Brand Positioning
Philz position itself as an affordable priced coffee shop that has an innovative and effective
system to deliver coffee customized and made-to-order for each individual customer, and
to provide students an environment ideal for studying, meetings, and relaxing.
•Aunique approach to create a welcoming atmosphere for individuals to study and
meet. While other coffee shops might have certain flavors to attract potential
customer, Philz Coffee’s business model is to provide a great social setting for
people to meet, write a book, or get inspired.
•A product that is unique and personalized to each individual’s enjoyment. This
provides a competitive advantage to give customer incentive to revisit and visit
more often.
•Philz’s business model concentrates on developing customer value. Gaining
customer value is the main focus; if the customers are happy then the revenue will
follow. Concentrating on customers’ needs beyond serving drinks is the
distinguishing characteristic that will allow Philzto rapidly gain market share.
•Being a “green” company. Philz places strong emphasis on “green” coffee beans,
worker safety, sustainability for the environment and social values.
Communication
•Awareness: promotion and referrals program will increase target audience’s
awareness
•Conviction: to build meaningful relationships with the customers
•Action: promotions, events, newspaper ads, social media and marketing campaign
will attract potential customers
Media Strategy
•Advertisement and promotions in Spartan Daily
•Print advertisement in SJSU Success Centers
•Give out fliers to SJSU students to increase brand awareness