Product Extension: CBTL Ice Cream

Key Objectives

  • Introduce a new product extension to increase breadth of brand awareness
  • Enhance The CBTL Experience

Rationale

We intend to enhance the CBTL experience through an additional product extension. CBTL Coffee & Tea Ice Cream will give customers at least one more choice of product with the same rich taste of Coffee Bean’s coffee or tea. Having ice cream menus in CBTL shops will attract ice cream lovers to the store. Existing customer segments such as tertiary students will be delighted with this new menu too.

Ice cream is also a dessert that people normally share in romantic dates and we believe that the brand can create romantic moments experiences for couples through introduction of this menu. This is in line with our brand purpose of “brewing love for the world”, which would enhance brand feelings. It would also create a POD in the market as no other cafe in Singapore has introduced their own brand of coffee & tea flavored ice cream. This would also increase brand salience in the long run.

Strategy

The flavors of this ice cream range will be made among the top selling drink flavors, and signature ice cream flavours will the “Green Tea Latte” or “Caramel Macchiato”. We propose to introduce the CBTL ice cream menu in the current stores. In the long run, the brand could look into opening specialty CBTL kiosks, another way of building the CBTL brand. See below for CBTL Ice Cream flavours!

THE CBTL APP | IN-STORE EXPERIENCE | CBTL ICE CREAM | CBTL SYSTEM | BEAN IN LOVE | BEANSTRO

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