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To: Mauna Loa Management Staff

From: Michelle Fernandez

Date: February t,2OL4

Subject: Suggested lmprovements

"/ fhankfuu for allowing me this opportunity to offer my input on what can be improved in the Mauna Loa Company. I have taken it upon myself to gather informati,o,,nrahput th"e general coffee drinker via survey. ln doing so I hoped to find these specifics: who is the regular coffee drinker, their dedo&phics, -ui5rE they drink their coffee, product satisfaction, in addition to questions regarding customer service when applicable. This survey was conducted over several social media channels as well as distributed at 20 varies coffee retailers such as Starbucks, Gloria Jeans, McDonalds, Seattle's Best an{ Ma_ur.p Loa Cafe. At the end on a month of gathering information about the regular coffee drinker the sample size totale(9G t6l66fld"ntt. There were several areas that could be improved but the most interesting area was in custom"r rssltffi,tT;::yr, I willfocus on in this

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It came to my surprise that over 2,000 coffee drinkers were under the age of 25. Additionally, 1,700 of those who responded were over the age of 65, this comes as a shock considering the company's target marketed consumer is 25-55 students/graduates and professionals, middle to upper economic class. Based on the data it is my understanding that the Mauna Loa Company may have over looked a large market of coffee drinkers. ln order to address this issue I have come up with a few suggestions that will not only maintain the integrity of the sophisticated the Mauna Loa brand but will allow room for growth, both in in familiarity and size.

. First, I suggest that we follow the trail of several of our competitors and petition the Keurig Company to included Mauna Loa coffee in their selection of K-Cups, making our brand more familiar to coffee drinkers. Of the 1,700 respondents 65 and older t,277 preferred to drink coffee at home due to reasons of convenience. Moreover,45% of respondents own a Keuig, many of them students and singles.

. Second, a launch of mall openings. I propose that Mauna Loa set up shop in the food court of high-end malls. The menu will be scaled down to accommodate a smaller workspace. The new menu will showcase a total of 20 Mauna Loa drink variety's including teas, with later plans to introduce Mauna Loa pastry's. Mall locations will ensure access to the under 25 year olds as well as provide existing customers a way of getting a cup of Mauna Loa coffee while shopping.

. Third, in order to make Mauna Loa coffee and pastries more accessible to our large customer base the company can invest

/f l.l 4 in coffee carts that will be placed in the lobbies of hospitals,

V;f,";r,;.t and university campuses.

. Lastly, to aid in customer retention I propose that a new customel loyalty program be created. Frequent buyer cards that provide customers with a chance to earn free drinks and discount will create good will between the customer and us. ln addition to frequent buyer cards an online campaign asking the customer to fill out a short survey and enter the redemption code found on their receipt which will in turn provide them with a coupon for a free small coffee. The coupon will be sent to the participant via email.

--'lawL These are just a few ideas I co"me up*wittr io generate growth in the Mauna Loa Company; I have additionalfi ideas for improvement

based on the data I gathered. I am more than willing to go over them with you as well as provide all copies of collected surveys. t n'!<4 Once again, thank you for this opportunity to offer my input. lt is an honor to work for such a valued company and I look forward to

advancing in the Mauna Loa Company and making it my permanent home. Thank You

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