TEAM 3

STUDENTS
GÓMEZ GÁLVEZ MARÍA FERNANDA
HUERTA DURAN EDGAR ALEJANDRO
MORALES MORAN JESÚA
PINO CORTES LOLA
ROBLES VÁZQUEZ JATZIBETH LILIAN
TORRES MORALES ALAN RAMÓN
ZEPEDA ÁLVAREZ RAÚL
TEACHER CITLALLI ROCIO FLORES
RODRIGUEZ
BRANDING INTERNATIONAL
MARCH 28TH, 2024
CORONARIA CAFÉ
 What is it ?
Coronaria is a coffee brand that stands out
for its unique coffee beans sourced from
Mexico.

But what is a coffee tree and how does it

produce these delicious beans?
The coffee tree: a small tree with red fruits
The coffee tree is a small tree native to
Ethiopia that can grow up to 10 meters tall. It So coronaria is a strong and flavorful
produces red fruits the size of small cherries, coffee, made from high-quality
inside of which is the coffee bean. These Mexican beans, and is characterized
beans measure about 1 centimeter and have a by its bold temperament. Its aroma is
flat side and a curved side with a strong and savory, and its taste is
characteristic groove. When the coffee powerful and full-bodied. A well-
cherries are ripe, they are harvested and balanced acidity completes the
processed to extract the beans. The beans aromatic profile of this unique coffee.
are then dried and roasted, which gives them
their dark brown color and intense aroma.

Coffee tree
 INNOVATIVE VALUE
Coronaria doesn't just offer you exceptional coffee. It invites you on a unique gustatory
and sensory journey, where it is savored with renewed intention and pleasure.

Authentic Mexican flavor: Coffee that cares for you:
our coffee beans, sourced enriched with vitamins
from Mexican agriculture, and other natural
are rigorously selected ingredients, our coffees
and roasted to offer you provide additional
unparalleled quality and benefits while preserving
flavor that tell the unique the authentic taste
story of each Mexican pleasure of the beans.
terroir.
Your coffee, tailored to you: because
each of our consumers is unique,
Coronaria offers you the possibility to
create your custom coffee. The customer
can define their ideal flavor profile based
on their tastes, nutritional needs, and
roast level for a unique and
unforgettable coffee experience.

Coronaria, more than just coffee, an invitation to a holistic lifestyle

 VALUE PROPOSITION
Coronaria delivers premium coffee beans sourced from the Coffee Tree,
guaranteeing outstanding quality and flavor. Each bean undergoes
meticulous selection and expert roasting, resulting in a rich and aromatic
coffee experience. With a dedicated focus on health and well-being,
Coronaria offers a revitalizing beverage that not only delights the palate but
also nourishes the body. Embrace the essence of organic, subtle, and
healthy living with every sip of Coronaria coffee.
 POP PODS
Coronaria's coffee pods provide convenience and quality, ideal for busy
students and professionals. Compatible with popular pod coffee machines,
they capture the rich flavors of Coronaria's premium coffee beans. Enjoy a
freshly brewed cup of Coronaria coffee at home, in the office, or on the go.
AT LEAST 2 LOGO PROTOTYPES
1 2
2
 BRANDING ELEMENTS

1.-LOGO
2.-BRAND NAME
3.-SLOGAN
BRANDING ELEMENTS
4.- CORPORATE COLORS
BRANDING ELEMENTS
5.- TYPOGRAPHY
BRANDING ELEMENTS
6.- VISUAL STYLE OF THE
BRAND IMAGE & BRAND
PERSONALITY
The company's colorometry is yellow, terracotta,
ocean blue, orange, brown and black.
The style of the facilities is with industrial and
modern architecture.
The utensils and packaging are black and ocean
blue with a sophisticated style.
 BRANDING ELEMENTS
7.- VALUES ​AND VALUE PROPOSITION
MISSION
Coronaria Café is committed to meeting
the expectations of its customers, offering
a wide range of fresh and natural coffee,
generating value for its shareholders and
customers, promoting the development of
its human talent and being respectful of
the community and the environment, with
a quality artisan product.
 BRANDING ELEMENTS
7.- VALUES ​AND VALUE PROPOSITION
VISION POLICIES AND VALUES
Coronaria Café will be recognized in the Respect and Commitment
national and international market for Teamwork
offering a broad portfolio of businesses
Permanent search for results
and products developed from coffee,
Quality and hygiene
guaranteeing sustained growth in 2025
that will allow it to consolidate itself as a
heritage company of Mexican coffee
growers.
 BRANDING ELEMENTS
8.- CUSTOMER EXPERIENCE
The purpose of Coronaria Café is for customers to buy the
coffee again for the quality and freshness that the product
offers and without a doubt for the experience they have
when drinking the coffee, Knowing that when consuming
this coffee, They are consuming quality and aroma.
In the case of institutional clients and distributors for the
same factors, without leaving aside the attention given to
them when carrying out the negotiation and answering
their concerns.
 COUNTRY
JUSTIFICATION
Demographics and lifestyle
Coffee in Israel is an important part of culture and daily life. Israel has
a thriving coffee scene, with a wide variety of coffee shops ranging
from small local shops to international coffee chains. Coffee is
consumed in various forms, including espresso, latte, cappuccino, and
other popular preparations.
 Characteristics in its lifestyle and
demographics
Diverse and cosmopolitan population: Israel is a country with a diverse
population made up of people of different ethnic backgrounds,
religions and cultures.
High level of urbanization: Israel is highly urbanized, with a large
proportion of its population living in urban areas. In cities, coffee is not
only a drink, but also a lifestyle symbol and a social meeting place.
Israel has seen an increase in demand for high-quality coffee due to
the growing coffee culture and interest in gourmet products.
Israel is a stable economy with a high standard of living and strong
purchasing power. Israeli consumers are willing to spend on quality
products.
 BUYER PERSONA
We consider that any person with the interest and ability to buy our brand's
product can do so, but this product has as a buyer person someone with the
following characteristics:
A person who likes coffee and preferably consumes it regularly
Interest in new products
Valuation of premium and quality products
Active and healthy lifestyle
Interest in international gourmet products
With the economic capacity to consume a premium product
BRANDING STRATEGIES
Objectives:
Enter the market
Build customer loyalty
Message to communicate:
Make known that Mexico has the perfect flavor to share with the rest of
the world.
To be the standard-bearers of flavor and quality.
To be closer to our consumers through social media.
Consider us as the best coffee option for everyone.
 BRANDING STRATEGIES
Brand Personality:
Elegant
Distinguished
Select
Strategic creativity:
The proposal as a marketing strategy would focus on physical media and social
networks (Instagram, Facebook) to emphasize the brand and convey that even
though there are more brands in the market, ours is different but better.
 BRANDING STRATEGIES
Communication:
Launching our product into the market to attract a target audience and convert
them into recurring customers of the brand, fostering loyalty to it.
Statistical measurements:
Google Analytics
Allows your ads to appear when someone searches for what your
Facebook Ads: Advertising
Instagram (with its own analytics)
SMIIRL (paid)
Impressions of published content over a period of time determined
MARKETING
STRATEGIES
Promotion: Central idea or message of the advertising
The creation of the message for our advertising is the most important
as it is knowing how we want to be conveyed to consumers.
Why is it offered?
Because Veracruz coffee is valued as one of the best in the world, with a fine flavor,
pleasant aroma, medium body.
Overall marketing objective: To position ourselves as a brand that always seeks the
organic, subtle, and above all, healthy, where their routine does not have to be interrupted
but rather "improved", and that is where "CORONARIA" will provide them with all that in one
single option.
MARKETING
STRATEGIES
Personal selling
Sales will be through cafes where we will also serve as suppliers to
stores in the port and downtown area of Ashdod.
Sales promotion and relationship marketing
implement coupons with 20% off for their first purchase, so with these two sales
promotion strategies we introduce the brand, the product, and its differentiation
from other brands for its taste, merchandising, and ingredients.
 BRANDING
STRATEGIES
-Name and labeling
Use a name that reflects Mexican culture or specific aspects of Nayarit.

-Flavors and aromas inspired by Mexican cuisine: We experiment with flavors and aromas that
are reminiscent of Mexican cuisine, such as chocolate, cinnamon, vanilla or even chili. This adds a
distinctive touch to the coffee and highlights its Mexican origin.

-History and origin: Highlights the history and process behind coffee cultivation in Nayarit. We
share the story about local farmers, traditional growing techniques, and the cultural importance of
coffee in the region.
 PRICING
STRATEGIES

Cost-Based Competitive Value-Based Psychological

Pricing Pricing Pricing Pricing
 PRICING
STRATEGIES

Penetration Dynamic Pricing

Pricing
 NAMING
PROCESS

Brainstorming Research Feedback Selection Finalization and

Launch
 VALUE BRAND STRATEGIES
Customer-centric strategies:
Focus on health and wellness: this aligns perfectly with Coronaria's emphasis on "organic,
subtle, and healthy coffee" and the "healthy living" aspect of the value proposition.
Relationship marketing: building strong customer relationships through loyalty programs and
emphasizing customer satisfaction complements Coronaria's focus on quality and tradition.

Brand differentiation strategies:

Highlight Mexican origin: Coronaria can leverage its Mexican coffee beans as a unique selling
point, emphasizing the brand's story and heritage.
Premium quality and experience: Coronaria's value proposition positions it as a premium
coffee brand. Focus on the exceptional taste, high-quality ingredients, and the "holistic coffee
experience" to justify the value and potentially higher price point.
Brand identity : Brand meaning :
Who we are: Coronaria is a premium coffee Functional benefits: Delicious, high-
brand offering a unique and holistic coffee quality coffee with a rich aroma and
experience. taste. Customizable options to meet
What we stand for: We are passionate individual needs and preferences.
about high-quality, authentic Mexican coffee Potential health benefits through added
beans and their potential to enhance well- vitamins and natural ingredients.
being. Emotional benefits: A sense of
What makes us different: We focus on indulgence and well-being. A connection
organic ingredients, health benefits, and a to Mexican coffee traditions and
customizable coffee experience tailored to culture. A feeling of sophistication and
individual preferences. appreciation for quality.

CBBE METHOD
Brand resonance Brand response :
Building a community: We want Coronaria to be more Desired feelings: We want
than just a coffee brand. We want to create a consumers to feel invigorated,
community of coffee enthusiasts who appreciate satisfied, and connected to a
quality, health, and the unique flavors of Mexican brand that cares about their
coffee. health and taste preferences.
Customer loyalty: We want to build strong customer Emotional associations: We
relationships by fostering trust, exceeding aim to evoke feelings of
expectations, and offering exceptional service. warmth, energy, authenticity,
Brand advocacy: We want our customers to become and appreciation for the finer
brand advocates, sharing their positive experiences things in life.
and recommending Coronaria to others.

CBBE METHOD
ADVANCE
II
 LEVERAGING STRATEGIES
Advertising:
Our advertising will focus on promoting and informing about the benefits
of our product compared to the competition, through communication
channels such as points of sale and improved communication with our
direct customers and suppliers.
Marketing:
We seek promotion through means such as telephone, website, social media,
and also email, for a concentration of communication with customers and
suppliers always agile and active also through these means, thus being an
opportunity to be closer to all of them, and for the brand to always be
present.
 LEVERAGING STRATEGIES
Consumer profile:
We are specifically targeting men and women aged 20 to 64, although when
it comes to coffee, it can encompass a more general segment of the
population.
Lifestyle-wise, we are targeting students and workers with busy lifestyles
seeking to satisfy the need for a beverage that wakes them up and
energizes them.
Personality-wise, our target consumers are conservatives and purists. They
are patient, efficient, lovers of simplicity, and tranquility. However, they
tend to be resistant to change, abrupt, and disdainful.
 LEVERAGING STRATEGIES
Additionally, we will focus on strengthening these 7 points:
Brand Consistency
Market and Audience Understanding
Differentiation
Continuous Innovation
Exceptional Customer Experience
Engagement and Emotional Connection
Evaluation and Adjustment
 These are trips that Israelis take through the incredible
EVENTS Carmel Market and you can make an agreement with
1.- CULINARY TOUR AT THE them to show Coronaria Café, telling them its history
"CARMEL" MARKET and origin. Also in cooking classes, they can be given
2.-JON'S CARMEL MARKET samples of coffee to use when making hot or cold
COOKING CLASS & FOOD TOUR drinks or the art known as barista.
3.-TEL AVIV FOOD TOUR OF
THE CARMEL MARKET
 SPONSORS
ROYAL GARDEN HOTEL
88000, Antibes St 5, Eilat, Israe
l
The strategy to enter the country of Israel is through the
largest and most luxurious chains.
Customers of the Coronaria brand are people who like to
buy and consume fresh coffee with high quality standards.
Also small or medium-sized industrial clients who are
interested in purchasing a coffee that offers a good flavor
and aroma, for its marketing and distribution.
PROJECTIVE
TECHNIQUES
In our journey to understand the perceptions and desires of our
consumers, Café Coronaria employs various projective techniques.
In addition to the techniques mentioned earlier, such as word
association and storytelling exercises, we also use:

Mind Maps
Assigned Roles
 Brand Equity
1

Brand Reputation
2

ELEMENTS OF Brand Awareness

3
BRAND VALUE
Brand Differentiation
4
EMBUDO DE
ADMISIÓN A LA
ESCUELA
 CONJOINT ANALYSIS
A joint analysis will be carried out through a survey of the main coffee
consumers in Israel. This survey will seek to know the main interests of
consumers towards the most consumed type of coffee with
characteristics such as the type of roasting, the flavor or the
certification. Based on this, the results will be interpreted to later carry
out the ideal marketing and positioning strategies for our product when
introducing it to the market in Israel.
 The questions will be the following:

1. Do you consider that the region in which the

product is manufactured is an important
factor when buying a coffee? Which do you
prefer?
2. What type of roasting do you prefer in your
coffee?
3. Are there any special notes in the flavor you
prefer? Which is it?
4. Which certification do you consider most
when buying a coffee?
 COMPARATIVE METHODS
We will carry out various The first method will be analysis of
comparative methods for the competition
different areas of our
interest in the introduction
of our product to the The second will be a price analysis
market in Israel
 REFERENCES
IBIS COMPUTER. (2024, 8 enero). Imagen de marca: 9 elementos básicos
para crearla o mejorarla. https://www.ibiscomputer.com/blog/197-imagen-
de-marca-9-elementos-basicos-para-crearla-o-mejorarla
¡THANK YOU!