1. Coffee Breakfast
Meeting
Sector Export Marketing Plan
20 May 2015
Jim Tersteeg
Rafael Valcarce
Patrick Gouka

2. Why (Specialty) Coffee?
 Specialty coffee is an important quality attribute sought in the
international market
 Growth in the EU into demand for speciality coffees
 Need for differentiation due to the individualization of consumers
 Lot of donor intervention on conventional coffees (productivity, quality
improvements), but not on speciality
 Specialty is a value addition with a premium
07/03/1507/03/15 CBI - Ministry of Foreign AffairsCBI - Ministry of Foreign Affairs22

3. Specialty Coffee Uganda Project
Programme consists of three main elements:
Export Coaching Programme
Business Support Organisation development programme
Local Consultant training
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
33

4. Specialty Coffee Uganda Project
Programme consists of three main elements:
Export Coaching Programme
 15 selected SMEs are in the market entry phase
 AFCA and SCAE trade fairs
 Incoming trade mission & B2B meetings
Business Support Organisation development programme
Local Consultant training
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
44

5. Specialty Coffee Uganda Project
Programme consists of three main elements:
Export Coaching Programme
 15 selected SMEs are in the market entry phase
 AFCA and SCAE trade fairs
 Incoming trade mission & B2B meetings
Business Support Organisation development programme
 Development of business enabling environment
 Service portfolio of ACA, UCF, Nucafe and UCFA together with UCDA
 Sector Export Marketing Plan development
Local Consultant training
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
55

6. Specialty Coffee Uganda Project
Programme consists of three main elements:
Export Coaching Programme
 15 selected SMEs are in the market entry phase
 AFCA and SCAE trade fairs
 Incoming trade mission & B2B meetings
Business Support Organisation development programme
 Development of business enabling environment
 Service portfolio of ACA, UCF, Nucafe and UCFA together with UCDA
 Sector Export Marketing Plan development
Local Consultant training
 10 local consultants trained to provide export development support
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
66

7. Specialty Coffee Uganda Pavilion - AFCA 2015
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
77

8. Specialty Coffee Uganda Project
Programme consists of three main elements:
Export Coaching Programme
 15 selected SMEs are in the market entry phase
 AFCA and SCAE trade fairs
 Incoming trade mission & B2B meetings
Business Support Organisation development programme
 Development of business enabling environment
 Service portfolio of ACA, UCF, Nucafe and UCFA together with UCDA
 Sector Export Marketing Plan development
Local Consultant training
 10 local consultants trained to provide export development support
07/03/1507/03/15
CBI - Ministry of ForeignCBI - Ministry of Foreign
Affairs
88

9. Goal of session
• Inform you on the main content of the Export
Marketing Plan for Specialty Coffee;
• To discuss and contribute from your
knowledge and experience to the draft plan.
9 Centre for the Promotion of Imports from developing countries | May
19th, 2014

10. Goal of session
• Inform you on the main content of the Export
Marketing Plan for Specialty Coffee;
• To discuss and contribute from your
knowledge and experience to the draft plan.
Next steps:
• Complete SEMP with your input;
• Make final draft SEMP with working group
(BSO’s)
• Present SEMP to UCDA (October 2015)
10 Centre for the Promotion of Imports from developing countries | May
19th, 2014

11. Content of draft SEMP
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Introduction
Vision/Mission
Current Market Position
Market and Industry
Trends
Export Audit
- Sector Audit
- Market Audit
- SWOT Conclusions
- Competitor
Analysis
Market Assumptions
Export Objectives
Market Entry Strategy
- Markets & Segments
- Positioning Strategy
- Branding Strategy
- Product Strategy
- Pricing Strategy
- Distribution Strategy
- Promotional Strategy
Management responsibilities
Activity Planning

12. Vision and Mission
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19th, 2014
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Vision
The Ugandan Specialty Coffee Sector is a distinct source of
specialty and fine coffees for the global market.
Mission
To create a sustainable and global market oriented specialty
coffee value chain that meets consumer satisfaction.

13. Export Audit
Centre for the Promotion of Imports from developing countries | May
19th, 2014
13

14. Analysis Export Audit
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Develop emerging markets by:
•Branding Ugandan single origin coffee (small volumes);
•Marketing the unique attributes of Ugandan Specialty Coffee;
•Promoting, increase volumes of fine robustas by coffee producers (connecting to center of
excellence);
•Identification of niche markets for specialty coffees;
•Producing business case for specialty coffee in Uganda cost benefit analysis;
•Develop a marketing strategy that targets regional and international branding (specific
characteristics of regions in Uganda exmp: Gorilla).
•Design a coffee sub sector research agenda for climate change adaptability and soil
replenishment;
•Promotion & support sustainable coffee certification and verification programme;
•Promote & support of high yielding coffee varieties;
•Promote & support formation of farmer organization.
Increase the competiveness of our Specialty Coffee Sector compared to other
countries exporting to the identified EU countries by:
•Increase the knowledge on market information at the actors of the value chain;
•Improve the branding of Specialty Coffee of Uganda;
•Increase the volumes of Specialty Coffee available for export.

15. Export Objectives
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Short Term [<3 years]
1.Increased production of sustainable or certified coffees from
Uganda for the European / Global market:
a. Develop and pursue marketing strategies in markets where we
already have some market entry activity with regard to
Specialty Coffee and increase exports by 10%;
b. Maintain our growth in markets where we are performing by at
least 5%;
2.Improve quality at all stages of the coffee value chain of
specialty coffees in Uganda, meeting (European) specialty market
requirements and specifications for market entry;
3.Establishing a market intelligence network for specialty coffee
exports (Specialty Coffee Club initiative).

16. Export Objectives
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Medium Term [3-5 years]
1.Establish a Uganda Specialty Coffee brand and leverage its full
potential to help ensure targeted growth rates: 10-15% increase
exports;
2.Intensify trade fair participation with business matching and
country image-building activities.
Long Term [>5 years]
Become a sustainable top-10 supplier globally of Specialty Coffees.

17. Markets EU and other
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Based on the analysis conducted we assume that the 4 major EU-
countries will remain the top 4 EU importing countries for Specialty
Coffee:
•Switzerland
•Germany
•Italy
•Spain

18. Branding Strategy
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Possible branding strategy components are:
•National Specialty Coffee Branding
•Geographical Indication
•Individual product branding

19. Branding Strategy
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Best practice is Colombia:
•National Specialty Coffee Branding

20. Branding Strategy
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Best practice is Colombia:
•Geographical Indication: Nariño Coffee

21. Branding Strategy
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Best practice is Colombia:
•Individual product branding

22. Promotional Strategy
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Uganda is aiming to participate in the following Coffee Trade Fairs:
AFCA, SCAA, SCAE, …
Apart from participation to the significant trade fairs for Specialty
Coffee, direct marketing, and personal visits to prospective customers,
the industry will be encouraged to adopt a mixture of other
promotional tools as follows:
•Create Specialty Coffee promotional material to send out to key
accounts/embassies/missions abroad
•Organise incoming trade missions to Uganda in combination with
Coffee Safaris
•…

23. Discussion areas
Centre for the Promotion of Imports from developing countries | May
19th, 2014
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Discussion on the following topics:
•Most interesting Export Markets
•Branding Strategy
•Promotional Strategy

24. END