KAFA

CAFÉ

Instructor: Prof.Dr - Lê
Thị Thu Hà

GROUP 8, 5, 2
Company
Profile
 Established in 2018
 Located in: Ha Noi, Quang Ninh, Lao
Cai, Nghe An, Thanh Hoa
 Was diverted to a new brand named
KAFA from a series of 6 Aha Café
 Core products: brown coffee, black
coffee, white coffee and coconut coffee

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 PART 1:
Customers' insights
and
Core Values

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Two types of customers for KAFA

END USER
Customer buys drinks
and services

FRANCHISEE
Business partner of KAFA
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How we analyze Customers' insights

Following the 3C model, insight is created from

the intersection of Consumer Truth, Company/
Brand Truth and Category Truth:
Consumer Truth: Consumer thoughts, feelings, dreams,
concerns, or motivations that brands can better deal with
competitors
Company / Brand truth: A strength and superior feature of
a product / service when dealing with a problem of a
consumer
Category Truth: The nature of the category, the
characteristics of the category that consumers consider to
be strengths or barriers.

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How we analyze Customers' insights

Consumer Truth:
I want to experience enjoying => Insight:
coffee in a different way In this fast-
pacing world, I
like a place
where I feel as
relaxed and
Category Truth: Brand Truth: comfortable,
Having a coffee gives A Place to enjoy
a moment of tension The enjoying good
good coffee drinks with
relief triangle of 3C
friends and
family

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 Customers' insights for Franchisees of KAFA

Consumer Truth:
Struggle to find a brand with unique
recipes and concept compared to
other coffee brands to start a => Insight:
business with I want to
pursue a
Category truth: coffee brand
this category is potential Brand Truth: that stands
to gain market share and Original and clean out the rest
profits in Vietnam recently. coffee beans, unique and
experience of street
It is also quite easier to The profitable
set up the physical stores, coffee
triangle of 3C
transfer the knowledge
and acquire new and
existing customers.
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Core Values for end users
Traditional Flavor
Charming and true Vietnamese
café - the brown, black, white
and coconut flavored coffees are
brewed from top of the notch
quality beans. These are roasted
following the highest standards
to reach that tasty unique flavor
KAFA is known for.
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Comfortability
Nostalgia space inspired by the
70s-80s, with an old signboard
font painted on the wall, and
lamp-posts; low tables and chairs
made out of dark brown cozy
wood; air-conditioning is replaced
by the airy outdoors and friendly
service from street-styled staff
Street Culture
The right kind of friendly
“Vietnamese chit chat cafe” -
looking out to the streets,
enjoying the outdoor breeze
while comfortably chatting
with a tasty cup of coffee &
“side-walk” price.
Diversity
In addition to the typical and
beloved products such as brown,
black and coconut coffee, Kafa
also expanded its menu with
several teas and fresh juices.
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Core Values for Franchisees

Brand name Support and consultancy

KAFA is well-known for its unique street Franchisees of KAFA can be reassured that
coffee style and has opened 29 national they are fully supported and guided from the
stores. The brand has built good brand set-up to daily supply and marketing.
awareness that attract a large number of
frequent customer for the quality, competitive
price and drinking experience.

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 PART 2:
IP Portfolio
1. KAFA Assets map
2. List of IP subjects
matters
3. S t at us
4. Evaluat e t heir value to
the business

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KAFA Assets Map
Unique Asset
What you can see:
Trademark: KAFA
Location: Nice street corners with convenient transportation ->
Looking at the streets, enjoying the outdoor breeze and comfortably
chatting with a tasty cup of coffee.
Space: Open space with nostalgic concept design:
• an old signboard font painted on the wall
• lamp-posts
• low tables and chairs made out of dark brown cozy wood
• no air - conditioner
Diverse drinks: Vietnamese coffee (black coffee, white coffee,
special coffee with coconut,..); Italian coffee; Tea products; Smoothies
and Milkshakes; Fresh fruit juice; soft drink and beer; ....
Machines and equipment: total kitchen, traditional small filters,..
Complimentary asset
Brand names: KAFA café
Reputation: A place where people can come and enjoy the old
meets the new, the modernity and reminiscence flow together
Founder “Mr Tran Xuan Diem” with 20-year experience in F&B
Marketing Strategy:
• KAFA identify their target customers as people who are from 25
to 40 years old and like slow and nostalgic pace of life.
• Some marketing channels KAFA uses:
• Mass media: TV ADs, websites, fan-pages, Instagram, other blogs,
etc…
• Offline: university sponsors, sponsor for charity programs such as
Operation Smile (OS), display and sell coffee on stand at fair or
festival
KAFA Assets Map
Unique Asset
What you can not see:
Trade Secret
 Formula:
• Coffee beans, selected from well - known regions, are roasted with
unique receipt for about 18 minutes.
• The coffee is made from clean, strong coffee drops in a special
small filter with their secret formula.
 18-min roasting process: All coffee products are made from
clean, strong coffee drops with own standard process: a strict
roasting process for exactly 18 minutes following KAFA’s exclusive
recipe that can keep the entire tasty flavor.
Complimentary asset
Sales and Service Expertise: with unique standard: street-styled
staff who are not only friendly and affable, but also exude the
vitality, the joy and the excitement of a part of Hanoi streets.
Customer Relationship
Distribution Channels:
• Offline through 29 coffee shops in 4 cities and provinces
• Order online through app NOW
List of IP subjects matters
Intangible Assets
 TRADEMARKS
Brand names: KAFA, KAFA Café,
KAFA logo
3D Trademark: Layout of space in Kafa
with 70-80s Hanoi’s concept and interior
decoration.
List of IP subjects matters
Intangible Assets
 PATENT
In-store processes to be divided into
smaller stages and register their own
patents

 TRADE SECRETS
An 18-minute roasting coffee beans
procedure for following KAFA’s exclusive
recipe that can keep the entire tasty flavor.
List of IP subjects matters
Intangible Assets
 INDUSTRIAL DESIGNS
The layout of the space: 70s-80s Hanoi’s
concept and interior decoration.
The design of chairs and tables of the
stores, cups, and other decorations
The design of coffee packages.
 COPYRIGHTS
Signboard with fonts from the 70-80s
painted on the wall
Concrete cutting drills on the wall
List of IP subjects matters
Intangible Assets
 INTERNET DOMAIN NAMES:
kafa.com.vn
kafa.com.vn/en
 LICENSING AND FRANCHISING:
Franchise Agreements and
Licensing.
 CUSTOMER RELATIONSHIP
 GEOGRAPHICAL INDICATIONS:
Arabica and Robusta beans from the
capital of coffee – Buon Me Thuot.
List of IP subjects matters
Additional Assets
Coffee cup: glass cup or paper cup with the logo
Making coffee tools: small filters, roasting
machine,...
Decorating ornaments
 The Café Bar displays the same preparation
tools and raw coffee beans used to serve
customers.
 Short wooded tables and chairs. No air
conditioning, signboards with fonts inspired
from the 70s-80s, lampposts and concrete
cutting drills on the wall.
 List of IP subjects matters
Additional Assets
Sales and Service Expertise:
 A "street-style" staff is also the highlight in this
coffee chain.
 Associates at Kafa are not only friendly and
affable but also exude vitality, joy, and
excitement - something typical of the streets of
Hanoi.
List of IP subjects matters
Recommendations for IP Portfolio

INDUSTRIAL
TRADE MARK PATENT DESIGNS TRADE SECRETS COPYRIGHTS
Brand names: KAFA, An 18-minute The Café Bar Coffee is roasted with Signboard with fonts
KAFA Café roasting coffee beans displays the KAFA’s exclusive from the 70-80s painted
KAFA logo; Cà Phê procedure for preparation tools and recipe in about 18 on the wall
Nguyên Chất Hương Vị Tư following KAFA’s the raw coffee beans minutes Concrete cutting drills
Nhiên exclusive recipe that can used to serve Manual brewing on the wall
3D Trademark: Lay out keep the entire tasty customers. recipe using Paintings of Ha Noi
flavor The design of low traditional small filters “doi moi”
of space in Kafa with 70-
wooden tables and to reach dense, shiny Self-created ornaments
80s Hanoi’s concept and inspired from the period
chairs in the stores,... coffee.
interior decoration The design of of Ha Noi “doi moi”
coffee packages. which still bring the
breath of present
combined with past
 Status
 Protected: 3 Trademarks: KAFA; KAFA
K; K KAFA POS and Geographica.
Indication: Ca Phe Buon Me Thuot.
 Unprotected: Patents, Industrial Designs,
Trade Secrets, 3D Trademark, Brand
names.

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Evaluate their value
to a business

Intangible Assets

Trademarks: help creating a brand position

which subsequently facilitates KAFA’s development
of a strategy to implement brand preference,
brand loyalty, and brand equity.
Trade secrets (formula, brewing process,..) :
differentiate KAFA’s products from other cafe’s
and building its image of quality.
Exterior and Interior: Distinguish characteristics
and core spirit of cafes which attract targeted
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Evaluate their value
to a business

Additional Assets

Coffee cup, Making coffee tools,

Decorating stuffs: create unique
characteristics of KAFA.
Sales and Service Expertise: retain
customer’s loyalty.
Distribution channels: promote their
brand image and popularity.

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PART 3:
IP Strategy
Unlike the main business competitors,
KAFA cafe does not own many
intellectual property.
KAFA should focus in licensing the
whole “KAFA experience”. Following is our
recommendation of a targeted IP
strategy with 2 levels: Defensive level and
Profit Center Level.

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  Global leader in coffee retailing utilizing a
franchise model
 Own over 200+ Ptants, trademarks and
PART 3: copyrights
 How Starbucks uses IP in their business
IP Strategy o Tight controls prevent any type of imitation of their
stores and coffee
o Universally recognised brand and logo
o Dedicated team for monitoring and challenging IP
infringements
Starbucks as model o Innovate and protect new inventions to remain
dominant in the market with the best technology
available
o Have complete control over franchisees, licencing
every element in the store to them from the
employee uniforms to the spoons
o This prevents franchisees from going independent
o Franchise model allows for far greater reach with
less capital at risk, none of which would be possible
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PART 3:
IP Strategy

We believe Starbucks represents a great model to base our strategy on because

 In the same industries with the same

franchising model
 They are one of the most successful firm in
applying IP to their business
 Starbucks story is similar to Kafa’s, which
include of local life styles and culture.

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 IP Strategy for
Defensive level
i. Build awareness by growing an IP
culture within KAFA and with KAFA’s
partners
 Highlighting the importance of IPRs in
their contracts with local material suppliers
and licensees/franchisees
 Offer incentives and rewards for
employees who create valuable IP such
as copyright, trademark, patent
 Educate employees at various levels on
intellectual property and reward Kafa
patent awardees

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 IP Strategy for
Defensive level
ii. Obtaining intellectual property

 Registering Unprotected Trademark

include:
o 3D Trademark:These trademarks showed a
black-and-white design of the store and a
colour so that all the coffeeshops of KAFA
have the same unique interior design and
decorations.
o KAFA Café.
o Logo: Cafe Nguyên Chất Hương Vị Tự
Nhiên

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IP Strategy for
Defensive level
ii. Obtaining intellectual property

 Registering Unprotected Trademark

include:
Note:
o Should register trademark: brand name
"KAFA" worldwide in advance
o Starts from neighboring regions and big
markets, such as: America, Laos,
Cambodia, Thailand, Korea, China,...

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 IP Strategy for
Defensive level
ii. Obtaining intellectual property

 Registering Patent:
 Patents in-store process as an extra
defensive level based on Starbucks '
 Other processes such as serving, HR
managing,... can also be patented

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 IP Strategy for
Defensive level
ii. Obtaining intellectual property
 Registering Patent:
 In-store processes to be divided into smaller
stages and register their own patents
 Preservation:
o Preservation of materials for each of the
followings: dense coffee, dense milk, fruits, etc.
o Preservation of finished dishes: coffee, fruits
yoghurt, etc.
 Quality control:
o Ph control over materials
o Sanity control over materials, equipment
 Making of dishes:
o Temperature control during blending
o Recipe on every single compartments: foam,
coffee,Name
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IP Strategy for
Defensive level
ii. Obtaining intellectual property
 Registering patents (their own roasting
process for exactly 18 minutes).
 Registering designs (layout of space,
design of furniture, cup of coffee and
packages of coffee).
 Registering the Internet domain
names: https://kafa.com.vn/
https://kafa.com.vn/en/ and social media
identities such as Facebook page
https://www.facebook.com/KafaVietnam/

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IP Strategy for
Defensive level
ii. Obtaining intellectual property
 Registering copyrights
All store designs includes:
 Decors
• Signboards with fonts from the 70-80s
painted on the wall
• Concrete cutting drills on the wall
• Paintings of Hanoi "doi moi"
• Self-create ornaments inspired from
Hanoi "doi moi" which still bring the
breath of present combined with the past
 Staff uniform

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IP Strategy for
Defensive level
ii. Obtaining intellectual property
 Registering copyrights

o Marketing and advertising content,

especially for long-period campaigns
o Mutiple websites, blogs

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 IP Strategy for
Defensive level
iii. Protecting & Maintaining IP rights -
Respecting IP rights (esp. Patents)
of others (Freedom to Operate)

 Have employees in charge of R&D

department to comprehensively monitor
the market in order to detect potential
infringements, acquire patents and trade
secret as well as avoid infringements of IP
rights of others
 Appoint a qualified senior director or
manager as intellectual property
compliance officer with responsility for
developing, implementing and enforcing the
company's
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 IP Strategy for
Defensive level
iii. Protecting & Maintaining IP rights -
Respecting IP rights (esp. Patents)
of others (Freedom to Operate)
 Protect trade secrets
o Maintain secrecy by means of
confidentiality agreements and provisions in
contracts with parties - such as employees,
suppliers, and contractors.
o Set up a clear policy within the company to
avoid unintended disclosure.
o Mark as confidential all documents that
should not be disclosed outside the
company.
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 IP Strategy for
Defensive level
iii. Protecting & Maintaining IP rights -
Respecting IP rights (esp. Patents)
of others (Freedom to Operate)
 Protect trade secrets
 Keep the making of materials as a trade
secret is one major strategy
 Trade serect are for free and for good.
 Applying the advantages of centre kitchen
model to protect our Ips is not only a way to
maximize our protection but also to save our
money
 Doing this is already a quite sturdy protection
on our company, and we would also
recommend to keep the portions of processing
Your in the Name
Company centre kitchen as high as possible 36
 IP Strategy for
Defensive level
iii. Protecting & Maintaining IP rights -
Respecting IP rights (esp. Patents)
of others (Freedom to Operate)
 A wide range of agreements and
contractual provisions include:
o Confidentiality and assignment clauses in
employment agreements.
o Confidentiality/Non-Disclosure Agreements.
o IP Agreements.
 Document all intellectual property
related transaction and supplier and customer
relationships, accurately and in adequate
Yourdetail
Company Name 37
 IP Strategy for
Defensive level
iii. Protecting & Maintaining IP rights -
Respecting IP rights (esp. Patents)
of others (Freedom to Operate).
 Prepare to enforce or defend IP rights
o Create a hotline or email and encourage
customers to report infringements.
o Cooperation with enforcement authorities
on local, regional and international level.
 Consider the protection cost of IP assets
and analyze budget constraints of
company.
 Asset management: Implement asset
identification, inventory and control processes
proficient to ensure IP related assets are
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manageable and traceable 38
IP Strategy for
Profit-center level
i. Licensing

 Trademarks, brand names, logo.

 The patent for roasting coffee beans
with special procedure.
 Industrial designs for furniture and
decorating stuffs inside.

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IP Strategy for
Profit-center level
ii. Franchising

 What KAFA has done:

o Develop the centre kitchen system to
distribute pure coffee from KAFA’s to
franchisees to keep the original flavor
of Kafa coffee, strictly managing the
number of drinks sold at each shop.
o Sell franchisees input materials
including coffee, condensed milk, sugar,
etc... at the purchase price for quality
assurance.

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IP Strategy for
Profit-center level
ii. Franchising

 What KAFA has done:

o KAFA assisted franchisees in locating
and appraising Business premises.
o KAFA is in charge of doing all the
construction work in all stores to keep
the same architecture.

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IP Strategy for
Profit-center level
ii. Franchising

 What KAFA should do further:

o Build a specific profile to which
potential franchisees must conform in
order to gain the franchising rights
from KAFA.
o Issues on training staff (Managers,
Bartenders, Service Staff …);
developing marketing strategies and
operational assistance will be
responsible and transferred by KAFA.

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IP Strategy for
Profit-center level
ii. Franchising

 What KAFA should do further:

o KAFA should also be in charge of
doing all the decorations work in all
stores to create the unique 3D coffee
space with the synchronized style for
bringing customer the entire "KAFA
experience".

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 THANK
I

YOU

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