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100			_aJham, V. _938636
245			_aFilli Café: Experience Tea and Talk
300			_a47-46 p.
520			_aFilli 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.
653			_aServices marketing,
653			_ainternational expansion,
653			_a branding,
653			_afranchising,
653			_aUnited Arab Emirates
773	0		_026021 _982609 _aSHAIKH, SHAZIB _bmaharashtra _dSage Publication NEW DELHI _o55513475 _tAsian Journal of Management Cases _x0972-8201
942			_2ddc _cJA-ARTICLE
999			_c54794 _d54794