Coffee World expects to see intense fight between premium brands
Over the past ten years, Coffee World, a franchise coffee house under the portfolio brand of GFA Corporation <Thailand>, already opened a total of 71 stored while positioning its brand as a premium coffee house chains.
This year, Coffee World gears up for the intense competition between premium coffee brands, which means they would emphasize more on drink varieties and repeatedly launch new campaigns or new promotions to maintain the existing customers and attract the new ones.
According to GFA Corporation <Thailand> Ltd., marketing manager, Parichart Greenwood, in 2007, there were high competitions between strong and well-known premium coffee brands and non-coffee brands from other business sectors who tried to expand their product lines into Thailand’s fresh coffee business. This has stimulated premium coffee chains in Thailand to offer more promotions and urged them to adjust the menus to create drink varieties for customers.
She pointed out that this year, intense competitions between premium coffee house chains will continue and each would emphasize on offering private and luxurious atmosphere to grab customers’ attentions.
However, as the customers have changed their behaviors and show concern about their health, they become picky on the quality of their drinks which pushes Coffee World to introduce new menus every two months.
As for price adjustment, she said that there is a tendency to adjust the prices due to the fuel hike, though, Coffee World is negotiating with the suppliers to reduce the cost. One of the 2008 campaign is that if customers hold a GFA privilege card, they can get discount and souvenirs from using the service under GFA brands.
