Old Town White Coffee Marketing Plan

In: Business and Management

Submitted By LiyanaAmirah
Words 2912
Pages 12
Introduction of Oldtown The OldTown White Coffee, OTWC (Chinese: 旧街场白咖啡) is the largest kopitiam restaurant chain in Malaysia. The headquarters is in Ipoh, Perak, Malaysia,it is a frenchaise company. Established in 1999, OldTown Berhad (“OldTown”) produce instant beverage mixes and products, in addition to operating over 180 café outlets in Malaysia OldTown is the proprietary owner of the special formulation of 3-in-1 white coffee blend, which has been permeating Malaysian households and food service industry since 1999.In 2005, OldTown expanded into the food service sector with the opening of a chain of café outlets based on the traditional Ipoh coffee shop setting and ambience under the brand name “Old Town White Coffee”.OldTown now exports its instant beverage mixes to more than 10 countries worldwide and plans to expand its café outlet network in the region. The history can be traced back to the incorporation of white cafe 1999.The core objective of OldTown is to let everyone to have a sip of Malaysian style white coffee.
What is a white coffee? White coffee in US and were known as coffee with milk or cream. White coffee can also refer to a cup of instant with a dash of cold milk. But, the white coffee here means seriously under roasted coffee. The advertising that goes with it would agree with this assumption although the people selling this product will not say anything about how it is made. Because unroasted beans are extremely hard a special grinder is required to grind the coffee. White coffee has more caffeine compare with normal coffee. Classic Dishes:Old Town Nasi Lemak Special, Mee Java, Dry Curry Mee, Old Town Ipoh Chicken Hor Fun, Old Town Ipoh Lum Mee, Old Town Curry Mee, Springy Noodle with Chicken Ham and Egg, Old Town Nasi Rendang Ayam, Old Town Nasi Kari Ayam, Springy Noodle Chicken Sausage and Egg, Old Town Assam Laksa, Old New mee…...

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