{"title":"Filli Café: Experience Tea and Talk","authors":"V. Jham","doi":"10.1177/09728201221139370","DOIUrl":null,"url":null,"abstract":"Filli Café in the United Arab Emirates (UAE) has captured a slice of the market with the unique taste of zafran tea. This was superimposed by applying a unique branding strategy. The brand’s unique selling proposition was to create a homely ambience at Filli Café, where people could chat for hours while immersed in the joy of a warm, soothing cup of tea. This led to the brand’s huge success, with the target audience being the expatriates and Emirati population, as they liked the taste of the zafran tea. The challenge in front of the Chief Executive Officer, Mr Rafih Filli, was to grab the market and work on diversification and expansion globally.","PeriodicalId":41247,"journal":{"name":"Asian Journal of Management Cases","volume":"20 1","pages":"47 - 58"},"PeriodicalIF":0.1000,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Management Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09728201221139370","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"MANAGEMENT","Score":null,"Total":0}
引用次数: 0
Abstract
Filli Café in the United Arab Emirates (UAE) has captured a slice of the market with the unique taste of zafran tea. This was superimposed by applying a unique branding strategy. The brand’s unique selling proposition was to create a homely ambience at Filli Café, where people could chat for hours while immersed in the joy of a warm, soothing cup of tea. This led to the brand’s huge success, with the target audience being the expatriates and Emirati population, as they liked the taste of the zafran tea. The challenge in front of the Chief Executive Officer, Mr Rafih Filli, was to grab the market and work on diversification and expansion globally.
期刊介绍：
Asian Journal of Management Cases is a peer-reviewed journal that aims at providing high-quality teaching material to academics, consultants, and management developers, through cases on management practices in the socioeconomic context of developing Asian countries. The journal covers all administrative disciplines including accounting and finance, business ethics, production and operations management, entrepreneurship, human resource management, management information systems, marketing, organizational behaviour, strategic management, and managerial economics. Each issue of Asian Journal of Management Cases comprises four to five original case studies. Teaching cases should be accompanied with a Teaching Note (TN). Even though the TN will not be published, it is necessary for the review process and can be obtained by contacting the authors directly. Please refer to the online submission guidelines for details on writing a teaching note. AJMC does not publish pure research or applied research based on field studies (not case studies). The journal is published in March and September every year with thematically focused issues occasionally.
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