/case studies
80/20 director: Coffeeheaven
The need: Coffeeheaven is Central Europe’s largest coffee chain and the brand leader in Poland with 23% market share of the Polish coffee chain market. The company had grown very rapidly and exemplified the highest standards of management expertise for a professional and modern business operation. The one role that had not been filled was that of a senior marketing director. Before this appointment the marketing of coffeeheaven was inconsistent across markets and not always of the highest quality.
Our work: Peter Shaw was appointed as the International Marketing Director of coffeeheaven in the Spring of 2007, with specific responsibility to ensure consistently high quality of marketing thinking and execution across all markets. This role was fulfilled on an 80/20 basis i.e. spending a defined number of days in the market each month with full availability via email and phone when not in the market. In this way coffeeheaven got a highly experience individual at a fraction of the expense of a 5 day a week in market appointment.
The result: Peter instituted a full review of the brand and its five markets, leading a strategic process that defined the brand and its attributes, enabling the development of more powerful insight, innovation, design and communications programmes. Specific marketing deliverables over this period included development of the brand idea ‘Your place’, redesign of all packaging and communications materials, significantly improved seasonal promotions, a next generation store design, input to new product introductions, consumer usage and attitude research, relaunch of the consumer website, Facebook presence and marketing team recruitment.
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