Page 5 - Gombong Mountain Coffee Intro_Neat

Marketing Position

of Gombong Mountain

Gombong Mountain (GM) Coffee really is excellent coffee and will hold its own in any

tasting with JBM, so we are positioning Gombong Mountain as an alternative to Blue
Mountain, therefore we will price GM at 70% of the price between the median JBM and the

cheapest, which gives a target selling price of £95 per kg.

Gombong Mountain

Sales Strategy:

Coffee Club On-Line

We propose that Gombong Mountain coffee will not be available in stores but only on-line
through a “Coffee Club”. This is a well-established selling platform, there are many coffee

clubs on-line in England and USA (See Appendix 2). The system is that the customer joins
and signs up for, usually, 1 kg of coffee per month, delivered direct to their door.

However, our research was surprising in that most of the clubs do not sell pure Arabica,
most were blends of Arabica and Robusta, and only 3 of the 17 reviewed delivered pure
Arabica. All clubs provided 400 to 500 different blends, and so-called “single origin” was

restricted to country only, (fairly meaningless). 11 out of the 17 provided the members’
monthly coffee by what is called a “curated selection”, which basically means they send

you whatever they choose. Although the average price through a coffee club is £61.90 per
kg, the member is getting an unknown blended coffee bean, and a different blend every
month. Only three of the seventeen allowed the member to choose his own regular

coffee.

Gombong Mountain Coffee club members will receive an EXCLUSIVE ARABICA SINGLE
SOURCE NOT BLENDED COFFEE, DIRECT FROM THE FARMER.