Page 12 - Gombong Mountain Coffee Intro_Neat

Appendix 1:

Coffee Club Website Example

Black Rifle members sign up for 3, 6 or 12 months regular supply, thereby building a good
customer base. An example of a good website for this method of coffee sales and market-
ing is Black Rifle coffee, see https://www.blackriflecoffee.com/pages/coffee-club

However, they offer a wide range of many coffees which dilutes their exclusivity and puts
them in direct competition with other coffee suppliers.

JAVARARE will offer only three coffees, our flagship signature single estate Arabica
Gombong Mountain, eXinction coffee (Liberica), and Redshift on a totally exclusive basis.
These coffee beans will not be available anywhere else.

A good marketing promotion will be the Gift Subscription, a great idea for birthdays and
special occasions. (See example below).

However, This coffee club emphasises member benefits as cost savings and convenience,
and has its own coffee brands, all non-Arabica blends. Their special blend is £55.50 per kg
and their cheapest is £37 per kg. They also market a wide range of apparel and accesso-
ries.

Black Rifle also offers a “corporate” membership for offices and businesses, with a 2.25kg
bag size.

Black Rifle Features: strong membership loyalty approach, accessories (mugs, clothing)
and commercial membership. Exclusivity through own brand coffees (non-Arabica).