Multi Cafe

Multi Cafe is a well-known brand that has always offered a quality and fresh product with a lasting aroma to its lovers since traveling to the land of coffee beans, and based on knowledge and social understanding of the audience, it has produced a variety of products to provide the experience of tasting coffee for every taste. to please In the process of development, the Multi Cafe brand decided to listen to the voice of its customers, find out their taste and adjust its appearance and structure so that the brand name gets its true position and thus became the only producer of all kinds of coffee products in Middle East and very well known.

When we think about the commercial concept of brand, we find that the brand name makes it more special for the consumer than other similar products by creating an identity for the product. The brand creates a territory that the customer will love! In addition, by creating a superior mental position among the audience, the brand makes the product position go over the sales wall and leads to an increase in profits. In today’s business world, which is heavily influenced by technology in the process of selection, access and purchase, the only factor that can create stability and development for the organization on all networks, in all seasons and in all difficulties of the market, is to have a real and favorable position in the mind. All contacts of the organization! Brand position on the one hand, product, communication and packaging on the other hand, like a Trojan horse, all forces pass through the sales wall.

We took the initial steps towards brand positioning by examining and analyzing the brand position of Multi Cafe based on the “7p” of marketing.

The purpose of brand position analysis was to investigate the brand’s position in the market at that time and analyze the position among competitors. Proper analysis and investigation helped us to recognize and find opportunities and threats and made us able to find the best and shortest way to understand the needs of the audience and provide them with the most suitable product. In the definition of the brand document, these seven factors were examined for the products and brand of Multi Cafe so that we could suggest the best positioning path.

1. Research method

The extent and type of questioning of the research

This report followed the model of in-depth qualitative research and analysis. In this method, we chose a small but very accurate statistical population to answer the questions. People who were selected for in-depth interviews, drinking coffee is part of their daily habits and in addition to familiarizing themselves with instant coffee products, this product was part of their shopping basket.

The position of the brand and product in the mind of the audience:

Following the research, and in order to position the Multi Cafe brand in the mind of the audience, a survey was conducted among the participants regarding the first three brands of instant coffee: Nescafe, Nestlé and the third option was different based on the knowledge of the buyer.

There were several noteworthy points about mental brands:

The two names of Nescafe and Nestlé were completely engraved in the minds of Iranian consumers. Some respondents even mentioned these two names as two separate brands.
Many Iranian consumers did not know the names of the brands and knew them from their packages. “The one with a yellow packaging”, “The same red and black”, “The one with a picture of a cup with three steam lines” and… Therefore, except for Nescafe, the participants hardly remembered the second brand and the number of questions Unanswered to identify the second and third brands. Attractive packaging of competitors, different flavors and the desire to use foreign brands, along with reasonable prices, had paved the way for them to enter and sell their products. The instant coffee market in Iran, such as Other countries were heavily influenced by Nescafe. Its Gold and Classic instant coffees had the highest market share with the lowest sales margins. The next level of competition was between Jacobs, Clasno and Multicafe brands.

A total of years ago, to identify the first three brands in the mind of the audience, the Multi Cafe brand was mentioned by 21 people out of a total of 174 and it was placed above famous brands such as Klasno or Jacobs. But about other products such as coffee mix and cappuccino, the research results of that time showed that the main competition is between Nescafe, Klasno, Ali Cafe, Tribeca and Multi Cafe brands. Also, the brands and products of Arta Kish, Kubizko, Goddi, Kofi Kofi, Super, Altunsa and Faresh were all trying to get a share of the market and were doing their best in broadcasting and distribution, giving offers and promotions, etc. .

In the continuation of the research, to find out about the awareness of the consumers about the Multi Cafe brand, the question was asked: Do they know the Multi Cafe brand? Do they think this brand is Iranian or foreign? And have they ever used a product from Multi Cafe or not? Half of the respondents knew this brand as Iranian, and more than a quarter had no opinion, and only a little less than a quarter declared it foreign.

Also, the respondents who had used the Multi Cafe coffee mix in that year expressed their opinions in the following terms:

Multi Cafe is better as long as it is hot!
Multi Cafe Dagh only has a color problem, the color remains in the glass glass like water and mud, and of course some white particles accumulate, which is not interesting.
It is enough for the temperature to drop a bit and the coffee will be too hot, and the taste will be bad and watery. Even its scent changes and becomes annoying!

Based on the preliminary results, each product group faces different competitors and different quality indicators.

Knowing the audience:

Everyone likes a type of coffee! In order to get to know our audience, we had to know:

What kind of coffee does he drink (brewed, instant, mixed, cappuccino, latte, etc.)?
How many cups does he drink a day?
What time of the day does he drink?
When does he drink?
How does it make it? With the machine or just boiling water?
What does it add to it?

In examining coffee consumption behavior, we reached 3 main groups:

First group: high consumer

There is someone who drinks more than 3 cups a day, is a professional and genuine coffee drinker with a special taste, even chooses coffee cups, the first choice is his drink: what kind of coffee it is, how much it was roasted, and what kind of roast is important and They drink at all times of the day and night

He knows coffee processing, the smell of coffee is very important to him because he knows the smell of coffee, he uses coffee beans or powder, if he wants to buy ready-made, he will definitely buy the brands he has already tested. He has a coffee machine, he always gets his coffee from a store, and if he wants to buy from a new store, he buys coffee beans and roasts or grinds himself.

The second group: coffee drinkers, is the middle.

Drinks less than three cups a day, drinks for refreshment, wakefulness and concentration, is loyal to one brand when buying instant coffee. The smell of coffee is important to him, he knows how to make coffee, he uses a coffee maker or a hand press, and sometimes Turkish coffee takes the place of everything.

The third group: Light coffee drinkers or immigrants to the world of coffee.

This group is immigrants to the world of coffee who have become interested in coffee in recent years because:

The smell of coffee is excellent, it is very tasty if it is not bitter, it is a good option for sitting and getting tired, it has a high prestige for reception. But he is not familiar with the method of preparing coffee. If someone makes coffee, he eats it and usually chooses instant coffee.

Contact details of Multi Cafe coffee:

Employee purchase process:

Usually, men and women are working and go shopping together.
On holidays, they go to chain stores and do their shopping.
Special discounts are always welcome.
They usually prepare a shopping list.
They pay attention to news and articles related to lifestyle and healthy eating.
They use modern technology.
Because of their lifestyle and daily stress, they always look for proper nutrition to reduce daily stress.
Consumption behavior:
They usually use this product at work when they are tired.
At work, they drink a lot to increase energy.
They generally travel by public transportation.
Ease of use is very important in the product.
Single sachets are used for catering in the workplace and meetings.
They use coffee mix and gold more

Buying process of housewives:

Age 25 to 55 years
Family income up to 6 million
Different level of education
In their free time, these people go to the cinema or the park with their families
They listen to all kinds of music
They take their cover and make-up patterns from virtual pages and common fashion in the society
They are concerned about their health and they worry about their health and that of their family.
They usually have a special diet and try to exercise.
Generally, they use virtual networks (channels with content on housekeeping, raising children, etc.)

Television channels play an important role in the lives of these people and determine their lifestyles. Accordingly, they are divided into two general categories:

People follow internal networks
People follow Persian language satellite channels.
buying process
Buying a house is the responsibility of these people, and they may not even be consumers themselves, but they buy for family members and young people.
He uses this product at home.
It uses this product for a pleasant taste.
It uses these products for variety and hospitality.
They use cappuccino and classic or gold coffee more.

As a result, the type of coffee, the way of packaging, advertising, the place of supply and other communication messages should all be planned based on a detailed study of the audience and knowing the level of their needs. The type of coffee that is offered to different groups of contacts and the way it is presented should match their level of need.

The process of buying coffee:

2. Investigating the situation of the market and the consumer area of Multi Cafe

In order to accurately identify the coffee market, check the presence in the market and the share of the presence, the far and near competitors of Multi Cafe and their presence on the shelf, the knowledge of retailers regarding instant coffee products, market research in 5 regions (North, South, East, West, center) of Tehran was done in 6 weeks.

3. Quality of products

At that time, the Multi Cafe brand offered the following products to the market:

Gold coffee (glass)
Classic coffee (glass and sachet)
Mix powders (classic, milk and sugar-sachet)
Hot chocolate powder (sachet)
Cappuccino powder (family sachet and envelope)
Turk coffee
coffee bean

Since the opinions about the quality of coffee are different, the following process was followed to evaluate the quality of Multi Cafe products:

Product quality evaluation indicators were determined.

In order to evaluate the product quality by the audience, the following criteria were considered as coffee quality evaluation indicators:

Coffee texture (speed of complete dissolution)
The amount of sweetness
smell
Color
Taste (bitterness specific to coffee)
Density
People who have the habit of drinking coffee and were familiar with the taste, aroma, and different flavors of coffee, regardless of the image and brand name, were surveyed about the quality.

This review was very important because different results were obtained. In other words, when these people tested the coffee without knowing the brand name, their opinion was that the coffee was at a good or average level. But when they drank their coffee knowing the brand name, Multi Cafe got the lowest score. As a result, it was found that the image and identity of a brand in the audience’s mind has an impact on his opinion about the quality of the product.

So we realized that we should not blame the production. What we found out from the research in the taste test (no name) and review of the production and dialogue with the buyers in the sales network is that:

All the products of Multi Cafe have an acceptable international standard. But because at that time, marketing and positioning for each of them had not been done separately, the Multi Cafe brand, based on the specific needs of its customers and relative to the importance of each product in its product portfolio, needed improvement in a set of quality indicators in the blend (Robusta, Arabica mix). ) in the formulation, in the weight of each package, in the raw material and packaging form.

4. Production process

The path of coffee production starts from the coffee farm. The raw material of a coffee factory is green beans or coffee beans. Coffee grows in a strip north and south of the equator (22.5 degrees), and countries with coffee plantations are at this point. Coffee factories procure their coffee from these regions and through world-famous exchanges. Depending on the type of product needed and available financial resources, Multi Cafe buys the coffee it needs. The two main well-known groups of coffee used in the multi-cafe factory are Arabica and Robusta.

After cleaning, the grain is sent to the green silos to enter the roasting system at the right time with a purity of 99%. This is kind of the heart of a coffee factory because whatever happens in the roaster, nothing else can be done until the end of the job.

5. Product pricing

In the conversation with the senior managers, it was confirmed that from 2014 until that time, cooperative management had been implemented in Multi Cafe and the marketing and sales committee (consisting of shareholders, board of directors, marketing, sales and CEO) decided on it. From 2013 to 2014, the profit margin of the organization will decrease, so that the purchase price of the shop owner will decrease as well. And at that time, based on this strategy, the price did not increase.

The remarkable thing of those years was that in the market survey it was observed that the culture of coffee consumption is growing strongly and drinking it has become more common than before. From the consumer’s point of view, coffee is an important product for a good mood and with prestige for hospitality, this is the same image that existed among the managers of the Multi Cafe brand, that coffee is a luxury and that this product is considered unnecessary in the household basket. But the price is one of the factors that determine the position of the brand in the eyes of the audience, that’s why, according to the sellers and shopkeepers, the Multi Cafe brand means “low quality, reasonable price!” This point would greatly reduce the average score of the organization.

6. Promotion and advertising

Promotion is like a bandage that is put on sales wounds, but it is not the way to cure the sale of a brand. Promotion is always the best offer for the shopkeeper, but the danger here is that this pleasure is temporary. To better evaluate the power of the brand, Nescafe’s pricing policy is a good example. This brand gave the lowest margin to retail sales in two best-selling products, Gold and Classic, while Multi Cafe and Jacobs gave the highest margin. Nevertheless, Nescafe had a significant sales number in 8 main areas of Tehran, and this happened only with the power of the brand.

In the interview with the shopkeepers, we came to the conclusion that when consumers are looking for a specific product, they have to choose the brand. until the traffic of their store increases and they can keep their buyers satisfied, and this traffic itself will be a source of income and compensating profit margin for the shopkeepers.

7. Contact points

In that period of time, Multi Cafe was a relevant and distinct brand whose credibility was not well known and the brand values were not transferred to the right audience, which happens through contact with the audience at the right touch points. In fact, the brand means the contact points, that is, how we were able to bring the brand values to the contact points, and if this happens, the brand can move and achieve the appropriate added value.

But our goal of this program was to position the Multi Cafe brand in the minds of consumers as a brand with foreign coffee beans that are processed in Iran and turned into fresh and quality instant coffee. The position of the Multi Cafe brand in the minds of sellers and shopkeepers was as a brand with a variety of complete, fresh, reliable and healthy products with beautiful and attractive packaging for the buyer. So, based on the benefits ladder, Multi Cafe had to convert practical benefits into emotional benefits and climb the benefits ladder.

At that time, the main advantages and unique features of Multi Cafe included the following:

The first and only factory and producer of instant coffee in Iran and so far in the region, with a very high investment risk margin, production of coffee quality products, without additives
Italian coffee processing machinery and line (the best standard in the world), specialized production training and taste testing from Italian and German consultants
Having experts in the fields of buying in the London Coffee Exchange, expert selection of natural and fresh coffee beans (from three continents) and turning it into instant coffee powder.
Production of a wide range of coffee products such as: instant (pure), mix, cappuccino, brew, beans, Turkish coffee and hot chocolate.
Iran’s export position allows us to send it to Asia and many neighboring countries.

The main insight of the audience of Multi Cafe

Drinking coffee for refreshment, energy, euphoria and good mood
Looking for an authentic and reliable coffee brand
Attention to health, freshness and naturalness of food and drink

Therefore, we announced in the brand claim: Multi is the only brand that (without essential oils or additives), by buying and converting the best natural and fresh coffee beans (from three continents), turns it into instant coffee powder and produces a wide range of products ( It produces from seeds to powder and mixed coffee.

But this was not the end of the way to position the Multi Cafe brand, there were many tips to bring this brand to its true position. In the next part of the road map, we will examine the development and packaging of this brand.