From Brand Principles to Brand Loyalty

1.Product & Space: Know what business you are in 2.Contribution: Understand your brand positioning, and who your target customer is and why 3.Values: Know how your brand is differentiated and have a clear understanding of its characteristics and principles 4.Emotional links: Work to establish a bond and trust between your brand and your customer Summary of Brand Principles

Mid 1990s : One Vision Gerry Ford comes up with the idea of a continental coffee house 3 High quality Italian coffee People making a difference Warm, accessible neighbourhood atmosphere Fresh quality deli food that “travels throughout the day”

Mid 1990s : The Social Scene 4 UK Continental Europe

People have too many choices and too little time Most offerings have similar quality and features We tend to base our buying choices on trust or an emotional connection 5 Recognition Differentiation Trust and Bond Growing Steadily: Few Challenges Along the Way

The Caffè Nero Brand Principles 1. Product & Space: every drink is expertly handcrafted we provide the highest quality espresso in the market 2. Contribution: to care about and make a difference to peoples lives 3. Values: Traditional Italian coffee drinks and interesting fresh deli style food 4. Emotional Links: Our environment and atmosphere is accessible to all, warm and stylish 6

Brand Principles Recognition Differentiation Trust and Bond Brand Experience

Brand Experience : Our Character 1. Premium Italian coffee 2. One to one service with your barista 3. People with passion, feeling and caring 4. Neighbourhood gathering spot, warmth and community 5. High quality food 6. Colours – black, cream and the cornflower blue

Brand Foundations

We are: European quality coffee independent in spirit neighbourhood living room feel fresh food Our aim is to make a difference to people lives Summarising: a Clear Purpose

Role of Marketing We help customers along their journey, generating: 1.Awareness & Reappraisal 2.Conversion 3.Loyalty

AWARENESS CONVERSION LOYALTY TASK KPI CHANNEL More people in store General sales Customer Numbers Video Social Media Targeted Offers Consumer PR Up-selling Attachment rate Spend per Head In-store POS Return customers Earning loyalty Frequency Database growth Loyalty Card Database Gift Card registration & REAPPRAISAL

AWARENESS & REAPPRAISAL TASK KPI CHANNEL More people in store General sales Customer Numbers Video Social Media Targeted Offers Consumer PR

CONVERSION TASK KPI CHANNEL Up-selling Attachment rate, SPH In-store POS

Customer Journey

LOYALTY TASK KPI CHANNEL Return customers Earning loyalty Frequency Database growth Loyalty Card Database Gift Card registration

The Key of Marketing Success: Internal Comms STRATEGY EXECUTION OPERATIONS TEAMS

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