Evita Dsouza - A005 - Local Lion Coffee Shop Case Assigmnet PDF

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Name: Evita Dsouza Roll No: A005 Individual Case Study submission: Local Lion Coffee Shop Question No. 1 Given the existing competition (Dogwood Café, Espresso News, and Higher Grounds) and the relatively more recent competition (Starbucks), how might Davis effectively differentiate his brand? Davis positioned his brand as a local coffee store. He used local products successfully and ensured that the product he sells is true to his name and as local as possible. He made many of his items from the recipes of friends and businesses nearby. He also did a fantastic job of manufacturing most of his items from scratch. He also has his own donut making machine and, as opposed to automatic ones, deliberately uses manual espresso machines. -

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I believe it's important to market just how local his brand really is. He should talk about where he got inspiration for his goods or who gave him specific recipes, using his website and social media. He must also pay more attention to the fact that his products are produced from scratch. People like the concept of DIY and handmade goods because they like to feel that someone is being supportive to what they give money to. They should increase their social media marketing outreach. The core USP is that the brand is local. This fact should be advertised especially for the tourists. Loyalty programs should be introduced. Davis’ business contributes to the economic activities of his community. This aspect should be highlighted in their advertising and marketing communications.

Question No. 2 How can Davis position his brand? Local Lion should be positioned by Davis as a local, sustainable brand which symbolizes its community's unity and serves people with love. The brand adds to the tourist appeal of Boone and the experience of citizens of Boone's culture and contact with the local community. Target audience: tourists, local people, and college students.

Question No. 3 How can Davis build equity for his brand to withstand the burgeoning competition? -

With the different tourist attractions of his town, he can re-name various coffees. To promote his offerings and create enthusiasm around locally sourced and handmade coffees and donuts, he can link up with tourism organizing agencies. To promote his brand, he can link up with travel and gourmet food bloggers and organic and sustainable living bloggers.

Question No. 4 How can Davis create intense and active loyalty relationships with his customers? Davis can create intense and active loyalty relationships with his customers by the below improvements & enhancements of services: -

Let customers personalize their coffee Make small finger snacks such as sandwiches and tacos available for everyday consumption and make fresh bread available. To increase brand loyalty, partner more with local enterprises such as grocery stores Keep the drive open for longer hours and have both food and coffee. Introduce loyalty programs After better understanding the daily demand, increase the amount of homemade donuts prepared every day so that no customers go empty-handed except on a brief notice. Sell attractive products in their shop, such as stickers, T-shirts, and mugs that support Local Lion. Share information on their philanthropic donations for word-of-mouth exposure on social media. Encourage staff to connect more with customers in a friendly way Making a note of repeat customers' favorite food products Offering customers discounts on their birthdays / week of birth / anniversaries Add local stories in the form of short menu notes that tell fascinating stories about their food and beverages. Add "flavor of the month" for the most popular flavors of both coffee and donuts.

Question No. 5 Assume that the product offered by Local Lion includes everything that Davis sells under the one roof of Local Lion. Based on this assumption, discuss (1) the different levels of the product, and (2) the likely classification of the product (whether convenience, shopping, specialty, or unsought) along with the relevant marketing considerations.

Product anatomy: Core, Actual and Augmented Core products: Hot and cold house-roasted and house-brewed coffees, teas, specialty drinks, and donuts, coffee beans

Expected products: Coffee mugs and other merchandize

Augmented products: Local handmade jewellery

The Product Classification is "shopping" since Local Lion makes its products available in one location as a local brand with just a single outlet, which is enjoyed by residents, visitors, and students. The purchasing level is high and involves ads and personal selling. In addition, the goods sold are mostly consumed and are in consistently high demand....