It is ppt on open a cafe It is a ppt to show what to do for opening a business

2. CHARACTERISTICS OF OUR
PRODUCTS
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Arabica coffee, grows in altitude in Loja,
Ecuador, with a superior score of 84
Acidic: Brilliant and balanced.
Aroma: Sweet, fuirty and nutty
Taste: Slightly acidic with nuances of cocoa
and cardamom.
Body: Medium/high.

3. CHARACTERISTICS AND
CAPACITY OF THE PRODUCT
Characteristics:
The production of Arabica coffee is from March
to October.
The Arabic coffee of Loja occurs in heights of
between 1,200 and 1,800 meters over sea level.
85% of total production is exported (France,
Germany, USA and Portugal)
Capacity of product:
10,000 annual quintals
Availability from April to December
About 6,000 hectares of cultivation
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4. CONDITIONS OF DEMAND
Profile
Consumer
Coffee
Coffee
Markets
International
Distribution
Coffee
European,
American and
Japanese
consumer.
Through supermarkets, retail stores,
organic shops and coffee shops
Demanding, which
is driven by global
consumption trends.
It favors the consumption of
light, organic products, healthy
and compatible with the
environment.
.
Entry to the markets with
the highest demand US,
Europe and Japan
Main: Europe,
USA, Japan
and Australia
Growing coffee market at
sustained rates of 1.7% per
year
High global demand
for light, organic and
healthy products.

5. MARKETING STRATEGIES
OBJECTIVE MARKET
- It is necessary to capture the highest segment of the market seeking to differentiate the quality
and image of the coffee, because these characteristics must support its superior price; As this
premium market segment prioritizes quality at the price.
- Capture a new group of buyers instead of competing with the other brands.
Export destinations should be markets with high purchasing power:
US, France, Germany or Japan.
INTRODUCTION STRATEGY
- The primary strategic objective is to make the product perceived in the market as unique.
- Give a unique alternative to the customer, creating the perception that this coffee lacks
comparable alternatives.
- Find a market which target is less sensitive to the price

6. MARKET STRATEGIES
SIGNALS OF VALUE: QUALITY
SIGNALS OF VALUE: SOCIAL RESPONSIBILITY
- A privileged geographical situation with microclimates at heights of around 2,000 msm and a
soil quality with the three basic nutrients for the optimum development of coffee: carbon,
hydrogen and oxygen make this a product with unique flavor and texture. It is a mountain
coffee to be cultivated in the highlands of the province of Loja.
- Product 100% natural and handcrafted with processes that do not involve artificial or chemical
inputs or raw materials Product Certification JAS (Japanese Agricultural Standard) Product
Certification BCS ÖKO-GARANTIE from Germany Organic Product Certification.
- Participant of the CECJ (EcuadorIan Fair Trade Coordinator) The product is marketed in the
domestic market and in the international markets of Fair Trade of the European Union, United
States and Canada.
- Since 2002, it has the organic certification BCS and Fair Trade FLO and SPP
COMPETITIVE DIFFERENTIATION
PRICE
- The price must be high in this phase of introduction and growth; But it must also be competitive
to stay in the market.
-

7. INTERNATIONAL BUYERS
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WHO ARE THEY?
Ethiquable is a French company with 13 years in the market. Specialized in healthy and organic
products. It supports artisanal producers and associations that promote fair trade.
COMMERCIAL PRODUCTS:
- Tall coffees.
- Raw chocolate.
- Infusion tea
- Fruit juice
PURCHASE PRICE:
- $ 3.40 to $ 3.50 per pound.
STRATEGY:
Product distribution
Finished (Toasted, Soluble, instant, etc.)
With high development of
brand.
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8. OUR BRANDS

9. PERGAMINO GOURMET, ROASTED
COFFEE BEANS, ROASTED AND GROUND
AND GROUND COFFEE 400 G
PERGAMINO GOURMET, ROASTED
COFFEE BEAN, 1 KILO

10. CAFÉ SABDI, ROASTED COFFEE BEANS,
ROASTED AND GROUND AND GROUND
COFFEE 283,5 G AND 1 KILO

11. STORES IN USA