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The Coffee Industry
There has been a boom in coffee shops with coffee giants,
small coffee brands, and indy cafés popping up everywhere
today. In order to survive, these cafés need to deliver quality
along side good marketing. However, Thanapon still believes
the market will grow continuously despite the high number of
café. “In the past, people would hang out with friends over a tradi-
tional coffee. Today, coffee shops developed from just a place to
hang out to a place people go to relax or work over an extensive
option of beverages, from different kind of hot coffee, to a long list
of iced coffees and frappes. I think these options open up rooms for
the industry to grow. The age of coffee drinkers also gets younger.
People used to start drinking coffee when they were 25 - 30 years
old, but now more and more students and teenagers are becoming
coffee fans. That’s why the overall market will certainly grow,”
Targeting Wider Range of Customer Thanapon concluded.
Since Segafredo already has a strong presence inter-
nationally, travelers and tourists in tourist cities don’t have to
think twice before buying a cup. However, office workersare
the primary target for Thai customers. “People in their working
age are our main target because they drink coffee on a daily basis.
Another group is families and non-coffee drinkers because the age
of coffee drinkers is younger than before. The father and mother
might order coffees while the kids enjoy smoothies, teas, or
chocolates. We have a comprehensive menu for both coffee and
non-coffee drinkers.”
Segafredo will continue to expand continuously, and
the growth will continue alongside the development of brand
awareness. “As weare a part of Central Group, we have the
advantage of The 1 Card which has over 10 million users. Marketing
strategies like The 1 Card points and promotions can be employed Special Thanks
conveniently. And as more and more people are going online, our Thanapon Tangkananan
website is on the way. We also sell Segafredo coffee machines which Senior Vice President
conveniently allow coffee lovers to brew Segafredo’s quality coffee Store Development
right at home, using coffee capsules.” /Leasing and F&B
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