Filli Café: Experience Tea and Talk
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SHAIKH, SHAZIB Asian Journal of Management CasesSummary: 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.
| Item type | Current library | Call number | Vol info | Status | Notes | Date due | Barcode | Item holds | |
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Journal Article
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Main Library | JP/GEN-MAN/Vol 20, No 1/55513475JA4 (Browse shelf(Opens below)) | Vol 20, No 1 | Available | 55513475JA4 | ||||
Journals and Periodicals
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Main Library On Display | JP/GEN-MAN/Vol 20, No 1/55513475 (Browse shelf(Opens below)) | Vol 20, No 1 (01/03/2023) | Not for loan | Asian Journal of Management Cases - March 2023 | 55513475 |
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.
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