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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..!!!!!