Case Study 6 – Authentic Cup
Module: Pulling it together with real data.
Authentic Cup is a manufacturer, retailer, and marketer of beverages based in Tampa, Florida. Named after their founder, Dalinar Authentic, the company is one of the fastest growing beverage companies in the United States. Their mission is to “Provide authentically sourced fine beverages at reasonable prices.” Authentic Cup specializes in Coffee; however, they have recently added alcoholic beverages to their product lineup. The company is known for their dedication to high quality, ethically sourced beverages at affordable prices.
Authentic Cup needs help adding a new coffee to their product offering. Please answer the following questions conducting your own research and indicating why you made that decision.
1. A recent study conducted with our most loyal customers (aka: our target market) show that they prefer coffee that has a full feeling (high body) and long-lasting aftertaste. Based on these attributes – using the dataset provided – determine what coffee bean we should purchase to advertise on our website and explain why you choose this coffee bean. (1pt)
o Note 1: Identify the Coffee using Coffee ID (e.g., I choose Coffee #12 because…)
o Note 2: There are many correct choices; but also, many incorrect choices.
Suggestion: Calculate the combined score of Body and Aftertaste and choose something greater than or equal to 16.5… Should other factors play a role as well?
o Note 3: Assume prices and amount of coffee are all equal. Assume harvest year/date are all relevant for 2020 purchase and consumption.
o Links for Research:
Your coffee bean has been purchased, roasted and bagged. We are now ready to sell our product!
2. Authentic Cup is creating a landing page for the coffee you suggested. What keywords should we focus our SEO on for this landing page? Please explain why you choose those keywords. (0.5pt)
o Note 1: Use the provided dataset and links for research (in Q1) to answer this question.
o Note 2: “Coffee” by itself is not an acceptable answer (it is much too broad).
o Note 3: Choose at least 2 keywords, but no more than 4.
3. Authentic Cup is excited to share their new coffee with their customers on social media.
a. Create a mockup social media post for this coffee based on the keywords you chose for the landing page (1pt).
b. Design a SMART goal for the success of this coffee based on this Social Media Post (1pt).
o Note 1: You only need to choose one social media platform to create a mockup for. This platform will depend on your SMART Goal.
o Suggestion 1: Since this post should direct users to the landing page for this new coffee, not our home page, please use the keywords you chose for the landing page in your mockup.
o Suggestion 2: Please do not refer to your coffee as “Coffee #12” in your mockup; give it a name (you have a whole spreadsheet of information about this coffee)!
4. Based on the four main types of emails discussed in class,
a. Which email type would we use to introduce this product to our customers? (0.5pt)
b. Design a sample email to send to our loyal customers (1pt).
o Suggestion: Include a subject line, what kind of body do we want? Do we want lots of text, only images, or something else?