MAINTAIN LEADERSHIP IN THE PREMIUM COFFEE CATEGORY

Challenge

In a competitive premium capsule coffee market, a leading brand faced the challenge of maintaining its leadership position amidst shifting consumer preferences towards freshly brewed coffee amidst technological advancements.

Outcome

FFL recognized the importance for the brand team to look at the category with new perspectives and eventually the need for reappraising the brand’s role in the consumers lives.

Through a 1.5-day competitive strategy workshop, FFL split the brand teams to role play and simulate key players and retailers in the premium coffee segment, leading to clear strategic moves such as reframing the brand as the coffee authority and upgrading customer experiences. These discussions brought new perspectives around the changes in consumers’ relationship with coffee with technological advancements.

The workshop brought about the development of clear strategic moves for the next 2-years, reinforcing the brand authority in coffee and and positioned it for sustained growth.