himalayan java final

8/21/2019 Himalayan Java Final

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Presenters: Group 4

HIMALAYAN JAVA :A LOCALSTARBUCKS


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First coffee plantation: Ethiopia

Arab began expanding its trade, the beans

moved to Northern Africa, then Indian andEuropean markets

Origin of the coffee -1598 via Italiancaff.

Arabic : qahwa (qahhwat al-bun or wineof the bean

COFFEE BACKGROUND


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Tea was introduced in Nepal in 1800s butcoffee during the mid 1900s

Grown in Nepal at the altitude of 500-1500meters

Coffee producers: Arghakhanchi, Kaski, Parbat,Lamjung, Lalitpur, Kavre, Sindhu Palchok,

Two varieties of coffee in worldArabica andRobusta

In Nepal only Arabica variety is grown

COFFEE IN NEPAL


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First specialty coffee house in Nepal

Established in 1999 by Gagan Pradhan and hisAmerican Partner

He took a three-months Barista Course in US

Caf on the eastern edge of Thamel

Uses the red beans harvested by Nepalese farmers

Offers three separate blends:

Mountain supreme, House Blend, and Long Black

BACKGROUND


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VISION

To promote Nepalese Coffee

(When Himalayan Java was first established,the national production of Nepal was only 20tons but today the national production isabout 300 metric tons)

MISSION

Its mission is to promote Nepali coffee industry

byinvesting in the people, from the grower tothe consumers, and to promote local growncoffee in the international market.


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FIRST STORE AT THAMEL


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Mr. Gagan Pradhan along with his

American partner established Himalayan

Java in 1999

Target customers the white collar office

workers

Set in Heritage Plaza in Kamaladi

Many corporate office in that building

DEVELOPMENT OF HIMALAYANJAVA BRAND


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Java coffee is one of the most famous

Java, island of Indonesiabest coffee production

Name to differentiate coffee house from other

restaurants

Misconception among people- Computer training

centre

Adopted a logo of a hot steaming cup of coffee

BRAND NAME


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Nepalese who had returned from abroad

White collar workers

Hip and cool urban middle class

Kathmandu society

TARGET MARKET


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Flaw in the market survey

Sales did not match their research data

High electricity bills contributing to overhead Building management had been fleecing Himalayan

Java

Situation became untenable in Heritage Plaza

Himalayan Java decided to move its base

INITIAL CHALLENGES


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Moved to Thamel in 2000

Partnership with the landlord of the

building

Strategic decision

Centre of the city

ESTABLISHMENT IN THAMEL


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Third placea place in the minds of the

customers after their home and office.

Motto Coffee, Conversation, Community.

Place to socialize with your friends.

Java would cater to this niche market

A coffee house never a restaurant.

POSITIONING STATEMENT


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Word of Mouth

Print advertisements in English dailies

Couldnt achieve expected mileage

No further advertisements

INITIAL MARKETING STRATEGIES


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Customers not familiar with Coffees bitter

taste

Offered foods like bagels, croissant,

pastries, cookies

Customized food and drinks to local taste

Menu was redesigned

BEVERAGES AND MENUSELECTION


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During the World Cup 2002

Java bought 50 inch TV and started playing live

matches

Filled with 400-500 customers during match day

After match also people continued to visit Java

Introduced Coffee cards

GROWTH


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Focus always on Coffee products

Careful designing of settings

Continuous emphasis on quality

CHAMPS- Guiding motto for all staffs

Member of the American Specialty Coffee

Association (ASCA) and registered under FDA

BUILDING THE BRAND EQUITY


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Opened outlets in

Sell coffee beans and machines through

Mocca Trading

Export beans to USA, Canada, Hongkong and

Singapore

Training for baristas, comprehensive training

and post sales service for machines

EXPANSION EXTENSION


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It has been acquiring a monopoly

Coffee house market

Resounding brand recognition

Sales of Coffee machine

But, recently host of competitors has entered

Illy, Kaldi, Himalayan beans

But, Competition was invited by Java!!!!

MARKET SHARE


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Competition is encouraged by Java so,

Java sell coffee machines, Java produced

beans & even provide training to itscompetitors

Believe in yourself and Be confident in your

Brand equity

Achieved strong resonance with its customers

INVITED COMPETITION


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Most famous place to have coffee

Pleasant environment

Great Coffee & Good Food

Success Factor: Consistency in quality,

service & product

High Brand awareness among customers

SUCCESS STORY


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Soon to bring new & innovative products

Take Away Cups

Blended coffee (enhance coffee tastingexperience)

Menu redesign (Display calorie content)

Franchises of Himalayan Java

Cut Food from its menu (25% cut)

COMING SOON @ JAVA


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Premier Coffee house of country

Achieved huge success through its innovative &

novel offering

Industry Leader

New Innovations

CONCLUSION


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How Many Javacoffee outlets arethere in Civil Mall,Sundhara ??????

QUIZ TIME..!!!!MILLION DOLLAR QUESTION..!!!!


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Differentiate itself from Himalayan Beans (Confusion

among customers)

Expansion of small outlets at various points

Consistency of quality, price & service

Expansion beyond the valley

Urgent need to employ tools of Brand recall

Use of Social Media for brand recall

Loyalty programs for customers

Take Away cupsWrite some messages (Love, Friendship)

RECOMMENDATIONS


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COFFEE BREAK..!!!!!

himalayan java final

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