Special business model from Tchibo

The year 2012 was a milestone for Tchibo Budapest Kft. because after 20 successful years in FMCG they launched the Tchibo online store. Tchibo has a special business model: they don’t only sell premium quality coffee but also a wide range of other goods, updating their product selection weekly. Managing director Zsolt Mészáros, told our magazine that Tchibo had an excellent year on the coffee market, with Tchibo Family strengthening its market leading position.

This success is also the result of their stable and well-planned sales strategy. In 2012 Tchibo donated HUF 1 million to the Magic Lamp Foundation and organised a promotion campaign during which people who bought Tchibo products increased the sum of the donation. As for innovation activity, Tchibo Cafissimo capsules were updated both inside and outside: now they are sporting a youthful design and are containing coffee from sustainable farming. With Tchibo stores and the online store the company focused on operational development and on communication, using several channels for commercials and Facebook, where Tchibo has more than 25,000 followers. Last year the company’s barista application was very popular with both customers and the trade – it finished 2nd in the Social Media Best Practice competition. (X)