r I c e C a f é R o M a 15% Espresso Americano Cappuccino Latte Mocha Macchiato 2000 2500 3000 3000 3000 3000 S Company Espresso Americano Cappuccino Latte Mocha Macchiato 3100 3600 4100 4100 4600 5100 C a f é R o M a The coffee in the metropolitan

18. A d v e r t I s e m e n t C a f é R o M a The coffee with Han Bi Ya C a f é R o M a The Coffee With Gong Hyo Jin C a f é R o M a The coffee in the metropolitan

19. C a fé R o M a The coffee with RyuSeung Bum C a f é R o M a The coffee with park KyeongCheol C a f é R o M a The coffee in the metropolitan A d v e r t I s e m e n t

20. C o n c l u s I o n Busy people’s needs for new type of coffee shop Generally -Good coffee = high price -Low price coffee = low quality coffee Small Shop Wonderful taste, reasonable price and high quality. C a f é R o M a The coffee in the metropolitan

21. T H A N K Y O U C a f é R o M a C a f é R o M a The coffee in the metropolitan The coffee in the metropolitan