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Topic: Student Questions
Usp For A Premium Specialty Coffee Retail Line?
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We've decided to do our paper on a first-class line of Philippine Specialty Coffee for retail. Our marketing strategy will be brand-based, not product-based because products can easily be copied/pirated, as a defense for this, we want to build a strong brand image. Thus, it would follow that our USP will be centered on our brand positioning rather than our product features. If that's the case, our USP would be that we are an all-Filipino premium coffee line. Am I right?
Our professor suggested we take a look at the USP of Lavazza or Illy and benchmark. However, I'd like to know if you guys think I'm on the right track here.
A little more info on the brand:
The specialty coffee (retail) market in the Philippines is dominated by imported brands such as lavazza, illy, etc. on the other side of the spectrum, there are a few Philippine coffee brands (retail) who choose to distribute in boutique shops. Our brand would be an All-Filipino premium line of coffee, we want our brand image to be that of Lavazza, UCC or Illy (at least in the local market). What would make our product special is the incorporation of Civet Coffee (the most valuable coffee in the world because of its unique taste and origin... they are coffee beans digested by the Civet Cat) in all of our products... "a little Civet magic in every cup!"