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Paul bassett case

PAUL BASSETT

Paul Bassett is a high-end Korean coffee shop chain. Their shops are urban and mostly in Seoul. They get their name after an Australian world champion (2003) barista – this should show you how serious they take the coffee culture.

They blend and roast their own coffee, and sell it directly to consumers, or wholesale to other coffee shops. Every shop has at least one barista.

In 2016 their where looking for pastries that complemented perfectly with coffee. It was then they met the nata, and us.

We first met Paul Bassett’s management at Anuga, in October 2014. We easily spotted what could be a successful partnership between the attractive coffee shop chain and our product.

In a record breaking time, we successfully launched the natas on the 15th of April 2016.  Half an year developing and deploying a marketing strategy, dealing with import permits, logistics, shipment and implementing it all.

ANUGA 2015

When we first met at one of the world's biggest food trade shows.

CONTRACT

We signed the supply contract around Christmas time.

OPERATION SETUP

Importing procedures; developed the strategy & marketing plan.

FIRST SHIPMENT

First production batch and shipment sent.

PRODUCT LAUNCH

On its debut, the nata sold 7 times more than the previous best-seller.

FIRST WEEKEND

The nata sold 11 times more than the previous best-seller. New record.
OCTOBER 2015
DECEMBER 2015
JAN -> MAR 2016
FEBRUARY 2016
15 APRIL 2016
17 APRIL 2016

MARKETING, AWARENESS & LAUNCHING

POS video for the product launch.

POS video for the launch of new flavours.

SOME NUMBERS

Launched on the 15th of April 2016, and best-seller ever since…

average units sales/shop/day

> 0
SOCIAL MEDIA MENTIONS ON THE FIRST WEEK
0
NEW FLAVOURS DEVELOPED